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Marketing Mashup on Smash Notes

Marketing Mashup podcast.

December 28, 2019

The weekly marketing and entrepreneurship podcast where I jump into interviews with some of the most interesting people I have met throughout my career. From CMOs and agency founders to social media executives and freelancers, you'll hear their different perspectives on marketing and how to build a brand.



Episodes with Smash Notes

I talk to the founder and CEO of ProfitWell, Patrick Campbell in episode 18 of the Marketing Mashup.

Episode links:

Sponsor

This episode is sponsored by my own company, Striqo. We've launched a new service to help content marketers start their podcast, you can find out more here. If you'd interested and would like 25% off your order, use the code 'MarketingMashup'.

What we covered in this episode


  • Intro to Patrick

  • What ProfitWell is and what they do

  • Why Patrick started the company

  • Thoughts on remote working

  • Content production while remote

  • Why they started to heavily invest in content marketing

  • Why does niche content work so well?

  • How to produce a video content series for less an ebook ($10k)

  • How to your content in front of the right people

  • Patrick's thoughts on daily vlogging

  • The 3 biggest mistakes people make with pricing

  • Did Patrick really give up email for 4 weeks?!

  • ProfitWell has impressive Swag, why?

  • What is Patrick most excited for in the future, both in business and personal life?

Get in touch with me

Joe Glover is the founder of The Marketing Meetup, a community of 14,000+ marketers across 14 locations in the UK and US, with monthly events, regular podcasts, workshops and loads more.

As with many founders, Joe created the Meetup as a solution to his need, which was to learn about his chosen craft and meet other marketers but in an environment which values listening and being positively lovely over sales and selfishness.

As a result of the success of The Marketing Meetup, he's also started his own agency - Empath Marketing - helping companies begin to see how the marketing department can be a value driver, rather than just a cost centre.


  • Intro to Joe

  • Let's talk about The Marketing Meetup which has scaled into this fantastic community of marketers with events across the country (and more). Tell me more about your mission "A positively lovely community for helping marketers get better at what they do."

  • Why is community so important? How do you make sure it's authentic and not just 'corporate community' that you mention in the Humans Come First podcast?

  • We're currently going through a period of extreme change and uncertainty, lots of people are worried for their livelihoods and their future. It's also a very important time for brands to respond in the right way. How can brands be kind and helpful with their marketing during this crisis?

  • How can we as marketers stay kind to one another? Can we do anything to help?

  • Due to the circumstances, you've had to adapt The Marketing Meetup. Can you talk me through some of the changes you've made to ensure the community stays strong?

  • Your content schedule for the next few months is fantastic, with a bunch of great events set up with people like Rory Sutherland and Dave Gerdhart. What is your process of coming up with new content and how do you ensure it's good quality and providing value for your community?

  • Following the success of the Meetup, you've set up your own agency. When did you know it was the right time to set up that agency and what do you offer for your clients?

Links

You can now support the podcast by buying me a coffee here

Harry is the founder of Marketing Examples.

We cover a bunch of ground in this episode:


  • What it's like being on the Indie Hackers pod

  • Harry's first endeavour turning tweets into canvas prints - 140 Canvas

  • Doing things that don't scale, sending in handwritten letters to YouTuber mailtime's

  • Why you need to market yourself

  • Importance of validating your idea

  • The story behind Yeezy Dating

  • Buying billboards in Times Square

  • How Harry hustled his way into Yeezy HQ

  • Working for Crowdform. Harry lived like a 'real person' for 8-9 months...

  • While writing for Crowdform, Harry took those examples and put them on a marketing examples first page

  • How Marketing Examples was born organically

  • The importance of providing value natively on the platform

  • People don't like self promotion, but if you're giving people value they'll react well

  • How Harry got banned on the EntrepreneurRideAlong sub-reddit

  • What are the best subreddits to post in?

  • How Harry lost 27k of Bitcoin

  • Best practices to grow a Twitter following

  • Why not having a background in marketing can make you a better marketer

  • The attention to detail in Marketing Examples sets it apart from anything else

  • Growing a very nice sized email list (13k)

  • Utilising Product Hunt effectively

  • Using good copy to increase conversions

  • Refactoring UI

  • Using GIFs for marketing

Paul is the co-founder of ad agency Mellor&Smith and also started the event series #TakeFuckingRisks as a side hustle - which is now one of the biggest creative events in London.

We covered plenty of ground in this episode!


