Digital Marketing: Test Local, Scale Global

Nicole Fidler is a Digital Marketing Specialist at Hyland Software, which sells enterprise software around the world. In this episode, Nicole shares how she takes winning user experience and digital marketing tactics and customizes them for different markets. Hear what works, what’s changing and the trends that impact how today’s digital marketers promote products and services globally.

About Nicole Fidler:
Nicole has nearly 10 years of B2B marketing experience, with a focus on international markets. As a Digital Marketing Specialist at Hyland Software, Nicole evaluates a company’s digital marketing against competitors and industry benchmarks. She also uses analytics tools to identify trends and opportunities for website optimization. Nicole supports the business in digital campaign planning and execution for verticals and regions across the digital mix. She has been involved with major platform migrations as well as rebranding, translation, and website optimization projects.

The Power of B2B Social Media in a Remote World

As B2B marketers, lead generation is always our top priority. We want to get in front of the right people with high-value information that engages prospects and motivates them to learn more about our brand and services. 

We have quite a few effective digital marketing tools at our disposal—SEO, paid search, content marketing, email, programmatic display, and ABM campaigns—to name a few. Plus, the advanced targeting you can do on LinkedIn and Facebook has made social media marketing another really effective tool in the B2B marketer toolbox.

Organic social media, however, is typically used for branding. It’s a way that many B2B companies show off their culture, values, partnerships, people and hiring opportunities. But maybe B2B marketers have been selling organic social short.

How can organic social media improve lead generation for B2B companies? Listen to this episode, featuring guest speaker Brittany Mayti, to find out.

About Brittany Mayti:

Brittany Mayti is a native of Cleveland, Ohio. She knew she wanted to be an actress from a very young age. However, her mother insisted that she complete her post-secondary education prior to making the big move to "Hollywood".

In the midst of acting classes and workshops, Brittany obtained her MBA with a concentration in Marketing. She’s also learned the business from behind the camera as a Production Assistant, Production Coordinator, Production Manager, and Co-Producer.

Today, Brittany utilizes her educational experience to market herself as a social media influencer and content creator. Although the performer isn’t keen on the term, she believes “branding yourself” is a necessary evil in the entertainment industry. Brittany also owns a consulting business that helps brands grow their online presence.

The Role of Personalization in the Digital Customer Experience

Personalizing the customer experience has been a growing trend for both B2C and B2B businesses.

In fact, 80% of consumers say they’re more likely to do business with brands that provide personalized service. While 67% of B2B buyers want the ability to research, compare products, place orders, and access their order history on their own versus contacting a salesperson.

The global pandemic in 2020 has isolated most shoppers and professionals at home. This has quickly escalated the personalization trend, especially when it comes to the online digital experience.

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Innovation and Thought Leadership In The Physical Branding Space

Guest speaker, Vinessa Lullo, has more than 15 years of marketing and product development experience. Her team prides itself on customizing products and services to meet the demands of customers. However, a recent merger and the COVID-19 outbreak drastically changed their business. Vinessa shares how her company became extremely nimble and changed processes to customize products, marketing, and sales to meet new customer needs and safety requirements.

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3 Critical Things Your Sales Team Needs From Marketing

Paul Pirozzola has been a sales and marketing leader in the B2B manufacturing space for more than 20 years. Traditional routes to market have been disrupted by digital media, e-commerce, and the pandemic. Today’s sales teams and marketers are looking for more effective and efficient ways to collaborate. In this episode, Paul talks about three key elements that marketers can share with the sales team to generate higher quality leads and increase win rates. Be ready to take notes, they are big, attainable, and highly effective.

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How Has the Pandemic Impacted BioScience Innovation & Companies

During this episode, Matt McBride will share how physical distancing and shelter in place orders have impacted strategic partnership and innovation management in bioscience. What is the effect on product teams? What trends and activities can we track to prioritize our own product initiatives? And what does this ultimately mean for collaboration and go-to-market strategies? 

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What Sales Teams Can Focus On During The Pandemic

The Coronavirus has disrupted businesses worldwide. Sales leader, David Kreiger, shares what he believes sales teams should focus on as they shift to remote work. Hear his ideas on how to best support clients, protect business and maintain personal health during the COVID-19 crisis.

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Rock & Roll Hall of Fame: Using Data to Connect with “Super Fans”

How does the Rock & Roll Hall of Fame persuade people to add a trip to Cleveland, Ohio, to their bucket list of must-have experiences? In this episode, guest Ellie Ovsenik tells you how.

Hear how the Rock Hall uses data and digital marketing to engage music enthusiasts and increase visits to the museum.

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How Can Rapid Testing Validate New Products Manufacturing?

Learn the do's - and some don'ts - of launching a new product. Brandon Cornuke has been an inventor, retail buyer, corporate innovation leader and now shares his expertise with start-up founders. In this episode, you'll learn what you need and what to avoid as you seek to validate new products before market launch.

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