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The Hawke Media Podcast is dedicated to helping entrepreneurs and executives crush the digital marketing game.

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Podcast Episode's:
28: How Finding the Correct Product/Market Fit Drives Better Product Decisions w/ Joana Kogan
<p><span style="font-weight: 400;">The phrase “product/market fit” was coined by Marc Andreessen in his post “The Only Thing That Matters.” In short, product/market fit means being in a good market with a product that can satisfy that market.</span></p> <p><span style="font-weight: 400;">Many companies create an MVP and simply hope their product takes off. You can have a huge market, but if you don’t have a product that fulfills the needs of that market, you’re going to be missing out. So product/market fit is all about finding cohesion between having a good product and a large market.</span></p> <p><span style="font-weight: 400;">In this episode Joana Kogan, Product Manager at</span> <a href="https://www.gooten.com/" target= "_blank"><span style= "font-weight: 400;">Gooten</span></a><span style= "font-weight: 400;">, explains how to line up your product with your market.</span></p>
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27: 3 Ways to Improve Digital Marketing with Customer Intelligence w/ Andreea Gleeson
<p><span style="font-weight: 400;">There is no one place to go to obtain customer intelligence; you have to get it from lots of different points.</span></p> <p><span style="font-weight: 400;">For digital music distributor</span> <a href="http://www.tunecore.com/" target= "_blank"><span style= "font-weight: 400;">TuneCore</span></a><span style= "font-weight: 400;">, the key to their success has been taking what they’ve learned from various initiatives and bringing them together to get a more holistic picture of their customers—and at the same time identifying those segmentations they need to do to better target based on the customer’s needs.</span></p> <p><span style="font-weight: 400;">Andreea Gleeson is TuneCore’s VP of Marketing and Product. In this episode, she explains why customer intelligence is so important to your marketing success.</span></p>
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26: How Predictive Marketing Automation Can Solve Your Email Timing Problems w/ Jamie Field
<p><span style="font-weight: 400;">Everyone wants to send the right message to the right person at the right time.</span></p> <p><span style="font-weight: 400;">For many, finding the right message and the right person are fairly easy. There are a handful of tools you can use to segment your list and use that segment to drive the right message to the right people.</span></p> <p><span style="font-weight: 400;">The larger challenge, for most marketers, is delivering it in a timely manner. Especially when the timeline changes for each individual customer.</span></p> <p><span style="font-weight: 400;">Listen in as Jamie Field, Senior Account Executive at</span> <a href="http://www.windsorcircle.com/" target="_blank"><span style="font-weight: 400;">Windsor Circle</span></a><span style="font-weight: 400;">, explains how predictive marketing automation can solve that problem.</span></p>
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25: How to really Connect with your Customers w/ Gautam Gupta
<p><span style="font-weight: 400;">What if you could take the guesswork out of snacking? What if you didn’t have to be a slave to the vending machine, fueling your body with unhealthy junk? What if you could choose affordable, healthy snacks, and they were delivered right to your desk?</span></p> <p><span style="font-weight: 400;">Most consumers buy the same products every time they go to the grocery store. You’re already going to go to the store and buy these products, so why not have them delivered to your door?</span></p>
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24: How to Create a Simple, Hyper-Effective Website w/ Jon Butt
<p><span style="font-weight: 400;">We’re in the modern era, and everything is changing.</span></p> <p><span style="font-weight: 400;">Now we’re on the Internet, and the Internet is a medium you</span> <em><span style= "font-weight: 400;">need to be on</span></em><span style= "font-weight: 400;">. Some old-fashioned folk resist, but as our guest Jon Butt says, “Get with it, granddad. You’ve got to.”</span></p> <p><span style="font-weight: 400;">A website is your hub; you have to have it. Listen in as Jon, the Founder of</span> <a href= "http://www.marketingforowners.com/" target="_blank"><span style= "font-weight: 400;">Marketing for Owners</span></a><span style= "font-weight: 400;">, lays out what you need for a simple, effective website.</span></p>
