Ep 113 : Eric Holtzclaw on Marketing Effectiveness: Laddering, Content, Lead vs Demand Generation
What is the concept of Laddering and\xa0 the 5 Whys ?
\nHow does one craft content that converts?Please explain with a case study or example.
\nIn an AI-driven era, how does content marketing need to evolve? How does one make content authentic, engaging, and relatable to engage both robots and humans?
\nB2B Marketing: What is the distinction between demand generation and lead generation? How does one balance both approaches for sustainable success?
\nEric answers the above questions as he takes us on a journey of how to achieve marketing excellence. Eric Holtzclaw is a Founding Partner and Chief Strategist of Liger Partners. Eric evaluates businesses to improve products, services, support and marketing strategies for overall effectiveness.\xa0
\nConnect with Eric on Linkedin https://www.linkedin.com/in/eholtzclaw/
\nEric's Company Website https://ligerpartners.com
\nJagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.\xa0
\nPlease visit Jasravee at https://jasravee.com/
\nConnect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ \xa0
\nEmail Jasravee at jasravee@gmail.com
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\nIndex
\n00:00 Preview & Introduction to Eric
\n02:35 Unlocking the Power of 'Laddering' in Qualitative Analysis
\n08:50 5 WHYs,\xa0 Case Study on the Cruiseliners Industry
\n12:52 Why Personas Don't Age
\n14:30 Content That Converts: The Art of Captivating Your Audience
\n19:39 Content - 80% Promotion, 20% Creation
\n21:50 BATCOM Model of Marketing
\n25:54 Content is Like a Magazine Of Your Company
\n28:12 Curate vs. Create: Navigating Content in the AI-Driven Era
\n31:44 Demand Generation is Not Lead Generation
\n38:30 Similarities Between Marketing & Entrepreneurship\xa0
\n44:01 Rapid Fire - Personally Speaking with Eric Holtzclaw
\n44:08 Connecting to Eric Holtzclaw
\nIn the fast-paced world of marketing, the 80/20 rule, laddering, content creation, and lead versus demand generation are essential concepts. Effective marketing requires not only a solid strategy but also adaptability and a deep understanding of consumer motivations. By leveraging these principles and staying attuned to the ever-changing marketing landscape, you can craft compelling campaigns that resonate with your audience and drive business success.
\nUnlocking the Secrets of Laddering
\nLaddering is a technique used in qualitative market research to delve deeper into consumer motivations.It involves asking "why" repeatedly to uncover the root of consumer decisions. Laddering helps move beyond surface-level responses and exposes the underlying motivations. Don't settle for the first answer; keep digging to reveal the true driving factors.
\nThe Art of Content That Converts
\nCreating content that converts is the ultimate goal for marketers.Conversion goes beyond engagement metrics like likes and shares; it's about driving action. Video-based content is a versatile format, as it can be repurposed into various other content types. Content should be adaptable, allowing you to use it in different channels.
\nCuration is becoming more critical in content creation.\xa0 It's about finding and sharing valuable existing content, rather than creating everything from scratch.
\nLead Generation vs. Demand Generation
\nLead generation focuses on identifying potential customers and capturing their interest.
\nDemand generation concentrates on brand awareness and creating a need for your product or service.
\nB2B companies often need both lead and demand generation strategies.
\nThe two approaches serve different purposes in the buyer's journey.Consumers may not be ready to buy immediately, but capturing their information allows for future engagement. Recognize that lead generation is the beginning of a longer relationship-building process.
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