[{"data":1,"prerenderedAt":9330},["ShallowReactive",2],{"header-articles":3,"blog-category-industry-posts":1470,"blog-category-industry-team":8959},[4,327,591,907,1148],{"id":5,"title":6,"author":7,"authors":8,"body":10,"caption":7,"category":315,"date":316,"description":317,"extension":318,"img":319,"imgAlt":6,"meta":320,"minutes":321,"navigation":322,"path":323,"seo":324,"seodescription":7,"seotitle":7,"stem":325,"updated":7,"__hash__":326},"blog\u002Fblog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results.md","Why You Should Monitor Brand Mentions in AI Search Results",null,[9],"Kerry Guard",{"type":11,"value":12,"toc":290},"minimark",[13,17,20,23,28,31,34,42,45,68,72,80,88,91,95,98,102,105,110,118,124,128,131,156,160,174,178,181,185,188,192,195,199,202,213,217,220,224,227,231,234,238,244,247,250,254],[14,15,16],"p",{},"Right now, AI search engines are talking about your software company. Whether you track it or not, platforms like ChatGPT Search, Perplexity, and Google AI Overviews answer questions every single day about your product capabilities, pricing, and market reputation. B2B software buyers use these tools to build shortlists, compare technical features, and make buying decisions before ever clicking through to a vendor's website.",[14,18,19],{},"If you rely on old brand-monitoring tools, you are running blind. Traditional monitoring platforms track static web pages, social media tags, and news mentions. They cannot show you what a buyer sees inside a conversational AI search box.",[14,21,22],{},"Unlike traditional Google search, where a website's ranking and content stay relatively consistent from day to day, AI-generated responses are dynamic. They synthesize information on the fly from across the web. Without an active monitoring strategy, inaccurate product claims, outdated pricing, or heavy competitor recommendations can quietly slip into AI responses without your knowledge, pulling qualified leads out of your pipeline before you even know they exist.",[24,25,27],"h2",{"id":26},"the-dynamic-reality-of-ai-search-results","The Dynamic Reality of AI Search Results",[14,29,30],{},"To understand why monitoring AI brand mentions requires a new approach, consider how AI search engines differ from traditional search directories.",[14,32,33],{},"In a traditional search model, Google crawls a page, indexes the text, and displays a link. If your page ranks third for a keyword, it generally stays near that spot until an algorithm update or a content change occurs.",[14,35,36,37,41],{},"AI search engines work differently. When a prospective customer prompts an AI tool—asking, for example, ",[38,39,40],"em",{},"\"What are the best enterprise cloud security platforms for healthcare compliance?\"","—the underlying Large Language Model (LLM) retrieves information from dozens of real-time sources, synthesizes the facts, and writes a unique response.",[14,43,44],{},"Because these responses are generated in real time, the way an AI engine describes your brand can shift based on:",[46,47,48,56,62],"ul",{},[49,50,51,55],"li",{},[52,53,54],"strong",{},"New Web Scrapes:"," A fresh review, a Reddit discussion thread, or an updated competitor blog post can instantly alter how the AI summarizes your company.",[49,57,58,61],{},[52,59,60],{},"Prompt Variations:"," Slight changes in how a user words a query can lead the AI to pull from entirely different data sources.",[49,63,64,67],{},[52,65,66],{},"Model Updates:"," As platforms update their underlying LLMs, the sources they trust and cite shift continuously.",[24,69,71],{"id":70},"the-risks-of-unmonitored-ai-brand-mentions","The Risks of Unmonitored AI Brand Mentions",[14,73,74,79],{},[75,76],"img",{"alt":77,"src":78},"","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F378276c5-b933-4eed-8804-a96958aabcdf-why-you-should-monitor-image-1.webp","When you leave your AI presence to chance without monitoring what these engines say, you’re gambling with your brand equity, and small inaccuracies turn into major business risks.",[81,82,84,87],"h3",{"id":83},"_1-hallucinated-features-and-misattributed-limitations",[52,85,86],{},"1. Hallucina","ted Features and Misattributed Limitations",[14,89,90],{},"AI engines occasionally \"hallucinate\": presenting incorrect details with absolute authority. An AI search tool might state that your software lacks a key integration, charges hidden fees, or only supports small businesses when you actually target enterprise accounts. If a buyer reads that hallucinated summary, they may drop your company from their consideration set without ever contacting your sales team.",[81,92,94],{"id":93},"_2-competitor-hijacking","2. Competitor Hijacking",[14,96,97],{},"If your competitors actively optimize their web presence for generative search while your brand stays passive, AI engines will default to recommending your competitors. When buyers ask AI tools to compare your product against a competitor, an unmonitored response might highlight your rival's strengths while summarizing outdated or inaccurate criticisms of your platform.",[81,99,101],{"id":100},"_3-loss-of-narrative-control","3. Loss of Narrative Control",[14,103,104],{},"In B2B tech, your positioning is everything. If an AI search engine pulls its understanding of your brand from outdated PR releases, informal forum threads, or low-authority review sites, your core value proposition gets diluted. You lose control over how your product is framed during the buyer's research phase.",[14,106,107],{},[52,108,109],{},"Expert Insight from MKG Marketing:",[14,111,112,115,116],{},[38,113,114],{},"\"","Designers often say \"This website speaks more to LLMs than human beings.\" To that I say, \"Good. That's step one.\" Step one: be findable by answer engines. Humans will end up there after they search for the problem. Step two: optimize for the human experience once they arrive. Right now most teams are still trying to optimize for both at the same time, which means they optimize for neither.The order matters. Findable first. Usable second.",[38,117,114],{},[14,119,120,121,123],{},"— ",[52,122,9],{},", Founder & CEO at MKG Marketing",[24,125,127],{"id":126},"why-manual-spot-checks-arent-enough","Why Manual Spot-Checks Aren't Enough",[14,129,130],{},"Many marketing teams attempt to solve this problem by occasionally typing their company name into ChatGPT or Perplexity to see what comes up. While spot-checking is a natural first step, it fails as a long-term business strategy for three reasons:",[132,133,134,140,150],"ol",{},[49,135,136,139],{},[52,137,138],{},"Personalized and Location-Based Bias:"," AI search tools tailor responses based on user location, session history, and account settings. What you see on your desktop in an office is rarely identical to what a buyer sees in another region.",[49,141,142,145,146,149],{},[52,143,144],{},"Infinite Query Permutations:"," Buyers don't just type your brand name. They ask complex, long-tail questions like ",[38,147,148],{},"\"How long does it take to implement [Company Name] compared to [Competitor]?\""," Manual checks cannot cover the hundreds of ways prospects ask about your category.",[49,151,152,155],{},[52,153,154],{},"Lack of Historical Tracking:"," Spot-checks give you a single snapshot in time. They don't track trends, measure whether your citation share is growing, or alert you when an inaccurate claim enters the AI's data pool.",[24,157,159],{"id":158},"how-to-build-a-systematic-strategy-the-best-ways-to-monitor-brand-mentions-in-ai-search","How to Build a Systematic Strategy: The Best Ways to Monitor Brand Mentions in AI Search",[14,161,162,165,166,169,170,173],{},[75,163],{"alt":77,"src":164},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F4c47ce7e-784c-46ee-bd33-f4ff8fd72368-why-you-should-monitor-image-2.webp","Protecting your company’s digital footprint requires shifting from manual testing to a structured ",[52,167,168],{},"Search Visibility Optimization (SVO)"," framework. Establishing effective ",[52,171,172],{},"brand monitoring across ai search engines"," involves four operational steps:",[81,175,177],{"id":176},"step-1-identify-high-intent-buyer-prompts","Step 1: Identify High-Intent Buyer Prompts",[14,179,180],{},"Brainstorm the exact questions your ideal prospects ask during their evaluation phase. Move beyond simple brand searches to focus on category comparisons, feature queries, and implementation questions.",[81,182,184],{"id":183},"step-2-map-your-citation-share-across-key-ai-platforms","Step 2: Map Your \"Citation Share\" Across Key AI Platforms",[14,186,187],{},"Track how frequently AI tools cite your site compared to competitors across platforms like ChatGPT Search, Perplexity, and Google AI Overviews. Note which specific URLs the AI uses as references when it mentions your brand.",[81,189,191],{"id":190},"step-3-correct-the-source-data","Step 3: Correct the Source Data",[14,193,194],{},"When you identify inaccurate AI claims, trace where the model pulled the information. AI engines often pull from third-party review sites, developer documentation, or outdated press releases. Updating those primary sources corrects the data that the AI scrapes and cites.",[81,196,198],{"id":197},"step-4-measure-svo-metrics-alongside-traditional-seo","Step 4: Measure SVO Metrics Alongside Traditional SEO",[14,200,201],{},"Expand your reporting dashboard. Along with measuring traditional website traffic and organic keyword rankings, track your brand's citation growth, AI Overview inclusion rate, and direct-traffic conversions.",[14,203,204,205,212],{},"To see how modern search strategies connect directly to pipeline, explore our comprehensive",[206,207,211],"a",{"href":208,"rel":209},"https:\u002F\u002Fmkgmarketinginc.com\u002Fexpert-digital-marketing-services\u002Fsearch-visibility-optimization\u002F",[210],"nofollow"," Search Visibility Optimization (SVO) services",".",[24,214,216],{"id":215},"supporting-ai-visibility-with-paid-and-analytics-channels","Supporting AI Visibility with Paid and Analytics Channels",[14,218,219],{},"Brand monitoring in AI search provides the insights you need to protect your reputation, but driving consistent revenue requires integrating those insights across your entire marketing stack.",[81,221,223],{"id":222},"reinforcing-visibility-with-targeted-ads","Reinforcing Visibility with Targeted Ads",[14,225,226],{},"When you notice an AI search engine frequently recommending a competitor for a specific high-value query, you can immediately bridge the gap using targeted paid channels. Pairing your organic optimizations with focused digital advertising ensures your software maintains top-of-page visibility while you update and strengthen your organic source content.",[81,228,230],{"id":229},"measuring-real-world-lead-attribution","Measuring Real-World Lead Attribution",[14,232,233],{},"Because buyers often read an AI response and navigate directly to your site later, traditional click-tracking can misattribute those leads as \"Direct\" or \"Organic Brand\" search. Utilizing modern digital analytics allows you to cross-reference offline CRM data, self-reported attribution, and site activity to confirm how AI search visibility influences actual pipeline velocity.",[24,235,237],{"id":236},"summary-protecting-your-brands-digital-reputation","Summary: Protecting Your Brand's Digital Reputation",[14,239,240,243],{},[75,241],{"alt":77,"src":242},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fbfa7aa92-037c-4f2c-8afb-5045bf32ffbc-why-you-should-monitor-image-3.webp","Monitoring your brand in AI search results is no longer optional—it is a critical requirement to protect your reputation, maintain narrative control, and secure your lead pipeline. As conversational engines continue to replace traditional search lists, tech companies that passively ignore their AI mentions risk losing market share to competitors who actively manage their generative presence.",[14,245,246],{},"Establishing a reliable monitoring framework requires dedicated expertise, systematic tracking tools, and continuous iteration.",[14,248,249],{},"At MKG Marketing, we remove the complexity. We provide an experienced, senior-level team that builds and executes your search visibility strategy directly—with no junior handoffs or black-box reporting. We help B2B software and technology companies monitor their digital presence, correct inaccurate AI citations, and convert organic visibility into predictable revenue.",[81,251,253],{"id":252},"protect-and-scale-your-ai-search-visibility","Protect and Scale Your AI Search Visibility",[46,255,256,267,279],{},[49,257,258,261,262,266],{},[52,259,260],{},"Curious how search engines and AI models actually see your brand?"," Our senior-led team breaks down your real-time visibility across AI platforms—no black-box mysteries, just clear data.",[206,263,265],{"href":208,"rel":264},[210]," Explore our Search Visibility Optimization (SVO) Services"," or book an initial search strategy review.",[49,268,269,272,273,278],{},[52,270,271],{},"Noticing a sudden shift in your traffic or search presence?"," We’re always down to talk strategy and help you make sense of the noise. ",[206,274,277],{"href":275,"rel":276},"https:\u002F\u002Fmkgmarketinginc.com\u002Fcontact\u002F",[210],"Contact the MKG Marketing team directly"," to schedule a consultation.",[49,280,281,284,285,212],{},[52,282,283],{},"Want to peek under the hood of machine learning?"," Dive into our guide:",[206,286,289],{"href":287,"rel":288},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote\u002F",[210]," AI Search Visibility Ranking Factors 2026: How Machines Decide Who to Quote",{"title":77,"searchDepth":291,"depth":291,"links":292},2,[293,294,301,302,308,312],{"id":26,"depth":291,"text":27},{"id":70,"depth":291,"text":71,"children":295},[296,299,300],{"id":83,"depth":297,"text":298},3,"1. Hallucinated Features and Misattributed Limitations",{"id":93,"depth":297,"text":94},{"id":100,"depth":297,"text":101},{"id":126,"depth":291,"text":127},{"id":158,"depth":291,"text":159,"children":303},[304,305,306,307],{"id":176,"depth":297,"text":177},{"id":183,"depth":297,"text":184},{"id":190,"depth":297,"text":191},{"id":197,"depth":297,"text":198},{"id":215,"depth":291,"text":216,"children":309},[310,311],{"id":222,"depth":297,"text":223},{"id":229,"depth":297,"text":230},{"id":236,"depth":291,"text":237,"children":313},[314],{"id":252,"depth":297,"text":253},"seo","2026-08-19T16:01:29.475Z","Why track what ChatGPT and Google say about you? Learn why monitoring brand mentions in AI search results is vital to protect your software company's leads.","md","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F3c12c34c-ad32-459d-b38c-32bc49abb722-why-you-should-monitor-hero-image.webp",{},7,true,"\u002Fblog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results",{"title":6,"description":317},"blog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results","5RVi7PlUuStBs0ZDnG7rVBbJjOT75Yiu-aBaCK1SW5o",{"id":328,"title":329,"author":7,"authors":330,"body":331,"caption":7,"category":315,"date":581,"description":582,"extension":318,"img":583,"imgAlt":584,"meta":585,"minutes":586,"navigation":322,"path":587,"seo":588,"seodescription":7,"seotitle":7,"stem":589,"updated":7,"__hash__":590},"blog\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote.md","AI Search Visibility Ranking Factors 2026 - How Machines Decide Who to Quote",[9],{"type":11,"value":332,"toc":566},[333,336,339,342,346,353,379,386,389,393,396,399,410,414,417,420,440,444,447,450,454,461,464,468,471,475,478,482,487,492,497,501,504,509,512,517,520,525,529,532,535,539],[14,334,335],{},"In 2026, the old playbook for getting found online just doesn't hit the same. Modern B2B buyers aren't scrolling through pages of blue links anymore. Instead, they’re going straight to tools like ChatGPT Search, Perplexity, and Google AI Overviews to compare software features, stack up vendors, and build their shortlists in seconds.",[14,337,338],{},"Here’s the thing: AI engines don’t read websites the way traditional search crawlers used to. Old-school crawlers were all about keyword density, backlink totals, and meta tags to index pages in a directory. But large language models (LLMs) and retrieval-augmented generation (RAG) systems look at the bigger picture. They care about how your information is structured, verified, and contextualized.",[14,340,341],{},"If your tech brand isn't formatted for machine readability, your website essentially becomes invisible to the very engines your buyers rely on every single day.",[24,343,345],{"id":344},"how-ai-search-engines-select-sources-in-2026","How AI Search Engines Select Sources in 2026",[14,347,348,349,352],{},"To understand how your brand gets quoted or recommended by AI, it helps to look at what happens behind the scenes. When a user enters a complex prompt, such as ",[38,350,351],{},"\"What are the top enterprise cybersecurity platforms for multi-cloud compliance?\",","  an AI search engine processes the request through four specific steps:",[132,354,355,361,367,373],{},[49,356,357,360],{},[52,358,359],{},"Deconstructing the Prompt:"," The system breaks the question down to identify the core subject, key concepts, and what the user is actually trying to accomplish.",[49,362,363,366],{},[52,364,365],{},"Retrieving Relevant Data:"," Rather than pulling up a list of web addresses based on exact keywords, the engine searches its database for content that semantically matches those underlying concepts.",[49,368,369,372],{},[52,370,371],{},"Evaluating Content Structure and Source Authority:"," The system analyzes potential sources. It checks whether the text is clearly formatted, whether the facts match other reliable references, and whether the publishing site demonstrates real-world authority on the subject.",[49,374,375,378],{},[52,376,377],{},"Synthesizing the Answer and Linking Sources:"," The engine extracts direct passages from the top-rated sources, writes a unified response, and attaches clickable links so the user can verify where the information came from.",[24,380,382,385],{"id":381},"the-core-2026-ai-search-visibility-ranking-factors",[75,383],{"alt":77,"src":384},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fee360449-da4d-4dfe-a8b0-4ac440db5ad4-ai-visibility-1.png","The Core 2026 AI Search Visibility Ranking Factors",[14,387,388],{},"Based on industry observations and current AI search visibility benchmarks for 2026, AI search algorithms look at six critical factors when deciding which sources deserve a quote:",[81,390,392],{"id":391},"_1-information-gain-and-uniqueness","1. Information Gain and Uniqueness",[14,394,395],{},"AI engines exist to synthesize what's already out there. If your article just repeats the same generic overview that ten other websites published, an LLM has zero reason to cite your brand. Information Gain measures how much new, non-redundant value a page brings to the table.",[14,397,398],{},"To score high here, your content needs:",[46,400,401,404,407],{},[49,402,403],{},"Proprietary research, benchmark surveys, and original data.",[49,405,406],{},"Direct commentary from verified subject matter experts.",[49,408,409],{},"Real-world implementation metrics and detailed technical breakdowns.",[81,411,413],{"id":412},"_2-machine-readable-content-formatting-semantic-chunking","2. Machine-Readable Content Formatting (Semantic Chunking)",[14,415,416],{},"LLMs process web pages in \"chunks\" rather than reading articles sequentially from start to finish. If your key insights are buried inside massive walls of text with generic subheadings, the retrieval model is going to miss the context entirely.",[14,418,419],{},"Winning sites use explicit, machine-readable formatting:",[46,421,422,428,434],{},[49,423,424,427],{},[52,425,426],{},"Question-and-Answer Headers:"," Use direct H2 and H3 subheadings that mirror natural-language user queries.",[49,429,430,433],{},[52,431,432],{},"Bottom-Line-First Declarations:"," State the direct answer or main takeaway in the very first sentence beneath a heading before diving into the details.",[49,435,436,439],{},[52,437,438],{},"Clean Data Tables and Lists:"," Present technical comparisons, feature breakdowns, and numerical data using structured HTML tables and bulleted lists.",[81,441,443],{"id":442},"_3-entity-consistency-and-schema-markup","3. Entity Consistency and Schema Markup",[14,445,446],{},"AI search engines build vast knowledge graphs of \"entities\" (companies, products, executives, and concepts). For an engine to confidently recommend your SaaS platform, it has to verify that your brand is a recognized, trusted entity in your category.",[14,448,449],{},"Implementing detailed JSON-LD Schema markup, including Organization, SoftwareApplication, Article, and FAQPage schemas, gives search engines clear, explicit data about what you offer. When your on-page Schema matches external mentions across review platforms, news outlets, and industry databases, the LLM’s confidence score goes way up.",[81,451,453],{"id":452},"_4-technical-answer-density","4. Technical Answer Density",[14,455,456,457,460],{},"Answer density is all about the concentration of real, factual value relative to your total word count. Unedited AI fluff—filled with generic intros like ",[38,458,459],{},"\"In today's fast-paced digital world...\"","—completely dilutes your message.",[14,462,463],{},"In 2026, AI retrieval systems favor high-density content that delivers precise technical facts, clear definitions, and actionable steps without any extra noise.",[81,465,467],{"id":466},"_5-multi-source-digital-co-citations","5. Multi-Source Digital Co-Citations",[14,469,470],{},"An LLM rarely relies on a single web page to build an answer, it cross-references multiple sources to verify facts. If your platform is mentioned with positive sentiment across third-party review sites, developer forums, PR releases, and partner docs, generative engines see your site as an authoritative industry reference.",[81,472,474],{"id":473},"_6-demonstrable-e-e-a-t-signals","6. Demonstrable E-E-A-T Signals",[14,476,477],{},"Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are as foundational as ever. AI engines actively look for proof that a real human with hands-on experience created or reviewed the content. Explicit author bios linked to verified LinkedIn profiles, direct quotes from company leaders, and clear links to primary sources all reinforce your site's trust score.",[14,479,480],{},[52,481,109],{},[14,483,484],{},[38,485,486],{},"\"Understanding these technical AI ranking factors is essential for tech brands today. AI engines don't read content for entertainment—they crawl websites looking for structured facts they can instantly trust and quote. Structuring your site for machine readability isn't just an optimization tactic; it is the only way to protect your digital footprint and ensure your software stays on your buyers' shortlists as traditional search continues to evolve.\"",[14,488,120,489,491],{},[52,490,9],{},", Founder & CEO of MKG Marketing",[14,493,494],{},[75,495],{"alt":77,"src":496},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F76a1ca67-794d-4085-afd3-68d0afbbb963-ai-visibility-2.png",[24,498,500],{"id":499},"combining-technical-ai-formatting-with-a-full-funnel-growth-strategy","Combining Technical AI Formatting with a Full-Funnel Growth Strategy",[14,502,503],{},"Appearing in AI search answers is a critical first step, but visibility alone does not close enterprise software deals. To convert that visibility into actual sales pipeline, tech companies need to connect their organic search efforts with paid channels and accurate tracking.",[14,505,506],{},[52,507,508],{},"Combining Organic and Paid Reach",[14,510,511],{},"When an AI engine routinely quotes your brand as an industry authority, buyers build trust before they ever speak with your sales team. Companies can build on that momentum by pairing organic optimizations with targeted digital advertising. Running paid campaigns aimed at accounts searching for your software category ensures your brand stays visible in both sponsored ads and generated AI responses.",[14,513,514],{},[52,515,516],{},"Tracking Real-World Influence",[14,518,519],{},"Because AI Overviews often answer questions directly on the screen, traditional \"last-click\" measurement tools no longer tell the full story. Using modern digital analytics allows marketing teams to track direct site traffic, self-reported source data, and sales cycle speed. This gives leadership a clear view of how search visibility actually drives revenue.",[14,521,522],{},[75,523],{"alt":77,"src":524},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F221ea7d6-aa63-4d37-a9dd-78f35fdc9bf6-ai-visibility-3.png",[24,526,528],{"id":527},"future-proofing-your-brand-for-ai-search","Future-Proofing Your Brand for AI Search",[14,530,531],{},"Winning visibility in modern AI search comes down to three practical elements: clear site structure, verified real-world expertise, and a consistent presence across the web. As AI tools change how people research software, relying solely on old keyword-stuffing tactics will cause your brand to fall behind.",[14,533,534],{},"At MKG Marketing, we specialize in helping B2B software and cybersecurity organizations navigate these complex search shifts. Our flat, senior-led structure means you work directly with experienced digital strategists, never junior handoffs. We deploy our unified Search Visibility Optimization (SVO) framework to ensure your website is structured for machine readability, citable by leading AI tools, and built to drive qualified sales pipeline.",[81,536,538],{"id":537},"take-control-of-your-ai-search-visibility","Take Control of Your AI Search Visibility",[46,540,541,550,558],{},[49,542,543,544,549],{},"Ready to see how AI search engines view your website? Explore our",[206,545,548],{"href":546,"rel":547},"https:\u002F\u002Fmkgmarketinginc.com\u002Fexpert-digital-marketing-services\u002F",[210]," Search Visibility Optimization (SVO) Services"," or schedule an initial search strategy review with our senior team.",[49,551,552,553,557],{},"Have questions about your site's technical structure or recent traffic changes?",[206,554,556],{"href":275,"rel":555},[210]," Contact MKG Marketing directly"," to speak with a digital search expert.",[49,559,560,561,212],{},"Want to learn more about the shift from traditional SEO to answer engine optimization? Read our guide on",[206,562,565],{"href":563,"rel":564},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo\u002F",[210]," AI Search vs Traditional Search: Navigating the Shift to SVO",{"title":77,"searchDepth":291,"depth":291,"links":567},[568,569,577,578],{"id":344,"depth":291,"text":345},{"id":381,"depth":291,"text":385,"children":570},[571,572,573,574,575,576],{"id":391,"depth":297,"text":392},{"id":412,"depth":297,"text":413},{"id":442,"depth":297,"text":443},{"id":452,"depth":297,"text":453},{"id":466,"depth":297,"text":467},{"id":473,"depth":297,"text":474},{"id":499,"depth":291,"text":500},{"id":527,"depth":291,"text":528,"children":579},[580],{"id":537,"depth":297,"text":538},"2026-08-11T17:38:25.303Z","How do AI engines choose which websites to quote? Discover the core AI search ranking factors for 2026 and how to get your brand cited.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Ff37f521d-b3f6-49bb-8b34-f6ddf2fa1770-mkg-blog-ai-search-visibility-ranking-factors.webp","AI Search Visibility Factors 2026",{},6,"\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote",{"title":329,"description":582},"blog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote","uugtYiGYIyZuZEQYrtHFmRy06Rx8hcoFT6g3C0eLqW4",{"id":592,"title":593,"author":7,"authors":594,"body":595,"caption":7,"category":315,"date":898,"description":899,"extension":318,"img":900,"imgAlt":901,"meta":902,"minutes":321,"navigation":322,"path":903,"seo":904,"seodescription":7,"seotitle":7,"stem":905,"updated":7,"__hash__":906},"blog\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo.md","AI Search vs Traditional Search - Navigating the Shift to Search Visibility Optimization (SVO)",[9],{"type":11,"value":596,"toc":878},[597,600,604,607,617,621,624,635,642,646,649,656,663,666,669,672,683,686,691,694,697,702,707,714,717,784,788,791,794,805,809,812,816,819,823,826,830,833,840,843,846,849,853],[14,598,599],{},"For nearly two decades, the digital playbook for B2B software and tech companies was tried and true: pick your keywords, optimize your site, build backlinks, and win the glory of a top ten spot on a page of blue links. Today… not so much. You might notice your organic website traffic dropping even though your keyword rankings haven't changed. The reason isn't that your competitors suddenly bought more backlinks—it is because the fundamental way people look for information has evolved. Users are moving away from traditional engines and turning to conversational models, leaving marketing leaders to navigate the massive operational shift between ai search vs traditional search engines. Fixing this isn't about buying more links; it’s about changing how your website presents information to be indexed by both humans and algorithms.",[24,601,603],{"id":602},"the-core-differences-ten-blue-links-vs-synthesized-answers","The Core Differences: Ten Blue Links vs. Synthesized Answers",[14,605,606],{},"To understand why traditional search engine optimization (SEO) is no longer enough on its own, we have to look at how user behavior and technology have diverged.",[14,608,609,610,613,614,212],{},"When analyzing ai-driven search engines vs traditional search engines differences, the distinction comes down to ",[38,611,612],{},"retrieval"," versus ",[38,615,616],{},"synthesis",[81,618,620],{"id":619},"traditional-search-the-index-and-click-engine","Traditional Search: The Index and Click Engine",[14,622,623],{},"Traditional search engines operate as massive directory indices. A user types a query like \"best enterprise CRM for SaaS,\" and the engine returns pages of indexed links ranked by relevance, domain authority, and technical optimization. The user must then:",[132,625,626,629,632],{},[49,627,628],{},"Click into three to five separate websites.",[49,630,631],{},"Read through intro fluff and sales copy.",[49,633,634],{},"Manually synthesize the data to make a decision.",[14,636,637,638,641],{},"This model relies on driving traffic ",[38,639,640],{},"to"," your website. Your site is the destination where the user finds the answer.",[81,643,645],{"id":644},"ai-search-the-direct-answer-engine","AI Search: The Direct Answer Engine",[14,647,648],{},"AI tools like ChatGPT, Perplexity, Claude, and Google AI Overviews bypass the directory model entirely. They do not just fetch links; they read, cross-reference, and summarize content from across the web into a single, cohesive answer right inside the search interface.",[14,650,651,652,655],{},"When comparing traditional vs ai search results rankings, the target moves from ranking #1 on a keyword list to becoming the primary ",[38,653,654],{},"cited source"," inside an LLM's generated summary. If an AI overview answers your prospect's question completely on the search page, they won't click through to your blog—even if you rank at the top of the organic list.",[24,657,659,662],{"id":658},"why-software-companies-are-losing-traffic-the-zero-click-reality",[75,660],{"alt":77,"src":661},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fa22194a2-19e3-4d2b-a42e-4ad5c6d95b69-click.png","Why Software Companies Are Losing Traffic (The Zero-Click Reality)",[14,664,665],{},"This structural shift explains the mysterious drop in website sessions across B2B software and tech sectors. Buyers are getting their answers without ever visiting your domain.",[14,667,668],{},"When considering ai enterprise search vs traditional enterprise search, enterprise software buyers are no longer hunting through lengthy technical documentation manually. They are asking AI engines to summarize product capabilities, compare pricing structures, and aggregate user reviews into single tables.",[14,670,671],{},"If your marketing strategy relies exclusively on legacy SEO tactics, you face three major risks:",[46,673,674,677,680],{},[49,675,676],{},"Zero-Click Erosion: Higher-funnel informational traffic evaporates as AI Overviews satisfy search intent directly on the results page.",[49,678,679],{},"Loss of Brand Mindshare: If LLMs aren't trained on or citing your content, your product simply doesn't exist during the buyer's initial research phase.",[49,681,682],{},"Vanity Metric Misalignment: Your SEO agency may report stable keyword positions, but your inbound lead forms and phone calls tell a very different story.",[81,684,109],{"id":685},"expert-insight-from-mkg-marketing",[14,687,688,690],{},[38,689,114],{},"AI is making the decision on what it's going to show the user. The system decided your content was the most trustworthy, most citable answer to that exact question for that exact person. Writing something good and checking the ‘helpful content’ boxes doesn't get you there. Those are very different bars.",[14,692,693],{},"‘Helpful’ is table stakes. It's what gets you into the building, not into the room where the AI is assembling its answer.",[14,695,696],{},"What gets you cited is specificity: The right category. Website & Page Structure. Consistent messaging across your entire footprint. A point of view that the model can actually extract and reuse with confidence.",[14,698,699,700],{},"So when Google says ‘just be helpful,’ they're not wrong. They're just leaving out about 80% of what actually matters. And the companies that take that advice at face value are going to watch their visibility collapse while their content quality stays perfectly fine.",[38,701,114],{},[14,703,120,704,706],{},[52,705,9],{},", CEO & Founder of MKG Marketing",[24,708,710,713],{"id":709},"the-evolution-moving-from-seo-to-svo-aeo-and-geo",[75,711],{"alt":77,"src":712},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F4dd65826-2a82-444b-9693-b6845e4438c0-meeting.png","The Evolution: Moving from SEO to SVO, AEO, and GEO",[14,715,716],{},"To stay visible and continue generating qualified pipeline, marketing executives must expand their organic framework beyond traditional boundaries. This requires a modern, multi-layered approach:",[718,719,720,736],"table",{},[721,722,723],"thead",{},[724,725,726,730,733],"tr",{},[727,728,729],"th",{},"Framework",[727,731,732],{},"Full Name",[727,734,735],{},"Primary Objective",[737,738,739,751,762,773],"tbody",{},[724,740,741,745,748],{},[742,743,744],"td",{},"SEO",[742,746,747],{},"Search Engine Optimization",[742,749,750],{},"Ranking pages on traditional search engine results pages (SERPs) for targeted keywords.",[724,752,753,756,759],{},[742,754,755],{},"AEO",[742,757,758],{},"Answer Engine Optimization",[742,760,761],{},"Structuring data so voice assistants and snippet engines can pull direct, succinct answers.",[724,763,764,767,770],{},[742,765,766],{},"GEO",[742,768,769],{},"Generative Engine Optimization",[742,771,772],{},"Formatting brand narrative, statistics, and domain expertise so LLMs ingest and cite your brand.",[724,774,775,778,781],{},[742,776,777],{},"SVO",[742,779,780],{},"Search Visibility Optimization",[742,782,783],{},"The Unified Strategy: Maximizing total brand presence across both traditional links and AI answer engines.",[81,785,787],{"id":786},"how-search-visibility-optimization-svo-solves-the-gap","How Search Visibility Optimization (SVO) Solves the Gap",[14,789,790],{},"SVO doesn't discard traditional SEO; it unifies SEO, AEO, and GEO into a single operational framework.",[14,792,793],{},"Rather than chasing raw session counts, SVO focuses on Information Gain and Citations. To win citations in AI-generated answers, your web content must feature:",[132,795,796,799,802],{},[49,797,798],{},"Clear, Schema-Structured Data: Helping bots identify who you are, what your software does, and who you serve without guessing.",[49,800,801],{},"First-Party Expertise (E-E-A-T): Unique data points, proprietary benchmark reports, and expert commentary that LLMs cannot synthesize from generic web text.",[49,803,804],{},"Direct Answer Formatting: Clear, concise definitions at the top of technical pieces that allow answer engines to extract key takeaways cleanly.",[24,806,808],{"id":807},"practical-steps-to-adapt-your-search-strategy-today","Practical Steps to Adapt Your Search Strategy Today",[14,810,811],{},"Shifting your company's digital presence to capture both traditional and AI-driven search doesn't require scrapping your entire content library. It requires restructuring how your information is delivered.",[81,813,815],{"id":814},"_1-optimize-for-high-information-gain","1. Optimize for High Information Gain",[14,817,818],{},"Eliminate generic, top-of-funnel fluff articles that summarize widely available knowledge. AI engines already summarize that data effortlessly. Focus instead on deep, opinionated, original content: teardowns of real customer implementation challenges, original survey data, and niche technical workflows.",[81,820,822],{"id":821},"_2-standardize-entity-and-brand-citations","2. Standardize Entity and Brand Citations",[14,824,825],{},"Ensure your brand's core value proposition, product categories, and technical terminology are consistent across external review sites, Wikipedia entries, PR releases, and your own domain. LLMs establish trust by cross-referencing brand information across multiple authoritative sources.",[81,827,829],{"id":828},"_3-track-pipeline-impact-over-pure-clicks","3. Track Pipeline Impact over Pure Clicks",[14,831,832],{},"Recognize that a drop in informational blog clicks does not automatically mean a drop in revenue. If an AI search tool cites your software as the top recommendation for an enterprise query, the prospect may navigate directly to your pricing or contact page to initiate a call. Measure branded search volume, direct traffic, and pipeline velocity alongside traditional organic metrics.",[24,834,836,839],{"id":835},"summary-adapting-to-how-buyers-search-today",[75,837],{"alt":77,"src":838},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F1a47aa4c-b986-4fd6-b30d-5ff622a02239-brain.png","Summary: Adapting to How Buyers Search Today",[14,841,842],{},"The debate surrounding ai search vs traditional search engines isn't about choosing one platform over the other. Traditional search engines will continue to process billions of queries, but AI-driven answer engines are rapidly capturing high-intent B2B research behavior. If software and tech companies want to keep filling their sales pipelines with new customers, they must adapt to how people search today.",[14,844,845],{},"Succeeding in this new landscape requires a refined strategy, technical precision, and continuous testing across evolving engine algorithms.",[14,847,848],{},"At MKG Marketing, we eliminate the guesswork. We provide a senior-led team of digital experts who handle your search strategy and technical execution directly—with zero handoffs to junior staff. We help growing tech organizations build future-proof organic engines that drive clear visibility, authoritative citations, and real business revenue.",[81,850,852],{"id":851},"ready-to-modernize-your-search-strategy","Ready to Modernize Your Search Strategy?",[46,854,855,863,870],{},[49,856,857,858,862],{},"Organic search is constantly shifting. Let’s figure it out together. We help tech leaders cut through the noise and build search strategies that actually drive growth. Explore our ",[206,859,861],{"href":208,"rel":860},[210],"Search Visibility Optimization (SVO) Services"," or book your initial search strategy review.",[49,864,865,866,278],{},"Skip the generic SEO agency playbook. Our senior team works alongside you to build a tailored search strategy that gets your brand seen. Ready to fix traffic drops or scale what’s already working? ",[206,867,869],{"href":275,"rel":868},[210],"Contact MKG Marketing today",[49,871,872,873,212],{},"Ready to learn more about content quality in the age of artificial intelligence? We got you covered:",[206,874,877],{"href":875,"rel":876},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings\u002F",[210]," Is AI Content Bad for SEO? How to Scale Traffic Without Sacrificing Rankings",{"title":77,"searchDepth":291,"depth":291,"links":879},[880,884,887,890,895],{"id":602,"depth":291,"text":603,"children":881},[882,883],{"id":619,"depth":297,"text":620},{"id":644,"depth":297,"text":645},{"id":658,"depth":291,"text":662,"children":885},[886],{"id":685,"depth":297,"text":109},{"id":709,"depth":291,"text":713,"children":888},[889],{"id":786,"depth":297,"text":787},{"id":807,"depth":291,"text":808,"children":891},[892,893,894],{"id":814,"depth":297,"text":815},{"id":821,"depth":297,"text":822},{"id":828,"depth":297,"text":829},{"id":835,"depth":291,"text":839,"children":896},[897],{"id":851,"depth":297,"text":852},"2026-08-05T15:31:00.000Z","Traditional SEO is shifting. Learn how AI search engines are disrupting the ten blue links and how to win brand mentions in LLM responses.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Ff8233c21-a553-4cdf-b08e-62ba6de46295-mkg-blog-ai-search-vs-traditional-search-hero-image.webp","Stop Chasing Clicks, Capture Direct-Answer AI",{},"\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo",{"title":593,"description":899},"blog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo","V9JrsiIyJkiYENE0VMv29Din97ayk4JQ9vcwSe6Flz0",{"id":908,"title":909,"author":7,"authors":7,"body":910,"caption":7,"category":315,"date":1139,"description":1140,"extension":318,"img":1141,"imgAlt":1142,"meta":1143,"minutes":297,"navigation":322,"path":1144,"seo":1145,"seodescription":7,"seotitle":7,"stem":1146,"updated":7,"__hash__":1147},"blog\u002Fblog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026.md","Search Visibility Optimization (SVO) Monthly Overview - July 2026",{"type":11,"value":911,"toc":1131},[912,918,967,973,1009,1015,1050,1056,1083,1089,1092,1097,1100,1103,1123],[24,913,915],{"id":914},"executive-summary-the-tldr",[52,916,917],{},"Executive Summary (The TL;DR)",[46,919,920,932,943,955],{},[49,921,922,925,926,931],{},[52,923,924],{},"Google Refines Helpful Content Systems:"," The",[206,927,930],{"href":928,"rel":929},"https:\u002F\u002Fadelev8.com\u002Fblog\u002Fgoogle-july-2026-helpful-content-update",[210]," July 2026 Helpful Content Update"," shifts evaluation metrics from blunt site-wide penalties to granular, section-level filtering, strictly penalizing synthetic, low-effort material while rewarding verified practitioner expertise.",[49,933,934,937,938,212],{},[52,935,936],{},"AI Overviews Expansion:"," Google integrated live news carousels and direct image generation inside AI Overviews, which now feature in approximately",[206,939,942],{"href":940,"rel":941},"https:\u002F\u002Fwww.artificialintelligence-news.com\u002Fnews\u002Fgoogle-ai-overviews-us-searches\u002F",[210]," 43% of US searches",[49,944,945,948,949,954],{},[52,946,947],{},"Search Console Controls Updates:"," Site owners can now explicitly manage and isolate content inclusion within AI Overviews and AI Mode via",[206,950,953],{"href":951,"rel":952},"https:\u002F\u002Fwww.numinix.com\u002Fblog\u002Fjuly-2026-seo-algorithm-news-update\u002F",[210]," updated Search Console controls"," without sacrificing baseline organic rankings.",[49,956,957,960,961,966],{},[52,958,959],{},"AEO and Third Party Integration:"," ChatGPT’s integration of live third-party platform data (such as",[206,962,965],{"href":963,"rel":964},"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-to-update-local-services-ads-policies-in-july-479653",[210]," Yelp reviews, ratings, and photos",") forces B2B and B2C brands to optimize their multi-platform digital footprints beyond owned properties.",[24,968,970],{"id":969},"algorithm-technical-seo-updates",[52,971,972],{},"Algorithm & Technical SEO Updates",[46,974,975,987,998],{},[49,976,977,980,981,986],{},[52,978,979],{},"The July 2026 Helpful Content Update:"," Google deployed a ",[206,982,985],{"href":983,"rel":984},"https:\u002F\u002Fseovendor.co\u002Fgoogle-algorithm-updates-july-2026\u002F",[210],"targeted update"," to its Helpful Content System, tightening synthetic content detection and increasing E-E-A-T weightings. Unlike previous iterations that carried a risk of broad site-wide demotions, this update introduces granular section-level assessments, permitting well-authored pages on otherwise mixed-quality domains to retain visibility.",[49,988,989,992,993,997],{},[52,990,991],{},"Global Spam Countermeasures:"," Running alongside minor core adjustments, ",[206,994,996],{"href":951,"rel":995},[210],"a global spam update"," rolled out to refine SpamBrain heuristics, targeting systemic manipulation patterns rather than isolated link-building tactics.",[49,999,1000,1003,1004,1008],{},[52,1001,1002],{},"Search Console Shifts:"," Platform-wide properties and explicit GEO isolation controls ",[206,1005,1007],{"href":951,"rel":1006},[210],"went live",", enabling technical leaders to partition content accessibility for generative experiences without damaging classic organic indexing.",[24,1010,1012],{"id":1011},"geoaeo-updates",[52,1013,1014],{},"GEO\u002FAEO Updates",[46,1016,1017,1027,1038],{},[49,1018,1019,1022,1023,1026],{},[52,1020,1021],{},"AI Overview Saturation & Features:"," Market intelligence indicates AI Overviews now appear in roughly",[206,1024,942],{"href":940,"rel":1025},[210],", fundamentally altering click-through dynamics. July updates added real-time news carousels and native AI-generated image creation directly into query responses, shifting user engagement loops.",[49,1028,1029,1032,1033,1037],{},[52,1030,1031],{},"Cross-Platform Citation Shifts:"," ChatGPT expanded its retrieval architecture by integrating live third-party review and vector data (including",[206,1034,1036],{"href":963,"rel":1035},[210]," Yelp reviews and ratings","), illustrating that LLM engines rely heavily on aggregated ecosystem trust signals rather than just corporate web properties.",[49,1039,1040,1043,1044,1049],{},[52,1041,1042],{},"The \"Ghost Citation\" Phenomenon:"," ",[206,1045,1048],{"href":1046,"rel":1047},"https:\u002F\u002Fsearchengineland.com\u002Fai-halftime-report-h1-2026-483912",[210],"Emerging tracking data"," highlights that AI engines frequently synthesize information from third-party aggregators and forums, leaving primary creators uncredited unless structured entities are explicitly claimed and verified.",[24,1051,1053],{"id":1052},"strategic-implications-for-leaders",[52,1054,1055],{},"Strategic Implications for Leaders",[46,1057,1058,1064],{},[49,1059,1060,1063],{},[52,1061,1062],{},"What to ignore:"," Short-term ranking fluctuations and mass content deletions. High-volume, automated articles no longer hold value under current search filters, making rapid content generation counterproductive.",[49,1065,1066,1069],{},[52,1067,1068],{},"Where to pivot:",[46,1070,1071,1077],{},[49,1072,1073,1076],{},[52,1074,1075],{},"Clean up low-value content:"," Review site pages for thin or AI-generated text. Replace surface-level summaries with original research, customer case studies, and expert data that language models cannot replicate.",[49,1078,1079,1082],{},[52,1080,1081],{},"Standardize off-page brand data:"," Align Schema markup, corporate records, and third-party profiles across major directories and review platforms. Search engines and AI systems rely heavily on external sources to verify company authority.",[24,1084,1086],{"id":1085},"looking-ahead",[52,1087,1088],{},"Looking Ahead",[14,1090,1091],{},"Google historically issues a major core algorithm update in late Q3. Growth teams should focus on deepening coverage within core subject areas rather than publishing broadly across adjacent topics.",[24,1093,1095],{"id":1094},"search-visibility-optimization-svo",[52,1096,168],{},[14,1098,1099],{},"Maintaining search traffic now requires managing three distinct channels: standard web indexing, answer engine citations (AEO), and generative search layouts (GEO).",[14,1101,1102],{},"MKG assists growth-stage technology companies with:",[46,1104,1105,1111,1117],{},[49,1106,1107,1110],{},[52,1108,1109],{},"GEO and AEO Audits:"," Evaluating brand presence and citation rates across ChatGPT, Perplexity, and Google AI Overviews.",[49,1112,1113,1116],{},[52,1114,1115],{},"Structured Data Infrastructure:"," Aligning Schema markup and technical index controls to safeguard search presence.",[49,1118,1119,1122],{},[52,1120,1121],{},"Pipeline Attribution Modeling:"," Measuring how generative search visibility impacts customer acquisition costs (CAC) and deal velocity.",[14,1124,1125,1126,1130],{},"To review your domain's generative search visibility, ",[206,1127,1129],{"href":275,"rel":1128},[210],"schedule a consultation"," with an MKG search specialist.",{"title":77,"searchDepth":291,"depth":291,"links":1132},[1133,1134,1135,1136,1137,1138],{"id":914,"depth":291,"text":917},{"id":969,"depth":291,"text":972},{"id":1011,"depth":291,"text":1014},{"id":1052,"depth":291,"text":1055},{"id":1085,"depth":291,"text":1088},{"id":1094,"depth":291,"text":168},"2026-08-04T16:16:55.368Z","Stay updated on the July 2026 search landscape: Google’s granular Helpful Content Update, AI Overviews reaching 43% of US searches, new Search Console controls for AI Mode, and ChatGPT's integration of third-party platform data.