7 Min Marketing With Pam Didner

Hey, a big hello from Portland, Oregon! Welcome to another episode of B2B Marketing & More. I have an exceptional guest today, incredibly special. Shelley Wagner. Shelly is the Chief of Staff for Intel's Client Security Division and a certified coach from the very prestigious Systematic Coaching Program. She's been a coach for more than 15 years, a passionate and collaborative change agent with extensive experience leading organizations using value-centered leadership and coach-based management. Today we talk about coaching, mentoring, and how can people decide which one they need. In this episode: Why are there so many different explanations of a coach ad coaching? What is a definition of a coach? How is a coach different from a mentor? Where do people who advocate or sponsor fit in? How to approach someone to ask for mentorship? In what ways can people define or discover if they need a coach or if they need a mentor? What is an "informal" mentor? What happens if a manager suggests coaching on mentorshi

A big hello from Portland, Oregon. Welcome to another episode of B2B Marketing and More. I'm your host Pam Didner. I'm a B2B marketer through and through, and I know that our work can be complex. Today, I'm doing a solo episode, and I want to answer one specific question from one of my community members: "How do I put a content marketing plan together?" In this episode: What is content marketing? What are the different types of content? Why should businesses care about content marketing? What is the purpose of the content marketing plan? How to build the winning content marketing plan? What are some of the critical elements you need to incorporate into a successful content marketing plan? What are the benefits of content in addition to monetization, growing revenue, and gaining followers? How can businesses decide which content they should create? Ten questions any content marketing plan should answer. Quotes from the episode: "There are many benefits of content. One of them is that you control the narrativ

A big hello from Portland, Oregon! Today, I have an excellent guest, John Nee, the President and the Principal of Act 1 Partners. With over 20 years of success as a marketing executive and business leader for fast-growing companies, John founded Act 1 Partners, a strategic marketing and experiential firm. The company is based in Portland, Oregon, and they have clients nationwide. They help businesses know their market, tell their story and live their brand through many different modules that they have primarily based around branding and strategy. Today, we will discuss my favorite topic, sales enablement, and the marketing and sales alignment. In this episode: Why is it so essential for B2B marketers to work with sales? What is the one thing marketers must do when they engage with a sales organization? What are the challenges of marketing and sales alignment, and what marketers can do to improve the collaboration? How can marketers improve the collaboration with sales, even change salespeople's behaviour? Wh

Today, I have a fantastic and fabulous guest, Kerry O'Shea Gorgone, Educational Content Director at MarketingProfs. Kerry is a lawyer, content creator, educator, speaker and host of the Marketing Smarts podcast. She is also Consigliere, Co-Host and Showrunner for Chris Brogan Media, and co-host and producer of Punch Out With Katie and Kerry talk show. She's been helping businesspeople learn what they need to know so they can do the things they want to do. Today we talk about the legal aspect of marketing. In this episode: Apart from non-disclosure agreements, what are some other instances that legal needs to get involved in marketing? The role of transparency in influencer marketing. What are the legal ramifications for live streaming and copyrighted material? What is the role of technology in content monitoring and copyright protection? How to properly (and safely) do live streaming? How can marketers control their environment when they create content. What is the setup, process, must- do's or don'ts for th

Today, I have a fantastic and fabulous guest – Ann Handley, Chief Content Officer of MarketingProfs. Author, speaker, and the most important title – my favorite title – writer. Ann started as a reporter for the Boston Globe, doing a bunch of news reporting and features. Features are really where her heart was because you can tell a story in Features in a different way than you can with a straight news report. She worked in journalism for a while, then started a company called ClickZ.com, which was one of the first sources of interactive marketing information. In 2000 Ann joined Marketing Profs, a training and education company, and the rest is history. Today we talk about content writing and everything in between. You should check out her book Everybody Writes. In this episode: What should writers, new or experienced ones, do to get started or improve their writing? Why should marketers in their writing focus on the message, and how to do that? How can marketers properly communicate and use the specific key

