Executive Briefings: Email Marketing, The Gateway To The Digital World

By Thomas White, Co-Founder and CEO of C-Suite Network, The Worlds Most Trusted Network of C-Suite Leaders.

The C-Suite is a vast audience of leaders who all have a little extra insight into their industry and the current business world. I sit down with these leaders to give them the opportunity to share that insight and give a glimpse to their personal stories as a business leader.

I recently had the opportunity to interview Matt McGowan, President of Adestra. Matt has been one of the leaders in the digital media world for more than 10 years, working with companies like Incisive Media and Google.

 


 

IS EMAIL DEAD?

There is conventional wisdom that email is dead as a marketing tool. Rather, the new marketing avenue is social media. Is that the right assumption, or is this way off-base?

It is way off-base, but it is not a bad off-base. Studies have shown from different organizations asking different questions to different people, “What do consumers rely on for information from commercial entities? Companies?” The overwhelming response is email. Email is the core that really taps the understanding of what the consumer is. Email is the most native kind of product when it comes to mobile devices. The first thing a consumer does when getting a new mobile device is to set up their email account. 50-70% of users are accessing products, company websites, apps etc. via mobile devices these days. It’s literally the easiest way to get in touch with the consumer if you do it right.

 

 

HOW TO PLAN AN EMAIL MARKETING STRATEGY

How do you build an email marketing plan based on today’s technology that deals with the reality of people wanting to restrict how much email actually gets in to their inbox?

It is not about the amount of email that you send, but it’s about the type of conversation that you are having with the consumer. There are a lot of email service providers available to the consumer – Gmail, Outlook, Yahoo etc. All of these providers are stepping in the way of email in a good way, to protect the user and to weed out the stuff that is irrelevant. An email marketing plan needs to find the path using relevant information to power the message. The message needs to be one-to-one vs one-to-many. This is the direction companies are going, marketing to a person vs an audience. Companies need to focus on less email, but more on targeted email.

 

How do you create an email strategy that is one-to-one or relevant to the recipient?

Businesses need to believe in a practice of incremental innovation. To get to that one-on-one conversation, it’s not about the grandiose leap from nothing to something, it is about the incremental steps the marketer can take over time to increase relevancy with the audience. When you are sending one-to-many messaging you are sending stop-shop marketing. Incremental innovation is the idea that every week, know your customer, then try to do something that gets you closer to that one-on-one message. If you look at it over a year, you’ll have enough innovation in your marketing efforts. This will provide movement to make major strides. If you look at it in the short term, it’s going to seem like it’s not enough. It starts with knowing your customer and then making those incremental steps.

 

 

IMPORTANCE OF THE CRM RELATIONSHIP

How important is it to integrate the CRM (customer relationship management) ecosystem to email marketing and sales strategies?

You first want to make sure all of your customer data is located in your CRM. In order to use that data, you will need to secure an automation platform or ESP (email service provider). You will then want to connect your CRM with your ESP. Over time you will start to incrementally innovate and try new things. What you will end up with is an always-on campaign that is working for you even when you are sleeping. With the rules that you’ve built over time, the campaign will work on your behalf and communicate with your customers to get your message in front of them. This way you can continue to develop a successful relationship with your customers. Then you will be able to build much more complex profiles of what is interesting to your customers as well.

 

How important is engagement with the customer prior to attempting one-to-one email marketing, and how do you go about establishing this engaged relationship?

You need to be authentic. You are not going to engage with everybody that is on your mailing list. Some people are going to sign up just to get a discount or more information. You can start a relevant conversation instantly by asking two or three key questions that lead you down the path of relevance. Don’t try to push your business on them. Rather, from the questions you asked, offer them something that is valuable and useful.

 

 


Email Should Lead the Pack on All-in-One Marketing Platforms

By: Ryan Phelan, Vice President of Marketing Insights, Adestra Inc.