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23: How to Win the B2C Market by Using a B2B Digital Marketing Methodology w/ Jay Zhang
<p><span style="font-weight: 400;">Jay Zhang is the Senior Marketing Director for Integrated Marketing and Demand Generation at</span> <a href="http://ufh.com.cn/?lang=en" target= "_blank"><span style="font-weight: 400;">United Family Healthcare</span></a> <span style="font-weight: 400;">in China.</span></p> <p><span style="font-weight: 400;">In this episode, he joined us from the other side of the world to discuss his experience as a marketer in the healthcare space, and how B2B digital marketing can translate to the B2C Market.</span></p>
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22: Why is Traditional Retail Under Siege? w/ Scott Friend
<p><span style="font-weight: 400;">The overall growth in U.S. general merchandise and apparel over the last decade is relatively flat.</span></p> <p><span style="font-weight: 400;">But look under the covers and disaggregate brick-and-mortar sales from digital sales. Not surprisingly, you’ll see digital growing at a double clip while brick-and-mortar is declining.</span></p> <p><span style="font-weight: 400;">In this episode Scott Friend, Managing Director at</span> <a href= "https://www.baincapitalventures.com/" target="_blank"><span style= "font-weight: 400;">Bain Capital Ventures</span></a><span style= "font-weight: 400;">, reveals the details behind that decline and predicts whether legacy retailers will be able to keep up with a rapidly evolving retail landscape.</span></p>
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21: Everything You Need to Know About Account-Based Marketing w/ Paula Crerar
<p><span style="font-weight: 400;">The goal of account-based marketing is faster sales cycles—and revenue of course.</span></p> <p><span style="font-weight: 400;">This differs from traditional content marketing, where you’re thinking about your content mix, SEO, and conversion goals. Traditionally, you’re looking at bringing people to your site with your content, then from that big pile of people, filtering out some for sales to engage with.</span></p> <p><span style="font-weight: 400;">Whereas with ABM you say, “I know who I want to sell to; let me target my efforts there.”</span></p> <p><span style="font-weight: 400;">Listen in as Paula Crerar, VP Content Marketing and Programs at</span> <a href= "http://www.evergage.com/" target="_blank"><span style= "font-weight: 400;">Evergage</span></a><span style= "font-weight: 400;">, lays out account-based marketing in detail.</span></p>
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20: 3 Ways to Hack the Mind of the Online Shopper w/ Jennie Wong
<p><span style="font-weight: 400;">The key to understanding the online shopping experience is to start with a realization:</span></p> <p><em><span style="font-weight: 400;">The device your shopper is using to buy things with is not the thing they’re holding in their hands: it’s the thing between their ears.</span></em></p> <p><span style="font-weight: 400;">In this episode Dr. Jennie Wong, author of</span> <a href= "http://shoppingquizzes.com/consumer-psychology-book/" target= "_blank"><span style="font-weight: 400;">7 Ways to Hack the Mind of the Online Shopper,</span></a> <span style= "font-weight: 400;">makes the case that the real hardware of eCommerce is the human brain. Listen in as she walks through 3 of the 7 steps in her book to truly understand the mind of your online shoppers.</span></p>
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19: Launch Lessons From the Popular Game “Dots” w/ Paul Murphy
<p><span style="font-weight: 400;">Paul Murphy is the Co-Founder and CEO of</span> <a href="https://www.dots.co/" target= "_blank"><span style= "font-weight: 400;">Dots</span></a><span style="font-weight: 400;">, the company that produced the popular minimalist game.</span></p> <p><span style="font-weight: 400;">Dots has experienced the rapid growth of their team in a short time, partly due to a unique launch story.</span></p> <p><span style="font-weight: 400;">How did they do it?</span></p> <p><span style="font-weight: 400;">“The main thing is you have to be selective when you’re asking for help,” Paul says, “and you want to be as specific as possible when doing it.” Listen in for more advice on how to get your own product/app idea off the ground.</span></p>
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18: The 7 Common Elements of Viral Videos w/ Joel Ackerman
