The FIR Podcast Network Everything Feed https://firpodcastnetwork.com Subscribe to receive every episode of every show on the FIR Podcast Network Wed, 22 Jan 2020 18:00:41 +0000 en-US hourly 1 https://wordpress.org/?v=5.3.2 https://firpodcastnetwork.com/wp-content/uploads/2018/01/cropped-fir-site-icon-32x32.png The FIR Podcast Network Everything Feed https://firpodcastnetwork.com 32 32 The FIR Podcast Network is the premiere podcast network for PR, organizational communications, marketing, and internal communications content. Each of the FIR Podcast Network's shows can be accessed individually. This is the EVERYTHING Feed, which gets you the latest episodes of every show in the network. The FIR Podcast Network Everything Feed The FIR Podcast Network Everything Feed shel@holtz.com shel@holtz.com (The FIR Podcast Network Everything Feed) The FIR Podcast Network Everything Feed The FIR Podcast Network Everything Feed http://firpodcastnetwork.com/wp-content/uploads/powerpress/fir-everything.jpg https://firpodcastnetwork.com TV-G 82122195 Spin Sucks #85: Artificial Intelligence and the PR Industry https://firpodcastnetwork.com/spin-sucks-artificial-intelligence-pr-industry/ Wed, 22 Jan 2020 18:00:41 +0000 https://firpodcastnetwork.com/?p=11425 https://firpodcastnetwork.com/spin-sucks-artificial-intelligence-pr-industry/#respond https://firpodcastnetwork.com/spin-sucks-artificial-intelligence-pr-industry/feed/ 0 <p>The Spin Sucks community predicted AI would be the biggest trend in 2020. In today’s show, we look at how big AI is predicted to be, what it could do for communicators, and what we may need to be concerned about.<br /><a href="https://firpodcastnetwork.com/spin-sucks-artificial-intelligence-pr-industry/" rel="nofollow">Continue Reading →</a></p> <p>The post <a rel="nofollow" href="https://firpodcastnetwork.com/spin-sucks-artificial-intelligence-pr-industry/">Spin Sucks #85: Artificial Intelligence and the PR Industry</a> appeared first on <a rel="nofollow" href="https://firpodcastnetwork.com">FIR Podcast Network</a>.</p> The Spin Sucks community predicted artificial intelligence would be the biggest trend in 2020.

AI can profitably scale activities that are proven to be effective for business, such as content personalization, market research, risk assessment, and customer communication.

One of the most exciting things about the growing power and accessibility of artificial intelligence is that it can scale activities that are proven to be effective for business, but that are difficult to scale sustainably when done manually.

Things such as content personalization, market research, risk assessment, and customer communication take up huge portions of budgets—and AI is beginning to change that.

Artificial Intelligence by the Numbers

Really change it. It’s going to be big…and we need to be ready.

Forbes Insights and Quantcast research found that marketers who used artificial intelligence increased sales by 52% and improved customer retention by 51%.

In the near future, more companies will be using artificial intelligence for:

  • Analytics enhancement
  • Augmented customer relationship management
  • Customer communications
  • Risk assessment

More and more companies are starting to look seriously at AI-assisted tools to increase their profitability.

SalesForce determined that while only 22% of marketers are using AI-based tools, 57% plan to start in the next two years.

This is probably a train you want to catch.

However, AI poses several concerns, including data bias, misinformation and transparency.

In today’s show, we look at how big artificial intelligence is predicted to be, what it could do for communicators, and what we may need to be concerned about.

Have Your Say

What do you want robots to do in the future? What are you afraid of robots doing in the future?

Tell us in the Spin Sucks community.

Resources

The post Spin Sucks #85: Artificial Intelligence and the PR Industry appeared first on FIR Podcast Network.

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The Spin Sucks community predicted AI would be the biggest trend in 2020. In today’s show, we look at how big AI is predicted to be, what it could do for communicators, and what we may need to be concerned about.Continue Reading → AI can profitably scale activities that are proven to be effective for business, such as content personalization, market research, risk assessment, and customer communication.
One of the most exciting things about the growing power and accessibility of artificial intelligence is that it can scale activities that are proven to be effective for business, but that are difficult to scale sustainably when done manually.
Things such as content personalization, market research, risk assessment, and customer communication take up huge portions of budgets—and AI is beginning to change that.
Artificial Intelligence by the Numbers
Really change it. It’s going to be big…and we need to be ready.
Forbes Insights and Quantcast research found that marketers who used artificial intelligence increased sales by 52% and improved customer retention by 51%.
In the near future, more companies will be using artificial intelligence for:

* Analytics enhancement
* Augmented customer relationship management
* Customer communications
* Risk assessment

More and more companies are starting to look seriously at AI-assisted tools to increase their profitability.
SalesForce determined that while only 22% of marketers are using AI-based tools, 57% plan to start in the next two years.
This is probably a train you want to catch.
However, AI poses several concerns, including data bias, misinformation and transparency.
In today’s show, we look at how big artificial intelligence is predicted to be, what it could do for communicators, and what we may need to be concerned about.
Have Your Say
What do you want robots to do in the future? What are you afraid of robots doing in the future?
Tell us in the Spin Sucks community.
Resources

* Communications Trends
* Lessons of 21st-Century Brands Modern Brands & AI Report
* How to Put AI in PR by Martin Waxman
* How to Spot Red Flags

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Gini Dietrich 12:43 11425
ALP 57: Managing agency employee utilization and capacity for profitable growth https://firpodcastnetwork.com/alp-57-managing-agency-employee-utilization-and-capacity-for-profitable-growth/ Wed, 22 Jan 2020 14:00:15 +0000 https://firpodcastnetwork.com/?p=11433 https://firpodcastnetwork.com/alp-57-managing-agency-employee-utilization-and-capacity-for-profitable-growth/#respond https://firpodcastnetwork.com/alp-57-managing-agency-employee-utilization-and-capacity-for-profitable-growth/feed/ 0 <p>Many agencies struggle with how to flex their capacity up and down as clients and projects come and go. Capacity planning, effective employee utilization, and building flexibility into your business model are all topics covered in this episode.</p> <p>Chip and Gini stress the importance of elasticity to be able to take on new clients and handle emergency projects. Leveraging contractors and freelancers in addition to in-house staff is one approach, but there also needs to be effective resource management of your employees to manage workload.<br /><a href="https://firpodcastnetwork.com/alp-57-managing-agency-employee-utilization-and-capacity-for-profitable-growth/" rel="nofollow">Continue Reading →</a></p> <p>The post <a rel="nofollow" href="https://firpodcastnetwork.com/alp-57-managing-agency-employee-utilization-and-capacity-for-profitable-growth/">ALP 57: Managing agency employee utilization and capacity for profitable growth</a> appeared first on <a rel="nofollow" href="https://firpodcastnetwork.com">FIR Podcast Network</a>.</p> Many agencies struggle with how to flex their capacity up and down as clients and projects come and go. Capacity planning, effective employee utilization, and building flexibility into your business model are all topics covered in this episode.

Chip and Gini stress the importance of elasticity to be able to take on new clients and handle emergency projects. Leveraging contractors and freelancers in addition to in-house staff is one approach, but there also needs to be effective resource management of your employees to manage workload.

Finally, the co-hosts look at how to set expectations, both internally and externally to get the most out of your efforts to maximize capacity and profitability.

RESOURCES

[read the transcript]

The post ALP 57: Managing agency employee utilization and capacity for profitable growth appeared first on FIR Podcast Network.

