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The Hard Corps Marketing Show

Casey Cheshire

1
Followers
5
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The Hard Corps Marketing Show

The Hard Corps Marketing Show

Casey Cheshire

1
Followers
5
Plays
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About Us

Fun and mind blowing conversations with the smartest, most badass marketers out there. Combine 20 years of Marketing experience with a United States Marine Corps Veteran and you get this show.

Latest Episodes

Customer Experience for Dummies - Kyle Lacy - Hard Corps Marketing Show #169

As marketing professionals we know that customer experience is key to a successful brand. Understanding the customer needs and finding a unique approach to engaging them with your company helps build that relationship. A Marketing Leader, Author of multiple books including Twitter Marketing for Dummies and Branding Yourself, Marketing and Digital Trends Speaker, recognized as a Forty-under-40, CMO at Lessonly, Kyle Lacy, delves into ways to understand your customer’s experience and implement company culture into first touch points. Takeaways: Understanding what makes your customers tick, what makes your brand effective in the current market, and how to work your culture as a company into marketing and sales messaging is the future of outbound sales. The consumer’s experience is paramount to everything else. There is an art to getting someone's attention. Taking the time to make a more personal outreach email provides the customer with a more human first touch point. Spend time on ...

71 MIN4 d ago
Comments
Customer Experience for Dummies - Kyle Lacy - Hard Corps Marketing Show #169

Capturing The Voice of The Customer - Angelo Ponzi - Hard Corps Marketing Show #168

As marketers, we know how to talk about our product or service, but do we know how all of this is articulated from the voice of the customer? A Marketing Leader, Business Advisor, Keynote Speaker, Fractional CMO, Podcast Host of the Business Growth Cafe, and Founder & President of The Ponzi Group, Angelo Ponzi, cautions marketers from relying too much on the data and their own expertise instead of listening to the needs of the customer right from the source. Takeaways: Understand the voice of the customer by talking to your buyers. When you do not get it straight from the source, there is more of a chance that personal bias can get in the way. Before making your next update in marketing, whether it is the website or a new piece of collateral, take the time to think through what you are doing. Ask, who is the audience and what is the goal? “Marketing is an investment in your future, not just an expense...it’s a growth engine.” - Angelo Ponzi Be sure to form relationships with mult...

78 MIN6 d ago
Comments
Capturing The Voice of The Customer - Angelo Ponzi - Hard Corps Marketing Show #168

The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167

People may think that Influencer Marketing is only for business to consumer companies and that business to business buyers are not engaging as much as B2C buyers. They are mistaken. An Influencer Marketing Speaker & Consultant, Author of The Age of Influence, University Educator, Social Media Keynote Speaker, and the CEO & Principal Social Media Strategy Consultant at NealSchaffer.com, Neal Schaffer, discusses the power of Influencer Marketing and how B2B companies can tap into influencers that are already reaching their target audience. Takeaways: Develop relationships with the people that are creating content around topics that have to do with your product or service, that attract the audience that you want to tap into. Invite the influencers to be on your podcast, interview them for your blog, ask them to be a guest on your webinar. Influencer marketing is when the influencer promotes your content to their community. Locate the influencers by starting with keyword searches. Who a...

67 MIN1 w ago
Comments
The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167

The Two Sides of Marketing - Carrie Hankey - Hard Corps Marketing Show #166

Some people see and use their marketing department as a print shop, but marketing is so much more than font, colors, and polished collateral. A Marketing Leader, Growth Manager, and the Director of Marketing and Business Development at Aronson LLC, Carrie Hankey, urges businesses to use the talent in their marketing department towards a more strategic effort. For marketers, she shares what they need to do to prove their value and get a seat at the table. Takeaways: Marketers, to get a seat at the table in your organization, be results driven. Prove the value that your efforts are driving for the business. When designing a piece of content, establish the goal that the content is trying to achieve and the target audience it is trying to reach. There is a time to use automation and there is a time to be responsive to the current situation and hone in on what prospects really need. Rather than always trying to book a meeting with a prospect, provide valuable content that will help them ...

