Tom and Curtis are joined by Tricia Meyer, founder and managing attorney at Meyer Law, which provides insights on the different types of contracts and their significance in protecting both parties. Tricia begins by sharing her experience with Clever Baby, a teething and medicine dispenser product, and the importance of contracts in retail partnerships.

The conversation highlights the need for clear and balanced contracts to mitigate risks and avoid conflicts.Tricia emphasizes the need for simple and clear sales commission plans and contract terms that can be easily understood and tracked. They also discuss the balance between protecting both parties and not making the contract overly complex. Tricia also announces the launch of her product, Clever Baby, on Target.com and Bye Bye Baby.

Takeaways:

• Contracts are essential in sales and marketing to protect both parties and mitigate risks.
• Different types of contracts, such as customer contracts, referral agreements, reseller agreements, and brand ambassador agreements, serve different purposes and require careful consideration.
• Intellectual property and confidentiality are key areas to address in contracts.
• Automating the contract process can make it more efficient and less burdensome.
• Having clear and balanced contracts in place can prevent conflicts and provide a solid foundation for business relationships. Sales commission plans should be simple and easy to track
• Contracts should be tailored to the specific needs of the business and its clients
• Regularly review and update contracts to ensure they align with the business
• Balance the need for protection with simplicity and clarity in contracts
• Consider the risk tolerance of both parties when negotiating contract terms

Tricia’s website: MeetMeyerLaw.com

Connect with Tricia on LinkedIn: https://www.linkedin.com/in/meyertricia/

This week we’re publishing a “bonus episode,” an interview with Jigar Navadiya, co-founder of DataSlush. Jigar’s company is a pioneering research-based organization dedicated to helping companies unlock the hidden potential within their data.Tom wasn’t able to join the show the special-episode recording, so Jigar and Curtis recorded the episode onsite at our friends’ studio at Auxiom. Curtis and Jigar discuss their 10+ year working relationship, which began when Jigar solved a problem posted by Curtis on an online coding forum and blossomed into a friendship and working partnership as part of Collideascope’s “Teamlance” model.

Topics + Takeaways:

• Learn about DataSlush's expertise in applying data analytics, machine learning, and AI to solve clients’s marketing challenges, such as implementing Google Analytics and Tag Manager.
• Jigar attended the recent Google Next conference and learned about new AI agents being developed for tasks like customer service.
• Jigar shares about DataSlush's collaboration to develop an AI tutor to improve math literacy by providing hints rather than direct answers to problems.
• Exploring the challenges and opportunities of using AI in education effectively.
• The use of OKRs (objectives and key results) to set goals and track progress of marketing initiatives.

Jigar’s website: DataSlush.comConnect with Jigar on LinkedIn: https://www.linkedin.com/in/jigarnavadiya/

Curtis and Tom interview Nick Swan, the founder of SEOtesting.com, about the state of SEO in 2024 and the importance of tracking and analyzing website user data. They discuss the recent algorithm updates by Google, the impact of helpful content on search rankings, and the potential changes in the search engine results page (SERP).

Nick explains how SEOtesting.com helps SEO professionals automate data collection, track changes, and measure the impact of their SEO efforts. Curtis and Tom discuss their experiences with SEO testing and the impact it has had on their clients' websites. They share examples of successful SEO tests, such as improving website speed and optimizing page titles and meta descriptions. They also discuss the importance of human involvement in content creation and the potential future of search engine results.

Takeaways:

• Algorithm updates by Google can significantly impact search rankings, and it is important for SEO professionals to stay on top of these changes.
• The preference for helpful content in search rankings has been observed, and SEO professionals should focus on creating valuable and informative content.
• SEOtesting.com provides a comprehensive tool for tracking and analyzing SEO data, including accurate data from Google Search Console.
• The tool allows users to monitor trends, compare benchmarks, and run experiments to improve search rankings and demonstrate the impact of their SEO efforts. SEO testing can have a significant impact on website performance and organic traffic.
• Improving website speed and server response time can lead to increased impressions and traffic.
• Optimizing page titles and meta descriptions can improve search engine rankings and click-through rates.
• Human involvement in content creation is essential for creating engaging and relevant content.
• The future of search engine results may involve AI-generated answers and changes in search behavior.

