Fix the Convince- Marketing Optimization
Getting the Most out of your Marketing Automation Platform to Build More Revenue

Getting the Most out of your Marketing Automation Platform to Build More Revenue

April 24, 2020

If you're B2B  and have marketing automation, how do you know you're managing it and optimizing the platform correctly?  It's a complicated process with so many variables but when properly configured, they are proven to increase sales opportunities and closes.  

I am joined by Rhoan Morgan of DemandLab, a revenue generation/campaign execution firm, to discuss at a high level, the benefits of marketing automation, data modeling, lead scoring, and lead nurturing/content management processes that when optimized, can drive more revenue and ROI.  

And I'm Paul Mosenson, the host of Fix the Convince and Founder of NuSpark Consulting, a marketing optimization consultancy for firms of all sizes and categories

Email Marketing and Sales Automation; Driving Engagement via Email

Email Marketing and Sales Automation; Driving Engagement via Email

April 17, 2020

Email marketing for many businesses of all sizes, is critical for prospecting, engaging with contacts, and eventually securing leads. There's many platforms out there.  One of particular interest is AutoKlose,  offering a low-cost sales automation and email management platform coupled with a robust B2B database.  CEO of AutoKlose, Shawn Finder, joins me to discuss some of the best practices of email deployment and messaging strategies, as well as how to avoid getting caught in spam. It's a powerful listen.

Shawn Finder is a former semi-professional tennis player gone entrepreneur. At age 24, Shawn started importing packaging from Asia and selling to top retailers in North America. However, always enjoying sales and data he founded ExchangeLeads in 2014 which helps companies build quality data lists for outreaching potential prospects. This was followed by his newest venture where Shawn sits as founder & CEO of Autoklose that combines both sales engagement and list building all in one tool.

And I'm Paul Mosenson, the host of Fix the Convince and Founder of NuSpark Consulting, a marketing optimization consultancy for firms of all sizes and categories

 

 

Is It Time to Rebrand? Setting the Stage for a New Brand Story.

Is It Time to Rebrand? Setting the Stage for a New Brand Story.

April 3, 2020

Branding. Is it time to assess your brand story? How customers & prospects experience your firm? If you find that you're falling behind competitors, or your audience's buying needs have changed, or you're just generating less leads and revenue over time, then yes it may be time.

Join me, and Gerry Lantz, founder of StoriesThatWork, as we discuss these issues and the steps it takes to begin the rebrand, or create a new brand story that resonates in today's and tomorrow's environment. 

Gerry Lantz is a branding expert, marketing strategist, and content developer—a bit of a trifecta. His clients activate the persuasiveness and differentiation that may be hidden in their Brand, product, or service using Gerry’s story tools and narrative thinking. Gerry was a “Mad Man”, spending 24 years in New York at three of the top five global advertising agencies. He also was a Corporate Marketing Director at the U.S. division of Ferrero, the international confectionery company. Gerry has received multiple industry awards for creativity and market effectiveness.

And I'm Paul Mosenson, the host of Fix the Convince and Founder of NuSpark Consulting, a marketing optimization consultancy for firms of all sizes and categories.

Utilizing AI to retarget high value customers effectively for increased revenue

Utilizing AI to retarget high value customers effectively for increased revenue

April 2, 2020

A discussion of AI, or Artifical Intelligence, and how the technology can be utilized properly with yor customer list, with the goal to generate more revenue and ROI via email programs and Facebook campaigns. It's using data to match buyer trends with products they wil most likely buy.  It's really interesting.  And it's part of the Convining process.

My guest is Jerry Abiog is a Co-Founder and CMO of Standard Insights - an AI as a Service growth marketing platform that enables businesses to:

  • Execute data-driven omni-channel campaigns
  • Monetize their data to find lookalike customers on Facebook

This helps them target the right person with the right product/service, at the right time. They empower businesses to become more competitive in a data-driven world with marketing precision. Prior to co-founding Standard Insights, Jerry had a consultancy that helped SaaS companies with sales and marketing initiatives.

 

I'm Paul Mosenson, the host of Fix the Convince and Founder of NuSpark Consulting, a marketing optimization consultancy for firms of all sizes and categories.

March 2020: Maybe the time is right to assess your value proposition and message to buyers.

March 2020: Maybe the time is right to assess your value proposition and message to buyers.

March 28, 2020

I'm Paul Mosenson, the host of Fix the Convince and Founder of NuSpark Consulting, a marketing optimization consultancy for firms of all sizes and categories.

It’s Ok to be anxious. But, also a time to reflect on business.  How to maintain an edge?  Do we keep branding? How to stay in front of prospects and clients.  What are my expectations to myself, my employees, my customers, and my business?

This is a marketing optimization podcast.  And my message is Fix the Convince. And perhaps in the coming days and weeks it might be the right time to think about what needs fixing with your marketing strategy.  You know the words- assess and audit.