68 MIN1 w ago
Comments
The Two Sides of Marketing - Carrie Hankey - Hard Corps Marketing Show #166

Make Decisions Like a CMO - Casey Slaughter Stanton - Hard Corps Marketing Show #165

A CMO does not have time to waste, as they are focused on driving revenue for the company. Marketers that are executing campaigns, need to be thinking in the same manner, rather than continuing to do busy work that is not producing money for the business. A Fractional CMO, Marketing Coach, Consultant, Podcast Host, and Founder of CMOx, Casey Slaughter Stanton, challenges marketers to take a step back, look at the results that their campaigns are producing, and then shift their efforts to what is really driving revenue for the company. Takeaways: A sales conversation is a conversation with someone who has the financial ability and authority to say yes to your offer. Marketing needs to be driving efforts that create opportunities for these conversations to happen. Soft branded messaging is a waste of time for your company because it is not presenting value to your buyer nor helping them to solve their problem. Take a side with your content and create an enemy in your storytelling. Who...

86 MIN2 w ago
Comments
Make Decisions Like a CMO - Casey Slaughter Stanton - Hard Corps Marketing Show #165

The Best of ABM - Casey Cheshire & Christina Anderson - Hard Corps Marketing Show #164

There is a lot of talk about Account Based Marketing in the B2B space. To help separate the practical from the fluff, Casey Cheshire, the Host of The Hard Corps Marketing Show, interviewed the top ABM experts to give their insights and dispel all of the ABM myths. This is a special episode as Casey, joined by the Producer of the show, Christina Anderson, compiled all of the best ABM episodes from the podcast and shared their takeaways and what marketers can do to execute an ABM approach across sales, marketing, and service. Episodes Discussed: #13 - Journey from Sales to ABM Marketer - Heidi Vandermeer, Manager, Account-Based Marketing, Security Compass #31 - Mastering Account-Based Marketing - Sangram Vajre, Author, Chief Evangelist, & Co-Founder, Terminus #81 - ABM & The Dark Funnel - Latane Conant, CMO, 6Sense #82 - Alignment Through Collaboration - Lauren Mead, CMO, TimeTrade #97 - A Trailblazer’s Guide to ABM - Nate Skinner, SVP, Global Marketing Leader for CX, Oracle #110 - A...

87 MIN2 w ago
Comments
The Best of ABM - Casey Cheshire & Christina Anderson - Hard Corps Marketing Show #164

Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163

Most companies will invest in ads as a way to drive direct response conversions. The prospect clicks, is taken to another page, and then has to fill out a form to download the content. The problem is, how many of those prospects will actually take the time to fill out a form after clicking on your ad? Then, how many of those few prospects want sales to reach out to them to schedule a demo? A B2B Revenue Operations and Growth Marketing Leader, Podcast Host of the State of Demand Gen Podcast, and the CEO of Refine Labs, Chris Walker challenges marketers to stop doing what is ineffective and to start focusing on educating buyers where they are, so that they are high quality leads when they reach out for your product or service. Takeaways: Invest in marketing to build better quality leads, to lessen the amount of sales efforts needed. A good content strategy is to start with a long form of content, such as a podcast, and then break it down into micro pieces of content, such as a blog or...

75 MIN2 w ago
Comments
Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163

Connecting the Dots with Buyer Personas - Vicki O’Neill - Hard Corps Marketing Show #162

Your team may have your business’ ideal customer profile defined, but does it have an understanding of its buyer personas? A Marketing Leader, Persona Creator, Podcast Host, and the Fractional CMO of KenKay Marketing, Vicki O’Neill, encourages marketers to put in the work and define their buyer personas, to prioritize efforts and deliver relevant marketing to their ideal buyer. Takeaways: Buyer personas go beyond the surface level demographics. Personas make up the obstacles, stresses, and emotions of why the buyer would begin to search for your product or service in the first place. If you do not have any buyer personas defined, start with one. Start by looking at the data you have on existing customers and pick out the best ones. Then have conversations with them, so you can understand their persona and then create marketing that speaks to prospects that are similar to your best customers. Our focus needs to be on the customer and their journey. Look at your customer journey and...

