Advertise on podcast: Inbound Success Podcast

What does it take to build a high performing marketing team? Tim Parkin has built his career around answering that question. His approach centers around the thesis that people times process equals performance. What does that mean? Tim digs into it in this episode. It starts with documenting what you’re doing as a team. From there, the next step is to evaluate the team and identify who needs training, coaching or support - and what kind of organizational change is required to support the processes that have been documented. In this conversation, Tim gets into the details of his process, including what a well-documented process looks like, how to train your team to create processes, the tech stack he uses to support process creation, what a good meeting cadence and format looks like, and resources you can turn to to learn more about building high performing marketing teams. Get the details on all of this, and more, in this week’s episode.

Bobby Gillespie spent years working in marketing and observed companies making the same mistake over and over again. And that mistake was trying to do marketing without first building a solid brand foundation. To address it, he created his own agency — Propr Design — where he helps companies do just that. In this episode, Bobby describes the process he takes clients through, including: Defining the company’s purpose and core values Identify your ideal customer profile Establishing a brand personality Get the details on all of this, and more, in this week’s episode.

When Eric Stockton took over as head of marketing for SharpSpring by Constant Contact following the company’s acquisition, he immediately set about shifting the focus from outbound to inbound marketing with the goal of building a pipeline of high intent hand raisers. The result was a doubling of the company’s demo attend rate, from 20 to 40 percent, and a 23X improvement in the number of leads that turned into closed won deals. While making that shift sounds simple, in practice it requires top to bottom organizational buy in. In this episode, Eric breaks down exactly what changed, how he built a solid foundation for it via internal communications, what the company’s new demand generation motion looks like, and the new KPIs he’s using to track success. Get the details on all of this, and more, in this week’s episode.

How did Tulip Media Group lower its customer acquisition cost (CAC) by 10X, from $40,000 to $4,000, in a matter of weeks? As a Storybrand certified agency, it was all about taking their own medicine. They started by interviewing their customers to determine their ideal customer profile, along with their pain points and the keywords that they would need to focus on to reach them. What they uncovered in those interviews led to a shift in the company’s messaging away from what they do and instead, towards the problems they solve, and away from a strategy focused on events and SEO to one heavily focused on pay per click advertising. They rolled the new messaging out on their website and in their Google ads and within a week, saw a massive improvement in inbound lead flow at a much lower cost. And they have since applied that same framework to get similar results for clients. Want to learn more about how they did it? Get the details on all of this, and more, in this week’s episode.

How does a website get more than 3 million visits per month with zero dollars spent on paid advertising? For Visme, it was all about an on- and off-page SEO strategy focused on creating great content for relevant keywords and then investing time in promoting the content and building up quality backlinks. The strategy worked so well that they developed a SaaS tool to manage it, and now that tool - Respona - is available for anyone to use. Farzad Rashidi is the marketer behind the strategy, and in this episode he makes the case for why marketers should be spending more time on content promotion than they are on content creation. He also breaks down the exact process that both Visme and Respona use to get backlinks, and shares what other marketers can do to replicate his results.

LinkedIn has undergone a renaissance in the last several years and today is a central focus for many B2B companies’ marketing strategies. But what does it take to do LinkedIn right? Mark Raffan of Content Callout is an expert at using LinkedIn for organic social marketing. In this episode, he explains why you should be putting twice as much effort into individual posts as you do company posts, along with advice on things like: When to use branded versus non-branded content How to create a strong hook How to know what you shouldn’t post Overcoming objections from subject matter experts who are reluctant to build their personal brands on LinkedIn Why responding to comments on your posts is so important How to structure your LinkedIn posts to get the most engagement Get the details on all of this, and more, in this week’s episode.

Branded content is any marketing content that does not have a direct sales-related objective associated with it. Because it’s not designed to have a straight line relationship with sales goals, many marketers struggle to justify investing in it. But branded content has an important place in the marketing mix, and this week, Human Factor Media founder Zack Slingsby explains why. Human Factor Media specializes in a “branded entertainment” - a subset of branded content focused on video. In this interview, he covers: When it does - and does not - make sense to invest in branded entertainment How branded entertainment can help differentiate you from the competition What good branded entertainment looks like Why you should think about creating serialized content How to measure the success of branded entertainment The channels that you can use to distribute your content The brands that are doing branded entertainment really well right now Check out the full episode to get Zack’s insights on all of this, and more.

With so many new podcasts popping up, how can you create a business podcast that truly stands out from the crowd while also driving revenue? Lower Street Media founder Harry Morton set out to solve for exactly this challenge and on this week’s episode, is sharing his lessons learned. TL;DR - he says it’s not enough to simply do an interview-style show. To get results, you need to lead with narrative. What does that mean, and how can you use podcasting to drive results for your account-based marketing (ABM) strategy? Check out the full episode for details.

Userflow co-founder and Chief Growth Officer Esben Friis-Jensen has devoted his career to providing SaaS businesses with the tools necessary to drive product-led growth. In this episode, he explains why, in what some have termed the “end user era”, product led companies are outperforming their sales-led peers, and dissects what marketers need to know to deliver on the promise of product-led growth. From the importance of making the product the focus of your marketing, to publishing transparent information about pricing on your website, offering an on-demand product demo, creating use cases, and ensuring your content matches what you can actually deliver through the product, Esben goes into detail on the elements of a successful product-led growth strategy. Check out the full episode to learn more.

Seth Erickson started his career in web design but quickly realized that without a good story, the website (and other marketing efforts) would fail to perform. That’s when he decided to become an expert in storytelling. Seth spent months studying not just the discipline of storytelling, but the neuroscience behind why stories are so effective, and shared what he learned in his book How to Hack Humans: Storytelling for Startups. In this episode of The Inbound Success Podcast, Seth breaks down the must-have components of an effective story, as well as the neural triggers that happen, and what marketers need to know about all of it to get better results.  

There’s a lot of buzz about TikTok advertising in the marketing world right now. But how can you know whether it’s the right channel for your business, and how should you get started? Reason Agency CEO Will Perry is a TikTok ads expert who has gotten incredible results for ecommerce brands. In this episode, he breaks down exactly how he approaches TikTok advertising, and shares actionable takeaways that any company - ecommerce or B2B - can use to build a profitable TikTok ads strategy.