Leadspace Radio

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First Steps to Building a Successful B2B Content Marketing Plan

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Coming from Salesforce where he was the Senior Director of Content and Engagement, Dave is a seasoned expert in the content marketing and social media spaces. He's also the co-author of The Executive’s Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business.​ He joined Leadspace a few weeks ago with the goal of building an inbound marketing machine. In this podcast he walks through exactly how he's going to do it. 


He'll cover topics like:
  • How to build helpful content that drives real pipeline
  • How to create content even if you don't have a team of writers
  • How small marketing teams can still make a big impact 

How and Why to Add Video to Your Content Marketing Mix

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Hear Michael Litt, co-founder and CEO of Vidyard make the case for why video should be part of your marketing arsenal. 
 
He'll answer:
  • Why should companies leverage video in their content marketing mix?
  • How do I get started, even on a limited budget?
  • What brands do a really good job with video?
  • Lead scoring on video
  • Is it actually converting? Are people even doing anything with it?
  • Why is mobile such a better goal to reach people than desktop for your video?

"Their instinct isn't to talk to a salesperson, their instinct isn't to call a company. Their interest is to consume content so they are reading blog posts looking at testimonials, reviews, watching videos, reading your blog and all of these things are educating them before they actually indicated their intent to purchase. And so video represents a huge opportunity as far as that behavior is concerned."


"A video view is technically worth a lot more because you really know what they consumed and you control that journey and again as people are spending more time researching before they are talking to sales..."


Leadspace uses predictive analytics to target the prospects that look like your best customer. Social web and structured data come together under the Leadspace platform to deliver best in class enrichment, advanced predictive scoring and confident lead discovery, that's Leadspace. Learn more at Leadspace.com or email me directly at Damon@LeadSpace.com.

How do I make this easily understood to the reader?

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We love to read anything Ann Handley writes, now she shares how even we can write better. Ann shares secrets to great content in her latest book, Everybody Writes, Your Go-To Guide for Creating Ridiculously Good Content.
Show highlights include:
Steve: That’s really interesting. You said “content that creates an experience”. How is that different from what somebody would traditionally think about as content?
Ann: There is this notion that the content equals articles and blog posts and sometimes videos maybe, things that start and finish but I think increasingly, with all these tools that we have available, we can create content that does deliver more of an experiencen to the people we want to talk to. I think in marketing, that word “experience” is a littlebit, I am almost allergic to it sometimes.
Steve: It’s a little cliché, right.
Ann: It’s so cliché but yet a lot of people don’t really know what it means. What does that mean to deliver more of an experience with our products and services? At least from a 
content perspective, I think it means giving people tools to do things and not just articles; again, not just things that start and finish but giving them tools to do things that they can interact with things, giving them content gifts, I don’t mean that literally but sort of metaphorically where they are able to maybe take your video and you slide share or whatever and take it home and put it on their own sites or their own properties or whatever but ultimately giving them something that they can do something with and not just read. 
Reading is fun obviously I am a writer and I have great respect for that but I also think that we also have to think beyond just things that start and finish, beyond articles.
After the break you'll hear:
Ann, you say in the introduction of your book, “What matters now isn’t storytelling. What matters is telling actual story well.” So what’s the difference?
Ann: So I think the idea of storytelling as it applies to brands into content marketing, for me it really does conjure up bedtime books and fairytales and I don’t think we want to be talking about storytelling as brands. I don’t think brand storytelling is really as empowering as thinking about telling a true story well. I mean it’s a little bit of a play on words but I think it can be incredibly empowering to think about telling your story so telling your true story really, really well. 
It doesn’t mean making up scenarios, it doesn’t mean subbing in actors for real customers; it means using real people, real situations to the degree that you can to tell the true story really, really well. It means that you focus on the writing, the words that you are using because words as I write in Everybody writes, our emissaries; they tell people who you are, they can make you seem super smart, they can make you seem really stupid and I want companies to really think carefully about the words that they are using to tell their story most effectively. So pay attention. Really use those words because words are so powerful as we all know. Really use the words that best convey what you are trying to convey to your customers.
Ann Handley, Chief Content Officer for MarketingProfs, author of Everybody Writes(September 2014) and co-author of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, Late 2010). Ann has a passion for building community, particularly in using new media tools to broaden and build value. Previously, Ann was the co-founder of ClickZ.com, one of the first sources of interactive marketing news and commentary.

Let’s talk about ridiculously good content you need and can write.

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Some show highlights include:
Steve: That’s really interesting. You said “content that creates an experience”. How is that different from what somebody would traditionally think about as content?

Ann: There is this notion that the content equals articles and blog posts and sometimes videos maybe, things that start and finish but I think increasingly, with all these tools that we have available, we can create content that does deliver more of an experience to the people we want to talk to. I think in marketing, that word “experience” is a little bit, I am almost allergic to it sometimes.

Steve: What is ridiculously good content?

Ann: Generally the way that I define ridiculously good content is ultimately it’s content that meets the needs of the people you are trying to attract; so your prospects and your customers. But the way I define it, more specifically is its content that has 3 elements that is useful, that is empathetic to their needs and that is inspired in some way and that can be either creatively inspired or inspired by data or ultimately both. So I think those 3 things together equals ridiculously good content. 

Now obviously, writing is a big piece of that when it comes to text content especially of course but I think more generally, whether you are talking any kind of content; whether you are talking about video or audio like this, those 3 things really do need to be in place.

Steve: Now let’s say a CMO comes to you and says, “Yes Ann, I get it I need to do content marketing, I need a customer mindset, help me get started”. What do you tell them to do next? They are all ready to go.