71 MIN3 w ago
Comments
Connecting the Dots with Buyer Personas - Vicki O’Neill - Hard Corps Marketing Show #162

Video Marketing Entertainment - Todd Hartley - Hard Corps Marketing Show #161

Marketers buy into the idea that people have short attention spans, so their focus gets put onto keeping the content short. A Keynote Speaker, 5x Telly Winner, Digital & Video Marketing Leader, and the CEO of WireBuzz, Todd Hartley, challenges marketers to create entertaining content that is so interesting that it actually holds the attention of their intended audience. The problem is not the audience’s attention span, it is that the content is not interesting to them. Takeaways: “We don’t have an attention problem, we have an entertainment problem.” - Todd Hartley Marketers need to be entertaining while they are telling their stories. Be sure to incorporate tension and visual stimulus, consider tempo, and lead to the next breakthrough, epiphany moment. The longer your video holds a prospect’s attention the more invested they become in the idea of your product or service. Many studies show that longer videos produce higher conversion rates. Facebook and YouTube both advise vide...

88 MIN3 w ago
Comments
Video Marketing Entertainment - Todd Hartley - Hard Corps Marketing Show #161

Creating a Content Ecosphere - Chris Austin - Hard Corps Marketing Show #160

Marketers put a lot of time into creating great pieces of content, however creating the content is only the halfway point. A Marketing Leader in Content & Brand Strategy, and Fractional CMO at CAMO Marketing, Chris Austin, delivers a call to action for marketers to create a distribution plan for their content, so that it does not just sit there after it is created. Find out Chris’ recommendation for a distribution plan and how to build an ecosphere around your content. Takeaways: “Really great content is halfway, until you have a distribution plan it’s not going to be effective.” - Chris Austin Building an ecosphere around your content entails having a centerpiece of content that is your main focus such as a video, a podcast, or a presentation, and then building small pieces of content from that centerpiece to promote it and draw in your target audience. There are three aspects that make up a great content campaign, engagement, education, and entertainment. Engagement goes beyon...

70 MINJUN 12
Comments
Creating a Content Ecosphere - Chris Austin - Hard Corps Marketing Show #160

Latest Episodes

Customer Experience for Dummies - Kyle Lacy - Hard Corps Marketing Show #169

As marketing professionals we know that customer experience is key to a successful brand. Understanding the customer needs and finding a unique approach to engaging them with your company helps build that relationship. A Marketing Leader, Author of multiple books including Twitter Marketing for Dummies and Branding Yourself, Marketing and Digital Trends Speaker, recognized as a Forty-under-40, CMO at Lessonly, Kyle Lacy, delves into ways to understand your customer’s experience and implement company culture into first touch points. Takeaways: Understanding what makes your customers tick, what makes your brand effective in the current market, and how to work your culture as a company into marketing and sales messaging is the future of outbound sales. The consumer’s experience is paramount to everything else. There is an art to getting someone's attention. Taking the time to make a more personal outreach email provides the customer with a more human first touch point. Spend time on ...

71 MIN4 d ago
Comments
Customer Experience for Dummies - Kyle Lacy - Hard Corps Marketing Show #169

Capturing The Voice of The Customer - Angelo Ponzi - Hard Corps Marketing Show #168

As marketers, we know how to talk about our product or service, but do we know how all of this is articulated from the voice of the customer? A Marketing Leader, Business Advisor, Keynote Speaker, Fractional CMO, Podcast Host of the Business Growth Cafe, and Founder & President of The Ponzi Group, Angelo Ponzi, cautions marketers from relying too much on the data and their own expertise instead of listening to the needs of the customer right from the source. Takeaways: Understand the voice of the customer by talking to your buyers. When you do not get it straight from the source, there is more of a chance that personal bias can get in the way. Before making your next update in marketing, whether it is the website or a new piece of collateral, take the time to think through what you are doing. Ask, who is the audience and what is the goal? “Marketing is an investment in your future, not just an expense...it’s a growth engine.” - Angelo Ponzi Be sure to form relationships with mult...