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Many agencies struggle with how to flex their capacity up and down as clients and projects come and go. Capacity planning, effective employee utilization, and building flexibility into your business model are all topics covered in this episode. - Chip and Gini stress the importance of elasticity to be able to take on new clients and handle emergency projects. Leveraging contractors and freelancers in addition to in-house staff is one approach, but there also needs to be effective resource management of your employees to manage workload.
Finally, the co-hosts look at how to set expectations, both internally and externally to get the most out of your efforts to maximize capacity and profitability.
RESOURCES

* Project-based Capacity Planning Woes
* Guide to agency project budgeting (with free Excel template for staff utilization)

[read the transcript]
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Chip Griffin 21:51 11433
#242: Denise Benz and Mitchell Levy on Thought Leader Life Credibility Episode https://firpodcastnetwork.com/242-denise-benz-and-mitchell-levy-on-thought-leader-life-credibility-episode/ Wed, 22 Jan 2020 08:58:41 +0000 https://firpodcastnetwork.com/?p=11435 https://firpodcastnetwork.com/242-denise-benz-and-mitchell-levy-on-thought-leader-life-credibility-episode/#respond https://firpodcastnetwork.com/242-denise-benz-and-mitchell-levy-on-thought-leader-life-credibility-episode/feed/ 0 <p>Using your voice to impact and inspire others. This episode features #ThoughtLeader and #Expert <strong>Denise Benz</strong> (<strong><a href="https://aha.pub/DeniseBenz">https://aha.pub/DeniseBenz</a></strong>), the former CEO of the Lisa Nichols Companies. She has been in the self-development industry for over 17 years now and is dubbed the “fixer,” for she has the ability to motivate staff to reach peak performance and realign teams so they commit to realizing their corporate mission.</p> <p> <br /><a href="https://firpodcastnetwork.com/242-denise-benz-and-mitchell-levy-on-thought-leader-life-credibility-episode/" rel="nofollow">Continue Reading →</a></p> <p>The post <a rel="nofollow" href="https://firpodcastnetwork.com/242-denise-benz-and-mitchell-levy-on-thought-leader-life-credibility-episode/">#242: Denise Benz and Mitchell Levy on Thought Leader Life Credibility Episode</a> appeared first on <a rel="nofollow" href="https://firpodcastnetwork.com">FIR Podcast Network</a>.</p>

Using your voice to impact and inspire others. This episode features #ThoughtLeader and #Expert Denise Benz (https://aha.pub/DeniseBenz), the former CEO of the Lisa Nichols Companies. She has been in the self-development industry for over 17 years now and is dubbed the “fixer,” for she has the ability to motivate staff to reach peak performance and realign teams so they commit to realizing their corporate mission.

As the founder of Authentic Speakers Agency, she is passionate about developing artists who are committed to using their talents to influence and impact others. Her clients vary from asset management companies to celebrities.

If you want to start using your voice and impact others with your platform, reach out to Denise Benz by visiting her websites, http://www.authenticspeakersbureau.com/ and http://www.thepersonalrelationshipfirm.com/.

Here are a couple of AHA messages from this episode:

  • The pain point of experts is having a message that lives in them but not knowing how to package and share it with the world. Denise Benz can help you #VoiceItOut. http://www.authenticspeakersbureau.com/ @DeniseBenz
  • A professional’s credibility isn’t only based on the people whom they have worked with but also on what they have done and how they have impacted others. This is where Denise Benz can be of help. http://www.authenticspeakersbureau.com/ @DeniseBenz
  • Speakers, professionals, and entertainers just want to replicate someone else when they have their own story to tell and share. They should find a platform that represents their authenticity with the help of Denise Benz! http://www.authenticspeakersbureau.com/ @DeniseBenz
  • The word of mouth generated by an artist management agency speaks volumes of its credibility. Choose one that is highly regarded by its previous clients, like Denise Benz! http://www.authenticspeakersbureau.com/ @DeniseBenz
  • A management agency can help motivate staff to reach peak performance and realign a team to focus on its corporate mission. Have you found the right #AuthenticSpeakersAgency? You should! http://www.authenticspeakersbureau.com/ @DeniseBenz

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

The post #242: Denise Benz and Mitchell Levy on Thought Leader Life Credibility Episode appeared first on FIR Podcast Network.

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Using your voice to impact and inspire others. This episode features #ThoughtLeader and #Expert Denise Benz (https://aha.pub/DeniseBenz), the former CEO of the Lisa Nichols Companies. She has been in the self-development industry for over 17 years now ... Using your voice to impact and inspire others. This episode features #ThoughtLeader and #Expert Denise Benz (https://aha.pub/DeniseBenz), the former CEO of the Lisa Nichols Companies. She has been in the self-development industry for over 17 years now and is dubbed the “fixer,” for she has the ability to motivate staff to reach peak performance and realign teams so they commit to realizing their corporate mission.
As the founder of Authentic Speakers Agency, she is passionate about developing artists who are committed to using their talents to influence and impact others. Her clients vary from asset management companies to celebrities.
If you want to start using your voice and impact others with your platform, reach out to Denise Benz by visiting her websites, http://www.authenticspeakersbureau.com/ and http://www.thepersonalrelationshipfirm.com/.
Here are a couple of AHA messages from this episode:

* The pain point of experts is having a message that lives in them but not knowing how to package and share it with the world. Denise Benz can help you #VoiceItOut. http://www.authenticspeakersbureau.com/ @DeniseBenz
* A professional’s credibility isn’t only based on the people whom they have worked with but also on what they have done and how they have impacted others. This is where Denise Benz can be of help. http://www.authenticspeakersbureau.com/ @DeniseBenz
* Speakers, professionals, and entertainers just want to replicate someone else when they have their own story to tell and share. They should find a platform that represents their authenticity with the help of Denise Benz! http://www.authenticspeakersbureau.com/ @DeniseBenz
* The word of mouth generated by an artist management agency speaks volumes of its credibility. Choose one that is highly regarded by its previous clients, like Denise Benz! http://www.authenticspeakersbureau.com/ @DeniseBenz
* A management agency can help motivate staff to reach peak performance and realign a team to focus on its corporate mission. Have you found the right #AuthenticSpeakersAgency? You should! http://www.authenticspeakersbureau.com/ @DeniseBenz

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.
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Mitchell Levy 6:46 11435
CWC 53: Eating your own dog food and marketing your agency (featuring Aaron Strout) https://firpodcastnetwork.com/cwc-53-eating-your-own-dog-food-and-marketing-your-agency-featuring-aaron-strout/ Tue, 21 Jan 2020 19:43:02 +0000 https://firpodcastnetwork.com/?p=11431 https://firpodcastnetwork.com/cwc-53-eating-your-own-dog-food-and-marketing-your-agency-featuring-aaron-strout/#respond https://firpodcastnetwork.com/cwc-53-eating-your-own-dog-food-and-marketing-your-agency-featuring-aaron-strout/feed/ 0 <p>Is your agency doing a good job of marketing itself? If you’re like most agencies, the chances are that you aren’t taking enough of the advice you give your own clients.</p> <p>On this episode, Aaron Strout, CMO of W2O Group, shares his experience as an agency marketer. He talks about how you get more out of the whole team, and why marketing matters beyond new business — including recruiting, M&A, and more.<br /><a href="https://firpodcastnetwork.com/cwc-53-eating-your-own-dog-food-and-marketing-your-agency-featuring-aaron-strout/" rel="nofollow">Continue Reading →</a></p> <p>The post <a rel="nofollow" href="https://firpodcastnetwork.com/cwc-53-eating-your-own-dog-food-and-marketing-your-agency-featuring-aaron-strout/">CWC 53: Eating your own dog food and marketing your agency (featuring Aaron Strout)</a> appeared first on <a rel="nofollow" href="https://firpodcastnetwork.com">FIR Podcast Network</a>.</p> Is your agency doing a good job of marketing itself? If you’re like most agencies, the chances are that you aren’t taking enough of the advice you give your own clients.

On this episode, Aaron Strout, CMO of W2O Group, shares his experience as an agency marketer. He talks about how you get more out of the whole team, and why marketing matters beyond new business — including recruiting, M&A, and more.

