dark social

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🌍 Performance Media: www.performancemedia.io

👨‍💻 LinkedIn de Pablo: https://www.linkedin.com/in/pablo-ruiz-generacion-de-demanda/

Rebecca Marshburn is the Head of Community at Common Room. She has previously worked at Airbnb and AWS in content and community roles.

In this episode of Revenue Today, Rebecca debunks the myth that community and go-to-market (GTM) strategies should be kept separate. She believes that community and GTM should intersect and work together to achieve better outcomes for both community members and business goals. By bringing community and GTM closer together, companies can build stronger partnerships and improve user experiences.

KEY TAKEAWAYS

• Community and GTM should not be kept separate; they should intersect and work together.
• Community can contribute to GTM goals by providing support, generating awareness, and increasing engagement.
• Key metrics for measuring the success of a community include community responsiveness, time to responsiveness, and the quality of answers provided.
• The dark funnel refers to unattributable community interactions and conversations that can influence GTM strategies.
• Building a community requires understanding the purpose of the community, identifying the target audience, and creating a value exchange for community members.

QUOTES

• "Community and GTM should intersect and come together for better outcomes." - Rebecca Marshburn
• "Don't build a community for someone, build a community with someone." - Rebecca Marshburn

Connect with Rebecca in the link below:

• LinkedIn: https://www.linkedin.com/in/rebeccamarshburn/

Ways to tune in:

• Amazon Music: https://music.amazon.com/podcasts/40b665df-1a4f-455a-a514-ef599fd1a106
• Apple Podcast: https://podcasts.apple.com/us/podcast/revenue-today/id1626063261
• Spotify: https://open.spotify.com/show/38z3wZIAcpoAYF5LQ65xON
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly93d3cucmV2ZW51ZXRvZGF5LmxpdmUvZmVlZC54bWw
• YouTube: https://youtu.be/6KEho9RSaHs

Join the hosts of Punchy as they bring you an engaging discussion on the latest trends and challenges in the marketing industry. This episode features special guest Connor Altier, Global Brand Strategy Lead at Reebok, who shares his insights and expertise on questions submitted by our audience.

The panel initiates the conversation by exploring time-tested principles for harnessing brand purpose within day-to-day campaigns. Additionally, the discussion delves into the exciting realm of 'AI-focused' agencies, shedding light on their distinctive value proposition beyond technology and the strategies they can employ to effectively communicate this to their clients.  They also discuss the shifting landscape of digital advertising as the third-party cookie era comes to an end, with Apple poised as the winner and Meta facing challenges. The conversation ends with a discussion on ‘Dark Social’, and how marketers could effectively communicate its benefits despite its tracking difficulties.

Watch the video version of this Podcast on YouTube 📺.

If you have a marketing question you want to be answered, submit it here: https://forms.gle/rEnBMX1jR5v2eQc38

• Ethical frameworks’ podcast
• Samsung x Patagonia 
• Dubose’s Brand Purpose Research
• Reddit’s Blackout

Chapters: 

(00:00) Intro:

(02:50) Q1: Are there tried and true principles for leveraging brand purpose effectively in campaigns?

(08:00) Q2: How do agencies differentiate themselves from AI-focused agencies and communicate their unique value to clients?

(17:30) Q3: Why do agencies expect Apple to be the winner in a post-cookie era, and what challenges might Meta face?

(21:00) Q4: How do marketers communicate the benefits of Dark Social to the wider leadership team?

(30:57) Rants & Raves

Punchy is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Punchy is hosted by Eric Fulwiler, who's joined by his Rival Co-Founders Jenna Cummings and DuBose Cole. 

Find Rival online at www.wearerival.com, LinkedIn, and Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler. 

Find Jenna on LinkedIn.

Find DuBose on LinkedIn.

Find Connor on Linkedin.

Say hi at media@wearerival.com, we’d love to hear from you.

Have you heard the hilarious story of how we crossed paths with Arthur Castillo, the Head of Dark Social & Evangelism at Chili Piper? It happened at INBOUND22, and it’s still one of our fave stories to tell. It’s so funny that we often use it as an icebreaker when meeting new marketing leaders. Tune into the episode to hear it for yourself - props to Arthur for being such a sport. 

Naturally, we couldn't resist inviting him to our show, where we eagerly await the opportunity to discuss everything related to dark social, events, and evangelism.

In this episode of Growth Marketing Camp, you’ll learn:

• What is dark social (& how you can leverage it for your brand)
• How to successfully combine dark social & evangelism with field marketing 
• How to make your customer a star of the show (& all the deets)

As a bonus, Arthus shares insights into the digital to physical content flywheel that’s helped them stand out at events and create FOMO. Check it out!

Here are some of the key topics that Jessie and Paris discussed in this episode:

• The approach of BDEX for cleaner and more privacy-compliant data

• Transitioning past third-party data to marketing with quality first-party data

• Ethical marketing and why it's profitable to do what's right in business

• Leveraging Dark Social

• Balancing personal branding and company branding

Guest:
LinkedIn
BDEX

See more:
Hop Online
Paris Childress
LinkedIn PTM Page

Here are some of the key topics that Sarah and Paris discussed in this episode:

• The differences between demand gen vs lead gen vs demand capture

• What are the best channels and methods for demand capture?