At a recent conference, I talked with a marketer whose company sends marketing emails through an all-in-one platform.

“Why do you do that?” I asked.

“Because it’s part of the marketing automation package we bought,” he replied. “It’s all part of one platform.”

“Is it doing what you need?” said I.

“No, but it’s all connected, so I have to use it,” he answered.

I’ve had this conversation many times before thanks to a trend among companies to consolidate their marketing services through an all-in-one platform for email marketing, lead nurturing, B2B or B2C marketing.

I can understand the appeal of having one dashboard to manage instead of five or six – one platform to rule them all, so to speak. I use a brand-name platform myself for lead management and nurturing, but I stick with Adestra for my email needs because the platform’s email module doesn’t have the deliverability management, reporting and ease of use that I love about Adestra. It also integrates just fine with my platform. So, it’s a win-win for me.

Marketers tell me they look at single-platform providers because they need to work with tools that are integrated. However, many all-in-one platforms still have integration issues, meaning you still have to perform some functions manually.

Down side of one-size-fits-all marketing platforms

All-in-one platforms are usually made up of technology from companies the big cloud providers acquired and then assembled into a platform.

It might have an email module you can use to send messages, but it’s not necessarily the best-of-breed service an email marketer needs to succeed.

Email marketing is more than just sending email. Does the email module give you detailed, granular reporting? Can you build messages quickly? Does it integrate with your ecommerce and customer-care databases for segmented, triggered and real-time messaging? Who helps out when something goes wrong?

An all-in-one platform takes away your choice of vendors. You end up making your decisions based on the technology the platform provides instead of being able to surround yourself with best-of-breed technologies.

Although omnichannel marketing has broken down the old silos among communication channels, we still do our work in a siloed environment. The tools you need for email marketing are different those for mobile marketing, social, SMS/texting and the web.

Getting back to best of breed

Although analysts and industry pundits had been urging companies to consolidate all of their marketing needs on a single platform, I’m seeing more marketers looking beyond the portfolio and seeking out best-of-breed technology again.

If you use an all-in-one or cloud service, see if the email function is the best email tool on the market or just bolted-on technology. Look under the hood to see if the platform offers true integration that requires no effort or hours from your IT team. Is it the best email tool you can use or just the tool that’s offered?

Email in an all-in-one platform should not be just one tool in a suite of others. It should be the tool. When you’re evaluating vendors, the buying decision should rest not on the suite as a whole but on the quality of the individual tools that make up the suite.

Your marketing landscape is not a straight line with applications scattered all along it. It is a circle with your company in the middle.

If you can’t execute a necessary function, look for a new provider. Looks for the right partnerships outside of the marketing suite. The focus is on integration timelines and scalability.

If you can conquer that, you have a winning solution.

The Business of Innovation, Staying Relevant, and the Nostradamus of Marketing: C-Suite TV’s Summer Kick-Off Features Interviews With Leading Executives Working to Bring Their Companies Into the Future

NEW YORK, NY–(Marketwired – Jun 14, 2016) – Executive Perspectives, one of the top online business shows on C-Suite TV, has announced their early summer programming. Executive Perspectives will feature one-on-one interviews with Beth Comstock, Vice Chair, GE, Joe Hart, President and CEO, Dale Carnegie Training and Faith Popcorn, Founder and CEO, BrainReserve.

Beth Comstock, Vice Chair of GE, sat down with Jeffrey Hayzlett to talk about the current state of GE and how they are embracing the digital future. The GE brand is synonymous with greatness and her challenge was bringing a 140-year old company into the future. Regardless of how long you’ve been in business; you should always be thinking about what your next steps will be.

A company like GE, that started with a man and a light bulb, is looking to merge their industrial beginnings with the digital future. Comstock states, “A great brand has to be true, there has to be an authenticity, but it’s also aspirational. It’s okay that you are not there, yet in some ways you are declaring to the marketplace ‘hey this is where we see the future going, we want to go there come with us help us make it a reality.'” Comstock also feels that companies and customers should figure this out together.

