Doug Morneau

Tips on how to deliver personalized content in real-time with Gretchen Scheiman I would say personalization is utterly fundamental and core to any marketer's strategy. Almost 90% of retail marketers are using personalization today. In an email, you need a vendor that can help you overcome the limitations of flat emails and change images on the fly and make them more dynamic It is an ongoing source of tension for marketers because a customer is always going to buy more when things are personalized. We've proven that over and over again. But a customer is also always going to be very, very concerned when somebody gets too personal. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS POST: DELIVER PERSONALIZED CONTENT IN REAL TIME [just click to tweet] DELIVER PERSONALIZED CONTENT IN REAL TIME I would say personalization is utterly fundamental and core to any marketer's strategy. Almost 90% of retail marketers are using personalization today. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today in studio joining me is special guest, Gretchen Scheiman. She is the senior director of marketing for a company called Liveclicker. It's an advanced personalization platform that helps brands create timely, relevant, engaging moments that inspire action. She has over 15 years experience in marketing management, building and leading high performing teams on the client and the agency side. Gretchen specializes in methodical marketing funnel optimization and bringing an analytical perspective to how organizations can best use their talent. The tool that I'm sharing here with you, Liveclicker, gives marketers the ability to instantly personalize messages with any data from any system all at the moment that the subscriber opens your email. So, at last, it's possible to execute the long-held vision of personalization of scale. So I'd like you to join me in welcoming Gretchen to the Real Marketing Real Fast podcast today. Doug: Hey Gretchen. Good morning and welcome to the Real Marketing Real Fast podcast today. Gretchen S.: Thank you so much for inviting me, Doug. I really appreciate it. Doug: Well, I think it was a mutual friend, I think it was a Ryan Phelan who introduced us and I'm happy he connected us. I really thought the information I found on your website in terms of personalization was super interesting and will make a great conversation today. So why don't you start us off and just give us a little bit of background on who you are and what you do? Gretchen S.: Sure. Well, I am the senior director of marketing for Liveclicker. That's an advanced personalization platform. We help brands create awesome, amazing, engaging moments that just inspire customers to act and to do and to buy or anything else their brand is looking for. I have well over 15 years of experience in marketing management. I've been doing this for a long time, both on the client-side, on the agency side and now on the vendor side. And personalization has been near and dear to my heart from the days of Epiphany and some really old systems that are out there. And we've been working on it for quite some time now. So I'm just excited to talk about that today. Doug: Well, I'm excited about all the changes in terms of technology and how it makes the experience for the end-user better, opposed to just a more technology for marketers who often just like the shiny new objects. So for our listeners who aren't aware of what you mean by personalization, can you just take a few minutes and explain what that is, please? Gretchen S.: Absolutely. I would say personalization is utterly fundamental and core to any marketer's strategy. And realistically, almost 90% of retail marketers out there, if we're just looking at one segment alone, are using personalization today. But that includes some really basic stuff. And personalization has a pretty broad spectru...

Tips on becoming a fractional CMO with Skip Fidura  Every day I look at what value have I added, and both immediate value and potential long-term value. As the fractional CMO, I'm a member of the team. I've got a company ID, I've got my key fob, I've got an email address. I make sure I go through the staff induction. One of the things that I discovered really early on is you very quickly start talking in the first person, the first-person plural if you're a real pedant. It's all about us and us. It's not about you. I know working remotely is all trendy and lots of people love it, and I'm one of those people who love it. I love that kind of flexibility. But there's nothing to replace actual face-to-face time. I think we will start to see more fractional people and for a wide variety of reasons. One, the nature of business is changing and there are a lot more small companies. And the other thing is it's great. From my perspective, it's great. The flexibility is fantastic. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS POST: TIPS ON BECOMING A FRACTIONAL CMO [just click to tweet] TIPS ON BECOMING A FRACTIONAL CMO As the fractional CMO, I'm a member of the team. I've got a company ID, I've got my key fob, I've got an email address. I make sure I go through the staff induction. