title

The Marketing Agency Leadership Podcast

Converge & Rob Kischuk

2
Followers
9
Plays
The Marketing Agency Leadership Podcast
The Marketing Agency Leadership Podcast

The Marketing Agency Leadership Podcast

Converge & Rob Kischuk

2
Followers
9
Plays
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About Us

Conversations with Leaders and Founders of Marketing Agencies, sharing wisdom on how they built their company, lessons they wish they knew when they started, and marketing and agency strategies for the months and years ahead.

Latest Episodes

Going International: Breaking the Language Barrier

Wendy Pease is President of Rapport International, an agency that specializes in multilingual marketing, translating messages and meanings in over 200 languages – in any format, including blog posts, audio content, video, print, and multilingual chat. Wendy bought Rapport in 2004, because the fit seemed right with her interests. Over 15 years, it has maintained the same depth of languages and increased staff, revenue, and its focus on marketing. Rapport International is a Hubspot Partner In this interview, Wendy explains that interpretation is for the spoken word what translation is for the written word. Translation, especially in marketing, is not done “word for word.” It needs to be culturally adapted and capture the meaning of the message. To ensure quality and to address this broad range of languages, Rapport International contracts with independent bilingual translators who specialize in writing for different markets and purposes. Fifteen years ago, companies in English-speaking countries expanded internationally by exporting to companies in other English-speaking countries. Company websites opened markets across language, cultural, and geographical boundaries. Companies became “accidental exporters” when orders started coming in from other countries. A reactive response to interest from other countries? Start marketing in any country that “self identified” as being a potential market. A better way? Wendy believes it is important to ask, “What is the corporate strategy?” “What is the marketing strategy?” And “How is multilingual communication going to support that strategy?” If a company only wants to sell certain products in a certain country, they don’t need to translate everything about all the rest of their products. A landing page can be used to test new market. Wendy identified quite a few multilingual challenges: Keyword selection. Effective communication when a language does not have an equivalent word for critical product descriptor. Dealing with the approximately 3,000 new words added to a language each year. Marketing and inbound’s increasing complication and specialization, content management issues, and providing it all in the needed languages. Wendy can be reached on her company’s website at www.rapporttranslations.com or on LinkedIn: Wendy Pease at Rapport International.

24 MIN3 d ago
Comments
Going International: Breaking the Language Barrier

You Want Customer Loyalty? KNOW Your Customer!

Alita Harvey-Rodriguez is Managing Director of MI Academy, which offers customized team training programs for businesses interested in “transformative growth” and increasing leads, sales, and customer loyalty. Alita talked about how she started her company . . . and then, on evaluating what she was doing (consulting), determined she was not making the difference she wanted to make (changing the way companies worked). “Don’t Fall in Love with an IDEA,” she warns. “Fall in Love with the SOLUTION – and drive toward that solution. Ideas change all the time.” Yes, the solution has to be “feedback-driven.” Alita believes innovation has to connect with a customer’s heart. It’s all about “the heart, the mind, the wallet,” she says. Companies have to understand, in depth, who their customers are, before they can roll out an incredible, seamless digital marketing, customer experience – with no “disconnects.” MI Academy starts with a discovery process – asking its clients abo...

31 MIN2 w ago
Comments
You Want Customer Loyalty? KNOW Your Customer!

What Works, What Lasts, What Beats the Competition

Duff Ferguson is Partner and Founder of Amplitude Digital, a PPC and SEO digital marketing agency, Google and Facebook Partner, and three-time recipient of the Tech Innovator Award. When Duff started what is today Amplitude Digital about 15 years ago, it provided general branding and marketing services. In 2015, it pivoted to focus on digital marketing, advertising, organic search, and e commerce, specifically on how clients could increase advertising spend, increase traffic, build their presence in online organic search . . . and then get a multiple return on that spend. Amplitude Digital compiles and analyzes “big data,” develops strategies, and strives to deliver first-page online rankings, breakthrough traffic, and high-performing ads. Typical clients are ecommerce companies selling packaged consumer goods on such platforms as Amazon, Google search, Bing, Facebook, Instagram, and LinkedIn. Amplitude Digital maintains a 95% client retention rate. Duff feels that Amplitude Digit...

