Shows
Digital BanterUsing Psychology to Build Better B2B Content | Rai Hyde CornellThis week we’re joined by Rai Hyde Cornell, founder of Cornell Content Marketing and former behavioral therapist, to explore how psychology — yes, real clinical frameworks — can radically reshape your content strategy. Rai breaks down how the Stages of Change, the CBT Triangle, and her own ELITE Method help marketers go beyond the funnel and speak directly to a buyer’s thoughts, emotions, and behaviors. We challenge the idea that B2B must be rational, unpack why most messaging fails, and show how a psychology-first approach can make your content actually move people.2025-07-0355 minDigital BanterLLM SEO: How to Use AI to Drive Demos, Not Just Rankings | Ishaan ShakuntThis week, we’re joined by Ishaan Shakunt, Founder of Spear Growth, to talk about what happens when buyers turn to ChatGPT instead of Google. We break down how B2B marketers can stay visible in AI search results, rethink content strategy for LLMs, and start using AI as part of their SEO workflow.From early experiments to building a new approach, Ishaan shares where traditional SEO falls short and what to do instead.2025-05-2948 min
Scrappy ABMCrawl, Walk, Run: Building an Account-Based Measurement Model That Works | Ep. 172Most teams are running account-based marketing without a clue how to measure it. In this special crossover episode of Scrappy ABM, we feature Mason Cosby's guest appearance on Digital Banter, where he joins Andy Groller and James Kravic to get brutally honest about ABM measurement mayhem.Mason, founder of Scrappy ABM, breaks down why jumping into measurement without a working program is a recipe for confusion, not results. He introduces a crawl-walk-run approach to measurement using a simple account progression model: from awareness through to opportunity. He also gets tactical on what tools you...2025-05-2636 minDigital BanterABM Is Not That Deep: Simplifying What Actually Works | Isaac WareThere’s a growing myth in B2B that ABM requires a mountain of tools, a massive team, and a complex orchestration layer to succeed. But what if the real key is simplicity? In this episode, we’re joined by Isaac Ware, Director of Demand Gen at UserGems, to talk about how their signal-driven, two-channel ABM approach outperforms programs that are far more complicated. We dig into what actually makes ABM effective, why creative and outbound alignment matter more than most marketers think, and how to stop chasing platform features and start focusing on strategy.2025-05-1534 minDigital BanterManaging Against Impossible Demands: Balancing Growth, AI, and Sanity | Drew NeisserThe CMO job has never been harder – and most people are sugarcoating it.Economic pressure. AI disruption. Sky-high expectations with half the resources.On this episode of Digital Banter, Drew Neisser, Founder of CMO Huddles, joined us to get brutally honest about what CMOs (and marketer leaders in general) are facing today.From chasing quick wins without sacrificing long-term growth to integrating AI without burning out teams, we break down the new rules for surviving (and thriving) in modern marketing leadership.2025-05-0849 min
Digital BanterABM Measurement Mayhem | Mason CosbyEveryone’s talking about ABM, but when it comes to measuring it, most teams are flying blind. In this episode, we sit down with Mason Cosby of Scrappy ABM to break down what actually matters when it comes to tracking success in account-based programs. Spoiler: it’s not about booking meetings off your awareness campaigns.We get into the biggest misconceptions around ABM measurement, how to make it work without a $100K tech stack, and what you can track with just ad platforms, spreadsheets, and a bit of common sense. Whether you’re running display ads to cold a...2025-04-0343 min
Digital BanterHubSpot Horror Stories: Why Clean CRM Data is Critical for Paid Media | Alexis GarrisonMessy HubSpot data can wreck your paid media performance. Leads go missing, reporting is a nightmare, and ad dollars get wasted. In this episode of Digital Banter, we're joined by Alexis Garrison to unpack real-life HubSpot horror stories, the costly mistakes companies make, and how to clean up your CRM for better tracking, smarter decisions, and stronger results.2025-03-2056 min
Digital BanterCreating Impactful Messaging: Develop Clear & Persuasive Ad CopyCrafting messaging that stands out in today’s competitive landscape is essential for effective advertising. In this episode, we’ll walk you through the core elements of building compelling ad copy that speaks directly to your audience and drives results. You’ll learn:1) How to create clear, concise messaging for specific audiences2) The power of aligning your strategic point of view with key differentiators3) Techniques for addressing pain points and educating your audience4) How to use social proof to build trust and overcome objections5) The importance of maintaining brand consistency for clarity...2025-03-2035 min
Digital BanterStrategizing Content for Ads: How to Adapt & Repurpose ContentJoin us on Digital Banter as we dive into the next phase of our campaign planning series: making great content for paid media.We’ll cover how to adapt and repurpose your existing content for ads, and explore the latest trends and strategies on LinkedIn, Google, Meta, and more. What You’ll Learn:1) How to transform your current content into effective paid ad campaigns.2) The latest insights and successful strategies across ad channels.Don’t miss this episode as we break down how to make your content work for you in paid...2025-03-1847 min
Digital BanterContent Audit and Quick WinsIn this episode, James and Andy tackle the crucial step of conducting a paid media content audit. Learn how to audit your existing content, identify gaps, and ensure that your content fits your sales motion while being optimized for the right channels.What You’ll Learn:1) How to keep your content clear, concise, and tailored for specific audiences.2) Tips on categorizing your content to address pain points, handle objections, provide product education, and showcase social proof.3) Ways to balance different content types so they hit home with your target audience, whether it...2025-03-1442 min
