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On the Social Business Engine show we’ll bring you showcase examples of businesses, including non-profits who are far along on their social business journey. They are strategic about using social.

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Podcast Episode's:
The State Of Work For Marketing Leaders
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Marketing leaders across the globe have a challenging job - to help their marketing teams remain aligned with company goals and contribute to bottom-line results. It’s a tall order and one that is becoming increasingly more complex as technology saturates every area of business. For this episode of Modern Marketing Engine, Bernie speaks with Heidi Melin, Chief Marketing Officer at Workfront. She and the team at Workfront are enabling teams across all industries to do their best work.</p> <p>Listen to hear the findings of the 6th annual Workfront 2020 State of Work Report. Heidi and Bernie dive deep into one particular finding - that <em>work is getting in the way of work</em> - and discuss how to address it.</p> <h2>Work Is Harder And More Complex Than Ever Before</h2> <p>One of the obvious conclusions of this conversation is that the way work gets done has changed forever, and will continue to change as technology advances. There are more opportunities for optimization and integration than ever before - but with them comes the possibility of confusion, distraction, delay in meeting project deadlines and unfulfillment among staffers.</p> <p><strong>The 2020 State of Work Report reveals 4 key themes</strong></p> <ul> <li>Employees are engaged and want to make a strategic impact on the business</li> <li>Work is getting in the way of work (a recurring theme over the past 6 years)</li> <li>Technology can help - but it has to be the right technology</li> <li>Employees feel accountable, but not always aligned</li> </ul> <p>In this conversation, Bernie and Heidi dive into the most concerning of these issues - that work is getting in the way of actual work being done. Listen to hear Bernie and Heidi discuss how you can help your team overcome obstacles to real work so they can accomplish the things that really matter.</p> <h2>How Is Work Getting In The Way Of Actual Work - For Marketers?</h2> <p>The 2020 State of Work Report reiterates a trend that’s been happening for all six years of this report’s availability. Workers report that they are only spending 40% of their time doing the work they were hired to do. That means 60% of the time they are doing tasks that are not directly related to their job description.</p> <p>How can that be the case? Because workers are becoming consumed by tasks that are not vital to the primary focus of their role. What are the things that are taking up so much of their time?</p> <ul> <li>Wasteful meetings (driven by poor alignment mechanisms)</li> <li>Excessive email</li> <li>Excessive oversight</li> </ul> <p>Listen to learn how marketing leaders can address this startling trend.</p> <h2>How Marketing Leaders Can Help Their Teams Do The Things That Matter </h2> <p>Marketing leaders can help their teams improve the quality and effectiveness of their work by directly addressing the 40/60 split explained in the 2020 State Of Work Report. They should begin by asking a simple question:</p> <p><em>How is work currently getting done in the organization?</em></p> <p>Heidi says that the work team members do needs to be viewed as a “Tier 1” asset and given the attention that goes along with that priority. It's an approach that will bring many things to light - the need for tier 1 work tools is among them. Listen to hear more!</p> <h2>5 Ways Marketing Leaders Can Improve The Quality Of Their Team’s Work </h2> <p>When you consider that 60% of the work getting done (including by marketers) is not directly related to the role workers were hired for, it begs the question what can marketing leaders do about it? Heidi suggests these 5 ideas…</p> <p>1 - Improve goal setting strategies and practices</p> <p>2 - Break your team into smaller, streamlined teams</p> <p>3 - Increase specialization among team members</p> <p>4 - Set realistic time limits for projects and prioritize to meet them</p> <p>5 - Better manage workforce and workflow through better software and integrations</p> <p>Listen to hear how these suggestions can contribute to greater success with your team’s ability to get work done. You’ll also learn how you can download your own copy of the 2020 State of Work Report from Workfront.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://www.workfront.com/" target="_blank" rel= "noopener">Workfront</a> - Where Heidi Melin serves as Workfront CMO</li> <li>Heidi <a href="https://www.linkedin.com/in/heidimelin/" target= "_blank" rel="noopener">on LinkedIn</a></li> <li>Heidi on Twitter: <a href= "https://twitter.com/heidimelin?lang=en" target="_blank" rel= "noopener">@HeidiMelin</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[3:56] Why Workfront produces the annual “State of Work” report</li> <li>[5:15] The 4 key takeaways from the 2020 report</li> <li>[7:20] What do modern marketers mean when they say work gets in the way of work</li> <li>[19:25] How setting time limits can help with the optimization of work time</li> <li>[21:50] The virtual workforce creates more complexity within a marketing team</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>Previous episode featuring <a href= "https://vengreso.com/blog/modern-business-alex-shootman" target= "_blank" rel="noopener">Heidi’s CEO - Alex Shootman</a></li> <li>BOOK: <a href= "https://www.workfront.com/campaigns/done-right-book" target= "_blank" rel="noopener">Done Right</a></li> <li><a href="https://www.workfront.com/campaigns/state-of-work" target="_blank" rel="noopener">Workfront’s 2020 State of Work Report</a></li> <li><a href= "https://www.zdnet.com/article/digital-transformation-spending-to-approach-2-trillion-by-2022/" target="_blank" rel="noopener">ZDNet article mentioned in the podcast</a></li> <li><a href="https://slack.com/" target="_blank" rel= "noopener">Slack</a></li> <li><a href="https://www.atlassian.com/software/jira" target= "_blank" rel="noopener">Jira</a></li> <li><a href="https://www.netsuite.com/portal/home.shtml" target= "_blank" rel="noopener">Netsuite</a></li> <li><a href="https://www.oracle.com/index.html" target="_blank" rel="noopener">Oracle</a></li> <li><a href="https://www.sap.com/index.html" target="_blank" rel= "noopener">SAP</a></li> <li><a href="https://www.salesforce.com/" target="_blank" rel= "noopener">Salesforce</a></li> <li>Vengreso’s <a href="https://stateofdigitalselling.com" target= "_blank" rel="noopener">State of Digital Selling Report</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p>  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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Why Sales Enablement is Required for Modern Marketing
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>One of the hot, hot topics these days in the sales and marketing arena is sales enablement. To clarify the issues and highlight the importance of enablement for every sales organization, Bernie invited Jake Braly, Vice President of Global Marketing at Highspot to be his guest on this episode.</p> <p>The Highspot team provides a technology solution for sales enablement that prepares sellers to speak to buyer needs, engage buyers with answers to the questions they have about a potential solution to their problems, and does it all in a way that optimizes performance and increases deal velocity. Jake’s everyday experience in the sales enablement world makes him an expert to speak to the issue. Join Bernie and Jake for this enlightening and challenging conversation.</p> <p><strong>This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, which means you win more deals, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to</strong> <a href="http://bit.ly/gongio" target="_blank" rel= "noopener"><strong>http://bit.ly/gongio</strong></a> <strong>to get started.</strong></p> <h2>What IS Sales Enablement And Why Is It Important?</h2> <p>Before we can get too deep into how sales enablement works and why it’s so important, we must have a working definition of the concept. Simply put, sales enablement is the task of…</p> <p>Equipping all of the customer-facing people in your organization to have the content, tools, and insights they need to engage effectively with customers.</p> <p>That means a sales enablement strategy should not only provide the content that sales teams can use to start and engage in buyer conversations, it should also train them how to effectively use the content.</p> <p>This two-fold focus is vital because of the changes that have happened over the last decade.</p> <p>1 - Every industry uses technology, which makes innovation cycles faster.</p> <p>2 - Buyer behavior has changed: they have more information on-hand before they agree to speak with someone at your company. That means your reps need to provide more insight than customers can attain on their own.</p> <p>3 - Technology has evolved to allow us to automate elements of engagement with buyers and increase deal flow.</p> <p>Listen to better understand the compelling case for sales enablement in your organization.</p> <h2>Enablement Makes A Positive Bottom-Line Difference</h2> <p>Enabling sales is important from a tactical perspective, but it’s more than just tactics - it’s a strategic part of how the organization functions. Why is it important to think of sales enablement in those terms? </p> <p>Because modern analytics reveal that in the fast-moving and highly competitive sales environment the enablement function has a positive business impact on the things that matter like...</p> <ul> <li>quota attainment</li> <li>conversions</li> <li>deal velocity</li> <li>win rates</li> </ul> <p>Listen to this conversation to get a better idea of how a serious focus on sales enablement could increase your bottom line.</p> <h2>Enablement Is An Equal Partner With Marketing And Sales</h2> <p>The old way of doing business positioned enablement as a sort of bridge that aligned sales and marketing. But Jake says that is a very limited way of viewing the role sales enablement plays. The reality is that sales and marketing should not be focused on aligning with each other, they should be focused on aligning with their customers, together. Enablement makes that happen.</p> <p>Sales enablement works in close concert with sales and marketing to provide a great customer experience through relevant content, delivered effectively and in a timely way for each stage of the customer’s buying journey. Enablement gives both marketing and sales teams the superpowers that connect with buyers, engage them in fruitful conversations, and win more deals.</p> <h2>How Enablement Serves The 3 Primary Stakeholders</h2> <p>Implementing an effective sales enablement function in your business not only makes sense from a strategy and implementation perspective it also <strong>serves the interests of everyone it touches.</strong></p> <p>Those focused on driving revenue (<strong>EXECUTIVE TEAMS</strong>) would do well to take a keen interest in sales enablement since the data shows that an effective enablement process positively increases revenue.</p> <p>Those who interact with customers or prospects (<strong>MARKETING</strong> and <strong>SALES</strong> teams) become more effective when they make use of the resources and training an enablement function can provide.</p> <p>The buyer (<strong>CUSTOMERS</strong> or <strong>PROSPECTS</strong> or <strong>BOTH</strong>) is better served when enablement is a strategic focus. Why? Their biggest need is to evaluate your solution efficiently, understand how it differs from other solutions, and understand how they will achieve value should they decide to use your service/product.</p> <p>Don’t miss this foundational discussion of the sales enablement function. It's becoming a strategic essential to every company in every industry.</p> <h2>Featured on This Episode</h2> <ul> <li>Jake <a href="https://www.linkedin.com/in/jakebraly/" target= "_blank" rel="noopener">on LinkedIn</a></li> <li>Jake on Twitter: <a href="https://twitter.com/jakebraly" target="_blank" rel="noopener">@JakeBraly</a></li> <li>Email: jake.braly (@) highspot.com</li> <li><a href="http://www.highspot.com" target="_blank" rel= "noopener">www.Highspot.com</a> - where Jake serves as Vice President of Global Marketing</li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:51] The role Jake plays at Highspot, and what Highspot does for sales enablement</li> <li>[6:05] The reasons sales enablement has become such a hot topic these days</li> <li>[7:45] Why sales teams need technology for sales enablement</li> <li>[11:36] How sales and marketing leaders are trying to align to their customer’s needs</li> <li>[15:56] Who are the stakeholders who benefit most from sales enablement?</li> <li>[18:30] Where to start to get sales enablement going in your organization</li> <li>[25:56] Sales enablement increases the competitive win rate</li> </ul> <h2>Resources & People Mentioned</h2> <p><strong>This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, which means you win more deals, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to</strong> <a href="http://bit.ly/gongio" target="_blank" rel= "noopener"><strong>http://bit.ly/gongio</strong></a> <strong>to get started.</strong></p> <ul> <li>The Highspot <a href= "https://www.highspot.com/sales-enablement/" target="_blank" rel= "noopener">Definitive Guide To Sales Enablement</a></li> <li><a href= "https://www.highspot.com/resource/state-of-sales-enablement-2019/" target="_blank" rel="noopener">The State Of Sales Enablement 2019</a></li> <li>Highspot CEO <a href="https://www.linkedin.com/in/robertwahbe/" target="_blank" rel="noopener">Robert Wahbe</a></li> <li><a href="https://www.salesforce.com/" target="_blank" rel= "noopener">Salesforce</a></li> <li><a href="http://www.salesenablement.pro" target="_blank" rel= "noopener">www.SalesEnablement.pro</a></li> <li><a href="https://www.sesociety.org/" target="_blank" rel= "noopener">Sales Enablement Society</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p>  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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Why B2B Marketing And Sales Is Broken And How To Fix It
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>B2B marketing and sales have always been close cousins, but Bernie’s guest on this episode of Modern Marketing Engine says that the advent of Account Based Marketing has made them even closer than that - and he says that when they get together as part of the same team, bottom-line growth of the company is the result. </p> <p>Sangram Vajre is co-founder and Evangelist of Terminus, an account based marketing platform that helps B2B marketers run efficient ABM programs at scale. His experience at Terminus - and previously as part of the Salesforce team - has enabled him to see that ABM is simply the way B2B should function overall. Sangram’s new book, “ABM is B2B” explains how an account based approach that unites marketing, sales, and customer success teams as #OneTeam empowers the entire company to focus on target accounts and generate real revenue outcomes rather than vanity metrics such as “leads generated.”</p> <p><strong>This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to</strong> <a href= "http://bit.ly/gongio" target="_blank" rel= "noopener"><strong>www.gong.io</strong></a> <strong>to get started.</strong></p> <h2>The Problem: Less Than 1% Of Leads Become Customers</h2> <p>One of the points Sagram highlights in the beginning section of his book is that less than 1% of leads generated by the average marketing team ever become customers. That’s an appalling statistic, one that Sagram says would cause many marketers to lose jobs if the CEOs knew it was the case. It’s a statistic that proves that the common “get leads into the funnel” mentality of marketing teams simply isn’t working - and isn’t the right way to approach the B2B marketing role.</p> <p>Sangram believes that every marketer should be asking, “What is the total addressable market we can actually sell to?” If they are unable to answer that question, it reveals that they are not clear enough on who their future customers should be. He contends that if your company is only going to close a finite number of deals this year, then as a marketer you should be going after THOSE accounts - and there’s plenty of data to help you determine which accounts they are. Join Bernie and Sangram for this compelling conversation about how marketing and sales should work together to create an unstoppable team.</p> <h2>The Value Of Marketing Is Defined By Sales</h2> <p>Many marketers have bristled at Sangram’s comment that “The value of marketing is defined by sales.” They point to brand building as one example of a valuable activity that can’t be so easily quantified. But Sangram points out that branding ultimately does have a measurable goal - growth of the company (sales). To drive the point home, he points out that there are no B2B companies that have big marketing teams and no sales teams - but there are many companies with large sales teams and no marketing team.</p> <p>Sangram makes it ultra-clear when he says, “Our job as marketers is to either incrementally or exponentially grow the business. We are an extension of the sales team to help them close more deals.” </p> <p>He believes that marketers have a bigger opportunity to drive revenue than ever before - they have access to information, know the target accounts, and have the technology that can tell them how to engage with them - so there is no reason they should sit back. In his mind, it’s time for marketers to earn their place on the team by pursuing the right kind of leads - the ones that have the greatest potential to convert to customers.</p> <h2>Why Your Company Needs A T.E.A.M. Instead of Separate Teams</h2> <p>One of the strengths that Sangram and the team at Terminus bring to ABM is a clear and simple focus on the things that truly drive account based marketing success. He refers to it as T.E.A.M. - Target, Engage, Activate, Measure.</p> <p><strong>TARGET</strong> - the right accounts</p> <p><strong>ENGAGE</strong> - those accounts where they are</p> <p><strong>ACTIVATE</strong> - the sales team</p> <p><strong>MEASURE</strong> - in a way that shows the entire customer journey and combines attribution and influence reporting</p> <p>Sangram believes that these four areas of focus allow marketing and sales teams to have intelligent conversations with CEOs and CFOs that create a compelling case for the tech needed to generate the right kind of leads. It also puts the marketing and sales teams on the same page, enabling them to work together in an integrated way that puts customer needs and customer success first.</p> <h2>How One B2B Marketing And Sales Team Attained A 95% Close Rate</h2> <p>To point out how much of a difference these principles make when applied company-wide, Sangram points to Thomson Reuters. This massive company applied ABM principles to their expansion deals, and their win rate increased to an astounding 95%. Compare that to the 1% statistic at the beginning of this conversation. It’s mind blowing but a testimony to the power of good execution on ABM practices.</p> <p>This is the kind of metrics B2B marketing and sales teams need to be able to show to executive teams or boards to explain what needs to be done and the kind of results that should be expected. These are the conversations that give credibility to marketers much more than how many events were run last quarter, how many banner ads were clicked, how many MQLs and SQLs got delivered to the funnel. If the leads marketing generates are not from the best-fit target accounts, marketers will never come close to the accomplishment of Thomson Reuters.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://terminus.com/" target="_blank" rel= "noopener">Terminus</a> - The company where Sangram serves as Chief Evangelist</li> <li>Sangram Vajre <a href= "https://www.linkedin.com/in/sangramvajre" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Sangram on Twitter: <a href= "https://twitter.com/sangramvajre?lang=en" target="_blank" rel= "noopener">@SangramVajre</a></li> <li>Sangram’s new book: “<a href= "https://www.amazon.com/Abm-Is-B2B/dp/194085895X" target="_blank" rel="noopener">ABM is B2B</a>”</li> <li>Sangram’s daily podcast: <a href="https://flipmyfunnel.com/" target="_blank" rel="noopener">Flip My Funnel</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:36] Sangram’s story, his role at Terminus, and his daily podcast</li> <li>[7:28] The problem: Less than 1% of leads actually become a customer</li> <li>[10:27] Trends in marketing and sales Sangram has seen from 2016 through 2018</li> <li>[13:35] How is the value of marketing defined by sales?</li> <li>[19:11] T.E.A.M. and #OneTeam : </li> <li>[22:11] Why the CEO needs to understand this approach first</li> <li>[25:46] How some companies are seeing bigger deals, and 95% closing rates</li> <li>[31:07] Why it’s important to ask yourself, “What matters to me?”</li> </ul> <h2>Resources & People Mentioned</h2> <p><strong>This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to</strong> <a href= "http://bit.ly/gongio" target="_blank" rel= "noopener"><strong>www.gong.io</strong></a> <strong>to get started.</strong></p> <ul> <li><a href="https://www.linkedin.com/in/katiebullard/" target= "_blank" rel="noopener">Katie Bullard</a></li> <li><a href="https://martechconf.com/west/" target="_blank" rel= "noopener">Scott Brinker’s Martech Conference</a></li> <li><a href="https://www.thomsonreuters.com/en.html" target= "_blank" rel="noopener">Thomson Reuters</a></li> <li><a href="https://www.salesforce.com/" target="_blank" rel= "noopener">Salesforce</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing Engine</strong><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener"><br /> Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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Building A Bridge Across Marketing, Sales & Service For A 360 Degree View Of The Connected Consumer
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><span style="font-weight: 400;">Today’s consumer is digitally connected across multiple devices. When interacting with a brand, the consumer expects personalized communication that speaks directly to them. Bernie’s guest on this episode discusses how to bridge marketing, sales, and service to deliver a great experience to the modern consumer. Niki Hall, CMO of Selligent an intelligent digital marketing technology platform designed to create holistic marketing campaigns shares how creating an Omni-channel marketing communication plan results in a better customer experience resulting in higher engagement and higher conversions with consumers.</span></p> <p><span style="font-weight: 400;">Succeeding in the digital age requires an integrated rather than siloed view of customer engagement. The information that the sales and marketing departments obtain should be available to those in customer service and in real-time. Listen in as Niki shares how this is not only possible but also preferable from the consumer perspective. She shares how Selligent has created a solution for intra-department integration that buyers love because it creates a relevant experience.</span></p> <h3><strong>This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to</strong> <a href= "http://bit.ly/GongIO-Vengreso"><strong>www.gong.io</strong></a> <strong>to get started.</strong></h3> <h2><strong>Why Brands Should Bridge The Gaps Between Sales, Marketing, and Service</strong></h2> <p><span style="font-weight: 400;">The modern connected consumer expects much more than previous generations when it comes to individualized communication. Consumers want to be spoken to individually. When brand messaging is clear and consistent across all digital channels, customers feel heard.</span></p> <p><span style="font-weight: 400;">Then enter intelligent platforms like Selligent Marketing Cloud that allow businesses to harness customer data and share that information across internal departments. Brand messaging becomes consistent and individualized content and timing helps consumers connect with the right product or service with just the right information in the moment. Today’s consumer is constantly marketed at, using shared data allows businesses to market to their buyers in the moment, ensuring the communication is timely and relevant.</span></p> <h2><strong>Breaking Down Silos With AI</strong></h2> <p><span style="font-weight: 400;">Niki shares a couple of poignant examples of how various brands use AI to break down the silos of marketing, sales, and service. Most notably, she mentions how Coollue, a Dutch retailer similar to BestBuy, uses AI to create a seamless customer experience. Prior to integrating AI, the customer would make a purchase, but then a breakdown would occur when they had questions about how to use the product.</span></p> <p><span style="font-weight: 400;">With AI-powered intelligent marketing technology, Coolblue tracks the buyer journey, and within moments of receiving their shipment, the customer receives an email with a how-to video on the use of the product. Coolblue has experienced a 30% reduction in returns and a 28% increase in cross-sell conversions. They also converted many of their customer service agents to inside sales reps because the customer had fewer customer service related questions. How cool is that?! </span></p> <h2><strong>How To Keep Up With The Expectations Of The Connected Consumer</strong></h2> <p><span style="font-weight: 400;">As AI becomes more prevalent, the question becomes how do brands keep up with the ever-rising bar of consumer expectations? Many brands have turned to more personal means of communication. The key is making sure the consumer receives targeted communication that connects with the consumer’s specific interests in their journey with a brand.</span></p> <p><span style="font-weight: 400;">The increased efficacy of digital marketing technology as consumer data gets smarter enables brands to segment their buyers. For instance, one UK retailer sends out coupons at the exact time a buyer is looking to purchase. This is possible only because of the ability of data mining platforms to zero in on buyer intent cues.</span></p> <h2><strong>Implementation Is The Key To Engaging The Connected Consumer </strong></h2> <p><span style="font-weight: 400;">Having information about the consumer is not enough, brands must use the information effectively to create an experience the connected consumer will love. By empowering customer contact centers with access to consumer interaction history, the conversation turns from one of fact-finding to providing solutions which leads to a happier customer. To do this, CRM,, website, SMS and email medium must all communicate and share customer information, which is where intelligent marketing platforms come into play.</span></p> <p><span style="font-weight: 400;">The connected consumer is everywhere. We all have multiple sources of input and data that we interact with every day across multiple devices. The role of today’s modern marketer is to pull that information into a relevant conversation with the consumer. This requires breaking down the silos of marketing, sales, and service by enabling them to sync up in real-time to create great in-the-moment consumer experiences.</span></p> <h2><strong>Featured on This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">Niki</span> <a href= "https://www.linkedin.com/in/nikizhall/"><span style= "font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Niki on Twitter:</span> <a href= "https://twitter.com/nikihall"><span style= "font-weight: 400;">@nikihall</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Selligent</span> <a href= "https://www.linkedin.com/company/selligentmarketingcloud"><span style="font-weight: 400;"> on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Selligent on Twitter:</span> <a href= "https://twitter.com/selligent"><span style= "font-weight: 400;">@selligent</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Selligent</span> <a href= "https://www.facebook.com/Selligent/"><span style= "font-weight: 400;">on Facebook</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Selligent</span> <a href= "https://www.instagram.com/selligent/"><span style= "font-weight: 400;">on Instagram</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Selligent</span> <a href= "https://www.youtube.com/channel/UCWwlefrN3TaMxY1vg7se_Tw"><span style="font-weight: 400;"> on YouTube</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Coolblue’s</span> <a href= "https://www.coolblue.nl/en"><span style= "font-weight: 400;">website</span></a></li> </ul> <h2><strong>Outline of This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[01:27] Welcome to the show Niki Hall, CMO of Selligent.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[02:31] Niki provides information on Selligent and her role there.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[03:25] Why should brands build a bridge between service, sales, and marketing? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[05:08] What role does customer data play in relevant marketing? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[08:50] How does AI fit into breaking down silos? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[10:33] Learn how technology seamlessly impacts the customer experience.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[14:36] How to keep up with increased customer expectations as the bar gets higher.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[17:44] Brands must learn how to process and filter the data provided by the consumer.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[20:18] What is required to implement the information provided by intelligent platforms? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[22:15] Bernie begins his summary of the conversation.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[26:51] Connect with Niki.</span></li> </ul> <h2><strong>Resources & People Mentioned</strong></h2> <h3><strong>This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to</strong> <a href= "http://bit.ly/GongIO-Vengreso"><strong>www.gong.io</strong></a> <strong>to get started.</strong></h3> <ul> <li style="font-weight: 400;"><a href= "https://www.selligent.com/"><span style= "font-weight: 400;">Selligent.com</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">The</span> <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2"> <span style="font-weight: 400;">Selling With Social Podcast</span></a> <span style="font-weight: 400;">with Vengreso CEO, Mario Martinez, Jr</span></li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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Career Advice For Women In Marketing
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><span style="font-weight: 400;">The path to leadership in marketing can be a daunting one for women. Bernie’s guest on this episode is Tricia Sacchetti, VP of Worldwide Marketing for Learning Tree International, a leader in the IT training industry. Tricia shares the story of her journey to a marketing leadership role and provides actionable advice for women looking to have a fulfilling career in marketing including earning leadership roles in their organizations.</span></p> <p><span style="font-weight: 400;">Tricia initially started her career in journalism but found that the industry was a hard one to break into. She took her communications background and applied it to marketing instead. She has since worked her way to the head of worldwide marketing in the leading provider of IT training, an industry dominated by male leadership. Tricia is passionate about being a role model for other women on their journey in their marketing careers.</span></p> <h3><strong>This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to www.gong.io to get started.</strong></h3> <h2><span style="font-weight: 400;">Mentorship Is Key To Building A Successful Career for Women in Marketing</span></h2> <p><span style="font-weight: 400;">No matter what industry you are in learning from other leaders’ experience is invaluable. Women especially stand to gain by associating with other women leaders in marketing. When done properly, a mentor can help women navigate career decisions, provide insights into other people’s leadership styles, and help propel them in the right direction. </span></p> <p><span style="font-weight: 400;"> A mentor can help women narrow their focus and niche into an appropriate marketing discipline as experience is gained. Many corporations have mentorship programs, so Tricia recommends check with the HR department before reaching out to individuals directly. There are also programs through LinkedIn and LeanIn.org where women can find join a local LeanIn Circle and build strong relationships with other women. </span></p> <h2><span style="font-weight: 400;">How Women Can Gain Visibility Early In Their Career</span></h2> <p><span style="font-weight: 400;">Visibility is a key component of reaching higher levels of leadership in an organization, but the question is, how should women in marketing make themselves more visible? Tricia recommends finding projects to work on that showcase your skills and your leadership ability. Also, offer to help members of the leadership staff with tasks and projects that they are working on.</span></p> <p><span style="font-weight: 400;">Becoming visible requires time and a willingness to put in good hard work, but the return on that time usually pays off. By offering your time and skills, reaching out to other women in the organization, and making yourself available, you are showing your willingness to learn and grow. That drive and need to succeed will get you noticed.</span></p> <h2><span style="font-weight: 400;">What Does It Mean To Be “Stratactical” As Women In Marketing</span></h2> <p><span style="font-weight: 400;">Tricia has come up with her own word to describe an affliction that affects many women in the workforce. Women typically have a “do it all myself” mentality but need to learn to delegate tasks and think strategically while executing tactical details. A certain level of hands-on is needed to show that you can do the work, but remember that not every task is tactical, some are administrative.</span></p> <p><span style="font-weight: 400;">Women in marketing looking to be effective women leaders in marketing can only get to that pinnacle if they learn how to distinguish career priorities. Tricia warns that the more tasks you take on, the more your organization will put on your plate, but becoming a leader does not mean taking on every task. Think strategically about your career as well as the needs of your organization and execute those tactical moves needed to get you to your goals.</span></p> <h2><span style="font-weight: 400;">Properly Navigating Workplace Culture Leads To Greater Opportunity</span></h2> <p><span style="font-weight: 400;">Every organization has a vibe to its company culture that influences behavior and action in the workplace. Aside from linking up with a credible and invested mentor, understanding and navigating the culture in your organization will help women propel forward in their career. Attempt to understand the organization’s culture and model actions and decisions accordingly.</span></p> <p><span style="font-weight: 400;">Finding a mentor, understanding workplace culture, making yourself visible, and learning how to be stratactical are the keys to successfully becoming a woman of leadership in marketing. Tricia’s final advice for women in marketing is to be authentic, recognize your value within an organization, and realize when you’re the one holding yourself back. If you don’t have the skills needed for a role, learn them, and be enthusiastic about the drive to learn. Marketing needs women in leadership roles, and the roles are there. Follow Tricia’s advice to help you - and other women in your life - enjoy a fulfilling career in marketing.</span></p> <h2><span style="font-weight: 400;">Featured on This Episode</span></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">Tricia on Twitter:</span> <a href= "https://twitter.com/piscestls" target="_blank" rel= "noopener"><span style= "font-weight: 400;">@piscestls</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Tricia</span> <a href= "https://www.linkedin.com/in/triciasacchetti/" target="_blank" rel= "noopener"><span style="font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Tricia on</span> <a href= "https://instagram.com/piscestls" target="_blank" rel= "noopener"><span style= "font-weight: 400;">Instagram</span></a></li> <li style="font-weight: 400;"><a href= "https://www.learningtree.com/" target="_blank" rel= "noopener"><span style="font-weight: 400;">Learning Tree International</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">LTI on Twitter:</span> <a href="https://twitter.com/LearningTree" target="_blank" rel="noopener"><span style= "font-weight: 400;">@LearningTree</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">LTI</span> <a href= "http://www.linkedin.com/company/164699" target="_blank" rel= "noopener"><span style="font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">LTI on Facebook:</span> <a href= "https://www.facebook.com/LearningTreeIntl/?ref=ts" target="_blank" rel="noopener"><span style= "font-weight: 400;">@LearningTreeIntl</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">LTI</span> <a href= "http://www.youtube.com/learningtree#p/u" target="_blank" rel= "noopener"><span style="font-weight: 400;">on YouTube</span></a></li> <li style="font-weight: 400;"><a href="https://leanin.org/circles" target="_blank" rel="noopener"><span style="font-weight: 400;">Lean In Circles</span></a></li> </ul> <h2><span style="font-weight: 400;">Outline of This Episode</span></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[01:18] Welcome Tricia Sacchetti, VP of Worldwide Marketing at Learning Tree International (LTI).</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[02:37] Learn more about Tricia, LTI, and her role there.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[04:38] Tricia shares more about her journey into marketing.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[05:49] What is the first piece of advice Tricia shares with women in marketing?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[07:07] How should women seek out mentors in their industry?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[08:55] Should women in marketing seek out a niche or stay in a generalist role? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[11:34] Hear Tricia expand on a pivotal moment in her career and ABM versus ABE.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[15:05] Tricia shares words of wisdom for creating visibility on the path to leadership.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[17:40] What does stratactical mean and how do you use it?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[20:38] Tricia gives advice on navigating the dynamics of culture in the workplace.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[25:13] Bernie begins his summary of the conversation.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[29:44] Hear Tricia’s final addition to the episode.</span></li> </ul> <h2><span style="font-weight: 400;">Resources & People Mentioned</span></h2> <h3><strong>This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to www.gong.io to get started.</strong></h3> <ul> <li style="font-weight: 400;"><a href= "https://www.linkedin.com/company/mentorsmentees" target="_blank" rel="noopener"><span style="font-weight: 400;">LinkedIn Mentorship Groups</span></a></li> <li style="font-weight: 400;"><a href="http://gong.io/matrix" target="_blank" rel="noopener"><span style= "font-weight: 400;">Sales Management Matrix: gong.io/matrix</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">The</span> <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener"><span style= "font-weight: 400;">Selling With Social Podcast</span></a> <span style="font-weight: 400;">with Vengreso CEO, Mario Martinez, Jr</span></li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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How To Harness Customer Conversations In Real-Time To Drive Results
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><span style="font-weight: 400;">Understanding how customer conversations drive sales is a requirement in today’s data conscious business climate. With changes in technology happening daily, keeping up with what is and is not working in sales conversations is a must. Listen in as Bernie chats with Udi Ledergor, VP of marketing at Gong, about how customer conversations reveal key data points every business can and should use to increase the efficacy of their salespeople’s daily conversations with prospects and customers. </span></p> <p><span style="font-weight: 400;">Two Israeli entrepreneurs founded Gong after searching for a solution to a sales dilemma and being unable to find it. After an abysmal quarter in one of their former companies, they sat down to listen to sales calls in an attempt to understand what’s changed in the current quarter versus a previous one. The call information that they found was an ineffectual data source because the recordings were poorly housed, labeled, and interpreted. To fill the gaps in the sales call data collection process, they created Gong, a conversation intelligence platform for sales and service personnel.</span></p> <p><strong>Get the Vengreso State of Digital Selling with LinkedIn 2019 report to learn how sales professionals stack up on requisite modern selling skills. You’ll hear from 15 executives with their insights and key recommendations. You’ll also learn how you can arrange to get your own custom digital selling benchmark for your sales team. Just go to</strong><a href= "http://bit.ly/SoDS-MME" target="_blank" rel= "noopener"><strong>stateofdigitalselling.com</strong></a><strong>.</strong></p> <h2><strong>Why CRM Systems Fail The Modern Salesperson</strong></h2> <p><span style="font-weight: 400;">When a salesperson is conducting a sales call, they usually speak upwards of 6,000 words in a single conversation. The number of those words that make it into the CRM system for future conversations is typically closer to 30. This is because salespeople choose the words and they do not have the time to properly update and manage their CRM data. </span></p> <p><span style="font-weight: 400;">Not only is the data provided in a CRM system an incomplete picture, but it is also inherently biased. Udi candidly notes that he has yet to meet a salesperson who willingly notates their CRM data with information regarding their actual performance on a call. The CRM was created to help sales managers and marketing leaders understand the sales activities within their company, but it is not helpful for the salesperson in the trenches who needs real-time data on their customer conversations. </span></p> <h2><strong>How Does Conversation Intelligence Solve The CRM Dilemma?</strong></h2> <p><span style="font-weight: 400;">Gong is a conversation intelligence platform that records sales conversations and then mines the data found in those conversations to identify trends, areas of opportunity or threats, as well as success factors. The goal is for every sales representative to be able to learn from the top sales performers. What are they doing right? What are they doing wrong? Where are the areas of opportunity in changing the conversation from a maybe to a yes? </span></p> <p><span style="font-weight: 400;">Udi reveals the process that Gong takes to record customer conversations and then label, house, and mine the recordings. Rather than creating extra steps for the salesperson prior to a call, Gong interfaces with their Google calendar and records any customer conversations noted on the calendar. Those calls are then identified, labeled, and stored for easy access and use. </span></p> <h2><strong>Salespeople Have Found Tremendous Benefit In Using Gong</strong></h2> <p><span style="font-weight: 400;">One of the biggest concerns going into the creation of the program was determining how the average salesperson would react to having their calls recorded. While the practice of recording calls is fairly standard, the feeling that one is being recorded by “big brother” is hard to overcome. This has not been an issue with Gong users, however, because sales teams recognize the value that the conversation intelligence represents to their sales performance. </span></p> <p><span style="font-weight: 400;">The training opportunity that the recorded calls represent is extremely advantageous both for new representatives and experienced representatives. Additionally, the calls are automatically transcribed and documented into the CRM system, so the representative no longer has to take that extra step of documenting a call in CRM. Additionally, Gong can set reminders on promised activities and alerts when sales conversations veer away from successful topics.</span></p> <h2><strong>How Customer Conversations Affect Marketing Practices </strong></h2> <p><span style="font-weight: 400;">Marketing leaders can now use conversation intelligence to get closer to their market in real-time. They are hearing the voice of the customer as they discuss pain points and objections and can use that data to design campaigns. The marketing leader can also verify that the sales teams are using proper brand messaging and confirm that the message is being conveyed as intended. Marketers can get real-time feedback on the viability of their messaging.</span></p> <p><span style="font-weight: 400;">Using Gong’s conversation intelligence technology provides an endless supply of training material, real-time market information, and trend dynamics. The ability to pinpoint what works in a sales conversation versus what doesn’t is extremely valuable in today’s fast-changing sales landscape. Listen in as Udi provides insights into how measuring sales conversations in real-time can boost your sales and marketing results.</span></p> <h2><strong>Featured on This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Udi on Twitter:</span> <a href="https://twitter.com/ledergor" target= "_blank" rel="noopener"><span style= "font-weight: 400;">@ledergor</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Udi</span> <a href= "https://www.linkedin.com/in/udiledergor/" target="_blank" rel= "noopener"><span style="font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><a href="https://www.gong.io/" target="_blank" rel="noopener"><span style= "font-weight: 400;">Gong.io</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Gong on Twitter:</span> <a href="https://twitter.com/Gong_io" target= "_blank" rel="noopener"><span style= "font-weight: 400;">@gong_io</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Gong</span> <a href= "https://www.facebook.com/To.GongIO/" target="_blank" rel= "noopener"><span style="font-weight: 400;">on Facebook</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Gong</span> <a href= "https://www.linkedin.com/company/gong-io" target="_blank" rel= "noopener"><span style="font-weight: 400;">on LinkedIn</span></a></li> </ul> <h2><strong>Outline of This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[01:02] Welcome to the show Udi Ledergor, VP of Marketing at Gong.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[01:37] Listen as Udi shares the origins, history, and purpose of Gong.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[03:09] What does marketing at Gong look like and focus on? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[04:11] Udi shares why CRM systems hinder sales conversations and training.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[06:02] How machine learning and customer conversations enhance sales.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[08:05] Udi shares the feedback they’ve received from salespeople regarding call recording.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[15:40] Gong reveals success metrics at the people, deal, and strategy levels.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[17:08] How integration with CRM, emails, and other platforms equal success.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[18:24] What is the role of marketing in customer conversation and machine learning? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[21:02] Bernie begins his summary of the conversation.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[25:14] Udi’s final thoughts and contact information. </span></li> </ul> <h2><strong>Resources & People Mentioned</strong></h2> <p><strong>Get the Vengreso State of Digital Selling with LinkedIn 2019 report to learn how sales professionals stack up on requisite modern selling skills. You’ll hear from 15 executives with their insights and key recommendations. You’ll also learn how you can arrange to get your own custom digital selling benchmark for your sales team. Just go to</strong> <a href= "http://bit.ly/SoDS-MME" target="_blank" rel= "noopener"><strong>stateofdigitalselling.com</strong></a><strong>.</strong></p> <ul> <li style="font-weight: 400;"><a href="http://bit.ly/SoDS-MME" target="_blank" rel="noopener"><span style= "font-weight: 400;">LinkedIn State of Digital Selling Report</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">The</span> <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener"><span style= "font-weight: 400;">Selling With Social Podcast</span></a> <span style="font-weight: 400;">with Vengreso CEO, Mario Martinez, Jr</span></li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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What’s Changed In My 15 Years Of Marketing Leadership
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><strong><br /></strong><span style="font-weight: 400;">In his 27 years of marketing experience, Steven Handmaker has seen the industry evolve tremendously. Over the years, marketing has become equal parts creative and data science melded together, connecting the dots to help increase sales. Steven has been on the marketing team at Assurance since 2004 and on this episode, he shares with Bernie Borges how marketing has evolved in his time there.</span></p> <p><span style="font-weight: 400;">Assurance is a B2B commercial insurance brokerage managing over 6,000 clients for all things insurance, to include property and casualty, employee benefits, life insurance, worker’s compensation, etc. Steven was the first full-time marketing person on staff and has worked to build the brand of not only the company but also the individual brokers. Listen as he shares how Assurance has evolved from the days of cold calling into the world of digital sales in an industry that has been around since the 19th century.</span></p> <p><strong>Get the Vengreso State of Digital Selling with LinkedIn 2019 report to learn how sales professionals stack up on requisite modern selling skills. You’ll also hear from 15 executives with their insights and key recommendations. You’ll also learn how you can arrange to get your own custom digital selling benchmark for your sales team. Just go to</strong><a href= "http://bit.ly/SoDS-MME"><strong>stateofdigitalselling.com</strong></a><strong>.</strong></p> <h2><strong>Why Building A Brand Is The First Priority Of Marketing</strong></h2> <p><span style="font-weight: 400;">When Steven first started at Assurance, his initial focus was to build the brand of the company. Their goal was to be the “Google” of insurance in workplace morale and environment. They wanted to attract the top brokers, to their company and in Steven’s opinion, they’ve succeeded. </span></p> <p><span style="font-weight: 400;">After building the Assurance brand, the marketing focus shifted toward its online presence. Steven realized that while Assurance needed a strong brand, so too did its brokers. The modern buyer does their research prior to interacting with a company, so their brokers need to be prepared to enter into conversations with potential clients at any point in their journey. Building the individual brands of their brokers became the new focus to widen the Assurance net of influence.</span></p> <h2><strong>How Social Platforms Affect Marketing Strategy</strong></h2> <p><span style="font-weight: 400;">To build their broker’s individual brands, Steven and the marketing department focused on building professional, branded social profiles. They recognized that the buyer was interested in what their brokers were sharing online both on their personal and professional profiles. They encourage their client-facing employees to share valuable content on their branded social profiles to establish their expert status in the industry. </span></p> <p><span style="font-weight: 400;">Once their client-facing employees’ profiles were established, Steven’s team turned toward the entire company workforce. Assurance encourages every employee to brand their profile and share information about the company and the industry, expanding the online presence of Assurance. By using the digital signals of their potential clients, the marketing team creates content that speaks to their client’s pain points. That content is shared by their employees across all of their professional profiles.</span></p> <h2><strong>Why In Today’s World Marketing IS Sales</strong></h2> <p><span style="font-weight: 400;">In Steven’s words, gone are the days of marketing being singularly creative. They are no longer only the “make it pretty people.” Every marketing interaction is a potential sales opportunity and marketing and sales have become one. Marketing enables sales to do their jobs by providing useful data on the modern buyer. </span></p> <p><span style="font-weight: 400;">The sales team uses the data provided to them through their marketing channels to reach out to pre-qualified clients. Every piece of content that the marketing department creates aims at bringing the modern buyer deeper into the sales process so that the sales team is working with qualified leads. Marketing continues to nurture those potential buyers making them warmer through every interaction with the company.</span></p> <h2><strong>How Marketing Leadership Has Evolved </strong></h2> <p><span style="font-weight: 400;">As digital selling has become more prominent, the role of the marketing leader has turned toward being an educator. The marketing professional has to train and help salespeople use the tools provided to reach their target audience more effectively. The salesperson has to know their market. Not every interaction needs to happen online, but regardless of the industry, the broker needs to know how to engage using social platforms.</span></p> <p><span style="font-weight: 400;">No matter the industry or the target, salespeople need to prepare to be available and willing to respond quickly. Speed is important because the modern buyer is always on and so too should be the sales professional. Listen in to this episode with Steven Handmaker, CMO of Assurance to hear why education, speed, and marketing and sales alignment are the key focal points in Assurance’s marketing strategy. </span></p> <h2><strong>Featured on This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">Steven Handmaker</span> <a href= "https://www.linkedin.com/in/stevenhandmaker/" target="_blank" rel= "noopener"><span style="font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Steven Handmaker on Twitter:</span> <a href= "https://twitter.com/handmaker" target="_blank" rel= "noopener"><span style= "font-weight: 400;">@handmaker</span></a></li> <li style="font-weight: 400;"><a href="https://www.assurance.com/" target="_blank" rel="noopener"><span style= "font-weight: 400;">Assurance</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Assurance</span> <a href= "https://www.linkedin.com/company/assurance/" target="_blank" rel= "noopener"><span style="font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Assurance on Twitter:</span> <a href= "https://twitter.com/AssuranceATeam?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor" target="_blank" rel="noopener"><span style= "font-weight: 400;">@AssuranceATeam</span></a></li> </ul> <h2><strong>Outline of This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[01:12] Welcome to the show Steven Handmaker, CMO at Assurance.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[01:55] Learn more about Assurance and Steven’s role there.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[05:00] Steven shares how marketing has evolved since he started at Assurance.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[08:47] How did they deal with individual broker branding along with corporate branding?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[10:14] Why salespeople alone are no longer the only brand ambassadors in a company.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[11:36] How has Assurance prepared their brokers for digital selling? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[16:23] At Assurance marketing and sales are not just aligned, they are the same.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[17:45] Learn how Steven empowers his brokers to view sales and marketing holistically.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[19:38] How has marketing leadership evolved to succeed in today’s digital world?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[21:52] Are the brokers adopting the new digital sales concepts quickly?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[24:25] There’s a new expectation amongst modern buyers regarding speed and communication.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[26:10] Hear Bernie’s recap of the episode.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[29:52] Steven shares exactly how marketing has changed in his time with Assurance.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[31:16] Connect with Steven.</span></li> </ul> <h2><strong>Resources & People Mentioned</strong></h2> <p><strong>Get the Vengreso State of Digital Selling with LinkedIn 2019 report to learn how sales professionals stack up on requisite modern selling skills. You’ll also hear from 15 executives with their insights and key recommendations. You’ll also learn how you can arrange to get your own custom digital selling benchmark for your sales team. Just go to</strong> <a href= "http://bit.ly/SoDS-MME"><strong>stateofdigitalselling.com</strong></a><strong>.</strong></p> <ul> <li style="font-weight: 400;"><a href= "https://vengreso.com/state-digital-selling-linkedin?utm_campaign=State%20of%20Digital%20Selling%20with%20LinkedIn%20Report&utm_source=general&utm_term=mario&utm_content=website" target="_blank" rel="noopener"><em><span style= "font-weight: 400;">The State of Digital Selling Report</span></em></a></li> </ul> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">The</span> <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener"><span style= "font-weight: 400;">Selling With Social Podcast</span></a> <span style="font-weight: 400;">with Vengreso CEO, Mario Martinez, Jr</span></li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p> </p>
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Identify Conversation-Ready Leads Faster With An AI Assistant
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><span style="font-weight: 400;">Bernie and his guests have discussed using AI assistant technology for increased marketing efficiency several times on the show and each time in a slightly different way. Bernie’s guest today is Kevin Colosimo, Senior Director, Digital Strategy and Innovation, North America Marketing at Oracle. Kevin describes how his team is augmenting their workforce with virtual sales assistants powered by AI to produce more conversation-ready leads, aka CoRE.</span></p> <p><span style="font-weight: 400;">Oracle is best known as the world’s leading provider of database software, but after investing over $6 billion in research and development today it’s recognized as the global leader in business software with a broad portfolio of solutions for companies of all sizes. Kevin is part of the North America Marketing team reporting directly to sales. His goal is to help marketing and sales work more effectively together to achieve better results. One solution his team is implementing is identifying conversation-ready leads faster with AI assistant technology from Conversica. If your company has considered integrating AI sales assistants into your sales and marketing workflow, you won’t want to miss this episode. </span></p> <h3><strong>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at</strong> <a href= "http://bit.ly/VengresoSBE-Conversica"><strong>https://conversica.com</strong></a></h3> <h2><strong>What Are Conversation-Ready Leads And How Do They Impact Sales And Marketing?</strong></h2> <p><span style="font-weight: 400;">Kevin defines conversation-ready leads as those that are ready to talk with sales; they are actively in a buying journey. The issue that Oracle faced prior to implementing AI powered sales assistants was that marketing brought in tons of leads, but approximately 80% weren’t ready for a sales conversation. Neither sales nor marketing were happy because the leads weren’t converting fast enough into opportunities. </span></p> <p><span style="font-weight: 400;">Oracle’s sales and marketing teams approached the problem in two ways. The first was to identify qualified leads through a machine learning lead scoring system. This system ended up being less than effective because the lead scoring model identified leads that hit several of the metrics, but they weren’t resulting in more conversation ready leads. The second was through implementing AI-powered virtual assistants. Rather than funneling more non-CoRe or non-conversation ready leads through the nurture campaigns, they pushed them towards the virtual assistant programs. </span></p> <h2><strong>How AI Assistants Have Altered The Oracle Team Structure</strong></h2> <p><span style="font-weight: 400;">Oracle now has four virtual assistants that the marketing team funnels potential leads to when they are not conversation-ready. The four assistants Cynthia, Nicole, Isabella, and Wendy answer questions in a prompt and polite manner with responses specifically designed for certain projects. They also reach out to customers on a consistent and persistent basis that the human element cannot maintain. Through their conversations with the leads, the virtual assistants identify CoRe leads and automatically funnel those leads to the sales team. </span></p> <p><span style="font-weight: 400;">By augmenting their workforce with AI assistants, Oracle has opened up opportunities for their reps to become more efficient and effective in their roles. Rather than nurturing leads that are not yet ready to be delivered to sales because they’re not yet ready to have conversations, the sales reps can focus solely on those leads who are “conversation-ready” because they’re in the buying mindset. The reps have more meaningful conversations with those buyers because of the information obtained by their virtual assistants. The result is faster conversion to opportunities.</span></p> <h2><strong>Of Course There Were Challenges When Implementing The New Program...</strong></h2> <p><span style="font-weight: 400;">As with all major infrastructure changes, there were certain challenges to overcome. The North American Marketing team at Oracle put in place three key principles that increased their level of success when implementing the AI assistants. Those principles were: 1) building an internal support system with program champions, 2) selecting the appropriate use cases for their pilot program, and 3) redesigning their email messaging to support helping versus selling. </span></p> <p><span style="font-weight: 400;">Instead of moving the entire sales and marketing department to the virtual assistant program at once, they created specific scenarios in which to use the assistants. By starting small and selecting the right lead development reps and managers to work with, the transition to the use of virtual assistants was fairly seamless. When you show the positive impact a program has had on one group of reps, the rest of the teams are more likely to want in.</span></p> <h2><strong>The Results Of Implementing AI Assistants Into The Lead Workflow</strong></h2> <p><span style="font-weight: 400;">Oracle’s AI-powered virtual assistants have been operating for about a year as of this episode and their results have been positive to say the least. They are generating a high quality conversation-ready leads that convert faster into pipeline. While their sales teams receive fewer leads overall, the quality is much higher. They also KNOW that their AI assistants are better at identifying CoRe leads that convert into opportunities than their traditional nurture programs, which both the sales and marketing teams love!</span></p> <p><span style="font-weight: 400;">Cham - Insert image #3 here from the PPT supplied by Kevin.</span></p> <p><span style="font-weight: 400;">For more insights on how you can implement AI assistants into your lead generation programs, listen to this episode. Kevin gives an in-depth look at the process Oracle uses to implement the technology and how that implementation is positively impacting their sales and marketing results. Listen in for a unique look at the AI conversation.</span></p> <h2><strong>Featured on This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">Kevin</span> <a href= "https://www.linkedin.com/in/kevincolosimo/"><span style= "font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Kevin on Twitter:</span> <a href= "https://twitter.com/kcolosimo"><span style= "font-weight: 400;">@kcolosimo</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Oracle</span> <a href= "https://www.linkedin.com/company/oracle/"><span style= "font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Oracle on Twitter:</span> <a href= "https://twitter.com/Oracle"><span style= "font-weight: 400;">@Oracle</span></a></li> </ul> <h2><strong>Outline of This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[00:53] Bernie introduces today’s guest, Kevin Colosimo of Oracle.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[02:15] Kevin provides a quick background of Oracle and his role there.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[05:07] What are the drivers that have pushed Kevin’s team towards an AI assistant?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[06:58] How are “conversation-ready” leads defined? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[09:39] What approaches did Kevin take to define a model to produce more leads?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[10:41] Why machine learning models reveal holes in the lead scoring approach.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[13:30] How augmenting the marketing and sales teams with virtual assistants increased human capacity and efficiency.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[15:17] Why the combination of AI and human resources led to increased volume.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[19:40] How did Oracle overcome the challenges faced when implementing AI assistant tech?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[23:35] Did the change in processes equate to increased conversation-ready leads? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[27:04] How the virtual assistants have changed Oracle’s messaging strategy.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[28:18] Any unexpected outcomes from augmenting the workforce with AI assistants? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[29:55] What’s next for sales and marketing at Oracle? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[31:42] What is marketing’s role in building awareness and engaging customers? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[33:13] Hear Bernie’s summary of the conversation.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[36:16] Kevin provides his final thoughts for the conversation.</span></li> </ul> <h2><strong>Resources & People Mentioned</strong></h2> <h3><strong>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at</strong> <a href= "http://bit.ly/VengresoSBE-Conversica"><strong>https://conversica.com</strong></a></h3> <ul> <li style="font-weight: 400;"><a href= "https://vengreso.com/blog/conversational-ai-provides-marketing-sales-competitive-edge"> <span style="font-weight: 400;">Episode 188 of SBE - How Conversational AI Provides Marketing And Sales A Competitive Edge</span></a></li> <li style="font-weight: 400;"><a href= "https://www.oracle.com/index.html"><span style= "font-weight: 400;">Oracle</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">The</span> <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2"> <span style="font-weight: 400;">Selling With Social Podcast</span></a> <span style="font-weight: 400;">with Vengreso CEO, Mario Martinez, Jr</span></li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p>  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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Why TCMA is The Third Stage Of Sales and Marketing Transformation
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><span style="font-weight: 400;">Companies have used marketing automation software since the 1990s when the internet became widely accepted for business use. The focus of the first two stages of sales and marketing transformation was on automation and integration of the two departments in a direct selling model. </span></p> <p><span style="font-weight: 400;">Bernie’s guest on this episode is Jay McBain, Principal Analyst, Channel Partnerships & Alliances, with Forrester. The third stage of marketing automation is through-channel marketing automation (TCMA) per Jay, and he explains why. Jay has spent 25 years in channels, started his own channel software company, and currently serves as local Channels Practice Manager at Forrester. </span></p> <p><span style="font-weight: 400;">In this episode, Jay walks through the history of marketing automation, why through-channel marketing is the future, and what businesses can and should do today to prepare. This episode is full of great tips and information if your company is looking to move into the third stage of marketing automation to leverage distribution channels more efficiently.</span></p> <p><strong>Get the Vengreso State of Digital Selling with LinkedIn 2019 report to learn how sales professionals stack up on requisite modern selling skills. You’ll also hear from 15 executives with their insights and key recommendations. Lastly, you’ll learn how you can arrange to get your own custom digital selling benchmark for your sales team. Just go to </strong><a href= "http://www.stateofdigitalselling.com"><strong>stateofdigitalselling.com</strong></a><strong>.</strong></p> <h2><strong>How TCMA Differs From General Marketing Automation</strong></h2> <p><span style="font-weight: 400;">With cloud technology and high-speed internet, sales and marketing automation software companies sprouted up like weeds. Now, where there were once over 150 marketing automation software companies, there are now about five major players. Companies created automation software to take all the bits of marketing from email campaigns to social media campaigns to direct marketing and automate many of those processes for maximum efficiency. </span></p> <p><span style="font-weight: 400;">Traditional marketing automation tools focus solely on the brand itself and how to market the brand to the world. TCMA focuses on marketing through various channels, partnerships, and alliances to reach a larger audience in a more individualized and organic way. Because this means working with many channels, the automation process is more complex with many permutations requiring a multi-layered and faceted automation process. </span></p> <h2><strong>Why TCMA Is The Third-Stage Of Marketing and Sales Transformation</strong></h2> <p><span style="font-weight: 400;">Sales and marketing leaders are tasked with increasing sales and profit margins quarter over quarter, but the market share is ever changing. Rather than increasing the number of salespeople, increasing the number of marketing partners makes the most sense for many businesses in many industries. Your product is vetted by your channels and then marketed to their audiences, giving your business a wider reach than experienced in the past.</span></p> <p><span style="font-weight: 400;">Jay uses Microsoft to illustrate the need for TCMA. Microsoft has over four-hundred thousand partners and brings on over seven-thousand five-hundred new partners each month. Microsoft runs a new campaign every month that has to be replicated four-hundred thousand times for each individual partner. Successful integration and on-brand marketing could not be accomplished by human managers alone, thus the need for TCMA.</span></p> <h2><strong>How Success Is Measured And Defined With TCMA.</strong></h2> <p><span style="font-weight: 400;">Companies measure the success of TCMA through the return on investment of the direct funding of partners with marketing tools and adoption of those tools. Because large channels might pay out billions of dollars in marketing funding to their partners, there are checks and balances in place to curtail fraud and overpayments. Measuring the actual return by the partners in the channel is one way to measure success.</span></p> <p><span style="font-weight: 400;">The overall adoption of the automation tools by the partners is another way of measuring success. The vendor or brand invests large sums of money into the automation tools, marketing materials, and training, and when properly adopted, the returns increase. Many partners, however, want the marketing tasks done for them rather than adopting the systems provided to them. This is specifically problematic within the technology industry.</span></p> <h2><strong>Why Adoption Rates In Technology Are Low And How This Is Changing</strong></h2> <p><span style="font-weight: 400;">Jay delves deeper into the challenges in the technology space by referencing the book</span> <em><span style="font-weight: 400;">The E-Myth</span></em> <span style="font-weight: 400;">by Michael Gerber. Essentially, many companies started in the last 20 to 30 years did so without much help from automation. The owners don’t see the value of changing the way they market to their customers and as such, they don’t see the need to integrate TCMA into their current marketing process. </span></p> <p><span style="font-weight: 400;">This mindset is steadily shifting as more millennials make their way into leadership roles and look to make their mark in the technology space. Jay stated that he sees the tide of adoption rates steadily increasing in the technology sector as those millennials drive the third stage of marketing transformation forward.</span></p> <p><span style="font-weight: 400;">Listen in to learn more about hybrid distribution models and how the tools for marketing automation are layered for maximum efficiency. Bernie and Jay also discuss how sales and marketing integration has affected the channel and partnership departments. Additionally, learn why Jay believes market consolidation is on the horizon for TCMA software companies. This is an episode you won’t want to miss.</span></p> <h2><strong>Featured on This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">Jay</span> <a href= "https://www.linkedin.com/in/jaymcbain/"><span style= "font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Jay</span> <a href= "https://twitter.com/jmcbain"><span style="font-weight: 400;">on Twitter</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Jay’s Blog Post:</span> <a href= "https://go.forrester.com/blogs/through-channel-marketing-represents-the-third-stage-for-sales-and-marketing-leaders/"> <span style="font-weight: 400;">Through-Channel Marketing Represents The Third Stage For Sales And Marketing Leaders</span></a></li> <li style="font-weight: 400;"><a href= "https://go.forrester.com/"><span style= "font-weight: 400;">Forrester</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">BOOK:</span> <a href= "https://www.amazon.com/Myth-Revisited-Small-Businesses-About/dp/0887307280"> <em><span style="font-weight: 400;">The E-Myth</span></em> <span style="font-weight: 400;">by Michael Gerber</span></a></li> </ul> <h2><strong>Outline of This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[01:00] - Welcome Jay McBain, Principal Analyst, Channel Partnerships & Alliances for Forrester and modern marketing expert.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[01:40] - Learn the third stage of sales and marketing transformation.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[02:53] - Jay discusses Forrester and his role within the company.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[03:56] - How through-channel marketing automation (TCMA) differs from general marketing automation.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[05:53] - Further, learn why marketing through a channel is necessary in today’s world.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[09:15] - Why the complexity of channel marketing requires a different type of tool. </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[11:09] - Jay shares what level of TCMA is needed for those companies already using marketing automation tools.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[12:40] - Learn why TCMA is the third stage of sales and marketing transformation through the example of the automobile industry.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[14:18] - Why would consolidation occur in the TCMA process?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[17:40] - How is success measured and defined in TCMA? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[20:51] - Why is the adoption rate for technology partners so low? </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[23:01] - Learn why there is resistance to the use of vendor marketing funds and why that’s changing.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[24:51] - Jay gives advice to those listeners who are in hybrid marketing strategies.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[26:54] - Listen in for Bernie’s summary of the episode.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[31:19] - Jay provides one additional point on why most marketing tools favor local business and how your partnership benefits from that favor.</span></li> </ul> <h2><strong>Resources & People Mentioned</strong></h2> <p><strong>We’ve surveyed 862 B2B sales reps across five industries to measure their digital selling skills. The results we found validate a common concern among sales leaders – despite the digital age – most sales professionals lack the basic skills to find, engage and connect with the people they need to meet to start more sales conversations. Get the Vengreso State of Digital Selling with LinkedIn 2019 report to learn how sales professionals stack up on requisite modern selling skills. You’ll also hear from 15 executives with their insights and key recommendations. Lastly, you’ll learn how you can arrange to get your own custom digital selling benchmark for your sales team. Just go to</strong> <a href= "http://www.stateofdigitalselling.com"><strong>stateofdigitalselling.com</strong></a><strong>.</strong></p> <ul> <li style="font-weight: 400;"><a href= "https://vengreso.com/blog/leverage-your-channel-sales-partners-to-grow-revenue-with-jay-mcbain"> <span style="font-weight: 400;">Selling with Social Podcast Episode 115 - Leverage Your Channel Sales Partners to Grow Revenue</span></a></li> <li style="font-weight: 400;"><a href= "https://go.forrester.com/blogs/through-channel-marketing-represents-the-third-stage-for-sales-and-marketing-leaders/"> <span style="font-weight: 400;">Through-Channel Marketing Represents the Third Stage for Sales and Marketing Leaders, by Jay McBain</span></a></li> <li style="font-weight: 400;"><a href= "https://www.amazon.com/Myth-Revisited-Small-Businesses-About/dp/0887307280"> <em><span style="font-weight: 400;">The E-Myth</span></em> <span style="font-weight: 400;">by Michael E Gerber</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">The</span> <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2"> <span style="font-weight: 400;">Selling With Social Podcast</span></a> <span style="font-weight: 400;">with Vengreso CEO, Mario Martinez, Jr</span></li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p style="text-align: left;"><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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The State of Digital Selling with LinkedIn in 2019
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><span style="font-weight: 400;">Vengreso recently published an original report titled The State of Digital Selling with LinkedIn in 2019. We surveyed 862 B2B sales reps across five industries: professional services, technology, manufacturing, healthcare, and financial services to assess their digital selling skills. The sales reps were asked 10 multiple-choice questions about how they use LinkedIn in their sales activities to assess how their use of LinkedIn impacts their digital selling results.</span></p> <p><span style="font-weight: 400;">Tune into today’s episode as Bernie and his guest Kurt Shaver, Co-founder and CSO at Vengreso, summarize the key findings that are published in the 20-page report. Get the full report on the Vengreso website or at stateofdigitalselling.com. Don’t miss out on the full report’s finding to understand how reps are being effective in digital selling through LinkedIn.</span></p> <h2><strong>How Has LinkedIn Impacted Digital Selling?</strong></h2> <p><span style="font-weight: 400;">One of the key takeaways from</span> <em><span style="font-weight: 400;">The State of Digital Selling with LinkedIn in 2019</span></em> <span style= "font-weight: 400;">report is that LinkedIn has been severely under-utilized by sales and marketing professionals. Despite being the largest publicly available B2B database in the world, the number of professionals using the platform for sales engagement is disappointing.</span></p> <p><span style="font-weight: 400;">LinkedIn is a comprehensive tool sales professionals should use to find, engage, connect with, and foster relationships with potential customers. The scope and depth of information housed in the LinkedIn platform are enough to keep most sales professionals’ digital Rolodex full of prime prospects for years. It has already revolutionized digital selling among those sales and marketing teams who use it appropriately.</span></p> <h2><strong>Your LinkedIn Profile Is More Than A Resume</strong></h2> <p><span style="font-weight: 400;">Most LinkedIn users recognize the platform as a way to present a professional face to the business world. However, beyond uploading a professional picture and completing the resume portion of the bio, most salespeople fail to optimize their profiles. Sales professionals need to move beyond using LinkedIn solely as a resume and instead focus on presenting a profile written through the eyes of their target customer.</span></p> <p><span style="font-weight: 400;">The report shows that most sales professionals are unaware that LinkedIn allows you to upload a variety of media files to include documents, PDFs, videos, and reports. The backbone of digital selling is creating and maintaining credibility with your target customer. The percentage of salespeople using LinkedIn to repurpose existing content and spread new content is surprisingly low considering the power such information has in generating trust.</span></p> <h2><strong>Are Your Connections Referring You Business?</strong></h2> <p><span style="font-weight: 400;">It’s true that the quality of your connections is more important than the quantity, but approximately half of the sales professionals surveyed had fewer than 500 connections. The salespeople who generate the most revenue are those with the biggest network. Having a net of just anyone is not effective, but when you focus on connecting with large numbers of people in your area of focus, you enhance your ability to sell more effectively and consistently.</span></p> <p><span style="font-weight: 400;">When you have a large network, you have more people from whom to gain referrals. However, the number of individuals in sales who are not using their network for referrals is astounding. 93 percent of those surveyed in</span> <em><span style="font-weight: 400;">The State of Digital Selling with LinkedIn in 2019</span></em> <span style= "font-weight: 400;">report have not or are not sure if they have ever asked for a referral from their connections. Considering the networking opportunities on LinkedIn, this is a huge area of improvement needed by sales professionals.</span></p> <h2><strong>Why Aren’t Sales Professionals Using The Advanced Search Feature?</strong></h2> <p><span style="font-weight: 400;">Not only are sales professionals not using their connections often enough to generate referrals and leads, but they are also not using the Advanced Search feature within LinkedIn. Perhaps most salespeople are unaware that this feature exists since 40 percent of those surveyed indicated they have never used the Advanced Search tool.</span></p> <p><span style="font-weight: 400;">This feature provides sales professionals the ability to create and save searches to find people they want to connect with and create Search Alerts that notify the user of new contacts matching the search criteria. Those who know how to use the Advanced Search feature are more effective at prospecting on LinkedIn.</span></p> <p><span style="font-weight: 400;">Bernie and Kurt closed this episode with an invitation to get the full report to read key insights on how to use the findings gained from this survey. To get the full 20-page report just go to </span><a href= "http://www.stateofdigitalselling.com"><span style= "font-weight: 400;">www.stateofdigitalselling.com</span></a><span style="font-weight: 400;">.</span></p> <h2><strong>Featured on This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">Kurt</span> <a href= "https://www.linkedin.com/in/KurtShaver/"><span style= "font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Kurt on Twitter:</span> <a href= "https://twitter.com/KurtShaver"><span style= "font-weight: 400;">@KurtShaver</span></a></li> </ul> <h2><strong>Outline of This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[1:04] Bernie introduces today’s guest Kurt Shaver, CSO, and co-founder of Vengreso</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[2:16] Bernie reveals the purpose behind</span> <em><span style="font-weight: 400;">The State of Digital Selling with LinkedIn in 2019</span></em> <span style= "font-weight: 400;">report and how the data was obtained.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[3:40] Which version of LinkedIn are most sales teams using?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[5:34] The version doesn’t matter so much as the training supplied to the reps.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[6:33] How does the profile picture affect the efficacy of the profile as a whole?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[9:03] Media takes your LinkedIn profile from a digital resume to a digital resource.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[14:19] What the number of LinkedIn connections say about profile optimization?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[17:01] Referrals through LinkedIn are tremendously underutilized.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[18:55] LinkedIn’s least used resource? The Advanced Search feature.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[21:08] How often are individual reps sharing content with their LinkedIn network?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[25:28] Better sales calls are made when the sales rep does research.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[26:29] Are salespeople using personal video messages in their digital selling tactics?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[30:04] What does your LinkedIn SSI score say about your LinkedIn profile?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[31:56] Download the report at</span> <a href= "http://www.stateofdigitalselling.com"><span style= "font-weight: 400;">stateofdigitalselling.com</span></a> <span style="font-weight: 400;">for additional insights.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[32:35] Kurt’s final thoughts on the insights gained from</span> <em><span style="font-weight: 400;">The State of Digital Selling with LinkedIn in 2019</span></em> <span style= "font-weight: 400;">report.</span></li> </ul> <h2><strong>Resources & People Mentioned</strong></h2> <ul> <li style="font-weight: 400;"><a href= "https://vengreso.com/blog/4-digital-selling-skills-of-successful-modern-seller"> <span style="font-weight: 400;">Episode 217 of The Modern Marketing Engine Podcast: The 4 Digital Selling Skills of the Successful Modern Seller</span></a></li> <li style="font-weight: 400;"><a href= "https://vengreso.com/blog/marketing-sales-chris-sikora-centurylink"> <span style="font-weight: 400;">Episode 242 of the MME Podcast: How Marketing & Sales Contribute To Digital Transformation At CenturyLink</span></a></li> <li style="font-weight: 400;"><a href= "https://vengreso.com/blog/tamara-schenk-content-sales-enablement"><span style="font-weight: 400;"> Episode 230 of the SBE Podcast: The Influential Role of Content in Sales Enablement</span></a></li> <li style="font-weight: 400;"><a href= "https://www.sap.com/corporate/en/company/leadership/bill-mcdermott.html"> <span style="font-weight: 400;">Bill McDermott, CEO of SAP</span></a></li> <li style="font-weight: 400;"><a href= "https://www.linkedin.com/in/ericsyuan2011"><span style= "font-weight: 400;">Eric Yuan, CEO and founder of Zoom Video Communications</span></a></li> <li style="font-weight: 400;"><a href= "https://vengreso.com/blog/modern-cmo-darryl-praill"><span style= "font-weight: 400;">Episode 246 of the MME Podcast: The Career Journey of the Modern CMO</span></a></li> <li style="font-weight: 400;"><a href= "https://vengreso.com/blog/3-ways-to-ensure-marketing-sales-produce-measurable-results?utm_campaign=mme%20podcast&utm_source=all&utm_term=bernie&utm_content=ep_251"> <span style="font-weight: 400;">Episode 251 of the MME Podcast: 3 Ways to Ensure Marketing And Sales Produce Measurable Results</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">The</span> <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2"> <span style="font-weight: 400;">Selling With Social Podcast</span></a> <span style="font-weight: 400;">with Vengreso CEO, Mario Martinez, Jr</span></li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;"><span style= "font-weight: 400;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></span></p> <p><span style="font-weight: 400;"><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</span></p> <p> </p>