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug Morneau: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today in the studio, I've got joining me Skip Fidura. Now I met Skip through the Only Influencers email marketing group. Skip is a speaker, he is an author, and he's a board-level marketer and he works with both the B2C and B2B in a variety of industries. He has a deep technical background. Doug Morneau: Skip recently was working with a company called Dotmailer. He was there for about nine years, and now he's working as a fractional CMO. So he offers companies the ability to get a piece of his deep knowledge and experience in digital marketing, email marketing, SEO, social marketing, as well as integrated marketing. So I'd like to welcome Skip to the Real Marketing Real Fast podcast today. Doug Morneau: Well, hey, Skip. Welcome to the Real Marketing Real Fast podcast today. How are you? Skip Fidura: I'm great, Doug. Thanks for having me. Doug Morneau: Super excited to have you on the podcast today and show off your superpower so you can ... by the end of the podcast, all our listeners will have all their sales and marketing problems solved. That's amazing. Skip Fidura: Okay. You've just set the bar really high. Doug Morneau: Well, I asked you what your superpower was, and you said before we started recording that you were going to actually fly. That was your superpower. And I didn't think that would work well on the podcast being it's not visual. So we thought we'd come up with something a little simpler. Skip Fidura: I like it. I like it. Yeah. Flying is not good for the radio. Doug Morneau: No. Although someone did tell me that I look good as a podcast, I have a face for podcasting, not necessarily broadcast. So you work where you're planted. Skip Fidura: Yeah. I disagree. I think you're a fine-looking man. Doug Morneau: Well, thanks so much. So let's get into it. We connected through the Only Influencers group, and you are a marketing professional speaker, author, and expert. And one of the conversations that we had was around your role now as a fractional CMO. So do you want to take just a couple of minutes and give people a snapshot of your background and what you're doing? Skip Fidura: Yeah, I would actually. That's great. So a fractional CMO, fractional is really just part-time rebranded. So as proper CMOs should, the first thing I did was a rebrand. And I work with companies that need a senior marketing leader, but can't afford one full time. The way I describe it is to think of me as the NetJets for CMOs.

Tips on how to set up a virtual office with Sarah Noked The three mistakes people make when they are working with virtual teams is they aren't clear about their goals, their virtual office set-up, and they are not leveraging the power of automation. Ideally, the point here is to delegate everything that doesn't really require you, the business owner, to do. Anything that's a recurring task should not be being done by the business owner because in that case, it can be systematized and delegated. A lot of businesses haven't leveraged something like a project management tool _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS POST: HOW TO SET UP A VIRTUAL OFFICE [just click to tweet] HOW TO SET UP A VIRTUAL OFFICE Three mistakes people make working with virtual teams is they aren't clear about their goals, their virtual office set-up, and they are not leveraging the power of automation. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug Morneau: Well welcome back listeners to another episode of Real Marketing Real Fast. Today's guest is Sarah Noked. She is the founder of Sarah Noked OBM. She is an online business management agency and she empowers entrepreneurs and creatives in all stages of their business to grow a thriving online business. Sarah works out of her home in Israel helping entrepreneurs plan and delegate, implement the right systems, unite virtual teams across the globe, and grow profits to achieve their goals. As just one of three certified OBM trainers around the world, Sarah shares her passion for online business management through training, certification courses to empower, educate VAs and OBMs worldwide. So I'd like to welcome Sarah to the Real Marketing Real Fast podcast today. Hey Sarah, welcome to the Real Marketing Real Fast podcast today. Sarah Noked: Hey, Doug, thanks for having me on. Doug Morneau: I'm super excited to talk to you. As I shared before we started recording when Adam first introduced me to you and said, "Hey, what a wonderful person you were in how you helped save his business by systematizing it." I went, yes, my systems suck so I dove into all your stuff, been following you for weeks anticipating this conversation, so I'm happy to have you share your superpower with our audience today. Sarah Noked: I feel really honored to be here. So thank you. Doug Morneau: So do you want to just give us an overview of what OBM is for people who don't understand? Sarah Noked: Yes, that's great. So an OBM is an online business manager. So I'm sure a lot of your listeners are familiar with the virtual assistant world and what a virtual assistant does, and I like to describe an OBM as a VA on steroids. That's the easiest way to visualize it in a lot of ways. And basically what we do is we help business owners streamline their systems, manage their team, manage operations, manage things like launches, so we're like your clone, if you want to go there. I will help my client ... So typically a business owner will look to bring on an OBM when they earn a certain revenue bracket when they have a team to manage, and pretty much when they're ready to delegate their day to day operations, they don't really want to necessarily be in their business, they recognize that their time is much better spent focusing on making sales conversations, or creating products, whatever is closest to the revenue I always say. So an OBM can really help free up a client's time to focus on what only they can do in their business. Ideally, the point here is to delegate everything that doesn't really require you, the business owner, to do. Doug Morneau: it's funny, I'm often laughed at, probably not very polite but other people's expense, looking at what owners of businesses will do, an owner of a successful development company or retail store out installing rebar as they're pouring concrete for the next building I'm thinking like, man, this guy,