Joe Hart is President and CEO of Dale Carnegie Training — a leader in professional development, performance improvement, leadership training, and employee engagement. Hart talked to Hayzlett about the biggest opportunity the company has to do — tell their story by doing transformative things with their brand, messaging, and other components like their global franchising network. Throughout a series of courses that aim to build a continuing connection to customers, Hart looks to tackle the “global leadership crisis” — defined as a fundamental crisis in confidence and breakdown in trust between employees and leadership.

This is a crucial aspect for everyone, especially millennials — since they are conditioned in speaking up if they don’t like what they see in a company or leadership and are even willing to walk away if leadership doesn’t meet their expectations. Hart states that the fundamentals of millennials are the same as everyone else; however, the human interaction is different and the delivery of that interaction is done digitally. Hart also tackles the biggest factor for employee disengagement, inauthentic leadership. When someone isn’t reliable, there’s a breakdown in trust and trust is the foundation for any relationship.

Faith Popcorn is often referred to as the “Nostradamus of marketing” for her ability to accurately predict future trends. As the Founder and CEO of BrainReserve, she’s known as a “futurist” and is constantly looking for patterns and trends that will have a big impact on all of our lives. Popcorn says that one of the hardest things for companies to do is embrace the future and see it as more than just a fad. They need to be interested in the truth and stresses how smart companies “adapt to future trends.”

As an industry pioneer, she predicted back in 1981 how people would spend more time at home, doing things they would normally do outside, like dining or going to the movies. As someone always on the cutting edge, Popcorn tells Hayzlett that the next trend is already here: customization. People want things that are tailored to their needs and lifestyles and more companies are looking to cash in on this. The future will also include a combination of people and robots.

All episodes of Executive Perspectives are hosted by Jeffrey Hayzlett and can be seen throughout the month on C-Suite TV.

Best-selling author, speaker, and former Fortune 100 CMO Jeffrey Hayzlett created C-Suite TV to give top-tier business executives a forum for sharing thought-provoking insights, in-depth business analysis, and their compelling personal narratives.

“We’re ready to kick off the summer with a number of great interviews that I think our audience will benefit from. Everyone knows GE is a company on the cutting edge of all things innovation and my interview with Beth showcases how they have managed to merge their industrial beginnings with their future in digital,” Hayzlett said. “Joe Hart and Faith Popcorn encompass everything that’s fresh and forward-thinking about business. Their no-nonsense approach is something I admire and their dedication to their craft should be inspiring to anyone looking to take that next step in business.”

For more information on TV episodes, visit www.csuitetv.com and for more information about the authors featured in Best Seller TV episodes, visit www.c-suitebookclub.com.

About C-Suite TV:
C-Suite TV is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

About Jeffrey Hayzlett:
Jeffrey Hayzlett is a primetime television and radio host of C-Suite with Jeffrey Hayzlett and Executive Perspectives on C-Suite TV and All Business with Jeffrey Hayzlett on CBS on-demand radio network Play.It. Hayzlett is a global business celebrity, speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most powerful network of C-Suite leaders. Connect with Hayzlett on Twitter, Facebook, LinkedIn, Google+ or www.hayzlett.com

Getting Minorities On Corporate Boards: More Work Ahead

By Jill Griffin – Author of the new book, Earn Your Seat On a Corporate Board

New York Times reporter, Elizabeth Olson, shares stats that reflect the “still lagging” indicators on efforts to diversify America’s corporate boards.

Here’s a few highlights from her insightful “Barriers to Boards” article:

·     While 399 new directors were selected for top company boards last year, Hispanics claimed only 16 seats.  This, while Hispanics comprise 17 percent of the overall U.S. population.

·     In comparison, there are slight increases in African American representation, but a decline in the number of Asians and Asian-Americans selected to fill board seats.

