『The Marketing Minute』のカバーアート

The Marketing Minute

The Marketing Minute

著者： Karl Boehm
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 The Marketing Minute is a short-form story-driven podcast designed to provide value and industry insight—all in under ten minutes. In every episode, we bring on an expert guest to answer 3 questions: What’s your favorite story for marketers right now? What are the insights to be gained? Why do you do what it is you do? We focus on the most valuable content and nothing else. Brief. Brilliant. Helpful. Check us out, subscribe, and send feedback – we would love your thoughts and support!Spiral Marketing 2020 マーケティング マーケティング・セールス 経済学
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  • WealthEngine with Raj Khera on The Marketing Minute #4

    WealthEngine with Raj Khera on The Marketing Minute #4
    2020/09/24
    Welcome to the Marketing Minute! We’re a short-form story-driven podcast designed to provide value and industry insight—all in under ten minutes. Every episode, we invite an expert guest to answer three questions: What’s your favorite story for marketing communications professionals? What were the insights gained? Why do you do what you do? It’s all the value and nothing else. Succinct. Insightful. Actionable. Give us a listen, subscribe, and follow! 3-2-1. Done. Raj Khera EVP and Chief Marketing Officer, WealthEngine Raj is a former CEO & Co-founder of multiple software companies, two of which were acquired by public companies. At WealthEngine, he helps to create more value for customers through thought leadership and game-changing product enhancements. He is passionate about supporting higher education & cancer research and volunteers his time at the University of Maryland and local schools. Karl Boehm: Raj. What is your most insightful story for marketing communications professionals? Raj Khera: Well, I’ll give you an example of how you can use data to change the game. And so one of our clients is the Humane Society of the United States, Humane Society International. And one of the segments that they pursue is planned gifts. A planned gift is someone who leaves behind money in their will, in their trust, in their insurance plan that you become one of the beneficiaries. So the reason they do this is because planned gifts tend to be large amounts. And they found that their average planned gift from someone that they had not engaged with in the past was about $40,000. And they found that if they engage with that person and built a relationship, that gift changed from $40,000 to over $130,000. So they wanted to figure out who they should be engaging with and how many more people can they actually talk to, to start that relationship. The way they did it was they started with data they created a persona figured out who are the people that are giving money right now. And they find that the most the biggest givers are single females over age 65, I think is age 65 might be often that by few years who have a pet, and then other donors are single males, same age bracket who also have a pet. So starting with that, there’s a few more nuances but they dug deeper using insights from our tool WealthEngine, were able to create a very tight segment and then created ads on the post on Facebook of say, a woman in that age bracket petting her dog or something like that. And that started engaging people. But they placed those ads and targeted specific people who matched the profile. That’s where the data came from. That’s what they use artificial intelligence machine learning from our system to figure out who they should be targeting those ads to. Once they did that they started creating relationships with thousands of people who were their target market. The result? they generated $43 million in pipeline in 2019. Just from that campaign, huge ROI, huge ROI Karl Boehm: Really outstanding. What are the top insights derived from that story? Raj Khera: Well, the biggest thing is to use data to your benefit. segmentation, donor segmentation. customer segmentation is what it’s all about. There are tools out there right now that can help you do it. WealthEngine certainly one of the leading tools that can do that for you. Our clients include financial services firm, luxury brands, nonprofits, educational institutions, healthcare institutions, and they’re using the data that we provide to figure out who they should talk to, because that really enables you to focus on the most promising prospects and not somebody who’s just spinning your cycles, where you think they might be able to donate you think they might be able to buy, but they don’t really take action. Our data actually will show you a propensity score. So we give you a score from one to five, one being the highest of the likelihood that this person would donate, would engage, would spend.
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    4 分
  • Sticky Branding with Jeremy Miller on The Marketing Minute #3

