Revenue Marketing Show: In the Trenches B2B & Ecommerce Marketers Talking What's Working, and What's Not

In this episode, Eric welcomes Brad Hoppmann, CMO at InvestorPlace, to talk about his approach to developing and implementing a strong marketing strategy while sharing tips on how to make your marketing campaign easily understandable and scalable.


“If a fourth grader can understand it, it can scale… If a promotion is too targeted, you just can’t scale it.”   - Brad Hoppmann

 
Brad has been in media publishing since before it was trendy, so he’s one of the best marketing experts to learn lessons from on topics like messaging, copywriting, calculating customer acquisition cost (CAC), organizational structure, lead conversion, scaling marketing campaigns, and career development. 
 
You’ll learn the benefits of having a well-organized marketing team and how Brad’s marketing team is structured, how he entered the financial publishing and marketing fields, how to have efficient conversations about strategy with opinionated coworkers, and more!
 
“How do you take a huge investing idea like cryptocurrency and explain it to a fourth grader? If you can do that in a campaign and make it so easy… make the promotion so readable that even a fourth grader can understand it… that is what we’ve found to be the most successful for us.”                                                                                             - Brad Hoppmann
 
Resources mentioned:
Breakthrough Advertising by Eugene Schwartz: www.breakthroughadvertisingbook.com 
The Copywriter’s Handbook by Bob Bly: https://www.bly.com/copyhandbook 
Clayton Makepeace’s Copywriting Course: https://www.awai.com/makepeace/7-days-or-less/p/ 
Gary Halbert: https://www.thegaryhalbertletter.com 




About Eric Stockton, VP of Demand Generation, Constant Contact:
A pioneer and innovator in the areas of internet marketing, eCommerce, lead generation, publishing, and online media. Eric has directly led $3MM+ ad budgets and $70M+ top-lin sales organizations.
Connect with Eric: https://www.linkedin.com/in/ericstockton
 
About Brad Hoppmann, Chief Marketing Officer, InvestorPlace:
Brad Hoppmann is in the business of big ideas and serves as the Chief Marketing Officer of InvestorPlace Media, LLC. Brad started at InvestorPlace Media, LLC in Feb of 2018 and is an expert in all things publishing, financial services, subscription, and direct marketing. Brad currently resides in the Baltimore, Maryland Area.
Connect with Brad: https://www.linkedin.com/in/bradhoppmann

Have you optimized your website’s landing pages recently? In this episode of Digital Marketing Swipe File, Eric welcomes Jimmy Ellis, Performance Marketing Expert, along with our A.I. Lab Account Manager, Sunil Alvarez, to talk about why landing pages are important and how to increase your sales with an optimized landing page. Then, they evaluate a real landing page from a real business and break down what can be improved about it. 

Tune in to learn simple, yet highly effective performance marketing tactics you can implement in your business’s marketing strategy to increase customer engagement and sales.

You’ll learn the most important aspects of a website’s landing page, including on mobile browsers, when and how to create multiple landing pages, and the roles of trust, communication, and a primary call to action in the effectiveness of your landing page. Plus, you’ll gain insight into how to best nurture and track the leads you get after optimizing your landing page.

“Most likely, if you’re doing digital marketing and you’re building landing pages, you need to have dedicated pages for all your major sources of traffic… What works with Facebook may not work with Google. What works with YouTube traffic might not work with Instagram traffic.”          - Jimmy Ellis


About Eric Stockton, VP of Demand Generation, Constant Contact
A pioneer and innovator in the areas of internet marketing, eCommerce, lead generation, publishing, and online media. Eric has directly led $3MM+ ad budgets and $70M+ top-lin sales organizations.
Connect with Eric: https://www.linkedin.com/in/ericstockton

About Jimmy Ellis, Director of Performance Marketing, Fracture:
A 20-year results-driven growth marketer and strategist with a passion for developing high ROI marketing programs, optimizing the customer journey, and improving conversion rates. Jimmy is currently using his ninja skills to optimize Fracture’s 7-figure marketing spend.
Connect with Jimmy: https://www.linkedin.com/in/jimmy-ellis 

About Sunil Alvarez, A.I. Lab Account Manager, Constant Contact
Sunil is a tech-savvy individual with an entrepreneurial spirit and a deep understanding of programmatic advertising. The majority of his professional experience consists of driving growth for early-stage technology startups, such Feathr, and fortune 500 companies, such as Comcast NBC Universal. 
Connect with Sunil: https://www.linkedin.com/in/sunil-alvarez 

Are you a small business owner that wants to be profitable and scale effectively? This episode is for you! In this episode Eric welcomes John Jantsch, Founder & President of Duct Tape Marketing, to talk about his approach to overcoming challenges in small business marketing, along with what has changed in marketing trends, the customer journey, and martech over the past few years.

