Steve Cummins - Solent Strategies
The Marketing Mix: Thought-starters for B2B Business LeadersEpisodes
Episodes of The Marketing Mix
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Responsible Marketing; Sustainability; Eco-friendly business practices. Whatever you call it, companies are increasingly exploring how to “do better.” And on this episode, we explore how businesses can embed Responsibility directly into their m
If you’re worried about how “search” is going to be impacted by AI…then you’ve clearly been paying attention! But beyond all the hype, what are the most likely outcomes in the next year or so. Should your SEO strategy be changing? Should your m
Are we ready to take advantage of AI in Marketing yet?Sam Altman, CEO of OpenAI, is quoted as saying that AI could automate 95% of tasks currently performed by marketing agencies. I don’t agree with the number, but it’s a bold enough statement
In this episode, we talk with Chris Heffernan, the co-founder and CEO of Dlivrd. Think DoorDash, but for restaurant catering and same-day food delivery. Chris shares his insights on marketing as a founder, and how it has helped him scale his bu
Positioning is a fundamental part of marketing strategy. But it’s not always explicitly defined, particularly in small, fast-growing companies. In many cases, it’s based purely on the original intent of the founder, and reflects early-adopters.
To kick off Season Two, Steve talks about marketing topics that have been top of mind since the last episode. He talks about the current state of the LinkedIn algorithm, (not great, but better than the alternative!); the need to productize your
Search Engine Optimization; Demand Generation; and Content Marketing. Most of the conversations in this first season of the podcast have delved into one (or more) of these three key areas of marketing.In this final episode of Season 1, Steve se
The term Account Based Marketing, or ABM. has been hijacked by companies promoting platforms and tech solutions. But in essence, it's a methodology for reaching strategic accounts more effectively.In this episode, Mason Cosby discusses the true
Every marketing book tells you to get closer to your customer. And honestly, we don't really need to be told that! But it's not always so easy to do that as part of your day-to-day - particularly if "customer research" means in-person focus gro
A recent Linkedin post got some traction by suggesting that not all businesses need a website.Which honestly, is a bit of a headscratcher. As my friend Tim Peter wrote in a counterpoint, that's like saying you don't need a phone number or an e
In this episode of The Marketing Mix, we’re talking to Nikki Fabrizio about the power of using customer success stories - otherwise known as case studies - in content marketing. Nikki shares her experience in producing both written and video te
Marketing attribution sounds like a great idea. And in theory, it is. Particularly if you’re selling directly to customers via an ecommerce page on your website.In many B2B scenarios, though, you’re selling through distributors, channel partner
You’re spending money on PPC ads, on improving SEO performance, and attending multiple events. How do you know which of these investments is paying off? That’s what Marketing Attribution is all about.In this episode of The Marketing Mix, we’re
Too many start-ups and small businesses waste their precious resources running Pay Per Click (PPC) campaigns without linking them to activity that drives new business. It’s easy to get dazzled by vanity metrics, instead of targeting prospects w
If you know that SEO stands for Search Engine Optimization, but aren’t sure where to get started, then this episode is for you.Charley’s experience at Conde Nast, Google, and a number of start-ups has given him an insight into how SEO can be us
When you think of marketing strategy, most people immediately refer to the Four P’s of Marketing – Product, Price, Promotion and Place. And while that’s a good starting place in theory, the reality of marketing - particularly in a small busines
Steve interviews Jesse Park, President and Co-owner of amplifi. Jesse shares his journey of transforming the company from a print specialist to an agency that helps nonprofit organizations enhance their fundraising efforts , and how he built th
Steve talks with Joan McGeough, Chief Marketing Officer at the DAK Group, to discuss their recent rebranding project and the crucial role customer research played in informing their decisions. The DAC Group is looking to revitalize their visual
Why are we talking about MQLs and SQLs?Funnel Marketing has dominated the last two episodes. First, it was the interview with Gia Laudi, author of "Forget the Funnel." Then I shared my thoughts on how the Funnel can be used effectively for star
On the last episode, I talked with Georgiana Laudi, co-author of Forget the Funnel. And that led to questions around 'what, actually, is the Marketing Funnel"?!So this week, I explain some of the models that marketers use when we talk about Dem
If you’ve ever wondered if the traditional marketing funnel still makes sense, you’re on the same wavelength as Georgiana (Gia) Laudi, co-author of “Forget the Funnel.”Gia would rather talk about Customer Led Growth, an alternate approach - app
Should your marketing agency focus on B2B Manufacturers? There are more than 250,000 manufacturing companies in the US, with the majority of them producing B2B products. And the buyer profiles, their motivations, and the decision processes they
Brian Cobb, Creative Director at Opengear, shares his thoughts on how AI tools can streamline the creative process. We go beyond the social media “sound bites” about the evils of ChatGPT and DALL-E (!) to talk about real world applications in
On this episode, we talk to Charley Karpiuk, Growth Marketing Manager at Airtame.His career path hasn't been traditional, with his first Marketing experience coming from promoting his own music events as a DJ, and starting an English language s
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