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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 4
Jun 10, 2015

With over a billion records of intelligence on mobile users, Liftoff has taken off as a premier service for mobile advertisement acquision strategies for mobile app providers. Dennis discusses the failed CPA ("Cost Per Acquisition") model that most companies apply to gain new application downloads and installations. Liftoff, instead, profiles your customer-base and optimizes mobile ads to users just like the ones you already know are successful. This reduces churn, increases engagement, and ultimately makes for a very profitable return on acquisition investment by increasing the lifetime value of the new mobile app user.

Jun 10, 2015
With over a billion records of intelligence on mobile users, Liftoff has taken off as a premier service for mobile advertisement acquision strategies for mobile app providers. Dennis discusses the failed CPA ("Cost Per Acquisition") model that most companies apply to gain new application downloads and installations. Liftoff, instead, profiles your customer-base and optimizes mobile ads to users just like the ones you already know are successful. This reduces churn, increases engagement, and ultimately makes for a very profitable return on acquisition investment by increasing the lifetime value of the new mobile app user.
Jun 5, 2015
The moderns sales funnel looks less like a well-defined funnel and more like a maze of possible touch points. On average, prospects receive ten marketing touches through the course of a successful buyer’s journey (ending in a closed deal). As buyers conduct more independent research and the sales funnel becomes less linear, responsibility for much of the buyer’s journey falls to marketing. Is your marketing isolating the Lead Funnels necessary to meet your prospects, there THEY are in the research and buying mode? We’re going over very cool concepts of Top, Mid and Bottom of the funnel content marketing.
Jun 5, 2015
The moderns sales funnel looks less like a well-defined funnel and more like a maze of possible touch points. On average, prospects receive ten marketing touches through the course of a successful buyer’s journey (ending in a closed deal). As buyers conduct more independent research and the sales funnel becomes less linear, responsibility for much of the buyer’s journey falls to marketing. Is your marketing isolating the Lead Funnels necessary to meet your prospects, there THEY are in the research and buying mode? We’re going over very cool concepts of Top, Mid and Bottom of the funnel content marketing.
May 26, 2015
Are You Managing a Deceptive Brand? Marketers: I need you to listen to me very carefully – STOP MARKETING YOUR BRAND! Self-Serving Content, billboard style tweets and “Hey! Look at how cool my brand is” Facebook posts do not market an experience that can connect with consumers. OUTREACH MARKETING: The most effective way to do this is to market and authentic experience, not your brand. We’re talking BRANDING & SOCIAL MEDIA – and effective ways to succeed in these areas.
May 26, 2015
Are You Managing a Deceptive Brand? Marketers: I need you to listen to me very carefully – STOP MARKETING YOUR BRAND! Self-Serving Content, billboard style tweets and “Hey! Look at how cool my brand is” Facebook posts do not market an experience that can connect with consumers. OUTREACH MARKETING: The most effective way to do this is to market and authentic experience, not your brand. We’re talking BRANDING & SOCIAL MEDIA – and effective ways to succeed in these areas.
May 22, 2015

There’s been talk that A/B testing is dead, that this function is problematic and no longer effective for digital marketing. The reality is most marketers aren’t efficiently leveraging or even understanding what A/B testing is. For instance, they mistake redirection – taking a population and introducing it into another experience to see how it affects conversion – for testing, which leaves them feeling like something is still missing. And it is.   A/B testing is most valuable when it complements discovery mechanisms, such as multivariate testing and automated personalization, to vet a hypothesis first and then use A/B testing to assess it. The issue is that marketers simply aren’t viewing testing holistically – as one part of the marketing puzzle that also utilizes other capabilities such as analytics and targeting.    So how does a marketer unlock the full potential of A/B testing? Adobe’s A/B testing expert, Drew Burns, is on the show to discuss how this process works as well as provide real-world use-case examples. He also discusses: How A/B testing has evolved from gut instinct to calculated riskHow an organization can create a ‘testing culture’ that encourages collaboration between marketers and creativesThe new challenges of A/B testing today such as identifying different variations of creative assets to test, or how a team should be organized in their testing process.

