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Trade Show Tips that Drive Qualified Leads

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Veteran tech journalist David Spark has just published his new book “Three Feet from Seven Figures: One-on-One Engagement Techniques to Qualify More Leads at Trade Shows." He walks through his top trade show tips in this lively podcast.


He covers:
  • What are companies doing wrong at trade shows?
  • Easy tips to connect with people at trade shows
  • Effective trade show follow-up

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 to Build Your Own Demand Factory

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Hear top demand generation expert David Lewis walk you through how to build your own demand factory. He maps out a clear plan and describes the elements you need for a successful and scalable marketing machine. You'll see why the best B2B marketers out there go to David for advice on how to build this very thing.


He covers topics like:

  • The essential elements for your own demand factory 
  • What technologies are must-haves in 2015 
  • How to operationalize the funnel 


About David Lewis and DemandGen

For more than 20 years, CEO David Lewis has been a pioneering innovator in digital marketing, and has overseen marketing for some of Silicon Valley’s leading technology firms. David and his team at DemandGen have been at the forefront of the transformation taking place in marketing by helping 100’s of the top sales and marketing teams around the world incorporate marketing technology to drive sustainable growth. 

The State of the Art in Digital Design for B2B Marketers

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Hear digital design expert Lance Shields discuss the very latest in digital design best practices in this episode. Lance and Leadspace Radio host Damon Waldron dive into the Leadspace.com redesign that's about to launch and give some great design tips for all the B2B marketers out there. Whether you're about to embark on a major redesign or want to optimize your existing site, check this podcast out.


Hear Lance discuss:

  • How to approach a site redesign the right way 
  • The biggest design sins B2B marketers commit 
  • How to stand apart from the competition when every site looks the same 
  • The process starts with the Discovery Phase and the importance before you get into any visual design 
  • How the company goals sets the tone for the design and layout 
  • Ways to look at the brand for B2B companies
  • Designing an easy to maintain system
  • How to collaborate and work with a design firm 


About Lance Shields and iiD

Lance is the co-founder and chief experience officer of iiD, a digital agency helping corporate, startup and non-profit clients innovate across all digital channels. iiD is a full service digital agency headquartered in San Francisco, designing and delivering digital experiences that matter to users and help clients thrive in the digital world. 

How to Tackle Marketing Attribution and Forecasting

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Hear Nadim Hossain, CEO and Co-Founder of Brightfunnel answer all the big (and some quite geeky) questions about marketing attribution. Every data-driven marketer agonizes over this but it's critical to get it right to build an effective, optimized marketing machine.

Nadim dives into:
  • Pros and cons of the different types of marketing attribution (first touch, multi-touch, etc)
  • When is a company ready for multi-touch attribution?
  • The biggest mistakes marketers make with attribution
  • How does this fit with Account-Based Marketing initiatives
  • And much much more!


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.comor email me directly at damon@leadspace.com.

Marketing and Sales Focus on High Performance

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David Brock, President of Partners in Excellence, is about high performance. Sales, marketing and executive management is where he focuses his time consulting, speaking, and coaching. His clients span the industries from aerospace, retail, consumer products, and software and range from Fortune 25 to startups including some of the biggest global brands.


Some of the questions Steve Gershik asked included:

  1. Can you tell us a little about Partners in Excellence?
  2. Your tagline is great, “Making a Difference in Business and In Your Personal Life”. How do you help both business and people?
  3. You have worked in the sales and marketing industry for over 20 years – what is it that makes sales and marketing so challenging these days?
  4. What makes one organization perform better than another? Better product? Better sales team? Training? Better marketing or bigger budgets? Is there a recipe for success?
  5. How do you uncover weaknesses or areas that need improving in sales and marketing teams? 
  6. On your website you use the words impact and time to results – how important is timing? Why? 
  7. Thinking about impact---what is the best way to make an impact as a marketer today?
  8. What would you say is the biggest B2B marketing challenge? Why?
  9. What is the biggest sales challenge besides driving more revenue? Why?
  10. What role should technology play in today’s sales organization? 
  11. Leadspace provides social demand generation solutions –helping to provide real-time data for organizations. How important is accurate data for a sales team? What happens when sales doesn’t trust in their data and/or marketing?