Digital BanterTargeting the Right Audience: Master Audience Research & SegmentationOn this week's episode, James and Andy explore the crucial step of mastering audience research and segmentation. Learn how to identify and target the right audience for your ad campaigns by understanding who they are, where they spend time, and their pain points. Discover techniques for defining your Ideal Customer Profile (ICP) and buyer personas, finding out where your audience gathers information, and leveraging those platforms. Gain insights into addressing audience challenges, overcoming objections, and timing their decision-making process. Don’t miss this episode as we break down the art of target...2025-03-1342 min
Digital BanterGoal Setting and Alignment in Paid Media CampaignsJames and Andy unpack the importance of understanding business models, sales team dynamics, and the complexities of the customer journey to set aligned and realistic goals.What You’ll Learn:1) How to set realistic goals and expectations for a successful paid media campaign.2) How to tailor your approach based on your business and revenue model.3) The impact of sales team structure on goal setting.4) Measurement strategies that move beyond traditional in-platform KPIs.Join us on Digital Banter as we dive into the crucial first step of planning any ad campaign: se...2025-03-1251 min
Digital BanterFrom Conversion to Consumption: Rethinking Landing Page Optimization | Tas BoberMost B2B marketers optimize landing pages for one thing: conversions. But what if that approach is actually hurting your results?In this episode of Digital Banter, Andy and James are joined by Tas Bober, founder of The Scroll Lab, for a fresh take on landing page strategy: optimizing for consumption rather than just conversion.2025-03-0753 minDigital BanterProduct Marketing Essentials for Paid Media | Drew LaehyEffective product marketing can make running successful paid media campaigns a breeze. Unfortunately, in many organizations, these two teams don’t collaborate as they should.Demand gen teams often take messaging and positioning into their own hands. They test and iterate messaging based on performance, resulting in the original messaging and positioning looking nothing like the initial version. Furthermore, nobody informs product marketing, so they start from scratch with every new feature release or product launch.Despite this, demand gen teams seem to lack fundamentals in product marketing. Content creation is often driven by...2024-06-111h 12Digital BanterShould I Run Ads?Paid advertising isn’t for every brand. Honestly, some brands are better off spending $50K at a trade show booth over $50K on LinkedIn.In this week’s episode of Digital Banter, it's only Andy & James. Talking ads. And we are going to answer some of your questions about what it takes to get a pilot campaign off the ground:Are we even ready to run ads as a business?How do I find the right channels?What content do I need?Join us as we confront some of the m...2024-06-1142 minDigital BanterBuilding a Marketing Team for Sales Led Companies | Kyle LacyMarketing should own a revenue number—that's a mantra we've all heard before. It's an enticing idea, imagining marketing taking charge beyond just funneling leads to sales. Yet, putting this into practice is often a rarity.We as marketers come up with crazy excuses like “attribution is hard” or “the goal was to drive awareness”.This week on Digital Banter, we're thrilled to have Kyle Lacy join us. With his wealth of experience leading marketing teams in sales-led environments, Kyle has always advocated for marketing teams to own revenue targets. Join us as we dive deep into...2024-04-1633 minDigital BanterInteractive Demos Are Better Demos | Natalie MarcotullioDemos can be the lifeblood to generating pipeline and revenue, regardless of your GTM strategy. Prospects want to see the thing they’re about to buy in action, ensuring it’s the right fit for their needs. But not all demos are created equal.On this week’s episode of Digital Banter, we’re going to dive deep into the world of interactive demos with special guest Natalie Marcotullio, uncovering what makes interactive demos more effective in moving the revenue needle. We’ll chat about how interactive demos align to certain GTM motions, as well as discuss...2024-04-1032 minDigital BanterEntertaining Content with Purpose | Todd ClouserWe're finally starting to see an increase in humorous content in the B2B sphere. There's been a noticeable surge in entertaining content lately, which is like a breath of fresh air for all of us.However, while this trend is enjoyable, what's its actual impact? Does it drive revenue? Does it enhance brand recall? Does it improve product understanding and desirability? Or could this creative content boom potentially lead to more marketing layoffs?Join us this week with Todd Clouser (dubbed "The worst marketer in the world") as we delve into the art of...2024-03-2643 minDigital BanterBeyond Creation: Maximizing the Impact of Your Content | Ross SimmondsIn this week's episode of Digital Banter, we're thrilled to have Ross Simmonds as our special guest. We're diving deep into the world of content creation and distribution, exploring a critical issue that often gets overlooked: the disconnect between content creation and effective distribution.Many brands invest significant resources in crafting top-notch content, meticulously researching their audience, developing personas, and addressing pain points and objections. Yet, despite these efforts, content often falls short because distribution is an afterthought.In this episode, we're flipping the script. We're putting distribution at the forefront of your content