The Marketing Cloudcast – Détails, épisodes et analyse

The final episode of our Humanizing Marketing series looks at how digital engagement will evolve in the years ahead. Hosts Marty Kihn and Tina Rozul chat with Salesforce futurists, Vala Afshar and Brian Solis about the role of trust in customer relationships. We also dig into "Atomic Content Personalization" with Mark Abraham of Boston Consulting Group. Listen in to find out if your organization is ready for what's coming our way.

LINK: Learn more about Atomic Content Personalization

Presented in partnership with WordPressVIP

We won't fulfill the promise of artificial intelligence and machine learning without a robust discussion about the ethics of it all. As marketers start to use AI tools day-to-day, it's essential to understand the origin of bias in AI and machine learning models and how to mitigate the harm to your customers and to your business. In this episode, hosts Tina Rozul and Marty Kihn chat with Sheila Warren of the World Economic Forum. Sheila pinpoints the sources of bias and how organizations can implement checks and balances to ensure inclusive, authentic marketing.

Presented in partnership with WordPressVIP

Our new series demystifies the world of Account-Based Marketing (ABM). In episode 5, we take a peak into the relationship between Salesforce's marketing, sales and service teams. We then discuss a recent report from Boston Consulting Group that shows the benefits for companies who are moving towards an Account-Based Engagement approach.

Guests: 

• Rob Archacki, Partner and Associate Director, B2B Marketing & Sales at BCG 
• Lisa Perry, Sr. Manager, 1:1 Enterprise ABM, Salesforce
• Cinzia Bazzo - National Vice President Retail Canada, Salesforce

Resources:

1. Webinar - How Marketers Are Driving Account Engagement and Growth with ABM: https://sfdc.co/MOeXW
2. BCG Report - Moving Beyond ABM to Account-Based Engagement: https://sfdc.co/ApQwH

Content marketing has evolved significantly from the days when companies thought, "We'll hire an out-of-work journalist to write blog posts, and bingo — we'll have content marketing." Today, content is all about new contexts (like smart speakers), new roles (like audio and video production), and de-siloed efforts across owned, paid, and earned media. Listen as Rebecca Lieb, one of the world's foremost researchers on content marketing, explains what you need to know about content to stay ahead of the curve and update your strategy for the remainder of 2017 and beyond.

Tweet @youngheike or @marketingcloud with your thoughts on this episode or ideas for a future topic.

Email marketing is only as good as your content. Unfortunately, building emails has become extremely cumbersome, with a single email requiring upwards of eight hours of work. If you've got plenty of time to create unique copy for every email, awesome. If you're looking for ways to recycle your best existing content and be more productive, look no further.

David DeVore, founder and CEO of StoryPorts and renowned email expert, shares six of his top places you can look for recycled email marketing content that will save you time and supercharge your campaigns.

Tweet @youngheike or @marketingcloud with your thoughts on this episode or ideas for a future topic.

Have we reached peak influencer? People are now quitting their jobs to become full-time Instagram influencers, and self-made YouTube stars are the new Hollywood A-list. All entertainment aside, these influencers present an incredible business opportunity for brands to connect with their audiences through trusted community leaders.

We interview Jackie Sobon (a food blogger, photographer, cookbook author, and social media influencer) to get the influencer's perspective on how marketers can make these partnerships more effective — and what drives her crazy about today's influencer marketing arrangements. We also ask Lee Odden (CEO of TopRank Marketing) about the best marketing KPIs and types of content for influencer relationships, as well as the future of this emerging tactic.

Tweet @youngheike or @marketingcloud with your thoughts on this episode or ideas for a future topic.

You know Yelp, TripAdvisor, Amazon, Google, and other reviews are a huge part of buying journeys. But how can you use existing customer reviews in your marketing content to make the things your company says more believable? And what if you're in B2B and don't have traditional reviews to pull from?

Get the answers from two leading experts in customer testimonials and reviews: Daniel Lemin, author of "Manipurated" and head of consulting at Jay Baer's Convince & Convert; and Andy Crestodina, cofounder and strategic director of Orbit Media Studios and planner for hundreds of websites in his career.

You'll learn how to upcycle this existing testimonial content to make your marketing much more believable and resonate effectively with potential customers.

Tweet @youngheike with your thoughts on this episode or ideas for a future topic.

Sometimes a message, campaign, or product takes on a life of its own and becomes a legitimate movement. It seems like magic, but what really happened? Listen as Jay Baer explains what fueled the crazy success of his NYT-bestselling book "Youtility" and Sangram Vajre, CMO and co-founder of Terminus, shares how his "Flip My Funnel" concept grew a community of worldwide B2B followers. You'll hear the behind-the-scenes story that's rarely told of how these movements grew — as well as Jay and Sangram's cautionary advice about what doesn't really constitute a movement.

Tweet @youngheike with your thoughts on this episode or ideas for a future topic.

Seth Godin says we're living in an age where people just ignore stuff — and only the remarkable stuff will spread. If you can get your audience to share your content online, it truly can spread like wildfire. So how can we as marketers create the type of content that people actually want to share? In this episode of the Cloudcast, we learn a few principles of psychology to help us create more scientifically shareable content.

Host Heike Young talks with Dr. Susan Weinschenk, a behavioral psychologist, and Brad Beutler, a marketing manager at Sigstr who crafted a blog series that now accounts for 4 of his company's top 5 posts ever. With Brad's stories from the field and Susan's tales of science, you'll be both entertained and better trained on how to make truly shareable content for your brand.

Enjoy this episode? Have more questions or ideas for a future Cloudcast topic? Connect with Heike on Twitter. http://twitter.com/youngheike

If you want to grow your career as a marketer, you're going to have to pass the not-so-enjoyable hurdle of job interviews. According to guest Katie Smith, CEO of career development firm Careerable, people rank job interviews near getting a cavity filled, in terms of stress level.

So how can you make this experience less terrible, nail the entire interview process, and get yourself a great offer for your next marketing gig? Listen as Katie, a marketing hiring manager (Kyle Lacy of Lessonly), and a marketer who's also an expert interviewer (Amy Higgins of TopRank Marketing) explain their best job interview secrets.

Highlights from this episode:

"Probably 8 of the 150 people I've interviewed has every asked me who they're going to be in the room with, which is mind-blowing to me. Then you don't understand who you're meeting with. Once you understand that, it's much easier to sell yourself, and it's much easier to communicate with people.

"Write down eight to 10 stories that sum up your experience. People are so much more natural when they're in storytelling mode Think about CAR: challenge, action, result. What was the challenge that the business was facing? What was the action you specifically took? What was the result of it?"

"Back then, I did a lot more of the talking and less of the listening. I was always felt pressured to say the correct thing, and so that pressure would equal me continually talking, and I never stopped. Now, I would say I only do about 20% of the talking."

Did you enjoy this episode? Want to share your thoughts or must-have job interview tips? Connect with Heike on Twitter: @youngheike.