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F9bacf7c4-18eb-47f1-87fb-986cba555a73-Copy of 11766_(1920x1080) (7).png","close-up image of a blue pushpin marking a location on a detailed paper map",{},"\u002Fblog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026",{"title":909,"description":1140},"blog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026","vjZWWe3kKlLwQrZGoaeSywpxYkFiYyKtWSho-GG-CHw",{"id":1149,"title":1150,"author":7,"authors":7,"body":1151,"caption":7,"category":315,"date":1461,"description":1462,"extension":318,"img":1463,"imgAlt":1464,"meta":1465,"minutes":321,"navigation":322,"path":1466,"seo":1467,"seodescription":7,"seotitle":7,"stem":1468,"updated":7,"__hash__":1469},"blog\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings.md","Is AI Content Bad for SEO? How to Scale Traffic Without Sacrificing Rankings",{"type":11,"value":1152,"toc":1445},[1153,1160,1166,1169,1184,1187,1190,1204,1211,1214,1218,1221,1227,1238,1244,1247,1253,1264,1266,1271,1274,1277,1282,1287,1294,1301,1304,1310,1313,1319,1322,1333,1339,1342,1349,1358,1365,1372,1377,1380,1395,1401,1407,1410,1417,1421],[14,1154,1155,1156,1159],{},"Let’s answer the question on every marketing leader’s mind right away: ",[52,1157,1158],{},"No, AI content is not inherently bad for SEO."," Google does not automatically penalize text simply because an artificial intelligence model generated it. In fact, Google’s official Search guidelines state that the search engine ranks content based on its helpfulness, relevance, and quality—not on who (or what) typed the words.",[14,1161,1162,1163],{},"However, there is a massive caveat that every modern CMO and VP of Marketing must understand: ",[52,1164,1165],{},"publishing unedited, mass-produced AI text is a fast track to losing traffic.",[14,1167,1168],{},"While AI can drastically accelerate your research and drafting phases, relying on raw algorithm outputs to power your organic search strategy will inevitably hurt your brand. The internet is quickly becoming flooded with synthesized, low-effort fluff. Search engines are aggressively updating their algorithms to identify and down-rank generic copy that fails to bring new value to the web.",[14,1170,1171,1172,1175,1176,1179,1180,1183],{},"So, ",[52,1173,1174],{},"does AI-generated content impact SEO?"," Absolutely—for better or for worse depending entirely on ",[38,1177,1178],{},"how"," you use it. To navigate this new era of search, B2B software and tech companies must learn how to safely leverage AI as an efficiency tool while keeping senior human strategy in full control. ",[75,1181],{"alt":77,"src":1182},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fe5fe90d6-da9d-42d8-8ca3-5c601eb33fc8-ai-content-bad-for-seo-1.png","What Google Actually Cites About AI-Generated Content",[14,1185,1186],{},"A widespread myth floating around boardrooms is that Google possesses a universal \"AI detector\" that immediately penalizes any site using machine learning tools. This misconception has led to two extreme behaviors: organizations either banned AI entirely out of fear, or they went all-in, firing editorial teams and pumping out hundreds of unvetted AI articles a month.",[14,1188,1189],{},"Both approaches are flawed. Google’s position on AI content is clear and consistent:",[46,1191,1192,1198],{},[49,1193,1194,1197],{},[52,1195,1196],{},"Intent matters over medium:"," If you use automation, including generative AI, primarily to manipulate search rankings, it is considered a violation of Google's spam policies.",[49,1199,1200,1203],{},[52,1201,1202],{},"Quality is the ultimate benchmark:"," If your content offers original information, insightful analysis, and clear utility to the searcher, Google will reward it—regardless of whether AI helped draft the paragraphs.",[14,1205,1206,1207,1210],{},"This distinction rests on Google’s ",[52,1208,1209],{},"E-E-A-T framework",": Experience, Expertise, Authoritativeness, and Trustworthiness.",[14,1212,1213],{},"Generative AI models are trained on existing web data; by design, they scrape, synthesize, and regurgitate information that has already been published. They cannot draw from personal background, run proprietary benchmark studies, or conduct interviews with industry veterans. Therefore, raw AI content inherently lacks the \"First-Hand Experience\" and deep \"Expertise\" required to satisfy modern search criteria.",[24,1215,1217],{"id":1216},"why-copy-pasting-ai-copy-destroys-your-organic-traffic","Why Copy-Pasting AI Copy Destroys Your Organic Traffic",[14,1219,1220],{},"If Google doesn't penalize AI text on principle, why are so many tech sites seeing their organic impressions plummet after launching automated content initiatives? The answer lies in the subtle traps of machine-generated prose.",[81,1222,1224],{"id":1223},"_1-the-information-gain-problem",[52,1225,1226],{},"1. The Information Gain Problem",[14,1228,1229,1230,1233,1234,1237],{},"Search engine algorithms are increasingly prioritizing ",[52,1231,1232],{},"Information Gain","—a metric that measures whether a piece of content adds ",[38,1235,1236],{},"new"," facts, perspectives, or data points to a topic compared to existing index results. When an AI tool drafts an article, it simply summarizes what the top ten results on Google are already saying. It offers zero information gain. If your page is merely an average of what is already online, Google has no incentive to rank you above established competitors.",[81,1239,1241],{"id":1240},"_2-hallucinations-and-brand-risk",[52,1242,1243],{},"2. Hallucinations and Brand Risk",[14,1245,1246],{},"Large Language Models (LLMs) are predictive engines, not factual databases. They routinely invent statistics, misquote technical documentation, and present incorrect product capabilities with total confidence. Publishing hallucinated facts erodes consumer trust and signals to search crawlers that your site lacks basic editorial integrity.",[81,1248,1250],{"id":1249},"_3-the-homogenization-of-brand-voice",[52,1251,1252],{},"3. The Homogenization of Brand Voice",[14,1254,1255,1256,1259,1260,1263],{},"B2B tech buyers are sophisticated. They can spot low-effort, synthetic writing instantly. Text bloated with hollow transitions (",[38,1257,1258],{},"\"In today's fast-paced digital landscape...\""," or ",[38,1261,1262],{},"\"It is crucial to leverage...\"",") signals to prospects that your company lacks real point-of-view authority. If your content sounds identical to every competitor using the same prompts, you lose your market positioning.",[24,1265,109],{"id":685},[14,1267,1268,1270],{},[38,1269,114],{},"The AI has no reason to pick yours over theirs. It's looking for something it can confidently reuse, and if your version doesn't add anything new, you're background noise.",[14,1272,1273],{},"So instead of writing more, I'm going page by page through what already exists and asking one question: does this page say something that no other page on the internet says?",[14,1275,1276],{},"Original data. A real client pattern you documented. A first-person account of what actually happened when you tried the thing everyone recommends. ",[14,1278,1279,1280],{},"That's what AI pulls in. The generic stuff is what AI already has forty versions of. It doesn't need yours.",[38,1281,114],{},[14,1283,120,1284,1286],{},[52,1285,9],{},", CEO of MKG Marketing",[24,1288,1290,1293],{"id":1289},"how-to-safely-use-ai-as-a-marketing-assistant-not-a-lead-strategist",[75,1291],{"alt":77,"src":1292},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fc8d0926d-82b9-42f9-85f4-3c433da82d78-ai-content-bad-for-seo-2.png","How to Safely Use AI as a Marketing Assistant (Not a Lead Strategist)",[14,1295,1296,1297,1300],{},"To succeed in search today, modern tech companies don't need to abandon AI; they need to integrate it into a ",[52,1298,1299],{},"human-led editorial workflow",". AI should act as the junior analyst that handles heavy administrative lifting, while senior strategists serve as the editorial director.",[14,1302,1303],{},"Here is how high-growth organizations use AI tools safely without putting their search performance at risk:",[81,1305,1307],{"id":1306},"_1-accelerate-research-and-formatting",[52,1308,1309],{},"1. Accelerate Research and Formatting",[14,1311,1312],{},"Use AI to synthesize lengthy transcripts, cluster search intent, organize raw data, and draft initial structural outlines. Asking an AI tool to suggest five logical structural flows for a technical guide saves hours of brainstorming without diluting your editorial voice.",[81,1314,1316],{"id":1315},"_2-inject-proprietary-data-and-human-storytelling",[52,1317,1318],{},"2. Inject Proprietary Data and Human Storytelling",[14,1320,1321],{},"Once a rough outline or foundational draft exists, a subject matter expert (SME) must step in. Inject real-world elements that an algorithm can never produce:",[46,1323,1324,1327,1330],{},[49,1325,1326],{},"Customer case studies and real implementation metrics.",[49,1328,1329],{},"Direct quotes from internal product architects or sales engineers.",[49,1331,1332],{},"Unique takeaways or counter-intuitive opinions that challenge status-quo industry advice.",[81,1334,1336],{"id":1335},"_3-rigorous-fact-checking-and-editorial-oversight",[52,1337,1338],{},"3. Rigorous Fact-Checking and Editorial Oversight",[14,1340,1341],{},"Every claim, statistic, and technical instruction generated during the drafting phase must be verified by a human editor. Ensure the tone matches your brand guidelines and eliminate boilerplate AI phrasing.",[14,1343,1344,1345,1348],{},"Want to see how your current search strategy measures up against the latest engine updates? Explore our comprehensive",[206,1346,211],{"href":208,"rel":1347},[210]," or book an initial search strategy review with our senior team today.",[24,1350,1352,1355],{"id":1351},"beyond-traditional-seo-preparing-for-search-visibility-optimization-svo",[75,1353],{"alt":77,"src":1354},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F2cd275b2-b56c-4864-b728-e18e54f45370-ai-content-bad-for-seo-3.png",[52,1356,1357],{},"Beyond Traditional SEO: Preparing for Search Visibility Optimization (SVO)",[14,1359,1360,1361,1364],{},"The debate over whether AI-generated content ",[52,1362,1363],{},"is good for seo"," is part of a much larger shift in how users find information. Search is no longer confined to a list of ten blue links on a traditional search results page.",[14,1366,1367,1368,1371],{},"With the rapid adoption of AI Overviews, ChatGPT, Claude, and Perplexity, users are increasingly getting direct answers synthesized and generated right inside search interfaces. This shift means that optimizing purely for keyword clicks is no longer enough. You must optimize for ",[52,1369,1370],{},"total brand visibility"," across AI search models and traditional engines alike.",[14,1373,1374,1375,212],{},"This evolution is what we call ",[52,1376,168],{},[14,1378,1379],{},"To win in an SVO-driven ecosystem, your content must be authoritative enough that AI models choose to cite your brand as the primary source of truth. Generic, auto-generated articles will never be cited by AI search tools because those articles lack original authority. The only way to capture mindshare in both AI answers and traditional search lists is by publishing high-gain, expert-driven content that clearly demonstrates E-E-A-T.",[14,1381,1382,1383,1388,1389,1394],{},"If your organic reach is stalling due to changing algorithms, taking a holistic view of your digital presence is essential. Aligning your organic content strategy with high-intent paid acquisition via",[206,1384,1387],{"href":1385,"rel":1386},"https:\u002F\u002Fwww.google.com\u002Fsearch?q=https:\u002F\u002Fmkgmarketinginc.com\u002Fservices\u002Fdigital-advertising\u002F",[210]," Digital Advertising"," and measuring true user journeys through robust",[206,1390,1393],{"href":1391,"rel":1392},"https:\u002F\u002Fwww.google.com\u002Fsearch?q=https:\u002F\u002Fmkgmarketinginc.com\u002Fservices\u002Fanalytics\u002F",[210]," Digital Analytics"," ensures your marketing engine generates pipeline—not just empty clicks.",[24,1396,1398],{"id":1397},"summary-adapting-your-search-engine-strategy-for-long-term-growth",[52,1399,1400],{},"Summary: Adapting Your Search Engine Strategy for Long-Term Growth",[14,1402,1403,1404,1406],{},"To recap: ",[52,1405,1174],{}," Yes. If you treat AI as a magic shortcut to generate hundreds of unvetted blog posts, your search visibility will eventually collapse; quickly building a house out of AI sticks won’t protect you when the Big Bad Search Engine Wolf comes calling. But if you treat AI as an efficiency engine that supports a human-led, expert-driven content pipeline, you can scale output without sacrificing rankings.",[14,1408,1409],{},"As search engines adapt to the flood of synthetic content, companies must adapt how they communicate with their buyers. The brands that win over the next decade won't be those that avoid AI, nor will they be those that hand their entire marketing strategy over to algorithms. The winners will be the organizations that pair cutting-edge tools with an authentic, human-driven brand voice.",[14,1411,1412,1413,1416],{},"At ",[52,1414,1415],{},"MKG Marketing",", we don't pass your search strategy off to junior account managers or unmonitored software bots. We provide an experienced, senior-led team that handles both the high-level strategy and technical execution directly. We help B2B tech and software companies navigate complex search updates, build a sustainable organic pipeline, and maintain complete operational control over their brand narrative.",[24,1418,1420],{"id":1419},"ready-to-build-a-future-proof-search-strategy","Ready to Build a Future-Proof Search Strategy?",[46,1422,1423,1430,1437],{},[49,1424,1425,1426,212],{},"Learn how our senior-led team can audit and elevate your organic reach.",[206,1427,1429],{"href":208,"rel":1428},[210]," Explore our Search Visibility Optimization (SVO) Services & Strategy Reviews",[49,1431,1432,1433,278],{},"Have immediate questions about your traffic or upcoming search updates?",[206,1434,1436],{"href":275,"rel":1435},[210]," Contact the MKG Marketing Team directly",[49,1438,1439,1440,212],{},"Want to dive deeper into modern search trends? Read our latest guide:",[206,1441,1444],{"href":1442,"rel":1443},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002F",[210]," Beyond Last-Click: How to Measure Marketing Influence in an AI-First World",{"title":77,"searchDepth":291,"depth":291,"links":1446},[1447,1452,1453,1458,1459,1460],{"id":1216,"depth":291,"text":1217,"children":1448},[1449,1450,1451],{"id":1223,"depth":297,"text":1226},{"id":1240,"depth":297,"text":1243},{"id":1249,"depth":297,"text":1252},{"id":685,"depth":291,"text":109},{"id":1289,"depth":291,"text":1293,"children":1454},[1455,1456,1457],{"id":1306,"depth":297,"text":1309},{"id":1315,"depth":297,"text":1318},{"id":1335,"depth":297,"text":1338},{"id":1351,"depth":291,"text":1357},{"id":1397,"depth":291,"text":1400},{"id":1419,"depth":291,"text":1420},"2026-07-31T16:42:23.391Z","Does AI-generated content impact SEO? Discover how to safely use AI tools to build traffic and why copy-pasting generic text will hurt your rankings.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fa2137492-5860-4960-8c3b-cc662b7514b0-mkg-blog-is-ai-content-bad-for-seo.webp","Is AI Content Bad for SEO",{},"\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings",{"title":1150,"description":1462},"blog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings","ysFwsXe-UHutD2vqfe9YpM1Dn_CZgi--Ors35vnm0Bc",[1471,1678,1814,2045,2212,2323,2453,2543,3086,5728,5903,6072,6231,6387,6655,6751,6866,6969,7141,7368,7526,7698,7870,7958,8107,8229,8317,8370,8466,8566,8690,8872],{"id":1472,"title":1473,"author":7,"authors":1474,"body":1476,"caption":7,"category":1667,"date":1668,"description":1669,"extension":318,"img":7,"imgAlt":77,"meta":1670,"minutes":1672,"navigation":322,"path":1673,"seo":1674,"seodescription":7,"seotitle":7,"stem":1675,"updated":7,"__hash__":1676,"people":1677},"blog\u002Fblog\u002Findustry\u002Fadapting-to-google-latest-core-update.md","Adapting to Google’s Latest Core Update",[1475],"Austin Ellis",{"type":11,"value":1477,"toc":1662},[1478,1484,1490,1493,1496,1507,1510,1516,1519,1525,1545,1551,1554,1557,1563,1566,1572,1592,1598,1601,1607,1610,1616,1636,1642,1645,1648,1659],[24,1479,1481],{"id":1480},"seo-industry-overview-november-2024",[52,1482,1483],{},"SEO Industry Overview – November 2024",[81,1485,1487],{"id":1486},"navigating-the-latest-changes-for-cybersecurity-companies",[52,1488,1489],{},"Navigating the Latest Changes for Cybersecurity Companies",[14,1491,1492],{},"The SEO landscape experienced significant turbulence in November 2024, driven by Google’s Core Update and a renewed focus on branded searches. These changes underline the need for cybersecurity companies to adopt adaptive and forward-thinking strategies to maintain visibility and relevance in a competitive digital environment.",[14,1494,1495],{},"For cybersecurity leaders, these developments are not just technical updates but indicators of shifting priorities in how search engines value content. Below, we’ll break down the trends, explore their implications, and offer actionable advice to position your brand for success.",[132,1497,1498],{},[49,1499,1500],{},[1501,1502,1504],"h4",{"id":1503},"googles-november-core-update-promoting-helpful-content",[52,1505,1506],{},"Google’s November Core Update: Promoting Helpful Content",[14,1508,1509],{},"Google’s November Core Update, which began rolling out on November 11th and concluded today, signals an ongoing commitment to prioritizing helpful, user-centric content. Much like the Helpful Content Update from April, this latest update seeks to reward content that genuinely informs and engages users while demoting material created solely for algorithmic performance.",[1501,1511,1513],{"id":1512},"what-does-this-mean-for-cybersecurity-brands",[52,1514,1515],{},"What Does This Mean for Cybersecurity Brands?",[14,1517,1518],{},"The update highlights the growing importance of authenticity and expertise. Cybersecurity companies that rely on generic or keyword-stuffed content risk losing visibility, while those investing in high-quality, educational material stand to benefit.",[1501,1520,1522],{"id":1521},"actionable-tips-for-cybersecurity-seo",[52,1523,1524],{},"Actionable Tips for Cybersecurity SEO:",[46,1526,1527,1533,1539],{},[49,1528,1529,1532],{},[52,1530,1531],{},"Focus on Expertise:"," Create content that reflects your deep understanding of cybersecurity. Share insights on threat mitigation, compliance, or best practices for securing sensitive data.",[49,1534,1535,1538],{},[52,1536,1537],{},"Engage Your Audience:"," Structure your content to answer specific questions or solve common problems your target audience faces. Tools like FAQ sections or detailed how-to guides can improve engagement and search rankings.",[49,1540,1541,1544],{},[52,1542,1543],{},"Leverage Visual Content:"," Incorporate infographics, videos, and charts to make complex cybersecurity concepts more digestible and appealing to readers.",[1501,1546,1548],{"id":1547},"_2-the-top-heavy-nature-of-branded-searches",[52,1549,1550],{},"2. The Top-Heavy Nature of Branded Searches",[14,1552,1553],{},"Another major conversation this month revolves around the concentration of search activity. Reports suggest that 15% of all Google searches are driven by just 148 queries, reflecting a top-heavy structure. For cybersecurity brands, this statistic underscores the growing importance of branded SEO.",[14,1555,1556],{},"Additionally, the rise of AI-generated overviews and GPT-driven search functionalities has shifted user behaviors, leading to \"no-click\" searches where users find answers directly on the search engine results page (SERP) without visiting a website.",[1501,1558,1560],{"id":1559},"implications-for-cybersecurity-companies",[52,1561,1562],{},"Implications for Cybersecurity Companies:",[14,1564,1565],{},"Branded SEO is becoming critical to search strategies, mainly as AI tools dominate the space. Cybersecurity companies must focus on building and maintaining brand authority to ensure their presence in these top-performing queries.",[1501,1567,1569],{"id":1568},"strategies-to-optimize-for-branded-searches",[52,1570,1571],{},"Strategies to Optimize for Branded Searches:",[46,1573,1574,1580,1586],{},[49,1575,1576,1579],{},[52,1577,1578],{},"Claim and Optimize Your Brand Assets:"," Ensure your website, social profiles, and business listings are consistent and optimized for search.",[49,1581,1582,1585],{},[52,1583,1584],{},"Develop Branded Content:"," Publish thought leadership articles, whitepapers, and case studies that solidify your position as a trusted name in cybersecurity.",[49,1587,1588,1591],{},[52,1589,1590],{},"Monitor Search Trends:"," Use tools like Google Trends and analytics platforms to track branded search activity and identify opportunities to strengthen your online presence.",[1501,1593,1595],{"id":1594},"_3-the-shrinking-seo-opportunity-pie",[52,1596,1597],{},"3. The Shrinking SEO Opportunity Pie",[14,1599,1600],{},"As Rand Fishkin highlights, the SEO opportunity pie is shrinking, partly due to the rise of AI-powered search experiences and a growing emphasis on branded content. This shift calls for a strategic reevaluation of how cybersecurity companies approach SEO.",[1501,1602,1604],{"id":1603},"key-takeaway-diversify-your-strategy",[52,1605,1606],{},"Key Takeaway: Diversify Your Strategy",[14,1608,1609],{},"The days of relying solely on traditional SEO tactics are numbered. Cybersecurity marketers must embrace a holistic approach integrating SEO with paid media, social media, and content marketing.",[1501,1611,1613],{"id":1612},"actionable-steps",[52,1614,1615],{},"Actionable Steps:",[46,1617,1618,1624,1630],{},[49,1619,1620,1623],{},[52,1621,1622],{},"Experiment with Paid Search:"," Complement organic SEO efforts with targeted PPC campaigns to capture high-intent traffic.",[49,1625,1626,1629],{},[52,1627,1628],{},"Leverage AI for SEO:"," Use AI tools to identify content gaps, optimize existing material, and forecast emerging trends in cybersecurity.",[49,1631,1632,1635],{},[52,1633,1634],{},"Collaborate Across Channels:"," Align your SEO strategy with broader marketing efforts to create a cohesive brand narrative.",[1501,1637,1639],{"id":1638},"conclusion-staying-ahead-in-a-rapidly-changing-landscape",[52,1640,1641],{},"Conclusion: Staying Ahead in a Rapidly Changing Landscape",[14,1643,1644],{},"The SEO landscape is evolving rapidly, with Google’s Core Updates, branded search trends, and AI-driven tools reshaping how users discover information. For cybersecurity companies, staying ahead requires creating helpful, expert content and adopting innovative strategies to maintain visibility.",[14,1646,1647],{},"Cybersecurity brands can thrive in this new era of search by prioritizing authenticity, optimizing for branded searches, and embracing a diversified approach.",[14,1649,1650,1651,1043,1654,1658],{},"If you found these insights useful and want to explore how to elevate your cybersecurity company’s SEO strategy, ",[52,1652,1653],{},"reach out and",[206,1655,1657],{"href":1656},"\u002Fcontact\u002F","schedule a discovery call today","!",[1660,1661],"br",{},{"title":77,"searchDepth":291,"depth":291,"links":1663},[1664],{"id":1480,"depth":291,"text":1483,"children":1665},[1666],{"id":1486,"depth":297,"text":1489},"industry","2024-12-12T14:26:00Z","Discover how to adapt to Google’s latest core update and the expansion of branded search in the AI-driven search landscape. ",{"_schema":1671},"default",4,"\u002Fblog\u002Findustry\u002Fadapting-to-google-latest-core-update",{"title":1473,"description":1669},"blog\u002Findustry\u002Fadapting-to-google-latest-core-update","nn7WlUK1r0U_WtNy9jf8PBtOJBPJ0AnxWhdB7rksVeU",[],{"id":1679,"title":1680,"author":7,"authors":1681,"body":1682,"caption":7,"category":1667,"date":1806,"description":1807,"extension":318,"img":7,"imgAlt":77,"meta":1808,"minutes":1672,"navigation":322,"path":1809,"seo":1810,"seodescription":7,"seotitle":7,"stem":1811,"updated":7,"__hash__":1812,"people":1813},"blog\u002Fblog\u002Findustry\u002Fadapting-to-ai-driven-search-trends.md","Adapting to AI-Driven Search Trends",[1475,7,7],{"type":11,"value":1683,"toc":1796},[1684,1690,1693,1696,1702,1705,1708,1714,1717,1720,1726,1729,1732,1738,1741,1744,1750,1753,1764,1781,1787,1790],[24,1685,1687],{"id":1686},"seo-industry-overview-october-2024",[52,1688,1689],{},"SEO Industry Overview – October 2024",[14,1691,1692],{},"The SEO landscape has been a storm of volatility and transformation this October, with no signs of stability. Cybersecurity CMOs must remain vigilant as AI-driven changes reshape the search engine ecosystem, introducing new opportunities for visibility and content strategy and challenges adapting to user behaviors and search engine algorithms. October marked a significant turning point in search with the widespread rollout of Google’s AI Overviews, updates to the Search Generative Experience (SGE), and the much-anticipated launch of OpenAI's SearchGPT.",[14,1694,1695],{},"In this article, we’ll explore the practical implications of these changes for cybersecurity companies, focusing on actionable insights and strategies to stay ahead in this dynamic landscape.",[81,1697,1699],{"id":1698},"_1-google-serp-volatility-a-sign-of-big-changes-ahead",[52,1700,1701],{},"1. Google SERP Volatility: A Sign of Big Changes Ahead",[14,1703,1704],{},"Throughout October, Google’s search results pages (SERP) exhibited significant volatility, indicating that we’re in the midst of a major SEO shift. Google’s algorithm is undergoing rapid adaptations, particularly with the expanded reach of AI-driven search capabilities. For cybersecurity firms, this means your digital footprint could fluctuate, as Google adjusts to deliver more AI-powered results globally.",[14,1706,1707],{},"Key Takeaway: Now is the time to review your SEO fundamentals, focusing on technical SEO, website health, and content relevance. Keeping your website optimized for both AI-assisted and traditional search will help you mitigate the impact of Google’s algorithmic updates on your rankings.",[81,1709,1711],{"id":1710},"_2-ai-overviews-in-google-search-a-double-edged-sword-for-cybersecurity-cmos",[52,1712,1713],{},"2. AI Overviews in Google Search: A Double-Edged Sword for Cybersecurity CMOs",[14,1715,1716],{},"One of the most significant changes this month was the expansion of Google’s AI Overviews to over 100 countries, now available to more than a billion users. Initially, Google’s Search Generative Experience (SGE) faced criticism for producing inconsistent or inaccurate results, prompting the company to scale back AI-generated responses from over 80% of search queries to a modest 12%. This move illustrates that while AI in search has great potential, it remains a developing tool.",[14,1718,1719],{},"Actionable Insight: For cybersecurity companies, this shift in Google’s AI-driven responses highlights an opportunity to create in-depth, authoritative content that aligns with high-intent queries. Your content must address industry pain points comprehensively, as AI algorithms tend to favor articles that satisfy user intent.",[81,1721,1723],{"id":1722},"_3-the-arrival-of-searchgpt-a-new-seo-frontier-for-cybersecurity-marketers",[52,1724,1725],{},"3. The Arrival of SearchGPT: A New SEO Frontier for Cybersecurity Marketers?",[14,1727,1728],{},"OpenAI’s SearchGPT, launched amid significant buzz, has brought Bing back into the SEO conversation. While it’s too early to predict the long-term influence of SearchGPT on user behavior, this development underscores that the search ecosystem is expanding beyond Google. For cybersecurity firms, diversifying your SEO efforts across multiple platforms—especially as AI-driven engines like SearchGPT become more common—may increase visibility among tech-savvy audiences.",[14,1730,1731],{},"Strategy Tip: Evaluate your SEO and content marketing strategies on both Google and Bing. Embrace an omnichannel approach to ensure your brand visibility reaches broader audiences, especially those engaging with AI-enhanced search engines.",[81,1733,1735],{"id":1734},"_4-the-future-of-ai-in-search-what-to-watch-for-in-cybersecurity-seo",[52,1736,1737],{},"4. The Future of AI in Search: What to Watch for in Cybersecurity SEO",[14,1739,1740],{},"AI in search will continue to evolve, influencing SEO in ways that are still unfolding. Cybersecurity marketers must understand that, while the technology is promising, user behavior is unlikely to change overnight. However, the groundwork is being laid for a future where AI will play a central role in shaping search queries and responses, potentially impacting keyword strategy, content depth, and the user journey.",[14,1742,1743],{},"Practical Advice: Position your brand as an early adopter of AI-friendly SEO practices by regularly updating content to align with AI-driven keyword trends and by providing contextually relevant, expert insights on emerging cybersecurity issues. Additionally, tracking AI trends will enable your team to adapt swiftly to new algorithms as they roll out.",[81,1745,1747],{"id":1746},"major-google-system-updates-news",[52,1748,1749],{},"Major Google System Updates & News",[14,1751,1752],{},"To stay competitive, CMOs should keep an eye on key updates and developments, which reveal where Google’s algorithm is heading. In October, significant updates were announced, including:",[46,1754,1755,1758,1761],{},[49,1756,1757],{},"Google Search Ranking Volatility: Sustained volatility underscores the need for resilient SEO strategies.",[49,1759,1760],{},"Google AI Overviews Expansion: With AI-powered responses becoming accessible worldwide, content that anticipates user questions and delivers clear answers is essential.",[49,1762,1763],{},"SearchGPT Launch: Bing’s integration with OpenAI raises the bar for search, reminding marketers that diversification is key.",[14,1765,1766,1767,1774,1775,1780],{},"Pro Tip: Assign a team member to monitor SEO news sources and industry reports like ",[206,1768,1773],{"href":1769,"target":1770,"rel":1771},"https:\u002F\u002Fwww.searchenginejournal.com\u002Fchatgpt-search-vs-google-and-bing\u002F531573\u002F","_blank",[1772],"noopener","Search Engine Journal"," and ",[206,1776,1779],{"href":1777,"target":1770,"rel":1778},"https:\u002F\u002Fsearchengineland.com\u002Fchatgpt-search-officially-launches-447919",[1772],"Search Engine Land"," to stay updated on algorithm changes and AI developments. Timely awareness will enable you to anticipate adjustments before they impact your cybersecurity brand’s search performance.",[81,1782,1784],{"id":1783},"conclusion-embrace-change-and-stay-agile",[52,1785,1786],{},"Conclusion: Embrace Change and Stay Agile",[14,1788,1789],{},"As SEO continues to be reshaped by AI, staying adaptable and proactive is essential for CMOs in cybersecurity. Your agency must prioritize content relevancy, optimize across search engines, and be prepared to pivot with each new development in AI. AI won’t redefine user behavior overnight, but it’s undoubtedly shifting how content is found and consumed.",[14,1791,1792,1793,1658],{},"If you found these insights helpful and would like to explore tailored strategies to boost your cybersecurity company’s visibility in this evolving SEO landscape, contact us to ",[206,1794,1657],{"href":1656,"target":1770,"rel":1795},[1772],{"title":77,"searchDepth":291,"depth":291,"links":1797},[1798],{"id":1686,"depth":291,"text":1689,"children":1799},[1800,1801,1802,1803,1804,1805],{"id":1698,"depth":297,"text":1701},{"id":1710,"depth":297,"text":1713},{"id":1722,"depth":297,"text":1725},{"id":1734,"depth":297,"text":1737},{"id":1746,"depth":297,"text":1749},{"id":1783,"depth":297,"text":1786},"2024-11-18T16:47:00Z","Discover the top ways to adapt your cybersecurity website for AI-driven search trends as the SEO industry changes and evolves.",{"_schema":1671},"\u002Fblog\u002Findustry\u002Fadapting-to-ai-driven-search-trends",{"title":1680,"description":1807},"blog\u002Findustry\u002Fadapting-to-ai-driven-search-trends","pHnPlfYaxG6XRSJiPPyG14b1MzSrWC2bpBtH3lJhG7Y",[],{"id":1815,"title":1816,"author":7,"authors":1817,"body":1821,"caption":7,"category":1667,"date":1954,"description":1955,"extension":318,"img":7,"imgAlt":77,"meta":1956,"minutes":1672,"navigation":322,"path":1957,"seo":1958,"seodescription":7,"seotitle":7,"stem":1959,"updated":7,"__hash__":1960,"people":1961},"blog\u002Fblog\u002Findustry\u002Fbuilding-a-cohesive-customer-journey.md","Building a Cohesive Customer Journey",[1818,1819,1820],"Nick Bare","Cansu Ozen","Nathan Stenberg",{"type":11,"value":1822,"toc":1948},[1823,1826,1832,1835,1838,1844,1852,1858,1866,1869,1877,1880,1888,1891,1897,1900,1903,1909,1936,1939,1946],[14,1824,1825],{},"We constantly seek ways to optimize your business processes and improve customer acquisition and retention. A key area to focus on is your customer journey strategy. This article explores best practices for building a cohesive customer journey. It contrasts the flywheel model with the traditional funnel, showing how the flywheel can drive growth through customer satisfaction, retention, and advocacy.",[24,1827,1829],{"id":1828},"moving-from-the-funnel-to-the-flywheel",[52,1830,1831],{},"Moving from the Funnel to the Flywheel",[14,1833,1834],{},"The traditional marketing funnel has long been the standard model for customer acquisition. It operates linearly, guiding prospects through awareness, interest, decision, and action stages. However, the funnel's most significant limitation is that it views the customer’s journey as finite, with the relationship ending once a sale is made.",[14,1836,1837],{},"In contrast, the flywheel model places customer experience at the center of your business operations. It emphasizes the continuous nature of customer engagement and highlights how satisfied customers can become promoters, helping drive growth organically. The flywheel approach harnesses momentum by focusing on three main phases: Attract, Engage, and Delight.",[24,1839,1841],{"id":1840},"best-practices-for-building-a-cohesive-customer-journey",[52,1842,1843],{},"Best Practices for Building a Cohesive Customer Journey",[132,1845,1846],{},[49,1847,1848,1851],{},[52,1849,1850],{},"Audience Segmentation"," One of the most critical techniques for building a cohesive customer journey is effective. Understanding who you're targeting is key in a specialized field like cybersecurity. Segmentation helps you reach potential clients through the proper channels and content that resonates with their needs. From CISOs to security analysts, each segment has different pain points, and your journey mapping must cater to these variations.",[14,1853,1854,1857],{},[52,1855,1856],{},"Actionable Tip:"," Regularly refine your audience personas by leveraging data insights. Understanding how different segments engage with your brand helps optimize messaging for each stage of the journey.",[132,1859,1860],{"start":291},[49,1861,1862,1865],{},[52,1863,1864],{},"Comprehensive Journey Tracking"," Tracking the customer journey requires more than basic analytics. It demands a clear understanding of the unique paths your audience segments take. You must ensure that tracking mechanisms are in place to measure every interaction point—from content engagement to sales conversations.",[14,1867,1868],{},"Actionable Tip: Implement a robust marketing operations infrastructure that allows you to monitor every touchpoint in real time. This enables continuous optimization and helps identify friction points in the journey.",[132,1870,1871],{"start":297},[49,1872,1873,1876],{},[52,1874,1875],{},"Fostering Cross-Departmental Collaboration"," For a genuinely cohesive customer journey, internal alignment between marketing, sales, and customer service teams is crucial. When teams operate in silos, the handoff between departments can become disjointed, leading to a poor customer experience. The flywheel model shines here, as it promotes smoother transitions between teams, ensuring that every phase of the customer journey—attraction, engagement, and delight—works in harmony.",[14,1878,1879],{},"Actionable Tip: Create regular touchpoints between teams to share insights on customer interactions and feedback. This helps identify opportunities for continuous improvement across the journey.",[132,1881,1882],{"start":1672},[49,1883,1884,1887],{},[52,1885,1886],{},"Consistency in Quality and Core Values"," Maintaining quality and consistency in your offerings is essential, especially as your business scales. Too often, companies compromise on these values when volumes increase, leading to decreased customer satisfaction. For a flywheel to be effective, you must ensure that your product or service quality remains consistent even as demand grows.",[14,1889,1890],{},"Actionable Tip: Establish a quality assurance process to ensure every product iteration or service engagement aligns with your brand's core values. This commitment to consistency can convert satisfied customers into advocates who feed back into the flywheel.",[24,1892,1894],{"id":1893},"the-flywheels-advantage-over-the-funnel",[52,1895,1896],{},"The Flywheel’s Advantage Over the Funnel",[14,1898,1899],{},"While the funnel focuses on a one-time conversion, the flywheel encourages continuous customer engagement. Building a flywheel can transform your approach to growth in a cybersecurity agency where trust and long-term relationships are key. Satisfied clients become your greatest advocates, sharing testimonials and social proof that enhance your brand's credibility. Word-of-mouth marketing can be compelling in a B2B context, and the flywheel allows you to tap into this resource more effectively than the traditional funnel.",[14,1901,1902],{},"By maintaining momentum across each phase of the flywheel—Attract, Engage, and Delight—you're acquiring new clients and retaining them, turning them into promoters who actively contribute to future growth.",[24,1904,1906],{"id":1905},"key-takeaways",[52,1907,1908],{},"Key Takeaways",[46,1910,1911,1916,1921,1927],{},[49,1912,1913,1915],{},[52,1914,1850],{}," ensures you're targeting the right customers with the right message.",[49,1917,1918,1920],{},[52,1919,1864],{}," helps identify opportunities for optimization at each touchpoint.",[49,1922,1923,1926],{},[52,1924,1925],{},"Cross-departmental collaboration"," ensures smooth handoffs between teams, contributing to a holistic customer experience.",[49,1928,1929,1932,1933,1935],{},[52,1930,1931],{},"Quality and Core Values"," must remain consistent as you scale, ensuring customer satisfaction and loyalty.",[1660,1934],{}," ",[14,1937,1938],{},"If your cybersecurity business aims to build a more sustainable, growth-oriented customer journey, the flywheel model provides a more holistic and customer-centric approach than the traditional funnel. By focusing on delighting your customers and turning them into promoters, you can create a cycle of growth that sustains itself over time.",[14,1940,1941,1942,1945],{},"If you found these insights useful, contact us to ",[206,1943,1657],{"href":1656,"target":1770,"rel":1944},[1772],"! Let’s work together to build a customer journey that drives growth and enhances customer satisfaction.",[1660,1947],{},{"title":77,"searchDepth":291,"depth":291,"links":1949},[1950,1951,1952,1953],{"id":1828,"depth":291,"text":1831},{"id":1840,"depth":291,"text":1843},{"id":1893,"depth":291,"text":1896},{"id":1905,"depth":291,"text":1908},"2024-10-24T14:26:00Z","Discover how cybersecurity marketing leaders are pivoting to the flywheel method to develop a customer journey to better reach their target markets.",{"_schema":1671},"\u002Fblog\u002Findustry\u002Fbuilding-a-cohesive-customer-journey",{"title":1816,"description":1955},"blog\u002Findustry\u002Fbuilding-a-cohesive-customer-journey","HHWcsAtsPrWq-t1YLKbEmPkiIAKPbpAcSBnpWV82zhE",[1962,1999],{"id":1963,"title":1820,"body":1964,"date":7,"description":1985,"extension":318,"images":1986,"isLeader":322,"jobTitle":1988,"linkedIn":1989,"meta":1990,"name":1820,"navigation":322,"path":1991,"quote":1992,"quoteCite":1993,"ref":1989,"seo":1994,"sequence":1672,"stem":1995,"team":1996,"twitter":1997,"updated":7,"website":7,"__hash__":1998},"team\u002Fteam\u002Fnathan-stenberg.md",{"type":11,"value":1965,"toc":1983},[1966,1971,1974,1977,1980],[14,1967,1970],{"className":1968},[1969],"text-lg","Our SEO Expert, Nathan, comes to MKG with an extensive background in digital marketing from front-end development to omni-channel marketing strategy.",[14,1972,1973],{},"He discovered SEO as part of a tech support job with a template website company where he was supporting clients with their websites. There he defined and developed the standards and processes that the SEO team would use for keyword research as well as the writing and implementation of the optimization. He then leveraged these standards to create an add-on subscription-based SEO product called “SEO Boost” which provided clients with a more proactive SEO service for their websites. This resulted in him providing keyword research and optimization recommendations for close to 1,500 websites during his tenure.",[14,1975,1976],{},"From there Nathan moved into the agency world, staring with a small boutique firm in Portland, OR, providing SEO audits and recommendations for clients ranging from small businesses to enterprise e-commerce companies.",[14,1978,1979],{},"He then moved to a larger agency and, once again, developed the SEO Team processes as the agency transitioned from an email-focused agency to a full-service digital marketing agency. During this time, Nathan was able to explore different areas of digital marketing strategy and really developed an understanding and passion for omni-channel marketing.",[14,1981,1982],{},"When Nathan is not working, he enjoys spending time with his partner and two children. You can find him playing casual sports, music, and Overwatch as well as snowboarding and cooking.",{"title":77,"searchDepth":291,"depth":291,"links":1984},[],"Meet Nathan Stenberg, one of MKG Marketing’s Digital Marketing Strategist, with an extensive background in digital marketing from front-end development to omni-channel strategy. ",{"landscape":1987},"nathan-stenberg.webp","Director, Strategy","nathan-stenberg",{},"\u002Fteam\u002Fnathan-stenberg","Repetition is the path to mastery.","Zenyatta",{"description":1985},"team\u002Fnathan-stenberg","Marketing Strategists","natestenberg23","1moy0e42nEoQgH0weNaASdQ6FTDWXwC5TDftv5YS3tU",{"id":2000,"title":1818,"body":2001,"date":7,"description":2029,"extension":318,"images":2030,"isLeader":2032,"jobTitle":2033,"linkedIn":2034,"meta":2035,"name":1818,"navigation":322,"path":2036,"quote":2037,"quoteCite":2038,"ref":2039,"seo":2040,"sequence":2041,"stem":2042,"team":2043,"twitter":7,"updated":7,"website":7,"__hash__":2044},"team\u002Fteam\u002Fnick-bare.md",{"type":11,"value":2002,"toc":2027},[2003,2007,2010,2013,2016],[14,2004,2006],{"className":2005},[1969],"Nick Bare's college offered a digital technology and culture degree and heI ended up taking some communications and marketing classes as well and liked the thought of them all lining up with each other. Once he graduated, he landed a role in paid search and has been doing it for nine+ years now.",[14,2008,2009],{},"He loves that there's always a challenge to tackle. He enjoys taking on new accounts and getting into the weeds to see what can help them turn around and start driving more efficient leads.",[14,2011,2012],{},"He's most proud of being a dad.",[14,2014,2015],{},"Interesting facts:",[46,2017,2018,2021,2024],{},[49,2019,2020],{},"Born with a cleft lip and palate and has had seven surgeries in his life",[49,2022,2023],{},"Watched the Seahawks win Super Bowl 48 with his dad in New York",[49,2025,2026],{},"Travels around the country to visit all the MLB stadiums with his son",{"title":77,"searchDepth":291,"depth":291,"links":2028},[],"Meet Nick Bare, one of MKG Marketing’s Digital Advertising Expert, bringing 15 plus years of experience to the team. ",{"landscape":2031},"nick-bare.webp",false,"Digital Advertising Expert","nickbare",{},"\u002Fteam\u002Fnick-bare","We can choose courage or we can choose comfort, but we can't have both.","Brené Brown","nick-bare",{"description":2029},52,"team\u002Fnick-bare","Digital Advertising Experts","yVusNcEIbiAvdPE02qyDKE_aINcQ0QMXSeyOKv9x5PE",{"id":2046,"title":2047,"author":7,"authors":2048,"body":2050,"caption":7,"category":1667,"date":2155,"description":2156,"extension":318,"img":7,"imgAlt":77,"meta":2157,"minutes":291,"navigation":322,"path":2158,"seo":2159,"seodescription":7,"seotitle":7,"stem":2160,"updated":7,"__hash__":2161,"people":2162},"blog\u002Fblog\u002Findustry\u002Frelationship-based-sales-marketing-strategies.md","Relationship-Based Sales & Marketing Strategies",[2049,1819,1820],"Alanna Moman-Rawden",{"type":11,"value":2051,"toc":2150},[2052,2055,2061,2093,2099,2125,2131,2142,2148],[14,2053,2054],{},"Building strong, long-term client relationships is crucial for sustained success in cybersecurity. Many companies fall into the trap of focusing on one-time transactions instead of nurturing relationships that drive continuous value. Both your sales and marketing teams need to work together to create a customer-first approach that goes beyond selling products and focuses on solving real problems.",[24,2056,2058],{"id":2057},"sales-strategies-for-relationship-building",[52,2059,2060],{},"Sales Strategies for Relationship Building",[132,2062,2063,2069,2075,2081,2087],{},[49,2064,2065,2068],{},[52,2066,2067],{},"Understand Customer Needs",": Invest time in learning about your client’s business, their challenges, and the industry. This shows that your solution is tailored, not just off-the-shelf.",[49,2070,2071,2074],{},[52,2072,2073],{},"Build Trust Through Consistency",": Deliver on promises and be transparent. Transparency in pricing, processes, and expectations goes a long way in building credibility.",[49,2076,2077,2080],{},[52,2078,2079],{},"Listen and Show Empathy",": Actively listen to your client’s concerns. Empathy shows that you're not just trying to sell a product but genuinely care about its success.",[49,2082,2083,2086],{},[52,2084,2085],{},"Focus on Long-Term Value",": Shift your focus from pushing products to discussing the outcomes your solution will deliver, ensuring the client feels your product is essential to their long-term success.",[49,2088,2089,2092],{},[52,2090,2091],{},"Build Relationships at Multiple Levels:"," In complex B2B sales, it’s important to engage with multiple stakeholders to ensure comprehensive buy-in. Build relationships with decision-makers, influencers, and end-users. Each plays a role in the customer’s experience and overall satisfaction with your solution.",[24,2094,2096],{"id":2095},"marketing-strategies-to-address-pain-points",[52,2097,2098],{},"Marketing Strategies to Address Pain Points",[132,2100,2101,2107,2113,2119],{},[49,2102,2103,2106],{},[52,2104,2105],{},"Conduct Targeted Research",": Understand the specific pain points of your target audience through market research and tailor your messaging to reflect their challenges.",[49,2108,2109,2112],{},[52,2110,2111],{},"Map Features to Benefits",": Communicate how your solution’s features translate into benefits that address your prospects’ pain points. Focus on how your solution solves their problems.",[49,2114,2115,2118],{},[52,2116,2117],{},"Demonstrate Value Early",": Offer trials, demos, or compelling content that immediately shows the value of your solution. The quicker your prospects see the results, the better.",[49,2120,2121,2124],{},[52,2122,2123],{},"Use Storytelling",": Share case studies or testimonials from other clients who have faced similar challenges. This not only builds credibility but also helps prospects relate to your solution.",[24,2126,2128],{"id":2127},"key-takeaways-and-actionable-tips",[52,2129,2130],{},"Key Takeaways and Actionable Tips",[46,2132,2133,2136,2139],{},[49,2134,2135],{},"Build trust by understanding your client’s needs and being transparent in your approach.",[49,2137,2138],{},"Personalize your solution and communication to address the unique pain points of each prospect.",[49,2140,2141],{},"You can use storytelling to connect emotionally and always focus on the long-term value your solution provides.",[14,2143,2144,2145,2147],{},"If you find this information valuable, feel free to reach out to ",[206,2146,1415],{"href":1656},", and let us help you build meaningful relationships that drive long-term growth in the cybersecurity space.",[1660,2149],{},{"title":77,"searchDepth":291,"depth":291,"links":2151},[2152,2153,2154],{"id":2057,"depth":291,"text":2060},{"id":2095,"depth":291,"text":2098},{"id":2127,"depth":291,"text":2130},"2024-09-10T14:26:00Z","Discover how cybersecurity marketing leaders approach relationship-based sales and marketing strategies to address potential clients' pain points effectively.",{"_schema":1671},"\u002Fblog\u002Findustry\u002Frelationship-based-sales-marketing-strategies",{"title":2047,"description":2156},"blog\u002Findustry\u002Frelationship-based-sales-marketing-strategies","UNT2SuCLWdtDHgS8CHHjfxj2il8qtsBe4LwwT1XqPn8",[2163,1962],{"id":2164,"title":2165,"body":2166,"date":7,"description":2199,"extension":318,"images":2200,"isLeader":322,"jobTitle":2202,"linkedIn":2203,"meta":2204,"name":2049,"navigation":322,"path":2205,"quote":2206,"quoteCite":2207,"ref":2203,"seo":2208,"sequence":297,"stem":2209,"team":2210,"twitter":7,"updated":7,"website":7,"__hash__":2211},"team\u002Fteam\u002Falanna-moman-rawden.md","Alanna Moman Rawden",{"type":11,"value":2167,"toc":2196},[2168,2172,2175,2178,2181,2185],[14,2169,2171],{"className":2170},[1969],"Alanna graduated from the University of Alabama in 2004. She started her career at an advertising agency in Birmingham, AL, and has spent most of her career in Account Leadership roles working on consumer brands like Verizon Wireless, Books-A-Million, Toys ‘R’ Us, and Hard Rock Hotel & Casinos. In 2015, she left the agency world with a desire to gain more digital advertising experience, which led to her running a one-person digital department for a regional credit union.",[14,2173,2174],{},"Account Direction has always been a natural fit for Alanna because she enjoys managing projects, big picture strategy, and building relationships. She chose to come back to the agency world when she learned about MKG and our People First values.",[14,2176,2177],{},"She is most proud of the impact she had on her previous company by creating a positive and supportive environment for those she managed. ",[14,2179,2180],{},"Alanna enjoys spending time with her husband and two teenage daughters, has a very eclectic taste in music, and is an obsessive Hamilfan.",[81,2182,2184],{"id":2183},"fun-facts","Fun facts",[46,2186,2187,2190,2193],{},[49,2188,2189],{},"In college, she won a radio contest for her youngest brother to have dinner with Nickelback. The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",[49,2191,2192],{},"She once spent 3 hours convincing a famous country singer to get off his tour bus to shoot a commercial that her client had contracted him to be in.",[49,2194,2195],{},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":77,"searchDepth":291,"depth":291,"links":2197},[2198],{"id":2183,"depth":297,"text":2184},"Meet Alanna Moman-Rawden, one of MKG Marketing’s amazing Account Directors, bringing 15+ years of account leadership and direction to the table.",{"landscape":2201},"alanna-moman-rawden.webp","Director, People & Culture","alanna-moman-rawden",{},"\u002Fteam\u002Falanna-moman-rawden","I am the one thing in life I can control. I am inimitable. I am an original.","Aaron Burr, Hamilton",{"description":2199},"team\u002Falanna-moman-rawden","Leadership","WPmQvGfbA7GjEpvcVEps9YUFm4Ihb7jAlxEbp7tr3IA",{"id":2213,"title":2214,"author":7,"authors":2215,"body":2216,"caption":7,"category":1667,"date":2315,"description":2316,"extension":318,"img":7,"imgAlt":77,"meta":2317,"minutes":1672,"navigation":322,"path":2318,"seo":2319,"seodescription":7,"seotitle":7,"stem":2320,"updated":7,"__hash__":2321,"people":2322},"blog\u002Fblog\u002Findustry\u002Fmastering-marketing-attribution.md","Mastering Marketing Attribution",[1818,1819,1820],{"type":11,"value":2217,"toc":2307},[2218,2221,2227,2230,2233,2239,2242,2245,2251,2254,2257,2263,2266,2269,2272,2276,2293,2299,2302,2305],[14,2219,2220],{},"For Chief Marketing Officers (CMOs), the challenge for identifying purchasing decisions lies in accurately attributing value to the myriad touchpoints that guide potential customers along their journey from awareness to purchase. A sophisticated approach to marketing attribution can significantly improve campaign effectiveness, optimize budget allocation, and ultimately drive higher returns on investment (ROI).",[24,2222,2224],{"id":2223},"the-importance-of-comprehensive-marketing-attribution",[52,2225,2226],{},"The Importance of Comprehensive Marketing Attribution",[14,2228,2229],{},"Marketing attribution isn’t just about determining which campaign or channel delivered the final click before purchase. Instead, it’s about gaining a holistic view of the customer journey. The modern cybersecurity buyer’s journey is anything but linear; it’s a dynamic process that involves multiple touchpoints across various channels. If marketing teams focus solely on first-click or last-click attribution, they risk missing out on key insights that could reveal the true value of their marketing efforts.",[14,2231,2232],{},"A well-rounded attribution model considers every interaction a potential buyer has with your brand. This means recognizing the importance of touchpoints like awareness campaigns, educational content, social media interactions, and even offline events. Each of these interactions plays a critical role in nurturing leads and guiding them down the funnel. By giving credit where it’s due, marketing teams can more accurately measure the effectiveness of their campaigns and make informed decisions about where to invest their resources.",[24,2234,2236],{"id":2235},"trustworthy-unified-data-the-foundation-of-effective-attribution",[52,2237,2238],{},"Trustworthy, Unified Data: The Foundation of Effective Attribution",[14,2240,2241],{},"To manage attribution successfully, marketing teams must start with a solid foundation: trustworthy, unified data. In the cybersecurity industry, where the stakes are high and the sales cycles are often long, having a clear understanding of which channels are driving ROI is essential. This requires integrating data from all marketing channels—online and offline—into a single, unified system.",[14,2243,2244],{},"Accurate data collection across all touchpoints ensures that marketing teams can perform the necessary analysis to understand the impact of each interaction on the buyer’s journey. When data is fragmented or inconsistent, it becomes impossible to draw reliable conclusions. Therefore, investing in the right technology and processes to ensure data accuracy and unity is a critical first step.",[24,2246,2248],{"id":2247},"the-value-of-multi-touch-attribution",[52,2249,2250],{},"The Value of Multi-Touch Attribution",[14,2252,2253],{},"Why is it important to consider multiple layers of touchpoints when measuring buyer intent? The answer lies in the complexity of the customer journey. In cybersecurity, buyers often engage with a brand through various channels, both consciously and subconsciously, before making a purchase decision. By taking all touchpoints into account, marketers can better understand the buyer’s intent and meet them with the right content at the right time.",[14,2255,2256],{},"For example, a potential buyer might first learn about your brand through a thought leadership article, then engage with an educational webinar, and finally interact with a sales representative. Each of these touchpoints contributes to building trust and guiding the buyer toward a decision. Ignoring any of these interactions could lead to a skewed understanding of what drives conversions, resulting in missed opportunities and wasted resources.",[24,2258,2260],{"id":2259},"strategies-for-engaging-key-decision-makers",[52,2261,2262],{},"Strategies for Engaging Key Decision-Makers",[14,2264,2265],{},"In the cybersecurity space, the decision-making process often involves multiple stakeholders, including those who hold the purse strings. To effectively influence these key decision-makers, it’s crucial to communicate the goals and outcomes of your marketing efforts.",[14,2267,2268],{},"One effective strategy is to leverage data-driven insights to demonstrate the value of your campaigns. For instance, by showing how an awareness campaign contributed to long-term brand recognition and influenced subsequent interactions, you can justify the investment in such initiatives, even if they don’t immediately generate leads.",[14,2270,2271],{},"Additionally, identifying and leaning on the key point of contact within the organization can help bridge the gap between marketing efforts and decision-makers. This individual can act as a champion for your brand, advocating for your solutions within their company and influencing those with buying power.",[24,2273,2274],{"id":2127},[52,2275,2130],{},[132,2277,2278,2281,2284,2287,2290],{},[49,2279,2280],{},"Embrace Multi-Touch Attribution: Move beyond first-click or last-click models and adopt a multi-touch attribution approach that accounts for the entire buyer’s journey.",[49,2282,2283],{},"Invest in Data Integration: Ensure that your data from all marketing channels is unified and trustworthy to enable accurate attribution analysis.",[49,2285,2286],{},"Understand the Buyer’s Journey: Recognize that the cybersecurity buyer’s journey is non-linear and involves multiple touchpoints. Tailor your marketing strategies to engage potential buyers at each stage of their journey.",[49,2288,2289],{},"Communicate Value to Decision-Makers: Use data-driven insights to demonstrate the effectiveness of your campaigns and influence key stakeholders.",[49,2291,2292],{},"Optimize Continuously: Attribution is not a one-time task. Continuously analyze and refine your attribution model to improve the effectiveness of your marketing efforts.",[24,2294,2296],{"id":2295},"conclusion",[52,2297,2298],{},"Conclusion",[14,2300,2301],{},"In the ever-evolving world of cybersecurity, mastering marketing attribution is essential for understanding and optimizing the buyer’s journey. By taking a comprehensive approach to attribution, unifying your data, and strategically engaging key decision-makers, you can significantly enhance the effectiveness of your marketing efforts and drive better results for your organization.",[14,2303,2304],{},"If you found these insights useful and are interested in exploring how our marketing agency can help you achieve your goals, reach out to schedule a discovery call with us today! Let’s work together to turn your marketing data into actionable strategies that drive growth and success.",[1660,2306],{},{"title":77,"searchDepth":291,"depth":291,"links":2308},[2309,2310,2311,2312,2313,2314],{"id":2223,"depth":291,"text":2226},{"id":2235,"depth":291,"text":2238},{"id":2247,"depth":291,"text":2250},{"id":2259,"depth":291,"text":2262},{"id":2127,"depth":291,"text":2130},{"id":2295,"depth":291,"text":2298},"2024-08-15T16:08:18Z","Discover how cybersecurity marketing leaders approach comprehensive attribution and engagement with key decision-makers. Read more about MKG thought leadership.",{"_schema":1671},"\u002Fblog\u002Findustry\u002Fmastering-marketing-attribution",{"title":2214,"description":2316},"blog\u002Findustry\u002Fmastering-marketing-attribution","lyAdajbPH-JFlIkISPy87a3RROrq6LWPOG-mws0g3Vo",[1962,1999],{"id":2324,"title":2325,"author":7,"authors":2326,"body":2328,"caption":7,"category":1667,"date":2416,"description":2417,"extension":318,"img":7,"imgAlt":77,"meta":2418,"minutes":297,"navigation":322,"path":2419,"seo":2420,"seodescription":7,"seotitle":7,"stem":2421,"updated":7,"__hash__":2422,"people":2423},"blog\u002Fblog\u002Findustry\u002Fnavigating-international-teams-content-syndication.md","Navigating International Teams & Content Syndication",[2049,2327,1818],"Sam Ellsworth",{"type":11,"value":2329,"toc":2411},[2330,2333,2339,2362,2368,2382,2386,2403,2406,2409],[14,2331,2332],{},"Managing international teams and maximizing the impact of content syndication are key to achieving global success. This article explores effective strategies for leading international teams asynchronously and using content syndication to engage potential customers deeply.",[81,2334,2336],{"id":2335},"asynchrony-in-international-teams-building-a-cohesive-culture",[52,2337,2338],{},"Asynchrony in International Teams: Building a Cohesive Culture",[132,2340,2341,2344,2347,2350,2353,2356,2359],{},[49,2342,2343],{},"Respecting Time Differences A crucial aspect of managing international teams is acknowledging and respecting time differences. This involves scheduling overlap hours that suit all time zones and creating flexible work policies to ensure everyone feels valued and included.",[49,2345,2346],{},"Establishing Clear Communication Guidelines Solid communication is foundational for effective asynchronous collaboration. Setting clear protocols for using communication tools like Slack, Microsoft Teams, Zoom, and Loom ensures that information flows smoothly and everyone remains in sync.",[49,2348,2349],{},"Regular Check-ins and Documentation Holding regular meetings at times that suit all team members, with recordings for those who can't join live, helps maintain unity. Documenting key decisions and project updates is critical to keep everyone aligned and informed.",[49,2351,2352],{},"Cultural Sensitivity and Inclusivity Embracing cultural diversity, including recognizing holidays and customs, enriches team dynamics. Promoting an understanding of different cultural backgrounds strengthens relationships and boosts morale.",[49,2354,2355],{},"Leadership and Feedback Effective leadership is essential in disseminating core values and maintaining alignment across different regions. Continuous feedback mechanisms are vital for fostering improvement and ensuring everyone is engaged with the company's goals.",[49,2357,2358],{},"Celebrating Achievements and Team Building Despite geographical distances, it’s important to celebrate team achievements and engage in virtual team-building activities. These initiatives help reinforce connections and show appreciation for each team member's contributions.",[49,2360,2361],{},"Flexibility and Empathy Adapting to personal circumstances and allowing for schedule flexibility supports a healthy work environment. Empathy towards team members' personal needs fosters a supportive and understanding workplace.",[81,2363,2365],{"id":2364},"content-syndication-connecting-with-potential-customers",[52,2366,2367],{},"Content Syndication: Connecting with Potential Customers",[132,2369,2370,2373,2376,2379],{},[49,2371,2372],{},"Customer-Centric Messaging Effective content syndication starts with a focus on the customer’s challenges rather than the product alone. By understanding and addressing these pain points, your content becomes more engaging and relevant.",[49,2374,2375],{},"Humanizing Content Amid AI Dominance While AI enhances efficiency, maintaining a human element in content creation is crucial. Authentic, relatable content resonates more deeply with consumers, establishing trust and a genuine connection.",[49,2377,2378],{},"Utilizing Content Syndication for Deeper Connections Syndicating content across various platforms requires tailored messaging that meets the specific needs and contexts of each audience. This approach goes beyond mere content reproduction, aiming for meaningful engagement.",[49,2380,2381],{},"Creating Complex, Transformational Content at Scale This involves a strategic mix of AI and human input. Use AI for analytical tasks and trend spotting while relying on human creativity for content creation. Encourage collaboration across teams to integrate diverse perspectives and ensure quality control in content production.",[81,2383,2384],{"id":1905},[52,2385,1908],{},[46,2387,2388,2391,2394,2397,2400],{},[49,2389,2390],{},"Respect and Flexibility: Honor the diversity within your team by accommodating time differences and flexible schedules.",[49,2392,2393],{},"Clear Communication: Implement effective communication practices and maintain consistency through regular updates and documentation.",[49,2395,2396],{},"Cultural Sensitivity: Enhance team cohesion by embracing and celebrating cultural differences.",[49,2398,2399],{},"Customer-Centric Content: Shift focus towards solving customer issues with content that connects on a human level.",[49,2401,2402],{},"Strategic Content Syndication: Customize your content for different platforms to maximize impact and ensure quality.",[14,2404,2405],{},"By adopting these strategies, CMOs in the cybersecurity sector can effectively lead international teams and elevate their content marketing efforts, driving enhanced engagement and business growth.",[14,2407,2408],{},"If these strategies resonate with you, consider reaching out for a discovery call with our marketing agency. Let’s collaborate to advance your international team management and content syndication efforts, propelling your business to new heights.",[1660,2410],{},{"title":77,"searchDepth":291,"depth":291,"links":2412},[2413,2414,2415],{"id":2335,"depth":297,"text":2338},{"id":2364,"depth":297,"text":2367},{"id":1905,"depth":297,"text":1908},"2024-07-10T16:47:47Z","Discover how different cybersecurity marketing leaders navigate asynchrony in managing international teams and content syndication.",{"_schema":1671},"\u002Fblog\u002Findustry\u002Fnavigating-international-teams-content-syndication",{"title":2325,"description":2417},"blog\u002Findustry\u002Fnavigating-international-teams-content-syndication","vE0anrVU328O5msw_O-wN8jaAsagXBvvdoZUgw4SJcE",[2163,1999,2424],{"id":2425,"title":2327,"body":2426,"date":7,"description":2440,"extension":318,"images":2441,"isLeader":322,"jobTitle":2443,"linkedIn":2444,"meta":2445,"name":2327,"navigation":322,"path":2446,"quote":2447,"quoteCite":2448,"ref":2449,"seo":2450,"sequence":291,"stem":2451,"team":2210,"twitter":7,"updated":7,"website":7,"__hash__":2452},"team\u002Fteam\u002Fsam-ellsworth.md",{"type":11,"value":2427,"toc":2438},[2428,2432,2435],[14,2429,2431],{"className":2430},[1969],"Sam has over 15 years of experience managing the development of marketing campaigns for national and global brands. She started her career in San Francisco, working in account management at ad agencies, where she managed a range of successful marketing campaigns from Super Bowl TV spots and fully-integrated product launches to social media campaigns and events.",[14,2433,2434],{},"After 12 years in San Francisco, Sam and her husband decided it was time to leave the big city and find a slower pace of life, settling down outside of Burlington, Vermont. Sam spent her first couple years in Vermont working remotely for a San Francisco agency and then as the Marketing Director at a local craft brewery before joining the MKG team. She was drawn to MKG due to our people first value and the opportunity to get to focus on a few specific, results driven marketing tactics.",[14,2436,2437],{},"Outside of work, Sam spends her time with her husband, 4-year-old daughter and chocolate lab exploring Vermont and all it has to offer — from hiking, skiing and enjoying all the local food to growing their backyard garden and working on a never-ending list of house renovations.",{"title":77,"searchDepth":291,"depth":291,"links":2439},[],"Meet Sam Ellsworth, one of MKG Marketing’s amazing Account Directors, who brings over 15 years experience managing marketing campaign development. ",{"landscape":2442},"sam-ellsworth.webp","Director, Client Services","samantha-ellsworth-40875866",{},"\u002Fteam\u002Fsam-ellsworth","Sometimes the questions are complicated and the answers are simple.","Dr. Seuss","sam-ellsworth",{"description":2440},"team\u002Fsam-ellsworth","Xb0ljkUHaVzTObdBxfiOxIpE5jcK9HSfgiMlBhd8fuc",{"id":2454,"title":2455,"author":7,"authors":2456,"body":2457,"caption":7,"category":1667,"date":2535,"description":2536,"extension":318,"img":7,"imgAlt":77,"meta":2537,"minutes":297,"navigation":322,"path":2538,"seo":2539,"seodescription":7,"seotitle":7,"stem":2540,"updated":7,"__hash__":2541,"people":2542},"blog\u002Fblog\u002Findustry\u002Ftailored-mofu-messaging-in-cybersecurity.md","Tailored MOFU Messaging in Cybersecurity",[1818,1819,7],{"type":11,"value":2458,"toc":2526},[2459,2462,2466,2469,2473,2476,2480,2483,2487,2490,2494,2497,2499,2516,2518,2521,2524],[14,2460,2461],{},"In the dynamic arena of cybersecurity, the effectiveness of your communication can be the deciding factor in your marketing strategy's success. Understanding how to articulate the value of your products is essential for any marketing leader in the cybersecurity field. Here’s our take on refining your messaging to make a substantial impact.",[81,2463,2465],{"id":2464},"understanding-the-pain-points","Understanding the Pain Points",[14,2467,2468],{},"A fundamental aspect of crafting effective messages is directly addressing the specific challenges your potential customers face. By identifying these challenges and explicitly tailoring your messages to address them, you position your product as the ideal solution. This strategy not only grabs attention but also builds trust, illustrating that you understand their issues and are prepared to provide the necessary solutions.",[81,2470,2472],{"id":2471},"adapting-to-stakeholders","Adapting to Stakeholders",[14,2474,2475],{},"Every stakeholder group has distinct concerns and priorities. It's crucial to tailor your messaging to align with each group's needs. For instance, technical decision-makers may prioritize the specifics of your solution's features and capabilities, whereas C-suite executives might focus more on strategic benefits and ROI. Adjusting your tone, style, and content to suit each segment—considering factors like emotional appeal, formality, and cultural context—ensures your message resonates well across the board.",[81,2477,2479],{"id":2478},"creating-a-personalized-emotional-hook","Creating a Personalized, Emotional Hook",[14,2481,2482],{},"Engaging your audience on a deeper, more personal level involves creating a connection that goes beyond mere facts. Utilizing empathy, actively listening to their needs, and sharing relatable success stories can significantly enhance this connection. This approach not only shows that you genuinely understand and care about their challenges but also helps build a credible and emotionally resonant narrative.",[81,2484,2486],{"id":2485},"selling-the-outcome","Selling the Outcome",[14,2488,2489],{},"It’s important to focus on the results and benefits that your product delivers. Effective messaging should highlight tangible outcomes, backed by clear value propositions and evidence of success. Including real-world examples, specific metrics, and testimonials can substantiate your claims, while ROI calculators and tailored use cases demonstrate the practical benefits and financial advantages of your solutions.",[81,2491,2493],{"id":2492},"addressing-the-challenges-of-11-abm","Addressing the Challenges of 1:1 ABM",[14,2495,2496],{},"Although 1:1 Account-Based Marketing (ABM) is a powerful approach, it presents specific challenges, particularly concerning costs. Overcoming these involves a strategic allocation of resources and ongoing optimization of your strategies, focusing on high-value accounts and utilizing analytics to refine and measure campaign effectiveness.",[81,2498,1908],{"id":1905},[46,2500,2501,2504,2507,2510,2513],{},[49,2502,2503],{},"Identify and Address Pain Points: Directly engage with the issues your audience faces.",[49,2505,2506],{},"Tailor Messaging for Stakeholders: Customize your approach to meet the needs of different audience segments.",[49,2508,2509],{},"Create Emotional Hooks: Forge deeper connections through empathy and shared experiences.",[49,2511,2512],{},"Sell the Outcome: Emphasize the real-world benefits and successes of your solutions.",[49,2514,2515],{},"Optimize 1:1 ABM: Allocate resources wisely and continuously adapt your strategies based on performance data.",[81,2517,2298],{"id":2295},[14,2519,2520],{},"Creating messages that resonate with your target audience is a pivotal element of a successful marketing strategy in cybersecurity. By addressing pain points, adapting messaging for various stakeholders, crafting personalized emotional hooks, and focusing on desired outcomes, you can significantly boost the effectiveness of your communications.",[14,2522,2523],{},"If these insights resonate with you, we invite you to schedule a discovery call with our team. Let’s collaborate to advance your cybersecurity marketing strategy and achieve greater success.",[1660,2525],{},{"title":77,"searchDepth":291,"depth":291,"links":2527},[2528,2529,2530,2531,2532,2533,2534],{"id":2464,"depth":297,"text":2465},{"id":2471,"depth":297,"text":2472},{"id":2478,"depth":297,"text":2479},{"id":2485,"depth":297,"text":2486},{"id":2492,"depth":297,"text":2493},{"id":1905,"depth":297,"text":1908},{"id":2295,"depth":297,"text":2298},"2024-06-12T13:38:23Z","Discover how different cybersecurity marketing leaders have crafted ‘why’ messaging for their middle of the funnel audiences.",{"_schema":1671},"\u002Fblog\u002Findustry\u002Ftailored-mofu-messaging-in-cybersecurity",{"title":2455,"description":2536},"blog\u002Findustry\u002Ftailored-mofu-messaging-in-cybersecurity","Ut92TJex_6q-Lx-hNa7nbpg0O9Ibml4rr_EDpjpkAbQ",[1999],{"id":2544,"title":2545,"author":7,"authors":2546,"body":2547,"caption":7,"category":1667,"date":2970,"description":2971,"extension":318,"img":7,"imgAlt":77,"meta":2972,"minutes":2973,"navigation":322,"path":2974,"seo":2975,"seodescription":7,"seotitle":7,"stem":2976,"updated":7,"__hash__":2977,"people":2978},"blog\u002Fblog\u002Findustry\u002Fcontent-connections-conversions-the-b2b-marketer-s-powerhouse-trio.md","The B2B Marketer's Powerhouse Trio",[9],{"type":11,"value":2548,"toc":2964},[2549,2555,2558,2564,2572,2578,2584,2590,2600,2608,2611,2614,2617,2620,2623,2626,2629,2632,2635,2638,2641,2644,2647,2650,2653,2656,2659,2662,2665,2668,2671,2674,2677,2680,2683,2686,2689,2692,2695,2698,2701,2704,2707,2710,2713,2716,2719,2722,2725,2728,2731,2734,2737,2740,2743,2746,2749,2752,2755,2758,2761,2764,2767,2770,2773,2776,2779,2782,2785,2788,2791,2794,2797,2800,2803,2806,2809,2812,2815,2818,2821,2824,2827,2830,2833,2836,2839,2842,2845,2848,2851,2854,2857,2860,2863,2866,2869,2872,2875,2878,2881,2884,2887,2890,2893,2896,2899,2902,2905,2908,2911,2914,2917,2920,2923,2926,2929,2932,2935,2938,2941,2944,2947,2950,2953,2956,2959,2962],[24,2550,2552],{"id":2551},"overview",[52,2553,2554],{},"Overview:",[14,2556,2557],{},"Kerry Guard, CEO of MKG Marketing, joined Ranmay Rath on the \"eCoffee with Experts\" podcast to discuss her career shift from media planning to digital marketing and her leadership at MKG Marketing. She shared insights on MKG’s focus on SEO and digital advertising for B2B tech sectors, particularly cybersecurity and SaaS. Kerry emphasized the importance of authentic engagement and data-driven strategies over traditional cold calling. She also touched on the challenges of running a niche marketing agency and offered financial advice for new entrepreneurs. The podcast highlighted Kerry's approach to leveraging her podcast for business growth and concluded with personal reflections and a light-hearted rapid-fire round.",[24,2559,2561],{"id":2560},"key-moments",[52,2562,2563],{},"Key Moments:",[14,2565,2566,2571],{},[52,2567,2568,2570],{},[1660,2569],{},"MKG Marketing's Genesis and Focus:"," Kerry Guard shared her journey from traditional media planning to digital marketing, leading to the founding of MKG Marketing with her partner, Mike Krass. They focused on creating a digital advertising firm that delivers measurable business outcomes, particularly specializing in SEO and digital advertising for cybersecurity and SaaS sectors.",[14,2573,2574,2577],{},[52,2575,2576],{},"Value of Podcasting in Marketing:"," Kerry emphasized the importance of her podcast in building relationships, staying informed on industry trends, and generating content. She noted that effective podcasting requires a good host, significant upfront production work, and consistent engagement to harness its full marketing potential.",[14,2579,2580,2583],{},[52,2581,2582],{},"Entrepreneurial Insights and Challenges:"," Reflecting on the challenges of agency leadership, Kerry highlighted the importance of understanding financial fundamentals to ensure sustainable growth. She shared personal anecdotes on balancing work and life, illustrating her hands-on approach to both business and personal life management.",[24,2585,2587],{"id":2586},"take-a-listen",[52,2588,2589],{},"Take a listen:",[2591,2592],"iframe",{"width":2593,"height":2594,"src":2595,"title":2596,"frameBorder":2597,"allow":2598,"referrerPolicy":2599,"allowFullScreen":322},560,315,"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FV0l5Zr6Ms6Y?si=vIv-9RWx_m-t-a07","YouTube video player","0","accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share","strict-origin-when-cross-origin",[24,2601,2603,2605],{"id":2602},"transcript",[1660,2604],{},[52,2606,2607],{},"Transcript:",[14,2609,2610],{},"Ranmay Rath [00:00:15]:",[14,2612,2613],{},"Hey. Hi, everyone. Welcome to your show, e coffee with experts. This is your host, Ran Meha. And today we have Kerry Gaud, who is the CEO of MKG Marketing with us. Hey, Kerry.",[14,2615,2616],{},"Kerry Guard [00:00:25]:",[14,2618,2619],{},"Hi, Ranmay. How's it going?",[14,2621,2622],{},"Ranmay Rath [00:00:27]:",[14,2624,2625],{},"All good? Yeah. It's been your week so far?",[14,2627,2628],{},"Kerry Guard [00:00:29]:",[14,2630,2631],{},"It's been good. It's been good. The sun was out a few days here in the UK, so I was soaking it in.",[14,2633,2634],{},"Ranmay Rath [00:00:35]:",[14,2636,2637],{},"Lovely. Okay, before we move any forward, why don't you talk us through your journey? Let's get to know the human behind the mic and talk us through your journey. Let us know what MKG marketing is all about. What do you guys specialize in? And we take it from there.",[14,2639,2640],{},"Kerry Guard [00:00:51]:",[14,2642,2643],{},"Yeah, I'll try and make it short because it's twofold. There's my journey. Yeah, because there's my journey. So I started as a digital. Nope. I started as a media planner in New York City at Universal McCann on the traditional side, so grps with tv and placements in print right before the 2008 crash when everything switched to digital, which is then when I also switched to digital and worked at publicist modem on the general Mills account as an assistant media planner planning the Yoplait for General Mills and $10 million account. And I worked long at typical New York grind. I worked crazy hours, but I learned a heck of a lot before then.",[14,2645,2646],{},"Kerry Guard [00:01:35]:",[14,2648,2649],{},"Before I met my now husband and moved to Seattle where I picked up a job at MEC, which was a digital agency in Seattle where they worked on the Microsoft account. So I got to break in the b two B. And it was an interesting account because Microsoft has their own website, Microsoft.com. And what they would do is they would run their own products and brands across that website. And so we would manage all of that and do all the data. And that's where I really found my love of spreadsheets and data and haven't really looked back since. From there, I went to a smaller boutique agency in Seattle called Wong duty. I'm not making that up.",[14,2651,2652],{},"Kerry Guard [00:02:18]:",[14,2654,2655],{},"That was the name of the agency. Needless to say, they were more of a creative shop that happened to have a media department of two, which was me and my now business partner, Mike Krass. Mike and I would stew in the back office after hours and cook up like if we started an agency, what would this feel like? Because this is it. And we're a side note, and we're working with companies that want to know how much money we made them. But everything we were doing is awareness. We cant actually drive business outcomes and we had a company show up to Wang duty for a travel company for hotels. So you book hotels through their website and were like oh my gosh. We could actually measure revenue.",[14,2657,2658],{},"Kerry Guard [00:03:01]:",[14,2660,2661],{},"This is amazing. And the agency turned it down because it was small peanuts to them. And Mike and I were like not small peanuts to us, lets go. And we asked if we could pitch it. They said yes and we were basically off and running. We didnt end up winning that business, but we had to get everything up and we had an idea of what we wanted to do, which was really work with companies where we could run media from digital advertising and actually measure if we made the money. That is still true today. We've pivoted a whole bunch from the traditional digital media planning of rfping direct websites or working with dsps.",[14,2663,2664],{},"Kerry Guard [00:03:36]:",[14,2666,2667],{},"And now we're more into the down the funnel PPC side as well as the SEO, and using those two to really make sure that we reach the right audience. And what's interesting about what our journey is, we ended up landing right out of the gate, the box.com account, and it really broke us into that tech b two b space and we just haven't looked back. And then even. It's always an evolution this right as an agency. Start high level anything for money. Mkg's had three lives. The first live is anything for money. And then as we started making wonderful relationships with our clients and they started moving around, it became clear that we ended up specializing naturally in certain areas, and those two areas ended up being cybersecurity and SaaS.",[14,2669,2670],{},"Kerry Guard [00:04:25]:",[14,2672,2673],{},"And it's been really interesting because this isn't your typical b, two b clients, because they're marketing to really tough audiences in the practitioner side or CIsO side, where they don't want anything to really do marketing and sales is a necessary evil in their eyes. And so it's like how do you build that trust in the marketing and sales to really bring those people in to say, we actually want to help you do your job better, and we're not here to use fear, uncertainty and doubt. We really want to make sure that we're the right product for you or not. And using that messaging and showing up where they are and being there when they're ready to talk rather than cold calling and bothering them essentially. So it's this really wonderful audience and it's a really wonderful group who have this. They really want to make a difference in the world. So it's really nice to work on products that are trying to make a change and to support them and to feel that fire. So that's where we are, that's what we do.",[14,2675,2676],{},"Kerry Guard [00:05:24]:",[14,2678,2679],{},"And it's been a wild ride. I love it.",[14,2681,2682],{},"Ranmay Rath [00:05:26]:",[14,2684,2685],{},"Lovely. Quite a journey. Great. Do you feel cold calling in the b two B space has really died. What is your take on it?",[14,2687,2688],{},"Kerry Guard [00:05:35]:",[14,2690,2691],{},"From a cold outreach standpoint? For emails and phone? I believe that it is dying off, if not already dead. The audience has been really clear in my eyes. If you listen to people who've done the research, like Danny Wolf or you listen to sales practitioners and their numbers, it's not there. And on top of that, you're working with an audience that isn't any endless. So you're burning bridges. It's not a numbers game anymore. You can't just call as many people as you want as humanly possible and hope that you get to that 1%. It's not that big of an audience, especially when you're talking about an industry like cyber.",[14,2693,2694],{},"Kerry Guard [00:06:14]:",[14,2696,2697],{},"So you have to be really intentional with your outreach. Marketing has to pull their weights in surrounding the audience, getting them the information they need, nurturing them through the funnel, and letting the audience make the decision of when they're ready to talk to sales. And I think that's a better use of sales as time they get to cultivate relationships with people who are more interested in really learning about the product and it being helpful. I think it's better for from a human connection standpoint, from a number standpoint, and from an ultimate revenue, bottom of the funnel standpoint.",[14,2699,2700],{},"Ranmay Rath [00:06:48]:",[14,2702,2703],{},"Yeah. Yeah. That is what I feel as well. Your sales should not be introducing your product or service or your company to your prospect. They should be knowing about it beforehand, informed about why the meeting is being scheduled and why are you guys meeting. Right, so before you do that versus sales guy walking in, doing the presentation, making the company understand what they do and all that stuff. Quite a valid point there, talking about agency ownership. Kerry, you have been in the spot for quite some time now.",[14,2705,2706],{},"Ranmay Rath [00:07:19]:",[14,2708,2709],{},"Right? So give us the challenges of running your own agency. How difficult was it initially when you started out? Right. And to keep the lights on as an agency, we take all sort of businesses initially. Talk us through your journey as an agency owner, how difficult it has been. I would not say how difficult or easy because I know it is not easy. How difficult it has been so far?",[14,2711,2712],{},"Kerry Guard [00:07:43]:",[14,2714,2715],{},"I don't think it's been. I think there's been moments of difficulty, but overall I relish the challenge. It has definitely been a challenge. Or in the early days when it was just Mike and I it wasn't. The hardest part of being a business owner is knowing when to stop. I still know that I've learned that lesson, even to this day. But it's ultimately like that work life balance of not checking your emails at 10:00 at night before bed and really making sure that you put work down for a minute and walk away. So I think that was, like, for us initially, when we got up and running, it was not being on the clock all the time.",[14,2717,2718],{},"Kerry Guard [00:08:24]:",[14,2720,2721],{},"I think for us, in retrospect, comparatively, as you get bigger, you just develop different problems. So the early days feel like, oh, they were a walk in the park. I'm sure it was really hard in the moment. I remember my business partner making 40 some cold calls to. And this was back in 20, 11, 40 some cold calls to VMware alone just to try and get a meeting. Which he did. Which he did. He made it happen.",[14,2723,2724],{},"Kerry Guard [00:08:52]:",[14,2726,2727],{},"We did win the client, and we did work with VMware for quite a while. And the clients that left there and then brought us along to their other companies, that was a huge moment for us. But I remember him just getting up in the morning and just dialing just to get somebody on the phone. So those initial new business lands was definitely hard.",[14,2729,2730],{},"Ranmay Rath [00:09:14]:",[14,2732,2733],{},"Yeah.",[14,2735,2736],{},"Kerry Guard [00:09:14]:",[14,2738,2739],{},"Then it was. I don't want to say it was easy, but then it was coming to us. Right, like I said. So we landed VMware, and then those clients left. They went other places, and then they brought us along, and that was. There was stint there where you could actually tie all of our clients. We had eight clients, and you could tie them all back to VMware. It was wild.",[14,2741,2742],{},"Kerry Guard [00:09:30]:",[14,2744,2745],{},"Like, six years later, all back to VMware. It's the referral, right. That's how all agencies generally grow out of the gate is the referral piece, and we're still there. It's still very referral based for us. We are breaking out of that. I would say that's our current hurdle is, okay. You can't rely on referrals forever. And so where does that new business come from outside of referrals? Which is another really tough leap to make, because it has to be done again.",[14,2747,2748],{},"Kerry Guard [00:09:58]:",[14,2750,2751],{},"Coming back to that notion of cold outreach not really being effective anymore. It has to come back to building relationships and finding the right folks to build those relationships with, and not expecting everything to be a sales call. So even with my podcast, I have so many times where people show up after my show or days later or even a month later, and be like, I still don't know what you do, I'm like, that's cool. I'm happy to tell you now, but I just wanted to, I'd rather have that authentic conversation of them being curious rather than coming in and being like, this is who we are. Just want to make sure you know it. It's really tough when you're trying to build that initial relationship to immediately launch into that. I've been really intentional and it's taken. I've been doing the podcast for four years, and at the end of the day, a lot of the people I've had on my show, we've had a couple pieces of new business come out of it, which has been wonderful, great people to work with.",[14,2753,2754],{},"Kerry Guard [00:10:47]:",[14,2756,2757],{},"But at the end of the day, it's been a referral piece for us. So we have wonderful people on. We build these wonderful relationships, and then they're on the show, they share it, and they go out and they talk about the great experience they had. And so that's been a really interesting piece that I wasn't. That was lovely and unexpected. But that's really where, like, that intentional marketing needs to come in to get away from that referral, which is where we've lived for so long. So I'd say as an agency owner, that's really been the hardest part. It was hard to get that first few pieces of business, and then we rode the referral for a while, and now it's making that new leap.",[14,2759,2760],{},"Ranmay Rath [00:11:24]:",[14,2762,2763],{},"Lovely, lovely. I was coming to that. How do you see podcast as a sales or marketing engine for any brand? What is your take on it, since you have been doing it for four years now and you would have had your successes like you spoke about, what do you feel in general about podcasts as a sales machinery or a marketing strategy?",[14,2765,2766],{},"Kerry Guard [00:11:44]:",[14,2768,2769],{},"I think it's phenomenal. You do need some stars to align. I don't know that it's for every company and every person necessarily. You do need a couple things. One is you need to have an audience that even wants to be on a podcast. You need a person who can be a really great host, who's a bit outgoing, who can be curious, who can ask questions. It actually took me a while to learn that. I knew podcasting was going to be a great vehicle, but I didn't know how to be a host.",[14,2771,2772],{},"Kerry Guard [00:12:16]:",[14,2774,2775],{},"And it was like, I would say the first year was a lot of sitting in an uncomfortable place of just making sure I had enough I could get comfortable in the moment of asking the right questions. Like, that was really hard. Now I can just, I don't do a whole lot of prep for my shows. I just get on and have fun. But there was a learning curve there. So having a great host who can really cultivate that and lean into it is something else that's really necessary to have a good show. And then there's a whole production piece that you don't even see come in. You're like, I'm going to start a podcast and it's going to be great.",[14,2777,2778],{},"Kerry Guard [00:12:52]:",[14,2780,2781],{},"And then you realize you have to download it and edit it and then work on it and add the intro and outro and all of the things and you really need. It's a heavy upfront lift, but the magic of it is few things. One is you get to build amazing relationships with your ultimate audience and you get to know what's on their minds. Like, I feel like I'm on the cutting edge. I feel very comfortable in saying things like cold outreach is dying or dead because I've listened to enough shows, had enough people on who are experiencing this firsthand. So it's been wonderful in keeping me on the cutting edge from a digital marketing standpoint, knowing what's important to my audience, knowing what they're leaning into. ABM is another one. I was talking about ABM years before it really took off.",[14,2783,2784],{},"Kerry Guard [00:13:44]:",[14,2786,2787],{},"I had latin incontinent on my show in 2019 where she was like, ungate everything. And I was like, this is blasphemy, Latin. What are you doing to me? But now it's becoming a normal thing to do thanks to the technology. But I was on the cutting edge of being able to have some of those tough conversations. And the third thing it does is it's just endless content. Especially now with the technology that's available. You can create clips, you can have a transcript, you can have. Now you're having your show on eight different platforms.",[14,2789,2790],{},"Kerry Guard [00:14:16]:",[14,2792,2793],{},"That's all feeding back into your website. It's social media content for days. We have so much content now that we're actually able to group shows together and put them through AI to come up with an idea on what the trends are and what people are saying in relation to a certain topic. And so it's when you can really like, stick with it, it just has endless possibilities. But standing it up, it's a lift. Sticking with it is a commitment.",[14,2795,2796],{},"Ranmay Rath [00:14:50]:",[14,2798,2799],{},"Absolutely. Absolutely. Great. Because this is a burning question in terms of how podcasts can benefit out of it, and I see a lot of business owners trying to do that. Right? But like you mentioned, you got to understand your niche, the space that you are in what sort of guests you want to invite on your show, so that it kind of, end of the day, it provides value to the space audiences that you're catering to, and then you can think of the next steps. Right. So it makes a lot of sense there. Great job.",[14,2801,2802],{},"Ranmay Rath [00:15:22]:",[14,2804,2805],{},"Given the competitive nature of space that you are in the tech space. Right. How do you approach developing the strategy that kind of works and is successful? Because I would like to believe, I know that for them, as a matter of fact, that the space that you are in, you got a lot of competition, a lot of agencies who are really good at what they do. So they would have their clients fighting for the top charts there. So how do you fight off that competition to ensure your clients are staying ahead of the curve?",[14,2807,2808],{},"Kerry Guard [00:15:54]:",[14,2810,2811],{},"For us, that's then the beauty of being niche. Right. So there isn't a lot of competition in the cybersecurity space. There's a lot of agencies that do cybersecurity, but they also do a lot of other things. So they do finance and a bunch of other. Even though we can put CPG again in line of the industries that they serve, and CPG versus cybersecurity to very different approaches that you need there. So again, I think it comes back to really knowing the industry, knowing the audience. I keep coming back to the audience because it's so key in understanding of how to build that value.",[14,2813,2814],{},"Kerry Guard [00:16:28]:",[14,2816,2817],{},"At the end of the day, SEO is really about the value that you're bringing to your end user of what they're searching for, what questions they have, how you can show up and answer those questions reliably, how you can let Google know that you're a master in the space and building that foundation through the technical aspect of it, so that you're helping your whole website rise to the top and then showing up for those very particular keywords. And at the end of the day, the click through rate is what matters. You can show up from an impression standpoint all day long, but if it's not the value that they're looking for, it's not answering the question that they have, then what is it all for? So I think for us, it's really coming down to knowing what the end user is after and really meeting them where they are.",[14,2819,2820],{},"Ranmay Rath [00:17:17]:",[14,2822,2823],{},"Lovely. And you migrated from working with Microsoft, managing social campaigns, right, to leading your own agency. So what sparked that entrepreneur leap? And did you feel that any lessons learned at Microsoft helped in your journey as an agency owner? I'm sure it did.",[14,2825,2826],{},"Kerry Guard [00:17:39]:",[14,2828,2829],{},"Oh, yeah. Oh, yeah. So at Microsoft, I was managing digital ads campaigns across Microsoft.com dot. So I wasn't managing any social that a whole different beast that I had not yet dabbled with. And even now I would consider myself a dabbler in social. It's not a core competency of mine. I've gotten to know LinkedIn pretty well, but I'm still figuring. But the big thing that I learned at Microsoft and that I really took with me is the data aspect.",[14,2831,2832],{},"Kerry Guard [00:18:06]:",[14,2834,2835],{},"I would be exporting these monster outputs from Atlas, dating myself there. Atlas was Microsoft product for ad management and we would have just reams of data. And this was before you had a data warehouse, right. So it would end up in these giant Excel sheets. And I had to figure out how to get, how to create dashboards to read the data in a time where it was raw. Right. We didn't have a looker studio. We didn't have fancy platforms like improvado where you could connect everything from the backend and then just use looker studio to make it pretty and then read the data.",[14,2837,2838],{},"Kerry Guard [00:18:45]:",[14,2840,2841],{},"Right. I had to create that from scratch. And really living in the data created a love for me of knowing that was the magic. Right. Like it's all, well, I'm going to run ads. What did it do? I still have that today. I've actually been sitting with my team unpacking a current client and I'm exporting, they're like, Kerry, there's a dashboard over here. I'm like, I know, but I need to, like, I need the raw data, I need to pivot it and I need to work with it and I need to go down the rabbit holes and I need like full control over it that I just can't get in a fancy, fancy dashboard.",[14,2843,2844],{},"Kerry Guard [00:19:20]:",[14,2846,2847],{},"And so I really think that having that core competency and building NKG from a place of business outcomes and measurable media, that was our tagline for the longest time. Measurable media is what set us apart for a very long time. And even to this day, I think leaning in as an agency owner, as a business owner, being able to speak to my clients in that capacity of knowing that they have leadership that they have to answer to in how much revenue that they're driving. I understand that to my core, not both as an agency owner, as a business owner, and having lived in data for most of my career. Yeah, that I would say that's how that bridge happened.",[14,2849,2850],{},"Ranmay Rath [00:20:07]:",[14,2852,2853],{},"Lovely, lovely, great, Kerry. But yeah, I would like you to give us top three tips or some advices to our listeners today. You know who are trying to make a mark in the digital marketing space or let's say, you know, trying to start their entrepreneurial journey or trying to start their own agency. So, yeah, since you have been there, you migrated from a typical corporate setup. You're starting your own agency, doing really good nowadays. So, you know, watch as an advice would mean a lot. So give us those tips that you might have been, that might have been.",[14,2855,2856],{},"Kerry Guard [00:20:41]:",[14,2858,2859],{},"Helpful for you as an agency owner. Understand, or as early, as soon as humanly possible, what finances, okay, from revenue to your expenses to your profit margin, and then pay close attention to that profit margin, because at the end of the day, you can be making all the money and all of the land. But if your expenses are outpacing your revenue, then you're growing broke, and this is not an upside down world you want to live. I may be speaking from experience, understand how finance works, and figure out how. How to keep your expenses in line with your revenue. So you get, like, a 18% to 25% profit margin that's on the high end. That's, like, really good. So if you're hitting those numbers, hats off to y'all.",[14,2861,2862],{},"Kerry Guard [00:21:40]:",[14,2864,2865],{},"That's like the sweet spot. So if you can do that early on and then stick with it, you're going to be in good shape and know what cash flow is, know how to work your contract so that you're getting paid in a way that you can pay your people and not get caught off with having to burn cash to do that. So I would say I wish I had understood finance sooner, and those would be the things that I wish I had known. I know now.",[14,2867,2868],{},"Ranmay Rath [00:22:12]:",[14,2870,2871],{},"Great. Lovely. Let's play a quick rapid fire then. Now.",[14,2873,2874],{},"Kerry Guard [00:22:16]:",[14,2876,2877],{},"Oh, gosh. Okay.",[14,2879,2880],{},"Ranmay Rath [00:22:18]:",[14,2882,2883],{},"All right. Your last Google search.",[14,2885,2886],{},"Kerry Guard [00:22:20]:",[14,2888,2889],{},"My last Google search. Oh, does Google Drive count? No, I'm just kidding. I use search for everything. I use it in email, I use it in drive. My last Google search, I feel like I should look it up. Oh, I know what it was. It was the. I heard that Ryan Gosling did a Kenanuff performance at the Oscars, and I just had to see it.",[14,2891,2892],{},"Kerry Guard [00:22:41]:",[14,2894,2895],{},"So that was the last thing I googled.",[14,2897,2898],{},"Ranmay Rath [00:22:44]:",[14,2900,2901],{},"All right.",[14,2903,2904],{},"Kerry Guard [00:22:44]:",[14,2906,2907],{},"It's excellent.",[14,2909,2910],{},"Ranmay Rath [00:22:45]:",[14,2912,2913],{},"Lovely. You're a celebrity crush, Ryan Gosling, of course.",[14,2915,2916],{},"Kerry Guard [00:22:50]:",[14,2918,2919],{},"So I had to go watch the Kennet video.",[14,2921,2922],{},"Ranmay Rath [00:22:52]:",[14,2924,2925],{},"All right, where do we find you on Friday evenings?",[14,2927,2928],{},"Kerry Guard [00:22:55]:",[14,2930,2931],{},"Friday evenings recently, on my sofa with a glass of wine, watching something terrible. Probably a blast from the past, like a Gilmore girls or an episode of Friends or decompression time.",[14,2933,2934],{},"Ranmay Rath [00:23:08]:",[14,2936,2937],{},"Right.",[14,2939,2940],{},"Kerry Guard [00:23:09]:",[14,2942,2943],{},"Kids are in bed, work is done.",[14,2945,2946],{},"Ranmay Rath [00:23:14]:",[14,2948,2949],{},"Lovely. Great. Yeah, I'm not really any further. Thank you so much for taking your time and doing this with us. Really appreciate it.",[14,2951,2952],{},"Kerry Guard [00:23:22]:",[14,2954,2955],{},"Thank you. Good to meet you, Renmay. Thank you for having me.",[14,2957,2958],{},"Ranmay Rath [00:23:25]:",[14,2960,2961],{},"Great. Thank you.",[1660,2963],{},{"title":77,"searchDepth":291,"depth":291,"links":2965},[2966,2967,2968,2969],{"id":2551,"depth":291,"text":2554},{"id":2560,"depth":291,"text":2563},{"id":2586,"depth":291,"text":2589},{"id":2602,"depth":291,"text":2607},"2024-04-23T16:47:48Z","Kerry Guard, CEO of MKG Marketing, shares her transition from media planning to leading a digital marketing agency focused on B2B tech sectors.",{"_schema":1671},21,"\u002Fblog\u002Findustry\u002Fcontent-connections-conversions-the-b2b-marketer-s-powerhouse-trio",{"title":2545,"description":2971},"blog\u002Findustry\u002Fcontent-connections-conversions-the-b2b-marketer-s-powerhouse-trio","XINZi8lszKb0PVHKKsvpV28Z28NsfjmdasTj2zyS6e0",[2979,3028],{"id":2980,"title":9,"body":2981,"date":7,"description":3013,"extension":318,"images":3014,"isLeader":322,"jobTitle":3016,"linkedIn":3017,"meta":3018,"name":9,"navigation":322,"path":3020,"quote":3021,"quoteCite":2038,"ref":3022,"seo":3023,"sequence":3024,"stem":3025,"team":2210,"twitter":3017,"updated":7,"website":3026,"__hash__":3027},"team\u002Fteam\u002Fkerry-guard.md",{"type":11,"value":2982,"toc":3010},[2983,2987,2995,3003,3005],[14,2984,2986],{"className":2985},[1969],"Kerry Guard (she\u002Fher) is a mom of twins - boy and a girl. She understands what work life balance really looks like and is on a mission to build a company that honors parents having a career and a life. She’s out to prove you really can have both with policies like ensuring 20 days of vacation each year, no client emails after 6PM or weekends, unlimited sick days, and everyday flexibility.",[14,2988,2989,2990,2994],{},"She also hosts our podcast, ",[206,2991,2993],{"href":2992},"\u002Fpodcasts\u002Fmarketing-leaders\u002F","Back on T-R-A-C-K",", which brings eight digital marketing experts to your ears every quarter.",[14,2996,2997,2998,3002],{},"Kerry is responsible for HR. If you’d like to join MKG where people are first and your expertise matter, Kerry will be with you through the entire interview process ensuring each candidate meets the necessary requirements and gets a fair shot. Want to join MKG and Kerry’s mission of bringing People First to as many people as possible? Check out our ",[206,2999,3001],{"href":3000},"\u002Fabout\u002Fjobs\u002F","Jobs page"," and see if we have a position right for you!",[81,3004,2184],{"id":2183},[46,3006,3007],{},[49,3008,3009],{},"Kerry now lives in Guernsey — a tiny nook in the world between England and France. Come visit for a spot of tea any time!",{"title":77,"searchDepth":291,"depth":291,"links":3011},[3012],{"id":2183,"depth":297,"text":2184},"Meet Kerry Guard, one of MKG Marketing’s founders. She currently fills the role of CEO of MKG as well as hosting the podcast, Back on T-R-A-C-K.",{"landscape":3015},"kerry-guard.webp","Founder & CEO","kerryguard",{"imageDescription":3019},"Kerry Guard, MKG Marketing’s Owner\u002FCEO, stands on a street in Guernsey with the Town Church behind her | MKG Marketing","\u002Fteam\u002Fkerry-guard","I don’t have to chase extraordinary moments to find happiness — it’s right in front of me if I’m paying attention and practicing gratitude.","kerry-guard",{"description":3013},1,"team\u002Fkerry-guard","https:\u002F\u002Fkerryguard.com","YRwfwzeXtTw6ls2uWUIyTaK1IWSJr1nWG76vYHgqCgU",{"id":3029,"title":9,"body":3030,"date":7,"description":3077,"extension":318,"images":3078,"isLeader":2032,"jobTitle":3079,"linkedIn":3017,"meta":3080,"name":9,"navigation":322,"path":3081,"quote":3021,"quoteCite":2038,"ref":3022,"seo":3082,"sequence":3083,"stem":3084,"team":7,"twitter":3017,"updated":7,"website":7,"__hash__":3085},"team\u002Fteam\u002Fmarketing-leadership\u002Fkerry-guard.md",{"type":11,"value":3031,"toc":3074},[3032,3036,3059,3065,3068,3070],[14,3033,3035],{"className":3034},[1969],"\nKerry Guard (she\u002Fher) is the strategist founders call when they are tired of guessing. As the CEO of MKG Marketing, she doesn’t just run the agency; she steps into the trenches with clients as a Fractional Marketing Leader. She specializes in helping founders navigate the \"Growth Valley\"—building the systems, strategy, and teams required to scale from traction to expansion.",[14,3037,3038,3039,3042,3043,3046,3047,3050,3051,3054,3055,3058],{},"Her recent work focuses on bringing enterprise-level rigor to growing businesses. She serves as the strategic marketing engine for a diverse portfolio, including ",[52,3040,3041],{},"Rutkowski Law Firm",", ",[52,3044,3045],{},"Fulcrum Enterprise Group",", and ",[52,3048,3049],{},"Premier Office Movers",", where she aligns revenue goals with marketing execution. Whether she is translating complex tech into a go-to-market narrative for ",[52,3052,3053],{},"Avalanche Fusion",", or helping ",[52,3056,3057],{},"Extraordinary Advisors"," amplify their message, Kerry brings clarity and momentum to every leadership team she joins.",[14,3060,3061,3062,3064],{},"She is also the host of ",[206,3063,2993],{"href":2992},", where she interviews CMOs and Founders to uncover the human stories behind high-growth companies.",[14,3066,3067],{},"Kerry proves that high performance doesn't require burnout. As a mom of twins, she built MKG on a \"People First\" methodology—championing policies like 20 vacation days and zero after-hours emails—because she knows that rested, respected experts drive the best ROI.",[81,3069,2184],{"id":2183},[46,3071,3072],{},[49,3073,3009],{},{"title":77,"searchDepth":291,"depth":291,"links":3075},[3076],{"id":2183,"depth":297,"text":2184},"Meet Kerry Guard, MKG Marketing’s CEO and Principal Strategist. She works directly with founders to build scalable marketing engines while hosting the podcast, Back on T-R-A-C-K.",{"landscape":3015},"Fractional Marketing Leaders",{"imageDescription":3019},"\u002Fteam\u002Fmarketing-leadership\u002Fkerry-guard",{"description":3077},5,"team\u002Fmarketing-leadership\u002Fkerry-guard","oOXvRk_JAfbvrAQoDmPize2X6zquuQG1YD5msODvKcE",{"id":3087,"title":3088,"author":7,"authors":3089,"body":3091,"caption":7,"category":1667,"date":5674,"description":5675,"extension":318,"img":7,"imgAlt":77,"meta":5676,"minutes":5677,"navigation":322,"path":5678,"seo":5679,"seodescription":7,"seotitle":7,"stem":5680,"updated":7,"__hash__":5681,"people":5682},"blog\u002Fblog\u002Findustry\u002Fbuilding-trust-and-respect-crucial-convos-for-a-profitable-partnership.md","Building Trust & Respect Through Partnership",[9,3090],"Mike Krass",{"type":11,"value":3092,"toc":5667},[3093,3097,3100,3104,3118,3124,3129,3133,3136,3139,3142,3145,3148,3151,3154,3157,3160,3163,3166,3169,3172,3175,3178,3181,3184,3187,3190,3193,3196,3199,3202,3205,3208,3211,3214,3217,3220,3223,3226,3229,3232,3235,3238,3241,3244,3247,3250,3253,3256,3259,3262,3265,3268,3271,3274,3277,3280,3283,3286,3289,3292,3295,3298,3301,3304,3307,3310,3313,3316,3319,3322,3325,3328,3331,3334,3337,3340,3343,3346,3349,3352,3355,3358,3361,3364,3367,3370,3373,3376,3379,3382,3385,3388,3391,3394,3397,3400,3403,3406,3408,3411,3414,3417,3420,3423,3426,3429,3432,3435,3438,3441,3444,3447,3450,3453,3456,3459,3462,3465,3468,3471,3474,3477,3480,3483,3486,3489,3492,3495,3498,3501,3504,3507,3510,3513,3516,3519,3522,3525,3528,3531,3534,3537,3540,3543,3546,3549,3552,3555,3558,3561,3564,3567,3570,3573,3576,3579,3582,3585,3588,3591,3594,3596,3599,3602,3605,3608,3611,3614,3617,3620,3623,3626,3629,3632,3635,3638,3641,3644,3647,3650,3653,3656,3659,3662,3664,3666,3669,3672,3675,3678,3681,3684,3687,3690,3693,3696,3699,3702,3705,3708,3711,3714,3717,3720,3723,3726,3729,3732,3735,3738,3741,3744,3747,3750,3753,3756,3759,3762,3765,3768,3771,3774,3777,3780,3783,3786,3789,3792,3795,3798,3801,3804,3807,3810,3813,3816,3819,3822,3825,3828,3831,3834,3837,3840,3843,3846,3849,3852,3855,3858,3861,3864,3867,3870,3873,3876,3879,3882,3885,3888,3891,3894,3897,3900,3903,3906,3909,3912,3915,3918,3921,3924,3927,3930,3933,3936,3939,3942,3945,3948,3951,3954,3957,3960,3963,3965,3968,3971,3974,3977,3980,3983,3986,3989,3992,3995,3998,4001,4004,4007,4010,4013,4016,4019,4022,4025,4028,4031,4034,4037,4040,4043,4046,4049,4052,4055,4058,4061,4064,4067,4070,4073,4076,4079,4082,4085,4088,4091,4094,4097,4100,4103,4106,4108,4111,4114,4117,4120,4123,4126,4129,4132,4135,4138,4141,4144,4147,4150,4153,4156,4159,4162,4165,4168,4171,4174,4177,4180,4183,4186,4189,4192,4195,4198,4201,4204,4207,4210,4213,4216,4219,4222,4225,4228,4231,4234,4237,4240,4243,4246,4249,4252,4255,4258,4261,4264,4267,4269,4272,4274,4277,4280,4283,4285,4288,4291,4294,4297,4300,4303,4306,4309,4312,4315,4318,4321,4324,4327,4330,4333,4336,4339,4342,4345,4348,4351,4354,4357,4360,4363,4366,4369,4372,4375,4378,4381,4384,4387,4390,4393,4396,4399,4402,4405,4408,4411,4414,4417,4420,4423,4426,4429,4432,4435,4438,4441,4444,4447,4450,4453,4456,4459,4462,4465,4468,4471,4474,4477,4480,4483,4486,4489,4492,4495,4498,4501,4504,4507,4510,4513,4516,4519,4522,4525,4528,4531,4534,4537,4540,4543,4546,4549,4552,4555,4558,4561,4564,4567,4570,4573,4576,4579,4582,4585,4588,4591,4594,4597,4600,4602,4605,4608,4611,4614,4617,4620,4623,4626,4629,4632,4635,4638,4641,4644,4647,4650,4653,4656,4659,4662,4665,4668,4671,4674,4677,4680,4683,4686,4689,4692,4695,4698,4701,4704,4707,4710,4712,4714,4717,4720,4723,4726,4729,4732,4735,4738,4741,4744,4747,4750,4753,4756,4759,4762,4765,4768,4771,4774,4777,4780,4783,4786,4789,4792,4795,4798,4801,4804,4807,4810,4813,4816,4819,4822,4825,4828,4831,4834,4837,4840,4843,4846,4849,4852,4855,4858,4861,4864,4867,4870,4873,4876,4879,4882,4885,4888,4891,4894,4897,4900,4903,4906,4909,4912,4915,4918,4921,4924,4927,4930,4933,4936,4939,4942,4945,4948,4951,4954,4957,4960,4963,4966,4969,4972,4975,4978,4981,4984,4987,4990,4993,4996,4999,5002,5004,5007,5010,5013,5016,5019,5022,5025,5028,5031,5034,5037,5040,5043,5046,5049,5052,5055,5058,5061,5064,5067,5070,5073,5076,5079,5082,5085,5088,5091,5094,5097,5099,5102,5105,5108,5111,5114,5117,5120,5122,5125,5128,5131,5134,5137,5140,5143,5146,5149,5152,5155,5158,5161,5164,5167,5170,5173,5176,5179,5182,5185,5188,5191,5194,5196,5199,5202,5205,5208,5211,5214,5217,5220,5223,5226,5229,5232,5235,5238,5241,5244,5247,5250,5253,5256,5259,5262,5265,5268,5271,5274,5277,5280,5283,5286,5289,5292,5295,5298,5301,5304,5307,5310,5313,5316,5319,5322,5325,5328,5331,5334,5337,5340,5343,5346,5349,5352,5355,5358,5361,5364,5367,5370,5373,5376,5379,5382,5385,5388,5391,5394,5397,5400,5403,5406,5409,5412,5415,5418,5421,5424,5427,5430,5433,5436,5439,5442,5445,5448,5451,5454,5457,5460,5462,5465,5468,5471,5473,5476,5479,5482,5485,5488,5491,5494,5497,5500,5503,5506,5509,5512,5515,5518,5521,5524,5527,5530,5533,5536,5539,5542,5545,5548,5551,5554,5557,5560,5563,5566,5569,5572,5575,5578,5581,5584,5587,5590,5593,5596,5599,5602,5605,5608,5611,5614,5617,5620,5623,5626,5629,5632,5635,5638,5641,5644,5647,5650,5653,5656,5659,5662,5665],[24,3094,3095],{"id":2551},[52,3096,2554],{},[14,3098,3099],{},"Kerry Guard and Mike Krass, founders of MKG Marketing, joined Staci Gray on her podcast to discuss their journey. They explored the significance of visionary and integrator roles, their personal paths to entrepreneurship influenced by family and early career experiences, and the evolution of their partnership over time. The discussion also covered strategies for scaling the business, work-life balance, and fostering a supportive workplace. They highlighted the importance of structured communication and mutual respect in maintaining a healthy business relationship. Kerry and Mike concluded by sharing their vision for MKG's future, focusing on specialized marketing services for the software and cybersecurity sectors.",[24,3101,3102],{"id":2560},[52,3103,2563],{},[46,3105,3106,3109,3112,3115],{},[49,3107,3108],{},"Roles and Dynamics: Mike and Kerry discussed their evolving roles within MKG Marketing, focusing on the distinction between visionary and integrator roles and how they manage the continuous flow of new ideas and strategies for the company.",[49,3110,3111],{},"Entrepreneurial Backgrounds: Both speakers shared their paths to entrepreneurship, influenced by their early careers and personal connections, highlighting how their experiences shaped their approach to business and partnership.",[49,3113,3114],{},"Partnership and Company Growth: They detailed the formation of MKG Marketing, emphasizing the importance of mutual respect, clear communication, and aligned values in overcoming challenges and successfully scaling the business.",[49,3116,3117],{},"Future Directions: Mike outlined his vision for transforming MKG into a more specialized agency with a focus on specific sectors like software and cybersecurity, aiming for a diversified service model that adds value to their niche market.",[24,3119,3120,3122],{"id":2586},[1660,3121],{},[52,3123,2589],{},[24,3125,3126],{"id":77},[2591,3127],{"width":2593,"height":2594,"src":3128,"title":2596,"frameBorder":2597,"allow":2598,"referrerPolicy":2599,"allowFullScreen":322},"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002F4bS6uNuqeh0?si=HDigp3ozFv2bm2Ge",[24,3130,3131],{"id":2602},[52,3132,2607],{},[14,3134,3135],{},"Mike Krass [00:00:00]:",[14,3137,3138],{},"But it's created a different space for me to act in a visionary role, which doesn't necessarily have a beginning. In the end, it's kind of like a big ball of yarn that just continues forever. Like, I'm gonna set 2 hours on Tuesday morning, and then the vision will be done. Like, the vision changes every single time I speak to somebody. It changes just a little bit.",[14,3140,3141],{},"Kerry Guard [00:00:17]:",[14,3143,3144],{},"I don't need to integrate every single idea he has all the time. Sometimes he just has ideas and he needs to say them, and I need to give him space to say them. Love my subconscious, hang out with them. And then there's gonna be one or two that I say, okay, I see it. I got to see. I call them lily pads, right? So, like, I don't want to not say no to an idea. I just can't quite see the lily pads yet. So the minute I can see the lily pads, it's a minute.",[14,3146,3147],{},"Kerry Guard [00:00:37]:",[14,3149,3150],{},"I'm like, okay, let's dig into this and figure out what this means and how this might impact the company in a bigger way.",[14,3152,3153],{},"Staci Gray [00:00:50]:",[14,3155,3156],{},"Okay.",[14,3158,3159],{},"Staci Gray [00:00:51]:",[14,3161,3162],{},"So today we have Mike and Carrie. I have met them through the entrepreneurs organization. And something I love about EO is that it really helps you scale, trust, and in the visionary and integrator dynamic, that's critical. So I'm eager to have a conversation with these two about how they forge their visionary integrator relationship and what that journey looked like. And at the tail end of this, we'll talk about what they do and how you can connect with them. But I'd love to kick it off and start with you both clearly have business. So at what point in your either childhood work situation did you realize that you were meant to be an entrepreneur or to create something out of nothing? What did that journey look like for you, individually and collectively?",[14,3164,3165],{},"Kerry Guard [00:01:41]:",[14,3167,3168],{},"I went to school for photography, and as a photographer, you generally need to strike out on your own, start your own business. And when I was working, I was interning the summer of freshman year for.",[14,3170,3171],{},"Kerry Guard [00:01:54]:",[14,3173,3174],{},"A fashion photographer in Philadelphia.",[14,3176,3177],{},"Kerry Guard [00:01:57]:",[14,3179,3180],{},"And so I paid close attention to the fact that he was running a business. And I didn't really realize it at the time. It didn't really, like, dawn on me that it's like an entrepreneurial thing.",[14,3182,3183],{},"Kerry Guard [00:02:07]:",[14,3185,3186],{},"I just felt like, photographer, run a business. That's what you do.",[14,3188,3189],{},"Kerry Guard [00:02:11]:",[14,3191,3192],{},"But then I really wanted to live in New York. It was the dream. And so to do that, I had to get a grown up job. And so my uncle got me into media planning for Universal McCann in New York City.",[14,3194,3195],{},"Kerry Guard [00:02:24]:",[14,3197,3198],{},"And so that's when I joined the.",[14,3200,3201],{},"Kerry Guard [00:02:25]:",[14,3203,3204],{},"Bigger organization and realized, I don't have.",[14,3206,3207],{},"Staci Gray [00:02:28]:",[14,3209,3210],{},"To run a business. This is glorious.",[14,3212,3213],{},"Kerry Guard [00:02:30]:",[14,3215,3216],{},"It wasn't until having been in, you know, done the media planning for a.",[14,3218,3219],{},"Kerry Guard [00:02:36]:",[14,3221,3222],{},"Couple years, I went from New York to Seattle.",[14,3224,3225],{},"Kerry Guard [00:02:38]:",[14,3227,3228],{},"It's where I met Mike. And once I got married, my husband.",[14,3230,3231],{},"Kerry Guard [00:02:43]:",[14,3233,3234],{},"Was an engineer, and he was doing really well.",[14,3236,3237],{},"Kerry Guard [00:02:46]:",[14,3239,3240],{},"And there was this opportunity for me.",[14,3242,3243],{},"Kerry Guard [00:02:49]:",[14,3245,3246],{},"To strike out on my own with Mike and start this company. And I don't know that I would have made the leap had it not been for. For my husband, who had started companies in the past himself. So he had a good entrepreneurial mind about himself. And then he also was sort of.",[14,3248,3249],{},"Kerry Guard [00:03:06]:",[14,3251,3252],{},"That fallback of like, if anything goes.",[14,3254,3255],{},"Kerry Guard [00:03:08]:",[14,3257,3258],{},"Wrong, I'm going to be okay. It was just some comfort in that. I didn't have that. When I was starting thinking about starting a photography business, I was like, I have student loans to pay. I would have an apartment, I would have all these bills.",[14,3260,3261],{},"Staci Gray [00:03:19]:",[14,3263,3264],{},"This is.",[14,3266,3267],{},"Kerry Guard [00:03:20]:",[14,3269,3270],{},"I need a job. I need to be a grownup.",[14,3272,3273],{},"Staci Gray [00:03:23]:",[14,3275,3276],{},"I think this is so important because not all entrepreneurs are created equally like we think. They say that, saying that entrepreneurs are the people who will jump out of a plane and build their parachute on the way down. But not all of us are wired like that. Some of us do need to have a fallback plan to have the calmness within ourselves to be able to excel when we do start it. So your self awareness along that journey seems to have evolved as well, in.",[14,3278,3279],{},"Kerry Guard [00:03:51]:",[14,3281,3282],{},"Addition to the business side of it. How about for you, Mike?",[14,3284,3285],{},"Mike Krass [00:03:57]:",[14,3287,3288],{},"Yeah, I, growing up, had, you know, the lemonade stand on the corner and, you know, I'd wash cars and get yelled at by guys because I wasn't using the shammy, right.",[14,3290,3291],{},"Mike Krass [00:04:09]:",[14,3293,3294],{},"I'm not sure that I would call that being entrepreneurial.",[14,3296,3297],{},"Mike Krass [00:04:13]:",[14,3299,3300],{},"I think I was just more like.",[14,3302,3303],{},"Mike Krass [00:04:15]:",[14,3305,3306],{},"Making a little bit of money to.",[14,3308,3309],{},"Mike Krass [00:04:16]:",[14,3311,3312],{},"Go to the movies. But growing up, you know, what comes.",[14,3314,3315],{},"Mike Krass [00:04:19]:",[14,3317,3318],{},"To mind is I didn't quite realize.",[14,3320,3321],{},"Mike Krass [00:04:23]:",[14,3323,3324],{},"It, but I was surrounded by many entrepreneurs. So, for example, my best friend who lived around the corner, his dad started and sold two marketing agencies, one to Sir Martin Sorrell, who's like a famous guy in the ad world over globally. But, you know, he does most of his work over in England. It was just like, that was just Mister Hammerquist. That was just a guy who went to work. And they always had Mac, like the.",[14,3326,3327],{},"Mike Krass [00:04:47]:",[14,3329,3330],{},"Big Mac, you know, the ones with.",[14,3332,3333],{},"Mike Krass [00:04:49]:",[14,3335,3336],{},"The colors on the back before anybody else did. So I didn't know what they did.",[14,3338,3339],{},"Mike Krass [00:04:53]:",[14,3341,3342],{},"But I was like, they have, like, the cool computer and our family still.",[14,3344,3345],{},"Mike Krass [00:04:57]:",[14,3347,3348],{},"Putting, like, the tablecloth over the computer at the end of the day, you know, like, you don't look at that ugly monitor. So I had those examples in my life, and I didn't even realize what was happening.",[14,3350,3351],{},"Mike Krass [00:05:06]:",[14,3353,3354],{},"Like, my uncle, you know, in Minneapolis, ran a law firm, right?",[14,3356,3357],{},"Mike Krass [00:05:10]:",[14,3359,3360],{},"No idea. My other uncle, also in Minneapolis, is a trial attorney. Ran his own trial attorney practice. To me, it was just like, this is just what they do. And I share these stories because when it came time for us to start.",[14,3362,3363],{},"Mike Krass [00:05:24]:",[14,3365,3366],{},"MKG marketing, I don't know that I.",[14,3368,3369],{},"Mike Krass [00:05:28]:",[14,3371,3372],{},"Would have launched into it if I hadn't had some of those examples around me. Even though I didn't have quite the awareness of what was happening there, I was still like, that's Uncle Paul. That's Uncle Rod. Like, that's Mister Hammerquist in my life that I. I see them doing these type of entrepreneurial things, even though I.",[14,3374,3375],{},"Mike Krass [00:05:46]:",[14,3377,3378],{},"Can'T quite name it because I just didn't even.",[14,3380,3381],{},"Mike Krass [00:05:48]:",[14,3383,3384],{},"I didn't have the language at that point.",[14,3386,3387],{},"Mike Krass [00:05:49]:",[14,3389,3390],{},"It was just like, that's just what they do.",[14,3392,3393],{},"Mike Krass [00:05:51]:",[14,3395,3396],{},"Like, Uncle Rod goes to court. Like, that's where work is. Like, he goes to trial. Like, I have no concept what happens around that, but I know that that's.",[14,3398,3399],{},"Mike Krass [00:05:58]:",[14,3401,3402],{},"Where work happened for Uncle Rod.",[14,3404,3405],{},"Kerry Guard [00:06:00]:",[14,3407,2733],{},[14,3409,3410],{},"Staci Gray [00:06:01]:",[14,3412,3413],{},"And when you saw them doing that, was it something that you admired or was it just a known.",[14,3415,3416],{},"Mike Krass [00:06:11]:",[14,3418,3419],{},"I don't think I admired much. Except for, again, they had the cool Macs at my friend's house around the corner. And we didn't have those cool ones at my house. I think I didn't even realize it. It was just like, these are people around me.",[14,3421,3422],{},"Mike Krass [00:06:26]:",[14,3424,3425],{},"I didn't have some awareness of that.",[14,3427,3428],{},"Mike Krass [00:06:28]:",[14,3430,3431],{},"Until probably Carrie and I really started getting serious about starting MKG marketing. And then about eight years ago, I was volunteering as an entrepreneur in residence at a group called the idea Village here in New Orleans. And somebody came in and they actually said they were pitching to be an accelerator company.",[14,3433,3434],{},"Mike Krass [00:06:44]:",[14,3436,3437],{},"And they said, people that come from my background and that look like me.",[14,3439,3440],{},"Mike Krass [00:06:50]:",[14,3442,3443],{},"I don't know any of us who start companies. And I had this moment hearing that.",[14,3445,3446],{},"Mike Krass [00:06:55]:",[14,3448,3449],{},"Where I was just like, huh? Like, I've known people that look like.",[14,3451,3452],{},"Mike Krass [00:07:00]:",[14,3454,3455],{},"Me and don't look like me that have started companies, but I'm surrounded. Like, that's part of my life. And this woman who is incredibly, the idea was terrible, but she was great. We almost actually brought her in the accelerator because we're like, she's awesome and she can make anything work. But the idea was very bad. It needed a lot of love, and she just wasn't ready for an accelerator yet. But having that experience, it was just kind of known. Using your language states like, it was just like, this is kind of around me, even though I can't quite put my finger on it until later in life when I could actually, like, label it and understand what it was.",[14,3457,3458],{},"Staci Gray [00:07:32]:",[14,3460,3461],{},"Yeah, I have a similar story because my grandfather built a company to take public and my other grandfather had a successful insurance company and my father had a successful business. And so I watched entrepreneurship around me and my journey was organic. I didn't really think I wanted to do it. I fell into it. And so I feel like so many entrepreneurs, they pursue it differently, and then it's like, I've got something here. This idea is taking shape and then scaling. It's like, okay, now all the customers are coming. I've got all of the operational chaos.",[14,3463,3464],{},"Staci Gray [00:08:04]:",[14,3466,3467],{},"I've got structure and systems and hiring and how do I do this all and not lose my sanity? In my experience, it's finding that visionary integrator relationship that is just magical. And so I want to see, how did you guys meet? How did you know? You trusted yourself enough, each other enough and yourself enough, really to forge a partnership? Because partnerships can go south, too.",[14,3469,3470],{},"Kerry Guard [00:08:30]:",[14,3472,3473],{},"So how did that evolve?",[14,3475,3476],{},"Kerry Guard [00:08:34]:",[14,3478,3479],{},"This is a retrospective right here. I don't know that we've ever, I.",[14,3481,3482],{},"Staci Gray [00:08:37]:",[14,3484,3485],{},"Mean, I don't know that I've ever.",[14,3487,3488],{},"Kerry Guard [00:08:38]:",[14,3490,3491],{},"Thought about it this way. So we met at our previous agency many moons ago.",[14,3493,3494],{},"Kerry Guard [00:08:44]:",[14,3496,3497],{},"20, 2010, 2011.",[14,3499,3500],{},"Kerry Guard [00:08:48]:",[14,3502,3503],{},"The name, I'm not making this up.",[14,3505,3506],{},"Kerry Guard [00:08:50]:",[14,3508,3509],{},"Was called Wong duty. I blush even just saying it out loud.",[14,3511,3512],{},"Kerry Guard [00:08:55]:",[14,3514,3515],{},"Probably at their attention.",[14,3517,3518],{},"Kerry Guard [00:08:57]:",[14,3520,3521],{},"It's very memorable.",[14,3523,3524],{},"Staci Gray [00:08:58]:",[14,3526,3527],{},"Good on them.",[14,3529,3530],{},"Kerry Guard [00:08:59]:",[14,3532,3533],{},"But they were a creative agency who.",[14,3535,3536],{},"Kerry Guard [00:09:02]:",[14,3538,3539],{},"Happened to have media planners in house for me and Mike.",[14,3541,3542],{},"Kerry Guard [00:09:07]:",[14,3544,3545],{},"So because it was just the two.",[14,3547,3548],{},"Kerry Guard [00:09:08]:",[14,3550,3551],{},"Of us, I think we just formed a bond very quickly on how to approach each client. I mean, everything, every campaign was a dual effort.",[14,3553,3554],{},"Kerry Guard [00:09:21]:",[14,3556,3557],{},"We were working on everything side by side.",[14,3559,3560],{},"Kerry Guard [00:09:24]:",[14,3562,3563],{},"I remember even when we interviewed, we.",[14,3565,3566],{},"Kerry Guard [00:09:28]:",[14,3568,3569],{},"Just got along, was like, yeah, this is going to be a really good working relationship. I can see this. This is going to be awesome. He was one of the reasons why I actually left. I was at MEC working on the Microsoft account and they had a recruiter headhunt me to come to long duty, and I was really on the fence.",[14,3571,3572],{},"Kerry Guard [00:09:42]:",[14,3574,3575],{},"About it because I was, was living the life.",[14,3577,3578],{},"Kerry Guard [00:09:45]:",[14,3580,3581],{},"It's been a pretty cushy job.",[14,3583,3584],{},"Kerry Guard [00:09:47]:",[14,3586,3587],{},"Didn't want to rock the boat, but.",[14,3589,3590],{},"Kerry Guard [00:09:49]:",[14,3592,3593],{},"Between Mike and then somebody else at the company, a good friend of ours now, Steve Kesselman. I was like, these are really great smart people who are going to push.",[14,3595,2748],{},[14,3597,3598],{},"Me and elevate me, and I'm ready for that. So, yeah, so I think right out.",[14,3600,3601],{},"Kerry Guard [00:10:04]:",[14,3603,3604],{},"Of the gate, when I met Mike, I was like, this is going to be good.",[14,3606,3607],{},"Kerry Guard [00:10:07]:",[14,3609,3610],{},"And then we just formed a partnership.",[14,3612,3613],{},"Kerry Guard [00:10:09]:",[14,3615,3616],{},"Both in, like, building ideas together and also being like, this is so frustrating. And it was out of that frustration, I believed that, you know, mKG really.",[14,3618,3619],{},"Kerry Guard [00:10:18]:",[14,3621,3622],{},"Was born and we'd, you know, go.",[14,3624,3625],{},"Kerry Guard [00:10:21]:",[14,3627,3628],{},"On these really lovely walks together to go get lunch. And we would just like, sort of scheme. So I think it was just through the ideation of it that we were like, yeah, this feels good. We could go do this thing. I'm curious to hear Mike's side of the story. For me, it was definitely more of a gut feeling.",[14,3630,3631],{},"Kerry Guard [00:10:38]:",[14,3633,3634],{},"Like, no, I can see this.",[14,3636,3637],{},"Kerry Guard [00:10:41]:",[14,3639,3640],{},"I can feel this being, like, a.",[14,3642,3643],{},"Kerry Guard [00:10:42]:",[14,3645,3646],{},"Good partnership and, yeah, let's do this thing.",[14,3648,3649],{},"Staci Gray [00:10:47]:",[14,3651,3652],{},"I am curious about Mike's perspective. And then I've got questions.",[14,3654,3655],{},"Mike Krass [00:10:53]:",[14,3657,3658],{},"I know, I know. I feel like you're separating us and deposing us in different rooms. Don't let the two parties hear one another speak.",[14,3660,3661],{},"Mike Krass [00:11:00]:",[14,3663,2733],{},[14,3665,3661],{},[14,3667,3668],{},"So how did we get together? Like Kerry mentioned, she was headhunted to come over to Wong duty, which is two people's names, by the way, to get that context. Tracy Wong and Pat duty, both are men.",[14,3670,3671],{},"Mike Krass [00:11:11]:",[14,3673,3674],{},"I bring that up because we had.",[14,3676,3677],{},"Mike Krass [00:11:13]:",[14,3679,3680],{},"A lot of people interview there and they're like, what's Tracy like? Is she nice? I'm like, well, she's kind of a guy, so you probably should figure that out before you interview with her or with him. Yeah, you know, I. I remember Carrie coming in, and I think Carrie will remember this, too. We'll see.",[14,3682,3683],{},"Mike Krass [00:11:28]:",[14,3685,3686],{},"I was just, like, cooked.",[14,3688,3689],{},"Mike Krass [00:11:30]:",[14,3691,3692],{},"Like, I, you know, we didn't have anybody in charge of that department. Seattle, where we were working, is a very kind of laid back place. But I was in, like, I was wearing a lot of sweatpants to work. And, like, nobody was saying anything because they're like, if he just keeps coming.",[14,3694,3695],{},"Mike Krass [00:11:42]:",[14,3697,3698],{},"To work, just don't worry about, like, his appearance. But, you know, you can start to.",[14,3700,3701],{},"Mike Krass [00:11:48]:",[14,3703,3704],{},"Tell outwardly, like, how is somebody, what is their body language? Like, how do they dress? You know, how are they showing up to certain things? And I was showing up as, as my friend Chris likes to say, as the horse you remember from Animal Farm, right?",[14,3706,3707],{},"Mike Krass [00:12:00]:",[14,3709,3710],{},"Like, you know, this, this thing happens. Don't worry.",[14,3712,3713],{},"Mike Krass [00:12:03]:",[14,3715,3716],{},"You know, boxer the horse will work harder, right? This thing happened, no big deal. Boxer the horse will work harder until boxer gets sold to the glue factory and boxer becomes no more. And so I was on a path of boxer the horse of just like, whatever. Like, I'll just. I'll just keep working hard. Hard. You know, I can do more. Like, I can do more.",[14,3718,3719],{},"Mike Krass [00:12:23]:",[14,3721,3722],{},"And Carrie came in and really helped.",[14,3724,3725],{},"Mike Krass [00:12:25]:",[14,3727,3728],{},"To, not just for the department, but for me.",[14,3730,3731],{},"Mike Krass [00:12:28]:",[14,3733,3734],{},"Like, kind of take a step back and understand, like, you're on an interesting.",[14,3736,3737],{},"Mike Krass [00:12:31]:",[14,3739,3740],{},"Path here and I won't stop you.",[14,3742,3743],{},"Mike Krass [00:12:33]:",[14,3745,3746],{},"If you really want to go down.",[14,3748,3749],{},"Mike Krass [00:12:34]:",[14,3751,3752],{},"It, but this is kind of like.",[14,3754,3755],{},"Mike Krass [00:12:36]:",[14,3757,3758],{},"Just objectively, like a fresh set of eyes. Like, this is kind of where you're headed to. So just bringing some awareness to that fact. And, you know, I wish that we.",[14,3760,3761],{},"Mike Krass [00:12:47]:",[14,3763,3764],{},"Had, like, this, you know, like a.",[14,3766,3767],{},"Mike Krass [00:12:49]:",[14,3769,3770],{},"Hewlett Packard style story of, like, we were in the garage tinkering, but like.",[14,3772,3773],{},"Mike Krass [00:12:53]:",[14,3775,3776],{},"Kerry said, you know, we, we really.",[14,3778,3779],{},"Mike Krass [00:12:55]:",[14,3781,3782],{},"Just kept talking as we were working through different client accounts. We were like, this is how I wish we really were doing this. But we weren't in a position to change that at that agency. It wasn't a bad thing. It just, it was our reality in that environment. And so for us, you know, we got to that point of like, well.",[14,3784,3785],{},"Mike Krass [00:13:11]:",[14,3787,3788],{},"What if we did do our own thing? And I remember I put up, it.",[14,3790,3791],{},"Mike Krass [00:13:16]:",[14,3793,3794],{},"Was like on a Friday evening or Saturday morning, like, I put up a.",[14,3796,3797],{},"Mike Krass [00:13:19]:",[14,3799,3800],{},"Little two page WordPress website which our boss immediately found.",[14,3802,3803],{},"Mike Krass [00:13:23]:",[14,3805,3806],{},"I'm not sure how he immediately found. And was like, hey, man, like, we need to talk about this.",[14,3808,3809],{},"Mike Krass [00:13:28]:",[14,3811,3812],{},"Probably because it surprised the heck out.",[14,3814,3815],{},"Mike Krass [00:13:29]:",[14,3817,3818],{},"Of him because he thought that we both worked for long duty at the moment. And he was like, what's going on here?",[14,3820,3821],{},"Staci Gray [00:13:34]:",[14,3823,3824],{},"Well, and it's not ready to take off. So he's like, wait a minute, get my horse back.",[14,3826,3827],{},"Mike Krass [00:13:39]:",[14,3829,3830],{},"Yeah, yeah. He's like, box has got to come back. And that's really, like, where we started. And as I finish my recollection of.",[14,3832,3833],{},"Mike Krass [00:13:47]:",[14,3835,3836],{},"The story, we time boxed it.",[14,3838,3839],{},"Mike Krass [00:13:49]:",[14,3841,3842],{},"We just said, let's try this. For six months. I worked nights and weekends. Kerry went full time immediately into MKG marketing. And we just said, let's try it for six months. If we can't get a client engagement.",[14,3844,3845],{},"Mike Krass [00:14:01]:",[14,3847,3848],{},"At that point, no harm, no foul.",[14,3850,3851],{},"Mike Krass [00:14:03]:",[14,3853,3854],{},"No blood, no foul.",[14,3856,3857],{},"Mike Krass [00:14:06]:",[14,3859,3860],{},"It was a great try.",[14,3862,3863],{},"Mike Krass [00:14:07]:",[14,3865,3866],{},"That's how we framed it.",[14,3868,3869],{},"Mike Krass [00:14:10]:",[14,3871,3872],{},"We're going to time boxes.",[14,3874,3875],{},"Mike Krass [00:14:11]:",[14,3877,3878],{},"We're going to have some structure. We're going to have a clear measure.",[14,3880,3881],{},"Mike Krass [00:14:14]:",[14,3883,3884],{},"Of success, which means one paying client.",[14,3886,3887],{},"Mike Krass [00:14:17]:",[14,3889,3890],{},"There wasn't notice, there wasn't an amount of money being paid. It was just somebody has to pay us. That shows that we have established a little bit of a corner in the world and somebody will pay us to continue working.",[14,3892,3893],{},"Kerry Guard [00:14:31]:",[14,3895,3896],{},"I think the other thing we did.",[14,3898,3899],{},"Kerry Guard [00:14:33]:",[14,3901,3902],{},"Which is interesting in the early days.",[14,3904,3905],{},"Kerry Guard [00:14:35]:",[14,3907,3908],{},"Is the very first thing we did.",[14,3910,3911],{},"Kerry Guard [00:14:37]:",[14,3913,3914],{},"Actually was, I remember it was in my Bellevue apartment. Mike came over and we sat down and did a, what was it called? It was like where you, it was.",[14,3916,3917],{},"Kerry Guard [00:14:45]:",[14,3919,3920],{},"Like a formation agreement.",[14,3922,3923],{},"Kerry Guard [00:14:47]:",[14,3925,3926],{},"And we like really sat down and said like, okay, if we're going to.",[14,3928,3929],{},"Kerry Guard [00:14:49]:",[14,3931,3932],{},"Do this thing, like, what does this.",[14,3934,3935],{},"Kerry Guard [00:14:50]:",[14,3937,3938],{},"Mean to us and what do we want out of it and like, what's important? And we laid it all out there. I think that was so key. Like, I was like, I want a family.",[14,3940,3941],{},"Kerry Guard [00:14:57]:",[14,3943,3944],{},"I want to have kids someday.",[14,3946,3947],{},"Kerry Guard [00:14:59]:",[14,3949,3950],{},"I want to make sure I have time for them. That's really important to me. And Mike laid out what was important to him and we respect each other for that. I think that was a really key.",[14,3952,3953],{},"Kerry Guard [00:15:07]:",[14,3955,3956],{},"Piece to us feeling like we're all.",[14,3958,3959],{},"Kerry Guard [00:15:11]:",[14,3961,3962],{},"In at that point.",[14,3964,3959],{},[14,3966,3967],{},"Like, yeah, we're good here.",[14,3969,3970],{},"Staci Gray [00:15:15]:",[14,3972,3973],{},"I want to go in so many different directions right now. So I'm going to just box a couple. Since the audience is going to be people who are a little bit deeper in their journey in scaling their organizations, I'm going to box the part about testing before you launch full steam into entrepreneurship. And I feel like you guys captured that so well because that's what I did. That's what a lot of entrepreneurs do. If you don't have a paying customer, you don't have a business. So get your one paying customer and get that going. I think where scaling becomes really challenging.",[14,3975,3976],{},"Kerry Guard [00:15:45]:",[14,3978,3979],{},"Is, Carrie, what you just did is.",[14,3981,3982],{},"Staci Gray [00:15:49]:",[14,3984,3985],{},"What is the vision upfront like and what are we willing to trade or sacrifice to get it? And what are we not willing to trade or sacrifice to get it? And then also the mutual respect, I am hearing so much mutual respect between you two of knowing your individual strengths and also knowing the individual maybe struggles or challenges, but the compassion for each other that, hey, it's okay if your nose to the grinds down, head down, and you don't see the forest for the trees. I got you there and vice versa.",[14,3987,3988],{},"Kerry Guard [00:16:21]:",[14,3990,3991],{},"So how do you guys, you're kind.",[14,3993,3994],{},"Staci Gray [00:16:25]:",[14,3996,3997],{},"Of operating like co visionary, co integrator. How do you delineate your lanes and own them so you don't step on each other's toes or get into kind of below the line conversations? Blame game. All that stuff that can, can happen in visionary integrated relationships.",[14,3999,4000],{},"Staci Gray [00:16:43]:",[14,4002,4003],{},"So I'm.",[14,4005,4006],{},"Staci Gray [00:16:45]:",[14,4008,4009],{},"Carrie's smirking. So I feel like I'm either hitting.",[14,4011,4012],{},"Kerry Guard [00:16:47]:",[14,4014,4015],{},"Something hard here, or I feel like you read our story somewhere or this is written down, or you were a fly on the wall through the last twelve years, we had all those things. We were definitely sharing the seat.",[14,4017,4018],{},"Kerry Guard [00:16:59]:",[14,4020,4021],{},"We were sharing the integrator seat for a long time.",[14,4023,4024],{},"Kerry Guard [00:17:02]:",[14,4026,4027],{},"We didn't know it.",[14,4029,4030],{},"Kerry Guard [00:17:03]:",[14,4032,4033],{},"So what happened was we were both doing everything.",[14,4035,4036],{},"Kerry Guard [00:17:08]:",[14,4038,4039],{},"That's just what you do, right, when you first start off, you're both doing everything. We were showing up to client pitches together, we were putting presentations together, we were working on all the accounts together. We brought in as we were hiring, we were still account managing them and the analytics piece, and we were still very much working in the business together on everything. And so when it came time to.",[14,4041,4042],{},"Kerry Guard [00:17:30]:",[14,4044,4045],{},"Like, figure out finance stuff or figure.",[14,4047,4048],{},"Kerry Guard [00:17:32]:",[14,4050,4051],{},"Out marketing or figure out, you know, the it side of things, we were still doing it all together. And then I decided to go have children.",[14,4053,4054],{},"Kerry Guard [00:17:41]:",[14,4056,4057],{},"And when I came back, it was.",[14,4059,4060],{},"Kerry Guard [00:17:44]:",[14,4062,4063],{},"You know, Mike held up the fort for two and a half months or so while I had twins. And I came back and we had.",[14,4065,4066],{},"Kerry Guard [00:17:52]:",[14,4068,4069],{},"A super tough conversation and a strong heart to heart of, like, one person.",[14,4071,4072],{},"Kerry Guard [00:17:59]:",[14,4074,4075],{},"Cannot all do this, and we've been doing everything.",[14,4077,4078],{},"Kerry Guard [00:18:01]:",[14,4080,4081],{},"And so, like, where are we going from here?",[14,4083,4084],{},"Kerry Guard [00:18:04]:",[14,4086,4087],{},"It was at that point that we split the roles and responsibilities based off of just our own capability of, like, to your point, like you said, Stacey, of like, where our strengths were. And so Mike's strengths was 100% sales. I came back, it was like the best problem to have coming off of maternity leave. We had way too much business, not enough people. Great problem to have. Oh, we were swimming in it. So I was like, Mike, you guys got the sales path, you're crushing it. And I said, I need to take the operations side and the people side, because now I got to go figure out, like, where people are going to come from to go staff.",[14,4089,4090],{},"Kerry Guard [00:18:36]:",[14,4092,4093],{},"And then you take sales and I'll take marketing and then the finance piece as well.",[14,4095,4096],{},"Staci Gray [00:18:40]:",[14,4098,4099],{},"We sort of just like split the.",[14,4101,4102],{},"Kerry Guard [00:18:42]:",[14,4104,4105],{},"House, divided it down the center.",[14,4107,2838],{},[14,4109,4110],{},"And that worked for a while.",[14,4112,4113],{},"Kerry Guard [00:18:46]:",[14,4115,4116],{},"It worked from 2015 to 2021.",[14,4118,4119],{},"Staci Gray [00:18:50]:",[14,4121,4122],{},"21 ish.",[14,4124,4125],{},"Kerry Guard [00:18:53]:",[14,4127,4128],{},"Yeah, 21 ish.",[14,4130,4131],{},"Kerry Guard [00:18:54]:",[14,4133,4134],{},"And then we had a new heart to heart.",[14,4136,4137],{},"Kerry Guard [00:18:57]:",[14,4139,4140],{},"And I'm gonna let Mike take it.",[14,4142,4143],{},"Kerry Guard [00:18:58]:",[14,4145,4146],{},"From here because he sort of sparked the switch chains and the winds.",[14,4148,4149],{},"Mike Krass [00:19:06]:",[14,4151,4152],{},"Yeah. Yeah. Stacey, you definitely are noticing some of the co ness of the role within integrator and visionary amongst Carrie and I. And, you know, where, where we were in about 2021 is, I was actually talking to an EOS coach or an implementer, whatever they call them, EOS implementation coach. And he was just asking some questions, and we hadn't even hired him yet.",[14,4154,4155],{},"Mike Krass [00:19:29]:",[14,4157,4158],{},"And he said, the more you tell.",[14,4160,4161],{},"Mike Krass [00:19:32]:",[14,4163,4164],{},"Me, the more I realize you're actually both sharing these seats on your accountability chart. Like, I'm not sure if you're aware.",[14,4166,4167],{},"Mike Krass [00:19:36]:",[14,4169,4170],{},"Of that, but you are.",[14,4172,4173],{},"Mike Krass [00:19:38]:",[14,4175,4176],{},"And it was kind of an aha moment for me where I was like.",[14,4178,4179],{},"Mike Krass [00:19:41]:",[14,4181,4182],{},"Oh, well, yeah, I mean, I guess.",[14,4184,4185],{},"Mike Krass [00:19:44]:",[14,4187,4188],{},"Like, I have been managing finance, but also big relationships and vision and those, like, I'm fine doing finance, but it's not like a, it's not a life giving activity for me. Like, I do it because I need to, because it's my responsibility as a business owner to understand what's happening here, but it's not like what I really enjoy with, you know, big relationships and vision and, and that kind of work.",[14,4190,4191],{},"Mike Krass [00:20:09]:",[14,4193,4194],{},"And so that conversation with Matt brought.",[14,4196,4197],{},"Mike Krass [00:20:12]:",[14,4199,4200],{},"About our conversation where I said, hey, I think we need to have another.",[14,4202,4203],{},"Mike Krass [00:20:15]:",[14,4205,4206],{},"Understanding of, like, we really were just.",[14,4208,4209],{},"Mike Krass [00:20:17]:",[14,4211,4212],{},"Picking up things based on who had time. Like, oh, well, Stacy's got an extra 2 hours in her week, so she can just do, like, the finance stuff because it takes about 2 hours a week. Perfect. But it's not actually what Stacy should be doing, or Mike or Carrie in this case.",[14,4214,4215],{},"Mike Krass [00:20:29]:",[14,4217,4218],{},"And so in 2020, when we had that conversation, we split and we really.",[14,4220,4221],{},"Mike Krass [00:20:33]:",[14,4223,4224],{},"Focused on integrator, visionary, who does what. There's still a little bit of crossover because as integrator. And Kerry also carries the CEO title, which is not always common for an integrator to have that title. And so, like, she is involved with some big relationships because she has to be, right? As CEO, she has to understand, like, where certain things are. But it's created a different space for me to act in a visionary role, which, as you probably know, Stacy doesn't necessarily have a beginning and the end. It's kind of like a big ball of yarn that just continues forever.",[14,4226,4227],{},"Mike Krass [00:21:04]:",[14,4229,4230],{},"You know, it's not like I'm gonna.",[14,4232,4233],{},"Mike Krass [00:21:05]:",[14,4235,4236],{},"Set 2 hours on Tuesday morning, and then the vision will be done. Like, the vision changes every single time I speak to somebody. It changes just a little bit.",[14,4238,4239],{},"Staci Gray [00:21:13]:",[14,4241,4242],{},"I joke, I have built several multi million dollar businesses as integrator, and then I did it as visionary in making the change from integrator to visionary was so hard for exactly what you just said, mike, because as an integrator, you win in checkboxes. Like, you're results oriented. It's logistics and all of that. You go to visionary role, and it's like you got one checkbox and it's just an unraveling yarn. And you keep thinking about it. It keeps evolving, and it's harder to contain. So it's a. Just because you have time on your calendar doesn't mean you have mental capacity.",[14,4244,4245],{},"Staci Gray [00:21:49]:",[14,4247,4248],{},"And that has been such a growth journey for me. The thing that you guys have done, even just explaining this, is the courage to have what I call pink elephant conversations. It's the uncomfortable conversation that everyone knows there's a pink elephant in the room, but everyone is just tiptoeing around it. And it's really hard to build and scale organizations without having those, because you forfeit trust every time you brush that thing under the rug. It fragments the relationship. So how did you guys inside of your organization create a culture of having crucial conversations?",[14,4250,4251],{},"Kerry Guard [00:22:29]:",[14,4253,4254],{},"I think it comes back to our values, right? So it's such a critical part of any business.",[14,4256,4257],{},"Kerry Guard [00:22:34]:",[14,4259,4260],{},"I know that all the people listening probably do have values, and I hope.",[14,4262,4263],{},"Kerry Guard [00:22:38]:",[14,4265,4266],{},"That the values are more than just.",[14,4268,2892],{},[14,4270,4271],{},"Pretty pictures on the wall. Don't get me wrong, I love walking.",[14,4273,2904],{},[14,4275,4276],{},"Into an office building and see some awesome lettering with your values tattooed all over.",[14,4278,4279],{},"Kerry Guard [00:22:48]:",[14,4281,4282],{},"It is super cool, but you also.",[14,4284,2916],{},[14,4286,4287],{},"Gotta live up to them. And I was never really part of an agency or company that did that.",[14,4289,4290],{},"Kerry Guard [00:22:56]:",[14,4292,4293],{},"Long duty, did have values, and they did say what they were, but I.",[14,4295,4296],{},"Kerry Guard [00:23:00]:",[14,4298,4299],{},"Didn'T feel them through the organization. And so I think when Mike and I started MKG, it was really important.",[14,4301,4302],{},"Kerry Guard [00:23:05]:",[14,4304,4305],{},"That when we created values, we really came back to living them.",[14,4307,4308],{},"Kerry Guard [00:23:11]:",[14,4310,4311],{},"Every decision we make comes back to, is this people first?",[14,4313,4314],{},"Kerry Guard [00:23:15]:",[14,4316,4317],{},"Is this transparent?",[14,4319,4320],{},"Kerry Guard [00:23:17]:",[14,4322,4323],{},"Is this laddering up to the bigger picture? And is this upholding our standards that we've worked so hard to create thus far?",[14,4325,4326],{},"Kerry Guard [00:23:26]:",[14,4328,4329],{},"And so transparency is one of our values. And crucial conversations happen in that place of honesty, of, like, let's sit with.",[14,4331,4332],{},"Kerry Guard [00:23:36]:",[14,4334,4335],{},"The ugly truths of where we are and what's happening and then have a discussion around. I think ids really helped with that.",[14,4337,4338],{},"Kerry Guard [00:23:42]:",[14,4340,4341],{},"You