Topics covered include:

  • The intersection of agencies and consulting firms, and how each is getting into the other’s arena
  • The role of a CMO in an agency
  • How the W2O marketing team functions
  • The impact of thought leadership in the agency space
  • Using events as an agency marketing tool
  • The software and services that provide structure to W2O’s marketing
  • Leveraging internal expertise effectively
  • How W2O measures marketing success for itself

RESOURCES

ABOUT AARON STROUT

Aaron has 25+ years of integrated marketing, social media, mobile, event marketing, advertising experience, CRM and thought leadership with a strong history of building high performance teams. Prior to joining W2O, Aaron spent time as the CMO of Powered Inc. (now part of Dachis Group), VP of Social Media at online community provider, Mzinga, and as Director of Digital Marketing at Fidelity Investments.

Aaron is the coauthor of Location Based Marketing for Dummies (Wiley) and writes a monthly mobile/location-based marketing column on Marketingland.com. He is the host of the award-winning What2Know podcast (iTunes) which features industry leaders talking about innovation and best practices.

[read the transcript]

The post CWC 53: Eating your own dog food and marketing your agency (featuring Aaron Strout) appeared first on FIR Podcast Network.

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Is your agency doing a good job of marketing itself? If you’re like most agencies, the chances are that you aren’t taking enough of the advice you give your own clients. - On this episode, Aaron Strout, CMO of W2O Group, On this episode, Aaron Strout, CMO of W2O Group, shares his experience as an agency marketer. He talks about how you get more out of the whole team, and why marketing matters beyond new business — including recruiting, M&A, and more.
Topics covered include:

* The intersection of agencies and consulting firms, and how each is getting into the other’s arena
* The role of a CMO in an agency
* How the W2O marketing team functions
* The impact of thought leadership in the agency space
* Using events as an agency marketing tool
* The software and services that provide structure to W2O’s marketing
* Leveraging internal expertise effectively
* How W2O measures marketing success for itself

RESOURCES

* What2Know Podcast
* W2O Group
* Aaron on social: Twitter | LinkedIn

ABOUT AARON STROUT
Aaron has 25+ years of integrated marketing, social media, mobile, event marketing, advertising experience, CRM and thought leadership with a strong history of building high performance teams. Prior to joining W2O, Aaron spent time as the CMO of Powered Inc. (now part of Dachis Group), VP of Social Media at online community provider, Mzinga, and as Director of Digital Marketing at Fidelity Investments.
Aaron is the coauthor of Location Based Marketing for Dummies (Wiley) and writes a monthly mobile/location-based marketing column on Marketingland.com. He is the host of the award-winning What2Know podcast (iTunes) which features industry leaders talking about innovation and best practices.
[11431
AMP Up Your Digital Marketing #120: Vivian Gomes on Generating Demand and Building the Brand in B2B Technology Services https://firpodcastnetwork.com/120-vivian-gomes-on-generating-demand-and-building-the-brand-in-b2b-technology-services/ Tue, 21 Jan 2020 14:23:11 +0000 https://firpodcastnetwork.com/?p=11429 https://firpodcastnetwork.com/120-vivian-gomes-on-generating-demand-and-building-the-brand-in-b2b-technology-services/#respond https://firpodcastnetwork.com/120-vivian-gomes-on-generating-demand-and-building-the-brand-in-b2b-technology-services/feed/ 0 <p><span style="font-weight: 400;">Outbound calling; social media outreach and scheduling; PPC; SEO; trade shows, email campaigns - kinda sounds like the beginnings of a job listing for every marketers responsibility, doesn’t it? </span></p> <p><span style="font-weight: 400;">While that may be true, it's also the foundation of understanding the relationship between these actions in generating demand for your product and building you brand. These channels all require strategy and optimization to work in harmony with one another. But when there are so many channels that can make or break your marketing efforts, where does one even start?</span></p> <p><span style="font-weight: 400;">In this episode of </span><a href="https://blog.gaggleamp.com/podcasts"><span style="font-weight: 400;">AMP Up Your Digital Marketing</span></a><span style="font-weight: 400;">, we meet Vivian Gomes, Head of Global Marketing and Sales for </span><a href="https://www.csscorp.com"><span style="font-weight: 400;">CSS Corp</span></a><span style="font-weight: 400;">, a technology services firm. His insight tackles why creativity is the genesis of marketing, and why it’s so important to start at the top to satisfy some kind of curiosity of the targeted end user.</span><br /><a href="https://firpodcastnetwork.com/120-vivian-gomes-on-generating-demand-and-building-the-brand-in-b2b-technology-services/" rel="nofollow">Continue Reading →</a></p> <p>The post <a rel="nofollow" href="https://firpodcastnetwork.com/120-vivian-gomes-on-generating-demand-and-building-the-brand-in-b2b-technology-services/">#120 Vivian Gomes on Generating Demand and Building the Brand in B2B Technology Services</a> appeared first on <a rel="nofollow" href="https://firpodcastnetwork.com">FIR Podcast Network</a>.</p> Outbound calling; social media outreach and scheduling; PPC; SEO; trade shows, email campaigns – kinda sounds like the beginnings of a job listing for every marketers responsibility, doesn’t it?

While that may be true, it’s also the foundation of understanding the relationship between these actions in generating demand for your product and building you brand. These channels all require strategy and optimization to work in harmony with one another. But when there are so many channels that can make or break your marketing efforts, where does one even start?

In this episode of AMP Up Your Digital Marketing, we meet Vivian Gomes, Head of Marketing and Inside Sales for CSS Corp, a technology services firm. His insight tackles why creativity is the genesis of marketing, and why it’s so important to start at the top to satisfy some kind of curiosity of the targeted end user.

Glenn: Welcome back to the show. Today we’re speaking to Vivian Gomes. Vivian, welcome to the show.

Vivian: Hey, Glenn. Thanks for having me here.

Glenn: Vivian, could you tell us a little bit about who you are and what you do?

Vivian: Sure. Absolutely. So, I head the Global Marketing and Inside Sales for a company called CSS Corp. We’re a mid-sized IT and technology support services company headquartered out of Milpitas, California but with a presence across five continents. I’ve been here for about three years. Prior to CSS Corp, I have worked with other IT services companies, like Infosys, Genpact, NIIT, and a Bay Area based fintech startup as well. So, totally about 17 years in the IT industry, having played various roles in operations, sales and marketing.

Glenn: You know, it’s interesting because the IT industry has always been a very tough one for marketers to get a hold of. Sales people have tried to call them directly, that usually doesn’t work, so there’s a lot more that marketing has a role to play with, you know, just trying to figure out who they should be going after and what they’re going to say to them? How do you step back and think about the strategy around something like that, particularly in an industry that has so much competition?

Vivian: Oh, absolutely, that’s a great question. So, I think it’s important to understand that in the IT industry and especially the part that I am in, which is services, so we are B2B, and things here are extremely high-touch. So, in our industry there’s no such thing as an impulse purchase, which is pretty much core in the B2C world, right? You’ll serve up an ad, which has an offer, you click on it, you like it, you just buy it, it’s not a high-value purchase, you’re done, instant ROI, right? But that’s not how it works in our world. Things are a lot more complicated. Conversations typically run – sales cycles run from 6 to 12 months. And even within our IT industry, I would say there are two parts to it, you’ve got products and you’ve got services. On products, I would say, the world is a little more finite there in a way because you know what your product does, you know what it can solve. But in services, it’s a lot more complicated. I’ve, by the way, worked in both environments, but in services all that matters is each client is unique, their requirements are unique, the end is more important than the means. Everybody wants to get somewhere and you’ve got to come up with a customized solution for that client. So, it’s a pretty complex world that we are in. So, it’s very important to be able to clearly define your target market. And in our industry, typically organizations don’t have more than maybe 500 to 1,000 companies, that’s your target market, that’s your target audience. And you’ve got to clearly and carefully research that and come up with that list. And then, everything you do should revolve around how you can penetrate in those organizations? And that’s how you, kind of, start with your marketing plan.