    Sticky Branding with Jeremy Miller on The Marketing Minute #3
    2020/08/20
    Welcome to the Marketing Minute! We’re a short-form story-driven podcast designed to provide value and industry insight—all in under ten minutes. Every episode, we invite an expert guest to answer three questions: What’s your favorite story for marketing communications professionals? What were the insights gained? Why do you do what you do? It’s all the value and nothing else. Succinct. Insightful. Actionable. Give us a listen, subscribe, and follow! 3-2-1. Done. Transcription: Karl Boehm: All right. What is your most insightful story for marketing communicators? Jeremy Miller: Well, this is a bit of a personal story, I think the thing that we all have to recognize is you’ve got permission to change. When I was starting out, I actually started my career as a marketer working for my family’s business. And that first year I worked with my parents was probably the worst year of my entire career. And everything I did didn’t work, sales kept declining. And it got so bad at one point that we actually had that entire sales team including myself, cold calling, and I hate cold calling. It’s so gross. I wrote a book sticky branding afterwards, so that you would never have to do this, but that was that formative moment. I remember sitting down at the end of that first year with both of my parents and it was at the just after our Christmas party, actually I said, This is what it’s like to be in a family business. I can’t do this. I came back, I left a successful career to come and work here. And this last year was horrible. And my dad looked at me and he said, “You know, it’s not about the business you’ve built. It’s about the business you’re building. What are we going to build next?” And that was probably the best quote And I’ll repeat it. It’s not about the business you’ve built is about the business you’re building. What are you going to build next? And it was in that moment, that gave me permission to take a step back. And I started to study our customers, study our market, and study the industry as a whole. And what I realized is we didn’t have a sales problem, all the marketing tactics we were doing weren’t working because we had a branding problem. Our customers couldn’t distinguish us from anyone else. And when we realized that it gave us permission to change & I repositioned my family’s business and we changed the company name for Miller and Associates to Leap Job. We reposition the business. We built a marketing strategy that was so successful that we actually grew through the 2008 – 2009 recession when the rest of our industry was being pummeled. At the end of it all, I was able to sell that business in 2013, to do what I have now become passionate about, which is build brands. But it was that advice my dad gave me that just set the path forward for me at least. Karl: Great. Any other insights derived from that story? Jeremy: The key insight that I think really comes out of that story is we all have permission to change, especially when you look at right now we’ve just gone through this monumental event with Coronavirus, changing our entire world. And so as you have to adjust your value proposition, take the advice again, it’s not about the business you’ve built. It’s about the business you’re building. What are you going to build next? And when you look at that, you can actually be very present and helpful. And so right now What is needed more so than ever, is how do you be hyper relevant for your customers, whether they are going through the crisis or we’re way past this and we’re in a different place. It’s that relevance to constantly reinvent yourself that will always give you a way forward. Karl: All right. Why do you do what you do? Jeremy: Because I have permission to do it. And I’ve given myself permission to do this. I love helping businesses grow. I am an ideas person. I’m also a strategist and I have been able to architect Sticky Branding to play to those strengths.
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    5 分
  • Benton Crane of the Harmon Bros on The Marketing Minute #2

    Benton Crane of the Harmon Bros on The Marketing Minute #2
    2020/08/05
    Welcome to the Marketing Minute! We’re a short-form story-driven podcast designed to provide value and industry insight—all in under ten minutes. Every episode, we invite an expert guest to answer three questions: What’s your favorite story for marketing communications professionals? What were the insights gained? Why do you do what you do? It’s all the value and nothing else. Succinct. Insightful. Actionable. Give us a listen, subscribe, and follow! 3-2-1. Done. Transcription: Karl: What’s your most insightful story for marketers? Benton: So one of our early campaigns was squatty potty. And of course now the squatty potty pooping unicorn is famous, and everyone’s seen it. And it’s, you know, kind of become a cultural phenomenon. People dress up as the unicorn for Halloween now, but it hasn’t always been that way. In fact, it started out as a stupid idea. And when we originally pitched that idea to squatty potty, every single person in their organization, except for one, thought it was a terrible idea and they said no. Two of the three original founders said no. The investors said, No. They even had an investor from Shark Tank who said no. Everyone thought it was a terrible idea. But, Bobby the CEO, he caught the vision of it. He saw it, he understood it, and even though no one else around him did, he gave us the green light. And he pushed forward and said, “Go for it.” At the time, we had no idea that he was going out on a limb and kind of putting his neck out there for this concept, but he gave us the green light. And we went and built this campaign. And I remember two days before it launched, I was talking to Bobby, and he was borderline sick, he was pale in the face like he was white. He was so scared for what was about to come. We’re like two days from launch. And he’s sitting here thinking to himself, what am I done? Like, I am, uh, I have this company we’ve got, you know, I think at the time they had, you know, $4 million per year in sales or something like that. So it’s already, you know, a successful company on you know, on a successful trajectory. So he’s like, I am about to put a freaking pooping unicorn on my brand, as the spokesperson of my company. Like, discuss Could be brand suicide, this could be the end of squatty potty, this could be the end of my tenure as CEO like that is the type of thing that he was facing in that moment. I remember he looked at me and he was like, Benton this has to work. Like it just has to work. I bet everything on this. I’ve even gone against my investors Council and best wishes to do this. And I remember that was the moment where I was like, geez, like, you could have told us this in the beginning. Like there. There’s nothing we can really do about it now other than just go live with it and and hope for the best. Karl: What are the insights that you were able to derive from that story? That’s a fantastic story. Benton: I think at the at the end of the day, Bobby trusted his gut. He caught the vision of it. And he knew that it was right. And he knew that it was work there that it would work. But he had to take the risk. He had to roll the dice and go for it. He had to do something bold and he had to ignore it. All of the naysayers and the detractors to move forward with it, you know, and of course now history shows like what a brilliant move it was, you know, me made millions and millions of dollars from from that campaign and it. You know, completely changed the trajectory of, of that brand. But at the time, that was a really scary, bold move for him and, and to this day, I just take my hat off to Bobby for having the courage to do something like that. Karl: Tremendous is that a bit like, trust your gut and make the leap? Benton: Yeah, I mean, when it comes to trusting our gut, we always have to, you know, look at the risks, look at the potential rewards, look at any data that’s available, and we bring all of those different inputs together to generate a decision,
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    5 分
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