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After almost four decades, I believe the best choice for another shot at a conversion is still that quaint old communication medium: email. Email still can't be beat for rich content, for conversations that feel one-to-one, and for getting another shot at a future customer. It's the original social media platform. Liz Willits is a self-professed email marketing nerd, and the Senior Content Marketing Specialist at AWeber, one of the ‘OG; email services. She has worked with some of the most successful marketers in the world to help them with their email marketing strategies. Liz doesn't think you're sending too much on email, and she's got the data to prove it. If we're not sending too much on email, then what's keeping our email from being more productive? Listen in to hear her take. Resources and links discussed: Connect with Liz: https://www.linkedin.com/in/liz-willits/ Learn more about AWeber: https://www.aweber.com/ 30-day Trial of AWeber: https://www.aweber.com/order.htm AWeber Smart Designer: https://www.aweber.com/email-templates-smart-designer.htm?utm_source=awblogutm_medium=emailutm_campaign=smartdesignerutm_content=blogcontent092619smartdesignerannouncement Follow Brian on Twitter: https://twitter.com/bmassey Learn more about Conversion Sciences: https://conversionsciences.com/ Listen to "What Data Tells Us About Email | Liz Willits" on Spreaker.

"CMOs are abdicating their strategic position in their businesses." Just when I was marveling at how much CMOs really must do for their brands, Laura Patterson, President of VisionEdge Marketing, said the above statement that stopped me in my tracks. Laura has been focused on performance marketing and the proper use of data since before it was "cool,” and if anybody knows what's going on with CMOs, it's her. A few weeks later, I was on a panel that brought up the Fornaise Marketing Group study. This study states that of the 1,200 CEOs polled, 80% of them did not trust and were not impressed by the work done by marketers. By comparison, 90% of them trusted their CIOs and CFOs. I did some additional research and found more incriminating news. Forrester recently reported that "dozens" of major brands had eliminated the CMO position altogether, brands like Johnson Johnson, Kellogg's, Taco Bell, and Netflix. I wanted to get to the bottom of this. Was I part of the problem, focusing on just one channel? And why does Laura believe CMOs are losing their seat at the table in the c-suite? Listen in to find out. Resources and links discussed: Connect with Laura: https://www.linkedin.com/in/laurapattersonvem/ Learn more about VisionEdge Marketing: https://visionedgemarketing.com/ Check out the Fornaise Marketing Group study: https://www.fournaisegroup.com/ceos-do-not-trust-marketers/ Follow Brian on Twitter: https://twitter.com/bmassey Learn more about Conversion Sciences: https://conversionsciences.com/ Listen to "How to Know if Your CMO is Lost in the Weeds | Laura Patterson" on Spreaker.

"Marketing needs to generate more leads," says sales. "Sales needs to follow up on the leads we're sending them," says marketing. Sales and marketing: two functions that are critical to a business’s success. And from the first time something was sold, sales and marketing have worked independently. This gulf, this canyon, this gaping sinkhole between sales and marketing has been around for a long time. That’s where Chris Wallace (@ChrisWallaceIVG), Co-Founder and President of marketing consulting firm InnerView, comes in. In this episode, you’ll hear Chris’ solution on how to bridge the canyon between your marketing and sales teams. Listen in. Resources and links discussed: Connect with Chris Learn more about InnerView Check out the brand transfer score blog Follow Brian on Twitter @bmassey Learn more about Conversion Sciences Listen to "Bridging the Canyon Between Marketing and Sales | Chris Wallace" on Spreaker.

Having a true understanding of your target customer is the first step in building an effective marketing plan. How are they spending their time? Are they able to use the time they have to focus on their area of expertise? And do they have an interest in doing even better work? Come to think of it, we could ask these same questions of ourselves. It’s a full-circle approach that leads to better clarity about our target audience, enabling a more robust and focused marketing strategy. In this episode, Josh Thomas, Director of Marketing at Outbound Engine, shares how these three pillars inform their marketing strategy while also serving as the marketing solution for the customers. Listen in as Josh breaks down the dichotomy of marketing Outbound Engine’s marketing software solution. Listen to "Understanding Marketing Through Time, Expertise, and Interest" on Spreaker.