strategy...2024-02-2740 minDigital BanterMarketing Exists to Support Sales... Change My Mind | Scott LoganThe main source of conflict between sales and marketing often stems from the perception among salespeople that the sole responsibility of marketing is to support sales efforts. Whether you agree or disagree, what if this perspective is accurate? As marketers, it's essential for us to drop our egos every once and awhile, and look at ourselves in the mirror. Whether it's crafting engaging campaigns, refining branding, or unleashing creativity, we need to ask ourselves: What is the ultimate goal beyond just "selling more"?This week's episode features Scott Logan, SVP of Marketing and Demand Generation a...2024-01-221h 03Digital BanterFrameworks for the Perfect Landing Page | Tas BoberSo many times marketers craft the most amazing and creative campaigns, yet fall short in delivering the performance they seek because of one overlooked item: the landing pages. That's why on this week's episode of Digital Banter, we're delving into the intricacies of paid media landing pages. Joining us is special guest Tas Bober, who will walk through essential landing page frameworks and insights that will elevate your ad campaigns to new heights. 2024-01-161h 02Digital BanterPositioned to Win. Navigating Product Positioning | Anthony PierriKnown for his Hot Takes (or perhaps we should say, Point of View), Anthony Pierri stands out as arguably the best hook writer on all of LinkedIn. In this week's episode of Digital Banter LIVE, we're thrilled to welcome Anthony to the show as we delve into his thoughts on a subject where he confidently asserts a very strong stance: product positioning for early-stage startups. Get ready to glean insights from a true expert as we pick Anthony's brain on this crucial aspect of startup strategy.2024-01-0948 minDigital BanterBuilding a Community | Justin LevyOver the last 2 years private communities have blown up. With in-person events being dead for a short period, people turned to social media. And then, when social media couldn’t deliver, they turned to private communities.Now the question becomes, how do we take advantage of those communities?This week, we're thrilled to have Justin Levy on the show. Justin's extensive experience spans across what feels like every B2B marketing community in existence. Join us as we pick his brain on the power of community, the transformations he's witnessed, and what makes a community tr...2023-12-2154 minDigital BanterScrappy ABM | Mason CosbyWhen people think of ABM, they often believe they need $200K in technology and an additional $200K in media spending. The good news is that this perception is completely inaccurate. In fact, you shouldn't invest a dime in either of these without a concrete strategy and a proof of concept.Join us this week as we invite Mason Cosby to the show. He will delve deep into how to initiate ABM and execute it effectively, even on a budget.2023-12-1245 minDigital BanterThe Rise of B2B Influencer Marketing | Brianna Doen B2B land, influencer marketing is still a bit of a head-scratcher for most folks. Just like always, we're kinda slow to jump on the cool stuff we see happening in the D2C world. We come up with excuses like our sales cycles are longer, it's hard to measure, it doesn't vibe with our brand, or some other random resistance to change. But guess what? There are some B2B brands out there totally killing it by teaming up with influencers and making killer content that actually drives revenue.This week, we...2023-12-0536 minDigital BanterThe Nearbound Playbook & Why it Matters | Jared FullerTrust is really hard to build when nobody knows who you are. Why would some senior executive trust some random person or brand they don’t know? They wouldn’t. And that’s why the Nearbound Playbook matters.Join us as we delve into the integration of nearbound into your marketing efforts, injecting partner insights into every facet of the customer journey. Discover how nearbound propels revenue growth swiftly and addresses challenges in partnerships, marketing, and sales.Tune in for insightful discussions on navigating the business landscape with the nearbound advantage!2023-11-2852 minDigital BanterBuilding a Paid Media Program | Silvio PerezBuilding a successful paid media program starts with the right mindset. The most successful advertisers adopt the mindset of investors and carry out their strategies with the precision of scientists.This week, we're excited to have Silvio Perez, Founder of AdConversion, join us. AdConversion isn't just a B2B training course — it's on a mission to tackle the challenge of training in paid media strategy.Sure, we'll touch on the tactical aspects of building a paid media program, but what we're really delving into is the often elusive realm of strategy.Why? Because, le...2023-11-2134 minDigital BanterMarketing & Sales Alignment - An Elusive Unicorn | Laura ErdemMarketing & Sales Alignment: Despite all the talk, only a handful of companies have it figured out. Sometimes, marketing listens to sales calls; occasionally, both teams are tied to the same revenue target. Nevertheless, the leads passed from marketing to sales often fall short in quality, and closing MQLs seems like an insurmountable challenge for the sales team. The lack of cohesion between marketing and sales keeps on giving.On this week's episode of Digital Banter LIVE, we're thrilled to welcome Lara Erdem from Dreamdata to our show. From what we hear on the streets, she s...2023-11-1433 minDigital BanterB2B events: Are they even worth it? | Tim DavidsonJoin us this week on Digital Banter Live as we dive deep into the world of B2B event marketing with a fresh perspective. Tim Davidson will be our special guest, and he's here to shatter conventional event strategies and inspire you to take a bold new approach.Let's face it, most B2B marketers struggle when it comes to events. They invest huge sums in booths, chase after badge scans, and often