Everyone Hates Marketers

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Is your organization too afraid of trying new things?Do you have an idea for an experiment but are not sure how to pitch it to your boss?Let’s change that.My guest today is David Arnoux, Co-founder, and Head of Growth at GrowthTribe. In this episode, we talk about developing an experimental mindset, why visual storytelling is vital to get buy-ins, and how to run marketing and growth experiments to find huge wins.Topics covered:The symptoms of companies that are not experimenting enoughWhat companies need to have in place before starting experimentingThe danger of “growth for the sake of growth”The type of companies that David won’t train or work withWhy experiment culture should begin with the mindsetHow to change the mindset in an organizationWhy visual storytelling is essential in presenting your experimentsThe single data source to help you pick the right ideas to run withA few examples of crazy experiments David ranDavid’s advice to aspiring marketersWhat David thinks marketers should learn for the next 5,10, and 50 yearsResources mentioned:GrowthTribeCXLBooking.comOracleClaire Suellentrop - Hot to Use Jobs To Be Done to Read Your Customers’ MindsAsia Matos - 5 Steps to Create a Go-to-market StrategyStealing Fire by Stephen KotlerLiar’s Poker by Michael LewisJeff Bezos’ 2018 Letters to ShareholdersSmartcuts by Shane SnowTakeru Kobayashi (The Hot Dog Eating Contest Champion)Lean Analytics by Alistair Croll and Benjamin YoskovitzDave McClure Pirate MetricsThe GROWS Process by GrowthTribeHotjarThe Brass FrameworkOccam’s RazorWait But Why by Tim UrbanOCEAN model / Big Five Personality TraitsSandra MatzDeep Work by Cal NewportEdward Bernaysa16z podcastLectures subredditGrowth Tribe Youtube channelDavid’s LinkedInGrowthTribe Instagram

Most marketers focus on lead generation but it is enough?There's another step in your marketing system that comes first: demand generation. While lead generation is a system focused on collecting contact information from potential customers, demand generation is about building brand awareness and creating demand for your products or services.I asked lead generation expert Jeanne Hopkins to join the show and share her process of setting up a marketing campaign that generates demand and acquires customers.We covered:Why most companies struggle to develop a system for attracting leadsThe costly mistake marketers make when it comes to their website designHow auditing is the first step new marketers should take in demand generationThe unexpected reason why promotion is the last thing you should think aboutWhy small teams should go after key objectives vs. individualsWhat marketers miss when it comes to communication and small winsHow we set expectations along the customer journey and why they matterWhy we need to become comfortable with video and public speakingResources: SaaS Monetization - Episode 24 with Patrick CampbellDan MoyleToastmastersDale Carnegie - Public Speaking TrainingPatrick Campbell: ProfitWell BlogPatrick Campbell: Price Optimization Blog @mvolpe - Mike Volpe on TwitterSales experience for marketers book or another podcast episode @JeanneHopkins - Jeanne Hopkins on TwitterJeanne Hopkins on LinkedInMarketing vs. Communications: The Surprising DifferenceBikeshedding in Marketing: 3 Keys to Being an Effective Marketer

What is a go-to-market strategy, exactly?In today’s episode, we’ll define the term in details and dive into the real, actionable steps to design an effective go-to-market strategy.My guest today is Asia Matos, an early-stage startup marketing expert, and the founder and CEO of Demand Maven.We’re going to dive into what exactly is a go-to-market strategy, when you need one, and how to create one from scratch.Topics covered:What exactly is a go-to-market strategy?The difference between go-to-market strategy” and “marketing strategy”Signs that a company needs a go-to-market strategyThe frameworks to start creating a go-to-market strategyWhy is it important to have a “model-market fit” and “channel-market fit”A real-life example of model and channel market fitWhy follow up questions is vital in customer interviewsUsing Objective & Key Results (OKRs) to translate customer interview into actionable stepsWhy targeting customers’ mindset is much more important than just aiming at demographicsBiggest mistake companies made when creating a go-to-market strategyWhat marketers should learn in the next 5,10, 20 yearsResources mentioned:HullFlip My FunnelHotjarBrian BalfourGrowth Loops: The End of Traditional Funnels?Sean EllisMotivoGood Strategy Bad Strategy: The Difference and Why it MattersObjective Key Results (OKRs)This is MarketingBuyer Persona: Your Guide to Create 100% Accurate & Detailed OnesBuyer Persona InstituteForget The FunnelAsia’s TwitterDemandMavenBuyer Personas Need to Die a Violent Death

