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Deep Insights on Technology and the Customer Experience John O'Connor

Deep Insights on Customer Experience and Technology

Our world is rapidly evolving, and technology is becoming more advanced. Business operations and marketing efforts are becoming more automated and less personal. However, as we enter into this new digital age, does it also change the way we do our marketing? Listen to this episode as John O’Connor shares why although the digital age has changed, the marketing principles remains the same.

Personal relationship to stand out Linda Ruffenach

Linda Ruffenach: How A Personal Relationship Can Make You Stand Out

Majority of businesses take pride in their product and technology, but no matter how advanced it gets, if it doesn’t solve the customer’s problems then it doesn’t matter at all. Linda Ruffenach shares in this episode why B2B digital marketing is all about building a personal relationship with the customer and solving their problems.Majority of businesses take pride in their product and technology, but no matter how advanced it gets, if it doesn’t solve the customer’s problems then it doesn’t matter at all. Linda Ruffenach shares in this episode why B2B digital marketing is all about building a personal relationship with the customer and solving their problems.

Solving Problems Steve Goldhaber

Steve Goldhaber: Marketing is About Solving Problems

B2B Digital Marketer
B2B Digital Marketer
Steve Goldhaber: Marketing is About Solving Problems
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Marketing is About Solving Problems

In this episode of the B2B Digital Marketer Podcast, Steve Goldhaber shares his insights in how to effectively identify and solve your customer’s problems. Learn why it’s important to produce high-quality content that not only generates revenue, but also helps your customers move forward. Steve also shares some key takeaways from his book, “What’s Your Problem?”

Steve Goldhaber is one of a rare breed of marketers who is equally adept at, and equally passionate about, creativity and technology. In a digital age that has forever altered traditional marketing techniques, these dual skills give him an in-depth understanding of how technology can be used to execute more effective marketing programs.

In his work in a variety of corporate settings—from small startups to complex global organizations—Goldhaber has demonstrated an ability to break new ground, disrupt the status quo, and get results. His broad view of marketing in a digital world has been refined over nearly two decades in agency and corporate marketing positions in multiple industries.

In 2017, Goldhaber started 26 Characters, a marketing collective. Previously, Goldhaber was in charge of global digital marketing for two Fortune 500 companies, JLL and Aon, where he was responsible for web, social media, search, mobile, and content marketing. Prior to that, he spent nine years at Digitas, a global marketing and technology agency. As vice president, he led senior clients and internal teams in building marketing programs that embraced leading-edge tools to create better customer experiences.

With a bachelor’s degree in communications from Purdue University. He has been a judge for the Effie awards and on the advisory board for Social Media Week. He’s also a product adviser for LinkedIn, helping to shape the road map for future service enhancements. Goldhaber has also been a contributing writer for LinkedIn, the Content Marketing Institute, and B2B Marketing. He is also the author of What’s Your Problem?, a marketing book about problem solving.

As easily as Goldhaber can discuss solving a complex marketing problem with imaginative strategy, he can recount the challenges of completing four marathons, two urban adventure races, and travel to more than fifty countries.

Timestamps/Outline

01:43 – About Steve Goldhaber and 26characters.com

03:41 – Serving service-based businesses vs. hybrid models

04:34 – Steve’s passion in understanding and solving business problems

06:24 – What is overrated in B2B digital marketing?

07:59 – Why great marketing is all about well-thought strategies and good thinking

10:21 – Balancing getting good results vs. testing

11:34 – Working with budget constraints and investing in high quality content

14:36 – Why you should invest in making genuinely amazing content

17:40 – Assessing if your marketing is helping your customers move forward

19:21 – Steve’s book: “What’s Your Problem?”

21:40 – Key elements and tactics in problem-solving

23:46 – Working back and reverse-engineering the problem

27:31 – Connect with Steve Goldhaber

Key Takeaways

“The old model was to do something clever and interesting to get people’s attention. Now it’s about delivering true content and helping them.”

“The key takeaway is to ask yourself one question: “What’s your problem? What are you trying to solve?” If you keep asking that, it will provide so much clarity.”

“You have to separate yourself as a marketer into what your customers think. Things you may feel old and outdated may be loved by your customers.”

Links and Resources

Steve’s LinkedIn: https://www.linkedin.com/in/stevegoldhaber/

Steve’s Facebook: https://www.facebook.com/stevegoldhaber

Steve’s Twitter: https://twitter.com/goldhaber

Steve’s website: https://www.26characters.com/

Steve’s book: What’s Your Problem? How Enhancing Your Problem-Solving Skills Can Make You a Better B2B Marketer

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New ways to do digital marketing

REIMAGINING New Digital Marketing Ideas with DAVID MEERMAN SCOTT

B2B Digital Marketer
B2B Digital Marketer
REIMAGINING New Digital Marketing Ideas with DAVID MEERMAN SCOTT
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New ideas in digital marketing help you differentiate

David Meerman Scott shares his insights into new digital marketing ideas and how to differentiation this B2B Digital Marketer episode. It’s not about taking something existing and just recreating it online; it’s all about finding new and different ways to do things and reimagining the unlimited possibilities of doing digital marketing. David also shares his insights from his book, Fanocracy, and how to turn your fans into customers and your customers into fans.

David Meerman Scott is an internationally acclaimed business strategist, entrepreneur, advisor to emerging companies, and public speaker.

He is the Wall Street Journal bestselling author of ten previous books, including The New Rules of Marketing & PR (now in a 6th edition and available in 29 languages), Marketing Lessons from the Grateful Dead, The New Rules of Sales & Service and FANOCRACY: Turning Fans into Customers and Customers into Fans. In his spare time, he surfs and travels around the world for great live music.

Timestamps/Outline

01:10 – How David Meerman Scott started with B2B digital marketing

04:15 – Why B2B digital marketing is similar with B2C digital marketing

07:01 – Why stock photos are overrated and do not humanize your organization

08:13 – Why an aggressive approach to sales and marketing is a terrible mistake

09:18 – How the Grateful Dead’s example can help businesses generate more business

11:24 – The friction between sales and marketing

12:03 – The hybrid approach

14:42 – Reimagining what is possible vs. Recreating something existing

17:21 – Case study: Skillsoft

19:55 – Paying for attention and investing in journalists and storytellers

24:59 – Where David will spend the money if given an unlimited budget

28:27 – The one question every B2B digital marketer must ask themselves

30:22 – Fanocracy: Turning Fans into Customers and Customers into Fans

31:43 – How David met Brian Halligan, CEO of Hubspot, from a Grateful Dead concert

32:37 – How your fans can become your customers

34:06 – Connect with David Meerman Scott

Key Takeaways

“We need to realize that as B2B marketers, we are not marketing to businesses. We are marketing to people.”

“Giving gifts with no expectations is a better approach than setting up an adversarial relationship and demanding an email address for your content.”

“Being a digital marketing disruptor is about looking at the web and seeing what’s possible rather than just taking what happens offline and cramming it on to the web.”

“Are you a B2B marketer who’s truly communicating with other human beings?”

Links and Resources

David’s Twitter: https://twitter.com/dmscott

David’s LinkedIn: https://www.linkedin.com/in/davidmeermanscott/

David’s Instagram: https://www.instagram.com/dmscott

David’s website: https://www.davidmeermanscott.com/

David’s book: Fanocracy: Turning Fans into Customers and Customers into Fans

Fanocracy website: https://www.fanocracy.com/

Show Transcript

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Unedited Transcript

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