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Harnessing B2B Buyer Intent Signals In ABM
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>B2B marketing teams strive to derive actionable insights from the vast amounts of data they collect to generate viable sales opportunities through buyer intent signals. They must have a strong definition of their ideal customer profiles (ICP), their target market segments, brand identity, buyer’s journey, and more. However, the volume of data is too much for marketers to identify buyer intent signals without the proper methods in place.</p> <p>In this episode, John Steinert, CMO of TechTarget explains the power of intent data and how marketers can harness it in account-based marketing (ABM). Be sure to listen all the way to the end, as John provides an in-depth view of the process through which TechTarget garners information supporting their buyer intent signals.</p> <h2>How To Glean Buyer Intent From Buyer Behavior</h2> <p>For the past 15 years, consumers and businesses have built patterns of buyer interest and intent in purchasing by consuming content on the Internet. Signals describe what businesses know about user behavior and how those interactions can provide insights into buyer intent.</p> <p>However, the number of interactions marketers can analyze on the Internet is intensely voluminous. Determining what information is pertinent to the buyer’s journey and what information is not is the goal of all sales and marketing teams. Using the information provided by buyer intent data to better distinguish interest signals versus purchase signals strengthens account-based marketing planning.</p> <h2>Which Roles In Sales And Marketing Make Use of Buyer Intent Signals?</h2> <p>Many roles in the marketing and sales groups can make use of buyer intent data, but demand generation marketers, inside sales and product marketers can use the data for maximum impact. The data identifies people at accounts that are in-market searching for solutions to a business problem, as well as who is responsible for purchasing that solution, and which direction from which that person intends to approach the solution.</p> <p>Product marketers use this information to understand customer requirements, which guides their sales enablement content and activities. Inside sales reps use the data provided to structure their outbound calls and identify and solve a prospect’s business problem. Demand generation marketers use the information to emphasize messaging that promotes the ability of their company to solve the specific business problem. The marketing team creates targeted messaging appealing to the ICP by addressing the problem from their point of view.</p> <h2>Any Special Technology Requirements Needed To Harness Behavioral Data?</h2> <p>Companies are getting much smarter at understanding their historical data and identifying the accounts they should be able to sell to. TechTarget focuses on the ideal customer profile and qualified accounts to provide relevant data to salespeople, allowing them to find the ideal starting place for sales outreach.</p> <p>Armed with the qualified accounts, outbound sales reps only need a computer and a phone to reach out to their identified warm leads. With the buyer intent data in hand, sales professionals make warm calls versus cold calls. Each account they contact will have already made their intent to purchase known. Even the smallest tech companies taking an ABM approach see huge returns when they enable their sales teams the ability to reach out to qualified versus cold accounts.</p> <h2>How Does Buyer Intent Data Impact Sales And Marketing Team Structures?</h2> <p>The beauty of buyer intent data is the broad use across many roles in marketing and sales. Almost all levels of sales including field sales, inside sales, and business development roles can benefit from the data provided by intent and purchase signals. Demand generation, advertising, and most marketing roles can use the information to better attract accounts that are looking to purchase a technology solution. The data allows both small and large teams to plan their ABM activities more cost effectively.</p> <p>TechTarget has generated massive amounts of gated content specifically developed to attract people who are searching for enterprise technology solutions. Buyers opt-in to consume relevant content that’s useful to their purchase journey. The gated content helps buyers learn about available solutions while making the seller and buyer interaction more efficient for both parties. This process has made TechTarget the global leader in purchase intent marketing.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="http://www.techtarget.com/" target="_blank" rel= "noopener">TechTarget</a> - where John Steinert serves as CMO</li> <li>John Steinert <a href= "https://www.linkedin.com/in/jasteinert/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>John on Twitter: <a href="https://twitter.com/TechTargetCMO" target="_blank" rel="noopener">@TechTargetCMO</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:03] John Steinert, CMO of TechTarget shares insights on B2B buyer intent signals.</li> <li>[2:33] What is TechTarget and who do they serve?</li> <li>[3:13] What are buyer intent signals and where do they fit in the marketer’s role?</li> <li>[5:24] The trick for marketers and sellers is learning how to prioritize high-value signals.</li> <li>[8:19] Purchase intent is a specific signal within a group of behavioral signals.</li> <li>[8:37] What is the difference between an interest signal and a purchase intent signal?</li> <li>[10:15] Who makes use of real purchase intent signals and what are their roles?</li> <li>[11:28] How does each role use the signal data?</li> <li>[12:35] What is in the data and what does it signify? How does it help the sales and marketing teams?</li> <li>[17:50] Where are clients in the adoption curve as related to the B2B buyer intent signal?</li> <li>[19:10] TechTarget allows salespeople to contact only sales qualified accounts.</li> <li>[22:48] Priority Engine allows sales teams to prioritize the accounts where people are showing purchase intent.</li> <li>[23:23] How does this technology impact marketing and sales team structure?</li> <li>[25:58] Bernie provides his summary of the conversation.</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>Get the Vengreso State of Digital Selling with LinkedIn 2019 report, to learn how sales professionals stack up on basic digital selling skills. To get the report go to</strong> <a href= "https://hubs.ly/H0jg58v0"><strong>stateofdigitalselling.com</strong></a><strong>.</strong></h3> <ul> <li><a href="http://www.techtarget.com" target="_blank" rel= "noopener">www.techtarget.com</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p> </p>
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3 Ways To Ensure Marketing and Sales Produce Measurable Results
<p style="text-align: center;"> <strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><span style="font-weight: 400;">The marketing and sales teams in fast-growing technology companies must be aligned to produce measurable results. Conversica is a fast-growing tech company with a leadership team dedicated to marketing and sales being tightly aligned. Learn what it takes to create united marketing and sales groups and how unity produces measurable results, with Rashmi Vittal, CMO, and Gregg Ames, CSO of Conversica.</span></p> <h3><strong>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at</strong> <a href= "http://bit.ly/VengresoSBE-Conversica"><strong>https://conversica.com</strong></a></h3> <h2><strong>How Traditional Marketing and Sales Alignment Is Defined</strong></h2> <p><span style="font-weight: 400;">Traditionally, marketing and sales have been organized independently of one another in an organization. The marketing team is responsible for brand building, lead generation and attracting opportunities in the market for a company. The sales team is responsible for diligently following up on leads to meet revenue targets.</span></p> <p><span style="font-weight: 400;">Historically, each department handled their individual tasks with individual goals rather than working collaboratively. Separating marketing and sales activities and goals has led to distrust and disagreement over many topics ranging from the quality of leads to the meaning of data and metrics. Each team sought to achieve their results based on their own goals.</span></p> <p><span style="font-weight: 400;">At Conversica, marketing and sales leadership works very collaboratively. In fact, their mindset is one of unity between marketing and sales with a shared focus on meeting the needs of their customer.</span></p> <h2><strong>The Ideal Customer Profile Explored And Defined</strong></h2> <p><span style="font-weight: 400;">Gregg explains that marketing and sales work closely together to define the ideal customer profile, aka ICP. Additionally, the success and delivery teams also play a key role in understanding their ICP. They have created a bullseye chart to define and illustrate their ideal customer profile. They constantly monitor their achievement in winning customers within their ICP and even explore winning outside their ICP bullseye.</span></p> <p><span style="font-weight: 400;">The leadership team at Conversica invests heavily in training and enablement. The more knowledgeable their teams are, the more effective they are in their sales conversations. Investing in ongoing training and in industry knowledge empowers and enables the sales team to grow their lead conversions.</span></p> <p><span style="font-weight: 400;">Both Gregg and Rashmi believe that collaboration has strengthened their vision of the ideal customer profile and the message they use to attract companies to learn how Conversica’s AI assistant technology can help improve their business results.</span></p> <h2><strong>Feedback From The Customer Success Team Fuels Change</strong></h2> <p><span style="font-weight: 400;">Deriving and interpreting feedback from the Customer Success (CS) team is critical to ongoing success. Customer Success interacts directly with the client and is the gateway through which both marketing and sales garner information about how they use Conversica. These insights enable them to be responsive to the needs of the customer during the buyer’s journey. The collaborative work between marketing and sales enables them to revise the sales process as needed.</span></p> <p><span style="font-weight: 400;">Customer Success teams also play a paramount role in reducing “churn.” Their feedback on how the customer uses Conversica‘s products, allows the marketing and sales teams to take action to minimize churn and maximize winning best-fit customers.</span></p> <h2><strong>How Mutual Accountability Drives Performance</strong></h2> <p><span style="font-weight: 400;">Gregg and Rashmi are impressively passionate about how their teams are accountable to each other and to the company. They both want Conversica to succeed and stay profitable and they understand they must win together through collaboration. Digging into the data together, evaluating operational details, and working together on a shared view of the business allows them to optimize their time and make adjustments where needed.</span></p> <p><span style="font-weight: 400;">Rashmi explains how working together through open lines of communication builds and maintains mutual respect and trust. This allows the teams to work more effectively. Gregg touches on how marketing and sales are not static. United marketing and sales teams continuously adapt and refine their processes.</span></p> <p><span style="font-weight: 400;">Building integration and collaboration across marketing, sales, and customer success play a huge role in Conversica’s ability to create measurable results while being adaptive to evolving market dynamics.</span></p> <h2><strong>Featured on This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">Rashmi Vittal on Twitter:</span> <a href= "https://twitter.com/rashmivittal10"><span style= "font-weight: 400;">@rashmivittal10</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Rashmi Vittal</span> <a href= "https://www.linkedin.com/in/rashmi-vittal/"><span style= "font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Gregg Ames</span> <a href= "https://www.linkedin.com/in/gregg-ames-0bb5722/"><span style= "font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Conversica on Twitter:</span> <a href= "https://twitter.com/MyConversica?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor"> <span style="font-weight: 400;">@MyConversica</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Conversica</span> <a href= "https://www.linkedin.com/company/conversica/"><span style= "font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Conversica on Facebook:</span> <a href= "https://www.facebook.com/conversica/"><span style= "font-weight: 400;">@conversica</span></a></li> </ul> <h2><strong>Outline of This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[1:07] Welcome Rashmi Vittal, CMO, and Gregg Ames, CSO at Conversica</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[2:19] What is Conversica?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[2:40] How is AI assistance providing value for sales and marketing teams?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[3:48] Rashmi discusses the traditional definition of marketing and sales alignment.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[4:57] Gregg defines the ideal customer profile for Conversica.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[8:32] Gregg and Rashmi unpack the role of the customer success team.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[10:45] What does it look like to be united in marketing and sales at Conversica?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[14:42] How do you create mutual accountability in moving toward performance goals?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[17:22] Stronger alignment is more collaborative and creates better results.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[18:56] Sales and marketing is a process of continuous improvement and collaboration.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[19:28] How alignment affects team staffing.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[21:36] Bernie’s summary of the conversation about sales and marketing alignment.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[25:20] Rashmi notes that Conversica is at the beginning of the journey to unity.</span></li> </ul> <h2><strong>Resources & People Mentioned</strong></h2> <h3><strong>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at</strong> <a href= "http://bit.ly/VengresoSBE-Conversica"><strong>https://conversica.com</strong></a></h3> <ul> <li style="font-weight: 400;"><a href= "https://www.conversica.com/"><span style= "font-weight: 400;">Conversica</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">The</span> <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2"> <span style="font-weight: 400;">Selling With Social Podcast</span></a> <span style="font-weight: 400;">with Vengreso CEO, Mario Martinez, Jr</span></li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;"><span style= "font-weight: 400;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></span></p> <p><span style="font-weight: 400;"><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</span></p>
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A Guide For The Modern Marketer’s Go To Market Strategy
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p><span style="font-weight: 400;">A marketing executive’s go to market strategy depends on whether their company is in an established category — going after market share gains — or if they are in a new category that requires awareness building for the category itself. Utpal Bhatt is the SVP of marketing at Qubole, a SaaS platform that processes cloud data and provides support for many large companies such as Oracle and Lyft, as well as many start-ups.</span></p> <p><span style="font-weight: 400;">Utpal heads up marketing and is responsible for brand awareness, product marketing, and lead generation. In this episode, Bernie and Utpal discuss the different go to market strategies that should be used when entering a cold market versus a hot and happening market. Listen to learn how to determine if you should create a new marketing category or if you are in an existing category and need to differentiate your product.</span></p> <h3><strong>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at</strong> <a href= "http://bit.ly/VengresoMME-Conversica"><strong>https://conversica.com</strong></a></h3> <h2><strong>Where Should You Start When Creating A Go To Market Strategy?</strong></h2> <p><span style="font-weight: 400;">According to Utpal, the first thing a marketing leader must decide when determining how to market a new product is whether the product belongs to an existing category or needs to be defined as a new category. All subsequent decisions such as team building, content strategy, and marketing direction stem from this initial decision.</span></p> <p><span style="font-weight: 400;">Determining if your product belongs in a new category versus an existing category requires looking at your competitors. Do you have competitors that have very similar products and services? If so, you’ll likely be entering a “hot” market. If you do not have direct competitors, then you will need to consider building a new category to market your product or service.</span></p> <h2><strong>How To Create A New Category</strong></h2> <p><span style="font-weight: 400;">If you find that the best strategy is to create a new category, prepare to build the audience for the category. The key to successfully creating a new category is to drive awareness, encourage adoption, and look to capitalize through monetization.</span></p> <p><span style="font-weight: 400;">Driving awareness requires having the right spokesperson, someone able to describe and articulate the value of the category and how it addresses a business problem for your target customer. You then need to build awareness by creating content that supports the thought leadership of your product within the category and provide training initiatives. Once you have a spokesperson and content for this person to share, you then need to create a platform for your speaker to market from. Hosting events and creating a social media platform are just two of the ways that your spokesperson can reach your audience.</span></p> <p><span style="font-weight: 400;">After you have driven awareness to and about your product within the category, you then need to encourage adoption of that product. This is done by creating a community of people who are excited and motivated to spread the word about the value of the product. Your community will want to write blogs and post on social media because they “love” the product and the category.</span></p> <p><span style="font-weight: 400;">Finally, the goal of every marketing campaign is to capitalize on monetization. When creating a new market category, monetization is a long game that is best enhanced with appropriate targeting and segmenting of the community you built during the adoption phase. As awareness grows and adoption solidifies, monetization occurs with a portion of the loyal community you have built.</span></p> <h2><strong>Differentiation Is Key To Marketing In A Hot And Happening Category</strong></h2> <p><span style="font-weight: 400;">If your product already has a category to market within, then the key to a strong go to market strategy is differentiation. How does your product differ from others in the category, and how are those differences beneficial to your target customer? Take hold of market-share by creating content and a messaging strategy that works together to differentiate your offering from the rest of the competition.</span></p> <h2><strong>Should Your Go To Market Strategy Change Based On Category Heat?</strong></h2> <p><span style="font-weight: 400;">Going to market in a new category versus one in a hot and happening category requires a very different team building strategy. When you are building out a category, you initially need a renaissance sales rep, a person who will approach all aspects of the product and can hand-hold each prospect through the entire process. Once the category is established and built out, the type of salesperson you need to hire is very different.</span></p> <p><span style="font-weight: 400;">In a hot market, the category has already been created and built out. Rather than explaining the value of the category to a prospect, the salesperson needs to identify the most likely prospects based on recognized need. The goal is not to go after every single person in the category but to target those businesses and prospects who are most likely to recognize how your product meets their need in the category. For example, when analytics was a new category, the renaissance sales reps explained the value of analytics. Now, data analytics sales reps sell the unique virtues of their specific analytics system to prospects who are best-fit candidates for their analytics product.</span></p> <p><span style="font-weight: 400;">If you are creating a new category, your content needs to speak to the benefits and of your product and how to use it within the category. In a hot market, your content needs to show how your product is unique and valuable as measured by authorities in your niche.</span></p> <p><span style="font-weight: 400;">While there are many other concepts and ideas to consider when evaluating entering a hot versus new market, this conversation provides a wonderful high-level overview of considerations when choosing your marketing category and strategy. Don’t miss this opportunity to learn from this conversation with Utpal Bhatt!</span></p> <h2><strong>Featured on This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">Connect with Utpal</span> <a href= "https://www.linkedin.com/in/ubhatt/"><span style= "font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Utpal Bhatt on Twitter:</span> <a href= "https://twitter.com/Bhatt_Utpal"><span style= "font-weight: 400;">@bhatt_utpal</span></a></li> <li style="font-weight: 400;"><a href= "https://www.qubole.com/"><span style= "font-weight: 400;">Qubole</span></a> <span style= "font-weight: 400;">- the company where Utpal serves as SVP of Marketing</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Qubole on Twitter:</span> <a href= "https://twitter.com/qubole"><span style= "font-weight: 400;">@qubole</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Qubole on Facebook:</span> <a href= "https://www.facebook.com/qubole/"><span style= "font-weight: 400;">@qubole</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Connect with Qubole</span> <a href= "https://www.linkedin.com/company/qubole/"><span style= "font-weight: 400;">on LinkedIn</span></a></li> </ul> <h2><strong>Outline of This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[1:50] Introduction to Qubole and Utpal’s role as SVP of Marketing</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[2:54] Should you create a new category or enter an existing category?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[4:20] Where do you start when creating a new marketing category?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[5:30] The three-step approach to creating a new category</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[5:55] What does it look like to drive awareness, adoption, and monetization?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[7:00] Awareness: You need the right salespeople, content factory, and exposure plan?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[10:10] Adoption: Easy to access education, training, tips and tricks, and samples</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[12:00] Monetization: Requires targeted audience segmentation based upon the community that was built in the adoption stage</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[14:55] Build your team gradually beginning with the awareness and adoption groups</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[17:58] When in an established category the strategy should be differentiation-centric</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[20:10] Distinction in going to market in a new category versus an established category</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[25:15] Bernie’s summary of the conversation</span></li> </ul> <h2><strong>Resources & People Mentioned</strong></h2> <h3><strong>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at</strong> <a href= "http://bit.ly/VengresoMME-Conversica"><strong>https://conversica.com</strong></a></h3> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">Hubspot’s</span> <a href= "https://www.inbound.com/"><span style="font-weight: 400;">2019 Inbound</span></a> <span style= "font-weight: 400;">Event</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">The</span> <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2"> <span style="font-weight: 400;">Selling With Social Podcast</span></a> <span style="font-weight: 400;">with Vengreso CEO, Mario Martinez, Jr</span></li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;"><span style= "font-weight: 400;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></span></p> <p><span style="font-weight: 400;"><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</span></p>
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A Modern Approach To Marketing & Sales Alignment In Manufacturing
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Marketing and sales alignment in manufacturing has undergone an evolution as digital transformation has become more pervasive. Some tried-and-true methods have become less effective because of the change in buyer habits. In this episode, Bernie speaks with the head of sales and the head of marketing at Kadant Johnson - a manufacturing company - about their digital sales transformation journey.</p> <p>You won’t want to miss this episode as Dr. Wes Martz, VP of Marketing, and Carl Howe, VP of Sales, discuss how embracing digital transformation at Kadant has positively impacted their marketing and sales alignment and practices allowing their teams to reach customers previously unavailable to them.</p> <h3><strong>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at</strong> <a href="http://bit.ly/VengresoSBE-Conversica" target="_blank" rel= "noopener"><strong>https://conversica.com</strong></a></h3> <h2><strong>How Tried And True Traditional Marketing Strategies Have Evolved</strong></h2> <p>Kadant Johnson is a manufacturing company that has been in business since 1930. They manufacture and distribute mechanical sealing devices that allow their industrial manufacturing customers to create paper towels, aluminum foil, corrugated cardboard boxes, etc. Traditionally their marketing and sales strategy has focused heavily on printed collateral, public relations, trade shows, and focusing on long-standing relationships in their key industries.</p> <p>Their message of value has not changed but how they communicate their messaging has changed. Dr. Martz discusses Kadant Johnson‘s evolution from print media to their website in the 90s, to their content marketing strategy and SEO focus providing them greater visibility in the online space. Their time and marketing spend are significantly directed toward their digital marketing platforms and being present in the major social media channels. These changes have increased the Kadant Johnson brand’s reach, which lends itself to a warm, direct selling environment.</p> <h2><strong>Digital Transformation Has Fostered Greater Marketing And Sales Alignment</strong></h2> <p>Carl speaks on how the Kadant Johnson sales force focuses on selling its products to three primary industries. Their brand name recognition is strong and recognized within those core industries, and each customer relationship leads to the next. They struggled, however, with building relationships in their secondary markets because the relationships were not there and the buyer has changed. Digital transformation is allowing his sales teams to reach out to the potential customers they want while also allowing them greater access to their company.</p> <p>In this approach, marketing and sales are aligned to create greater reach through digital practices and processes. The marketing teams build various funnels by generating appropriate content. When the customer moves through the funnel, the sales team takes over and maintains the message while providing further value that builds confidence in the brand. The sales team has also developed a greater ability to reach customers through digital channels that were previously unattainable, creating much greater marketing and sales alignment.</p> <h2><strong>Has The Changing Buyer Persona Affected Manufacturing Sales?</strong></h2> <p>At Kadant Johnson the traditional relationship-centered marketing and sales approach is as strong as ever, but how they foster the relationship has changed. Dr. Martz discusses how customers have evolved along with changes in the digital marketing world. Many times the buyers have also already researched Kadant before they ever look to engage with a salesperson.</p> <p>Dr. Martz takes this one step further in discussing the changing demographics of their customer base. The modern buyer is more educated, well read, younger, and brand focused. Rather than the buyer wanting to foster long-term relationships, they are looking online to find effective solutions that do not require a great deal of time to learn about and getting quick answers to questions..</p> <h2><strong>How Digital Transformation Is Revolutionizing Sales Alignment And Processes</strong></h2> <p>Carl further discusses the changes that the increased online presence has made on the sales processes at Kadant. Traditionally, their sales team would drive down the road, see a smokestack, and reach approach the receptionist to find the gatekeeper at the company. Their sales team now uses LinkedIn and other platforms to find their potential customer’s information and to reach out through social media. The sales team has evolved from being focused mostly on face-to-face sales conversations to seeking out initial online engagement to start a conversation.</p> <p>From LinkedIn’s 3rd Annual “State of Sales Report,” one of the data points is that 62% of decision-makers read a salesperson’s LinkedIn profile looking for an informative profile before deciding to talk with that salesperson. Carl mentioned how surprised he is that customers and other people reach out and find him on LinkedIn and his salespeople without them always having to reach out.</p> <h2><strong>Kadant’s Digital Transformation Journey Unveiled</strong></h2> <p>Dr. Martz discusses the Kadant digital transformation more fully by bringing the conversation back to their updated LinkedIn profiles. Many businesses now use LinkedIn to research their potential vendors. Just as Kadant researches their potential clients, they know that they too are being researched and have arranged for their entire sales team to have their <a href= "https://vengreso.com/linkedin-personal-branding-profile-optimization-services-packages" target="_blank" rel="noopener">LinkedIn profiles made over</a> into a resource for their current and prospective customers.</p> <p>The next step in their journey is to increase engagement between their sales teams and their prospective buyers on LinkedIn. The goal is to focus their traditional method of targeting their ideal industries and use that focus in digital channels, engaging with people in their target industries. Dr. Martz also wants to increase recognition of their company wins to create more excitement among the sales and marketing teams and increase their momentum through their use of LinkedIn.</p> <p>Carl Howe and Dr. Wes Martz expect to see the changes in behavior in their sales and marketing departments continue to build momentum accelerating their ability to sell and market Kadant Johnson in this new digital age. They have already seen some big wins and are looking forward to more. They have also noted a positive response from others in their organization. While Kadant Johnson has a decentralized corporate structure, their peers have noticed and are interested in learning how they too can benefit from the digital transformation that Dr. Martz and Carl have launched.</p> <h2><strong>Featured on This Episode</strong></h2> <ul> <li>Connect with Wes <a href= "https://www.linkedin.com/in/wesmartz/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Connect with Carl <a href= "https://www.linkedin.com/in/carlrhowe/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Kadant Johnson <a href= "https://www.linkedin.com/company/kadant-johnson/about/" target= "_blank" rel="noopener">on LinkedIn</a></li> <li>Kadant Johnson on Twitter:<a href="https://twitter.com/Kadant" target="_blank" rel="noopener">@Kadant</a></li> </ul> <h2><strong>Outline of This Episode</strong></h2> <ul> <li>[2:20] Introduction to Kadant Johnson, what they do, and who they serve</li> <li>[4:25] How Kadant Johnson started their marketing efforts</li> <li>[5:25] Traditional marketing practices that are still effective - Targeting</li> <li>[6:15] Marketing strategy has always been value-based but the medium has changed</li> <li>[7:25] Keywords and consistent presence have transformed Kadant Johnson’s outreach</li> <li>[8:43] Sales targeting is focused on 2 to 3 industries with long-established relationships</li> <li>[9:55] Digital marketing has revolutionized the relationship building side of the sales process</li> <li>[11:43] Evolution of the customer and how that affects sales and marketing strategy</li> <li>[14:30] The modern buyer is more educated than in the past; they do their research</li> <li>[17:10] How does the sales group get in front of potential customers?</li> <li>[19:30] How is LinkedIn providing avenues for market research and customer outreach?</li> <li>[20:55] Digital transformation is a journey - where is Kadant Johnson on the journey?</li> <li>[23:35] Digital transformation comes down to a behavior change</li> <li>[24:30] Discuss how the C-Suite views the digital transformation in sales and marketing</li> <li>[27:03] Bernie’s summary of the show</li> </ul> <h2><strong>Resources & People Mentioned</strong></h2> <h3><strong>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at </strong><a href="http://bit.ly/VengresoSBE-Conversica" target="_blank" rel= "noopener"><strong>https://conversica.com</strong></a></h3> <ul> <li><a href="https://www.linkedin.com/in/byron-matthews-806837a/" target="_blank" rel="noopener">Byron Matthews, CEO</a> - Miller Heiman Group - “The modern buyer has become better at buying faster than sellers have become at selling.”</li> <li><a href= "https://business.linkedin.com/sales-solutions/b2b-sales-strategy-guides/the-state-of-sales-2018?trk=blog-lss-state_of_sales_announcement-footer&cid=7010d000001KTmhAAG" target="_blank" rel="noopener">LinkedIn 3rd Annual State of Sales Report</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h3><br /> Connect With Bernie and Modern Marketing Engine</h3> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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We Only Need Great Content Marketing
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p>Great content marketing is about more than just publishing content. Your content has got to stand out - it's got to be truly great. On this episode of the Modern Marketing Engine, Bernie hosts Stephanie Stahl, the General Manager of the Content Marketing Institute. She says that the companies that do content marketing really well are those that are providing the best content, content that is aimed at connecting with audiences emotionally about things that really matter to them.</p> <p>Listen to this episode to learn how brands are doing great content marketing, why webinars are still very effective, what isn’t working for content marketing, and why having a clear picture of your audience's content consumption preferences is one of the most important things to understand. As GM of the Content Marketing Institute, Stephanie brings a wealth of experience to this topic, so be sure you listen!</p> <h2>How Does Great Content Marketing Work Differently For B2C and B2B?</h2> <p>Content marketing has evolved over the years and has traditionally required differing approaches for B2C and B2B. Today, both require a similar philosophical approach because both are aimed at attracting an engaged and loyal audience - and in both cases, the challenge is that there is so much content out there, it’s hard to create truly great content that overcomes the noise.</p> <p>The answer is to create truly great content all the time. Consistency is key. Brands that are doing successful content marketing are showing their personality, speaking directly to their target audience as people, and appealing to the human desire to see the greater good served. Listen to Stephanie’s description of great content marketing and use it as a benchmark for assessing your own content marketing strategy. Are you building the trust you need to build? Are you speaking to your customer avatar in the right way and using the right methods?</p> <h2>Webinars Are Still A Winner For B2B Content Marketing</h2> <p>Webinars have long been a mainstay as an effective tool for great content marketing. Stephanie says they are still working extremely well for many brands, though the format and approach have changed in many ways over the years. Webinars are a great way for prospective customers to spend an hour taking a deep dive into an important topic to learn something valuable that makes a connection to the brand delivering the webinar.</p> <p>Research shows this to be true, as does Stephanie’s experience. In her gut, she knows that webinars are still very powerful for content marketing. Is your organization conducting webinars? Why or why not?</p> <h2>Does Your Content Marketing Include A Variety Of Types Of Content?</h2> <p>Content marketing isn’t just about getting attention - it’s about earning trust and credibility with your audience. That means you need to learn the formats and channels that best suit your audience. How are you going to do that? You need to explore all the channels of content that your audience uses. We refer to this as the “Omnichannel approach.”</p> <p>In most cases, your ideal audience will not be focused on only one form of content. Publish many types of content and then assess what is most effective in reaching and engaging your audience. Stephanie points out that content marketers must study what’s effective with their particular audience. Are the channels you’re using the best ones for your audience? Is what you’re publishing resonating with your audience? It’s the only way to ensure you’re spending your time in the most productive content creating practices.</p> <p>You'll also hear about the Content Marketing Institute’s annual event - Content Marketing World coming up in September and how you can get a $100 discount to attend this year's event. Bernie is speaking yet again at CMW. This year he is partnering with Seleste Lunsford, Chief Research Officer at CSO Insights, the research division of Miller Heiman Group. Bernie and Seleste are presenting key strategies for integrating content into sales enablement.</p> <p>(cham to insert CMW image of Bernie & Seleste here)</p> <p>Be sure to listen to the entire episode for Stephanie’s insights and recommendations for great content marketing.</p> <h2><br /> Featured on This Episode</h2> <ul> <li>Stephanie <a href= "https://www.linkedin.com/in/stephanie-stahl-23a20410/" target= "_blank" rel="noopener">on LinkedIn</a></li> <li>Stephanie on Twitter: <span id= "selectionBoundary_1557247687178_7411551019737261" class= "rangySelectionBoundary"></span><a href= "https://twitter.com/editorstahl?lang=en" target="_blank" rel= "noopener">@EditorStahl</a><span id= "selectionBoundary_1557247687178_34542643636937975" class= "rangySelectionBoundary"></span></li> <li>Stephanie on Instagram: <a href= "https://www.instagram.com/stephanie_stahl/" target="_blank" rel= "noopener">@Stephanie_Stahl</a></li> <li>Seleste Lunsford <a href= "https://www.linkedin.com/in/selestelunsford" target="_blank" rel= "noopener">on L<span id= "selectionBoundary_1557247694884_6688404053994279" class= "rangySelectionBoundary"></span>inkedIn</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:49] The evolution of content marketing in B2B and B2C</li> <li>[5:23] What are the things that are not working in the B2B space?</li> <li>[9:17] The annual event CMI puts on: Content Marketing World</li> <li>[16:25] A preview of the fun activities that happen at CMW</li> <li>[18:41] Bernie’s summary of the conversation</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li><a href="https://contentmarketinginstitute.com/" target= "_blank" rel="noopener">The Content Marketing Institute</a> (CMI)</li> <li><a href= "https://vengreso.com/blog/how-the-content-marketing-institute-markets" target="_blank" rel="noopener">Episode 206 of the podc<span id= "selectionBoundary_1557247704731_775113277231199" class= "rangySelectionBoundary"></span>ast</a>, with Cathy McPhillips of the Content Marketing Institute</li> <li>The <a href="https://www.contentmarketingworld.com/" target= "_blank" rel="noopener">Content Marketing World</a> event (this year’s theme, “Amaze Your Audience”</li> <li>Seleste Lunsford, Chief Research Officer of <a href= "https://www.csoinsights.com/" target="_blank" rel="noopener">CSO Insights</a></li> <li><a href="https://www.rockhall.com/" target="_blank" rel= "noopener">The Rock N Roll Hall of Fame</a></li> <li><a href="https://www.punchbowlsocial.com/" target="_blank" rel= "noopener">Punchbowl Social</a></li> <li>Get into the conference for $100 off. Use the code “MME100”</li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2><br /> Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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How Marketing Can Support High Performing Sales Teams
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><span style="font-weight: 400;">Have you developed a plan that drives your high performing sales team? Listen in to learn how Marketing Leadership can create a vision and a plan in collaboration with Sales Leadership to develop the most successful high-performance sales teams. Bernie’s guest on this episode is Meshell Baker, Director of Global Sales Development at the National Association of Sales Professionals and the founder and spokesperson for the Women of Sales & Influence.</span></p> <p><span style="font-weight: 400;">The National Association of Sales Professionals (NASP) is the largest online community of sales professionals in the world. NASP is dedicated to empowering dynamic leaders, teams, and professionals to be focused on value first and provide them the tools and resources to succeed.</span></p> <p><span style="font-weight: 400;">Listen as Bernie and Meshell, discuss the six steps to building high performing sales teams through a 45-day challenge series that empowers sales professionals to alter the conscious and unconscious way that they approach selling.</span></p> <h3><strong>Attend the Brightcove PLAY event May 14 – 16, 2019. Visit</strong><a href= "http://www.play.brightcove.com"><strong>www.play.brightcove.com</strong></a> <strong>to get all of the details. I’ll be there both days, speaking on May 15th at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: playpc2019.</strong></h3> <h2><strong>The Role of Marketing in Supporting High Performing Sales Teams</strong></h2> <p><span style="font-weight: 400;">The role of marketing has been evolving rapidly. In</span> <a href= "http://bit.ly/MME-246"><span style="font-weight: 400;">episode 246</span></a> <span style="font-weight: 400;">Darryl Praill, CMO of VanillaSoft discussed the importance of helping sales make their number. It’s imperative for marketing and sales to team up to build a vision and a plan to help sales teams be successful. Read on to learn the six steps and the role of marketing in helping to build great sales teams.</span></p> <h2><strong>The First Step In Creating High Performing Sales Teams is Vision</strong></h2> <p><span style="font-weight: 400;">The first step in empowering a high performing sales team is to build a foundation with a vision of success. The sales team must have a clear goal in mind to maximize their interactions with their customers. This first step focuses and directs the sales mindset in pursuit of a greater goal.</span></p> <p><span style="font-weight: 400;">Marketing’s role is to provide clarity on the company’s brand promise so the sales team can build their vision around their customer’s success.</span></p> <h2><strong>The Power Of Breaking Old Habits</strong></h2> <p><span style="font-weight: 400;">The next and most important step involves analyzing and breaking down current habits to cull out those habits that do not align with the vision. Once the old habits have been broken down, new and stronger habits must be built that better align with the vision. The marketing message must support the creation of new habits and developing consciously competent sales professionals. They should know what their responsibility is, how to execute, and be empowered and encouraged to practice, practice, practice.</span></p> <h2><strong>Building New Habits</strong></h2> <p><span style="font-weight: 400;">Now it’s time to focus on building new habits that align with the vision. This is also known as becoming a</span> <em><span style="font-weight: 400;">conscious competent</span></em><span style="font-weight: 400;">. This point of the 6 step program is around the 21-day mark. Sales professionals need a lot of marketing support to enable them to use new approaches in order for them to become conscious competents.</span></p> <h2><strong>Disciplined Imagination: Capturing The Mind Of The Buyer</strong></h2> <p><span style="font-weight: 400;">The human mind lives in the past, present, and future at once. The best sales professionals are able to capture the imagination of the customer by asking the right questions and help the customer imagine the desired outcome. Disciplined imagination is the conscious act of asking the right questions at the right time and embracing the art of storytelling to guide the customer on their journey to success. The role of marketing is to provide the resources for the sales team to know which questions to ask in each situation and equip them with relevant stories that can align with the customer’s path.</span></p> <h2><strong>Model The Beliefs Of Others To Strengthen The Sales Message</strong></h2> <p><span style="font-weight: 400;">A high performing sales and marketing team will look to model the beliefs and practices of other highly successful people and companies. The goal for each sales professional is to apply their own style to the modeled belief to create their own unique approach while leveraging a consistent message that represents your brand’s promise to the customer.</span></p> <p><span style="font-weight: 400;">Leaders should empower their sales teams to connect with their why and the experiences that make them unique so that their approach falls within their strengths and aligns with the vision. Marketing should provide</span> <a href= "https://vengreso.com/content-marketing-for-sales-lead-generation"><span style="font-weight: 400;"> vaulted content</span></a> <span style="font-weight: 400;">that is branded and relevant to the buyer’s journey, but customizable to empower the sales teams to play to their individual strengths.</span></p> <h2><strong>Operate In Intelligent Risk And Become Comfortable Being Uncomfortable</strong></h2> <p><span style="font-weight: 400;">The messaging is solidified, the processes are in place, training has been completed, and the sales professional is prepared and confident in their role. Success is the ability to confidently adapt in any circumstance and take intelligent risks in any situation. The messaging provided by the marketing team should allow the sales professional to adapt as needed to confidently respond to any objection while taking intelligent risks.</span></p> <p><span style="font-weight: 400;">Upon completion of these 6 steps across the 45-day challenge, the team has been prepared for success and it is up to them to continue to practice and develop their skills and mindset. The partnership between sales and marketing is a necessary ongoing process that fosters the creation of the best high performing sales teams. In fact,</span> <a href= "https://learn.g2crowd.com/sales-statistics"><span style= "font-weight: 400;">91% of top performing sales organizations</span></a> <span style= "font-weight: 400;">collaborate well with marketing.</span></p> <p><span style="font-weight: 400;">If your Marketing team is looking to make a measurable contribution to your sales team’s success, focus on building a</span> <a href= "https://vengreso.com/10-steps-to-launching-a-digital-selling-program"> <span style="font-weight: 400;">collaborative relationship with Sales</span></a><span style="font-weight: 400;">.</span></p> <h2><strong>Featured on This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">Connect with Meshell</span> <a href= "https://www.linkedin.com/in/meshellrbaker/"><span style= "font-weight: 400;">on LinkedIn</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Meshell on Twitter:</span> <a href= "https://twitter.com/MeshellRBaker"><span style= "font-weight: 400;">@MeshellRBaker</span></a></li> <li style="font-weight: 400;"><a href= "https://www.nasp.com/"><span style="font-weight: 400;">National Association of Sales Professionals</span></a></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">G2Crowd</span> <a href= "https://learn.g2crowd.com/sales-statistics"><span style= "font-weight: 400;">Sales Statistics</span></a></li> </ul> <h2><strong>Outline of This Episode</strong></h2> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[1:41] Why these 6 steps are important for marketers to use and embrace?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[2:36] Who is Meshell and what is the National Association for Sales Professionals?</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[3:55] Build the foundation of the new strategy by creating a vision for success</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[4:56] Complete an analysis of habits and assess the misalignments between the new vision and the old activities</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[8:16] Build new habits to become consciously competent to reach success</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[10:36] Use disciplined imagination to ask the right questions to help the customer imagine the outcome</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[14:19] Model others beliefs and adapt to one’s own style to create a unique message</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[18:24] Implement steps 1 through 5 and be comfortable being uncomfortable</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[20:13] How marketing can show sales the way to flex and adapt to objections from customers and build confidence</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[21:12] Bernie’s summary of the conversation with Meshell</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[26:15] 91% of top performing sales organizations collaborate across sales and marketing departments and create a “We” attitude</span></li> </ul> <h2><strong>Resources & People Mentioned</strong></h2> <h3><strong>Attend the Brightcove PLAY event May 14 – 16, 2019. Visit</strong><a href= "http://www.play.brightcove.com"><strong>www.play.brightcove.com</strong></a> <strong>to get all of the details. I’ll be there both days, speaking on May 15th at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: playpc2019.</strong></h3> <ul> <li style="font-weight: 400;"><a href= "https://learn.g2crowd.com/sales-statistics"><span style= "font-weight: 400;">91% of top performing sales organizations collaborate well with marketing</span></a></li> </ul> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">The</span> <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2"> <span style="font-weight: 400;">Selling With Social Podcast</span></a> <span style="font-weight: 400;">with Vengreso CEO, Mario Martinez, Jr</span></li> </ul> <h2> </h2> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <h3 style="text-align: center;"><span style= "font-weight: 400;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></span></h3> <h3><span style="font-weight: 400;"><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</span></h3>
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The Career Journey of the Modern CMO
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Bernie’s guest on this episode is Darryl Praill, CMO of VanillaSoft, a Sales Engagement platform that provides sales and marketing teams tools to more efficiently engage, qualify and close the sale.</p> <p>Darryl is a passionate guy who has strong and informed opinions about the role of marketing. On this episode, he provides a clear picture of the evolving role of the Chief Marketing Officer, how it came to be the huge responsibility that it is, and even peeks into the future with his predictions of what is likely to happen for CMOs as time goes on. Don’t miss this episode.</p> <p><strong>Attend the annual Brightcove PLAY event May 14 – 16, 2019. Visit</strong> <a href="http://www.play.brightcove.com" target="_blank" rel= "noopener"><strong>www.play.brightcove.com</strong></a> <strong>to get all the details. The content at Brightcove PLAY is content you won’t find by searching online. When you attend PLAY, You’ll leave the event with a solid understanding of how organizations similar to your own are tackling video challenges and moving their business forward. Bernie will be there both days, speaking on May 15</strong><strong>th</strong> <strong>at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: PLAYpc2019</strong></p> <h2>What IS The Role Of The Modern CMO?</h2> <p>There are many things you could say about the work the CMO of today does to contribute to the success of their organizations, but Darryl says they really boil down to two priorities.</p> <p><strong>ROLE ONE</strong>: Lead generation</p> <p>The CMO is responsible to significantly contribute to the sales pipeline in real, tangible, measurable, and substantive ways.</p> <p><strong>ROLE TWO:</strong> Awareness</p> <p>Today’s CMO is responsible to create awareness of his/her brand and the solution it provides to buyers. That is achieved through a variety of means - content, influencers, press, analysts, social proof, targeted advertising, review sites, and more. The CMO must be a SPOKESPERSON who portrays the brand accurately and in a compelling way. This reduces the feeling of risk buyers have when considering a purchase.</p> <h2>Why Is A C-Suite Level Marketing Executive Needed?</h2> <p>Gone are the days when marketing and sales were two separate islands. So much has changed in the sales environment that demands an integrated approach between marketing and sales.</p> <p>Organizationally, the head of marketing now owns the marketing and sales technology stack (aka - tech stack). This happened out of necessity and the sales department has gladly given the responsibility to the marketing team in most cases. That puts marketing in a place of significant influence and importance. The marketing team is the keeper of the data with reporting responsibility for what leads are qualified, converting or failing to meet the qualification criteria.</p> <p>Marketing has become a structured, methodical, repeatable, transparent, measurable discipline. The CEO, CFO, COO, investors, and Board of Directors all love that marketing has evolved into a measurable function. For these reasons, a CMO has become imperative in the modern B2B organization.</p> <h2>Should The Modern CMO Have Sales Experience?</h2> <p>Darryl’s belief is that anyone serving as a CMO today needs to have at least some sales experience. Why? The integrated way that marketing and sales work in companies these days demands it. The CMO must understand the motives, thinking, objections, and requests the sales team is likely to make of them.</p> <p>It’s therefore highly beneficial for the CMO to have experienced rejection as a salesperson, to have had to refine their sales message on the fly, to have empathy for having a quota staring them in the face each quarter, and to have felt the pain of missing quota, as well as the excitement of closing sales.</p> <p>All of this not only enables the CMO to understand what the sales team is going through day to day, but it also gives the sales team reason to respect the CMO.</p> <h2>How Does The CMO Build And Retain A Competent Team?</h2> <p>The modern CMO is responsible for overseeing everyone on their team from junior marketers to a data scientist. How do they go about finding and keeping such a wide variety of individuals?</p> <p>Darryl says it comes down to how the CMO interacts and engages with the people on his/her team.</p> <ul> <li>Communication must be open and respectful</li> <li>The CMO must also understand that they can positively influence the career trajectory of those on their team. And they need to understand that most team members will likely evolve their careers to another company</li> <li>To foster loyalty, the CMO must create an environment where the team can be forthright and open</li> <li>Perhaps most importantly, the CMO must treat the team like the adults and professionals by holding them accountable for outcomes, not time in a chair or behind a computer screen</li> </ul> <h2>Today’s CMO Could Be The CEO Of The Future</h2> <p>Customers are increasingly able to research and make buying decisions themselves with greater ease. The impact on sales is significant. In many cases, sales is becoming more of an order-taking and customer experience role than an actual sales role. Currently, only one-third of sales development teams are reporting to marketing, and Darryl predicts that number will increase to two-thirds within 5 years. When that happens, the CMO role will evolve to a Chief Revenue Officer in addition to existing responsibilities.</p> <p>Darryl believes that will put more CMOs in a position to move into the CEO role. He believes it to be the most logical choice since they understand the data that drives customer decisions and how that data impacts the type of messaging the organization needs to win and keep customers.</p> <p>This fabulous conversation between two CMOs - both with significant sales experience - will help you think about the evolution of the modern CMO in light of what’s happened in the industry and what is still to come. Don’t miss it!</p> <h2>Featured on This Episode</h2> <ul> <li>Darryl <a href="https://www.linkedin.com/in/darrylpraill/">on LinkedIn</a></li> <li>Twitter: <a href="https://twitter.com/ohpinion8ted" target= "_blank" rel="noopener">@OHpinion8ted</a></li> <li>Instagram: <a href="https://instagram.com/darrylpraill" target= "_blank" rel="noopener">@DarrylPrailll</a></li> <li>Darryl’s Podcast: <a href="https://insideinsidesales.com/" target="_blank" rel="noopener">Inside Inside Sales</a></li> <li><a href="https://www.vanillasoft.com/" target="_blank" rel= "noopener">VanillaSoft</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:13] The place VanillaSoft plays in the marketing and sales workflow</li> <li>[3:55] What is the role of a chief marketing officer?</li> <li>[6:22] Why does the role of CMO even exist?</li> <li>[10:43] Should the modern CMO understand sales or need sales experience?</li> <li>[18:00] How does the CMO strategize on building and retaining staff?</li> <li>[24:32] Darryl’s view of the evolution of the CMO role</li> </ul> <h2>Resources & People Mentioned</h2> <p><strong>Attend the annual Brightcove PLAY event May 14 – 16, 2019. Visit</strong> <a href="http://www.play.brightcove.com" target="_blank" rel= "noopener"><strong>www.play.brightcove.com</strong></a> <strong>to get all the details. The content at Brightcove PLAY is content you won’t find by searching online. When you attend PLAY, You’ll leave the event with a solid understanding of how organizations similar to your own are tackling video challenges and moving their business forward. Bernie will be there both days, speaking on May 15</strong><strong>th</strong> <strong>at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: PLAYpc2019</strong></p> <h3> </h3> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p>  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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How Brands Break Through To Audiences With Video
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Are you connecting to your buyers with video? Whether or not you are, this episode is one you should be sure to listen to. Bernie’s guest is Sara Larsen, CMO of Brightcove - Frost & Sullivan’s Global Company of the Year and Leader in 2018 Gartner's Magic Quadrant for Enterprise Video Content Management.</p> <p>Brightcove specializes in video content management and delivery so whether you’re just starting out with video or building your brand around it, Brightcove empowers you to scale as you grow and promises zero growing pains.</p> <p>In this conversation, Bernie and Sara talk about the ways brands are using video to reach out and engage their target market, to highlight customer stories, and to make a human connection with those in their audience. Sara also shares a way you can attend the upcoming Brightcove PLAY event via a discounted rate. Be sure to listen to get all the details.</p> <p><strong>Attend the annual Brightcove PLAY event May 14 – 16, 2019. Visit</strong> <a href="http://www.play.brightcove.com" target="_blank" rel= "noopener"><strong>www.play.brightcove.com</strong></a> <strong>to get all the details. Bernie will be there both days, speaking on May 15</strong><strong>th</strong> <strong>at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: PLAYpc2019</strong></p> <h2>How Are Brands Reaching Out To Customers And Followers With Video?</h2> <p>There are many lessons to be learned by watching what the big brands are doing with video and other marketing tools. Bernie asked Sara what she’s seeing as brands use video and she shared a wide variety of approaches.</p> <ul> <li>Marketers are using video to find the right people at the right time</li> <li>Entertainment production companies are using video to get more subscribers to their programs</li> <li>Publishers are working with video to create a stickier website experience and connect better with their audience</li> </ul> <p>In these and many other use cases, Sara says the consistent theme is that these brands need a great way to connect with their audience. Video is their medium of choice because it’s the only content format that uses eyes and ears to make an emotional connection with people. Listen to learn from these great examples!</p> <h2>Challenges To Building A Video-Based Connection With An Audience</h2> <p>Naturally, no brand or marketer can jump right into video creation and effective distribution. There is a very real learning curve and technological hurdle to overcome. But Sara points out that the tech challenges are less formidable as the tools now available are smarter and easier to use. That means there is more time to focus on telling great stories, which is what is at the heart of using video well. The real challenge is to stay focused on that objective.</p> <p>In Sara’s mind, we are still in the early days of using video among corporate marketers. There is a lot that has been learned but much more that is still to be discovered about how to use the medium effectively. But it’s a medium brand marketers are starting to understand better. During this conversation, Sara highlights many of the approaches Brightcove customers are taking that are getting great results.</p> <h2>How The Brightcove PLAY Event Can Help You Breakthrough With Video</h2> <p>Many brands already know that video is one of the most powerful mediums to use in order to make human connections with customers and prospects. Sara believes that now is the ideal time for content marketers and brands to embrace video more than ever before.</p> <p>Brightcove is hosting it’s 9th Brightcove PLAY event in May of 2019 and it is a “must attend” event for those looking to get into video marketing or to take their video marketing to the next level. The event will highlight Brightcove customers who are getting great results from their use of video, and many themes will be laced throughout the event sessions. Some of them are…</p> <ul> <li>How are we better able to make true human connections with video?</li> <li>Where are we seeing new approaches and who are the trailblazers we can learn from?</li> <li>How can attendees become the Mavericks and evangelists of the video space?</li> </ul> <p>Bernie will be presenting at the event on May 15th on the topic of how salespeople can use video to engage the modern buyer to stand out from the competition.</p> <p>If you attend Brightcove PLAY, you will leave with actionable ideas, tips and best practices to leverage video to build a following and engage your customers more effectively. You’ll have plenty of food for thought regarding whether you should insource or outsource your video production, you’ll understand the learning curve surrounding video implementation, and you'll understand how to use video analytics tools well so you can measure effectiveness and maximize your efforts.</p> <p>Don’t miss this episode with Brightcove CMO Sara Larsen and don’t miss the Brightcove PLAY event May 14 - 16, 2019. Be sure to get your 20% discount when <a href= "https://play.brightcove.com/play2019/about" target="_blank" rel= "noopener">you register </a><strong>using code: PLAYpc2019</strong> !</p> <h2>Featured on This Episode</h2> <ul> <li>Connect with Brightcove CMO Sara Larsen <a href= "https://www.linkedin.com/in/saralarsen/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Sara Larsen on Twitter: <a href= "https://twitter.com/sararlarsen" target="_blank" rel= "noopener">@SaraLarsen</a></li> <li>Brightcove’s <a href= "https://play.brightcove.com/play2019/about" target="_blank" rel= "noopener">PLAY 2019 Event</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:15] Who is Sara and Brightcove and why do they focus on video?</li> <li>[2:42] The most common ways brands are using video</li> <li>[6:35] The challenges of using video as a brand</li> <li>[13:40] The Brightcove PLAY event: What to expect</li> <li>[20:09] Bernie’s recap of the conversation with Sara</li> <li>[25:27] How you can get a discount on the event</li> </ul> <h2>Resources & People Mentioned</h2> <p><strong>Attend the Brightcove PLAY event May 14 – 16, 2019. Visit</strong> <a href="http://www.play.brightcove.com" target= "_blank" rel= "noopener"><strong>www.play.brightcove.com</strong></a> <strong>to get all the details. Bernie will be there both days, speaking on May 15</strong><strong>th</strong> <strong>at 11am on how salespeople can use video to engage the modern buyer. Get 20% off by using this code: PLAYpc2019</strong></p> <ul> <li>Content Marketing Institute - <a href= "https://contentmarketinginstitute.com/2018/10/research-b2b-audience/" target="_blank" rel="noopener">Top 3 Types of Content Used By Marketers</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing E</strong><strong>ngine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a><a href="https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener"> Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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5 Pillars of Modern Account Based Marketing in Action
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Account Based Marketing is by no means a new topic to marketing professionals. But the advent of new technologies makes the ABM process potentially more effective - if we know how to integrate the proper tech and mindsets into our strategy. On this episode, Bernie speaks with Sydney Sloan, CMO of SalesLoft. Sydney brings a wealth of experience to the conversation, including a prolong at Adobe.</p> <p>In this conversation Bernie and Sydney discuss the 5 Pillars of an effective modern ABM strategy. Listen to learn how to know your customer, tier account priorities, integrate tools and technology, execute as one team, and then land and expand.</p> <p><strong>This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to</strong> <a href="http://zubtitle.com/Vengreso" target="_blank" rel= "noopener"><strong>http://Zubtitle.com/Vengreso</strong></a> <strong>to get started.</strong></p> <h2>PILLAR ONE: Know Your Customer</h2> <p>Anyone listening to this episode has at least some understanding that an account based marketing (ABM) strategy is a viable approach to find new customers. Once that decision is made, the first goal is to establish your ideal customer profile and create a list of target accounts.</p> <p>There is so much information out there that allows you to identify potential customers. You want to consider the industry companies are in, the problems they are solving, the tech they may need, and more. Sydney says this kind of data can be used to identify and score potential organizations. Once you do, you have your initial universe of target companies.</p> <p>Next, you need to score those accounts using things like intent, online activity, the level of engagement people within those accounts are having with your company. Obviously, this requires essential pieces of technology in your tech stack that can be used to draw in and integrate the data in useful ways. Sydney highlights the tech needed and how to use it effectively, on this episode.</p> <h2>PILLAR TWO: Tier Your Accounts And Set Priorities</h2> <p>In the SalesLoft approach to account based marketing, tiers are set to enable the team to recognize the priority targets among the many that are on their ideal customer list. They have established tier one, tier two and tier three accounts. This helps the team (marketing and sales) stay on the same page in terms of effort and strategy for each account on the list. Sales and marketing work in tandem to create the list and ensure the tier rankings are set properly.</p> <p>The tiers are used to inform how the team implements a variety of actions that Sydney refers to as, “care, nurture, feeding, and growing each of the accounts.” It’s the process of bringing prospects along, guiding them through their own unique buying journey through engagement, interaction, and the provision of great resources that help them come to buying decisions. The goal of this first stage is to eventually set a meeting where that prospect can meet with a member of the sales team.</p> <p>But the ABM process is far from over when an appointment is set. It’s used to manage and track the entire customer journey experience. Sydney says, “We have a monthly meeting where we check in to review status on accounts, engagement levels on those accounts, and (we) are investing our time and budget jointly (between sales and marketing) on making sure that we're doing right by those customers.”</p> <h2>PILLAR THREE: Integrating Tools And Technology</h2> <p>Effective, modern ABM is predicated on using tools and technology the right way. That’s where the SalesLoft team really shines. In your case, you probably already have your CRM system, but you also need a tool that's going to help you identify levels of engagement with customers. It should be a tool that pulls in data from the open web so you can start to map the companies out there that are looking for what your company provides. That tool will then serve up ads that are going to warm up those accounts.</p> <p>As you can see, it's that combination of customer intent and your efforts at driving awareness to those target accounts that provide the greatest opportunities. The SalesLoft team invests in LinkedIn as well as other networks to surround potential accounts with awareness of the solutions SalesLoft provides. Additionally, they also offer them relevant content based on their profile, to draw them in.</p> <p>In Sydney’s mind, a great marketer can warm up a prospect and build awareness so that when sales reaches out, the buyer is already aware of SalesLoft and how they solve problems like theirs.</p> <h2>PILLAR FOUR: Executing As One Team</h2> <p>When you think about the complexities around B2B selling today, the process the customer goes through continues to expand. A sales organization might have 15 to 20 people involved in one deal or sales cycle. How do you make sure that everybody is informed and that everyone continues the dialogue with buyers in a consistent and strategic way?</p> <p>One way the SalesLoft team does it is by recording every interaction. It could be phone conversations, or email exchanges, or meetings - but these interactions are recorded so everyone involved is equipped to understand the entire sales cycle for that buyer. It’s data that needs to remain front and center for anybody that's involved in engaging with that account over the lifetime of the account. This enables the sales organization to better know how to align its teams to best serve that customer.</p> <p>Integration on this scale can only happen with an intentional focus on data collection and management in a way that is accurate and usable - and that requires the right tools.</p> <h2>PILLAR FIVE: Land And Expand - With A Different Mindset</h2> <p>It's easier than ever for customers to switch to a new provider, so your team has to work just as hard to maintain existing accounts as it does to acquire new ones. Sydney uses the term “land and expand” to explain the dynamic of building a relationship and a broader base of services with customers once they are initially secured.</p> <p>In her words, “I have the opportunity to serve this customer. My goal in life is to make them wildly successful. So that expands within their account, they continue to get more and more value from that. We build a long-standing relationship with that customer to the point where - when somebody on the customer’s team leaves that company to work someplace else, they bring SalesLoft to their new company because of the relationship that we've been able to establish together.”</p> <p>The point is to develop a long-term customer relationship, to cultivate it and serve the customer in a way that exceeds their expectations. As marketing and sales teams work in tandem, this is the point where you must figure out where that next step in the process is for that customer, where can you create the opportunity to expand and deliver more value to them?</p> <h2>Featured on This Episode</h2> <ul> <li>Sydney Sloan <a href="https://www.linkedin.com/in/sydsloan/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Sydney on Twitter: <a href="https://twitter.com/sydsloan" target="_blank" rel="noopener">@SydSloan</a></li> <li><a href="https://salesloft.com/" target="_blank" rel= "noopener">SalesLoft</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:38] Who is the team at SalesLoft?</li> <li>[3:49] What IS modern Account Based Marketing?</li> <li>[5:39] How can marketers get to know their customers in today’s digital environment?</li> <li>[7:39] Tiering accounts for better management and prioritization</li> <li>[10:08] Selecting your tools and technology wisely</li> <li>[23:10] The final step: Land and Expand[</li> </ul> <h2>Resources & People Mentioned</h2> <p><strong>This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to</strong> <a href="http://zubtitle.com/Vengreso" target="_blank" rel= "noopener"><strong>http://Zubtitle.com/Vengreso</strong></a> <strong>to get started.</strong><br /></p> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p><strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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Brand Marketing is the New Demand Generation
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>As marketing professionals, it’s important that you think far beyond marketing campaigns - your brand promise has to be front and center in modern marketing. Why? Because your brand is what informs all the other marketing efforts you implement.</p> <p>To gain practical insights into this topic, Bernie invited Armen Najarian to join him. Armen is a 15 year Silicon Valley marketing veteran who serves as CMO at Agari, a company that makes it safe to open everything that comes into your email inbox. Among the first things he did after joining the Agari team was to lead the charge in rebranding the company in order to more effectively differentiate themselves in their market.</p> <p>In this episode, Armen explains why brand marketing must be integrated with the other demand generation vehicles already in place to make the most of your opportunities and stand out in your industry. Join Bernie and Amen on this episode of Modern Marketing Engine.</p> <p><strong>This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to</strong> <a href="http://zubtitle.com/Vengreso" target="_blank" rel= "noopener"><strong>http://Zubtitle.com/Vengreso</strong></a> <strong>to get started.</strong></p> <h2>Does Your Brand Have A Promise Statement?</h2> <p>Are you familiar with the idea of a “brand promise?” It’s a statement that encapsulates what your company provides in a compelling way that promises customers a very specific outcome. For the Agari team, their brand promise is “Giving you the confidence to open, click, and trust everything in your inbox.”</p> <p>It’s worth the effort required to refine your brand promise. When you have it simply, but powerfully stated you’ll address the exact need your ideal customers have. But don’t try to create it in a vacuum as an isolated marketing team. It has to be fashioned in coordination with the executive team, partners, customers, and team members to ensure it resonates exactly as needed.</p> <p>Listen to learn how to better implement brand marketing for your organization.</p> <h2>What Does It Mean To Invest In Your Brand?</h2> <p>Investing in your brand has to do with clearly communicating the why and what of your company in ways that elevate your company profile and highlight your sterling reputation. In order to do it right, your company not only has to invest in the process financially, you’ll have to dedicate some time to get clear on why you do what you do, how you will go about communicating that to your team and customers effectively, and how you will integrate it into everything you do.</p> <p>Armen explains how he led the charge to do those things at Agari - from determining how the company is changing the world, all the way to the color schemes of visual branding and brand promises. Listen to learn how the Agari team brought it all together and gain insight into how you can do the same in your organization.</p> <h2>The Single-Most Important Attribute Of A Brand Is Its Reason For Existing</h2> <p>Armen says that even though he’s a marketer who loves his product and is happy to talk about what it does and how it serves end users, he has come to see that the halo above the product is why his company exists. It’s not only about the product, it’s about the mission the business is on and how it is making the world a better place. Ultimately, customers want to buy from companies they believe in. It's the brand mission that gives them reasons to believe in the company.</p> <p>Agari’s mission is <em>to protect digital communications to ensure humanity prevails over evil.</em> There is nothing in that bold statement about the product, its capabilities, or its features. It's only about their motives as a company. Armen says this is a step that often gets overlooked because it’s easier to talk about how you do what you do. Armen’s encouragement for anyone who wants to start up their brand marketing efforts is to start with the “why.” In his words, make it clear enough “that your Grandmother gets it.”</p> <h2>How To Bring Brand Marketing To Life For Your Organization</h2> <p>Mission statements are traditionally designed to be internally focused, but in recent years those messages are being focused externally. Armen explains how the Agari team has placed its mission statement front and center, not only in the minds of their team members, but in their exec overview decks, on their website, and more. It’s not words that marketing has put on paper, it’s a mission that the entire team buys into and integrates into their own stories as they interact throughout the company. Naturally, that means the visual expression of the brand is also constructed in a way that supports the brand narrative clearly. Additionally, the hashtag #TrustYourInbox is commonly used to support the brand messaging on social media.</p> <h2>Why It’s Important To Promote The Brand Internally</h2> <p>The employees, executive team, and board of directors at Agari have latched onto the new mission statement wholeheartedly. Everyone on the team now describes themselves as a “mission-driven business.” It’s an important aspect of what makes up the fabric of how the company operates. When the brand mission is integrated to that degree, it’s naturally disseminated in the product the team delivers.</p> <p>Do you see how important it is to implement a mission for your organization? More so, can you see how morale, productivity, and overall effectiveness can dramatically improve when everyone is on the same, mission-focused page? Listen to hear more ideas taken from Agari’s implementation of their brand mission and brainstorm the changes you need to make in your organization.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://www.agari.com/" target="_blank" rel= "noopener">Agari</a> - Armen’s company</li> <li>Armen Najarian <a href="https://www.linkedin.com/in/najarian/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Armen Najarian on Twitter: <a href= "https://twitter.com/armennajarian" target="_blank" rel= "noopener">@ArmenNajarian</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:40] Who is Armen and what does his company Agari do?</li> <li>[4:07] The “why” of your brand is the single-most important thing</li> <li>[6:11] How to communicate the “why” behind your brand</li> <li>[9:26] Armen’s example of a brand platform and brand promise statement</li> <li>[12:20] Integrating the brand promise into every communication avenue</li> <li>[13:10] The brand purpose is what enables you to stand out in your industry</li> </ul> <h2>Resources & People Mentioned</h2> <p><strong>This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to</strong> <a href="http://zubtitle.com/Vengreso" target="_blank" rel= "noopener"><strong>http://Zubtitle.com/Vengreso</strong></a> <strong>to get started.</strong></p> <ul> <li>Armen’s <a href= "https://www.linkedin.com/pulse/brand-marketing-new-demand-generation-armen-najarian/" target="_blank" rel="noopener">LinkedIn article</a> about demand generation</li> <li><a href="https://www.linkedin.com/company/momentumcyber" target="_blank" rel="noopener">Momentum Cyber</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.Facebook.com/modernmarketingengine/" target="_blank" rel= "noopener">https://www.Facebook.com/modernmarketingengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://Twitter.com/MMEnginePodcast" target="_blank" rel="noopener">https://Twitter.com/MMEnginePodcast</a></li> </ul> <p>  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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How Marketing & Sales Contribute to Digital Transformation at CenturyLink
