AMPUP Your Digital Marketing GaggleAMP

Texting is the preferred channel of communication for many people. Having said that, it’s still not used as often in business as it could be. In this episode of AMP Up Your Digital Marketing, host Glenn Gaudet talks with Scott Heimes, Chief Marketing Officer at Zipwhip, a business texting software platform. They cover the advantages of texting leads and customers, why it works better than calling or emailing, and the stigma around texting.
 
You’ll learn:
 
 
Why business texting works. What marketers should keep in mind to run a text messaging campaign successfully. What guardrails marketers should look out for so they don’t mishandle business texting.   
 

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Jason McClelland, CMO at Domino Data Lab. They talk about the importance of product-led growth in the SaaS industry and how to execute it successfully.
 
Product-led growth is a huge trend in marketing these days, but traditionally it works best for products that are fairly straightforward, like Netflix and Spotify. Leveraging product-led growth for a highly technical audience can be tricky, but it can pay off immensely. Jason says it helps him generate interest amongst developers and data scientists, who typically don’t care about flashy marketing initiatives — they just want to try the product out. Once a user has opted into a free trial or freemium product, you have to nurture them through the process. It’s like a Ferrari, Jason explains. You can’t just throw someone into the driver’s seat and say, “Go.”  
 

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Kayt Leonard, the public relations manager at PSI CRO. They talk about what executing marketing campaigns looks like when working in a highly regulated, highly targeted, and highly misunderstood industry.
 
Clinical trials are an integral part of health care, but they’re often misunderstood. (Thanks, Hollywood.) At any given time, there are hundreds of thousands of clinical trials registered across the world. Each one needs a specific number of participants who meet a specific set of criteria. As the PR manager of PSI CRO, it’s Kayt Leonard’s job to find these participants. “There's no template we have,” Kayt says. “There's no ability to look through previous campaigns and see, ‘All right, this patient population worked; these advertisements and keywords worked.’ We really build out every single campaign and every single persona as if it's the first time we've ever done it.”  
 

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Rhoan Morgan, co-founder and CEO of DemandLab. They sit down to discuss the importance of turning customer experience into a company-wide effort.
 
Traditionally, the B2B customer experience has been a siloed practice, an effort focused on by one or two teams. But Rhoan Morgan, co-founder and CEO of DemandLab, is encouraging businesses to start using the marketing-led customer experience approach. “What you're doing is you're using technology, data, and content to really engage with a company's audience — but in a way that matters to the customer,” Rhoan says. Embracing the marketing-led customer experience approach requires cross-team collaboration and setting specific customer experience goals using relevant data.  
 

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Michelle Huff, CMO of UserTesting. They sit down to discuss the benefits of user testing and why it’s more important now than ever.
 
Building your buyer persona based on data and intuition is limiting because you’re missing the why behind your customers’ decisions. User testing helps you connect and empathize with your customer base. By getting feedback directly from members of your target audience, you can optimize the customer experience. COVID-19 has drastically changed the way people live, and it’s forcing brands to relearn their customers — their new behaviors, needs, and buying habits.  
 

You may have heard this before, but this year has been unlike any other, and it has forced marketers to boost their digital marketing efforts. 
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Winfried Schultz, VP of EMEA Marketing at Teradata, a provider of database and analytics software and services. They discuss the transition to stronger virtual and digital marketing efforts from in-person marketing. 
What you’ll learn: 
 
The challenges of transitioning to a strictly digital marketing strategy.   
How to overcome your digital marketing challenges. What marketers can do to make their digital presence more engaging.