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Integrate & Ignite | Marketing Insights to Inspire

The Integrate & Ignite podcast explores the nature of what it means to be at the helm of marketing decisions. Every episode is crafted to make people think, to spark some “aha!” moments, and to illustrate just how important a truly integrated marketing strategy and a solid, inspired brand presence is to success and longevity. Your host, Lori Jones, is the President & CEO of Avocet Communications, and she has over 30 years of integrated marketing experience. Lori has interviewed over 300 top business leaders on the show with backgrounds in B2B and B2C from brands such as General Motors, IBM, McDonald's, and Netsuite. It is the wisest and most successful of leaders that know the value of advice, that can listen, and that can also share their experiences with others. Whether you're a CEO, a CMO, Marketing Director, or an entrepreneur who wears many hats, this podcast is for you. For more information and Show Notes, go to www.avocetcommunications.com
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Now displaying: July, 2018
Jul 31, 2018

"Whatever your brand principles are, you have to repeat them till you are blue in the face, and then repeat them even more.”

 

Sandro Roco is the director of strategic initiatives at Bombfell, a stylish subscription service that helps men keep their wardrobes updated and relevant. He was the second hire on the company’s business team back in a time where, as he says, “paper clips and chewing gum were our primary tools for keeping things together.” Over the years, he has served in various different roles throughout the company, including marketing, customer experience, operations, and data analytics. He deploys a variety of digital, offline, PR, and OOH strategies and helped lead the company’s 20X growth between 2014-2017.

 

Listen And Learn:

  • How simple storytelling can grow a brand.
  • The importance of customer reviews and the power of influencers.
  • The value of strategic partnerships.
  • The integrated strategies needed to drive e-commerce traffic.
  • Why customer retention and reactivation is just as important as customer acquisition.

 

TO LEARN MORE ABOUT  BOMBFELL, CLICK HERE.

TO FIND SANDRO ROCO ON LINKEDIN, CLICK HERE.

Jul 30, 2018

“Taking a ‘spray and pray’ approach puts you in danger of, at best, being ignored by the wrong people, and at worse, the right people opt out.”

 

Annie Wissner runs marketing for Hexagon Mining, where she has helped transform the business into the first enterprise solution for mines. She has 20+ years in the B2B technology industry, and is a high-energy maximizer with certified project management skills. Both deadline and metric driven, Annie holds herself and her team accountable for delivering results that impact the bottom line. She proudly stands at the forefront as the lines between marketing, sales, and IT disappear and is guiding her team to take the lead in process and technology decisions for the business.

  

Listen And Learn:

  • Her strategies for communicating and engaging with multiple audiences.
  • How she listens to her customers and focuses on their buying journey.
  • Ways to approach A/B testing that are not expensive or time consuming.
  • The importance of developing personas of your ideal customers.
  • Creating relevant and timely content.

 

TO FIND ANNIE WISSNER ON LINKEDIN, CLICK HERE.

TO LEARN MORE ABOUT HEXAGON MINING, CLICK HERE.

Jul 27, 2018

“Change is inevitable; progress is a choice.”

 

Dean Lindsay is a top business keynote speaker that has been entertaining, educating, and engaging audiences worldwide for years. He has helped build engaged, progress-based sales leadership and customer service cultures at companies such as New York Life, Ericsson, Golds Gym, Aramark Canada, UCLA Anderson School of Management, the United States Patent and Trademark Office, and Haggar Clothing. His books, How to Achieve Big PHAT Goals, Cracking the Networking Code, and The Progress Challenge, have sold over 100,000 copies.

 

Listen And Learn:

  • Establishing having “goal conviction.”
  • Why many businesses fail to commit to their goals.
  • The “Six Ps to Progress.”
  • How to inspire a longing for progress in your team.
  • Defining “Progress Leadership” vs. change management.
  • Why businesses need to continuously build upon their “why.”

 

TO FIND DEAN LINDSAY ON LINKEDIN, CLICK HERE.

 

Jul 26, 2018

“It takes a special kind of leader to be moldable.”

 

Morgan Browning is president of Emergenetics International. He is the driver of the company’s rapid growth and has built a recognizable and impactful global brand. Under his leadership, Emergenetics has been recognized as one of America’s fastest-growing companies by Inc. magazine for the past seven consecutive years. Morgan has spent his entire life understanding the science and application of Emergenetics, and co-authored the 2006 book, Emergenetics: Tap into the New Science of Success, as well as the recently published, Work That Works: Emergineering a Positive Corporate Climate.

 

Listen And Learn:

  • The science of determining communication style profiles.
  • Embracing a diversity of thought and behavior in the workplace.
  • The importance of considering every communication style when making decisions in your company.
  • Why accepting the fact that people are different than you is half the battle.
  • What leaders can do to foster a workplace culture where different communication styles are celebrated.

 

TO LEARN MORE ABOUT  EMERGENETICS, CLICK HERE.