find themselves questioning the ROI. But not Tim. This week, we're peeling back the curtain on his game-changing...2023-11-0735 minDigital BanterCreator Takeover: How Creators Are Redefining Content Marketing | Dan SanchezDigital Banter LIVE | Redefining Content Marketing with Dan SanchezGet ready for an unfiltered conversation like no other. Join us for Digital Banter LIVE, where we don't just talk about the challenges of B2B marketing, we face them head-on. With over 50 podcast episodes under our belt, we're taking the conversation to a whole new level by going live.In this episode of Digital Banter, we're delving deep into the world of content marketing and how creators are rewriting the rulebook on traditional content strategies. Whether you're already well-versed in creator-led content or just curious...2023-10-3138 minDigital BanterHow we really feel about doing more with lessWhat starts with a vent ends with some useful tips.Many marketers have been asked to do more with less this year. Technically, this should be impossible... and even insulting, I would argue.Unfortunately, many marketers are able to achieve the same results with less by simply cutting what's not working. But how can we actually do more?Tune in to this week's episode to find out.2023-10-2434 minDigital BanterSpicing up B2B Creative: Building Cost-Effective Content Systems with Kevin Rapp.In this week's episode of Digital Banter' we engage in an eye-opening conversation with the award-winning creative director, Kevin Rapp. Together, we explore the world of B2B creative and how it often falls into the trap of being dull and overly logical, focusing more on selling to companies than connecting with people. We'll challenge the notion of treating B2B audiences as robotic LinkedIn users and delve deep into the emotional side of B2B advertising.But that's not all. We understand that creative development can be costly, which is why Kevin Rapp shares his winning...2023-10-1245 minDigital BanterPeople-First. Its a movement, not a tactic. Find out why with Nick Bennett & Mark KilensIn a rapidly evolving B2B landscape where skepticism toward traditional marketing tactics is at an all-time high, a powerful shift is taking place. In this week's episode, we dive into how marketers are winning by adopting a people-first approach.The buyer's journey is changing. Trust in corporate brands is waning, but people still trust people. Nick and Mark, seasoned experts in people-first strategies, unravel the secrets behind building authentic, trust-driven connections.Additionally, in this week's episode, we are thrilled to announce our new partnership with Nick & Mark. We're embarking on an exciting content series...2023-09-2534 minDigital BanterWant better agencies? Be a better client! Building agency partnerships with Tas BoberIn this week's episode of Digital Banter, top digital marketing voice Tas Bober joins us as we discuss her transition from in-house roles to the agency dark side. Having experienced both perspectives, Tas shares a plethora of insights on how to build effective agency partnerships that drive actual business results.2023-09-2046 minDigital BanterQ2 Test & Learns: Quick Wins and Discoveries from Our Recent ExperimentsIn this podcast episode, we delve into the world of digital advertising experimentation and share the quick wins and valuable insights we gained over the last quarter. Join us as we discuss the successful strategies we implemented, including the use of emojis, testing new ad types, measurement techniques, and targeting tools. Discover how our experimentation fueled growth and transformed our campaigns across multiple brands. Tune in to gain practical takeaways and learn how innovation and iteration can lead to significant successes in your own advertising efforts. If you're looking to optimize your strategies and achieve quick wins, this episode...2023-06-0849 minDigital BanterContent Distribution Framework Built on Trust: Picking the Right Messenger“People buy from people”... That is great, but what does that actually mean? How does it change our strategy?In this week’s episode, we delve into the essence of this concept and explore actionable steps to leverage it. While content strategy traditionally emphasizes messaging, addressing customer pain points, and creating comprehensive Ideal Customer Profile (ICP) and persona documents, there is a crucial piece that often goes overlooked: the messenger. We dissect content strategy into four distinct pillars: Brand Generated ContentMarket Ge...2023-05-2555 minDigital BanterEducation and Entertainment: HockeyStack's Journey to Building a Media Company Absolutely dope podcast episode this week featuring Emir, co-founder of HockeyStack, a groundbreaking B2B marketing attribution tool. At just 20 years old, it is amazing what Emir & team have put together. Their team is an unstoppable force, and I must confess, their accomplishments and creativity in the b2b marketing world have left me with a little bit of envy. But what sets HockeyStack apart? They have a vision of building a media company that not only educates but entertains their target market. Who said marketing can't be fun? What's even more impressive is the...2023-05-1853 minDigital BanterFrom Nice-to-Have to Need-to-Have: The Role of Marketing in Customer RetentionIn this episode of Digital Banter, we explore the critical role of marketing in customer retention. We discuss strategies for taking your product from a nice-to-have to a must-have, including keeping customers up-to-date on new features, building a community, and tracking product usage. We also discuss the importance of customer loyalty and advocacy programs and how marketing can support the shift towards retention in the B2B industry. Tune in for valuable insights into the relationship between marketing and customer success.2023-05-1147 minDigital BanterPerformance Delivered Insider Secrets: A Customer Centric AgencyWhat does it mean to be Customer