Did It Work?

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.

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.

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 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.

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.

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. 

I'm Paul Mosenson, Founder of NuSpark Consulting, a marketing optimization and lead generation consultancy.  Today we talk LinkedIn content strategy and how sales and marketing need to align to optimize the channel successfully.  My guest is Brynne Tillman, a national social selling leader and CEO of Social Sales Link.  

Brynne Tillman is the LinkedIn Whisperer and CEO of Social Sales Link. For over a decade she has been teaching Entrepreneurs, sales teams and business leaders how to leverage LinkedIn for social selling. 

As a former sales trainer and personal producer, Brynne adopted all of the traditional sales techniques and adapted them to the new digital world. She guides professionals to establish a thought leader and subject matter expert brand, find and engage the right targeted market, and leverage clients and networking partners for warm introductions into qualified buyers. 

 

In addition, Brynne is the author of The LinkedIn Sales Playbook, a Tactical Guide to Social Selling.

 

Listen and learn!

 

 

 

It's Paul Mosenson, founder of NuSpark Consulting, and my guest for this podcast is Deb Cinkus. 

Deb Cinkus is the founder & CEO of Polished Geek, a boutique digital marketing and web development agency headquartered in North Carolina since 2009. Deb and her team at Polished Geek help clients improve their website and marketing ROI with strategic consulting and expert implementation services in marketing automation, website personalization and Conversion Rate Optimization. Deb is a CXL Institute Certified Optimizer, a credential awarded to those who successfully complete the CRO industry’s most rigorous training and certification program for Conversion Rate Optimization professionals.

The podcast reviews CRO strategy and tactics, for both B2B and eCommerce, with an emphasis on strategic approaches and how a CRO program correctly implemented can make your leads and sales increase dramatically. 

It's Paul Mosenson, founder of NuSpark Consulting, and my guest for this podcast is Donna Duncan. Donna is a long-time SEO strategist and consultant. Her website is B-SeenOnTop.com.  She's a national thought leader and has been published across a variety of marketing journals.  Today we discuss SEO strategy from a high level view, best practices for keyword ranking, and how to generate more leads and conversions with targeted organic traffic from search engines.

Paul Mosenson, Founder of NuSpark Consulting, a Marketing Consultancy and Fractional CMO firm, introduces the concept of Fix the Convince, and gives a high level overview of what the Convincing process is, and why optimizing the convince, or marketing process, is critical for B2B revenue and sales growth.