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MarTech Interviews

Dedicated interviews with sales, marketing, and business authors, speakers, technology leaders and sales and marketing executives. We discuss the technology enabling online marketing, search engine optimization, pay per click, inbound marketing, mobile marketing, sales enablement, conversion optimization, analytics, email marketing and social media marketing strategies.
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Now displaying: Page 3
Sep 28, 2015
Is ROI Really What You Are Looking For? There’s a lot of talk about return on investment as a marketing metric…but ROI is inherently flawed for campaign-based marketing. A new look at ROI might be just the remedy we need to build a case for content marketing.  Everyone needs to show a return on their marketing investment - ultimately - but content strategies often require time and momentum. ROI isn't an overnight metric that you can measure each time you click publish... and more often than not it's a combined metric over a collection of content that you're producing.
Sep 25, 2015

Ben Ruedlinger is the Vice President of Operations at Wistia. Wistia is the leader in professional video hosting with analytics and video marketing tools for businesses. In our interview with Ben, we discuss the impact of video content on marketing efforts, how to produce great video content, and discuss advancements in video technology. Primary to our discussion is the integration of marketing automation into the Wistia platform - providing the opportunity for marketers to score leads or trigger actions based on video behavior.

Sep 18, 2015
Brian Solis recently wrote about the 10 Commandments of Content Marketing and it was so compelling that we decided to discuss it on today's show. Marketers often confuse content marketing with engagement. Just because you get someone’s attention doesn’t mean your audience actually cares. You spend all of this time following the work of others, listening to experts who preach soundbites and executing against programmatic calendar only to miss the very thing that connects with people…relevance. Marketing relevant content is what matters – and we have the 10 Commandments of Content Marketing – you must give it a listen.
Sep 14, 2015

If you've wondered what Programmatic Advertising is and wanted and in-depth understanding of the technologies and capabilities, this will be the best explanation you'll ever find. We interviewed Pete Kluge, Product Marketing at Adobe in charge of Programmatic & Display Advertising. He walked us through every aspect of Programmatic Advertising, the subsystems, as well as insights on the state of the industry, challenges, and opportunities. For a full write-up with links and descriptions of common definitions, check out our post on the Marketing Technology Blog, What is Programmatic Advertising?

