Summary In today's episode, I walk through where real estate professionals can source market data and how to turn it into actionable insights through exploratory data analysis. Here's what this means for you. You gain a practical framework for pulling the right indicators together into dashboards that sharpen your buying and selling decisions. You'll also…
Summary In today's episode, I announce the end of Saturday Night Data Party and explain why marketers must adapt to shrinking data access and increasingly unreliable research. Here's what this means for you. You gain a clear framework for becoming a data custodian and applying rigorous peer-review thinking to everyday marketing analysis. You'll also learn…
Cathy asks, Can an in-person talk be adapted for a digital experience? What skills are different for virtual presentations? In a room, you are addressing one to many. In a digital/virtual environment, you are addressing one to one. For the most part, on the other end of a connection there won’t be a dozen people.…
Summary In today's episode, I break down how to adapt an in-person stage talk for a digital or virtual audience. Here's what this means for you. You learn to shift your mindset from presenting to a crowd toward having a one-to-one conversation, even when many people are watching. You'll also learn these concepts: how to…
Cathy asks, So you’re a subject matter expert, but your audiences (i.e. seniority, industries, geography) from gig to gig differ. How do you go about customizing presentations while maintaining your core message? This one is straightforward: the more Q&A you include, the more every presentation is customized to what that audience wants to hear. If…
Summary In today's episode, I break down how subject matter experts can customize their presentations for wildly different audiences without losing their core message. Here's what this means for you. You'll gain a repeatable approach that turns every talk into a relevant, audience-specific experience instead of a recycled script. You'll also learn these concepts: the…
Cathy asks, “How do you grow a personal brand without talking too much about yourself?” Absolutely. One of my martial arts teachers, Stephen K. Hayes, says very succinctly to focus on the work. You are the conduit for the work; make that your focus. Can’t see anything? Watch it on YouTube here. Listen to the…
Summary In today's episode, I explain how to grow a personal brand without turning every speaking opportunity into a self-serving commercial. Here's what this means for you. You learn to become a conduit for the work rather than the center of attention, which paradoxically builds more trust and attracts more business than constant self-promotion. You'll…
Nancy asks, “If you’re selling something highly technical e.g., carbon fiber to replace traditional aluminum for fabricating airplane seats, would branded search be helpful e.g., assuming there are brand name aluminum makers who target the aerospace?” It depends on the behavior of your buyers. One of the most important, easiest things to do is configure…
Summary In today's episode, I break down whether branded search actually matters for highly technical B2B sales and how to validate its real impact through analytics and direct buyer research. Here's what this means for you. You get a concrete framework for combining digital analytics with qualitative customer interviews to map true buyer behavior in…