How do some companies stay on the top while others go out of business?The answer is change. If you want to move forward in business you have to embrace adaptation. In fact, it's always been this way. Technology is just advancing at a faster pace than ever now.In this episode, we're joined by branding expert Allen Adamson. He explains what steps companies need to take to stay relevant, how to successfully evolve with the times, and why diversity matters when it comes to your team.Topics covered Why most companies fail to stay relevant in today’s worldWhat happens when you stay focused on your competitorsHow disruptors put major companies out of businessThe reason why your business should stay in startup modeWhy companies who stay ahead tend to have a diverse teamHow to convince risk-averse leadership to change thingsWhy word of mouth drives the marketing world todayHow to become a purpose-driven business with authenticityResources mentioned Metaforce: Allen Adamson’s consulting firm Shift Ahead: How the Best Companies Stay Ahead in a Fast-Changing World Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity The Founder’s Mentality: How to Overcome the Predictable Crises of GrowthAllen Adamson on ForbesHow to Compete With Big Brands Even With Very Few Resources

When you’re pressed to deliver results, it’s tempting to chase the new, shiny trends. But to be an effective, no-BS marketer, you need to have the conviction to say “No.”This week we have Edward Nevraumont, an experienced marketing consultant who has worked with companies like Expedia, A Place For Mom, and General Assembly.In this episode, you’ll learn how to find and execute ideas with efficiency, calculate the true ROI of your marketing activities, and spark real success.Topics coveredWhy most marketing is bullsh*t? (and examples of it)Why experienced marketers often fall into the “shiny object” trapWhy over-obsession with personalization can backfiresWhy Edward takes a stand for effective, no-bs marketing4-step processes to build a solid no-BS marketing teamHow to figure out the ROI of marketing channelsHow branding can help improve your other marketing metricsHow to identify your most profitable customersWhat Edward think marketers should learn in 5, 10, and 50 yearsResources mentionedMarketingbs.comGeneral AssemblyA Place for MomExpediaDavid Heinemier HanssonDHH and Basecamp’s Guide to No-Bullshit Digital MarketingWarburg PincusJoan LundenTripAdvisorZillowByron SharpMark Ritson4-Steps to Creating a Rock Solid Marketing StrategyHow Brands GrowHow Brands Grow: Part 2MarketingBS NewsletterStratecheryBen ThompsonMarginal RevolutioniPassExam.com

Many companies are constantly in a growth mindset, constantly looking for new ways to increase customers and improve their “vanity” metrics that say more is always better.Paul Jarvis, the author of Company of One, joins the show today to discuss the importance of enjoying the process and why companies should challenge the “Growth at All Costs” mindset that companies find themselves in.Topics coveredWhy companies should not use growth as their top achievement metricFocusing on profit over growthWhy it is important to figure out how to be happy in the present then hoping the future works outHow to avoid focusing on “vanity” metricsThe two ways to run a business long termWhen focusing on your business’s growth makes senseWhy you should consider that more isn’t always betterWhy you should be focusing on a specific audienceThe importance of understanding your audience’s problemCustomer retention vs. customer acquisitionThe three qualities it takes to be resilientFocusing on the process rather than the outcomeWhy you should always be working on personal growthResources mentionedCompany of OnePaul’s Creative ClassFathom AnalyticsStart-Up Genome ProjectInc. 5000 ListGary VStripePhillip MorganPyschotacticsSeth Godin on Everyone Hates MarketersSeth Godin – This is MarketingMailChimpDaft Punk: 5 Marketing Lessons to Make Your Business Famous

Most marketing gurus will advise you to market your business everywhere, on every channel possible. Not Perry Marshall.Perry, a best-selling author, speaker, and world-renowned business consultant.He joins the show to explain the 80/20 marketing rule and why you should apply its principles to help simplify your marketing approach.We discuss why you should identify your customers through a disqualification process and how this approach will save you time, improve customer satisfaction, and increase your profits.Topics coveredHow to identify your customers by using John Paul Mendocha’s 5 Power DisqualifiersWhy sales should be a disqualification process rather than a convincing processThe five elements that identify whether a customer will buy your productHow to begin implementing the 80/20 Marketing rules into your sales approachThe importance of categorizing your customers into groups and identifying their commonalitiesWhy you must speak with your customers face to face or on the phoneThe top three qualifying questions you can ask any of your customersThe key characteristic that separates amateur marketers from professional marketersThe framework of direct-response marketingHow to “agitate” your customer’s problems in an honest and ethical methodThe formula to guarantee your customer’s satisfactionWhy customer disqualification will increase customer satisfactionResources mentionedUltimate Guide to Google AdWords by Perry Marshall80/20 Sales & Marketing by Perry MarshallDan KennedyJohn Paul MendochaThe 5 Power DisqualifiersUltimate Guide to Facebook Advertising: How to Access 1 Billion Potential Customers in 10 Minutes by Perry Marshall, Keith Krance, Thomas Melochewww.Isfbforme.comSurvey MonkeyDysfunctions, Addictions, and the Financial Burning Bus Email SeriesJoanna WiebeThe Star Principle by Richard KochHow To Address Your Customer's Most Serious Concerns & Improve ConversionsPratfall Effect in Marketing: Admit Your Flaws to Win Customers