  • Should you specialise or be well rounded

  • The state of the advertising industry today

  • 89% of ads that people see are forgotten - can you imagine if this was any other industry?

  • "As an industry we are fucking terrible at our jobs"

  • What do we need to do to fix the industry?

    • First admit there is a problem - although this doesn't serve the industry

    • Having a backbone and standing up to clients

    • Stop being addicted to digital and short termism

    • Stop being fixated on data

    • Make advertising based on what people do rather than what the algorithm says



  • Why clients don't trust agencies and what we can do about it

  • The public don't trust brands, we need to rebuilt that

  • Is the market research and insight industry broken too?

    • Serial focus groupers

    • Get down to the supermarket and see how people actually act



  • Why we shouldn't approach B2B differently

    • They are still people, it's just not their money they are spending

    • Any B2B brand using traditional media is going to win



  • How do you get clients to take risks?

  • Why social media metrics are bullshit

  • Is traditional media the most effective

  • Is it the fact that the advertising as bad or is traditional media broken?

  • Why influencer marketing is a con

  • The role of advertising is to get you noticed, not to make sales

  • What is "Take Fucking Risks"?

  • Why there is a lack of honesty in our industry

  • Why we need more trouble makers

  • How do you deal with disagreements with clients?

  • If you're so good at this, why are you only 11 people?

Links

 

 

Chris Savage is the co-founder and CEO of Wistia, a video sharing and hosting company (and pioneers of the brand affinity movement). After graduating from Brown University with a degree in Art-Semiotics, Chris and his co-founder, Brendan Schwartz, started Wistia in Brendan’s living room in 2006. Wistia has since grown into a multi-million dollar business with over 150 employees (including 1 labradoodle). Before Wistia, Chris helped produce an Emmy Award-winning feature-length documentary and was named a Top Young Entrepreneur by BusinessWeek. I've been following Wistia's journey for the past few years and I'm delighted to welcome Chris to the podcast.



  • What is Wistia?

  • How did it start?

  • How did Wistia originally position in the market?

    • They were a private video sharing site and then pivoted to embeddable website videos. Then had to make the decision to fully focus on marketing videos.

    • They then switched back to offering everything as people had lots of different use cases for Wistia, which was a mistake because then they struggled on where to focus and innovate. They had no differentiator.



  • When did Wistia take it's first set of investment?

    • Took a year to focus on private video sharing - huge companies. They noticed they were onto something big so took investment and hired 2 people. They then started loosing $30k a month, which felt horrible!

    • Stayed at 4 people for another 3 years.

    • The greatest mistake they could make was not thinking long-term.



  • Their last funding round was in 2010, what have they done for the past decade to grow?

    • As they got more profitable they took more risks

      • Invested in content marketing and company culture



    • They got to £10m in revenue with a few million in profit

    • People were saying 'if you're profitable then you're probably not growing fast enough'

    • Thought they were missing out on growth

    • Went from being profitable to running at a loss, hiring people, running ad campaigns

    • Outside the business it seemed like they were doing great but internally they were creating a ton of complexity and a situation was bad.

    • Lost the ability risks because of it

    • Forced everything to be short term

    • Compounding affect of losing $300k a month



  • At the point where you were haemorrhaging money, going further and further into the red, what were you thinking? What was next?

    • This was the point where 3 life changing offers where on the table. Their intention was never to sell Wistia, but it got to the point where they were considering it.

    • But they felt that if they sell, they would be failing.

    • Then they started thinking about what they would do if they sold.

      • Start a new company

      • Idea of the brand, the people, the problems they'd want to solve

      • "If we want to build another company, we'd build another Wistia back to the £10m days and we wouldn't have screwed it up by putting the throttle down so hard"





  • How has Wistia been since raising the debt? Is it back to being a happy company?

    • As soon as the debt was raised, there was about 6 months of turmoil with staff leaving etc, then they built back up to profitability, really quickly.

    • It was a huge turnaround as they went from a $0.5m loss in 2017 to $6m profit in 2018

    • It gave them profitable confidence again! Wistia could start to take creative risks again, such as One, Ten, One-Hundred and 16 weeks parental leave policy.



  • Is it possible to grow a successful business, like Wistia, without taking external funding?

    • Depends on the mindset of the founder

    • You need persistence, lots of persistence

    • You need to have the right market, one that is growing. If the market is not ready for your product, if you don't have funding it will be very hard to keep going.



  • One, Ten, One-Hundred is one of my favourite bits of B2B marketing I've ever seen. What was the thought process behind making it?