<p><span style="font-weight: 400;">Virality is an elusive beast. There’s a misconception that folks can snap their fingers and create something that “goes viral.”</span></p> <p><span style="font-weight: 400;">You can’t control virality, but you can give yourself the best chance for something you create going viral.</span></p> <p><span style="font-weight: 400;">In this episode Joel Ackerman, Chief Creative Genius at</span> <a href= "http://www.ackermaniacreative.com/" target="_blank"><span style= "font-weight: 400;">Ackermania Creative</span></a><span style= "font-weight: 400;">, teaches the seven elements of virality. While they’re not a perfect formula, they are “ingredients” or “colors” that you can mix together to give yourself the best shot at creating something memorable.</span></p>
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17: Brand Protection on Social Media w/ Jenny Wolfram
<p><span style="font-weight: 400;">Developing a company’s social media presence is an invaluable means of marketing, one that can lead to great expansion for your business in a growing online economy.  However, blazing the trail of online media also comes with unprecedented issues, both legally and in the realm of public opinion.</span></p> <p><span style="font-weight: 400;">The internet never sleeps, but hopefully you do.  As your business presence expands online it will need systems in place to not only help its marketing thrive, but also to protect it from risks 24/7.  You and your carefully selected staff help tediously build the face-to-face reputation of the company, but who is overseeing and advocating for your brand online?</span></p> <p><span style="font-weight: 400;">In this post Jenny Wolfram, CEO and Founder of BrandBastion, talks about the risks associated with a presence on social media and how to protect your brand amidst an online community that is expanding exponentially.</span></p>
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16: How a Once-Great Beauty Brand Was Resurrected Through Social Campaigns w/ JuE Wong
<p><span style="font-weight: 400;">A few years ago, virtually everyone had heard of Elizabeth Arden. Yet when asked about the brand, people followed up with “...but what are they up to today?”</span></p> <p><span style="font-weight: 400;">It was the largest of all the turnaround opportunities that JuE Wong, our guest today, had been involved in. The task piqued her interest.</span></p> <p><span style="font-weight: 400;">Today, JuE is the President of</span> <a href="https://www.elizabetharden.com/" target= "_blank"><span style="font-weight: 400;">Elizabeth Arden</span></a><span style="font-weight: 400;">. In this episode, you’re going to hear how she helped resurrect a brand that was considered by most to be well past its prime.</span></p>
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15: Thought Leadership Marketing Sells Itself w/ Heather Taylor
<p><span style="font-weight: 400;">There’s nothing worse than being heckled by a salesman when you have no interest in the product.</span></p> <p><span style="font-weight: 400;">In the same way pushy marketing, especially from an unknown source, is not going to generate the type of traffic you want your business to have.</span></p> <p><span style="font-weight: 400;">This week, Tony had the pleasure of speaking with Heather Taylor, Director of Creative Strategy for North America at</span> <a href="http://www.economist.com" target= "_blank"><span style="font-weight: 400;">The Economist</span></a><span style="font-weight: 400;">. Heather creates RSPs to figure out the best content programs for a desired audience.</span></p> <p><span style="font-weight: 400;">The Economist was founded in 1843, and because of that, they have become the go-to authority on the economy and the numerous factors that are affected by it. Heather tries to use a mix of events and media to reach The Economist’s audience in creative ways that invite the consumer in, rather than dragging them in by their shirt tails.</span></p>
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14: How to Drive an Effective Content Marketing Strategy w/ Drew Neisser
<p><span style="font-weight: 400;">Normally, “PUSH” is the exact opposite of what your goal should be in content marketing. You want to pull readers in, not push them.</span></p> <p><span style="font-weight: 400;">But PUSH also happens to be the perfect acronym for what your content needs:</span></p> <p><span style="font-weight: 400;">P: Purpose</span></p> <p><span style="font-weight: 400;">U: Utility</span></p> <p><span style="font-weight: 400;">S: Story</span></p> <p><span style="font-weight: 400;">H: Humility</span></p> <p><span style="font-weight: 400;">In this episode Drew Neisser, Founder and CEO of</span> <a href="http://renegade.com" target= "_blank"><span style= "font-weight: 400;">Renegade</span></a><span style= "font-weight: 400;">, expands on that acronym and more as he lays out a plan for an effective content marketing strategy.</span></p>
