show episodes
 
Do you want actionable advice from the best and brightest eCommerce & D2C professionals? Customers Who Click presents D2C eCommerce specific advice to keep your customers clicking. In each episode, you’ll learn from experts sharing tools, success stories and insights on how to grow your eCommerce business. Will Laurenson interviews marketing leaders, from companies such as Fiverr, Virgin Pure, and Jellyfish Group, to help you understand the complete customer journey, their expectations and w ...
 
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show series
 
94. Driving ecommerce sales with SMS & Instant Messaging In episode 94 of the Customers Who Click podcast, I had a fantastic chat with Jeremy Horowitz about how SMS and Instant Messaging is the must-have channel for 2022. SMS has been around for years, but it's only in the last maybe 12 months that the tech has really evolved and allowed brands to …
 
In episode 93 of the Customers Who Click podcast, I had a fantastic chat with Asad Hamir about how DTC brands can use content marketing to grow. I’ve noticed that DTC brands have this tendency to hide their blog somewhere in the footer of their website and never speak of it again. Why though? Content marketing is an amazing way to engage your custo…
 
92. Give your customers what they want and watch your sales grow “The number one driver of growth is always sales. And the number one way of getting more sales is to drive the customer behaviours that equate to sales.” “You can't take the mindset that says, well, it's worked for the last 10 years. So we should just keep doing what we're doing. That…
 
Patrick Ward has served as head of marketing at three different companies ranging from one million to three hundred million in annual revenue, and repeatedly found success by focusing on five things which he says comprise the “marketing transformation mindset”. In this week’s episode of The Inbound Success Podcast, Patrick breaks down those five th…
 
“...It's like having a conversation when you walk into any store, and you're going to buy something, people are asking you questions to figure out what it is you're looking to achieve. So, when we write content, we'll do it in a conversational tone, and we'll think from the standpoint of what are our customers’ biggest needs.” In episode 91 of the …
 
The model that most modern B2B businesses rely on to generate leads is broken. That’s the premise behind Nelson Gilliat’s book “Death of the SDR and Birth of Buyer-Centric Revenue.” In this episode of The Inbound Success Podcast, Nelson explains why marketers need to get off of what he calls the “MQL hamster wheel” and ditch SDRs in favor of creati…
 
"Obviously managing...and getting those people...face-to-face is another challenge, and that does take time. But as I say,...don't put too much pressure on yourself. Just do one...a week…[It is] very cost-effective as well." In episode 90 of the Customers Who Click podcast, I had an insightful conversation with Simon Clark, head of CRO at Evolved S…
 
HubSpot and Salesforce are two of the most common platforms in the revenue stack, but while they’re often used together, they’re the subject of countless complaints by frustrated marketers who can’t get them to play nicely. Having clean data is foundational to a successful inbound marketing strategy, which means solving the HubSpot-Salesforce chall…
 
"The opportunity to turn anything into a feel-good purchase is a really great thing to do for a shopper, because I think also that the next following things is okay, not only how you help the shopper buy right now, the thing that they're looking for, but also then how do you create an ongoing interaction with them." It's one thing to have one-time …
 
Much of the conversation in the marketing world is focused on how to acquire new customers, but Will Laurenson’s focus is on winning the second purchase. As the founder of Customer Who Click, Will works with e-commerce brands on increasing customer lifetime value through repeat purchases, and he does it through a lens of conversion rate optimizatio…
 
"The more transparent you can be about…what's going on,...the better that expense will be from the customer standpoint" In episode 88 of the Customers Who Click podcast, I had a wonderful chat with Chris Manderino, Co-Founder and CEO of Lyfe Fuel, a plant-based company producing organic nutritional supplements for a healthy lifestyle. In this conve…
 
What’s the secret behind the success of brands like Harley Davidson, Jeep, State Farm, and Salesforce? All of them have built cult-like brands with strong followings that have reduced their customer acquisition cost, driven up their valuation, and attracted new customers, employees, and fans. Cult Collective co-founder Chris Kneeland has literally …
 
"So, giving them that flexibility, while it might sound counterintuitive to make it really easy for them to cancel or be able to pause the shipment, data actually shows that it increases the lifetime value by twenty to thirty percent of that customer" Email and SMS marketing are powerful tools for brands to get to know their customers. SMS, particu…
 
While there’s no formula for making a video go viral, there IS a tried and true process for creating a funny video that will get significantly stronger business results than your typical corporate video. Joseph Wilkins has been helping businesses make marketing and sales videos for years, but it wasn’t until he started using his 8 step process for …
 
"The good news is long-term SEO… is a lot more profitable. Advertising is only gonna get more expensive, and in [the] long term, you don't have to keep investing the same amount [in SEO]." With customer acquisition costs on the rise, your ads have a target on their back. They have to be precisely accurate, like a laser. If you don’t nail your targe…
 
"When things work on [one] brand, don't work on another brand, you at least know you're putting your best foot forward when you are testing or you're building a new site and it gives you a confidence with some foundation" A low conversion rate makes D2C brands try new things. Trying new things is good; it’s at the heart of growth marketing. You won…
 