Sep 7, 2015
Okay, you’re blogging, you finally decided that it had to happen, or maybe you started doing it last year and you’re getting some steam going. I bet you’re doing more content than you were back then, and if you just started, I am sure that it looks like a big challenge to keep it going (as much as you think you should). To stand out from the crowd, we need to be more interesting, interactive and data-driven with our content. We need to give users a unique experience. One solution that is becoming more prevalent is interactive content marketing. Know what that is? No? Well, we’re going to tell you today! Plus, do you know what the most expensive keywords are on Google in PPC? We have the list – ALL THIS TODAY ON THE EDGE!
Aug 27, 2015
Local SEO has seen the biggest shake-up since Google launched their first local algorithm, Pigeon, just over a year ago. We’ve lost the 7 packs ladies and gentlemen! They aren’t there anymore. Did you hear that? That was the silent sound of Google changing the face of local search in their search results….thing that will affect your local business’s revenue? I think, maybe, a little bit, eh? This is the local search snack pack shake up show! Take some notes on this one…it’s a doosie.
Aug 21, 2015
It’s no secret there are some bad SEO eggs out there using spammy tactics. In fact, we get unsolicited email every few days to remind us of this. “I visited your website and noticed that you are not listed in most of the major search engines and directories…” OR “I was going through your website, I must say it’s neatly done and designed however though, I see that it’s not ranking well on search engines as it should have been for its keywords. I was wondering if you would like that, I mean if you like your keywords to be ranked on the 1st page…” We’re going over what you should know about how to sniff out the spammers, and more importantly, knowing what a good SEO program looks like.
Aug 21, 2015
It’s no secret there are some bad SEO eggs out there using spammy tactics. In fact, we get unsolicited email every few days to remind us of this. “I visited your website and noticed that you are not listed in most of the major search engines and directories…” OR “I was going through your website, I must say it’s neatly done and designed however though, I see that it’s not ranking well on search engines as it should have been for its keywords. I was wondering if you would like that, I mean if you like your keywords to be ranked on the 1st page…” We’re going over what you should know about how to sniff out the spammers, and more importantly, knowing what a good SEO program looks like.
Aug 17, 2015
If you've been around the online marketing space for a while, there's no way that you haven't bumped into Kissmetrics when you're talking about visitor behavior, analyzing key insights or conversion optimization. CEO Brian Kelly is an entrepreneur with extensive experience in bringing software solutions to market. His specialties are analytics, CRM and mobile apps. Brian discusses the limitations and challenges of analytics platforms - announcing the new platform for Kissmetrics that takes insights from their core product (now named Analyze) to produce actionable results in Kissmetrics Engage. Kissmetrics Engage goes beyond the standard call-to-action, putting you a step ahead of the customer journey. These aren’t your standard popups: set these nudges to appear with exact triggers to particular audiences. Want new visitors to see a newsletter lightbox? Greet a campaign audience with a unique banner? Give a special offer to a buyer stalling in your shopping cart? Set it up and test easily with Engage, no IT or design resources required. This is an incredible glimpse into the future of marketing platforms that don't simply report on performance - but actually utilize machine learning, testing and big data, to optimize the performance without guessing.
Aug 17, 2015
If you've been around the online marketing space for a while, there's no way that you haven't bumped into Kissmetrics when you're talking about visitor behavior, analyzing key insights or conversion optimization. CEO Brian Kelly is an entrepreneur with extensive experience in bringing software solutions to market. His specialties are analytics, CRM and mobile apps. Brian discusses the limitations and challenges of analytics platforms - announcing the new platform for Kissmetrics that takes insights from their core product (now named Analyze) to produce actionable results in Kissmetrics Engage. Kissmetrics Engage goes beyond the standard call-to-action, putting you a step ahead of the customer journey. These aren’t your standard popups: set these nudges to appear with exact triggers to particular audiences. Want new visitors to see a newsletter lightbox? Greet a campaign audience with a unique banner? Give a special offer to a buyer stalling in your shopping cart? Set it up and test easily with Engage, no IT or design resources required. This is an incredible glimpse into the future of marketing platforms that don't simply report on performance - but actually utilize machine learning, testing and big data, to optimize the performance without guessing.
Aug 5, 2015
Your sales prospects signal you in so many ways and come from so many places. Some directly type in your website, others might have seen some print collateral or traditional advertising. Others could have seen a TV ad or heard a commercial on the radio. Or they could have searched online, clicked on a PPC ad, social media….it’s endless. Prospects are much more prone simply to pick up the phone and call you when they are ready to interact, as opposed to online chat or form inquires. Wouldn’t it be nice to know which of your advertising arms brought the prospect? And how that call went? Well – in the digital marketing world, one source of recon on your efforts is essential – and that’s Call Tracking. We’re going over what you need to know about this fantastic technology that helps you steer quickly in the marketing landscape, and track the wins
Aug 5, 2015
Your sales prospects signal you in so many ways and come from so many places. Some directly type in your website, others might have seen some print collateral or traditional advertising. Others could have seen a TV ad or heard a commercial on the radio. Or they could have searched online, clicked on a PPC ad, social media….it’s endless. Prospects are much more prone simply to pick up the phone and call you when they are ready to interact, as opposed to online chat or form inquires. Wouldn’t it be nice to know which of your advertising arms brought the prospect? And how that call went? Well – in the digital marketing world, one source of recon on your efforts is essential – and that’s Call Tracking. We’re going over what you need to know about this fantastic technology that helps you steer quickly in the marketing landscape, and track the wins
Aug 3, 2015
Reputation Management – anyone heard of this? If you haven’t heard of the phrase, you certainly understand the need for it as a business or consumer. If you have a business, and have a poor online reputation, your business is certainly suffering from would be customers seeing that and deciding not to do business with you. But there’s a further impact, if you are in the digital marketing pursuit – finding links and content partners may veer away from you, based on your rep – ever think of that? We’re talking about Reputation Management and SEO today and… What are the Top 5 issues wrecking local SEO for businesses with multiple locations? You may be suffering from this online, without even knowing it.  
Aug 3, 2015
Reputation Management – anyone heard of this? If you haven’t heard of the phrase, you certainly understand the need for it as a business or consumer. If you have a business, and have a poor online reputation, your business is certainly suffering from would be customers seeing that and deciding not to do business with you. But there’s a further impact, if you are in the digital marketing pursuit – finding links and content partners may veer away from you, based on your rep – ever think of that? We’re talking about Reputation Management and SEO today and… What are the Top 5 issues wrecking local SEO for businesses with multiple locations? You may be suffering from this online, without even knowing it.  
Jul 30, 2015