26 MIN3 w ago
Comments
What Works, What Lasts, What Beats the Competition

The Power of Thought-leader Podcasting

Matt Johnson is Founder and CEO of Pursuing Results, a podcast production agency that works with emerging thought leaders – business coaches and consultants. Using a detailed process, Pursuing Results helps clients launch their brands, executes and distributes its clients’ weekly video podcasts, and promotes thought-leader business growth. His “specialized assembly line” produces consistently high-quality, on time podcasts. Matt focuses on a narrow product/client niche, because he believes that, of all the content marketing things he used to do, podcasting produces the most growth and the most leads for his clients. Matt believes that, in order to influence people to trust you and to take action, podcasts have to be structured in a particular way. In this interview, Matt outlines three things that turn a podcast from entertainment into a platform for leadership: Seeing is Believing: Podcasts should be conversations with other influential people. When people see that you are reco...

28 MINNOV 7
Comments
The Power of Thought-leader Podcasting

How to Feed a Sales Force’s Behavioral Quotient, Crush Quotas, and Drive Up ROI

Mary Grothe is the CEO of Sales BQ, a a relatively “young” organization that works with companies to rebuild, scale, and empower their underperforming sales departments. A typical client might have 5 to 7 salespeople reporting directly to the CEO. Last year, Sales BQ rebuilt the sales departments for 42 companies. Mary, an experienced sales dynamo, known for exponentially exceeding quotas, says BQ, behavioral intelligence, or behavioral quotient, is about making the decision every single day to show up and give it everything that it takes to perform at one’s highest ability. Under a 6-month contract, Sales BQ functions as a company’s “VP of Sales” and rebuilds the sales department in 3 phases. Evaluate and transform the infrastructure. Analyze the established set up, systems, processes, the types of roles, compensation modeling, territories, and CRM. Build a playbook. Assess the talent. Provide field sales coaching and training to enable the team to execute to their highest ab...

34 MINNOV 1
Comments
How to Feed a Sales Force’s Behavioral Quotient, Crush Quotas, and Drive Up ROI

Behavioral Science, Ethical Marketing, and the Pull of the Magic Middle

Nancy Harhut is Co-Founder and Chief Creative Officer of HBT Marketing. In this interview, she talks about the how her company utilizes behavioral science and marketing best practices to change how people make purchasing decisions. Social scientists and behavioral economists have found that people often make decisions by defaulting to “hardwired” behaviors, rather than by thinking things through. Although there are hundreds of behavioral science/decision science principles, HBT Marketing focuses on the “Human Behavior Triggers” that will effectively increase the likelihood that people will do what marketing clients want them to do. But, it is not just about organizational profitability. Nancy emphasizes that it is equally important that these “human behavior triggers” get people to make the decisions that are good for them. Nancy discusses a powerful pricing strategy, which she calls the “gravitational pull of the magic middle.” If marketers have a low-priced price widget, t...

31 MINOCT 24
Comments
Behavioral Science, Ethical Marketing, and the Pull of the Magic Middle

Build your Personal Brand / Change your World

Marc Ensign is the Big Cheese at LoudMouse, a personal branding agency for speakers, authors, coaches, entrepreneurs and artists. A musician by training, Marc dreamed of performing on Broadway. He created a strong personal “brand,” wrote articles for music industry magazines, interviewed and forged relationships with a lot of performers. As a skilled bass player, Marc eventually “got the Broadway gig,” not by touting his amazing bass playing, but by promoting his ability to imitate a wide variety of styles. Supporting, rather than competing against, other professional musicians, Marc substituted for regular Broadway show band members who, for whatever reason, needed “a night off.” His full time Broadway career ended up lasting 10 years. In 2001/2002, while working as a musician in the evenings, Marc dabbled in web design during the day. A big and lucrative assignment from American Express’s Travel + Leisure Magazine turned Marc’s “pajamas as business casual” web design com...

34 MINOCT 18
Comments
Build your Personal Brand / Change your World

Build a Winning Sales Playbook

Dani Buckley is the General Manager of LeadG2, an 100% remote inbound marketing and sales enablement agency, which focuses on sales results for B2B and B2C companies that have complex, multi-channel sales processes. LeadG2 started in 2011 as sales consulting firm that needed to generate leads for its business. Its first clients were media companies that owned television and radio stations . . . and needed to get advertisers. In the past, B2B sales professionals have tended to have a lone wolf mentality . . . sales didn’t “count” unless the salesperson independently discovered and chased down a lead. Dani feels it is important to change that culture, to supplement cold calling and outbound prospecting with inbound and lead gen. Dani defines sales enablement as “whatever you need to do to help your salespeople sell smarter and faster.” She spoke at Hubspot Inbound 2019 on “How to Build a Sales Play in 30 Minutes or Less.” In this Marketing Agency Leadership Podcast, she provide...