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>For years Marketing and Sales have been complementary but isolated departments. There was no reason for them to function in any other way. But the world has changed - business has changed. With the rapid evolution of digital technology, business cycles are more complex and buyers are more sophisticated. Organizations who thrive in the world of digitally engaged customers are those that adapt to the buyer’s behavior by marketing, selling, supporting and delivering a great customer experience leveraging digital engagement.</p> <p>Chris Sikora is Vice President of Marketing for Strategic Enterprise and The Public Sector at CenturyLink. Chris has more than three decades of sales experience in the telecommunications industry. His background in sales uniquely equips him to help with the digital transformation journey the company is making - and it’s not a small undertaking for CenturyLink with 55,000 employees. He's been working diligently to equip his marketing and sales teams at CenturyLink to use digital tools to be effective at reach, engagement, and building sales pipeline.</p> <p>CenturyLink is a global telecommunications company and provider of technology solutions with IT, hosting, managed services, connectivity, cloud and security solutions for global enterprise customers. The company has customers in more than 60 countries and has an intense focus on the customer experience. Listen to hear how Chris is equipping his marketing and sales teams to embrace digital tools to reach and engage their customer - and the results they are experiencing.</p> <p><strong>This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to</strong> <a href="http://zubtitle.com/Vengreso" target="_blank" rel= "noopener"><strong>http://Zubtitle.com/Vengreso</strong></a> <strong>to get started.</strong></p> <h2>When The Marketing & Sales Gears Turn In Isolation, We Have A Problem</h2> <p>When Chris took on his current role at CenturyLink, the structure of the business was very traditional. The marketing department did its thing and the sales department did its thing. Chris had spent enough time in a modern sales environment to know that had to change. The reason is that the modern B2B buyer is more educated about products and services they need, so marketing and sales need to work in tandem more than ever to gain the customer's attention, earn their trust and keep it.</p> <p>Listen to this episode to hear how Chris is leading the way as the CenturyLink team has changed its approach to both marketing and sales with a digital first mindset and strategy. The integration of social media, LinkedIn, social selling best practices, digital advertising and more are enabling salespeople at CenturyLink to be digital first and produce impressive results (see below).</p> <h2>Sellers Need To Be Teachers And Guides To Customers</h2> <p>The buyers that are considering the products or services you sell know almost as much about them as you do - from internet searches, from your company website, from reviews, blogs, downloadable content, comments from peers, and from friends or associates who may have used your product or service. They don’t need you to “sell” them, they need you to listen and to field their specific questions relating to their needs.</p> <p>Chris says that one of his biggest goals in leading digital transformation at CenturyLink is to help sellers become teachers and guides to buyers. Sellers have to understand their buyer’s journey and learn to provide resources they need in order to make buying decisions. On this episode, Chris explains the impact of <a href= "https://vengreso.com/10-steps-to-launching-a-digital-selling-program"> social selling training</a> his teams received from Vengreso to make them more effective at buyer engagement and through a digital first approach.</p> <p>A “digital first” approach to marketing and selling means many things. But primarily it’s about utilizing digital tools and online platforms to engage in a helpful way with the people who are potentially looking to buy your product or service. One of the things Chris’ team learned is the value of well-written profiles on LinkedIn, Twitter, and other digital platforms. The training taught them how to use those platforms to build their personal brands as representatives of the company. This powerful strategy opened the door to greater effectiveness as a sales team. Listen to this episode to hear how Chris’ team is doing it.</p> <h2>Do You Know How To Address Customer Problems From A “Digital First” Mindset?</h2> <p>A “digital first” approach to marketing and selling means many things. But primarily it’s about utilizing digital tools and online platforms to engage in a helpful way with the people who are potentially looking to buy your product or service. One of the things Chris’ team learned is the value of well-writtern profiles on LinkedIn, Twitter, and other digital platforms - then they learned how to use those platforms to build their personal brands as representatives of the company. This powerful strategy opened the door to greater effectiveness as a sales team. Listen to this episode to hear how Chris’ team did it.</p> <h2>RESULT: 83% More Digital Engagement By The Marketing & Sales Teams</h2> <p>As Chris’ team at CenturyLink was trained to work more effectively in the digital realm, they adopted the mindset needed to make an impact. They understand from their own lives as consumers how digital is changing the way people buy - including business customers - and how those changes in buyer behavior apply to reaching and engaging CenturyLink enterprise customers.</p> <p>Their change in approach has enabled them to connect with prospects and buyers more effectively. Chris shared statistics measured since the Vengreso social selling training was delivered. They’ve experienced a 42% increase in the use of tools among their team, a 50% increase in reach, and an 83% increase in digital engagement. Their approach has changed from <em>random acts of social selling</em> to a regular cadence of digital engagement. And, it’s having an impact on business results.</p> <p>Learn more about how the team at CenturyLink is experiencing digital transformation internally while helping their own customers on their digital transformation journey. On this episode, Chris Sikora explains how their digital first mindset is enabling the marketing and sales team to deliver a great customer experience from prospect to closed-won and beyond.</p> <h2>Featured on This Episode</h2> <ul> <li>Chris Sikora <a href= "https://www.linkedin.com/in/christopher-sikora/" target="_blank" rel="noopener">on LinkedIn</a></li> <li><a href="https://www.centurylink.com/" target="_blank" rel= "noopener">CenturyLink</a></li> <li><a href= "https://www.centurylink.com/asset/business/enterprise/infographic/451-research-see-how-digital-leaders-achieve-infographic.pdf"> CenturyLink Digital Business Transformation</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:16] Introduction to Chris and the work he does at CenturyLink</li> <li>[4:20] The ongoing evolution from classical marketing to digital marketing</li> <li>[9:22] Transforming marketing and sales in the overarching scope of the company</li> <li>[10:49] The impact of the changes on the sales organization</li> <li>[17:26] A bridge from internal transformation internally to external change</li> <li>[17:49] What Chris sees ahead as they continue their digital transformation</li> </ul> <h2>Resources & People Mentioned</h2> <p><strong>This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to</strong> <a href="http://zubtitle.com/Vengreso" target="_blank" rel= "noopener"><strong>http://Zubtitle.com/Vengreso</strong></a> <strong>to get started.</strong></p> <ul> <li><a href= "https://www.csoinsights.com/wp-content/uploads/sites/5/2017/08/2017-World-Class-Sales-Practices-Report.pdf" target="_blank" rel="noopener">CSO Insights 2017 Study</a></li> <li><a href= "https://www.csoinsights.com/wp-content/uploads/sites/5/2018/08/2018-Sales-Operations-Optimization-Study.pdf" target="_blank" rel="noopener">CSO Insights 2018 Study</a></li> <li><a href="https://www.salesforce.com/" target="_blank" rel= "noopener">Salesforce</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/mmenginepodcast</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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How Modern Business Gets Stuff Done
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p>The modern business landscape has changed - and that change is constant. It's imperative that business leaders, sales professionals and marketing teams lead the way in getting stuff done effectively.</p> <p>This episode features Alex Shootman, CEO of Workfront. Workfront is considered by many to be the first modern work management application that connects enterprise work, collaboration, and digital content into an Operational System of Record (OSR). As CEO, Alex drives the overall strategy, vision, and execution of the company, ensuring that Workfront is a dedicated partner in helping its customers transform the modern work experience.</p> <p>Alex is the author of a new book titled "Done Right," which is the main topic of this episode. The book is an interactive roadmap for next-generation leaders who need to get things done - from setting strategy to stakeholder buy-in to navigating roadblocks and taking action to get stuff done.</p> <p>This podcast show is about modern marketing, so Bernie wanted to dig into the specifics of the role of the modern marketer in the ever-changing business environment. Alex says that marketers have the opportunity to be leaders in modern business transformation. Specifically, he says that marketers need to come to the table with business acumen so that they can play a critical role in everything from product creation to product delivery - and directly impact the bottom line.</p> <p>Join Bernie and Alex for this conversation to gain insights into the things that make marketers - and all stakeholders - an indispensable part of the modern business.</p> <h2>Learn Powerful Lessons From The Masters Of Modern Work</h2> <p>In writing his book, “Done Right,” Alex made it his goal to glean the best practices for getting things done from 30 of his customers who have a track record of getting things done in spite of the complexity of their organization or business environment. They were asked, “How do YOU get things done?”</p> <p>Alex considers their responses to represent the best-practices in a modern company with a workforce that is engaging in digital transformation. Each chapter in the book is a principle learned from these “Masters of Modern Work” with accompanying stories and actionable artifacts at the end of each chapter readers can use to take action.</p> <p>Can you imagine how helpful those responses can be to you? Join Bernie and Alex for this great conversation!</p> <h2>How Marketers Can Become Heroes In The Modern Business</h2> <p>Marketing professionals can be right in the middle of their company’s digital transformation. How? By contributing to revenue. It’s a tall order, but one that Alex explains, on this episode.</p> <p>Modern companies that are transforming to work within the new digital environment need to communicate with customers in personalized, relevant, and consistent ways. Marketers can take a central place in making that happen by working alongside product, technology, sales/distribution and customer service teams.</p> <p>The reason the marketing team plays such a pivotal role is because they understand the customer. When the modern marketer shows up with good business acumen, he/she is stepping up to drive the business forward through workplace initiatives that call for effective use of the principles Alex outlines in his book <em>Done Right</em>.</p> <h2>Modern Business Leaders Must Be Able To Effectively Communicate A Clear WHY</h2> <p>When asked for his final thoughts on this podcast episode, Alex Shootman says that the main thing modern business leaders need to embrace is consistently and effectively communicating the REASONS behind <em>why</em> they exist as a company. A clearly articulated vision of WHY - to employees, the Board, the customer, and anyone who comes in contact with the company - is the most important factor in motivating people to getting things done.</p> <p>You really need to listen to this podcast episode. Alex gives us a glimpse of the insights from his conversations with 30 of the most effective business leaders whose practices form the basis of his inspiring book “Done Right.”</p> <h2>Featured on This Episode</h2> <ul> <li>Alex Shootman <a href= "https://www.linkedin.com/in/alexshootman/" target="_blank" rel= "noopener">on Linkedin</a></li> <li>Alex on Twitter: <a href="https://twitter.com/shootman" target= "_blank" rel="noopener">@Shootman</a></li> <li><a href="https://www.workfront.com/" target="_blank" rel= "noopener">Workfront</a> - the company where Alex serves as CEO</li> <li><a href="http://www.donerightbook.com" target="_blank" rel= "noopener">www.DoneRightBook.com</a></li> <li>BOOK: <a href= "https://www.amazon.com/Done-Right-Tomorrows-Leaders-Stuff-ebook/dp/B07KCKL9D2" target="_blank" rel="noopener">Done Right</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:16] Why Bernie invited Alex Shootman, CEO of Workfront to be on the show</li> <li>[3:14] The question that inspired Alex to write his book: How do you get things done in the modern work environment?</li> <li>[4:34] Who are the masters of modern work?</li> <li>[7:58] How does the modern marketer benefit from reading “Done Right?”</li> <li>[12:36] Practical helps that come directly from the book: Digital Artifacts</li> <li>[14:11] The collegiate curriculum at Eccles Business School derived from the book</li> <li>[16:57] The kind of response Alex is receiving from readers of the book</li> <li>[22:51] THE most important thing: Communicate your WHY clearly</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li><a href="https://www.salesforce.com/">S</a><a href= "https://www.salesforce.com/" target="_blank" rel= "noopener">alesforce</a></li> <li><a href="https://www.salesforce.com/" target="_blank" rel= "noopener">W</a><a href= "https://www.workday.com/en-us/homepage.html" target="_blank" rel= "noopener">orkday</a></li> <li><a href="https://www.linkedin.com/in/paigeperickson/" target= "_blank" rel="noopener">Paige Erickson</a></li> <li><a href="https://eccles.utah.edu/team/taylor-randall/" target= "_blank" rel="noopener">Dean Randall, Dean of the Eccles Business School</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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How Marketers Can Create A Customer Success Tool To Fuel Sales Enablement
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p>Very few B2B sales organizations are creating their own customer success tools - resources designed to demonstrate the effectiveness of the solutions they provide in real-life customer scenarios. There’s really no better way to do it than to display your customer success results alongside those of your competition to enable your salespeople to make the claim with the evidence to prove it. It’s even more powerful when the details of the comparison are provided by an independent 3rd party.</p> <p>John Ryan is CMO of Crossfuze, a company that comes alongside organizations looking to maximize their use of ServiceNow, a digital workflow and systematization platform that is changing the way organizations work and serve their clients. Listen to hear how John took an observation from his CEO about the high rankings their company received from ServiceNow and created a Customer Success Index. Crossfuze’s CSI is used inside his company to communicate their success with customers, as well as a tool for sales enablement.</p> <h2>The Best Response To A Complaint Is to Create A Solution</h2> <p>Last year, John’s CEO - Chris Howard was lamenting the fact that it was difficult to differentiate their company from their competitors with the raw C-SAT score ServiceNow used to rank their company. Many of their competitors had the same raw score they did, but it wasn't an apples to apples comparison. That's because each company ServiceNow ranked had its own unique number of customer responses. That got John thinking...</p> <p>The more responses to customer surveys you have from which to create a score, the more accurate the answers typically are because you’re drawing from a wider data set. His company - Crossfuze - had received many more responses than their competitors. So, John came up with ways to display their Customer Success Index by showing both the raw score AND the sample size in a quadrant format. The two together call attention to the validity AND the strength of their CSI as compared to their competitors.</p> <p>How could your team use similar resources to develop a sales enablement tool that displays the customer success you provide?</p> <h2>When Salespeople Can Get Past Numbers On A Page, They Do The Buyer A Favor</h2> <p>Of course, John was interested in demonstrating how his company was providing a greater level of success for their customers than their competitors. In fact, that was the primary point his CEO had expressed about the issue. But John had another goal for his Customer Success Index as well - he wanted it to be of value to buyers. That’s because he knew that raw numbers alone wouldn’t necessarily convince a prospect to go with their solutions. They needed to see the unique role his company could play in their success.</p> <h2>The Way To A Buyer’s Heart Is Through Education</h2> <p>John makes a compelling point by saying that B2B buyers don’t make many buying decisions each year, but when they do it’s for important projects that must succeed. He sees the role of the salesperson who is trying to win the buyer's business to be an educator. They should be focused on providing as much great information as possible to buyers so they are well informed and able to make the right decisions.</p> <p>That’s the reason John’s company provides a number of resources to buyers who are researching their options - best practices, tutorials, ebooks, webinars and videos, and blog posts - all for the purpose of educating buyers. He loves being a marketer, and he knows that the more he can help salespeople communicate Crossfuze’s value on every sales call, the more successful the company will be.</p> <h2>The Job Of The Modern Salesperson Is To Help The Buyer</h2> <p>There’s an old maxim, “Nobody likes to be sold.” True, but everybody likes to be helped. That’s a good thing because modern selling is more about helping than it is convincing, persuading, or even generating revenue. When buyers are helped to make the best decision for their situation, everybody wins - and revenue generation is a natural result.</p> <p>John is a great example of a modern marketing leader who understands that the sales team can’t help buyers make buying decisions if they aren’t provided tools that can help them. That’s why he took it upon himself to formulate the Customer Success Index in a form that salespeople can use and then trained them how to use it.</p> <p>That’s right - the CMO stepped into the sales enablement role because the needs of both the sales team and their buyers demanded it. His quadrant-oriented customer success tool has become a visual indicator of his company’s effectiveness at bringing about customer success - and his sales team loves it.</p> <p>Join Bernie and John for this episode. You’ll find yourself thinking more deeply about how you can use the data showing your organization’s success in ways that can enable sales and help buyers.</p> <h2>Featured on This Episode</h2> <ul> <li>John Ryan <a href="https://www.linkedin.com/in/jwryan1/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>BOOK: <a href= "https://www.amazon.com/Buyer-Steps-Century-Marketing-Approach/dp/1460988612" target="_blank" rel="noopener">Buyer Steps</a> - John’s book</li> <li><a href="https://www.crossfuze.com/" target="_blank" rel= "noopener">CrossFuze</a></li> <li><a href="https://www.linkedin.com/company/crossfuze" target= "_blank" rel="noopener">CrossFuze on LinkedIn</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:35] The story of how John and Bernie worked together in the past</li> <li>[2:45] CrossFuze, John’s company and his role as CMO</li> <li>[8:32] How John uses his Customer Success Index for sales enablement</li> <li>[12:31] Training salespeople to use the CSI at the right time</li> <li>[17:19] What’s on the horizon for the Customer Success Index?</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>How to get access to the replay of our webinar: <a href= "https://vengreso.com/events" target="_blank" rel="noopener">The Impact of You Phrasing On Customer Conversations</a></li> <li><a href="https://www.servicenow.com/" target="_blank" rel= "noopener">Service Now</a></li> <li><a href="https://www.accenture.com/us-en" target="_blank" rel= "noopener">Accenture</a></li> <li><a href="https://wistia.com/soapbox" target="_blank" rel= "noopener">Soapbox</a></li> <li><a href="https://wistia.com/" target="_blank" rel= "noopener">Wistia</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Modern Marketing Engine</h2> <ul class="featured"> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p>  <strong>Subscribe to Modern Marketing Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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Why Every Marketing Department Should Be Its Own Agency
<p style="text-align: center;"><strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Every marketing department these days is facing a significant challenge. Things have changed. The days when the marketing department was only responsible for creating compelling ad copy and pretty images are long gone. Much more business impact is expected of marketing teams these days.</p> <p>Taylor Ryan, CMO of Valuer is Bernie’s guest on this episode. Together, they highlight the changes that have happened to the marketing landscape and make recommendations to help those in the marketing department understand the vital role they play in today’s organizations.</p> <p>You’ll hear Taylor address exactly why marketing departments need to think of themselves as their own agency, why they should not depend on the sales department alone for data and statistics, why every marketer is served well by becoming a swiss army knife, and more.</p> <h2>Really? Why Should A Marketing Department Be Its Own Agency?</h2> <p>Marketing is more complex than it used to be because the world has changed. The digital age has introduced many channels and opportunities for marketing professionals that didn’t even exist 10 years ago. It’s a fast paced environment that requires a diverse set of skills and knowledge.</p> <p>One example Taylor provides has to do with the issue of SEM (Search Engine Marketing). Many companies outsource their SEM needs, which makes sense, since there are many aspects of SEM that require specific, technical knowledge. But what winds up happening in some cases is that the contracted agency doesn’t measure what it’s doing according to what’s important for the specific market the company serves. Why? Because the agency is not well-versed in the issues that are important to the industry. They don’t KNOW the market as well as the company does.</p> <p>That means someone inside the company who DOES have the specialized knowledge of their industry needs to become well-versed in SEM in order to take on that role internally. Of course, there are external agencies that are very good at getting into the details of their customers’ industry. But Taylor’s point is well-taken. There’s a lot more on the plate of the modern marketing department than there used to be and sometimes external agencies aren’t enough to meet all the demands.</p> <h2>The Marketing Department Needs To Take Ownership Of Tracking Results</h2> <p>The data needed to make good marketing decisions gets stored in a good tech stack. You need to be able to use the tools you've selected to track, measure results, know where conversions came from, and understand what channels produce the most revenue. If you’re looking for reports on leads, the marketing department needs to set those up within the tech stack themselves instead of relying solely on the sales department to provide them.</p> <p>It’s not that the sales department is unwilling. It’s that sales professionals have a particular set of skills that make them great salespeople but not always great providers of detailed data needed by the marketing department. They typically aren’t focused on keeping detailed stats. It’s simply not how they are wired.</p> <p>The steps that need to be taken to ensure that every lead is followed up with appropriately and adequately needs to be put in place by the marketing department, through marketing and sales alignment. That means the head of marketing and the head of sales need to be collaborating together to ensure seamless integration of the data. This integration needs to benefit the entire organization, especially the sales team, otherwise it’s hard to get their collaboration.</p> <h2>To Create Great Marketing Content, You Have To Be The Swiss Army Knife</h2> <p>Do you remember the Swiss Army Knife? It's many tools in one - a knife, a screwdriver, a pick, maybe even a knife and fork. Whatever tool you need, the Swiss Army Knife is intended to handle it. Marketers in the world today need to be able to accomplish many tasks, oftentimes on-demand, without having to pass the work to someone else. They have to be like Swiss Army Knives.</p> <p>A diverse skill set is required, which is one of the reasons a wide-ranging, capable marketer will always be in demand. Listen to hear the skills Taylor suggests modern marketers adopt in order to be successful. He also shares helpful insights regarding the kind of attitude that enables marketers to thrive even when they don’t get the recognition they deserve.</p> <h2>Modern Marketing Has Evolved Way Beyond Creative Ad Copy And Images</h2> <p>Let’s take a moment to consider all the areas for which a modern marketing department may need to produce content.</p> <ul> <li>Website</li> <li>Email newsletters</li> <li>Blog posts</li> <li>Podcasts</li> <li>Video</li> <li>SEM</li> <li>Social media</li> <li>Whitepapers</li> <li>Case studies</li> <li>Use cases</li> <li>And many more…</li> </ul> <p>The point of this exercise is to illustrate how marketing has changed. There is no one-size-fits-all when it comes to marketing positions. Marketing departments these days need to function as internal agencies, effectively producing specialized content for their target market in a variety of forms.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://valuer.ai/" target="_blank" rel= "noopener">Valuer</a> - where Taylor serves as CMO</li> <li>Taylor Ryan <a href="https://www.linkedin.com/in/taylorryan/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Taylor on Twitter: <a href= "https://twitter.com/taylorryantweet" target="_blank" rel= "noopener">@TaylorRyanTweet</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:27] Who is Taylor Ryan and what is Valuer (where he serves as CMO)</li> <li>[2:46] Why Taylor believes marketing departments need to act like agencies</li> <li>[7:04] You can’t count on the sales department</li> <li>[12:23] Everyone has ideas but the marketing department are the ones who execute</li> <li>[15:22] Be the swiss army knife</li> <li>[19:10] Why marketing can be a thankless job</li> <li>[23:45] Marketing needs resources or nothing gets done</li> <li>[25:52] Marketing has evolved far beyond making pictures and ad copy</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>LIVE WEBINAR: Feb 19th - <a href= "http://www.vengreso.com/events" target="_blank" rel= "noopener">www.Vengreso.com/events</a> - register for the webinar!</li> <li>Previous Episode of <a href= "https://vengreso.com/blog/developing-21st-century-marketing-organization" target="_blank" rel="noopener">MME with the CEO of Vonage</a></li> <li><a href="https://ahrefs.com/" target="_blank" rel= "noopener">aHREFs</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul class="featured"> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p style="text-align: center;">  <strong>Subscribe to Modern Marketing Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p>
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The Impact Of One Word In Customer Conversations
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Are the customer conversations your marketing and sales teams are having producing results? If not, it's possible they are making a simple mistake that is costing conversions. The good news is that it's a simple step you can take to improve the results.</p> <p>Bernie’s guest on this episode is Erik Peterson, Chief Executive Officer at Corporate Visions. He's the man responsible for spearheading the company’s vision and strategy. Erik has delivered consulting engagements, keynotes, and messaging skills workshops to more than 10,000 marketing and sales executives in over 13 countries, and Corporate Visions teams have done messaging work in 56 countries around the world.</p> <p>In this episode, Erik takes us behind the Marketing and Sales world’s theories to uncover the research-backed truth of what makes for effective customer conversations, landing pages, and more. You won’t want to miss it.</p> <h2>Are Your Marketing And Sales Theories Founded In Reality?</h2> <p>There are many theories floating around the marketing and sales worlds that sound right and have even been accepted as conventional wisdom. Your team probably approaches sales based on some of them now. But are they truly effective? How can you know?</p> <p>Erik’s company has dedicated itself to discovering the truth about the practices that are effective in customer conversations. They do so by funding university-level research that is able to confirm or deny many of the supposed best-practices.</p> <p>One of the more recent studies they spearheaded is “The State of Conversation Report: One Little Word, One Big Difference.” It looks at the issue of we-messaging VS you-messaging in marketing and sales materials. It's a question that is particularly relevant because 47% of companies that participated in the study reported that they predominantly use we-phrasing while 40% reported using you phrasing. With such an even divide, it’s important to know which is more effective.</p> <p>Could such a small difference in wording make any difference at all? Erik’s team discovered that there is a huge difference between the two. Listen to hear their findings and to receive Erik’s advice about how you can effectively implement their findings in your customer conversations.</p> <h2>Could A Simple Change To Your Content Make A High Leverage Difference?</h2> <p>As the title of the “One Little Word, One Big Difference” report implies, a very slight change in the right area makes a marked difference in messaging effectiveness. Here is how the research played out.</p> <p>The study sent a cold email to 1200 people who were considered “unsuspecting prospects.” The email was sent to two groups with the only difference between them being that one message exclusively used you-phrasing (speaking directly to the prospect about their need for the solution) and the other used we-phrasing (speaking more about the skill and experience of the company providing the solution).</p> <p>The results were remarkable. Those who received the you-phrased messaging reported feeling 21% more responsible for solving the problem addressed in the email. Erik says that you-phrasing effectively transfers ownership of the problem to the one reading the message. As a result, those respondents said they felt 13% more likely to take action to remedy the problem and almost double digits said they were inclined to believe that solving the problem presented in the email would be important to their future success.</p> <p>The conclusion of the study is simple and clear: You-phrasing in marketing and sales messages is a more effective way to get prospects to question their status quo and choose to raise the problem to the top of their agenda. And don’t miss this key insight: The potential impact of you-phrasing in customer conversations helps both brands and individual marketers or salespeople.</p> <h2>Action Step: Take A Close Look At Your Existing Customer Conversations</h2> <p>Erik has a simple piece of advice for B2B organizations and individual marketers and salespeople: Stop and assess what you’ve been doing with your messaging to this point.</p> <p>In your existing emails, landing pages, blog posts, videos, marketing content, and sales copy, how often are you using the word “we” rather than the word “you?” If you find that “we” is more the norm in your materials - a simple change could work wonders.</p> <p>The power behind you-phrasing is simple: it forces you to get into the customer’s world - which is where every marketer and sales professional wants to be in the first place. Knowing how they think, the problems they face, and how they will hear your messages can make your customer conversations more appealing and more effective.</p> <h2>Featured on This Episode</h2> <ul> <li>Erik’s company: <a href="https://corporatevisions.com/" target= "_blank" rel="noopener">Corporate Visions</a></li> <li>Erik <a href="https://www.linkedin.com/in/erikpeterson2017/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Erik <a href="https://twitter.com/EAPeterson" target="_blank" rel="noopener">on Twitter</a></li> <li>BOOK: <a href= "http://pipeline.corporatevisions.com/resources/books/conversations-that-win-the-complex-sale/" target="_blank" rel="noopener"> Conversations that Win the Complex Sale</a></li> <li>BOOK: <a href= "http://pipeline.corporatevisions.com/resources/books/the-three-value-conversations/" target="_blank" rel="noopener">The Three Value Conversations</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:54] The background of Erik’s company, Corporate Visions - working his way up</li> <li>[2:42] The integration of messaging, marketing, and sales - the power of words</li> <li>[6:53] Two different stories about the kind of copy that works best in various situations</li> <li>[22:47] Bernie’s summary and Erik’s final observations</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>Join Bernie for the live webinar: <a href= "http://www.vengreso.com/events" target="_blank" rel= "noopener">www.Vengreso.com/events</a></li> <li><a href= "https://corporatevisions.com/content-library/one-little-word-one-big-difference/" target="_blank" rel="noopener">One Little Word, One Big Difference</a> - The Corporate Visions report</li> <li><a href="https://en.wikipedia.org/wiki/Robert_Cialdini" target= "_blank" rel="noopener">Robert Cialdini</a></li> <li><a href="https://warwick.ac.uk/fac/soc/ces/staff/nick_lee/" target="_blank" rel="noopener">Dr. Nick Lee</a> of <a href= "https://www.wbs.ac.uk/" target="_blank" rel="noopener">Warwick Business School</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul class="featured"> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p>  <strong>Subscribe to Social Business Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above. This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/podcasts/paul-johns-account-based-marketing/" target="_blank" rel="noopener">Social Business Engine</a></p>
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The Modern Marketer’s Guide to Content for Sales Enablement
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p>Do you have a dedicated team that is providing content for sales enablement within your organization? In the modern marketing world companies that don’t build a vault of sales resources are essentially expecting their sales team to produce results without the proper tools. You can find out how to build a vault of content that will accelerate your sales team’s results by listening to Bernie’s conversation with Viveka von Rosen.</p> <p>You probably know Viveka. She is widely recognized in modern marketing circles. In addition to being one of Bernie’s 3 co-founders at Vengreso where she has the role of Chief Visibility Officer, Viv is an international keynote speaker, a Forbes Top 20 Most Influential Personal Branding expert, and a published author of 2 books and 2 courses on Lynda.com.</p> <p>On this episode, Bernie and Viveka outline exactly what content for sales enablement is, why it’s vital to the modern marketing function, and the results that can be expected by putting together a great vault of content that enables your sales team to influence buyers at every stage of their buying journey.</p> <h2>How Content Marketing Differs from Sales Enablement</h2> <p>Content marketing should be a practice you’re very familiar with. It’s the ongoing act of publishing and sharing valuable content that helps potential buyers become educated about how to overcome the pain or problems they need to address. Content marketing builds visibility for a company, serves to attract and retain an audience, and influences that audience in their buying decisions.</p> <p>Sales enablement takes content marketing a step further, providing the sales team with content they need in order to engage in conversations with potential buyers, address needs in specific ways, and answer questions that arise throughout the buyer’s journey. Viveka outlines how content marketing and content for sales enablement work hand in hand, so be sure you listen to the entire episode.</p> <h2>Content For Sales Enablement Is About Equipping Your Sales Team Effectively</h2> <p>Your sales team will be much more effective if they have the right tools to do their job. That means they need to have a wealth of resources they can provide to buyers at the various stages of the buyer’s journey. We’re talking about content pieces designed to answer specific questions, demonstrate effectiveness or application, or address particular needs a buyer might have. This content, provided to your sales team, is what we are referring to when we say “content for sales enablement.”</p> <p>Viveka points out that sales enablement content needs to be organized in a “vault” of sorts that sales teams can draw from on an “as needed” basis. They use it to engage with their prospects by providing resources that help make informed buying decisions. In the modern sales environment, sales enablement content is not an option if you want to empower your sales team to close more deals because buyers are hungry for this content. Listen to this episode to learn how to establish your own sales enablement content vault and to hear examples of companies that have done it right.</p> <h2>7 Steps To The Buyer’s Journey When It Comes To Sales Enablement Content</h2> <p>Most sales professionals have heard the traditional 3-step description of the Buyer’s Journey. Viveka expands that to 7 steps when she discusses content for sales enablement because the additional steps define different types of content the sales enablement team can create. Here are Viv’s 7 steps to the buyer’s journey:</p> <ol> <li>Create Awareness</li> <li>Generate Interest</li> <li>Instigation/Disruption</li> <li>Consideration</li> <li>Purchase</li> <li>Satisfaction</li> <li>Repurchase/Upsell/Refer</li> </ol> <p>Can you see how the creative team behind sales enablement efforts can focus on the creation of content in each of these categories, catalogue them according to where they fit in the buyer’s journey, and make them available to the sales team? And, can you see how providing vaulted access to content organized this way is a powerful way to equip your sales team with relevant content they can use to start and continue sales conversations with their prospects?</p> <p>Listen to this episode of The Modern Marketing Engine podcast to hear Bernie and Viveka outline the types of content that fit in each category and highlight best-practices, .</p> <h2>Never Think Of The Buyer’s Journey As Linear. It’s A Circle</h2> <p>As Viveka explained her expanded 7-step buyer’s journey, she was careful to point out that though she’s speaking in terms of “steps,” marketers and sales professionals should never think of the buyer’s journey in linear terms. By that, she means that it always loops around and starts over, therefore it’s better to think of it as a circular journey.</p> <p>Practically, that means you should never close a deal and walk away as if your work is complete. You’ve got to continuethe process again with that customer to earn referrals and repeat purchases. Not only will you generate more leads and make more sales, but you’ll also reinforce the value and service you’ve already provided to existing customers, solidifying the relationship for the long haul.</p> <p>Check out below some of the companies mentioned by Viveka and Bernie who embody this approach to the circular customer journey using content for sales enablement strategies.</p> <h2>Featured on This Episode</h2> <ul> <li>Viveka on Twitter: <a href= "https://twitter.com/linkedexpert">@linkedexpert</a></li> <li>Viveka on LinkedIn: <a href= "https://www.linkedin.com/in/linkedinexpert/">@LinkedInExpert</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:39] Why talk about sales enablement on a marketing podcast?</li> <li>[5:11] How content for sales enablement is different than content marketing</li> <li>[7:40] What is vaulted content and how does it differ from “gated” content?</li> <li>[9:40] The new 7 step buyer’s journey: a scheme for useful organization of content</li> <li>[16:20] Examples of content for sales enablement across these 7 stages</li> <li>[26:53] Why this process is more like a wheel or web than a series of steps</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li><a href="http://www.vengreso.com/content-for-sales" target= "_blank" rel="noopener">www.Vengreso.com/content-for-sales</a> - get the infographic Bernie mentioned</li> <li><a href="https://www.poopourri.com/" target="_blank" rel= "noopener">Poopuori</a></li> <li><a href="https://www.squattypotty.com/" target="_blank" rel= "noopener">Squatty Potty</a></li> <li><a href="https://www.uber.com/" target="_blank" rel= "noopener">Uber</a></li> <li><a href="https://www.airbnb.com/" target="_blank" rel= "noopener">AirBnB</a></li> <li><a href= "https://business.linkedin.com/marketing-solutions/blog/l/leftover-turkey-a-content-marketers-dream" target="_blank" rel="noopener">The Thanksgiving Dinner approach to content marketing</a></li> <li><a href="https://www.hubspot.com/" target="_blank" rel= "noopener">Hubspot</a> - <a href="https://academy.hubspot.com/" target="_blank" rel="noopener">Hubspot Academy</a></li> <li><a href="https://www.onemob.com/" target="_blank" rel= "noopener">OneMob</a></li> <li><a href="https://zoom.us/" target="_blank" rel= "noopener">Zoom</a></li> <li><a href= "https://business.linkedin.com/sales-solutions/b2b-sales-strategy-guides/the-state-of-sales-2018" target="_blank" rel="noopener">LinkedIn State of Sales Report</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul class="featured"> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p>  <strong>Subscribe to Social Business Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above. This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/podcasts/paul-johns-account-based-marketing/" target="_blank" rel="noopener">Social Business Engine</a></p>
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A B2B Coloring Book that Generated Leads and Then Some
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Every organization needs to increase lead generation. This episode highlights an incredibly creative way one B2B company increased lead generation. What did they use? An ink and paper coloring book for compliance professionals.</p> <p>Bernie’s guest is Sean Freidlin. Sean is currently Senior Product Marketing Manager at Hanzo. But, when this episode was recorded, Sean was Director of Proposition Marketing at SAI Global- the company whose content marketing campaign is highlighted in this conversation.</p> <p>In his role with SAI Global, Sean was instrumental in many key campaigns. He spearheaded the creation of "Compliance Officer Day", "Corporate Compliance and Culture Cards," AND….the subject of this episode, "The Compliance Coloring Book."</p> <p>You heard that right…The Compliance Coloring Book!</p> <p>In this episode, Sean explains how the idea to create a coloring book for chief compliance officers was born, why it was such a big hit, and how it became a great lead generation tool. You’ll be inspired by this modern marketing approach. It combines a little old school marketing with a digital approach. The end result was a very successful lead gen marketing campaign.</p> <h2>Good Lead Generation Depends On Targeting The Right Need</h2> <p>Content marketing aims to provide valuable resources that a target market can use to solve problems. The team at SAI Global understood that their target market - Chief Compliance Officers - deal with an immense level of stress day to day. What could they do to help increase quality of life by reducing stress for those individuals?</p> <p>One of their surveys provided the answer: When asked what they do to relieve stress, many of their respondents said they liked to draw or color. That got the team thinking… should they create an adult coloring book around the topic of compliance?</p> <p>This conversation reveals why they decided it was a good idea, what they did to make it happen, the unexpected response they got as a result. You’ll love the ROI.</p> <h2>The Right Marketing Mix Generated Leads That Were Unexpected</h2> <p>Since the SAI Global team was providing a piece of content for their audience that was hard-copy rather than digital, they weren’t sure if digital means of marketing would be effective. But they discovered that the right mix drove the campaign far beyond what they expected.</p> <p>They used a combination of email that included drip campaigns and social media promotions. In particular, LinkedIn pulse articles performed very well. To their surprise, word of mouth and social out-performed everything else. They received 500 requests for the coloring book within the first week. And though they targeted the U.S. market, there was great international interest. Within 2 months they received requests for the coloring book from 61 different countries.</p> <p>The outcome? The Compliance Coloring Book generated a tremendous number of leads at a very low cost. At only $2 per lead, even with printing and shipping, anyone would call it “successful.” You can hear the entire story on this episode.</p> <h2>A Lead Gen Tool That Brought New Life To A Difficult Topic</h2> <p>Even though the Compliance Coloring Book was a great tool for generating leads, there was a negative side. Some voiced concerns that the coloring book made the issue of compliance seem too light-hearted.</p> <p>Sean and Bernie feel that sort of response was a good sign. It indicates that they stirred up conversation and created buzz in a way that drew attention to compliance, rather than detract from it. The positive feedback made it clear that the coloring book was helpful to compliance departments. It enabled them to educate about compliance in new ways that made the stodgy, boring stereotype less of a barrier to those in the student role.</p> <h2>Unexpected Results: Parent/Child Relationships Were Strengthened</h2> <p>The SAI Global team began their campaign based on the premise that a coloring book would be a quality of life tool. Stress-relief through the use of the book was a primary intention. But there was another life-improvement benefit that came from the coloring book.</p> <p>Many compliance professionals completed the pages in the coloring book with their children. This sparked conversations about what the parent actually did at work. Children were able to see the importance of what mommy or daddy did all day. Parents were able to share an important part of their lives with their children.</p> <p>In the end, the SAI Global team achieved their end-goal - quality of life improvement for the Chief Compliance Officer - in a way they never anticipated along with lead generation. Listen to this podcast conversation to hear the entire story.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://www.hanzo.co/" target="_blank" rel= "noopener">Hanzo</a> - Where Sean is currently serving as Senior Product Manager</li> <li><a href="https://www.saiglobal.com/" target="_blank" rel= "noopener">SAI Global</a></li> <li><a href="https://m.comms.saiglobal.com/webApp/APP1444" target= "_blank" rel="noopener">Get your own copy of the 1st and 2nd coloring books</a></li> <li><a href="http://view.ceros.com/sai-global/sai-coloring-book/" target="_blank" rel="noopener">Try the interactive coloring book experience here</a></li> <li>Sean on LinkedIn: <a href= "https://www.linkedin.com/in/seanfreidlin/" target="_blank" rel= "noopener">https://www.linkedin.com/in/seanfreidlin/</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:41] Shawn’s expertise regarding compliance as lead generation</li> <li>[3:28] Factors behind why Shawn combined old-school and new marketing approaches</li> <li>[9:01] Why a compliance coloring book for compliance education?</li> <li>[12:10] Modern marketing tactics used to get the book into the hands of the right people</li> <li>[17:21] Feedback and response: unexpected input and outcomes</li> <li>[24:24] Key lessons and takeaways: Zig when others zag and discover how to be sticky</li> <li>[26:58] How the sales team is using the coloring book resource</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li><a href= "http://www.socialbusinessengine.com/podcasts/paul-johns-account-based-marketing/" target="_blank" rel="noopener">Episode 228 with Paul Johns</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul class="featured"> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p>  <strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener"><strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above. This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/podcasts/paul-johns-account-based-marketing/" target="_blank" rel="noopener">Social Business Engine</a></p>
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Move Over Alexa It’s Time to Re-Humanize the Sales Process
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <h2>Effective Sales A.I. Is Great, But There Are Human Things It Can’t Replace</h2> <p>Most sales professionals these days are excited about the ways A.I. is changing the sales landscape. Automated lead generation and lead nurture, as well as the way follow-up can be streamlined effectively, are just some of the benefits technology is bringing to the world of sales.</p> <p>But there are certain things tech can’t and shouldn’t replace. Among those is the human quality of empathy. In this conversation, Shari Levitin explains how empathy builds trust, why it takes a human to express it, and how sales leaders can strategically hire and build their teams around the soft skills needed to complement new sales technologies and close more deals.</p> <h2>The PEOPLE Who Implement Your Sales Process Make The Biggest Difference</h2> <p>Shari points out that if we neglect the human aspect of sales, we do so to our own peril. There is a person on the other side of every sales conversation or interaction and the responses to their needs that lead the sales process forward are the ones that are most human.</p> <p>Drawing from a new book, “The Road To Character,” Shari points out that there are two kinds of virtues in people - Resume Virtues and Eulogy Virtues. Both are important, but it’s the Eulogy Virtues that are of greatest value when it comes to hiring and training effective sales teams.</p> <p>What ARE Eulogy Virtues? They are the kinds of things people would emphasize or memorialize in a eulogy - things like kindness, curiosity, drive, and a growth mindset. Hiring managers need to have these in view as they consider candidates for the sales positions in their organization. Why? Because they are the traits that enable sales reps to be agile enough to learn, hustle, and build trust with customers in the fast-paced sales world we live and work in.</p> <h2>You May Be Missing Quota Because Your Sales Process Is Not Human Enough</h2> <p>In its <a href= "https://www.csoinsights.com/the-growing-buyer-seller-gap-results-of-the-2018-buyer-preferences-study/" target="_blank" rel="noopener">2018 - 2019 Sales Performance Study</a> report, CSO Insights revealed that 53% of sales professionals are missing their sales quotas. That’s a consistent drop from recent years. In this conversation, Bernie was very curious how Shari interprets the research and asked for her opinion. He was mostly curious whether it reveals that the adoption of sales tech has distracted sales reps from the more human aspects of the sales process.</p> <p>Shari says that very often, the issue with missing quota is not that sales reps aren’t making enough calls, but that they are not making the right kind of calls. She means that their sales presentations and conversations are lacking some of the human skills needed to make them effective. The good news is that it’s a problem that can be fixed. Listen to learn how.</p> <h2>Why Your Sales Reps Must Do What Alexa Can’t Do</h2> <p>As A.I. is implemented more and more in the sales industry, the effective salespeople of the future will be skilled at doing what Alexa and the other technologies can’t do. Shari refers to those things by using the acronym C.A.L.L. It describes 4 things that only a human can do...</p> <ul> <li>CONNECT to another human</li> <li>ASK questions that get to the heart of why people would buy</li> <li>LISTEN to the emotion, what is not said, what’s being said by things like body language</li> <li>LINK all that to a brighter future for the customer that connects to their product or service</li> </ul> <p>Listen to this great conversation. You’ll see why Shari is one of the most powerful and compassionate speakers on the sales circuit. You'll also understand why you should consider purchasing her new book Heart and Sell and see her speak live at the upcoming Frost and Sullivan STAR event February 11 - 13, 2019. . Look below for a discount code for the event.</p> <h2>Featured on This Episode</h2> <ul> <li>Website:<a href="https://www.sharilevitin.com/" target="_blank" rel="noopener">https://www.sharilevitin.com</a></li> <li>Shari’s new book: <a href= "https://www.amazon.com/dp/1632650746" target="_blank" rel= "noopener">Heart and Sell</a> : <a href= "https://www.amazon.com/dp/1632650746" target="_blank" rel= "noopener">https://www.amazon.com/dp/1632650746</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/sharilevitin/" target="_blank" rel= "noopener">https://www.linkedin.com/in/sharilevitin/</a></li> <li>Twitter: <a href="https://twitter.com/sharilevitin" target= "_blank" rel="noopener">https://twitter.com/sharilevitin</a></li> <li>Facebook: <a href="https://www.facebook.com/ShariLevitinGroup/" target="_blank" rel= "noopener">https://www.facebook.com/ShariLevitinGroup/</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:44] Why Shari is on the show to discuss the importance of building trust</li> <li>[3:28] It’s important to keep the human factor in the sales process, in spite of A.I tech</li> <li>[5:50] The soft skills needed and why sales leaders are accepting Shari’s message</li> <li>[8:30] How to hire sales people in light of humanizing the sales process</li> <li>[11:28] Dealing with your existing situation means leaders have to lead the way</li> <li>[13:49] How much of missing quotas is that sales reps lack a human component?</li> <li>[20:12] Is it harder to sell today than it was 20 to 25 years ago?</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>This episode is sponsored by Frost & Sullivan’s STAR event for Sales leaders taking place February 11-13, 2019 in Lake Tahoe, NV. Register for the event at</strong> <a href= "https://frost.com/Vengreso" target="_blank" rel= "noopener"><strong>https://Frost.com/Vengreso</strong></a> <strong>and use the discount code MARIO at registration for a $250.00 savings.</strong></h3> <ul> <li>BOOK: <a href= "https://www.amazon.com/Character-Thorndike-Press-Large-Print/dp/1594139377" target="_blank" rel="noopener">The Road To Character by David Brooks</a> : <a href="https://www.amazon.com/dp/0812983416" target= "_blank" rel= "noopener">https://www.amazon.com/dp/0812983416</a></li> <li><a href="https://www.csoinsights.com/">CSO Insights</a> : <a href="https://www.csoinsights.com/" target="_blank" rel= "noopener">https://www.csoinsights.com/</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> <li><a href="https://www.xvoyant.com/" target="_blank" rel= "noopener">Xvoyant</a>: Coaching platform company : <a href= "https://www.xvoyant.com/" target="_blank" rel= "noopener">https://www.xvoyant.com/</a></li> <li><a href="https://www.linkedin.com/in/robjeppsen/" target= "_blank" rel="noopener">Rob Jeppsen</a>, Founder and CEO of Xvoyant : <a href="https://www.linkedin.com/in/robjeppsen/" target="_blank" rel="noopener">https://www.linkedin.com/in/robjeppsen/</a></li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul class="featured"> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p>  <strong>Subscribe to Social Business Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above. This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/podcasts/paul-johns-account-based-marketing/" target="_blank" rel="noopener">Social Business Engine</a></p>
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How to Get Valuable Sales Data Insights from Wins and Losses
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Sales data is one of the most valuable ways to determine what is working and what isn’t in a company. One of the most overlooked pieces of data from the sales process is data surrounding deals that are lost. But as you might guess, there can be a significant amount of fear on the part of salespeople when it comes to sharing the details of why they lost a sale. What can be done to attain honest sales data for the sake of improvement?</p> <p>Bernie’s guest on this episode of The Social Business Engine is Bill Sexton, Vice President of Sales Operations at Systemax. Bill will be presenting a session at the upcoming Frost & Sullivan STAR event on the topic of leveraging win/loss data. On this episode, Bernie and Bill discuss how to best capture and leverage your sales team’s wins and losses so that you can use the insights you discover to make business-critical decisions and give you an edge against your competition. The conversation includes advice for getting your marketing and sales teams aligned and how to get the sales team to cooperate, especially when it comes to providing insights into why a deal was lost.</p> <h3><strong>This episode is sponsored by Frost & Sullivan’s STAR event for Sales leaders taking place February 11-13, 2019 in Lake Tahoe, NV. Register for the event at</strong> <a href= "http://frost.com/Vengreso" target="_blank" rel= "noopener"><strong>http://Frost.com/Vengreso</strong></a> <strong>and use the discount code MARIO at registration for a $250.00 savings.</strong></h3> <h2>Why Is Sales Data So Important To Have And So Powerful To Use?</h2> <p>Win/loss data is one of the most powerful pieces of data to use. It enables your team to make strategically informed decisions based on the data, about how to improve your process and close more deals. You can use it to accelerate sales and bring valuable insights to the product, marketing, and supply chain teams.</p> <p>Data about sales wins provides insight into where the company is doing well. Those insights enable you to build best-practices into team training as well as pipelines and processes. Data from your sales losses obviously reveals areas where the team needs to improve.</p> <p>But understand, loss data is not analyzed merely for the sake of fixing blame. More importantly, it's used to fix problems, find gaps in your process, improve client communication, develop better resources, refine sales process, and even improve your products and services. Once you find the gaps, you're able to fill them effectively with the right solutions.</p> <h2>Win/Loss Sales Data Is Reliant On Salespeople Reporting It. How Can We Get It?</h2> <p>The reporting of data about why a deal was won or lost is one of the aspects of the sales cycle that is most reliant on honest reporting of what happened in the process. At this point, that reporting still has to be done by human beings. Bernie asked Bill for the best methods of obtaining win/loss data when the people who need to share it may be afraid to do so. Bill shared some great advice.</p> <p>First, bake win/loss reporting into the sales process. His recommendation is to require a drop-down type option within the quote/order process of your company. It should only have two options: A win - which results in an order being placed, or a loss - which requires multiple choice explanation as to why the deal was lost.</p> <p>But there are situations where it’s not possible to bake the win/loss data into the process - such as when sales are made off-site by 3rd party vendors. In that case, Bill suggests the implementation of a mature pipeline management process that includes drop-down options with the opportunity to explain the details of each situation.</p> <p>Follow-up can be done through a regular cadence of reviews, once a month for example. The purpose of the follow-ups is to look into the reasons behind the larger losses in more detail.</p> <h2>Sometimes You Need To Celebrate A Sales Loss</h2> <p>It sounds counterintuitive to celebrate a loss, but Bill says there are great things that come from doing so. First of all, celebrating losses in a way that enables the team to improve demonstrates that there are no punitive measures applied to those who share loss data. You can even champion those who honestly share and hold them up as examples to the rest of the team. This encourages everyone to become part of the solution, which makes future losses fewer and farther between.</p> <p>Good analyzation of loss data also enables the team to gain strong insights from customers, salespeople, and customer service reps that can be delivered to the teams that need them: the solutions team, service team, product team, etc. This enables adjustments to be made to enable better performance in the future.</p> <p><strong>Some of the things that you can gain from inspecting sales losses are...</strong></p> <ul> <li>Understanding if you are priced correctly</li> <li>Are you providing the right product solution in the first place?</li> <li>Do additional products or services need to be created?</li> <li>Are there issues with damaged products, delivery times, etc.?</li> </ul> <p>These give you a very clear picture of the biggest problems in your pipeline so you can make adjustments that have the largest impact.</p> <h2>Evaluating A Pattern Of Sales Wins Can Help You Implement New Things</h2> <p>Bill puts a significant focus on the evaluation of sales losses since they reveal so many helpful things, but he also encourages a thorough look at sales wins. When you do, you’re able to answer some important questions...</p> <ul> <li>Are the solutions you're providing for your customers working or not?</li> <li>Are sales strategies being leveraged correctly?</li> <li>If so, are they driving sales as expected?</li> <li>Can your successes be used as examples in coaching and training?</li> <li>And more…</li> </ul> <p>Be sure you take the time to listen to this insightful conversation. Bill shares many practical ways sales organizations can use the data behind sales wins and losses to improve systems, move the company forward, and close more sales in the future.</p> <h2>Featured on This Episode</h2> <ul> <li>Connect with Bill on LinkedIn: <a href= "https://www.linkedin.com/in/bill-sexton-b3564219" target="_blank" rel= "noopener">https://www.linkedin.com/in/bill-sexton-b3564219</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:40] Bill’s role as VP of Sales Operations at Systemax</li> <li>[2:56] Why it’s important to get the win/loss data from your sales team</li> <li>[4:30] The best ways to capture accurate data: bake it into the sales process</li> <li>[9:22] What types of insight can you glean from wins and losses</li> <li>[11:55] What win/loss data can tell you about weak links in the sales process</li> <li>[14:12] How knowledge of the wins helps the organization</li> <li>[15:55] What kind of collaboration is needed to make use of win/loss data?</li> <li>[24:34] Don’t be afraid to ask for transparency from your team</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>This episode is sponsored by Frost & Sullivan’s STAR event for Sales leaders taking place February 11-13, 2019 in Lake Tahoe, NV. Register for the event at</strong> <a href= "http://frost.com/Vengreso" target="_blank" rel= "noopener"><strong>http://Frost.com/Vengreso</strong></a> <strong>and use the discount code MARIO at registration for a $250.00 savings.</strong></h3> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul class="featured"> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p>  <strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener"><strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above. This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/podcasts/paul-johns-account-based-marketing/" target="_blank" rel="noopener">Social Business Engine</a></p> <p> </p>
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It’s Time to Transform Sales Training for Women
<p> </p> <p>  <strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>There is a unique perspective required when it comes to creating effective sales training for women. There is a tremendous benefit to such training being created by women and for women. To discuss the topic it was only natural for Bernie to invite Cynthia Barnes, Founder and CEO of the National Association of Women Sales Professionals to be his guest on this episode of The Social Business Engine Podcast.</p> <p>Cynthia has been recognized as one of the most influential women in sales. She is a former top 1% saleswoman and founded the NAWSP in 2016, which is the only organization in the US dedicated to helping women sales professionals reach the top 1% and Dance on the Glass Ceiling™. In this episode, you’ll hear more from Cynthia on what it means to “dance on the glass ceiling.”</p> <p>As you listen, you’ll also be inspired by hearing how the reality of gender discrimination in sales motivated her to launch an organization devoted to advancing women in their sales careers. Cynthia is an engaging and motivating speaker, so take the time to listen.</p> <h3><strong>This episode is sponsored by Frost & Sullivan’s STAR event for Sales leaders taking place February 11-13, 2019 in Lake Tahoe, NV. Register for the event at</strong> <a href= "http://frost.com/Vengreso" target="_blank" rel= "noopener"><strong>http://Frost.com/Vengreso</strong></a> <strong>and use the discount code MARIO at registration for a $250.00 savings.</strong></h3> <h2>Cynthia’s Experience Motivated Her To Provide Sales Training For Women</h2> <p>It’s both inspiring and refreshing to hear a person so enthused and committed to their profession as Cynthia is. In her own words, she’s been selling since Girl Scout Cookies were $1.50 per box. Through sales, she discovered that she loved being in control of her own income and ability to rise through her personal effort and diligence. She has learned how to use her own experience of overcoming gender discrimination to help women who aspire to achieve success in the sales profession.</p> <p>Her example is a large part of what makes her the outstanding leader of the National Association of Women Sales Professionals. Cynthia’s main goal is to level the playing field. That means providing women the sales training needed to be in the top 1% of sales professionals right alongside the outstanding men in the profession. Listen to this episode to hear Cynthia’s explanation of what needs to be included in sales training that is specific to women, how sales training for women empowers them to succeed, and how the NAWSP can help make it all happen.</p> <h2>An Inspiring Goal: Women Can Dance On The Glass Ceiling</h2> <p>We’ve all heard the phrase that women need to “break through the glass ceiling.” While it’s understood by most people that the phrase refers to the unseen career barrier many women experience based on their gender, Cynthia finds that there is a better, more women-centric way to address the issue.</p> <p>Her approach is simple: acknowledge that the ceiling is there and strive to overcome it - and encourage it with language that resonates with women. Rather than using language that is aggressive or violent, such as “breaking” the glass ceiling, she likes to talk about “dancing on” the glass ceiling. It’s imagery that communicates powerfully to women that they can not only overcome the barriers that exist but that they can do so in uniquely womanly ways.</p> <h2>Sales Training For Women Means Helping Where Women Are Not As Strong</h2> <p>Cynthia is not one to say that women and men are the same in every way. In fact, she’s well-known for admitting that women in sales tend to have particular areas where they are not as strong. In her mind, sales training for women has to address these realities head-on.</p> <p>She says one of the first areas to be addressed is the issue of confidence. Women tend to discount their product or service for the sake of getting the sale. But Cynthia says it’s not at all necessary. The sales training NAWSP provides teaches women how to deal with price objections and other pressures in ways that increase and enhance their confidence - which in turn allows them to close more sales at standard pricing levels.</p> <p>According to Cynthia, a second area where women need help is in dealing with the tendency toward perfectionism. She cites the example of women sales professionals being hesitant to actually make sales calls until they have their sales script down pat. But she’s learned that they shouldn’t wait for mastery of the script. Instead, women should write down their script, word-for-word, and use it as needed - even reading it if necessary. This enables them to overcome the perfectionistic tendency that often holds them back.</p> <h2>The Best Outcome Is For the NAWSP To Become Obsolete</h2> <p>The National Association of Women Sales Professionals has many goals:</p> <ul> <li>A national conference in October of 2019</li> <li>100,000 members over the next 5 years</li> </ul> <p>But those are not the biggest and boldest of the organization’s goals.</p> <p>Cynthia wants to see the NAWSP be so effective that it becomes obsolete. She wants its emphasis of leveling the playing field for women to become so well received and embraced, and its sales training for women to be so effective, that women no longer need an advocacy organization like the NAWSP.</p> <p>Cynthia’s inspiring approach of turning adversity into opportunity is opening doors for women in sales across the country. Listen to this episode to be inspired, to find out more about the National Association of Women Sales Professionals, and to learn how you can connect with this amazing organization and its founder, Cynthia Barnes.</p> <h2>Featured on This Episode</h2> <ul> <li>Connect with Cynthia on LinkedIn: <a href= "https://www.linkedin.com/in/cynthiabarnes/" target="_blank" rel= "noopener">https://www.linkedin.com/in/cynthiabarnes/</a></li> <li>Follow Cynthia on Twitter: <a href= "https://twitter.com/cynthiambarnes" target="_blank" rel= "noopener">https://twitter.com/cynthiambarnes</a></li> <li>Cynthia’s organization: <a href="https://nawsp.org/" target= "_blank" rel="noopener">https://nawsp.org/</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:22] From meetup groups to an official organization</li> <li>[7:10] Why it’s time to transform sales training (for men and women)</li> <li>[11:34] Strategies in NAWSP’s training to strengthen women in sales</li> <li>[14:50] Trends Cynthia sees happening for women both young and more experienced</li> <li>[18:50] The future of the NAWSP: 100,000 members, 15 cities, and becoming obsolete</li> <li>[21:43] Bernie’s summary and Cynthia’s final comments</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li><a href= "https://www.saleshacker.com/influential-women-in-sales/" target= "_blank" rel="noopener">Saleshacker’s list of Top Women in Sales</a></li> <li><a href="https://www.kodak.com/corp/company/default.htm" target="_blank" rel="noopener">Eastman Kodak</a></li> </ul> <h3><strong>This episode is sponsored by Frost & Sullivan’s STAR event for Sales leaders taking place February 11-13, 2019 in Lake Tahoe, NV. Register for the event at</strong> <a href= "http://frost.com/Vengreso" target="_blank" rel= "noopener"><strong>http://Frost.com/Vengreso</strong></a> <strong>and use the discount code MARIO at registration for a $250.00 savings.</strong></h3> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul class="featured"> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p>  <strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above. This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/podcasts/paul-johns-account-based-marketing/" target="_blank" rel="noopener">Social Business Engine</a></p> <p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p>
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A 3 Step Plan To Create A Video Strategy That Gets Results
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Have you developed a <strong>video strategy</strong> as part of your content marketing? It’s an incredibly powerful way to gain exposure for you and your organization. On this episode of The Social Business Engine Podcast, Bernie’s guest is <strong>Nathan Veer</strong>, Senior Product Specialist at Brightcove shares a simple, yet powerful 3 step plan to develop a video strategy that gets results. Nathan knows how effective this 3 step plan can be because he’s implemented it himself. He also sees Brightcove customers having great success using it as well.</p> <p>Nathan knows what he’s talking about when it comes to <strong>developing a video strategy that gets results</strong>. You’ll also hear Nathan share inspiring examples of everyday brands you’ve never heard of – not the mega corporations – who apply this simple method to succeed with their video strategy.</p> <h3><strong>This episode is sponsored by Brightcove. Get your audiences hooked on beautiful video experiences that engage, educate and convert. Learn more at</strong> <a href= "http://brightcove.com" target="_blank" rel= "noopener"><strong>http://Brightcove.com</strong></a></h3> <h2>Video Strategy Step #1 - Do You Know What To Talk About?</h2> <p>When producing video content specifically to get the attention of prospects, or even to connect with those who are interested in your industry, you need to be able to talk about things they care about. If you don’t, you’ll never even get them to click the “play” button.</p> <p>Nathan suggests a number of <strong>resources you can draw from to find content ideas</strong> that attract engagement.</p> <ul> <li>Have you attended an industry event lately? Why not create a video covering your takeaways or tagging the new connections you made there?</li> <li>Your company’s FAQ page is a gold mine of video content ideas. You could make a video about every topic on the page and know they are things on your prospect’s minds.</li> <li>Have a conversation with your customer service reps. What issues are they dealing with repeatedly? Those are great subjects for a video.</li> <li>Don’t forget about your sales team. What objections and hurdles do they face most often? Create amazing pre-sales resources by addressing them on video..</li> </ul> <h2>Step #2 - What Is Video Is Good At?</h2> <p>When you ask this question, you’re trying to <strong>assess whether or not the topics your have in mind will be effective in video form</strong>. The reason is simple, not every topic is created equal. Nathan uses a great illustration to make his point. Imagine that you’re looking at two vehicles, both of them have 800 horsepower engines. But one is a Ferrari and the other is a tractor. The Ferrari won’t pull farm equipment very well, just like the tractor won’t win any races. They each have their unique uses.</p> <p>Using that analogy, video is like the racetrack. Not all ideas are going to be able to zoom down the video track effectively because the topics don’t lend themselves to video well.</p> <p><strong>What kinds of ideas work best for video?</strong></p> <p><strong>Complex concepts:</strong> Video enables complex things to be broken down simply in a short amount of time by using visual, verbal, and text-based content all at the same time.</p> <p><strong>Personal appeals:</strong> Video connects you to prospects in a more personal way than print, graphics, or even audio. Facial expressions and tone of voice are powerfully communicated in video.</p> <p><strong>Emotional topics:</strong> Video allows marketers to deliver stories powerfully. Never underestimate the power of a good story - like client successes, case-studies, and lessons-learned.</p> <p><strong>Do the ideas you’re considering for your video strategy land in one of these 3 areas?</strong> If not, you may want to communicate the idea using a different medium. If so, <strong>video may be the perfect tool</strong> for communicating them.</p> <h2>Step #3 - Where Should Your Video Live?</h2> <p>At first, it seems obvious that videos can live in a variety of places. YouTube, Facebook, Vimeo, Instagram Stories, and more. But Nathan points out that <strong>the “where” question is key to knowing exactly what kind of video you should produce</strong>.</p> <p>Will your video be the flagship video on your website home page? Then it needs to be professionally produced with the best audio and lighting since it represents your brand and mission. Will the video be distributed primarily on Facebook? If so, it won’t need as much attention paid to production value and can be more casual. Will the video be sent via email? You can be more personal and “natural” since you’re speaking one to one.</p> <p><strong>Listen to hear Nathan explain each of these 3 steps</strong> to creating a great video strategy to enhance your marketing efforts.</p> <h2>Your Video Strategy Takes Form Based On Your Answers To All Three Questions</h2> <p>As you apply Nathan’s 3 questions to your video ideas, you come up with the ideal use case for your topic. This enables you to <strong>hit your exact target prospect</strong>, with the <strong>topics they are most interested in</strong>, via the <strong>channels where they are most likely to interact with</strong> the video.</p> <p>To further prove how powerful this simple video strategy is, Nathan shares a handful of stories of Brightcove clients who have put the process to work. Some of the specific examples he shares resulted in companies experiencing…</p> <ol> <li>Support tickets dropping dramatically and increased SEO (listen to learn how)</li> <li>A 60% shorter sales cycle (It’s true.)</li> <li>Improved training of team members and resolution of role-related challenges</li> </ol> <p><strong>How might these 3 questions help you to develop an effective content marketing video strategy?</strong> Listen to learn how to answer Nathan’s 3 questions so you can use the answers to create videos that reach out to your prospects, position you as an expert in your industry, and increase sales.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://brightcove.com" target="_blank" rel= "noopener">https://Brightcove.com</a></li> <li>Nathan’s article about defining your video strategy: <a href= "https://www.brightcove.com/en/blog/2018/08/define-your-video-strategy-3-simple-steps-1" target="_blank" rel= "noopener">https://www.brightcove.com/en/blog/2018/08/define-your-video-strategy-3-simple-steps-1</a></li> <li>Nathan Veer on LinkedIn: <a href= "https://www.linkedin.com/in/nveer" target="_blank" rel= "noopener">https://www.linkedin.com/in/nveer</a></li> <li>Nathan on Twitter: <a href="https://twitter.com/nveer" target= "_blank" rel="noopener">https://Twitter.com/nveer</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:43] The experience and background of Bernie’s guest, Nathan Veer</li> <li>[2:25] Bernie’s reasons for having Nathan on the podcast</li> <li>[3:21] 3 questions to help you determine a great video strategy</li> <li>[3:57] Why the last thing people want to hear from you is about your product</li> <li>[6:29] When you know what video does well, you’ll know if your ideas will be good videos</li> <li>[11:37] Where is your video going to live? It will determine the kind of video you create</li> <li>[14:23] Tying all 3 questions together will define the use case</li> <li>[18:16] Success stories from those who have followed this strategy</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>This episode is sponsored by Brightcove. Get your audiences hooked on beautiful video experiences that engage, educate and convert. Learn more at</strong> <a href= "http://brightcove.com" target="_blank" rel= "noopener"><strong>http://Brightcove.com</strong></a></h3> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr.</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul class="featured"> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p>  <strong>Subscribe to Social Business Engine<br /></strong><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above. This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/podcasts/paul-johns-account-based-marketing/" target="_blank" rel="noopener">Social Business Engine</a></p>
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How to Get Started with Artificial Intelligence in Content Marketing