78 MIN6 d ago
Comments
Capturing The Voice of The Customer - Angelo Ponzi - Hard Corps Marketing Show #168

The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167

People may think that Influencer Marketing is only for business to consumer companies and that business to business buyers are not engaging as much as B2C buyers. They are mistaken. An Influencer Marketing Speaker & Consultant, Author of The Age of Influence, University Educator, Social Media Keynote Speaker, and the CEO & Principal Social Media Strategy Consultant at NealSchaffer.com, Neal Schaffer, discusses the power of Influencer Marketing and how B2B companies can tap into influencers that are already reaching their target audience. Takeaways: Develop relationships with the people that are creating content around topics that have to do with your product or service, that attract the audience that you want to tap into. Invite the influencers to be on your podcast, interview them for your blog, ask them to be a guest on your webinar. Influencer marketing is when the influencer promotes your content to their community. Locate the influencers by starting with keyword searches. Who a...

67 MIN1 w ago
Comments
The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167

The Two Sides of Marketing - Carrie Hankey - Hard Corps Marketing Show #166

Some people see and use their marketing department as a print shop, but marketing is so much more than font, colors, and polished collateral. A Marketing Leader, Growth Manager, and the Director of Marketing and Business Development at Aronson LLC, Carrie Hankey, urges businesses to use the talent in their marketing department towards a more strategic effort. For marketers, she shares what they need to do to prove their value and get a seat at the table. Takeaways: Marketers, to get a seat at the table in your organization, be results driven. Prove the value that your efforts are driving for the business. When designing a piece of content, establish the goal that the content is trying to achieve and the target audience it is trying to reach. There is a time to use automation and there is a time to be responsive to the current situation and hone in on what prospects really need. Rather than always trying to book a meeting with a prospect, provide valuable content that will help them ...

68 MIN1 w ago
Comments
The Two Sides of Marketing - Carrie Hankey - Hard Corps Marketing Show #166

Make Decisions Like a CMO - Casey Slaughter Stanton - Hard Corps Marketing Show #165

A CMO does not have time to waste, as they are focused on driving revenue for the company. Marketers that are executing campaigns, need to be thinking in the same manner, rather than continuing to do busy work that is not producing money for the business. A Fractional CMO, Marketing Coach, Consultant, Podcast Host, and Founder of CMOx, Casey Slaughter Stanton, challenges marketers to take a step back, look at the results that their campaigns are producing, and then shift their efforts to what is really driving revenue for the company. Takeaways: A sales conversation is a conversation with someone who has the financial ability and authority to say yes to your offer. Marketing needs to be driving efforts that create opportunities for these conversations to happen. Soft branded messaging is a waste of time for your company because it is not presenting value to your buyer nor helping them to solve their problem. Take a side with your content and create an enemy in your storytelling. Who...

86 MIN2 w ago
Comments
Make Decisions Like a CMO - Casey Slaughter Stanton - Hard Corps Marketing Show #165

The Best of ABM - Casey Cheshire & Christina Anderson - Hard Corps Marketing Show #164

There is a lot of talk about Account Based Marketing in the B2B space. To help separate the practical from the fluff, Casey Cheshire, the Host of The Hard Corps Marketing Show, interviewed the top ABM experts to give their insights and dispel all of the ABM myths. This is a special episode as Casey, joined by the Producer of the show, Christina Anderson, compiled all of the best ABM episodes from the podcast and shared their takeaways and what marketers can do to execute an ABM approach across sales, marketing, and service. Episodes Discussed: #13 - Journey from Sales to ABM Marketer - Heidi Vandermeer, Manager, Account-Based Marketing, Security Compass #31 - Mastering Account-Based Marketing - Sangram Vajre, Author, Chief Evangelist, & Co-Founder, Terminus #81 - ABM & The Dark Funnel - Latane Conant, CMO, 6Sense #82 - Alignment Through Collaboration - Lauren Mead, CMO, TimeTrade #97 - A Trailblazer’s Guide to ABM - Nate Skinner, SVP, Global Marketing Leader for CX, Oracle #110 - A...