A big hello from Portland, Oregon. Welcome to another episode, B2B Marketing & More. I have an excellent guest, Greg Matranga, the VP of Global Marketing at Infinity QS. Greg got started in marketing while still in college, as the PR guy for his local County fair, the Antelope Valley Fair and Alfalfa Festival, the 10th largest in California. Greg also worked on two congressional campaigns while he was still working and worked on the media relations side. From there, he got into high-tech marketing during the .com era. Today we talk about how to rebuild a marketing team in a legacy company. In this episode: Learn more about Infinity QS, what they do, and how they rebuilt the marketing department. How to start rebuilding the marketing department from the ground up? The role of talent management in rebuilding the marketing organization? What marketing skillsets should a business look for? What is the right approach with the management, and how to get their buy-in? With the rebranding and the right people, w

A big hello from Portland, Oregon. Welcome to another episode of B2B Marketing & More! Today, I have another fantastic guest - David Meerman Scott. David is a marketing and business growth speaker, advisor to emerging companies, author of 12 books, including "The New Rules of Marketing and PR" and "Fanocracy" (PR and WSJ bestseller). Last year, pretty much during the pandemic's peak, he also published an ebook called "Standout Virtual Event". Today we talk about how to create a standout virtual event. In this episode: •  What does it take to create a stand out virtual event? •  What are some of the key elements that event managers should pay attention to when creating an online event? •  In what ways virtual presentations are different, and what should speakers do? •  Learn more about "theatrical" and "cinematic" types of experience. •  How to manage big virtual events and make connections with the audience? •  How to create and use the script for the virtual event? •  What are some features and platform

A big hello from Portland, Oregon. Welcome to another episode of B2B Marketing & More. Today, I have a fantastic guest. Emily Bendorf, Manager at Southwest Airlines, leads the Sales Enablement team for Southwest Business. Emily was a founding member of the Sales Operations group and helped build processes and tools to support the B2B sales organization. Sales enablement at Southwest and on the Southwest business team is mostly focused on being the liaison between the marketing department, enterprise marketing for consumers, and then their B2B sales team. There's a sister team that focuses on training and development of their salespeople, and their team manages the sales enablement tool, their CRM tool, and all of that is within the Sales Ops organization. Today we're going to talk about sales enablement, and how to work with the sales team. Let's get started. In this episode: What does it take for a company to become customer-centric? How can companies make the transition and decide to form a sales enabl

A big hello from Portland, Oregon. Welcome to another episode of B2B Marketing & More with Pam. Today my guest is Moni Oloyede, an Operations Manager at Fidelis Security. Today we will talk about our favorite topics: marketing, marketing operations, MarTech and how to build a MarTech stack for account-based Marketing. Moni has been in the marketing technology space for almost 13 years, at the start of the dawn of a marketing technology platform. She is a 2020 Marketo Champion. Marketing Operations expert, a digital marketing professional and a co-organizer of DC Marketing Tech Talks. In this episode: What is Moni's definition of account-based marketing? What is in-market, and how it can help business? How to identify the right accounts and align the processes with sales? Is it possible to build one Martech stack and support all the channels? How to evaluate Martech and different platforms? What is the best way to set up and build a Martech stack? How to manage a centerpiece tech and should be responsible

Welcome to another episode of B2B Marketing & More. My guest is Lindsay Baggett, a Senior Field Marketing Manager at Couchbase. Couchbase is a NoSQL database platform that works on creating the next generation of database platform. Lindsay has been doing field marketing for over ten years, and today she will share more about what field marketing is and tips for creating a good field marketing plan. In this episode: What is field marketing? How is field marketing different from account-based marketing, sales enablement or sales operations? What are some of the planning elements that should be incorporated when creating a field marketing plan? What makes field marketing different from the corporate marketing plan? Are they the same? Why are they different? Get familiar with some new terminology such as "green field" and "white space". The biggest drawback in terms of field marketing, especially in trends of scalability? Who should be included in a field marketing process? The top challenges of a field mark