know, what's the issue?",[14,4343,4344],{},"Kerry Guard [00:23:44]:",[14,4346,4347],{},"Let's discuss it to really make sure we know it and understand it and we've defined it, because what you think the issue is is probably not what.",[14,4349,4350],{},"Kerry Guard [00:23:52]:",[14,4352,4353],{},"The actual issue is, and then let's solve it.",[14,4355,4356],{},"Kerry Guard [00:23:56]:",[14,4358,4359],{},"And so I think in really being able to embed ids into our organization really helped us have those pink elephant conversations a lot easier. It was not pretty in the early days. It was very much ripping off a band aid. It was very much saying hurtful things because we didn't know what else. We didn't know how to just start the conversation. And I think now that we use.",[14,4361,4362],{},"Kerry Guard [00:24:20]:",[14,4364,4365],{},"The ids framework, it's really helped being.",[14,4367,4368],{},"Kerry Guard [00:24:22]:",[14,4370,4371],{},"Able to have those conversations faster.",[14,4373,4374],{},"Staci Gray [00:24:25]:",[14,4376,4377],{},"And for folks who maybe don't know, ids is issue, discuss, solve, and it's part of a weekly leadership meeting or every other week leadership meeting from eos.",[14,4379,4380],{},"Mike Krass [00:24:37]:",[14,4382,4383],{},"One thing I'd say that, you know.",[14,4385,4386],{},"Mike Krass [00:24:38]:",[14,4388,4389],{},"Kerry, you just mentioned is, and these.",[14,4391,4392],{},"Mike Krass [00:24:41]:",[14,4394,4395],{},"Are my words, but what you just mentioned brought this to the forefront of my mind is we didn't know how to have these conversations. So for the listeners, it's not like we just showed up. And on our first day of partnership.",[14,4397,4398],{},"Mike Krass [00:24:53]:",[14,4400,4401],{},"At being in a partnership in the business, we just knew how to have them.",[14,4403,4404],{},"Mike Krass [00:24:57]:",[14,4406,4407],{},"And I remember when Carrie came back from having the twins and I was still in flight training. Every Friday morning I'd go to San Carlos airport. It's just like 5 miles south of SFO in San Francisco. And we'd have our weekly meeting after I do a flight lesson with an instructor.",[14,4409,4410],{},"Mike Krass [00:25:14]:",[14,4412,4413],{},"And I remember distinctly and in a.",[14,4415,4416],{},"Mike Krass [00:25:18]:",[14,4418,4419],{},"Horrible way because I didn't have the language or any of the tools, essentially.",[14,4421,4422],{},"Mike Krass [00:25:22]:",[14,4424,4425],{},"Saying, like, I'm doing a whole lot.",[14,4427,4428],{},"Mike Krass [00:25:24]:",[14,4430,4431],{},"Around here and I don't know what the heck is going on with you, but, like, I need help. And Harry having two twins, you know, very young children, for any listeners who have had young children, you know, like, that first year and the first couple months is hard. And what you don't probably need someone to say is, hey, man, like, what's going on with you? And so I just said it in the most horrible way. It was a conversation that needed to happen, but it was from my side, just, like, delivered terribly.",[14,4433,4434],{},"Mike Krass [00:25:55]:",[14,4436,4437],{},"And now you fast forward.",[14,4439,4440],{},"Mike Krass [00:25:56]:",[14,4442,4443],{},"That's in 2015. It's now 2024. So almost a decade later. And we have tools that have been given to us like ids from the attraction or EOS framework. We've got, you know, a business coach who talks to us about having crucial conversations and how to start conversations. So it's almost like training, right? Almost like a sport, right?",[14,4445,4446],{},"Mike Krass [00:26:14]:",[14,4448,4449],{},"Like nobody, nobody just gave Roger Federer a tennis racket, and they were like.",[14,4451,4452],{},"Mike Krass [00:26:18]:",[14,4454,4455],{},"Hey, man, go win. Like, a pile of grand slams, right? It required, like, training and coaching and practice and some terrible, terrible matches, both in our business and in his tennis career to understand, like, what's going on here, like, what's happening. And so it's that phrase of, like, the only way out is through. Like, you cannot go around this. Like, that's avoiding the conversation. Like, the way forward is through, and it's going to be messy, and you're probably going to make some mistakes. And insight is 2020, but ultimately, it's having these tools to be able to have, in your words, crucial conversations.",[14,4457,4458],{},"Staci Gray [00:26:52]:",[14,4460,4461],{},"That's also a book called Crucial Conversations, which is incredible if you guys haven't read it. The thing that you also have done for each other is extend a lot of grace and also show a commitment. You know, sometimes when we reach those really hard moments in partnerships and a visionary integrator relationship can very much be like a marriage because you're committed to this person, you're working through everything with them.",[14,4463,4464],{},"Staci Gray [00:27:20]:",[14,4466,4467],{},"It's. You're.",[14,4469,4470],{},"Staci Gray [00:27:21]:",[14,4472,4473],{},"You're triggering each other.",[14,4475,4476],{},"Kerry Guard [00:27:23]:",[14,4478,4479],{},"And so we have a process we.",[14,4481,4482],{},"Staci Gray [00:27:24]:",[14,4484,4485],{},"Call find your truth in the trigger. Because what you're sharing is your narrative. It's your story. It's what you're telling yourself about the facts. But the root of it is something deeper. Like, I'm feeling like this is inequitable, or I am feeling like I am doing things I don't enjoy, and you get to do all the things you do enjoy, and being able to share it from a place of, you know, we both want win win, which it sounds like you guys have very much gone on that journey. The other part of the dynamic that I'm really curious about, and, Carrie, you alluded it to it in the beginning, which was, it was really just like a gut instinct. Like, you knew it was your intuition.",[14,4487,4488],{},"Staci Gray [00:28:07]:",[14,4490,4491],{},"And women, I think, tend to have these visceral reactions. I think men do, too, but women tend to be okay talking about it. And I know, Carrie, you're big Brene Brown. Fran, as I am, too. And I'm sure you brought that into the culture and the leadership and dynamic. But has there been any wrestling with that? Because I know I've had that where I've told my integrator, hey, this doesn't feel right. And unless it feels right and passionate and aligned, I don't think I can move in this direction. But someone who's integrator, like, who's more logical and systematic and if then.",[14,4493,4494],{},"Staci Gray [00:28:43]:",[14,4496,4497],{},"And engineer thinking, it's like, this makes no sense. It's obvious we should do this. So how do you guys reconcile some of that, if that happens in your relationship at all?",[14,4499,4500],{},"Kerry Guard [00:28:53]:",[14,4502,4503],{},"I go off of hunches and gut feelings based off of facts and data from previous. So I am very much that logical thinker.",[14,4505,4506],{},"Kerry Guard [00:29:03]:",[14,4508,4509],{},"I'm not.",[14,4511,4512],{},"Staci Gray [00:29:04]:",[14,4514,4515],{},"That's why?",[14,4517,4518],{},"Kerry Guard [00:29:05]:",[14,4520,4521],{},"Like, I'm not the visionary. I can't really think ten steps ahead. I'm thinking about right now and how.",[14,4523,4524],{},"Kerry Guard [00:29:12]:",[14,4526,4527],{},"To make right now great.",[14,4529,4530],{},"Kerry Guard [00:29:14]:",[14,4532,4533],{},"And with, you know, really looking at.",[14,4535,4536],{},"Kerry Guard [00:29:17]:",[14,4538,4539],{},"That year to three year plan, like.",[14,4541,4542],{},"Kerry Guard [00:29:19]:",[14,4544,4545],{},"That'S about as far ahead as I can think. And so my gut reactions, my hunches.",[14,4547,4548],{},"Kerry Guard [00:29:25]:",[14,4550,4551],{},"Are all based off of the information I'm gathering through my subconscious. And so I think when I met Mike, it was twofold. One, I saw me and him. I was that horse in New York. I I was owning the Yoplay account.",[14,4553,4554],{},"Kerry Guard [00:29:48]:",[14,4556,4557],{},"For $10 million, and it was me.",[14,4559,4560],{},"Kerry Guard [00:29:51]:",[14,4562,4563],{},"And I reported to a VP, and it burned me.",[14,4565,4566],{},"Kerry Guard [00:29:55]:",[14,4568,4569],{},"So when I showed up and saw Mike, I was like, I feel you so hard.",[14,4571,4572],{},"Kerry Guard [00:29:59]:",[14,4574,4575],{},"Can't even tell you. And what was magical about it.",[14,4577,4578],{},"Kerry Guard [00:30:05]:",[14,4580,4581],{},"And you don't run into many of these people, especially in New York City. Gosh, you do not run into these.",[14,4583,4584],{},"Kerry Guard [00:30:08]:",[14,4586,4587],{},"People in New York City. Is that people who can take feedback and run with it and lean into.",[14,4589,4590],{},"Kerry Guard [00:30:14]:",[14,4592,4593],{},"It and are like, tell me you're giving me great suggestions on what I could be doing better. Like, let's go.",[14,4595,4596],{},"Kerry Guard [00:30:20]:",[14,4598,4599],{},"Right?",[14,4601,4596],{},[14,4603,4604],{},"And he was one of those people.",[14,4606,4607],{},"Kerry Guard [00:30:21]:",[14,4609,4610],{},"Where I was like, we could grow together.",[14,4612,4613],{},"Kerry Guard [00:30:24]:",[14,4615,4616],{},"Like, we hear from each other, we build off of each other. It's rare that you find people to do that with where you don't get.",[14,4618,4619],{},"Kerry Guard [00:30:31]:",[14,4621,4622],{},"It's more of a yes and versus a no. But. And so I think when we're.",[14,4624,4625],{},"Kerry Guard [00:30:39]:",[14,4627,4628],{},"For me, it was very much like I was going on that gut feeling based off of all these past relationships that I had throughout New York. So when I. When I met Mike, I just. That's how I knew it was based.",[14,4630,4631],{},"Kerry Guard [00:30:52]:",[14,4633,4634],{},"Off of all that information. And so I think for us moving.",[14,4636,4637],{},"Kerry Guard [00:30:56]:",[14,4639,4640],{},"Forward, it is very much where Mike.",[14,4642,4643],{},"Kerry Guard [00:30:58]:",[14,4645,4646],{},"Can think a bit higher level.",[14,4648,4649],{},"Kerry Guard [00:31:00]:",[14,4651,4652],{},"He can keep his pulse on the bigger picture.",[14,4654,4655],{},"Kerry Guard [00:31:02]:",[14,4657,4658],{},"He can pull me up to say, I hear, like, you know, I know.",[14,4660,4661],{},"Kerry Guard [00:31:07]:",[14,4663,4664],{},"That this decision is really hard. I know that it might go against our values of what that feels like right now, but at the end of.",[14,4666,4667],{},"Kerry Guard [00:31:12]:",[14,4669,4670],{},"The day, this is what needs to.",[14,4672,4673],{},"Kerry Guard [00:31:14]:",[14,4675,4676],{},"Be accomplished, and we need to. We need to find our way through in what that decision is going to.",[14,4678,4679],{},"Staci Gray [00:31:18]:",[14,4681,4682],{},"Be to get there.",[14,4684,4685],{},"Kerry Guard [00:31:19]:",[14,4687,4688],{},"And so I think we work really.",[14,4690,4691],{},"Kerry Guard [00:31:23]:",[14,4693,4694],{},"Well that way of him being able to see big picture and me being.",[14,4696,4697],{},"Kerry Guard [00:31:26]:",[14,4699,4700],{},"Like, the right now problems of right now.",[14,4702,4703],{},"Staci Gray [00:31:30]:",[14,4705,4706],{},"Mm hmm.",[14,4708,4709],{},"Mike Krass [00:31:32]:",[14,4711,2733],{},[14,4713,4709],{},[14,4715,4716],{},"I I would talk about, you know.",[14,4718,4719],{},"Mike Krass [00:31:35]:",[14,4721,4722],{},"To the listeners, the having a framework.",[14,4724,4725],{},"Mike Krass [00:31:38]:",[14,4727,4728],{},"And understanding what conversation we're having. So, like, a piece of language that.",[14,4730,4731],{},"Mike Krass [00:31:43]:",[14,4733,4734],{},"I have that I've had to change.",[14,4736,4737],{},"Mike Krass [00:31:45]:",[14,4739,4740],{},"Because my wife doesn't like this anymore.",[14,4742,4743],{},"Mike Krass [00:31:47]:",[14,4745,4746],{},"And doesn't respond in a way that she likes to. It is, are we talking?",[14,4748,4749],{},"Mike Krass [00:31:54]:",[14,4751,4752],{},"Am I listening or are we solving something here? Anything about, like a systems thinker, like an integrator can often be.",[14,4754,4755],{},"Mike Krass [00:32:02]:",[14,4757,4758],{},"And it's like the moment I say.",[14,4760,4761],{},"Mike Krass [00:32:04]:",[14,4763,4764],{},"Something as a visionary and integrator will be like, well, let's see, like, how could we operationalize this?",[14,4766,4767],{},"Mike Krass [00:32:09]:",[14,4769,4770],{},"We can do this, that. And so framing it in a way.",[14,4772,4773],{},"Mike Krass [00:32:12]:",[14,4775,4776],{},"Of like, hey, I just want to carry's going to laugh at this because I think my latest version is like, I just want to plant a seed, which I didn't realize I said that so often. And she actually reflected it back to me earlier this year. She's like, you plant a lot of seeds of thought, an idea. And I'm like, I guess I do. I never thought about that. But that's basically saying because the language I used to use was, I'm going to tell you something, but I don't want to talk about it right now, which is, like, very frustrating to somebody who wants to operationalize something. And I think I said it last week, so I still say it on occasion, but it's like going to plant the seed of this idea. And I also, I do my best to offer an outlet.",[14,4778,4779],{},"Mike Krass [00:32:50]:",[14,4781,4782],{},"So, like, every Thursday morning we have a non IDS meeting, just Kerry and I, not our leadership team. It's just the two of us for 50 minutes.",[14,4784,4785],{},"Mike Krass [00:32:58]:",[14,4787,4788],{},"And so I often will plant seeds.",[14,4790,4791],{},"Mike Krass [00:33:01]:",[14,4793,4794],{},"At the beginning of the week so Carrie can think about them and then we can have time to talk about them and we might just jump straight into operationalizing it. That non ids block of time turns.",[14,4796,4797],{},"Mike Krass [00:33:10]:",[14,4799,4800],{},"Into ids real quick sometimes, but it's.",[14,4802,4803],{},"Mike Krass [00:33:13]:",[14,4805,4806],{},"Framing it of, like, here's how I'm.",[14,4808,4809],{},"Mike Krass [00:33:15]:",[14,4811,4812],{},"Bringing this to you.",[14,4814,4815],{},"Mike Krass [00:33:16]:",[14,4817,4818],{},"And for me, like, how I felt like, like, right in here sometimes is I'd like, bring this idea to Carrie.",[14,4820,4821],{},"Mike Krass [00:33:22]:",[14,4823,4824],{},"And then she start operationalizing it and.",[14,4826,4827],{},"Mike Krass [00:33:25]:",[14,4829,4830],{},"I'd be like, I don't know, like, I don't think we're even ready for that or whatever. And so it's kind of like, you know, you put the car in drive and then you, like, put it back in park. And so everyone's just like, what are we doing here, guys? Like, what the heck?",[14,4832,4833],{},"Mike Krass [00:33:36]:",[14,4835,4836],{},"But it's not everyone. It's two people.",[14,4838,4839],{},"Staci Gray [00:33:38]:",[14,4841,4842],{},"Yes.",[14,4844,4845],{},"Mike Krass [00:33:38]:",[14,4847,4848],{},"Being like, what the heck is happening around here?",[14,4850,4851],{},"Mike Krass [00:33:41]:",[14,4853,4854],{},"So I've tried to find that, like, that language and that framing of here.",[14,4856,4857],{},"Mike Krass [00:33:45]:",[14,4859,4860],{},"I'm just gonna, like, share some ideas.",[14,4862,4863],{},"Mike Krass [00:33:47]:",[14,4865,4866],{},"And I'm not sure that I'm ready.",[14,4868,4869],{},"Mike Krass [00:33:49]:",[14,4871,4872],{},"That can also be another piece of language of, like, I'm not sure I'm ready. Like, I'm here to listen if you.",[14,4874,4875],{},"Mike Krass [00:33:53]:",[14,4877,4878],{},"Want to talk about it, but I'm not really ready to go further right now. I can listen, but I don't know.",[14,4880,4881],{},"Mike Krass [00:33:59]:",[14,4883,4884],{},"That I can contribute as a speaker right now.",[14,4886,4887],{},"Staci Gray [00:34:03]:",[14,4889,4890],{},"One of the things I learned so much about the visionary integrator dynamic, which you guys are modeling here is the need for thought partnership, and with it not necessarily being actionable, because I know my integrator comes to me and says, what do you think about all of this? And I'm like, that's so in the weeds. Like, I can't go there right now. But at the same time, they're coming because they're like, I want to make sure that the vision is fully represented operationally, and I want to just double check and make sure we're aligned. And then when I'm in the visionary role, I'm like, hey, could we actually operationalize this? Would this actually resonate with our customers? I need, like, boots on the ground insight into this and that thought partnership. I didn't realize until more recently how critical that was for visionary integrator relationships to be successful. So framing it instead of chasing multiple rabbits is so critical. Yet sometimes we don't self regulate in that fashion. Especially, I'll say, more in the visionary seat than the integrator.",[14,4892,4893],{},"Staci Gray [00:35:12]:",[14,4895,4896],{},"The integrators tends to be more like three to five years right in front of you. More disciplined with our thinking visionaries in the seat.",[14,4898,4899],{},"Kerry Guard [00:35:21]:",[14,4901,4902],{},"That seat.",[14,4904,4905],{},"Staci Gray [00:35:21]:",[14,4907,4908],{},"We didn't get lost in the clouds and sometimes lose. Lose sense of reality or practicality at times. And the integrator can feel like they're poking holes in it. So, Carrie, do you have tactics that you use to support Mike in thought partnership without him feeling like his ideas.",[14,4910,4911],{},"Staci Gray [00:35:41]:",[14,4913,4914],{},"Are being dismissed or pooh poohed?",[14,4916,4917],{},"Kerry Guard [00:35:46]:",[14,4919,4920],{},"It took me a really long time.",[14,4922,4923],{},"Kerry Guard [00:35:49]:",[14,4925,4926],{},"To give space, to give space to.",[14,4928,4929],{},"Kerry Guard [00:35:53]:",[14,4931,4932],{},"An idea and let my subconscious hang out. So it's the.",[14,4934,4935],{},"Kerry Guard [00:35:56]:",[14,4937,4938],{},"It's giving space.",[14,4940,4941],{},"Staci Gray [00:35:58]:",[14,4943,4944],{},"Giving space for your subconscious to marinate on an idea. And I feel like that put it in a box really well, because sometimes we take an idea in the integrator seat, especially take the idea and run with it.",[14,4946,4947],{},"Kerry Guard [00:36:13]:",[14,4949,4950],{},"Don't need to. I don't need to integrate every single idea he has all the time. Sometimes he just has ideas and he needs to say them, and I need to give him space to say them. Love my subconscious. Hang out with them, and then there's gonna be one or two that I say, okay, I see it. I gotta see. I call them lily pads, right?",[14,4952,4953],{},"Kerry Guard [00:36:30]:",[14,4955,4956],{},"So, like, I don't want to not.",[14,4958,4959],{},"Kerry Guard [00:36:32]:",[14,4961,4962],{},"Say no to an idea. I just can't quite see the lily pads yet. So I'm just gonna hang out with it. And then the minute I can see the lily pads, it's like. And then I'm like, okay, let's dig into this and figure out what this means and how this might impact the company in a bigger way. So it's those two things.",[14,4964,4965],{},"Kerry Guard [00:36:45]:",[14,4967,4968],{},"Between the giving of the space and.",[14,4970,4971],{},"Kerry Guard [00:36:48]:",[14,4973,4974],{},"Acknowledging to myself that I don't need.",[14,4976,4977],{},"Kerry Guard [00:36:51]:",[14,4979,4980],{},"To integrate every idea, he's going to.",[14,4982,4983],{},"Kerry Guard [00:36:53]:",[14,4985,4986],{},"Have a million ideas.",[14,4988,4989],{},"Kerry Guard [00:36:54]:",[14,4991,4992],{},"That's his job.",[14,4994,4995],{},"Kerry Guard [00:36:56]:",[14,4997,4998],{},"It's my job to figure out which ideas are the ones we can use right now.",[14,5000,5001],{},"Staci Gray [00:37:00]:",[14,5003,4842],{},[14,5005,5006],{},"Staci Gray [00:37:02]:",[14,5008,5009],{},"One of the integrators I know will ask the visionary. Okay, of the five ideas you just told me about, which one of these are you going to change your mind about tomorrow? And then they just start going down their fingers and I'm like, that's brilliant. I need to use that. So what are you guys most excited about? Now that your versionary integrator relationship is just stormed and formed and you're really getting each other? That's where magic happens. So what's the future?",[14,5011,5012],{},"Staci Gray [00:37:31]:",[14,5014,5015],{},"Hold on.",[14,5017,5018],{},"Kerry Guard [00:37:33]:",[14,5020,5021],{},"I think it took us a minute to get acclimated.",[14,5023,5024],{},"Kerry Guard [00:37:37]:",[14,5026,5027],{},"So a couple things happened, right? So I took over CEO. The importance of me taking the CEO seat and really sitting an integrator as one person versus splitting is that now one person can see all the different pillars of the organization and how they fit together. Before, Mike was sales and finance, and he saw that and I was like, cool, I'm just going to go ask for money whenever I need it from a marketing and operations standpoint.",[14,5029,5030],{},"Kerry Guard [00:38:04]:",[14,5032,5033],{},"But we weren't, because we weren't working together.",[14,5035,5036],{},"Kerry Guard [00:38:06]:",[14,5038,5039],{},"There wasn't one person who could see the through line on that. Then we got out of balance. And so it really took me probably the last two years to really be able to see the full organization and how all these pillars work. Look at the historical data and. And think about how the market has changed and then what we're going to do from here based off of that information.",[14,5041,5042],{},"Kerry Guard [00:38:27]:",[14,5044,5045],{},"And I finally feel like I get it.",[14,5047,5048],{},"Kerry Guard [00:38:32]:",[14,5050,5051],{},"It's ever changing. And I'm, you know, but I feel caught up. And so I think it took us.",[14,5053,5054],{},"Kerry Guard [00:38:39]:",[14,5056,5057],{},"The last two years. We also, I mean, I think a.",[14,5059,5060],{},"Kerry Guard [00:38:42]:",[14,5062,5063],{},"Lot of agencies are feeling this up and down in terms of how the market's operating and it's been a tough two years. So we've been in a bit of fight or flight, but we're coming out the other side. 2024 has, you know, set us up for success in terms of where we are in trajectory of our finances. And so I think we're in a really good spot now to like give Mike those wings and that breath, to.",[14,5065,5066],{},"Kerry Guard [00:39:02]:",[14,5068,5069],{},"Like, go really live in that visionary role.",[14,5071,5072],{},"Kerry Guard [00:39:05]:",[14,5074,5075],{},"We haven't really had a chance to give him that and he's starting to find his feet in it.",[14,5077,5078],{},"Staci Gray [00:39:10]:",[14,5080,5081],{},"And it's, it's exciting to think about.",[14,5083,5084],{},"Kerry Guard [00:39:14]:",[14,5086,5087],{},"Now that we have the space to think about it.",[14,5089,5090],{},"Kerry Guard [00:39:16]:",[14,5092,5093],{},"He has a space to think about it.",[14,5095,5096],{},"Mike Krass [00:39:19]:",[14,5098,2733],{},[14,5100,5101],{},"Mike Krass [00:39:20]:",[14,5103,5104],{},"And where we're going from a visionary.",[14,5106,5107],{},"Mike Krass [00:39:22]:",[14,5109,5110],{},"Standpoint, somebody wise told me, when you.",[14,5112,5113],{},"Mike Krass [00:39:26]:",[14,5115,5116],{},"Want to be going somewhere, you have to know where you're starting from.",[14,5118,5119],{},"Staci Gray [00:39:28]:",[14,5121,4599],{},[14,5123,5124],{},"Mike Krass [00:39:28]:",[14,5126,5127],{},"Like, there always has to be like us. You are here, button on your map. And I think where we are today, where we have been is focused on primarily running a traditional agency model. There's nothing wrong with it being traditional in the agency model. It's been great for us over the past twelve years.",[14,5129,5130],{},"Mike Krass [00:39:47]:",[14,5132,5133],{},"And where I see us going is.",[14,5135,5136],{},"Mike Krass [00:39:50]:",[14,5138,5139],{},"Behaving differently than a traditional agency. So like a traditional agency, you know, you do some marketing and selling and then you get a client and then you sign them and then they pay you and then you do the work. And on occasion you turn a few and you bring a few more in and it's fine. Right? There's nothing wrong with that. But where I am thinking from a.",[14,5141,5142],{},"Mike Krass [00:40:08]:",[14,5144,5145],{},"Vision standpoint is we need some sort.",[14,5147,5148],{},"Mike Krass [00:40:10]:",[14,5150,5151],{},"Of compounding, compounding effect to make the business compound. So it's not just linear, it's not just one and one is two. It's one and one can become 50.",[14,5153,5154],{},"Mike Krass [00:40:21]:",[14,5156,5157],{},"And that's where I see us going.",[14,5159,5160],{},"Mike Krass [00:40:24]:",[14,5162,5163],{},"Is behaving a little bit less an advertising or a marketing agency and more.",[14,5165,5166],{},"Mike Krass [00:40:29]:",[14,5168,5169],{},"Like a group of specialists. So, like a great example that I.",[14,5171,5172],{},"Mike Krass [00:40:33]:",[14,5174,5175],{},"Gave to Kerry the other day is like, if we're a building, like in a condo building, we have as an agency. And I know we'll tell your listeners at the end kind of what we.",[14,5177,5178],{},"Mike Krass [00:40:42]:",[14,5180,5181],{},"Do and who we work with.",[14,5183,5184],{},"Mike Krass [00:40:43]:",[14,5186,5187],{},"We have a specific focus in terms of services and the type of customer we want to work with.",[14,5189,5190],{},"Mike Krass [00:40:48]:",[14,5192,5193],{},"And that's great.",[14,5195,5190],{},[14,5197,5198],{},"It's really solid positioning.",[14,5200,5201],{},"Mike Krass [00:40:50]:",[14,5203,5204],{},"It helps people.",[14,5206,5207],{},"Mike Krass [00:40:52]:",[14,5209,5210],{},"It's magnetic, it draws certain people in and it repels others. But there are certain things we don't do. There are other capabilities we'd love to have. I see for our vision this condo building of individual condo units of specialties. And what gets lost a lot, I was just talking to somebody two weeks ago who's selling his marketing agency and what gets lost a lot in an.",[14,5212,5213],{},"Mike Krass [00:41:13]:",[14,5215,5216],{},"Acquisition, as one example, is you get.",[14,5218,5219],{},"Mike Krass [00:41:16]:",[14,5221,5222],{},"Folded into the mothership and the thing that made you special, that made you valuable, that people acquired you for, that.",[14,5224,5225],{},"Mike Krass [00:41:22]:",[14,5227,5228],{},"People wanted to work at and people wanted to hire, kind of becomes like.",[14,5230,5231],{},"Mike Krass [00:41:27]:",[14,5233,5234],{},"Glazed over into like one big mothership. And so like our vision that I see and it's taken a long time.",[14,5236,5237],{},"Mike Krass [00:41:34]:",[14,5239,5240],{},"To get to this vision is the.",[14,5242,5243],{},"Mike Krass [00:41:36]:",[14,5245,5246],{},"Condo building with these individual condo units of specialization. Because that's where we really think, that's where the compounding benefits will come is.",[14,5248,5249],{},"Mike Krass [00:41:45]:",[14,5251,5252],{},"A diverse set of capabilities but not.",[14,5254,5255],{},"Mike Krass [00:41:47]:",[14,5257,5258],{},"Mushed together into one mothership. And they're all specialized and they're all focused on our audience of software and cybersecurity marketers. And so that's, that's where I see us going and it's been really exciting to get there.",[14,5260,5261],{},"Mike Krass [00:41:59]:",[14,5263,5264],{},"And it's actually good timing to record.",[14,5266,5267],{},"Mike Krass [00:42:00]:",[14,5269,5270],{},"This because we literally just got there in the past few weeks. Like this is very new to us.",[14,5272,5273],{},"Staci Gray [00:42:05]:",[14,5275,5276],{},"Yeah, I think that's like having an umbrella organization with silos that are specialized is so helpful, especially in service based businesses because it's so nuanced per customer that you're working with. And then you can have underneath all of your software tech platforms, your tech stack that you either have in house or affiliates and then that becomes such a great model with your services being very boutique and custom and tailored and the software is the part that scales it for you. So I love that structure.",[14,5278,5279],{},"Kerry Guard [00:42:42]:",[14,5281,5282],{},"How would you guys define success?",[14,5284,5285],{},"Staci Gray [00:42:46]:",[14,5287,5288],{},"Not business, but individually? I know you guys did your, yeah, I think I would call it an MoU, but Kerry, you called it some formation agreement. This is what we're doing. What does that look like for you.",[14,5290,5291],{},"Kerry Guard [00:42:59]:",[14,5293,5294],{},"When this is all said and done.",[14,5296,5297],{},"Mike Krass [00:43:01]:",[14,5299,5300],{},"What a success looks like to me?",[14,5302,5303],{},"Mike Krass [00:43:04]:",[14,5305,5306],{},"So first of all, I don't see.",[14,5308,5309],{},"Mike Krass [00:43:08]:",[14,5311,5312],{},"Mkg as something that will be done. I see it as something that probably I will perish. My vision is I will perish before the organization does in whatever format the organization is at that time. So it's just this constant state of evolution.",[14,5314,5315],{},"Mike Krass [00:43:26]:",[14,5317,5318],{},"And I haven't done it this year.",[14,5320,5321],{},"Mike Krass [00:43:28]:",[14,5323,5324],{},"But actually this time last year I.",[14,5326,5327],{},"Mike Krass [00:43:30]:",[14,5329,5330],{},"Wrote myself an email of what does MKG do for me?",[14,5332,5333],{},"Mike Krass [00:43:34]:",[14,5335,5336],{},"And it really was some of the things that you just asked about, what does success look like?",[14,5338,5339],{},"Mike Krass [00:43:38]:",[14,5341,5342],{},"So success to me looks like flexibility.",[14,5344,5345],{},"Mike Krass [00:43:41]:",[14,5347,5348],{},"In work, location, and time, success looks like being able to travel for work, but not having to travel for work.",[14,5350,5351],{},"Mike Krass [00:43:48]:",[14,5353,5354],{},"Success looks like being able to volunteer.",[14,5356,5357],{},"Mike Krass [00:43:51]:",[14,5359,5360],{},"Which I'm trying to get back into. And it's kind of been slow going since COVID you know, everything kind of shut down in person. I really enjoy, like, in person volunteering.",[14,5362,5363],{},"Mike Krass [00:43:58]:",[14,5365,5366],{},"And success, to me, also looks like.",[14,5368,5369],{},"Mike Krass [00:44:03]:",[14,5371,5372],{},"I'll tell you what it doesn't look like. There isn't a number that I have. You know, a lot of entrepreneurs have a number. Like, if you're a 4% rural person, you're like, I just need to make $10 million, and then I can live on my brokerage account for the rest of my life and not have to do anything, which is all well and.",[14,5374,5375],{},"Mike Krass [00:44:15]:",[14,5377,5378],{},"Good until you meet somebody who's made.",[14,5380,5381],{},"Mike Krass [00:44:17]:",[14,5383,5384],{},"$10 million and they are living a 4% life, and they're like, dude, I'm so bored. I am like, I'm literally, like, punching holes in the wall so I have something to do during the day so I can, like, do drywall work. Like, I'm floating drywall just because I've got nothing else to do around here. So what it doesn't look like is.",[14,5386,5387],{},"Mike Krass [00:44:35]:",[14,5389,5390],{},"For me, it's not a number for me, it doesn't really have an end.",[14,5392,5393],{},"Mike Krass [00:44:38]:",[14,5395,5396],{},"And I think coming back to, you know, talking about the holding company and the condo building and the units within it, it's this evolution of what the offering is here at MKg. Like, MKG could be the overarching condo building. That's what's on the building of the sign. There's all these little condo units within it.",[14,5398,5399],{},"Mike Krass [00:44:56]:",[14,5401,5402],{},"And that evolution will have to be.",[14,5404,5405],{},"Mike Krass [00:45:00]:",[14,5407,5408],{},"Flexible because we don't even know what we're gonna. What we're gonna need in ten years, right? I don't even know what condo units are gonna be in that building at that point. It could be the same. It could be different. It could be a mix.",[14,5410,5411],{},"Mike Krass [00:45:11]:",[14,5413,5414],{},"So, like, for me, I look at.",[14,5416,5417],{},"Mike Krass [00:45:13]:",[14,5419,5420],{},"It as maximum flexibility.",[14,5422,5423],{},"Mike Krass [00:45:15]:",[14,5425,5426],{},"It's not about a number. It's more about a lifestyle without it.",[14,5428,5429],{},"Mike Krass [00:45:19]:",[14,5431,5432],{},"Being a lifestyle business, if that makes sense.",[14,5434,5435],{},"Staci Gray [00:45:23]:",[14,5437,5438],{},"What I'm hearing, and I think I've heard it almost throughout this whole conversation, is just.",[14,5440,5441],{},"Kerry Guard [00:45:29]:",[14,5443,5444],{},"It's almost a value of joy.",[14,5446,5447],{},"Staci Gray [00:45:31]:",[14,5449,5450],{},"Like, enjoying the process, enjoying the discovery, enjoying envisioning, enjoying the evolution, enjoying learning how to have crucial conversations.",[14,5452,5453],{},"Kerry Guard [00:45:43]:",[14,5455,5456],{},"It's the process that's such a beautiful way to approach it.",[14,5458,5459],{},"Staci Gray [00:45:48]:",[14,5461,2733],{},[14,5463,5464],{},"Mike Krass [00:45:49]:",[14,5466,5467],{},"Very John Wooden esque. When you frame it that way of, like, it's not about what's the scoreboard. It's about how you tie your shoes but how you run about like. It's about the process.",[14,5469,5470],{},"Staci Gray [00:45:58]:",[14,5472,2733],{},[14,5474,5475],{},"Staci Gray [00:45:59]:",[14,5477,5478],{},"How about for you, Carrie?",[14,5480,5481],{},"Kerry Guard [00:46:01]:",[14,5483,5484],{},"I'm with Mike.",[14,5486,5487],{},"Kerry Guard [00:46:02]:",[14,5489,5490],{},"We read the book by Simon Sneck of let's start with why it was the infinite game.",[14,5492,5493],{},"Kerry Guard [00:46:08]:",[14,5495,5496],{},"The infinite game.",[14,5498,5499],{},"Kerry Guard [00:46:09]:",[14,5501,5502],{},"And so in reading that book, that's where it came for me of like, this is a painting that's never going to be done and I am going.",[14,5504,5505],{},"Staci Gray [00:46:15]:",[14,5507,5508],{},"To sit and accept that and be.",[14,5510,5511],{},"Kerry Guard [00:46:17]:",[14,5513,5514],{},"Excited about what this could mean for.",[14,5516,5517],{},"Kerry Guard [00:46:20]:",[14,5519,5520],{},"The next generation of who will take this thing over and keep it going. That's super exciting for me. I think that's what success looks like. The idea of it continuing without micro writing and sort of our legacy. I called it a legacy the other.",[14,5522,5523],{},"Kerry Guard [00:46:33]:",[14,5525,5526],{},"Day and my husband was like, legacy? I've been doing this for twelve years.",[14,5528,5529],{},"Kerry Guard [00:46:38]:",[14,5531,5532],{},"Like, I don't see myself really doing anything else. So yeah, my kids are going to remember my career as MPG and the legacy I leave behind for the next generation to take it over. And so, yeah, I think for me it's right now in terms of success, I'm looking for that stability and sustainability.",[14,5534,5535],{},"Kerry Guard [00:46:56]:",[14,5537,5538],{},"Piece for it to grow into that legacy. That's beautiful.",[14,5540,5541],{},"Staci Gray [00:47:01]:",[14,5543,5544],{},"You guys are finding your eyes closed reasons for doing eyes open things that.",[14,5546,5547],{},"Kerry Guard [00:47:06]:",[14,5549,5550],{},"Are beyond your time on earth, which is beautiful. I love it.",[14,5552,5553],{},"Staci Gray [00:47:11]:",[14,5555,5556],{},"So if folks want to learn more.",[14,5558,5559],{},"Kerry Guard [00:47:13]:",[14,5561,5562],{},"About what you do, maybe can you.",[14,5564,5565],{},"Staci Gray [00:47:16]:",[14,5567,5568],{},"All share a little bit about that and then where people can connect with you?",[14,5570,5571],{},"Mike Krass [00:47:21]:",[14,5573,5574],{},"Certainly.",[14,5576,5577],{},"Mike Krass [00:47:22]:",[14,5579,5580],{},"So we're easy to find online. The company is called MKG Marketing. Mike Kilo Golf Marketing. And you can go to MkG Marketing. Just type that into your browser and it'll take you straight to our website. Kerry and I are also both power LinkedIn ers. So I think probably in the show notes we can hook Stacy up with our LinkedIn profiles. We would love for anybody to connect.",[14,5582,5583],{},"Mike Krass [00:47:45]:",[14,5585,5586],{},"With us who heard the episode wants.",[14,5588,5589],{},"Mike Krass [00:47:48]:",[14,5591,5592],{},"To talk about anything we discussed or anything we left out. That's really the easiest way to get ahold of us is hit the website.",[14,5594,5595],{},"Mike Krass [00:47:54]:",[14,5597,5598],{},"Hit us on LinkedIn. And if you are a software or.",[14,5600,5601],{},"Mike Krass [00:47:58]:",[14,5603,5604],{},"A cybersecurity marketer listening to this, that's our niche, that's where MKG works. So we would absolutely love to meet you. If there's an opportunity to work together, great. More importantly, just to expand our network and our world. Carrie, anything that I left out there?",[14,5606,5607],{},"Staci Gray [00:48:10]:",[14,5609,5610],{},"If you are looking for marketing tips.",[14,5612,5613],{},"Kerry Guard [00:48:12]:",[14,5615,5616],{},"And tricks, we do have a podcast, tea time with tech marketing leaders that I host. So many great demand gen marketers on there who are building businesses and have great ideas on how to help you do it. So definitely check that out and if you're a marketer in b two B.",[14,5618,5619],{},"Kerry Guard [00:48:28]:",[14,5621,5622],{},"In the tech space and SaaS or cyber and you want to be on the show, let me know.",[14,5624,5625],{},"Staci Gray [00:48:31]:",[14,5627,5628],{},"Love to have you.",[14,5630,5631],{},"Staci Gray [00:48:33]:",[14,5633,5634],{},"Love that you I don't know why anyone would not want to connect with you both because you are soulful leaders and I feel like the world is really needing a lot more soulful leaders and bringing bringing more joy into the.",[14,5636,5637],{},"Staci Gray [00:48:45]:",[14,5639,5640],{},"Workplace while you get things done because like Mike you said the guy who retired 4% you get bored. People want to do things because that makes them feel significant and valued that create more beautiful things in the world. So I just appreciate both of you and admire the visionary integrated relationship with.",[14,5642,5643],{},"Staci Gray [00:49:08]:",[14,5645,5646],{},"Thank you so much for joining the conversation today.",[14,5648,5649],{},"Kerry Guard [00:49:11]:",[14,5651,5652],{},"Thank you Stacey. Thanks for having us.",[14,5654,5655],{},"Staci Gray [00:49:14]:",[14,5657,5658],{},"Yes. Yeah.",[14,5660,5661],{},"Mike Krass [00:49:15]:",[14,5663,5664],{},"Thank you.",[1660,5666],{},{"title":77,"searchDepth":291,"depth":291,"links":5668},[5669,5670,5671,5672,5673],{"id":2551,"depth":291,"text":2554},{"id":2560,"depth":291,"text":2563},{"id":2586,"depth":291,"text":2589},{"id":77,"depth":291,"text":77},{"id":2602,"depth":291,"text":2607},"2024-04-19T20:18:05Z","Kerry Guard & Mike Krass discuss their entrepreneurial journey and partnership at MKG Marketing, highlighting their roles, challenges, and shared vision.",{"_schema":1671},49,"\u002Fblog\u002Findustry\u002Fbuilding-trust-and-respect-crucial-convos-for-a-profitable-partnership",{"title":3088,"description":5675},"blog\u002Findustry\u002Fbuilding-trust-and-respect-crucial-convos-for-a-profitable-partnership","wscldA01vdAjqQX8V_ooQB8yFbHMX7s3bkbqA7dLW00",[2979,3028,5683],{"id":5684,"title":3090,"body":5685,"date":7,"description":5713,"extension":318,"images":5714,"isLeader":2032,"jobTitle":5716,"linkedIn":5717,"meta":5718,"name":3090,"navigation":322,"path":5720,"quote":5721,"quoteCite":5722,"ref":5723,"seo":5724,"sequence":5725,"stem":5726,"team":7,"twitter":5717,"updated":7,"website":7,"__hash__":5727},"team\u002Fteam\u002Fmike-krass.md",{"type":11,"value":5686,"toc":5711},[5687,5691,5694,5697],[14,5688,5690],{"className":5689},[1969],"A proud Washington State University alum — Go Cougs! — who grew up on the west coast of the United States, Mike has lived on three continents during his lifetime.",[14,5692,5693],{},"Over the past decade Mike has led MKG Marketing in becoming a 7-figure business, joined the global Entrepreneurs Organization (EO) as a member as well as holds a seat on their Board of Directors and mentored other business owners through organizations like Idea Village, EO and General Assembly.",[14,5695,5696],{},"When he’s not at work, Mike enjoys:",[46,5698,5699,5702,5705,5708],{},[49,5700,5701],{},"Riding his beach cruiser bike in the park.",[49,5703,5704],{},"Reading business and spy novels (often at the same time — ask him how many half finished books he’s currently reading on his Kindle!)",[49,5706,5707],{},"Traveling the world.",[49,5709,5710],{},"Flying N5478N — his trusty 1981 Cessna 182.",{"title":77,"searchDepth":291,"depth":291,"links":5712},[],"Meet Mike Krass, one of MKG Marketing’s founders. He currently drives the big picture vision for the agency and supports biz dev and sales efforts.",{"landscape":5715},"mike-krass.webp","Owner\u002FVisionary","mikekrass",{"imageDescription":5719},"Mike Krass, MKG Marketing’s Owner\u002FVisionary, standing in front of St. Louis Cathedral in the French Quarter of New Orleans | MKG Marketing","\u002Fteam\u002Fmike-krass","Focus on the road, not the wall.","Alvin Alexander","mike-krass",{"description":5713},10,"team\u002Fmike-krass","WCJwOrpm4HOYHMODFwHdEILqPkcZwTSZUakkr3-n3rs",{"id":5729,"title":5730,"author":7,"authors":5731,"body":5732,"caption":7,"category":1667,"date":5894,"description":5895,"extension":318,"img":5896,"imgAlt":77,"meta":5897,"minutes":297,"navigation":322,"path":5898,"seo":5899,"seodescription":7,"seotitle":7,"stem":5900,"updated":7,"__hash__":5901,"people":5902},"blog\u002Fblog\u002Findustry\u002Fkey-challenges-solutions-in-cybersecurity-marketing.md","Key Challenges & Solutions in Cybersecurity Marketing",[9],{"type":11,"value":5733,"toc":5884},[5734,5740,5743,5749,5752,5755,5763,5771,5774,5776,5784,5790,5793,5795,5803,5809,5812,5814,5822,5828,5831,5833,5841,5845,5848,5855,5858],[24,5735,5737],{"id":5736},"navigating-the-maze-key-challenges-and-solutions-in-cybersecurity-marketing",[52,5738,5739],{},"Navigating the Maze: Key Challenges and Solutions in Cybersecurity Marketing",[14,5741,5742],{},"In the fast-paced world of cybersecurity, marketing leaders face unique challenges that require innovative solutions. As the landscape of threats evolves, so too must the strategies used to communicate and sell cybersecurity solutions. Drawing from insightful conversations with industry professionals, this article delves into the main challenges in cybersecurity marketing and offers actionable tips to overcome them.",[81,5744,5746],{"id":5745},"_1-understanding-the-complexity-of-cybersecurity-products",[52,5747,5748],{},"1. Understanding the Complexity of Cybersecurity Products",[14,5750,5751],{},"Cybersecurity products and services are inherently complex and technical. The challenge lies in translating this complexity into clear, understandable messages that resonate with a diverse audience.",[14,5753,5754],{},"Actionable Tips:",[46,5756,5757,5760],{},[49,5758,5759],{},"Simplify Your Message: Break down complex jargon into simple terms. Use analogies or stories that relate to everyday experiences to make technical aspects more relatable.",[49,5761,5762],{},"Educational Content: Invest in educational content that helps your audience understand the risks and solutions in a straightforward manner. Webinars, white papers, and blogs are excellent formats for such content.",[81,5764,5766,5768],{"id":5765},"_2-aligning-with-customer-pain-points",[1660,5767],{},[52,5769,5770],{},"2. Aligning with Customer Pain Points",[14,5772,5773],{},"A common pitfall in cybersecurity marketing is the failure to align with the actual needs and concerns of potential customers. Understanding and addressing these pain points is crucial.",[14,5775,5754],{},[46,5777,5778,5781],{},[49,5779,5780],{},"Customer Feedback: Regularly collect and analyze feedback from your current customers to better understand the challenges they face.",[49,5782,5783],{},"Persona Development: Develop detailed buyer personas that include pain points, challenges, and information consumption preferences to tailor your marketing strategies effectively.",[81,5785,5787],{"id":5786},"_3-differentiating-in-a-saturated-market",[52,5788,5789],{},"3. Differentiating in a Saturated Market",[14,5791,5792],{},"The cybersecurity market is crowded, with numerous companies offering seemingly similar solutions. Differentiation becomes key to standing out.",[14,5794,5754],{},[46,5796,5797,5800],{},[49,5798,5799],{},"Unique Selling Proposition (USP): Clearly define and communicate what makes your solution different and better. Focus on unique features, superior service, or specific expertise.",[49,5801,5802],{},"Case Studies and Testimonials: Leverage the power of storytelling through case studies and testimonials that highlight your successes and differentiate your offerings.",[81,5804,5806],{"id":5805},"_4-navigating-fear-based-marketing",[52,5807,5808],{},"4. Navigating Fear-Based Marketing",[14,5810,5811],{},"While it's tempting to use fear-based tactics given the nature of cybersecurity, this approach can backfire by creating distrust or decision-paralysis among potential customers.",[14,5813,5754],{},[46,5815,5816,5819],{},[49,5817,5818],{},"Positive Messaging: Focus on the benefits and positive outcomes of using your products, such as peace of mind, compliance, and business enablement.",[49,5820,5821],{},"Educate, Don't Intimidate: Use your marketing to educate about risks in a way that is informative and empowering, not fear-inducing.",[81,5823,5825],{"id":5824},"_5-the-challenge-of-measurement-and-attribution",[52,5826,5827],{},"5. The Challenge of Measurement and Attribution",[14,5829,5830],{},"Measuring the effectiveness of marketing activities and attributing sales to specific campaigns can be particularly challenging in the B2B cybersecurity space.",[14,5832,5754],{},[46,5834,5835,5838],{},[49,5836,5837],{},"Advanced Analytics Tools: Implement and utilize advanced analytics tools to track customer journeys and attribution more accurately.",[49,5839,5840],{},"Continuous Improvement: Regularly review and adjust your measurement strategies to find what works best for your specific market and products.",[81,5842,5843],{"id":2295},[52,5844,2298],{},[14,5846,5847],{},"Navigating the challenges of cybersecurity marketing demands a deep understanding of the technical landscape, a clear communication strategy, and a commitment to educating and empowering potential customers. By simplifying complex information, aligning with customer pain points, differentiating your products in the market, avoiding fear-based tactics, and improving measurement and attribution, you can significantly enhance the effectiveness of your marketing efforts.",[14,5849,5850,5851,5853],{},"If you found these insights useful and are seeking to refine your cybersecurity marketing strategy further, we invite you to reach out and schedule a discovery call with our marketing agency today. Together, we can explore tailored solutions that drive results and growth for your business.",[1660,5852],{},[1660,5854],{},[14,5856,5857],{},"Listen to these full episodes of Tea Time with Tech Marketing Leaders today!",[132,5859,5860,5866,5872,5878],{},[49,5861,5862],{},[206,5863,5865],{"href":5864},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fcybersecurity-marketers-stop-using-fud\u002F","Aileen Casmano",[49,5867,5868],{},[206,5869,5871],{"href":5870},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fmaking-a-marketing-career\u002F","John Steinhert",[49,5873,5874],{},[206,5875,5877],{"href":5876},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fpitfalls-of-fast-funding\u002F","Jim Mitchell",[49,5879,5880],{},[206,5881,5883],{"href":5882},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fmark-schaefer-marketing-rebellion\u002F","Mark Schaefer",{"title":77,"searchDepth":291,"depth":291,"links":5885},[5886],{"id":5736,"depth":291,"text":5739,"children":5887},[5888,5889,5890,5891,5892,5893],{"id":5745,"depth":297,"text":5748},{"id":5765,"depth":297,"text":5770},{"id":5786,"depth":297,"text":5789},{"id":5805,"depth":297,"text":5808},{"id":5824,"depth":297,"text":5827},{"id":2295,"depth":297,"text":2298},"2024-04-15T14:20:23Z","Discover how different tech marketing leaders have navigated challenges in cybersecurity marketing such as complexity and differentiation.","\u002Fimages\u002Fblog\u002Fkey-challenges-solutions-in-cybersecurity-marketing.png",{"_schema":1671},"\u002Fblog\u002Findustry\u002Fkey-challenges-solutions-in-cybersecurity-marketing",{"title":5730,"description":5895},"blog\u002Findustry\u002Fkey-challenges-solutions-in-cybersecurity-marketing","xWvqM5CCupnKtlXYaIJhtcIjPSfnTJqvBQdOJl9O2wU",[2979,3028],{"id":5904,"title":5905,"author":7,"authors":5906,"body":5907,"caption":7,"category":1667,"date":6063,"description":6064,"extension":318,"img":6065,"imgAlt":77,"meta":6066,"minutes":297,"navigation":322,"path":6067,"seo":6068,"seodescription":7,"seotitle":7,"stem":6069,"updated":7,"__hash__":6070,"people":6071},"blog\u002Fblog\u002Findustry\u002Fstrategic-development-execution-in-cybersecurity-marketing.md","Strategic Development & Execution in Cybersecurity Marketing",[9],{"type":11,"value":5908,"toc":6056},[5909,5912,5918,5921,5927,5930,5936,5939,5945,5948,5954,5962,5965,5972,5975,5982,5985,5992,5995,6002,6005,6012,6015,6022,6025,6028,6030],[14,5910,5911],{},"As the realm of cybersecurity continues to expand and evolve at accelerating speeds, the role of the Chief Marketing Officer (CMO) becomes increasingly complex and pivotal. To navigate this dynamic industry, a robust strategy underpinned by insightful execution is non-negotiable. Drawing upon the wisdom of digital marketing leaders from the podcast 'Tea Time with Tech Marketing Leaders,' this article delves into the intricate weave of strategic development and offers practical tips to aid CMOs in refining their business practices.",[24,5913,5915],{"id":5914},"understanding-the-landscape",[52,5916,5917],{},"Understanding the Landscape",[14,5919,5920],{},"The foundational step in strategic development is deep industry understanding. Cybersecurity is not just about selling products; it's about becoming part of a community that emphasizes knowledge-sharing and problem-solving. As