What do billboards, car wraps, and TVs in bars have to do with inbound marketing? They’re all part of the category of “out-of-home” - or OOH - marketing, and an incredibly powerful tool for inbound marketers to use in generating brand awareness and driving inbound interest. On this week’s Inbound Success Podcast, Onescreen.ai CEO Sam Mallikarjunan …
 
"... A whole PhD thesis on discounting strategies and the psychological implications of that. So, it can be a drug as a brand … we know it's going to drive conversions, whether it's going to bring you the right type of customers that's for every brand to experiment with" Most brands selling their product online know how affiliate marketing works. T…
 
Want your website to rank at the top of Google’s search engine results pages? Start paying attention to core web vitals. In this week’s episode of The Inbound Success Podcast, Peaks Digital Marketing CEO David Finberg breaks down what Google’s core web vitals are, why they matter, and how you can optimize your site for them. From compressing images…
 
"My point here is every single dollar matters when you're selling your business and everybody's going to exit their business someday, so you pay attention to those little details.’’ If you want to exit an online D2C business, you can’t just start pitching to VCs. There’s got to be a method to your madness! No matter how promising your industry migh…
 
What’s the secret behind the success of brands like Dollar Shave Club and Casper Mattress? Postie co-founder and CEO David Fink says its about combining a mission driven brand message with deep authenticity. In this week’s episode of The Inbound Success Podcast, David explains why it’s so important to develop a strong brand story focused on the org…
 
"The foundation needs to be set properly and the foundation [that] comes up organically when Facebook and … other platforms. The only thing left is how you are able to reach your customers off of these platforms. So … we focus very heavily on these native platforms like TikTok, Snapchat, YouTube shorts, and Pinterest - these four platforms that typ…
 
Heinz Marketing founder Matt Heinz is well known throughout the B2B marketing world for his work helping businesses to build predictable pipelines. But he’s also gained a reputation as a community builder by virtue of his involvement in creating and growing the CMO Coffee Talk group. In this episode of the Inbound Success Podcast, Matt talks about …
 
"You've got to understand what you need to throw the money up, to get the best results. There's no guarantee it’ll work but having insights that you can glean from all this data is and being smart is making sure that you have the best chance of succeeding!" In episode 81 of the Customers Who Click podcast, I had a profound conversation with Christo…
 
When it comes to organic content strategies, Brad Smith really knows his stuff. As the founder of Codeless, he’s helped well known SaaS companies like Monday.com, Chargify, and WordStream create high quality, high performing organic content at scale. And as the CEO of Wordable, Brad and his team are making it easier for content creators and manager…
 
"As a business owner, you put your blood, sweat, and tears in your business. It's so easy to be super defensive about your product or your service. It's really important to remember that they don't care about that. They just care about figuring out whatever their issue is." In episode 80 of the Customers Who Click podcast, I had an invigorating cha…
 
This week on The Inbound Success Podcast, Threefold Chief Marketing Officer Rachel Johnson talks about running marketing for 6 brands at once - with a team of herself and just one other marketer - all while raising three children under the age of 5. If there ever was a real life super woman, Rachel just might be her! As CMO of private equity firm T…
 
"The future of CX is viewing it as a marketing channel. And obviously allocating spend towards it and letting the voice of the customer be part of all these decisions" In episode 79 of the Customers Who Click podcast, I had a fantastic chat with Eli Weiss, Director of Customer Experience at OLIPOP, a deliciously refreshing tonic with prebiotics, bo…
 
This week on The Inbound Success Podcast, Mindtickle VP of Marketing, Brand and Demand Lisa Sharapata explains how she built an account-based marketing campaign that resulted in her winning the B2B Innovator Award and the B2B Vanguard Award at the 2021 B2B SMX conference. Lisa’s approach relies on intent data to identify in-market accounts. She wen…
 
"There is something to be said about raw and organic content and it tends to resonate with exactly who you're targeting because you're using your target audience to communicate what they love about it." In episode 78 of the Customers Who Click podcast, I had an invigorating chat about UGC (User Generated Content) with very talented Saunder Schroede…
 
This week on The Inbound Success Podcast, Draft founder Nick Disabato breaks down the advanced conversion rate optimization strategies he uses with his ecommerce clients. Nick’s results are impressive. He beats the ecommerce industry average CRO results by 4X, typically increases conversion rates by 40%, and average order value by 15%. In this epis…
 
"Massive campaigns that you run where everything is red tape and making sure that we say exactly the right thing. That's not where your brand is built. Your brand is being built with that user that posts a picture ... on a boat." In episode 77 of the Customers Who Click podcast, I talked about various ways to use micro-influencer-generated content …
 
This week on The Inbound Success Podcast, Umault Founder Guy Bauer shares his approach to creating business videos that people actually love to watch, and that also get results. Guy is the author of the book “Death to the Corporate Video”, and the host of a podcast by the same name, and has made it his mission to put an end to boring corporate vide…
 