Glenn: So, when you have it narrowed down. And for some companies, you know, thinking about a thousand customers is very narrow, and for others, that could be very broad. How do you think about – given that you have a name list essentially – do you start thinking in terms of, oh, well, let’s use an ABM approach to things or is it more about we’re telling a story that’s going to permeate into each individual company or is it just a broader story? So, how do we think about that and then how do we deliver the message?

Vivian: So, I think that’s a good question, again. See, ABM – again, ABM for a thousand companies, I mean, that’s really hard to scale and do it for a thousand companies. ABM – the way I look at it – we do a bit of ABM as well, but that’s more for, like, 25, 30 companies in our environment, it could again differ. And in our ABM, again, is very detailed, we really do a lot of research on every company, there’s a whole manual component involved as well. But I think at the end of the day, it’s identifying which are those hot companies within these thousand, what’s the messaging. So, it’s very important as a marketer, you need to come up with something that’s going to resonate with your audience. Once you have that locked, you got to use various channels to reach out to these thousand companies, you’ve got to figure out where these buyers hang out and reach out to them. And it’s a mix of both traditional, sort of, channels as well as the more digital channels. That’s the way we typically go about it.

Glenn: And so, with that, what channels have you found to be effective?

Vivian: Sure. So, to start with, if I were to look at from a demand generation perspective. I manage an inside sales team as part of the marketing organization. And believe it or not, that’s still alive. So, it’s a very outbound kind of channel. Of course, some people say that the effectiveness has probably gone down a little, because of the advent of some of the other channels around, but it definitely helps. You can call it the sales development reps. Now that’s a pretty strong channel because it allows us to have dedicated bandwidth for a fixed number of organizations and these folks have reached out to these organizations with our messaging. And it’s not always just cold calling, it could be through LinkedIn, it could be through email, various other channels, social and so on. So, that’s one channel. The other channel would be the good old events, the tradeshows. And we do a lot of planning. We don’t do too many of these, but we do a lot of planning for every event. Every sponsored event that we participate in, there’s a lot of effort that goes in before and after the event in terms of figuring out the audience, prescheduling meetings. And by the way a lot of that does involve a digital touchpoint as well. So, for instance, you could do some PPC campaigns to catch hold of people who are searching for the event and getting them to your landing page or doing some email campaigns and so on. So, there’s a lot that comes from events as well. The third channel, I would say, is more on the inbound side. Which is the website itself, we put a lot of effort and put in a lot of SEO on the website to make it intrinsically strong. Again, since we have a pretty targeted kind of an audience, we know what they’re searching on and we want to be there on page one every time they search for anything that we do. So, that’s a pretty strong channel for us in terms of leads and in general for leads as well. And apart from that, there’s a lot of digital marketing, digital targeting. So, targeting through LinkedIn, PPC campaigns – that definitely helps in creating awareness. And then the final thing would be just everything else put together. Direct mail, email, other email campaigns, referrals, partners and all that is, like, the final bucket.

Glenn: So, how does – you’ve got a lot going on. So, you’ve got, on the one hand, a BDR approach where you have people doing selling and digital outreach. How does that tie in to some of the other mediums that you’re using in there? Is there some coordination that you use? Or are the sales folks the tip of the spear and then marketing provides the air cover afterwards or is this all happening at the same time?

Vivian: Yeah. So, I think it’s important to understand that this is not really frontline sales, this is just one level before that. And, yes, you’re absolutely right that there’s a lot of coordination between the marketing campaigns, demand generation teams and the inside sales team. To give you an example, just on the events, like I said, when we have an event, we typically go into any event with about 30, 40 prescheduled meetings. Now, that’s not possible if you do not have the firepower of somebody actually calling and scheduling these kinds of meetings. And marketing can help with the messaging, marketing can help with the research – there’s a lot of research we do, by the way, a lot of social listening. So, for instance, when we identify the people we want to go after, we create profile documents of these people just to understand what are these people up to, what have they been saying out there on the web, in social and so on. And it helps us understand them better. And some of that messaging, by the way, some of that is also available through tools nowadays. I think with the advent AI, there are so many tools available that can get you those talking points that you need with every prospect. And then when you take that and mix it with – and kind of align it with some of this traditional firepower of actually folks calling in, you know, you can make it a fairly personalized interaction whether you’re having it on email or through phone. So, that there’s some level of interest generated for them to have that early – that initial conversation with you.

Glenn: So, how personalized are you able to get? Because I think personalization is one of those areas, everybody would like to do it and they can’t necessarily figure out, how to do it at scale?

Vivian: Well, I think you’ve hit the nail. I think that’s, I would say, something that’s work-in-progress. So, we all want to be as personalized as we can. There are tools out there that allow you to do that. You know, as myself seen, folks reach out to me with these nice little video messages and so on. With a guy holding a little sign with my name on it in the video, it’s so personalized. So, I think modern-day technology is allowing us to do things like this today. But I think we are somewhere in that transitory phase right now in our industry in general where you have these tools and there are so many of them. Somewhere I was seeing that, you know, the tech stack for a marketer today is something like 7,000 different solutions out there. I’m talking about 7,000 SaaS companies, SaaS solutions which are targeted towards, say, the VP of marketing or sales in general. So, there’s a lot of good stuff out there that you can use. But I think at the end of the day, it’s how you kind of merge that with your broader strategy or your traditional firepower. In our industry, it’s this mix which really is a secret to success. You know, just completely leaving it to 100% digital kind of an atmosphere also does not bring in that level of – that human touch that is often needed in our kind of conversations. Because as I said, we’re not selling products, it’s a very different kind of an engagement. When we talk to these folks, they want to understand what’s the level of maturity of our organization, have we worked in complex environments, what’s our operational expertise like, what kind of people capability we have, what kind of skin in the game we can potentially bring in, what kind of commercial models we can propose? So, it’s a pretty complex conversation. They’re trying to size you up. And these conversations, typically when they start, they go on for, like I said, you know, a pretty long time. There are multiple rounds of discussions, there are workshops and you got to really come up with something very, very personalized in terms of a solution for them. As I said, we can partner with anybody out there, any product, we have our own solutions, but we can partner with whatever works for our client, whatever works in their environment. Now, this is a very, very high-touch one-to-one kind of an approach. So, it’s about, you know, merging technology with the traditional approach and getting that mix right. I think that’s what really helps.

Glenn: With personalization, a lot of companies are trying to leverage chat technology and tying in appropriate bots to that, is that something that you’re either using or you’re looking at using?

Vivian: Sure. So, we have actually tried that in the past. It’s useful to a certain extent. Although what we saw is that 90% of the chats were just people looking for a job, so. But you do have – but that is useful, that is something that we’re beginning to look at a little more seriously, especially when you bring in a bot. So, what we’ve done – what we did earlier was, we tried out live chat where we actually had somebody manning it. And the person was really getting frustrated with all these job-related inquiries. But with chatbots out there today, especially for the relatively simpler transactions, I think it is definitely something that can be experimented with. Once again, I think-

Glenn: Yeah, I mean-

Vivian: Yeah, go ahead.

Glenn: Well, I was just going to say, with the bots, anyway, you can do some level of triage to get somebody who is not necessarily looking for a position, you can certainly help them and get them to the right place and then get everybody else to that live person so that they can get a little more personalized.

Vivian: Absolutely. Ultimately that’s the way it’s got to be, you know. Because if you just throw a chatbot at somebody, after some time, you know, it just won’t work out. Ultimately there’s a limit to the kind of questions a bot can answer. So, it’s very important to quickly realize or always have that option to just enable the live chat for somebody when they want it.

Glenn: So, have you found that there’s been a particular type of content that works really well in the IT industry? Is it videos, is it whitepapers? I mean, back in the day when I was selling into IT, I remember whitepapers were the big thing. I’m dating myself now, but maybe they’re still good, I don’t know. What’s kind of the killer content format right now that you all are seeing?