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p> <p>There are many ways to apply artificial intelligence in content marketing. Bernie’s guest on this episode of Social Business Engine is an expert when it comes to the intersection of content marketing and the application of AI to it.</p> <p>Paul Roetzer is the CEO of PR 20/20, author of “The Marketing Performance Blueprint,” and the creator of the Marketing Artificial Intelligence Institute. When asked why he launched MAII Paul says it was…’to translate the buzz around AI into real-world knowledge and actionable insights for marketers, so that it’s approachable and tactical.”</p> <p>Paul regularly translates the concepts behind AI-related technologies into terms marketers can understand. He does this to help them know why AI matters and how to use it (or not) in day-to-day marketing. On this episode, Bernie and Paul discuss practical ways to get started with AI, specifically in content marketing.</p> <h3><strong>This episode is sponsored by Frost & Sullivan. Join Vengreso at</strong> <a href="http://bit.ly/Frost-STAR-2019" target="_blank" rel="noopener"><strong>STAR</strong></a><strong>, February 11-13, 2019 to mix and mingle with forward thinking sales executives and thought leaders. We're extending a $250 savings to all Vengreso subscribers. For full details visit:</strong> <a href= "http://bit.ly/Frost-STAR-2019" target="_blank" rel= "noopener"><strong>frost.com/vengreso</strong></a> <strong>and use discount code MARIO at registration.</strong></h3> <h2>Those Who Embrace Content Marketing AI Now Will Be At An Advantage</h2> <p>Recent studies show that only 18% of companies have figured out how to use AI to the point that they are scaling it in their operations. That means that no matter what area of marketing you work in, or what level of knowledge you have about AI, you are NOT behind the curve. There are still amazing opportunities on the horizon for marketers who are willing to learn and embrace artificial intelligence. Those marketing professionals and the companies they work for will have a distinct competitive advantage in days to come.</p> <p>In this conversation Paul provides a number of helpful use-cases for AI at this stage in the game, demonstrating how it can be used to simplify workflows, offload repetitive tasks to save time and money, and even enhance the strategic parts of what we do as marketers. You won’t want to miss what he shares. It’s very easy to understand and makes perfect sense for marketers of all stripes.</p> <h2>The 2 Main Reasons Marketers Should Be Using Artificial Intelligence</h2> <p>If you are interested in using artificial intelligence to enhance your marketing efforts, where should you begin? Paul says there are two primary models you should consider to determine how to use AI in your content marketing.</p> <p>The first model is surrounding problems that are time intensive or data intensive for easy wins when it comes to applying AI as a possible solution in your content marketing strategy.</p> <p>The second model is what Paul refers to as a use-case model. AI is built to do narrowly defined tasks, so look at daily marketing activities such as reporting, editing and analytics, then discern the benefit you'd receive if those things were done automatically.</p> <p>In both cases, look for ways you can drive efficiency or increase revenue by doing things better. AI is often best used to enable cost reduction or revenue generation.</p> <h2>How The Average Marketer Can Get Started With AI</h2> <p>If you are eager to get artificial intelligence into your content marketing mix, you first need to look at repetitive, manual tasks in your marketing workflow. It doesn’t matter your area of specialty. Make a list of use-cases, identify which ones could be intelligently automated, then start looking for a solution. Check the MAII website for possible solution providers (see the link below).</p> <p>Next, look at ways you can get more out of your existing data. Most companies have tons of data from CRMs, Google Analytics, and more that sits on servers doing nothing. AI can help you utilize that data to gain greater insights, predict outcomes, determine smarter strategies, and more.</p> <p>Finally, look at the core technologies that are already a part of your marketing tech stack. How are those providers using AI? Do they have AI features as part of their solution that you are not implementing? Perhaps they have ideas about how you can better use their solution coupled with AI from another source?</p> <p>Don’t miss this great conversation. Paul concludes by addressing how AI is going to impact marketing careers in both the short-term and long-term. You’ll want to hear what he has to say about that.</p> <h2>Featured on This Episode</h2> <ul> <li>Paul Roetzer on LinkedIn: <a href= "https://www.linkedin.com/in/paulroetzer" target="_blank" rel= "noopener">https://www.linkedin.com/in/paulroetzer</a></li> <li>Paul on Twitter: <a href="https://twitter.com/PaulRoetzer" target="_blank" rel= "noopener">https://Twitter.com/PaulRoetzer</a></li> <li>PR 20/20: <a href="https://www.pr2020.com/" target="_blank" rel="noopener">https://www.pr2020.com/</a></li> <li>The Marketing Artificial Intelligence Conference: <a href= "https://www.marketingaiinstitute.com/events/marketing-artificial-intelligence-conference-2019" target="_blank" rel= "noopener">https://www.marketingaiinstitute.com/events/marketing-artificial-intelligence-conference-2019</a></li> <li>The Marketing AI Institute: <a href= "https://www.marketingaiinstitute.com/" target="_blank" rel= "noopener">https://www.marketingaiinstitute.com/</a></li> <li>Paul’s book: The Marketing Performance Blueprint: <a href= "http://a.co/d/3YsKwak" target="_blank" rel= "noopener">http://a.co/d/3YsKwak</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:39] The current status of how AI is impacting the marketing world</li> <li>[6:37] AI is biased by the data and how it is trained. That means we have to be careful</li> <li>[8:30] Models marketers can use to harness the power of AI</li> <li>[12:34] Guidance for getting started with AI in your marketing workflow</li> <li>[16:14] The vision behind the Marketing AI Institute</li> <li>[20:47] Trends regarding the kinds of marketers who are embracing AI</li> <li>[22:03] What impact will AI have on marketing as a career?</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>This episode is sponsored by Frost & Sullivan. Join Vengreso at</strong> <a href="http://bit.ly/Frost-STAR-2019" target="_blank" rel="noopener"><strong>STAR</strong></a><strong>, February 11-13, 2019 to mix and mingle with forward thinking sales executives and thought leaders. We're extending a $250 savings to all Vengreso subscribers. For full details visit:</strong> <a href= "http://bit.ly/Frost-STAR-2019" target="_blank" rel= "noopener"><strong>frost.com/vengreso</strong></a> <strong>and use discount code MARIO at registration.</strong></h3> <ul> <li>Conversica: <a href="https://www.conversica.com/" target= "_blank" rel="noopener">https://www.conversica.com/</a></li> <li>SBE episode with Victor Belfor: <a href= "https://vengreso.com/blog/victor-belfor-modern-marketer" target= "_blank" rel= "noopener">https://vengreso.com/blog/victor-belfor-modern-marketer</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> <li>IBMs Watson goes on Jeopardy: <a href= "https://www.techrepublic.com/article/ibm-watson-the-inside-story-of-how-the-jeopardy-winning-supercomputer-was-born-and-what-it-wants-to-do-next/" target="_blank" rel= "noopener">https://www.techrepublic.com/article/ibm-watson-the-inside-story-of-how-the-jeopardy-winning-supercomputer-was-born-and-what-it-wants-to-do-next/</a></li> <li>BOOK: Automate This: <a href="http://a.co/d/7pULneT" target= "_blank" rel="noopener">http://a.co/d/7pULneT</a></li> <li>Ai.google: <a href="https://ai.google/" target="_blank" rel= "noopener">https://ai.google/</a></li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul class="featured"> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p>  <strong>Subscribe to Social Business Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above. This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/podcasts/paul-johns-account-based-marketing/" target="_blank" rel="noopener">Social Business Engine</a></p>
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The Influential Role of Content in Sales Enablement
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/%20Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Does your organization have a clear sales enablement strategy that is aligned with your customer’s journey? According to Bernie’s guest for this podcast conversation, Tamara Schenk, you’ll experience more sales wins if you do.</p> <p>Tamara is Research Director for CSO Insights, the research division of Miller Heiman Group. She is focused on global research regarding all things sales enablement, CX, and sales effectiveness. The book she’s co-authored with Miller Heiman Group CEO Byron Matthews, “Sales Enablement – A Master Framework to Engage, Equip, and Empower a World-Class Sales Force,” provides incredible insight into the value of effective sales enablement.</p> <p>On this episode, Bernie and Tamara discuss the influential role of content in sales enablement as well as the evolving role of sales enablement in the modern organization. You’ll learn about the critical nature of sales enablement for modern sales and how it can provide the tools needed in order for marketing, sales, and internal processes to work together to win more deals.</p> <h3><strong>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at</strong> <a href="https://conversica.com" target="_blank" rel= "noopener"><strong>https://conversica.com</strong></a></h3> <h2>What Is The Role Of Sales Enablement In Modern Sales?</h2> <p>In order to engage in this topic effectively, let’s begin with a definition of the term, “Sales Enablement.” Tamara says it’s a strategic, cross-functional discipline with the goal of increasing predictable sales results. It does this by providing scalable enablement services such as training, content, coaching, and a variety of tools for customer-facing professionals and their managers. This enables them to serve as relevant and valuable sources of expert knowledge in every buyer interaction.</p> <p>As you can see, sales enablement is a focused role that seeks to equip all members of the sales team with key understanding of the buyer’s journey. In order to be effective, it requires clear insight into the buyer’s needs, and the various roles buyers play in their organizations. Listen to learn what Tamara and her team have discovered about the role of sales enablement in the modern sales environment.</p> <h2>Content Plays A Powerful Role In Sales Enablement</h2> <p>As Miller Heiman Group’sCEO, Byron Matthews often says, “The modern buyer has become better at buying faster than the seller has gotten better at selling.” That means sales teams need to adapt their sales approach so they can meet the buyer where they are and how the buyer wants to engage. It’s a process that relies heavily on the type and quality of content they have at their disposal. The creation and distribution of that content is one of the major responsibilities of the sales enablement team.</p> <p>Through the research of customer personas, the enablement team creates content aimed at various stages in the buyer’s journey. The sales team uses that content to serve the buyer in relevant ways. Blog posts, podcasts, and media of various sorts are used to gain trust, build credibility, and carry the conversation in ways that directly address the buyer’s needs and questions.</p> <p>But that’s not everything we mean when we refer to “content” produced by the sales enablement team. There is also internal enablement content the customer never sees but that serves as vital tools to make sales teams more effective. Tamara mentions things like playbooks, comparison guides, objection guides, solution configuration tools, pricing tools, and closing/order templates as some of those possible resources. Tamara's insights on this subject are research-based and detailed, so don't miss this conversation.</p> <h2>Organizations With A Clear Content Strategy Have Higher Win Rates</h2> <p>Does a clear content strategy exist in your sales organization? If so, you’re in the minority. Tamara says that only ⅓ of organizations have a clear, relevant content strategy in place. To be clear, we’re talking about a plan to create and use specific content that addresses questions and needs buyers have from the beginning of the customer journey all the way to the close of the deal. It’s content that helps to evolve the relationship with the buyer in valuable, relevant, and unique ways.</p> <p>The impact of having a clear content enablement strategy in place is huge. Companies with a clear content strategy experience a 55% win rate as compared to 43% win rate for organizations without one. As you can see, it makes sense (to the tune of a 12% increase) to organize content creation and management to achieve better sales results.</p> <p>But be careful: Just because an enablement team creates content resources doesn’t mean the sales team is automatically going to know how to use them. Training is required to make the best use of the resources. Tamara recommends you champion the members of your sales team who have been highly successful - empower them to record short videos showing how they use the content assets in various buying situations. Don’t let it get too complicated, just focus on things that will be practically helpful to your team.</p> <p>Tamara and Bernie wrap up their conversation with a discussion of the main pitfalls to watch out for as you implement your sales enablement strategy, so be sure you listen to get all the details.</p> <h2>Featured on This Episode</h2> <ul> <li>Tamara on LinkedIn: <a href= "https://www.linkedin.com/in/tamaraschenk" target="_blank" rel= "noopener">https://www.linkedin.com/in/TamaraSchenk</a></li> <li>Tamara on Twitter: <a href="https://twitter.com/tamaraschenk" target="_blank" rel= "noopener">https://twitter.com/TamaraSchenk</a></li> <li><a href="https://csoinsights.com" target="_blank" rel= "noopener">https://CSOInsights.com</a></li> <li>Tamara’s book: Sales Enablement: A Master Framework: <a href= "http://a.co/d/3DliT7t" target="_blank" rel= "noopener">http://a.co/d/3DliT7t</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:24] The role Tamara plays as Research Director at CSO Insights</li> <li>[4:12] What is sales enablement - and why Tamara is able to speak about it</li> <li>[6:00] Customer engagement isn’t only about sales conversations</li> <li>[9:10] Content has a crucial role in sales enablement efforts</li> <li>[13:55] Win rates are higher for companies that have a content strategy</li> <li>[16:00] Sales teams need to learn how to use content effectively</li> <li>[21:34] Pitfalls that can be avoided in sales enablement development</li> <li>[23:56] Where does sales enablement usually fall in organizations?</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at <a href= "https://conversica.com" target="_blank" rel= "noopener">https://conversica.com</a> </strong></h3> <ul> <li>Tamara’s article Bernie mentions: <a href= "https://www.csoinsights.com/blog/customer-engagement-irrelevant-content-lowers-win-rates/" target="_blank" rel= "noopener">https://www.csoinsights.com/blog/customer-engagement-irrelevant-content-lowers-win-rates/</a>Why You Need A Sales Enablement Content Strategy (blog article): <a href= "https://www.csoinsights.com/blog/why-you-need-a-sales-enablement-content-strategy/" target="_blank" rel= "noopener">https://www.csoinsights.com/blog/why-you-need-a-sales-enablement-content-strategy/</a></li> <li>The Selling With Social Podcast <a href= "https://vengreso.com/blog/selling-in-the-future-will-require-these-4-sales-enablement-strategies-with-byron-matthews-part-2-episode-78" target="_blank" rel="noopener">episode</a> with Miller Heiman Group CEO Byron Matthews hosted by Vengreso CEO, Mario Martinez, Jr</li> </ul> <p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/%20Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p> </p>
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How to Position High Level Employees as Trusted Thought Leaders
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>The concept of people serving their industry as “thought leaders” is fairly new, but in the digital world, it’s a vital one for B2B leaders to understand and leverage. On this episode of Social Business Engine, Bernie’s guest is Xenia Muntean, CEO of Planable. Xenia is an entrepreneur and an emerging thought leader on the topic of digital marketing. She’s been featured in Forbes as one of the Top 100 Forbes Women Entrepreneurs, and has spoken at Cannes Lions.</p> <p>On this episode, Xenia shares her journey from digital marketing agency owner to technology platform entrepreneur. You’ll also hear Xenia explain the business challenge that she’s passionate about solving and how her team is enabling companies to empower their top employees to be effective representatives of the brand - and most importantly, be seen as trusted thought leaders who amplify the message and mission of their companies.</p> <p> </p> <h2>The Development Of Thought Leaders Is Vital For B2B Brands<br /></h2> <p>B2C brands have long used influencers to promote and communicate their messages. Celebrity endorsements and spokespeople are great examples we all understand. But B2B brands have had a much harder time using personalities to influence others regarding their brand.</p> <p>Xenia points out that the advent of digital media makes that a problem of the past, brands just need to figure out how to use the available tools to do what their B2C counterparts have long done effectively. Her conviction is that brands can leverage their top employees as thought leaders in their industry by effectively equipping them to speak for the brand in a way that is consistent with the brand message and voice.</p> <p>She recommends brands look for senior employees who already have significant experience in the industry and who already share things about what the company is doing. Couple those employees with social media experts and you have a winning combination. Listen to hear how Xenia recommends brands start their own form of <a href= "https://vengreso.com/blog/b2b-influencer-marketing-dead" target= "_blank" rel="noopener">influencer marketing</a> - including practical ways to create relevant, powerful content for them to share, on this episode.</p> <p> </p> <h2>How To Encourage Busy Team Members To Become Brand Thought Leaders</h2> <p> </p> <p>High-level employees became high-level because they are serious about the work they do and they get results. That means their schedules are appropriately filled with high-level activities. Given that fact, asking them to become an integral part of a thought leadership initiative could feel like “just another thing” for them to cram into their hectic schedules. What’s the solution?</p> <p>Xenia says that the first step to creating an all-star team of influencers for your brand is to notice who is already showing a proclivity toward this kind of social sharing. Those are the employees who already see the value, so enlist them as part of your pioneering thought leadership team. As you get started with those people and see success from what they are doing, use their stories to encourage others to get on board.</p> <p>Bernie says it’s like bowling pins - when you hit the pin that is front and center, it starts the chain-reaction that takes the rest of the pins down. In this situation, as you enlist the natural influencers within your team who are already doing great work, you’ll soon see others who respect them eager to join the cause.</p> <p>Xenia explains how to gather your team, how to assess the digital tools you’ll need to effectively work as a team, and much more, so be sure you listen.</p> <p> </p> <h2>Every Brand Needs Guardrails For Its Social Media Voice And Image</h2> <p> </p> <p>For many brands, the idea of employees communicating via social media on behalf of the company is a scary proposition. What if they say something off-message? What if their style or personality reflects poorly on the company? Aren’t you putting the company’s image and reputation at risk with this kind of strategy?</p> <p>Xenia Mutean insists that the pros outweigh the cons by a large margin. One of the main reasons is that studies have shown that employees are by far the greatest source of influence a brand has. Wisely guiding employees to take advantage of that fact on behalf of the brand only makes sense provided they have the right tools to make it easy.</p> <p>In this episode, Xenia explains how brands can enlist and empower employees to be trusted thought leaders who represent the brand accurately on social media channels. An important aspect of how that is accomplished is through the guardrails the company’s leadership establishes around the sharing of content. Be sure to listen, Xenia walks a wise line between being too restrictive and not restrictive enough, so don’t miss out on the insights that she shares.</p> <p> </p> <h2>Featured on This Episode</h2> <ul> <li>Xenia Mutean on LinkedIn:<a href= "https://www.linkedin.com/in/xeniamuntean/" target="_blank" rel= "noopener">https://www.linkedin.com/in/xeniamuntean/</a></li> <li>Xenia on Twitter:<a href="https://twitter.com/xeniamuntean" target="_blank" rel= "noopener">https://twitter.com/xeniamuntean</a></li> <li>The company Xenia leads: <a href="http://planable.io" target= "_blank" rel="noopener">http://Planable.io</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:05] The interesting background and motivation Xenia has around this topic</li> <li>[3:42] Why thought leadership is vital for brands in the B2B space</li> <li>[6:20] Influencers and thought leaders in your company need appropriate content to share</li> <li>[10:00] What’s the best way to enlist employees to become brand thought leaders?</li> <li>[11:42] What tools and technology makes sense for this kind of collaboration?</li> <li>[14:21] The training involved in building out this influencer content team</li> <li>[15:48] Are there guardrails brand leaders should establish for employees?</li> <li>[20:32] How should the results of these influencer programs be measured?</li> <li>[26:39] Why this approach is a win-win-win for the business, their team, and their customers</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>The Edelman Trust Barometer Report: <a href= "https://cms.edelman.com/sites/default/files/2018-01/2018%20Edelman%20Trust%20Barometer%20Global%20Report.pdf" target="_blank" rel= "noopener">https://cms.edelman.com/sites/default/files/2018-01/2018%20Edelman%20Trust%20Barometer%20Global%20Report.pdf</a></li> <li>America Online: <a href="http://aol.com" target="_blank" rel= "noopener">http://aol.com</a></li> <li>AOL’s Digital Prophet - Shingy - <a href= "http://www.shingy.com/" target="_blank" rel= "noopener">http://www.shingy.com/</a></li> <li>Get our Digital Selling Benchmark Report - <a href= "http://digitalsellingbenchmarkreport.com" target="_blank" rel= "noopener">http://DigitalSellingBenchmarkReport.com</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p> </p> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p>
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Helping Customers Win More through Highly Personalized Account Based Marketing
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p>Account based marketing has been around for a while now, but doing it in a highly personalized way is not something you hear addressed often. But if you can personalize your marketing you can greatly strengthen customer relationships and grow your footprint in the account. On this episode, Bernie speaks with Paul Johns, CMO at SAI Global, a leader in the delivery of integrated risk management solutions for enterprise customers across the globe, about how they help their customer win through highly personalized account based marketing.</p> <p>Paul is a senior marketing executive with a track record of driving marketing strategy that has a measurable impact on ACV – average contract value. On this episode, they discuss how a highly personalized account based marketing strategy using microsites can help customers win more while driving more business with those customers - who Paul refers to as the “perpetual prospect.”</p> <p>There are many insightful takeaways shared, so don’t miss this podcast conversation.</p> <p> </p> <p> </p> <h2>Do You Know The Path To The Number You Need To Hit?</h2> <p> </p> <p>Every marketer or sales professional is eager to hit their numbers, but many don’t know what it takes to actually do it. Paul Johns points out that three things need to be considered when determining an effective strategy for hitting sales numbers. And he makes the point that it needs to be done collaboratively between sales and marketing.</p> <p>First - understand your product’s capabilities today and over the next year.</p> <p>Next - salespeople need to know where they should go hunting for the best prospects.</p> <p>Finally, marketing must validate that those targets really ARE the best places to go in order to generate the best returns.</p> <p>Listen to this episode to learn more of the specifics.</p> <p> </p> <h2>Highly Personalized Marketing Plans Must Include Effective Cross-Selling</h2> <p> </p> <p>Are you familiar with the term “microsite?” It’s a term Paul uses to describe online “rooms” that contain content designed for specific clients that educate them toward an informed buying decision. His company creates these sites co-branded with the customer directly addressing the customer’s goals. Finally, their team connects these microsites with the technology that enables them to track customer interest and movements.</p> <p>All of this helps both new and existing customers learn to trust them but also opens the door to ongoing cross-sell opportunities. It enables them to land customers then expand the services they offer that customer, indefinitely. Paul calls it the "perpetual prospect" concept. It’s a bit of a challenging concept to understand without hearing Paul explain it, so be sure you listen to this episode.</p> <p> </p> <p> </p> <h2>Stop Selling And Become Passionate About Helping Customers Win</h2> <p> </p> <p>Your customers are looking for solutions to their problems and you may have the exact solution they need. But there are often so many layers of management or leadership between you and the decision maker that you can’t make any headway. That’s why you need to build the kind of relationship with contacts within those businesses that empower them to be your sales advocate within their own company.</p> <p>Work together with them to publish content in a co-branded microsite that addresses their company’s needs and help them get it distributed within their company. This will demonstrate your solution across departments, allowing various managers and decision-makers to see how your solution could benefit them as well. Listen to hear more of how Paul’s team does it.</p> <p> </p> <h2>Modern Marketing MUST Incorporate Beautiful Storytelling And Emotion</h2> <p> </p> <p>Somehow we marketers and sales professionals forget the tremendous impact emotion plays in buying decisions. We step into the office and suddenly approach everything through data, scale, and analytics. Those are not bad things, but alone they are not enough.</p> <p>Whether the prospects you’re pursuing are CIOs, CEOs, or middle managers, there is a human element involved in the buying decisions they make on behalf of their companies - and it includes emotion. What can you do to tap into and address the emotional aspects of how your customers make their buying decisions?</p> <p>Paul suggests that you need to learn to be provocative, bold, and gutsy in the way you market - then once you’ve tapped into the emotional motivations behind the buying decisions, be able to communicate that you are looking to help your customers win. It’s easier said than done, but Paul has a wealth of insight about how you can shift your marketing messages toward the kind of storytelling that resonates with buyers. Be sure to listen.</p> <p> </p> <p> </p> <h2>Featured on This Episode</h2> <p> </p> <ul> <li>Paul Johns on LinkedIn: <a href= "https://www.linkedin.com/in/paulanthonyjohns/" target="_blank" rel="noopener">https://www.linkedin.com/in/paulanthonyjohns/</a></li> <li>Paul on Twitter: <a href="https://twitter.com/paulJ0hns" target="_blank" rel= "noopener">https://twitter.com/paulJ0hns</a></li> <li>SAI Global: <a href="https://www.saiglobal.com/" target= "_blank" rel="noopener">https://www.saiglobal.com/</a></li> </ul> <p> </p> <h2>Outline of This Episode</h2> <p> </p> <ul> <li>[2:08] What it means to do highly personalized account based marketing</li> <li>[4:20] Determining who the exact targets are for marketing and how to hunt them</li> <li>[6:04] Techniques to make account based marketing MORE personalized</li> <li>[8:22] What is the perpetual prospect and why does it make a difference?</li> <li>[9:35] The advantages of building microsites that are collaborative in nature</li> <li>[11:42] One to one marketing through personalization - and how to do it to scale</li> <li>[15:08] What personalized account based marketing can look like month to month</li> <li>[18:19] Why we don’t sell anymore - and what we are doing instead</li> <li>[22:59] What is the role of storytelling in account based selling</li> <li>[32:10] One of the original approaches Paul uses to find cutting edge marketers</li> </ul> <p> </p> <h2>Resources & People Mentioned</h2> <p> </p> <ul> <li><a href="http://salesforce.com" target="_blank" rel= "noopener">http://Salesforce.com</a></li> <li>Cirrus Insight: <a href="https://www.cirrusinsight.com/" target="_blank" rel= "noopener">https://www.cirrusinsight.com/</a></li> <li>Journey Sales: <a href="https://journeysales.com/" target= "_blank" rel="noopener">https://journeysales.com/</a></li> <li>Get the FREE Digital Selling Benchmark Assessment: <a href= "http://www.digitalsellingbenchmarkreport.com" target="_blank" rel= "noopener">http://www.DigitalSellingBenchmarkReport.com</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <p> </p> <h2>Connect With Bernie and Social Business Engine</h2> <p> </p> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <h3><br /></h3> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google</a> <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Play | Google Podcasts</a></p> <p><a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">There are <strong>TWO WAYS</strong> you can l</a>isten to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p>
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How To Be A Modern Marketer In The Age Of Data And Analytics
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a><br /></p> <p>Modern marketers have what seems like an ever-changing and highly demanding role in today’s B2B world. There are big challenges to address - including ABS (Account Based Selling), the role of analytics, and application of AI. For this episode, Bernie invited Victor Belfor SVP of Channel Sales and Business Development at Conversica to describe what he’s seeing in his interaction with CMOs and marketers across a variety of industries.</p> <p>From his seat as a business development exec at a marketing tech company, Victor is exposed to marketers across many companies. That means he’s got a strong read on the pulse of the modern marketer. Victor calls it like he sees it and offers suggestions you can use, on this episode.</p> <p><strong>This episode is brought to you by CONVERSICA: AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. You can find out more at</strong> <a href="http://conversica.com" target="_blank" rel="noopener"><strong>http://Conversica.com</strong></a><br /></p> <h2>Today’s CMOs Have The Most Integrated Role In The Company</h2> <p>It’s not easy being the Chief Marketing Officer at a company today. That’s because digital channels have blurred the lines between marketing and sales. Modern marketers are tasked with producing results for multiple stakeholders within the organization, which requires additional expertise. They also have to integrate with product marketing, tie directly into sales, and adapt to ABS (account based selling), and more. Top all this off with the reality of reporting directly to the Chief Revenue Officer (CRO) or the CEO in many cases and you see why it’s a tall order for anyone.</p> <p>Victor Belfor says the role demands a person who is willing to embrace the new mindset of modern marketing along with the toolsets and apply different tech stacks to produce the results the company needs. But more than anything, the CMO MUST have the passion drive and grit to be a marketing evangelist who can shape company culture to embrace and support the new role that marketing plays in the digital economy. Join Bernie and Victor as they discuss how marketing professionals can adapt to their ever-expanding role, on this episode of Social Business Engine.</p> <h2>How To Cope With Marketing Difficulties Caused By Increasing Analytics</h2> <p>Better analytics is undoubtedly a good thing. Every business needs to know the data behind what is working and what is not working. But the ever-growing tech stack is producing challenges too. How do you take flows from all the tech stack solutions and interrelate them to produce a coherent marketing plan that is data-driven? How can marketers measure what really matters to the business? That’s an important thing to nail down, but it’s not the only challenge.</p> <p>There’s also the plethora of channels from which leads are coming in - events, webinars, social media, field marketing, PPC, SEO, and even from employees. How do you run cohort analysis and how do you track attribution from all these unique sources? How do you track costs? A good tech stack can start chipping away at it, but it also requires consistent effort to change company culture to embrace marketing’s expanded strategic role in the organization. In this podcast conversation, you’ll hear Victor share what he’s seeing marketing leaders do to address these challenges.</p> <h2>Can AI Solve The Problems of Modern Marketing?</h2> <p>AI has grabbed a lot of attention - and you might be tempted to say that AI is - at least in part - what is putting the pressure on modern marketers. But Victor is convinced that AI is not the cause of the marketing chasm. He says the problem when it comes to AI is that while many are interested in experimenting with AI, they are leary either because they don’t know how to use it properly or are feeling threatened by it. They want to experiment but are not completely certain if the outcomes of using AI will be better than what they are currently doing.</p> <p>Hearing this, Bernie asked if marketing leaders should be doing experimental, low-risk AI trials to become familiar with its benefits. But Victor says dipping your toes into the water of AI may not be the best way to get started. Why? Because with AI, the larger your dataset or time of use, the better your results will be, which in turn will give you a better idea of how AI can benefit your marketing efforts. You simply can’t accomplish that with a short-duration test, or a small dataset. You can hear what Victor recommends instead, on this episode.</p> <h2>3 Specific Use Cases For AI Implementation For Marketing</h2> <p>Victor says there are three primary areas where AI can benefit the modern marketing approach…</p> <p><strong>#1 - Analytics</strong> - AI allows you to build models, predict what your best customers will look like, and analyze your pipeline to anticipate what deals are most likely to close - and all this is done without human bias or false assumptions.</p> <p><strong>#2 - Recommendations</strong> - AI can suggest topics for sales conversations by analyzing a variety of data sources (social media, email, CRM contacts, etc.) to help you move prospects toward sales conversations.</p> <p><strong>#3 - Conversational AI</strong> - AI-powered bots can reach out to prospects, start conversations, and get as much as 20 times the ROI a human can, and can do it at scale because unless humans, AI conversationalists never call in sick.</p> <p>These are just some of the ways AI can address the needs of the modern marketer and you’ll hear Victor expand on them in this podcast conversation. Tune in. Share it with a friend.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="http://www.conversica.com" target="_blank" rel= "noopener">www.Conversica.com</a></li> <li>Victor on LinkedIn: <a href= "https://www.linkedin.com/in/victorbelfor/" target="_blank" rel= "noopener">https://www.linkedin.com/in/victorbelfor/</a></li> <li>Victor on Twitter: <a href="https://twitter.com/vbelfor" target="_blank" rel="noopener">https://twitter.com/vbelfor</a></li> <li>VictorB (at) Conversica.com</li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:43] The insights Victor has to share about the challenges marketers face today</li> <li>[5:04] Two culprits that make analytics a difficult thing for marketers to handle</li> <li>[8:34] What is the role of AI for the modern marketer?</li> <li>[15:26] Use Cases where AI may be best used for modern marketing</li> <li>[23:56] How conversational AI can be scaled beyond any human marketing attempts</li> <li>[27:18] Why the marketer is the most integrated role in the modern company</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>This episode is brought to you by CONVERSICA: AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. You can find out more at</strong> <a href="http://conversica.com" target="_blank" rel="noopener"><strong>http://Conversica.com</strong></a></h3> <ul> <li>Einstein: <a href="https://einstein.ai/" target="_blank" rel= "noopener">https://einstein.ai/</a></li> <li>Recent Episode with Basile Senesi of Fundbox: <a href= "https://vengreso.com/blog/fundbox-ai-human-great-customer-experience-basile-senesi" target="_blank" rel= "noopener">https://vengreso.com/blog/fundbox-ai-human-great-customer-experience-basile-senesi</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://instagram.com/bernieborges" target="_blank" rel="noopener">https://instagram.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <p> </p>
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How to Win Friends and Drive Business in the Age of Social Media
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>In the age of social media, friendships have taken on an entirely different look than years previous. Take a step further and you can easily see that building friendships via digital drives business growth as well.</p> <p>Bernie’s guest on this episode of Social Business Engine is Jon Ferrara, founder and CEO of Nimble. Jon has a long history of building relationships, building friendships, building companies, and driving business results. He’s the perfect person to talk to about how we can drive business through genuine friendships in the age of social media.</p> <p>On this episode Jon shares how he engages on social media to connect, engage, educate, inspire, help, and be his authentic self with everyone he encounters. Jon explains how his approach to using social media wins friends, influences people, and wins lots of business too.</p> <p> </p> <p> </p> <h2>Why Salespeople Should Be Using Social Media For Prospecting</h2> <p>Imagine the interactions and engagements that are going on in your industry or niche as a river. There are many conversations, people, and companies that contribute to the activity that makes up the river and the majority of them these days are happening on social media. You don’t want to be among the people sitting on the bank watching everything happen without you. You need to jump into the river and start swimming.</p> <p>Jon Ferrara says that when salespeople become willing to dive into the river and start swimming - which means authentically engaging, investing time, building relationships, being helpful - they will discover a whole new world of prospects and business that traditional sales models simply can’t access. Listen to hear the practical things Jon does to be fully engaged in the social media river on this episode.</p> <p> </p> <h2>In The Age Of Social Media, One Platform Is Not Enough For Driving Business</h2> <p>For business and professional relationships, LinkedIn is the platform of choice for most professionals. For personal interactions, it’s often Facebook or Instagram that is the go-to social media tool. Jon has discovered that salespeople need to be engaged in all forms of interaction - professional, personal, etc. in order to come across as a "real" person. It’s by showing your personality, and discovering commonalities and building personal trust that people often begin to trust you.</p> <p>Every relationship takes time, and Jon is willing to put in the time required to walk the relational path with people online. He encourages today’s salespeople to be willing to do the same. Utilize every social media platform you can reasonably keep up with so that you can connect with prospects on many different levels. You can only drive business when people feel comfortable with YOU first.</p> <p> </p> <p> </p> <h2>Service Is The New Selling, So Stop Trying To Get A Lead Right Now</h2> <p>There are many ways salespeople could approach the use of social media for prospecting - and Jon has seen the best and worst practices. Bernie asked him to share some of the worst things he’s seen and he was quick to respond.</p> <p>First, don’t talk about yourself or your products. Really, don’t. You need to be a presence on social media who is genuinely interested in helping, that’s it. As people notice your helpfulness and expertise, they’ll check you out in ways they feel comfortable with. Many of those people will become prospects, you just need to give it time.</p> <p>Keep this in mind: People don’t buy great products, they buy a better version of themselves. So pitching your product the first chance you get is never a good play, ESPECIALLY on social media. The people you’re trying to sell need to first see your genuine concern for them - that you WANT them to become that better version of themselves that they are striving for. When they see you are able to help them get there, they will be open to talking with you about the stuff you’re selling.</p> <h3><br /></h3> <h2>Featured on This Episode</h2> <ul> <li>Jon on LinkedIn: <a href= "https://www.linkedin.com/in/jonvferrara/">https://www.linkedin.com/in/jonvferrara/</a></li> <li><a href="https://www.nimble.com/">https://www.nimble.com/</a> - use the code “Jon40” to get 40% off!</li> </ul> <p> </p> <h2>Outline of This Episode</h2> <ul> <li>[2:15] Why you should be using social to prospect</li> <li>[4:55] What if your prospects are not on social media?</li> <li>[7:51] Which social channels should salespeople be using?</li> <li>[10:02] How to identify influencers to reshare and build your brand with a hashtag</li> <li>[14:30] How Jon’s use of social builds his personal brand and his company’s brand</li> <li>[22:29] Things you should NOT be doing on social media</li> </ul> <p> </p> <h2>Resources & People Mentioned</h2> <ul> <li>Jon’s first appearance <a href= "http://www.socialbusinessengine.com/podcasts/evolution-sales-modern-business/" target="_blank" rel="noopener">on Social Business Engine from 2015</a></li> <li>Bernie’s book: <a href= "https://www.amazon.com/Marketing-2-0-Bridging-between-through/dp/1604942886" target="_blank" rel="noopener">Marketing 2.0</a></li> <li>Tiffani Bova: <a href="http://www.tiffanibova.com/" target= "_blank" rel="noopener">http://www.tiffanibova.com/</a></li> <li>Zig Ziglar: <a href="https://www.ziglar.com/" target="_blank" rel="noopener">https://www.ziglar.com/</a></li> <li>BOOK: How To Win Friends and Influence People: <a href= "https://www.amazon.com/dp/0671027034" target="_blank" rel= "noopener">https://www.amazon.com/dp/0671027034</a></li> <li><a href="http://digitalsellingbenchmarkreport.com" target= "_blank" rel= "noopener">http://digitalsellingbenchmarkreport.com</a> - Get your free report!</li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <p> </p> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href= "https://www.facebook.com/socialbusinessengine/">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <h3> </h3> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p>
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How Fundbox Uses AI and Humans to Deliver a Great Customer Experience
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>A great customer experience is at the heart of customer loyalty and support - and we all want OUR customers to have that "Wow!" experience. As technology improves there are more and more ways to deliver experiences customers remember and tell others about... even in industries as long-standing and conservative as lending. Bernie’s guest on this episode of Social Business Engine is Basile Senesi, head of sales and support at Fundbox.</p> <p>As you listen, you’ll hear how Fundbox has taken an innovative approach to providing a solution to a long-standing need in most businesses – access to credit. They do it with both data automation AND the human touch. It’s a winning combination and you’ll hear all the details from Basile on this episode.</p> <p>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at <a href= "http://bit.ly/Vengreso-SBE-podcast" target="_blank" rel= "noopener">http://conversica.com</a></p> <h2>The Lending Business Hasn’t Changed Much Over The Years, Until Now</h2> <p>If you’ve ever completed a loan application - personally or for business purposes - you know there are a great many points of data collected about you and your financial situation. The problem is that the lending industry hasn’t evolved much since the 1950s, which means there is a great deal of data about your financial situation that loan applications simply can’t capture.</p> <p>Bernie’s guest, Basile Senesi highlights how Fundbox challenges traditional underwriting standards by looking carefully at the new sources of info available rather than just credit history and collateral. They do it through AI integration with accounting software, bank accounts, and more. Harnessing the power of AI enables Fundbox to serve clients who may have previously been “unqualified” for funding and provide a tailored customer experience that is nothing short of “great.” Find out more from this podcast conversation.</p> <h2>Getting Into The Middle Of A Business Owner’s Workflow</h2> <p>Much of what businesses need when it comes to cash flow is determined by their daily workflow and procedures. But the evaluation of risk associated with small business lending doesn’t typically take workflow and operational patterns into account at all. That’s why Fundbox is so unique. Through the smart use of AI, the company is able to get into the middle of a customer’s day to day workflow to discover data points about the WAY that customer does their business that will support modern lending decisions.</p> <p>But there's more AI can do besides help you get qualified for funding. Imagine what it would be like for your customers to have such a great experience with your company - because the solution you provide is a perfect fit for their needs - that they become an enthusiastic ambassador for your company. AI can make it a reality. Listen to learn how Fundbox is making it happen, and use their experience to stir up ideas for how you can use AI to enhance the customer experience you are delivering.</p> <p>This episode is sponsored by <a href= "http://bit.ly/Vengreso-SBE-podcast" target="_blank" rel= "noopener">Conversica</a>, the <strong>sales assistant that engages every lead, 24/7/365, and never calls in sick.</strong></p> <h2>The Real Power of AI Comes By Pairing It With The Human Touch</h2> <p>Much of the noise you hear about the coming AI revolution in business has to do with the fear that machine learning and artificial intelligence will replace jobs now done by humans. Basile says that while that may be a concern in some sectors, he believes that the smart integration of AI alongside the human characteristic of intuition is a winning combination that will always be of benefit.</p> <p>In this podcast, you’ll hear Basile describe how that approach works for Fundbox as they provide financing solutions for small business. They are not only able to better analyze credit risks using this AI/Human partnership, they are also able to create better solutions for their customers, equip their team members to use human intuition more effectively because of the data AI provides, and provide a customer experience that is tailor-made to each situation. It’s amazing how well it works, be sure you listen.</p> <h2>AI Is Here To Stay: Learn How To Use It To Enhance What You Do Best</h2> <p>In his closing comments, Basile points out how the growth and development of AI is not going to slow down. His suggestion: Rather than fear the advent of AI, those of us in the business world need to learn how to harness its power to our advantage, to make our human interactions even better because of the efficiency and insight AI can provide.</p> <p>AI enables us to make better decisions - in Basile’s case, in terms of credit risks and customer needs. AI helps us understand customer needs better so we can create solutions to move their businesses forward. AI empowers product development, marketing, and customer support in deeper, more meaningful ways - especially when coupled with the human touch. Overall, AI makes for great customer experiences, which will fuel success in any industry.</p> <h2>Featured on This Episode</h2> <ul> <li>Fundbox: <a href="https://fundbox.com/" target="_blank" rel= "noopener">https://fundbox.com/</a></li> <li>Connect with Basile on LinkedIn: <a href= "https://www.linkedin.com/in/basilesenesi/" target="_blank" rel= "noopener">https://www.linkedin.com/in/basilesenesi/</a></li> <li><a href="http://bit.ly/Vengreso-SBE-podcast" target="_blank" rel="noopener">Conversica</a> AI Sales Assistant</li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:51] Small business funding: Fundbox does it in a unique way</li> <li>[2:43] The innovative way Fundbox has approached the lending industry for small business</li> <li>[7:16] Leveraging AI to give Fundbox a competitive edge</li> <li>[13:35] Using the AI available to fuel marketing and product design</li> <li>[20:30] Lessons learned from using AI for marketing and workflow enhancement</li> <li>[23:20] Bernie’s summary of this episode</li> <li>[27:24] AI is here to stay, so use it as a tool to enhance what you do best</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at</strong> <a href="http://bit.ly/Vengreso-SBE-podcast" target="_blank" rel= "noopener"><strong>http://conversica.com</strong></a></h3> <ul> <li>Gusto - online HR services: <a href="https://gusto.com/" target="_blank" rel="noopener">https://gusto.com/</a></li> <li>Quickbooks - accounting software: <a href= "https://quickbooks.intuit.com/" target="_blank" rel= "noopener">https://quickbooks.intuit.com/</a></li> <li>Freshbooks - accounting software: <a href= "https://www.freshbooks.com/" target="_blank" rel= "noopener">https://www.freshbooks.com/</a></li> <li>Eventbrite - event management platform: <a href= "https://www.eventbrite.com/" target="_blank" rel= "noopener">https://www.eventbrite.com/</a></li> <li>Conversica - AI Platform: <a href= "http://bit.ly/Vengreso-SBE-podcast" target="_blank" rel= "noopener">https://www.conversica.com/</a></li> <li>Cortera - Business Credit Reports: <a href= "https://www.cortera.com/" target="_blank" rel= "noopener">https://www.cortera.com/</a></li> <li>Wells Fargo - <a href="https://www.wellsfargo.com/" target= "_blank" rel="noopener">https://www.wellsfargo.com/</a></li> <li>Citibank - <a href="https://online.citi.com/US/login.do" target="_blank" rel= "noopener">https://online.citi.com/US/login.do</a></li> <li>Experian - <a href="https://www.experian.com/" target="_blank" rel="noopener">https://www.experian.com/</a></li> <li>TransUnion - <a href="https://www.transunion.com/" target= "_blank" rel="noopener">https://www.transunion.com/</a></li> <li>Pardot - Marketing Automation: <a href= "https://www.pardot.com/" target="_blank" rel= "noopener">https://www.pardot.com/</a></li> <li>Sales Navigator - Sales Software: <a href= "https://business.linkedin.com/sales-solutions/sales-navigator" target="_blank" rel= "noopener">https://business.linkedin.com/sales-solutions/sales-navigator</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href= "https://www.facebook.com/socialbusinessengine/">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href= "https://www.linkedin.com/in/bernieborges/">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href= "https://twitter.com/bernieborges">https://twitter.com/bernieborges</a></li> <li><a href= "https://twitter.com/sbengine">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p>
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Effective LinkedIn Posts: The Science Doesn’t Lie
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a><br /></p> <p>LinkedIn post effectiveness is somewhat of a mystery. As Bernie’s guest, Scott Ayres says, “LinkedIn is like the Uncle who always comes to the family reunion with a great casserole, but you forget is there.” So Scott and his team at Agorapulse decided to do a social media experiment to see exactly what post types are effective on LinkedIn.</p> <p>Scott is a Content Scientist for Agorapulse - he runs experiments as part of the company’s Social Media Lab. During this conversation with Bernie you’ll hear how he runs experiments using different content on the various social media platforms, verifies it through the expertise of an actual data scientist, and publishes the results.</p> <p>Scott’s findings from a recent experiment about LinkedIn posts is the special topic of interest for this episode.</p> <h2>Sales Professionals Need Social Best-Practices Based on Data, Not Anecdotes</h2> <p>Any Google search for “How to post effectively on LinkedIn” or “LinkedIn best-practices” will provide hundreds of results, but how do you know which of the posts returned are actually trustworthy?</p> <p>The leadership at Agorapulse, a social media scheduling tool, has dedicated a significant portion of its monthly budget to run data-driven social media experiments through what they call “The Social Media Lab.” Scott Ayres leads that team in carrying out all kinds of tests and trials based on this pattern:</p> <h3><strong>Problem -> hypothesis -> research -> findings</strong></h3> <p>With the help of an actual data scientist who is on staff at Agorapulse, the team is uncovering best-practices and publishing them publicly for anyone to learn from. Our team here at Vengreso is very keen on LinkedIn, so Bernie asked Scott to elaborate on the findings from a recent SML experiment about the kind of LinkedIn posts that perform best. You will find the results surprising.</p> <h2>Text-Only Posts on LinkedIn Are Viewed Massively More Than Others</h2> <p>One of the principles you hear touted about using social media effectively is that it’s a visual medium - so posts that include images, gifs, videos, etc. are more effective. Scott Ayres wanted to test that hypothesis, especially as it has to do with LinkedIn. His team at the Social Media Lab used three accounts with large followings to test the following hypothesis - Text-only posts would garner the lowest amount of views.</p> <p>The team posted a variety of content types over a specified period of time, and tracked the engagement for each. What were the results? In Scott’s words, “Text-only posts on LinkedIn had an increase of 1,069% views.”</p> <p>That’s the type of data that helps those of us in sales and marketing understand how to garner better engagement for the sake of establishing relationships and uncovering needs. Listen to this podcast to hear more about how posting on LinkedIn create more sales conversations.</p> <h2>How Effective Are Hashtags on LinkedIn?</h2> <p>It hasn’t been around for long, but LinkedIn now supports the use of hashtags. It’s easy to forget that the functionality even exists on LinkedIn but those who are utilizing hashtags are seeing great results - and the data Scott and his team have been able to compile from their experiments prove it’s not just anecdotal.</p> <p>The Social Media Lab experiment about LinkedIn hashtags shows that posts using at least one hashtag get 29.59% higher impressions. Based on those findings, Bernie and Scott discuss the ways hashtags can be used to coordinate sharing efforts by a sales or marketing team, how searches can be made using hashtags. If you’re interested in increasing your activity on LinkedIn and think hashtags could help you do that, listen to this episode to get Scott and Bernie’s advice on the issue.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://www.agorapulse.com/social-media-lab">The Social Media Lab Podcast</a></li> <li><a href="https://www.agorapulse.com/">Agorapulse website</a></li> <li>Scott Ayres <a href= "https://www.facebook.com/public/Scott-Ayers">on Facebook</a></li> <li>Scott <a href="https://www.linkedin.com/in/scottwayneayres/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Scott on <a href="https://twitter.com/scottayres?lang=en" target="_blank" rel="noopener">Twitter</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:43] The fun job Scott Ayers gets to do for Agorapulse</li> <li>[2:55] What is Agorapulse? - An amazing social media tool and a social media lab</li> <li>[6:53] The criteria behind choosing social media experiments to run</li> <li>[10:12] LinkedIn Post types: Is LinkedIn like the other sites?</li> <li>[13:13] The hypothesis behind the text-only post advantage</li> <li>[18:23] The new hashtag experiment Agorapulse has run recently</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>LinkedIn experiment discussed on this episode: <a href= "https://www.agorapulse.com/social/linkedin" target="_blank" rel= "noopener">https://www.agorapulse.com/social/linkedin</a></li> <li>Melonie Dadaro’s book: <a href= "https://www.amazon.com/LinkedIn-Code-Prospects-Professional-Marketing-ebook/dp/B00KJ0O88Q" target="_blank" rel="noopener">The LinkedIn Code</a></li> <li>Measure your <a href= "https://business.linkedin.com/sales-solutions/social-selling/the-social-selling-index-ssi" target="_blank" rel="noopener">LinkedIn Social Selling Index</a></li> <li><a href="https://www.linkedin.com/in/linkedinexpert" target= "_blank" rel="noopener">Viveka von Rosen</a></li> <li>Hashtag examples: #VengresoVids #VengresoPics</li> <li><a href="http://www.digitalsellingbenchmarkreport.com" target= "_blank" rel= "noopener">www.DigitalSellingBenchmarkReport.com</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <p> </p>
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A Marketer's Plea for Content for Sales
<h3> <strong>Subscribe to Social Business Engine</strong></h3> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>Content Marketing is something you hear a lot about these days - but what about content for sales? Nobody is denying that content marketing is effective for brand awareness and trust building, but B2B sales conversations require more than just awareness.</p> <p>This episode features Bernie Borges, host of the Social Business Engine podcast recording a solo episode as he prepared to travel to the 8th annual Content Marketing World conference where he is speaking again. In this episode he explains why companies should be thinking not just about content marketing but also about content for sales. He shares convincing statistics that demonstrate how a more intentional focus on content for sales could make a tremendous difference in helping salespeople create more conversations with their desired audience. You won’t want to miss this one!</p> <p> </p> <h2>What Are The Most Popular Ways Marketing Sets The Stage For Sales?</h2> <p>A recent Content Marketing Institute study reveals the most popular types of content that marketing departments are producing. They are…</p> <ul> <li>Social media posts - 94% (not really content, but the promotion of the content)</li> <li>Case studies - 73%</li> <li>Pre-produced videos - 72%</li> <li>E-books & white papers - 71%</li> <li>Infographics - 65%</li> <li>Photos/images - 56%</li> </ul> <p>These are the things that are getting attention and building brand awareness, but they only matter if they are driving profitability and sales opportunities. Find out how content for sales takes up the baton after marketing has done its job in building brand awareness and top of the funnel leads, on this episode.</p> <p> </p> <h2>Content Marketing VS Content For Sales - Do You Know The Difference?</h2> <p>Profitable customer action is the end goal of content marketing. But as we all know, the content marketing approach is a “slow game,” one that builds top-of-mind presence for brands and establishes a basis for trust with buyers over the long haul. To accomplish this, content marketing has to be done via an omni-channel approach (multiple channels of distribution) and is done on a “one to many” basis.</p> <p>Content for sales is also aimed at obtaining profitable customer actions but has a significantly different approach. Content for sales is used to create or sustain sales conversations, which are not carried out through a one to many approach like content marketing. Sales conversations happen on a one to one basis - one in which the content being used is leveraged in a more personal and powerful way by salespeople. With such a marked difference, it’s important to understand the most effective ways to approach content for sales, which you’ll hear as you listen to this episode.</p> <p> </p> <h2>What Is The Role of Content In Helping Sales Pros Improve Quota Achievement?</h2> <p>Recent studies show that 94% of buyers consume several pieces of content from the company they wind up buying from. Think that through - if your buyers are doing their research via content you provide them, isn’t it vital that your company HAS valuable and informative content in order to move their buying decision along?</p> <p>What types of content should you be creating for salespeople to use to create conversations? There’s no study that definitively shows what works best, but Bernie shares from his experience with clients, podcast guests, and conversations at conferences that these are some of the best forms that content for sales can take:</p> <ul> <li>Internal podcasts</li> <li>Case studies</li> <li>Use case examples</li> <li>Competitive intelligence</li> <li>Research reports</li> <li>Calculators</li> <li>Technical papers</li> <li>Industry-specific papers</li> <li>Inspirational content to attract conversations</li> <li>Third party content</li> <li>Personalized video</li> </ul> <p>You can hear Bernie explain each of these and how he sees B2B salespeople use them effectively, on this episode.</p> <p> </p> <h2>The Powerful Edge You Can Give Your Sales Team Via Content For Sales</h2> <p>As Bernie wraps up this episode he highlights some important principles for producing effective content for sales…</p> <p>#1 - Content for sales should be vaulted! Your sales team needs to know they have exclusive content their buyers are unable to find anyplace else. That way they can present the content as an expert consultant and in a controlled environment during their sales conversations.</p> <p>#2 - Content for sales should map to the buyer’s journey and be specific to the buyer’s persona. It cannot be a “one size fits all” approach.</p> <p>#3 - Assessment is vital. There are ways to effectively track content for sales by using UTMs to ensure each piece of content is unique to each individual. Use content libraries and distribution platforms internally then measure the contribution the content is making to the sales pipeline by using marketing automation technology.</p> <p>Bernie explains each of these steps in detail on this episode and how <a href= "https://vengreso.com/services/content-for-sales-enablement" target="_blank" rel="noopener">a content for sales approach</a> can help salespeople have more conversations with qualified buyers, which is an important step on the journey to achieving quota.</p> <h2>Outline of This Episode</h2> <ul> <li>[2:38] Do you know the difference between content marketing and content for sales?</li> <li>[8:30] Overcoming the “Glass Building” syndrome</li> <li>[11:06] The most popular type of content that comes from B2B marketing</li> <li>[12:23] The type of content we should make useful as “Content For Sales”</li> <li>[16:29] Why content for sales should be vaulted content</li> <li>[18:52] The simple concept of how to gauge the effectiveness of content for sales</li> <li>[20:07] How YOU can be a guest on the Social Business Engine podcast</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li><a href= "https://vengreso.com/resources/digital-selling-benchmark-report" target="_blank" rel="noopener">The Digital Selling Benchmark Assessment Report</a></li> <li><a href="https://www.linkedin.com/in/linkedinexpert" target= "_blank" rel="noopener">Viveka Von Rosen</a> - Chief Visibility Officer at Vengreso</li> <li><a href= "https://www.csoinsights.com/the-growing-buyer-seller-gap-results-of-the-2018-buyer-preferences-study/" target="_blank" rel="noopener">CSO Insights Buyer Preferences Study</a></li> <li><a href="https://contentmarketinginstitute.com/" target= "_blank" rel="noopener">The Content Marketing Institute</a></li> <li><a href= "https://www.demandgenreport.com/resources/research/2018-content-preferences-survey-report" target="_blank" rel="noopener">DemandGen Report 2018 Content Preferences Survey</a></li> <li><a href= "https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/what-the-future-science-of-b2b-sales-growth-looks-like" target="_blank" rel="noopener">McKinsey Study About Marketing and Sales</a></li> <li><a href= "https://contentmarketinginstitute.com/wp-content/uploads/2017/09/2018-b2b-research-final.pdf" target="_blank" rel="noopener">Content Marketing Institute Study About Most Popular Forms of Content</a></li> <li><a href= "https://vengreso.com/blog/connecting-with-sales-and-distribution-through-podcasting" target="_blank" rel="noopener">Episode 220 with Henry Menke of Balluff</a></li> <li>Episode 204: <a href= "https://vengreso.com/blog/how-content-for-sales-creates-more-sales-pipeline" target="_blank" rel="noopener">How Content For Sales Creates More Sales Pipeline</a></li> <li><a href="https://www.onemob.com/">OneMob</a></li> <li>Previous episode with David Meerman Scott: <a href= "https://vengreso.com/blog/new-rules-marketing" target="_blank" rel="noopener">The New Rules For Marketing</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <h3> </h3> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p>
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Uncommon Conversion Optimization for Your Website
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are many conversion optimization services for your website out there and all of them are based on analytics. In the realm of analytics, there are free and amazingly powerful platforms available, like Google Analytics. With so many low-cost ways to access the data you need to do conversion optimization, is there any advantage to paying for a service that enables you to do it better?</p> <p>On this episode, Bernie chats with Clare Carr, Vice President of Marketing at Parse.ly, Inc. If you’re wondering what Parse.ly is, it’s not food related, despite the name. Rather, Parse.ly is an analytics platform that does a lot more than the free options. In this conversation, Clare explains exactly what their platform analyzes and demonstrates how companies use their comprehensive data to measure the performance of their content, conversions, and shares three examples.</p> <h2>Metrics Matter For More Than Just Conversions</h2> <p>In this conversation, Clare Carr mentions that while every sales organization should rightly be focused on conversions, there is a lot more to analyze than visit to lead conversion or whether people buy your product or service or not. She points out that marketing teams gain a competitive advantage by knowing which of the many content pieces they are publishing are getting the REAL attention of those who find it.</p> <p>You can track those metrics in an elementary way in your Google Analytics dashboard - if you can find it - but all it will tell you is the time spent on each page by a visitor. But you need to know if they are really consuming the content, or if they have left the browser window open while they are actually doing something else and not consuming the content. In this week’s episode, Clare explains how Parse.ly measures true engagement through what they call “heartbeat” assessments of web page actions. Don’t miss it!</p> <h2>Content Analytics Enable You To Create More Of What’s Working</h2> <p>Imagine that your marketing team has invested weeks in the creation of a number of content pieces aimed at your target market. You’ve done your keyword research. You’re confident about them. They all seem like good bets when it comes to drawing attention and engaging readers. But are they? How will you know?</p> <p>It’s important to have a specific, tangible way to evaluate content pieces, and whether or not they are achieving your goals. Clare Carr explains not only why this kind of analytics assessment is important, but also how it can be done in a way that gives you more data than typical platforms provide. It’s all on this episode of Social Business Engine.</p> <h2>The Right Measurements Of Engagement Enable You To Ask The Right Questions</h2> <p>If you don’t have accurate data concerning the messaging you’re sending into your target market you’ll never know if what you’re doing is effective. And even once you know what’s effective, you need to know the right questions to ask that will enable you to know WHY it is effective - so that you can produce more of that same type of content.</p> <p>On this episode, Clare Carr explains how to get the right data about your content and conversions so that you are able to ask the right questions. It’s the only way to truly know what’s happening with your marketing, content, and conversions and thus, the only way to refine your campaigns based on data instead of hunches.</p> <h2>A Free Tool To Know The Inside Data of What’s Getting Attention Online</h2> <p>With over 1 Billion people online, it’s hard to track what the important topics being discussed worldwide really are. Powerhouse Google has a platform that enables them to make use of search and social data, but the rest of us don’t have access to that type of information - until now.</p> <p>In this podcast, Clare Carr introduces Parse.ly’s newest analytics tool - Currents. It’s the world’s first public view of what those 1 billion people who are online care about. You can use attention trends to uncover the content that matters and is being talked about to better aim your marketing and content curation efforts to attract the audience you want to attract.</p> <p>In this conversation, Clare reveals how you can become a beta user of this exciting new tool and have access to it for free.</p> <h2>Featured on This Episode</h2> <ul> <li>Website: <a href="https://www.parse.ly/" target="_blank" rel= "noopener">https://www.parse.ly</a></li> <li>Connect with Clare <a href= "https://www.linkedin.com/in/clareondrey/" target="_blank" rel= "noopener">on Linkedin</a></li> <li>Reach out to Clare on Twitter: <a href= "https://twitter.com/clareondrey" target="_blank" rel= "noopener">@ClareOndrey</a></li> <li>Current: <a href="https://currents.parsely.com/" target= "_blank" rel="noopener">https://currents.parsely.com/</a></li> <li><a href= "https://www.parse.ly/resources/data-studies/referrer-dashboard/" target="_blank" rel= "noopener">https://www.parse.ly/resources/data-studies/referrer-dashboard/</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:52] Parse.ly’s powerful analytics platform for evaluating content</li> <li>[2:55] Metrics are important for more than conversions</li> <li>[5:16] What does it mean to measure attention and why is attention valuable?</li> <li>[11:10] Use cases to show how to do website analytics in a more powerful way</li> <li>[19:27] The power of the Parse.ly “Currents” tool</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li> <p><a href= "http://www.digitalsellingbenchmarkreport.com">www.DigitalSellingBenchmarkReport.com</a> - Get your free report</p> </li> <li><a href="https://analytics.google.com/analytics/web/" target= "_blank" rel="noopener">Google Analytics</a></li> <li><a href="https://www.strategy-plus.net/" target="_blank" rel= "noopener">Strategy Plus</a></li> <li><a href="https://www.hellofresh.com/" target="_blank" rel= "noopener">Hello Fresh</a></li> <li><a href="https://slate.com/" target="_blank" rel= "noopener">Slate.com</a></li> <li><a href="https://flipboard.com/" target="_blank" rel= "noopener">Flipboard</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <h3> </h3>
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The Road to Marketing as a Contributor to Revenue in the Business
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>On this episode, Bernie speaks with Sandy Abraham, Head of Global Marketing & Brand Management at Forcam. Forcam provides shop floor management systems to manufacturers that enables them to increase productivity by 20% in less than 12 months. They are an industry leader that has worked with Mercedes Benz and other high profile manufacturing companies.</p> <p>Sandy has led her marketing team in new directions by becoming a strategic contributor to the business. Her focus? Direct customer engagement and profitable partner events. It's a novel approach for a marketing leader but has proven to be extremely effective. It's one you’ll want to be sure you learn from. Listen now!</p> <p> </p> <h2>Marketing Can Be Evaluated by Conversion Rate, Revenue, and Number of Leads</h2> <p>Is there a revenue-based way of evaluating a marketing team? Sandy Abraham not only believes there are ways to do it, she feels it’s the best way to evaluate marketing effectiveness. In this conversation, you’ll hear how Sandy has led her marketing team into uncharted territory by focusing on direct interaction with customers in order to gain a marketing edge.</p> <p>From sit-down meetings with the customer-operators of their systems to partnering with others in her industry to create effective demonstrations at industry events, Sandy’s approach has tried things unheard of for a marketing team. But more importantly, her efforts have been proven to increase her company’s revenue.</p> <h3> </h3> <h2>Marketing Power Tip: Focus On Direct Customer Engagement</h2> <p>It’s not typically the marketing department’s job to engage directly with customers. Most organizations leave that task to customer support, account managers or the sales team. But Sandy saw an untapped opportunity for her marketing team through direct customer engagement, so she stepped into what has become a very successful approach.</p> <p>In this conversation, you’ll hear how Sandy has trained her marketing team to connect with customers in non-threatening ways in order to gather use-case stories, assess the true benefits and problems customers have with their systems, and provide data and intel to her company department-wide. This has enabled her to refine the company’s messaging, build greater trust with customers, and add to the bottom line revenue of the business in tangible ways.</p> <h2>Building Strategic Marketing Relationships Through Industry Events</h2> <p>Every industry has its high profile events. Sadly, some of them can be boring, low return activities that are not truly beneficial to those who participate. Rather than bemoan the unexciting nature of her industry’s events, Sandy chose to leverage them to serve her marketing goals. She reached out to companies in her industry who provided complementary services or technologies to her own and formed what she refers to as “affiliate” partnerships for the event.</p> <p>Together, she and her affiliate partners demonstrated the effectiveness of her software solutions in hands-on, practical ways that brought both company’s solutions to life. In many cases, Sandy created an opportunity so appealing that her affiliate partners were willing to pay for the entire thing. You can hear Sandy describe her approach and learn how you can do the same thing, on this episode.</p> <p> </p> <p> </p> <h2>Featured on This Episode</h2> <ul> <li>Sandy Abraham <a href= "https://www.linkedin.com/in/sandyabraham/">on LinkedIn</a></li> <li><a href="https://www.forcam.com/en">Forcam</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:46] What is Forcam doing and what is Sandy’s role?</li> <li>[2:40] Why marketing should be integral to the organization?</li> <li>[4:23] Sandy’s approach to making marketing strategic</li> <li>[6:02] Marketing can build trust with customers like nobody else can</li> <li>[12:01] How Sandy has leverages affiliate marketing relationships in her industry</li> <li>[15:40] Those who are passionate about marketing need to take things to the next level</li> <li>[22:23] Tools used by the marketing department that generate revenue</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li><a href="http://digitalsellingbenchmarkreport.com" target= "_blank" rel="noopener">The Digital Selling Benchmark Assessment Report</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <h3> </h3> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <h2>T</h2>
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Connecting with Sales and Distribution through Podcasting
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2"> Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D"> Google Podcasts</a></p> <p>The Sales and Distribution channels of any business are always in flux simply because there are constantly new things to learn and apply on the fly. What would it be like if management could speak directly to the sales team in an engaging way on an ongoing basis - to provide updated, relevant resources in real-time?</p> <p>On this episode, Bernie is joined by Henry Menke, Product Marketing Director at Balluff, Inc. The Balluff team was trying to solve a very specific problem regarding the sales team’s awareness of specific educational topics relevant to the products the company provides, so they decided to try an internal podcast.</p> <p>Henry explains how he and his team rolled out a private podcast channel by thinking of their sales team as they would a customer. It enables them to deliver content that helps team members stay up to date on topics ranging from product information to competitive intel. Their podcast channel has proven to be a valuable way to keep team members connected and up to date. Henry shares the specifics of how they do and the impact it has, on this episode.</p> <p> </p> <h2>Having Trouble Providing Vital New Intel To Your Sales Team?</h2> <p>There’s a crucial question every business leadership team needs to answer: How do you effectively keep your sales team up to date? There are product developments, new messaging approaches, and updates to sales presentations that everyone on the team needs to know. What’s the answer? More meetings? Conference calls?</p> <p>Why not try a solution that makes it easy for your team to use the educational materials and updates you provide when it is most convenient for them? That’s exactly what the Balluff team did - by creating a private podcast.</p> <p>Yes, podcasting is typically a public medium but there’s no reason your company can’t use the same technology and approach to content distribution inside a private channel. Doing so will help you increase your team’s awareness and skill in up to date, powerful ways. In this episode, you’ll hear all the details of how Henry and his team do it week to week - from podcasting gear to episode format, so be sure you listen.</p> <p> </p> <p> </p> <h2>Why A Private Podcast Can Communicate To Your Team Like Nothing Else</h2> <p>One of the things common to many B2B salespeople is that they spend a lot of time in the car, driving from appointment to appointment. An internal podcast enables you to take advantage of that “windshield time” to better equip and empower your sales team.</p> <p>Imagine a team member listening to the latest sales presentation or product update as they are driving to their next appointment. They’ll be ready to provide the most relevant, up to date insights to their prospect and have increased confidence in doing so. But when you take it a step further to feature success stories from their peers and testimonials, you'll generate enthusiasm around the content as well.</p> <p> </p> <h2>How Past Podcast Episodes Can Be Valuable Training Tools For The Sales Team</h2> <p>Most podcasts produced these days become lost in the Internet flood, drowned out by loads of other content. But a private podcast doesn’t have to fall prey to that same dynamic. That’s because past episodes are easily searchable via internal company channels, which makes them a valuable resource that anyone on the team can use to address specific needs, at any time.</p> <p>In this conversation, Henry Menke explains how the Balluff team has seen their salespeople use their podcast content as an on-demand resource library, how they’ve intentionally created their episode notes to enable easy search via keywords, and how they encourage interaction and consumption internally. It’s a brilliant idea that more companies should consider. You’ll hear all the details on this episode.</p> <p> </p> <p> </p> <h2>Featured on This Episode</h2> <ul> <li>Henry Menke <a href= "https://www.linkedin.com/in/henry-m-522a6a2/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Balluff <a href="https://www.linkedin.com/company/balluff/" target="_blank" rel="noopener">on LinkedIn</a></li> <li><a href="https://www.balluff.com/" target="_blank" rel= "noopener">https://www.balluff.com</a></li> </ul> <p> </p> <h2>Outline of This Episode</h2> <ul> <li>[1:56] What does Balluff do? B2B industrial solutions for automation equipment</li> <li>[3:50] Why a podcast seemed like a good idea to solve a specific sales team problem</li> <li>[6:06] Doing what it takes to create a private podcast (vaulted content)</li> <li>[9:11] Formatting the episodes to fit the needs of the sales team</li> <li>[10:34] A sample of the internal podcast the Balluff team creates</li> <li>[12:18] How archived episodes serve the sales team as an ongoing resource</li> <li>[15:26] Leveraging the podcast as an awareness generator</li> <li>[21:29] The importance of collaborating with sales management to increase listeners</li> </ul> <p> </p> <h2>Resources & People Mentioned</h2> <ul> <li>The <a href="https://automation-insights.blog/" target="_blank" rel="noopener">Automation Insights Blog</a></li> <li><a href="http://www.podbean.com" target="_blank" rel= "noopener">www.PodBean.com</a></li> <li>The Digital Selling Benchmark Report - <a href= "http://www.digitalsellingbenchmarkreport.com" target="_blank" rel= "noopener">www.DigitalSellingBenchmarkReport.com</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <p> </p> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <h3> </h3> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <p> </p>
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The Ugly & Beautiful Truth About Content Audits
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>The digital transformation we’ve experienced in the past few years has enabled every organization or entrepreneur to legitimately vie for a place of authority in their industry through content marketing. A vital part of every content marketing approach, and an area most of us don’t think enough about, is the organization of those pieces of content on the “home base” of the organization - our website.</p> <p>On this episode of Social Business Engine, Bernie speaks with Gaetano Nino DiNardi, Vice President of Marketing for Sales Hacker. He explains why doing a content audit periodically is an absolute must if you want your website to not only be discovered in search engines but also deliver a helpful experience and effective customer journey to site visitors.</p> <p>Content audits aren’t glamorous or trendy to talk about, but they are powerfully important. On this episode, you’ll learn the why and how of a content audit. Gaetano delivers insights that will benefit even the most experienced digital marketer.</p> <h2>A Content Audit Can Tell You What Content Is Working and What Is Not Working</h2> <p>The great content your organization is creating is meant to accomplish something, isn’t it? Your goal may be to establish and build authority, answer customer questions, or set the stage for a sales conversation. How do you know if those things are actually happening?</p> <p>The best way to find out is to perform a content audit on your website. It takes a concerted effort but it’s the only way you can know the facts regarding your content marketing and sales support results. In this episode, Gaetano Nino DiNardi explains what a content audit is and how the practice can help you evaluate your content, refine your approach, and become more effective with your content marketing efforts.</p> <p>There’s no better way to evaluate and improve your content strategy than with a comprehensive content audit. Gaetano explains how to do it, on this episode.</p> <h2>A Content Audit Can Be Challenging. Here Are 4 Ways To Approach It</h2> <p>In this conversation, Gaetano mentions 8 challenges to performing a content audit - things like large libraries of content to be evaluated, quantitative and qualitative analysis needs, and simply knowing how to determine what is worth evaluating in the first place.</p> <p>Gaetano suggests you approach your content audit through 4 areas of focus: keyword optimization, content types, content topics, and the stage of the customer journey each particular content piece is meant to serve. This approach will enable you to locate and address the most important areas of your website that impact the customer journey, but more importantly will give you clear insights into what you’re doing well and what you are not doing well - so your team can strategically improve your content marketing efforts.</p> <h2>How Often Should You Do A Content Audit, And How Long Is It Going To Take?</h2> <p>Gaetano’s experience as a content and SEO specialist leads him to suggest that any website that's been in existence for at least one year needs to have a content audit performed - and time and care should be taken to do it thoroughly so the effort is not wasted.</p> <p>If your website is 100 to 200 pages in size, you can expect around 40 hours to be required for an adequate audit. 1000 pages? 70 to 80 hours. If your site contains 3000 to 5000 pages or more, you can expect to spend over 100 hours, even using automated means of spidering and assessing your content.</p> <p>But Gaetano says you should not let the time factor dissuade you from starting. The benefits that come from an effective content audit will make the time spent well worth the effort.</p> <h2>The Vital Role of the Sales Team in Content Audits</h2> <p>It’s not uncommon for an organization's content strategy to be devised through marketing department brainstorming sessions. That’s OK, but only if there is real-world input from the sales team. The front line sales reps in your company should be asked about the actual pains and problems customers and prospects are facing. That information enables an accurate assessment of whether the team is creating content to address those problems.</p> <p>If so - great. How can your existing content be improved or complemented to enhance the customer journey or increase its placement in organic search? If not, you’ve discovered holes in your content strategy that need to be filled, and you know exactly where to start.</p> <p>Do you see the importance of a content audit to your overall sales goals? It’s the exercise that enables your organization to focus its content efforts on the topics that will attract the right people to your website and truly help the sales team serve more customers.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://www.saleshacker.com/" target="_blank" rel= "noopener">Sales Hacker Website</a></li> <li><a href="http://www.officialgaetano.com" target="_blank" rel= "noopener">www.OfficialGaetano.com</a> - Gaetano’s personal website</li> <li>Gaetano <a href="https://www.linkedin.com/in/officialg/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Gaetano on Twitter: <a href="https://twitter.com/gaetano_nyc" target="_blank" rel="noopener">@Gaetano_NYC</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:11] What IS Sales Hacker?</li> <li>[3:53] What is a content audit and why is it important?</li> <li>[4:40] How to start a content audit for your website</li> <li>[7:49] The challenges associated with doing a content audit</li> <li>[10:10] Evaluating content by type, topic, keywords, and customer journey</li> <li>[15:58] How often should a content audit be done?</li> <li>[17:08] To what extent should the sales team be involved in a content audit?</li> <li>[19:20] How long does a typical content audit take to complete?</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>The FREE Digital Selling Benchmark Assessment Report - <a href= "http://www.digitalsellingbenchmarkreport.com" target="_blank" rel= "noopener">www.DigitalSellingBenchmarkReport.com</a></li> <li>BLOG POST: <a href= "http://ipullrank.com/9-problems-with-content-audits-and-how-to-solve-them/" target="_blank" rel="noopener">9 Problems With Content Audits and How to Solve Them</a></li> <li><a href="https://www.screamingfrog.co.uk/">Screaming Frog</a> - SEO spidering tool to use for a content audit</li> <li><a href="https://www.google.com/analytics/" target="_blank" rel="noopener">Google Analytics</a></li> <li><a href="https://www.google.com/webmasters/tools/home" target= "_blank" rel="noopener">Google Search Console</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <h3> </h3> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p>