• How to better engage on organic social?

• Why hiring a marketing team to do lead gen is a big mistake for businesses? 

• Moving away from 'lead gen' is great. But how do you get both your marketing & sales teams to agree on that?

• Why is dark social a breath of fresh air for B2B marketers? How to leverage dark social as part of your demand gen strategy?

• Key takeaways from the Inbound Conference in Boston

• Influencer marketing for B2B

• 🔥 Fire Questions Challenge

Resources Mentioned:

Book, Amp It Up: Leading for Hypergrowth by Raising Expectations, Increasing Urgency, and Elevating Intensity by Frank Slootman

LinkedIn Posts by Sarah:

Hiring a Marketing Team to Do Lead Gen

Dark Social Is a Breath of Fresh Air for B2B

Inbound Conference Experience Summary

Guest:
LinkedIn
Hunters

See more:
Hop Online
Paris Childress
LinkedIn PTM Page

VIRTUAL SHIFT, CONTENT-LED GROWTH, DARK SOCIAL. WELCOME TO THE NEW NORMAL!

Collin talks about 3 things in this episode, 1.) How people coped with the shift to virtual selling, 2.) The stats he learned in embarking on content-led growth, and 3.) Dark facts about dark social. Tune in today and discover more in this latest episode of Sales Transformation.

Stop sending boring sales e-mails or videos and start sending catchy GIFs and Memes with VIDU.io!

Power up your podcast experience by joining our Free Podcast Community!

TRANSFORMING MOMENTS

• The virtual shift in the pandemic
• Selling in unfamiliar territory
• Selling through content
• Dark social is a real thing

“A big percentage of salespeople don't post content, and then the interesting thing is, there's even a large percentage of salespeople that post content that's not relevant at all.” - Collin with a dose of sales content statistics

Connect with Bradley and learn more about what he’s been working on!

• About Bradley
• The Employee Advocacy and Influence Podcast
• About DSMN8
• DSMN8.com

Connect with Collin and find out what’s new in Sales Transformation and other things he’s up to:

• About Collin
• About Salescast
• Salescast Community
• Sales Transformation

Wanna kick off your own kick-ass podcast?

Already have one? How about growing it, or even monetizing it?

LET’S TALK.

VIRTUAL SHIFT, CONTENT-LED GROWTH, DARK SOCIAL. WELCOME TO THE NEW NORMAL!

Collin talks about 3 things in this episode, 1.) How people coped with the shift to virtual selling, 2.) The stats he learned in embarking on content-led growth, and 3.) Dark facts about dark social. Tune in today and discover more in this latest episode of Sales Transformation.

Stop sending boring sales e-mails or videos and start sending catchy GIFs and Memes with VIDU.io!

Power up your podcast experience by joining our Free Podcast Community!

TRANSFORMING MOMENTS

• The virtual shift in the pandemic
• Selling in unfamiliar territory
• Selling through content
• Dark social is a real thing

“A big percentage of salespeople don't post content, and then the interesting thing is, there's even a large percentage of salespeople that post content that's not relevant at all.” - Collin with a dose of sales content statistics

Connect with Bradley and learn more about what he’s been working on!

• About Bradley
• The Employee Advocacy and Influence Podcast
• About DSMN8
• DSMN8.com

Connect with Collin and find out what’s new in Sales Transformation and other things he’s up to:

• About Collin
• About Salescast
• Salescast Community
• Sales Transformation

Wanna kick off your own kick-ass podcast?

Already have one? How about growing it, or even monetizing it?

LET’S TALK.

We spend so much time and resources building great campaigns for our customers, don't we? So, think about what kind of magic we can create, if we were to invest that same energy and resources into creating awesome internal marketing campaigns for our employees? 

Why? Because impactful internal marketing campaigns help to engage and empower employees to be better able to deliver on the brand promise...and to be powerful advocates of the company brand to our customers.

In this last episode of Season 2, CEO and Co-founder of Workshop (this podcast's Season 2 sponsor), Rick Knudtson, will take us through everything you can do to  create internal marketing campaigns that win. 

In this conversation, we'll cover:

1. What companies need to do first, before starting to create those campaigns;
2. Steps that need to be included in the campaign creation process;
3. Choosing the most effective channels for those campaigns; and
4. Measuring campaign effectiveness.

Thanks for listening!

If you're not already subscribed to The Internal Marketing Podcast, then do join the tribe and subscribe, leave a review and share the podcast with anyone in your network whom, you believe, will find it valuable. And, yes, I'll be back for Season 3!! The first episode goes live on July  18, 2022.  See again soon!! 

ABOUT WORKSHOP  (Season 2 Podcast Sponsor)

Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, SharePoint, and Microsoft Teams).

Head on over to useworkshop.com/marketing to get a ton of awesome (and FREE) content and resources about how you can create and implement internal marketing campaigns and employee advocacy programs for your company. Also, sign up for their newsletter at happymondayclub.com