11. What is your advice for better sales and marketing alignment?


Building powerful, revenue-driving marketing with Jeffrey Eisenberg

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Jeffrey Eisenberg is a recognized authority and pioneer of Internet marketing strategy; improving online conversion rates for sales and lead generation. Jeffrey speaks Spanish with native fluency and has transacted business in 26 countries.

The emphasis that's given to lead scoring. If half that emphasis would be given to actually responding to calls more quickly, the value of the leads would go way up. We've proven this over and over again. There's the Kelloggs' study that actually proves that the faster you respond, basically in the first five minutes and whenever we've gotten clients, instead of having the marketers on the spot for the quality of the leads actually put the sales people on the spot for the quality of their response, it's been the number one factor in increasing conversions and so marketers just take it on the chin and just very often go quietly into the night. The bottom line is that most of the time if sales people could respond to the calls fast enough they'd have perfectly good leads that they could sell whereas when they take even thirty minutes to get back to them that lead has already cooled off and who knows what's going to happen. I just wanted to say that because we get that over and over and over again.

Some of the questions asked were:

  • What's the use of lead scoring?
  • Aside from prioritization do you call 100% of the people who submit a lead form on your website or not?
  • What are your thoughts on that - reaching out to somebody who hasn't proactively reached out to you?
  • So you're talking about channels now, right? So you're saying a chat would feel less ookey to you or an email would feel less ookey, but a phone call to you seems a little too invasive?
  • Earlier you said, "I haven't made them a buyer yet. I haven't thought about them as a buyer yet." This is somebody who visits your website. What makes someone a buyer?
  • So how do you know as a marketer when somebody has confidence in your solution? Are there implicit signals? Are there explicit signals? Can you infer something?
  • The question that I often get asked by young marketers is this: what is something I can do to upgrade my skills, to make me more marketable as a marketer? Particularly these are B-to-B marketers that I'm talking to. Somebody asks you that question, what advice would you give?


Jeffrey is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books "Call to Action" & "Waiting For Your Cat to Bark?". He has written for the popular marketing optimization blog GrokDotCom, eMarketing & Commerce Magazine & Forbes.com. Jeffrey has been a speaker and delivered the keynote speech at conferences like Search Engine Strategies, WSI Excellence & Innovation, Shop.org, Direct Marketing Association, MarketingSherpa, AD:Tech Miami, Search Engine Strategies Latino, NAB, Canadian Marketing Association and at corporate events like Intel's retail customer appreciation summit.


Connect with Jeffrey: Twitter: @JeffreyGroks- Facebook: Jeffrey Eisenberg - LinkedIn: Jeffrey Eisenberg

The B2B Marketing Channels that Matter in 2015

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Which channels will be most effective in 2015? How has the landscape changed?

2015’s here so now is the time to re-evaluate your marketing mix. Steve Gershik, CMO of Swrve, will discuss how the landscape has changed for b2b marketers and where you should place your chips for this year. Hear which channels will be most effective for marketers and where the hidden gems lie.

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Join host Damon Waldron as he interviews Steve Gershik

A bit about Steve Gershik, Chief Marketing Officer at Swrve:
With over 20 years of experience in product marketing, social media, demand generation and brand building, Steve Gershik is an expert in what B2B companies need to do to survive and thrive in competitive environments today.
Steve is an experienced Chief Marketing Officer for early and growth stage technology companies and has been a roll-up-your-sleeves working manager in each of his roles. Highlights include:
  • VP of Marketing Innovation at Eloqua, which grew from $3MM to $35MM (on the way to a successful IPO and acquisition by Oracle) during his tenure.
  • Creator of the Eloqua Experience and Eloqua Markie awards
  • First VP of Marketing for SiriusDecisions, a leading advisory firm for B2B sales and marketing executives
  • First VP of Marketing at TOA Technologies, establishing the brand identity and social media strategy.
  • Co-founded the world's first demand generation-focused conference called DemandCon.

Swrve's Vision:

"We believe the personal mobile device is fast becoming our primary digital identity - powerful, persistent and always addressable. Our mobile device will become the central nexus for interacting with both the internet and the emerging “Internet Of Things” surrounding us.

The key to building long term relationships with a consumer has always been relevance (history, location, time, context and content). Working alongside other best of breed services, Swrve is orchestrating, personalizing and optimizing every step of the relationship between a consumer and the brands they love.

Swrve is defining mobile first marketing. We're delivering a truly intelligent, in-the-moment understanding of the consumer. We're automating an infinite number of individual, personalized, conversations. As a result we're enabling marketing teams to build great, profitable relationships with their target audiences.