26 MINOCT 11
Comments
Build a Winning Sales Playbook

Not Your Mother’s SEO: Link-building in 2019

Dale Bertrand is President and Founder of Fire&Spark, a marketing agency focused on ecommerce, and especially ecommerce SEO: product page optimization, ecommerce site link-building, and delivering technical SEO and site speed solutions on a variety of ecommerce platforms. Deep technical skillset. People today may avoid link-building because Google has a history of penalizing dubious link-building practices in. However, link-building is more valuable than ever is because Google depends on links to rank content. Dale recommends earning links through posting remarkable content, being/doing/saying something remarkable, or using targeted outreach or targeted syndication. He notes that email does not work as well as in the past because of the low open rate. What he has found to work the best is to build relationships and then leverage those relationships for links. Lead a movement, he says. Take a position on a current issue in your market, interview people, and use those interviews (and ...

30 MINOCT 3
Comments
Not Your Mother’s SEO: Link-building in 2019

Lead with Value and Don’t Use a Screwdriver to Pound a Nail

Oliver Lopez is founder and CEO of Struct Sales, a sales consultancy firm that works with large B2B sales and marketing teams selling complex products and services over long sale cycles. Typical clients of his company have tried and failed at inbound marketing. They may come to Struct Sales thinking they know what they need as a solution. Often, they’re trying to solve the wrong problem. Inbound marketing fails when sales reps see little chance of converting what are, at best, lukewarm leads, send the leads back to marketing, deign the inbound effort a failure, and continue only to work with existing customers. Sales reps can be further discouraged when complicated incentive plans fail to communicate the actions needed to earn “rewards.” Oliver discussed some of the causes of low lead quality: 1) a failure to define and effectively target the ideal customer; 2) poorly defined/unquantified: goals, hand-off processes, and interfaces among marketing, sales, and delivery; and 3) a “...

28 MINSEP 26
Comments
Lead with Value and Don’t Use a Screwdriver to Pound a Nail

Latest Episodes

Going International: Breaking the Language Barrier

Wendy Pease is President of Rapport International, an agency that specializes in multilingual marketing, translating messages and meanings in over 200 languages – in any format, including blog posts, audio content, video, print, and multilingual chat. Wendy bought Rapport in 2004, because the fit seemed right with her interests. Over 15 years, it has maintained the same depth of languages and increased staff, revenue, and its focus on marketing. Rapport International is a Hubspot Partner In this interview, Wendy explains that interpretation is for the spoken word what translation is for the written word. Translation, especially in marketing, is not done “word for word.” It needs to be culturally adapted and capture the meaning of the message. To ensure quality and to address this broad range of languages, Rapport International contracts with independent bilingual translators who specialize in writing for different markets and purposes. Fifteen years ago, companies in English-speaking countries expanded internationally by exporting to companies in other English-speaking countries. Company websites opened markets across language, cultural, and geographical boundaries. Companies became “accidental exporters” when orders started coming in from other countries. A reactive response to interest from other countries? Start marketing in any country that “self identified” as being a potential market. A better way? Wendy believes it is important to ask, “What is the corporate strategy?” “What is the marketing strategy?” And “How is multilingual communication going to support that strategy?” If a company only wants to sell certain products in a certain country, they don’t need to translate everything about all the rest of their products. A landing page can be used to test new market. Wendy identified quite a few multilingual challenges: Keyword selection. Effective communication when a language does not have an equivalent word for critical product descriptor. Dealing with the approximately 3,000 new words added to a language each year. Marketing and inbound’s increasing complication and specialization, content management issues, and providing it all in the needed languages. Wendy can be reached on her company’s website at www.rapporttranslations.com or on LinkedIn: Wendy Pease at Rapport International.

24 MIN3 d ago
Comments
Going International: Breaking the Language Barrier

You Want Customer Loyalty? KNOW Your Customer!