    • Was born out of a conversation with Sandwich Video founder, Adam Lisago.

    • They had done a big ad campaign the year before, this was to try and build brand awareness, which didn't work at all. One, Ten, One-Hundred was an opportunity to document this ad creation process with Sandwich.

    • What they found with this series is that time spent with brand was up massively, brand search was up and ultimately brand affinity increased.



  • Why does long form content work so well?

    • Time with brand is such a hard thing to come by if you think about the amount of touchpoint customers have with your brand currently - cumulatively it doesn't add up to much.

    • A key to any relationship is building trust and the more time you can get people to spend with you brand, the better.

    • It was something people actually wanted to watch. It was entertaining and educational.



  • How did it perform?

    • $10k video performed the best, but they all performed different jobs.

    • The $1k video shows how you can make a creative video that showcases your product well, it doesn't need to break the bank.

    • The $10k video showcases the sweet spot of how much you could spend to get a really high performing ad.

    • The $100k video proves that if you need your brand to be this polished and have the money to spend to reflect that, then it is worth it.



  • It didn't just stop there with Wistia's long form content. What is Brandwagon?

    • Ended up having conversations about brand, which sparked the idea of creating a talk show which let's the Wistia personality come through.

    • The format means it is repeatable and they know exactly what they are doing, which makes for more efficient production.



  • Patrick Campbell of ProfitWell said on another podcast episode that they have got their production of their video series down to about $10k, which is the equivalent to the spend to create an ebook. If it's that cheap to do, why isn't every B2B marketer doing it?

    • Patrick and the team are pioneers

    • Some people don't understand the impact it can have

    • They are looking at how a campaign can go viral, as opposed to thinking about how they can build brand affinity.

    • The biggest brands are now figuring out that making good content that interests people really does work

    • A place we're really seeing this taking off is with Podcasts. Podcasting is one of the most personalised, intimate ways a person or brand can communicate with you. You're building a relationship with your customer.



  • Is Wistia going to keep going with the long-form content? If so, what's next?

    • "We're shooting lots at the moment but I can't get into too much detail"



  • Wistia didn't have a sales team until 3 years ago. Why didn't you for so long, and what made you create one?

    • It's based on focus. When they started, of course they were doing sales, but they wanted to keep the business self-service and seamless with onboarding. They'd built Wistia up pretty big without any sales team.

    • But things change! They started speaking to different companies and finding some that had bad experiences with Wistia! This was because there were people who liked speaking to people before buying, they need someone to help them through the buying process. This actually was damaging, especially upmarket. A huge pre-customer experience gap.



  • From the outside it looks like everyone is happy and Wistia has a great culture - which I don't doubt. But obviously throughout any journey you're going to have to make difficult decisions within the team, how do you stay grounded when making these decisions and how has that changed as you've grown?

    • Sometimes they felt they were holding people back and they won't be fulfilled in staying with Wistia.



The social media marketing landscape is constantly changing, which I why I got an expert in to chat about it. Ellie Hernaman is the CEO of Truffle Social, a London-based social media agency. Ellie has been running Truffle for almost the last decade so it's safe to say she knows her stuff when it comes to social. In this episode I sit down and talk to Ellie about why she started Truffle, the challenges of growing an agency, her favourite campaigns and more.


Things we talked about:



  • Ellie's time at Red Bull

  • What does Truffle do?

  • Why did you start Truffle?

  • How did you get your first clients?

  • How has social media marketing changed since you started Truffle, and how do you make sure you're adapting and staying on top of trends etc?

  • What makes an effective social media strategy in 2019?

  • Favourite campaigns and why?

  • Favourite campaigns you've worked on and why?

  • What excites you most about the future with Truffle, business, life?

  • Mental health in social


Follow Ellie on Twitter

Follow Truffle on Twitter

Follow me on Twitter

Paul Jacobs is the Managing Partner at Wax/On and oversees the day-to-day running of the agency. Previously, he was Business Lead at Karmarama working with brands such as BT and Porsche and more recently a Director at Edelman, where he led the set-up of their creative services, working on global projects for Microsoft, Asics and Nestle. He also makes sure we all get enough sleep!


What we cover in this episode:



  • Paul's career, from Ogilvy in Australia to Business Lead at Karmarama (acq. Accenture 2016)

  • Why did he (and his 3 other co-founders) start Wax/On?

  • What does Wax/On do?

