Summary In today's episode, I break down how to build marketing reports that anyone in your company can understand without needing a glossary. Here's what this means for you. You gain a way to anchor every report around the exact metrics your stakeholders track to earn their bonuses, so your reports drive clear decisions instead…
Joe asks, “How do you conduct research for a new content marketing project? Where do you start, what steps do you take, and what systems do you use to organize your research and findings?” It really depends on the project and how much depth I need to go into. How much detail do you need?…
Summary In today's episode, I break down how to research and organize content for a new marketing project based on scope and deliverable. Here's what this means for you. You'll build a repeatable system that scales your research depth so smaller projects stay lean and larger ones never miss critical pieces. You'll also learn these…
Audrey asks, “Can you talk about how ABM and AI will interact? Will AI replace ABM?” The premise of ABM is to target your best potential customers. AI will help you tune 3 key questions: – Are they in fact your best customers? – What indicates your best customers? – Who in the organization should…
Summary In today's episode, I explore how AI and ABM (Account-Based Marketing) interact and whether artificial intelligence will replace this B2B marketing approach. Here's what this means for you. You'll learn that AI doesn't replace ABM but rather fine-tunes it by validating your assumptions and revealing who your best customers really are. You'll also learn…
Summary In today's episode, I walk through a year-over-year analysis of FBI hate crime data comparing 2017 to 2018 and reveal what the numbers actually say versus what they appear to say. Here's what this means for you. You'll see how a metric can look great on paper while the underlying data quality quietly collapses…
Krystal asks, “With many of our tradeshows canceled for this year, our president wants to look at doing a virtual tradeshow. We get a ton of new leads for new practices and expansions. We are not an industry leader by any means but would love to hear thoughts on platforms and costs associated with this.…
Lindsay asks, “Have you ever done any spends to increase podcast reach? Is there anything like a Facebook boost for podcasts?” For Marketing Over Coffee, we spend a hundred bucks or so a month on the show name and category. If your podcast has a decent website, treat it like any other web property. You…
Summary In today's episode, I break down how to promote and advertise your podcast using paid ads, SEO, and email newsletters. Here's what this means for you. You'll discover practical tactics to grow your audience and demonstrate real value to sponsors. You'll also learn these concepts: how to treat your podcast landing page like any…
Steve asks, “I’m looking for a dataset of companies that are actively selling on Amazon. How would you as a marketing data scientist approach this problem?” That’s an interesting question. To my knowledge, there aren’t publicly available, free datasets of this sort (though please leave a link in the comments if you know one), so…