All you need is to ask yourself and your customers one simple question.***Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

My guest today is not afraid to push boundaries or take risks and is most definitely not boring.In this episode, Dan Kelsall, founder of Offended Marketing, talks about not playing it safe, thinking laterally, and learning from your mistakes.He also deconstructs three of his most successful campaigns and explains why spending quality time with your client should be a crucial part of your business.Topics coveredWhy people are crippled by the fear of being honestThe biggest mistake companies make with their contentProducing one piece of good content that has impactDeveloping a strong team that learn by their mistakesHow to start offending people so that you’re loved by some and hated by othersThe process for creating great content that makes people actually buy stuffWhat you need from a client to be able to market a product with leverageHow you know when you’ve struck marketing goldThe more you speak to people and understand their culture the more you will get out of itResources mentionedOffended MarketingHubSpotA Short History of Nearly Everything - Bill Bryson

My guest this episode is Cindy Gallop, a former advertiser who has worked for brands such as Coca-Cola, Ray-Ban and Polaroid.In 2009 she launched makelovenotporn.tv to make real world sex socially acceptable and shareable.If you are dissatisfied with your marketing 9-5 job, or want to transform your business, this is the episode for you.Listen in to learn how to “blue-sky” your dreams and take your work to the next levelTopics coveredThe state of modern advertising“Blue-sky” marketing exercises and changing your mindsetHumanizing big data and the importance of diversityRebalancing the power equationHow to productize your businessThinking of your audience as your teamIdentifying your values and finding your default throwaway descriptorResources mentioned Cindy Bot on FacebookCindy on TwitterCindy on FacebookCindy on LinkedInMake Love Not Porn on Twittercindy@makelovenotporn.comlouis@everyonehatesmarketers.com

Traditional marketers make you believe that you're competing against products in the same category (direct competitors) or tangent categories (competitive alternatives).This is far from being the truth. Here's why. ***Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

This episode gives me so much energy every time I listen back to it. Ad agency founder Paul Mellor and I discuss how to make your brand noticed by taking some f*cking risks.***Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

Tony Award-winner Ken Davenport has produced a long list of Off-Broadway and Broadway shows. He's also known for his innovative marketing stunts, and we delve deeper into these during the episode. His marketing methods may not be conventional, but they are inspirational and can be adapted to raise awareness no matter what your product or market.Topics covered:Ken’s most successful marketing stunt Ken’s formula for creating marketing stuntsGoing for a particular audience and not compromisingLearning from stunts that don’t work outThe problem with trying to be too cleverSimpler is betterCombine your USP with something that’s never been done beforeBorrowing ideas from other industriesGetting into trouble is a sign you’ve done something right Advice for people who are afraid of getting it wrongWhy you should never repeat yourselfResources mentioned: Hemingway SalesforceInfusionsoftToodledooBombBomb VideoThe Producer’s PerspectiveBreak Through the Noise in Marketing by Doing LessHow to Compete with Big Brands Even with Very Few ResourcesBuying Triggers: 6 Steps to Create Explosive Demand

Seth Godin is back.We begin with the story of Ron Johnson and how his disastrous stint as CEO of JC Penney almost destroyed the chain.The reason behind this massive failure will give you the key to understanding your audience so you can change the World around you for the better.Topics covered :What we can learn from the mistakes that Ron Johnson madeDon’t use your own worldview in marketing as it will be very different from someone else's worldviewActing as a customer to understand how and why people buyWhy you should test changes in small areas before making big company-wide changesApplying the same strategy of watching people in stores to how people behave when they shop onlineWhy you have to be specific about the worldview of the people you are seeking to reach and the change you seek to offer to get resultsWhat you can do to truly understand your audience and build empathyTry to imagine what it's like to be the person you seek to serveResources mentioned:Scientific Advertising by Claude HopkinsOgilvy on Advertising by David OgilvyThe War of Art by Steven PressfieldThe Art of Possibility by Rosamund and Benjamin ZanderThis Is Marketing by Seth GodinThe Marketing SeminaraltMBAThe Mystery ShowZig Ziglar on YouTubeBandwidth by Eliot PeperHow to Compete With Big Brands Even With Very Few Resources

