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PODCAST

Funnel Reboot

Glenn Schmelzle

A show giving you better insight into your funnel, so your marketing can be even better. New content biweekly, geared for analytically-minded marketers.

business marketing

All Episodes

01:05:42

Making sites that keep pace with customers’ needs,...

Funnel Reboot ·

2023/12/27

There are websites and then there are websites. Some give User Experience short shrift, slapping together generic templates that look pretty... generic. Others use experts to make interfaces that are optimized for mobile and PC environments, and anticipate what users want and present their content in engaging ways. Some with so little security, they’re susceptible to cyber threats. Others invest heavily in cybersecurity - protecting not only themselves, but visitors as well. Some sites have clung

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48:57

GA4 and The Future of Data, with Jason Hackenberry

Funnel Reboot ·

2023/12/13

Today, we’re talking about the future of data with Google Analytics 4. It’s been about 6 months since we all had Universal Analytics. It’s good to talk to others who use GA4 to do their jobs, to compare notes. Although GA4 is here to stay, it still has gaps that need bridging. That’s why I spoke with Jason Hackenberry, Head of Partnerships from web development agency Arctic Leaf. Prior to Arctic Leaf, he held Digital Marketing and operations roles at Weatherby and Save Khaki United, along with

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56:03

Getting Good at Google Analytics, with Jill Quick

Funnel Reboot ·

2023/12/06

GA4 is now our de facto analytics tool. Regardless of how familiar we were with the previous tool, GA4 is here to stay so we may as well get good at using it. I’ve got just the person to make the transition relatively painless for us. Our guest’s love for analytics was a happy accident after she worked in a company where the sales director was making a move to take my budget and remove people from my department to fund new sales people. The work we were doing was having an impact, and she needed

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53:32

Building AI out of Data, with Yash Gad

Funnel Reboot ·

2023/11/29

AI won’t end up being one thing, it will be present in many little applications - hopefully that will help us in our marketing. But what kind of AIs do we want? Are we looking at the ingredients that go into them? Those are the kinds of questions innovations our guest considers as he makes AI models for healthcare and the retail marketing sectors. Yash Gad is a data scientist, education advocate, and foodie. Founder and CEO of RingerSciences and Chief Data Scientist of Next Practices Group. He

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53:55

Media Mix Modeling, with Jim Gianoglio

Funnel Reboot ·

2023/11/22

Whenever your marketing is being assessed by an analyst, they will use one of two approaches. The first is called Multi-touch attribution, which takes a customer who’s made a purchase decision, then puts weights on the touchpoints they had on various channels (Google calls their model ‘Data-driven attribution”) on the way to that point, to say which touchpoints were most influential. The other approach they may use is Media Mix Modeling. From what previous podcast guest Kevin Hartman told me

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57:55

Your data is f____ed, with Mark Mckenzie

Funnel Reboot ·

2023/11/16

You did everything just the way you were told. You took the tags the free tools gave you and installed them on your site, you configured platforms and poured over their reports, you connected the systems and even hired developers to hook everything up to a database. And yet, you have little value to show for all the work you’ve put into your company’s analytics You feel the analytics platforms are backing away from their responsibility to streamline all this. Instead, the answer from the largest

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01:04:44

Marketing Memetics, with Mike Taylor

Funnel Reboot ·

2023/11/11

Memes act as our collective memory’s transportation system. The instant they are seen or heard, our minds hop to whatever emotion the meme conveys. The use of this brain-hack is as scary as it is impressive. Memes rarely come to us via broadcast media. Instead, they spread organically online. Most of the original uses for these have faded, while the internet has collectively assigned them new meanings. Our guest was so interested in memes that he came out with a book in 2023 called Marketing

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49:12

Forget the Funnel, with Georgiana Laudi

Funnel Reboot ·

2023/11/01

A trend that’s currently having its day in the sun is Product-Led Growth. According to our guest, it’s a fine model, but our companies need growth that’s based on a more foundational element - advocating for Customer-Led Growth. CLG begins with creating organization-wide understanding around what experience is most appropriate for the company's best customers. Value to customers is then delivered — whenever, wherever, and however they need it — throughout their relationship with the company. Our

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50:39

One message, many media: the varied impact of your...