A big hello from Portland, Oregon. Welcome to another episode of B2B Marketing & More. Today I have an extraordinary guest, Joe Pulizzi, the godfather of Content Marketing, he began using the term “content marketing” back in 2001. Joe started a business in 2007, and that became the Content Marketing Institute. Probably best known for the event Content Marketing World that began in 2011. Now he is a co-founder and board member of the Orange Effect Foundation, which helps deliver funds to children with speech therapy needs and speech disorder who can't afford it. He is an entrepreneur, investor and marketing speaker. Also, Joe wrote and published several books: Content Inc., Killing Marketing, Epic Content Marketing, a novel The Will to Die, and Corona Marketing ebook. In this episode of B2B Marketing and More, we will talk about content marketing for startups. In this episode: What is Corona Marketing ebook about? What marketers need to do or how can they think differently in a changing business environme

A big hello from Portland, Oregon! Welcome to another episode of B2B Marketing & More with Pam! Today, my guest is Douglas Burdett, the host of the Marketing Book Podcast, and the Principal of Artillery Marketing, who will share tips and insight about a do’s and don’ts of a successful podcast. Douglas has been doing his podcast for six years. So far he has over 300 episodes. His marketing agency helps industrial and manufacturing companies to become better known, liked and trusted in an era when their customers don’t want to be sold or marketed to. In this episode: How to start the process of podcasting journey and how to generate ideas? What role does a podcast play in business development? Who should do a podcast, and what should be accomplished? How to measure a podcast’s success and how to determine if you want to measure it or not? What are the top three things that one must do when launching a podcast? What people have to do keep the focus on the podcast topic, and why is that important? How to pro

A big hello and welcome to another episode of B2B Marketing and More. I have a fantastic guest this time, Christoph Trappe from Voxpopme, a video feedback platform for companies. Today he’s going to talk about content performing culture. Christoph Trappe is a content strategist. In his role, Christoph develops, implements and measures the omnichannel content strategy including live video, podcasting, content development, SEO and conversion-flow optimization. He also has his podcast, and live stream. In this episode: What content performance culture is and how is that important? What are some of the barriers to create the right culture and create the performing content? If a business has to put the content performance team together, what kind of talent do they have to look for? How to decide what’s more important in the battle of quality vs quantity? In what ways setting up the right content culture apply to small businesses and enterprises? How to educate and set up the process that people can follow? How to

Hey, big hello from Portland, Oregon. Welcome to another episode of B2B Marketing and More. I have a special guest today who will talk about collaboration. John Moore is “The Collaborator”. The Collaborator recognizes that, far too often, Enablement efforts are failing to impact their business measurably. He is the VP of Revenue Enablement at Bigtincan, a sales enablement automation company, focused on delivering value to enablement practitioners and leaders. In this episode: What is a collaborator? What all excellent sales and marketing collaborations have in common? How to define the goal we want to accomplish? What is the difference between a goal and objective? What are some of the challenges of collaboration between sales and marketing? How do we overcome them? How not to turn collaboration into “too many cooks in a kitchen”? What is the role of messaging framework in collaboration? How can sales and marketing collaboration improve personalization efforts? Quotes from the episode: “The revenue enableme

A big, hello from Portland, Oregon. Yay! Welcome to another episode of B2B Marketing and More. I have a fantastic guest today. Brooke Sellas. Welcome, Brooke. Brooke is a customer care expert, ‘Marketing Companion’ podcast co-host, horse and a dog mom. She is also a founder and CEO of B Squared Media. The company specialize in social media, media buy, and the key topic that we talk about today – customer care and social media. In this episode: Best Practice: Which brands are doing a great job on social media. What is the ideal response time to customers on social media and how that changes if a business has office hours? What makes taking care of a virtual customer support center expensive? Is there a specific channel that every business should be on? What is the role of customer support on social media? What are the platforms that businesses could use to complement or support customer care? How can businesses measure customer care on social media? Is there a difference between business and customers key per

