The Pulse on Marketing – Live

CEO Corner: Overview of Merchant Cash and Capital

Founded by CEO Stephen Sheinbaum in 2005, Merchant Cash and Capital is an alternative financial company which focuses on raising money for small to medium sized businesses. While many SMBs have a difficult time fundraising and have limited access to capital, Merchant Cash and Capital takes an alternative approach to funding by working with merchant processors to send interest payments directly to lenders directly from gross revenues, rather than focusing on net income or other metrics.

Watch the video below to learn more about how Stephen Sheinbaum’s Merchant Cash and Capital helps small to medium sized businesses:

As opposed to the traditional financial system, Merchant Cash and Capital doesn’t require any collateral for borrowers. Conventionally, borrowers are required to have valuable assets such as real estate or stock portfolios to put up as a guarantee. Merchant Cash and Capital also expedites the application process for SMBs, with the entire application process only taking a couple of days.

Interested in learning more? Click here to view the entire interview with Stephen Sheinbaum and Stephen Saber.

Content Marketing 360: 5 Tips in 10 Minutes from Tim Washer of Cisco

Tim Washer, Senior Marketing Manager of Cisco, joins Robert Collins and Richard Caines of The Pulse Network to discuss his 5 Tips in 10 Minutes for Content Marketers looking for creative strategies to implement in their marketing campaigns.

1. Produce a Documentary on a Shoestring Budget

Find an author, speaker, or well known industry speaker who can help tell stories of invention, failure, and what lead to where your industry is now. By telling stories about your industry rather than about your company, it’s much less of a marketing message and will gain more traction on YouTube.

It’s becoming increasingly difficult to connect with people, and creating content that is relevant to your audience will help you build an audience that will

2. Insert Fun into a Technical Topic

Invest in having fun and creating something fun – with or without a call to action. Create something fun and entertaining as a gift to your audience for them reading your blog or visiting your website. This type of content does not necessary need to be directly related to a product or service you offer – it could be something as simple as video created by an interesting employee.

3. Create an Edutainment Video

Creating “edutainment” has the same goal as your other content – sharing relevant content and driving leads. If your audience visits your site or your blog and finds relevant content that is also entertaining, people will subscribe. If you build it, they will come.

4. Create a Humorous Video  

One of the first humorous videos that Tim was involved with was the “The Art of the Sale”, created by IBM. By being self-deprecating and telling a true story that resonated with the audience, the video has millions of hits on YouTube. Tim recommends that if you are going to create a video like “The Art of the Sale”, rather than pointing back to a product marketing page, you should link your video back to a blog post that relates to the context of the video. Doing so helps you build the audience that you are trying to.

5. Use Locations to Inspire New Ideas for Video

Ask yourself, what would be a great way to visually tell a story?  Is there a loose connection to your industry or business? Cisco produced a video at the Maritime Aquarium in Connecticut and produced a video about how the aquarium uses the mobile internet to enhance the experience that their visitors have. Storytelling doesn’t always have to be about your product or services, again, just make it about your industry and something relevant.

Content Marketing 360: Tim Washer on Comedy and Content Marketing

Tim Washer, the Senior Marketing Manager for Cisco, has a professional background ranging from a role as analyst and sales. He joins Robert Collins and Richard Caines of The Pulse Network to discuss developing creative ways to engage the audience your audience through content marketing.

Content Marketing 360: How to Measure Content Marketing Success

Being able to measure specific metrics through your content marketing campaigns is crucial for getting buy-in from upper management and continuing to build momentum with your campaigns. Tim Washer of Cisco joins The Pulse Network to discuss important strategies for measuring content marketing success and the specific metrics you need to look at in your campaigns.

 

  1. Consumption Metrics: Page views, video views, document views, downloads and social chatter
  2. Sharing Metrics
  3. Lead Generations Metrics
  4. Sales Metrics
  5. Thought Leadership
  6. Loyalty Metrics

 

Sharing- Likes, shares, forwards and downloads email, blog subscriptions, blog comments and your conversion rate

Sales- Track online and offline sales that are influenced by content and content drive communities

Thought Leadership- requests to speak with media or at key events on industry leading issues

Loyalty- Advocates, referrals and words of mouth

Consumption Metrics- How many people viewed, downloaded or listened

  • Page views
  • Video views
  • Downloads
  • Social

Consumptions is just the first step

Led Gen Metrics

-          Have you set up your system when you have the content out there that you are capturing. How people are engaging with you are having them subscribe

-          Make sure you put how they came in and what the context was about

-          Make sure you are capturing those people and adding them into your CRM system and look back to see if that content made a value point in the company.

5 Steps to Creating an Agile Marketing Organization with David Reske

David Reske of Nowspeed talks about how Agile marketing can help you company be better organized.

Companies spend an average of 2.5% of revenue on digital marketing and some programs like social media or mobile marketing programs are growing at 20-30% annually. With this complexity Agile Marketing can help you adapt to change, accelerate your program and accelerate your results.

David Reske shares his 5 steps about Agile Marketing

1. Create a new customer relationship, get a more detailed view of the customer

- Organize into user stories to make sure everything you do in every project you do is based on customer need.