  • Why Paul is passionate about startups

  • Paul's startup community with The Drum Network

  • What makes a good podcast

  • Why Dave Buonaguidi and James Connelly are inspiring as entrepenuers

  • Some of the best campaigns Paul has worked on (and some he hasn't)


Follow me on Twitter.

Gareth is the guy responsible for making Bulldog Digital Media happen. Way back in 2013, he sat down with the idea of creating an agency which could make a difference in the digital marketing world - and that's exactly what he did! When he isn’t working (which isn’t often), Gareth likes to see new places, go to the gym, and end his days with a Nando's.


What we cover in this episode:



  • Gareth's background

  • Why did he start an agency

  • Why he admires freelancers

  • How to stay healthy as an entrpenuer

  • Starting an ecommerce business

  • Why it's important to have different revenue streams

  • Not being afraid to let money go as an entrepenuer

  • Creating a personal brand and putting a face on an agency


Follow me on Twitter

Follow Gareth on Twitter


Email Octopus

Bulldog Digital Media

Grey Baker is the co-founder and CEO of Dependabot a bootstrapped company making over $14k every month. He built Dependabot after 4 years at GoCardless and cycling around the world. Oh, and he just sold it to GitHub.

HubSpot CEO Brian Halligan has seen a huge shift in the marketing industry since he co-founded his company HubSpot with Dharmesh Shah in 2006. I sit down with him to discuss why he started HubSpot, whether Inbound marketing still works, why he retired the funnel in favour of the flywheel and what the future marketer looks like.

In this episode, I sit down with Arron Shepherd, co-founder of The Goat Agency - an influencer marketing agency. In a fascinating chat, I talk to Arron about what influencer marketing actually is, how it works and how you can be effective with it. We also talk about starting a daily company vlog, as The Goat Agency have done exactly that.

Mark Runacus is the co-founder and Planning of Partner of Wax/On, a London based creative and media agency. Mark is also the President of PrideAM, an LGBT+ advertising network. We talk about how we can be more diverse in our marketing and advertising campaigns, while there is also a need for over-representation in these campaigns.

Today, Chris and I talk about one of our favourite brands and a company that has a hugely refreshing approach to marketing, that is Monzo. Both of us have been Monzo users from the start and love how good their product is, it has fully turned us into brand ambassadors. We dive into their marketing efforts as we feel the secret to their success is having such a great product, excellent customer service and unique approach to building a community.

What's it like being a HubSpot partner? Chris Higgins started his own HubSpot Partner agency called Electric Monk. In this episode we talk to Chris about what it's like being a HubSpot partner and some of the changes we'd love to see HubSpot implement with an open letter to Christopher O'Donnell, the SVP of Product at HubSpot. Not only do we talk about our favourite things about HubSpot and the new features we'd love, but we dive into our thoughts on the Inbound conference and our favourite new tools in the martech space.

In this episode I chat with Jack Gaisford, Jack is the founder and managing director of V21, a video marketing agency based in Kent. He also makes some excellent content on LinkedIn, building an audience of businesses, brands and influencers that engage with his content on a weekly basis. One of my favourite things about Jack is his perspective on video marketing and content in general, which focuses on quality, consistent video content as opposed to the one-off, corporate content we're all used to seeing online in which Jack says is not the way forward.

This is an awesome chat where we cover a whole range of video marketing topics from how to utilise LinkedIn as a video platform, why you need to be authentic with video and the difference between video production and video marketing. Enjoy.

Jack Mayor is the Marketing Director of System1 AdRatings, in this episode we take a dive down Jack's route to where he is today covering topics such as remote work, following your passions and what actually matters when you are marketing a product. A fantastic conversation covering a wide range of topics, hope you enjoy.

In the second episode of the marketing mashup podcast we speak with Matt Webster who is the CEO & Chief Collaborator at MW-W. He's a Creative Sales and Marketing professional. Originally from Sheffield but now living in London and Rio De Janeiro. Matt helps companies and brands of all sizes tell their stories and achieve their long term missions via digital & social media marketing strategy, creative process and business development.

In the very first episode of the Marketing Mashup we speak to Chris Smith, who is a marketing professional that works for B2B marketing agency, First Base Unlimited. Chris loves being on the cutting edge of marketing, utilising the latest technology to bolster marketing efforts. He is also the founder of fitness brand ViviNation, who are using this technology to help build the brand.

In this episode, we dive into our favourite tools we like to use for our marketing, what you should be considering going into 2019, how powerful video is and how you can get set up on a budget.