Chris Spellman from Offensive Security reveals, transitioning from a lead gen to a demand gen mindset is essential, spurred by the collaborative spirit of the cybersecurity realm. This shift must be predicated on a genuine connection to the community, aligning marketing missions with educational tactics that resonate with audiences.",[24,5922,5924],{"id":5923},"the-evolution-of-demand-generation",[52,5925,5926],{},"The Evolution of Demand Generation",[14,5928,5929],{},"Dani Wolf and Alyssa Maker shed light on the evolution of demand generation, emphasizing a holistic strategy that encompasses both short-term and long-term growth. It’s no longer about gating content or waiting for form fills; it’s about proactively engaging with the audience through value-driven interactions. Authentic conversations, meticulous listening to customer needs, and tailoring messaging to specific personas emerge as the nucleus of successful demand generation.",[24,5931,5933],{"id":5932},"integrating-marketing-channels",[52,5934,5935],{},"Integrating Marketing Channels",[14,5937,5938],{},"Integration across various marketing channels is paramount. Matt Dinan’s experience at Jellyfish IO exemplifies the need for seamless messaging and a comprehensive approach that unites all facets of digital marketing. Whether it's through email marketing, social media, or podcasts, consistency in brand messaging is key to building trust and driving efficient resource allocation.",[24,5940,5942],{"id":5941},"leveraging-data-and-technology",[52,5943,5944],{},"Leveraging Data and Technology",[14,5946,5947],{},"The adoption of data and technology, such as the utilization of intent data and marketing automation tools, augments strategic execution. Understanding intent and backing up every pitch with data-driven insights can significantly enhance the customer journey. Tools like Gong for sales call insights and HubSpot for marketing automation can streamline efforts and offer a competitive edge.",[24,5949,5951],{"id":5950},"actionable-tips-for-strategic-execution",[52,5952,5953],{},"Actionable Tips for Strategic Execution:",[132,5955,5956],{},[49,5957,5958,5961],{},[38,5959,5960],{},"The transition from Lead Gen to Demand Gen",":",[14,5963,5964],{},"Take cues from industry leaders and focus on demand generation for a more holistic and community-driven marketing approach.",[132,5966,5967],{},[49,5968,5969,5961],{},[38,5970,5971],{},"Embrace Community Engagement",[14,5973,5974],{},"Consider non-direct response paid social tactics and leverage podcasts or videos to foster community connection.",[132,5976,5977],{},[49,5978,5979,5961],{},[38,5980,5981],{},"Consistency Across Channels",[14,5983,5984],{},"Align all departments with a unified message to avoid a disjointed marketing approach. Experiment with the frequency and content across different channels for optimal reach.",[132,5986,5987],{},[49,5988,5989,5961],{},[38,5990,5991],{},"Customer-centric Messaging",[14,5993,5994],{},"Use real conversations and engagement on platforms like LinkedIn or customer calls to inform messaging that truly resonates with the audience.",[132,5996,5997],{},[49,5998,5999,5961],{},[38,6000,6001],{},"Proactive Engagement",[14,6003,6004],{},"Utilize intent data and tools to engage with leads effectively without relying on traditional gated approaches.",[132,6006,6007],{},[49,6008,6009,5961],{},[38,6010,6011],{},"Agility in Strategy",[14,6013,6014],{},"Be ready to adapt your strategies to cope with changing landscapes, such as shifts experienced during the COVID pandemic.",[132,6016,6017],{},[49,6018,6019,5961],{},[38,6020,6021],{},"Harness Technology",[14,6023,6024],{},"Invest in technology for better insights into customer pain points and to automate repetitive marketing tasks for efficiency.",[14,6026,6027],{},"The cybersecurity marketing space is as challenging as it is rewarding. Those able to distill these insights into their strategic development and execution model will find themselves ahead of the curve, with their organizations benefiting vastly from their foresight and adaptability. For a deeper conversation on how these principles can be tailored to your organization, and to explore a partnership that could further your company's growth, don't hesitate to reach out for a discovery call with my marketing agency today.",[14,6029,5857],{},[46,6031,6032,6038,6044,6050],{},[49,6033,6034],{},[206,6035,6037],{"href":6036},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fbuilding-a-category\u002F","Matt Dynam",[49,6039,6040],{},[206,6041,6043],{"href":6042},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fdefining-demand-gen\u002F","Alyssa Maker",[49,6045,6046],{},[206,6047,6049],{"href":6048},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fknow-thy-audience\u002F","Dani Woolf",[49,6051,6052],{},[206,6053,6055],{"href":6054},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fman-on-a-cyber-security-mission\u002F","Chris Spellman",{"title":77,"searchDepth":291,"depth":291,"links":6057},[6058,6059,6060,6061,6062],{"id":5914,"depth":291,"text":5917},{"id":5923,"depth":291,"text":5926},{"id":5932,"depth":291,"text":5935},{"id":5941,"depth":291,"text":5944},{"id":5950,"depth":291,"text":5953},"2024-04-10T14:26:00Z","Discover how different tech marketing leaders have leveraged data and pivoted to demand generation across cybersecurity brands.","\u002Fimages\u002Fblog\u002Fstrategic-development.png",{"_schema":1671},"\u002Fblog\u002Findustry\u002Fstrategic-development-execution-in-cybersecurity-marketing",{"title":5905,"description":6064},"blog\u002Findustry\u002Fstrategic-development-execution-in-cybersecurity-marketing","1TgjME9QQx26b0ZtS77tJ5AGo5UptXYwds85ajkAcX8",[2979,3028],{"id":6073,"title":6074,"author":7,"authors":6075,"body":6076,"caption":7,"category":1667,"date":6221,"description":6222,"extension":318,"img":6223,"imgAlt":6224,"meta":6225,"minutes":1672,"navigation":322,"path":6226,"seo":6227,"seodescription":7,"seotitle":7,"stem":6228,"updated":7,"__hash__":6229,"people":6230},"blog\u002Fblog\u002Findustry\u002Fcrafting-cybersecurity-brand-strategy-mkg-marketing.md","Crafting Cybersecurity Brand Strategy",[9],{"type":11,"value":6077,"toc":6210},[6078,6084,6087,6093,6096,6099,6105,6108,6114,6117,6123,6126,6132,6135,6139,6159,6165,6168,6171],[24,6079,6081],{"id":6080},"key-considerations-for-cybersecurity-cmos",[52,6082,6083],{},"Key Considerations for Cybersecurity CMOs",[14,6085,6086],{},"Brand strategy lies at the core of any successful marketing endeavor. The blueprint guides businesses in communicating their identity value proposition and differentiates them in the competitive cybersecurity landscape. For CMOs, developing a proficient brand strategy requires a comprehensive understanding of the market, the business’s unique selling points, and customer personas.",[81,6088,6090],{"id":6089},"understanding-the-cybersecurity-market-customer-personas",[52,6091,6092],{},"Understanding the Cybersecurity Market & Customer Personas",[14,6094,6095],{},"The cybersecurity market is highly specialized and rapidly evolving. Thus, CMOS must maintain a pulse on global events and trends, as tech marketers underscored the return of in-person conferences, the necessity of digital engagement, and the delicate balance between brand conversations and lead generation. By deeply understanding the market dynamics and segmentation, CMOs can finely tune their brand messaging to appeal to the right audience.",[14,6097,6098],{},"Another recurring theme highlighted in discussions with marketing leaders like Revital Librand, Dave Corlett, and Rachel Jordan is the importance of genuinely grasping target customers' needs and day-to-day realities. Whether B2B or B2C, knowing who the product is for—and equally who it is not for—is pivotal. Cybersecurity brand strategies should aim to connect with customer realities, focusing on the issues that concern them directly, such as the increasing need for cyber education and parental guidance in the online world.",[81,6100,6102],{"id":6101},"positioning-your-brand-in-a-crowded-market",[52,6103,6104],{},"Positioning Your Brand in a Crowded Market",[14,6106,6107],{},"In positioning in a saturated market like cybersecurity, uniqueness is key. Marguerite Yeo advises that startups must be clear about the type of marketer they hire—corporate marketers, product marketers, or demand gen specialists—to ensure the branding will cut through the noise. Differentiation, whether through tailored content, strategic use of color in visual branding, or unique campaign initiatives like 'Lady Hacker Diary', can set a brand apart.",[81,6109,6111],{"id":6110},"the-visual-element-in-branding-marketing",[52,6112,6113],{},"The Visual Element in Branding & Marketing",[14,6115,6116],{},"Visual storytelling takes precedence in a digital landscape where attention is a finite resource. As discussed by tech marketing experts such as Dave Corlett, even the choice of mediums can make a significant difference. Moving away from static PDFs to more dynamic, visually engaging carousels on platforms like LinkedIn has become a norm. Continuous innovation in content representation is a must for brand strategy in cybersecurity.",[81,6118,6120],{"id":6119},"resource-prioritization-strategic-investment",[52,6121,6122],{},"Resource Prioritization & Strategic Investment",[14,6124,6125],{},"A prevalent concern among marketing leaders is the strategic use of limited resources. As Revital Libfrand and Elizabeth Hague indicated, prioritizing tasks and aligning with larger company strategies—short-term revenue or long-term brand equity—is crucial. CMOs need to be acutely aware of how brand awareness, demand generation, and sales enablement interplay and drive toward holistic business objectives with a creative yet disciplined investment of resources.",[81,6127,6129],{"id":6128},"implementing-communicating-your-brand-strategy",[52,6130,6131],{},"Implementing & Communicating Your Brand Strategy",[14,6133,6134],{},"Articulating and internalizing brand strategy across all levels is another fundamental aspect. Everyone from the CEO to sales must embrace and convey the unified brand messaging. Rachel Jordan's insights stress the importance of engaging in substantive conversations internally to ensure a cohesive and resonant brand strategy that aligns with the company’s mission and values.",[81,6136,6137],{"id":2127},[52,6138,2130],{},[46,6140,6141,6144,6147,6150,6153,6156],{},[49,6142,6143],{},"Deep Dive into Customer Personas: Go beyond demographics and understand your target audience's real pain points and aspirations.",[49,6145,6146],{},"Craft Unique Brand Positioning: Leverage your brand's unique story and create differentiation through innovative content and visuals.",[49,6148,6149],{},"Be Agile with Resources: Flexibly allocate budgets and prioritize tactics to navigate the fast-changing landscape while remaining consistent in your messaging.",[49,6151,6152],{},"Ensure Cohesiveness Across Teams: A successful brand strategy is reflected not just in marketing materials but in all team members' everyday actions and communications.",[49,6154,6155],{},"Stay Informed and Connected: Keep abreast of global trends and market changes that can affect customer perceptions and open up new branding opportunities.",[49,6157,6158],{},"Make Bold Visual Statements: Embrace dynamic and vibrant visual content to make an impact and ensure your brand stands out.",[81,6160,6162],{"id":6161},"reaching-out-for-expertise",[52,6163,6164],{},"Reaching Out for Expertise",[14,6166,6167],{},"If the above insights resonate and you are looking for ways to amplify your cybersecurity brand, it may be time to collaborate with experts who can guide you through crafting and executing a comprehensive brand strategy. Reach out to schedule a discovery call with our marketing agency today, where we specialize in elevating brands within the cybersecurity space, ensuring your brand is not just seen but remembered.",[14,6169,6170],{},"Listen to these episodes of Tea Time with Tech Marketing Leaders today!",[46,6172,6173,6180,6187,6194,6201],{},[49,6174,6175],{},[206,6176,6179],{"href":6177,"target":1770,"rel":6178},"\u002Fpodcasts\u002Fmarketing-leaders\u002Ffrom-rebranding-to-team-building-elizabeth-hague-s-tech-marketing-strategies-unveiled\u002F",[1772],"Elizabeth Hague",[49,6181,6182],{},[206,6183,6186],{"href":6184,"target":1770,"rel":6185},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fimpactful-branding-to-create-value-beyond-the-brand\u002F",[1772],"Revital Libfrand",[49,6188,6189],{},[206,6190,6193],{"href":6191,"target":1770,"rel":6192},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fthe-challenges-of-differentiation-in-branding-visual-storytelling\u002F",[1772],"Dave Corlett",[49,6195,6196],{},[206,6197,6200],{"href":6198,"target":1770,"rel":6199},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fbrand-strategy-your-business-growth-lynchpin\u002F",[1772],"Rachel Jordan",[49,6202,6203,6208],{},[206,6204,6207],{"href":6205,"target":1770,"rel":6206},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fcorporate-vs-product-marketing\u002F",[1772],"Marguerite Yeo",[1660,6209],{},{"title":77,"searchDepth":291,"depth":291,"links":6211},[6212],{"id":6080,"depth":291,"text":6083,"children":6213},[6214,6215,6216,6217,6218,6219,6220],{"id":6089,"depth":297,"text":6092},{"id":6101,"depth":297,"text":6104},{"id":6110,"depth":297,"text":6113},{"id":6119,"depth":297,"text":6122},{"id":6128,"depth":297,"text":6131},{"id":2127,"depth":297,"text":2130},{"id":6161,"depth":297,"text":6164},"2024-03-18T17:02:55Z","Discover how different marketers deal with various branding challenges in cybersecurity companies and how CMOs can adjust in an ever-changing industry. ","\u002Fimages\u002Fblog\u002Fcybersecurity.png","Cybersecurity Branding Across Multiple Platforms and Outlets",{"_schema":1671},"\u002Fblog\u002Findustry\u002Fcrafting-cybersecurity-brand-strategy-mkg-marketing",{"title":6074,"description":6222},"blog\u002Findustry\u002Fcrafting-cybersecurity-brand-strategy-mkg-marketing","bfxqgx2VMEtBQzV93KadywnMf7Eu49E_FQSBFDwQeU8",[2979,3028],{"id":6232,"title":6233,"author":7,"authors":6234,"body":6236,"caption":7,"category":1667,"date":6332,"description":6333,"extension":318,"img":6334,"imgAlt":77,"meta":6335,"minutes":1672,"navigation":322,"path":6336,"seo":6337,"seodescription":7,"seotitle":7,"stem":6338,"updated":7,"__hash__":6339,"people":6340},"blog\u002Fblog\u002Findustry\u002Fb2b-cybersecurity-sales-marketing-alignment-mkg-marketing.md","B2B Cybersecurity Sales & Marketing Alignment",[1818,6235,1819],"Leigh Snyder",{"type":11,"value":6237,"toc":6327},[6238,6241,6247,6253,6259,6262,6300,6306,6309,6312,6321],[14,6239,6240],{},"In the ever-evolving landscape of digital marketing and sales, businesses are consistently seeking strategies that not only keep pace with market dynamics but also place them a step ahead. The question of whether the predictable revenue model—once the cornerstone of sales and marketing strategies—is still viable in today's digital age is a poignant one. Through a synthesis of industry insights and forward-thinking approaches, this article aims to provide a cohesive perspective on aligning sales and marketing efforts more effectively, especially when buying behaviors are becoming ever more complex. Account Based Experience (ABX) looks to capture high-intent contacts first with marketing campaigns and foster them through the funnel seamlessly. ",[24,6242,6244],{"id":6243},"rethinking-predictable-revenue",[52,6245,6246],{},"Rethinking Predictable Revenue",[14,6248,6249,6250],{},"The concept of predictable revenue, with its emphasis on scalability and repeatability in sales processes, has faced scrutiny in light of rising advertising costs and changing consumer behaviors. The digital age has ushered in a level of information accessibility that leaves traditional sales and marketing approaches struggling to capture the attention of their intended audiences. The saturation of content and the ease with which potential clients can find information necessitate a more nuanced approach to engaging with them. As advertising costs climb, the efficiency of generating clicks and converting leads into sales becomes paramount. Thus, while the principles of predictable revenue are not obsolete, their application requires a more tailored approach, particularly in sectors as specialized as cybersecurity. ",[38,6251,6252],{},"No longer can BDs solely rely on volume and should place more emphasis on high intent contacts who have been primed and sorted by marketing efforts.",[24,6254,6256],{"id":6255},"aligning-sales-and-marketing-to-b2b-buying-behavior",[52,6257,6258],{},"Aligning Sales and Marketing to B2B Buying Behavior",[14,6260,6261],{},"Understanding and adapting to B2B buying behavior is critical in the cybersecurity domain, where decisions are often complex and involve multiple stakeholders. The alignment between sales and marketing teams is not just beneficial but essential in crafting strategies that resonate with such a sophisticated audience. Here are some actionable tips drawn from industry professionals to enhance this alignment:",[46,6263,6264,6270,6276,6282,6288,6294],{},[49,6265,6266,6269],{},[52,6267,6268],{},"Establish Shared Goals:"," Begin with a clear set of objectives that both sales and marketing can rally behind. These should be broad enough to encompass the overall business strategy but also include flexible micro-goals that can adapt to market changes.",[49,6271,6272,6275],{},[52,6273,6274],{},"Identify and Track KPIs:"," Key Performance Indicators (KPIs) should reflect both the quantity and quality of leads. By tracking these metrics, teams can gain insights into the effectiveness of their strategies and adjust accordingly.",[49,6277,6278,6281],{},[52,6279,6280],{},"Align Strategies and Messaging:"," Ensure that the messaging across all platforms and stages of the sales funnel is consistent and aligned with the overall strategy. This coherence will help in building a stronger brand narrative that speaks directly to the target audience.",[49,6283,6284,6287],{},[52,6285,6286],{},"Streamline Internal Processes:"," Efficient internal communication and processes are the backbone of effective marketing and sales alignment. Utilize tools and platforms that facilitate seamless collaboration and data sharing between teams.",[49,6289,6290,6293],{},[52,6291,6292],{},"Adopt a Dual Approach to Campaigns:"," Implementing both broad-reaching campaigns to generate a high volume of leads and targeted campaigns aimed at attracting highly qualified leads is crucial. This dual approach balances the need for quantity and quality, addressing the full spectrum of the sales funnel.",[49,6295,6296,6299],{},[52,6297,6298],{},"Visualize Performance:"," Use data visualization tools to present marketing and sales performance clearly. These visualizations can help in identifying trends, opportunities for optimization, and areas requiring improvement.",[24,6301,6303],{"id":6302},"aligning-for-impact-a-thought-leadership-perspective",[52,6304,6305],{},"Aligning for Impact: A Thought Leadership Perspective",[14,6307,6308],{},"The shift in B2B buying behavior, coupled with the dynamic nature of the cybersecurity market, demands a nuanced approach to sales and marketing alignment. By embracing a model that values adaptability, clear communication, and strategic alignment, businesses can navigate the complexities of the modern digital landscape more effectively.",[14,6310,6311],{},"The insights shared here reflect a commitment to thought leadership in the digital marketing space, particularly within cybersecurity companies. If these perspectives resonate with your current challenges and aspirations as a CMO looking to elevate your business, we invite you to reach out. Scheduling a discovery call with our marketing agency can be the first step towards transforming your sales and marketing strategies to achieve sustainable growth in this competitive sector.",[14,6313,6314,6315,6320],{},"Want to be a part of the VIPs? Join Tea Time as a ",[206,6316,6319],{"href":6317,"target":1770,"rel":6318},"\u002Fresources\u002Fmkg-podcast-guest\u002F",[1772],"Podcast Guest"," today!",[14,6322,6323,1043,6325],{},[1660,6324],{},[1660,6326],{},{"title":77,"searchDepth":291,"depth":291,"links":6328},[6329,6330,6331],{"id":6243,"depth":291,"text":6246},{"id":6255,"depth":291,"text":6258},{"id":6302,"depth":291,"text":6305},"2024-03-08T16:52:01Z","Discover how different marketers deal with challenges surrounding the misalignment of B2B sales teams and marketing teams  in cybersecurity companies.","\u002Fimages\u002Fblog\u002Fseo-predictions.webp",{"_schema":1671},"\u002Fblog\u002Findustry\u002Fb2b-cybersecurity-sales-marketing-alignment-mkg-marketing",{"title":6233,"description":6333},"blog\u002Findustry\u002Fb2b-cybersecurity-sales-marketing-alignment-mkg-marketing","RFAjjgGKQ2dIEaXuKkzWyvrI5Plc3VUilG3iEqFYRy0",[6341,1999],{"id":6342,"title":6235,"body":6343,"date":7,"description":6376,"extension":318,"images":6377,"isLeader":2032,"jobTitle":2033,"linkedIn":6379,"meta":6380,"name":6235,"navigation":322,"path":6381,"quote":7,"quoteCite":7,"ref":6382,"seo":6383,"sequence":6384,"stem":6385,"team":2043,"twitter":7,"updated":7,"website":7,"__hash__":6386},"team\u002Fteam\u002Fleigh-snyder.md",{"type":11,"value":6344,"toc":6373},[6345,6349,6352,6355,6358,6361,6364,6367,6370],[14,6346,6348],{"className":6347},[1969],"\nLeigh has over 15 years of experience of managing Paid Search campaigns. She started her career at Solid Cactus, a full service eCommerce agency in Wilkes Barre Pennsylvania. Having no experience in Paid Search, she learned as she went, starting out in the earlier days of Google Adwords, when Adwords Editor wasn't even being used yet.\n",[14,6350,6351],{},"Leigh loves to create accounts and watch them grow, even more she loves to take a poorly performing account and turn it around. Watching the KPIs increase from changes she has made or new ideas she implements, keeps her career exciting.",[14,6353,6354],{},"Managing a wide variety of accounts that include local car dealerships, worldwide clothing stores, online supplement shops to plastic surgeons and much much more, Leigh brings a vast knowledge of creative ways in managing accounts.",[14,6356,6357],{},"While working the majority of her career in local offices, the options for expanding her career were becoming less and less. She decided to apply for a remote job (before it was the norm) and was able to get experience that wasn't as prevalent in the smaller area in which she resides.",[14,6359,6360],{},"After working from home for the past 6 years the opportunities kept coming and when MKG reached out to her, she knew that there was something special about them and decided to take the leap. The people first environment is not just talked about here, but it is practiced everyday. MKG Marketing is unlike anywhere she has ever worked.",[14,6362,6363],{},"Outside of work, Leigh enjoys spending time with her husband Dustin, their blended family (Emma, Casey, Jake & Brayden) and their dog Millie.",[14,6365,6366],{},"The kitchen is where you will always find her, she loves to cook and bake all things Gluten Free and no one ever knows. When they are not at a swim meet or a baseball game they love swimming in their pool, long walks on the local trails, renovating their house and binging shows.",[81,6368,6369],{"id":2183},"Fun Facts",[14,6371,6372],{},"Although it was just was a short time, at age 19 Leigh drove cross country from a small town in PA and moved to Hollywood Hills, CA. Her view from her kitchen window was the Hollywood sign. Not a bad first apartment.",{"title":77,"searchDepth":291,"depth":291,"links":6374},[6375],{"id":2183,"depth":297,"text":6369},"Meet Leigh Snyder, one of MKG Marketing’s amazing digital advertising experts, bringing 15 plus years of experience to the team",{"landscape":6378},"leigh-snyder.webp","leighasnyder",{},"\u002Fteam\u002Fleigh-snyder","leigh-snyder",{"description":6376},50,"team\u002Fleigh-snyder","tY2JnqulQK9AU4TGRfATRnob3Thk9e9yAPu6iKBPA_s",{"id":6388,"title":6389,"author":7,"authors":6390,"body":6391,"caption":7,"category":1667,"date":6647,"description":6648,"extension":318,"img":6485,"imgAlt":7,"meta":6649,"minutes":297,"navigation":322,"path":6650,"seo":6651,"seodescription":7,"seotitle":7,"stem":6652,"updated":7,"__hash__":6653,"people":6654},"blog\u002Fblog\u002Findustry\u002Fgrowth-channels-best-roi-startups.md","Peer Study: What Growth Channels Provide The Best Marketing ROI for Startups?",[3090],{"type":11,"value":6392,"toc":6640},[6393,6401,6404,6407,6411,6414,6417,6420,6424,6427,6456,6459,6467,6470,6474,6477,6480,6486,6489,6492,6497,6500,6511,6515,6518,6530,6533,6536,6594,6597,6603,6607,6610,6624,6627],[14,6394,6395,6396,212],{},"Mike Krass first presented this story on stage at ",[206,6397,6400],{"href":6398,"rel":6399},"https:\u002F\u002Fnoew.org\u002Fevents\u002Fread\u002Fgrowth-readiness-pyramid-is-your-business-ready-for-growth-gasoline",[210],"New Orleans Entrepreneur Week 2017",[14,6402,6403],{},"What fancy 'marketing trend' has caught your attention recently: Account-based marketing for B2B companies? What about influencer marketing for consumer brands? Or virtual reality with the futuristic crowd?",[14,6405,6406],{},"The appropriate response before applying any of these techniques to your business should be:",[24,6408,6410],{"id":6409},"hold-the-presses-is-our-company-even-ready-to-plan-and-execute-on-those-opportunities","Hold the presses – is our company even ready to plan and execute on those opportunities?",[14,6412,6413],{},"Have we exhausted each level of the most efficient growth opportunities (word of mouth, referrals, etc.) before moving up the ladder to the next most efficient and profitable growth opportunity?",[14,6415,6416],{},"The purpose of my session at NOEW and this article are to:",[14,6418,6419],{},"Help readers answer a fundamental question: Is my business even ready to invest in traditional sales or marketing growth strategies?\nA step-by-step guide to answer bullet #1",[24,6421,6423],{"id":6422},"first-what-do-we-mean-when-we-say-marketing-or-growth","First, what do we mean when we say “marketing” or “growth”?",[14,6425,6426],{},"Are we referring to…",[46,6428,6429,6432,6435,6438,6441,6444,6447,6450,6453],{},[49,6430,6431],{},"Advertising?",[49,6433,6434],{},"Word of mouth marketing?",[49,6436,6437],{},"Social media marketing?",[49,6439,6440],{},"Search engine marketing?",[49,6442,6443],{},"Influencers?",[49,6445,6446],{},"Partnerships?",[49,6448,6449],{},"Inside\u002FChannel Sales?",[49,6451,6452],{},"Branding?",[49,6454,6455],{},"Design?",[14,6457,6458],{},"I find it helpful to reframe the question in terms of resources expended:",[46,6460,6461,6464],{},[49,6462,6463],{},"Time",[49,6465,6466],{},"Money",[14,6468,6469],{},"“Marketing” will cost your organization both time and money. So how should you invest these resources?",[24,6471,6473],{"id":6472},"how-do-i-use-my-time-and-money-most-efficiently","How do I use my time and money most efficiently?",[14,6475,6476],{},"There was this guy by the name of Steve Blank. Who invented something called the Investment Readiness Level chart.",[14,6478,6479],{},"Entrepreneurs can use Steve’s invention to determine if they are ready to raise venture capital (or not).\nSteve uses this invention to determine if he wants to invest in a startup (or not).",[14,6481,6482],{},[75,6483],{"alt":6484,"src":6485},"A thermometer","\u002Fimages\u002Fblog\u002Firl-thermometer.webp",[14,6487,6488],{},"We wanted to research and publish a Growth Readiness Level chart for sales, marketing, BD and other growth opportunities.",[14,6490,6491],{},"To create this Growth Readiness Level chart, we surveyed a set of peers with the goal of answering:",[46,6493,6494],{},[49,6495,6496],{},"What growth opportunities should startups\u002Fearly stage companies invest in and in what order?",[14,6498,6499],{},"Once we had the key question that we wanted to answer we needed to source a panel of peers to share their experience. We dipped into our own network and found a peer group interested to take the survey. Collectively, this group oversaw:\nAnnual growth budgets of $100k - $100MM+",[46,6501,6502,6505,6508],{},[49,6503,6504],{},"$100,000,000+ in annual sales",[49,6506,6507],{},"Average company size anywhere between 250 - 5,000 FTEs",[49,6509,6510],{},"Roles range from “Manager” to Vice President (VP)",[24,6512,6514],{"id":6513},"what-did-the-peer-study-find","What did the peer study find?",[14,6516,6517],{},"We asked the peer set to order the growth opportunities based on:",[46,6519,6520,6523],{},[49,6521,6522],{},"Effective at driving marketing or business outcomes",[49,6524,6525,6526,6529],{},"Time ",[38,6527,6528],{},"vs"," Money investment",[14,6531,6532],{},"Growth opportunities were ranked in the peer survey from most effective to least effective.",[14,6534,6535],{},"From top to bottom, the peers created an order of growth opportunities startups should invest their time and cash into:",[46,6537,6538,6541,6544,6550,6553,6556,6559,6562,6568,6571,6576,6579,6582,6585,6588,6591],{},[49,6539,6540],{},"A product with strong product\u002Fmarket fit",[49,6542,6543],{},"Content Strategy & Marketing",[49,6545,6546],{},[206,6547,6549],{"href":6548},"\u002Fexpert-digital-marketing-services\u002Fsearch-engine-optimization\u002F","Search Engine Optimization (SEO)",[49,6551,6552],{},"Referral Marketing",[49,6554,6555],{},"Influencer Marketing",[49,6557,6558],{},"Public Relations",[49,6560,6561],{},"Email Marketing",[49,6563,6564],{},[206,6565,6567],{"href":6566},"\u002Fexpert-digital-marketing-services\u002Fdigital-advertising\u002F","Paid Search Advertising",[49,6569,6570],{},"Channel Sales",[49,6572,6573],{},[206,6574,6575],{"href":6566},"Social Media Advertising",[49,6577,6578],{},"Video Advertising",[49,6580,6581],{},"Partnerships",[49,6583,6584],{},"Outbound Sales \u002F Display Advertising",[49,6586,6587],{},"Broadcast Advertising (TV\u002FRadio)",[49,6589,6590],{},"Direct Buy Advertising",[49,6592,6593],{},"Outdoor advertising (billboards, transit advertising, stadium sponsorships)",[14,6595,6596],{},"Ranking these opportunities against efficiency at driving business outcomes as well as investment of time versus money, the peer survey discovered that product market fit as well as referrals\u002Finbound marketing channels were the best use of time and cash for startups.",[14,6598,6599],{},[75,6600],{"alt":6601,"src":6602},"growth-readiness-level","\u002Fimages\u002Fblog\u002Ffunnel-growth-readiness-level.webp",[24,6604,6606],{"id":6605},"summarizing-the-peer-feedback","Summarizing the peer feedback",[14,6608,6609],{},"In four bullets, the peer set said that startups should invest time and cash in the following growth channels (in order):",[46,6611,6612,6615,6618,6621],{},[49,6613,6614],{},"Product\u002FMarket Fit",[49,6616,6617],{},"Inbound\u002FChannel\u002FOutbound Sales",[49,6619,6620],{},"Inbound Marketing",[49,6622,6623],{},"Outbound Marketing",[14,6625,6626],{},"Curious to learn more about this peer survey? Want to ask Mike a question about the results?",[14,6628,6629,6630,6634,6635,6639],{},"Drop him an email at [",[206,6631,6633],{"href":6632},"mailto:mike@mkgmarketinginc.com","mike@mkgmarketinginc.com","]('mailto:",[206,6636,6638],{"href":6637},"mailto:mike@mkgmarketigninc.com","mike@mkgmarketigninc.com","?subject=Growth Readiness Pyramid Question').",{"title":77,"searchDepth":291,"depth":291,"links":6641},[6642,6643,6644,6645,6646],{"id":6409,"depth":291,"text":6410},{"id":6422,"depth":291,"text":6423},{"id":6472,"depth":291,"text":6473},{"id":6513,"depth":291,"text":6514},{"id":6605,"depth":291,"text":6606},"2017-04-19","Read Our 2017 Marketing Peer Survey That Answered the Question “What Growth Opportunities Should Startups Invest In?”",{},"\u002Fblog\u002Findustry\u002Fgrowth-channels-best-roi-startups",{"title":6389,"description":6648},"blog\u002Findustry\u002Fgrowth-channels-best-roi-startups","XqQAhhMipEhOs2qKYn-es0blG144mldv_ZvhRWraO58",[5683],{"id":6656,"title":6657,"author":7,"authors":6658,"body":6659,"caption":7,"category":1667,"date":6743,"description":6744,"extension":318,"img":6334,"imgAlt":7,"meta":6745,"minutes":297,"navigation":322,"path":6746,"seo":6747,"seodescription":7,"seotitle":7,"stem":6748,"updated":7,"__hash__":6749,"people":6750},"blog\u002Fblog\u002Findustry\u002Fmedia-transparency-predictions-for-2017.md","Media Predictions for 2017— Transparency and Trust",[3090],{"type":11,"value":6660,"toc":6739},[6661,6669,6672,6675,6686,6689,6698,6706,6709,6713,6716,6719,6722,6726,6729,6732],[14,6662,6663,6664],{},"On January 29th, the world's largest advertiser (Proctor & Gamble) said they ",[206,6665,6668],{"href":6666,"rel":6667},"https:\u002F\u002Fadage.com\u002Farticle\u002Fmedia\u002Fp-g-s-pritchard-calls-digital-grow-up-new-rules\u002F307742\u002F",[210],"refuse to work with any media partner that cannot meet the tenants of their new 5 point program that kicks in this year (2017).",[14,6670,6671],{},"Marc Pritchard, P&G's Chief Brand Officer, spoke to the program requirements at the Interactive Advertising Bureau's Annual Leadership Meeting at the end of January 2017.",[14,6673,6674],{},"These program requirements include (but are not limited to):",[132,6676,6677,6680,6683],{},[49,6678,6679],{},"Creation and observation of an industry-wide viewability metric, instead of \"one-off\" viewability metrics by platform",[49,6681,6682],{},"Fraud protection built into all media investments",[49,6684,6685],{},"Mandatory third-party verification of all media investments",[14,6687,6688],{},"Additionally, P&G is requiring more clarity in their contracts to ensure that media agencies, publishers and the advertiser (in this case, themselves) are aligned on the definition of ethical media practices. P&G said that more clarity on the contracting and procurement side of their business will hopefully eliminate rebate-based compensation practices as well as media partners working as principle and not agent on behalf of the advertiser.",[14,6690,6691,6692,6697],{},"For context, these rebates were discussed in the ",[206,6693,6696],{"href":6694,"rel":6695},"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20170712063344\u002Fhttps:\u002F\u002Fwww.ana.net\u002Fcontent\u002Fshow\u002Fid\u002Fpr-media-transparency",[210],"K2 Intelligence Media Transparency Report published in June 2016",". That report found that of  the 117 sources interviewed, 59 reported non-transparent business practices (50.4%), 34 reported seeing rebates (29%) and 33 sources reported principle transactions they found to be \"problematic\" (29%)",[14,6699,6700,6701,6705],{},"At MKG, one of our ",[206,6702,6704],{"href":6703},"\u002Fabout\u002Fvalues\u002F","core values is"," Exceeding Expectations. Following that value since day #1 of our agency, we have never considered making money off of non-transparent business practices such as rebates or acting as the principle in a media buying relationship between our customers (the advertiser) and publishers.",[14,6707,6708],{},"We'll continue to decouple the cost of the media and provide written proof in the form of publisher invoices to show our customers exactly how much they paid for the media they have in the market.",[24,6710,6712],{"id":6711},"who-should-care","Who should care?",[14,6714,6715],{},"This report changes nothing for MKG, but many of our competitors (both large and small agencies) will begin to hear uncomfortable questions about the true cost of the media they are using an agency as an agent to purchase on their behalf.",[14,6717,6718],{},"If I was an advertiser, I would work with my finance and legal counsel internally to research P&G's 5-point program and determine if and how it can be implemented within the company. This will likely include a lot of auditing up front and then ongoing audits over time.",[14,6720,6721],{},"As an agency head, I am taking a proactive approach to perform audits of our own and compiling a summary for all clients that we handled media capital for over the past 6 years at MKG. For those clients who acted as their own accounts payable arm for media capital, they already have all the invoices from publishers and know the exact cost of that media investment.",[24,6723,6725],{"id":6724},"what-effect-does-pgs-announcement-and-the-k2-report-have-on-our-industry","What effect does P&G's announcement and the K2 report have on our industry?",[14,6727,6728],{},"Marc Pritchard asked all the IAB annual summit attendees to follow the lead set by P&G. In my opinion, hearing other large advertisers adopt a similar set of standards (or P&G's 5-point program, verbatim) will be a telling sign if advertisers are ready to fight battles around transparency and ethical behavior. If P&G marches into this fight alone, then it's my opinion that while other advertisers may be concerned about this, they aren't willing to take action against these practices.",[14,6730,6731],{},"On the other hand, agencies will only respond to advertisers that set and regularly audit media partner requirements to hold them accountable. No accountability? No change will happen in the long run on the agency side.",[14,6733,6734,6735,212],{},"Here's a link to the ",[206,6736,6738],{"href":6666,"rel":6737},[210],"Proctor & Gamble announcement from the IAB Leadership Meeting",{"title":77,"searchDepth":291,"depth":291,"links":6740},[6741,6742],{"id":6711,"depth":291,"text":6712},{"id":6724,"depth":291,"text":6725},"2017-02-02","Marc Pritchard, P&G's Chief Brand Officer, spoke to the program requirementsat the Interactive Advertising Bureau's Annual Leadership Meeting at the end of January 2017.",{},"\u002Fblog\u002Findustry\u002Fmedia-transparency-predictions-for-2017",{"title":6657,"description":6744},"blog\u002Findustry\u002Fmedia-transparency-predictions-for-2017","2BZPzSm-RNquuGuRejJdhtZTeN5vmPzN923G3cR9Bnk",[5683],{"id":6752,"title":6753,"author":7,"authors":6754,"body":6755,"caption":7,"category":1667,"date":6859,"description":77,"extension":318,"img":6334,"imgAlt":7,"meta":6860,"minutes":297,"navigation":322,"path":6861,"seo":6862,"seodescription":7,"seotitle":7,"stem":6863,"updated":7,"__hash__":6864,"people":6865},"blog\u002Fblog\u002Findustry\u002Fhealthcare-marketing-trends-in-2017-costs-outcomes.md","Healthcare Marketing Trends in 2017: Costs & Outcomes",[3090],{"type":11,"value":6756,"toc":6854},[6757,6761,6775,6778,6787,6803,6806,6812,6816,6819,6822,6830,6833,6847,6851],[24,6758,6760],{"id":6759},"how-can-search-marketers-reduce-healthcare-marketing-costsorimprove-patient-outcomes","How Can Search Marketers Reduce  Healthcare Marketing Costs or Improve Patient Outcomes?",[14,6762,6763,6764,6769,6770,212],{},"Last week I had the honor of attention the ",[206,6765,6768],{"href":6766,"rel":6767},"https:\u002F\u002Fwww.neworleansbio.com\u002Finnovationla\u002F",[210],"Innovation LA conference",", a life sciences and biotech event put on by the ",[206,6771,6774],{"href":6772,"rel":6773},"https:\u002F\u002Fneworleansbio.com",[210],"New Orleans BioInnovation Center",[14,6776,6777],{},"The conference featured panels exploring ways for early stage businesses to establish product\u002Fmarket fit or how to raise angel or venture capital to scale a biotech business, to name a few topics.",[14,6779,6780,6781,6786],{},"During the Angel & Seed Investment Funding panel, Cian C. Robinson, Executive Director of the Lafayette General Foundation, made two very  pointed comments about the challenges that a health system like ",[206,6782,6785],{"href":6783,"rel":6784},"https:\u002F\u002Fwww.lafayettegeneral.com\u002F",[210],"Lafayette General"," is going to face headed into 2017:",[132,6788,6789,6796],{},[49,6790,6791,6792,6795],{},"Health systems need all the help they can get ",[52,6793,6794],{},"REDUCING COSTS",", as impending federal budget changes will remove",[49,6797,6798,6799,6802],{},"Health systems are now measured by ",[52,6800,6801],{},"IMPROVING OUTCOMES","; if a patient is discharged and returns within 30, 60 or 90 days insurance payers will not reimburse the full cost of their care",[14,6804,6805],{},"Since we have a handful of healthcare customers in our portfolio, I couldn't help but ask myself:",[6807,6808,6809],"blockquote",{},[14,6810,6811],{},"How are we helping our healthcare customers reduce costs or improve patient outcomes?",[24,6813,6815],{"id":6814},"step-1-reducing-healthcare-marketing-costs","Step 1: Reducing Healthcare Marketing Costs",[14,6817,6818],{},"A case study that came to mind quickly is the Paid Search work we've done for Planned Parenthood in Washington, Oregon, Idaho, Hawaii and Alaska.",[14,6820,6821],{},"When they hired our team to manage Paid Search activity, the tenants they needed to deliver against were:",[46,6823,6824,6827],{},[49,6825,6826],{},"Capture search intent as the nature of search behavior changes (device, voice vs. text queries, etc)",[49,6828,6829],{},"Reduce cost of online appointments being scheduled",[14,6831,6832],{},"While I won't take you all the way down our strategic rabbit hole, I can highlight two strategic changes we executed for  Planned Parenthood that reduced their cost per appointment scheduled by more than 65%!",[132,6834,6835,6841],{},[49,6836,6837,6840],{},[52,6838,6839],{},"Mobile-First Paid Search Campaign Structure:"," Keyword research combined with an account audit revealed that Planned Parenthood booked most of their appointments online from users on a computer (laptop\u002Fdesktop). At the same time, the average age of appointment bookers was \u003C34 years old, a mobile-heavy audience segment. By building out campaign structures as well as landing environments that were mobile-first, we were able to completely flip the performance tables - now more than half of online appointments scheduled in those states come from a mobile device (usually a smartphone)",[49,6842,6843,6846],{},[52,6844,6845],{},"Rule & Bid Automation:"," Healthcare queries and search trends change  rapidly  based on the time of year. Think about it: Fall = back to school. This means welcome to cold and flu season. There are other trends as well! Our Paid Search Manager led the charge by setting up a series of Google Ads rules focused around catching these trends earlier and either automating big increases for keyword query performers on the rise OR cutting keywords out entirely before they ate up too many SERP impressions and clicks.",[24,6848,6850],{"id":6849},"improving-healthcare-outcomes-with-fewer-resources","Improving Healthcare Outcomes with Fewer Resources",[14,6852,6853],{},"We'd love to hear from you: Do you have any case examples or tactics where you've seen improved outcomes?",{"title":77,"searchDepth":291,"depth":291,"links":6855},[6856,6857,6858],{"id":6759,"depth":291,"text":6760},{"id":6814,"depth":291,"text":6815},{"id":6849,"depth":291,"text":6850},"2016-11-21",{},"\u002Fblog\u002Findustry\u002Fhealthcare-marketing-trends-in-2017-costs-outcomes",{"title":6753,"description":77},"blog\u002Findustry\u002Fhealthcare-marketing-trends-in-2017-costs-outcomes","YKKhZBClyL5TaqbmAaIlxGcltud_xX21nWcqkDoeRig",[5683],{"id":6867,"title":6868,"author":7,"authors":6869,"body":6870,"caption":7,"category":1667,"date":6961,"description":6962,"extension":318,"img":7,"imgAlt":7,"meta":6963,"minutes":3083,"navigation":322,"path":6964,"seo":6965,"seodescription":7,"seotitle":7,"stem":6966,"updated":7,"__hash__":6967,"people":6968},"blog\u002Fblog\u002Findustry\u002Fgood-influencer-in-six-simple-steps.md","How to Be a Good Influencer in Six Simple Steps",[3090],{"type":11,"value":6871,"toc":6953},[6872,6875,6878,6881,6890,6893,6896,6900,6907,6911,6914,6918,6921,6925,6928,6932,6935,6939,6942,6945],[14,6873,6874],{},"This blog post is meant to help you become a better influencer online. With these six simple steps you’ll be able to attract companies interested in doing influencer outreach to score great perks like free swag, VIP access and cash for doing what you already love – creating content online and sharing that content with your friends.",[14,6876,6877],{},"It’s Wednesday afternoon and I’m sitting at a taproom celebrating my friend’s birthday. After making my beer selection, paying, and grabbing my pint, I immediately take out my phone, take a sip and check in my beer on Untappd.",[14,6879,6880],{},"“What are you doing?” a friend of the birthday girl asks. “Oh, hi, sorry, I’m a beer blogger so I’m checking in my beer before I forget.”",[14,6882,6883,6884,6889],{},"When I’m not working at MKG, I spend a lot of my time, reading, writing and trying beers. I run a blog called ",[206,6885,6888],{"href":6886,"rel":6887},"https:\u002F\u002Fbitesizebrews.com",[210],"BiteSize Brews"," that is all about beer. This blog gets me some pretty awesome perks, including trips, media passes to beer events and gift cards to breweries all over the US to try beers.",[14,6891,6892],{},"Professionally, I’ve managed an online personal finance community including freelance writers, trained sales teams on Microsoft products and done tons of outreach to online influencers for various products over the past six years. A majority of these online influencers are people just like me. They have full time professional jobs and then blog about their passions during their lunch breaks and after work.",[14,6894,6895],{},"Taking what I’ve learned professionally about influencers, plus the fact that I'm a blogger myself, I’ve come up with six simple steps you can do to make yourself more attractive to companies. (Assuming you are already creating awesome content and engaging with the online communities around your specific niche.)",[24,6897,6899],{"id":6898},"one-have-a-solid-twitter-bio","One: Have a solid Twitter Bio.",[14,6901,6902,6903,212],{},"State where you work, what you are affiliated with, what you like to do and where you are located (and don’t use those UMT location codes – no one has time to review where exactly that is.) Make sure your bio, profile photo and cover photos don’t have anything crazy, creepy or NSFW. Chances are your profile will be shared in some corporate meeting and reviewed by higher up managers who don’t know the niche community quiet as well as the marketing liaison you’ll be working with. Finally, include a link to your personal blog. Check out ",[206,6904,6906],{"href":6905},"\u002Fblog\u002Findustry\u002Fthe-anatomy-of-a-great-tweet\u002F","crafting tweets in one of our previous articles",[24,6908,6910],{"id":6909},"two-have-a-contact-page-on-your-blog","Two: Have a contact page on your blog.",[14,6912,6913],{},"The point of having a blog and wanting to get swag is making it simple for people in marketing to reach out to you. Create a dedicated space on your blog for this. Include a little bit about yourself, a photo, maybe some stats about your blog, links to your social media handles, and a way for people to reach you. Afraid of spam? Here are some options: contact form, spelling your email out, or a photo of your email address.",[24,6915,6917],{"id":6916},"three-respond-when-people-reach-out","Three: Respond when People Reach Out.",[14,6919,6920],{},"You have two options when people reach out to you with marketing opportunities: respond or ignore. Even if you aren’t interested, it is always best to send a simple message stating you aren’t interested. This stops the annoying emails like “Hey, just wanted to follow up and see if you received my email on…” If you are interested, send a quick note stating you are interested and ask for additional information.",[24,6922,6924],{"id":6923},"four-review-the-information","Four: Review the Information.",[14,6926,6927],{},"Like number three, you now have three different options after you receive additional information: decline, agree or negotiate for something better for you, your schedule or your community’s sake. Remember, it’s your blog. You can do what you want with it. Just because a company is offering your something, doesn’t mean you need to accept it. If you can’t do it based on time or other restrictions, say so. The worst thing you can do it say yes and then not follow through. (You wouldn’t do that to your boss or friends, would you?) It’s not professional and won’t get you recommended for future projects.",[24,6929,6931],{"id":6930},"five-keep-open-communication","Five: Keep Open Communication.",[14,6933,6934],{},"No one in marketing likes radio silence. We are a profession based on communication after all. Make sure you are constantly updating the marketing manager with what is going on: what is working, what isn’t, what you are thinking about posting, when it will be posted, when it actually is posted and any follow up you might have. It also helps to keep marketing managers in the loop on life stuff as well. A simple email of “Hey – my kid has the flu, I might need a couple more days.” Is a totally fair note to send, we are humans too.",[24,6936,6938],{"id":6937},"six-play-by-the-rules","Six: Play by the Rules.",[14,6940,6941],{},"If you say you are doing to do something, do it. Include the information you are supposed to include (copy, images, video, tracking codes, etc.) If you follow all the rules, create good work, chances are you’ll get recommended for more future projects and thus get more swag, money, and possibly a bonus. In addition, play nice, refer friends who might be interested in special promotions, take some risks and overall don’t bite the hand that feeds you (or at least gives you early access to a program).",[14,6943,6944],{},"There you go six simple steps to becoming a strong online influencer. Are you an online influencer? What have you done to step your game up? What are you goals for 2015?",[14,6946,6947,6948,212],{},"P.S. - Whenever, I talk about my blogging career, I have to give credit to my friend, Sean Ogle, he started a blog after his love of golf and gets tons of free trips all over the world because of it. While I don’t like golf, he inspired me to start blogging about beer so I could get some free beer swag every now and again. If it wasn’t for him I wouldn’t understand this community of online content creators or be able to do my professional job as successfully since now I can see things from both sides. ",[206,6949,6952],{"href":6950,"rel":6951},"https:\u002F\u002Fwww.seanogle.com\u002Fentrepreneurship\u002Fhow-to-build-a-niche-site",[210],"Learn more about Sean and how to build niche sites here",{"title":77,"searchDepth":291,"depth":291,"links":6954},[6955,6956,6957,6958,6959,6960],{"id":6898,"depth":291,"text":6899},{"id":6909,"depth":291,"text":6910},{"id":6916,"depth":291,"text":6917},{"id":6923,"depth":291,"text":6924},{"id":6930,"depth":291,"text":6931},{"id":6937,"depth":291,"text":6938},"2015-01-22","Six simple steps to attract companies interested in doing influencer outreach to score great perks like free swag, VIP access and cash for doing what you already love – creating content online and sharing that content with your friends.",{},"\u002Fblog\u002Findustry\u002Fgood-influencer-in-six-simple-steps",{"title":6868,"description":6962},"blog\u002Findustry\u002Fgood-influencer-in-six-simple-steps","TAq6VS1bIKJIxhx6U8U6KDxvI2uFVrbLWgesb7FI3B4",[5683],{"id":6970,"title":6971,"author":7,"authors":6972,"body":6973,"caption":7,"category":1667,"date":7134,"description":6980,"extension":318,"img":7,"imgAlt":7,"meta":7135,"minutes":1672,"navigation":322,"path":7136,"seo":7137,"seodescription":7,"seotitle":7,"stem":7138,"updated":7,"__hash__":7139,"people":7140},"blog\u002Fblog\u002Findustry\u002Fsearchfest-2014-highlights-disappointments.md","SearchFest 2014: Highlights and Disappointments",[9],{"type":11,"value":6974,"toc":7123},[6975,6978,6981,6984,6988,6992,6995,7013,7033,7036,7048,7051,7063,7066,7077,7081,7084,7089,7092,7096,7099,7103,7106,7110,7113,7116,7120],[14,6976,6977],{},"I was fortunate to attend SearchFest 2014 in Portland, Oregon on February 28, 2014.",[14,6979,6980],{},"This is the eighth year that SearchFest has been put on in Portland and I've actually been to every single one except for SearchFest 2013. So, I've seen how this event has grown both in attendance as well as the quality of the speakers they bring in.",[14,6982,6983],{},"It was great seeing colleagues and meeting other search marketing professionals... but the draw of a conference are the sessions. And I have to say: there were some informative sessions as well as some stinkers.",[24,6985,6987],{"id":6986},"searchfest-2014-highlights","SearchFest 2014 Highlights",[81,6989,6991],{"id":6990},"standout-sessions","Standout Sessions",[14,6993,6994],{},"I focused on attending SEO sessions this year, as I thought those were the strongest sessions across all of the tracks for the day.",[14,6996,6997,7000,7001,7006,7007,7012],{},[52,6998,6999],{},"Structured Data for SEO: Which Markup Matters"," was one of the standouts of the day. I was already very familiar with Aaron Bradley (",[206,7002,7005],{"href":7003,"rel":7004},"https:\u002F\u002Ftwitter.com\u002Faaranged",[210],"@aaranged",") as I had seem him speak before and knew that he really knows his stuff about structured data. Marshall Simmonds (",[206,7008,7011],{"href":7009,"rel":7010},"https:\u002F\u002Ftwitter.com\u002Fmdsimmonds",[210],"@mdsimmonds",") really impressed me with his deck and presentation. My main takeaways from his presentation.