Centric? This week Andy talks about what it really means to be customer centric in his guest appearance on the Performance Delivered Podcast.2023-05-0424 minDigital BanterLessons from Auditing Hundreds of Ad Accounts: Creating Quick Wins That Drive ROIAs a media agency, we've audited countless paid media accounts, and we're here to spill the beans on the common mistakes we've seen across brands.In this week's podcast episode, we break down those mistakes and share how to fix them. If you're looking for quick wins, it starts with fixing what's broken. Andy and James go into the details on common issues they find across ad targeting, measurement & creative.2023-04-2756 minDigital BanterWeb Analytics vs Media Attribution: Debating the Role of Web Analytics ToolsIn this week's episode of Digital Banter, Scott Konopasek and Brandon Beck from Mint Measure engage in a lively debate about the role of web analytics in media attribution. Join us as we challenge the traditional approach of using web analytics tools for measuring website performance and media impact.In this episode, we discuss how we have been brainwashed by Google Analytics to believe that this free tool is the single source of truth for all web analytics reporting and media attribution. We also dive deep into the future of attribution with detailed discussions around the future of...2023-04-201h 13Digital BanterEnterprise SEO Unlocked: Winning Strategies for Large OranizationsIn this week’s episode we're joined by special guest Anthony Daronzio, a seasoned expert in enterprise SEO. We delve into the realm of search engine optimization for large organizations and explore the distinctions between strategies for startups or SMBs. Anthony shares his invaluable knowledge on managing global and local SEO, navigating intricate site structures, and working effectively with large-scale content development teams.Together, we discuss the unique challenges of enterprise SEO, such as fostering efficient internal communication and managing stakeholders, while also highlighting the importance of data-driven decision making for driving organic growth.Join us...2023-04-131h 01Digital BanterMasters in Marketing Agency: B2B Marketing and Agency Leadership, Lessons LearnedThis week, we're excited to share a special episode of Masters in Marketing Agency hosted by Josh Hoffman. Our very own CEO and regular co-host, Andy Groller, took the guest seat in this one.During the episode, Andy shared his insights on several topics, including specific B2B marketing techniques, ways to get in touch with decision-makers in large corporations, and how to handle clients with low budgets. He also talked about the impact of COVID-19 on marketing strategies and how brands can adapt to these changes.In addition to that, Andy touched on the...2023-04-0633 minDigital BanterUnlocking the Secrets of Successful ABM and Paid MediaIn this episode, Andy and James dive deep into the world of Account-Based Marketing (ABM) and paid media strategies + tactics that can make or break its success.Stressing the importance of data quality and collaboration across marketing, sales, and revenue, this episode touches on a range of topics, including:Necessary shifts in mindset and approach, especially for marketers that have historically been lead-gen focused. The critical role of personalization, barriers to its implementation, and the right (and wrong) times to deploy a personalized approach within your ABM paid media efforts. The tech + resources to invest in fo...2023-03-3049 minDigital BanterAI in SEO: How Machine Learning is Changing the Game of SearchThe AI boom has been making waves for the past three months, and we're here to give you an update on how it's affecting SEO. Joining us live in the studio this week is Ian Kier, an expert on the topic (of SEO at least). In this episode, we explore some of the best use cases of AI in SEO and discuss how it's changing the landscape of search.But that's not all - we also have an important message for all the Prompt Engineers out there. It turns out that we may have been using Chat...2023-03-2334 minDigital BanterThe Art of Brand: The Intersection of Strategy & EmotionBrand is the intangible sum of a businesses attributes. Its not just your colors or logo. Its about the human to human connection that you create with all those you come in contact with. Once you have built that connection, you have something special and your brand then becomes owned by the people.In this week's episode we invited Kyle Duford, the President and Executive Creative Director of The Brand Leader, to talk about the importance of Brand. We dive into topics such as:Building an emotional connection with your customersThe foundation behind the l...2023-03-161h 02Digital BanterUnlocking the Secrets of Attribution: Overcoming Fear and Finding ROI with Drew SmithMarketers are afraid of attribution because we make it more complex than it needs to be. We are always in a constant search for a single source of truth and hard ROI numbers to justify marketing spends, but we just don't know how to get there.Whelp, sorry folks, that single source of truth doesn’t exist. Attribution is not just about assigning credit to different touchpoints – it's about understanding the entire customer journey and how your marketing efforts impact that journey.On this week's Episode of DigitalBanter we have a special guest, Drew Smith who...2023-03-0956 minDigital BanterFrom Silos to Synergy: Bridging the Gap Between Brand Strategy and Product MarketingIn this week’s episode we delve into the topic of incorporating brand into product marketing with our special guest, Melyssa Rossman, Head of Brand Strategy. We explore the differences between product marketing and brand marketing, the challenges of creating a balance between the two, and the reasons behind the disconnect that often exists in B2B brands.2023-02-2451 minDigital BanterForget the Booths: B2B Brands are Turning to Influencers for ResultsIn B2B, influencer