Nick’s website: seotesting.com

Connect with Nick on LinkedIn: linkedin.com/in/nickswan

Building off last week’s mention of “The PESO Model,” Tom and Curtis discuss the power and benefit of integrated communications with Nikki Little, Senior Vice President at Franco, who shares her insights on integrated communications and the PESO model. The conversation covers topics such as the evolution of the communications industry, the keys to keeping communications integrated, the role that specialists and generalists play now and will going forward.

Takeaways:

• Integrated communications involves the integration of paid, earned, shared, and owned media to build trust, authenticity, authority, and brand awareness.
• Strong internal communication and cross-departmental collaboration are key to keeping communications integrated.
• Specialists and generalists both play important roles in integrated communications, with specialists focusing on specific areas and generalists providing a well-rounded perspective.A strategy-first approach is crucial in integrating a non-integrated marketing toolkit.
• Collecting and analyzing data is essential for making informed decisions and measuring the success of integrated communications efforts.

Franco’s website and podcast, frankly: franco.com

Connect with Nikki on LinkedIn: https://www.linkedin.com/in/nikkilittle/

Curtis and Tom interview Cory Lindholm, a paid advertising expert, about the role of PPC advertising in B2B marketing. They discuss budgeting strategies, the importance of quality scores, and the value of data analysis in optimizing campaigns. Corey emphasizes the need for businesses to be willing to take risks and invest in PPC advertising, as it can generate high-quality leads and drive revenue. He also predicts that, as machine learning and predictive algorithms improve, advertisers will see better results and value from their PPC campaigns.

Takeaways:

• PPC advertising is valuable for both consumer product goods and B2B professional services providers.
• Budgeting for PPC campaigns should consider factors such as average cost per click, conversion rates, and maximum cost per acquisition.
• Quality scores play a crucial role in determining the cost and effectiveness of PPC campaigns.
• Data analysis and visualization are essential for optimizing PPC campaigns and making informed decisions.
• Attribution tools and improved analytics platforms will enhance the accuracy and effectiveness of PPC advertising in the future.

Cory's Website: adsbycory.com

Cory on LinkedIn: https://www.linkedin.com/in/corylindholm/

Tom (especially) and Curtis are thrilled to welcome guest Jeff Large, CEO and founder of Come Alive Creative to the podcast to talk about....what else? — podcasting! They cover topics such as podcasting strategy, production considerations, and budgeting. Jeff emphasizes the importance of defining goals and target audience when starting and building a podcast. Important: consider this an investment in your brand and determine early on whether this is a DIY passion project or an honest-to-goodness marketing endeavor.

Takeaways

• Finding the right fit for podcasting services involves understanding the goals and aligning them with the capabilities and resources available.
• Specializing in approach rather than industry can lead to better results, focusing on businesses that understand the importance of teaching, relational capacity, networking, and brand identity.
• Promotion and marketing are crucial for podcast success, and it involves a combination of owned, paid, and earned strategies to reach the target audience.
• Measuring success in podcasting goes beyond download numbers and focuses on factors like total listen-through, completion rates, and engagement with the audience.
• Personal podcasting projects can provide a creative outlet and a break from business-focused content, while board games offer a fun and engaging activity for families.
• VIDEO COURSE: Podcasting for Beginners (temporarily discounted)

Jeff’s website: https://www.jefflarge.com

Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jefflarge/

In this very special episode of Bullhorns and Bullseyes, Curtis and Tom take turns sharing their personal “secrets” of their own particular crafts — Tom in content development and Curtis in lead-gen and analytics.

Tune in to hear their “takes,” and feel free to adopt our tricks and apply them to your own trade!

Takeaways:

• They’re a secret! You have to listen to get them!

Tom and Curtis are joined by Lindsay Mullen from Prosper Strategies to discuss the unique challenges and strategies of working with nonprofits. They explore the diverse stakeholders in the nonprofit sector and the importance of shared power and change management. Lindsay shares insights on strength-based communication and the power of storytelling in nonprofits. They also discuss the budget challenges faced by nonprofits and the potential for grant funding.

Takeaways:

• Nonprofits face unique challenges due to their diverse set of stakeholders and mission-driven objectives (purpose over profits).
• Shared power and change management are crucial in navigating the needs and voices of different stakeholders.
• Strength-based communication and storytelling are effective strategies for nonprofits to engage and connect with their audiences.
• Budget challenges can be addressed through pro bono work, grant funding, and strategic investments.