\nType of markup and impact of implementation:",[46,7014,7015,7018,7021,7024,7027,7030],{},[49,7016,7017],{},"Authorship - minimal traffic impact",[49,7019,7020],{},"TV Reviews - medium traffic impact",[49,7022,7023],{},"Product reviews - Good traffic impact",[49,7025,7026],{},"Recipe - minimal traffic impact",[49,7028,7029],{},"In-Depth Article - good traffic (if you're not a big brand, good luck)",[49,7031,7032],{},"Video - fast indexation, significant impact",[14,7034,7035],{},"I LOVED this approach not only because that's how the session was supposed to be set up... but it gave me a list of actionable items to look to implement immediately.",[14,7037,7038,7041,7042,7047],{},[52,7039,7040],{},"Harder-Core SEO"," was another standout session due to the type of information and analysis that Dr. Pete Meyers (",[206,7043,7046],{"href":7044,"rel":7045},"https:\u002F\u002Ftwitter.com\u002Fdr_pete",[210],"@dr_pete",") brought to the table. His deck wasn't like many of the others that we all saw at SearchFest (more on that later) in that it was fairly lean but focused on specifics, showing pie-chart data that proved that data doesn't have to be shown in a sexy way for it to be communicated well.",[14,7049,7050],{},"Dr. Pete is the Marketing Scientist at Moz, so his presentation had a lot of data behind it. I really liked how he was able to give some timelines as to how often in-depth articles tend to be refreshed when it comes to search engines re-jiggering what shows for that as well as how often based on a percentage of search queries specific schema markup showed in search results.",[14,7052,7053,7056,7057,7062],{},[52,7054,7055],{},"Link Building, Content Marketing, and Content Strategy"," was the last standout session I'll go over. John-Henry Schreck (",[206,7058,7061],{"href":7059,"rel":7060},"https:\u002F\u002Ftwitter.com\u002FJHTScherck",[210],"@JHTScherck",") did a great job of being the lone presenter of the session. He hit on some great tools that I definitely have already bookmarked and \u002F or downloaded to look to add to my SEO tool-belt. His examples towards the end of his session were also great real-world looks at some companies who were \"doing the right thing\" and that I could go and see what type of strategy they were currently implementing.",[14,7064,7065],{},"So to recap, the reasons why these three sessions (or, rather, speakers) stood out to me were because their presentations:",[132,7067,7068,7071,7074],{},[49,7069,7070],{},"Were actionable",[49,7072,7073],{},"Had specific data shown",[49,7075,7076],{},"Included real-world examples",[24,7078,7080],{"id":7079},"conference-disappointments","Conference Disappointments",[14,7082,7083],{},"There were some things that disappointed me during SearchFest 2014. Margaret Chase Smith once said:",[6807,7085,7086],{},[14,7087,7088],{},"Every human being is entitled to courtesy and consideration. Constructive criticism is not only to be expected but sought.",[14,7090,7091],{},"That being said, here were my constructive criticisms of SearchFest 2014 and perhaps some about presenting at conferences in general:",[81,7093,7095],{"id":7094},"the-hardcore-seo-session-provided-little-to-no-value","The Hardcore SEO session provided little to no value",[14,7097,7098],{},"This was an \"intermediate\" session that was supposed to \"focus on hardcore SEO tactics.\" Instead, what I got from Simon was basically \"don't do stupid stuff\" and search engines unfortunately also do stupid things. From Kate I got some more actionable insights from but still nothing related to the session topic.",[81,7100,7102],{"id":7101},"harder-core-seo-was-only-half-interesting","Harder-Core SEO was only half-interesting",[14,7104,7105],{},"As I touched on above, Dr. Pete presented some very interesting data that included some good actionable items. Dennis Goedegebuure, head of SEO for Airbnb, basically presented how Airbnb developed neighborhood pages... and that was it. He seemed like a nice, sharp guy who very much knew what he was talking about but I got nothing out of his deck and talk.",[81,7107,7109],{"id":7108},"decks-that-are-100-slides-long","Decks that are 100+ slides long",[14,7111,7112],{},"I understand that the thinking here is to try to get away from boring bullet points, but when you're clicking through your slides at lightning speed and the slide that had the most substance that you have is one that includes not one but TWO pieces of stock photography, it's not a good deck. Period.",[14,7114,7115],{},"Condense your deck to only the slides that matter. Keep people interested and hanging on the edge of their seat as to what type of killer information the next slide is going to hold.",[24,7117,7119],{"id":7118},"searchfest-2014-some-good-some-bad","SearchFest 2014? Some Good, Some Bad",[14,7121,7122],{},"Will I be attending SearchFest 2015? Definitely. There were some great speakers who spoke about some very interesting topics. Looking forward to next year, I hope the event organizers can really ensure each presenter is presenting on what exactly the session is supposed to be about.",{"title":77,"searchDepth":291,"depth":291,"links":7124},[7125,7128,7133],{"id":6986,"depth":291,"text":6987,"children":7126},[7127],{"id":6990,"depth":297,"text":6991},{"id":7079,"depth":291,"text":7080,"children":7129},[7130,7131,7132],{"id":7094,"depth":297,"text":7095},{"id":7101,"depth":297,"text":7102},{"id":7108,"depth":297,"text":7109},{"id":7118,"depth":291,"text":7119},"2014-03-03",{},"\u002Fblog\u002Findustry\u002Fsearchfest-2014-highlights-disappointments",{"title":6971,"description":6980},"blog\u002Findustry\u002Fsearchfest-2014-highlights-disappointments","XdoVw3wc51SDoQmNvQwn11GtUk3JcpbIIiwiaYkC3ZY",[2979,3028],{"id":7142,"title":7143,"author":7,"authors":7144,"body":7146,"caption":7,"category":1667,"date":7360,"description":7361,"extension":318,"img":7,"imgAlt":7,"meta":7362,"minutes":1672,"navigation":322,"path":7363,"seo":7364,"seodescription":7,"seotitle":7,"stem":7365,"updated":7,"__hash__":7366,"people":7367},"blog\u002Fblog\u002Findustry\u002Fthe-anatomy-of-a-great-tweet.md","The Anatomy of a Great Tweet",[7145],"Jamin Dailey",{"type":11,"value":7147,"toc":7348},[7148,7152,7155,7158,7175,7179,7182,7189,7192,7196,7199,7202,7217,7220,7227,7230,7234,7243,7246,7250,7257,7260,7264,7267,7270,7274,7282,7293,7302,7311,7315,7318,7321,7324,7336,7341,7345],[24,7149,7151],{"id":7150},"whats-the-anatomy-of-a-great-tweet","What's the Anatomy of a Great Tweet?",[14,7153,7154],{},"In the article to follow, we're going to walk through 5 easy steps to Tweet like a pro.",[14,7156,7157],{},"Those steps are as follows:",[132,7159,7160,7163,7166,7169,7172],{},[49,7161,7162],{},"Content Subject: What it's About",[49,7164,7165],{},"Sub-Title: Create Proper Content Expectation",[49,7167,7168],{},"Give Credit Where Credit is Due",[49,7170,7171],{},"Provide Link to Original Article",[49,7173,7174],{},"Throw Down Some Hashtags!",[24,7176,7178],{"id":7177},"background-info","Background Info",[14,7180,7181],{},"Last week, one of our medical clients asked the question, \"How do I know if I am using Twitter correctly?\"",[14,7183,7184,7185,7188],{},"It became apparent to our marketing team here at ",[206,7186,1415],{"href":7187},"\u002F"," that they could benefit from a Twitter Best Practices guide.",[14,7190,7191],{},"If you have asked yourself a similar question, then you can benefit too! There are many ways to write an effective Tweet; the versatility of Twitter makes it a powerful marketing tool. Use this outline as a guide, keeping in mind that these recommendation are not set in stone.",[24,7193,7195],{"id":7194},"why-twitter","Why Twitter?",[14,7197,7198],{},"You may be new to Twitter, so before I show you the how, I want to explain the why behind it.",[14,7200,7201],{},"Twitter is a social media network that lets users share messages and ideas to an engaged, highly targeted audience.",[14,7203,7204,7205,7210,7211,7216],{},"Twitter may have just turned seven years old this year, but it is not a fledgling marketing channel. There are roughly ",[206,7206,7209],{"href":7207,"rel":7208},"https:\u002F\u002Farticles.washingtonpost.com\u002F2013-03-21\u002Fbusiness\u002F37889387_1_tweets-jack-dorsey-twitter",[210],"400 million tweets sent everyday"," and as of 2012,",[206,7212,7215],{"href":7213,"rel":7214},"https:\u002F\u002Fwww.mediabistro.com\u002Falltwitter\u002Ftwitter-active-total-users_b17655",[210]," Twitter had 140 million active users with over 500 million registered users. ","It's a big deal!",[14,7218,7219],{},"Now lets jump into the anatomy of a tweet using a real example...see below:",[6807,7221,7222],{},[14,7223,7224],{},[52,7225,7226],{},"Top Tech Trends in Healthcare: Patient Protection & Affordable Care Act, via @jamiechurchill > ow.ly\u002FlFkPR #healthIT #ACA",[14,7228,7229],{},"Let's walk through each step, which I've color coded for your reference:",[81,7231,7233],{"id":7232},"step-1-subject","Step 1: Subject",[14,7235,7236,7237,7242],{},"In this example, \"",[206,7238,7241],{"href":7239,"rel":7240},"https:\u002F\u002Fblogs.perficient.com\u002Fhealthcare\u002Fblog\u002F2013\u002F05\u002F30\u002Ftop-technology-trends-in-healthcare-may-2013\u002F",[210],"Top Tech Trends in Healthcare","\", is the title of the article I am referencing; this article outlines a list of the top five tech trends in healthcare today.  It is not necessary to copy the article title word-for-word; in fact, I would recommend you modify it slightly otherwise you may appear \"spammy\" and automated.",[14,7244,7245],{},"The reason it works well here is because the article is a list of tech trends, and lists are sticky! They are simple to understand, quickly read and they do a great job of summarizing complicated or lengthy information.",[81,7247,7249],{"id":7248},"step-2-sub-title-give-the-audience-direction","Step 2: Sub-Title: Give the Audience Direction",[14,7251,7252,7253,7256],{},"The sub-title, ",[52,7254,7255],{},"Patient Protection & Affordable Care Act",", helps the reader know what he\u002Fshe is about to read. It is important that we create proper expectations for our audience. If you create a punchy title that has little to do with the actual article, the audience will feel duped when they visit your website!",[14,7258,7259],{},"It is important to engage with your audience and provide value. By creating relevant titles and sub-titles, we create proper expectations for our audience. Sub-titles are not always necessary; a great title can stand-alone.",[81,7261,7263],{"id":7262},"step-3-giving-credit-to-author","Step 3: Giving Credit To Author",[14,7265,7266],{},"Similar to a work-cited page, it's important to give credit where credit is due. The \"via\" is an example of a correct way to reference the author. Always include a space after it when composing your tweets.",[14,7268,7269],{},"Furthermore, by placing the \"@\" sign directly in front of the author's twitter handle, my tweet will show up in jamiechurchill's interaction stream. This increases engagement with that message -- wahoo! I always search Google or Twitter to ensure I have the correct Twitter handle.",[81,7271,7273],{"id":7272},"step-4-referencing-the-article","Step 4: Referencing the Article",[14,7275,7276,7277,7281],{},"The arrow \">\", signifies the reference to the online article. It needs a space before and after the link. \"",[206,7278,7280],{"href":7239,"rel":7279},[210],"ow.ly\u002FlFkPR","\" is a shortened URL from the original website article. Include a space after the link.",[14,7283,1412,7284,7286,7287,7292],{},[206,7285,1415],{"href":7187}," we use ",[206,7288,7291],{"href":7289,"rel":7290},"https:\u002F\u002Fsqueezecmm.com\u002F",[210],"sqz.co"," to shrink URLs, which allows us to see which content drove actual conversions. There are several other tools like Bit.ly and Ow.ly that will shorten and track clicks.",[14,7294,7295,7296,7301],{},"Follow this ",[206,7297,7300],{"href":7298,"rel":7299},"https:\u002F\u002Fwww.cssrex.com\u002Ftips-tricks\u002Ftop-25-url-shortener-tools-websites\u002F",[210],"link"," to see the top 25 URL shortening tools.",[14,7303,7304,7307,7308],{},[52,7305,7306],{},"Note:"," If you are Tweeting from a mobile phone, shortening the URL is not an option. You can still include a link from a phone, however, it will be cut off.  Viewers can still click on the link and it will function correctly. ",[206,7309,7310],{"href":7298},"Link",[81,7312,7314],{"id":7313},"step-5-hashtags","Step 5: Hashtags",[14,7316,7317],{},"Last but not least, the infamous Twitter hashtags.  Hashtags are case sensitive, so pay attention to how they appear on Twitter.",[14,7319,7320],{},"Hashtags should always be relevant to the article and the target audience. It is important to hashtag terms to position your message in front of the right audience; but stay away from tagging more than five terms in a single tweet because it looks \"spammy\".",[14,7322,7323],{},"In the color coded example above, I include hashtags at the end. However, you can tag words throughout the title as well. Tagging words in the title is useful when you are running out of space. Below are a few examples of hashtags used in different positions within a tweet**:**",[46,7325,7326,7333],{},[49,7327,7328,7329],{},"Stage 2 #MU: 10% Patient Use of #EHR to Qualify -- Should Raise Public Awareness of EHR Providers? Thoughts? @CMSGov > ",[206,7330,7331],{"href":7331,"rel":7332},"https:\u002F\u002Fow.ly\u002FlMIZh",[210],[49,7334,7335],{},"#bluebutton Will Be a Game Changer @Rypanhair & @rypan ... #HealthIT Will Focus on Patient-Centric #healthcare Moving Forward. You agree?",[14,7337,7338,7340],{},[52,7339,7306],{}," These are Influencer Engagement tweets and the format varies slightly from the above outline.",[24,7342,7344],{"id":7343},"readysetgo","Ready...Set...Go!",[14,7346,7347],{},"Now you are ready to tweet like a pro. Use this outline and give it a try.  See you in the Twitter-sphere!",{"title":77,"searchDepth":291,"depth":291,"links":7349},[7350,7351,7352,7359],{"id":7150,"depth":291,"text":7151},{"id":7177,"depth":291,"text":7178},{"id":7194,"depth":291,"text":7195,"children":7353},[7354,7355,7356,7357,7358],{"id":7232,"depth":297,"text":7233},{"id":7248,"depth":297,"text":7249},{"id":7262,"depth":297,"text":7263},{"id":7272,"depth":297,"text":7273},{"id":7313,"depth":297,"text":7314},{"id":7343,"depth":291,"text":7344},"2013-06-12","Last week, one of our medical clients asked the question, 'How do I know if I am using Twitter correctly?' We're going to walk through 5 easy steps to Tweet like a pro.",{},"\u002Fblog\u002Findustry\u002Fthe-anatomy-of-a-great-tweet",{"title":7143,"description":7361},"blog\u002Findustry\u002Fthe-anatomy-of-a-great-tweet","phkfedforl4l-N-tzelMb9HpDeI3RthBsQ4RaL7GFw0",[],{"id":7369,"title":7370,"author":7,"authors":7371,"body":7372,"caption":7,"category":1667,"date":7518,"description":7519,"extension":318,"img":7,"imgAlt":7,"meta":7520,"minutes":297,"navigation":322,"path":7521,"seo":7522,"seodescription":7,"seotitle":7,"stem":7523,"updated":7,"__hash__":7524,"people":7525},"blog\u002Fblog\u002Findustry\u002F2012-b2b-marketing-trends-in-review.md","2012 B2B Marketing Trends in Review",[9],{"type":11,"value":7373,"toc":7513},[7374,7377,7380,7410,7413,7418,7421,7425,7428,7431,7437,7440,7444,7447,7450,7453,7459,7464,7467,7471,7480,7483,7486,7491,7500,7508],[14,7375,7376],{},"As we move farther into 2013, analyst data continues to roll in detailing 2012 digital marketing trends, case studies & discoveries.",[14,7378,7379],{},"Here at MKG Marketing, we've had the opportunity to carve out quite a niche as a B2B marketing agency over the past 17 months, working with clients such as:",[46,7381,7382,7389,7396,7403],{},[49,7383,7384],{},[206,7385,7388],{"href":7386,"rel":7387},"https:\u002F\u002Fmicrosoft.com",[210],"Microsoft",[49,7390,7391],{},[206,7392,7395],{"href":7393,"rel":7394},"https:\u002F\u002Fvmware.com",[210],"VMware",[49,7397,7398],{},[206,7399,7402],{"href":7400,"rel":7401},"https:\u002F\u002Fbox.com",[210],"Box",[49,7404,7405],{},[206,7406,7409],{"href":7407,"rel":7408},"https:\u002F\u002Fyoueye.com",[210],"YouEye",[14,7411,7412],{},"As a B2B marketing agency, we constantly have current & prospective clients ask us the following:",[6807,7414,7415],{},[14,7416,7417],{},"What's next for B2B marketing? What trends are you seeing that we can take advantage of?",[14,7419,7420],{},"With that in mind, we wanted to walk through some of the trends we saw in 2012 and share some of the advice we've been giving our current clients here in 2013:",[24,7422,7424],{"id":7423},"trend-1-social-media-accounts-for-only-2-of-b2b-traffic","Trend #1: Social Media Accounts for Only 2% of B2B Traffic",[14,7426,7427],{},"Our good friends at Optify produced a 2012 B2B marketing report that found social media channels accounted for only 2% of total traffic for B2B brands in 2012.",[14,7429,7430],{},"As you can see, the leading traffic sources were direct referrals & organic, at 40% & 41%, respectively.",[14,7432,7433,7436],{},[52,7434,7435],{},"WHAT THIS MEANS:","  Focus on making your site  FINDABLE.",[14,7438,7439],{},"That's right: content & organic search marketing are going to deliver ~81% of all site traffic, so B2B marketers need to focus on providing value back to their audience as well as ensuring that their site is positioned to bring in quality organic search leads.",[24,7441,7443],{"id":7442},"trend-2-twitter-rules-the-b2b-social-media-marketing-universe","Trend #2: Twitter Rules the B2B Social Media Marketing Universe",[14,7445,7446],{},"To proactively answer a common question from the first trend mentioned above: NO, do not give up on social media!",[14,7448,7449],{},"If you are a B2B marketer \u002F B2B marketing agency, you simply need to focus on the channels that are providing the most qualified visitors.",[14,7451,7452],{},"So, which social media channels are providing the best quality traffic?",[14,7454,7455,7456],{},"As you can see above, ",[52,7457,7458],{},"Twitter only drives 32% of site visitors, but provides B2B marketers with 82% of all social media leads!",[14,7460,7461,7463],{},[52,7462,7435],{},"  It's time to begin testing Twitter as a legitimate lead generation channel.",[14,7465,7466],{},"At MKG Marketing, we always analyze performance as a percentage: This exercise, among many, allows us to understand which traffic sources are generating quality leads and scale the marketing investment accordingly.",[24,7468,7470],{"id":7469},"trend-3-b2b-marketers-need-to-invest-in-their-website","Trend #3: B2B Marketers Need to Invest in Their Website",[14,7472,7473,7474,7479],{},"According to ",[206,7475,7478],{"href":7476,"rel":7477},"https:\u002F\u002Fblog.hubspot.com\u002Fblog\u002Ftabid\u002F6307\u002Fbid\u002F31097\u002F12-Critical-Elements-Every-Homepage-Must-Have-Infographic.aspx",[210],"HubSpot, approximately 96% of landing page visitors"," are  not  ready to make a purchase when they visit your website.",[14,7481,7482],{},"With that stat top of mind, guess what B2B marketers are investing most heavily in during 2013?",[14,7484,7485],{},"That's right: 7-out-of-10 B2B marketers will be investing in website development with their 2013 budgets.",[14,7487,7488,7490],{},[52,7489,7435],{},"  A conversion friendly website is a B2B marketer's best friend.",[14,7492,7493,7494,7499],{},"As a marketer, you have ",[206,7495,7498],{"href":7496,"rel":7497},"https:\u002F\u002Fblog.kissmetrics.com\u002Fwhat-converting-websites-do\u002F",[210],"between 0 - 8 seconds to make a great first impression on your visitors before they leave the site",". B2B marketers need to have a sharp team of individuals to help design & implement landing page best practices & testing.",[14,7501,7502,7503,212],{},"If you don't have the personnel in place to support the design & implementation of this kind of strategy, ",[206,7504,7507],{"href":7505,"rel":7506},"https:\u002F\u002Ftwitter.com\u002Fmkgmarketinginc",[210],"drop us a line on Twitter and we'd be happy to discuss",[14,7509,7510],{},[52,7511,7512],{},"What, if anything, do you think we missed in this recap?",{"title":77,"searchDepth":291,"depth":291,"links":7514},[7515,7516,7517],{"id":7423,"depth":291,"text":7424},{"id":7442,"depth":291,"text":7443},{"id":7469,"depth":291,"text":7470},"2013-02-08","A review of three key B2B marketing trends uncovered during the 2012 calendar year: referral sources, the role of social media & the value of a good website.",{},"\u002Fblog\u002Findustry\u002F2012-b2b-marketing-trends-in-review",{"title":7370,"description":7519},"blog\u002Findustry\u002F2012-b2b-marketing-trends-in-review","N9eH0HtfssjBkd1e3wfJi6j4QhDGRLkshWY54__aQ3g",[2979,3028],{"id":7527,"title":7528,"author":7,"authors":7529,"body":7530,"caption":7,"category":1667,"date":7690,"description":7691,"extension":318,"img":7,"imgAlt":7,"meta":7692,"minutes":297,"navigation":322,"path":7693,"seo":7694,"seodescription":7,"seotitle":7,"stem":7695,"updated":7,"__hash__":7696,"people":7697},"blog\u002Fblog\u002Findustry\u002Fthree-things-to-consider-when-hiring-a-content-marketing-agency.md","Three Things to Consider When Hiring a Content Marketing Agency",[9],{"type":11,"value":7531,"toc":7685},[7532,7535,7538,7541,7544,7548,7551,7554,7568,7571,7574,7600,7604,7610,7613,7627,7630,7636,7639,7650,7653,7657,7660,7663,7677,7680],[14,7533,7534],{},"As brands look to create unique content to differentiate themselves from competitors and acquire new customers, an early question that often comes up is:",[14,7536,7537],{},"Should we do this ourselves or outsource this work to a content marketing agency?",[14,7539,7540],{},"When clients come asking us this question, we often tell them that they should outsource the work to an expert: Do it right and bring on a content marketing agency that specializes in producing valuable, sharable content as well as has experience pushing that content out to the world.",[14,7542,7543],{},"So, as you begin the process of finding the right content marketing agency, we recommend that you place an emphasis on the following three subjects.",[24,7545,7547],{"id":7546},"_1-analytics-metrics-tools","1. Analytics: Metrics & Tools",[14,7549,7550],{},"Ask prospective content marketing agency partners for a sample report of the success metrics they measured for other clients. Be sure to notice the difference between engagement metrics & revenue driving metrics.",[14,7552,7553],{},"For example:",[46,7555,7556,7562],{},[49,7557,7558,7561],{},[52,7559,7560],{},"Engagement Metrics:"," Examples of engagement metrics that content marketing agencies use are measuring keyword performance for bounce rate, time on site, pages per visit and number of returning visitors.",[49,7563,7564,7567],{},[52,7565,7566],{},"Revenue Driving Metrics:"," Examples of revenue driving metrics include increase in keyword performance for overall traffic, conversion rate through stages of your marketing funnel and an overall bump in actual revenue driven by specific keywords.",[14,7569,7570],{},"Now that you've gotten an initial view into the metrics that content marketing agency measures success against, another great question is: What tools allow you to measure these metrics?",[14,7572,7573],{},"In our experience, there are two different answers that commonly come up here:",[46,7575,7576,7582],{},[49,7577,7578,7581],{},[52,7579,7580],{},"Proprietary Analytics Tools:"," These tools were built in-house by the content marketing agency. They may pull bits and pieces from other providers, but essentially this is a custom-built tool-set that allows them to aggregate and analyze data.",[49,7583,7584,7587,7588,7593,7594,7599],{},[52,7585,7586],{},"Third Party Analytics Tools:"," Try out ",[206,7589,7592],{"href":7590,"rel":7591},"https:\u002F\u002Fradian6.com",[210],"Radian6",". Need a tool to measure organic keyword performance across the web? We love using ",[206,7595,7598],{"href":7596,"rel":7597},"https:\u002F\u002Fseomoz.com",[210],"SEOmoz",". Do vet the content marketing agencies' chops with these third party tools - make sure they know how to get value out of them!",[24,7601,7603],{"id":7602},"_2-content-creative-style-process","2. Content: Creative Style & Process ",[14,7605,7606,7607],{},"Another great question for clients to ask prospective content marketing agency partners is: ",[52,7608,7609],{},"What format do you create content in?",[14,7611,7612],{},"For example, content can take the form of:",[46,7614,7615,7618,7621,7624],{},[49,7616,7617],{},"Still photography (with or without annotations)",[49,7619,7620],{},"Infographics",[49,7622,7623],{},"Video",[49,7625,7626],{},"White papers",[14,7628,7629],{},"These are just a few examples that content marketing agencies will produce for you when showcasing past work.",[14,7631,7632,7633],{},"On the topic of content format, another great question to ask is: ",[52,7634,7635],{},"What is the process you take to come up with this content?",[14,7637,7638],{},"For example, we tend to hold an all-hands-on-deck briefing with the client and ask questions like:",[46,7640,7641,7644,7647],{},[49,7642,7643],{},"What data do you have that is interesting and can be publicly shared?",[49,7645,7646],{},"Where will this content live within your own company?",[49,7648,7649],{},"What actions do you see this content performing? Education, conversion, or maybe even both?",[14,7651,7652],{},"Following this briefing, we will work to put a content strategy together; this includes everything from frequency of content creation & publishing, themes of content and objectives that we hope to achieve through these efforts.",[24,7654,7656],{"id":7655},"_3-how-will-social-media-content-marketing-work-together","3. How Will Social Media & Content Marketing Work Together?",[14,7658,7659],{},"Before you can answer this question, you must be able to answer the following: Who will manage the social publication and marketing aspect of the content marketing strategy?",[14,7661,7662],{},"There are two obvious answers:",[46,7664,7665,7671],{},[49,7666,7667,7670],{},[52,7668,7669],{},"Social Media Handled In House:"," Many clients want to own the voice of their brand and, as such, will choose to bring the social publishing of this content strategy in house.",[49,7672,7673,7676],{},[52,7674,7675],{},"Outsource to a Content Marketing or Social Media Agency:"," In other instances, the client chooses to have their external content partner come in and handle these duties for them.",[14,7678,7679],{},"There is no right or wrong answer in this situation -- it simply depends on what the clients bandwidth is (in terms of expertise and employees) as well as preference (sometimes they want a specialist focusing on these efforts).",[14,7681,7682],{},[52,7683,7684],{},"So, Any Other Pressing Questions That We Missed When Hiring a Content Marketing Agency?",{"title":77,"searchDepth":291,"depth":291,"links":7686},[7687,7688,7689],{"id":7546,"depth":291,"text":7547},{"id":7602,"depth":291,"text":7603},{"id":7655,"depth":291,"text":7656},"2012-12-13","Measuring Success Through Analytics, Content Style & The Relationship Between How Social Media and Content Marketing Work Together.",{},"\u002Fblog\u002Findustry\u002Fthree-things-to-consider-when-hiring-a-content-marketing-agency",{"title":7528,"description":7691},"blog\u002Findustry\u002Fthree-things-to-consider-when-hiring-a-content-marketing-agency","PYC03bDq4jMAuMnVLG4fxS742pVUaSG3Cg8n23e9hKc",[2979,3028],{"id":7699,"title":7700,"author":7,"authors":7701,"body":7702,"caption":7,"category":1667,"date":7862,"description":7863,"extension":318,"img":7,"imgAlt":7,"meta":7864,"minutes":297,"navigation":322,"path":7865,"seo":7866,"seodescription":7,"seotitle":7,"stem":7867,"updated":7,"__hash__":7868,"people":7869},"blog\u002Fblog\u002Findustry\u002Fusing-social-media-to-make-a-difference.md","Using Social Media to Make a Difference",[3090],{"type":11,"value":7703,"toc":7856},[7704,7707,7710,7721,7724,7729,7732,7736,7739,7742,7745,7754,7757,7760,7769,7772,7780,7784,7787,7796,7799,7808,7811,7814,7818,7821,7824,7844,7848,7851],[14,7705,7706],{},"Social media allows consumers & brands to engage in a two-way conversation.",[14,7708,7709],{},"That conversation can center around...",[46,7711,7712,7715,7718],{},[49,7713,7714],{},"Customer support",[49,7716,7717],{},"Product development",[49,7719,7720],{},"Real-time feedback",[14,7722,7723],{},"All the traits mentioned above gather around one central concept:",[14,7725,7726],{},[52,7727,7728],{},"How brands can use social media to make a difference in the lives of their customers",[14,7730,7731],{},"With that in mind, how can brands use social media to make a difference in the lives of their customers?",[24,7733,7735],{"id":7734},"build-a-social-media-army","Build a Social Media Army",[14,7737,7738],{},"Whether that army is paid or unpaid, brands should build out a team to manage and grow the company footprint across all the demands the social sphere presents.",[14,7740,7741],{},"How many times have you mentioned a brand negatively on Facebook or Twitter based on a poor experience? Wouldn't it be nice to actually speak to and hear back from these companies as your problem is unfolding?",[14,7743,7744],{},"Take CalTrain, a local bay area train service, Twitter account for example:",[14,7746,7747,7748,7753],{},"Any time a train is delayed \u002F running ahead of schedule, ",[206,7749,7752],{"href":7750,"rel":7751},"https:\u002F\u002Ftwitter.com\u002Fcaltrain",[210],"Caltrain"," will post it on their official Twitter feed for travelers convenience.",[14,7755,7756],{},"But you don't just need an army to manage bad press ...",[14,7758,7759],{},"A social army can help your brand grow. Establish dominance in your space. Become a trusted resource for news and information in real time.",[14,7761,7762,7763,7768],{},"A great example of a social army focused on growth is the ",[206,7764,7767],{"href":7765,"rel":7766},"https:\u002F\u002Fdevils.nhl.com\u002Fclub\u002Fnews.htm?id=614528",[210],"New Jersey Devil's 'Mission Control'"," group.",[14,7770,7771],{},"Mission Control is an unpaid group of up to 25 daily volunteers that manage and develop the NHL teams' social footprint across the web.",[14,7773,7774,7775,212],{},"Located inside the Prudential Center where the Devils play, they provide real-time team news, league information & additional 'members only' details to die hard Devils fans using the handle ",[206,7776,7779],{"href":7777,"rel":7778},"https:\u002F\u002Ftwitter.com\u002Fdevilsgenerals",[210],"@DevilsGenerals",[24,7781,7783],{"id":7782},"understand-the-power-of-the-masses","Understand the Power of the Masses",[14,7785,7786],{},"Social media, inherently, is only as powerful as the number of users you can get to follow and promote your cause.",[14,7788,7789,7790,7795],{},"Take Matthew Walzer, a 16 year old who suffers from cerebral palsy, ",[206,7791,7794],{"href":7792,"rel":7793},"https:\u002F\u002Fmashable.com\u002F2012\u002F08\u002F08\u002Ftwitter-nikeletter-campaign\u002F",[210],"who wrote a letter to Nike CEO Mark Parker"," asking for easy-fasten Nike running shoes for patients that suffer from his same condition.",[14,7797,7798],{},"Nice Kicks, an online sneaker kingdom, got wind of the letter and began aggressively promoting its cause across the Twitter-sphere.",[14,7800,7801,7802,7807],{},"The official ",[206,7803,7806],{"href":7804,"rel":7805},"https:\u002F\u002Ftwitter.com\u002F#!\u002Fsearch\u002F%23nikeletter",[210],"Twitter hashtag #nikeletter"," was adopted and companies from Finish Line to Pete Cashmore joined in the effort to put the letter in front of Parker.",[14,7809,7810],{},"So what does this teach us?",[14,7812,7813],{},"It's not enough to be simply 'present' in the social space; companies need to understand how to leverage the power of the masses to promote their cause.",[24,7815,7817],{"id":7816},"process-process-process","Process, Process, Process!",[14,7819,7820],{},"In order to build out an army or start a movement, organizations need to create and real-world test a social media process in order to actively make a difference in their customers lives.",[14,7822,7823],{},"A few elements that brands should be aware of in creating this process are:",[46,7825,7826,7832,7838],{},[49,7827,7828,7831],{},[52,7829,7830],{},"Hand Over the Keys to the Castle:"," Brands need to be okay with handing over partial control of their brand messaging. This environment is dominated by real-time information; the longer your team lags in providing said information, the quicker your audience will go to  unofficial sources  to obtain the information.",[49,7833,7834,7837],{},[52,7835,7836],{},"Transparency:"," Be transparent with your workers and your audience. Let employees know exactly what is acceptable and, more importantly, what is not acceptable.",[49,7839,7840,7843],{},[52,7841,7842],{},"Accept Mistakes:"," There will be mistakes. Get over it and make sure that employees own up to and learn from those mistakes.",[24,7845,7847],{"id":7846},"this-is-exciting","This is exciting!",[14,7849,7850],{},"While traditional \u002F traditional digital communication channels between brands and consumers had serious lag time in collecting R&D, customer complaints & advice, social has opened the floodgates for brands to learn what their audience is thinking about their brand in real time.",[14,7852,7853],{},[52,7854,7855],{},"Don't silence these users; embrace and listen to them.",{"title":77,"searchDepth":291,"depth":291,"links":7857},[7858,7859,7860,7861],{"id":7734,"depth":291,"text":7735},{"id":7782,"depth":291,"text":7783},{"id":7816,"depth":291,"text":7817},{"id":7846,"depth":291,"text":7847},"2012-08-10","How can brands use social media to make a difference in the lives of their customers?",{},"\u002Fblog\u002Findustry\u002Fusing-social-media-to-make-a-difference",{"title":7700,"description":7863},"blog\u002Findustry\u002Fusing-social-media-to-make-a-difference","3nbdWpUn-lpTAEQiA1g7ha4T75AHMDxCWHB0oheIJds",[5683],{"id":7871,"title":7872,"author":7,"authors":7873,"body":7874,"caption":7,"category":1667,"date":7950,"description":7951,"extension":318,"img":7,"imgAlt":7,"meta":7952,"minutes":297,"navigation":322,"path":7953,"seo":7954,"seodescription":7,"seotitle":7,"stem":7955,"updated":7,"__hash__":7956,"people":7957},"blog\u002Fblog\u002Findustry\u002Fcustomer-service-is-objective-1.md","Customer Service is Objective #1",[3090],{"type":11,"value":7875,"toc":7946},[7876,7884,7893,7896,7899,7902,7906,7909,7912,7915,7918,7921,7925,7928,7931,7934,7937,7940,7943],[14,7877,7878,7879,7883],{},"Following the ",[206,7880,7882],{"href":7881},"\u002Fblog\u002Fnews\u002Fhighlights-from-id48-sf\u002F","IdeaMensch #ID48 conference here in San Francisco",", I wrote a blog post detailing all the great things I learned that evening.",[14,7885,7886,7887,7892],{},"One of the speakers, ",[206,7888,7891],{"href":7889,"rel":7890},"https:\u002F\u002Fwww.modifywatches.com\u002Fabout.php",[210],"Modify Watches CEO Aaron Schwartz",", mentioned that customer service is** the most important  **factor in being a part of the Modify Watches team.",[14,7894,7895],{},"It's so important, in fact, that he used the following line ...",[14,7897,7898],{},"'There is only one fireable offense here at Modify Watches: Customer service is the most important part of this job. You can make a mistake that costs the company thousands of dollars, but if you mess up in customer service you are gone.'",[14,7900,7901],{},"With that in mind, we wanted to share a couple additional pieces of advice that MKG will be emphasizing in the short and long-term future of our agency ...",[24,7903,7905],{"id":7904},"listen-to-what-our-clients-both-want-and-need","Listen to What Our Clients Both Want AND Need",[14,7907,7908],{},"I came to the following realization last week: I needed a watch. I wanted one that was lime green.",[14,7910,7911],{},"When I couldn't find a lime green watch strap on their website, I tweeted and e-mailed the Modify Watches team asking where to find it.",[14,7913,7914],{},"Within 48 hours, I had a personalized email from their CEO with a link to the 'buy now' page of the lime green strap.",[14,7916,7917],{},"Even though it was just a small gesture like receiving a personalized email from their CEO with a link to what I needed, it showed that the Modify team is actively listening to the chatter generated from their contact forms & social channels and actively responding to inquiries in a timely manner.",[14,7919,7920],{},"What we as MKG plan to learn: Our clients need to communicate with their current and prospective customers (marketing). What we'd like to put an emphasis on is how, perfect world scenario, they want to communicate with these customers. We want to continue to provide highly customized marketing solutions that deliver on each individual clients goals.",[24,7922,7924],{"id":7923},"over-deliver-create-brand-ambassadors","Over Deliver & Create Brand Ambassadors ",[14,7926,7927],{},"Following all the customer service love I got after my lime green question hit the airwaves, I found an extra surprise when I opened the package containing my watch.",[14,7929,7930],{},"The team at Modify sent me an extra strap, free of charge!",[14,7932,7933],{},"Now, while a $25 strap on the house isn't the biggest monetary freebie around, it plays perfectly into their company motto of encouraging their customers to buy into the watch modifying experience and create a community of brand ambassadors powering the products success via word of mouth.",[14,7935,7936],{},"Think I'm not being serious?",[14,7938,7939],{},"In the past week, I've told at least 10 people about Modify, purchased a watch (lime green above!) and gotten a girls phone number as the result of her asking 'where did you get that awesome watch?'",[14,7941,7942],{},"And it's all the result of one thing: Modify over delivered and created a true brand ambassador out of me.",[14,7944,7945],{},"What we as MKG plan to learn: We need to find ways to go above and beyond the expectations of our clients so they too feel feel compelled to share how awesome their experience was in working with us.  This is a continuation of the extremely customized, personal service we pride ourselves in delivering our clients.",{"title":77,"searchDepth":291,"depth":291,"links":7947},[7948,7949],{"id":7904,"depth":291,"text":7905},{"id":7923,"depth":291,"text":7924},"2012-07-17","Following the IdeaMensch #ID48 conference here in San Francisco, I wrote a blog post detailing all the great things I learned that evening.",{},"\u002Fblog\u002Findustry\u002Fcustomer-service-is-objective-1",{"title":7872,"description":7951},"blog\u002Findustry\u002Fcustomer-service-is-objective-1","fYtJvipQXvN_mxr4H-nOXsdZbxQsflfEhE8wUJ0y72o",[5683],{"id":7959,"title":7960,"author":7,"authors":7961,"body":7962,"caption":7,"category":1667,"date":8099,"description":8100,"extension":318,"img":7,"imgAlt":77,"meta":8101,"minutes":1672,"navigation":322,"path":8102,"seo":8103,"seodescription":7,"seotitle":7,"stem":8104,"updated":7,"__hash__":8105,"people":8106},"blog\u002Fblog\u002Findustry\u002Fagency-advice-from-traction-agency-ceo-adam-kleinberg.md","Agency Advice from Traction CEO Adam Kleinberg",[9],{"type":11,"value":7963,"toc":8092},[7964,7973,7976,7979,7990,7993,7997,8000,8003,8006,8010,8013,8016,8036,8040,8043,8046,8049,8052,8055,8059,8062,8076,8080,8083,8086,8089],[14,7965,7966,7967,7972],{},"By way of a mutual contact, I had the opportunity to grab a quick cup of coffee with ",[206,7968,7971],{"href":7969,"rel":7970},"https:\u002F\u002Ftractionco.com",[210],"Traction Agency"," CEO Adam Kleinberg this week.",[14,7974,7975],{},"Traction calls itself an interactive agency, but they believe everything is interactive. They are part advertising agency, part innovation consultancy and have worked with brands such as Salesforce, Virgin Mobile & Walmart.",[14,7977,7978],{},"My goal in sitting down with Adam was to pick his brain about three things:",[46,7980,7981,7984,7987],{},[49,7982,7983],{},"Selling in new business",[49,7985,7986],{},"How to grow your agency",[49,7988,7989],{},"Understanding the hiring process\nAdam was more than gracious to share some bits of advice and we wanted to share these with our readers.\nPlease keep in mind, these tips are all paraphrased and should not be taken literally unless there are quotes around the statement.",[14,7991,7992],{},"Enjoy!",[24,7994,7996],{"id":7995},"tip-1-be-a-3rd-grader-and-go-make-friends","Tip #1: Be a 3rd Grader and Go Make Friends",[14,7998,7999],{},"Of all the great advice that I heard over the course of this conversation, this was the most valuable (and simple) piece of advice Adam shared about selling in new business ...",[14,8001,8002],{},"\"The best thing in the world you can do is become friends with somebody.\"\nTake all the complexities out of selling in your agency and stick with this one piece of advice. Any time you meet a potential business contact, do everything you can to build a rapport between yourselves.",[14,8004,8005],{},"You never know; that new friendship may not buy your lunch that very day. But down the line, the quality of that relationship will begin to pay off in the form of introductions, actual business opportunities and, worse case scenario, simply a good friend to grab a beer with and shoot the shit.",[24,8007,8009],{"id":8008},"tip-2-relationships-are-everything","Tip #2: Relationships Are Everything",[14,8011,8012],{},"Adam dropped this gem when I asked him when he found success selling in new business opportunities for Traction.",[14,8014,8015],{},"If I could boil down this part of our conversation to three micro-pieces of advice, they would be:",[46,8017,8018,8024,8030],{},[49,8019,8020,8023],{},[52,8021,8022],{},"Treat your relationships with a long term goal in mind:"," You're not going to sell in enormous contracts to clients who barely know you. It might take years and multiple job postings before that individual decides to work with your agency, so don't try and rush to the finish line and risk losing that relationship for good.",[49,8025,8026,8029],{},[52,8027,8028],{},"Trusting relationships help cut through the clutter:"," You know the quickest way to get fast tracked into a new piece of business? By having a trusting, lengthy relationship with the client. It's the quickest way to avoid taking part in 20 agency cattle call RFPs that suck all your agencies time and resources.",[49,8031,8032,8035],{},[52,8033,8034],{},"Relationships = friendships:"," I couldn't help but state this again; when people like you they want to work with you. Become friends with people and the professional opportunities will organically grow.",[24,8037,8039],{"id":8038},"tip-3-watch-your-numbers","Tip #3: Watch Your Numbers",[14,8041,8042],{},"Take an active role in understanding how each client or project your agency works on makes you money.",[14,8044,8045],{},"For example, there may be less exciting pieces of your business that brings in revenue (basic production services, consulting, etc) that can get overlooked in the general hoopla of executing really groundbreaking, out-of-the-box ideas.",[14,8047,8048],{},"But ...",[14,8050,8051],{},"... You don't want to overlook these revenue streams, as oftentimes they are consistent sources of revenue that keep the lights on and allow your agency to go out and pitch the more unique & exciting pieces of business.",[14,8053,8054],{},"Never overlook the importance of the basic 'bread-and-butter' services that your agency provides.",[24,8056,8058],{"id":8057},"tip-4-understanding-when-to-hire","Tip #4: Understanding When to Hire",[14,8060,8061],{},"A couple questions to ask yourself when it comes to staffing up your agency:",[46,8063,8064,8067,8070,8073],{},[49,8065,8066],{},"At what point could I use help? As in, when would it be  nice to have  an extra pair of hands?",[49,8068,8069],{},"Conversely, when do I feel that I  need  help?",[49,8071,8072],{},"What's this additional help worth to your agency in terms of dollars and cents? As in, what should you be paying for this help?",[49,8074,8075],{},"What will bringing on this help bring in terms of growth? Try applying a tangible value that will be recognized by hiring on this extra person.",[24,8077,8079],{"id":8078},"tip-5-stay-in-touch-with-people","Tip #5: Stay in Touch with People",[14,8081,8082],{},"This was my second favorite piece of advice that Adam gave me: learn how to stay in touch with your relationships.",[14,8084,8085],{},"For example, Adam has a contact that he grabs a beer with once every six months.",[14,8087,8088],{},"There are others that he contacts more \u002F less frequently, but he actively invests in the relationships he's built in the past to cultivate them into new opportunities for his agency in the future.",[14,8090,8091],{},"Don't get caught up in the allure of non-stop pitching of new relationships; make an effort to invest just as much in your existing relationships.",{"title":77,"searchDepth":291,"depth":291,"links":8093},[8094,8095,8096,8097,8098],{"id":7995,"depth":291,"text":7996},{"id":8008,"depth":291,"text":8009},{"id":8038,"depth":291,"text":8039},{"id":8057,"depth":291,"text":8058},{"id":8078,"depth":291,"text":8079},"2012-07-10T00:00:00Z","Adam Kleinberg is CEO of Traction. Learn how Adam grew and then sold his business.",{"_schema":1671},"\u002Fblog\u002Findustry\u002Fagency-advice-from-traction-agency-ceo-adam-kleinberg",{"title":7960,"description":8100},"blog\u002Findustry\u002Fagency-advice-from-traction-agency-ceo-adam-kleinberg","DbdBcRJ9nEb8CWfjiC9srj-9FMrFD962i-JQQjCVc0M",[2979,3028],{"id":8108,"title":8109,"author":7,"authors":8110,"body":8111,"caption":7,"category":1667,"date":8221,"description":8222,"extension":318,"img":7,"imgAlt":7,"meta":8223,"minutes":291,"navigation":322,"path":8224,"seo":8225,"seodescription":7,"seotitle":7,"stem":8226,"updated":7,"__hash__":8227,"people":8228},"blog\u002Fblog\u002Findustry\u002Fthe-rising-popularity-value-of-mobile-devices.md","The Rising Popularity & Value of Mobile Devices",[3090],{"type":11,"value":8112,"toc":8214},[8113,8116,8125,8129,8132,8136,8139,8142,8159,8163,8171,8175,8178,8181,8194,8197,8201,8209],[14,8114,8115],{},"How much time are you spending on your mobile device?",[14,8117,8118,8119,8124],{},"According to a ",[206,8120,8123],{"href":8121,"rel":8122},"https:\u002F\u002Fwww.theatlantic.com\u002Fbusiness\u002Farchive\u002F2012\u002F05\u002Fthis-graph-is-disastrous-for-print-and-great-for-facebook-or-the-opposite\u002F257857\u002F",[210],"recent article in The Atlantic",", 10% of users time is spent on mobile devices. Why is this a relevant statistic?",[24,8126,8128],{"id":8127},"because-while-users-spend-10-of-their-time-on-mobile-devices-only-1-of-ad-spend-is-dedicated-to-these-devices","Because while users spend 10% of their time on mobile devices, only 1% of ad spend is dedicated to these devices",[14,8130,8131],{},"With such a great disparity in time spent and advertising spend, we still believe that mobile marketing is the future of media and advertising.