Tips on how to use software tools for customer communication with Ian Reynolds Customers expect you to be able to respond to them, very, very, quickly, as quickly as possible. Try to encourage real conversations. We put our phone number right up on top of our website because we want people to call us. We always want to try to get to as close to in-person as possible. Give people multiple avenues to communicate, as opposed to pigeonholing them into one or few limited software mechanisms for communicating, especially when there's a problem. You have this confluence of multiple tools, that are being consolidated down into insanely powerful business applications. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS POST: HOW TO USE SOFTWARE TOOLS FOR CUSTOMER COMMUNICATION [just click to tweet] HOW TO USE SOFTWARE TOOLS FOR CUSTOMER COMMUNICATION Give people multiple avenues to communicate especially when there's a problem. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug: Welcome back, listeners, to another episode of Real Marketing Real Fast. Today in the studio, I've got joining me, Ian Reynolds. Now, Ian is a Partner and Chief Solutions Architect at a company called Zibtek. It's a software development firm, focused on helping businesses of all sizes in the US to solve their core problems with the software. They empower entrepreneurs, growth companies, enterprises, and visionary firms to have greater profitability, efficiency, valuation, and ultimate success by building the right tools through custom software.  Ian has spent the better part of his career consulting, as he's served in a diverse number of industries, such as finance, oil and gas, retail power, field services, midstream energy, healthcare, pharmaceuticals, transactional financing, mergers and acquisitions, restructuring, eCommerce, retail, and software development.  I really had a great conversation with Ian, as we talked about automation, and how he sees automation, sales and marketing automation especially, coming together for entrepreneurs and small businesses, and how to leverage that. And, the key deciding factors that are going to affect our businesses in the future, in terms of speed, and that speed of response to our potential customers, and also how Google is looking at speed. With that being said, I'd like Ian to dive into that a little deeper, so I'd like you to help me welcome Ian to the Real Marketing Real Fast podcast today.  Well hey, Ian, welcome to the Real Marketing Real Fast podcast today.  Ian Reynolds: It's good to be here, thanks for having me.  Doug: I'm super excited because you have, at least in my experience, a really unique background. You've got one foot ... Actually, I can't say you have three feet, but you have one foot firmly planted in the tech development side, and the other foot planted in marketing, as well as being an owner.  Do you want to give just a little background on how you ended up in that role of owner, tech, and marketing?  Ian Reynolds: Yeah. I wasn't exactly aiming for all of those positions at once, but yeah sure, I can give you a quick background.  Two years ago, I acquired 50% of Zibtek, which is a software development firm, we've been established for 10 years. We, as a business, had grown ourselves out of being a startup. Some 15 odd years ago, we grew a company, sold it, and exited to a Fortune 500. Or, I guess now a Fortune 500. The company wanted to keep the band together.  The company has grown very steadily, historically out of that raw, engineering context, and really needed to mature into positioning ourselves in the marketplace, positioning our knowledge in the marketplace, rather than just referrals, and the traditional mechanisms by which a consultancy engages with clients. We were growing outside of the bounds of that traditional bump into folks and say, hey, what do you do? We had our sales team, we had these disparate teams together,

Tips on how to gain attention and increase sales with Tyler Basu We help people create content to gain attention and then we make sure that we bridge the gap to actually getting some leads and some appointments. I'll start at the bottom of the funnel process. I like to focus on things that are the closest to the money. It's not about the time, it's about the resources that are poured into it. You can really speed up building your audience if you're a bit more generous with the money you spend on doing that. If you're not spending money on ads, there is a cost to creating content too and that cost is your time. And every entrepreneur should know what the value of their time is. Just focus on the fundamentals. Do the things that make you the most money and then later when you have a bigger team, more resources, then you can add all more layers of complexity. I learned about pre-selling. Building up a list or doing some outreach and talking to people and seeing if you can sell them your thing before you actually create it. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS POST: HOW TO GAIN ATTENTION AND INCREASE SALES [just click to tweet] HOW TO GAIN ATTENTION AND INCREASE SALES We help people create content to gain attention and then we make sure that we bridge the gap to actually getting some leads and appointments. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug: So kind of where do you start? Tyler: I start closest to the money. So if somebody has got an offer I say, "Okay, great. What's the step that comes right before somebody buys from you?" Doug: Well, welcome back listeners, another episode of Real Marketing Real Fast. I think you're going to really enjoy our episode today. We're going to talk about creating content, but more importantly, we're going to talk about how to take the content that you're already creating if you are creating content and how to make it convert. So how to use your content strategy to generate leads and sales. And then if you're not generating the content, our guest is going to help cover off some tips and techniques on how to create content. So our guest today is Tyler Basu. I met Tyler in San Diego. We're both icons of influence at the New Media Summit a few years ago and we just really connected and really hit it off and I've got a lot of respect for Tyler and what he does. Tyler is a Content Marketing Strategist and what he does is he specializes in helping startups and entrepreneurs create content that drives qualified traffic and leads to their business. He's the co-founder of a company called Influencer Studio. It's a content marketing agency that offers content creation, publishing and promotional service to entrepreneurs. He's also a publisher of a lifestyle business magazine and podcast and an online publication dedicated to helping entrepreneurs help to build a life and business on their own terms. So I'd like to welcome Tyler Basu to the Real Marketing Real Fast podcast. Well, Hey Tyler, welcome to the Real Marketing Real Fast podcast today. Tyler: Doug, it's a pleasure to be here man. I'm really grateful to be on your show. Doug: Yeah, it was great. I mean we connected a couple of years ago at the New Media Summit because you are an Icon of Influence and we kind of stayed in touch so we both drove or flew down from the same neighborhood to down in San Diego and enjoy some sunshine and some great conversations. Tyler: I remember that. I remember being at the restaurant table with you and we were laughing about all my rejection I faced doing door to door sales. They were good times. Yeah. Doug: Well I mean you come from a sales background and it's interesting because now you're helping businesses with their marketing, marketing funnels, and content. So it's always great to have someone who's worked on both sides of the ledger, where often sales and marketing are arm wrestling each other. Tyler: Yeah.

Tips on how to crush your sales goals with Gessie Schechinger I mean, anyone that tells you e-mail is dead doesn't understand how amazing the ROI on e-mail is. How our system works is, we really combine a CRM with a secret drip tool. And then, some strong reporting and analytics behind it. We found that call, e-mail and LinkedIn are the three best ways to communicate with people Sales is getting more analytical. And you can dial it in down to a science, and you really can see the numbers, and see things working.   _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS POST: HOW TO CRUSH YOUR SALES GOALS [just click to tweet] HOW TO CRUSH YOUR SALES GOALS Sales is getting more analytical. And you can dial it in down to a science, and you really can see the numbers, and see things working.   _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug: Well, welcome back, listeners, another episode of Real Marketing Real Fast. Today, in the studio, I've got joining me Gessie Schechinger, and he has called himself, he's self-proclaimed, the laziest salesperson in America, as well as the vice president of sales for a company, called OnCourse Sales Engagement. It is a CRM platform. Gessie is very passionate about leveraging technology and automation to surpass revenue targets, so he can help protect golf and bar time for the salespeople of the world. Gessie won the annual sales award at two different Fortune 500 companies. He has 20 years of sales experience, began in the Outbound Call Center, where he averaged 450 calls a day, or per week, rather, and he blew by his quarter by 297%. Unsurprisingly, he moved into the field of sales, where he traveled 300 days a year, convincing the biggest companies in the United States to open their wallet. He now spends his time educating sales leaders to utilize their most effective sales tool in the world and co-hosts the mediocre podcast, Tech Sales. So I'd like to welcome Gessie to the Real Marketing Real Fast podcast today. So, hey, welcome to the Real Marketing Real Fast podcast today, Gessie. Super excited to have you on the show. And so, we find our best salespeople, we find out what they're doing, and our software shows you what your winners are doing. And you can duplicate that to the rest of the team, and get all of them. Gessie: Awesome. Thank you so much for the opportunity to talk today. I appreciate it. Doug: Well, and I know, in the beginning, we're talking about your role and your superpower, although the podcast is Real Marketing Real Fast, marketing's no good, if, at the other side, you don't have sales. So, as I mentioned to you, I like to have a foot in both camps. So that kind of makes the world go round. Do you want to share a little bit of your background, and what you do, and how you do it? Gessie: Yeah, absolutely. It's funny, we talk about the marketing and sales relationship, and to me, sales always get back to fishing in one regard or another. It's like, the marketing team is like, "Hey, there's a pond over there!" And then the sales team's job is to actually get that fish in the boat, right? So... _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS POST: HOW TO CRUSH YOUR SALES GOALS [just click to tweet] HOW TO CRUSH YOUR SALES GOALS Sales is getting more analytical. And you can dial it in down to a science, and you really can see the numbers, and see things working.   _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug: Yeah. Gessie: Most of my expertise is around how we get those fish in the boat. And to tell you a little bit about my background, largely a professional peddler. I've had almost all the sales jobs one could possibly have. I've started out in a call center. We're doing 450 calls a week, just smashing through the phone, dial for dollar-type environment.  I have done the field sales, where you're on the road 300 days a week, and then... Oh, 300 days a week? Three hundred days a year,

Tips on how to do marketing like a legend with Christopher Lochhead A marketing legend breaks or takes new ground. They do not compare themselves to the past. They create the future and they educate the world about how they see that future. Legendary category leaders like Netflix build a moat and they do it with data. Competition by definition is a comparison game and compared to existing products and services in the market category that we are now going to compete in. The legends never compete. Number one, what makes us radically different? Number two, what problem or opportunity do we see that no one else sees? Once you connect those two things, you then build this thing called a point of view. I'm here to tell you, products do not speak for themselves. One of my favorite expressions is "position yourself or be positioned." _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS EPISODE: HOW TO DO MARKETING LIKE A LEGEND [just click to tweet] SHARE THIS EPISODE: HOW TO DO MARKETING LIKE A LEGEND A marketing legend breaks or takes new ground. A legend doesn't compare themself to the past. A legend creates the future and educates the world about how they see that future. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug Morneau: Well. Welcome back listener to the episode of Real Marketing Real Fast. Today in studio joining me fellow Canadian, now ex-pat living in the Santa Cruz, California area in the US, Christopher Lochhead. He is a co-author of a book, a HarperCollins instant classic, called Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets. He's also the author of a book called Niche Down: How to Become Legendary by Being Different, a book which I had a chance to read earlier this year and really enjoyed the book. Christopher is a three-time public company chief marketing officer and an entrepreneur. In addition, he co-hosts a podcast called Legends and Losers as well as Lochhead on Marketing, which is now a top-rated podcast on iTunes. Doug Morneau: Fast Company calls Christopher a human exclamation point. The Marketing Journal says he's one of the best minds in marketing and The Economist I think hits it right on the head and says that he's off-putting to some. At 18, he was thrown out of high school. With no other options, he started a company. After 30 years, he is now mostly retired. He is a kickass speaker. He's a surfer, a ski bum and a proud adviser to One Life Fully Lived, living happily ever after in Santa Cruz, California. I'd like to welcome Christopher to the Real Marketing Real Fast Podcast today. Hey, Christopher, super excited to have you on the Real Marketing Real Fast Podcast. Welcome to the show. Christopher L.: Doug, it's great to be here. It's great to hang out with you. It's always fun to talk to legendary Canadians. Doug Morneau: There we go, a couple of Canadians, a couple of marketers. You're a legend with your two podcasts, number one on Amazon and an author as well. Hey, congrats. Christopher L.: Thank you. It's a little trippy. I'll tell you. It's a very bizarre thing when you wake up one morning and you get a note from a friend of yours and says, "Hey, do you know your podcast is the number one business podcast in Apple right now?" I'm like, "What? You've got to be crazy." It's a little trippy, but here we are. Doug Morneau: I'm a fan of your podcast and I shared with you before we got talking, I've only read one of your books. I've read Niche Down and really, really enjoyed the book and had just listened to your most recent episode about being a first mover or category creator with Eddie Yoon. I loved the whole conversation about data flywheel. I think that's a whole topic that most people have no idea even exists when they're looking at building their business and going into the marketplace. Christopher L.: I think you're right, which is why we wanted to write about it and talk about it. Between us girls,