May 19, 2015
It’s obvious that Google and the other search engines are growing, with their technology and algorithm changes, to determine and understand web entities is gradually leaning towards how real people will normally perceive things from a traditional marketing perspective. It’s been said that “the biggest brands of tomorrow will be built online.” We are going to talk about that today – we’re entering the Golden Age of Digital Marketing – and search engine optimization’s role in branding. Are you managing a deceptive brand? Maybe you don’t even know it. We have a list! Best check yourself against it. ALL TODAY on the EDGE!
May 19, 2015
It’s obvious that Google and the other search engines are growing, with their technology and algorithm changes, to determine and understand web entities is gradually leaning towards how real people will normally perceive things from a traditional marketing perspective. It’s been said that “the biggest brands of tomorrow will be built online.” We are going to talk about that today – we’re entering the Golden Age of Digital Marketing – and search engine optimization’s role in branding. Are you managing a deceptive brand? Maybe you don’t even know it. We have a list! Best check yourself against it. ALL TODAY on the EDGE!
May 12, 2015
So you’ve got a business and you’re ready to push your branding efforts online. The first question you encounter is “How do I go about with branding?” You probably think branding involves logos, color schemes, website design, brand mentions, social popularity, ad campaigns, promotional efforts, etc. Is this branding? If you said “yes,” then you’re looking at branding the wrong way. They are marketing tools and strategies, and they only scratch the surface of branding. So, what’s the difference between marketing and branding? We are taking a swing at the whole topic of BRANDING – today on the EDGE!
May 12, 2015
So you’ve got a business and you’re ready to push your branding efforts online. The first question you encounter is “How do I go about with branding?” You probably think branding involves logos, color schemes, website design, brand mentions, social popularity, ad campaigns, promotional efforts, etc. Is this branding? If you said “yes,” then you’re looking at branding the wrong way. They are marketing tools and strategies, and they only scratch the surface of branding. So, what’s the difference between marketing and branding? We are taking a swing at the whole topic of BRANDING – today on the EDGE!
Apr 20, 2015
Douglas Karr was interviewed recently on WIBC after they read his article on crisis communications at the Marketing Technology Blog. Doug is the CEO of DK New Media, an Indianapolis, Indiana based agency that works with clients internationally. He's also a Christian, so his perspective is unique amongst all the politics that has been discussed. Key to the crisis was a total lack of preparedness and very poor communication. In any type of situation, albeit corporate or political, public relations professionals need to be prepared for this. Miscommunication and even false misrepresentation will happen and spread like wildfire via social media regardless of the situation.
Apr 20, 2015
Douglas Karr was interviewed recently on WIBC after they read his article on crisis communications at the Marketing Technology Blog. Doug is the CEO of DK New Media, an Indianapolis, Indiana based agency that works with clients internationally. He's also a Christian, so his perspective is unique amongst all the politics that has been discussed. Key to the crisis was a total lack of preparedness and very poor communication. In any type of situation, albeit corporate or political, public relations professionals need to be prepared for this. Miscommunication and even false misrepresentation will happen and spread like wildfire via social media regardless of the situation.
Mar 31, 2015
Social Media and Children – There’s certainly enough concern about this subject to not only warrant a show on the topic, but truly an ongoing conversation. Social Media use by teens, unfiltered communication, is the cause of a huge amount of stress on our children. It results in self-esteem issues, and can lead to the unthinkable, the tragic loss of life of our children. Society has been slow to react, slow to protect our most valuable resource, our children. There are now new initiatives into this space, to run defense and provide alerts to school administrators and parents of at-risk kids. We’re going to talk to the CEO of one of those companies making in-roads into creating that type of protection. We’re talking to Bruce Canal of Social Net Watcher. Parents and Principals, tune into this show and listen, this is what is happening to our kids daily. VERY IMPORTANT SHOW TODAY – ON THE EDGE!