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How To Create Demand And Engagement For Events And Conferences Through Online Video
<p>Many aspects of sales relationships are beneficial, but nothing builds trust and connection quite like a face to face interaction. Britta Schellenberg serves as Vice President of Corporate Marketing Operations at Brightcove. Britta is a seasoned marketer who delivers results through creative thoughts, ideas, and strategies and she knows how to create an engaging customer conference that drives customer retention and prospect conversions. You might say “face to face” experiences are her specialty.</p> <p>In this conversation, Britta and Bernie discuss how the use of online video can create incredible demand for live events, and how she’s been able to do so for the annual Brightcove event called Play. Whether or not you have responsibility for event planning, you’ll pick up ideas and insights about using online video in your digital strategy from what Britta has to share on this episode.</p> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <h2>How Has Online Video Evolved In Digital Marketing?</h2> <p>When video first became available through the Internet it was cumbersome. It had to be downloaded and watched locally (on individual devices) and took a long time to do so. But technology has advanced significantly and now online video can stream easily - so it’s everywhere. Not only have tech advances made video easier to consume, it’s also much easier to produce. There is virtually no cost to producing basic videos. Brands who are willing to experiment and learn can produce video easily.</p> <p>When your brand takes that bold step, <a href= "https://vengreso.com/services/customized-social-selling-training-programs"> social selling</a> takes on a whole new level of effectiveness. Your customers are able to see, hear, and get a feel for your brand representatives, developing the “know, like, trust” factor with them and your brand like never before. In this episode, Britta Schellenberg explains how any brand can become a media company, how salespeople and marketers can use video to tell stories and demonstrate solutions, and how online video can increase customer retention and even sales conversions.</p> <h2>Every Brand Should Be Encouraged to Shoot Video</h2> <p>One of the most important questions brands should be asking and answering about their place in the busy online marketplace is this: “How can we differentiate ourselves?” It’s a question that can be answered and implemented in powerful ways using online video.</p> <p>As you consider how to use video to differentiate your brand, think about what you can demonstrate, teach, or tap into that can add value to viewers and build trust for your brand? It’s about building relationships which lends support to your sales goals.</p> <p>And don’t forget about video when it comes to email. Click through rates for email are 12,000% higher when video is implemented in them, so it would be foolish to ignore this powerful tool in your marketing arsenal. In this conversation, Britta Schellenberg provides immense insight into how both B2B and B2C brands can use video effectively in their marketing and discusses how her company, Brightcove uses online video to promote Play, its annual conference for customers, partners and video creators.</p> <h2>Powerful Event Promotion Strategy Using Video: Before, During, and After</h2> <p>The power of an event is the in-person nature of it. Meeting people, learning things in a live environment, and the buzz and excitement of being there make it a special experience. You can use online video to capture and demonstrate some of those aspects of your next event in powerful ways.</p> <p>Britta explains how the Brightcove team uses online video in a "before, during, and after" approach with Play. They publish teasers of the event on social media, live stream conversations and happenings at the conference, and even provide the keynote session live on social media. In all their event-related efforts they are careful to use the event hashtag with every video - this year’s event hashtag was #Play2018. All of this and more is part of the Brightcove “Before, During, After” video strategy and it is very effective.</p> <p>Listen and learn how the Brightcove team makes use of video for their events, including digital session video as an added benefit to attendees and as a revenue generator for those unable to attend the event in person.</p> <h2>How Brands Can Get Started Using Online Video</h2> <p>If you’re convinced that online video is something your company should be using to market and build better connections with customers and prospects, Britta has some great advice for you.</p> <ol> <li>Don’t be intimidated. Like anything, you’ll have to discover your own style and approach to using video, but it’s not as complicated as you may think.</li> <li>You also need to have clear goals. What are you trying to accomplish with your videos? Trust building? Promoting an event? Your goal should determine your approach, so don’t allow your efforts to be unfocused.</li> <li>Don’t try to copy massive brands. They may have millions of dollars to create the slick videos they do - and you likely don’t need that level of production anyway. Stay focused on your goals and work with what you have.</li> <li>What resources and personnel DO you have? Are there enthusiastic, well-spoken people on your team who would be natural on camera? Are there graphics professionals who could contribute? Do you have still images that could be compiled into slideshow-type videos?</li> </ol> <p>You know your brand, so step out boldly to represent it through video. Try it out and learn from your mistakes as you go along and you’ll find that online video is one of the most powerful things you can do to engage with customers, promote events, and make your brand shine.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://www.brightcove.com/en/" target="_blank" rel= "noopener">Brightcove</a> and <a href= "https://play.brightcove.com/" target="_blank" rel= "noopener">Brightcove Play</a></li> <li><a href="https://www.brightcove.com/en/blog" target="_blank" rel="noopener">The Brightcove blog</a> (resources about creating video)</li> <li>Connect with Brita <a href= "https://www.linkedin.com/in/brittaschellenberg/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Brita on Twitter: <a href="https://twitter.com/mizzbritta" target="_blank" rel="noopener">@MizzBritta</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:39] What is Brightcove and what does Britta do with the company?</li> <li>[5:57] Brand aspirations to use video in marketing and sales</li> <li>[7:23] Differences in how B2B and B2C companies are using video</li> <li>[10:19] Online video use to market events</li> <li>[20:21] How brands can get started using online video</li> <li>[22:01] Is it important to get the CEO on video?</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>The FREE Digital Selling Benchmark Assessment Report - <a href= "http://www.digitalsellingbenchmarkreport.com" target="_blank" rel= "noopener">www.DigitalSellingBenchmarkReport.com</a></li> <li><a href="https://www.salesforce.com/" target="_blank" rel= "noopener">Salesforce</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <h3> </h3> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <p> </p>
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The 4 Digital Selling Skills Of The Successful Modern Seller
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>Every person who makes their livelihood from selling could benefit from improving their selling skills. In today’s sales climate, the growth of digital selling skills is one of the best returns on the investment of time it takes to grow as a sales professional.</p> <p>On this episode, Bernie’s guest is Kurt Shaver, co-founder and Chief Sales Officer at Vengreso. Kurt explains the 4 pillars of the modern seller, how his sales career led him to become a modern seller, what that means and what it takes to become one, and a few examples of modern selling in action.</p> <p>It doesn’t matter if you are in a direct sales role or not. If you recognize the impact of modern digital practices in business, this episode is relevant to you. You might even want to share it with others on your team.</p> <h2>The 4 Must-Have Pillars of Being a Modern Seller</h2> <p>A modern seller is one who is prepared to meet the modern buyer - on their terms and on the platforms they want to engage through. Is that via social? Via phone call? Via text? A modern seller learns what each prospect likes and engages in those ways.</p> <p>Beyond that foundational mindset, the modern seller develops these 4 essential modern selling skills.</p> <ol> <li>They establish their professional brand through an optimized LinkedIn profile.</li> <li>They develop a valuable online network (B2B engagement usually happens on LinkedIn)</li> <li>They do effective prospecting based on personas</li> <li>They engage through liking, commenting, sharing, and serving as an expert resource</li> </ol> <p>Bernie and Kurt unpack each of these modern sales skills in detail, so don’t miss this episode.</p> <h2>How To Assess Your LinkedIn Profile For Effectiveness</h2> <p>Every sales professional probably has a LinkedIn profile, but is it optimized to be attractive to your buyer? Kurt recommends that you think of your LinkedIn profile as you would a personal website. It should be designed with this one question in mind, “Who are you trying to attract?” Once you answer that question, you’ll be able to make effective decisions about the types of things those people are interested in - and how you can provide it to them on your profile so that you are positioned as a credible, expert resource they will respect.</p> <p>Your LinkedIn profile should serve as your individual website working for you 24/7. You’ll discover even more tips from Kurt just like this one, on this episode.</p> <h2>Learn The Powerful Modern Selling Skills of Networking And Digital Prospecting</h2> <p>Networking and prospecting are as old as the sales profession, but the digital age has brought us entirely new ways of doing them. Those who develop digital skills to do both effectively have a distinct advantage over those who are slow to adopt to modern selling.</p> <p>When it comes to networking, it needs to happen on two levels. First, you need to be able to make connections with potential customers. But you also need to establish relationships with people you consider partners - professionals in related or vertical industries who serve the same clientele you do. It’s the same approach as in the past, but it’s initiated primarily through digital channels - which is a new selling skill you may need to develop.</p> <p>Likewise prospecting today is very different than in the past, in ways that have huge advantages. First, you are able to overlay your personal network onto your prospect list to determine what relationships you may already have with your prospects, or what relationships a partner may have with them. Secondly, you are able to do significant research about your prospects via social before reaching out so that you can connect with them in relevant, helpful ways.</p> <p>These are just two of the modern digital selling skills necessary for success. Kurt shares all 4 in this conversation.</p> <h2>Engagement Is Where Modern Selling Magic Happens</h2> <p>It’s vital for every salesperson to become a trusted resource to those who are in their digital networks. The main way this is accomplished is through sharing content that is thoughtful and beneficial to the people within your network.</p> <p>But many sellers make the mistake of blasting their network with only their company’s content. It’s important to offer a balanced mix of general business news and info, in addition to content from your own vault. This enables others to see that you’re generous in sharing the expertise of others as well as sharing content about your own solutions. This tip from Kurt is a powerful form of sales enablement.</p> <p>Another important piece of the engagement puzzle is commenting. You want to engage with what others are sharing in a way that demonstrates your own interest, expertise, and care relating to the topics being discussed. It’s nothing more than getting involved in conversations - as salespeople are used to doing - only now it’s also done via digital channels.</p> <p>These selling skills are vital to the success of the modern B2B sales professional. Catch this entire podcast with Kurt Shaver to hear firsthand what takes to be a modern seller.</p> <h2>Featured on This Episode</h2> <ul> <li>Kurt <a href="https://www.linkedin.com/in/KurtShaver/" target= "_blank" rel="noopener">on LinkedIn</a></li> <li>Kurt on Twitter: <a href="https://twitter.com/KurtShaver" target="_blank" rel="noopener">@KurtShaver</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:51] What you can expect from Kurt Shaver on this episode</li> <li>[2:10] How Kurt became a modern seller over the course of a long sales career</li> <li>[3:59] What does it mean to be a modern seller?</li> <li>[5:19] The 4 pillars for the modern seller</li> <li>[7:55] An optimized LinkedIn Profile: How to assess and modify yours</li> <li>[9:53] Growing a modern, digital network effectively</li> <li>[12:42] Prospecting in modern times is very different than in the past</li> <li>[15:40] What is effective engagement?</li> <li>[18:28] Examples of effective modern sellers applying great sales skills</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>The FREE Digital Selling Benchmark Assessment Report - <a href= "http://www.digitalsellingbenchmarkreport.com" target="_blank" rel= "noopener">www.DigitalSellingBenchmarkReport.com</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p>
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Social Recruiting at Scale with Facebook Lead Ads
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>One of the most difficult things for any company to do quickly is to effectively hire a large team - and thanks to digital transformation, social recruiting is a viable way to do it at scale. On this episode Bernie invited a duo to join him to discuss the issue - Bill Quirk, Strategic Account Manager at Work4 Labs and Robert Constantine, Director of Digital and Social Media Marketing at iQor.</p> <p>You’ll hear how iQor, a global Business Process Outsourcing company with a need to staff up quickly for work in call centers and customer care centers around the globe has partnered with Work4Labs to source talent at scale using Facebook Lead Ads. You’ll hear about the method they are using and the impressive results they’re experiencing by applying digital marketing best practices to talent recruiting.</p> <p>And if recruiting employees isn’t your responsibility, you’ll still want to listen because you’ll hear relevant ideas that you may be able to apply to your overall digital strategy.</p> <h3><strong>This episode is sponsored by Frost & Sullivan. Vengreso is proud to be a partner with Frost & Sullivan on the 19</strong><strong>th</strong> <strong>annual Marketing Executive MindXchange event: Marketing Impact 2025. We’ll be moderating a Think Tank discussion focused on Creating a Consistent Omni-Channel Customer Journey. Join us at Marketing Impact 2025 July 16 – 18, 2018 in Nashville, TN to mix and mingle with forward thinking marketing executives and thought leaders. As an event partner, we’re excited to extend a $250 savings to all Vengreso subscribers. Simply visit:</strong> <a href="http://www.frost.com/mar" target= "_blank" rel="noopener"><strong>www.frost.com/mar</strong></a> <strong>and use discount code VENGRESO at registration. I look forward to seeing you in Nashville!</strong></h3> <h2>Facebook is a Gold Mine For Companies Needing to Recruit At Scale</h2> <p>Over 2 billion people currently use Facebook across the globe (2018). That’s a massive group of people hanging out in the same place online. And they are digitally savvy people - so it makes sense for companies to tap into that amazing talent pool to find and nurture leads for the purpose of recruiting.</p> <p>The iQor team needed to find better ways to fill positions in their global call centers, so they turned to the Work4Labs team for help. What they learned is that Facebook Lead Ads enable them to apply a digital marketing approach of lead - nurture - convert to their social recruiting, with great success.</p> <p>What you’ll hear on this episode is an amazing case study that demonstrates how digital transformation is changing the way companies do business in a variety of areas, not just in sales and marketing. You’ll glean many insights from this conversation that you can apply across the board in your digital strategy, not just in the area of recruiting, so be sure you take the time to listen.</p> <h2>How iQor and Work4Labs Pioneered A Social Recruiting Approach</h2> <p>The approach the Work4Labs team applied to the iQor recruiting process was truly a first-of-its-kind strategy. The advent of Facebook Lead Ads in 2015 is what made it possible to effectively target talent with specific skill sets and characteristics. Using the platform they can even create “look-alike” audiences that enables their ads to have even greater reach. This strategy has become a core approach the Work4Labs team uses with dozens of their clients, to great effect.</p> <p>You can hear the results iQor got from this targeted way of finding employee leads, how they’ve nurtured relationships with those potential employees, and how those social relationships have converted to new hires at scale, on this episode of Social Business Engine.</p> <h2>Social Recruiting Finds Exclusive Candidates (Those Not Looking For A Job)</h2> <p>As the Work4Leads team got started with their social recruiting strategy they discovered a very surprising and delightful reality about their approach - they were connecting with and nurturing relationships with qualified people who weren’t actually looking for jobs. That means up to 70% of the candidates that finally interviewed for the positions they were seeking to fill were not being courted by other companies at all. The approach has been so successful that Facebook is now the #2 source for applicants for iQor, behind employee referrals.</p> <p>Another great benefit of using Facebook Lead Ads to generate recruiting leads is that iQor’s cost per candidate wound up being very low - from $1 to $3 per lead. It made the ability to find qualified candidates in record time amazingly affordable and even more effective than traditional approaches.</p> <p>Digital transformation has made recruiting at scale a reality. But more importantly, this social recruiting case study featuring Work4Labs and iQor demonstrates how companies who are willing to boldly use the tools at their disposal can increase their effectiveness and become pioneers in their industry.</p> <h2>Featured on This Episode</h2> <ul> <li>Bill Quirk <a href="https://www.linkedin.com/in/quirkbill/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Robert Constantine <a href= "https://www.linkedin.com/in/robert-allen-constantine/" target= "_blank" rel="noopener">on LinkedIn</a></li> <li><a href="https://www.iqor.com/" target="_blank" rel= "noopener">iQor</a></li> <li><a href="https://www.work4labs.com/" target="_blank" rel= "noopener">Work4Labs</a></li> <li>Work4Labs <a href= "https://www.work4labs.com/iqor-leverages-facebook-for-social-recruitment-with-work4/" target="_blank" rel="noopener">iQor case study</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:56] How Work4Labs and iQor are partnering to recruit using Facebook</li> <li>[6:10] How Facebook is a gold mine for recruiters</li> <li>[8:40] Lead Ads made hiring for iQor’s call center a faster process</li> <li>[12:50] Amazing results have come from this pioneering approach</li> <li>[17:12] New steps into the Facebook Marketplace jobs section (a new opportunity)</li> <li>[25:03] Working hard to get performance data on hires - adding it to new lead generation</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>This episode is sponsored by Frost & Sullivan. Vengreso is proud to be a partner with Frost & Sullivan on the 19</strong><strong>th</strong> <strong>annual Marketing Executive MindXchange event: Marketing Impact 2025. We’ll be moderating a Think Tank discussion focused on Creating a Consistent Omni-Channel Customer Journey. Join us at Marketing Impact 2025 July 16 – 18, 2018 in Nashville, TN to mix and mingle with forward thinking marketing executives and thought leaders. As an event partner, we’re excited to extend a $250 savings to all Vengreso subscribers. Simply visit:</strong> <a href="http://www.frost.com/mar" target= "_blank" rel="noopener"><strong>www.frost.com/mar</strong></a> <strong>and use discount code VENGRESO at registration. I look forward to seeing you in Nashville!</strong></h3> <ul> <li><a href="https://www.facebook.com/business/a/lead-ads" target= "_blank" rel="noopener">Facebook Lead Ads</a></li> <li><a href= "https://www.facebook.com/business/help/289268564912664" target= "_blank" rel="noopener">Facebook Marketplace</a></li> <li><a href="https://www.hubspot.com/" target="_blank" rel= "noopener">Hubspot</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a> | <a href= "https://www.google.com/podcasts?feed=aHR0cDovL3NiZW5naW5lLnNiZXNob3cubGlic3lucHJvLmNvbS9yc3M%3D" target="_blank" rel="noopener">Google Podcasts</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <h3> </h3>
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What Every Marketing Executive Needs to Know About GDPR
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>By now you’ve surely heard about GDPR. It’s the Global Data Protection Regulation - and it impacts all businesses that sell globally and store information about individual consumers. The ramifications of this regulation are complex and it’s not entirely clear to everyday marketers what some of the requirements mean, so Bernie asked Juliette Rizkallah, Chief Marketing Officer of SailPoint Technologies to shed light on this topic on this episode.</p> <p>In addition to her role as CMO at Sailpoint, Juliette is a recognized identity and security expert, a Forbes Technology Council contributing writer, and a popular, sought-out speaker. On this episode, Juliette brings clarity to the GDPR topic for marketers struggling to understand it. Juliette has both a technical and pragmatic understanding of how GDPR affects the marketing organization.</p> <p>You’ll want to listen to this episode in its entirety to understand how GDPR affects you and what you need to do to be in compliance - because not being in compliance can be very costly.</p> <h3><strong>This episode is sponsored by Frost & Sullivan. Vengreso is proud to be a partner with Frost & Sullivan on the 19</strong><strong>th</strong> <strong>annual Marketing Executive MindXchange event: Marketing Impact 2025. We’ll be moderating a Think Tank discussion focused on Creating a Consistent Omni-Channel Customer Journey. Join us at Marketing Impact 2025 July 16 – 18, 2018 in Nashville, TN to mix and mingle with forward thinking marketing executives and thought leaders. As an event partner, we’re excited to extend a $250 savings to all Vengreso subscribers. Simply visit:</strong> <a href="http://www.frost.com/mar" target= "_blank" rel="noopener"><strong>www.frost.com/mar</strong></a> <strong>and use discount code VENGRESO at registration.</strong></h3> <h2>What’s the Cost of Non-Compliance With GDPR?</h2> <p>It’s easy to scoff at new regulations, especially measures as confusing as GDPR, but it’s not worth the risk to remain non-compliant. Any company found to be in violation of GDPR can be fined up to $20 million Euros or 4% of total revenues for the company - whichever is highest. That is an unprecedented penalty that puts a powerful set of teeth into the legislation.</p> <p>But GDPR is also sweeping in its scope. As Juliette says, “In the case of GDPR… it’s whatever a consumer decides that a corporation should be doing about their data, including their right to be forgotten. Because of that, it makes it very complex for companies to try to figure out how to manage compliance for it.”</p> <p>Juliette’s insights are practical and helpful, based on her understanding of the regulation. Be sure to listen in order to understand what your company needs to do to become and remain compliant.</p> <h2>Your First GDPR Compliance Step: Take Inventory of Customer Data</h2> <p>During this episode, Juliette and Bernie both admit that companies based in the United States have historically been sloppy when it comes to the oversight of consumer data. But because of GDPR, those days are over. Companies that do not carefully manage and protect the personal data of citizens of the European Union can experience devastating losses if consumers complain and they are found to be in non-compliance.</p> <p>Juliette says that the first step to becoming compliant is to take an inventory of all consumer data within your organization. You need to know where it is kept, where it came from, determine what protections you need to have around that data, develop a data management system, and develop a plan for the eventuality that you are asked to remove all information about specific individuals.</p> <h2>GDPR Gives Consumers The Right To Be Forgotten By Companies</h2> <p>As with any new regulation, GDPR contains verbiage that begs for clarification. For example, one of the provisions of the law is that consumers have the right to request that every bit of their personal data be removed from a company’s dataset, even if they have previously opted into that company’s communication channels. And the burden of proof that such actions have been complied with is on the vendor/company asked to delete the data.</p> <p>That presents a problem: How can a company keep an accurate record that they’ve deleted all information about a particular consumer if all information about that consumer is supposed to be removed from their system? It’s a problem that will undoubtedly be ironed out over time, but until then marketing executives and legal departments are scrambling to protect their companies.</p> <h2>What Consumer Data Can Companies Provide To Vendors Under GDPR?</h2> <p>It's probably clear to you by now that GDPR is not only far-reaching, it is also very difficult to apply with confidence. Juliette demonstrates this by pointing out that companies that work with vendors on behalf of their customers must, at times, share their customer data with those vendors. How is it going to be made clear exactly what data is being shared, by whom, and for what purposes? Will marketers and vendors need codified contracts in order to ensure consumer data is protected adequately? Will individual customers need to opt-in to the sharing required between the company and their vendor?</p> <p>Juliette has a number of very practical ideas about where to begin to assess your company's ability to comply with GDPR. Listen to this episode and share it with your Chief Marketing Officer. Your company needs to know this information.</p> <h2>Featured on This Episode</h2> <ul> <li>Juliette Rizkallah <a href= "https://www.linkedin.com/in/jrizkallah" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Juliette on Twitter: <a href= "https://twitter.com/juliettesultan" target="_blank" rel= "noopener">@JulietteSultan</a></li> <li><a href="https://www.sailpoint.com/" target="_blank" rel= "noopener">Sailpoint Technologies</a></li> <li><a title="Forbes Technology Council Contributor" href= "https://www.forbes.com/sites/forbestechcouncil/people/julietterizkallah/#6939f56c4d8a" target="_blank" rel="noopener">Forbes Technology Council Contributor</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:52] Who is Juliette and Sailpoint technologies?</li> <li>[3:40] What is GDPR (Global Data Protection Regulation)?</li> <li>[6:14] How do European-based rules like this impact U.S companies?</li> <li>[8:07] Anyone who collects consumer information is in the crosshairs of GDPR</li> <li>[11:20] Juliette’s tips for where marketers should start to stay in compliance</li> <li>[19:56] How will marketing departments change because of GDPR?</li> <li>[24:09] Bernie’s summary of the issues discussed</li> <li>[29:09] Customer data shared with Vendors has to be codified in contracts</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>This episode is sponsored by Frost & Sullivan. Vengreso is proud to be a partner with Frost & Sullivan on the 19</strong><strong>th</strong> <strong>annual Marketing Executive MindXchange event: Marketing Impact 2025. We’ll be moderating a Think Tank discussion focused on Creating a Consistent Omni-Channel Customer Journey. Join us at Marketing Impact 2025 July 16 – 18, 2018 in Nashville, TN to mix and mingle with forward thinking marketing executives and thought leaders. As an event partner, we’re excited to extend a $250 savings to all Vengreso subscribers. Simply visit:</strong> <a href="http://www.frost.com/mar" target= "_blank" rel="noopener"><strong>www.frost.com/mar</strong></a> <strong>and use discount code VENGRESO at registration. I look forward to seeing you in Nashville!</strong></h3> <ul> <li><a href="https://www.eugdpr.org/" target="_blank" rel= "noopener">GDPR</a> European Portal</li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <p> </p>
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The Truth about the Consumer’s Journey with Connected Home Devices
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>The better that product providers are able to understand their consumer's journey, the better they can serve those customers in a way that retains them, fosters loyalty, and produces raving fans. This episode of Social Business Engine features a conversation with Autumn Braswell, Executive Vice President, Chief Operating Officer, Enterprise Solutions, iQor - and reveals the findings of a recent survey published by iQor - the CPX360 (Customer and Product Experience 360) survey.</p> <p>CPX360 reveals surprising results about the consumer’s journey in using digital devices in the connected home. Among those findings: 1 in 3 adults experience issues setting up or operating a connected device, which provides insight into how digital transformation has reached our living room and kitchens and how manufacturers and service delivery companies such as iQor are challenged with delivering a seamless experience across the 360 degree customer journey - and across the entire ecosystem of connected devices which often include more than one brand.</p> <p>As Autumn shares the findings of the iQor CPX360 survey, think about how your company delivers a seamless experience across the ecosystem of your customer’s journey.</p> <h3><strong>The Social Business Journal Volume 11 is a case study in Savvy Social Selling the SAP Way. This case study is available for download without a form to complete – it’s ungated - just click to open the PDF in your browser at</strong> <a href= "http://www.vengreso.com/sap" target="_blank" rel= "noopener"><strong>www.Vengreso.com/sap</strong></a><strong>.</strong></h3> <h2>When A Connected Device Has Problems, What Does The Consumer Experience?</h2> <p>One-third of consumers with connected home devices have experienced problems with their device in the last year. That’s what the CPX360 survey reveals. The important question for the providers of those devices is this: “How well are we providing a seamless, helpful experience to our customers when problems arise?”</p> <p>In this episode, Autumn Braswell points out that it’s not an easy question to answer, for a number of reasons. You’ll hear how iQor conducted the survey, who responded, what type of problems are most common for users of connected devices, and what insights can be gained about trouble-spots in the consumer journey - and how product companies can better address the needs of their customers.</p> <h2>Self-Help Approaches to Connected Device Troubleshooting Only Go So Far</h2> <p>The CPX360 survey reveals that the average consumer who experiences problems with their connected device takes 8 different steps attempting to solve their problem. That’s an amazing amount of patience, but it makes sense considering these are people who have purchased tech-related products, they are pretty savvy. But even with that kind of patience, DIY efforts only go so far. Eventually, most have to get help from the manufacturer.</p> <p>Autumn Braswell explains that when users of connected devices have to make contact with their product provider for troubleshooting help, the manufacturers need to have an understanding of how they are doing at not only helping the consumer but also making their journey seamless and as hassle-free as possible. The data Autumn shares on this episode from the CPX360 survey will help you consider your troubleshooting process in light of what consumers are actually experiencing, and how you can make adjustments that increase their satisfaction not only with your products but also with their experience with your company.</p> <h2>Smart Device Providers Have An Increasingly Difficult Job Satisfying Consumers</h2> <p>When it comes to connected devices in the home, it seems that making a quick troubleshooting call to the manufacturer’s technical support department is often not adequate to solve the problem. That’s because dealing with connected devices means the problems consumers experience may or may not be within the purview of the manufacturer. It could be a related connected product or service that is actually causing the issue.</p> <p>That means the average consumer speaks to 3 different companies and 3 different people when troubleshooting issues with their devices - and the information gathered from the first conversation may or may not make it all the way to the 3rd person who ends up solving the problem. That makes it extremely difficult for product manufacturers to provide a seamless, integrated consumer journey for those who buy their products.</p> <p>Listen to this episode, featuring Autumn Braswell of iQor, to discover the main places in the connected home device consumer journey where the process breaks down, and what it means to iQor as a service provider when helping consumers resolve problems to create a more seamless experience - a 360 degree experience.</p> <h2>Featured on This Episode</h2> <ul> <li>Amber Braswell <a href= "https://www.linkedin.com/in/autumn-braswell-33312a5/" target= "_blank" rel="noopener">on LinkedIn</a></li> <li><a href="https://www.iqor.com/" target="_blank" rel= "noopener">iQor</a></li> <li>iQor <a href="https://www.linkedin.com/company/iqor/" target= "_blank" rel="noopener">on LinkedIn</a></li> <li>iQor on Twitter: <a href="https://twitter.com/iQor" target= "_blank" rel="noopener">@iQor</a></li> <li><a href="https://www.iqor.com/press/iqor-cpx360-survey-part-3" target="_blank" rel="noopener">The Customer and Product Experience 360 Survey</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:31] Who is iQor and what is Autumn’s role at the company?</li> <li>[4:05] Why iQor conducted the CPX360 survey: Understanding issues consumers were having with connected devices to help their clients</li> <li>[5:20] The common issues consumers experience with connected home devices</li> <li>[8:06] The surprising results discovered in the survey</li> <li>[9:20] YouTube is one of the most convenient and effective resources for most consumers</li> <li>[13:14] The complex environment manufacturers must navigate to provide customer satisfaction</li> <li>[16:04] How do most consumers address problems they have in their consumer journey?</li> <li>[20:03] How demographics fits into the findings of the survey</li> <li>[22:01] The big takeaways iQor discovered: status updates when repairs are needed!</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>The Social Business Journal Volume 11 is a case study in Savvy Social Selling the SAP Way. This case study is available for download without a form to complete – it’s ungated - just click to open the PDF in your browser at</strong> <a href= "http://www.vengreso.com/sap" target="_blank" rel= "noopener"><strong>www.Vengreso.com/sap</strong></a><strong>.</strong></h3> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <h3> </h3>
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Leveraging Analytics to Enhance Sales at NICE Nexidia
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>Technological advances are providing more and more opportunities for sales organizations to enhance sales and on this episode, Rachel Stuve, Sr. Business Analytics Manager at NICE Nexidia explains one of the ways it's happening. Nexidia Analytics enables brands to unlock the untapped value inside the massive amounts of unstructured audio they possess – mostly phone conversations between customers and sales agents. By utilizing their analytics technology, they are able to better understand what’s really being said by their customers, what products are really selling and not selling, and most importantly, why. As a result, the brand can identify opportunities to cross-sell, upsell, and increase operational efficiency and new business opportunities.</p> <p>If this sounds too good to be true, wait till you hear the real-world examples Rachel shares about how their analytics is enhancing sales for real customers.</p> <h3><strong>The Social Business Journal Volume 11 is a case study in Savvy Social Selling the SAP Way. This case study is available for download without a form to complete – it’s ungated - just click to open the PDF in your browser at</strong> <a href= "http://www.vengreso.com/sap" target="_blank" rel= "noopener"><strong>www.Vengreso.com/sap</strong></a><strong>.</strong></h3> <h2>How Neuro Phonetic Speech Analytics Can Enhance Your Sales</h2> <p>For years companies have been answering customer service calls, inbound sales calls, and conducting surveys to discover how prospects and customers actually feel about their products. But until now the findings have been entirely dependent on what the employee on the phone line understood the customer to mean. No more.</p> <p>NICE Nexidia has developed a technology - Neuro Phonetic Speech Analytics - that can analyze the actual sounds of the language contained in recorded phone calls and related data, interpret it accurately, and convert it into searchable data. Can you imagine the sales implications of that kind of data? Listen to this episode to hear Rachel Stuve describe actual customer experiences that demonstrate how this data analytics is being used to enhance sales in amazing ways.</p> <h2>Demonstrating The Effectiveness Of Nexidia’s Solution</h2> <p>What’s the best way to experience the effectiveness of a technology solution that promises to increase and enhance your company’s sales process? How about a “proof of concept” demonstration using your own data?</p> <p>Rachel Stuve explains how NICE Nexidia uses the unstructured data of prospective customers to demonstrate how powerfully their analytics service is, and how the use of that data can increase sales conversions by 50%. Listen to hear the entire story and to understand how this technology enables brands to get a 360 view of their customer’s buying journey.</p> <h2>Taking The Human Interpretation Of Data Out Of The Sales Equation</h2> <p>It is all too common for misperceptions to happen in customer-facing sales interactions. We humans don’t always hear what we think we hear and we don’t always notice the deeper issues behind the words customers or prospects say to us. The result is that sales conversations, surveys, and customer service calls wind up with conclusions about customers that are not always accurate.</p> <p>The shining strength of the NICE Nexidia technology is that it interprets audio sales conversations. The detailed things customers and prospects actually say can be analyzed in ways that enable real issues and objections to be identified and effectively addressed. The Nexidia system supplies sales prompts to salespeople from the data it has analyzed, enabling them to inject deeply relevant responses into the sales conversation, oftentimes resulting in as much as a 4X increase in effectiveness. Rachel shares more details about how the system works and explains why it’s so effective, on this episode.</p> <h2>Understand The Customer Journey To Provide a 50% Increase In Conversions</h2> <p>What impact would it have on your sales team’s conversations if you were able to pull together data from every angle of a customer’s buying journey? If you take the time to consider the question on even an elementary level you’ll understand that data of that kind would give you an incredible sales advantage. You’d be able to speak to your prospects in ways that take into account everything they’ve experienced in their sales journey and speak directly to them, where they are in their relationship with your brand.</p> <p>NICE Nexidia enables that 360-degree view of the customer’s buying journey to be yours through their Neuro Phonetic Speech Analytics platform. Bernie’s guest on this episode, Rachel Stuve explains how the system works, provides two real-life use cases to demonstrate how powerfully it enhances sales, and reveals how you can make profitable use of the unstructured data that’s been sitting in your computer servers for years to increase sales conversions. Don’t miss this episode</p> <h2>Featured on This Episode</h2> <ul> <li><a href="http://www.nice.com/analytics" target="_blank" rel= "noopener">www.NICE.com/analytics</a></li> <li>Connect with Rachel <a href= "https://www.linkedin.com/in/rachel-stuve/" target="_blank" rel= "noopener">on LinkedIn</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:30] Bernie’s overview of what you’ll learn on this episode.</li> <li>[2:40] What does NICE Nexidia do? Rachel’s role at the company</li> <li>[5:49] The core technology behind what NICE Nexidia is able to do</li> <li>[8:46] What Nexidia analytics provides to customers: a proof of concept approach</li> <li>[11:48] How sales departments are supported by the analytics provided</li> <li>[14:24] A real life customer use case: using analytics to get a 4X gain on revenue in 1 year</li> <li>[18:15] A 360 degree understanding of the customer’s journey</li> <li>[25:42] Structuring unstructured data to make it useful and powerful</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>The Social Business Journal Volume 11 is a case study in Savvy Social Selling the SAP Way. This case study is available for download without a form to complete – it’s ungated - just click to open the PDF in your browser at</strong> <a href= "http://www.vengreso.com/sap" target="_blank" rel= "noopener"><strong>www.Vengreso.com/sap</strong></a><strong>.</strong></h3> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <p> </p>
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How Marketers Can Use Emotionally Intelligent Language to Create Action
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>Making powerful emotional connections through digital marketing at scale is possible, and you'll hear how it's happening in this conversation between host Bernie Borges and his guest, <strong>Aaron Masih, Chief Operating Officer at Persado</strong>. Aaron describes how marketers can use machine learning and AI to make an emotional connection with customers, and thereby understand exactly how to deliver the right message to the right person at the right time.</p> <p>The concept of emotional intelligence has received widespread attention since the publication of Daniel Goleman’s highly acclaimed book, “<a href= "https://www.amazon.com/Emotional-Intelligence-Matter-More-Than/dp/055338371X" target="_blank" rel="noopener">Emotional Intelligence</a>,” and the concept is of particular interest to marketers because the needs and pains marketers hope to address are discovered by connecting with consumers on an emotional level. Making that kind of connection was easier when buying decisions were most commonly made face to face, but with the advent of the digital world, everything has changed.</p> <p>When the right kind of emotional connection happens, purchases happen, customer loyalty increases, and repeat purchases are a natural result. Find out how AI is able to make all the difference, on this episode.</p> <h3><strong>The Social Business Journal Volume 11 is a case study in Savvy Social Selling the SAP Way. This case study is available for download without a form to complete – it’s ungated - just click to open the PDF in your browser at</strong> <a href= "http://www.vengreso.com/sap" target="_blank" rel= "noopener"><strong>www.Vengreso.com/sap</strong></a><strong>.</strong></h3> <h2>Customer Loyalty Is On The Decline. Marketing AI Solves The Problem</h2> <p>Now that more consumers make their buying decisions through purely digital means, brands have gone digital as well - and the barrage of messages buyers receive is overwhelming. This presents significant problems for marketers:</p> <ol> <li>It’s more difficult than ever for brands to differentiate and stand out from the noise</li> <li>It’s more difficult to engage in emotionally intelligent conversations with buyers</li> <li>Customer loyalty in this context becomes a tremendous challenge</li> </ol> <p>Aaron Masih says that while digital technology has created the problems marketers face, digital technology also provides the solution. Through machine learning systems like the Persado team has created, customer responses to marketing messages can be assessed over time, enabling the messaging to be refined according to the emotional language buyers respond to - or not. This level of personalization makes it possible to connect emotionally with buyers, at scale - and increase profitability through more closed transactions. Be sure to listen to this episode to hear Aaron’s description of how this amazing technology works.</p> <h2>When Marketers Understand A Customer’s Emotional Triggers, Amazing Things Happen</h2> <p>For as long as marketing and sales training has been in existence, we’ve been taught that understanding the buyer is a fundamental premise to increased sales. Current data shows it’s still true. When marketers are able to tailor a conversation to a specific customer, that person makes 2.4 times more purchases annually and is 6 times more likely to purchase from the brand even when competing brands are on sale.</p> <p>But here’s the rub: The online experience happens at a much larger scale than the in-person marketing and sales experiences of the past. How can marketers understand the emotions of their potential customers at that kind of scale and distance? Aaron Masih points out that it’s too big of a problem for humans to solve, which is why many marketers are turning to machine intelligence for the solution.</p> <p>In this fascinating conversation, Aaron explains how AI (also referred to as augmented intelligence in this context) can gather and analyze marketing and sales data to enable a better understanding of the emotional context in which buyers are making their purchase decisions. This empowers marketers to create content using the right emotionally intelligent language that will motivate action from their buyers. It's an approach that not only increases sales but meets the true needs of the customer at the same time, while strengthening brand loyalty.</p> <h2>What Are The Primary Emotional Triggers Your Audience Responds To?</h2> <p>The most successful brands are those that effectively use emotionally intelligent language to make an emotional connection with their customers. In the modern, large-scale digital consumer landscape, machine learning such as Persado that Aaron describes on this episode is what makes it possible.</p> <p>The deeper analysis possible through the use of augmented intelligence provides a true understanding of the effectiveness of emotional appeals, both across broad groups and in individual cases and enables marketers to custom-tailor their messages in powerful ways. It’s going beyond traditional best-practices applied to good sales copy to assess the true impact it’s having and improve its effectiveness.</p> <h2>AI Empowered Marketing Actually Creates More Human Connections With Customers</h2> <p>Augmented intelligence is proving to be the key to effective digital marketing. It empowers people - marketers, managers, copywriters - to do their work with greater effectiveness through emotionally intelligent language the data shows will be beneficial and effective when used to engage with specific customers.</p> <p>This technology-augmented approach also enables marketers to understand the right ways to connect with customers throughout the stages of their buying journey - including the right platforms to use in order to make those connections. When the consumer is receiving this kind of relevant, emotionally intelligent messaging, they feel understood and appreciated, and are more likely to become loyal customers as a result.</p> <p>Be sure to listen to this episode. The insights Aaron Masih shares will get you thinking more deeply about how your marketing can and should be making an emotional connection with your buyers, and how you can accomplish it through the use of artificial intelligence in your martech stack.</p> <h2>Featured on This Episode</h2> <ul> <li>Aaron Masih <a href="https://www.linkedin.com/in/aaronmasih/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Aaron on Twitter: <a href="https://twitter.com/aaronxperience" target="_blank" rel="noopener">@Aaronxperience</a></li> <li><a href="https://www.persado.com/" target="_blank" rel= "noopener">Persado</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:51] Aaron’s role at Persado - and the strengths of the Persado approach</li> <li>[2:43] Customer loyalty: What’s causing it to decline?</li> <li>[4:23] The impact of marketers understanding the emotion of their customers</li> <li>[12:35] How marketers can use insights from AI to create targeted content at scale</li> <li>[17:27] Is AI-empowered marketing being received well in the marketing world?</li> <li>[22:41] Bernie’s summary: Marketing with emotionally intelligent language</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>The Social Business Journal Volume 11 is a case study in Savvy Social Selling the SAP Way. This case study is available for download without a form to complete – it’s ungated - just click to open the PDF in your browser at</strong> <a href= "http://www.vengreso.com/sap" target="_blank" rel= "noopener"><strong>www.Vengreso.com/sap</strong></a></h3> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <p> </p>
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Developing a 21st Century Marketing Organization
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>Marketing organizations in the current business environment have a number of challenges before them due to advances in technology and the cultural shifts that are happening because of them. <strong>To build a 21st century marketing organization it’s important to look carefully at these challenges</strong> to determine how to best structure marketing teams to deliver the most effective results<strong>.</strong></p> <p>Bernie’s guest on this episode is <strong>Betsy Rohtbart, Vice President of Digital Marketing at Vonage</strong>. On this episode, Betsy shares the lessons she’s learned about building a modern marketing team - through her experience both on the agency side and on the brand side. Her insights can be applied by any marketing leader in any industry who is tasked with <strong>building and evolving a marketing team that needs both digital and offline marketing skills</strong>, so you can be sure, you will hear practical, real-world advice from what Betsy shares.</p> <h3><strong>Vengreso is proud to be a partner with Frost & Sullivan on the 19</strong><strong>th</strong> <strong>annual Marketing Executive MindXchange event: Marketing Impact 2025. We’ll be moderating a Think Tank discussion focused on Creating a Consistent Omni-Channel Customer Journey. Join us at Marketing Impact 2025 July 16 – 18, 2018 in Nashville, TN to mix and mingle with forward thinking marketing executives and thought leaders. As an event partner, we’re excited to extend a $250 savings to all Vengreso subscribers. Simply visit:</strong> <a href= "http://www.frost.com/mar" target="_blank" rel= "noopener"><strong>www.frost.com/mar</strong></a> <strong>and use discount</strong></h3> <h2>Do You Have The Right Structure In Your Marketing Organization?</h2> <p>When it comes to <strong>structuring your marketing organization in the most effective way</strong>, there are many pieces to the puzzle. The first is <strong>getting clear about what the team is trying to achieve and work backward from there</strong>, building the capabilities in your team through training and hiring the expertise you need to accomplish that goal. As you do, be aware that the result is that your marketing department won’t look like the marketing department of any other organization because it will be customized to meet the needs of your customers.</p> <p>When it comes to hiring the expertise you need, Betsy says the illustration that makes the most sense to her is to think of your marketing team like a game of Tetris. <strong>Your marketing organization will have a variety of expertise “gaps” that need to be filled but don't expect a one-size-fits-all candidate to appear on your radar</strong>. Some people are pure generalists. Some are pure specialists. A good marketing department needs both, a mix that fills in all the gaps and is able to remain flexible as technologies and marketing approaches change.</p> <h2>What is More Important When Hiring, Business Acumen or “Fit” on The Team?</h2> <p>Betsy says that the modern marketing organization must be fully immersed in the company’s goals but also <strong>able to frame those goals to agency partners so they can be successful in delivering for clients</strong>. So business acumen is critical in that situation. Marketing leaders need to go into every relationship with the attitude that everyone they work with is just as much working for the company as they are, even when those people are outside agencies.</p> <p>And when it comes to finding the agencies or individuals that will do the best job <strong>Betsy says she would rather hire someone who is the right culture fit even if they are not as technically qualified as another candidate</strong>. Many times, the technical skills needed for a role can be taught to people who don’t possess them, but the characteristics that make for a good culture fit cannot be taught. For that reason, culture fit is more important.</p> <h2>The Dos and Don’ts of Building A Great Marketing Organization</h2> <p>There is a tremendous amount of detail that goes into building a truly great marketing organization in the modern world. Toward the end of this conversation, Betsy shared <strong>her own list of dos and don’ts about how to build a great marketing organization</strong>.</p> <ol> <li>It is clearly a necessity for marketing organizations to stay up on how the latest analytics tools work - but knowing how to use analytics tools doesn’t mean your team will be good analysts. Ultimately <strong>there is a level of finesse that has to be learned</strong> - and it is learned by observation over time.</li> </ol> <ol start="2"> <li>Marketing leaders need to be aware that at the end of the day you have to evaluate what you did as a team, admit mistakes that were made, and make changes that bring improvement. <strong>Learn from your mistakes and move on</strong>.</li> </ol> <ol start="3"> <li><strong>Work to create an independent, problem-solving attitude in team members</strong> by encouraging them to escalate things to you AS problems arise rather than after things are already out of control. That way you’re not solving problems for them, but teaching them how to solve problems themselves.</li> </ol> <ol start="4"> <li>Work to <strong>build a team that works together like a healthy family</strong>. As the team grows, managers may need to break teams down into smaller groups to maintain connection and synergy.</li> </ol> <ol start="5"> <li>Managers should <strong>keep themselves accountable</strong> for understanding the needs of the team and for leading by example. Demonstrate best-practices but also demonstrate how to own your mistakes, learn from them, and grow as a result.</li> </ol> <p><strong>You can meet Betsy Rohtbart, Vice President Digital Marketing at Vonage at the</strong> <a href= "http://www.frost.com/mar" target="_blank" rel= "noopener"><strong>Frost & Sullivan 19th Annual Marketing Impact MindXchange event</strong></a><strong>, July 16-18 in Nashville, TN where she is speaking on this topic.</strong></p> <h2>Featured on This Episode</h2> <ul> <li>Connect with Betsy <a href= "https://www.linkedin.com/in/betsymorserohtbart/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Betsy on Twitter: <a href="https://twitter.com/betsymrohtbart" target="_blank" rel="noopener">@BetsyMRohtbart</a></li> <li><a href="https://www.vonage.com/" target="_blank" rel= "noopener">Vonage</a></li> <li>Vonage on Twitter: <a href="https://twitter.com/vonage" target= "_blank" rel="noopener">@Vonage</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:40] Bernie’s introduction to Betsy Rohtbart, guest on this episode - her role at the company.</li> <li>[3:22] What does the 21st Century marketing department look like?</li> <li>[6:37] The role business acumen plays in the modern marketing department</li> <li>[8:36] What is the role of “fit” in the modern marketing organization?</li> <li>[11:06] How can marketing organizations stay current?</li> <li>[15:29] Management dos and don’ts for building a great marketing organization</li> <li>[21:27] The importance of managers being willing to take blame for their mistakes</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>BOOK: <a href= "https://www.amazon.com/Good-Great-Some-Companies-Others/dp/0066620996" target="_blank" rel="noopener">Good to Great</a> by Jim Collins</li> <li><a href= "https://www.adobe.com/data-analytics-cloud/analytics.html" target= "_blank" rel="noopener">Adobe Analytics</a></li> <li><a href= "https://www.ibm.com/customer-engagement/coremetrics-software" target="_blank" rel="noopener">Core Metrics</a></li> <li><a href="https://analytics.google.com/analytics/web/" target= "_blank" rel="noopener">Google Analytics</a></li> <li><a href="https://www.linkedin.com/in/alan-masarek-1aa1a8a8/" target="_blank" rel="noopener">Alan Masarek</a>, CEO of Vongage</li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <p> </p>
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The Future Is Now With Artificial Intelligence For Marketing
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>For some time now Bernie has been talking about <strong>the growing importance of learning how to use Artificial Intelligence for marketing</strong>. While we still have a lot to learn, AI has finally developed to a point that it can be used effectively, at scale, to reach more customers in personalized ways.</p> <p>Bernie’s guest on this episode is <strong>Andrew Malcolm, Chief Marketing Officer at Evernote</strong>. Andrew tells how he and his team are doing exactly that and explains why their approach has enabled Evernote to evolve into a technology-driven marketing organization. Toward the end of the conversation, Andrew wraps up with <strong>best practices that can be applied to your organization</strong>.</p> <p>Anyone interested in the future of marketing tech needs to hear this real-life application of AI to marketing.</p> <h3><strong>Vengreso is proud to be a partner with Frost & Sullivan on the 19</strong><strong>th</strong> <strong>annual Marketing Executive MindXchange event: Marketing Impact 2025. We’ll be moderating a Think Tank discussion focused on Creating a Consistent Omni-Channel Customer Journey. Join us at Marketing Impact 2025 July 16 – 18, 2018 in Nashville, TN to mix and mingle with forward thinking marketing executives and thought leaders. As an event partner, we’re excited to extend a $250 savings to all Vengreso subscribers. Simply visit:</strong> <a href= "http://www.frost.com/mar" target="_blank" rel= "noopener"><strong>www.frost.com/mar</strong></a> <strong>and use discount code VENGRESO at registration.</strong></h3> <h2>Believe It Or Not, AI CAN Be Used To Market In A Personalized Way</h2> <p>It’s a strange way to say it, but Andrew Malcolm describes the approach the Evernote team takes in integrating AI into their marketing systems as being “<strong>creatively analytic</strong>.” They use big data, machine learning, and AI to connect to just the right person at just the right time - and it’s through that approach that they are able to do something paradoxical - <strong>deliver personal marketing using a machine</strong>.</p> <p>It’s an insightful approach that is enabling them to <strong>market effectively for 2 cents per user, per year</strong>. Did you get that? Their approach is a demonstration of powerful, personalized marketing that is scalable and effective.</p> <p>In this conversation Andrew outlines <strong>how to establish a system of AI-powered marketing</strong> through determining what TYPE of message is best to deliver to your customers first (based on geography, device type, time of day, their setting, and the type of content they are already interacting with) and then use the probabilities you discover to <strong>deliver the right content with a touch of human creativity</strong>.</p> <p>Andrew and his team have spent the time to work out an incredible system for Evernote and what he shares on this episode can help you blaze the same trail in your marketing department, so be sure you listen.</p> <h2>Modularizing Content To Fit The Needs Of A Customer</h2> <p>Bernie’s curiosity about the use of AI and machine learning in Evernote's marketing strategy led him to ask Andrew a question about <strong>how the Evernote team is making content that is personalized, yet relevant to a wide variety of users</strong>.</p> <p>Andrew’s answer reveals a powerful insight into the very structure of content itself. He says that <strong>all content is made up of a series of components</strong> that remain the same, but may be rearranged or selectively chosen or left out. What is included or not depends on individual customer scenarios.</p> <p>Humans can’t make the kinds of determinations to make it happen, but machines (otherwise known as algorithms, not true physical devices) can based on thousands of data points. The right content can be selected from a repository of available content and displayed for a user in a way that fits them, in seconds rather than hours.</p> <p>But before taking that step, the system needs to <strong>key in on the moments in a customer's experience that matter the most</strong> in order to know WHEN to deliver the content at the most opportune time. Andrew explains that the important thing is not that you need to know exactly WHAT to say to a customer, it’s that you know exactly WHEN to say it. <strong>That’s why the Evernote team spends lots of time doing what they call, “moment testing” rather than copy testing.</strong></p> <p>Find out how Evernote’s marketing department uses moment testing, a content cache, and AI to send users the right messaging at exactly the right time - on this episode.</p> <h2>The Tools You Need To Use Artificial Intelligence For Marketing</h2> <p>As you begin thinking about using artificial intelligence in your marketing systems, you’re naturally going to wonder <strong>what tools you will need</strong>. Andrew warns that at this point in the development of AI, tools that say they contain everything you need to automate your marketing effectively are making claims they can’t always back up, so you should be wary. He advises that you keep it simple.</p> <p>The first thing you need is not a piece of software, but <strong>clean data</strong>. The tools you wind up using will only be as good as the data you provide to them, so you need to make sure that you’re getting accurate data that represents your customer’s experience well. Beyond that, you’ll need a <strong>content management system</strong>, an <strong>analytics tool</strong>, a <strong>campaign management tool</strong>, and some sort of <strong>data repository</strong>.</p> <p>Listen to this episode to hear Andrew’s explanation of how these basic tools have been combined at Evernote to create <strong>an automated marketing system that provides personalized, customer-specific content to their marketing team so that a final, human touch of creativity and customization can be added</strong>.</p> <h2>How To Get Started Using Artificial Intelligence For Marketing</h2> <p>As you consider using AI as part of your marketing systems, don’t be overwhelmed. <strong>There are low risk ways to get started,</strong> because you’re not experimenting with critical aspects of your marketing mix.</p> <p>Andrew gives an example of this sort of experiment using <strong>the homepage of a website</strong>.</p> <p><strong>By making use of geotargeting you can offer a different, culturally attractive version of your website to visitors depending on what part of the world they are viewing from</strong>. And how do you know what content to provide to users from different parts of the world? By the data you’ve been able to collect through your own software or services.</p> <p>Andrew explains it all in this conversation and it’s not as complicated as it sounds. <strong>The integration of AI into marketing is becoming a reality right before our eyes.</strong> Don’t miss out on this incredible opportunity to put your marketing approach on the cutting edge, reach customers in a more personalized way, and do so faster and more economically than you ever have before.</p> <p>You can meet Andrew Malcolm, Chief Marketing Officer at Evernote at the <a href="http://www.frost.com/mar" target="_blank" rel= "noopener">Frost & Sullivan 19th Annual Marketing Impact MindXchange event</a>, July 16 - 18 in Nashville, TN where he is speaking on this topic.</p> <h2>Featured on This Episode</h2> <ul> <li>Andrew <a href="https://www.linkedin.com/in/malcolmandrew/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Andrew on Twitter: <a href="https://twitter.com/evermalc" target="_blank" rel="noopener">@EverMalc</a></li> <li><a href="https://evernote.com/" target="_blank" rel= "noopener">Evernote</a></li> <li><a href="https://blog.evernote.com/" target="_blank" rel= "noopener">The Evernote Blog</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:31] Chief Marketing Officer at Evernote, .Andrew Malcolm</li> <li>[2:29] The easiest way to turn your ideas into actions: Evernote - and Andrew’s role at Evernote</li> <li>[3:30] Creatively Analytic Marketing: The new approach using technology</li> <li>[5:20] Personalizing content using machine learning and AI</li> <li>[7:05] Modularizing content to make the experience easier and still customized</li> <li>[9:40] What channels are at your disposal? How can you use them to deliver your messages?</li> <li>[12:38] Technology needed: clean data, the type of targeting, the right systems</li> <li>[15:04] Approaches that are working - and those that are not working</li> <li>[17:03] Tips for the listener who is just getting started doing using AI for marketing</li> <li>[19:23] Categories of tools to consider for AI in marketing</li> <li>[25:20] The difficult dynamics of building a team that is able to do marketing using Artificial Intelligence</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li><a href="https://www.tableau.com/" target="_blank" rel= "noopener">Tableau</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p> </p> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></p> <p> </p>
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The Value of Relationship Intelligence in Account-Based Selling with Jaxson Khan
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>Account-based selling is experiencing a surge in popularity in B2B sales due to changes in technology that have appeared over the past few years. One of those technologies is what is referred to as “relationship intelligence.” In this conversation, Jaxson Kahn describes how marketing can leverage relationship intelligence to more effectively collaborate with sales and how managers can use relationship intelligence to enable customer success across the board. Relationship intelligence one of the new technologies that is changing the way sales is done - and it provides huge benefits for every sales role throughout an organization.</p> <p>Jaxson Khan is Head of Marketing at Nudge.ai, a relationship intelligence platform. Nudge.ai helps companies establish new accounts and analyze the risk of their deals with those accounts based on the strength of the relationships they have. The goal is to help sales professionals and sales leaders improve their process by integrating relational information with other sales tools that are being used such as Gmail, Salesforce, Outlook, and more.</p> <p>Jason has a great deal of insight into how relational intelligence can improve the sales cycle at every step, so don’t miss what he has to share.</p> <h3><strong>This episode is sponsored by SAP. Download the ungated case study titled, “</strong><a href="https://www.vengreso.com/sap" target="_blank" rel="noopener"><strong>Savvy Social Selling the SAP Way.</strong></a><strong>” You’ll learn how SAP sales reps fill their sales pipeline with deals that are 560% larger on average when using social selling techniques. Download the case study without a form to fill out. It’s ungated.</strong></h3> <h2>Personalizing Account Based Sales Efforts Produces Better Results</h2> <p>You will often hear people say, "Personalization will increase the effectiveness of outreach by X percent," or "Personalization will double your success," but Jaxson Kahn explains that those claims are only true if a DEEP personal connection is made. In this conversation, he details the basic requirements needed to successfully personalize a message in a way that fosters the development of deep connections.</p> <p>As an example, Jaxson asks a fundamental question to highlight whether or not a sales team is even taking the first steps to connecting with buyers in a relational way:</p> <p><em>“Are you searching for unique pieces of content about a contact before reaching out to them?”</em></p> <p>If you aren’t, you’re missing a great opportunity to be relevant to the buyer immediately. You might even be reinforcing the negative stereotypes many have about sales professionals because of the "hard-driving" approach that has been prevalent in the past. Learn how taking that one, simple action enables you to approach buyers in a “warm” way that opens the door to a relationship more quickly, on this episode.</p> <h2>Relationship Intelligence Makes Sales Roles Throughout The Pipeline More Effective</h2> <p>Given the “newness” of the technologies spoken about on this episode, it’s easy to be confused about how to apply them to the variety of roles that exist in the average sales process. For that reason, Bernie asked Jaxson to explain which sales roles can best use relationship intelligence in an account based sales approach.</p> <p>First, those involved in <strong>sales development</strong> can utilize relational intelligence tools to gain insights about prospects that enable them to do outreach in a “warm” way. This may happen through understanding the things the prospect is dealing with currently, or through analyzing the prospect’s existing connections and colleagues to discover common connections.</p> <p><strong>Account executives</strong> can also benefit through being enabled to see how strong a relationship is from the start, to identify their top tier accounts and assess the level of "relational health" in that connection, and to establish an intelligent follow-up cadence that is based on multiple relationships within the company.</p> <p><strong>Sales managers</strong> are able to use relationship intelligence to know the status of relationships across accounts. It’s a powerful understanding that can enable more accurate forecasting and the ability to equip team members in a more effective way.</p> <h2>How AI Can Help Marketing in Account Based Selling</h2> <p>Given that account based sales strategies have picked up quite a bit over the past few years, there is a greater need for marketers to understand how strong relationships with potential buyers really are, over time.</p> <p><em>Examples of the things that are important to know:</em></p> <ul> <li>Which accounts have strong existing relationships?</li> <li>Which accounts don’t?</li> <li>Does the ability exist to build relationships with influential buyers or those who have connections to them?</li> </ul> <p>Relationship technologies like Nudge.ai enable the marketing department to effectively answer those questions, and in so doing, come into alignment with the sales department to a greater degree. This enables marketing to produce relevant content and to market in a way that is cohesive with the messaging sales is communicating to buyers later in the process. This keeps relationships with buyers in growth mode, from step one all the way through to the point they become customers and into the post-purchase phase of the relationship.</p> <p>Using the data provided by these newer tools, the focus can be shifted from “how to sell and how to market” to thoughtful and intentional personalization that reaches prospects and clients alike, on a human level.</p> <h2>Culture Is The Starting Point For Relationship Intelligence</h2> <p>It’s an undisputed reality that we’ve built a sales culture that is hustle driven. Because of it, we’re in danger of buyers tuning out our marketing and sales messaging because we’re too focused on making deals happen and not focused enough on building caring relationships with buyers.</p> <p>A culture change is in the works - we’re seeing it all across the sales industry. Relationships are the new avenue to more sales. With the culture change, A.I. technologies can plug into existing CRMs to provide an additional level of insight into existing relationships - the very thing we need to focus on - so that they can be strategically built over time.</p> <p>You may see the need to prioritize relationships in your sales process, but do you know how? Do you have the tools needed to do it effectively? The starting place is to put yourself in your buyer’s position to discover how buyers are actually making buying decisions. To help you know how to build relationships with buyers, Jaxson has a free resource: #HowIBuy - a guide to help you understand how prospects are actually buying. Find out how you can get a copy by listening to this great conversation.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://nudge.ai/" target="_blank" rel= "noopener">Nudge.ai</a></li> <li>Find Jaxson’s guide for free, #HowIBuy <a href= "https://nudge.ai/how-i-buy-vol-1/" target="_blank" rel= "noopener">https://nudge.ai/how-i-buy-vol-1/</a></li> <li>Follow Jaxson on Twitter: <a href="https://twitter.com/jaxson" target="_blank" rel="noopener">@Jaxson</a></li> <li>Follow <a href="https://www.facebook.com/jaxsonkhan" target= "_blank" rel="noopener">Jaxson on Facebook</a></li> <li>Follow <a href="https://ca.linkedin.com/in/jaxson" target= "_blank" rel="noopener">Jaxson on LinkedIn</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:40] Who is Jaxson Khan? - Learn more about relationship intelligence and how it can be leveraged for sales</li> <li>[3:22] Personalization – Why sales professionals need to be personalizing their efforts using digital tools and tech</li> <li>[5:53] Personalization - How sales professionals can achieve a good level of personalization and how to drive it towards relationship intelligence</li> <li>[9:51] The insights you need about prospects are the kind that drive relationships</li> <li>[14:22] The type of sales roles that are helped by relationship intelligence</li> <li>[17:290] Is marketing involved in this or is this strictly a pure sales leadership play?</li> <li>[19:47] What role does sales culture or process play in relationship intelligence?</li> <li>[23:26] Bernie's summary: harnessing relationship information for better sales leadership</li> <li>[28:23] Jaxson's tips and 50-page guide entitled "#HowIBuy"</li> <li>[29:55] It all boils down to "empathy"</li> <li>[31:36] Bernie's takeaway: The value of understanding relationships at scale</li> </ul> <h2>Resources & People Mentioned</h2> <p><em>SPONSOR:</em> Be sure to download the case study that accompanies the podcast series - <strong>Social Business Journal Volume 11</strong>. It weaves together the narrative of social selling success factors at SAP. It’s available for download, <a href="http://vengreso.com/sap" target="_blank" rel= "noopener">ungated here</a>.</p> <ul> <li><a href="https://www.salesforce.com/" target="_blank" rel= "noopener">Salesforce</a></li> <li><a href="https://www.google.com/gmail/" target="_blank" rel= "noopener">Gmail</a></li> <li><a href="https://www.garyvaynerchuk.com/" target="_blank" rel= "noopener">Gary Vaynerchuk</a></li> <li>Grab your copy of “<a href="http://www.vengreso.com/sap" target="_blank" rel="noopener">Savvy Social Selling the SAP Way</a>”</li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <h3>This podcast originally appeared on <a href= "http://www.socialbusinessengine.com/" target="_blank" rel= "noopener">Social Business Engine</a></h3>
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Building a Personal Brand to Elevate a Corporate Brand
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>Bernie's guest for this episode of Social Business Engine is Tammy Boyd, Vice President of Business Development and Marketing for Neuro International. Bernie invited her on this episode because she is actively building her personal brand to elevate her company’s corporate brand. Tammy saw that her company was not embracing digital and social marketing strategies but she was determined to make an impact in her industry through her own personal brand.</p> <p>This conversation is full of insights that walk you through the evolution of her personal brand and how she learned the importance of serving other industry leaders through expert knowledge sharing. Tammy is leveraging her personal brand to bring heightened recognition to Neuro International and her story is an inspiring one that you don’t want to miss. Check it out!</p> <h2>Why a Lack of Corporate Digital Marketing Inspired Tammy to Build her Personal Brand</h2> <p>Florida-based Neuro International is a post-acute provider for brain or spinal injury patients. Like many companies in the healthcare industry, NI’s executives have not yet embraced digital marketing strategies for corporate brand elevation. In this episode, Tammy explains that because she’s a competitive person, she wanted to seek out areas where competitors weren’t succeeding and move NI into those sectors.</p> <p>She discovered digital marketing and personal branding while attending a national conference as an exhibitor. She noticed that throughout the conference the organizers were tracking the top 20 social influencers via Twitter and thought to herself, “I could learn how to do this and earn a place on that list!”</p> <p>By the end of the conference, she accomplished that goal and fell in love with communicating messages through social media. From there she attended workshops, studied voraciously, and was determined to build a rock solid personal brand in order to add value to her industry and company. Her journey is understood best by listening to this episode, don’t miss it.</p> <h2>How Neuro International’s Corporate Brand is Enhanced Through Tammy’s Personal Brand</h2> <p>After Tammy began her personal branding journey she was met with great appreciation and “ecstatic reactions” at Neuro International. Although NI’s executives hadn’t yet started the corporate brand journey, the company saw a monumental increase in national recognition as an industry leader because of Tammy’s personal brand. She calls it: The Golden Halo Effect, and explains that her CEO was in awe of her calculated risk-taking.</p> <p>During this conversation, Tammy explains how her role allows her to spread messages effectively while still allowing clinicians to provide top-notch patient care and connect with their peers in the industry. Neuro International has discovered open doors to new opportunities, innovative networking experiences, and enhanced credibility all because of the work Tammy has done through her personal brand.</p> <p>It’s clear that Tammy did not set out to build her personal brand for recognition, but rather because of an intense desire to improve her company’s brand as well as to have a positive impact on the industry as a whole. Her determination will inspire you - listen now!</p> <h2>Tenacity is Essential for Digital Marketing Success</h2> <p>The biggest takeaway from Bernie’s conversation with Tammy is her tenacity as she has sought personal and corporate brand excellence.</p> <p>For marketers seeking to build a personal or corporate brand, this episode is full of insights that you can’t afford to miss. Learn from Tammy’s personal branding journey on her quest to elevate Neuro International’s corporate brand, and enjoy an inspiring conversation on this episode of Social Business Engine.</p> <h2>Featured on This Episode</h2> <ul> <li>Follow Tammy on Twitter: <a href= "https://twitter.com/tamiami813" target="_blank" rel= "noopener">@tamiami813</a></li> <li>Connect with Tammy on <a href= "https://www.linkedin.com/in/tammyboyd/" target="_blank" rel= "noopener">LinkedIn</a></li> <li>Follow Neuro International on Twitter: <a href= "https://twitter.com/HEADINJURYREHAB" target="_blank" rel= "noopener">@HeadInjuryRehab</a></li> <li>Like Neuro International on Facebook: <a href= "https://www.facebook.com/NeuroInternational/" target="_blank" rel= "noopener">@NeuroInternational</a></li> <li>Connect with Neuro International on <a href= "https://www.linkedin.com/company/neurointernational/" target= "_blank" rel="noopener">LinkedIn</a></li> <li><a href="http://www.neurointernational.com/" target="_blank" rel="noopener">Neuro International website</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:30] Bernie introduces his guest for this episode, Tammy Boyd, VP of Business Development and Marketing for Neuro International</li> <li>[4:30] The evolution of Tammy’s personal branding journey</li> <li>[9:10] Bernie shares Tammy’s recent accolades in digital marketing</li> <li>[12:30] The impact Tammy’s personal brand has had on her company</li> <li>[16:33] The power behind having a woman in her role as VP of Business Development & Marketing</li> <li>[18:52] Bernie summarizes his conversation with Tammy</li> </ul> <h2>Resources & People Mentioned</h2> <p>Be sure to download the case study that accompanies the podcast series - <strong>Social Business Journal Volume 11</strong>. It weaves together the narrative of social selling success factors at SAP. It’s available for download, <a href="http://vengreso.com/sap" target="_blank" rel="noopener">ungated here</a>.</p> <ul> <li>Grab your copy of “<a href="http://www.vengreso.com/sap" target="_blank" rel="noopener">Savvy Social Selling the SAP Way</a>”</li> </ul> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p>
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How Synapse is Transforming Tampa Bay through Innovation Ecosystems