Alita Harvey-Rodriguez is Managing Director of MI Academy, which offers customized team training programs for businesses interested in “transformative growth” and increasing leads, sales, and customer loyalty. Alita talked about how she started her company . . . and then, on evaluating what she was doing (consulting), determined she was not making the difference she wanted to make (changing the way companies worked). “Don’t Fall in Love with an IDEA,” she warns. “Fall in Love with the SOLUTION – and drive toward that solution. Ideas change all the time.” Yes, the solution has to be “feedback-driven.” Alita believes innovation has to connect with a customer’s heart. It’s all about “the heart, the mind, the wallet,” she says. Companies have to understand, in depth, who their customers are, before they can roll out an incredible, seamless digital marketing, customer experience – with no “disconnects.” MI Academy starts with a discovery process – asking its clients abo...

31 MIN2 w ago
Comments
You Want Customer Loyalty? KNOW Your Customer!

What Works, What Lasts, What Beats the Competition

Duff Ferguson is Partner and Founder of Amplitude Digital, a PPC and SEO digital marketing agency, Google and Facebook Partner, and three-time recipient of the Tech Innovator Award. When Duff started what is today Amplitude Digital about 15 years ago, it provided general branding and marketing services. In 2015, it pivoted to focus on digital marketing, advertising, organic search, and e commerce, specifically on how clients could increase advertising spend, increase traffic, build their presence in online organic search . . . and then get a multiple return on that spend. Amplitude Digital compiles and analyzes “big data,” develops strategies, and strives to deliver first-page online rankings, breakthrough traffic, and high-performing ads. Typical clients are ecommerce companies selling packaged consumer goods on such platforms as Amazon, Google search, Bing, Facebook, Instagram, and LinkedIn. Amplitude Digital maintains a 95% client retention rate. Duff feels that Amplitude Digit...

26 MIN3 w ago
Comments
What Works, What Lasts, What Beats the Competition

The Power of Thought-leader Podcasting

Matt Johnson is Founder and CEO of Pursuing Results, a podcast production agency that works with emerging thought leaders – business coaches and consultants. Using a detailed process, Pursuing Results helps clients launch their brands, executes and distributes its clients’ weekly video podcasts, and promotes thought-leader business growth. His “specialized assembly line” produces consistently high-quality, on time podcasts. Matt focuses on a narrow product/client niche, because he believes that, of all the content marketing things he used to do, podcasting produces the most growth and the most leads for his clients. Matt believes that, in order to influence people to trust you and to take action, podcasts have to be structured in a particular way. In this interview, Matt outlines three things that turn a podcast from entertainment into a platform for leadership: Seeing is Believing: Podcasts should be conversations with other influential people. When people see that you are reco...

28 MINNOV 7
Comments
The Power of Thought-leader Podcasting

How to Feed a Sales Force’s Behavioral Quotient, Crush Quotas, and Drive Up ROI

Mary Grothe is the CEO of Sales BQ, a a relatively “young” organization that works with companies to rebuild, scale, and empower their underperforming sales departments. A typical client might have 5 to 7 salespeople reporting directly to the CEO. Last year, Sales BQ rebuilt the sales departments for 42 companies. Mary, an experienced sales dynamo, known for exponentially exceeding quotas, says BQ, behavioral intelligence, or behavioral quotient, is about making the decision every single day to show up and give it everything that it takes to perform at one’s highest ability. Under a 6-month contract, Sales BQ functions as a company’s “VP of Sales” and rebuilds the sales department in 3 phases. Evaluate and transform the infrastructure. Analyze the established set up, systems, processes, the types of roles, compensation modeling, territories, and CRM. Build a playbook. Assess the talent. Provide field sales coaching and training to enable the team to execute to their highest ab...

34 MINNOV 1
Comments
How to Feed a Sales Force’s Behavioral Quotient, Crush Quotas, and Drive Up ROI

Behavioral Science, Ethical Marketing, and the Pull of the Magic Middle

Nancy Harhut is Co-Founder and Chief Creative Officer of HBT Marketing. In this interview, she talks about the how her company utilizes behavioral science and marketing best practices to change how people make purchasing decisions. Social scientists and behavioral economists have found that people often make decisions by defaulting to “hardwired” behaviors, rather than by thinking things through. Although there are hundreds of behavioral science/decision science principles, HBT Marketing focuses on the “Human Behavior Triggers” that will effectively increase the likelihood that people will do what marketing clients want them to do. But, it is not just about organizational profitability. Nancy emphasizes that it is equally important that these “human behavior triggers” get people to make the decisions that are good for them. Nancy discusses a powerful pricing strategy, which she calls the “gravitational pull of the magic middle.” If marketers have a low-priced price widget, t...