What would Seth Godin do if he had to launch a brand new business from scratch, anonymously, with only $1,000?What are Seth Godin's marketing secrets?This week’s episode was a special challenge to my guest, the famous marketer, author and entrepreneur Seth Godin.I asked him to come up with a business idea on the fly, and walk us through how he would launch an online business with $1,000 and market it to success within 3 months.Join us as he shares his wisdom and marketing secrets to launching a successful business from the ground up.Topics covered:Choosing a small niche target audienceCreating and promoting valuable free contentBuilding trust to generate leads and create profitConsumer culture and why everybody hates marketersAdvice and resources for overwhelmed marketersResources mentioned: Purple Cow by Seth Godin Permission Marketing by Seth GodinKevin Kelley - kk.org The Cathedral and the Bazaar by Eric RaymondPenguin Magic Scientific Advertising by Claude Hopkins Ogilvy on Advertising by David Ogilvy The War of Art by Steven Pressfield The Art of Possibility by Rosamund and Benjamin ZanderDaft Punk: 5 Marketing Lessons to Make Your Business Famous

How do you start a marketing agency?My guest today is David Baker, author of The Business of Expertise and speaker, who has worked with 750+ firms and in house departments and is an expert on our topic today.David will share with us a practical, no bullshit guide to starting a marketing agency and wisely choosing your target market. He brings so many different ideas and approaches to this discussion that you will not want to miss it and his remarkable advice.Topics covered:Why agencies are bad at marketingHow to start a marketing agency from scratch, a step-by-step guideCommunicating your strengths and weaknessesChoosing a viable target marketFinding your first clientsStarting an agency while keeping your day jobDavid’s recommended resourcesResources mentioned:Read the article based on this episode: How to Start a Marketing Agency (a Practical, No-Bull Guide) UniqueAbility.comWin Without PitchingRecourses.comIgnition Consulting Groupdavid@recourses.comBikeshedding in Marketing: 3 Keys to Being an Effective MarketerHow to Start a Marketing Agency (a Practical, No-Bull Guide)

Today I’m talking to Noah Kagan, a successful entrepreneur and founder of two multi-million dollar businesses including AppSumo, Sumo and Briefcase.Noah is someone who does marketing all day long, but rarely calls it marketing. He has a successful blog, podcast, YouTube channel, and over 700,000 subscribers on his email list.He has worked for Intel, Facebook and Mean.com before striking out on his own.Listen in as Noah takes us through how he would launch a business with $1000 anonymously and his thoughts on marketing today.Topics covered:Launching a business ideaHow to find a marketable service to provideStarting by working for freeValidating ideas manually before starting with automationNetworking methods to find clientsThe 80/20 rule: Spend 80% of the time sticking with what works, and 20% experimentingBecoming a better marketer and Noah’s advice and resourcesResources mentioned: Moz, GrowthHackers, Product Hunt, Angel.co, Inbound.org Just Do It by Art Williams The Ultimate Sales Machine by Chet Holmes AppSumo, Sumo, Briefcase The 18 Books That Changed my Life by Noah Kaganlouis@everyonehatesmarketers.com

Don't do it.Here's why. ***Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

When Wes Bush left a job that he hated, he knew he had to pursue something that would give him the energy and drive to work at it consistently every day.Within three years of making that decision, he’d written a book, built a coaching program, and launched the Product-Lead Institute.In this episode, Wes tells me how he got to that point in his career and the influences behind his decisions.He also reveals his 16-step guide to building credibility.Topics covered:Why Wes treats his LinkedIn profile like a landing pageWhat led him to launch his own businessIf you can build demand you can build any businessHow to discover what it is that you truly love to doThe benefits of specialising in an areaDoubling down on what gives you the most energyHow Wes created and ran a course for the CXL InstituteWhy you need to pick a villain in marketingMistakes he made when building his personal brandResources mentioned:Product-Lead InstituteVidyardEat Your Greens - Wiemer SnijdersKey Person of Influence - Daniel PriestlyThe Unique Ability - Julia Waller & Catherine NomuraDilbertCXL InstituteGainsight PXDriftHubSpotPratfall Effect in Marketing: Admit Your Flaws to Win Customers