We've had a great relationship with SmartFocus over the years. The Message Cloud by SmartFocus powers many of the world's largest ecommerce and retail providers' marketing - from personalized web experiences, to triggered marketing and remarketing, all the way to in-store proximity marketing (that requires no hardware installation). Jess Stephens isn't just the CMO of SmartFocus, she's also a leading commerce and retail marketing expert - having sold her Proximity Marketing startup to SmartFocus where it's integrated into The Message Cloud. Listen to this amazing show and learn why SmartFocus was named a strong performer in the RTIM market.  Forrester defines Real-Time Interaction Management (RTIM) as enterprise marketing technology that delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer life cycle via preferred customer touchpoints.  

Jul 30, 2015
We've had a great relationship with SmartFocus over the years. The Message Cloud by SmartFocus powers many of the world's largest ecommerce and retail providers' marketing - from personalized web experiences, to triggered marketing and remarketing, all the way to in-store proximity marketing (that requires no hardware installation). Jess Stephens isn't just the CMO of SmartFocus, she's also a leading commerce and retail marketing expert - having sold her Proximity Marketing startup to SmartFocus where it's integrated into The Message Cloud. Listen to this amazing show and learn why SmartFocus was named a strong performer in the RTIM market.  Forrester defines Real-Time Interaction Management (RTIM) as enterprise marketing technology that delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer life cycle via preferred customer touchpoints.  
Jul 23, 2015
The introduction of new technology and devices brought with it an abundance of information that allowed consumers to take control of their own buying decisions without the need for brand guidance/influence. However, successful brands have the ability to take back that control, by using the right technology to analyze individual spending behavior of their customer base and pin point loyal and revenue-driving customers to continue targeting, avoiding those who might cause more work than they’re worth (making constant returns, minuscule but timely complaints, etc.). In order to do so, brands need a robust system in place that helps to collect consumer data and spending behavior for in-depth analysis.    Once target customers are identified, brands will still need to meet heightened customer expectations by leveraging purchase data for individual contextual marketing in order to identify buying patterns in real-time and tailor marketing collateral based on what customers might be looking for when browsing the site or in the store. In doing so, they will regain control by choosing who they’d like to target (ex. loyal, revenue-driving consumers) and will also recognize up to a 9% uplift in revenue sales, if executed properly. Join us for this amazing conversation with Johann Wrede, Global Senior Director, Solution Marketing, SAP Customer Engagement,on how brands are regaining control from consumers. 
Jul 17, 2015
Earning higher placement within Google search engine results can be an exhausting endeavor for many local businesses that serve a specific area or region. A business can dominate search results with a well-planned out strategy. We’ve got the true inside secret of search engine optimization. That’s data claiming. Do you know how to do it? We’ve got it here today. Tips and techniques to grab it and gain that value. ALSO: Do you know that going mobile can mean more $$$ for your local store? What does going mobile mean? Ooooohhh, you have to stay tuned today – on the EDGE.
Jul 15, 2015

Millennials will be spending $600 billion dollars in 2015 as more than one-third of Generation Y are now adult consumers. Millennials should be a key focus for brands of all sorts as this generation now prepares to purchase their first home (5.2 billion renters will be buying their first home this year), have a baby and purchase a new vehicle. With this in mind, organizations need to be found online when these milestone Millennials are looking to make considered purchases for them and their families.  On today's show, we interview Tim McLain of Netsertive. They've done a ton of research on the behavioral changes and habits of millennials.  