Tips on how to improve customer loyalty with Rob Gallo  If you have a customer loyalty program already, the people who are in your program using it are already loyal. Can they be more loyal? You have an emotional connection to a brand that leads you to engage with that brand. You might drive out of your way to get to a Starbucks if you have that emotional connection. That's the first step in customer loyalty. The best thing to do for your customers is ease of use. Reduce friction on the user experience side. It needs to be seamless. Rather than points, rather than discounts, people want unique experiences that are personalized to them. Ask them what you can offer that would be appealing to them? _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS EPISODE: HOW TO IMPROVE CUSTOMER LOYALTY [just click to tweet] SHARE THIS EPISODE: HOW TO IMPROVE CUSTOMER LOYALTY If you have a customer loyalty program already, the people who are in your program using it are already loyal. Can they be more loyal? _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug: Welcome back listeners to another episode of Real Marketing Real Fast. Today in the studio I have joining me Rob Gallo, and he runs a company called Comp Links. So if your business deals with customers, and you want to understand what makes them tick, then you and I owe it to ourselves to glean some knowledge from someone who's literally been there and done that. Doug: So Rob is considered an expert in customer engagement and building consumer brand loyalty. He's going to share some real life stories of his 20 years of successes and failures in that business, in the ultra competitive casino business that translates really into any business that deals with customers as their lifeblood. We had a great conversation. It kind of brought me back to years ago working in the customer loyalty business or space with retailers, and really just shone a light on how far technology's advanced and how we can leverage this type of program to have our customers repeatedly come back, earn rewards elsewhere but spend that money with us. Doug: So if that sounds interesting to you, I'd just suggest that you sit back, tune in, listen up. And then when you've got some questions at the end of the episode, make sure you reach out to Rob. So, hey Rob, welcome to the Real Marketing Real Fast podcast today. Rob: Thanks, Doug. Thanks for having me. Doug: So, super excited to talk to a fellow entrepreneur and really interested in kind of your deep expertise with engagement and customer loyalty. So do you want to give just a little bit of background for our listeners who don't know you yet, on kind of what you're doing and how you're helping people? Rob: Sure. So, starting back in the beginning and how it relates to marketing, I started in the online industry, advertising, and marketing back in '95. So we used to advertise in the newspapers and get leads, and it was a laborious process. You'd put the ad out there, you'd wait two or three days for it to get approved, and then get in the paper the following week. And then by the end of the month maybe you'd have 10, 15, 20 leads. Rob: And then CompuServe came about. And I know I'm dating myself, but you know the pre-AOL days and dial-up on a probably 300 baud rate modem. Again, dating myself, people don't even know what that is. But nonetheless, I put an ad out on a forum and I had 16 leads by the end of the day and I was blown away. And I became an internet junkie since. Rob: Then in 1997 I launched an online casino. I just happened to be at the right place at the right time, and it was phenomenal. So the marketing in that aspect was a completely separate animal. So when I started in '97 there were probably five other properties in the industry and making money was easy. Cost per acquisition for a customer was $20, lifetime value was 900 so you could do the math. That's how I got scarred.

Tips on how to effectively use email marketing with Ryan Phelan I wish people would just stop this whole discussion around email is dead is. If you think email is dead, then just delete all your emails and just shut it all down. A lot of my initial work with companies is to rethink where their customers are today, not where they were when you developed a program initially. The challenge I always have had throughout my career is what's the right shiny stuff that actually moves the needle or makes a difference? A mistake that a lot of companies make is that they get stale. If they don't change, they don't adapt, they think that they're ... It's almost a brand arrogance. What's the strategic approach? How about we help you get into digital in a smart way that's data-centered? _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS EPISODE: HOW TO EFFECTIVELY USE EMAIL MARKETING [just click to tweet] SHARE THIS EPISODE: HOW TO EFFECTIVELY USE EMAIL MARKETING If you think email is dead, then just delete all your email accounts and shut it all down. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today in the studio, I've got joining me a friend and a fellow email marketer as well as a fellow member of the Only Influencers Group, which is basically all the leading experts around the world in the email marketing space. My guest today is Ryan Phelan. He is the co-founder of a company called Origin Email. Ryan brings nearly two decades of global online marketing experience to Original Email. He's focused on driving GTM strategies for high growth SaaS software and Fortune 250 companies. Ryan is a respected thought leader in the industry. He's a nationally distinguished speaker and he has a history of working with very large brands and bringing them success companies such as Adestra, Acxiom, BlueHornet, the Sears Holding, Responsys and infoUSA. Ryan has developed digital strategies for companies like that can the entire Canadian Tire, Capital One, Hewlett-Packard, Skype, CenturyLink, Sprint, FedEx, First National Bank of Omaha, US Bank and many others. In 2013, he was named one of the top 30 strategists