Today I review marketing strategy, and items that you should consider to assess right now regarding your messaging and how you market yourself.

Don’t Neglect Your Database; A Database Marketing Overview

Don’t Neglect Your Database; A Database Marketing Overview

March 21, 2020

If you have a large database of prospects; are you managing your list properly in order to target relevent content to specific segments that drive more quality leads?  My guest today is one of the most influential B2B marketers in the country, Ruth Stevens. 

Together we discuss the importance of a clean database, how to segment your database for marketing outreach. A review of 3rd party data sources, intent marketing options, and general database marketing best practices.

Ruth Stevens consults on customer acquisition and retention, specializing in business-to-business markets. She also teaches marketing at business schools in the U.S. and abroad.  Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing.  Her newest book is B2B Data-Driven Marketing: Sources, Uses, Results.  Ruth has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University. Her website is RuthStevens.com

I'm Paul Mosenson, the host of Fix the Convince and Founder of NuSpark Consulting, a marketing optimization consultancy for firms of all sizes and categories.

Buyer Persona Research. How Every Marketing Campaign Needs to Begin.

Buyer Persona Research. How Every Marketing Campaign Needs to Begin.

March 19, 2020

Do you know who your customers are and why they need your product or service?  Their challenges, pain points, and how they choose solutions?  What questions they ask via the journey?  This information is all essential in order to build a robust content-driven lead generation plan.  That's why you need Buyer Persona Research. Listen to a great discussion on buyer persona strategy.

My guest is Carolyn Frith, of CarolynFrithMarketing  

Carolyn Frith has spent decades in leadership roles in both consumer and B2B marketing. Over the last ten years, she has been heavily involved in content marketing, taking projects from research through implementation. To develop content strategy, she has always advocated for starting with buyer persona research to better understand customers and their information needs.

I'm Paul Mosenson, Founder of NuSpark Consulting, a marketing optimization consultancy for firms of all sizes and categories.

Content Marketing Strategies for B2B Firms. Building Trust Generates Leads.

Content Marketing Strategies for B2B Firms. Building Trust Generates Leads.

March 12, 2020

Content marketing strategy.  If you're a B2B firm and wondering how important content is to attracting quality leads and closing deals, then listen to this podcast. My guest is Ardath Albee and we discuss the high level strategy of planning and implementing content that builds trust.

Ardath Albee is a B2B Marketing Strategist and CEO of her firm, Marketing Interactions, Inc. She helps companies with complex sales turn prospects into buyers and convince customers to stay with personas and persona-driven content marketing strategies. Ardath is the author of Digital Relevance: Developing Marketing Content and Strategies that Drive Results and eMarketing Strategies for the Complex Sale. She is a frequent industry speaker and workshop leader, and you’ll often find her on the lists of the top B2B content marketing experts to follow. 

Oh and she's accompanied by her dog!

I'm Paul Mosenson, Founder of NuSpark Consulting, a marketing optimization consultancy for firms of all sizes and categories.

Lead Captured. Now What?  Lead Qualification 101.

Lead Captured. Now What? Lead Qualification 101.

March 6, 2020

When leads are captured on a website or landing page via content, what happens next? How do you qualifiy them as actual potential sales-ready leads?  Inside sales versus lead nurturing? Or both.  Listen to this insightful discussion on the process of lead qualification best practices.

My guests are the founders of 3D2B, a global outsourced inside sales/lead qualification provider for companies in the high tech B2B arena.  Jeff Kalter is the CEO and co-founder and has been in the high tech marketing/sales industry for over 25 years.  Sabrina Farraiolli is the VP of sales and also co-founder.  They are based in Italy as well as in Florida.

I'm Paul Mosenson, Founder of NuSpark Consulting, a marketing optimization consultancy for firms of all sizes and categories.

Customer Data Platforms (CDP). What, Why, How. An Overview of the Benefits.

Customer Data Platforms (CDP). What, Why, How. An Overview of the Benefits.

February 28, 2020

I'm Paul Mosenson, Founder of NuSpark Consulting, a marketing optimization and lead generation consultancy.  Do you know what a CDP is? A customer data platform is a type of packaged software which creates a persistent, unified customer database that is accessible to other systems. Data is pulled from multiple sources, cleaned and combined to create a single customer profile. This structured data is then made available to other marketing systems.

My guest, David Raab, explains how CDPs work, and the strategy behind how companies can benefit from utilizing it properly to generate increased customer engagement and sales.  

David M. Raab is Founder and CEO of the Customer Data Platform Institute, a vendor-neutral organization that helps companies make the best use their customer data.  Mr. Raab has long experience as a marketing technology consultant and industry analyst.  Prior to his consulting career, he made an honest living as a marketer in the publishing and continuity industries.  Mr. Raab is a graduate of Columbia College and the Harvard Business School. 

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