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>Innovation and Florida are in the same sentence at Synapse, a company that’s deploying a ground-breaking methodology to connect all business personas within a multifaceted ecosystem. Brian Kornfeld, co-founder and Head of Operations at Synapse, is featured on this episode of Social Business Engine and shares the inspiring story behind this breakout company’s impact on innovation in a region that isn’t widely recognized for innovation.</p> <p>Brian explains the 3 key elements to Synapse and shares why the timing has never been better for innovation and entrepreneurial ventures to flourish in the Tampa Bay area. He also offers insights into the 2019 Synapse Innovation Summit and what’s to come for the company’s future. This conversation includes examples of innovative companies in Tampa Bay and is key to understanding why Florida is a hotspot for entrepreneurship and innovation.</p> <p>The 8 different personas found in business and entrepreneurship are all united under the Synapse ecosystem. Brian and Bernie’s conversation provides insights into the value of this ecosystem in the Tampa Bay Area and throughout the state of Florida, so be sure to listen.</p> <h3><strong>This episode is sponsored by SAP. Download the ungated case study titled, “</strong><a href="https://www.vengreso.com/sap" target="_blank" rel="noopener"><strong>Savvy Social Selling the SAP Way.</strong></a><strong>” You’ll learn how SAP sales reps fill their sales pipeline with deals that are 560% larger on average when using social selling techniques. Download the case study without a form to fill out. It’s ungated.</strong></h3> <h2>Synapse: 3 Platforms Uniting the 8 Business Personas</h2> <p>Synapse was born out of a desire to create a connected business community in the Tampa Bay area to accelerate innovation. It’s improving the brand of the city by joining innovation and entrepreneurship while boosting the economy. Synapse has 3 main platforms: publishing, web platforms, and live events. These 3 platforms cohesively focus on the 8 personas Brian and his team believe are critical to business growth:</p> <ol> <li>Entrepreneurs</li> <li>Investors</li> <li>Government Agencies</li> <li>Service Providers</li> <li>Large Scale Corporations</li> <li>Talent (people)</li> <li>Educational Institutions</li> <li>Entrepreneurial Incubators</li> </ol> <p>The Tampa Bay business community has been energized over the past decade and its growth shows no signs of slowing. Synapse is helping to overcome the stigmas of “no money, no talent, no customers” that has plagued the area. Brian shares his passion for Synapse and its goals in a way that may convince you to relocate to Tampa Bay, or expand your business footprint in the area, so be sure to listen.</p> <h2>Using Live Events and a Powerful Digital Platform to Achieve the Synapse Vision</h2> <p>Synapse’s two largest platforms, web and live events, seek to achieve two main goals: enabling connections in the local community and attracting people to the Tampa Bay innovation ecosystem. The web platform is an online community that spans the geographical distance that separates businesses across the state of Florida, not just in Tampa Bay. The platform is free to join and offers members multiple ways to connect with other members including: 1 to 1 connections, innovation challenges sponsored by local businesses, articles and videos, local events, jobs and internships, topical discussions and more.</p> <p>The idea behind the Synapse web platform is to make it easy for anyone in the local business community to thrive by providing an ecosystem that encourages collaboration and innovation whether you’re starting a new business or you want to expand your current business in the area.</p> <p>The second annual Synapse Innovation Summit was held in March 2018 and brought over 3,200 attendees to Tampa Bay and injected an unprecedented level of energy and buzz into the local entrepreneurial sphere. Brian explains that “It made a dent in the universe” in Tampa Bay and his team is already planning the Synapse Innovation Summit 2019.</p> <h2>Future Goals for Synapse and the Innovation Ecosystems in Tampa Bay</h2> <p>Brian’s biggest goal for Synapse in the coming years is to accelerate the community feel of the innovation ecosystem that exists in Tampa Bay. He wants to engage “The other 90%” of the community that’s not currently connected to Synapse.</p> <p>Hosting corporate innovation challenges, bringing in world class speakers for the Synapse Innovation Summit, and producing better research results on smaller budgets are all goals the Synapse team is focusing on. If you’re interested in learning how you can harness the energy Synapse is creating in Tampa Bay to inspire and accelerate innovation, give this episode your full attention.</p> <h2>Featured on This Episode</h2> <ul> <li>Video conversation on <a href= "https://www.youtube.com/vengreso" target="_blank" rel= "noopener">YouTube</a></li> <li>Connect with Brian on <a href= "https://www.linkedin.com/in/brian-kornfeld-mba-53613030/" target= "_blank" rel="noopener">Linkedin</a></li> <li>Follow Synapse on Twitter: <a href= "https://twitter.com/synapsefl" target="_blank" rel= "noopener">@SynapseFL</a></li> <li>Synapse website <a href="http://synapsefl.com/" target="_blank" rel="noopener">and platform</a></li> <li><a href="http://synapsefl.com/innovationsummit2018/" target= "_blank" rel="noopener">Synapse’s 2018 Innovation Summit</a></li> <li><a href="https://www.techdata.com/" target="_blank" rel= "noopener">Tech Data company</a></li> <li><a href="http://www.publix.com/" target="_blank" rel= "noopener">Publix stores</a></li> <li><a href="https://www.connectwise.com/company/about-us" target= "_blank" rel="noopener">ConnectWise company</a></li> <li>ARTICLE: <a href= "http://www.ey.com/Publication/vwLUAssets/5_Insights_for_entrepreneurs/$File/5_Insights_for_entrepreneurs.pdf" target="_blank" rel="noopener">“5 Insights for Entrepreneurs”</a></li> <li><a href="http://www.socom.mil/" target="_blank" rel= "noopener">USSOCOM agency</a></li> <li><a href="http://www.usf.edu/engineering/" target="_blank" rel= "noopener">University of South Florida College of Engineering</a></li> <li><a href="http://gasparillapiratefest.com/main-festival/parade/" target="_blank" rel="noopener">Gasparilla Parade of Pirates</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:31] Bernie introduces his guest for this episode, Brian Kornfeld of Synapse</li> <li>[1:46] What is Synapse?</li> <li>[3:02] The 3 major platforms of Synapse</li> <li>[5:24] Why the timing’s right for Synapse to grow and accelerate in Tampa Bay</li> <li>[8:44] The brilliant idea behind Synapse’s web platform</li> <li>[12:35] Injecting creative energy into Tampa Bay through the Innovation Summit events</li> <li>[14:46] Brian looks toward the future of Synapse</li> </ul> <h2>Resources & People Mentioned</h2> <p>Be sure to download the case study - <strong>Social Business Journal Volume 11</strong>. It weaves together the narrative of social selling success factors at SAP, our sponsor for this episode. It’s available for download, <a href= "http://vengreso.com/sap" target="_blank" rel="noopener">ungated here</a>.</p> <ul> <li>Grab your copy of “<a href="http://www.vengreso.com/sap" target="_blank" rel="noopener">Savvy Social Selling the SAP Way</a>”</li> </ul> <ul> <li>In Social Business Journal Volume 10, Lithium’s SVP of Marketing Dayle Hall, drops a ton of wisdom around <a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing" target="_blank" rel="noopener">the top 5 most influential topics in B2B marketing</a>.</li> </ul> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p>
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How the Content Marketing Institute Markets
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>On this episode of Social Business Engine you’re going to meet Cathy McPhillips, Vice President of Marketing at the Content Marketing Institute. CMI has successfully positioned itself as the premier resource for marketers who want to learn about content marketing.</p> <p>Cathy reveals a key metric in their marketing that enables the company to convert by a factor of 10 on their most coveted offering, the annual Content Marketing World conference. Bernie has spoken at the event 7 times and it ranks as one of his favorite weeks out of the year. You’ll want to check it out.</p> <p>Cathy is in a unique position at CMI because she is able to filter all of the company’s marketing strategy for CMW through her own lens as a marketer. In most scenarios, applying a personal lens to marketing is a bad idea. In Cathy’s case, however, she IS representative of the target audience for CMW. Her career experiences and expertise in content marketing make for a fantastic conversation. Be sure to listen.</p> <h3><strong>This episode is sponsored by SAP. Download the ungated case study titled, “</strong><a href="https://www.vengreso.com/sap" target="_blank" rel="noopener"><strong>Savvy Social Selling the SAP Way.</strong></a><strong>” You’ll learn how SAP sales reps fill their sales pipeline with deals that are 560% larger on average when using social selling techniques. Download the case study without a form to fill out. It’s ungated.</strong></h3> <h2>Why Marketing to Marketers is What the Content Marketing Institute Does Best</h2> <p>CMI creates resources for marketers that are the benchmark standard for anything relating to content marketing. They are the top cited resource for companies across the globe and they strive to connect to CMOs through a variety of different strategies.</p> <p>Cathy and her team realize the challenges that CMI faces when trying to market to people who do content marketing for a living. A CMO’s schedule is stretched more thinly than ever before and individuals have limited time to check email, watch a webinar, or listen to a podcast. The team at the Content Marketing Institute understands their audience and their concerns fully, and having that understanding allows them to create world-renowned resources. You don’t want to miss hearing Cathy tell Bernie about the latest and greatest strategies CMI has up its sleeve.</p> <h2>How CMI Identifies Who Are 10x More Likely to Attend Content Marketing World</h2> <p>Content Marketing World is CMI’s greatest event every calendar year. What started as a simple conference with 600 attendees has grown into a massive gathering of content marketing professionals. The event covers the entire content marketing process, from content creation to analytics and measuring ROI. It’s the largest event of its kind on the planet and attracts professionals from across the world. Cathy expects over 6,000 attendees for the 2018 conference in September, and the event shows no signs of slowing down.</p> <p>How does Cathy know just how many people to expect, even before registrations are submitted? She explains to Bernie that people who take 3 or more actions within the CMI website (i.e. subscribing to an email, watching a webinar, etc.), are 10x more likely to attend the CMW event in person. By using an omnichannel marketing approach CMI is able to put content in front of people in a variety of ways and then capture their attention and convert it into registration dollars.</p> <p>Cathy shares insider secrets relevant to Content Marketing World 2018 that you don't want to miss. Be sure to listen.</p> <h2>An Old School Idea That Has Secured Over 27,000 Qualified Subscribers for the Content Marketing Institute</h2> <p>The Content Marketing Institute also uses metrics and data analysis for business practices outside of the CMW sector. In an interesting turn of the conversation, Bernie and Cathy discuss how the CMI team publishes a quarterly, printed magazine entitled Chief Content Officer. This magazine is yet another example of CMI’s fantastic omnichannel marketing approach.</p> <p>Cathy knows that it’s simultaneously harder and easier to market to professional content marketers. That’s why she and her team aren’t afraid to pursue every avenue of content delivery. Even though some may argue print is outdated, the CCO publication has resulted in over 27,000 qualified subscribers for CMI. In other words, it has built an amazingly robust audience database of people that are intimately engaged with the best materials CMI releases every quarter.</p> <p>When professional marketers disconnect from technology, they’re still connected to CMI and content marketing through the CCO magazine. It brings the brand to life and is an ingenious way of sharing the latest information on the content marketing industry.</p> <h2>Featured on This Episode</h2> <ul> <li>Connect with Cathy on <a href= "https://www.linkedin.com/in/cathymcphillips/" target="_blank" rel= "noopener">Linkedin</a></li> <li>Follow Cathy on Twitter: <a href= "https://twitter.com/cmcphillips?lang=en" target="_blank" rel= "noopener">@CMcPhillips</a></li> <li>Read <a href="http://contentmarketinginstitute.com/team/" target="_blank" rel="noopener">Cathy’s bio on the CMI website</a></li> <li>The <a href="http://contentmarketinginstitute.com/" target= "_blank" rel="noopener">Content Marketing Institute website</a></li> <li>The <a href="https://www.contentmarketingworld.com/" target= "_blank" rel="noopener">Content Marketing World event website</a></li> <li>Like Content Marketing Institute on <a href= "https://www.facebook.com/cathymcphillips" target="_blank" rel= "noopener">Facebook</a></li> <li>Follow the CMI on Twitter: <a href= "https://twitter.com/cmicontent" target="_blank" rel= "noopener">@CMIContent</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:31] Bernie introduces his guest for this episode, Cathy McPhillips, VP of Marketing at CMI</li> <li>[2:42] Cathy shares the background story behind the CMI</li> <li>[4:33] The CMI’s annual event is Content Marketing World - how exactly is it marketed?</li> <li>[9:59] An old-school idea that secured 27,000 qualified subscribers for CMI</li> <li>[14:55] Why marketing to marketers is what CMI does best</li> <li>[17:59] Cathy reveals insights into Content Marketing World 2018</li> <li>[21:21] How Cathy organizes all of her VP of Marketing tasks to promote CMW</li> <li>[23:11] Bernie’s summary of his conversation with Cathy</li> </ul> <h2>Resources & People Mentioned</h2> <p>Be sure to download the case study - <strong>Social Business Journal Volume 11</strong>. It weaves together the narrative of social selling success factors at SAP, our sponsor for this episode. It’s available for download, <a href= "http://vengreso.com/sap" target="_blank" rel="noopener">ungated here</a>.</p> <ul> <li>CMI’s quarterly printed magazine, <a href= "http://contentmarketinginstitute.com/chief-content-officer/" target="_blank" rel="noopener">“Chief Content Officer”</a></li> <li>Grab your copy of “<a href="http://www.vengreso.com/sap" target="_blank" rel="noopener">Savvy Social Selling the SAP Way</a>”</li> </ul> <ul> <li>In Social Business Journal Volume 10, Lithium’s SVP of Marketing Dayle Hall, drops a ton of wisdom around <a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing" target="_blank" rel="noopener">the top 5 most influential topics in B2B marketing</a>.</li> </ul> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p> </p>
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4 Design Thinking Tools Any Company Can Use To Innovate
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p><span style="font-weight: 400;">On this episode, you’re going to meet</span> <strong>Duncan Wardle</strong><span style= "font-weight: 400;">. Duncan spent 30 years at arguably the best-known brand in the world - Disney. In his last role he was a</span> <strong>global executive in charge of something most companies don’t even identify as a function in the business. That function is innovation.</strong> <span style="font-weight: 400;">As Vice President of Innovation & Creativity it was his job to invent new ways to generate revenue.</span></p> <p> </p> <p><span style="font-weight: 400;">We think of innovation as something that companies DO, but in reality, it’s the people in those companies who innovate. The problem is most people aren’t given the time OR the tools to innovate.</span> <strong>After 30 years in a global corporate brand, Duncan has started his own company - ID8&INNOV8 - where he travels the globe helping companies – many of which are household brand names – overcome the challenges associated with innovating.</strong></p> <p><span style="font-weight: 400;">Duncan shares</span> <strong>4 tools that foster creativity and enable companies to innovate</strong><span style="font-weight: 400;">.</span></p> <ol> <li style="font-weight: 400;"><span style="font-weight: 400;">Start with your end user’s greatest need</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">List the rules of your challenge as quickly as you can</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Take one rule and ask “What if this rule didn't exist?”</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Imagine a world where that rule isn’t in effect</span></li> </ol> <p><span style="font-weight: 400;">These tools are applicable whether your company is B2C, B2B, or non-profit because they are universal principles.</span></p> <h2>4 Barriers To Creativity And Innovation In Most Organizations</h2> <p><span style="font-weight: 400;">One of the most interesting things Duncan revealed during this conversation is that</span> <strong>very few people say that they have their best ideas while they are at work</strong><span style="font-weight: 400;">. That means there’s a disconnect in the way companies are trying to encourage their team members to innovate - because they try to make it happen while the team is at work without addressing the reasons creativity is hampered.</span></p> <p><strong>What is it about being at work that blocks creativity?</strong></p> <p><span style="font-weight: 400;">Duncan says there are four common barriers to creativity and innovation in most organizations:</span></p> <ol> <li style="font-weight: 400;"><span style="font-weight: 400;">A lack of time. Policies, procedures, processes, and more keep employees busy, not allowing much time for creativity</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Companies tend to have no common definition of creativity or innovation, so those working together have a hard time rowing in the same direction</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Companies tend to be risk averse instead of risk courageous, which causes them to miss the opportunity to be customer-centric</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Ideas tend to get stuck or killed as they move through the organization toward implementation</span></li> </ol> <p><span style="font-weight: 400;">Do you see any of these present in your workplace? The answer is not to get out of the office but to</span> <strong>learn new ways of approaching the innovation process</strong><span style="font-weight: 400;">.</span></p> <h2>Why We Need Design Thinking Tools To Help Us Innovate and Create</h2> <p><span style="font-weight: 400;">Every human being is creative in some way, but we all struggle to believe it. That’s because</span> <strong>from a very young age we’ve been told that there is a special group of people who are creative - and we’re likely not among them</strong><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">Besides that,</span> <strong>we’ve each built our own areas of experience and expertise</strong><span style="font-weight: 400;">. The strengths that come with expertise are predicated on the attainment of knowledge, facts, and certainty upon which we base our decisions and observations. That locks us into patterns and styles of thinking that are diametrically opposed to creativity.</span></p> <p><span style="font-weight: 400;">Design thinking tools enable us to</span> <strong>turn problems or challenges into games that magically switch the brain to “What if?” mode rather than “It won’t work” mode</strong><span style="font-weight: 400;">. Duncan believes this kind of approach can help businesses and sales organizations discover new ways of serving customers.</span></p> <h2>How To Use The Words “Yes, and” To Get Creativity And Innovation Going</h2> <p><span style="font-weight: 400;">Many companies or teams organize “brainstorming” sessions to enable people to work toward innovative solutions together. The problem is that</span> <strong>the work environment fosters a “stressed brain” condition that prohibits creativity</strong><span style="font-weight: 400;">. Duncan says there are a handful of design thinking tools that can be used to move the team out of that state.</span></p> <p><span style="font-weight: 400;">One of his favorites is this: Anytime a person raises an objection, someone on the team should respond with the phrase, “Yes, and…” That kind of response</span> <strong>opens the door to possibilities rather than leaving the objection as a hard and fast obstacle that can’t be overcome</strong><span style="font-weight: 400;">. As a bonus outcome, using this approach causes most teams to experience the success as a team effort rather than the result of one person’s contribution.</span></p> <p><span style="font-weight: 400;">Duncan says this is an example of how</span> <strong>being playful enables the brain to relax - which causes creativity to increase</strong><span style= "font-weight: 400;">. Learn more about how to spark creativity and innovation in your company by listening to this conversation with Duncan Wardle.</span></p> <h2>How Design Thinking Tools Can Be Applied Specifically To A B2B Context</h2> <p><span style="font-weight: 400;">All through this conversation,</span> <strong>Duncan insists that design thinking tools apply to a B2B context as well as any other</strong><span style="font-weight: 400;">. Bernie wanted to hear Duncan’s specific reasons behind that assertion and his answer was simple but powerful.</span></p> <p><strong><span style="font-weight: 400;">He pointed out that many sales organizations or businesses have never physically gotten out of their controlled, comfortable environment to get into the shoes of their customer. That</span> puts them at a disadvantage immediately <span style="font-weight: 400;">because they don’t truly know their customer’s needs or their experience with the product or service they offer. Duncan says that if companies are unwilling to take that critical step,</span> they may innovate but what they come up with won’t be relevant to their customers<span style="font-weight: 400;">.</span></strong></p> <h2>Featured on This Episode</h2> <ul> <li><a href="http://duncanwardle.com/" target="_blank" rel= "noopener">Duncan Wardle’s Website and Company - ID8&INNOV8</a></li> <li>Duncan <a href="https://www.linkedin.com/in/duncanwardle/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Duncan on Twitter: <a href="https://twitter.com/duncanjwardle" target="_blank" rel="noopener">@DuncanJWardle</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[2:31] How Duncan became the director of Innovation and Creativity for Disney</li> <li>[7:44] Why we need tools to help us learn to innovate and create</li> <li>[16:02] How does a company go through the process of innovating toward reinvention?</li> <li>[19:06] Why do the best ideas not typically come to us at work?</li> <li>[23:15] The power of bringing in a naive expert</li> <li>[29:09] How design thinking and creativity can work in the B2B context</li> </ul> <h2>Resources & People Mentioned</h2> <p>Be sure to download the case study that accompanies the podcast series - <strong>Social Business Journal Volume 11</strong>. It weaves together the narrative of social selling success factors at SAP. It’s available for download, <a href="http://vengreso.com/sap" target="_blank" rel="noopener">ungated here</a>.</p> <ul> <li><a href="http://www.stanleyblackanddecker.com/" target="_blank" rel="noopener">Stanley / Black & Decker</a></li> <li>Grab your copy of “<a href="http://www.vengreso.com/sap" target="_blank" rel="noopener">Savvy Social Selling the SAP Way</a>”</li> <li>In Social Business Journal Volume 10, Lithium’s SVP of Marketing Dayle Hall, drops a ton of wisdom around <a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing" target="_blank" rel="noopener">the top 5 most influential topics in B2B marketing</a>.</li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p> </p>
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How Content for Sales Creates More Sales Pipeline
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>We all want to have a full <a href= "https://vengreso.com/services/virtual-social-selling-training-bootcamp" target="_blank" rel="noopener">sales pipeline</a> to fuel the success of our business. Toward that end, Bernie is doing something a little different on this episode. He recorded a conversation between himself and his co-founder and CEO of Vengreso, Mario Martinez Jr. The two of them speak about the “why” and the “how” of a strategy they are implementing at Vengreso that you might consider at your company.</p> <p><a href= "https://vengreso.com/services/content-marketing-for-sales-lead-generation" target="_blank" rel="noopener">The "content for sales" method</a> they are going to reveal is producing great results. In this conversation, you’ll hear all about those results as well as what they refer to as “the zit” - the area where they need the most improvement and are putting in a lot of effort to address.</p> <p>Bernie and Mario are being transparent with you about their approach to digital sales because they believe that their candor about these issues will provide great take-aways for your business. Don’t miss out on these “real world” scenarios being worked out in the Vengreso digital sales pipeline right now.</p> <h3><strong>This episode is sponsored by SAP. Download the ungated case study titled, “</strong><a href="https://www.vengreso.com/sap" target="_blank" rel="noopener"><strong>Savvy Social Selling the SAP Way.</strong></a><strong>” You’ll learn how SAP sales reps fill their sales pipeline with deals that are 560% larger on average when using social selling techniques. Download the case study without a form to fill out. It’s ungated.</strong></h3> <h2>One Of The Most Powerful Ways To Fill The Sales Funnel Is Through Content</h2> <p>Content marketing is not a new concept, but most sales organizations don’t understand how to leverage content to fill their sales pipeline. The right content shared in the right ways, and utilized by the sales team to address buyer questions and needs is a powerful way to generate leads. In this conversation Bernie and Mario share how their content strategy has enabled Vengreso to reach a level of success unheard of in its short history - 43% website traffic from organic search and 12 Million People Reached Via Social Media. How have they done it? Through a carefully constructed and implemented content for sales approach. Find out how you can fill your sales pipeline using this same strategy, on this episode of Social Business Engine.</p> <h2>If Your Content Strategy Isn’t Mapped To Your Buyers, It Will Miss The Mark</h2> <p>“How are your salespeople currently using your content?” The most common answer Bernie receives when he asks that question is, “They’re not.” The reason that answer is so common is that the content has not been developed under a plan that identifies how the salespeople can use that content to connect with their buyers. It’s also not been implemented with a tool that enables them to share it easily. Most importantly, the strategy doesn’t take into account how the content being created maps to the people they are trying to sell to. And finally, in most cases, the sales leadership of the company was not involved in planning the content to be shared. That’s a recipe for frustration and in this episode Bernie and Mario walk through how they’ve avoided those pitfalls and are seeing amazing results.</p> <h2>Could You Use 700 to 1200 Inbound Help Requests Every Single Month?</h2> <p>43% website traffic from organic search and 12 million people reached through social media sounds impressive, but if it’s not converting into real sales leads in the pipeline it doesn’t really matter. That’s why Bernie and Mario felt it was important to share exactly how those impressive numbers have translated into filling their sales pipeline. The Vengreso team is now receiving 700 to 1200 inbound requests every single month. It’s almost too much to handle but it’s evidence that a systematic approach that creates strategic content for sales and utilizes it effectively in a variety of ways will increase sale leads exponentially.</p> <p>To improve their ability to handle the volume of inbound leads Vengreso will soon be implementing a <a href= "https://www.conversica.com/" target="_blank" rel= "noopener">digital assistant from Conversica</a>. You may remember meeting <a href= "https://vengreso.com/blog/conversational-ai-provides-marketing-sales-competitive-edge" target="_blank" rel="noopener">Alex Terry, CEO of Conversica, on episode 188</a>. After learning about Conversica’s powerful AI capabilities to implement a digital assistant to follow up on high volumes of leads, Vengreso decided to partner with Conversica both as a technology partner and as a client.</p> <p>Learn all about the Vengreso <em>pillar and cluster</em> approach to content creation and publication, and learn how to implement this model to fill up your sales pipeline, on this episode.</p> <h2>Outline of This Episode</h2> <ul> <li>[0:31] Bernie’s overview of this episode: an approach to digital sales Vengreso is trying right now</li> <li>[3:12] Vengreso’s collective realization: content needed to be created for the sales team</li> <li>[7:01] Setting up a pillar and cluster strategy using the Vengreso site as a case study</li> <li>[12:30] How this content for sales approach fuels sales enablement</li> <li>[14:12] Traffic - social - engagement: how all 3 are working together to grow from 1000 monthly visitors to 15,000 per month</li> <li>[19:27] How to implement this approach within a corporate model</li> <li>[23:02] The sales pipeline impact these approaches are having on the sales pipeline</li> <li>[26:38] The problem: too much volume creates an inability to convert leads</li> </ul> <h2>Resources & People Mentioned</h2> <h3><strong>Be sure to download the case study that accompanies the podcast series - Social Business Journal Volume 11. It weaves together the narrative of social selling success factors at SAP. It’s available for download,</strong> <a href= "http://vengreso.com/sap" target="_blank" rel= "noopener"><strong>ungated here</strong></a><strong>.</strong></h3> <ul> <li>Mario <a href="https://www.linkedin.com/in/mthreejr/" target= "_blank" rel="noopener">on LinkedIn</a></li> <li>Mario on Twitter: <a href="https://twitter.com/m_3jr?lang=en" target="_blank" rel="noopener">@M_3Jr</a></li> <li><a href="http://www.vengreso.com" target="_blank" rel= "noopener">www.Vengreso.com</a></li> <li><a href="https://www.conversica.com/" target="_blank" rel= "noopener">Conversica</a> - Vengreso’s new sales tech partner</li> <li>Social Business Episode about Conversica - <a href= "https://vengreso.com/blog/conversational-ai-provides-marketing-sales-competitive-edge" target="_blank" rel="noopener">188</a></li> <li><a href= "https://vengreso.com/blog/right-sales-stack-can-grow-sales-faster-erroin-martin-episode-57" target="_blank" rel="noopener">Selling With Social Episode 57</a> - Erroin Martin, Vice President of Sales from Conversica</li> <li>Grab your copy of “<a href="http://www.vengreso.com/sap" target="_blank" rel="noopener">Savvy Social Selling the SAP Way</a>”</li> <li><a href="https://everyonesocial.com/" target="_blank" rel= "noopener">Everyone Social</a></li> <li><a href="https://www.alexa.com/siteinfo/gagalamp.com" target= "_blank" rel="noopener">Gagalamp</a></li> </ul> <ul> <li>In Social Business Journal Volume 10, Lithium’s SVP of Marketing Dayle Hall, drops a ton of wisdom around <a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing" target="_blank" rel="noopener">the top 5 most influential topics in B2B marketing</a>.</li> </ul> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p> </p> <p> </p>
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Addressing Challenges and Changing Culture with Enterprise Social Sales Programs
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>Social sales is becoming a common sales approach in more and more types of businesses. Bernie’s guest on this episode demonstrates how true that is by revealing how social selling is being implemented in a very traditional business - banking. <strong>Jason Schobe</strong>r is the Social Media Campaign Manager at <strong>US Bank</strong>. He’s not only tasked with the creation of B2B social sales training programs and their implementation, he also oversees and makes adjustments as the team progresses in their actual sales duties.</p> <p>On this episode of Social Business Engine, Jason and Bernie chat about how the <strong>implementation of his programs has required both a culture shift and a process shift - and why one without the other won’t work</strong>. He shares how his teams are improving in both areas as well as the places they still need to improve. These lessons-learned from the field are something you'll want to hear and apply to your own social sales program.</p> <h2>As Businesses Grow, Sales Relationships Must Grow Also</h2> <p>The aim of every business is growth, which requires that processes, procedures, and roles become more clearly defined and complex over time. In this conversation, Jason Schober points out how <strong>sales professionals (relationship bankers in his context) must become skilled at navigating the ever-changing but vital network of relationships within the companies</strong> they are hoping to secure as customers.</p> <p>In this conversation, Jason highlights how the US Bank team is using social selling to establish, nurture, and open the door to those customer relationships, how they train their relationship bankers to use social effectively for those purposes, and how they’ve managed the culture shift necessary to make it all possible.</p> <h2>Intentional Social Sales Training To Fuel Sales Success</h2> <p><strong>It’s one thing to tell a sales team that they need to be using social media to establish relationships, but it’s quite another for them to implement that directive effectively</strong>. Jason Schober and the US Bank team knew their relationship bankers would need training around how to use LinkedIn for prospecting and how to identify triggers that enable them to initiate conversations. What did they do? <strong>They created a program that teaches their bankers those skills</strong>.</p> <p>Jason says intentional <strong>social sales training enables their relationship bankers to do a number of important things</strong>:</p> <p>#1 - They are able to begin relationships they can build over time.</p> <p>#2 - It establishes them as thought leaders and experts in their field and local community.</p> <p>#3 - They learn to network with the centers of influence in their community on a regular basis</p> <p>Learning the nuances of their particular communities and creating trust and identifying next best actions with those individuals are keys to the US Bank strategy and great insights into what makes up effective social selling training.</p> <p><strong>What can you take from Jason’s lessons-learned to apply to your social sales programs?</strong></p> <h2>The Power of Culture In Building An Enterprise Social Selling Program</h2> <p>Social selling at US Bank is used to accomplish many things. Among the most important is <strong>the establishment of US Bank and its representatives as the most trusted choice among clients and partners</strong> so that future customers view them as a trusted resource as well.</p> <p>One novel approach toward that goal is in <strong>the use of AI</strong> to identify next best actions based on how their customers are using US Bank services currently. Social selling comes into play by training the US Bank relationship managers how to use the data to open the doors to conversations, address needs they see and provide recommended solutions.</p> <p> </p> <p>Jason points out the importance of leveraging <strong>technology in combination with good old-fashioned relationships</strong> to create a win-win scenario, and <strong>how social selling is an integral part</strong> of the formula.</p> <h2>Featured on This Episode</h2> <ul> <li>Jason’s profile <a href= "https://www.linkedin.com/in/jasonschober/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Jason on Twitter: <a href="https://twitter.com/jschobes" target="_blank" rel="noopener">@JSchobes</a></li> <li><a href="https://www.usbank.com/small-business/index.html" target="_blank" rel="noopener">US Bank Small Business</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:30] Bernie’s introduction of Jason Shober, Social Media Campaign Manager of US Bank</li> <li>[4:01] Jason’s explanation of B2B Business Lines within his organization</li> <li>[5:58] Comparing sales roles in the banking industry to traditional sales roles</li> <li>[8:08] The social sales program at US Bank</li> <li>[10:21] Best practices discovered by the US Bank social selling team</li> <li>[14:01] The importance of culture in social selling programs</li> <li>[17:58] Keeping the sales team engaged and executing consistently</li> <li>[23:10] Transparency among sales teams with marketing activities and best practices</li> </ul> <h2>Resources & People Mentioned</h2> <p>Be sure to download the case study that accompanies the podcast series - <strong>Social Business Journal Volume 11</strong>. It weaves together the narrative of social selling success factors at SAP. It’s available for download, <a href="http://vengreso.com/sap" target="_blank" rel="noopener">ungated here</a>.</p> <ul> <li><a href="https://www.socialmediaexaminer.com/smmworld/" target= "_blank" rel="noopener">Social Media Marketing World</a></li> <li><a href="https://www.salesforce.com/dreamforce/" target= "_blank" rel="noopener">DreamForce</a></li> <li><a href="https://einstein.ai/" target="_blank" rel= "noopener">Einstein AI</a></li> <li><a href= "https://business.linkedin.com/sales-solutions/sales-navigator" target="_blank" rel="noopener">LinkedIn Sales Navigator</a></li> <li><a href="https://vengreso.com/blog/tag/sap-series" target= "_blank" rel="noopener">5 part series with SAP</a></li> <li><a href="https://www.centricabusinesssolutions.com/" target= "_blank" rel="noopener">Centrica Business Solutions</a> - Karen Avites was on <a href= "http://www.socialbusinessengine.com/podcasts/top-down-approach-employee-engagement/" target="_blank" rel="noopener">episode 185</a></li> <li>Grab your copy of “<a href="http://www.vengreso.com/sap" target="_blank" rel="noopener">Savvy Social Selling the SAP Way</a>”</li> <li>In Social Business Journal Volume 10, Lithium’s SVP of Marketing Dayle Hall, drops a ton of wisdom around <a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing" target="_blank" rel="noopener">the top 5 most influential topics in B2B marketing</a>.</li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <h3> </h3> <p> </p>
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Learn From Digital Sales and Marketing Practitioners In The Trenches Or Be Left Behind
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>On this episode Social Business Engine podcast host Bernie Borges summarizes key take aways from recent episodes featuring digital sales and marketing practitioners at Adobe, Conversica, Oracle, Verizon and SAP.</p> <p>It’s undeniable that digital sales and marketing are here to stay. Any company that is going to be a competitor in the B2B environment has to provide its sales and marketing teams the digital tools and training needed in order to be successful. The Social Business Engine Podcast is the one resource where you can hear in-the-trenches examples of how companies large and small are creating their own digital transformation in marketing and sales.</p> <p>In this episode Bernie Borges, CMO of Vengreso and your host explains why digital transformation in sales, marketing, and customer facing functions of companies are so important to him. On this episode Bernie highlights his takeaways from recent episodes that demonstrate the focus of the Social Business Engine podcast and why you will continue to learn from it.</p> <h3><strong>This episode is sponsored by SAP. Download the ungated case study: Savvy Social Selling the SAP Way and learn how SAP sales reps have deals that are 560% larger on average using social selling techniques. This case study is available for download without a form to fill – just click to open the PDF in your browser at</strong> <a href= "https://vengreso.com/sap"><strong>https://Vengreso.com/sap</strong></a></h3> <h2>Spotlighting Those With Digital Sales Transformation Stories To Tell</h2> <p>Many sales and marketing related podcasts feature authors or sales coaches who help individuals increase their sales skills to advance their careers. Those podcasts are great and very needed - but it’s not the focus of the Social Business Engine podcast. SBE’s host, Bernie Borges is excited to highlight those in leadership or management positions who have digital transformation stories in the trenches to inspire you in your own digital transformation journey.</p> <p>In every episode, Bernie speaks with practitioners who are capitalizing on the digital and social-media-driven nature of society to increase their company’s ability to engage their employees, prospects and customers more effectively. In this episode, you’ll hear how Adobe is infusing social media into every aspect of its business, how Conversica is using AI-power sales assistants to fuel sales, and more.</p> <p>After you listen to this episode you’ll understand why Bernie is so passionate about focusing the Social Business Engine podcast on the world of B2B sales and marketing digital transformation.</p> <h2>Digital Sales Enablement: Infusing Social Media Into All Aspects of Business</h2> <p>Episode 153 of Social Business Engine introduced listeners to Adobe’s Head of Social Business Enablement, Lauren Friedman. Her goal at Adobe is to infuse social media into all aspects of what Adobe does as a company.</p> <p>In the episode, Bernie highlights how Lauren and the team at Adobe are helping employees use social media to achieve their business objectives. This includes training courses such as Social Selling, Social for Product Management, Social for Talent Acquisition, etc. Her team also leads the Employee Advocacy program at Adobe where they work to enable all employees to effectively use social media personally and professionally.</p> <p>That last point is one that most companies are not doing very well to date. But it’s a mindset and strategy that is becoming more and more vital for B2B digital sales as we move into the future. Listen as Bernie explains why the topic is so relevant and why sales and marketing leaders must learn from examples like Adobe’s in order to empower their own sales teams.</p> <h2>The SBE Podcast Introduced You To How Conversational AI Can Amplify Digital Sales</h2> <p>Episode 188 of The Social Business Engine Podcast features Bernie’s a conversation with Alex Terry, CEO of Conversica. Conversica is doing some incredible things in the digital sales ecosystem through AI (Artificial Intelligence) in the form of digital sales assistants. Their AI-powered sales assistants become part of sales and marketing teams. These assistants can automatically contact and engage prospects via email at scale using natural language conversation until the prospect either turns into a willing sales conversation, or opts out.</p> <p>Episodes 197 through 201 feature SAP’s impressive global social selling strategy. There is much to admire about their digital transformation story. Among many achievements, SAP is succeeding at aligning marketing and sales in support of their global social selling program. They’ve trained 12,000 sales reps across the globe. The results are truly impressive with reps creating sales opportunities that are more than 5x the size of deals of those not created through social selling. Also impressive is the innovative approach SAP has taken to measuring results. Catch episode 201 to hear all about these innovative techniques.</p> <p>As the Social Business Engine podcast has move through the milestone of 200 published episodes, Bernie wants you to know that he is committed to delivering inspirational examples of digital transformation in the trenches.</p> <p>We can’t predict if there will be another 200 episodes to this podcast show. We can however commit to staying true to the mission of helping you learn from digital sales and marketing practitioners in the trenches.</p> <p>If you’re not subscribed to SBE, subscribe through iTunes or your favorite podcast player. Subscribe here to get our weekly updates delivered each episode to your inbox..</p> <h2>Outline of This Episode</h2> <ul> <li>[1:03] The direction and purpose of the Social Business Engine podcast</li> <li>[3:42] A quick recap of the most recent episodes highlighting SAP</li> <li>[5:37] 5 episodes that highlight the focus of the SBE podcast</li> <li>[25:06] A final request from Bernie: Would you <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">rate and review the podcast</a>?</li> </ul> <h2>Resources & People Mentioned</h2> <p>This episode is sponsored by SAP. Download the ungated case study: Savvy Social Selling the SAP Way and learn how SAP sales reps have deals that are 560% larger on average using social selling techniques. This case study is available for download without a form to fill – just click to open the PDF in your browser at <a href="https://vengreso.com/sap" target="_blank" rel= "noopener">https://Vengreso.com/sap</a>.</p> <ul> <li>Episode 153: <a href= "http://www.socialbusinessengine.com/podcasts/integrating-social-media-across-the-enterprise-at-adobe" target="_blank" rel="noopener">Integrating Social Media Across the Enterprise at Adobe</a></li> <li><a href="https://www.adobe.com/" target="_blank" rel= "noopener">Adobe</a></li> <li>Episode 188: <a href= "https://vengreso.com/blog/conversational-ai-provides-marketing-sales-competitive-edge" target="_blank" rel="noopener">How Conversational AI Provides Marketing and Sales a Competitive Edge</a></li> <li><a href="https://www.conversica.com/" target="_blank" rel= "noopener">Conversica</a></li> <li>Episode 194: <a href= "http://www.socialbusinessengine.com/podcasts/harnessing-propensity-to-buy-data-to-create-sales-ready-conversations/" target="_blank" rel="noopener">Harnessing Propensity to Buy Data to Create Sales Ready Conversations</a></li> <li><a href="https://www.oracle.com/index.html" target="_blank" rel="noopener">Oracle</a></li> <li>Episode 185: <a href= "http://www.socialbusinessengine.com/podcasts/top-down-approach-employee-engagement/" target="_blank" rel="noopener">A Top-Down Approach to Employee Engagement on Social Media</a></li> <li><a href="https://www.centricabusinesssolutions.com/" target= "_blank" rel="noopener">Centrica Business Solutions</a></li> <li>Episode 201: <a href= "http://www.socialbusinessengine.com/podcasts/sap-innovating-social-selling-roi-measurement/" target="_blank" rel="noopener">How SAP Is Innovating in Social Selling ROI Measurement</a></li> <li><a href="https://www.sap.com/index.html" target="_blank" rel= "noopener">SAP</a></li> <li>Get Your <a href= "https://business.linkedin.com/sales-solutions/social-selling/the-social-selling-index-ssi" target="_blank" rel="noopener">Social Selling Index Score</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> |<a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> |<a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>PLAYER BUTTON</strong> at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.</p> <p> </p> <p>Download Social Business Journal Volume 11 - The case study where SAP tells all about their secrets to social selling success…Not a secret anymore. Their global enterprise software sales team is achieving billions in sales pipeline. Download the ungated case study – no form to fill out – just click to open the case study in your browser – go to <a href= "https://vengreso.com/sap" target="_blank" rel= "noopener">https://Vengreso.com/sap</a> and learn the secrets to sales success at SAP through social selling strategies.</p> <p> </p>
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How SAP Is Innovating in Social Selling ROI Measurement
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong> <a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>What is <strong>the real ROI of social selling in a global company like SAP</strong>? With social selling still being relatively new, it’s hard to tell because there are few baseline standards to compare against. But the SAP team is creating innovative ways to measure social selling. The theme of this fifth and final episode of this UpClose series is how SAP is measuring Social Selling ROI. You’ll hear from <strong>Kirsten Boileau</strong> - Global Head of Regional Engagement & Social Selling <strong>Michael Labate</strong> - Head of Program Development & Operations for Social Selling, and <strong>Arif Johari</strong> (AJ) - Global Head of Communication and, Social Selling for SAP.</p> <h3><a href="http://bit.ly/UpClose-SAP" target="_blank" rel= "noopener"><strong>SAP</strong></a> <strong>is the market leader in enterprise application software, priding itself on helping you streamline your processes, giving you the ability to use live data to predict customer trends. SAP has embraced social selling to enable its global sales team to engage with customers more effectively. This podcast series and companion case study explains how SAP is scaling social selling across the enterprise.</strong></h3> <h2>SAPs 3 Pronged Approach To Assessing Social Selling ROI</h2> <p>So far, <strong>it’s been difficult to measure the direct ROI of social selling in most companies</strong>. The data and knowledge of how to assess social selling efforts simply haven't existed. But at SAP, that's no longer the case. They have determined <strong>3 key indicators</strong> that enable them to assess the effort sales teams are making in social selling.</p> <p><strong>First</strong>, is the SSI or Social Selling Index provided through LinkedIn Sales Navigator. It enables the leaders to assess the levels of activity salespeople are engaging in on social. <strong>Second</strong> is the issue of attribution, an attempt at assessing how the salespeople are attributing their lead generation and pipeline activity to their social behaviors. <strong>And finally</strong>, SAPs leadership is considering the value metrics behind the sales pipeline and revenue, things such as conversion rates, acceleration rates, and run rates. Combined, <strong>this 3 pronged approach to measuring the ROI of social selling gives SAP a clearer picture of what's happening</strong>.</p> <p>Be sure you listen to hear how SAP is setting the standard for the measurement of social selling ROI.</p> <h2>Social Selling Behaviors Are The Key To Assessing Social Selling ROI</h2> <p>Because the way B2B buyers make purchase decsions has changed - and much of that change revolves around social media or digital activity - <strong>the way sales success is measured has to change</strong> as well. Rather than assessing numbers of calls and appointments made, criteria have to be determined to show what's happening via the connections made through social. <strong>Companies need to know whether sellers are achieving better or worse numbers when social selling behaviors are involved</strong>.</p> <p><strong>SAP is on the cutting edge of assessing social selling ROI</strong>. The company's leadership teams are trying to understand the issue of causation between social sales behaviors and sales success, not just correlations between the two. Listen to <strong>learn more of how SAPs team is assessing the impact of social behaviors on deal size, win/close rates, and lost and discontinued leads</strong>.</p> <h2>An Effective Internal Communication Strategy Keeps SAPs Social Selling Success Rolling</h2> <p>In any sales program, success stories need to be told - especially to those key stakeholders who have a vested interest in the sales program. These might be Executives, Sales Trainers & Program Managers, or the Trainees themselves. <strong>When the training efforts and sales approaches being used are shown to be successful, everyone is motivated to be a part of the program because they can see that it's working</strong>.</p> <p>The SAP team's internal communication strategy includes bi-monthly calls between departments where those featured in the company’s social selling success stories are publically rewarded and recognized, and where data is shared to show how sales are increasing as a result of social selling.</p> <p><strong>Good communication about the ROI of the social selling program keeps SAPs marketing and sales teams moving forward</strong> with confidence and motivation.</p> <h2>A New Approach To Measurement Using Social Selling Key Indices</h2> <p>Now that social selling has been around for a few years, <strong>successful companies need to discover better ways to measure its effectiveness</strong>. This will enable the leadership to train social selling behaviors that are proven to really work. <strong>The SAP sales teams have created their own ways of measuring social selling success</strong> through using indexes as a comparison for sales performance.</p> <p>These Social Selling Key Indices give salespeople an idea of how they perform compared to the indexes in categories like sales conversions, speed to close, average deal size, and more. Those who are found to be underperforming those indexes are provided additional training and support. The sellers who are overperforming the indexes are asked to share what they are doing so others can learn, grow, and become more successful.</p> <p><strong>Learn more about SAPs innovative Social Selling Indices approach, on this episode.</strong></p> <h2>Featured on This Episode</h2> <ul> <li><a href="http://bit.ly/UpClose-SAP" target="_blank" rel= "noopener">SAP</a></li> <li>Kirsten Boileau on Twitter: <a href= "https://twitter.com/kirstenboileau" target="_blank" rel= "noopener">@kirstenboileau</a></li> <li>Kirsten Boileau <a href= "https://www.linkedin.com/in/kirstenboileau/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Michael Labate on Twitter: <a href= "https://twitter.com/michaelnlabate" target="_blank" rel= "noopener">@michealnlabate</a></li> <li>Michael Labate <a href= "https://www.linkedin.com/in/michaellabate/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Arif Johari on Twitter: <a href= "https://twitter.com/arifjohariali" target="_blank" rel= "noopener">@arifjohariali</a></li> <li>Arif Johari <a href= "https://www.linkedin.com/in/arifjoharilawrence" target="_blank" rel="noopener">on LinkedIn</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:00] The means SAP uses to measure ROI of social selling</li> <li>[5:24] Reassessing the things to evaluate to get a good view of ROI on social selling</li> <li>[7:21] Measuring social selling efforts on a deeper level</li> <li>[12:40] The communication strategy for sharing the success stories internally</li> <li>[17:41] A specific approach to measurement at SAP in 2018</li> <li>[23:36] The future outlook for social selling and digital sales transformation</li> </ul> <h2>Resources & People Mentioned</h2> <p>Be sure to download the case study that accompanies the podcast series - <strong>Social Business Journal Volume 11</strong>. It weaves together the narrative of social selling success factors at SAP. It’s available for download, <a href="http://vengreso.com/sap" target="_blank" rel="noopener">ungated here</a>.</p> <ul> <li>Grab your copy of “<a href="http://www.vengreso.com/sap" target="_blank" rel="noopener">Savvy Social Selling the SAP Way</a>” (there’s no form fill required)</li> <li><a href= "https://business.linkedin.com/sales-solutions/sales-navigator" target="_blank" rel="noopener">LinkedIn Sales Navigator</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p> </p> <h3><a href="http://bit.ly/UpClose-SAP" target="_blank" rel= "noopener"><strong>SAP</strong></a> <strong>is the market leader in enterprise application software, priding itself on helping you streamline your processes, giving you the ability to use live data to predict customer trends. SAP has embraced social selling to enable its global sales team to engage with customers more effectively. This podcast series and companion case study explains how SAP is scaling social selling across the enterprise.</strong></h3> <h3> </h3>
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Winning at Social Selling Training & Enablement
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p><strong>Social selling training is a key part of any modern, successful sales force</strong>. The team at SAP recognizes this fact and has put together a world-class social selling training program for their sales teams across the globe. The theme of this episode, number four in our series, “Savvy Social Selling, the SAP Way” is <strong>Social Selling Training & Enablement</strong>. Bernie speaks with SAP team members, <strong>Marco Cai</strong> - Global Head of Social Enablement & Training, <strong>Marco Argaez</strong> - Global Channel Marketing Director and Sales Enabler, <strong>Charrelle Robinson-Brown</strong> - Head of Global e-Learning & Gamification for Social Selling, and <strong>Phil Lurie</strong> - VP of Sales Technology.</p> <h3><a href="http://bit.ly/UpClose-SAP" target="_blank" rel= "noopener"><strong>SAP</strong></a> <strong>is the market leader in enterprise application software, priding itself on helping you streamline your processes, giving you the ability to use live data to predict customer trends. SAP has embraced social selling to enable its global sales team to engage with customers more effectively. This podcast series and companion case study explains how SAP is scaling social selling across the enterprise.</strong></h3> <h2>How The Importance Of Social Selling Is Communicated In SAP’S Training</h2> <p>The SAP sales training team recognizes that there are many sales professionals who don’t understand the concept of social selling. As a result, they likely don’t understand how important or how effective social selling has become. For that reason, a training <strong>emphasis is placed on the importance of social selling</strong>.</p> <p>At SAP, social selling training is not talked about in a generic way, it’s tied to the specific situations the team members being trained are dealing with. <strong>This focus on relevance makes the importance and specific implementation of social selling come alive</strong>.</p> <p>There’s also an emphasis on the facts about the effectiveness of social selling. Trainees are shown how both markets and customers have changed through an ingenious exercise - they are <strong>encouraged to look at the way they typically buy, as consumers themselves</strong>. When they recognize how technologies like social media influence their own buyer’s journey, <strong>they are better able to see how their own sales practices need to change</strong> in order to effectively reach and help their customers.</p> <h2>How SAPs Social Selling Training Encourages Behavior Change</h2> <p>There are many ways that SAPs sales trainers <strong>empower and encourage social selling behaviors</strong> within the SAP sales teams. First, trainers help trainees understand the goals of social selling. Next, it’s vital that they are taught how to update their own social profiles professionally. Trainees are equipped to develop a professional personal brand, are provided social advocacy tools and are shown how to use search engines to find customers and build their personal networks.</p> <p>But SAPs social selling training isn’t only focused on salespeople. <strong>Managers are trained to understand the proper role of social selling in the overall sales process</strong>. They coach their teams to use social selling as an important tool, but not to neglect the traditional social skills and sales approaches that establish and nurture good customer relationships.</p> <h2>How Long Does It Take For A Novice Social Seller To Become Proficient?</h2> <p>Naturally, even among SAPs sales team, the answer to this question depends on the person, their role, and their background in sales. But generally speaking, <strong>it takes 3 to 6 months for a person who is entirely new to social selling to learn the right approach and best practices</strong> that enable social selling success.</p> <p>A key ingredient to successful training is that the trainers recognize the different learning approaches that are typical of the generations within the sales force. For example, Millennials often understand social selling and learn it faster, while those from previous generations are more reticent at first, but once they are convinced of the impact social selling can have on their pipeline, they adapt to social selling very well.</p> <p>It’s also interesting to point out that <strong>salespeople who self-initiate social selling training experience a “deeper” learning of the concepts</strong> than some who are required to take the training. Self-initiators already recognize the benefits that social selling can provide to their own sales success and are motivated to learn and apply it to their sales approach.</p> <p><strong>Hear the details of how SAPs sales trainers equip their teams toward success at social selling, on this episode.</strong></p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://www.sap.com/index.html" target="_blank" rel= "noopener">SAP</a></li> <li>Marco Cai on Twitter: <a href="https://twitter.com/MarcoCaihua" target="_blank" rel="noopener">@MarcoCaihua</a></li> <li>Marcio Cai <a href="https://www.linkedin.com/in/marcocaihua/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Marco Argaez on Twitter: <a href= "https://twitter.com/Marco_Argaez" target="_blank" rel= "noopener">@Marco_Argaez</a></li> <li>Marco Argaez <a href="https://www.linkedin.com/in/marcoargaez/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Charrele Brown on Twitter: <a href= "https://twitter.com/charrele" target="_blank" rel= "noopener">@charrele</a></li> <li>Carrele Brown <a href="https://www.linkedin.com/in/charrele/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Phil Lurie on Twitter: <a href="https://twitter.com/pmlurie" target="_blank" rel="noopener">@PMLurie</a></li> <li>Phil Lurie <a href="https://www.linkedin.com/in/phillurie/" target="_blank" rel="noopener">on LinkedIn</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:50] How do you convince your sales team of the importance of social selling?</li> <li>[6:24] What steps do you take to encourage behavior change toward social selling?</li> <li>[9:16] How do you maintain momentum among those trained for social selling?</li> <li>[13:28] Taking the beginning social seller to proficiency</li> <li>[20:16] Dealing with the resistance to the idea of social selling</li> <li>[21:42] How SAP has become one of the top social selling companies in the world</li> </ul> <h2>Resources & People Mentioned</h2> <p>Be sure to download the case study that accompanies the podcast series - <strong>Social Business Journal Volume 11</strong>. It weaves together the narrative of social selling success factors at SAP. It’s available for download, <a href="http://vengreso.com/sap" target="_blank" rel="noopener">ungated here</a>.</p> <ul> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <h3><a href="http://bit.ly/UpClose-SAP" target="_blank" rel= "noopener"><strong>SAP</strong></a> <strong>is the market leader in enterprise application software, priding itself on helping you streamline your processes, giving you the ability to use live data to predict customer trends. SAP has embraced social selling to enable its global sales team to engage with customers more effectively. This podcast series and companion case study explains how SAP is scaling social selling across the enterprise.</strong></h3> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p> </p>
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Alignment of Sales and Marketing for Social Selling Success at SAP
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>The global team at SAP has proven to be successful at social selling, and the sales and marketing alignment they’ve achieved is one of the main reasons why. To highlight how SAP aligns sales and marketing company-wide, Bernie is joined on this episode by Dr. Marcell Vollmer, Chief Digital Officer of SAP Ariba - Niels Hoogkamer, Sr., Field Marketing Manager at Concur, an SAP Company - Matthew Iacoviello, Head of Sales Technology & Support for SAP - and Phil Lurie, Vice President of Sales Technology for SAP. Each of these sales leaders speaks from their unique perspective about why sales and marketing alignment is vital for social selling success and how this mindset shift has been such a significant success factor for their marketing and sales teams to be effective at social selling.</p> <h3><a href="http://bit.ly/UpClose-SAP" target="_blank" rel= "noopener"><strong>SAP</strong></a> <strong>is the market leader in enterprise application software, priding itself on helping you streamline your processes, giving you the ability to use live data to predict customer trends. SAP has embraced social selling to enable its global sales team to engage with customers more effectively. This podcast series and companion case study explains how SAP is scaling social selling across the enterprise.</strong></h3> <h2>Why Sales and Marketing Alignment Is Vitally Important at SAP</h2> <p>Traditionally, sales and marketing have had very different roles, but the advent of social media has blurred the line between the two. Marketing is doing more of the work sales used to do, and through social selling, the sales department is doing some of the work marketing used to do. That means the marketing and sales organizations have to be very closely aligned, providing the same messages to prospects and customers and working together to move sales conversations into the pipeline seamlessly. In this podcast episode , the SAP team shares how they are successfully making that alignment happen.</p> <p>These sales leaders have also discovered that the technology pieces involved in the marketing and sales process need to be synced so that the alignment of marketing and sales is smooth. This enables the sales team to focus on sales conversations and customer needs. Attention to these details has made sales and marketing alignment an area of strength for SAP. Hear more of how SAP works to keep the two aligned, on this episode of Social Business Engine.</p> <h2>SAP’s Cultural Shift to Support Social Selling and Customer Resourcing</h2> <p>There is a very definite mindset shift required to move from a traditional sales approach to the adoption of social selling. Part of that shift is realizing it’s not an either/or decision, it’s a both/and commitment. The SAP team has worked overtime to educate and enable their sales and marketing teams to make the transition successfully.</p> <p>Some of the things that have been done to help their team make this mindset shift include:</p> <ul> <li>Demonstrating how social is simply a new way of interacting with potential customers, as the phone and email have been</li> <li>Showcasing the sales successes coming from social selling activities</li> <li>Proving to salespeople that their sales results will improve by utilizing social selling practices</li> </ul> <p>In this episode, the SAP team shares many additional steps they’ve taken to encourage this mindset shift - including social platform and best-practices training, social media interaction skills, and cross-pollination of sales approaches through SAP’s “Sales Academy.”</p> <h2>The Future of Work: The Sales Role is Evolving in Tech Companies Like SAP</h2> <p>Though many of us can remember life before smartphones, they are an example of how our culture has shifted. Digital is here to stay. Changes of this nature impact the way we do things, including how companies go about evaluating and selecting enterprise software. Today, many aspects of the buyer’s journey are completely different than in years past. Examples are the ways people comparison-shop, search for product, and make final lists of suppliers before they even consider talking with a sales person. It’s no wonder the role of B2B sales must evolve to engage the modern buyer effectively.</p> <p>SAP has made the switch, utilizing the platforms and technologies that have come to the forefront of the sales process, yet maintaining the personal touch that always has to be present in any successful sales interaction. SAP is an excellent example of a company that’s effectively aligning marketing and sales for social selling success. You can hear how they are doing it, on this episode.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="http://www.sap.com" target="_blank" rel= "noopener">www.SAP.com</a></li> <li>Dr. Marcell Vollmer on Twitter: <a href= "https://twitter.com/mvollmer1" target="_blank" rel= "noopener">@mvollmer1</a></li> <li>Dr. Marcell Vollmer <a href= "http://linkedin.com/in/marcellvollmer" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Neils Hoogkamer <a href="http://linkedin.com/in/nielshoogkamer" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Matthew Iacoviello on Twitter: <a href= "https://twitter.com/miacoviello" target="_blank" rel= "noopener">@miacoviello</a></li> <li>Matthew Iacoviello <a href= "https://www.linkedin.com/in/matthew-iacoviello-b46627/" target= "_blank" rel="noopener">on LinkedIn</a></li> <li>Phil Lurie <a href="https://www.linkedin.com/in/phillurie/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Phil Lurie on Twitter: <a href="https://twitter.com/pmlurie" target="_blank" rel="noopener">@PMLurie</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:48] How does SAP see sales and marketing alignment as being so important?</li> <li>[9:09] What other departments at SAP should be aligned with social selling.</li> <li>[12:48] How the SAP team makes the cultural shift that increases social selling and resources customers</li> <li>[25:46] The future of work: How the role of sales is evolving in tech companies like SAP</li> </ul> <h2>Resources & People Mentioned</h2> <p>Be sure to download the case study that accompanies the podcast series - <strong>Social Business Journal Volume 11</strong>. It weaves together the narrative of social selling success factors at SAP. It’s available for download, <a href="http://vengreso.com/sap" target="_blank" rel="noopener">ungated here</a>.</p> <ul> <li>Episode 1: <a href= "https://vengreso.com/blog/social-selling-impact-managers-encourage-social-selling" target="_blank" rel="noopener">Social Selling Impact: Why Managers Encourage Social Selling at SAP</a></li> <li>Episode 2: <a href= "https://vengreso.com/blog/sap-winning-social-selling-part-iii" target="_blank" rel="noopener">Social Selling Best Practices at SAP</a></li> <li><a href= "https://business.linkedin.com/sales-solutions/sales-navigator" target="_blank" rel="noopener">LinkedIn Sales Navigator</a></li> <li>Grab your copy of “<a href="http://www.vengreso.com/sap" target="_blank" rel="noopener">Savvy Social Selling the SAP Way</a>”</li> <li>In Social Business Journal Volume 10, Lithium’s SVP of Marketing Dayle Hall, drops a ton of wisdom around <a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing" target="_blank" rel="noopener">the top 5 most influential topics in B2B marketing</a>.</li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <h3><a href="http://bit.ly/UpClose-SAP" target="_blank" rel= "noopener"><strong>SAP</strong></a> <strong>is the market leader in enterprise application software, priding itself on helping you streamline your processes, giving you the ability to use live data to predict customer trends. SAP has embraced social selling to enable its global sales team to engage with customers more effectively. This podcast series and companion case study explains how SAP is scaling social selling across the enterprise.</strong></h3> <p> </p>
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Social Selling Best Practices
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>Even the most seasoned technology sales professionals need to develop social selling best practices - but they can take years to develop. That's what makes conversations like this one so powerful. In this episode, Bernie Borges explores the best practices of some of SAP’s most seasoned and successful sales professionals. You'll hear social selling tips from Account Executive <strong>Alex Hunter</strong>, <strong>Gaston Edreira</strong>, Business Development Specialist of SAP Hybris, <strong>Neil Howarth</strong>, also of SAP Hybris, Digital Sales Demand Manager <strong>Georgia Rita</strong>, and <strong>Phil Lurie</strong>, VP of Sales Technology.</p> <p>The tips and success stories these SAP team members share <strong>demonstrate what is possible when good social selling practices are consistently applied</strong>. Be sure to listen all the way to the end to hear some of their most encouraging social selling successes.</p> <h2>Social Selling Best Practices Depend on Quality More Than Quantity</h2> <p>One of the most practical aspects of the conversations featured on this episode is that <strong>Bernie asked each of the participants to share their favorite social selling best practices</strong>. As they did, a constant theme that rose to the surface was <strong>the power of meaningful social engagement,</strong> not the amount of content shared on social media. Their stories illustrate how significant it can be to a future sales opportunity for a sales professional to pay attention to the real needs of those they're trying to reach and <strong>make themselves an asset</strong>.</p> <p>This example is one of the outstanding tips these five members of the SAP team share on this episode. Their experience along with the success they have attained demonstrates that <strong>the SAP approach to social selling is a model any B2B brand can follow</strong>.</p> <h2>The More Relevant And The More Personal, The Better The Connection</h2> <p>When it comes to applying the <strong>very</strong> best practices in social selling, it begins with a mindset that understands the goal is not, first of all, to secure a sales conversation with a buyer. The first level goal is much more personal than that. The SAP sales team understands that <strong>there are real people behind each transaction</strong>, individuals who have particular interests, desires, and needs.</p> <p>That perspective is key to being able to <strong>truly add value to the person through social</strong> by discovering those needs and making an effort to be helpful. It's that kind of genuine interest that <strong>sets the stage for the SAP salesperson to propose business solutions</strong> to the prospect down the road. The more relevant and the more personal the salesperson can be in attempts to connect with the prospects they want to meet, the more attention they can get. Learn more insights like this from these outstanding sales professionals from the SAP team, on this podcast episode.</p> <h2>Consistency, Relevance, Value: The Trinity Of Social Selling Best Practices</h2> <p>Much of what makes the SAP global sales team successful when it comes to social selling is their implementation of these three principles: <strong>consistency, relevance, and value</strong>. Let's look at each of those in turn.</p> <p><strong>Consistently sharing</strong> great content in the social feeds of a prospect gives that person time to become familiar with the salesperson and the expertise they possess. When that content is <strong>relevant to the prospect</strong>, it demonstrates that the salesperson has taken the time to learn about them and to take an interest in the things they are concerned about. That sets the salesperson up to <strong>add value</strong><strong>in ways that matter</strong> to the prospect.</p> <p>This triune way of approaching social selling has proven to be <strong>a hallmark of the SAP team’s success</strong>. You can hear these three principles expressed over and over by the five participants in this conversation, in a variety of ways. Take the time to listen and learn. The insights shared on this episode have many anecdotes to back them up - <strong>you can learn the principles and see the proof all in one episode</strong>.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://www.sap.com/index.html" target="_blank" rel= "noopener">SAP</a></li> <li>Alex Hunter <a href="https://www.linkedin.com/in/alexshunter/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Gaston Edreira <a href= "https://www.linkedin.com/in/giedreira/?locale=en_US" target= "_blank" rel="noopener">on LinkedIn</a></li> <li>Neil Howarth <a href="https://www.linkedin.com/in/howarthneil/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Georgia Rita <a href= "https://www.linkedin.com/in/georgiaferullo/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Phil Lurie <a href="https://www.linkedin.com/in/phillurie/" target="_blank" rel="noopener">on LinkedIn</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:48] The top two best-practices in social selling from Alex Hunter</li> <li>[3:02] Gaston Edreira’s best-practices for social selling</li> <li>[5:19] The best practices for social selling Neil Howarth likes most</li> <li>[7:00] Social selling best practices from Georgia Rita</li> <li>[7:45] The first things SAP teaches new social sellers on the team</li> <li>[8:59] Social allows you to find out information and be a resource first</li> <li>[10:52] LinkedIn engagement over time: a powerful social selling best practice</li> <li>[12:42] Watch for needs prospects have that you can help to meet</li> <li>[15:06] The biggest lessons-learned in using social selling strategies</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>Ep 1 in this series: <a href= "https://vengreso.com/blog/social-selling-impact-managers-encourage-social-selling" target="_blank" rel="noopener">Social Selling Impact! Why Managers Should Encourage Social Selling</a></li> <li><a href= "https://business.linkedin.com/sales-solutions/sales-navigator" target="_blank" rel="noopener">LinkedIn Sales Navigator</a></li> <li><a href="https://www.google.com/alerts" target="_blank" rel= "noopener">Google Alerts</a></li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p> </p>
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Social Selling Impact! Why Managers Should Encourage Social Selling!
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p><span style="font-weight: 400;">The sales world is changing, and social selling is becoming a powerful tool in today's sales toolbox. This episode of Social Business Engine introduces a multi-part series of podcast episodes we have entitled “</span><strong>Up Close: Savvy Social Selling the SAP Way: Best Practices that Win Customers.</strong><span style= "font-weight: 400;">” This series of interviews will bring you the insights from some of SAPs most successful leaders and brightest minds.</span></p> <p><span style="font-weight: 400;">In this episode, you’ll learn about the role managers play in encouraging social selling among their teams. Featured in this episode are  insights from</span> <strong>Marc Havercroft</strong><span style= "font-weight: 400;">, COO/VP of SAP Success Factors -</span> <strong>Enrico Palumbo</strong><span style="font-weight: 400;">, HR Director and Member of the Management Board of SAP Switzerland -</span> <strong>Shailendra Kumar</strong><span style= "font-weight: 400;">, Vice President, Chief Evangelist - and</span> <strong>Phil Lurie</strong><span style="font-weight: 400;">, VP Sales Technology, SAP.</span></p> <p><span style="font-weight: 400;">Be sure to download the case study that accompanies the podcast series -</span> <strong>Social Business Journal Volume 11</strong><span style= "font-weight: 400;">. It weaves together the narrative of social selling success factors at SAP. It’s available for download, ungated in the resources below.</span></p> <h3><strong>SAP is the market leader in enterprise application software, priding itself on helping you streamline your processes, giving you the ability to use live data to predict customer trends. SAP has embraced social selling to enable its global sales team to engage with customers more effectively. This podcast series and companion case study explains how SAP is scaling social selling across the enterprise.</strong></h3> <h2><span style="font-weight: 400;">Selling Behaviors Must Change Because Customers Don’t Buy Like They Used To</span></h2> <p><span style="font-weight: 400;">The digital age has created many benefits for the consumer, like providing the ability to research and even try out products before they ever talk to a salesperson. That means the traditional approach to sales doesn't work in quite the way it used to. Social selling is the answer to these changes because it enables salespeople to become a trusted resource to potential buyers long before the buyer is willing to make a personal connection with them.</span></p> <p><span style="font-weight: 400;">Sales organizations must shift their mindset to implement social selling as a consistent practice. This episode draws out the best practices of leaders from SAP regarding how they train their teams in social selling, how they keep the momentum going after the training, and how they empower and equip them to engage in ways that are genuinely beneficial to potential customers.</span></p> <h2><span style="font-weight: 400;">Social Selling Requires A Cultural Shift: Here’s How SAP is Making That Shift</span></h2> <p><span style="font-weight: 400;">This episode highlights four different leaders from the SAP team and their responses to some questions relating to social selling. When asked</span> <strong>how they are helping their teams make the shift from analog thinking to digital thinking</strong><span style="font-weight: 400;">, these were the points they shared:</span></p> <p><strong>Mark Havercroft</strong> <span style= "font-weight: 400;">says he encourages his team to look at the world around them from the perspective of the individuals they want to serve as customers. They need to observe how people engage with the digital world around them and even use their personal consumer journey in the digital world to reflect on what they can do to become a resource to others. The goal is for the salesperson to become part of a network of trusted advisors in advance of the transaction, via social media.</span></p> <p><strong>Enrico Palumbo</strong> <span style= "font-weight: 400;">explains that he begins the cultural shift the first day of training with new team members. He helps them understand how the things they post and recommend on social media are a reflection of the company. He desires to help them fine-tune their messaging and sharing practices to improve their personal brand and promote the company in a positive light.</span></p> <p><strong>Shailendra Kumar</strong> <span style= "font-weight: 400;">encourages his team members to spend more time on social media, getting used to the platforms and practices so that they can directly communicate with buyers. He says that little things like paying attention to birthdays help his salespeople connect with clients in an informal way that creates a mindset shift in the client and the team member.</span></p> <p><strong>Phil Lurie</strong> <span style= "font-weight: 400;">views the final goal of social selling to be the same that it has always been in sales - to become a trusted advisor to future customers. But social offers a distinct advantage: it enables his team to use social media to listen to the things potential customers are concerned about so that they can then position their personal brand as an expert who can answer their concerns. They do that through sharing articles and resources relating to those areas of concern. He says that when team members can learn how to combine effective social listening with helpful resources and messaging, they have found a winning combination.</span></p> <h2><span style="font-weight: 400;">Even Though Digital Selling is a New, Level Playing Field, Don’t Forget Purpose Matters</span></h2> <p><span style="font-weight: 400;">One of the most important concepts shared on this episode centers around the reality that digital selling is a new and level playing field for everyone. So everyone has the opportunity to shape their position and message on social media to meet the needs of their particular market. But the end goal is not just to sell products; it's to help the buyer make a decision that achieves the outcome they're looking for. Keeping that in mind enables the salesperson to become the expert resource customers are looking for.</span></p> <p><span style="font-weight: 400;">Make sure to set aside some time to listen to this episode. It is filled with great insights from some of the best leaders in modern sales.</span></p> <h2>Featured on This Episode</h2> <ul> <li>Michael Labate <a href= "https://www.linkedin.com/in/michaellabate/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Marc Havercroft <a href= "https://www.linkedin.com/in/marchavercroft/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Enrico Palumbo <a href= "https://www.linkedin.com/in/enricopalumbo/" target="_blank" rel= "noopener">on LinkedIn</a></li> <li>Shailendra Kumar <a href="https://www.linkedin.com/in/shaily/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Phil Lurie <a href="https://www.linkedin.com/in/phillurie/" target="_blank" rel="noopener">on LinkedIn</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:12] Bernie’s introduction to this series of interviews, sponsored by SAP</li> <li>[1:43] Why Social Selling is so important for the team at SAP</li> <li>[4:15] Mark Havercroft: Sales professionals need to view their own consumer journey in the digital world</li> <li>[5:47] What the SAP team hears back from customers about their social sales journey</li> <li>[7:17] Enrico Palumbo: Making new team members ambassadors of SAP - in real life and on social</li> <li>[10:45] The goal in digital sales is the same as it has always been in sales</li> <li>[13:27] Transforming mindsets via the “digital dancefloor” approach</li> <li>[19:20] Some of the best ways to maintain momentum after social selling training</li> <li>[25:30] Mentoring and reverse mentoring approaches to help the shift happen</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>Grab your copy of “<a href="http://www.vengreso.com/sap" target="_blank" rel="noopener">Savvy Social Selling the SAP Way</a>”</li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <h3><strong><a href="https://www.sap.com/index.html" target= "_blank" rel="noopener">SAP</a> is the market leader in enterprise application software, priding itself on helping you streamline your processes, giving you the ability to use live data to predict customer trends. SAP has embraced social selling to enable its global sales team to more effectively engage with customers. This podcast series and companion case study explains how SAP is scaling social selling across the enterprise.</strong></h3>
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How Personal Branding Complements the Employer Brand Strategy at Merck & Co., Inc.