People like funnels because they provide us with some sense of progress in our marketing efforts, but the marketing funnel is under attack, especially in the B2B lead generation space. Carman Pirie (@pirie) is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. The solutions that purport to step into the funnel's place come with their own baggage. The more interactions with someone, the more likely they are to be a prospect, right? However, this approach treats the funnel more like a swarm of flies. People seem to swarm around our content until, finally, and unpredictably, they qualify for a call. Carman believes there's something better than a funnel or a swarm, and his agency delivers that something better. Listen to "Why B2B Marketers Shouldn't Mourn the Death of the Funnel" on Spreaker.

There is a ceiling on your conversion rate. It's not your price. It's not your copy. It's not your form. It's eating your website from the inside out. It's causing your SEO to atrophy. It's causing your paid search placement to drop. It's causing your visitors to bounce, and it's only getting worse as mobile traffic grows. What is the ceiling on your conversion rate? It may be....your page load time. On this episode, Lukas Haensch, founder of Pathmonk and former Google performance analyst, is bringing load time down to a level that we can all understand. Listen in as Lukas discusses how to diagnose your site and some tactics to ask your tech team to implement to break through the ceiling. Listen to "Do This First: How to Improve Website Performance According to Google | Lukas Haensch" on Spreaker.

We're told terrifying things: that people have the attention span of a goldfish, that Millennials don't read, that we only have 8 seconds to make our point. No wonder we're confused about how to communicate through copy. However, the words we use to establish our value and persuade visitors to take action can be tested. Data to the rescue! Olivia Ross (@ortdesign) is the Director of Conversion Rate Optimization at Directive Consulting. She is a designer turned conversion optimizer who believes that copy is at the core of any great customer journey. How does Olivia increase conversion rates and ensure landing pages are optimized to succeed? Listen in. Listen to "How to AB Test Your Copy | Olivia Ross" on Spreaker.

Mobile best practices don’t really exist. Every audience is different, and Intended Consequences host Brian Massey has the tests to prove it. What works for one business doesn’t always work for others. In this episode, you’ll hear design ideas for your website’s mobile call-to-action buttons, so you can test them and discover what works. How can mobile call-to-action buttons increase conversions? Can you place more than one CTA per mobile page? What are the top placements for these buttons? Brian answers these questions and more on this week’s episode. Listen to "Mobile CTA Buttons: Best Guidelines for Placement, Copy, and Design | Brian Massey" on Spreaker.

Lance Loveday (@loveday) is the founder and CEO of Closed Loop, a digital advertising agency that specializes in paid media management.  As an optimizer by nature, digital marketing comes naturally to Lance. He’s analytical but also creative - he uses his left brain and his right brain.  In this episode, we discuss the tough questions to ask when bringing on external resources to solve your most important problems. Listen in as we explore how to find an agency relationship that gives you a competitive advantage. 

Lance Loveday (@loveday) is the founder and CEO of Closed Loop, a digital advertising agency that specializes in paid media management.  As an optimizer by nature, digital marketing comes naturally to Lance. He’s analytical but also creative - he uses his left brain and his right brain.  In this episode, we discuss the tough questions to ask when bringing on external resources to solve your most important problems. Listen in as we explore how to find an agency relationship that gives you a competitive advantage. 

Erin Collis, Marketing and Communications Manager at Corradi USA, has a lot on her plate (as we suspect you probably do as well).  Most marketers are holding dozens of ideas in their minds, many of which are in opposition, and then these poor souls are expected to be creative and thoughtful amidst all of this. It’s a barrier to a culture of experimentation in marketing, product development, and more. Listen in as Erin discusses the challenges of being a digital marketer in 2019. Resources and links discussed: Connect with Erin Learn more about Corradi USA Follow Brian on Twitter @bmassey  Learn more about Conversion Sciences

Erin Collis, Marketing and Communications Manager at Corradi USA, has a lot on her plate (as we suspect you probably do as well).  Most marketers are holding dozens of ideas in their minds, many of which are in opposition, and then these poor souls are expected to be creative and thoughtful amidst all of this. It’s a barrier to a culture of experimentation in marketing, product development, and more. Listen in as Erin discusses the challenges of being a digital marketer in 2019. Resources and links discussed: Connect with Erin Learn more about Corradi USA Follow Brian on Twitter @bmassey  Learn more about Conversion Sciences