in online marketing and is the Chairman Emeritus and the email executive council on the advisory board. Ryan is also involved in many other companies in the startup space as well as advisory board member and investor. What you might not know about Ryan is apparently he is a wicked good cook in the kitchen, as well as the barbecue and has a very extensive wine list and collection at his home, so we somehow need to find a way to get invited over to his place for dinner. I'd like you to join me in welcoming Ryan Phalen to the Real Marketing Real Fast podcast today. Well, hey Ryan, welcome to the Real Marketing Real Fast podcast today. Ryan Phelan: Hey. Thanks, Doug. I'm so honored to be here. This is really going to be fun. So, thank you. Doug Morneau: Well, I think so as well. I mean, you've got a long track record helping people in digital and especially in the email marketing space and that's how we connected was through the Only Influencers group. I had a number of guests on my podcast over the years, and when I've asked about people, your name's come up. I was just putting together an email proposal for somebody in the US and they said, "Yup. I'm working with Ryan. Ryan's helping me." So welcome to the show. Super excited to draw out all of your expertise and help our listeners solve all their marketing problems in the next 30 to 45 minutes. Ryan Phelan: Man, that's going to be amazing. I am so glad I'm sitting down and strapped in for this one. That's great. Doug Morneau: Why don't you walk us through kind of what you're doing now because you're offering a service I think as quite unique in terms of helping business owners make the right marketing decisions.

Tips on how to create content for PR with Trevor Young Become your own media channel as the starting point and then build everything else on top. Build a base of communications with your audience as you grow your audience. Create long-form content, a big article or a video presentation that you've done. Then chop them up into cascading content. Have a culture to create content and that means within your workplace you see things, stories, you're always taking behind the scenes photos and content is part of the DNA of your business. A good starting point to create content is frequently asked questions that we hear about over and over again. What are the questions people are asking frequently that you can help them with? And then how deep can you go on those? We need more interesting stories; we need more good thought-provoking pieces, we need more voices, genuine voices out there on topics and issues, whether they're business or social issues. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ SHARE THIS EPISODE: HOW TO CREATE CONTENT FOR PR [just click to tweet] HOW TO CREATE CONTENT FOR PR Have a company culture to create content. Within your company you see stories, you take behind the scenes photos and content is part of the DNA of your business. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today we're going to talk about building your own channel, your own media channel and creating a culture of content within your organization. The guest I've got joining me in studio today is Trevor Young. He is a digital citizen and he is an experienced PR practitioner, author, blogger, and social broadcaster. Trevor has been listed on brand Courtney's 50 marketing thought leaders over 50 and he was named by Sydney Morning Herald as one of eight heroes of Australian content marketing and listed by SmartCompany as one of Australia's top business thinkers. I think you'll enjoy our conversations, we'll talk about traditional PR, what it is, what it isn't, and how he explains how to earn trust, grow your influence and build recognition to enhance your reputation. So I'd like to welcome Trevor Young to the Real Marketing Real Fast podcast today. Well, Hey Trevor, welcome to the Real Marketing Real Fast podcast today. Trevor Young: Thank you Doug. Great to be here. Doug: Super excited to talk about you or talk to you and talk with you, have a conversation. I've looked through your websites and your social and I really loved your style. So for those who don't know you well, do you want to give just a real high-level overview of what it is you do and how you help your clients kind of move their business, move the sales dial? Trevor Young: Yeah, thanks Doug. Well, my background is very much traditional PR for quite a number of years but all that changed in 2007 when I started blogging and that opened my eyes to all sorts of things. I was on Twitter in that year and actually on LinkedIn in 2005 when, if you invited someone to connect with you, they've probably thought you were a stalker but then that whole notion changed the ball game. And in those days I was just experimenting and was very curious and wanted to see how blogging and then a few years later, podcasting and the onset of video in YouTube, how can people use that through a PR lens, how can they use all of these tools and try and make sense of everything to build, what I like to call, and this is what I think PR is deep in the level of connection you have with the people who matter most to the success of your business or your cause or your issue if you're a nonprofit.  So anything that does that deepens those relationships and that connection is PR. And of course, we now have a plethora of tools. So my role now is more kind of, I have an agency, but I do a lot of sort of strategy and almost mentoring and advisory, mainly with fast-growing entrepreneurial companies w...