Funnel Reboot ·

2023/10/18

Did you know that how your message is received is mainly dependent on where people received it? This is a fact of life in an era that’s framed by paid, earned, shared and owned channels, best known in its acronym form as the PESO framework. Focusing in on what we want our brand to be known for, we’re soon hit with the reality that the same content plays differently when it's issued in a corporate release versus an influencer’s social post versus a customer’s review versus a direct message that’s

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46:11

How priorities shift as you grow, with Shannon Clement

Funnel Reboot ·

2023/10/11

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52:05

What we can learn from musical artists, with Fred Pike

Funnel Reboot ·

2023/10/04

Today we're talking about what analytics has to do with music (check out this music about analytics by songwriter Kai Feng). We're looking at a musician's work style and seeing what analysts can adopt from it. According to today's guest, these two disciplines have much in common. Fred Pike is a father, a grandfather and a string musician who both plays in and is president of the Milwaukee Mandolin orchestra. He is also a Conversion Rate Optimization (CRO), Google Analytics and Google Tag Manager

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52:45

Search Marketing: change = opportunity, with Giannina...

Funnel Reboot ·

2023/09/27

This is the second episode in a series on having a thriving career. There is one specific subfield where this challenge is harder than usual - it's marketing within paid and organic search. There are always new tools and techniques coming along, and In our guest's opinion, to be a search marketing professional means upgrading yourself, to master them while the iron is still hot. I'll be talking with someone who has dealt with more than her fair share of change - but who feels she is better as a

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54:41

Charting your course as a young marketer, with...

Funnel Reboot ·

2023/09/20

There's a lot you need to deal with in a marketing career, such as: What skills you should chase after when in an entry-level vs what's needed at higher levels How to manage both above and below your level What continuous learning actually looks like Knowing when a job isn't panning out and you need to cut your losses Balancing whether to join a company based on the brand's cachet, the title, the salary and what you will get out of the experience Advice when interviewing for marketing

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55:19

Do It! Selling, with David Newman

Funnel Reboot ·

2023/09/13

If you want to learn about sales and start Googling, you quickly run across self-professed gurus, who claim to know the secret to selling. If you faithfully follow this method (available today only for a low low price), you'll have sales success. Despite feeling a twinge of skepticism about their pitch, you're so deep into their slick, pressure-filled pitch at this point that you pay for their books and courses…which end up being disappointing. Today's guest says these gurus have put you in the

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56:17

Revenue Growth Engine, with Darrell Amy

Funnel Reboot ·

2023/09/06

How come the companies you hear boasting about their growth rarely seem to rack up impressive growth numbers? For all those that talk the talk, very few can say they have doubled their revenue in the last 3 years. And yet, according to our guest today, by simply increasing new sales by 15%/yr and selling 15% more per year to existing clients, doubling revenue is totally achievable. In the 27 years since he graduated with his MBA, Darrell Amy has worked heavily in the tech sector, mainly in sales

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53:18

Stop Looking for Zebras, with Robert Smith

Funnel Reboot ·

2023/08/30

The relationship between those who generate creative work and the rest of us in revenue-related roles can be …strained. From those I've talked to in graphics or visual arts, being left to their lonesome makes it hard producing creative that's exactly what the marketers and other stakeholders wanted. That's one reason why I hope you listen to today's talk with a graphic designer who wrote a guide for other graphic designers. To help your interactions with your creative counterparts. The other

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43:16

The Revenue Acceleration Playbook, with Brent Keltner

Funnel Reboot ·

2023/08/23

"So, what does your company do?" This is a simple question, which should have a simple answer. Yet whenever I'm asked it, I feel the tug to drift into a talk-track full of feature dumps. This, and other sales sins, lead to situations that lose potential sales. They put all of marketing's hard work at risk of going to waste. Meticulously-crafted content, research on ICPs and intent-based campaigns aimed at key Accounts can all be for naught if sales doesn't have a game-plan for their conversation

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48:26

The Automatic Marketing Machine, with Danny Decker

Funnel Reboot ·

2023/08/16

In this episode, I spoke with Danny Decker about the book he co-wrote with RJon Robins, "The Automatic Marketing Machine" which came out in 2022. The book combines direct marketing, nurturing emails and retention tactics to form a sustainable supply of ready-to-buy leads. Danny Decker spent most of his childhood in West Africa, where his parents were missionaries. When he was young, he saw people spending a large portion of their day getting water. In a similar way, businesses struggle to

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46:13

Adscam, with Bob Hoffman

Funnel Reboot ·

2023/08/09

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51:28

Masterful Marketing, with Lisa Larter

Funnel Reboot ·

2023/08/02

Throughout our youth we are subtly encouraged to fit into our surroundings, staying on the expected path of taking our studies as far as we can before getting a job. Today's guest didn't do that, dropping out of high school to go work in the retail sector. Because she was a go-getter, she was recruited in 1997 to join in a retail experiment by a telecom carrier. At that time, cellphones were exclusively a corporate thing; they were seeing whether there could be a consumer market for them. That

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111 results

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