·     While the percentage of new women directors has risen each year, sources say the projection that women can reach parity with men in the number of new directors by 2024 has been projected downward.  Now, 2026 is the projected year.

Bonnie W. Gwin, a co-managing partner of Heidrick & Struggles executive recruitment global C.E.O. and board practice, reports the biggest entry obstacle for minorities is the lack of operating or financial experience.

For example, the dearth of Hispanic board members appears to originate largely from the shortage of Hispanic chief executives, reports Cid C. Wilson, Chief Executive of the Hispanic Association on Corporate Responsibility.  The bleak statistic is that only nine Hispanics currently serve as CEOs of Fortune 500 companies, while the U.S. has the second-largest Spanish-speaking population in world, second only to Mexico.

The pipeline of talented, board-ready minorities needs to be filled.  Hispanics, African Americans, and women need to be nurtured as general managers, finance execs and operational leaders.

The push to get more diversity in boardrooms is still a steep hill to climb.

But make no mistake about it:

Diversified corporate boards help CEOs build cultures that engage employees and, in turn, ignite the customer loyalty necessary for driving corporate revenue.

Follow Jill Griffin on Twitter

C-Suite TV Talks About the CMO’s Periodic Table and Renegades; 76 Marketing Tips for Your Business and Personal Brand

June Programming for Best Seller TV Features Authors Drew Neisser and Yitzchok Saftlas

NEW YORK, NY–(Marketwired – Jun 9, 2016) –  Best Seller TV, one of the top online business shows on C-Suite TV, has announced their upcoming episodes for June. Best Seller TV will feature in-depth interviews with leading business authors Drew Neisser, author of The CMOs Periodic Table: A Renegade’s Guide to Marketing and Yitzchok Saftlas, author of So, What’s the Bottomline? 76 Proven Marketing Tips and Techniques for Building your Business and Personal Brand.

Drew Neisser, author of The CMOs Periodic Table: A Renegade’s Guide to Marketing, takes an interesting approach to marketing by merging science and the periodic table with principles of marketing. He also stresses how no marketing solution is one element, but many. Neisser also lists the three most essential traits for a marketing renegade to possess:

  • Non-linear thinker
  • Allow serendipity to happen
  • Understand the power of “and”

Neisser also describes how the most successful CMO is Courageous, Artistic, Thoughtful, Scientific, or CATS. Courageous refers to the notion of doing something outside the box in order to move forward or get ahead. Artistic, (or Artful), refers to the importance of ‘artisticness’ and being curious about one’s environment. Thoughtful refers to thinking more about the world and your customers rather than yourself or the brand. Scientific is applying the scientific method to marketing — understand the conditions of satisfaction, set a hypothesis and test your way to success.

Neisser wants readers to walk away with these takeaways: there isn’t a one-size fits all or theory that fits all marketing, you need to adjust and keep adjusting (much like the scientific method) and never forget the basics.

Yitzchok Saftlas, author of So, What’s the Bottomline?: 76 Proven Marketing Tips and Techniques for Building your Business and Personal Brand, takes an approach to marketing showcased in short, easy-to-read chapters that are conversational and include action steps at the end of every chapter. The book gives a human approach to some of the most common business challenges companies face on a regular basis.

Saftlas states that anyone who is successful has perseverance, good marketing and strategic direction, right from the offset, in order to reach the prize. As we’re all constantly bombarded from all directions with a plethora of information, Saftlas says the most important things to remember are: be realistic with yourself and make sure your business’s messaging is crystal clear and spot on in order to capture your audience’s attention.

All episodes of Best Seller TV will air throughout the month on C-Suite TV and are hosted by TV personality Taryn Winter Brill.

Best-selling author, speaker, and former Fortune 100 CMO Jeffrey Hayzlett created C-Suite TV to give top-tier business authors a forum for sharing thought-provoking insights, in-depth business analysis, and their compelling personal narratives.