TO FIND MORGAN BROWING ON LINKEDIN, CLICK HERE.

 

 

Jul 25, 2018

 “HR is life insurance for your business.”

 

Hunter Lott is a human resources trainer dedicated to the rights of management and good business decision-making. He has presented to over 100,000 business owners and managers at all levels on topics such as hiring, motivation, leadership, firing, and staying out of court. Hunter is the author of Please Sue Me-The Guide to Safe Hiring and Firing Practices for the Frontline Manager with a Short Attention Span. He serves as HR support for small businesses and a resource for individual leaders in their situational decision-making through his website HunterLott.com. Hunter is an award-winning senior course leader for the American Management Association and is currently a top-rated speaker with the Society for Human Resource Management. Hunter was “Speaker of the Year” for Vistage in 2006 and received a lifetime achievement award from Vistage in 2012.

 

Listen And Learn:

  • The biggest mistake managers and business owners make in their employee handbooks.
  • The misconceptions about exempt and non-exempt employees.
  • The one question employers need to answer before they attempt to interview and hire A-players.
  • The importance of the “style points” when it comes to benefits.
  • Why documentation is so critical in HR.
  • How Millennials are making us all better managers.

 

TO FIND HUNTER LOTT ON LINKEDIN, CLICK HERE.

 

Jul 23, 2018

“We expect obstacles. So, let’s get the cow out of the ditch and build a fence so it doesn’t happen again."

 

Brandon Fuller is a software engineer with an entrepreneurial spirit. Prior to Docketly, Brandon worked in the communications and collaboration market on industry-first products like Latitude MeetingPlace, Cisco WebEx, Cisco TelePresence, and BlueJeans video conferencing. In his current role, he is responsible for defining the Docketly’s vision and for leading the team to continued growth and success. Docketly was recognized as the #204 fastest growing private company by Inc. magazine. Brandon’s daily objectives entail the technical leadership of Docketly’s service, building a great team and company culture, and providing Docketly’s customers with an amazing experience.

 

Listen And Learn:

  • Strategies to commoditize and build a technology platform.
  • Why change simply for the sake of change is often a good thing.
  • How taking an earned marketing approach has helped build referrals.
  • Why he never wants a neutral customer.
  • How he creates a fun and challenging work environment.

 

TO LEARN MORE ABOUT  DOCKETLY, CLICK HERE.

TO FIND BRANDON FULLER ON LINKEDIN, CLICK HERE.

 

Jul 18, 2018

“Some people just think of YouTube as nothing more than cat videos, and that’s where you just have to change your mentality.”

 

Ben Petersen, marketing manager at Blade HQ, is a guerrilla storyteller with a passion for craftsmanship. Ben has spent the last seven years selling pocketknives on both the B2C and D2C sides of e-commerce, and now manages the in-house creative team at Blade HQ. Accolades include: consistent double-digit revenue growth at Blade HQ, receiving the Best Video Award from the American Marketing Association, and millions of views on YouTube.

 

Listen And Learn:

  • YouTube strategies that grow subscribers and viewers.
  • The importance of feedback to grow a brand.
  • How cross-channel pollination works to reinforce consistent content across all platforms.
  • Creating a “hype vortex.”
  • Why enthusiasm is the most important ingredient to create top of mind awareness.

 

TO LEARN MORE ABOUT  BLADE HQ, CLICK HERE.

TO FIND BEN PETERSEN ON LINKEDIN, CLICK HERE.

Jul 17, 2018

“It’s the connective tissue that separates good organizations from great organizations.”

 

Matthew Clark leads Premier Farnell's global digital marketing and e-commerce team, delivering $700 million in yearly e-commerce sales through more than 40 websites serving the Americas (Newark.com), EMEA (Farnell.com) & APAC (element14.com). Matt has held e-commerce, sales, marketing, and customer service positions at Dell, PCM, Saturn, and EDS. In addition to strong commerce efforts, Premier Farnell also has an industry leading online community of more than 500,000 design engineers and tech hobbyists, and was nominated for Internet Retailer's B2B Player of the Year in 2015 and 2016.

 

Listen And Learn:

  • How e-commerce is still all about serving the customer just as you would off-line.
  • Ways to make your site easy to find, easy to use, and compelling to convert.
  • Trends in voice and natural language processing in organic search.
  • Ways to approach a content strategy from a community and a commerce perspective.
  • How to improve site conversion rates and traffic.
  • How transactions build brands.

TO FIND MATTHEW CLARK ON LINKEDIN, CLICK HERE.

TO LEARN MORE ABOUT  PREMIER FARNELL, CLICK HERE.

 

 

Jul 16, 2018

“Failure is fuel. It is what propels us onward and upward.”

 

As AlloSource’s Chief Financial Officer, Raime Leeby Muhle oversees all of the finance, accounting, and information technology needs of the organization.