We believe this kind of thoughtful, relevant, timely conversations will replace “Megaphone Marketing”. "

How new AGILE practices can move marketing and innovation past the old business stalemates.

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Jascha Kaykas-Wolff, CMO of BitTorrent believes in two key principles: Find opportunities where no one else is looking; And, never fail the same way twice. It’s a methodology centered around Agile marketing practices. Coupled with a B.A. in Psychology from Whittier College, it’s one that’s served him well professionally and personally.

Some of what was covered in this show with Jascha Kaykas-Wolff included:


  1. Tell us a little bit about your latest venture as CMO of BitTorrent?  You’ve been a CMO in previous positions…how is this organization and position unique?
  2. Your LinkedIn profile is says you are a “Startup Advisor.” Sounds awesome. How do you help startups? What generally are startups in need of? 
  3. What is unique for marketers in a startup environment?  Any advice you can you share to help some of our early-stage listeners?
  4. You just launched a book, “Growing Up Fast: How New Agile Practices Can Move Marketing And Innovation Past The Old Business Stalemates.” What prompted you to write this book? 
  5. Why is being agile in business so important today? How can people become more agile in their decision-making? Or in their marketing? Don’t you have to plan to be an effective marketer or business professional? Can you be agile and still plan your strategy?
  6. Leadspace offers real-time social demand generation solutions. How can marketers make the most of real-time data? In today’s world – shouldn’t all data be real-time? Does real-time equal agile?
  7. What lessons have you learned as CMO in recent organizations that you’ll never forget? What makes a great CMO? Who are some CMOs that you admire?
  8. What one piece of advice would you give to marketers looking to make an impact in their organizations?
  9. If people want to learn more about you, BitTorrent or your book- where can they find out more?

"So for me the absolute first and most important thing for a CMO to do coming in is to find kind of how the organization is currently running and that’s not just marketing but it’s actually understanding in depth the way that the product or organization is working, how the product strategy is showing up in products being developed and then ultimately being able to assess what the marketing team is doing with the product team to bring those to market."

Find Out What Drives Oracle’s Marketing Cloud Machine

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Oracle’s Kevin Akeroyd is helping to make the Oracle marketing cloud solutions the best in the industry, bar none. Find out what drives him, the Oracle marketing machine and more.

Kevin Akeroyd, GM of Oracle Marketing Cloud,is responsible for the global P&L, running the largest technology and services providers to the lines of business in charge of marketing and customer experience. The Oracle Marketing Cloud includes Marketing Automation (Eloqua), MCCM (Responsys), Data Management Platform - DMP - (Blue Kai), Content Marketing (Compendium), Social Listening (Collective Intellect), Social Publishing and Engagement (Viture, Involver). Prior to Oracle, Akeroyd worked for Badgeville, Jigsaw and Data.com

Some show highlights include:

Steve asked Kevin, "How do you organize your marketing dept?"

@akeroyd: We keep modern goals in mind. Marketing and sales are two silos that need to come together.

"You have the VP of mobile, VP of advertising, VP of lead gen, VP of  customer loyalty, VP of this and that.
We try to strike the balance - break down the silos and processes so they can maintain specitivity; yet come together for the ultimate goal:serving and relating to the client."

Steve Gershik:
How do you break down those silos in particular as it relates to communication in large groups of people?

Kevin Akeroyd:
 We have to have these common internal goals: 
Trying to drive sales productivity, revenue, drive marketing effectiveness, conversion, ROI - this is common internally for income and employees.

Our customer  related goals are: advocacy, continuity, relationships. It gets pretty easy when we have a common language for presales, marketing and sales. With that common venacular, cause and metrics success comes pretty easy. When we don't have that common goal in mind internally or for the customer, you get back into that dangerous trap of the silos.

Steve Gershik:
Oracle has had and continues to have a number of acquisitions. How to you integrate those companies and their culture into your overall culture?

Kevin told us,  "It starts with CULTURE. When they acquire, they only acquire the best companies - not just the technologies, but the best people, the best talent and the best customers along with the best business models and best cultures. 

