Info

Focus Is Your Friend: How to double down on marketing that matters

Marketing matters, but some marketing efforts matter a lot more for your business than other efforts. If you want to learn the secrets of doubling down on what matters for your business, this is the podcast for you. Get advice from experts on how to focus on the marketing, events, PR, social media and email marketing that will move the needle for your business and brand. Stop trying to hope your resources are going to the right places and decide to focus on what matters, with Focus Is Your Friend.
RSS Feed
Focus Is Your Friend: How to double down on marketing that matters
2017
September
August
July
June
May
April
March
February
January


2016
December
November
October


All Episodes
Archives
Now displaying: May, 2017
May 30, 2017

Ken helps B2B growth company executives in sales, marketing, and the C-Suite to breakthrough, achieve, and grow market leadership in new and existing markets. His clients not only lead, they improve key sales and marketing metrics like leads to revenue and opportunities to close.

Ken has spent 20+ years in B2B marketing roles, launching the Intel Inside broadcast co-op program in 1991 and the Internet’s first affiliate marketing program, Netscape Now, at Netscape from 1995-99; has been CMO at several start-ups; and has run network security marketing at McAfee.

In the 7 years of his consulting practice, Ken’s clients – including FireEye, Nimsoft, and others – have generated over $6B of shareholder value through IPOs and acquisitions, while several others have reached private equity valuations of $1B+.  

“What really I do is encourage my clients to do is use a framework I call AIM. And AIM stands for Approach, Innovation, and Mindset.” - Ken Rutsky

What you’ll learn about in this episode:

  • Ken’s book "Launching To Leading" and how his blog led to his book
  • The danger of getting stuck in the launch and always looking for that next feature
  • How to get people to pay attention to you by telling the right story
  • AIM: approach, innovation, and mindset
  • Minimal viable product vs a more robust product: what you need to pay attention to
  • Why customer loyalty is the only differentiation you really have
  • Putting all your resources towards your best marketing plan

Ways to contact Ken:

May 18, 2017

John Brubaker is a nationally renowned business performance consultant, speaker, and award-winning author. John teaches audiences how to obtain better results in business with straightforward tools that turbo charge performance. Using a multidisciplinary approach, “Coach Bru” helps organizations and individuals develop their competitive edge.

John is the author of two award-winning books: “The Coach Approach: Success Strategies From The Locker Room To The Board Room,” and “Seeds of Success: A Leader, His Legacy, and The Lessons Learned.” He also co-authored “Leadership: Helping Others To Succeed.” His latest book "Stadium Status: Taking Your Business to the Big Time" is available for pre-order.

Brubaker was recently named to Forbes Magazine’s “Top 10 Consultants Who Avoid The B.S”. John and his books have been featured in Forbes, CBS Radio, ESPN Radio, Talent Magazine, Sold Magazine, Fox Sports, Bloomberg News, NBC Sports Radio, Huffington Post and The Street.com.

His clients range from financial services to healthcare and manufacturing. Universities, sports teams, and non-profits also call on John to enhance their teamwork and leadership performance.

John is a graduate of Fairleigh Dickinson University with a bachelor’s degree in psychology and a master’s degree in personnel psychology. Brubaker has completed his doctoral coursework in Sport Psychology at Temple University.  

"It is amazing how people think there is such a thing as overnight success simply because shows like ‘The Voice’ and ‘America’s Got Talent’ instantaneously ‘discover’ people. Just because they were instantly ‘discovered’ doesn’t mean they didn’t spend 10 years honing their craft.” - John Brubaker

What you’ll learn about in this episode:

  • John’s new book “Stadium Status: Taking Your Business to the Big Time”
  • Why “stadium status” isn’t just for individuals but also for brands and why brands have to stay in their lane
  • Lessons you can learn from Garth Brooks like changing your “worst” customer’s view of you and your brand and delivering a mind-blowing customer experience
  • The overnight success fallacy and why you need to focus on being the best you that you can be
  • Narrowcasting vs. broadcasting: how to turn your raving fans into advocates
  • Why achieving “stadium status” is all about the abundance mentality

Ways to contact John:

May 16, 2017

Robert (Bob) Glazer is the founder and Managing Director of Acceleration Partners, and the founder and Chairman of BrandCycle. He is a serial entrepreneur with an exceptional track record and passion for growing revenue and profits for B2C-based companies. In demand by top brands and investment firms, he has extensive experience in the consumer, e-commerce, retail, online marketing, and ad-tech industries partnering with brands such as Adidas, ModCloth, Reebok, Target, Tiny Prints, Gymboree, and Warby Parker.

Bob is a regular contributor to numerous outlets, writing about performance marketing, strategy, and culture. He is the recipient of the Boston Business Journal 40 under 40 award, the SmartCEO Boston Future 50 award, and a finalist for the E&Y Entrepreneur of the Year in New England, among other accolades. A sought-after speaker, Robert presents to global audiences and serves as an advisor to high-growth businesses.