Mar 31, 2015
Social Media and Children – There’s certainly enough concern about this subject to not only warrant a show on the topic, but truly an ongoing conversation. Social Media use by teens, unfiltered communication, is the cause of a huge amount of stress on our children. It results in self-esteem issues, and can lead to the unthinkable, the tragic loss of life of our children. Society has been slow to react, slow to protect our most valuable resource, our children. There are now new initiatives into this space, to run defense and provide alerts to school administrators and parents of at-risk kids. We’re going to talk to the CEO of one of those companies making in-roads into creating that type of protection. We’re talking to Bruce Canal of Social Net Watcher. Parents and Principals, tune into this show and listen, this is what is happening to our kids daily. VERY IMPORTANT SHOW TODAY – ON THE EDGE!
Mar 18, 2015
If there were another colleague in the world that matched my excitement for marketing technology, it's Scott Brinker. I'm ecstatic to do this interview and help promote the amazing conference that Scott has launched - MarTech. Get your tickets now - it's coming up fast on March 31st. Scott has been an entrepreneur at the intersection of marketing and technology for some time. Before ion, Scott and his team ran a successful web development agency, which among other things built most of the web marketing infrastructure for Citrix. Previously he ran a web technology consultancy that built early web apps for CBS Sportsline, Tribune, the Miami Dolphins, and Fujitsu. And he started my career as a teenager, developing BBS software and dial-up multi-player games before the birth of the web. Scott graduated from Columbia University with a BS in computer science. He went on to get an MBA from MIT and an master’s degree in computer science from Harvard University.
Mar 17, 2015
How Quickly Are You Responding To Your Online Leads? Imagine walking into Nordstrom’s to look at shoes, only to be shoved out the door and told you’ll be contacted in 24 to 48 hours. Now imagine this happens to ALL Nordstrom’s customers, but 50% of them are never contacted. How are you treating your inbound leads? Research found that Lead conversion is determined 57% by lead quality and 43% by sales process. We’ve got a very important capper to our Lead Acquisition series, about TIME TO RESPONSE for your online marketing. Are you possibly killing opportunity as soon as it knocks? SOME TOUGH TALK, TODAY ON THE EDGE!
Mar 11, 2015
How do you get web visitors to come back or make a purchase? If you’ve been listening to the show this year, we have taken a long look at some pretty important topics in the areas of online marketing. Recently, we’ve been talking about pretty straightforward, getting leads – and how to improve them on your website. Well, we’re moving a little bit further out on the Lead Acquisition topic, and moving into the realm of better bait for the catch. We’re talking about persuasive content – how to write content that makes that prospect hang around, and even more importantly, return. All of this, of course, is to build credibility and trust online. We call this process content authority and it's what we assist our clients with every day.
Mar 3, 2015
Some people hate forms. In fact, nearly everybody hates forms. Fill this in, give me your details, do not pass go until you’ve told me you mother’s maiden name. How rude! When you are pumping time and resources into designing your site, you should pay extra attention to the form – it’s a hot spot for turning visitors into leads for your business. Be sure to read how less form fields can increase conversions on the Marketing Technology Blog. As well, our friends at Formstack published a form conversion report worth reading. And don’t take my word for it; Expedia gained $12 million in profit by removing just one redundant field from a form. Also – You may have heard about a decision by the FCC about Net Neutrality, well, we have a couple of opinions here, as you might have guessed. Getting better leads – as long as we can – Today on the EDGE!
Feb 24, 2015
Well, you’ve done it. You crossed that line, committed a budget to digital marketing. So you have your paid ads, your SEO, your Social Media – all running. Now that you upped your game, laying out more and more avenues in which your customer can come in for a landing – how are you going to receive them? Forms are great – but they have to fill them out. Call tracking – great, we know when they call. But what about when they’re looking – give them a comfortable, not invasive way to communicate, right at the point of need – roll out that live chat!   Check out the Marketing Technology Blog's post on how Live Chat increases both conversions and customer satisfaction!