Vivian: Sure. So, I think definitely what we are seeing is a move towards more visual content in general. So, it could be videos, it could be infographics and so on. So, I think there are stacks out there that prove that anything visual has an 80% more chance of being consumed. So, there’s no doubt that, you know, I mean, visual content is the way to go. The other thing is the size of the content. I mean, we are a lot more for nugget-sized content, something that can be consumed in a minute or two, because I don’t think anybody has time more than that. So, the whitepapers are good for hygiene and they need to be available for someone who is in advanced stages of evaluation and so on. You show them some of your whitepaper, definitely helps. But in terms of more at the earlier awareness and consideration kind of stages, I think it’s easier to – and more effective – to serve them something visual, like a small video or an infographic, something that can quickly be consumed and which has pretty much the same impact.

Glenn: Got it. So, when you think about your funnel right now, you’re thinking more visual towards the top and kind of – I’m going to say, more dense towards the bottom, which is more just, yeah, we think in a certain way we’re capable of doing what you need us to do. If you were to look at any part of the funnel right now and if you could only focus on one area to optimize, what would that one area be?

Vivian: So, I would like to actually start right at the top frankly, because I think it’s one of those eternal questions that’s been asked, is marketing an art or a science, right? And I know with recent times, with the advent of these tools and technologies and so on, it’s becoming more of a science. And I’m absolutely for it and I’m with it. I’m a very analytical person. I use a lot of these tools. But I think we’ve got to always do well to remember that, you know, we’ve got to take a step back and see what’s the genesis of it all? At the end of the day, as a marketer, I feel our role is to put content out there that evokes a response in some way or the other, which means it has to be thought through, it has to be creative. Creativity is the genesis of marketing at the end of the day, right. And sometimes we tend to just forget that part and just getting to execution, but remember it’s a very distracted world today. When somebody is browsing through their feed, they’ve little got a nanosecond or a microsecond to look at what you’ve posted out there, you know, and if you – yes, absolutely, and if you cannot capture their attention in that microsecond, you’ve lost them, that’s it, they’re gone, right. So, unless there’s some thought put into your marketing, into your messaging and then expressed in a visual manner that will catch their eye. You know, at the end of the day if that’s not done, you can do anything thereafter, you know, I think that it won’t help. So, it’s important to start at the top, properly have that right strategy, your marketing content has to satisfy some kind of curiosity out there, you gotta have that creative element to it. And then I think once you’ve caught their attention, that’s where you serve them the relevant content. You have a link to something that’s relevant and so on. And I think that definitely- and then it comes down to all the downstream stuff, how you articulate your value propositions, how you are relevant to them? I mean, today, in the IT services world, let me tell you, we are in a state of flux, right. The industry, in general, there’s digital transformation happening across the world, everybody is trying it out and they need a trusted adviser, you know, the first thing you get their attention and then emerge as their trusted, sort of, partner, somebody who can work with them, partner them in their journey. And that’s the kind of content you got to produce further downstream, that helps you get positioned as that trusted adviser.

Glenn: Vivian, if there was one thing that our audience could put into action today, what would that one thing be that would have an impact on the digital marketing?

Vivian: Yeah. So, I think, I would say, it’s got to be – when you plan out your digital marketing campaigns, make sure – as I just said – it’s something it’s creative and relevant. And relevant to the audience and not necessarily just showcasing what you do, it’s got to be relevant for the audience, it’s got to be solving some kind of challenge, it’s got to be hitting at a pain point and that’s the way you devise your content and plan and whatever you do thereafter. And then, we enough tools out there to give you the scale, give you the personalization, but it’s that strategy that you’ve got to hit right at the beginning that will help you hit the nail. It’s so important to get that initial thinking right and then get into all the scaling that you wanted to do.

Glenn: Yeah. And it’s interesting, going back to your earlier statement about, is marketing an art or a science? I’ve always come back to it’s both.

Vivian: Absolutely. I agree.

Glenn: Vivian, thank you so much for being on the show.

Vivian: Thanks so much for having me Glenn, it was a pleasure.

Glenn: If somebody wants to get in touch with you what’s the best way to do that?

Vivian: Sure. So, they could just find me on Twitter and they can always look out for me on LinkedIn as well. Thank you.

Glenn: Fantastic. Thanks so much.

Want to appear on AMP Up Your Digital Marketing? Contact Us and let us know how our listeners can benefit from hearing your message.

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The post #120 Vivian Gomes on Generating Demand and Building the Brand in B2B Technology Services appeared first on FIR Podcast Network.

]]> Outbound calling; social media outreach and scheduling; PPC; SEO; trade shows, email campaigns - kinda sounds like the beginnings of a job listing for every marketers responsibility, doesn’t it?  - While that may be true, While that may be true, it’s also the foundation of understanding the relationship between these actions in generating demand for your product and building you brand. These channels all require strategy and optimization to work in harmony with one another. But when there are so many channels that can make or break your marketing efforts, where does one even start?
In this episode of AMP Up Your Digital Marketing, we meet Vivian Gomes, Head of Marketing and Inside Sales for CSS Corp, a technology services firm. His insight tackles why creativity is the genesis of marketing, and why it’s so important to start at the top to satisfy some kind of curiosity of the targeted end user.

Glenn: Welcome back to the show. Today we’re speaking to Vivian Gomes. Vivian, welcome to the show.
Vivian: Hey, Glenn. Thanks for having me here.
Glenn: Vivian, could you tell us a little bit about who you are and what you do?
Vivian: Sure. Absolutely. So, I head the Global Marketing and Inside Sales for a company called CSS Corp. We’re a mid-sized IT and technology support services company headquartered out of Milpitas, California but with a presence across five continents. I’ve been here for about three years. Prior to CSS Corp, I have worked with other IT services companies, like Infosys, Genpact, NIIT, and a Bay Area based fintech startup as well. So, totally about 17 years in the IT industry, having played various roles in operations, sales and marketing.
Glenn: You know, it’s interesting because the IT industry has always been a very tough one for marketers to get a hold of. Sales people have tried to call them directly, that usually doesn’t work, so there’s a lot more that marketing has a role to play with, you know, just trying to figure out who they should be going after and what they’re going to say to them? How do you step back and think about the strategy around something like that, particularly in an industry that has so much competition?
Vivian: Oh, absolutely, that’s a great question. So, I think it’s important to understand that in the IT industry and especially the part that I am in, which is services, so we are B2B, and things here are extremely high-touch. So, in our industry there’s no such thing as an impulse purchase, which is pretty much core in the B2C world, right? You’ll serve up an ad, which has an offer, you click on it, you like it, you just buy it, it’s not a high-value purchase, you’re done, instant ROI, right? But that’s not how it works in our world. Things are a lot more complicated. Conversations typically run – sales cycles run from 6 to 12 months. And even within our IT industry, I would say there are two parts to it, you’ve got products and you’ve got services. On products, I would say, the world is a little more finite there in a way because you know what your product does, you know what it can solve. But in services, it’s a lot more complicated. I’ve, by the way, worked in both environments, but in services all that matters is each client is unique, their requirements are unique, the end is more important than the means. Everybody wants to get somewhere and you’ve got to come up with a customized solution for that client. So, it’s a pretty complex world that we are in. So, it’s very important to be able to clearly define your target market. And in our industry, typically organizations don’t have more than maybe 500 to 1,000 companies, that’s your target market,]]>
Michelle Brammer 21:47 11429 #241: Andy Neary and Mitchell Levy on Thought Leader Life Credibility Episode https://firpodcastnetwork.com/241-andy-neary-and-mitchell-levy-on-thought-leader-life-credibility-episode/ Tue, 21 Jan 2020 05:22:56 +0000 https://firpodcastnetwork.com/?p=11421 https://firpodcastnetwork.com/241-andy-neary-and-mitchell-levy-on-thought-leader-life-credibility-episode/#respond https://firpodcastnetwork.com/241-andy-neary-and-mitchell-levy-on-thought-leader-life-credibility-episode/feed/ 0 <p>Grow your business by improving engagement, relationships, and authority. This episode features #ThoughtLeader and #Expert <strong>Andy Neary <a href="http://aha.pub/AndyNeary">https://aha.pub/AndyNeary</a></strong>, the co-founder and business coach at Major League Mindset who helps individuals and companies shift their mindset and remove barriers that prevent them from reaching their goals.</p> <p> <br /><a href="https://firpodcastnetwork.com/241-andy-neary-and-mitchell-levy-on-thought-leader-life-credibility-episode/" rel="nofollow">Continue Reading →</a></p> <p>The post <a rel="nofollow" href="https://firpodcastnetwork.com/241-andy-neary-and-mitchell-levy-on-thought-leader-life-credibility-episode/">#241: Andy Neary and Mitchell Levy on Thought Leader Life Credibility Episode</a> appeared first on <a rel="nofollow" href="https://firpodcastnetwork.com">FIR Podcast Network</a>.</p>