31 MINOCT 24
Comments
Behavioral Science, Ethical Marketing, and the Pull of the Magic Middle

Build your Personal Brand / Change your World

Marc Ensign is the Big Cheese at LoudMouse, a personal branding agency for speakers, authors, coaches, entrepreneurs and artists. A musician by training, Marc dreamed of performing on Broadway. He created a strong personal “brand,” wrote articles for music industry magazines, interviewed and forged relationships with a lot of performers. As a skilled bass player, Marc eventually “got the Broadway gig,” not by touting his amazing bass playing, but by promoting his ability to imitate a wide variety of styles. Supporting, rather than competing against, other professional musicians, Marc substituted for regular Broadway show band members who, for whatever reason, needed “a night off.” His full time Broadway career ended up lasting 10 years. In 2001/2002, while working as a musician in the evenings, Marc dabbled in web design during the day. A big and lucrative assignment from American Express’s Travel + Leisure Magazine turned Marc’s “pajamas as business casual” web design com...

34 MINOCT 18
Comments
Build your Personal Brand / Change your World

Build a Winning Sales Playbook

Dani Buckley is the General Manager of LeadG2, an 100% remote inbound marketing and sales enablement agency, which focuses on sales results for B2B and B2C companies that have complex, multi-channel sales processes. LeadG2 started in 2011 as sales consulting firm that needed to generate leads for its business. Its first clients were media companies that owned television and radio stations . . . and needed to get advertisers. In the past, B2B sales professionals have tended to have a lone wolf mentality . . . sales didn’t “count” unless the salesperson independently discovered and chased down a lead. Dani feels it is important to change that culture, to supplement cold calling and outbound prospecting with inbound and lead gen. Dani defines sales enablement as “whatever you need to do to help your salespeople sell smarter and faster.” She spoke at Hubspot Inbound 2019 on “How to Build a Sales Play in 30 Minutes or Less.” In this Marketing Agency Leadership Podcast, she provide...

26 MINOCT 11
Comments
Build a Winning Sales Playbook

Not Your Mother’s SEO: Link-building in 2019

Dale Bertrand is President and Founder of Fire&Spark, a marketing agency focused on ecommerce, and especially ecommerce SEO: product page optimization, ecommerce site link-building, and delivering technical SEO and site speed solutions on a variety of ecommerce platforms. Deep technical skillset. People today may avoid link-building because Google has a history of penalizing dubious link-building practices in. However, link-building is more valuable than ever is because Google depends on links to rank content. Dale recommends earning links through posting remarkable content, being/doing/saying something remarkable, or using targeted outreach or targeted syndication. He notes that email does not work as well as in the past because of the low open rate. What he has found to work the best is to build relationships and then leverage those relationships for links. Lead a movement, he says. Take a position on a current issue in your market, interview people, and use those interviews (and ...

30 MINOCT 3
Comments
Not Your Mother’s SEO: Link-building in 2019

Lead with Value and Don’t Use a Screwdriver to Pound a Nail

Oliver Lopez is founder and CEO of Struct Sales, a sales consultancy firm that works with large B2B sales and marketing teams selling complex products and services over long sale cycles. Typical clients of his company have tried and failed at inbound marketing. They may come to Struct Sales thinking they know what they need as a solution. Often, they’re trying to solve the wrong problem. Inbound marketing fails when sales reps see little chance of converting what are, at best, lukewarm leads, send the leads back to marketing, deign the inbound effort a failure, and continue only to work with existing customers. Sales reps can be further discouraged when complicated incentive plans fail to communicate the actions needed to earn “rewards.” Oliver discussed some of the causes of low lead quality: 1) a failure to define and effectively target the ideal customer; 2) poorly defined/unquantified: goals, hand-off processes, and interfaces among marketing, sales, and delivery; and 3) a “...

28 MINSEP 26
Comments
Lead with Value and Don’t Use a Screwdriver to Pound a Nail
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