Ann: So the first thing I would say is make sure that you have somebody in place who truly is empowered to execute on that. I mean it’s one thing to say “yes we understand that” but it’s another thing to put somebody in a position of power and give them the necessary budget and the resources that allows them to execute on that mandate so making sure that you have the necessary processes in place that you have the infrastructure there to support that person, that they are empowered across the organization. So I think that’s a really key thing.



Do the 4 Ps of Marketing Have You Irrelevant?

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REVENUE MARKETING is where we need to be.

Chief Strategy Officer of +The Pedowitz Group , +Debbie Qaqish shows her passion for education, for revenue marketing in this fast paced, 30 minute discussion.  She is the author of, "Rise of the Revenue Marketer, " available on Amazon: http://www.amazon.com/Rise-Revenue-Marketer-Debbie-Qaqish/dp/1610054075 

A snippet from the show:
"Because the  universities have been so slow to teach these critically important skills, we are seeing companies that are developing their own revenue marketing curriculum. They cannot find the skills. Kids are not coming out of graduate and undergraduate programs with the right skills."

Some of the points covered include:

1. The rise Revenue Marketer….tell us more. What does this mean for marketers today? How did the industry react to the new term, Revenue Marketer?

2. The Pedowitz Group works with some of the biggest brands out there- how has the state of marketing changed for B2B in the last few years? Are there different challenges for SMB and Enterprise orgs?

3. What does a day in the life of the CRO of TPG look like?

4. What do marketers need to change today to think like a Revenue Marketer tomorrow?   

5. Where do most marketing organizations fall short reaching their revenue goals?
 

AFTER BREAK:
 
6. TPG has grown into a fairly large organization over the past few years. What’s the secret to building a great marketing organization? Do you hire for skills? Passion? What makes a team successful?

7. TPG clients have been recognized for excellence with both Eloqua Markie and Marketo Revvie awards. What defines excellence in marketing?

8. What’s the best way to become a better marketer today? What advice can you share?

9.  Let’s talk about data. Leadspace provides social demand generation solutions –helping to provide real-time lead data for organizations. How important is accurate data for marketing? 

10. Where does data fit in the Revenue Marketer concept?

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Debbie Qaqish is the chief strategy officer and a principal partner at The Pedowitz Group and is responsible for developing and managing client relationships.

She is a nationally recognized speaker, thoughtleader  and innovator in the demand generation field, with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth. Debbie was voted #10 in #SLMA 's 50 Most Influential in Sales Lead Management in 2011. She has also been nominated in 2014.


Connect with Debbie Qaqish:
https://www.linkedin.com/in/dqaqish
https://twitter.com/DebbieQaqish

Connect with The Pedowitz Group:
https://twitter.com/revenuemarketer
https://www.linkedin.com/company/pedowitz-group

Marketing Wisdom and Demand Generation Insights

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Jason Hekl, Vice President and Group Director, Demand for SiriusDecions is a marketer. His specialties include:High tech marketing, including demand generation, messaging, marketing program management, PR, analyst relations, sales and marketing operations, content development, direct marketing, event management. Prior to SiriusDecisions, Hekl was Vice President of Marketing for Coupla.

Lead Generation for the Ever-complex Sale

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Brian Carroll is Executive Director of Applied Research at MECLABS and CEO of InTouch, part of the MECLABS Group. Author of the popular book, Lead Generation for the Complex Sale (McGraw-Hill), Carroll is a leading expert in lead generation and he's profiled and regularly quoted in numerous publications. Brian also speaks to 20,000 people a year on improving sales effectiveness and lead generation strategies. He’s been profiled and regularly quoted in numerous publications such as BtoB Magazine, Selling Power, The Wall Street Journal, Entrepreneur, Target Marketing, Inc. magazine, Marketing News, DM News, MarketingProfs, MarketingSherpa, Software CEO and CMO Magazine.

Content Marketing Tips You Need to Hear

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Jesse came to Kapost from Offerpop, where he was Director of Content Marketing. Before that, he was pumping out content and drawing up strategy at Eloqua. He got his start as a business reporter, first at the Boston Herald and then the Boston Business Journal, before jumping into marketing. Born and raised in New England, Jesse is an avid Red Sox, Celtics and Patriots fan. His favorite pastimes are dreaming up big content initiatives, chatting about marketing, and hanging out with his dog Dubus. 
You can hit him up on Twitter @noyesjesse.

Using your dominant skill to become a top seller

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If you don't know Jill Konrath yet, it's time to get caught up. Her site is a welcome basket fancier than print vendors in the 90s would bring at the holidays to thank you for the 300 page sales report job you did in full color for 10,000. She generously gives away tools to help any sales and marketing professional exceed any expectations they had of themselves and becoming a wildly valuable member of any team. Really, I'm not just getting all mushy on you here. Check this out: http://www.jillkonrath.com/sales-resources

 

So we're here to talk to her about what sets her latest book, Agile Selling, apart from any she's written in the past. We don't want to give the whole show away, but join us and take notes. This is one of those guests that will leave you gasping with inspiration and action items!

A couple of the questions she'll be answering include:
What role should technology play in today’s sales organization?
What happens when sales doesn’t trust in their data and/or marketing?

Everybody Writes – The Lastest Book from Content Maven, Ann Handley

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We love to read anything Ann Handley writes, now she shares how even we can write better. Ann shares secrets to great content in her latest book, Everybody Writes, Your Go-To Guide for Creating Ridiculously Good Content.


Ann Handley, Chief Content Officer for MarketingProfs, author of Everybody Writes (September 2014) and co-author of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, Late 2010). Ann has a passion for building community, particularly in using new media tools to broaden and build value. Previously, Ann was the co-founder of ClickZ.com, one of the first sources of interactive marketing news and commentary.