Hey, big hello from Portland, Oregon. Welcome to another episode of B2B Marketing and More with Pam. Today, I have an exceptional guest, Paul Roetzer, founder of the Marketing AI Institute and the PR 20/20. And he recently launched an exciting product. Paul is also the author of The Marketing Performance Blueprint and The Marketing Agency Blueprint, also he is a creator of the Marketing Artificial Intelligence Conference (MAICON) and the AI Academy for Marketers. As a speaker, he is focused on making artificial intelligence approachable and actionable, and helping change agents drive transformation through marketing talent, technology and strategy. In this episode: How to apply Artificial Intelligence to marketing The new product - AI Academy for Marketers What would the future of work look like to marketers? Will AI take over the marketer's jobs? Will some marketing jobs be eliminated because of technology advancement? What is the best way to learn about artifical intelligence and its functions? How should

Hey, big hello from Portland, Oregon. Welcome to another episode of B2B Marketing & More. I have a very special guest today Geoff Atkinson, and he's going to talk about SEO and a little bit of analytics. Geoff is a former Senior Vice President of Marketing for Overstock.com, with a lot of B2C experience. Now he is the B2B world, founder and CEO of a software company called Huckabuy. His company handles SEO's technical side for their clients, such as Salesforce and SAP and many big enterprise customers. In this episode: Where do companies or digital marketers fall short in SEO in general? Which better - to have an SEO manager in-house or as an outsource? What can businesses do to fix and improve their SEO? What is Google's intent for search and why it's an essential part of the digital marketing strategy? Learn more about Geoff's company Huckabuy, and what makes their approach to SEO different. What are some of the biggest SEO issues and suggestions on where and how to start resolving them? Definition of:

Welcome to another episode of B2B Marketing & More. I have a very special guest today. Meet Mary Killelea, a Customer Story Strategist from Intel. She will be talking about career development and the pros and cons of working on either the agency side or the client-side. Mary is a businesswoman, a mom, wife, and a lover of adventure. She's been working in tech and marketing for about 25 years, and she has her own business for more than 15 of those years. Before all that, she worked for Web MD Radio and did sales for Nabisco. In this episode: Career tips for anybody just starting in the field of marketing and where to start What are the main differences between the agency and client-side marketing What it looks like working for a big corporation like Intel How working in a big company changes the perception of marketing. How can one tell if the working environment is good for career development What is the role of constant learning and what that really means What are some interesting career options for mar

Welcome to another episode of B2B Marketing and More. I have a very, very special guest today. Meet Stephanie Stahl, General Manager of the Content Marketing Institute and Content Marketing World. Stephanie is an experienced content creator/editor/strategist. She joined the content marketing Institute in 2016. Before that Stephanie has been to Content Marketing World as a consumer of content because she was running a content marketing group for UBM. As a General Manager of the Content Marketing Institute, her goal is to help educate brands about creative ways to engage customers and turn them into obsessed customers. In this episode: How does one make the transition from in-person to the virtual event in the middle of a major crisis. How much time and effort does it take for a team to go through the transition. What are the biggest challenges of going virtual. How did the team decide on how to scale the#CMWorld tracks and what tracks to scale back. How to collect feedback from the attendees and use that guid

Today we're going to talk with Chris Dickey, a search engine marketing expert. Chris is a veteran marketing professional, and also have experience on the PR side of things. His team created the tool Visably. Chris has been in marketing for 17 years across different professions and roles, from in-house marketing to publishers, working in agencies years. The last decade he's managing inter-operating his PR agency. Through the interactions with his clients and trying to push forward where is PR going he got interested in the intersection between public relations and search. That's where a company called Visably came out of - a software solution to scale how brands can improve their brand visibility in search with PR being one of those channels. In this episode: •  Most important SEO tips beyond 2020 •  Why do people tend to fall short with SEO •  What makes SEO so complex and what can businesses do about that. •  Interesting statistics about organic search •  What are some other ways to rank higher with organic