John speaks on the inspiration behind his first book, Duct Tape Marketing, as well as what you can expect from his new book, The Ultimate Marketing Engine: 5 Steps to Ridiculously Consistent Growth. He also shares expert insight into attribution, optimizing your “customer success track”, presenting yourself as a thought leader, and sustainably scaling your small business.

“A lot of agencies are discovering today that without a unique point of view, without a unique system, without a process for educating and onboarding and doing the work that they do to get results for clients, it’s kind of a race to the bottom.”   - John 

Tune in to hear the true story of how John helped a small waterproofing business attract new, ideal customers and scale successfully. Plus, you’ll learn why you need to start structuring your content around hub pages!

“An effective strategy will do two things: it will help you know what to do and it will help you know what not to do.”      - John

About Eric Stockton, VP of Demand Generation, Constant Contact:
A pioneer and innovator in the areas of internet marketing, eCommerce, lead generation, publishing, and online media. Eric has directly led $3MM+ ad budgets and $70M+ top-line sales organizations.
Connect with Eric: https://www.linkedin.com/in/ericstockton

About John Jantsch, Founder & President, Duct Tape Marketing:
John’s mission is to help small & local business owners, professional services providers, and consultants streamline their marketing approach, increase revenue and scale strategically by providing a proven, practical and simple system called Duct Tape Marketing.
Connect with John: www.linkedin.com/in/ducttapemarketing 
Visit his website: www.ducttapemarketing.com 
Buy his renowned book, Duct Tape Marketing: https://amzn.to/3jn1MeE 
Buy his NEW book, The Ultimate Marketing Engine: https://www.theultimatemarketingengine.com

LinkedIn is an AMAZING platform for building your brand. Tune in to learn how successful B2B companies leverage LinkedIn for organic reach and thought leadership! In this episode of Revenue Marketing Show, Eric welcomes Mandy McEwen, Founder and CEO of Mod Girl Marketing, to talk about how she grew her marketing agency into a specialty boutique service that helps brands and individuals find their voice and leverage organic reach on LinkedIn.

You’ll learn how to avoid the most common mistakes marketers make when posting on LinkedIn, the best LinkedIn content marketing strategies for 2022, and how to build the best LinkedIn connections. Mandy even divulges her favorite companies on LinkedIn who are producing high-quality content so you can follow them, too!

“[LinkedIn] is just lacking this humanized element as far as the content goes. It’s just your typical corporate content… it’s corporatized. It just lacks that humanized element that’s needed to get people excited and feel some sort of emotion and want to actually engage.” - Mandy McEwen

LinkedIn is the MOST crucial social media and networking platform for B2B companies, yet it’s the least saturation platform on Earth! Ready to start posting more engaging, creative content and actually STAND OUT as a thought leader on LinkedIn?

About Mandy McEwen, Founder and CEO of Mod Girl Marketing:
Mandy’s mission is to empower the customer-facing people within your organization to
generate transformative, long-lasting results for your brand & their personal brands. She and her team works with B2B sales & marketing teams to provide: Robust Demand Generation Analysis, Research, Strategy, & Consulting, Dynamic LinkedIn Sales Training & Consulting, and more!

Connect with Mandy:  https://www.linkedin.com/in/mandymcewen
Learn more about Mod Girl Marketing:  https://www.modgirlmarketing.com

About Eric Stockton, VP of Demand Generation at Constant Contact:
Eric is a pioneer and innovator in internet marketing, eCommerce, lead generation, publishing, and online media. He has directly led $3MM+ ad budgets and $70M+ top-line sales organizations.

Connect with Eric: https://www.linkedin.com/in/ericstockton

How do you use your company’s accolades to increase sales, attract customers, and boost revenue? In this episode of Revenue Rockstars, Tara welcomes Shama Hyder, Founder & CEO of Zen Media, to talk about how to leverage your marketing agency’s achievements, awards, media coverage, and testimonials to consistently boost sales and client retention.