- It is very important to keep it current by listening to feedback and real conversations to help you stay on track

 

2. Create a new planning process

- You could use all the best digital tools such as your website, SEO, SEM and social media

- Plan release programs every 2-4 weeks and measure the results to make sure your on track

 

3. Create a new decision making framework, no more listening to the loudest person in the room with the most conventional wisdom

- Let data drive opinion, not the other way around.

- David Reske’s philosophy is everyone has an opinion once, then we test

- It is critical to create a test plan on campaigns and content so you can improve and document your results

4. Create new integrated marketing goals

- Make sure your marketing plan is integrated with your sales plan

- Organize programs around goals such as:

-Driving traffic

-Converting traffic

-And the nurturing of those needs to become customers

Driving Traffic:

- Advertising

- SEO

- SEM

-Banner Ads

Converting traffic to leads:

-Website

-Landing pages

-Offers

-Content

 

Nurturing those leads to become customers:

-Marketing automation

- Social media

-Re marketing

Integrated cross-functional teams will help you stay aligned with your goal

 

5. Create a new cross-functional team structure

- To help get things done faster

- Agile software development has given 2 key ideas:

Sprint idea:

-Break down big projects into monthly or weekly sprints so you can deliver projects frequently

Scrum idea: Daily 15 minute stand-up meeting to report on what you did yesterday, what will you do today  and any obststacles involved

 

5 Tips to Help You Make Life Easier For Your Editors- Spotlight on IMS featuring Robert Bredlau

Online marketing is all about customer experience, the editors are needed to help make the customers online experience a great one.

 

Robert Bredlau of E-Spirit tells us his 5 steps to make life a little bit easier for your editors

1. Eliminate usability obstacles

- created content is hard work, and to make life a little bit easier for the editors evaluate the real- world usability of your web CMS and  make sure it truly is the best.

2. Automate processes

- steak holders want a say in what is being said on the corporate website

- to help communicate with editors, use graphical workflow tools to design. It also helps to keep editors focused on customer experience

3. Move to a single platform, don’t ask your editors to jump from system to system it will be hard for them to keep everything organized.

- Move to a single platform to keep from disasters

- Also make sure your CMS is scalable and powerful enough to support large teams and lots of rich content

4. Take advantage of the cloud intergrating servies with your CMS and then be used, edited and published on your website.

Step 5 Make multi-channel publishing easy

- Seperate content creation from content publishing. Make sure that publishing to mobile devices and even print is just a one-click process.

Always remember to create an engaging experience for your customers, it is critical to the success of online marketing and it always starts by engaging with your editor

The Benefits of Persona Development: Event Marketing 365

Warwick Davies of The Event Mechanic! Butch Stearns and Stephen Saber of the Pulse Network speak on how to attract certain buyers to your events.

5 Roles of Today’s Chief Marketing Officer from Marc Hausman of Strategic Communications Group – Spotlight on IMS

Marc Hausman of Strategic Communications talks about the 5 roles of today’s Chief Marketing Officer:

Role #1

Branding expert controls:

-Positioning

-Messaging

-Craft communications that articulate unique, fresh and creative ways

Being a branding expert is a challenging role, but absolutely critical

 

Role #2 Being a customer advocate that involved understanding

-Customer needs

-Spending time with customers

-And translating needs to internal teams that can help with product development, customer service and support

 

Role # 3 Content Creator

- Being involved in content creation is very important for a CMO

- There is a real opportunity for companies to be publishers because of all the shifting influences of traditional sources of credibility to social networks and online communities. Companies can actually produce content and publish it through blogs, social networks, and online channels.

- CMO has to be able to work with internal teams to craft unique, compelling and great leadership content

 

Role #4 Technologists

CMO’s have to be technologists now. Multiple uses of technology can be used to increase deficiency and communication programs.

 

Role #5 True Sales Enabler

-CMO’s cant just be about awareness or brand, they have to be able to measure ROI and see how their efforts actually touch revenue in the pipeline and sales teams need to sell

But the CMO’s must be aligned with sales, product development and customer service support

4 Facts You Need to Know About Protecting Your Brand from David Dabbah of Hawq – Spotlight on IMS

David Dabbah from Hawq talks about the top 4 ways to protect your brand!

 

1. Errors that slip through the content creation process cause the problems

- Social media has the tendency to make your errors public

- Simple mistakes leak through the creation process, it happens!

 

2. You are not perfect, errors happen

- Always best to find your mistakes before your customers do

- Not much is worse than a broken link on your own website. Links have direct effort to your companies revenue

- Companies need to do a post-publishing check of content

 

3. Make sure your brand is brand consistent

-Companies need to  find better ways to protect their brands across all social networking sites

- Maybe you can even have someone be the brand police, they can be responsible for protecting your brand from spelling errors, old taglines, and outdated logos

- Make sure this person has authority to oversee the tone of your brand and brand message.

 

4 . Develop a brand road map

- Helps you and your team focus on your companies direction

- Helps keep brand message in line

- Develop a brand road map that is 24 months out.

 

Remember: “WE MUST PROTECT THIS BRAND”

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Tuesday, March 4 @ 4PM ETRegister Today