87 MIN2 w ago
Comments
The Best of ABM - Casey Cheshire & Christina Anderson - Hard Corps Marketing Show #164

Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163

Most companies will invest in ads as a way to drive direct response conversions. The prospect clicks, is taken to another page, and then has to fill out a form to download the content. The problem is, how many of those prospects will actually take the time to fill out a form after clicking on your ad? Then, how many of those few prospects want sales to reach out to them to schedule a demo? A B2B Revenue Operations and Growth Marketing Leader, Podcast Host of the State of Demand Gen Podcast, and the CEO of Refine Labs, Chris Walker challenges marketers to stop doing what is ineffective and to start focusing on educating buyers where they are, so that they are high quality leads when they reach out for your product or service. Takeaways: Invest in marketing to build better quality leads, to lessen the amount of sales efforts needed. A good content strategy is to start with a long form of content, such as a podcast, and then break it down into micro pieces of content, such as a blog or...

75 MIN2 w ago
Comments
Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163

Connecting the Dots with Buyer Personas - Vicki O’Neill - Hard Corps Marketing Show #162

Your team may have your business’ ideal customer profile defined, but does it have an understanding of its buyer personas? A Marketing Leader, Persona Creator, Podcast Host, and the Fractional CMO of KenKay Marketing, Vicki O’Neill, encourages marketers to put in the work and define their buyer personas, to prioritize efforts and deliver relevant marketing to their ideal buyer. Takeaways: Buyer personas go beyond the surface level demographics. Personas make up the obstacles, stresses, and emotions of why the buyer would begin to search for your product or service in the first place. If you do not have any buyer personas defined, start with one. Start by looking at the data you have on existing customers and pick out the best ones. Then have conversations with them, so you can understand their persona and then create marketing that speaks to prospects that are similar to your best customers. Our focus needs to be on the customer and their journey. Look at your customer journey and...

71 MIN3 w ago
Comments
Connecting the Dots with Buyer Personas - Vicki O’Neill - Hard Corps Marketing Show #162

Video Marketing Entertainment - Todd Hartley - Hard Corps Marketing Show #161

Marketers buy into the idea that people have short attention spans, so their focus gets put onto keeping the content short. A Keynote Speaker, 5x Telly Winner, Digital & Video Marketing Leader, and the CEO of WireBuzz, Todd Hartley, challenges marketers to create entertaining content that is so interesting that it actually holds the attention of their intended audience. The problem is not the audience’s attention span, it is that the content is not interesting to them. Takeaways: “We don’t have an attention problem, we have an entertainment problem.” - Todd Hartley Marketers need to be entertaining while they are telling their stories. Be sure to incorporate tension and visual stimulus, consider tempo, and lead to the next breakthrough, epiphany moment. The longer your video holds a prospect’s attention the more invested they become in the idea of your product or service. Many studies show that longer videos produce higher conversion rates. Facebook and YouTube both advise vide...

88 MIN3 w ago
Comments
Video Marketing Entertainment - Todd Hartley - Hard Corps Marketing Show #161

Creating a Content Ecosphere - Chris Austin - Hard Corps Marketing Show #160

Marketers put a lot of time into creating great pieces of content, however creating the content is only the halfway point. A Marketing Leader in Content & Brand Strategy, and Fractional CMO at CAMO Marketing, Chris Austin, delivers a call to action for marketers to create a distribution plan for their content, so that it does not just sit there after it is created. Find out Chris’ recommendation for a distribution plan and how to build an ecosphere around your content. Takeaways: “Really great content is halfway, until you have a distribution plan it’s not going to be effective.” - Chris Austin Building an ecosphere around your content entails having a centerpiece of content that is your main focus such as a video, a podcast, or a presentation, and then building small pieces of content from that centerpiece to promote it and draw in your target audience. There are three aspects that make up a great content campaign, engagement, education, and entertainment. Engagement goes beyon...

70 MINJUN 12
Comments
Creating a Content Ecosphere - Chris Austin - Hard Corps Marketing Show #160
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