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Mktg_Podcast-29: Social Media Wars, Crude Data, D2C

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Cartoon of the weak is about bad marketing and so we have to discuss the role of marketing and the importance of alignment between CMO and CEO, then it’s the unfolding social media wars with Meta’s new Threads app and Twitter, and the complications that can arise from Direct to Consumer (DTC) marketing. We end with Data-is-Oil and how crude data, like crude oil, must be refined and out to use before it has high value at smaller volume.

 

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Mktg_Podcast-3: Direct-to-Consumer, Distinctiveness, Color Management

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We discuss the challenges of “Direct to Consumer” marketing and its impact on Go-to-Market planning. From there, we go to branding and product advantage, covering differentiation vs. distinctiveness as well as the role of marketing, and we end this episode with the joys and complexities of color management, especially in the digital age. Join us!

 

Sales Cycle. Marketing Funnel. Customer Journey.

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Untangling Marketing Metrics

An in-depth discussion with a panel of experts, this time about the sales cycle, marketing funnel, and customer journey.

  • Is the sales funnel everything? Or is it obsolete?
  • What is the best way to formulate and visualize the sales process and why?
  • How do you translate the customer journey to systems and actions?

Reading list:

Panelists:

Samuel Brealey

Samuel is a marketing consultant, helping good businesses make more money by helping them focus on what matters most. Catch his sensible way of calling a spade a spade on Twitter!

James Hankins, Founder and Consulting Strategist at Vizer Consulting

James is a strategic leader with a command of modern marketing tools and record of commercial impact, which he combines with his broad and deep experience across multiple categories and some of the biggest brands in the world. He drove the emergence of Share of Search as a practical metric, and was named one of the “Change Makers” of the year 2020 by Marketing Week Magazine in the UK.

Doug Garnett, President Protonik

Doug specializes in understanding the nuances of customer values and buying behavior. He teaches marketing, is writing a book about complexity in business, and is a trusted advisor.

Shahin Khan, Partner, OrionX.net (Moderator)

Shahin tracks technologies, policies, and marketing practices that define the Information Age. He has been a (very technical) CMO in high tech for many years and has probably done every job in marketing personally, and a few outside of it.

 

Join the OrionX Enterprise Marketing Meetup Group to share insights about the challenges and successes in marketing to the enterprise, and all aspects of B2B marketing.

 

Untangling Marketing Metrics

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Untangling Marketing Metrics

Businesses want to be data-driven because data can provide insight. But bad data does not. So how do we make sure the data is useful?  Join an all-star cast for this important discussion. Topics include:
– Why do you need metrics if your instincts are so good?
– What needs untangling?
– How should marketing be measured?
– What does it cost to measure marketing data?
– How do changes related to competition, product, strategy, market need, people etc. impact what you should measure?
– What are the pitfalls in interpretation of data?
– Metrics and complexity

Watch the video below for an insightful discussion among some of the best in the industry: JP Castlin, JP Castlin Consulting, Andrew Willshire, Diametrical Limited, Doug Garnett, President Protonik, and our own Shahin Khan.

Join the OrionX Enterprise Marketing Meetup Group to share insights about the challenges and successes in marketing to the enterprise, and all aspects of B2B marketing.

Marketing-Finance Alignment: So you want a bigger marketing budget!

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Marketing-Finance Alignment

“Another insightful discussion. Alastair’s book is a must read!”

Watch the video of a meetup discussing the alignment between marketing and finance, a topic that is critically important but doesn’t get enough coverage.  Topics include the role of marketing, how a CFO views marketing, metrics, attribution, mix, etc.

Panelists include Alastair Thomson,  Finance Director and CFO and author of the book Cash Flow Surge,  Mike Douglas (Independent Advisor, former VP GTM at Nvidia), Doug Garnett (President Protonik), and Shahin Khan (OrionX).

Join the OrionX Enterprise Marketing Meetup Group to share insights about the challenges and successes in marketing to the enterprise, and all aspects of B2B marketing.

OrionX-Competitive-Intelligence-part-1-June-30-2020

Competitive Intelligence: Strategy to Organization

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Please join us for a three part webinar series on Competitive Intelligence.

  1. Strategy to Organization: Structure and Big Rules
  2. Organization to Intelligence: Analysis and Synthesis
  3. Intelligence to Action: Sales Enablement

In part one, we show you how to navigate organizational issues to build a trusted Competitive Intelligence function. We discuss various organizational models, key competitive processes, and the big rules that govern a successful effort.

On-Demand Webinar:  Competitive Intelligence: Strategy to Organization
Live Webinar Held: Tuesday, June 30, 2020, at 11:00am Pacific/2pm Eastern.

OrionX-Build-and-Strengthen-Your-Online-Community-Now-OrionX-May-28-2020

Build and Strengthen Your Online Community

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A healthy online community is critical for a successful marketing strategy during this time of transformation. But, how do you build, grow, and engage community in an age of physical distancing? 

In this OrionX webinar, Celia Chase and special guest Linda Crowe of IBM share best practices for creating a thriving community.

On-Demand Webinar: Join the conversation

Live Webinar Held: Thursday, May 28, 2020, at 11:00am Pacific

OrionX-How-to-Create-a-Podcast-Series-April-20-2020

How to Create a Podcast Series

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Continuing with our Human Marketing series of webinars, we cover podcasts, an important part of the marketing mix. Join Dan Olds and Shahin Khan on this on-demand webinar to hear what they’ve learned about effective podcasting after 500+ episodes and thousands of listeners.

From radio theater to news programs, and from training the channel to doing deep dives on tech, they’ve probably done it all and tried a lot of the tools and services out there.

You will learn what is involved in the design and delivery of a great podcast, how to go about it when everyone is sheltering in place, and 6 steps that make it all manageable and a fun part of your Human Marketing.

We are working with our clients on their Human Marketing plans and would be happy to discuss yours, formally or informally. Just let us know.

On-Demand Webinar: How to Create a Popdcast Series 

Live Webinar Held: Thursday, April 30th, 11am pacific

OrionX-Marketing-in-the-age-of-Coronavirus-March-24-2020

Coronavirus and its Impact on Marketing

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The Coronavirus has changed our lives in ways that we’ve never experienced. Face-to-face activities are disappearing, and digital marketing isn’t just a nice-to-have. Instead, it has to pick up this slack, replace the in-person connection and become more human. As the industry reacts to these confusing times, marketing must also respond  — thoughtfully. We think this human-scale challenge demands a human-centric solution.

In the webinar, Marketing in the Age of Coronavirus: 4 Actions to Take Now, Dan Olds, Shahin Khan and I discuss how a new, Human Marketing approach is required in these times of flux. This is the time to be true to your brand promise and purpose, to strengthen your community, and to humanize your business. Listen in as we unwrap our recommendations and show you how to implement Human Marketing.

Specifically, we cover the three pillars of Human Marketing and the way to secure the resources necessary to implement it:

  1. Nurture Your Relationship
  2. Humanize Your Digital
  3. Cultivate Your Community

Is your marketing approach different now? Are you providing more visibility into your company culture and personality to connect with others – and is it working? Share your thoughts and ideas below to continue the discussion.

We are working with our clients on their Human Marketing plans and would be happy to discuss yours, formally or informally. Just let us know.

On-Demand Webinar: Marketing in the Age of Coronavirus: 4 Actions to Take Now

Live Webinar Held: Thursday, March 24th, 11am pacific

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