Barbara Caveness of Uncommon Logic tells us how she builds and manages teams that are both data-driven and creative. What job description would a marketing manager write if they wanted experimenters in their organization? I think it might go something like this. Title: Marketing Experimenter Primary job description: Making people aware of our products and persuading them to purchase them. You are perfect for this role if: You are not confident in your ability to create digital campaigns that will connect with our prospects.You fail frequently and with minimum impact.You do not consider yourself an intuitive copywriter.You do not have an intuitive sense of design.You are good at holding off helicopter executives.You ignore the expectations of others unless they are prospects or customers.You can waste time strategically.You forget past victories easily.You are unmoved by cool agency designs.You’ve mastered the tools necessary to learn how to speak to our prospects.You are good at talking about data and sharing it with teammates.Must be good at asking questions.You know how to celebrate successful campaigns.You know how to celebrate failures.If this is you, please apply immediately.If any of these qualifications seem counterintuitive to you, don’t worry. We are all going to have to learn to work with this kind of curious, disciplined and creative person. Would you want people like this working in your organization? I suspect you may already have these kinds of people on your team. So the real question will be, would this person be delighted to be in your organization? To help understand these kind of people, I invited Barbara Cavness to join me on this episode of Intended Consequences. Barbara is the CEO of (un)Common Logic – a digital marketing agency that you might be tempted to put into the category of “Search Engine Marketing”. But this is really an organization that enables teams of talented people to do great things. Her team investigates digital marketing data to find the surprising facts that can solve their clients toughest problems. Barbara is very purposeful in her approach to building teams, even though she encounters all of the same obstacles that we do. Learn how this former Duke University lacrosse player became the head of a marketing organization and how she fosters teamwork, curiosity, and creativity.

Barbara Caveness of Uncommon Logic tells us how she builds and manages teams that are both data-driven and creative. What job description would a marketing manager write if they wanted experimenters in their organization? I think it might go something like this. Title: Marketing Experimenter Primary job description: Making people aware of our products and persuading them to purchase them. You are perfect for this role if: You are not confident in your ability to create digital campaigns that will connect with our prospects.You fail frequently and with minimum impact.You do not consider yourself an intuitive copywriter.You do not have an intuitive sense of design.You are good at holding off helicopter executives.You ignore the expectations of others unless they are prospects or customers.You can waste time strategically.You forget past victories easily.You are unmoved by cool agency designs.You’ve mastered the tools necessary to learn how to speak to our prospects.You are good at talking about data and sharing it with teammates.Must be good at asking questions.You know how to celebrate successful campaigns.You know how to celebrate failures.If this is you, please apply immediately.If any of these qualifications seem counterintuitive to you, don’t worry. We are all going to have to learn to work with this kind of curious, disciplined and creative person. Would you want people like this working in your organization? I suspect you may already have these kinds of people on your team. So the real question will be, would this person be delighted to be in your organization? To help understand these kind of people, I invited Barbara Cavness to join me on this episode of Intended Consequences. Barbara is the CEO of (un)Common Logic – a digital marketing agency that you might be tempted to put into the category of “Search Engine Marketing”. But this is really an organization that enables teams of talented people to do great things. Her team investigates digital marketing data to find the surprising facts that can solve their clients toughest problems. Barbara is very purposeful in her approach to building teams, even though she encounters all of the same obstacles that we do. Learn how this former Duke University lacrosse player became the head of a marketing organization and how she fosters teamwork, curiosity, and creativity.

What if you could see the analytics of any of your competitors' websites? Mike Roberts (@mrspy) is the Founder and CEO of SpyFu and Nacho Analytics. He’s also one of the most interesting people in online marketing. A digital marketing pirate, if you will. Mike founded Nacho Analytics because he’s passionate about the bootstrapper entrepreneurs of the world. You know - the people grinding away drinking coffee at midnight. He wanted to empower them, to disrupt the system. So now, Mike is making data and analytics broadly available for everyone. In this episode, you’ll hear why he's pricing this so anyone can access it, and what Google said when they learned he was pumping his data into Google Analytics for easy access.