marketing follows the same playbook that we have been using for years, which is to leverage a niche audience that has been built by someone else. This is similar to buying a trade show booth or placing an ad in an industry publication.We are expecting significant growth in influencer marketing from B2B brands this year. However, B2B influencers present themselves differently than D2C influencers. Here are a few examples of how B2B companies are already implementing influencer marketing:Sponsorship: B2B companies can sponsor a podcast, go...2023-02-1645 minDigital BanterUnlocking the Code: The Real Metrics to Measure Your Demand Generation EffortsIn this episode, we tackle a major challenge faced by companies: the narrow focus on revenue-based metrics like CAC/LTV ratios and pipeline. While these metrics are important, they don't tell the whole story of a company's demand generation efforts. The real story lies in the leading indicators that drive these bottom-line results.Join us as we explore the key metrics that can give you a better understanding of the impact of your demand gen efforts and help set your brand on a path to long-term growth. From measuring the quality of reach and traffic to tracking...2023-02-0930 minDigital Banter30: Shocking Reveal: Google Display Ads Exposed as the Cause of Flood of Poor Quality Leads for B2B CompaniesIn this episode, we're tackling the controversial topic of Google Display Ads and their impact on B2B companies. Recently, Google Display has received a lot of criticism for an increase in spam leads. But what about display advertising in general, including banner ads, retargeting, etc? Does display have a future in B2B? We explore the current state of display ads as it relates to B2B, including the supposed reach and "cheap" impressions of ABM platforms.We also take a closer look at Google Display and how brands use it as an...2023-01-2638 minDigital Banter29:Revolutionize Your B2B Paid Media: Ditch In-Platform Targeting for B2B Targeting Tools!Stock targeting in ad channels like Google, Facebook, and TikTok may not be the best option for B2B companies. It can be difficult to accurately target your ideal customer profile and personas. We've tried working around these limitations for years, but it's led to many failed tests, with the exception of LinkedIn.Recently, we've been experimenting with B2B targeting tools and the results have been astounding. We're now able to focus on where our audience consumes content, rather than being limited to Paid Search and LinkedIn.Join us this week as we share...2023-01-1939 minDigital Banter28: Unlock the Secrets to Squeezing More Bang for Your Buck with Your Media SpendIt grinds our gears that brands are always looking to cut costs and force as much of their budget into media dollars as possible. We see them cutting tech, creative & agencies. But cutting from the wrong area can be detrimental to the efficiency of your media budget. Its ok to pull from media spend and keep the tools you need. Here is some food for thought as you are looking at being more efficient with your spending: Don't cut creative: Regular creative testing and refreshes is super important! You cannot scale campaigns without scaling creative. Crea...2023-01-1242 minDigital Banter27: How AI and ChatGPT are already changing how we do marketingIn this episode of Digital Banter, we discussed the game-changing technology of chat GPT, which uses artificial intelligence to create human-like responses. Chat GPT has the potential to revolutionize the world of marketing by automating tasks such as content creation, keyword and audience research, and copywriting. It can also improve marketing strategies and increase efficiency. However, it's important to consider the ethical implications of using chat GPT and to add a human element to the content it generates.As we move into 2023, chat GPT is expected to have a major impact on the search engine marketing industry...2023-01-0542 min
Digital Banter26: Strategy vs Action - Why do companies struggle to just get stuff done?Yearly planning is hopefully over at this point for most companies. Now what do you have to to do turn that plan into action? Most companies really struggle and things don't seem to get moving until Q2 or sometimes even later. This weeks episode we talk through how to get shit moving, and its easier than you may think. At least on paper. It come down to alignment & ownership. Here are 4 things you need to know:1) Create team alignment on goals +KPIs. (Duh).. but the reality is this should be done already. Drive revenue.. lets go!2022-12-0845 minDigital Banter25: How to make Good B2B CreativeB2B is known for creative that is literally the worst. Stunning pictures of Digital E-Books, that you can be so lucky to have if you would just provide your business email address.B2B companies will spend hundreds of thousands of dollars on a few pieces of creative that simply don't get your message across, drive crappy MQLs and don't make an impact.Here are 3 takeaways for better b2b creative.1) Every good story has a hero. Build a hero into your story and show off how they win.2) B2B bu...2022-11-291h 01Digital Banter24: Innovation on a BudgetBalancing quick wins & long term growth continues to be the biggest struggle for marketers. Especially for investor backed high growth companies.With current economic challenges, and less budget how can we continue to innovate?1) For early tests where the goal is to create proof of concept, focus on low cost tests such as messaging & content.2) Develop ways to operationalize tests that have effectively scaled (So these can be at full steam when budgets ramp again. (The average length of a recession is only 10 months)3) Double down on customer insights. In most cases, talking to c...2022-11-2246 minDigital Banter23: What makes someone trust a brand?Building brand trust is one of the most difficult things to do in marketing. The reality is, customers know where and when they are trying