Feb 10, 2015
So, you have set up a PPC campaign and now you’re waiting for the leads to roll in…but they are not! Didn’t you get sold on the fact that this will get you right in front of your prospects? Wasn’t this supposed to be raining leads by now? Those thoughts have crossed thousands of advertisers, and it’s a shame. The end campaign for a PPC campaign isn’t the bidding or the keywords, it’s the Lead Acquisition. That’s the cog that gets the least amount of oil. We’re finishing up our series on Online Paid Ad success with some in-depth focus on acquiring the leads from your campaigns, and the common mistakes made – TODAY ON THE EDGE! Be sure to read our acompanying post on the Marketing Technology Blog, 8 Reasons Why Your Pay Per Click Strategy is Failing.
Feb 3, 2015
We talk about numerous strategies that can help your business succeed online, but we don’t often bring a spotlight on our own client success stories. Well, we thought it would be great to do just that, as we are talking about Paid Ad Marketing in the next few shows. We had a client join us in studio to talk about what we have done for them – Achieve Virtual, a virtual schooling alternative that individualizes and personalizes high school. They are having some great successes and they are going to talk about this year’s successes. Also on the show: Want a low down on some of the PPC tools we use? We’ll give you a peek at them! ALL THIS today on the EDGE!
Jan 28, 2015
Have you been on the fence about deciding to run advertisements online? I bet you have heard stories, sometimes horror stories, about running ads on Google, Bing, and Facebook. If you have dabbled inside of Paid Ads, you may have also, possibly, not known what you were doing – and lost a bit of coin before you realized it. Well – don’t turn away from PPC – we’re here to tell you that there are some strong reasons to be RIGHT THERE in PPC. We’re talking PPC this month, and giving it the deep dive that it deserves. Time to strap in and build a winning paid ad campaign – starting with TODAY, on the EDGE!
Jan 20, 2015
There’s certainly talk now of online security. There are reports of hacking of Sony by reportedly North Korea, as well as the ISIS hack on the US social media accounts. This is definitely something to be aware of. But companies are in a new frontier now, the digital security frontier is vulnerable for so many businesses — both large and small. What does it mean for your business, and are your weaknesses exposed? What would happen to your brand if you are attacked or, God forbid, your customer’s data is released. Don't forget to read out post as well, 3 Tips for Marketers to Secure their Social Media Passwords. These are brand issues, but there are major security decisions that you should be paying attention to, and we met with a company that handles those attacks – Rook Security. We have an interview with the founder of this very important resource – JJ Thompson – what you don’t know CAN HURT YOU – today on the Edge! This week on Edge of the Web Radio, sponsored by the Marketing Technology Blog, we discuss the latest marketing technology on the web. We frequently have leading marketers and the founders of marketing technology companies that we discuss these platforms with. Every week we provide guidance to marketing professionals - whether you're running your own company or you're a CMO at an international corporation - we always have information that you can use to increase the performance of your online marketing.  
Jan 13, 2015
Jumping into a new year obviously comes with the goal of doing some things differently – and that applies to your marketing as well! Let me ask you something – do you think that people have an easy time reading your website? You may be offended by that question, “OF COURSE my website is easy to read!” Bing recently announced that content readability is a ranking factor for mobile websites, and you better believe that Google takes that into its calculations. Time for a fresh look at your site’s content, as you may be pushing away your leads without you even knowing it! Also, we’re covering 5 New Year’s Resolutions To Get The Most From Your Data…Welcome Back To the Edge – First show of 2015! This week on Edge of the Web Radio, sponsored by the Marketing Technology Blog, discusses the latest marketing technology on the web. We frequently have leading marketers and the founders of marketing technology companies that we discuss these platforms with. Every week we provide guidance to marketing professionals - whether you're running your own company or you're a CMO at an international corporation - we always have information that you can use to increase the performance of your online marketing.  
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