Best Cultures results in the rest falling into place. The key is maintaining the culture that made the company so great you wanted to acquire it in the first place. This is critical. But then merging into the broader Oracle marketing cloud culture and then into the bigger oracle culture - culture maintenance and culture assimilation This is a huge challenge. Culture point about Oracle - traditionally on premise software.  We have made a couple of runs to be more cloud based. They didn't go as well as they do now.

Steve:
What has made the difference in that current success?

Kevin admits he's not sure he knows the answer holistically. He knows it's truly successful - it has adopted that culture integration - it's there - it's why Oracle is winning overall. 

Steve Gershik acknowledges, "You know if you don't have it, and you know if you have it there. Difficult to pinpoint, but it's deeper than that."

Kevin says they continuously ask, "What are we doing from a tech and integration, best practices, expertise, standpoint?" He goes on to say, "Our customers - the guys producing revenue - sales and marketing - are under a lot of pressure. They are being held more accountable for more results with less and they are judged faster and faster.

How well are we enabling our customers to be successful in light of those increasing demands? This is how we measure our success.They need to meet their goals and exceeding their goals. It's our only measuring stick of success.Innovation, leadership and customer centricity is the center of our culture.
We closely resemble the scrappy start ups that we acquire rather than opposing them or stifling them."

Steve brought up that Kevin is internally you are very analytical.
He also talked about the gap between what people are learning in business school and what practitioners need to know.
He says, You have to learn how to first think like a marketer and then to BE a marketer.

Steve asked Kevin: What skills before they can be successful at Oracle?

Kevin tells us, "Things are so fragmented across all of the channels: mobile, social, display, commerce... fragmented customer landscape, spending more money than ever. 
We can never lose the art and creativity of being brilliant marketers, but you need the other half - the science. You have to be able to measure your genius and show it to the CEO and board.
Look at how it is performing by lifecycle stage, customer segment ...Translate the language of marketing to the language of the CFO. The art part of marketing is not dead and is mission critical, but it needs to be married tightly to the science and analytics."

Kevin adds,"First and foremost: we start everything with, 'Are we making our customers successful?'
And, are we delivering quantifiable, directly attributable, measurable successful for our customers? If not, nothing else matters.

We are continuously measuring and tracking our impact. We have 1000's of customers and there is no one solution or recipe for their success. You have to consider the differences: financial vs. travel, vs. manufacturing vs. publisher. Enterprise vs. mid-market, brick and mortar vs. online only business.

The more important thing is the discipline of knowing that the people on my side that own the customer results are tracking them and are showing up and showing quarterly business results and making sure that customer success as defined by the customer is known and quantifiable and we're directly measuring our impact on that.

That's a big big part.

Thousands of customers are quantifying what success means to them, and we're tracking on a quarterly basis for them, and we are reporting on that to them... without it, the buck stops there.

We continuously challenge and evaluate our own success. We use customer satisfaction surveys, testimonials, who is willing to promote us?
These are indicators that we are successful in what we are doing.
This is part of our own measurement for our own success.

Hardcore numbers that affect my business: churn rate, upsell, cross sell, earning bigger part of the pie or is it shrinking, are we retaining the customer?
This results in share of wallet, renewal rate, expanding or shrinking inside that company is a measure of whether the customers happy and satisfied and successful. 

Retention of customer rate is more important than new acquisition rate.
Conversion rate - how are we doing? This is from the acquisition funnel into the sold.

The entire funnel approach starts at customer and goes backward - not typical of companies.
Keep them very happy and successful, they will grow with you, you'll do more with them and the value to you will be greater."

Steve asked about Kevin's transitions from Jigsaw to where he is today.

How do you structure the acquisition and dissemination of data?
it's easy to get paralyzed. What is the most important to look at and focus for yourself. How do you rank what is the most important data.

1. Try to make sure everyone is looking at the same data - whether at the top of the funnel or bottom. If they are all doing that, that is mission critical.

2. Data is interesting. if you are a savvy company, you know how to let the data bubble up intelligence and make decisions. Tried and true, we know the questions to ask, we know how to mine the data. 

Oracle has been a long time Leadspace customer.
"LS represents a tool that is both for sales and marketing.  Whether you are doing specific things like events, upsell cross sell, private webinars - it's a tool up and down marketing. Exact same stuff that the sales team is using. It's a relatively unique compilation of stats.  Resulting accurately is head and shoulders above the competition. LS does something very unique and VERY current.

@akeroyd  kevin.akeroyd @oracle.com  Look for him on LinkedIn, too.