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13: How to Create an Employee Advocacy Program w/ Marylin Montoya
<p><span style="font-weight: 400;">Your employees have a firsthand knowledge of your company, since they’re in the environment every day.</span></p> <p><span style="font-weight: 400;">If your employees are happy, your clients will be as well.</span></p> <p><span style="font-weight: 400;">That’s the idea behind social selling that utilizes employee advocacy. Listen in as Marylin Montoya, Director of Marketing at</span> <a href= "http://www.sociabble.com/" target="_blank"><span style= "font-weight: 400;">Sociabble</span></a><span style= "font-weight: 400;">, shares how and why to create an employee advocacy program.</span></p>
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12: How eBay Empowers Its Customers on Social Media w/ Dallen McKee
<p><span style="font-weight: 400;">More and more people are starting to recognize social media as a customer care platform.</span></p> <p><span style="font-weight: 400;">A few years ago,</span> <a href= "http://www.nielsen.com/us/en/insights/reports/2012/state-of-the-media-the-social-media-report-2012.html" target="_blank"><span style="font-weight: 400;">a report came out from Nielsen</span></a> <span style="font-weight: 400;">stating that close to 33% of all customers would prefer to use a social media channel as opposed to calling over the phone. They prefer a quicker, more personal interaction, as opposed to waiting on a phone call for who knows how long.</span></p> <p><span style="font-weight: 400;">In this episode Dallen McKee, Global Social Customer Care Leader for a little company called</span> <a href="http://www.ebay.com/" target= "_blank"><span style= "font-weight: 400;">eBay</span></a><span style="font-weight: 400;">, shares how a wildly successful company like eBay uses social media to protect its brand and empower its customers.</span></p>
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11: 3 Content Distribution Strategies of a New-Media Company w/ Paul Berry
<p><span style="font-weight: 400;">Good content doesn’t help your marketing if no one is reading it.</span></p> <p><span style="font-weight: 400;">While SEO still plays a role in drawing eyes to your content, it is quickly being outclassed by social media. Facebook in particular is a great place to share content to pull in more business, but it can be confusing for newcomers to the idea.</span></p> <p><span style="font-weight: 400;">In this episode,</span> <a href= "https://www.linkedin.com/in/talacon?authType=NAME_SEARCH&authToken=kUwY&locale=en_US&trk=tyah&trkInfo=clickedVertical%3Amynetwork%2CclickedEntityId%3A3956058%2CauthType%3ANAME_SEARCH%2Cidx%3A1-1-1%2CtarId%3A1469649430544%2Ctas%3Apaul%20berry" target="_blank"><span style="font-weight: 400;">Paul Berry</span></a><span style="font-weight: 400;">, founder and CEO of</span> <a href="https://www.rebelmouse.com/" target= "_blank"><span style= "font-weight: 400;">RebelMouse</span></a><span style= "font-weight: 400;">, explains how to build your content distribution strategy with both search and social to promote organic growth.</span></p>
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10: The Forgotten Marketing Gem That All Businesses Should Uncover w/ Matt White
<p><span style="font-weight: 400;">In business, a lack of thoughtfulness—whether intentional or not—has resulted from digitized communications.</span></p> <p><span style="font-weight: 400;">The idea of a handwritten note, in a world like ours, is so thoughtful—and could teach your business a lot about how to make people feel valued.</span></p> <p><span style="font-weight: 400;">In this episode Matt White, Director of Sales at</span> <a href="https://bond.co/" target= "_blank"><span style= "font-weight: 400;">Bond</span></a><span style="font-weight: 400;">, shares his thoughts on how to position your company as one who wants to “serve the world and give it a way to be more thoughtful.”</span></p>
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9: How to Raise Money Through Digital Marketing w/ Ajay Yadav