With over 18 years of experience, Raime’s background spans emerging high growth businesses to large and mature organizations. She has held various senior leadership positions with finance and operational responsibilities. Prior to AlloSource, Raime held key leadership positions at Galvanize, Arrow Electronics, and Level 3 Communications.

 

Listen And Learn:

  • Why diversity is important when hiring.
  • How, as a leader, she works to empower her teams.
  • Ways to work around the natural friction between the sales, marketing, and finance teams in any organization.
  • The importance of listening, open dialogue, and collaboration between the sales, marketing, and finance teams.
  • Her definition of a true partnership.

TO LEARN MORE ABOUT  BRILLIANCE BUSINESS SOLUTIONS, CLICK HERE.

TO FIND RAIME LEEBY ON LINKEDIN, CLICK HERE.

Jul 12, 2018

“’Content is king’ is a very clichéd phrase because it’s true.”

Larissa Murillo is the marketing manager at MarketGoo, an SEO application for businesses looking to optimize their websites for search engines. Larissa is a marketer with a focus on research, growth, and resource optimization. At MarketGoo she is responsible for boosting company profile, profit, and for driving acquisition no matter the resources available. Her focus was previously on mission-critical software for the financial sector and is currently on the SEO SaaS market.

 

Listen And Learn:

  • The strategies that help connect the sales-driven vision of executive leadership to the more creative components of marketing.
  • About the importance of building a solid connection and encouraging communication with the technology and development team.
  • How social sharing signals SEO that you are creating something of value.
  • Why you can’t afford to not be on social right now.
  • The importance of addressing communication roadblocks early and often.

 

TO LEARN MORE ABOUT MARKETGOO, CLICK HERE.

TO FIND LARISSA MURILLO ON LINKEDIN, CLICK HERE.

 

 

Jul 11, 2018

“The days of ‘launch and pray’ are over. Today it’s ‘launch and knowing.’” Brian Massey of Conversion Sciences.

Brian Massey is the founder and Conversion Scientist™ at Conversion Sciences, as well as the author of Your Customer Creation Equation. His rare combination of interests and experience were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer. Conversion is the science of turning website visitors into leads and sales. As a Conversion Scientist, Brian has helped dozens of businesses redesign their online strategies and focus their budgets in the places that will deliver bottom-line results.

 

Listen And Learn:

  • How to deliver the experience your customers are expecting by using behavioral science and conversion optimization.
  • Why most optimization strategies are broken and how to fix them.
  • Why you don’t have to be a data scientist to implement conversion optimization.
  • Why data only works if there is a culture of experimentation.
  • The importance and necessity of embracing data.

TO LEARN MORE ABOUT  CONVERSION SCIENCES, CLICK HERE.

TO FIND BRIAN MASSEY ON LINKEDIN, CLICK HERE.

 

Jul 5, 2018

“When you focus on what the person WANTS, you can technically sell something without ever talking about the features and benefits.”

Brandi Starr is the COO and managing consultant of the Tegrita Consulting Group, an Atlanta-based company focused on providing a Return on Marketing Investment (ROMI) and securing their clients’ success. Brandi is a true Modern Marketing Maven. She believes marketing magic happens at the intersection of strategy, creativity, and technology. Brandi's 15-year career has spanned a variety of industries and marketing disciplines. Her expertise includes demand generation and nurture strategy, business process transformation, controlling email frequency, and custom security, and she is the SME for the Higher Education vertical.

 

Listen And Learn:

  • How marketing automation is about “right message, right time, right place.”
  • How to take advantage of the fact that the customer is always plugged in and engaging in different ways.
  • Using paid search to outwit the competition.
  • The importance of focusing on the customer experience and the buyer’s journey.
  • How to take risks, focus on the big picture, and gather data to get the biggest return.

TO LEARN MORE ABOUT  TEGRITA CONSULTING GROUP, CLICK HERE.

TO FIND BRANDI STARR ON LINKEDIN, CLICK HERE.

 

Jul 3, 2018

“Everything needs to feel very personal and very personable.”

Michelle Levitt has been the marketing and creative director for Heil Sound for over 13 years. Michelle’s background is as a musician, an artist, a marketer, and a creator. She knows from experience that personal development is professional development. At Heil Sound, Michelle is responsible for oversight of all advertising decision making, design, and execution; management and presentation of company social media; website layout and design; campaign design for special events and contests; and graphic design of large-scale trade show displays.

 

Listen And Learn:

  • Why a sense of humility is so important.
  • Her success with co-promotional projects with partner brands.
  • How creating avatars to better understand your ideal customer makes it easier to communicate with them.
  • The importance of list segmentation.
  • How content marketing has to be about having one-on-one conversations.

TO LEARN MORE ABOUT  BRILLIANCE BUSINESS SOLUTIONS, CLICK HERE.

TO FIND LORI MCDONALD ON LINKEDIN, CLICK HERE.

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