Shama speaks on the importance of building community and positioning your agency as a thought leader and a strategic partner to your clients. You’ll learn about current trends in the marketing industry, how to use storytelling to gain clients and boost sales, and how to to keep your brand strong beyond the accolades.

Plus, you’ll gain insight into Shama’s top 5 apps and why she thinks “too much is not enough” when it comes to flaunting your accolades.

“Part of client retention is making sure that they continuously feel like they’re doing business with the best.”        - Shama Hyder

“Increasing the clout of your brand, of your agency, will impact every area: retention, attraction, employee attraction, [etc.] …”     - Shama Hyder

Episode Timeline/What You’ll Learn:
0:00 Introduction
1:53 Why are accolades important for marketing agencies?
5:08 What agency accolades are the best to achieve?
8:32 How to leverage accolades to drive revenue and increase client retention
12:49 Positioning your agency as a strategic partner with clients & How to attract the best employees
19:05 Current trends in the marketing industry & How social media is changing marketing
22:50 Measuring the impact of marketing
25:00 Helping your customers avoid regret and blame
26:55 The importance of community in marketing
30:17 Lessons Shama has learned in 2021 & What she’s focusing on in 2022

“Your existing clients [and] your prospective clients, essentially anybody in your buying funnel, they’re the ones that are doing their research. So, when you win an Inc. 5000 award, when you’re listed as one of the top companies to work for… they’re beyond just trophies on the wall or plaques. They’re so much more than that because this starts to define the narrative of who you are as a company.”  - Shama Hyder

Content creation is the name of the game when it comes to marketing in 2022. In this episode of Digital Marketing Swipe File, Eric welcomes Daniel Burstein, Senior Director of Content & Marketing at MECLABS Institute and host of the podcast How I Made It In Marketing (https://marketingsherpa.com/podcast) from Marketing Sherpa. Daniel breaks down what marketers should know about content marketing in 2022, especially for B2B SaaS companies.

Tune in to gain insight into the shifts MECLABS made in their content marketing after the covid-19 pandemic hit, the reasoning behind media company consolidation within B2B SaaS companies, the importance of understanding your target audience before creating content, and the relationship between content production and low-quality MQLs.

You’ll learn Eric and Daniel’s candid thoughts on the importance of research in copywriting, storytelling as an approach to content creation, and much more! This is a juicy episode you won’t want to miss!

“What we’re doing with content marketing is we’re ripping the doors off that factory, we’re ripping to doors off the coders and we’re showing them, hey, here’s what we’re creating, here’s how we’re creating value for you, and all we have to decide is what value can we create and give for free and what value… especially for a B2B SaaS company, do we need to start charging for?”        - Daniel Burstein

Resources mentioned:
Story Engineering by Larry Brooks: https://www.goodreads.com/book/show/9...
Reality in Advertising by Rosser Reeves: https://www.goodreads.com/book/show/4...

About Daniel Burstein, Senior Director of Content & Marketing, MECLABS Institute: 
Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – digging for actionable information while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.
Connect with Daniel: www.linkedin.com/in/danielburstein 
Visit MEC Labs: www.meclabs.com 

I was thrilled to be invited on an episode of the Leaders of B2B podcast hosted by David “Ledge” Ledgerwood, the managing partner of Add1Zero, a firm specializing in sales execution for B2B technology companies. Ledge is a salesman’s salesman, so it was fascinating to talk with him about the seemingly timeless disconnect between sales and marketing teams. In this rebroadcast of the episode on his podcast, you’ll see that while we come from very different perspectives, we agree more often than not about what can be done to mend that disconnect. The thing is, it’s easier than most people think. Let’s get into it.

Is your martech stack effectively driving revenue? Is your customer data centralized and actionable for automation? In this episode of Revenue Marketing Show, Elise welcomes Todd Lebo and Matt Koeppel to talk about the results of Ascend2’s digital marketing research study showcasing “The State of MarTech”. They highlight exclusive data sets from 182+ B2B marketers while explaining why your martech tools aren’t driving the results you need. 