<p><span style="font-weight: 400;">There are a lot of tools out there that you can use to raise money, separate from traditional VCs or angels.</span></p> <p><span style="font-weight: 400;">Ajay Yadav is the Founder of</span> <a href="https://roomiapp.com/" target= "_blank"><span style= "font-weight: 400;">Roomi</span></a><span style= "font-weight: 400;">, a roommate-finding app that has raised more than $1 million using</span> <a href="https://angel.co/" target= "_blank"><span style= "font-weight: 400;">AngelList</span></a><span style= "font-weight: 400;">. While you may be familiar with AngelList, you might not be getting as much out of it as you could.</span></p> <p><span style="font-weight: 400;">In this episode, Ajay explains how you can use AngelList to raise money from dozens of investors with a few steps and some simple A/B testing.</span></p>
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8: How to Increase Your Average Order Value by 55% w/ Casey Gannon
<p><span style="font-weight: 400;">Apps are where everyone is working right now.</span></p> <p><span style="font-weight: 400;">Whether they’re used for shopping or communicating, apps provide a better user experience than websites. They’re built in, easier to use, and top-of-mind for users.</span></p> <p><span style="font-weight: 400;">For a long time, apps were prohibitive because they were so expensive. Since this is no longer the case, the question is, how much of a priority should your company put on developing an app?</span></p> <p><span style="font-weight: 400;">In this episode, that question is answered by two guests from</span> <a href= "https://www.shopgate.com/en/" target="_blank"><span style= "font-weight: 400;">Shopgate</span></a><span style= "font-weight: 400;">: Casey Gannon (VP of Marketing) and Leah Chaney (VP of Customer Success).</span></p>
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7: Why Small Businesses Won’t Grow Without a Marketing Focus w/ Nathan Flowers
<p><span style="font-weight: 400;">When you ask a small business owner if other small businesses need to take marketing seriously, you assume they’ll say yes.</span></p> <p><span style="font-weight: 400;">But Nathan Flowers, CMO of</span> <a href="http://fulkra.com/" target="_blank"><span style= "font-weight: 400;">Fulkra</span></a><span style= "font-weight: 400;">, actually says, “It depends.”</span></p> <p><span style="font-weight: 400;">Listen in to hear Nathan talk about why you may not need a marketing focus now, but why you will never grow without one.</span></p>
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6 (Bonus): Why the Internet of Things Will Change Major Institutions Forever w/ Redg Snodgrass
<p><span style="font-weight: 400;">Change is frightening. But it’s also necessary to move people beyond the status quo.</span></p> <p><span style="font-weight: 400;">As the Internet of Things expands, children are going to be more engaged and protected as they grow; transportation will never be the same; and augmented reality has the potential to leap us into science fiction stories.</span></p> <p><span style="font-weight: 400;">In this bonus episode, Redg Snodgrass talks about the Internet of Things, or in other words, really really cool stuff.</span></p>
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6: How to Use Data to Create High-Impact Content w / Redg Snodgrass
<p><span style="font-weight: 400;">In sports, it’s necessary to have fans sitting on the sidelines and cheering for the teams.</span></p> <p><span style="font-weight: 400;">In digital marketing, those fans just sitting on the sidelines are wasted opportunities for your company.</span></p> <p><span style="font-weight: 400;">One of the biggest hurdles in digital marketing is getting those peripheral observers to step into the game and actively engage with your content.</span></p> <p><span style="font-weight: 400;">In this episode</span> <a href= "https://www.linkedin.com/in/redgiesnodgrass?authType=NAME_SEARCH&authToken=RyK4&locale=en_US&trk=tyah&trkInfo=clickedVertical%3Amynetwork%2CclickedEntityId%3A6811228%2CauthType%3ANAME_SEARCH%2Cidx%3A1-1-1%2CtarId%3A1468382710894%2Ctas%3Aredg%20sn" target="_blank"><span style="font-weight: 400;">Redg Snodgrass</span></a><span style="font-weight: 400;">, CEO of</span> <a href="http://wearableworld.co/" target="_blank"><span style= "font-weight: 400;">Wearable IoT World</span></a> <span style= "font-weight: 400;">and</span> <a href="http://readwrite.com/" target="_blank"><span style= "font-weight: 400;">ReadWrite</span></a><span style= "font-weight: 400;">, explains how his company maintains explosive growth by focusing their digital marketing efforts on leveraging a large social following and detailed data to produce high-impact content.</span></p>