to be sold to. People trust people, not brands.So how do brands create messaging that is believable & not bias. Well it comes down to delivering actual value without asking for anything in return.Check out this week's podcast as we dive deep into how to build trust and what makes someone trust a brand.2022-11-1552 minDigital Banter22: Shifting the mindset away from Sales Enablement to Demand CreationHistorically, our good friends in sales have believed that the purpose of marketing is for us to provide materials for them so that they an be better at sales. As marketers, we have actually relied on sales to do marketing.In recent years, B2B buying has fundamentally changed. B2B buyers want to buy on their own terms in the same way they would purchase any other product. Aka.. they will reach out when they are ready.This means that we as marketers need to make resources more regularly available to buyers before they com...2022-10-0641 minDigital Banter21: What agencies don't want you to know about branded search.Well, we often talk about how we are tired of seeing marketers boil their efforts down to "high yield" demand capture activities. Its time to talk about the worst of them all, Branded Search.Agencies for years have come up with 50 different excuses to show the value of branded search, and while most are somewhat valid, it has led to a massive over investment. As marketers we need to be more focused on what drove a branded search, rather than capturing it.Unfortunately, branded search will almost always be a necessity because as marketers we re...2022-09-2939 minDigital Banter20: Brand vs Demand Gen - Enemies, Allies, or the same damn thing?There have been a lot of debate recently if creating demand & driving brand awareness are the same thing. In all honestly, when I first started really studying demand gen, I saw it as the first logical reasoning for brands to move up funnel into more "branding" activities... Well truthfully, they really are not the same thing at all. Join Zach and James this week as we talk about the key differences between brand & demand and how both are necessary for an effective forward thinking marketing strategy.2022-09-1646 minDigital Banter19: Fixing Lead QualityLead quality is probably the number one beef that sales teams have with marketing. Most lead gen strategies are focused on capturing as many leads or "MQLs" as possible. This leads to driving leads that simply aren't ready for sales.This week's episode we discuss how marketing can help dive better leads through a demand gen strategy rather than lead gen.Additionally we discuss how marketing can solve for the top 5 reasons sales says leads are not qualified:1) Problem Awareness - Ahh we don't need that.2) Buy In - Your solution isn't th...2022-09-0958 minDigital Banter18: In-house vs Agency? What organizational structures create the best agency partnerships!How do you decide whether or not it makes more sense to work with an agency or hire in house? Well, a big part of it comes down to how your team is structured. While agencies are most used for specific subject matter expertise, the ability to see trends across brands, & access to tools, the makeup of an internal team is the biggest factor you should consider when looking at an agency.The agency world has shifted a lot in the last 10 years, we want a seat at the table and to be viewed as a partner an...2022-09-0244 minDigital Banter17: What is the future of Google Ads?Google Ads, our favorite demand capture tool. Unfortunately we feel like it may be falling off the rails. After the pandemic killed any form of customer service we had with Google, the ad platform is pushing us harder and harder to fully adopt new AI that just isn't a fit for everyone.In a world where tracking is becoming more and more difficult, how are we supposed to let an algorithm optimize towards metrics we can barely track?The future is certainly going to be interesting, but also presents us an opportunity to go back to...2022-08-261h 16Digital Banter16: Balancing Marketing Tech & A Human BrainThe 2022 State of Marketing Budget & Strategy report by Gartner released a stat that saying 25.4% of marketing budgets is spent on technology. After reading this stat, it has become pretty evident that tech is taking over.Join Zach and James as they discuss the pros & cons of marketing technology and the future looks like for humans in marketing.2022-08-1847 minDigital Banter15: Content creation framework that drives results! Stop making bad content.We always complain about bad content.. Boring content, gated content, salesy content, etc.. But what we haven’t talked about much is what is good content? What works? Join Andy and James this week as we dive into a very simple content strategy framework that will help you join results.There are 3 types of content that you need to create:Short form branded content that focuses on customer education, unique selling points & market positioning. Let's end the logo tagline messaging in ads.Entertaining or controversial content (Go V...2022-08-041h 00Digital Banter14: The 5 Biggest Challenges for B2B Marketers & how to tackle them.Join Zach & James as they provide advice on how to overcome the top 5 biggest challenges for B2B marketers.1) Using customer intelligence to overcome the markets resistance to change.2) Balancing quick wins vs long term growth.3) Developing unique market positioning4) Creating a testing framework that allows for innovation5) Measurement & attribution2022-07-2639 minDigital Banter13: The Full Funnel Strategy is Out-Dated, Here's why!Is the full funnel AIDA model for marketing outdated? We believe it is, and here is why: Marketers & sales teams for years, have been making customers buy on their terms, by forcing them through a curated user journey. Marketers and sales teams need to shift to building strategies based on how today's buyers want to buy.Join Zach and James and our special guest Andy as we talk through how a shift in mentality