Bob strongly believe in giving back; he served on the Board of Directors for the Performance Marketing Association, BUILD Boston and Big Brothers Big Sisters of Mass Bay. He is a global leader in Entrepreneur's Organization (EO), founded The Fifth Night charitable event (www.fifthnight.org), and participated in the annual Rodman Ride for Kids for a dozen years, raising almost $100,000 for charity.

Bob is releasing a new book "Performance Partnerships" which takes the first in-depth look at the affiliate (performance) marketing industry, examining its roots, evolution and ongoing transition into one of the most important forms of direct-to-consumer digital marketing. In the book, Robert Glazer defines the elements of true affiliate marketing for the first time and demonstrates for marketing leaders how to properly leverage the channel for its unique ability to drive attributable sales and strengthen brand awareness.  

"You have to make sure that there’s an active and engaged partner on the other side of the table.” - Robert Glazer

What you’ll learn about in this episode:

  • Affiliate marketing: when a company and a marketing partner enter into a pay-for-performance commission-based relationship
  • How the affiliate marketing industry has evolved from the “don’t ask, don’t tell” early days to today
  • Why understanding the numbers you want is key with affiliate marketing
  • Finding partners that are brand aligned
  • Robert’s new book “Performance Partnerships” that will help you do affiliate marketing better
  • Finding the right people to run affiliate marketing programs
  • Using your resources on the right affiliate marketing programs

Ways to contact Robert:

May 11, 2017

Liz O’Donnell is Double Forte’s Chief Content Officer, responsible for the firm’s and its clients' digital marketing and social media strategies. She blogs regularly for the agency on the dynamic world of social media, digital communication and being heard in a very loud world.

Active in her community, Liz is a member of her town’s warrant and finance committee and co-founded Women in Democracy, a non-partisan organization that encourages women to run for local office.  

When you lead with the creative, you're more likely not to align with your business goals.” - Liz O'Donnell

What you’ll learn about in this episode:

  • Asking “what are we trying to achieve for the company?” when brainstorming a piece of content
  • Figuring out which of your business goals you can achieve through your content strategy (it can’t be all of them) and which of those goals have energy behind them
  • Picking a purpose per platform and aligning them with the business goal that makes sense for that platform
  • Why you should lead with data -- not creative
  • Understanding who you’re trying to reach and having multiple personas based on those customers
  • Wrapping your content in context
  • When and how to get creative

Ways to contact Liz:

Resources:

May 9, 2017

Liz O’Donnell is Double Forte’s Chief Content Officer, responsible for the firm’s and its client’s digital marketing and social media strategies. She blogs regularly for the agency on the dynamic world of social media, digital communication and being heard in a very loud world.

Active in her community, Liz is a member of her town’s warrant and finance committee and co-founded Women in Democracy, a non-partisan organization that encourages women to run for local office.  

“Make sure your content is easy to consume.” - Liz O'Donnell

What you’ll learn about in this episode:

  • What actionable content is
  • Why all content needs an action
  • Mixing content to reach customers at different times for different lengths of time based on where they are in the customer journey
  • How many channels your business needs to be on
  • How content gives customers context
  • Building what action you want into your content map
  • Be realistic: why you shouldn’t expect people to leave comments
  • Being explicit on the actions you want your audience to take
  • The top three ways to make content actionable

Ways to contact Liz:

Resources:

May 4, 2017

Liz O’Donnell is Double Forte’s Chief Content Officer, responsible for the firm’s and its client’s digital marketing and social media strategies. She blogs regularly for the agency on the dynamic world of social media, digital communication and being heard in a very loud world.

Liz is the author of Mogul, Mom & Maid: The Balancing Act of the Modern Woman, a book that picks up where other business books leave off – understanding the impact women’s personal lives have on their careers and the ways business can support working women. Her website WorkingDaughter.com supports women who are balancing caring for an aging parent and their career. She is a frequent speaker and consultant to women who want to thrive and the organizations that want to reach and mobilize women.

Active in her community, Liz is a member of her town’s warrant and finance committee and co-founded Women in Democracy, a non-partisan organization that encourages women to run for local office.  

“Success and traction happen after you stop hitting the refresh button.” - Liz O'Donnell

What you’ll learn about in this episode:

  • Good content vs. bad content: what’s the difference
  • Using one piece of content in multiple locations and formats
  • Sharing your content where it will resonate
  • How to use Canva to create the perfect graphic for each platform
  • Why one form of content will not work for every audience
  • The danger of serving up the same piece of content in multiple formats to the same audience all at once
  • How to use your most popular platform to build your other platforms out
  • Merchandizing your content
  • Why you need to focus on the long game
  • Not signing up for more content than you can do

Ways to contact Liz:

Resources:

How to share your content

 

  • Well: “Honored to be included in ….”
  • Terribly:“Check me out on …”

 

1