<p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>Every brand strategy is about gaining attention for the company, but it has to be done in a way that does more than simply talk about what the company is doing. It’s got to engage with real people over issues they truly care about. In other words, it needs to have a relational element to it. That’s exactly what Merck is doing with their highly effective approach.</p> <p>On this episode, Bernie talks with John Graham, Social & Digital Strategy Lead: Global Talent Acquisition at Merck. You’ll hear how Merck, the global pharmaceutical giant is empowering employees to build their personal brands as part of Merck’s strategy to attract talent. The employees provide the "real life" component of what Merck is sharing on social which naturally attracts like-minded, competent candidates to the open positions available. Learn more on this episode.</p> <h2>A Whole-Person Approach Dictates the Brand Strategy of Pharma Giant, Merck</h2> <p>It's very common for large companies to hone in on the qualifications and experience of job candidates when trying to fill open positions. But John Graham says even though that is a very important part of the equation, it is still only one part. To neglect the rest of the things that make a person a great fit for the company culture as well as the specific job description is missing things that are vital to company culture and health.</p> <p>In this conversation, John describes how the brand strategy Merck is using centers around the human elements of what it means to be an enthusiastic and integral part of a team. They not only want the talent they are pursuing to see them as a leader in the pharmaceutical industry, they also want them to feel that Merck is a great place to belong. You will hear John's description of how a Pharma giant is applying its brand strategy through an employee branding approach, on this episode of Social Business Engine.</p> <h2>The Search for Talent Has Shifted to Social. Does Your Brand Strategy Reflect It?</h2> <p>John has found that his role of locating and recruiting global talent for Merck has required a different sort of approach than corporations typically take. He's come to the realization that the search for talent has shifted to social media. Under his leadership, Merck is making the pivot that enables them to make the most of that trend.</p> <p>In this conversation, you’ll hear details of the amazing and unusual content strategy Merck has implemented. It uses the stories of their own employees as content pieces that engage with and attract outstanding, talented people to the company. Rather than a cold, "about us page" these stories expose candidates to the culture, values, and purpose of the company in powerful ways. As John is fond of saying, they’re not fighting the war for talent, they’re fighting the war for attention - and Merck’s new brand strategy is securing both. It's a very insightful approach to social media that few corporations the size of Merck understand, much less know how to implement. John's insights will be valuable to your company, so please take the time to listen.</p> <h2>The New ROI: Relationships On Investment</h2> <p>ROI, as it has traditionally been understood, is about the amount of return that comes from the time, energy, and money invested in a particular approach. John says the same approach holds true in the content marketing strategy Merck is implementing, but it's a different ROI. What he is measuring doesn't have to do with dollars and cents, it has to do with relationships. For John, ROI = relationships on investment.</p> <p>In this episode, you will hear how the Merck team spent over a year planning out and testing their employer brand strategy to highlight open positions, why they decided to use employee stories, and how the team has learned to track engagement from the first social media post all the way to the final interview and hire. As companies like Merck lead the way with this kind of strategy, the talent acquisition landscape is changing for the better. You won’t want to miss this episode.</p> <p> </p> <h2>Featured on This Episode</h2> <ul> <li>John Graham <a href= "https://www.linkedin.com/in/johngrahamcreative/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>John on Twitter <a href= "https://twitter.com/instagraham1906?lang=en" target="_blank" rel= "noopener">@InstaGraham1906</a></li> <li>John on Instagram <a href= "https://www.instagram.com/instagraham1906/" target="_blank" rel= "noopener">@InstaGraham1906</a></li> <li><a href="https://www.facebook.com/MerckInvents/" target= "_blank" rel="noopener">Merck on Facebook</a></li> <li><a href="https://www.merck.com/careers" target="_blank" rel= "noopener">Merck Pharmaceuticals</a> Career Page</li> <li>Merck’s <a href= "https://www.merck.com/careers/beyond-job-description.html" target= "_blank" rel="noopener">Beyond the Job Description</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:54] Who is John Graham? His role with Merck over social and recruiting</li> <li>[3:46] The demand every company has for good talent and how Merck is approaching it</li> <li>[5:42] A content strategy to “sell” jobs - what it looks like at Merck</li> <li>[8:50] The challenges of a content strategy implemented across the globe</li> <li>[13:09] Sourcing stories from employees to include in corporate content strategy</li> <li>[16:11] The new ROI: Relationships On Investment</li> <li>[18:34] Trends seen in the campaign: from first share to final hire</li> <li>[20:36] How John sees the program shifting as it moves forward: snackable & visual</li> <li>[29:15] The importance of testing the content marketing strategy prior to launching the employer brand strategy</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li><a href="https://www.linkedin.com/elevate" target="_blank" rel= "noopener">LinkedIn Elevate</a></li> <li>In Social Business Journal Volume 10, Lithium’s SVP of Marketing Dayle Hall, drops a ton of wisdom around <a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing" target="_blank" rel="noopener">the top 5 most influential topics in B2B marketing</a>.</li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.linkedin.com/in/bernieborges/" target= "_blank" rel= "noopener">https://www.linkedin.com/in/bernieborges/</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p> </p> <p>This episode is sponsored by <a href="https://www.lithium.com/" target="_blank" rel="noopener">Lithium Technologies</a>.</p>
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Mobilizing Employees at Frontier Communications as Brand Advocates in the Face of Business Challenges
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>Every business, large or small could use brand advocates - those customers who trumpet the businesses praise and express their delightful experiences with the company to others. But it’s also vital that a company’s leadership learn to nurture that same attitude among its employees. The benefits of building that kind of culture among a working team can be incredible.</p> <p>On this episode of Social Business Engine Bernie chats with Andy Malinoski, Manager of Corporation Communications and Government Relations at Frontier Communications. He shares how Frontier Communications, a U.S. provider of residential and commercial broadband, video voice, wireless internet data access and bundled service offerings, is empowering employees to be brand ambassadors in the face of 4 unique types of business challenges.</p> <h2>Employees can be the best advocates your brand has if you help them do it</h2> <p>The value of an ecstatic customer can’t be underestimated. Those are the people who make the business because they happily tell their family and friends about the great experience and feeling they have from dealing with the company. Take that thought and apply it to the interaction customers have with front-line employees of the company and you can easily see why those team members need to be brand advocates par excellence.</p> <p>What are you doing to help your customer facing employees deal with customer issues and complaints effectively and in a way that delights your customers in spite of the problem? On this episode, Andy Malinoski describes how the Frontier Communications team is equipped with the information needed to answer customer questions, head off problems before they escalate, and disseminate answers to common questions via social media - all for the sake of creating the happy, loyal customers every business wants and needs. You can learn some valuable approaches to fostering an advocate mindset in your team members by hearing what he has to share.</p> <h2>Operational hiccups are a great opportunity for employee brand advocates to calm the waters</h2> <p>Many times when things go wrong with a company’s services or systems, the biggest problem both customers and the business in question have is communication. Here’s the reality: Customers are usually OK with temporary glitches or outages in service because they know technology is not foolproof. But they need to know what’s going on in order to maintain that calm demeanor.</p> <p>In this conversation, Bernie and his guest, andy Malinoski of Frontier communications discuss some of the ways the leadership at Frontier has worked to engage employees as part of the response team to system outages or issues. The company has dedicated employees who provide social media content for everyone to use to inform their customers, clear the air, and help everyone rest easy. Think about what the Frontier team does in light of your industry. What can your company do to engage employees as brand advocates? As you listen to the ways Frontier has done it you’ll probably come up with ideas of your own.</p> <h2>Do you struggle finding and recruiting top talent? Enlisting employees can be a powerful approach</h2> <p>When it comes to building an all-star team of employees, from the C-suite all the way to the entry-level position, it’s powerful to remember that high quality people usually run with high quality people. That means equipping your employees to be recruiters on your behalf can enable you to find the people you’re looking for, faster.</p> <p>This conversation with Andy Malinoski highlights the approach the Frontier Communications team takes to recruiting, particularly as it relates to making existing team members advocates for the company as they relate to those in their networks. Andy explains how all-star teams can be built by making connections through existing employees, so be sure you take the time to listen, learn, and apply what the Frontier team has modeled so well.</p> <p> </p> <h2>Featured on This Episode</h2> <ul> <li>Andy <a href="https://www.linkedin.com/in/andymalinoski/" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Andy <a href="http://twitter.com/AndyMalinoski" target="_blank" rel="noopener">on Twitter</a></li> <li><a href="https://frontier.com/" target="_blank" rel= "noopener">Frontier Communications</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[1:59] Andy’s role is to favorably connect those in media, politics, etc. with his company</li> <li>[3:54] Operational challenges that impact customers are a great opportunity for employee advocacy</li> <li>[6:50] Systems the Frontier team uses to communicate to employees about issues needing social media advocacy</li> <li>[9:50] Partnerships with other companies to empower customers to be more successful and effective</li> <li>[13:19] Creating the tools employees need to educate themselves to meet customer needs and truly be advocates</li> <li>[16:38] How and what Frontier is curating for employees to share as brand advocates</li> <li>[18:35] Recruiting challenges and how employee advocacy helps find quality people</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>In Social Business Journal Volume 10, Lithium’s SVP of Marketing Dayle Hall, drops a ton of wisdom around <a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing" target="_blank" rel="noopener">the top 5 most influential topics in B2B marketing</a>.</li> <li>The <a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">Selling With Social Podcast</a> with Vengreso CEO, Mario Martinez, Jr</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.facebook.com/bernie.borges" target= "_blank" rel= "noopener">https://www.facebook.com/bernie.borges</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p><strong>Subscribe to Social Business Engine</strong></p> <p><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p> </p> <p>***************************</p> <p>This episode is sponsored by <a href="https://www.lithium.com/" target="_blank" rel="noopener">Lithium Technologies</a>.</p>
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Harnessing Propensity to Buy Data to Create Sales Ready Conversations
<p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <p>The typical MQL (marketing qualified lead) approach to measuring KPIs is fading out. What’s the new approach that’s replacing it? An account-based approach that considered the data that shows people’s propensity to buy.</p> <p>On this episode, Bernie chats with Diana Eadington Reed, Director of the North America Small & Medium Business (SMB) marketing team for Oracle Cloud. Her team helps high-growth small and medium-sized companies leverage their infrastructure to innovate faster, get to market first, meet customer expectations, and keep costs in line with revenue.</p> <p>Diana has a front-row seat to the changes that propensity to buy data is enabling in the marketing world. Her lessons-learned, which she shares on this episode, are valuable for any marketing professional to learn from for themselves.</p> <h2>Not all traffic sources are created equal. Therefore not all marketing-qualified leads are created equal</h2> <p>Every business is eager for its marketing department to do its job well - by supplying what we call “marketing qualified leads” (MQL). Diana says that several years ago the sales world would typically look at the volume of MQLs that marketing provided to the sales department as a primary metric of how the marketing department was doing. But that’s all changed.</p> <p>Diana says her team has come to realize that not all leads are created equal and therefore not all marketing qualified leads are created equal. Some leads are likely coming to you via your website. Those are people who are expressing a greater interest in your solutions and are therefore of greater value as prospects for the sales team. But you may also receive leads through a download of one of your whitepapers from a 3rd party website (for example). Those are qualified leads, to be sure, but are not as ready to buy as the previous example.</p> <p>In this conversation Diana explains how her team is transitioning from the typical MQL model to a more account-based model based on people’s propensity to buy. It’s a fascinating pivot and a very helpful conversation. Be sure you listen.</p> <h2>Is your marketing team differentiating between core leads and non-core leads? If not, you could be missing some of the most valuable leads</h2> <p>The new approach Diana and the marketing team at Oracle’s Cloud Infrastructure Solutions are taking is learning that there’s a big difference between what they call a “core lead” and a “non-core lead.” She says their focus now is to try to increase the volume of core leads because they’ve been proven to be bigger contributors to their business success. It’s not that they abandon the non-core leads - they still need to keep the sales funnel full - but they have discovered that there are only a limited number of prospects in their market at any given time who truly ready for a sales conversation.</p> <p>Diana says it's helpful to think of the approach they are taking along the lines of the 80/20 rule. In a best-case scenario, they believe they can drive 20% of their leads through “core” activity and 80% of their leads through the more broad-scale sources. This is just one example of the insights marketing receives by looking at the propensity to buy data now available to marketers. Diana’s experience in this new approach is valuable for anyone in marketing in sales, so do what you can to make time for this episode.</p> <h2>How the Oracle team uses intent to buy data to target and retarget their ideal customers</h2> <p>The advances in data-based technology over the past few years has opened all kinds of doors for marketers that simply didn’t exist even 5 years ago. Marketing professionals can now access intent-based data - also known as predictive data - that enables them to identify certain keyword-based behaviors of people online. Through that data, they can look at the digital behavior of their target market and match themselves with the behaviors that parallel the solutions they are offering.</p> <p>It goes even further, companies can now use their customer profile, or even company lists that they want to get to know and engage with to identify whether there are people within those lists who are showing digital activity, based on their keyword search behavior, that matches their solution. From that, the marketing department can serve more relevant campaigns to them or do digital retargeting to try to reach those individuals.</p> <p><strong>Fascinating. </strong><em>And compelling.</em> Take the time to learn how Diana’s team is making it happen - and about the results they are getting.</p> <h2>Salespeople are not interested in MQLs. They want to establish an account. Marketing can now work hand in hand with sales by harnessing propensity to buy data</h2> <p>Diana Eadington Reed says that if you talk to any salesperson, they are not interested in selling a product to an MQL (marketing qualified lead). They're interested to own an account. So, if they want to win 10 new accounts in the coming half or the fiscal year, they're going to be looking at it from an account perspective, not at the MQL perspective. That means if marketing pivots to an account-based strategy (as she’s suggesting through the use of propensity to buy data), it requires marketing to align itself with sales in order to understand who's on that target account list for the year or the upcoming quarter - and who are the most important accounts that sales wants to open the door to. That's how marketing can work hand-in-hand with sales to build engagement and open that door for a conversation with the sales organization.</p> <p>As you can see, simply by the nature of this propensity to buy model, marketing is better aligned with sales, which drives a more effective and streamlined process. Near the end of this conversation, Diana gives a real-life example of a vendor who helped the Oracle team put together a successful campaign that proves the power of these intent to buy strategies. Listen to what Diana has to share. It is the future of marketing and sales - and the alignment that has to happen to be truly successful.</p> <p> </p> <h2>Featured on This Episode</h2> <ul> <li><a href="https://www.linkedin.com/in/dianaeadingtonreed">Diana Eadington Reed</a> on LinkedIn</li> <li>Diana <a href="https://twitter.com/dianaereed">on Twitter</a></li> <li><a href="https://cloud.oracle.com/cloud-infrastructure">Oracle Cloud Infrastructure Solutions</a></li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:31] Who is Diana Eadington Reed?</li> <li>[2:53] Diana’s role at Oracle: to drive demand for Oracle’s cloud-based solutions</li> <li>[4:19] The success Diana has been experiencing with traditional inbound marketing</li> <li>[9:21] How the Oracle marketing team came to consider “propensity to buy” data</li> <li>[14:37] Adapting this new propensity to buy data model to a high volume environment</li> <li>[17:10] The technologies that enable this intent to buy approach</li> <li>[19:43] How these new technologies help align sales and marketing on a human level</li> <li>[22:04] A campaign example that has been a huge success</li> <li>[24:45] Diana’s thoughts about the future of this new account-based strategy</li> <li>[34:25] Bernie’s biggest takeaway from this episode: propensity to buy data is a powerful way to discover leads that are truly ready for a sales conversation - and the biggest winner is the customer</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li>Register for Frost and Sullivan’s upcoming <a href= "https://vengresopartner.frost.com/vengreso/" target="_blank" rel= "noopener">Sales Team Alpine Retreat</a></li> <li><a href= "http://www.socialbusinessengine.com/podcasts/marketing-and-sales-alignment-arrived-barb-giamanco/" target="_blank" rel="noopener">Episode 193 with Barbara Giamanco</a></li> <li>Bernie’s <a href= "http://www.socialbusinessengine.com/podcasts/evolution-marketing-technology/" target="_blank" rel="noopener">episode with Scott Brinker</a></li> <li><a href="https://www.mrpfd.com/" target="_blank" rel= "noopener">MRP Prolytics</a></li> <li><a href= "https://itunes.apple.com/us/podcast/selling-social-sales-social-selling-social-media-podcast/id1193697353?mt=2" target="_blank" rel="noopener">The Selling With Social Podcast</a> with Mario Martinez, Jr.</li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.facebook.com/bernie.borges" target= "_blank" rel= "noopener">https://www.facebook.com/bernie.borges</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p style="text-align: center;"><strong>Subscribe to Social Business Engine</strong></p> <p style="text-align: center;"><a href= "https://itunes.apple.com/us/podcast/social-business-engine-enterprise-podcast-on-social/id700914859?mt=2" target="_blank" rel="noopener">Apple Podcasts</a> | <a href= "https://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a> | <a href= "https://play.google.com/music/listen#/ps/Ibr2okwxfpl67xswu4bqecidt4a" target="_blank" rel="noopener">Google Play</a></p> <h3>This episode was sponsored by <a href= "http://www.frost.com/Vengreso" target="_blank" rel= "noopener">Frost and Sullivan</a></h3>
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Marketing & Sales Alignment Has Arrived with Barb Giamanco
<p>If you don’t know Barbara Giacomo, she is CEO of Social Centered Selling and globally recognized as a sales leader. She’s the co-author of <a href= "https://www.amazon.com/New-Handshake-Sales-Meets-Social/dp/0313382719" target="_blank" rel="noopener">The New Handshake: Sales Meets Social Media</a>.</p> <p>Barb is a popular keynote speaker, sales and social media strategist and she is also the host of the popular Razor's Edge podcast, which you’ll hear more about it in this episode. Barb is consistently a Top 25 Influential Leader in Sales, a Top 25 Sales Influencer on Twitter, one of the Top Sales World’s Top 50 Sales and Marketing Influencers and she’s recognized as one of the world's Top 65 Women Business Influencers alongside leaders like Arianna Huffington, Sheryl Sandberg, and Melinda Gates. That’s pretty impressive! Join Bernie and Barbara for a great conversation about how to better align marketing and sales within your organization.</p> <h2>In sales, if you are not evolving, you are dying. ~ Barbara Giamanco</h2> <p>Social media was just starting to develop when Barbara Giamanco retired from Microsoft to start her own business. From that day until today she’s had a passion for people and a passion for technology. Combine that with her love of sales and marketing and you’ll understand why she began experimenting with the early social media tools.</p> <p>At that time they were clunky - Facebook didn’t exist yet and blogs were typically terrible, but the very next year, Barbara joined LinkedIn and began to feel like there would be more transformation of sales and marketing ahead. She’s come to see that with the rapid pace of changing technologies, if you’re not evolving, you’re dying.</p> <p>Barbara is one of those individuals who gets sales and marketing but also gets the technology side of things. This conversation is an amazing look at some of the ways sales and marketing can become better aligned, for the success of individuals, the benefit of customers, and the profitability of companies.</p> <h2>Companies that are embracing technology are light years ahead when it comes to marketing and sales alignment. But don’t make the mistake of depending only on the tech</h2> <p>In the world we live in today, we have marketing technology at our disposal that enables more potential for alignment between marketing and sales than ever before. Barbara Giamanco says that technology is so much more advanced than it used to be, creating the foundation for a strong sales and marketing strategy. But she’s also aware that sometimes there's an over-reliance on technology to solve the entire problem of misalignment between the sales department and the marketing department.</p> <p>Not all challenges related to sales and marketing, and certainly not everything having to do with the alignment of those two can be solved by technology alone. It's obviously got to be there but there are other things that are important to make the alignment work. In this conversation, Barbara and Bernie discuss how the C-suite can bring about a greater alignment between marketing and sales, and how a more intentional focus on customer experience can turn the tide. Don’t miss it.</p> <h2>CEOs and C-suite Leaders: If you are not fully behind the alignment of marketing and sales, your team's efforts will be seriously compromised</h2> <p>Oftentimes the sales and marketing departments begin to gain some traction but discover that the CEO or other C-suite leaders have not fully bought into the initiative, they really aren’t driving it as they need to be. In that situation, maybe you'll get somewhere, maybe you won't.</p> <p>But the fact of the matter is this: Sales and marketing alignment starts at the top with a focus on delivering on customer experience. In the end, that means better alignment throughout all the departments not just sales and marketing.</p> <p>If you are C-suite leader in your company, Barbara and Bernie discuss issues directly related to the role you play in not only aligning marketing and sales for greater productivity but also building a healthier, more vibrant culture that will drive the company forward long term. Don’t miss this great conversation.</p> <p><strong>Sponsor: </strong><a href="https://www.lithium.com" target="_blank" rel="noopener">Lithium Technologies</a> helps brands navigate the sometimes overwhelming world of social media marketing and management, social customer service, online communities and social analytics. A leader in the space, they're guiding brands to build trust with their clients while delivering top-notch customer experiences. Dayle leads the charge at Lithium Technologies on all strategic marketing initiatives.</p> <h2>Featured on This Episode</h2> <ul> <li><a href="http://scs-connect.com/" target="_blank" rel= "noopener">Social Centered Selling</a> - Barbara’s company</li> <li><a href="http://barbaragiamanco.com/" target="_blank" rel= "noopener">Barbara Giamanco</a> - Barbara’s personal website</li> <li>Barbara’s book: <a href= "https://www.amazon.com/New-Handshake-Sales-Meets-Social/dp/0313382719" target="_blank" rel="noopener">The New Handshake: Selling Meets Social Media</a></li> <li style="list-style: none; display: inline;"> <ul> <li>Barbara <a href="https://www.linkedin.com/in/barbaragiamanco" target="_blank" rel="noopener">on LinkedIn</a></li> <li>Barbara <a href="https://twitter.com/barbaragiamanco" target= "_blank" rel="noopener">on Twitter</a></li> <li>Barbara <a href= "https://www.facebook.com/SocialCenteredSelling" target="_blank" rel="noopener">on Facebook</a></li> <li>Barbara <a href="https://plus.google.com/+BarbaraGiamanco" target="_blank" rel="noopener">on Google +</a></li> </ul> </li> <li><a href="http://therazorsedge.libsyn.com/" target="_blank" rel= "noopener">The Razor’s Edge Podcast</a> - Barbara’s great show</li> <li style="list-style: none; display: inline;"> <ul> <li>Episode <a href= "http://therazorsedge.libsyn.com/building-a-career-as-a-lifelong-learner-with-gavriella-schuster" target="_blank" rel="noopener">with Gavriella Schuster</a></li> <li>Episode <a href= "http://therazorsedge.libsyn.com/your-brand-your-career-your-journey-with-lindsay-zwart" target="_blank" rel="noopener">with Lindsay Zwart</a></li> </ul> </li> <li><a href="https://vengreso.com/podcast" target="_blank" rel= "noopener">Selling with Social Podcast</a>, with Mario Martinez, Jr.</li> </ul> <h2>Outline of This Episode</h2> <ul> <li>[0:31] Barbara Giamco, CEO of Social Centered Selling, Bernie’s guest on this show</li> <li>[2:21] How Barbara actively works within the ongoing transformation of sales</li> <li>[10:26] What is the role of the C-suite in enabling marketing and sales to align?</li> <li>[12:09] Content is vital to sales, which is one reason marketing has to be at the table</li> <li>[20:32] How advances in technology provide an opportunity about how to help sales professionals improve their sales skills</li> <li>[26:50] Bernie’s summary of the conversation: Key takeaways</li> <li>[31:30] Barbara’s final advice about how to view the customer experience - and how sales and marketing working together can make it happen</li> </ul> <h2>Resources & People Mentioned</h2> <ul> <li><a href="https://www.microsoft.com/" target="_blank" rel= "noopener">Microsoft</a></li> <li><a href="http://www.vengreso.com" target="_blank" rel= "noopener">www.Vengreso.com</a></li> </ul> <h2>Connect With Bernie and Social Business Engine</h2> <ul> <li><a href="https://www.facebook.com/socialbusinessengine/" target="_blank" rel= "noopener">https://www.facebook.com/socialbusinessengine/</a></li> <li><a href="https://www.facebook.com/bernie.borges" target= "_blank" rel= "noopener">https://www.facebook.com/bernie.borges</a></li> <li><a href="https://twitter.com/bernieborges" target="_blank" rel= "noopener">https://twitter.com/bernieborges</a></li> <li><a href="https://twitter.com/sbengine" target="_blank" rel= "noopener">https://twitter.com/sbengine</a></li> </ul> <p>There are <strong>TWO WAYS</strong> you can listen to this podcast. You can click the <strong>Listen Now button</strong> at the top of this page…</p> <p>Or, you can listen from your mobile device’s podcast player through <a href= "https://itunes.apple.com/us/podcast/social-business-engine/id700914859?mt=2" target="_blank" rel="noopener">iTunes</a> or<a href= "http://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine" target="_blank" rel="noopener">Stitcher</a>.</p> <p>This episode is sponsored by <a href= "https://www.lithium.com/" target="_blank" rel="noopener">Lithium Technologies</a>.</p> <h3>This episode is sponsored by <a href="https://www.lithium.com/" target="_blank" rel="noopener">Lithium Technologies</a>.</h3>
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The Journey to Social Media Innovation and Influence with Mike Stelzner
<p>The Journey to Social Media Innovation and Influence with Mike Stelzner</p> <p>This episode is an intriguing conversation about social media innovation - what it is and what it takes to truly do it in an increasingly crowded social media space - with none other than <strong>Mike Stelzner</strong>.</p> <p>If you don’t know Mike Stelzner, he’s a big name in the social media industry.</p> <p>Mike is the founder and CEO of <a href= "https://www.socialmediaexaminer.com/" target="_blank" rel= "noopener">Social Media Examiner</a> which is the world’s largest social media marketing resource. The website publishes rich, how-to articles daily and has reached more than 60 million people globally. More than 450,000 people are subscribed to Social Media Examiner’s email list.</p> <p>One of the SME resources many people know and love is their Social Media Marketing Industry report. It’s published annually and is the longest-running study on how marketers use social media that exists.</p> <p>The Social Media Examiner team also puts on Social Media Marketing World, an annual conference which is now in its 6th year. Bernie has had the honor of speaking at the last 3 SMMW conferences and is speaking again at SMMW 2018. In this episode, you’ll get all the details about how you can attend - February 28 through March 2nd, 2018 - in San Diego, CA.</p> <p>And, speaking of social media innovation, Mike is going to describe his newest innovative social media venture - an episodic, real-life video documentary called “The Journey.”</p> <p> </p> <h2>The ongoing power of social video can’t be ignored. Here is Mike Stelzner’s take on how to make the most of it</h2> <p>Being a selling or marketing professional, you’ve got to be aware that video has taken on a life of its own in 2017. Instagram, Snapchat, Facebook - now even LinkedIn is getting in on the act of providing on-demand video tools for users. What does that mean for you as a marketer? You’ve got to learn how to effectively use these incredible new tools that are available.</p> <p>In this conversation, Mike Stelzner describes how “edutainment” in the form of video can be one of the most innovative and effective ways to use social media. He’s doing it himself by producing a “reality” video series he’s titled “The Journey” and is seeing amazing watch numbers increase right before his eyes.</p> <p>Find out exactly what Mike’s doing, how he’s doing it, and why he’s doing it - and how his example can serve as a template for becoming more innovative in your social media marketing efforts, on this episode of Social Business Engine.</p> <h2>Social Media Innovation differentiates you in an increasingly crowded market. Here is how Mike Stelzner is staying on the cutting edge</h2> <p>Mike’s new video show, “The Journey” is a chronicle of his entrepreneurial path. It walks through the real-life, daily issues he faces as a business owner and leader of the amazing team at Social Media Examiner. From hiring and firing contractors, working through strategy and vision, to planning amazing events like Social Media Marketing World, the show documents what it’s really like to lead a successful business.</p> <p>In his conversation with Bernie on this episode, Mike highlights why he thought the show would be a good way to market SME as a company via social media and explains why marketers need to begin adopting the new video tools available while there’s still time to be on the cutting edge. Mike’s a great example of a person who takes risks for the sake of leading the industry forward. After hearing this conversation (and seeing his new show) you’ll agree, so be sure you listen - and check out “The Journey.”</p>
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Winning and Keeping Customers for Long-Term Sustainable Value
<p>Steve Paul, Vice President of Sales and Commercial Operations at Breg is the featured guest on episode 191. Breg is a manufacturer of sports rehabilitation products and solutions. Steve is responsible for a global team that drives customer acquisition and retention. My conversation with Steve is focused on a business challenge that all businesses face – winning and keeping customers for long-term sustainable value. We all want to win and retain customers. On this episode, Steve explains how the customer segmentation and customer mapping process have enabled Breg to increase from 50% to 70% of customers being on a retained solution program.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/winning-keeping-customers-long-term-sustainable-value</p>
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Why Procurement is a Front Runner to Digital Transformation
<p>Dr. Marcell Vollmer, Chief Digital Officer at SAP Ariba, is the featured guest for episode 190. I<strong> </strong>met Marcell when he contributed to a five-episode podcast series publishing here soon that features social selling practices at SAP. On this episode, Marcell delivers fascinating insights into digital transformation strategies, particularly in the strategic role of procurement in a business. My conversation with Dr. Marcell Vollmer will open your eyes, as it did mine, in understanding why the procurement function in business is a front-runner in digital transformation to make any business future ready. <strong>Listen to the episode to understand why he says, "Uber yourself before you become Kodak."</strong></p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/procurement-front-runner-digital-transformation</p>
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How Chatbots Can Make Life Easier for Marketing & Sales Employees
<p>Abhishek Shanbhag is Practice Head - Solutions and the Co-Founder of Acuvate, a leader in building and deploying business productivity solutions that leverage AI, data, and analytics to allow employees to work more productively. Abhishek has consulted with clients globally to provide solutions on technologies such as SharePoint, Office 365, and Azure. He has worked with clients across multiple industry domains.</p> <p>His current focus is artificial intelligence, chatbots, and machine learning, and their applications in the enterprise. Abhishek heads the solutions department, and his team is responsible for research of enterprise bots. This episode is a continuation of the topic of <a href= "http://www.socialbusinessengine.com/podcasts/conversational-ai-provides-marketing-sales-competitive-edge/" rel="noopener">AI-powered conversations</a>. Tune in to explore how chatbots can be developed and deployed in the enterprise.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/chatbots-make-life-easier-marketing-sales-employees</p>
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How Conversational AI Provides Marketing and Sales a Competitive Edge
<p>Alex Terry, CEO of Conversica is an accomplished and award-winning Internet business veteran with a strong track record of driving results and growth. Conversica, an award-winning SaaS software company, was recently named 2017 Best in Biz Enterprise Product of the Year in the sales software category. This award recognizes how Conversica’s AI-powered sales assistant is revolutionizing how businesses connect with their prospects and customers <em>at scale</em>. <strong>Listen to episode 188 to hear more about how Conversica's conversational AI product works at scale.</strong></p>
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Deploying and Integrating a Modern CRM System
<p>Brian Shultz is Vice President of Sales & Marketing at ABB, a pioneering tech company that is over 100 years old. Their biggest competitors are GE and Siemens. The two main elements of ABB are electricity and process automation, where Brian's role resides. He leads his teams to optimize business while delivering a premium experience for ABB’s customers and partners. In this podcast episode, we discuss what it takes to deploy a modern CRM (Customer Relationship Management) system. The insights Brian provides may change the way you think about CRM systems regarding their value to a business.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/deploying-integrating-modern-crm-system</p>
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B2B Brand Marketing as a Driver of Growth
<p>Anthony Kennada is a B2C marketer trapped in a B2B body. He is CMO of Gainsight and has been with the company since inception. Anthony has a bit of an unconventional marketing background that you'll learn about in the podcast. Marketing was something he hadn't done before starting with Gainsight. On this episode, you’ll discover how Anthony applies a B2C mindset to B2B brand marketing with exceptional results to show for it.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/b2b-brand-marketing-drive-growth</p>
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A Top-Down Approach to Employee Engagement on Social Media
<p>Karin Aviles is Senior Manager of Demand Generation & Field Marketing at Direct Energy Business. Previously, she was with Verizon for nine years. In this podcast episode, Karin explains how she's applying everything she learned at Verizon, into her role at Direct Energy Business where she's currently rolling out an employee engagement program.</p> <p>Direct Energy Business is part of the parent company Centrica Business Solutions, a large power company with four million customers in the United States. Karin leads demand generation and field marketing for North America. Listen to this episode to learn about the incredible success of the program at Verizon and the lessons she learned and is now applying at Direct Energy Business.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/top-down-approach-employee-engagement</p>
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The Modern Buyer Needs a Modern Seller
<p>Glenn Donovan, Director of Clients at GaggleAMP is the featured guest on episode 184. Glenn and I have a conversation about a topic we are both passionate about, and that’s how <em>the modern buyer needs a modern seller.</em></p> <p>Without a modern seller, there’s a disconnect, and, that’s a bad experience for the modern buyer. As you can guess, it’s also a bad situation for the seller too–there won’t be a lot of selling success if he or she isn’t engaging with the modern buyer the way he or she wants to engage.</p> <p>GaggleAMP is a social media engagement and reach amplification platform that enables brands to get their employees engaged on digital. As Director of Clients, Glenn looks after sales and customer success activities for the entire lifecycle. In his role, it’s very apparent that the modern buyer needs a modern seller. Let’s take a closer look at what we mean by that.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/modern-buyer-needs-modern-seller/</p>
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A Strategy for Global Sales and Marketing Team Alignment
<p>Jorge Solorio is the Industrial Americas Business Manager at Lubrizol Advanced Materials where he is responsible for marketing <em>and</em> sales for their Corzan product line. On this episode, Jorge explains how he led a strategic initiative to launch an online destination centered on one dedicated product within a large company. He also discusses how he is achieving alignment between sales and marketing with the results to prove it.</p> <p>Lubrizol is a large chemical company that started in 1928. Corzan is their chlorinated polyvinyl chloride or CPVC product. Jorge said it's similar to the PVC you'd buy from a home-improvement retailer, only it's post-chlorinated and can be used with higher temperatures. Listen to this episode to discover how Jorge launched a dedicated website for Corzan and hear about the results they're enjoying.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/global-sales-marketing-team-alignment-strategy</p>
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Turn Disruption and Change into Opportunity and Advantage
<p>The featured guest on episode 182 is Daniel Burrus. Daniel is recognized as one of the world’s leading technology forecasters and innovation experts. You can tap into his insights by listening to this episode. Another way to absorb his futurist ideas is by reading his seventh and latest book, <a href= "https://www.burrus.com/store/the-anticipatory-organization-book/" rel="noopener">The Anticipatory Organization.</a></p> <p>On this episode, Daniel explains why he wrote his newest book, who it's for, and why brands need to be anticipatory rather than reacting once there's already a problem.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/anticipatory-organization-daniel-burrus</p>
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Marketing Cyber Security Software through Account Based Marketing
<p>Mike Volpe is the Chief Marketing Officer at Cybereason. I’ve had the privilege of knowing Mike for about ten years, and I consider him to be one of the brightest marketing minds. He combines inbound content, SEO, video, podcast and traditional marketing with account based marketing strategies to support the sales efforts at his current company, Cybereason.</p> <p>Mike is a very hands-on marketing executive. As a member of the founding team and CMO at HubSpot, he drove their growth from zero to 1,000 employees and 15,000 plus customers, as well as a successful IPO. Mike is also an angel investor, advisor, or board member at more than 25 companies, primarily software startups in Boston. On this episode, we discuss how Cybereason's <a href= "https://vengreso.com/blog/when-marketing-and-sales-get-aligned">marketing and sales teams work together</a> leveraging an integrated approach. We even talk a little bit about some offline marketing tactics that you don’t hear a lot about in today’s digital marketing landscape.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/marketing-cyber-security-software-through-account-based-marketing</p>
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Creating Online Customer Conversations through AI Powered Intelligence
<p> </p> <p>Episode 180 features Miki Goyal, Chief Technology Officer at TimeTrade. Miki leads TimeTrade’s software engineering organization where his focus is leading the company’s product roadmap for their market-leading cloud appointment scheduling platform. On this episode, we discuss how TimeTrade is enabling automated appointment setting using Artificial Intelligence (AI) and machine learning capabilities.</p> <p>In case you're not familiar with TimeTrade, it's a customer engagement platform fueled by AI powered intelligence. They connect people to <em>their customers and prospects </em>making it easy for them to schedule a meeting. Their appointment scheduling platform is used by banks, retailers, service organizations and tech companies to make connecting with customers easier and more efficient.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/creating-online-customer-conversations-ai</p>
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A Love Story: When Sales and Marketing Get Aligned
<p>On the fifth and final episode of this UpClose Podcast Series with Dayle Hall, SVP of Marketing at Lithium Technologies, we discuss the "love story" between marketing and sales. This podcast series showcases <strong><a href= "https://vengreso.com/blog/b2b-influencer-marketing-dead?utm_source=social-business-engine&utm_medium=episode179&utm_campaign=up-close-3" rel="noopener">The 5 Most Influential Topics for B2B Marketing</a></strong>, and includes one episode each on a <a href= "https://vengreso.com/blog/b2b-influencer-marketing-dead?utm_source=social-business-engine&utm_medium=episode179&utm_campaign=up-close-3" rel="noopener">data overload</a>, <a href= "https://vengreso.com/blog/digital-customer-experience-new-battleground?utm_source=social-business-engine&utm_medium=episode179&utm_campaign=up-close-3" rel="noopener">digital customer experience</a>, and <a href= "https://vengreso.com/blog/the-state-of-social-engagement-2017?utm_source=social-business-engine&utm_medium=episode179&utm_campaign=up-close-3" rel="noopener">the state of social engagement</a>. On this episode, you'll discover what's possible when <strong>aligning marketing and sales</strong>, leading the two to work superbly together toward common goals.</p> <p><a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing?utm_source=social-business-engine&utm_medium=episode-179&utm_campaign=up-close-3"> Get all five episodes in one recording plus Social Business Journal Volume 10 now.</a><strong> </strong></p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/when-marketing-and-sales-get-aligned</p> <h2> </h2>
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The State of Social Engagement 2017
<p>The UpClose Podcast Series with Dayle Hall, SVP of Marketing at Lithium Technologies continues with episode four. Of <strong><a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing?utm_source=social-business-engine&utm_medium=episode-175&utm_campaign=up-close-3" rel="noopener">The 5 Most Influential Topics for B2B Marketing</a></strong>, so far we've discussed <a href= "http://www.socialbusinessengine.com/podcasts/b2b-influencer-marketing-dead/" rel="noopener">influencer marketing</a>, <a href= "http://www.socialbusinessengine.com/podcasts/data-overload-how-harness-it/" rel="noopener">data overload</a>, and <a href= "http://www.socialbusinessengine.com/podcasts/digital-customer-experience-new-battleground/" rel="noopener">digital customer experience</a>. On episode four we look at the current state of social engagement by reviewing Lithium's "The State of Social Engagement Report." Find out what challenges brands and marketers are facing and learn how you can get more from your digital and social investments.</p> <p><a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing?utm_source=social-business-engine&utm_medium=episode-177&utm_campaign=up-close-3"> Get all five episodes in one recording plus Social Business Journal Volume 10 now.</a><strong> </strong></p>
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Digital Customer eXperience is the New Battle Ground
<p>Dayle Hall, SVP of Marketing at Lithium Technologies is back for episode three of this UpClose Podcast Series. So far of <strong><a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing?utm_source=social-business-engine&utm_medium=episode-175&utm_campaign=up-close-3" rel="noopener">The 5 Most Influential Topics for B2B Marketing</a></strong>, we've discussed <a href= "http://www.socialbusinessengine.com/podcasts/b2b-influencer-marketing-dead/" rel="noopener">influencer marketing</a> and <a href= "http://www.socialbusinessengine.com/podcasts/data-overload-how-harness-it/" rel="noopener">data overload</a>. On this episode, we're focusing on digital customer experience. This is a <em>big</em> topic, and we cover as much as we can in this short podcast episode. The statistics we point out further bolster the argument to engage on the digital customer experience (CX) battle ground.</p> <p><a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing?utm_source=social-business-engine&utm_medium=episode-177&utm_campaign=up-close-3"> Get all five episodes in one recording plus Social Business Journal Volume 10 now.</a></p>
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Data Overload: How Do You Harness It?
<p>Dayle Hall, SVP of Marketing at Lithium Technologies is joining me for episode 2 of this UpClose Podcast Series to discuss an issue many marketers are facing — data overload. This five part series covers <strong><a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing?utm_source=social-business-engine&utm_medium=episode-175&utm_campaign=up-close-3" rel="noopener">The 5 Most Influential Topics for B2B Marketing</a>.</strong> In the second episode, Dayle explains how B2B marketers can harness all of the data that's available to them.</p> <p><a href= "http://www.socialbusinessengine.com/5-most-influential-topics-b2b-marketing?utm_source=social-business-engine&utm_medium=episode-176&utm_campaign=up-close-3"> Get all five episodes in one recording plus Social Business Journal Volume 10 now.</a></p> <h2>How to Overcome Data Overload</h2> <p>The volume of data available to B2B marketers today can be intimidating. Dayle says to focus on these three elements to get a better hold on your data — people, process, and technology.</p> <ol> <li><strong>People: </strong>Hire the right talent to get and use data insights. You'll need demand generation professionals and data scientists. Marketing leadership needs to work with business analytics experts to help craft the story.</li> <li><strong>Process:</strong> Create a process for gathering, listening, analyzing, and improving your data. Each company as a whole should adopt a performance driven mentality and understand the value of data.</li> <li><strong>Technology:</strong> Feed data into your tools and integrate at scale. Marketers should leverage analytics resources to measure traffic and performance. Integrate data into your marketing automation system to optimize campaigns, and tie campaign data to your CRM and active pipeline opportunities to run conversion analysis.</li> </ol> <p>Harnessing the available data in your marketing efforts will improve your relationship with stakeholders. A successful data driven marketer will build trust and rapport with sales, which can eventually lead to sales and marketing alignment.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/data-overload-how-harness-it</p>
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B2B Influencer Marketing is Dead - All Hail Marketing to Influencers!
<p>Dayle Hall, SVP of Marketing at Lithium Technologies, is joining me for this special UpClose Podcast Series. In this five part series, we are looking at <strong>The 5 Most Influential Topics for B2B Marketing.</strong> In episode one, Dayle explains effective B2B influencer marketing and reviews a few case studies of B2B brands succeeding at influencer marketing.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/b2b-influencer-marketing-dead</p>
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Marketing as a Profit Center
<p>I recently sat down with Joe Pulizzi, Founder and CEO of Content Marketing Institute. We discussed his new book <em><a href= "https://www.amazon.com/Killing-Marketing-Joe-Pulizzi/dp/1260026426/ref=sr_1_1" rel="noopener">Killing Marketing</a></em>, which is essentially about making marketing a profit center. Don’t believe me? Read on or <a href="https://www.youtube.com/watch?v=LjGmU3WghLE" target= "_blank" rel="noopener">watch my video conversation</a> with Joe below.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/marketing-profit-center</p>
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Podcasting Trifecta for Sales Leadership, Sales Professionals, & Marketing Practitioners
<p>Episode 173 is a special episode. I joined up with two of my co-founders at Vengreso on a recorded Zoom video call to discuss podcasting. When you listen to the podcast above or watch the video below you'll meet Phil Gerbyshak, Chief Digital Officer at Vengreso, and Mario Martinez, Jr., CEO at Vengreso. Phil and Mario both host their own podcast. Essentially, the <a href= "http://www.vengreso.com">Vengreso</a> team has three podcasts. On this episode, we explain what they are, how each is unique, and frankly why we think you might care. You'll also hear why we podcast and how having one helps to build your credibility and influence.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/podcasting-trifecta-sales-leadership-sales-professionals-marketing-practitioners</p>
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Harnessing Data through AI to Understand the B2B Buyer’s Journey
<p>Raviv Turner is Co-Founder and CEO at CaliberMind. On this episode, he and I discuss the challenges B2B marketers face in understanding the lengthy buyer’s journey. It's long, it’s complex, there are more people involved, and there is a ton of data spread across both structured and unstructured sources.</p> <p>He explains how CaliberMind uses machine learning techniques to harness data across the broad spectrum of sources, resulting in improved sales pipeline and accelerated close rates. We also discuss why he believes that Artificial Intelligence (AI) is overhyped and what marketers need to understand to take advantage of the power and potential of AI. This take-away alone is worth the listen!</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/harnessing-data-through-ai-understand-b2b-buyers-journey</p>
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The Evolution of Marketing Technology and What It Means for Marketers
<p>Scott Brinker is Co-Founder & Chief Technology Officer at ion interactive inc., a marketing software company that helps with the creation of interactive content. He lives at the intersection of marketing and technology.</p> <p>On this episode, Scott and I discuss the evolution of <a href= "https://vengreso.com/vengreso-digital-sales-experts">marketing technology</a> and how it impacts marketers in their job, career, and overall performance as marketing professionals. You'll also find out why Scott says marketing should be considered an Olympic sport.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/evolution-marketing-technology</p>
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New Rules of Marketing Are Fun
<p>David Meerman Scott is a globe trotting speaker and international best selling author. He is also on the advisory board at Vengreso, where I’m CMO and a co-founder. It’s truly an honor to know David, as I’ve long admired his body of work. David has published ten books on marketing strategy, one of which has become a classic. He's a successful practitioner of the marketing strategies and tactics he references. The case study examples he shares in this podcast will inspire you.</p> <p>If you ever get a chance to see David Meerman Scott speak, I promise you two things: he’s very high energy, and he will blow your mind with insights, ideas, and examples of real people and real businesses succeeding with <em>the new rules of marketing and PR</em>. In this podcast episode, David and I discuss what's new in the latest edition of this classic <a href= "http://www.davidmeermanscott.com/books/the-new-rules-of-marketing-and-pr/" target="_blank" rel="noopener">The New Rules of Marketing and PR</a>, and he also explains why a lot of his content is ungated.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/new-rules-marketing-fun</p>
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The Journey to Sales 3.0
<p>Gerhard Gshwandtner is the Founder and CEO of Selling Power Magazine, the leading media property that provides senior sales managers with high-quality content.</p> <p>On this episode, Gerhard opens up about the three biggest trends in business all leaders must understand on their journey to Sales 3.0.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/journey-sales-3</p>
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Human Assisted AI Breeds Social Sales
<p>Scott Lewis is the Co-Founder and CEO of KickFactory — a personalized engagement platform that utilizes artificial intelligence (AI) to identify potential sales opportunities on social media.The program finds a potential customer based on social media activities, suggests the best reply for a brand (client), and the best place for a conversion.</p> <p>Scott shares how KickFactory combines the power of AI with community managers – real people - who confirm the identification of a prospective buyer and confirm the reply message (provided by AI) before sending the message. In other words, it’s AI engaged in sales actions!</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/human-assisted-ai-breeds-social-sales</p>
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The Rise of Account Based Marketing through AI
<p>Nate Skinner, Vice President of Product Marketing at Salesforce, has been in B2B marketing for ten years with a focus on enterprise software, cloud, and mobile technology. Nate is responsible for B2B marketing for Salesforce, Pardot, and Einstein. Nate and I are diving into Salesforce Einstein Accounts Based Marketing (ABM). You’re going to learn what it is, how it’s used, and examples of Salesforce Einstein in action.</p> <p>If you’re a regular listener to this podcast, you’ve noticed that I’m paying quite a bit of attention to artificial intelligence (AI) and how it impacts marketing professionals and the sales process. I believe the lines are blurring between marketing and sales. My conversation with Nate provides more validation that we’re seeing the convergence of marketing and sales, and how AI and account-based marketing play a significant role in this convergence.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/the-rise-of-account-based-marketing-through-ai</p>
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Shattering the Digital Sales Paradigm
<p>On this special episode, I interview my co-founders at Vengreso.</p> <p class="p1">What we’re doing at <a href= "https://vengreso.com?utm_source=SBE-166&utm_medium=referral&utm_campaign=2017-07"> Vengreso</a> is relevant to the editorial mission of the Social Business Engine podcast. It is my goal that each episode brings you valuable insights from brands, tech companies, authors and analysts that might get you inspired to think differently and take action to improve results in your business or your career.</p> <p class="p1">So, in that context, I’m introducing you to my co-founders at Vengreso. To be clear, I'm <strong>NOT</strong> pitching you on our company. Rather, I want to share with you a need we recognized in the way that businesses implement digital sales strategies, and how we’re addressing that need through digital sales transformation – aka the <em>digital selling ecosystem</em>.</p> <p>You will hear how Vengreso addresses the digital sales transformation and hopefully, you'll notice our passion and inspiration for "the movement" that makes up this digital sales ecosystem.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/shattering-the-digital-sales-paradigm</p>
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Why Marketers Should Embrace the Age of the Algorithms
<p>Susan Etlinger, an Industry Analyst at Altimeter, a Prophet company is the featured guest on episode 165. Susan is a globally recognized expert in digital strategy, with a focus on artificial intelligence, big data, analytics and digital ethics. She conducts independent research and has authored a series of reports available for <a href="https://www.prophet.com/thinking/author/susan/" rel= "noopener">download at Prophet.com</a>. If you’re a regular listener of this podcast, you’ve "met" some of Susan’s colleagues at Altimeter Group including Charlene Li, Brian Solis, and Ed Terpening.</p> <p>On this episode, Susan and I discuss the evolving role of big data, artificial intelligence, chatbots, and examples of how they’re used in business and where they’re heading. This conversation is grounded in practical reality for marketing and sales professionals to help you understand the impact of the age of the algorithm in 2017. Susan provides a sneak peek of her latest report titled The Conversational Business which is available to download for free.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/why-marketers-should-embrace-the-age-of-the-algorithms</p>
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Niche Blogging Moves the Needle at ANSYS
<p>Sandy Adam, Global Manager of Social Media Marketing at ANSYS, returns for her second episode. In case you missed <a href= "http://www.socialbusinessengine.com/podcasts/how-ansys-showcases-their-employees-expertise/"> her first appearance on the podcast</a>, let me give you a little background on ANSYS. They're a global leader in engineering simulation software with about 3,000 employees, many of whom have advanced degrees. Their software is used in the creation of rockets, cars, and even smartphones. Sandy is back to update us on how their content – specifically their blog – is moving the needle at ANSYS.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/niche-blogging-moves-the-needle-at-ansys</p>
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Be a Sales Sherpa via Hyper-Connected Selling
<p>Back for another appearance on Social Business Engine, David J.P. Fisher joins me for episode 163. David, a.k.a. DFish, is a speaker, writer and author of seven books, a musician, a sales coach, a podcaster, and a salsa dancer - really, I've witnessed it! His books are about selling, networking, and building relationships. DFish's latest book is <a href= "https://www.amazon.com/Hyper-Connected-Selling-Leveraging-Influence-Connection-ebook/dp/B071HVRX7Z"> Hyper-Connected Selling: Winning More Business by Leveraging Digital Influence and Creating Human Connection</a>.</p> <p>View the show notes page: <span id= "sample-permalink">http://www.socialbusinessengine.com/podcasts/be-a-sales-sherpa-via-hyper-connected-selling</span></p>
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5 Ways to Get Huge Value from Attending a Social Media Conference
<p>Over the last couple of years, I've featured multiple guests who were speakers at the Social Media Strategies Summit conferences. Today's guest is the unsung hero behind the scenes of those conferences, Breanna Jacobs. Breanna is the VP of Conference Production at Global Strategic Management Institute (GSMI), a conference and training company.</p> <p>Breanna works to plan, organize and put on The Social Media Strategies Summit conferences three times a year. They’re delivered in San Francisco, Chicago, and New York. Be sure to catch the 15% promo code Breanna provides at the end of this post.</p> <p>I've had the pleasure and honor of working with Breanna at seven Summits, both as an emcee and a speaker. For this episode, I asked Breanna to share her deep insights into how to get huge value and ROI when you attend a conference. I can’t think of anyone more qualified than Breanna to share these insights with you considering how many conferences she puts on each year. </p> <p>View the show notes page: five-ways-get-huge-value-from-attending-conferences/five-ways-get-huge-value-from-attending-conferences</p> <p> </p>
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How GoDaddy Improved their Brand through an Advocacy Program
<p>This week's guest is Stacey DePolo, Social Advocacy Manager at GoDaddy.  Stacey has 20 years experience in digital marketing. She's worked with tech brands, authors, entertainers, artists, and non-profits, specializing in brand advocacy, influencer marketing, customer experience and social media. At GoDaddy, Stacey has been focused on turning their brand image around through customer and employee advocacy strategies.</p> <p>GoDaddy is the world's largest domain registrar with 71 million domains under management. The company is dedicated to small, independent ventures and has more than 16 million customers worldwide. The organization employees more than 7,000 employees with 14 facilities worldwide. On this podcast episode, Stacey reveals how she was able to turn GoDaddy’s brand image around from a hated brand to a respected brand.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/how-godaddy-improved-their-brand-through-an-advocacy-program</p>
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How to Integrate Personalized Video Email into Digital Sales
<p>On this episode, I'm joined by Ethan Beute, Vice President of Marketing at BombBomb Digital Video. A masterful communicator, and teacher, Ethan is all about connecting goals to strategies and tactics. During our conversation, he explains how to use video email in a digital sales strategy.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/how-to-integrate-personalized-video-email-into-digital-sales</p>
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Secrets to Instagram Branded Content
<p>Melanie Deziel is the former director of creative strategy for Time Inc. and an award-winning branded content consultant, educator, and speaker who travels the world educating marketing, sales, and editorial teams on branded-content best practices. Melanie is also the founder of The Overlap League, a native ad newsletter, and is on the board of the Native Advertising Institute.</p> <p>You may remember her from <a href= "http://www.socialbusinessengine.com/podcasts/all-native-advertising-doesnt-suck/"> episode 91</a> back in December 2015. Since her last appearance on the Social Business Engine podcast, she's started her own consulting firm. She works with publishers and brands of all sizes, helping them to hone their content strategies across various platforms.</p> <p>On this episode, we’re going to look at the “why,” and to some extent, the “how” of using Instagram in your social strategy.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/secrets-to-instagram-branded-content</p>
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The Transformation of Selling through Digital Enablement
<p>This week's podcast guest is Charlene Li, Principal Analyst at Altimeter, a Prophet Company. Back on <a href= "http://www.socialbusinessengine.com/podcasts/the-engaged-leader-charlene-li/">episode 94</a>, we discussed key takeaways from her book The Engaged Leader. Charlene has authored five books and is a popular keynote speaker. As an expert in social media and digital technologies, Charlene gives a lot of attention and thought to the disruption of technology on business and how companies need to evolve.</p> <p>On this episode, we dig into one of Altimeter’s most recent research reports conducted by Charlene, <a href= "http://www2.prophet.com/Transformation-of-Selling">The Transformation of Selling: How Digital Enables Seamless Selling</a>. You'll learn a lot about what's in the report on this podcast, but I strongly encourage you to download it. It's free, and there's just no way we could cover everything in this episode.</p> <p>Two years ago Charlene realized how significantly social selling is changing. This morphed her focus of the report to include more than just social selling. It now covers the entire sales process. Tune into this episode to hear current research from this report.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/the-transformation-of-selling-through-digital-enablement</p>
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The Birth of the Employee Ambassador Program at Deloitte
<p>Turner Roach, Social Media Marketing Manager at Deloitte, has been leading their employee advocacy program for over a year. He spent the last five years of his career working in social media and providing training for Deloitte employees to get comfortable using social media. In episode 157 of the Social Business Engine podcast, Turner reveals how Deloitte went from zero to more than 7,000 employees participating in their ambassador program. You'll also hear the substantial impact the employees' participation has on website traffic.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/the-birth-of-the-employee-ambassador-program-at-deloitte</p>
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Tactics to Increase Employee Engagement on Social Media
<p>Casey Hall is the Head of Social Media for Business Communications at Thomson Reuters.On this episode, Casey reveals how Thomson Reuters uses best practices to enable employees to use social media. </p> <p>You probably know the Thomson Reuters name for their news business services. But, did you know that they're also a provider of information for professionals in finance, law and other B2B disciplines? They provide actionable insights from data and information to help their professional clients serve their customers better and find the best answer. Thomson Reuters is a public company with 45,000 employees across the globe.</p> <p>View the show notes page: <a href= "http://www.socialbusinessengine.com/podcasts/how-thomson-reuters-earned-the-brand-as-the-answer-company">http://www.socialbusinessengine.com/podcasts/how-thomson-reuters-earned-the-brand-as-the-answer-company</a></p> <p> </p> <p> </p>
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Up Close 2: How to Implement a World Class Lead Gen Content Marketing Program
<p>Welcome to Series 2 of our Up Close podcast series. The theme of this series is <strong>A 5 Step Blueprint for</strong> <strong>Lead Generation Through Content Marketing. </strong>My co-host is Guillaume Decugis, CEO of Scoop.it. We’re releasing 5 episodes in a row Monday through Friday.</p> <p> </p> <p><strong>April 14th: How to Implement a World Class Lead Gen Content Marketing Program</strong></p> <ul> <li>Content marketing is a must-have for lead generation: the average conversion rate of a website without content is 0.5% vs 2.9% with content</li> <li>Yet, we’ve seen that to generate leads with content marketing, you need a documented content strategy aligning sales and marketing efforts</li> <li>You need a content marketing infrastructure to publish and distribute content that converts and a measurement system to measure how many leads your content generates.</li> <li>How can you do that without failing or wasting months?</li> <li>If you have limited resources, work with a <a href= "http://www.findandconvert.com/strategy/content-marketing-strategy">content marketing agency</a> to provide strategy and implementation resources.</li> <li>Use automation systems that will ensure your methodology stays consistent, provide time-savings and intelligence to optimize your ROI.</li> <li>5 examples of how automation can help streamline your lead generation strategy through content marketing.</li> </ul> <p>This is the final episode of our Up Close 2 series. </p> <p>You can get access to all five episodes in one recording – running about an hour – by going here: <a href= "http://www.findandconvert.com/upclose2">http://www.findandconvert.com/upclose2</a></p>
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Up Close 2: Measurement
<p>Welcome to Series 2 of our Up Close podcast series. The theme of this series is <strong>A 5 Step Blueprint for</strong> <strong>Lead Generation Through Content Marketing. </strong>My co-host is Guillaume Decugis, CEO of Scoop.it. We’re releasing 5 episodes in a row Monday through Friday.</p> <p><strong>April 13th: Measurement</strong></p> <ul> <li>Why lead generation should be the #1 KPI to measure your content performance.</li> <li>How to attribute leads to content (in a way that convinces your VP of Sales).</li> <li>A simple action framework for content marketing analytics.</li> <li>Why and how to perform regular content audits.</li> <li>How to drive predictable results with content marketing intelligence.</li> </ul> <p>You can get access to all five episodes in one recording – running about an hour – by going here: <a href= "http://www.findandconvert.com/upclose2">http://www.findandconvert.com/upclose2</a></p> <p> </p>
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Up Close 2: Content Marketing Infrastructure
<p>Welcome to Series 2 of our Up Close podcast series. The theme of this series is <strong>A 5 Step Blueprint for</strong> <strong>Lead Generation Through Content Marketing. </strong>My co-host is Guillaume Decugis, CEO of Scoop.it. We’re releasing 5 episodes in a row Monday through Friday.</p> <p><strong>April 12: Content Marketing Infrastructure</strong></p> <ul> <li>All content should convert… provided you have the right content marketing infrastructure.</li> <li>Distribute content to convert.</li> <li>The 3 pillars of a content marketing infrastructure.</li> <li>Why you need a content hub to generate leads.</li> <li>Good content that gets distribution beats awesome content that gets none all the time.</li> <li>Lead magnets vs traffic magnets.</li> </ul> <p>You can get access to all five episodes in one recording – running about an hour – by going here: <a href= "http://www.findandconvert.com/upclose2">http://www.findandconvert.com/upclose2</a></p>
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Up Close 2: Marketing & Sales Alignment
<p>Welcome to Series 2 of our Up Close podcast series. The theme of this series is <strong>A 5 Step Blueprint for</strong> <strong>Lead Generation Through Content Marketing. </strong>My co-host is Guillaume Decugis, CEO of Scoop.it. We’re releasing 5 episodes in a row Monday through Friday.</p> <p><strong> </strong></p> <p><strong> </strong><strong>April 11th episode 2: Marketing & Sales Alignment</strong></p> <ul> <li>Lead generation is a relay race involving marketing and sales: alignment is key.</li> <li>The importance of documenting your content marketing strategy to make sure you have clear alignments on buyer personas, lead qualification criteria.</li> <li>Involving the sales team in the content plan generation: what questions do you get from prospects and clients?</li> <li>Involving the sales team in the content plan execution: sharing, distributing and even co-creating content.</li> <li>Maintaining and managing the alignment: content as part of sales enablement. What content is used by sales? What is missing? What should be used but is not?</li> </ul> <p>You can get access to all five episodes in one recording – running about an hour – by going here: <a href= "http://www.findandconvert.com/upclose2">http://www.findandconvert.com/upclose2</a></p>
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Up Close 2: Why and How a Content Strategy and Content Plan
<p>Welcome to Series 2 of our Up Close podcast series. The theme of this series is <strong>A 5 Step Blueprint for</strong> <strong>Lead Generation Through Content Marketing. </strong>My co-host is Guillaume Decugis, CEO of Scoop.it. We’re releasing 5 episodes in a row Monday through Friday.</p> <p>April 10th episode 1 is: Content Strategy and Content Plan.</p> <ul> <li>Are you creating content for content’s sake or are you doing content marketing?</li> <li>Content marketing: publishing and distributing content that drives people closer to a purchase decision.</li> <li>Define your buyer personas.</li> <li>Define the customer journey with funnel stages.</li> <li>Define funnel stages and your audience’s top questions at each stage plus relevant CTAs.</li> <li>Content and customer journey mapping equals your content plan.</li> </ul> <p>You can get access to all five episodes in one recording – running about an hour – by going here: <a href= "http://www.findandconvert.com/upclose2">http://www.findandconvert.com/upclose2</a></p> <p> </p>
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Winning at Social Customer Care
<p>After Social Media Marketing World 2017 in San Diego, I sat down with Dan Gingiss to discuss his new book <em>Winning at Social Customer Care</em>. You may remember Dan from <a href= "http://www.socialbusinessengine.com/podcasts/why-customer-experience-is-the-new-marketing/"> episode 64</a>. At the time of that recording, Dan was Head of Digital Customer Experience and Social Media at Discover Card. Dan has since transitioned into another leadership role in digital marketing with a different large brand. In this podcast episode, he is not speaking on behalf of that brand, so it will remain nameless.</p> <p>In addition to his position in digital marketing, Dan is a podcaster, speaker, and now a published author. On Dan's podcast, Focus on Customer Service, he interviews people at brands who are responsible for delivering exceptional customer service using social media. In this episode, Dan discusses highlights from his new book <em>Winning at Social Customer Care – How Top Brands Create Engaging Experiences on Social Media</em>.<br /> <strong> </strong></p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/winning-at-social-customer-care</p>
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Future Marketing: Winning in the Prosumer Age
<p>This podcast features Jon Wuebben, CEO of Content Launch, a popular content marketing software platform for agencies and businesses to plan, create, launch, promote and measure content. Jon is a content marketing expert with 20 years under his belt. In addition to being a passionate marketing guy, Jon is also a music lover, singer, and songwriter. He shares his vast content marketing knowledge through speaking at events and authoring books. He has written three books. On this episode, Jon and I are diving into his latest book: <a href= "http://futuremarketingbook.com/" target="_blank">Future Marketing, Winning in the Prosumer Age</a>. It's a book for marketers, business owners, and anyone who wants to “future proof” their marketing plans.</p> <p>View the show notes page: <a href= "http://www.socialbusinessengine.com/podcasts/future-marketing-winning-in-the-prosumer-age">http://www.socialbusinessengine.com/podcasts/future-marketing-winning-in-the-prosumer-age</a></p> <p> </p>
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Integrating Social Media Across the Enterprise at Adobe
<p>Lauren Friedman is Head of Social Business Enablement at Adobe. She runs Adobe’s enablement infrastructure programs to establish integrated social media strategies that empower business functions, ultimately elevating Adobe as a social business. In this role, Lauren infuses social media into every aspect of the way Adobe does business.</p> <p>In this episode, Lauren explains their approach to social media through governance, innovation and enablement.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/integrating-social-media-across-the-enterprise-at-adobe</p>
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Creating Brand Loyalty with Digital Brand Journalism at FedEx
<p>Jason Baker is a founding member of the FedEx social media team and has played a key role in the development of the FedEx social voice. In his role as Sr. Communications Specialist Social Global Content Production & Brand Journalism at FedEx he’s helped transform a mindset away from the traditional press release, toward an authentic, engaging brand journalism approach to storytelling. On this episode, Jason shares how FedEx does storytelling to develop and maintain brand loyalty.   </p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/digital-brand-journalism-at-fedex</p>
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An Action Plan to Harness AI in Content Marketing 
<div class="gmail_default">Marketers are under pressure to deliver ROI. How do you know what content to produce that will get results? </div> <div class="gmail_default"> <p class="gmail-p1"><span class="gmail-s1">In Up Close Series 1 episode five we provide the marketer an action plan to understand how AI does the heavy lifting by crawling your website and your competitor's websites as well as analytics sources so you have real-time information to plug into your content strategy. You'll go from guessing what might work to knowing what will work in your content marketing strategy. </span></p> <p class="gmail-p1"><span class="gmail-s1">By using artificial intelligence (AI) powered marketing technology, content marketers can determine what content to create that will get results. You'll hear how Ceralytics provides a SaaS based model to deliver on this promise to content marketers. </span></p> <p class="gmail-p1"><span class="gmail-s1">Gain access to all 5 episodes in one recording here:</span></p> <p class="gmail-p2"><span class="gmail-s2"><a href= "http://www.findandconvert.com/aiforcontent">http://www.findandconvert.com/aiforcontent</a></span><span class="gmail-s3">  </span></p> <p class="gmail-p1"><span class="gmail-s1">You’ll also receive the white paper: What is Content Intelligence? </span></p> </div>
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The Competitive Audit
<div class="gmail_default"> <p class="gmail-p1"><span class="gmail-s1">Marketers are under pressure to deliver ROI. How do you know what content to produce that will get results? </span></p> <p class="gmail-p1"><span class="gmail-s1">In Up Close Series 1 episode four we cover the role of the competitive audit and why it’s so important in a successful content marketing strategy. We discuss the desired outcome of the competitive audit and how AI can empower marketers to perform a competitive audit with great efficiency, even for brands with many competitors.</span></p> <p class="gmail-p1"><span class="gmail-s1">By using artificial intelligence (AI), content marketers can determine what content to create that will get results.</span></p> <p class="gmail-p1"><span class="gmail-s1">Gain access to all 5 episodes in one recording here:</span></p> <p class="gmail-p2"><span class="gmail-s2"><a href= "http://www.findandconvert.com/aiforcontent">http://www.findandconvert.com/aiforcontent</a></span><span class="gmail-s3">  </span></p> <p class="gmail-p1"><span class="gmail-s1">You’ll also receive the white paper: What is Content Intelligence? </span></p> </div> <p> </p>
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The Content Audit
<div class="gmail_default"><span style= "font-family: verdana, sans-serif;">Up Close Series 1 Episode 3: How to Harness AI in your Content Marketing Strategy </span></div> <div class="gmail_default"> <p class="gmail-m_-3848866693517401717gmail-p1"><span class= "gmail-m_-3848866693517401717gmail-s1">Marketers are under pressure to deliver ROI. How do you know what content to produce that will get results? </span></p> <p class="gmail-m_-3848866693517401717gmail-p1"><span class= "gmail-m_-3848866693517401717gmail-s1">In Up Close Series 1, i</span>n episode three we review the role of the content audit and why it’s so important in a successful content marketing strategy. We discuss the desired outcome of the content audit and how AI can empower marketers to perform a content audit with great efficiency, even for brands with a high volume of content assets.</p> <p class="gmail-m_-3848866693517401717gmail-p1"><span class= "gmail-m_-3848866693517401717gmail-s1">By using artificial intelligence (AI), content marketers can determine what content to create that will get results.</span></p> <p class="gmail-m_-3848866693517401717gmail-p1"><span class= "gmail-m_-3848866693517401717gmail-s1">Gain access to all 5 episodes in one recording here:</span></p> <p class="gmail-m_-3848866693517401717gmail-p2"><span class= "gmail-m_-3848866693517401717gmail-s2"><a href= "http://www.findandconvert.com/aiforcontent" target= "_blank">http://www.findandconvert.com/<wbr />aiforcontent</a></span><span class="gmail-m_-3848866693517401717gmail-s3"> </span> </p> <p class="gmail-m_-3848866693517401717gmail-p1"><span class= "gmail-m_-3848866693517401717gmail-s1">You’ll also receive the white paper: What is Content Intelligence? </span></p> <p class="gmail-m_-3848866693517401717gmail-p1"><span class= "gmail-m_-3848866693517401717gmail-s1"> </span></p> </div> <div> </div>