Grow your business by improving engagement, relationships, and authority. This episode features #ThoughtLeader and #Expert Andy Neary https://aha.pub/AndyNeary, the co-founder and business coach at Major League Mindset who helps individuals and companies shift their mindset and remove barriers that prevent them from reaching their goals.

He instills confidence, competence, and course of action into insurance agents through coaching and speaking, so they can be empowered to grow their career.

If you’re an insurance agent who needs to create a brand that people get attracted to, you’ll want to reach out to Andy Neary at https://aha.pub/AndyNeary.

Here are a couple of AHA messages from this episode:

  • Insurance agents who are buried in the noise of the insurance industry and are having difficulty standing out should see the work being done by Andy Neary at https://aha.pub/AndyNeary. #PowerfulInsuranceBrand
  • I turn insurance producers into brands. The best way for an insurance advisor to grow their business in today’s market is to create strong ERA: engagement, relationships, and authority. #PowerfulInsuranceBrand https://aha.pub/AndyNeary
  • In baseball, I was judged by Earned Run Average. In insurance, you’re judged by engagement, the relationships you have with your prospects, and the authority you can create in your market. #PowerfulInsuranceBrand https://aha.pub/AndyNeary
  • In the insurance industry with an overabundance of supply, you can stand out by understanding who your audience is and crafting a clear message for them. #PowerfulInsuranceBrand https://andyneary.com/ @ANearyinCO
  • I built my own brand in the insurance industry. What I teach advisors today, I built for myself. I turned myself from an insurance producer into a brand. #PowerfulInsuranceBrand https://andyneary.com/ @ANearyinCO

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

The post #241: Andy Neary and Mitchell Levy on Thought Leader Life Credibility Episode appeared first on FIR Podcast Network.

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Grow your business by improving engagement, relationships, and authority. This episode features #ThoughtLeader and #Expert Andy Neary https://aha.pub/AndyNeary, the co-founder and business coach at Major League Mindset who helps individuals and compani... Grow your business by improving engagement, relationships, and authority. This episode features #ThoughtLeader and #Expert Andy Neary https://aha.pub/AndyNeary, the co-founder and business coach at Major League Mindset who helps individuals and companies shift their mindset and remove barriers that prevent them from reaching their goals.
He instills confidence, competence, and course of action into insurance agents through coaching and speaking, so they can be empowered to grow their career.
If you’re an insurance agent who needs to create a brand that people get attracted to, you’ll want to reach out to Andy Neary at https://aha.pub/AndyNeary.
Here are a couple of AHA messages from this episode:

* Insurance agents who are buried in the noise of the insurance industry and are having difficulty standing out should see the work being done by Andy Neary at https://aha.pub/AndyNeary. #PowerfulInsuranceBrand
* I turn insurance producers into brands. The best way for an insurance advisor to grow their business in today’s market is to create strong ERA: engagement, relationships, and authority. #PowerfulInsuranceBrand https://aha.pub/AndyNeary
* In baseball, I was judged by Earned Run Average. In insurance, you’re judged by engagement, the relationships you have with your prospects, and the authority you can create in your market. #PowerfulInsuranceBrand https://aha.pub/AndyNeary
* In the insurance industry with an overabundance of supply, you can stand out by understanding who your audience is and crafting a clear message for them. #PowerfulInsuranceBrand https://andyneary.com/ @ANearyinCO
* I built my own brand in the insurance industry. What I teach advisors today, I built for myself. I turned myself from an insurance producer into a brand. #PowerfulInsuranceBrand https://andyneary.com/ @ANearyinCO

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.
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Mitchell Levy 6:40 11421
#240: Jennifer McGinley and Mitchell Levy on Thought Leader Life Credibility Episode https://firpodcastnetwork.com/240-jennifer-mcginley-and-mitchell-levy-on-thought-leader-life-credibility-episode/ Mon, 20 Jan 2020 12:21:16 +0000 https://firpodcastnetwork.com/?p=11418 https://firpodcastnetwork.com/240-jennifer-mcginley-and-mitchell-levy-on-thought-leader-life-credibility-episode/#respond https://firpodcastnetwork.com/240-jennifer-mcginley-and-mitchell-levy-on-thought-leader-life-credibility-episode/feed/ 0 <p>Increase your visibility and credibility through strategic public relations campaigns. This episode features #ThoughtLeader and #Expert <strong>Jennifer McGinley <a href="http://aha.pub/JenniferMcGinley">http://aha.pub/JenniferMcGinley</a></strong>, CEO of JLM Strategic Communications, who is passionate about helping high-level professionals and orgs build their credibility.<br /><a href="https://firpodcastnetwork.com/240-jennifer-mcginley-and-mitchell-levy-on-thought-leader-life-credibility-episode/" rel="nofollow">Continue Reading →</a></p> <p>The post <a rel="nofollow" href="https://firpodcastnetwork.com/240-jennifer-mcginley-and-mitchell-levy-on-thought-leader-life-credibility-episode/">#240: Jennifer McGinley and Mitchell Levy on Thought Leader Life Credibility Episode</a> appeared first on <a rel="nofollow" href="https://firpodcastnetwork.com">FIR Podcast Network</a>.</p>

Increase your visibility and credibility through strategic public relations campaigns. This episode features #ThoughtLeader and #Expert Jennifer McGinley http://aha.pub/JenniferMcGinley, CEO of JLM Strategic Communications, who is passionate about helping high-level professionals and orgs build their credibility.

She helps healthcare professionals and orgs amplify their brand and increase connections, visibility, and credibility through strategic public relations campaigns.

If your healthcare org is not being seen by the community the way you feel that it should be, you should reach out to Jennifer McGinley at http://aha.pub/JenniferMcGinley.

Here are a couple of AHA messages from this episode:

  • Healthcare orgs that are essentially not being seen by their community should reach out to Jennifer McGinley at http://aha.pub/JenniferMcGinley. #CredibilityEnhancement
  • Healthcare orgs that are not seen by their target audience need to build awareness. They need to increase their connections and their visibility. #StrategicPRCampaigns http://aha.pub/JenniferMcGinley
  • What I do is to talk to my clients about the value of public relations. I help them with three things: media relations, increasing connections, and increasing their credibility level. #CredibilityEnhancement https://jlmstrategiccommunications.com/ @JenlMcginley16
  • A few things that I do for clients is to try to get them a great TV placement or a wonderful news article that focuses on trends in healthcare or their org overall. #StrategicPRCampaigns https://jlmstrategiccommunications.com/ @JenlMcginley16
  • I love to have a list of medical experts already sent months in advance to a news outlet so when a crisis occurs, they will call me to line up an expert quickly and efficiently. #StrategicPRCampaigns http://aha.pub/JenniferMcGinley

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

The post #240: Jennifer McGinley and Mitchell Levy on Thought Leader Life Credibility Episode appeared first on FIR Podcast Network.