can help you scale revenue more efficiently.2022-07-2156 minDigital BanterEpisode 12: Creative Messaging across all stages of the demand curve.Creating demand is the most difficult part of marketing. Our goal when creating demand is to focus on educating potential customers about a problem and driving them to the point where they are ready to act. The easy part then becomes capturing that demand.Join Zach and James as they talk through how to develop creative and messaging across all the different stages of demand creation.2022-07-1453 minDigital BanterEpisode 11: Competitive Conquesting - Please Stop.In a time of diminishing demand, we are being asked frequently, "How can we steal from the competition"..."Lets run some competitor campaigns"... Well, This almost never works unless it is very carefully thought out.Join Zach and James as they discuss the Do's and Don'ts of competitive campaigns as well as how to properly develop a competitive conquesting strategy.2022-07-0755 minDigital BanterEpisode 10: Recession + H2 Realignment - Whose budget is getting cut?Over the last few months we have seen the onset of a recession. We have now seen layoffs across many different industries, and budget cuts across the board.Brands are competing over less demand and customer acquisition costs are rising. Shifting from a demand capture strategy to demand generation can help your brand come out on top.Join Zach, James and our special guest Andy Groller, as we discuss how brands need to pivot going into H2.2022-06-291h 20Digital BanterEpisode 9: Special Guest + SEO Banter = ProfitThis week Anthony Daronzio, Head of Web Strategy at Contentsquare square joins us to combat our recent SEO banter podcast.Join us as we talk through a wide array of SEO topics & best practices. Learn where you should be focusing and how to measure the business impact of your SEO efforts.2022-06-241h 19Digital BanterEpisode 8: User Experience - Listen to your customers & stop try to trick users into converting.With advancements in social media and the growth of third party review sites, the purpose of your website has changed. Brands are shifting away from generating content hubs focused on SEO to your website now being a sales channel.Sorry UX & CRO people, the days of A/B testing minute elements to try to trick users into providing their contact information is over. 2022 is about Quality over Quantity.Join Zach and James as they discuss current buying trends and how users are finding the information they need to make purchasing decisions.2022-06-1653 minDigital BanterEpisode 7: Attribution Flaws - Stop letting the CFO make marketing decisions.Marketing attribution only becomes a topic of conversation when you are not hitting your numbers as an organization. It is very rare that we see cases where companies are doing attribution correctly. The reason for this is that there is no right way! But we can tell you the wrong way, the wrong way is to try to develop some single source for attribution of truth that runs your business.Join Zach and James as they discuss how to use attribution technology for what its good for as well as how to own the performance nar...2022-06-0952 minDigital BanterEpisode 6: Demand Generation vs Capturing Demand - Where should brands invest?Thanks to the advances in attribution technology, we have continuously seen brands trim down their marketing budgets to only invest in capturing demand. This comes at the expense of future growth.Join Zach and James as they talk through the difference between demand capture and demand generation, and what the future looks like for growth marketing.2022-06-0249 minDigital BanterEpisode 5: The Death & Re-evolution of SEOSEO is Dead. Stop buying links. Stop trying to out rank objective 3rd parties for low intent keywords. Stop building content hoping people will come to your site and read your blatantly bias opinion.SEO isn't really dead, but it is definitely time to rethink your strategy if you are doing one of those things.The customer journey has changed, and the purpose of content on your website has changed. Join us as we talk through how to rethink your SEO & content strategy for a 2022 customer journey and not 2014.2022-05-2338 minDigital BanterEpisode 4: The Evolution of Social Strategy - The power of Organic, Paid & Dark SocialSocial Media has changed drastically over the course of the last few years. We have gone from few core networks that everyone used to essentially a network for every media type you can think of. Join us as we talk through major trends of organic, paid & dark social media.2022-05-2045 minDigital BanterEpisode 3: Advertising & Media Measurement 101 (Episode 3 of 3 part series)We have now taken our media plan from ideation through execution. How do we take the next step and measure what's working and what's not working? Join us as we walk through the do's and don'ts of attribution & media measurement.2022-05-1358 minDigital BanterEpisode 2: From Audience Research & Persona Development to Media Plan Creation (Episode 2 of 3 part series)There is quite a bit of work that goes into understanding your customer as well as your position in the market. However this is just step 1. Join us this week as we talk about how to develop your personas into comprehensive media plan. 2022-05-1359 minDigital BanterOur First Ever Episode! - Persona Development for Small Businesses or Startups (Episode 1 of 3 part series)Starting something new is never easy. Whether you are starting a podcast or starting a company, there is always a lot to learn along the way. Given that we expect our first few episodes to be a little bit cringe, we feel like marketers in startups may be a bit more understanding of any technical difficulties we are having (tbh, this has turned out way better than anticipated) That said, we encourage you to join the ride in our first 3 part series focusing on digital marketing for startups.In this episode, we will be discussing the importance of...2022-05-1143 min