“I’m excited about the authors we have this month. The combination of the scientific method and marketing is intriguing to me as a marketer and a business person. It’s a very practical approach to what we do on a daily basis,” Hayzlett said. “I also want our audience to walk away with a better, more effective way to deal with any business challenge they might be facing and Yitzchok’s book is a sure fire way to get that information.”

For more information on TV episodes, visit www.csuitetv.com and for more information about the authors featured in Best Seller TV episodes, visit www.c-suitebookclub.com.

 

About C-Suite TV:
C-Suite TV is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

About Jeffrey Hayzlett:
Jeffrey Hayzlett is a primetime television and radio host of C-Suite with Jeffrey Hayzlett andExecutive Perspectives on C-Suite TV and All Business with Jeffrey Hayzlett on CBS on-demand radio network Play.It. Hayzlett is a global business celebrity, speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most powerful network of C-Suite leaders. Connect with Hayzlett on Twitter, Facebook, LinkedIn, Google+ orwww.hayzlett.com

“Ushering in the Future 500” – White Paper

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Greetings, C-Suite members.

Exciting news! Navalent, producer of inventive and gainful business, has collaborated with us and published a white paper for c-level leaders on helpful, groundbreaking research on leadership. The truly innovative logic behind the brand is revealed in this publication, entitled: Ushering in the Future 500: How Mid-cap Executives are helping their Organizations Build for Sustainable Growth and Win.

An exciting opportunity for growth is plentiful within mid-cap companies, but oftentimes leaders find themselves constricted by their work environments. The potential for balance within pattern shifts is revealed within Navelent’s publication. Organizational and strategic patterns are investigated and specifically assessed.

The downloadable white paper is available to our C-Level leaders. Please find the offer through this unique link: Download Here

Executive Briefings: Drama in the Workplace

By Thomas White, CEO of C-Suite Network

In my work, I meet business leaders from all over the world who have advice, stories and personal tips to provide. I sit down with these leaders to give them the opportunity to provide current business advice and give a glimpse to their personal stories as a business leader.

I recently interviewed Diedre Koppelman, Founder and CEO of PEAR Core Solutions. Since founding PEAR in 2003, Deidre has worked closely with senior level executives, business owners and organizational teams, providing strategic management counsel and solutions across a variety of industries. Deidre puts her focus into organizational development, leadership development and behavioral analytics for her clients.

Drama has been with us a long time. Drama has been depicted in the arts, movies plots etc. How does a psychiatrist by the name of Steven Karpman illustration depicting drama explain the Drama Triangle?

The Drama Triangle is an inverted triangle with the three corners illustrating the dynamics of drama. Once we can understand what role we play on the triangle, the triangle can provide us with a map on how to get out of the triangle, and basically end the drama. Here is a breakdown of each of the roles:

  • The Victim – The victim’s stance is “Poor me!” The Victim feels victimized, oppressed, helpless, hopeless, powerless, ashamed, and seems unable to make decisions, solve problems, take pleasure in life, or achieve insight. The Victim, if not being persecuted, will seek out a Persecutor and also a Rescuer who will save the day but also perpetuate the Victim’s negative feelings.
  • The Rescuer – The rescuer’s line is “Let me help you.” A classic enabler, the Rescuer feels guilty if he/she doesn’t go to the rescue. Yet his/her rescuing has negative effects. It keeps the Victim dependent and gives the Victim permission to fail.
  • The Persecutor – The persecutor insists, “It’s all your fault!” The Persecutor is controlling, blaming, critical, oppressive, angry, authoritative, rigid and superior.

We often might see ourselves playing these different roles in different situations. Does this mean these roles are interchangeable?

Yes, these roles are interchangeable. Here is an example of how we go through and interchange these roles. You may be a victim of someone or something so you go to a Rescuer and ask “Please help me, I can’t get this done.” If the Rescuer cannot help the Victim, The Victim will move into the Persecutor or Bully role and will start to bully the Rescuer, who now moves down to being the Victim. The movement on the triangle can happen in minutes. As we keep going around and around, the drama escalates.