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5: How to Identify and Target the Right Search Terms w/ Ely Kahn
<p><span style="font-weight: 400;">Plenty of folks don’t like talking to salespeople or consuming traditional marketing. They want to go out and educate themselves.</span></p> <p><span style="font-weight: 400;">Search is a critical way of reaching them, and that means you have to develop content and information that they want to go and find themselves.</span></p> <p><span style="font-weight: 400;">In this episode Ely Kahn, Co-Founder and VP of Business Development at</span> <a href= "https://sqrrl.com/" target="_blank"><span style= "font-weight: 400;">Sqrrl</span></a><span style= "font-weight: 400;">, teaches some lessons on identifying search terms and creating effective strategies around them.</span></p>
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4: How to Know When to Reinvent Your Company w/ Sean Hurwitz
<p><span style="font-weight: 400;">Sean Hurwitz, Founder and CEO of</span> <a href="http://pixogroup.com/"><span style= "font-weight: 400;">Pixo Group</span></a><span style= "font-weight: 400;">, prides himself on staying in front of the digital marketing trends.</span></p> <p>His company has had to pivot a few times, going from console to mobile gaming, and now to offering products and services for the big fish. At every point, they knew when the industry was getting too crowded, when it was time to move on and reinvent themselves.</p> <p><span style="font-weight: 400;">Listen in to hear Sean’s advice about how to stay ahead of the digital marketing curve.</span></p>
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3: What to Look For When Choosing an eCommerce Platform w/ Craig Fox
<p><span style="font-weight: 400;">When you choose an eCommerce platform, you’ve got to get it right. Once you commit to one, it’s difficult to make a shift.</span></p> <p><span style="font-weight: 400;">Pretty intimidating, huh? So how do you know which platform is right for you?</span></p> <p><span style="font-weight: 400;">In this episode Craig Fox, Founder and CEO of</span> <a href="https://www.pinnaclecart.com/" target="_blank"><span style="font-weight: 400;">Pinnacle Cart</span></a><span style="font-weight: 400;">, walks us through exactly what you should look for when shopping for an eCommerce platform. If you’re starting an eCommerce business, or looking to make a shift in your platform, you’ll definitely want to check this one out.</span></p>
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2: Understanding the Evolution of Video Marketing w/ Sarah Fay
<p><span style="font-weight: 400;">It’s more than apparent that digital is becoming just another screen to watch all forms of video. More and more consumers are using their handheld screens to watch video of all kinds, treating their TV and tablets interchangeably.</span></p> <p><span style="font-weight: 400;">What does this mean for companies? How do you take advantage of the dynamic medium that is video?</span></p> <p><span style="font-weight: 400;">Today’s guest is Sarah Fay, angel investor and advisor, former CEO of Aegis Media, President of Carat Interactive, and about 50 other really impressive things. She stopped in to talk about the ever-evolving direction of video and cross-screen.</span></p> <p><span style="font-weight: 400;">In the interview, Sarah mentioned these three companies:</span></p> <ul> <li style="font-weight: 400;"><a href="https://www.celtra.com/" target="_blank"><span style= "font-weight: 400;">Celtra</span></a></li> <li style="font-weight: 400;"><a href="http://clypd.com/" target= "_blank"><span style="font-weight: 400;">Clypd</span></a></li> <li style="font-weight: 400;"><a href="http://www.mavrck.co/" target="_blank"><span style= "font-weight: 400;">Mavrck</span></a></li> </ul>
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1: Why You Should Listen to the Hawke Media Podcast w/ Tony Delmercado
<p><span style="font-weight: 400;">Welcome to the Hawke Media Podcast, a show that’s gonna help you crush the digital marketing game.</span></p> <p><span style="font-weight: 400;">Your host is Tony Delmercado, a marketing expert with a rich entrepreneurial background. In this podcast, you’ll hear really smart people tell you exactly how to win with digital marketing.</span></p> <p><span style="font-weight: 400;">The advice will be real and practical—no fluff. We hope you’ll join us as we discuss the very best techniques and strategies in the digital marketing world.</span></p>
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