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Business texting is a growing channel for marketers to connect with leads and customers, but this should come as no surprise.

Texting is the preferred channel of communication for many people. Having said that, it’s still not used as often in business as it could be. In this episode of AMP Up Your Digital Marketing, host Glenn Gaudet talks with Scott Heimes, Chief Marketing Officer at Zipwhip, a business texting software platform. They cover the advantages of texting leads and customers, why it works better than calling or emailing, and the stigma around texting.

You’ll learn:

• Why business texting works.

• What marketers should keep in mind to run a text messaging campaign successfully.

• What guardrails marketers should look out for so they don’t mishandle business texting. 

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Product-led growth is gaining a ton of traction among marketers everywhere, but it looks very different in the SaaS industry. 

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Jason McClelland, CMO at Domino Data Lab. They talk about the importance of product-led growth in the SaaS industry and how to execute it successfully.

• Product-led growth is a huge trend in marketing these days, but traditionally it works best for fairly straightforward products, like Netflix and Spotify.

• Leveraging product-led growth for a highly technical audience can be tricky, but it can pay off immensely. Jason says it helps him generate interest amongst developers and data scientists, who typically don’t care about flashy marketing initiatives — they just want to try the product out.
• Once a user has opted in to a free trial or freemium product, you have to nurture them through the process. It’s like a Ferrari, Jason explains. You can’t just throw someone into the driver’s seat and say, “Go.”

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In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Kayt Leonard, the public relations manager at PSI CRO. They talk about what executing marketing campaigns looks like when working in a highly regulated, highly targeted, and highly misunderstood industry.

• Clinical trials are an integral part of health care, but they’re often misunderstood. (Thanks, Hollywood.)

• At any given time, there are hundreds of thousands of clinical trials registered across the world. Each one needs a specific number of participants who meet a specific set of criteria. As the PR manager of PSI CRO, it’s Kayt Leonard’s job to find these participants.

• “There’s no template we have,” Kayt says. “There’s no ability to look through previous campaigns and see, ‘All right, this patient population worked; these advertisements and keywords worked.’ We really build out every single campaign and every single persona as if it’s the first time we’ve ever done it.”

 
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Customer experience is incredibly important for your brand. In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Rhoan Morgan, co-founder and CEO of DemandLab. They sit down to discuss the importance of turning customer experience into a company-wide effort.

• Traditionally, the B2B customer experience has been a siloed practice, an effort focused on by one or two teams. But Rhoan Morgan, co-founder and CEO of DemandLab, is encouraging businesses to start using the marketing-led customer experience approach.

• “What you’re doing is you’re using technology, data, and content to really engage with a company’s audience — but in a way that matters to the customer,” Rhoan says.

• Embracing the marketing-led customer experience approach requires cross-team collaboration and setting specific customer experience goals using relevant data.

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For any marketer who wants to get a better handle on their personas, and optimize their journey, user testing is the way to go.

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Michelle Huff, CMO of UserTesting. They sit down to discuss the benefits of user testing and why it’s more important now than ever.

• Building your buyer persona based on data and intuition is limiting because you’re missing the why behind your customers’ decisions.

• User testing helps you connect and empathize with your customer base. By getting feedback directly from members of your target audience, you can optimize the customer experience.
• COVID-19 has drastically changed the way people live, and it’s forcing brands to relearn their customers — their new behaviors, needs, and buying habits.

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In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Winfried Schultz, VP of EMEA Marketing at Teradata, a provider of database and analytics software and services. They discuss the transition to stronger virtual and digital marketing efforts from in-person marketing.

What you’ll learn:

• The challenges of transitioning to a strictly digital marketing strategy. 
• How to overcome your digital marketing challenges.
• What marketers can do to make their digital presence more engaging. 

The marketing team over at Teradata speaks directly to the executive offices and high up decision-makers of prospective buyers. This entails a great deal of high-touch and in-person marketing activities, meaning conferences, face-to-face meetings, etc.
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Building your personal brand on social media might seem like an impossible task.

What do you post? How do you get it to resonate? What do you offer? Should you use video or a different type of content.

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Daniel Murray, Senior Manager of Marketing Operations at ServiceTitan, a software platform for trades. They discuss how Daniel built up his personal brand on LinkedIn in less than 8 months to the point where his simple, short, text-based posts consistently garners him hundreds of comments in just a few hours.

What you’ll learn:

• The keys to building a personal brand on LinkedIn.
• Why LinkedIn is different from other social media platforms. 
• What TikTok and LinkedIn have in common. 

Daniel garnered over 11,000 followers in less than 8 months and breaks it down in a way that’s simple to understand.
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In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Erica Weiss, Brand and Campaign Marketing Manager at SparkPost, an email intelligence software company. They discuss TikTok, how it’s used, who uses it, what the concerns are, and whether or not you should advertise on TikTok.

What you’ll learn:

• What are the TikTok privacy concerns? 
• What is TikTok, and how does its algorithm work? 
• What does it look like to advertise on TikTok, how does its targeting work, and should you do it? 

TikTok has exploded over the last two years, growing to over 800 million active users worldwide, according to Oberlo. Users spend an average of 52 minutes per day on the app. Roughly 90 percent of TikTok’s user base launches the app daily, watching over 1 million videos each day.
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In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Stephen Spector, who’s spent more than 20 years doing digital marketing and social media in the IT space. Stephen discusses strategies he’s used to successfully implement employee advocacy programs. You’ll learn:

• Employee advocacy platforms can reap a number of benefits, including an increase in brand engagement, product feedback, and sales leads.
• Getting buy-in from executives and employees isn’t always easy, but start with a “pilot program,” a small group of people who are already social media savvy.
• It’s essential to prove the value of an employee advocacy platform, especially to executives, by presenting them with backend reporting and metrics.

 
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In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Karin Aviles, Head of Demand Generation and Field Marketing at Centrica Business Solutions, which offers sustainable energy alternatives for businesses. Karin discusses how her team’s lead generation strategies have shifted during COVID-19. You’ll learn:

• Lead generation without face-to-face events forces companies to explore new ways to reach their target audience.
• With tighter budgets, marketing teams should look for ways to optimize their ROI through paid media channels.
• People’s behaviors have drastically changed over the past few months, so it’s important to keep tabs on these trends and follow your customer.

 
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