\nHere's why ...",[24,8133,8135],{"id":8134},"diversity-of-tactics-on-mobile-devices","Diversity of Tactics on Mobile Devices",[14,8137,8138],{},"Agencies & brands have a plethora of mobile tactics to choose from to deliver their product message and brand experience to the target audience.",[14,8140,8141],{},"We can thank advancements in the following tactics that now help us more efficiently generate brand awareness, product consideration, purchase & brand loyalty.",[46,8143,8144,8147,8150,8153,8156],{},[49,8145,8146],{},"Mobile ad units",[49,8148,8149],{},"Mobile search",[49,8151,8152],{},"Mobile apps",[49,8154,8155],{},"Mobile web",[49,8157,8158],{},"SMS marketing",[24,8160,8162],{"id":8161},"mobile-experimentation-leading-to-new-opportunities","Mobile Experimentation Leading to New Opportunities",[14,8164,8165,8166,8170],{},"We discussed the rise of ",[206,8167,8169],{"href":8168},"\u002Fblog\u002Fppc\u002Flocation-based-apps-at-sxswi\u002F","social discovery apps like Highlight and Banjo in a previous blog post",", and while many users label these ideas as 'creepy', the concepts behind social discovery are great fuel to the fire for others looking to expand the value of GPS-specific capabilities, open-graph technologies and social web as a whole.",[24,8172,8174],{"id":8173},"mobiles-influence-on-society-as-a-whole","Mobile's Influence on Society as a Whole",[14,8176,8177],{},"More than two-thirds of mobile users time on their device is spent conducting non-communication activities.",[14,8179,8180],{},"Great examples of this fact include ...",[46,8182,8183,8186],{},[49,8184,8185],{},"American's spend 94 minutes per day on mobile applications",[49,8187,8188,8193],{},[206,8189,8192],{"href":8190,"rel":8191},"https:\u002F\u002Fwww.theatlantic.com\u002Fbusiness\u002Farchive\u002F2012\u002F06\u002Fwhy-mobile-will-dominate-the-future-of-media-and-advertising\u002F258069\u002F",[210],"According to this article in The Atlantic",", mobile is poised to surpass television as the primary access point for media consumption",[14,8195,8196],{},"Each year, users rely on their mobile device more heavily as a source of information (as well as communication). As the mobile experience continues to improve, we believe that this reliance will continue to grow.",[24,8198,8200],{"id":8199},"dont-believe-us","Don't believe us?",[14,8202,8203,8204,212],{},"Well, then take into consideration the fact that there will be ",[206,8205,8208],{"href":8206,"rel":8207},"https:\u002F\u002Fsearchengineland.com\u002Fforecast-more-us-mobile-web-users-than-pc-by-2015-92516",[210],"more mobile web users than desktop web by 2015",[14,8210,8211],{},[52,8212,8213],{},"Is your brand prepared to embrace communicating with consumers on their mobile device?",{"title":77,"searchDepth":291,"depth":291,"links":8215},[8216,8217,8218,8219,8220],{"id":8127,"depth":291,"text":8128},{"id":8134,"depth":291,"text":8135},{"id":8161,"depth":291,"text":8162},{"id":8173,"depth":291,"text":8174},{"id":8199,"depth":291,"text":8200},"2012-06-07","With such a great disparity in time spent and advertising spend, we still believe that mobile marketing is the future of media and advertising.",{},"\u002Fblog\u002Findustry\u002Fthe-rising-popularity-value-of-mobile-devices",{"title":8109,"description":8222},"blog\u002Findustry\u002Fthe-rising-popularity-value-of-mobile-devices","GtALuKK_Vv2rpB0rGkElPj7qUzAfLLzvSF_ppXgiNx4",[5683],{"id":8230,"title":8231,"author":7,"authors":8232,"body":8233,"caption":7,"category":1667,"date":8309,"description":8310,"extension":318,"img":7,"imgAlt":7,"meta":8311,"minutes":291,"navigation":322,"path":8312,"seo":8313,"seodescription":7,"seotitle":7,"stem":8314,"updated":7,"__hash__":8315,"people":8316},"blog\u002Fblog\u002Findustry\u002Fwhat-big-companies-can-learn-from-start-ups.md","What Big Companies Can Learn From Startups",[3090],{"type":11,"value":8234,"toc":8303},[8235,8239,8242,8246,8249,8267,8271,8274,8286,8290,8298],[24,8236,8238],{"id":8237},"so-whats-the-advantage-of-operating-your-company-like-a-startup","So, what's the advantage of operating your company like a startup?",[14,8240,8241],{},"In my opinion, there are three distinct advantages:",[24,8243,8245],{"id":8244},"ability-to-make-decisions","Ability to Make Decisions",[14,8247,8248],{},"Startups have the ability to pull the trigger and act quickly. A few examples include:",[46,8250,8251,8258],{},[49,8252,8253,8254,8257],{},"Decision Making Timelines: Startups ",[52,8255,8256],{},"literally"," don't have time to waste -- every moment they waste brings them one step closer to running out of cash. Startups make decisions out of necessity in order to continue taking positive steps toward achieving their goal(s).",[49,8259,8260,8261,8266],{},"Fewer Moving Parts: As ",[206,8262,8265],{"href":8263,"rel":8264},"https:\u002F\u002Fwww.amazon.com\u002FRework-Jason-Fried\u002Fdp\u002F0307463745",[210],"Jason Fried wrote in Rework",", your company will never be a) smaller, and b) more nimble than it is at its inception. Embrace the fact that you have fewer moving parts and are able to quickly and efficiently make decisions.",[24,8268,8270],{"id":8269},"ability-to-pivot","Ability to Pivot",[14,8272,8273],{},"As we mentioned above, startups have to make decisions to continue making progress. With that in mind, startups clearly understand that...",[46,8275,8276,8283],{},[49,8277,8278,8279,8282],{},"Nothing is Permanent: Guess what? Decisions can be made to ",[52,8280,8281],{},"reverse"," poor choices that were previously made! Nothing is final, so stop acting like your brand can't pivot based upon real-time results of your decisions!",[49,8284,8285],{},"Pivoting: On that note, startups are able to pivot in order to be more successful. Pivot your target audience, product offering, company mission ... the list is endless!",[24,8287,8289],{"id":8288},"faith-in-their-employees","Faith in Their Employees",[46,8291,8292,8295],{},[49,8293,8294],{},"Employees become trigger men (and women): Startups have to place faith in their employees -- they must hire productive workers that buy in 100% to the companies mission and will give 110% to help make that vision a reality. With this in mind, they are empowered to make a lot of decisions on the fly and must be creative to get things done.",[49,8296,8297],{},"Employees love their work: Because you've empowered your employees to make decisions and be independently successful within your company, they begin to love their work. Hell, it's their work that you've given them the power to make decisions and act on! Embrace this!",[14,8299,8300],{},[52,8301,8302],{},"What do you think -- did I miss anything important?",{"title":77,"searchDepth":291,"depth":291,"links":8304},[8305,8306,8307,8308],{"id":8237,"depth":291,"text":8238},{"id":8244,"depth":291,"text":8245},{"id":8269,"depth":291,"text":8270},{"id":8288,"depth":291,"text":8289},"2012-05-15","How and why to operate your business as a startup.",{},"\u002Fblog\u002Findustry\u002Fwhat-big-companies-can-learn-from-start-ups",{"title":8231,"description":8310},"blog\u002Findustry\u002Fwhat-big-companies-can-learn-from-start-ups","e41O90yzR39A4P-XMMP-3VixpZZx4YMwe3YXlCzLeiQ",[5683],{"id":8318,"title":8319,"author":7,"authors":8320,"body":8321,"caption":7,"category":1667,"date":8362,"description":8363,"extension":318,"img":7,"imgAlt":7,"meta":8364,"minutes":3024,"navigation":322,"path":8365,"seo":8366,"seodescription":7,"seotitle":7,"stem":8367,"updated":7,"__hash__":8368,"people":8369},"blog\u002Fblog\u002Findustry\u002Fwhat-facebook-can-teach-us-about-user-growth.md","What Facebook Can Teach Us About User Growth",[3090],{"type":11,"value":8322,"toc":8359},[8323,8332,8335,8339,8342,8356],[14,8324,8325,8326,8331],{},"Earlier today, I came across a great ",[206,8327,8330],{"href":8328,"rel":8329},"https:\u002F\u002Fwww.quora.com\u002FWhat-are-some-decisions-taken-by-the-Growth-team-at-Facebook-that-helped-Facebook-reach-500-million-users",[210],"Quora thread","that discussed some of the decisions Facebook made to skyrocket it's user base to more than 500 million users.",[14,8333,8334],{},"Which made me think ...",[24,8336,8338],{"id":8337},"what-can-we-learn-from-facebooksuser-acquisition-strategy","What can we learn from Facebook's user acquisition strategy?",[14,8340,8341],{},"In terms of driving qualified leads and nurturing existing database contacts, there are four key questions your brand needs to ask itself.",[46,8343,8344,8347,8350,8353],{},[49,8345,8346],{},"How do I increase the rate of acquisition (i.e. user sign ups)?",[49,8348,8349],{},"What can I activate as many users as quickly as possible in their first 'N' days?",[49,8351,8352],{},"What are the levers for engagement & retention and how can I pull them?",[49,8354,8355],{},"How do I bring churned users back into the system to 'resurrect' them from the dead?",[14,8357,8358],{},"These questions are shown visually in the graphic above.",{"title":77,"searchDepth":291,"depth":291,"links":8360},[8361],{"id":8337,"depth":291,"text":8338},"2012-05-14","A great Quora thread that discussed some of the decisions Facebook made to skyrocket it's user base to more than 500 million users.",{},"\u002Fblog\u002Findustry\u002Fwhat-facebook-can-teach-us-about-user-growth",{"title":8319,"description":8363},"blog\u002Findustry\u002Fwhat-facebook-can-teach-us-about-user-growth","J7PVeIi-Z6LkvQSR4bMSRv-ingXqkiACG0EBZIjsyF4",[5683],{"id":8371,"title":8372,"author":7,"authors":8373,"body":8374,"caption":7,"category":1667,"date":8458,"description":8459,"extension":318,"img":7,"imgAlt":7,"meta":8460,"minutes":291,"navigation":322,"path":8461,"seo":8462,"seodescription":7,"seotitle":7,"stem":8463,"updated":7,"__hash__":8464,"people":8465},"blog\u002Fblog\u002Findustry\u002Fchoosing-the-right-client-agency-partnership.md","Choosing the Right Client & Agency Partnership",[3090],{"type":11,"value":8375,"toc":8453},[8376,8385,8387,8391,8412,8416,8430,8434,8448],[14,8377,8378,8379,8384],{},"After reading this ClickZ article, ",[206,8380,8383],{"href":8381,"rel":8382},"https:\u002F\u002Fwww.clickz.com\u002Fclickz\u002Fcolumn\u002F2172153\u002Fchoosing-partner-client-agency-relationship",[210],"Choosing the Right Partner: The Client-Agency Relationship",", we wanted to pass along a couple tips the author shared about building the right client \u002F agency relationship.",[14,8386,7992],{},[24,8388,8390],{"id":8389},"tip-1-make-sure-the-agencys-skills-closely-align-with-your-needs","Tip #1: Make Sure the Agency's Skills Closely Align With Your Needs",[46,8392,8393,8396,8399,8409],{},[49,8394,8395],{},"Situation: Many client-agency relationships fail because there is a mismatch between client needs and agency capabilities",[49,8397,8398],{},"Solution: When brands are evaluating agencies' capabilities, they should keep the following items in mind:",[49,8400,8401,8402,8405,8406],{},"Have a clear understanding of what you ",[52,8403,8404],{},"want"," and what you ",[52,8407,8408],{},"need",[49,8410,8411],{},"Don't let flashy presentation materials woo you -- make sure that the agency can deliver on their pitch",[24,8413,8415],{"id":8414},"tip-2-make-sure-the-agency-has-a-proven-track-record","Tip #2: Make Sure the Agency Has a Proven Track Record",[46,8417,8418,8421,8424,8427],{},[49,8419,8420],{},"Situation: Oftentimes, agencies have a tough time delivering their pitched solution on time, under budget and at a high quality of work",[49,8422,8423],{},"Solution: Verify the following things:",[49,8425,8426],{},"Track Record: What similar clients or programs have they executed before? How did they perform?",[49,8428,8429],{},"Their Process: What makes their process special? Can they articulate why it works?",[24,8431,8433],{"id":8432},"tip-3-make-sure-the-agency-can-play-well-with-others","Tip #3: Make Sure the Agency Can Play Well With Others",[46,8435,8436,8439,8442,8445],{},[49,8437,8438],{},"Situation: Clients tend to tap numerous agencies to deliver on offline, digital and creative marketing needs",[49,8440,8441],{},"Solution: Ask the following questions:",[49,8443,8444],{},"Experience: What other clients has this agency 'split duties' with across a set of marketing partners?",[49,8446,8447],{},"Process: When working with other agencies, what processes are put in place?",[14,8449,8450],{},[52,8451,8452],{},"What other tips does your brand have to share?",{"title":77,"searchDepth":291,"depth":291,"links":8454},[8455,8456,8457],{"id":8389,"depth":291,"text":8390},{"id":8414,"depth":291,"text":8415},{"id":8432,"depth":291,"text":8433},"2012-05-08","After reading this ClickZ article, Choosing the Right Partner: The Client-Agency Relationship, we wanted to pass along a couple tips the author shared about building the right client \u002F agency relationship.",{},"\u002Fblog\u002Findustry\u002Fchoosing-the-right-client-agency-partnership",{"title":8372,"description":8459},"blog\u002Findustry\u002Fchoosing-the-right-client-agency-partnership","cUQyJx5rCvx4U4BvcJNF_YF60WdfmNw2w0GGKG3r-RQ",[5683],{"id":8467,"title":8468,"author":7,"authors":8469,"body":8470,"caption":7,"category":1667,"date":8559,"description":8474,"extension":318,"img":7,"imgAlt":7,"meta":8560,"minutes":291,"navigation":322,"path":8561,"seo":8562,"seodescription":7,"seotitle":7,"stem":8563,"updated":7,"__hash__":8564,"people":8565},"blog\u002Fblog\u002Findustry\u002Funderstanding-the-customer-journey.md","Understanding the Customer Journey",[3090],{"type":11,"value":8471,"toc":8554},[8472,8475,8478,8482,8489,8493,8513,8516,8520],[14,8473,8474],{},"This article sets out to ask brands if they understand the journey customers make from the beginning to end of a purchase process.",[14,8476,8477],{},"We should probably establish a baseline, so I'll ask you all..",[24,8479,8481],{"id":8480},"does-your-brand-understand-a-day-in-the-life-of-its-target-consumers","Does your brand understand a 'day in the life' of its target consumers?",[14,8483,8484,8485,8488],{},"If the answer is yes, then we'd love to hear your opinion on our advice below.\nIf the answer is maybe (or even the brave ",[52,8486,8487],{},"'no'"," respondent out there), then we'd like to provide you with some direction to assist your brand \u002F agency as you attempt to answer this question.",[24,8490,8492],{"id":8491},"a-couple-good-questions-to-evaluate-your-customer-journeycompetencyinclude","A couple good questions to evaluate your customer journey competency include ...",[46,8494,8495,8501,8507],{},[49,8496,8497,8500],{},[52,8498,8499],{},"Value:"," Finding, integrating & focusing your brands value on the customers life",[49,8502,8503,8506],{},[52,8504,8505],{},"Environmental:"," Which physical and\u002For interactive touch points does your customer base interact with your brand?",[49,8508,8509,8512],{},[52,8510,8511],{},"Channel Selection:"," Similar to environmental, have you taken a deeper dive to understand which channels your customer base is predisposed to use?",[14,8514,8515],{},"While there are many more examples of actionable items to begin answering your customer journey conundrum, the three noted above should provide your organization with a great baseline to get the conversation started.",[24,8517,8519],{"id":8518},"on-top-of-the-advice-listed-above-here-a-few-resources-to-refer-to","On top of the advice listed above, here a few resources to refer to ...",[46,8521,8522,8530,8538,8546],{},[49,8523,8524,8529],{},[206,8525,8528],{"href":8526,"rel":8527},"https:\u002F\u002Fwww.intelligentpositioning.com\u002Fblog\u002F2011\u002F05\u002Fthe-value-in-understanding-the-customer-journey\u002F",[210],"The Value of Understanding the Customer Journey"," (via Intelligent Positioning)",[49,8531,8532,8537],{},[206,8533,8536],{"href":8534,"rel":8535},"https:\u002F\u002Fwww.marketingweek.co.uk\u002Funderstanding-the-customer-journey-is-vital\u002F3029107.article",[210],"Understanding the Customer Journey is Vital","(via Marketing Week)",[49,8539,8540,8545],{},[206,8541,8544],{"href":8542,"rel":8543},"https:\u002F\u002Feconsultancy.com\u002Fus\u002Fblog\u002F9501-tracking-the-customer-journey-with-marketing-attribution-new-report",[210],"Tracking the Customer Journey with Attribution","(via eConsultancy)",[49,8547,8548,8553],{},[206,8549,8552],{"href":8550,"rel":8551},"https:\u002F\u002Fwww.mckinseyquarterly.com\u002FThe_consumer_decision_journey_2373",[210],"The Consumer Decision Journey","(via McKinsey)",{"title":77,"searchDepth":291,"depth":291,"links":8555},[8556,8557,8558],{"id":8480,"depth":291,"text":8481},{"id":8491,"depth":291,"text":8492},{"id":8518,"depth":291,"text":8519},"2012-05-07",{},"\u002Fblog\u002Findustry\u002Funderstanding-the-customer-journey",{"title":8468,"description":8474},"blog\u002Findustry\u002Funderstanding-the-customer-journey","NiCqypB1QZTMdtE9Wmv6MH8R0wgplxhDDlQszhvdWMA",[5683],{"id":8567,"title":8568,"author":7,"authors":8569,"body":8570,"caption":7,"category":1667,"date":8682,"description":8683,"extension":318,"img":7,"imgAlt":7,"meta":8684,"minutes":291,"navigation":322,"path":8685,"seo":8686,"seodescription":7,"seotitle":8568,"stem":8687,"updated":7,"__hash__":8688,"people":8689},"blog\u002Fblog\u002Findustry\u002Fwhat-amcs-the-pitch-missed-from-wdcw.md","What AMC’s ‘The Pitch’ Missed from WDCW",[3090],{"type":11,"value":8571,"toc":8672},[8572,8581,8584,8593,8603,8612,8620,8624,8626,8630,8633,8641,8644,8648,8651,8654,8658,8661,8664,8667],[24,8573,8575,8576],{"id":8574},"by-now-many-of-you-may-have-heard-of-amcs-new-showthe-pitch","By now, many of you may have heard of ",[206,8577,8580],{"href":8578,"rel":8579},"https:\u002F\u002Fwww.amctv.com\u002Fshows\u002Fthe-pitch",[210],"AMC's new show: The Pitch",[14,8582,8583],{},"The Pitch pits two opposing ad agencies against each other to compete for an assignment from a nationally-recognized brand.",[14,8585,8586,8587,8592],{},"Many of the larger ad agencies ",[206,8588,8591],{"href":8589,"rel":8590},"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fwillburns\u002F2012\u002F03\u002F22\u002Fthe-real-reason-the-big-ad-agencies-avoided-amcs-the-pitch\u002F",[210],"turned down the opportunity to appear on The Pitch",", citing the fact that they didn't want to give away their 'secret sauce' for all the world to see.",[24,8594,8596,8597,8602],{"id":8595},"my-former-employer-wdcw-accepted-the-invitation-to-compete","My former employer, ",[206,8598,8601],{"href":8599,"rel":8600},"https:\u002F\u002Fwdcw.com",[210],"WDCW",", accepted the invitation to compete",[14,8604,8605,8606,8611],{},"In an ",[206,8607,8610],{"href":8608,"rel":8609},"https:\u002F\u002Fadage.com\u002Farticle\u002Fagency-viewpoint\u002Fappearing-pitch\u002F233748\u002F",[210],"Ad Age article published earlier this month",", WDCW principal Tracy Wong did a fantastic job of detailing why WDCW was unafraid to take on the challenge.",[14,8613,8614,8615],{},"There were many things left out of the 42 minute first episode of The Pitch, which ",[206,8616,8619],{"href":8617,"rel":8618},"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fwillburns\u002F2012\u002F04\u002F20\u002Famcs-the-pitch-behind-the-scenes-part-2-tracy-wong-wdcw\u002F",[210],"Tracy touched on during this Forbes interview.",[24,8621,8623],{"id":8622},"as-a-former-wdcw-ite-i-wanted-to-share-a-couple-classic-wdcw-isms-that-tracy-left-unmentioned-that-others-in-our-industry-could-learn-from","As a former WDCW-ite, I wanted to share a couple classic 'WDCW-isms' that Tracy left unmentioned that others in our industry could learn from",[14,8625,7992],{},[24,8627,8629],{"id":8628},"lesson-1-check-your-ego-at-the-door","Lesson #1: Check your ego at the door",[14,8631,8632],{},"As a seasoned creative director, Tracy has seen a LOT of egos during his time in this industry. And even through all of the success he has experienced, he'll always be the first to tell someone to check their ego at the door.",[14,8634,8635,8636],{},"To paraphrase his acceptance speech at the ",[206,8637,8640],{"href":8638,"rel":8639},"https:\u002F\u002Fwww.addyseattle.com\u002F",[210],"Seattle ADDY Awards in 2011:",[14,8642,8643],{},"'This industry doesn't need any more assholes; ego-driven, selfish, me-me-me-me-me type characters who think they're better than everybody else. Check your ego at the door and get on board with your team -- YOUR AGENCY -- and focus on producing good work as a group.'",[24,8645,8647],{"id":8646},"lesson-2use-your-superhero-powers-for-good","Lesson #2: Use your superhero powers for good",[14,8649,8650],{},"Tracy loved to use this phrase.",[14,8652,8653],{},"Life is not all about making money; at some point, you need to use the superhero powers that were bestowed upon you to work on something that will benefit the greater good.",[24,8655,8657],{"id":8656},"lesson-3-the-democracy-of-ideas","Lesson #3: The Democracy of Ideas",[14,8659,8660],{},"Tracy touched on this during his Ad Age article, but I believe it's worth revisiting a second time.",[14,8662,8663],{},"WDCW has built their culture around the concept that ideas come from a combined collection of thoughts -- that it's not up to a single person to come up with the 'big idea', but instead that everyone should come together to help bring this idea to life.",[14,8665,8666],{},"Focus on the bringing the broader group together as your agency is ideating and you'll benefit from a more diverse collection of ideas that are generated.",[14,8668,8669],{},[52,8670,8671],{},"So, what does your agency believe in?",{"title":77,"searchDepth":291,"depth":291,"links":8673},[8674,8676,8678,8679,8680,8681],{"id":8574,"depth":291,"text":8675},"By now, many of you may have heard of AMC's new show: The Pitch",{"id":8595,"depth":291,"text":8677},"My former employer, WDCW, accepted the invitation to compete",{"id":8622,"depth":291,"text":8623},{"id":8628,"depth":291,"text":8629},{"id":8646,"depth":291,"text":8647},{"id":8656,"depth":291,"text":8657},"2012-04-21","Recap of The Pitch - what creative agency won when pinned up against each other.",{},"\u002Fblog\u002Findustry\u002Fwhat-amcs-the-pitch-missed-from-wdcw",{"title":8568,"description":8683},"blog\u002Findustry\u002Fwhat-amcs-the-pitch-missed-from-wdcw","B7SDxnviu5M5hzZl6AD1bYbmtEsxmpbESS5Kuv8brbw",[5683],{"id":8691,"title":8692,"author":7,"authors":8693,"body":8694,"caption":7,"category":1667,"date":8865,"description":8698,"extension":318,"img":7,"imgAlt":7,"meta":8866,"minutes":297,"navigation":322,"path":8867,"seo":8868,"seodescription":7,"seotitle":7,"stem":8869,"updated":7,"__hash__":8870,"people":8871},"blog\u002Fblog\u002Findustry\u002Fbrand-building-101-communicating-without-words.md","Brand Building 101: Communicating Without Words",[9],{"type":11,"value":8695,"toc":8858},[8696,8699,8702,8713,8716,8720,8723,8727,8730,8734,8737,8740,8773,8777,8780,8783,8816,8820,8823,8826,8853],[14,8697,8698],{},"Building a brand is one of the more complex and intricate pieces of the marketing mix.",[14,8700,8701],{},"Building a brand sets out to...",[46,8703,8704,8707,8710],{},[49,8705,8706],{},"Elicit an emotional response every time a consumer sees it",[49,8708,8709],{},"Be memorable",[49,8711,8712],{},"Prove it's superiority over your competitors",[14,8714,8715],{},"and most importantly ...",[24,8717,8719],{"id":8718},"building-a-brand-boils-down-to-one-thing-recognition","Building a brand boils down to one thing: Recognition ",[14,8721,8722],{},"Which leads me to the question:",[24,8724,8726],{"id":8725},"is-your-brand-able-to-communicate-without-using-words","Is your brand able to communicate without using words?",[14,8728,8729],{},"To illustrate my point, I've highlighted three brands who are able to communicate without saying a single word.",[24,8731,8733],{"id":8732},"_1-nike","1. Nike",[14,8735,8736],{},"Nike's trademark swoosh logo is the perfect example of a symbol that speaks on Nike's behalf without saying a single word.",[14,8738,8739],{},"Taking the criteria that I laid out above, here are my reactions to seeing this brand symbol.",[46,8741,8742,8745,8748,8761],{},[49,8743,8744],{},"Elicit an emotional reaction every time a consumer sees it",[49,8746,8747],{},"Reminds me of Friday night under the lights -- my high school football games -- where the only pair of cleats I ever wore were Nike's",[49,8749,8709,8750],{},[46,8751,8752],{},[49,8753,8754,8755,8760],{},"In a long line of memorable promotions, Nike worked with the University of Oregon to ",[206,8756,8759],{"href":8757,"rel":8758},"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=-CbDwkyHnk8",[210],"project their logo on the side of Camelback Mountain in Arizona",", a stunt that generated a tidal wave of free media promoting the stunt",[49,8762,8712,8763],{},[46,8764,8765],{},[49,8766,8767,8768],{},"The people have spoken: ",[206,8769,8772],{"href":8770,"rel":8771},"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FNike,_Inc.",[210],"Nike is the leading provider of athletic shoes and apparel",[24,8774,8776],{"id":8775},"_2-apple","2. Apple",[14,8778,8779],{},"The Apple logo, a symbol nearing extinction prior to Steve Jobs returning to captain the Apple ship, is recognized the whole world over as consumers gobble up iPods, iPhones, iPads, MacBooks, Mac Minis ... well, you get the point.",[14,8781,8782],{},"Again, let's take the criteria that I laid out above to examine Apple's brand.",[46,8784,8785,8787,8790,8803],{},[49,8786,8744],{},[49,8788,8789],{},"Trendy and aesthetically beautiful products that are extremely user friendly to operate",[49,8791,8709,8792],{},[46,8793,8794],{},[49,8795,8796,8797,8802],{},"The ",[206,8798,8801],{"href":8799,"rel":8800},"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=4oAB83Z1ydE",[210],"Think Different advertising campaign"," of the late 90's remains one of the most popular (and arguably successful) advertising campaigns of the 20th century",[49,8804,8712,8805],{},[46,8806,8807],{},[49,8808,8809,8810,8815],{},"Again, the people have spoken: Apple's iPad 3 release saw ",[206,8811,8814],{"href":8812,"rel":8813},"https:\u002F\u002Fwww.techradar.com\u002Fnews\u002Fmobile-computing\u002Ftablets\u002Fnew-ipad-3-tops-3-million-sales-in-3-days-1072324",[210],"3 MILLION UNITS SOLD","in the first three days they hit the shelves",[24,8817,8819],{"id":8818},"_3-brian-wilson","3. Brian Wilson",[14,8821,8822],{},"Yes, mister 'fear the beard' himself!",[14,8824,8825],{},"Since winning the World Championship in 2010, Wilson has rocketed up the celebrity charts. Using his 300-esque beard and hot-tempered pitching style, Wilson has become a household name.",[46,8827,8828,8830,8833,8846],{},[49,8829,8744],{},[49,8831,8832],{},"Slightly terrified that Brian will pull a Leonitus and separate one (or more) of my limbs from my body",[49,8834,8709,8835],{},[46,8836,8837],{},[49,8838,8839,8840,8845],{},"Please refer to this ",[206,8841,8844],{"href":8842,"rel":8843},"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=iLsDZjIH7sE",[210],"Taco Bell commercial"," that Brian starred in",[49,8847,8712,8848],{},[46,8849,8850],{},[49,8851,8852],{},"Wilson is believed to be one of the best closers in all of baseball right now",[14,8854,8855],{},[52,8856,8857],{},"What steps are your team taking toward building a memorable brand?",{"title":77,"searchDepth":291,"depth":291,"links":8859},[8860,8861,8862,8863,8864],{"id":8718,"depth":291,"text":8719},{"id":8725,"depth":291,"text":8726},{"id":8732,"depth":291,"text":8733},{"id":8775,"depth":291,"text":8776},{"id":8818,"depth":291,"text":8819},"2012-04-16",{},"\u002Fblog\u002Findustry\u002Fbrand-building-101-communicating-without-words",{"title":8692,"description":8698},"blog\u002Findustry\u002Fbrand-building-101-communicating-without-words","b2hfr--aa0nBdD2jglqugOql6CQcyAmvzO1yEI2JNu0",[2979,3028],{"id":8873,"title":8874,"author":7,"authors":8875,"body":8876,"caption":7,"category":1667,"date":8952,"description":8880,"extension":318,"img":7,"imgAlt":7,"meta":8953,"minutes":297,"navigation":322,"path":8954,"seo":8955,"seodescription":7,"seotitle":8874,"stem":8956,"updated":7,"__hash__":8957,"people":8958},"blog\u002Fblog\u002Findustry\u002Finterview-with-goodway-group-managing-director-coo-jay-friedman.md","Interview with Goodway Group Managing Director \u002F COO Jay Friedman",[9],{"type":11,"value":8877,"toc":8947},[8878,8881,8905,8909,8912,8915,8918,8922,8925,8928,8931,8934,8938,8941,8944],[14,8879,8880],{},"In our running series of blog posts featuring influential members of the digital media industry, we're proud to feature Jay Friedman's comments in today's blog post.",[46,8882,8883,8889,8895],{},[49,8884,8885,8888],{},[52,8886,8887],{},"Name:"," Jay Friendman",[49,8890,8891,8894],{},[52,8892,8893],{},"Position:"," Managing Director \u002F COO",[49,8896,8897,1043,8900],{},[52,8898,8899],{},"Company:",[206,8901,8904],{"href":8902,"rel":8903},"https:\u002F\u002Fwww.goodwaygroup.com\u002F",[210],"Goodway Group",[24,8906,8908],{"id":8907},"what-is-the-most-difficult-piece-of-your-digital-media-operation-to-explain-to-a-potential-client-how-do-you-overcome-this-obstacle","What is the most difficult piece of your digital media operation to explain to a potential client? How do you overcome this obstacle?",[14,8910,8911],{},"Ad serving without a doubt because it is the central nervous system of all display\u002Fmobile\u002Fvideo.  Ad serving drives bidding, auctions, RTB, creative testing, dynamic creative, and a whole host of other elements of digital media that make digital media so malleable and successful.",[14,8913,8914],{},"So many people I've spoken to simply can't get their head around the fact that 1,000 bids can pour into a system to decision bids and creative in .12 seconds and that within .4 seconds all the decision making is done and the ad is on its way to serving - all without the user realizing what is being done as the page loads.",[14,8916,8917],{},"But, to understand digital media outside of SEM and affiliate this is required knowledge.  I'll also say that any time I've taken the time to explain how this works I've never had anyone walk away confused.  It's not that hard once it's put into layman's terms.",[24,8919,8921],{"id":8920},"whats-the-biggest-problem-with-the-media-industry-today-how-is-your-company-addressing-it","What's the biggest problem with the media industry today? How is your company addressing it?",[14,8923,8924],{},"I won't speak to media overall but I'll respond to the digital ecosystem within all media.  I honestly believe one of the biggest problems in digital media is the notion that it is actually a good thing to bash our industry publicly by leaders within our industry.  Not one week passes without seeing an article or quote from a speech from an industry thought leader that details all of the \"problems\" with our industry and why they don't blame clients for not spending more in digital.  This is ridiculous.  Who does this?",[14,8926,8927],{},"First, pointing out problems while providing solutions is a good thing.  Pointing out problems without solutions is awful.",[14,8929,8930],{},"Second, most of these comments are wrong anyway.  Take the notion of \"banner blindness\".  Really? People don't see banners anymore?  Then why does brand study after brand study show improvements in all major brand metrics throughout a campaign?",[14,8932,8933],{},"More examples are available via our blog.",[24,8935,8937],{"id":8936},"where-do-you-see-digital-media-going-in-the-next-year-5-years-10-years","Where do you see digital media going in the next year? 5 years? 10 years?",[14,8939,8940],{},"This one is easy.  Programmatic buying (real time decision making\u002Fbidding on an impression by impression, user by user basis) is the biggest and most radical change to happen to the media agency business since computers were put on buyers' desktops.",[14,8942,8943],{},"Those who master programmatic buying will win the digital game and ultimately the TV game.  TV will ultimately become programmatically buyable and insertable.  It's the current holy grail.  Right now content creators and delivery companies (cable\u002FATS\u002Ffiber) are scared to death of it.",[14,8945,8946],{},"Just like the transition away from physical media to digital within the music industry, the industry will go this way.  As iTunes did for digital music, someone else will do for programmatic TV buying.  And the agencies who are already masters will have a big advantage.",{"title":77,"searchDepth":291,"depth":291,"links":8948},[8949,8950,8951],{"id":8907,"depth":291,"text":8908},{"id":8920,"depth":291,"text":8921},{"id":8936,"depth":291,"text":8937},"2012-04-11",{},"\u002Fblog\u002Findustry\u002Finterview-with-goodway-group-managing-director-coo-jay-friedman",{"title":8874,"description":8880},"blog\u002Findustry\u002Finterview-with-goodway-group-managing-director-coo-jay-friedman","Wtydf7dloLqnshktvRGXhbnRODKHGwz3uacZcCquwd4",[2979,3028],[2163,8960,9013,9060,9108,2979,6341,9157,3028,9219,5683,1962,1999,9286,2424],{"id":8961,"title":8962,"body":8963,"date":7,"description":9002,"extension":318,"images":9003,"isLeader":2032,"jobTitle":2043,"linkedIn":9005,"meta":9006,"name":8962,"navigation":322,"path":9007,"quote":7,"quoteCite":2207,"ref":9008,"seo":9009,"sequence":9010,"stem":9011,"team":2043,"twitter":7,"updated":7,"website":7,"__hash__":9012},"team\u002Fteam\u002Falicia-antonow.md","Alicia Antonow",{"type":11,"value":8964,"toc":9000},[8965,8970,8973,8978,8981,8986,8989,8994,8997],[14,8966,8967],{},[52,8968,8969],{},"How I Got Into Digital Advertising",[14,8971,8972],{},"With a background as a nurse, my journey into digital advertising began unexpectedly when I back to Ann Arbor, Michigan. A Google Partner approached me to assist with healthcare content and ads. I quickly discovered a passion for the field, and with Google Ads sales training followed by SEM training, I was hooked.",[14,8974,8975],{},[52,8976,8977],{},"What I Love About Paid Search",[14,8979,8980],{},"Every campaign is like a unique puzzle, even within the same industry. Variations in geography, audiences, and keywords make each project different. I enjoy leveraging the full suite of Google products—Search, Display, Demand Gen, and YouTube—because they work best when integrated. The ever-evolving nature of the work keeps me inspired and challenged.",[14,8982,8983],{},[52,8984,8985],{},"Why I Chose MKG Marketing",[14,8987,8988],{},"I was drawn to MKG Marketing for its people-first culture. The company recognizes that we are all human, with lives outside of work, and fosters a supportive environment that values balance and well-being.",[14,8990,8991],{},[52,8992,8993],{},"Fun Facts About Me",[14,8995,8996],{},"I’m an avid traveler and love immersing myself in different cultures. Before having kids, my husband and I spent at least three months each year exploring the world.",[14,8998,8999],{},"I take cooking classes with locals wherever I go and love scuba diving whenever there’s water nearby.\nMy kids are my world—seeing their faces light up when experiencing something new brings me the greatest joy.",{"title":77,"searchDepth":291,"depth":291,"links":9001},[],"Meet Alicia Antonow, one of MKG Marketing’s saavy digital ads experts, bringing 15+ years of hands on execution and strategy to the table.",{"landscape":9004},"alicia-antonow.webp","alicia-a-36459bb5",{},"\u002Fteam\u002Falicia-antonow","alicia-antonow",{"description":9002},54,"team\u002Falicia-antonow","dX6MgSjdInEGV2mLfl0Uv4cjJ2Si5idzNXLe33_xMZY",{"id":9014,"title":9015,"body":9016,"date":7,"description":9047,"extension":318,"images":9048,"isLeader":2032,"jobTitle":9050,"linkedIn":9051,"meta":9052,"name":9015,"navigation":322,"path":9053,"quote":7,"quoteCite":7,"ref":9054,"seo":9055,"sequence":9056,"stem":9057,"team":9058,"twitter":7,"updated":7,"website":7,"__hash__":9059},"team\u002Fteam\u002Favery-davis.md","Avery Davis",{"type":11,"value":9017,"toc":9044},[9018,9022,9025,9028,9031,9033],[14,9019,9021],{"className":9020},[1969],"\nAvery began his digital marketing career at a tech startup focused on ID scanning and facial recognition software. In addition to gaining a deep understanding of paid media and analytics, this peaked his interest in cybersecurity and tech in general. He then transitioned to agency life where he specialized in SaaS marketing.\n",[14,9023,9024],{},"Over the years, Avery has touched a variety of verticals including health and beauty, eCommerce, medical\u002Fpharma, education, and more. He is drawn to agency life because of the variety of clients he is able to work with and, in turn, learn from.",[14,9026,9027],{},"Although he’s touched several areas of digital marketing, Avery feels most at home when doing Account\u002F Project Management as well as Copywriting.",[14,9029,9030],{},"As is the theme with many of our staff, Avery was drawn to MKG because of our culture. In Avery’s words “MKG shares the same values as I do in both my professional and my personal life. When I saw that we meshed so well, this was an opportunity I couldn’t refuse!”",[81,9032,2184],{"id":2183},[46,9034,9035,9038,9041],{},[49,9036,9037],{},"Avery is an avid racquetball player. Having first gotten into the sport in college, he’s had lots of fun playing over the years. He tries to get to the court at least once a week.",[49,9039,9040],{},"Avery is a hobby bartender and enjoys making, tasting, and learning about different drinks. He’s mainly a Kentucky bourbon guy but also loves Japanese whisky!",[49,9042,9043],{},"Avery is a black belt in Pasaryu. This is a Korean mixed martial art which includes karate, kung fu, and Taekwondo. He has also trained and competed with weapons: nunchucks and samurai sword just to name a couple!",{"title":77,"searchDepth":291,"depth":291,"links":9045},[9046],{"id":2183,"depth":297,"text":2184},"Avery Davis is an Account Superivor here at MKG Marketing.",{"landscape":9049},"avery-davis.webp","Account Supervisor","avery-davis-114055191",{},"\u002Fteam\u002Favery-davis","avery-davis",{"description":9047},59,"team\u002Favery-davis","Account Services","ysXkJK5t3F27trCgdjC7IRHXNs-Qxp9YxjH9QT3gDqQ",{"id":9061,"title":9062,"body":9063,"date":7,"description":9093,"extension":318,"images":9094,"isLeader":2032,"jobTitle":9096,"linkedIn":9097,"meta":9098,"name":9062,"navigation":322,"path":9099,"quote":9100,"quoteCite":9101,"ref":9102,"seo":9103,"sequence":9104,"stem":9105,"team":9106,"twitter":7,"updated":7,"website":7,"__hash__":9107},"team\u002Fteam\u002Fjared-gerling.md","Jared Gerling",{"type":11,"value":9064,"toc":9091},[9065,9068,9071,9074,9077,9080],[14,9066,9067],{},"Jared's journey into digital marketing started with answering a classified ad for a company looking for people with writing backgrounds for a position in SEO. As a graduate of Michigan State University with a degree in Creative Writing, this sounded like the perfect opportunity.",[14,9069,9070],{},"This small agency taught him SEO from the ground up, and, after taking a break from digital marketing to receive his MA from DePaul University, Jared jumped back into the field at a medium-sized agency out of Chicago as an SEO analyst.",[14,9072,9073],{},"Since then, Jared has worked for large and small marketing agencies for over a decade, providing expert SEO services in almost every industry that has a website on the internet. And with his background in writing, Jared feels most at home in the content and customer facing side of SEO and digital marketing.",[14,9075,9076],{},"It was first and foremost the people that drew Jared to MKG. Everyone at MKG has been so in tune with his values and his personality, and they've made his time at MKG easily the best experience of his career.",[14,9078,9079],{},"Fun Facts:",[46,9081,9082,9085,9088],{},[49,9083,9084],{},"I love to travel with my wife. We've been to many incredible places over the years, and are always on the lookout for our next destination.",[49,9086,9087],{},"I was a college rower in my younger days. I rowed mostly eights as a port, and competed against some of the best schools in the nation...and lost to most of them.",[49,9089,9090],{},"I love a really good French Martini.",{"title":77,"searchDepth":291,"depth":291,"links":9092},[],"Meet Jared Gerling, one of MKG Marketing’s thoughtful SEO Experts, bringing 10+ years of experience, intentionality, and creativity to the team.",{"landscape":9095},"jared-gerling.webp","SEO Expert","jaredgerling",{},"\u002Fteam\u002Fjared-gerling","The truth is, most of us discover where we are heading when we arrive.","Calvin (Calvin and Hobbes)","jared-gerling",{"description":9093},55,"team\u002Fjared-gerling","SEO Experts","1TbRdjbaY8GvD4YbpM3Pm85IGECKXrMtdVY8OquXFkg",{"id":9109,"title":9110,"body":9111,"date":7,"description":9144,"extension":318,"images":9145,"isLeader":2032,"jobTitle":9147,"linkedIn":7,"meta":9148,"name":9150,"navigation":322,"path":9151,"quote":7,"quoteCite":7,"ref":9152,"seo":9153,"sequence":9154,"stem":9155,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":9156},"team\u002Fteam\u002Fkathy-obrien.md","Kathy Obrien",{"type":11,"value":9112,"toc":9141},[9113,9117,9120,9125,9128,9130],[14,9114,9116],{"className":9115},[1969],"\nKathy loves details and has managed the finer details of business her entire career.  She started her career in Center City, Philadelphia working for several law firms.  After she was married and had her first son, she left the bustling city to work closer to home at an international publishing company.  In 1994, Kathy and her husband Bill moved with their two sons to Charlotte, North Carolina.  They eventually completed their family with two more boys born in Charlotte.\n",[14,9118,9119],{},"In 2000 they relocated to Chester County, a suburb of Philadelphia. After a hiatus and four sons, Kathy returned to work in Chester County. This time, she gave retail a whirl so that she could be home when her school age boys were home. She quickly found out Ann Taylor was employing one of their best customers. Kathy then spent the following 10+ years in the Non-Profit arena where she did whatever needed to be done to further the mission. No job was too big, small, or unimportant to tackle.",[6807,9121,9122],{},[14,9123,9124],{},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",[14,9126,9127],{},"By February 2020, Kathy was eager to build something for herself and her family. She set off on a new adventure of starting her own business when she was connected with Kerry, Mike, and MKG. Having commuted and worked outside of the home for 10+ years, she was ready to work from home and have a better life balance. She followed the rainbow and found MKG in her pot of gold. MKG is like no other firm or organization for which Kathy has worked. Their standard of people first is evident in every team member, every decision, every meeting, every interaction. They live their standard.",[81,9129,2184],{"id":2183},[46,9131,9132,9135,9138],{},[49,9133,9134],{},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",[49,9136,9137],{},"Family: Kathy met her husband Bill in Wildwood, New Jersey after their high school graduations during “Senior Week”. They have 4 sons and 2 grandsons. There hasn’t been a girl born in the O’Brien family in 32 years! You will often hear Kathy saying her boys are the best 4 gifts she’s ever been given.",[49,9139,9140],{},"Special talent: Baking. Her boys’ (Bill included) favorites are Spritz Cookies and Chocolate Chip Cookies. There is a running family debate as to whether Ricotta Cookies are cookies or biscuits. At Christmas time, Kathy has been known to hide cookies to save some for guests.",{"title":77,"searchDepth":291,"depth":291,"links":9142},[9143],{"id":2183,"depth":297,"text":2184},"Meet Kathy O’Brien, MKG Marketing’s amazing executive assistant who consistently supports all of MKG across the many needs of the company.",{"landscape":9146},"kathy-obrien.webp","Executive Assistant",{"imageDescription":9149},"Kathy O’Brien, MKG Marketing’s Executive Assistant, in front of a gray background | MKG Marketing","Kathy O'Brien","\u002Fteam\u002Fkathy-obrien","kathy-obrien",{"description":9144},80,"team\u002Fkathy-obrien","lRwZA7wCSBsHC6ufODo6kKfYgfp9Nf-RTYoTK1zEMo0",{"id":9158,"title":9159,"body":9160,"date":7,"description":9207,"extension":318,"images":9208,"isLeader":2032,"jobTitle":9210,"linkedIn":9211,"meta":9212,"name":9159,"navigation":322,"path":9214,"quote":9215,"quoteCite":9159,"ref":9211,"seo":9216,"sequence":321,"stem":9217,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":9218},"team\u002Fteam\u002Fmarketing-leadership\u002Fceleste-jacroux.md","Celeste Jacroux",{"type":11,"value":9161,"toc":9204},[9162,9170,9173,9180,9184],[14,9163,9165,9166,9169],{"className":9164},[1969],"\nCeleste Jacroux is a Go-to-Market architect for companies ready to graduate from \"random acts of marketing\" to a predictable revenue engine. As the Founder of ",[52,9167,9168],{},"Swell Marketing Advisors"," and a strategic partner to MKG, she brings deep expertise in aligning product, sales, and marketing into a cohesive GTM strategy.",[14,9171,9172],{},"Celeste understands that for founders, the hardest phase is often bridging the gap between a great product and the market that needs it. She specializes in clarifying positioning, defining ideal customer profiles (ICPs), and building the strategic roadmap that turns vision into traction.",[14,9174,9175,9176,9179],{},"At MKG, Celeste steps in as a Marketing Leader for our ",[52,9177,9178],{},"Marketing Leadership + Activation"," clients. She provides the senior-level direction and GTM rigor, working hand-in-hand with MKG’s activation teams to ensure that strategy doesn't just sit in a deck—it gets executed, measured, and optimized for growth.",[81,9181,9183],{"id":9182},"expertise","Expertise",[46,9185,9186,9192,9198],{},[49,9187,9188,9191],{},[52,9189,9190],{},"Go-to-Market Strategy:"," Launching new products and entering new markets with precision.",[49,9193,9194,9197],{},[52,9195,9196],{},"Positioning & Messaging:"," Translating complex tech into clear customer value.",[49,9199,9200,9203],{},[52,9201,9202],{},"Sales & Marketing Alignment:"," Ensuring the revenue team is fighting the same battle.",{"title":77,"searchDepth":291,"depth":291,"links":9205},[9206],{"id":9182,"depth":297,"text":9183},"Meet Celeste Jacroux, a strategic GTM partner to MKG and Founder of Sweel Marketing Advisors. She leads Go-to-Market strategy for high-growth companies.",{"landscape":9209},"celeste-jacroux.webp","Fractional GTM Leader | Founder, Swell Marketing Advisors","celeste-jacroux",{"imageDescription":9213},"Celeste Jacroux, Founder of Swell Marketing Advisors and MKG Partner","\u002Fteam\u002Fmarketing-leadership\u002Fceleste-jacroux","A great product doesn't win on its own. It wins when the story, the strategy, and the sales motion all pull in the exact same direction.",{"description":9207},"team\u002Fmarketing-leadership\u002Fceleste-jacroux","xCdtcFdNV4sp78oidUDMCvxluqrG5iEdRJkxxEAOYq0",{"id":9220,"title":9221,"body":9222,"date":7,"description":9273,"extension":318,"images":9274,"isLeader":2032,"jobTitle":9276,"linkedIn":9277,"meta":9278,"name":9280,"navigation":322,"path":9281,"quote":9282,"quoteCite":9280,"ref":9277,"seo":9283,"sequence":586,"stem":9284,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":9285},"team\u002Fteam\u002Fmarketing-leadership\u002Flaura-mcaliley.md","Laura Mcaliley",{"type":11,"value":9223,"toc":9270},[9224,9228,9239,9242,9248,9250],[14,9225,9227],{"className":9226},[1969],"\nLaura McAliley is the growth strategist founders call when they are ready to turn early traction into sustainable momentum. As the Founder of Pebble Marketing and a key Marketing Leadership partner for MKG, Laura bridges the gap between high-level vision and the gritty execution required to scale.",[14,9229,9230,9231,9234,9235,9238],{},"Her track record speaks the language of investors and boards. She has successfully scaled SaaS startups from seed stage through to exit, most notably orchestrating a ",[52,9232,9233],{},"3x revenue lift"," at ",[52,9236,9237],{},"Security Journey"," that led to a successful acquisition.",[14,9240,9241],{},"Laura thrives in the \"messy middle\" of growth. Whether she is navigating the complexities of a Fortune 100 account or launching a scrappy go-to-market strategy for a new startup, her approach is the same: build the brand, unlock the revenue, and get the business investor-ready.",[14,9243,9244,9245,9247],{},"At MKG, Laura acts as a Fractional CMO for our ",[52,9246,9178],{}," clients, bringing the senior firepower needed to professionalize your marketing function without the full-time executive headcount.",[81,9249,9183],{"id":9182},[46,9251,9252,9258,9264],{},[49,9253,9254,9257],{},[52,9255,9256],{},"SaaS Scaling:"," From Seed to Exit",[49,9259,9260,9263],{},[52,9261,9262],{},"Revenue Operations:"," Aligning marketing spend with sales outcomes",[49,9265,9266,9269],{},[52,9267,9268],{},"Brand Strategy:"," Positioning startups for acquisition and investment",{"title":77,"searchDepth":291,"depth":291,"links":9271},[9272],{"id":9182,"depth":297,"text":9183},"Meet Laura McAliley, a strategic partner to MKG and Founder of Pebble Marketing. She serves as a Fractional CMO, helping founders scale from seed to exit.",{"landscape":9275},"laura-mcaliley.webp","Fractional CMO | Founder, Pebble Marketing","laura-mcaliley",{"imageDescription":9279},"Laura McAliley, Fractional CMO and Founder of Pebble Marketing","Laura McAliley","\u002Fteam\u002Fmarketing-leadership\u002Flaura-mcaliley","Founders don't need another slide deck. They need a roadmap to revenue and a partner willing to get their hands dirty to build it.",{"description":9273},"team\u002Fmarketing-leadership\u002Flaura-mcaliley","ke5GsAQwur6LBbt6guZUCgKQT6MJJm8UL5XCaXjVnZM",{"id":9287,"title":9288,"body":9289,"date":7,"description":2029,"extension":318,"images":9316,"isLeader":2032,"jobTitle":9318,"linkedIn":9319,"meta":9320,"name":9288,"navigation":322,"path":9321,"quote":9322,"quoteCite":9323,"ref":9324,"seo":9325,"sequence":9326,"stem":9327,"team":9328,"twitter":7,"updated":7,"website":7,"__hash__":9329},"team\u002Fteam\u002Fprachi-sarin.md","Prachi Sarin",{"type":11,"value":9290,"toc":9314},[9291,9294,9297,9300],[14,9292,9293],{},"Prachi has worked in marketing for over 10 years across various industries, but digital marketing has always been her true interest. She finally got the opportunity to pursue it when she moved to the United States and joined MKG as an apprentice, embarking on her digital marketing journey.​",[14,9295,9296],{},"Why I Joined MKG Marketing:\nI joined MKG Marketing because of its people-first culture, transparency, and commitment to growth. It’s a place where I can learn, contribute, and work with a team that genuinely cares.",[14,9298,9299],{},"Fun Facts About Me:",[46,9301,9302,9305,9308,9311],{},[49,9303,9304],{},"I love to read detective, thriller, and mystery books and watch shows in the same genre.",[49,9306,9307],{},"I’m a mom to twin girls—they are my world! Watching them grow, learn, and explore life brings me joy.",[49,9309,9310],{},"I love cooking for my family. It started with my husband, who’s a foodie, and now we cook together for our daughters.",[49,9312,9313],{},"Our family also enjoys playing video games—it’s our way to unwind and have fun together.",{"title":77,"searchDepth":291,"depth":291,"links":9315},[],{"landscape":9317},"prachi-sarin.webp","Digital Marketing Coordinator","prachisarin",{},"\u002Fteam\u002Fprachi-sarin","We keep moving forward, opening new doors, and doing new things because we're curious, and curiosity keeps leading us down new paths.","Walt Disney","prachi-sarin",{"description":2029},75,"team\u002Fprachi-sarin","Digital Marketing","LjXpVTmZn-XwzExAyq2igbw_fHhrVcf4nOLoEmURbEQ",1787835200164]