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Quality over Quantity in Content Marketing
<div class="gmail_default"> <p class="gmail-p1"><span class="gmail-s1">Marketers are under pressure to deliver ROI. How do you know what content to produce that will get results? </span></p> <p class="gmail-p1"><span class="gmail-s1">In Up Close Series 2 my co-host is Brandon Andersen, Co-founder at Ceralytics. In episode 2 we dispel the myth that content marketers must produce content in quantity. The goal of marketers is to produce results. We reveal the importance of understanding what works (quality) over misguided goals of quantity.</span></p> <p class="gmail-p1"><span class="gmail-s1">By using artificial intelligence (AI), content marketers can determine what content to create that will get results.</span></p> <p class="gmail-p1"><span class="gmail-s1">Gain access to all 5 episodes in one recording here:</span></p> <p class="gmail-p2"><span class="gmail-s2"><a href= "http://www.findandconvert.com/aiforcontent">http://www.findandconvert.com/aiforcontent</a></span><span class="gmail-s3"> </span></p> <p class="gmail-p1"><span class="gmail-s1">You’ll also receive the white paper: What is Content Intelligence? </span></p> </div> <div> </div>
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The Role of AI in Content Marketing
<p class="p1">Brandon Andersen, Chief Strategy Officer and Co-Founder of Ceralytics joins me in episode 1 of 5 in the first of our NEW Up Close podcast series. These 5 episodes focus on How to Harness AI in your Content Marketing Strategy.</p> <p class="p2"><span class="s1">Brandon and I address the painful reality that 90% of content that companies create doesn’t work. Ouch!</span></p> <p class="p2"><span class="s1">By using artificial intelligence (AI), content marketers can determine what content to create that will get results.</span></p> <p class="p2"><span class="s1">Episode 1 reveals the role of AI in content marketing.</span></p> <p class="p3">Gain access to all 5 episodes in one recording here:</p> <p><a href= "http://www.findandconvert.com/aiforcontent">http://www.findandconvert.com/aiforcontent</a> </p> <p class="p2"><span class="s1">You’ll also receive the white paper: What is Content Intelligence? </span></p> <p> </p>
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The Role of Online Communities in Digital Strategy
<p>Joe Cothrel is Chief Community Officer at Lithium Technologies where he is responsible for thought leadership, research and innovations that drive the next generation of successful enterprise customer communities. Joe has been involved in online communities both as a user and as a leader and innovator for about 20 years. In this episode, you'll learn about the role of online communities in digital strategy.</p> <p>View the show notes: <span id="sample-permalink"><a href= "http://www.socialbusinessengine.com/?post_type=podcasts&p=10165&preview=true" target= "wp-preview-10165">http://www.socialbusinessengine.com/podcasts/<span id="editable-post-name">the-role-of-online-communities-in-digital-strategy</span>/</a></span></p>
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The Role of AI in Account Based Marketing
<p>I met Aman Naimat, Senior Vice President of Technology at Demandbase at their headquarters in San Francisco on my recent trip to California for Social Media Strategies Summit. Aman is working on leveraging the latest developments in Artificial Intelligence (AI) and data science for marketing and sales platforms. On this podcast, episode 150, Aman and I discuss how AI functions in account-based marketing (ABM). You'll also hear from Demandbase CEO, Chris Golec with his prediction on when AI will become mainstream in B2B marketing. </p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/the-role-of-ai-in-account-based-marketing</p>
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The Truth About Social Selling
<p>I’ve been actively training and coaching B2B sales professionals on the “art and science” of social selling since 2015. I think it’s time to call out the elephant in the room that few people are talking about, I'm referring to behavior change. 82% of the world's population is online. If you still haven't adopted social selling in your sales strategy now is the time for a behavior change. The first step is understanding how social media is applied in sales and assuming an evolve or die mindset.</p> <p>Let’s start out with the definition of <strong>social selling</strong>. Social selling is a sales concept in which sales professionals leverage the power of social communication to engage with prospects by answering their questions, providing helpful content, clarifying information, getting discovered, and creating conversation. Communication has evolved over the years starting with the telephone, then advancing to email, and finally to the current landscape which includes social media.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/the-truth-about-social-selling</p>
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How AI is Changing the Face of Marketing
<p>The featured guest for episode 148 is Paul Roetzer, Founder & CEO of PR 20/20, a well-known marketing agency specializing in inbound marketing strategies. Paul is the author of two popular books: The Marketing Agency Blueprint and The Marketing Performance Blueprint. In November 2016, Paul launched the Marketing Artificial Intelligence Institute (MAII). On this episode, we dive deep into what MAII is, why it exists, and why <em>you</em> should care.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/how-ai-is-changing-the-face-of-marketing</p>
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How Informatica Employees Share their Passion on Social Media
<p>Glenn Gaudet, President & Founder of GaggleAMP is my co-host for this episode. We speak with Tristan Bishop, Senior Director, Social Media Marketing at Informatica about their approach to engaging employees to share their company story. Informatica is the number one data management company in the world and one of three companies we showcased in <a href= "http://inbound.findandconvert.com/download-2017-employee-advocacy-journal-v9" target="_blank">Social Business Journal Volume 9, What’s Working in Employee Advocacy</a>. Tristan's role at Informatica is to lead and manage their social media management team worldwide. View the show notes here: </p> <p><a href= "http://www.socialbusinessengine.com/podcasts/the-role-of-employee-advocacy-in-company-strategy"> http://www.socialbusinessengine.com/podcasts/how-informatica-employees-share-their-passion-on-social-media</a></p>
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Three Ways the Microsoft LinkedIn Acquisition Can Affect You in 2017
<p>On episode 146 of the Social Business Engine Podcast, I’m soloing to cover a topic that surprisingly isn’t getting a lot of coverage. As you probably know, Microsoft recently acquired LinkedIn. In a company-wide email, Jeff Weiner, CEO of LinkedIn, explained his excitement about the new opportunities in front of them and laid out eight areas of technology integration between Microsoft and LinkedIn.</p> <p>View the show notes:  <span id= "sample-permalink">http://www.socialbusinessengine.com/podcasts/</span>three-ways-the-microsoft-linkedin-acquisition-can-affect-you-in-2017</p>
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Three Reasons B2B Brands Should Podcast to Win More Business
<p>James Carbary is the Founder of Sweet Fish Media, a podcast production service for B2B companies. He’s a contributor to the Huffington Post and Business Insider, and he also co-hosts the B2B Growth Show: a podcast dedicated to helping B2B executives achieve explosive growth. In this episode, James and I discuss three reasons why B2B brands should be podcasting to win more business.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/three-reasons-b2b-brands-should-podcast-to-win-more-business</p>
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Social Business Engine Podcast Season 3 for 2017
<p>Welcome to 2017 and Season 3 of the Social Business Engine podcast! About three years ago we launched this digital media property, owned and operated by Find and Convert, as a way to “walk the walk” in our content marketing strategy. The podcast began as our proof statement that we are practitioners of content marketing, not just advisors.</p> <p>Over the last three years as content marketing has evolved and so have we. At Find and Convert today we’re focused on strategies that include employee social media advocacy and social selling, two regularly recurring topics on this podcast in 2016. In this episode, I recap some of my favorite episodes from last year and reveal my plans for topic-focused podcast series as we move into 2017.</p> <p>These topical series will be like audio-only courses. I plan to continue interviewing professionals from brands who are willing to share their story with you so that you can learn from them. Each podcast will continue to be supported by a show notes page like this one. Topics will be about digital transformation, including, employee advocacy, influencer marketing, and social selling.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/social-business-engine-podcast-season-3-for-2017</p>
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A Cheat Sheet to Networking in the 21st Century on LinkedIn - Free eBook
<p>David J.P. Fisher, a.k.a. DFish, is back for his third podcast appearance on Social Business Engine. A popular speaker, coach, author, and beer connoisseur, David has his own podcast called Beer, Beats, & Business. During this episode, we’re going to condense some of what we previously covered on the podcast and in this <a href="http://bit.ly/SBE143" target="_blank">webcast</a> into one action-packed interview. Our conversation will serve as a valuable cheat sheet to one of his six books, Networking in the 21st Century on LinkedIn. <em>And</em>, David is offering a free digital copy of his book.</p> <p>David wrote the book <a href="http://bit.ly/SBE143" target= "_blank">Networking in the 21st Century on LinkedIn</a> to help people to move their natural networking skills online. Social networking allows us to connect with anyone, anywhere and so people often jump in without a plan. Chapter One, “A Social Networking Strategy,” encourages readers to think through what they want to accomplish <em>first</em>. Tune in to hear a synopsis of the book and to learn some valuable networking tips along the way.</p> <p>View the show notes: <a href= "http://www.socialbusinessengine.com/networking-in-the-21st-century-on-linkedin-free-ebook">http://www.socialbusinessengine.com/networking-in-the-21st-century-on-linkedin-free-ebook</a> </p>
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Live Video: Why Small Businesses Should be There
<p>Heather Heuman is the Founder of Sweet Tea Social Marketing. She is a popular social media strategist, trainer, and speaker who specializes in helping small business owners and entrepreneurs discover how to grow their business in today’s social marketplace. If you're a regular listener, you've probably already realized this episode will be a little different than the usual episodes that feature guests that serve, or are from mid or large brands. You'll discover how Heather guides her clients to use live video to grow their business.</p> <p>Heather jokes she is a "16-year overnight sensation." Her background is in a corporate client setting, but in 2010 she started an agency for small businesses on how to use social media. In 2014, she started Sweet Tea Social Marketing to help companies and entrepreneurs with their social media strategy and training. Tune in to hear Heather's tips on live video!</p> <p>View the show notes:  <span id= "sample-permalink">http://www.socialbusinessengine.com/podcasts/</span>live-video-why-small-businesses-should-be-there</p>
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How CenturyLink Doubled Employee Shares Through a Contest
<p>Christa Gorham, Group Manager, Large Business Marketing & Communications at CenturyLink is the featured guest on episode 141. She explains how they're growing their employee advocacy program to increase awareness and generate more demand. CenturyLink is a global communications, hosting, cloud, and IT services company. Their solutions and services enable customers to transform their business and lives through innovative technology.</p> <p>View the show notes:  <span id= "sample-permalink">http://www.socialbusinessengine.com/podcasts/</span>how-centurylink-doubled-shares</p>
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How ANSYS Showcases Their Employees’ Expertise
<p>This episode is part one of three co-host by Glenn Gaudet, Founder & President of GaggleAMP. Glenn and I spoke with Sandy Adam, Global Social Media Marketing Manager at ANSYS, Inc. about their strategy to showcase the expertise of their employees. ANSYS is one of the three companies featured in <a href= "http://inbound.findandconvert.com/download-2017-employee-advocacy-journal-v9" target="_blank">Social Business Journal, Volume 9: What's Working in Employee Advocacy</a>.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/how-ansys-showcases-their-employees-expertise</p>
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The 2016 State of Social Business: Shift from Innovator to Integrator
<p>Ed Terpening, Industry Analyst at Altimeter Group, a Prophet Company, is back for his second appearance on the Social Business Engine podcast. We discussed <a href= "http://www.socialbusinessengine.com/podcasts/why-how-social-business-governance/" target="_blank">governance</a> last time he was on the show. In this episode, Ed reviews findings from their newest report: <a href= "http://www2.prophet.com/2016-state-of-social-business">2016 State of Social Business: Social’s Shift from Innovator to Integrator</a>.</p> <p>View the show notes: <span id= "sample-permalink">http://www.socialbusinessengine.com/podcasts/</span>the-2016-state-of-social-business-shift-from-innovator-to-integrator</p>
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Why Social Media Marketing World is a Great Investment in Your Career
<p>Mike Stelzner, Founder & CEO of Social Media Examiner, is back for his second appearance on the podcast. Social Media Examiner is the largest online magazine focused on social media marketing with more than 1 million visitors per month. In this episode, you’re going to learn why Mike launched a physical conference called <a href= "http://www.socialbusinessengine.com/smmw17" target="_blank">Social Media Marketing World</a> (SMMW) and how it has grown to be – THE mega conference in social media marketing. Tune in to discover five compelling reasons to attend SMMW 2017, which is taking place March 22 to 24, 2017, in beautiful San Diego, California.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/smmw-great-investment-in-your-career</p>
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Learn how Hewlett Packard Enterprise is growing its employee advocate economy
<p>Mark Gyles, a Digital Marketing Manager at Hewlett Packard Enterprise (HPE), is the featured guest on episode 137 of the Social Business Engine podcast. Hewlett Packard Enterprise is a global organization that sells cloud and workplace applications. As a Digital Marketing Manager, Mark's focus is on social media marketing and employee advocacy. In this episode, Mark reveals Hewlett Packard Enterprise's approach to its employee advocate economy including the “why” and the “how." Tune in for a crash course in employee social media advocacy<em>. </em></p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/learn-how-hewlett-packard-enterprise-is-growing-its-employee-advocate-economy</p>
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4 Categories of LinkedIn Status Updates
<p>David J.P. Fisher, a.k.a. DFish, is the featured guest on episode 136. This interview was also last week's <a href= "http://www.socialbusinessengine.com/category/social-selling/poolside-sales-chat/">Poolside Sales Chat</a>. DFish is an author, speaker, and business coach at RockStar Consulting. You may recognize him from <a href= "http://bit.ly/DFish-FB" target="_blank">this LinkedIn social selling webcast</a>. While attending Dell EMC World, DFish and I met up to have a quick chat on Periscope about four of the nine categories of LinkedIn status updates he outlines in his book: <a href= "http://davidjpfisher.com/2015/06/22/networking-in-the-21st-century-on-linkedin-is-here/" target="_blank">Networking in the 21st Century on LinkedIn, Why Your Network Sucks And What To Do About It</a>.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/how-to-use-linkedin-for-status-updates</p>
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How Microsoft Handled Social Care During Their Largest Product Launch
<p>Episode 135 features Miri Rodriguez, Sr. Lead for Social and Communities Support at Microsoft recorded at Social Media Strategies Summit in San Francisco. Miri leads three teams of social care specialists for Microsoft products in Global English, Spanish, and Portuguese. Her teams handle social customer care for all products and services except XBox.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/microsoft-handled-social-care-largest-product-launch</p>
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How DreamBank Builds a Loyal Community
<p>Chris Rudolph, Business Accelerator Program Director at DreamBank welcomed me to his space recently to speak about <a href= "https://www.dreamfearlessly.com/event/live-webcast-forget-social-media-think-social-business-with-bernie-borges/">social business</a>, and today I'm featuring him here on the Social Business Engine Podcast. DreamBank is an innovative community space in Madison, Wisconsin, provided by American Family Insurance. American Family sees DreamBank as an investment in their community, a gift with no strings attached.</p> <p>View the show notes: <a href= "http://www.socialbusinessengine.com/podcasts/how-dreambank-builds-a-loyal-community">http://www.socialbusinessengine.com/podcasts/how-dreambank-builds-a-loyal-community</a></p> <p> </p>
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How to Get a LinkedIn Post to Go Viral
<p>Chris Beall, CEO at ConnectAndSell, is a 30-year veteran of the software industry with a background in sales. Aside from being a very cool name, ConnectAndSell is a groundbreaking service that delivers live business conversations to sales people at an astounding pace. Chris uses their service to generate leads.</p> <p>Chris became a LinkedIn member around 2003, but he admits his skills with the platform are very minimal. Recently he had a mind blowing experience on LinkedIn that opened his eyes to the potential of social selling. Although you don’t usually hear the words “viral” and “LinkedIn” in the same sentence, Chris’s post went viral on LinkedIn.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/how-to-get-a-linkedin-post-to-go-viral</p>
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How Analytics Fuels Met Office’s Digital Strategy
<p>Simon Swan is Head of Digital Marketing at Met Office, the UK’s national weather service. Met Office provides weather and climate-related services to government departments as well as the private sector. They were nominated for the Masters of Marketing awards in “Content Marketing, Creating an uncontested marketplace through Content Marketing.” Simon's role is to determine and implement strategies to increase brand affinity through digital strategies. In this episode, Simon reveals Met Office’s unique approach to reaching and engaging its audience through content delivered through digital channels.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/how-analytics-are-fueling-met-offices-digital-strategy</p>
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How HubSpot Uses Live Video in their B2B Marketing Strategy
<p>I recently moderated a panel session at Content Marketing World called <a href= "http://www.contentmarketingworld.com/sessions/the-business-opportunities-in-live-video/">Opportunities for B2B Brands in Live Video</a>. Two of the panelists were previous guests on the Social Business Engine podcast; <a href="http://www.socialbusinessengine.com/podcasts/sap-approaches-influencer-marketing-reach-audience/">Amisha Gandhi</a> from SAP and <a href= "http://www.socialbusinessengine.com/podcasts/how-ca-technologies-turns-employees-into-advocates/">Andrew Spoeth</a> from CA Technologies. The other panelist was Chelsea Hunersen, at HubSpot. Chelsea is the featured guest on this episode.</p> <p>Chelsea Hunersen is Social Media Marketing Manager at HubSpot, a marketing software company that specializes in inbound marketing. They create content for marketers in various formats. Incorporating video into the mix adds a new level of complexity that allows their audience to get "inside the mind of HubSpot." They're using live video to drive viewers to other content, to increase engagement, and to gauge interest levels on various topics.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/how-hubspot-uses-live-video-in-their-b2b-marketing-strategy</p>
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Forget Social Media Think Social Business
<p>I’m soloing on this episode to devote time to a strategic topic. In fact, this topic is the reason I named this podcast show Social Business Engine. I’m going to present my case for why we (in business) need to stop talking about social media and instead focus on social business.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/forget-social-media-think-social-business</p>
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How McDonald's Integrates Employees into its Marketing
<p>Returning for her second appearance on the Social Business Engine podcast, Elly Deutch is the featured guest on episode 129. As Global Social Campaign & Advocacy Manager at McDonald's, Elly provides insight into the expanding role of employee and customer advocacy in McDonald’s marketing strategy.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/how-mcdonalds-integrates-employees-into-its-marketing</p>
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The 5 Biggest Mistakes in Social Media Monitoring
<p>Rebecca Lombardo, Director of Strategic Services at Tracx, and Eric Berkowitz, SVP, Global Services at Tracx, are the featured guests on this episode. Tracx is a social enterprise platform that helps organizations harness opportunities on the social web by providing brands key insights for business decision making. Tracx is also the sponsor of Social Business Journal Volume 8.</p> <p>Rebecca and Eric join me to discuss highlights from Social Business Journal, Volume 8: The 5 Biggest Mistakes in Social Media Monitoring. To start things off, we look at the differences between owned and earned media.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/the-5-biggest-mistakes-in-social-media-monitoring</p>
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Social Selling Insights from #1 Social Influencer on Cloud Software in the UK
<p class="p1"><span class="s1">Ian Moyse is Sales Director at Axios Systems in the UK. Some of his recent accolades include being honored as UK Sales Director of the Year by the Institute of Sales and Marketing in 2015, #1 Social Influencer in Cloud in 2015 and 2016 by Onalytica and ranked 48th globally as a Data Security Influencer by Onalytica. He reminds us that you "can't always predict what you're going to get in the end," just go on the journey and see where it leads you.</span></p> <p>Tune in to hear more from Ian on how he has embraced social selling at Axios with impressive results for his customers and his personal brand.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/social-selling-insights-from-1-social-influencer-on-cloud-software-in-the-uk</p> <p> </p>
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IU Health's Digital Transformation Into an Online Health News Hub
<p>Sarah Burns is Editorial & Social Media Strategy Manager at Indiana University Health, the largest research hospital in Indiana. In this podcast episode, Sarah discusses how IU Health has implemented an online news hub to increase their reach and provide consumer-friendly content for their audience.</p> <p>View the show notes for more: http://www.socialbusinessengine.com/podcasts/iu-healths-digital-transformation-into-online-health-news-hub/</p>
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How Local Businesses Use Social Media to Grow their Business
<p>This episode is a little different than most others because I have four guests who are joining me in a conversation, newsroom style. These four business professionals are responsible for running small businesses and they discuss how they're using social media to market and grow their businesses. My guests include Nicole Colella, Jim Catalano, Alex Gonzalez, and Alan Belniak. Read on or listen to find out how they each apply social media in their varied markets.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/how-local-businesses-use-social-media-to-grow-their-business</p>
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Sales in the Age of Social Media is Still All About Relationships
<p>Ordinarily, I interview a guest from a brand, or a technology company, or an entrepreneur, but on the first episode of season two, I’m soloing. And, the reason I’m soloing is to put an exclamation point on a topic that is important to me and to who we are at Social Business Engine.</p> <p>If you HAVE been listening to the Social Business Engine podcast for a while, you’ve never heard me talk about my digital marketing agency <a href= "http://www.findandconvert.com/?__hstc=21914468.6091e27bd8b1fcceb8e68b6cf6b93252.1465331116924.1470157049757.1470161101525.166&__hssc=21914468.3.1470161101525&__hsfp=2739121631">Find and Convert</a>. The reason I want to take some time to mention it now is to give you context for the topic I want to cover in this episode.</p> <p>Read the full post: http://www.socialbusinessengine.com/podcasts/sales-in-the-age-of-social-media-is-still-all-about-relationships</p>
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Dominate Your Sales Territory Online with Social Selling
<p>Tim Hughes is recognized around the globe as a social selling pioneer and innovator. A <a href= "http://www.socialbusinessengine.com/podcasts/5-pillars-social-selling/" target="_blank">repeat guest on the Social Business Engine podcast</a>, Tim is a best-selling author, a speaker, and co-founder of Digital Leadership Associates. He and co-founder Adam Gray provide training and coaching on social selling at Digital Leadership Associates.</p> <p>On this episode, we discuss highlights from Tim's new and best-selling book: <a href= "https://www.amazon.com/s/ref=nb_sb_ss_i_3_14?url=search-alias%3Dstripbooks&field-keywords=social+selling+techniques+to+influence+buyers+and+changemakers&sprefix=social+selling%2Cstripbooks%2C206&rh=n%3A283155%2Ck%3Asocial+selling+techniques+to+influence+buyers+and+changemakers">Social Selling – Techniques to Influence Buyers and Changemakers</a>. Tim reveals how <em>salespeople can own their territories online</em>, and the types of content they can create to be a part of their buyer's research.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/dominate-your-sales-territory-online-with-social-selling</p> <p> </p>
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Why Legal Should be Your Best Friend
<p class="p1"><span class="s1">This is a first for the Social Business Engine podcast.  This week I feature a lawyer! Ryan Garcia, Legal Director at Dell, joined me to discuss the role of legal in social media engagement at Dell. In his role, Ryan works with the consumer retail business, Dell's gaming brand, and the Global Social Media and Community team at Dell.</span></p> <p>You may remember <a href= "http://www.socialbusinessengine.com/podcasts/smac-u-leads-to-social-influence-at-dell/" target="_blank">episode 59 with Amy Heiss</a> describing Dell's social media training, <a href= "http://www.socialbusinessengine.com/podcasts/smac-u-leads-to-social-influence-at-dell/">SMaC U</a>. Amy told us about the logistics of the program and Ryan is speaking on how legal ties in. Tune into this podcast to hear how Dell began integrating legal into the modules early on to make employees aware of the social media rules and laws, thereby preventing future issues.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/why-legal-should-be-your-best-friend</p>
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B2B Social Media Prospecting Delivers Millions
<p>Tony Zayas is Director of Sales & Marketing at Proforma. Tony's Social Media Sales Challenge is responsible for <strong>$5 million in new business</strong> for those who've gone through this training. I met Tony at GaggleAMP's conference, AMPlify, in April. In his role, Tony coaches franchise owners in digital marketing and also leads e-commerce sales efforts.</p> <p>Proforma is a B2B, franchise organization that sells advertising specialty/promotional products, printing services, and other marketing resources.  They have 750 global offices in America and Europe. Tune in to hear Tony discuss how Proforma has changed their sales model through content marketing and social selling practices to prospect for new business with their social strategy.</p> <p>View the show notes: <span id= "sample-permalink">http://www.socialbusinessengine.com/podcasts/b2b-social-media-prospecting-delivers-millions</span> </p>
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Digital Transformation of The Merck Manuals
<p>I met this week's podcast guest at the Social Media Strategies Summit in New York City where she presented on the digital transformation of the Merck Manuals. Shawnee Brown is Associate Director, Global Social Media Strategy at Merck, one of the largest pharmaceutical companies in the world.</p> <p>Merck is a 125-year-old global leader in pharmaceuticals and medical information. In 1889 Merck began to publish Merck Manuals, a medical reference that became known as a standard in medical information among medical students and doctors. It was originally provided to med students in a textbook format and has recently been transformed into a digital resource for anyone to access around the world for free. Merck Manuals has a long standing reputation for credible medical information. Tune in to hear how Merck is progressing through its digital transformation of Merck Manuals in a global movement to make the best medical knowledge accessible to more than 3 billion people.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/digital-transformation-of-the-merck-manuals</p>
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How SAP Scales Social Selling
<p>Kirsten Boileau, Director of Digital Innovations at SAP is leading the charge to take social selling to the next level for SAP sales professionals. SAP employs more than 30,000 salespeople globally. Through social selling training and enablement delivered at scale, the impact on the business has been very positive.</p> <p>In this podcast episode, Kirsten discusses the role of social selling in SAP's B2B sales environment. Tune in to hear a couple of inspiring success stories and to find out how Kirsten is focused on Training and Enablement to scale social selling at SAP.</p> <p>View the show notes page: <span id= "sample-permalink">http://www.socialbusinessengine.com/podcasts/</span>how-sap-scales-social-selling</p>
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2016 Midyear Recap
<p>The first 25 episodes of the Social Business Engine Podcast in 2016 cover many facets of social business. I interviewed social business practitioners from major brands as well as social technology thought leaders and even an aspiring entrepreneur.</p> <p>On this episode I provide a recap of each episode and the biggest takeaway from each one. A common thread among them is how social business is strategic and tied to business goals. You'll also hear how employee advocacy and social selling are proven and here to stay, supplemented by a word of caution. Tune in and decide which episode you want to go back and listen to. You're going to learn <em>a lot</em> about social business over the next half hour.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/2016-midyear-recap</p>
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How SAP Approaches Influencer Marketing to Reach its Audience
<p>Amisha Gandhi, Senior Director Influencer Marketing at SAP treats influencers like clients. SAP's annual SAPPHIRE conference attracts 20,000 attendees and reaches 80,000-100,000 viewers online with help from their influencer community. Amisha points out that the impact of an influencer goes beyond the audience they bring to the table.</p> <p>In this episode of the Social Business Engine podcast, Amisha explains SAP’s influencer marketing strategy and the impact it’s having on their business. Tune in to find out how to locate influencers and involve them so that both parties benefit from the relationship.</p> <p>View the show notes page: <a href= "http://www.socialbusinessengine.com/podcasts/sap-approaches-influencer-marketing-reach-audience">http://www.socialbusinessengine.com/podcasts/sap-approaches-influencer-marketing-reach-audience</a> </p>
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How Monsanto Creates Customer and Employee Advocacy
<p>I met this week's featured podcast guest, Nick Weber, earlier this year through the <a href= "http://socialmediastrategiessummit.com" target="_blank">Social Media Strategies Summit in Chicago</a>. As the Global Social Media Strategy Lead at Monsanto Company, Nick provides a look at how they're empowering customers and employees to advocate, or as they call it <em>agvocate</em>, for the brand.</p> <p>In 2003 Monsanto Company was spun off from the original Monsanto (established in 1901) as an agricultural unit. Between 2008 and 2009 Monsanto Company recognized the need to have a presence on social media so they could respond to consumers. Tune in to hear how Monsanto Company is leveraging their biggest advocates, their customers, to help tell their story.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/how-monsanto-creates-customer-employee-advocacy</p>
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Using Social to Create Experiences That Tie to Business Goals at Johns Hopkins Medicine
<p>I met Therese Lockemy at the <a href= "http://socialmediastrategiessummit.com">Social Media Strategies Summit</a> in Chicago where she gave a terrific presentation on the social strategy at Johns Hopkins Medicine. Therese is Director of Internet Marketing & Social Engagement at Johns Hopkins Medicine. When I learned of their business-focused approach to social, I knew I had to have her as a featured guest on my podcast.</p> <p>Therese and her team monitor for international mentions of Johns Hopkins Medicine, which is an academic medical center with six academic and community hospitals and 39 outpatient hospitals. In this episode, Therese explains how she leads a social media command center to create richer customer experiences that tie back to their six strategic priorities.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/using-social-to-create-experiences-that-tie-to-business-goals-at-johns-hopkins-medicine</p>
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Wayne St. Amand of Brand Networks Explains How to Target Real People Through Social Advertising
<p>Wayne St. Amand is Chief Marketing Officer at Brand Networks, a software platform used by large brands to manage their advertising across five social media platforms from one central hub. I recorded this episode with Wayne on location at the IBM AMPlify conference in Tampa, FL.</p> <p>Social media marketing is not free. As I'm sure you know, social platforms make their money from advertising, so decreasing organic reach to less than 1% encourages advertisements and makes them money. In this podcast episode, Wayne discusses how social advertising allows marketers to target real people rather than taking an educated guess or a probabilistic approach. He also provides an example of a fashion brand that started out in a market in Bondi Beach, Australia, which is now a multi-billion dollar online commerce company thanks to social advertising.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/how-to-target-real-people-social-ads-brand-networks</p>
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Glenn Gaudett of GaggleAMP Talks Employee Advocacy Do’s and Don’ts
<p>Glenn Gaudet, President and Founder of GaggleAMP, joined me on this Periscope-recorded episode at the AMPlify conference last week. AMPlify is GaggleAMP's Employee Advocacy Conference where attendees have the opportunity to learn more about employee advocacy and network with their peers. A cloud-based technology solution that brings together employees to be part of the online marketing engine, GaggleAMP does over 40 different things to make it easy and fun for employees to amplify their employer's content. They help companies to encourage shares about the organization, positive reviews on Glass Door, the sharing of ideas, and other employee advocacy efforts.<em> </em></p> <p>On this podcast, Glenn shares his insights on trends and best practices of employee advocacy. Tune in to find out what questions you should be asking when rolling out an employee advocacy program, how HR can be included, and the general do’s and don’ts of employee advocacy.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/gaggleamp-employee-advocacy-dos-and-donts</p>
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How Dark Social is a Social Marketer’s Blind Spot
<p>Brewster Stanislaw, Director of Product at Simply Measured, opened my eyes to the importance of dark social. This "undercover" traffic shows up as direct traffic in web analytics and masks the true impact of traffic from social media.</p> <p>It would be beneficial for any business utilizing social media to take a closer look at your analytics and where dark social may play a role. Listen to this episode with Brewster Stanislaw to hear how a cosmetics brand was able to apply more marketing budget after further analysis of dark social and what you can do to reveal dark social's effect at your organization.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/dark-social-social-marketers-blind-spot</p>
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How Southwest Airlines Uses Live Video to Humanize the Brand
<p>Derek K. Hubbard, Social Business Specialist at Southwest Airlines, joined me on episode 111 to discuss Southwest's strategy with live video. This 49-year-old brand is embracing live video as a means to communicate with their customers, recruit new employees, and humanize the brand.</p> <p>Derek reveals how their employees go through training and a practice run before going live. He also talks about the platforms Southwest Airlines has experimented with and reveals which have provided them with the most value. The insight you gain from this podcast can help you construct your own live video strategy.</p> <p>View the show notes: <a title= "http://www.socialbusinessengine.com/podcasts/southwest-airlines-uses-live-video-humanize-brand" href= "http://www.socialbusinessengine.com/podcasts/southwest-airlines-uses-live-video-humanize-brand"> http://www.socialbusinessengine.com/podcasts/southwest-airlines-uses-live-video-humanize-brand</a></p> <p> </p>
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In the Midst of the CMO Storm
<p>Stephen Marshall, Asia-Pacific Program Manager for IBM’s Global C-Suite Study, gave me a complete look at the findings of the 2015 Global C-Suite study. The study includes the perspectives of 5,000 Chief Marketing Officers around the globe with a look at why they're focused on customer experience.</p> <p>Find out why Stephen says that CMOs should be looking for ways to be disruptors before their business is affected by someone else's disruptive innovation. How will the findings from this recent study affect your organization's outlook of the customer experience?</p> <p>View the show notes page: http://www.socialbusinessengine.com/midst-cmo-storm/</p>
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Digital Transformation Takes an OPPOSITE Approach
<p>Brian Solis is Principal Analyst at Altimeter Group, a Prophet Company, and an award-winning author, keynote speaker and digital anthropologist. Brian's focus on digital transformation in his recent research on the <a href="http://www.altimetergroup.com/2016/02/new-research-brief-the-opposite-approach-8-success-factors-of-digital-transformation/" target="_blank">8 Success Factors of Digital Transformation</a> inspired me to extend the invitation to him to share the key findings on our podcast.</p> <p>Through Brian's research, he and Jaimy Szymanski, Digital Experience Analyst at The Altimeter Group, uncovered a framework many digital leaders follow unconsciously - the "OPPOSITE" approach. This unusually long acronym represents a compilation of eight best practices guiding today’s successful organizations through their digital transformation. Listen to this episode to gain valuable insight into Brian's findings about the digital customer experience, as well as a look into Brian's latest book<em> X: The Experience When Business Meets Design.</em></p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/digital-transformation-takes-opposite-approach</p>
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How CA Technologies Turns Employees into Advocates
<p>Andrew Spoeth is Digital Marketing Director and Head of Social Media at CA Technologies, a large global software company in the application economy. CA Technologies has a presence in dozens of countries and over 12,000 employees, many of which are engaging on social media.</p> <p>On this episode, you’re going to learn how CA Technologies is harnessing the reach and business potential of its advocates, namely employees. You'll hear Andrew's two "confessions" and discover how CA Technologies is mobilizing their employees on social media.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/how-ca-technologies-turns-employees-into-advocates</p>
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Dispelling Social Selling Myths
<p>Jill Rowley, Jack Kosakowski, and David Fisher joined me for a Blab meet up; Dispelling Social Selling Myths. These three social selling experts come from varying backgrounds in the sales and social media worlds. In this episode, you'll hear all about them and each of their social selling mantras.</p> <p>This podcast is PG rated, compared to my usual G rating. Having a conversation with passionate people around their area of expertise can really get them going. ;)</p> <p>Tune in to find out what each of our social selling mantras are -- I revealed mine, too -- and to discover some useful insights about social selling. Feel free to listen to the podcast above, or watch the recording of the Blab below.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/dispelling-social-selling-myths</p>
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The Impact of Digital Storytelling on Walmart’s Reputation
<p>Chad Mitchell, Senior Director, Digital Communications at Walmart is back for a second episode of the Social Business Engine podcast series. On Chad's <a href="http://www.socialbusinessengine.com/podcasts/how-walmart-today-was-launched-to-celebrate-the-customer/" target="_blank">first appearance</a> we discussed how Walmart launched their blog - Walmart Today - to celebrate the customer.</p> <p>On this episode, we get a behind the scenes look at the impact of Walmart’s commitment to telling its story through digital channels and how it's rebuilding its reputation with its associates and customers. You'll hear how they're writing content around themes like <em>The Ripple Effect </em>and <em>Made by America</em>.</p> <p>View the show notes:  <span id="sample-permalink">http://www.socialbusinessengine.com/podcasts/</span>the-impact-of-digital-storytelling-on-walmarts-reputation</p>
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How The Content Loop Drives Results at Teach For America
<p>Stacey Jaffe, Managing Director of Social Media and Paid Ads at Teach For America, joined me for episode 105. Teach for America is a 25-year-old, non-profit organization focused on education equality for <em>all</em> children across America. </p> <p>As Managing Director of Social Media and Paid Ads, Stacey oversees Teach For America’s paid and owned social media. She leads a team of five full-time staff members while collaborating with a variety of other teams. Stacey develops strategies to utilize social media metrics as a “focus group” to improve the social media experience for their various audiences. Tune in to hear how Stacey achieves results through content and social media much like a for-profit business.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/how-the-content-loop-drives-results-at-teach-for-america</p>
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Betting and Winning on Social at MGM Resorts International
<p>Beverly Jackson, Vice President, Social Media and Content Strategy at MGM Resorts International is a social business executive extraordinaire. </p> <p>She has contributed to consistent double digit growth of the GRAMMY Awards from 2009, including a record breaking broadcast, digital and social engagement numbers for the 54<sup>th</sup> GRAMMY Awards in February 2012.</p> <p>Beverly now leads a high-performance entertainment and digital content marketing team at MGM Resorts International forging long-term strategic relationships that drive revenue.</p> <p>In this podcast, we discussed how she's leading the social business strategy at MGM International and reviewed a few of their recent social media success stories.</p> <p>View the show notes: <span id="sample-permalink">http://www.socialbusinessengine.com/podcasts/</span>betting-and-winning-on-social-at-mgm-resorts-international </p>
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The Role of Social Selling in Social Business
<p>Amy Heiss, Director of Social Media Activation & Training at Dell, and Suzanne Doughty, Social Media Program Manager at Dell, joined me to discuss social selling and the role it plays in social business on this special <a href="https://blab.im/bernie-borges-social-selling-the-role-it-plays-in-social-business" target="_blank">Blab recorded episode</a>.</p> <p>Missing from the audio recording is David Fisher, but you'll hear his insights verbalized throughout from his input in the chat panel.</p> <p>Social media is used in all aspects of business at Dell, however, in this podcast we focused mostly on Dell's sales and business development practices.</p> <p>A whopping 16,000 Dell employees have been trained and certified in social media. </p> <p>Tune in to hear a few of their social business success stories and a list of best (and worst) practices for social selling.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/the-role-of-social-selling-in-social-business</p>
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Five Choices We Make to Be Future Strong
<p>Bill Jensen is an internationally acclaimed thought leader known for extremely useful content and a passion for making it easier for everyone to work smarter, not harder.</p> <p>As CEO of The Jensen Group, Bill has worked with many clients such as Bank of America, Merck, Pfizer, GE, L’Oréal Italia, Genentech, NASA, Philips Lighting, and many others, to help companies double their efficiency.</p> <p>Bill has spent the past 25 years studying how work gets done, and much of what he’s found horrifies him. </p> <p>On this episode, we’re going to dive into Bill’s latest book Future Strong. We’ll hear from Bill why the disruptive economy requires a workforce that is future strong and exactly what that means to each of us individually and to brands around the world.</p> <p>Tune in to hear Bill's secrets to building <em>your</em> best future and how to lead your organization into the future.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/five-choices-we-make-to-be-future-strong</p>
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The Case for an Employee Advocacy Program at Deloitte Africa
<p>As we break into the triple digits in podcast episodes, it only made sense to bring back the featured guest from <a href="http://www.socialbusinessengine.com/sbe-episodes/deloiette-south-africas-social-business-journey/" target="_blank">episode number two</a> of the Social Business Engine.</p> <p>Digital Engagement Leader at Deloitte Africa, David Graham, is responsible for online stakeholder engagement including email communication and employee advocacy across four regions including Southern, Central, Eastern and Western Africa.</p> <p>In episode 101, David explains how Deloitte Africa complemented its email communication sent from a branded account, to personalized digital communication sent from staff members, and the results that they've experienced so far.</p> <p>He also discusses how Deloitte is mobilizing employees on social media with their employee advocacy program and how it has increased their earned media value to an estimated $80,000.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/case-for-employee-advocacy-deloitte-africa</p>
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Why Social Business is Way Bigger than Social Media Marketing
<p>This podcast episode is a little different than previous shows. Normally, I interview a guest from a brand or an independent thought leader.</p> <p>In honor of episode 100, I share my thoughts and insights on the topic of social business.</p> <p>You'll hear my definition of a social business and learn all about our new <a href="http://www.socialbusinessengine.com/workshops" target="_blank">Social Business Workshop for Business Development</a>. </p> <p>Tune in to find out where we're headed with the Social Business Engine channel.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/why-social-business-is-way-bigger-than-social-media-marketing</p>
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How a 70 Year Old Brand Speaks Social
<p>Ken Schneider is the head of social media at U-Haul, the industry leader in do-it-yourself moving and self-storage. U-Haul was established 70 years ago by L.S. "Sam" Shoen to fill the need for one-way moving trailers. In the same sense of filling a void, U-Haul was spurred to become active on social media as their customers were trying to engage their unmoderated accounts.</p> <p>In episode 99, you'll hear how U-Haul has evolved from no social media activity as recently as four years ago, to engaging with customers to drive brand loyalty and conversions today. Ken discusses how U-Haul regularly experiments with channels and content and how they measure what's working for the brand.</p> <p>View the show notes page: <a href="http://www.socialbusinessengine.com/podcasts/how-a-70-year-old-brand-speaks-social-u-haul">http://www.socialbusinessengine.com/podcasts/how-a-70-year-old-brand-speaks-social-u-haul</a></p>
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Creating a Movement in Women’s Fitness Apparel
<p>Andrea Kuchinski’s background is graphic design; however, it was her passion to change the public perception of fitness for the everyday woman that inspired her to launch her apparel fitness company, <em>From Thick to Thin</em>. Andrea was recently featured in Social Business Journal Volume 7 for her niche approach to content marketing.</p> <p>Andrea found her voice among a niche audience of women who shared her passion for inclusivity in fitness, regardless of height, weight, speed or athletic ability. On this episode, Andrea shares her journey on this niche entrepreneurial adventure and the role of content and social media in building her business.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/creating-a-movement-in-womens-fitness-apparel</p> <p> </p>
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Analyzing the Value of Social Media in B2B
<p>A popular speaker at marketing conferences, Carlos Gil is Head of Social Media Marketing at BMC Software.</p> <p>On this episode, Carlos shares his insights on strategies and tactics for analyzing the effectiveness of social media in mid or large organizations.</p> <p>He also reveals how he measures social media ROI at BMC Software, a B2B, enterprise software company where Carlos is in charge of global social media activities.</p> <p>You'll gain an understanding of the similarities between B2B and B2C companies using social media and how to measure results.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/analyzing-the-value-of-social-media-in-b2b</p> <p> </p>
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Getting a Seat at the Breakfast Table through Transparent Communication
<p>Today's featured guest is Rick Wion, an accomplished marketing professional recognized by AdWeek as a Top 50 Innovator in digital marketing. Rick is currently the Senior Director of Consumer Engagement at the Kellogg Company and a long time fan of Frosted Flakes.</p> <p>On this episode, Rick reveals Kellogg’s strategy behind their web property openforbreakfast.com. We discuss how Rick is leading the movement at Kellogg for transparent communication across the spectrum of nutrition, sustainability, and philanthropy.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/getting-a-seat-at-the-breakfast-table-through-transparent-communication-kellogg</p>
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10 Social and Content Marketing Trends to Watch in 2016
<p>Featured for the <em>third</em> time on a Social Business Engine podcast, is Top 40 Digital Strategist <em>and</em> Top 50 Content Marketer in the World - Ian Cleary. As CEO of RazorSocial, Ian is a social media and marketing tools buff. I’ve enjoyed more than one occasion with Ian at a marketing conference where I’ve seen him speak, teach workshops, and even dance on stage. His website, RazorSocial.com, is a very popular destination for marketers to stay informed of the seemingly daily changing landscape of social media tools. His site is on my top 5 list and was ranked in the top 10 destinations by Social Media Examiner 2013 through 2015.</p> <p>On this episode, Ian reveals how to navigate your way through over 1,000 tools available, providing a summary of the types of social media and content marketing tools brands should consider. He offers a look through his crystal ball of the trends we should watch in 2016, along with valuable tips you would usually pay for.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/social-and-content-marketing-trends-2016-ian-cleary/</p>
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The Engaged Leader – A Strategy for Your Digital Transformation
<p>Charlene Li is recognized around the world as one of the foremost experts on social media and technologies. A thought leader and consultant on strategy, leadership, social technologies, interactive media and marketing, Charlene is the Founder and CEO of <a href="http://www.altimetergroup.com/">Altimeter Group</a>, and the author of the New York Times bestseller, <a href="http://charleneli.com/books/open-leadership/">Open Leadership</a>. She is also the coauthor of the critically acclaimed, bestselling book <a href="http://charleneli.com/books/groundswell/">Groundswell</a>, which was named one of the best business books in 2008. Her latest book, <a href="http://charleneli.com/the-engaged-leader/">The Engaged Leader</a>, published in March 2015 is the topic of discussion on this episode.</p> <p>Charlene and I explore key takeaways from her latest book, "The Engaged Leader," to provide insights and inspiration for you and the leaders in your organization. The examples and actionable advice she provides will guide leaders in their digital transformation to be engaging and comfortable in the digital realm.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/the-engaged-leader-charlene-li</p> <p> </p>
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How to Deliver Business Results through Employee Advocacy
<p>Julio Viskovich, V.P. of Marketing at rFactr, has worked with many brands to develop employee advocacy programs that deliver tangible business results. A Forbes Top 30 Social Media Influencer, Julio is passionate about helping organizations empower employees to have human-to-human engagement while delivering the right message at the right time.</p> <p>On this episode, Julio and I discuss the profitability of employee advocacy and overview the highlights from rFactr's strategic e-guide on implementing and scaling an employee advocacy program. <a href="http://www.socialbusinessengine.com/category/employee-advocacy/" target="_blank">Employee advocacy</a> is one of the five pillars of a social business. Are you ready to accelerate your social business journey this year?</p> <p>View the show notes: <a href="http://www.socialbusinessengine.com/podcasts/how-to-deliver-business-results-through-employee-advocacy/">http://www.socialbusinessengine.com/podcasts/how-to-deliver-business-results-through-employee-advocacy/</a></p> <p> </p>
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Why the Modern CMO is Like a Mutual Fund Manager
<p>Jim Williams, Vice President of Marketing at Influitive has spent 20 years in B2B marketing with start-up and growth-stage technology companies. Under Jim's leadership, Influitive, a pioneer in advocate marketing software, has developed a world-class inbound marketing engine that fuels 70 to 80% of the revenue engine. Jim has built a thriving community of engaged advocates made up of customers, partners and evangelists.</p> <p>On this episode, Jim and I discuss the dynamic role of the modern CMO. He reveals the skills a modern CMO needs to have, how to impact revenue growth by building a team of internal and external advocates, and the pitfalls to avoid. Jim stressed how a CMO's best tool is the brand's reputation. What are your customers saying about your brand?</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/why-the-modern-cmo-is-like-a-mutual-fund-manager</p>
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All Native Advertising Doesn’t Suck
<p>Director of Creative Strategy at Time Inc., Melanie Deziel is an award-winning journalist with a career that spans roles at the Huffington Post and the New York Times prior to joining Time Inc. Melanie is also the founder of the native advertising newsletter, The Overlap League. On this podcast, Melanie and I discuss the evolution of native advertising and, particularly, the importance of context in branded journalism.</p> <p>We'll explore how native advertising is produced, promoted and distributed and talk about Melanie's award-winning piece, Women Inmates: Why The Male Model Doesn’t Work.Tune in to gain insight into the role of native advertising in the modern content strategy. </p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/all-native-advertising-doesnt-suck</p>
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6 Audacious Digital Marketing Predictions for 2016
<p>Chad Pollitt is Co-Founder and VP of Audience at Relevance, an established, yet growing, agency and digital publication. In this podcast, we discuss Chad's recent Huffington Post article, <a href="http://www.huffingtonpost.com/chad-pollitt/6-bold-predictions-for-di_b_8575350.html" target="_blank">6 Bold Predictions for Digital Marketing in 2016</a>. Chad is a popular speaker at marketing events, a top 20 CMO Influencer and a newly minted adjunct professor of digital marketing at Indiana University.</p> <p>A former U.S. Army Commander, Chad runs all aspects of content and audience development at Relevance. Relevance's publication serves as a go-to resource for content promotion, strategy, news, and insights.</p> <p>How will Chad's six warranted and plausible predictions for digital marketing in 2016 affect you?</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/6-audacious-digital-marketing-predictions-for-2016</p>
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Branded Journalism Newsroom Style at Cisco
<p>Kirsten Chiala is Digital Content Manager, Social Media Communications at Cisco. She is leading her team to tell Cisco's story to reach and engage their B2B audience through a newsroom-style branded journalism strategy. You'll discover how <strong>The Network</strong> features thought leadership content, as well as creative content such as a graphic novel featuring superheroes like SuperSmart and Dr. Analog, a serial magazine, 6-second Vine videos, and other fresh content marketing strategies.</p> <p>Cisco is a global leader in the hardware, software, and services that are used to create the Internet solutions that make networks possible. An employer of more than 70,000 people, Cisco has a plethora of angles from which to tell their story. How will you apply their creative content strategies in your business?</p> <p> </p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/branded-journalism-newsroom-style-at-cisco</p>
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Get Social | An Employee Ambassador Initiative at Avery Dennison
<p>Under the leadership of James Moat, Avery Dennison is mobilizing employees to <em>Get Social</em> for inspired storytelling that is good for business development, talent retention and even recruiting. James Moat is Director of Global Digital Communications at Avery Dennison, a maker of "innovative sticky stuff" that has operations in more than 50 countries and employs over 25,000 people.</p> <p>Established in 1935, Avery Dennison is a global leader in solutions with operations and labeling and packaging materials. Listen to this episode to hear about their social business journey and how two years into it, James already realizes that it's a worthy, never-ending journey.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/avery-dennison-get-social-employee-ambassador</p>
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Why Recruitment is Marketing
<p>Abby Euler, Global Marketing Evangelist for Talent Acquisition at IBM, reveals the merit of taking a data-driven marketing approach to recruitment. She explains why the art and science of recruiting is really a digital marketing campaign, made possible through strategy and social technologies.</p> <p>The fact that recruiters say they would <em>not</em> rehire 39% of their recent hires exposes a fault in the classic, reactive recruitment strategy. Listen to this episode to gain an understanding of how taking a proactive approach to recruitment provides the opportunity to have the right candidates available when a position opens up and how your company's culture plays a role in the recruitment process.</p> <p>Recruitment is evolving; it's time to start treating your candidates like consumers.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/recruitment-is-marketing</p>
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Expectations of the Graduate Student When They Enter the Workforce
<p>I recorded this podcast with Ari Lightman while attending<a href="http://www.findandconvert.com/2015/10/dell-world-recap-social-business-journey"> Dell World 2015</a>. Ari is a Professor and Director at Carnegie Mellon University (CMU) where he teaches classes on IT transformation, marketing, social media and mobile content. Ari is a major contributor to the Social Business Journal that we published with Dell. He also participated on a social selling panel with me at Dell World.</p> <p>Ari's work is intriguing. I enjoyed learning how his students at Carnegie Mellon University conduct research on behalf of large brands.</p> <p>Researchers in the classroom have access to a variety of different software programs and tools used during their learning experience. When they come to the workforce, they expect to have access to those tools with which they're already familiar.</p> <p>In this episode, you'll discover a few ways to ask questions when problem solving and how young researchers expect open access to the tools they need. You'll also learn how Ari's students at CMU created an opportunity for one company to generate an extra million dollars in revenue from their research findings and recommendations.</p> <p>View the show notes page: <span id="sample-permalink" tabindex="-1">http://www.socialbusinessengine.com/podcasts/</span>expectations-graduate-student-when-they-enter-workforce</p>
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Ending Email Overwhelm
<div class="tb f375"><span class="tx">In this episode, we cover the fascinating topic of designing for global scale in a way that </span><span class="tx">is inclusive for </span><span class="tx">anyone, regardless of age or ability</span><span class="tx">. I’m joined by M.E. (Mary Elizabeth) </span><span class="tx">Miller, IBM Verse UX Designer, and Duncan Hopkins, Senior Design Team Lead, IBM </span><span class="tx">Design, Enterprise Social Solutions. </span><span class="tx">M.E. and Duncan discuss how they leverage IBM </span><span class="tx">Design Thinking to drive alignment across global teams and develop accessible </span><span class="tx">enterprise applications at scale</span><span class="tx">.</span></div> <div class="tb f375"><span class="tx"> </span><br /><span class="tx">One example of this work is IBM Verse, an innovative application that combines </span><span class="tx">social, email, mobile and analytics and is designed to provide accessibility for </span><span class="tx">individuals with visual impairments and physical disabilities.</span><span class="tx"> </span><span class="tx">Tune in to discover how </span><span class="tx">the designers of IBM Verse used IBM Design Thinking to solve a common problem in </span><span class="tx">the workplace – inefficient email – while applying IBM Design Thinking in a way that </span><span class="tx">can be embraced by any business for a “new way to work.”</span> <p>Visit out show notes page for links to reports and other sources of insights discussed in this podcast episode: http://www.socialbusinessengine.com/podcasts/content-social-media-business-value/redesigned-enterprise-email-ibm-verse.  </p> </div>
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How to Harness Content & Social Media to Drive Business Value
<p class="tweetthis">3M is mobilizing content and social media to tell their story across the globe and drive business value. A global company with over $30 billion in revenue and more than 89,000 employees across nearly 200 countries, 3M does more than just "sticky notes." In this episode, Carlos Abler, Leader of Content Marketing Strategy, and Christian Plewacki, Social Media Strategist, chatted with me about the thought process and "work in progress" state of social business at 3M.</p> <p class="tweetthis">A recent relaunch has repositioned 3M as the science company that it truly is. They have a new tone of voice and are now functioning more like publishers. Tune into this podcast to hear how 3M has recognized the need to develop relationships through content on digital channels and how to do so at your organization.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/how-to-harness-content-social-media-to-drive-business-value/</p>
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How Social Helping Can Land You a New Client
<p>Bryan Kramer CEO of PureMatter reveals how the content that you share builds credibility and impacts others' perception of you and/or your brand. Sharing is one of the most prominent aspects of social selling (excuse me, <em>social helping</em>) and is the focus of Bryan's new book, Shareology.</p> <p>If you've previously downloaded <a href="http://hubs.ly/H01kTKm0" target="_blank">Social Business Journal Volume 3: Digital Transformation</a>, you've already read about how Bryan says social selling should be called social helping. Listen to this podcast to hear an example of how social helping connected Bryan with someone who became a major client and how it can ultimately create new business for your brand, too.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/social-selling-bryan-kramer-shareology</p>
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How the Online Community at SAS Provides Customer Support
<p>This podcast features Chris Hemedinger and Shelley Sessoms, two SAS employees whose efforts can be seen on the SAS Support Communities. As Senior Manager of Online Communities, Chris leads the team of three Community Managers including Shelley. The SAS Support Communities complement their technical support team and are not meant to replace it. In this episode, you'll discover how the re-energized community plays a pivotal role in their customer support strategy and adds marketing value to SAS.</p> <p>In an effort to create a deeper connection with community members, SAS evolved their 10-year-old online support community to include more technical and newsworthy content. Established in 1976, SAS is a recognized leader in business analytics software and the largest independent company in the business intelligence market.</p> <p>View the show notes: http://www.socialbusinessengine.com/podcasts/sas-support-online-community-benefits</p>
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The Rise of the Hootsuite Ambassador Community
<p>Hootsuite has mobilized their product advocates around the world through their Ambassador community resulting in strong relationships with product advocates and significantly expanding Hootsuite's reach.</p> <p>Mel Attia, V.P. of Marketing at Vanilla Forums, joins me again as co-host on this episode as we uncover the impact the online community of advocates is having on Hootsuite's business. Justine Velcich, Manager of Global Community Programs at Hootsuite reveals the strategy behind their three-year-old Ambassador Community and how it has evolved.</p> <p>Visit our show notes to download the <strong>Social Business Journal: The Community Playbook</strong> at our show notes page: http://www.socialbusinessengine.com/podcasts/the-rise-of-the-hootsuite-ambassador-community/</p>
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3 Pivotal Elements to Lead Generation Through Content Marketing
<p>I recorded this podcast with Guillaume Decugis, CEO of Scoop.it!, at his office in San Francisco. We discussed the process of how businesses generate leads through content marketing. By strategizing content around buyers' various stages in the funnel, lead generation is fueled and conversion is encouraged.</p> <p>Visit our show notes page for more insights into this podcast at: http://www.socialbusinessengine.com/podcasts/3-pivotal-elements-to-lead-generation-through-content-marketing</p>
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[RESEARCH] The Role of Social in B2B Enterprise Sales
<p>In this episode we're digging into the new Social Business Journal: Digital Transformation, Social Selling Research, Insights and Best Practices published in cooperation with Dell. Joining me on this episode to provide his insights is Bryan Jones, Vice President North America Commercial Marketing at Dell. The original research in this Journal was commissioned by Dell and conducted at Carnegie Mellon University’s Heinz College and provides an understanding of the pivotal role social media plays in strengthening the relationship between sales professionals and their customers.</p> <p>On this podcast, Bryan and I discuss some of the key findings you'll read in the Journal. The best practices and tips in this research are actionable in any enterprise. This Journal is ungated, meaning it’s available for download without a form. Simply go to <a href="http://www.socialbusinessengine.com/dell" target="_blank">http://www.socialbusinessengine.com/dell</a> to open and/or save the Journal.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/b2b-social-selling-digital-transformation-dell</p>
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Overcoming Information Density through Shareability
<p>I'm joined by Mel Attia, V.P. of Marketing at Vanilla Forums. Together, we talk with Mark Schaefer about his new book, The Content Code. Mark Schaefer is a college educator, author, speaker, and social media strategy consultant. He has been featured in the Wall Street Journal, The New York Times, and the CBS News; he is also the author of five popular marketing books that are used as text books in over 50 universities.</p> <p>We review some of the key points in Mark's book and really dig into why content marketers have to overcome information density to stand out. Specifically, we review how content can get "ignited" through the process of "Building Shareability into Your Content." Tune in to hear this vibrant conversation with Mark about how the modern marketer can cut through the wall of noise through shareability.</p> <p>View the show notes page: http://www.socialbusinessengine.com/podcasts/content-marketers-overcoming-information-density-shareability-mark-schaefer</p>
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How the Modern Executive Thrives in a Digitally Minded Enterprise
<p style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">People often begin their careers in the corporate world and move on to entrepreneurship. Jim Fields, Vice President of Customer Experience at SAP, took the opposite approach and went from the entrepreneurial world into a corporate position. Jim's background as a serial business owner prepared him for his current management responsibilities at SAP, a multinational software corporation that creates enterprise software for businesses.</p> <p style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">In this episode of the Social Business Engine podcast, Jim discusses how he involves people in collaborating on projects. By showing someone a prototype or an example of what something can be, you can get him or her excited about the outcome. His approach is very similar for getting non-digital people involved with social selling. You'll discover tactics to encourage social selling among those with an aversion to social media, strategy on how to gain influence in the social selling realm and more on the positive effects social selling can have on your brand.</p> <p style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">View the show notes page:  http://www.socialbusinessengine.com/podcasts/how-the-modern-executive-thrives-in-a-digitally-minded-enterprise</p>
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How Content Curation Makes it Possible for the Modern Marketer to Thrive
<div style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">Marketers are responsible for creating revenue-producing content every day. In fact, the role of modern marketing has transformed to the point where it is as much about publishing as it is marketing. The level of content production required can make content marketing an overwhelming proposition when handled solely internally. It's easy to miss<span style="line-height: 1.5;"> out on a lot of opportunities if all of your content creation is done in-house. Michael Gerard, Chief Marketing Officer at Curata, suggests looking out to your ecosystem and curating content from experts in your network to help you discover the other types of material your audience is interested in, boost your SEO, save time, save money and generally thrive as a modern marketer. </span></div> <div style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;"> </div> <div style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">In this podcast Michael and I discuss Curata's <strong>Content Marketing Pyramid</strong> and how curated content ties in. The Content Marketing Pyramid is made up of three core levels that are then broken down into a framework of five sections. Tune in to this episode to discover how Curata breaks down the daunting task of content marketing and separates it into manageable steps that you can follow in your business, too.</div> <div style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;"> </div> <div style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">View the show notes page: http://www.socialbusinessengine.com/podcasts/how-content-curation-makes-it-possible-for-the-modern-marketer-to-thrive</div>
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Building An Owned Audience from Scratch at TechBeacon
<p style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">As the sixth largest software company in the world it should come as no surprise that HP Software's recent launch of TechBeacon is quickly gaining clout in the technology industry.</p> <p style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">Started approximately three months ago, this content-filled learning center is already receiving 60,000 views per month. Marcel Santilli, the Chief Content Officer for TechBeacon, spent a month doing research before starting what he said was the most challenging task — <em>the executive approval process</em>.</p> <p style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">In this episode of the Social Business Engine, Marcel reveals how HP is taking a customer serving approach to their content marketing through TechBeacon. The focus of TechBeacon is to give HP Software's customers a place to learn. The only mentions of products you'll see are references in reports or statistics. Listen to this podcast to discover Marcel's strategy for launching TechBeacon and the benchmarks from his previous work with Security Intelligence at IBM.</p> <p style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">View the show notes page: http://www.socialbusinessengine.com/podcasts/building-an-owned-audience-from-scratch-hp-techbeacon</p>
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How Whole Foods Market Aligns Core Values with Social Media
<p style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">Whole Foods Market is a natural and organic grocery retailer founded in 1980. Natanya Anderson, is the Director of Social Media and Community and the featured guest on this episode. Whole Foods' focus on hyper-local social has yielded over 850 social media accounts across 400 retail locations in 12 regions across North America and the UK. Similar to the constantly evolving social media landscape, they are regularly updating their quality standards to stay current with new scientific findings about food and their source of origin.</p> <p style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">In this podcast episode Natanya discusses the priority Whole Foods places on alignment of the company's core values with quality standards in the way that they engage in social media. Whole Foods works hard to empower each store to represent itself uniquely in their local market through their own social media channels. Natanya's insights will inspire any executive or individual in charge of a company's social media to question how well they are portraying their values through their social media activities.</p> <p style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">View the show notes page: http://www.socialbusinessengine.com/podcasts/how-whole-foods-market-aligns-core-values-with-social-media</p>
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How to Deepen the Connection with Your Customers Through Social Listening
<p><span style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">Grab a glass of wine and settle in for this week's podcast episode with Frog's Leap Winery's Social Media Manager, Natalie Barnard, and General Manager, Jonah Beer. Frog's Leap's entrance into the social media world began with a Facebook page managed by Jonah. They have since evolved into a social business with the help of Natalie and a focus on social listening.<br /></span></p> <p><span style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">Through social listening Frog's Leap has been able to increase engagement by sharing content their audience wants to see. Abbie the adorable winery dog, and the statuses of their grapes are staple posts that garner interaction. By tuning in to what their audience wants to hear Natalie is able to regularly create engagement driving content. Tune in to discover the history of Frog's Leap Winery and learn how effective social listening can be when building a brand's community.</span></p> <p><span style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">View the show notes for lots of pictures, including Abbie the winery dog. http://www.socialbusinessengine.com/podcasts/connect-to-your-customers-through-social-listening</span></p>
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2 Reasons Your Business Needs to Start a Podcast
<p><span style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">This week's podcast was recorded at the second annual Podcast Movement conference in a transportable recording booth provided by Buzzsprout. I'm joined by two fellow podcast proponents: Scott Beebe, Business Coach and Strategist at his company <em>My Business On Purpose</em>, and Matt Miller, the President of <em>School Spirit Vending</em>. Scott and Matt each reveal why your business needs to start a podcast. Having an internal or external podcast adds serious value to your company by strengthening your community and opening up a convenient form of communication. The three of us unravel the fear that many organizations have about podcasting, present the benefits of podcasting, and inspire you to get started.</span></p> <p><span style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">Visit our show notes page for links to things we discussed:</span></p> <p><span style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">http://www.socialbusinessengine.com/podcasts/2-reasons-your-business-needs-to-start-a-podcast</span></p>
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How Walmart Today Was Launched to Celebrate the Customer
<p><span style="color: rgb(51, 51, 51); font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">This week's podcast features Chad Mitchell, Senior Director of Digital Communications at Walmart. Chad is an ex-politician who uses his communication and strategic thinking expertise to serve the largest company </span><em style="color: rgb(51, 51, 51); font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">in the world</em><span style="color: rgb(51, 51, 51); font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">. With over 11,000 stores located in 28 countries across the globe there are plenty of stories to tell on their blog, which is newly titled </span><em style="color: rgb(51, 51, 51); font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">Walmart Today</em><span style="color: rgb(51, 51, 51); font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">. In this episode you'll discover the process Chad and his team went through before launching the new blog.</span></p> <p><span style="color: rgb(51, 51, 51); font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">Visit our show notes page for links to things we discussed:</span></p> <p><span style="color: rgb(51, 51, 51); font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">http://www.socialbusinessengine.com/podcasts/how-walmart-today-was-launched-to-celebrate-the-customer</span></p>
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How NASA Does Social Media Marketing for all of Humanity
<p style="color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px; line-height: 24px;">After hearing John Yembrick <a href="http://www.findandconvert.com/2015/06/shaking-up-your-business-through-social-media" target="_blank">speak at Social Shake Up 2015</a>, I knew I had to have him on my Social Business Engine show. John is the Social Media Manager at NASA (National Aeronautics and Space Administration). Alongside Jason Townsend, John's goals with NASA's social media accounts are to <em>engage their audience, inspire, and inform the public</em> abo