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Increase your visibility and credibility through strategic public relations campaigns. This episode features #ThoughtLeader and #Expert Jennifer McGinley http://aha.pub/JenniferMcGinley, CEO of JLM Strategic Communications, Increase your visibility and credibility through strategic public relations campaigns. This episode features #ThoughtLeader and #Expert Jennifer McGinley http://aha.pub/JenniferMcGinley, CEO of JLM Strategic Communications, who is passionate about helping high-level professionals and orgs build their credibility.
She helps healthcare professionals and orgs amplify their brand and increase connections, visibility, and credibility through strategic public relations campaigns.
If your healthcare org is not being seen by the community the way you feel that it should be, you should reach out to Jennifer McGinley at http://aha.pub/JenniferMcGinley.
Here are a couple of AHA messages from this episode:

* Healthcare orgs that are essentially not being seen by their community should reach out to Jennifer McGinley at http://aha.pub/JenniferMcGinley. #CredibilityEnhancement
* Healthcare orgs that are not seen by their target audience need to build awareness. They need to increase their connections and their visibility. #StrategicPRCampaigns http://aha.pub/JenniferMcGinley
* What I do is to talk to my clients about the value of public relations. I help them with three things: media relations, increasing connections, and increasing their credibility level. #CredibilityEnhancement https://jlmstrategiccommunications.com/ @JenlMcginley16
* A few things that I do for clients is to try to get them a great TV placement or a wonderful news article that focuses on trends in healthcare or their org overall. #StrategicPRCampaigns https://jlmstrategiccommunications.com/ @JenlMcginley16
* I love to have a list of medical experts already sent months in advance to a news outlet so when a crisis occurs, they will call me to line up an expert quickly and efficiently. #StrategicPRCampaigns http://aha.pub/JenniferMcGinley

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.
]]>
Mitchell Levy 7:27 11418
For Immediate Release #191: Two Decades in 2.5 Hours https://firpodcastnetwork.com/fir-191-two-decades-in-2-5-hours/ Mon, 20 Jan 2020 12:00:29 +0000 https://firpodcastnetwork.com/?p=11413 https://firpodcastnetwork.com/fir-191-two-decades-in-2-5-hours/#respond https://firpodcastnetwork.com/fir-191-two-decades-in-2-5-hours/feed/ 0 <p>In what may be the longest single episode of a podcast <em>ever</em>, Neville and Shel present observations and prognostications from 17 of the smartest communication professionals in the business. This special episode is focused entirely on the impact of the last decade on communications and what communicators can expect in the Roaring 20's. Contributors include Christoper Barger, Gini Dietrich, Chip Griffin, Lee Hopkins, Marshall Kirkpatrick, Sharon McIntosh, Rachel Miller, Scott Monty, Christopher S. Penn, Jen Phillips, Eric Schwartzman, Bill Spaniel, David Spark, Mark Story, Andrea Vascellari, Brad Whitworth, and Dan York (not in alphabetical order).<br /><a href="https://firpodcastnetwork.com/fir-191-two-decades-in-2-5-hours/" rel="nofollow">Continue Reading →</a></p> <p>The post <a rel="nofollow" href="https://firpodcastnetwork.com/fir-191-two-decades-in-2-5-hours/">FIR #191: Two Decades in 2.5 Hours</a> appeared first on <a rel="nofollow" href="https://firpodcastnetwork.com">FIR Podcast Network</a>.</p> In what may be the longest single episode of a podcast ever, Neville and Shel present observations and prognostications from 17 of the smartest communication professionals in the business. (But when you consider that we covered 20 years in 2 hours and 20 minutes, it’s actually quite fast. And we might qualify for a Guinness world record!)

If you’ve been listening to FIR for a long time (the show started in January 2005), you’ll recognize some of these voices from the early days. This special episode is focused entirely on the impact of the last decade on communications and what communicators can expect in the Roaring 20’s.

Contributors include Christoper Barger, Gini Dietrich, Chip Griffin, Lee Hopkins, Marshall Kirkpatrick, Sharon McIntosh, Rachel Miller, Scott Monty, Christopher S. Penn, Jen Phillips, Eric Schwartzman, Bill Spaniel, David Spark, Mark Story, Andrea Vascellari, Brad Whitworth, and Dan York (not in alphabetical order).

Special thanks to Jay Moonah for the opening and closing music.

The next episode of For Immediate Release will be posted on Monday, February 17.

Links from This Week’s Episode

The post FIR #191: Two Decades in 2.5 Hours appeared first on FIR Podcast Network.

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In what may be the longest single episode of a podcast ever, Neville and Shel present observations and prognostications from 17 of the smartest communication professionals in the business. This special episode is focused entirely on the impact of the l... If you’ve been listening to FIR for a long time (the show started in January 2005), you’ll recognize some of these voices from the early days. This special episode is focused entirely on the impact of the last decade on communications and what communicators can expect in the Roaring 20’s.
Contributors include Christoper Barger, Gini Dietrich, Chip Griffin, Lee Hopkins, Marshall Kirkpatrick, Sharon McIntosh, Rachel Miller, Scott Monty, Christopher S. Penn, Jen Phillips, Eric Schwartzman, Bill Spaniel, David Spark, Mark Story, Andrea Vascellari, Brad Whitworth, and Dan York (not in alphabetical order).
Special thanks to Jay Moonah for the opening and closing music.
The next episode of For Immediate Release will be posted on Monday, February 17.
Links from This Week’s Episode

* Subject-Verb Agreement When Using Singular “They”
* Subject-Verb Agreement And The Singular They
* Christopher Barger’s complete essay

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Shel Holtz 2:21:25 11413
FIR B2B #132: Worst PR Nightmares of 2019 https://firpodcastnetwork.com/fir-b2b-132-worst-pr-nightmares-of-2019/ Fri, 17 Jan 2020 15:34:24 +0000 https://firpodcastnetwork.com/?p=11370 https://firpodcastnetwork.com/fir-b2b-132-worst-pr-nightmares-of-2019/#respond https://firpodcastnetwork.com/fir-b2b-132-worst-pr-nightmares-of-2019/feed/ 0 <p>This week we take a moment to reflect on the past year's major PR blunders. Thanks to the folks at <a href="https://www.chicagobusiness.com/opinion/what-we-learned-2019s-worst-pr-disasters">Crain's Chicago Business</a>, we have five doozies to relive with you. We cover the gamut from Hallmark's lesbian bridal spot to Sallie Mae's Hawaiian junket to the various missteps of Boeing's now ex-CEO in face of numerous airline crashes and other disasters.<br /><a href="https://firpodcastnetwork.com/fir-b2b-132-worst-pr-nightmares-of-2019/" rel="nofollow">Continue Reading →</a></p> <p>The post <a rel="nofollow" href="https://firpodcastnetwork.com/fir-b2b-132-worst-pr-nightmares-of-2019/">FIR B2B #132: Worst PR Nightmares of 2019</a> appeared first on <a rel="nofollow" href="https://firpodcastnetwork.com">FIR Podcast Network</a>.</p> This week we take a moment to reflect on the past year’s major PR blunders. Thanks to the folks at Crain’s Chicago Business, we have five doozies to relive with you. They run the gamut from Hallmark’s lesbian bridal spot to Sallie Mae’s Hawaiian junket to the various missteps of Boeing’s now ex-CEO.  All have a few things in common:

  • The companies were culturally tone-deaf, whether to gender, racial, or other sensitive topics. Being woke isn’t just a fixed state of mind but a commitment to keep up with the cultural norms and mores and memes in this diverse world.
  • They failed to talk. The first hours after a crisis are critical and require a response — even if it is “We are working on a response and will get back to you.” Crickets will just inflame passions and create the impression that the business fails to understand its mistakes. “An organization is more likely to survive a crisis with its reputation intact if it immediately speaks for itself rather than allowing others to speculate about its motives and behavior,” Crain’s wrote.
  • They reinforced stereotypes. The Peloton ad would have worked if it had showed the woman gifting her husband, not the other way around. Why not run these ideas by impartial third parties who can identify the land mines? Hire a couple of journalists to poke holes at your message.
  • The companies waffled in response. Hallmark first pulled then reinstated its bridal TV spot. The ad was bold and progressive. Why not stand your ground instead of yielding to criticism that you know is coming?
  • Don’t be Facebook. We have beaten up repeatedly on the social network over the past year (#117 on alternatives  and #102 on how to fix some of their most egregious flaws).  Crain’s gives Facebook a dishonorable mention for stating that it won’t vet political campaigns ads.