"Personalization.. [is] only going to get more important and the customer expectations are only going to get bigger. [It’s] where the opportunity lies [for] a lot of marketers" In episode 76 of the Customers Who Click podcast, I talked to Gen Furukawa of Prehook about the power of marketing quizzes, what kind of data we can collect from quizzes, ho…
 
This week on The Inbound Success Podcast, Ethercycle founder Kurt Elster talks about building communities, growing a podcast, and why authenticity is the key to successful marketing. Kurt is the host of The Unofficial Shopify Podcast, widely considered to be “the” podcast for anyone using Shopify as their ecommerce platform. He is also the creator …
 
"You would want to be in line with an affiliate that is of [the] same mindset because they're gonna have a following of people… that are in line with who you think your ideal customer is." In episode 75 of the Customers Who Click podcast, I sat down with Arlen Robinson to discuss what affiliate marketing is and how it relates to influencer marketin…
 
Sometimes the best way to market a product to people is not to market the product at all. This week on The Inbound Success Podcast, Linux Foundation SVP and Chief Marketing Officer Derek Weeks talks about why marketer's should embrace the notion that "helpful is the new viral." As the new head of marketing at The Linux Foundation, Derek is doing ju…
 
"When they look at their direct performance on YouTube, they go ‘this doesn't work’. But then you'd say, ‘well, what is the direct performance of that TV advert?’" In episode 74 of the Customers Who Click podcast, I had an invigorating chat with Jeremy Gillespie about how to make YouTube ads work for your eCommerce brand and what are the pitfalls t…
 
How does the marketing team at Bigtincan use intent data to influence and close deals? This week on the Inbound Success podcast, Bigtincan CMO Rusty Bishop breaks down the mechanics behind the company's account-based marketing (ABM) campaigns, including the tech stack they're using, and the nitty gritty details behind their intent data. Rusty says …
 
“When first-party data is combined with third-party data about a users’ environment, it will give your marketing team... superpowers.” In episode 73 of the Customers Who Click podcast, I had a great chat with Daniel McGaw about building your marketing tech stack, how to use data to help your customers in the best possible way, and why pro-privacy l…
 
How do top e-commerce companies leverage customer referrals to increase sales by 20% or more? This week on the Inbound Success podcast, ReferralCandy Chief Advocate Raul Galera breaks down the best practices behind top performing customer referral programs. From when to launch a program, to how to ask for referrals, and how to reward customers who …
 
"Having a poor brand image or product experience and expecting your referral program to make customers forget those... is a big mistake." In episode 72 of the Customers Who Click podcast, I interview Raúl Galera, Chief Advocate at ReferralCandy about referral marketing and how you can run a successful referral program. Online stores can use their e…
 
What's the quickest way to build and execute a content strategy that will deliver big inbound lead gen results in a short amount of time? This week on the Inbound Success podcast, Trimble Director of Demand Generation Lindsay Kelley breaks down how she and her team grew inbound deals from 22% to 66% of the company's pipeline in just six months with…
 
"All these elements of influence work throughout the ages, across platforms across categories, it doesn't matter what you're doing." In episode 71 of the Customers Who Click podcast, I had a great chat with Shaahin Cheyene about influence and how to convince people to buy from you online. The language needed to influence someone at the end of the s…
 
Pricing a new product or service is one of the biggest challenges you may take on as a marketer. What do you need to know before embarking on a pricing exercise? This week on the Inbound Success podcast, podcast host and clean.io CMO Kathleen Booth talks about pricing. From who should be involved in determining pricing, to what type of research you…
 
In episode 70 of the Customers Who Click podcast, I had a fantastic chat with Katharine Biggs about shipping and post-purchase experience. Post-purchase experience… is not something many DTC brands take seriously - or so it seems to me. As soon as the order confirmation is sent to the customer, many ecommerce stores go radio silent (out of 150 UK’s…
 
What happens when you take on a new role as CMO and develop a new marketing strategy, only to have a pandemic hit just months later? This week on the Inbound Success podcast, Planful CMO Rowan Tonkin talks about his experience since taking on the role of head of marketing at Planful. It all started with a complete rebrand (including a company name …
 
In episode 69 of the Customers Who Click podcast, we dive into the dreaded world of the iOS update with Shane Austrie. The iOS 14.5 update shook marketers and brands to the core. With Apple users now being asked whether they allow apps to track their data, many simply have been opting out because they can. And, because of all the bad press about da…
 
With search engine algorithms constantly changing and the level of content saturation on the rise, what does it take to create content that will both delight readers and dominate organic search? This week on The Inbound Success Podcast, MarketMuse founder and Chief Strategy Officer Jeff Coyle breaks down the factors that search engines consider whe…
 
In episode 68 of the Customers Who Click podcast, I’m diving into email marketing deliverability and inbox placement with Adrian Savage. Deliverability and inbox placement: two most important things you should be considering when it comes to tracking your email’s performance. Far too often I see companies just doing a basic email setup, and then bl…
 
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