Drama is all around us, every day, is there anything we can do to eliminate drama?

There is definitely an antidote to drama — the power of TED. TED is the acronym for “The Empowerment Dynamic” which was formulated by David Emerald. The basic concept is that you are going from an anxiety-based and problem-focused situation, which is drama, to a more passion-based and outcome-focused dynamic, which is the empowerment dynamic.

It is important to know, for those who have control in their organizations, that establishing a zero drama tolerance is really important and that you will not accept drama. To remove drama from the workplace it involves removing one role from the drama triangle. By eliminating the victim, the drama is gone. Here is where “The Empowerment Dynamic” can come into play. The victim can become the creator. They become accountable, confident, and they know that they have choices in any situation and can envision different outcomes. This also applies to the rescuer. When a rescuer is approached by a victim, the rescuer will assume the role of coach, they do not see the victim as a victim, but as someone who is capable and resourceful. They empower the victim to make choices, to come up with solutions, to take action. The antidote for the persecutor is to really spark growth and challenge the victim with the intent to help them grow. By changing every single role, you are ultimately empowering the victim into the role of creator.

Is there an assessment you can use to help identify which role you or your employees are playing?

A good place to start is to set up a workshop on the drama triangle. This will allow for everyone to understand the different roles and to help identify, through self-awareness, when they are in one of these roles. Once you can identify if you are in the triangle, you can identify at any time who is in what role.

If someone comes to you, and they are helpless, they feel powerless, they have no control over a situation, they would be identifying someone who is in the victim role. When this happens, you can understand that they are looking for help, you can then jump into a creator, or coach role and ask them “What do you think we should do?” or “Why don’t you think about it, come back, and let’s discuss it.” You always want to empower someone to be resourceful and to look for the answers, to give them control and the power to get over their situation.

How do you be a good, empathetic listener but also try to be encouraging at the same time?

Once you identify when you are switching from a coach to a rescuer, you will want to be empathetic, want to help, want to listen to the victim. This is where you’ll want to set limits to your listening. If it is something that the victim is complaining about over and over again, then you are just enabling them, and that is not what you want to do. But if the victim comes to you and they have an issue, listen and then automatically switch to the coach role. There is always the balance of listening to what challenges someone is having, and being careful that you are not going to solve that person’s problems. You want to enable them and empower them to come up with solutions and support them.

 

It’s No Joke! Humor Positively Impacts Your Brain

By Tony Alessandra, Best Selling Author & Professional Keynote Speaker

True! It’s no joke. There absolutely is a connection between laughter and improved brain function. A great deal of study has been devoted to the negative things that can happen to the brain and why they happen. We know a lot about the effects of depression, fear, and anger. For some reason, the positive influences haven’t generated as much interest. But these influences are very interesting. Laughter, in fact, is not only interesting but is positively mysterious.

How does the brain know that something is funny?

Studies suggest that on this is a three-part process. A cognitive element helps you get the joke. A neuromuscular aspect helps move the muscles of the face to smile and laugh. And a third emotional element produces the enjoyable experience of laughter.

Why is laughter enjoyable?

It stimulates the production of a neurochemical called dopamine, which is also associated with many other pleasurable activities.

Jokes aside, there are Practical Benefits

All of this seems to have some very practical benefits. Tests have found evidence that humorous films and videos can diminish stress and promote relaxation. How this happens is not entirely clear. Something is definitely happening on the biological level — the production of dopamine.

But could laughter also simply distract the brain from whatever else was on its mind, so to speak? It doesn’t really matter. We’ve seen that stress weakens brain function, so whatever lowers stress will have the opposite effect. At this point, I’m tempted to tell some funny stories, but I’ll resist that temptation and say goodbye until my next blog post.