Jul 15, 2015

Millennials will be spending $600 billion dollars in 2015 as more than one-third of Generation Y are now adult consumers. Millennials should be a key focus for brands of all sorts as this generation now prepares to purchase their first home (5.2 billion renters will be buying their first home this year), have a baby and purchase a new vehicle. With this in mind, organizations need to be found online when these milestone Millennials are looking to make considered purchases for them and their families.  On today's show, we interview Tim McLain of Netsertive. They've done a ton of research on the behavioral changes and habits of millennials.  

Jul 10, 2015
Getting Testimonials From Your Customers. It’s an age-old tactic that’s been working in marketing for decades. Why? Because it gives potential customers a reassurance that your product or service actually does what you claim it does. Testimonials are so effective that when a visitor lands on a testimonials page, they may be close to 200% to 300% more likely to convert into a lead. On top of that, those leads are more likely to convert into a paid customer. So how do you go about getting testimonials and, more importantly, the right ones? We are covering that, and we have easy steps to get those reviews coming in... oh, and about those fat cheetahs...
Jul 10, 2015
Getting Testimonials From Your Customers. It’s an age-old tactic that’s been working in marketing for decades. Why? Because it gives potential customers a reassurance that your product or service actually does what you claim it does. Testimonials are so effective that when a visitor lands on a testimonials page, they may be close to 200% to 300% more likely to convert into a lead. On top of that, those leads are more likely to convert into a paid customer. So how do you go about getting testimonials and, more importantly, the right ones? We are covering that, and we have easy steps to get those reviews coming in... oh, and about those fat cheetahs...
Jul 8, 2015

If you're going to read one book this year on marketing strategies and content marketing, it's this one from Mark Schaefer. The Content Code discusses 6 essential strategies for igniting your content, your marketing and your business. The six: Brand DevelopmentAudience and InfluencersDistribution, Advertising, Promotion, and SEOAuthorityShareability embedded into each piece of contentSocial proof and social signals. Mark carefully walks you through each strategy, how it's measured, what its impact is, and shares case studies as evidence. This is a topic near and dear to our heart as we've been developing content authority programs for our clients for the past few years. Producing content isn't enough. And Mark's killer advice is that the strategy you utilize to ignite the content is as important as the content itself. Listen in to this amazing conversation with Mark. I'm fortunate to call him a friend and look up to him in this industry. He's good people.

Jul 8, 2015
If you're going to read one book this year on marketing strategies and content marketing, it's this one from Mark Schaefer. The Content Code discusses 6 essential strategies for igniting your content, your marketing and your business. The six: Brand DevelopmentAudience and InfluencersDistribution, Advertising, Promotion, and SEOAuthorityShareability embedded into each piece of contentSocial proof and social signals. Mark carefully walks you through each strategy, how it's measured, what its impact is, and shares case studies as evidence. This is a topic near and dear to our heart as we've been developing content authority programs for our clients for the past few years. Producing content isn't enough. And Mark's killer advice is that the strategy you utilize to ignite the content is as important as the content itself. Listen in to this amazing conversation with Mark. I'm fortunate to call him a friend and look up to him in this industry. He's good people.
Jul 2, 2015
How many of you business owners wish you had the ability to read the minds of the individuals visiting your website? A recent article on Search Engine Land really got us thinking that maybe it’s possible to do this. Are you looking for ways to increase your digital marketing knowledge? Also... Marketing conferences are all the rage right now and we’ve got the scoop from the latest conference we attended, GoInbound Marketing. We'll share some of the best moments of the conference.
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