The post FIR B2B #132: Worst PR Nightmares of 2019 appeared first on FIR Podcast Network.

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This week we take a moment to reflect on the past year's major PR blunders. Thanks to the folks at Crain's Chicago Business, we have five doozies to relive with you. We cover the gamut from Hallmark's lesbian bridal spot to Sallie Mae's Hawaiian junket... Crain’s Chicago Business, we have five doozies to relive with you. They run the gamut from Hallmark’s lesbian bridal spot to Sallie Mae’s Hawaiian junket to the various missteps of Boeing’s now ex-CEO.  All have a few things in common:

* The companies were culturally tone-deaf, whether to gender, racial, or other sensitive topics. Being woke isn’t just a fixed state of mind but a commitment to keep up with the cultural norms and mores and memes in this diverse world.
* They failed to talk. The first hours after a crisis are critical and require a response — even if it is “We are working on a response and will get back to you.” Crickets will just inflame passions and create the impression that the business fails to understand its mistakes. “An organization is more likely to survive a crisis with its reputation intact if it immediately speaks for itself rather than allowing others to speculate about its motives and behavior,” Crain’s wrote.
* They reinforced stereotypes. The Peloton ad would have worked if it had showed the woman gifting her husband, not the other way around. Why not run these ideas by impartial third parties who can identify the land mines? Hire a couple of journalists to poke holes at your message.
* The companies waffled in response. Hallmark first pulled then reinstated its bridal TV spot. The ad was bold and progressive. Why not stand your ground instead of yielding to criticism that you know is coming?
* Don’t be Facebook. We have beaten up repeatedly on the social network over the past year (#117 on alternatives  and #102 on how to fix some of their most egregious flaws).  Crain’s gives Facebook a dishonorable mention for stating that it won’t vet political campaigns ads.

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David Strom 12:22 11370
#239: Randall Dobbins and Mitchell Levy on Thought Leader Life Credibility Episode https://firpodcastnetwork.com/239-randall-dobbins-and-mitchell-levy-on-thought-leader-life-credibility-episode/ Fri, 17 Jan 2020 12:26:41 +0000 https://firpodcastnetwork.com/?p=11403 https://firpodcastnetwork.com/239-randall-dobbins-and-mitchell-levy-on-thought-leader-life-credibility-episode/#respond https://firpodcastnetwork.com/239-randall-dobbins-and-mitchell-levy-on-thought-leader-life-credibility-episode/feed/ 0 <p>Land corporate contracts through strategic alliance training. This episode features #ThoughtLeader and #Expert, <strong>Randall Dobbins</strong> (<strong><a href="http://aha.pub/RandallDobbins">http://aha.pub/RandallDobbins</a></strong>), a best selling author, speaker and founder of Business Partner Blueprint.<br /><a href="https://firpodcastnetwork.com/239-randall-dobbins-and-mitchell-levy-on-thought-leader-life-credibility-episode/" rel="nofollow">Continue Reading →</a></p> <p>The post <a rel="nofollow" href="https://firpodcastnetwork.com/239-randall-dobbins-and-mitchell-levy-on-thought-leader-life-credibility-episode/">#239: Randall Dobbins and Mitchell Levy on Thought Leader Life Credibility Episode</a> appeared first on <a rel="nofollow" href="https://firpodcastnetwork.com">FIR Podcast Network</a>.</p>

Land corporate contracts through strategic alliance training. This episode features #ThoughtLeader and #Expert, Randall Dobbins (http://aha.pub/RandallDobbins), a best selling author, speaker and founder of Business Partner Blueprint.

Randall helps small business owners create strategic business propositions that blueprint the advantages they offer to large corporations. He provides training on the strategic alliance process to disadvantaged business owners which allows them to develop alliances with other companies and ultimately with the Fortune 500. Randall is passionate about helping disadvantaged business enterprise owners (minority and women-owned businesses) to land massive corporate contracts.

To learn more about Randall, go to http://aha.pub/RandallDobbins. To get in touch with him, visit https://www.dobbinsinternational.com.

Here are a few AHA messages from this episode:

  • The pain point of small business owners is not knowing how to land #CorporateContracts. https://www.dobbinsinternational.com @RandallDobbins
  • Small business owners can land #CorporateContracts by understanding how to present viable solutions geared towards the value drivers of large companies. What solutions can you present to large companies? https://www.dobbinsinternational.com @RandallDobbins
  • Many years of experience working for large companies can give one the credibility to provide strategic alliance training to small business owners. Consider learning from one who can help you win #CorporateContracts! http://aha.pub/RandallDobbins
  • Successfully meeting and exceeding the contracting requirements of large companies can help small business owners land #CorporateContracts. What is your ability to meet and exceed contracting requirements? https://www.dobbinsinternational.com @RandallDobbins
  • Small business owners can land #CorporateContracts by increasing the level of capabilities and value creation potential of their businesses. What capabilities and potential does your business have? https://www.dobbinsinternational.com @RandallDobbins

To learn more about Thought Leadership and how it can help you be successful, subscribe to the channel: http://youtube.com/user/thoughtleaderlife.

The post #239: Randall Dobbins and Mitchell Levy on Thought Leader Life Credibility Episode appeared first on FIR Podcast Network.

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Land corporate contracts through strategic alliance training. This episode features #ThoughtLeader and #Expert, Randall Dobbins (http://aha.pub/RandallDobbins), a best selling author, speaker and founder of Business Partner Blueprint.Continue Reading → Land corporate contracts through strategic alliance training. This episode features #ThoughtLeader and #Expert, Randall Dobbins (http://aha.pub/RandallDobbins), a best selling author, speaker and founder of Business Partner Blueprint.
Randall helps small business owners create strategic business propositions that blueprint the advantages they offer to large corporations. He provides training on the strategic alliance process to disadvantaged business owners which allows them to develop alliances with other companies and ultimately with the Fortune 500. Randall is passionate about helping disadvantaged business enterprise owners (minority and women-owned businesses) to land massive corporate contracts.
To learn more about Randall, go to http://aha.pub/RandallDobbins. To get in touch with him, visit https://www.dobbinsinternational.com.
Here are a few AHA messages from this episode:

* The pain point of small business owners is not knowing how to land #CorporateContracts. https://www.dobbinsinternational.com @RandallDobbins
* Small business owners can land #CorporateContracts by understanding how to present viable solutions geared towards the value drivers of large companies. What solutions can you present to large companies? https://www.dobbinsinternational.com @RandallDobbins
* Many years of experience working for large companies can give one the credibility to provide strategic alliance training to small business owners. Consider learning from one who can help you win #CorporateContracts! http://aha.pub/RandallDobbins
* Successfully meeting and exceeding the contracting requirements of large companies can help small business owners land #CorporateContracts. What is your ability to meet and exceed contracting requirements? https://www.dobbinsinternational.com @RandallDobbins
* Small business owners can land #CorporateContracts by increasing the level of capabilities and value creation potential of their businesses. What capabilities and potential does your business have? https://www.dobbinsinternational.com @RandallDobbins

To learn more about Thought Leadership and how it can help you be successful, subscribe to the channel: http://youtube.com/user/thoughtleaderlife.
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Mitchell Levy 9:23 11403