You’ll learn actionable insights for digital marketing in 2022, including three key growth strategies for building successful digital marketing campaigns, centralizing customer data, and driving measurable results.

“76% of marketers feel that they are missing opportunities for revenue growth as a result of challenges like lead quality and marketing attribution.” 

“59% of marketers feel that they DO NOT have the data they need to feel confident about which marketing campaigns are working and which are not.”

“83% of marketers agree that consolidating tools in their marketing and sales tech stacks would increase productivity and efficiency.”

“Only 9% of executives describe their marketing team’s ability to control the messaging and cadence of sales outreach as excellent.”

Does this data resonate with you and your agency? Let us know!

🡪 Revenue Marketing Show is a production of Constant Contact. Mobile, Web & Facebook Retargeting Done Right. Bring all your retargeting advertising together into one powerful application. Set up in minutes. See results immediately. Try it today and get a $100 credit!

Resources:

Download The State of MarTech report: https://bit.ly/31xczN3 

Learn more about Ascend2: www.ascend2.com 

Learn more about Ocreative: www.ocreative.com 

About Matt Koeppel, Chief Business Development Officer at Ocreative:

Matt Koeppel works tirelessly to approach challenges from every angle before offering a solution. While he is the Chief Business Development Officer for Ocreative, he’s also a business development champion for our clients. His approach to clients starts with respect and understanding, develops into a trusting relationship, and turns into a rewarding partnership.

Connect with Matt: www.linkedin.com/in/mattkoeppel 

About Todd Lebo, CEO of Ascend2:

Todd uses the power of original research to discover what works in marketing and helps marketers apply those findings to marketing programs. He helped develop the Ascend2 Research-Based Marketing methodology, which is used by marketing technology firms and agencies to drive demand to their products and services. Ascend2 works with brands like Hubspot, Marketo, Vidyard, Act-On and Oracle.

Connect with Todd: www.linkedin.com/in/tlebo 

Follow Ascend 2: www.linkedin.com/company/ascend2

In this episode we're joined by Todd Lebo of Ascend2, a B2B research firm that works with brands like Hubspot, Marketo, Vidyard, Act-On and Oracle. He’s been working to better understand the challenges marketers are facing with the different types of tools and integrations that are being implemented today. These can be some of the biggest headaches in marketer's lives right now, as we try to keep our strategies as lean and flexible as possible. This is must-have information for anyone facing bottlenecks in your tech stack. Let's get into it.

Having trouble executing your marketing campaigns and communicating your wins to clients? In this episode of Revenue Marketing Show, Eric welcomes Magee Clegg, Founder and CEO of ClearTail Marketing, to share his top tips for boosting customer re-engagement, effectively executing marketing campaigns, and communicating marketing wins and losses to clients in ways they'll actually understand.

You’ll also gain insight into how to effectively use chatbots for your business, the biggest shifts Magee has experienced in marketing since 2014, and his framework for choosing which marketing channels and strategies to use with each client.

“You have to show them something that’s tangible and understandable at first, if they have no experience with how this world works, and then move them towards the looser versions of it.”- Magee Clegg

“Let’s find the biggest driver of where we can get the cheapest exposure for potential customers and then let’s make sure we get all of their contact information that we can and set up a system to do that. And let’s get them all on some sort of email list and start engaging with them and tracking if they come to your website or not… That’s the leanest and meanest way of starting it.” - Magee Clegg

🡪 Revenue Marketing Show is a production of Constant Contact. Mobile, Web & Facebook Retargeting Done Right. Bring all your retargeting advertising together into one powerful application. Set up in minutes. See results immediately. Try it today and get a $100 credit!

About Magee Clegg, Founder and CEO of ClearTail Marketing:

Magee is the Founder and CEO of ClearTail Marketing. He helps B2B companies acquire new customers and expand their current accounts by utilizing a cost-effective marketing strategy that they have mastered over the 6 years they’ve been in business.

Connect with Magee: www.linkedin.com/in/mageeclegg 

Learn more about ClearTail Marketing: www.cleartailmarketing.com 

About Eric Stockton, VP of Demand Generation at Constant Contact:

Eric is a pioneer and innovator in internet marketing, eCommerce, lead generation, publishing, and online media. He has directly led $3MM+ ad budgets and $70M+ top-line sales organizations.

Connect with Eric: www.linkedin.com/in/ericstockton