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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome readers to a dive into the compelling exchange between Andrew and guests Edward MacMillan and Pamela Sichel on the NTM Growth Marketing Podcast. In this episode, we explore the nuances of marketing strategies, the role of AI, and the dynamics of cybersecurity. Join us as we delve into this revealing dialogue, shedding light on cutting-edge practices and trends.
Edward begins by introducing IMS as a South Carolina-based managed service provider, primarily serving regions from the Carolinas to the Midwest, reaching up to Cincinnati, Ohio. He outlines their core areas of support: cyber readiness, cloud migrations, and Microsoft 365 adoption. IMS focuses on helping clients streamline costs by ensuring they select the appropriate licensing tiers.
Key Pillars of IMS:
Edward shares that he transitioned to his current role after two years from a technical support position. Reflecting on his journey, he states, “Sales isn’t marketing; marketing isn’t sales.”
Edward shares a typical day involves collaborating with a direct sales team, focusing on business development, and in his words, “bringing credibility to the market space.” He stresses the importance of understanding what businesses aim to secure rather than getting lost in technical details. Edward’s ability to translate technical jargon into business terms is crucial for engaging the C-suite, business owners, and partners.
Edward admits he gravitates more towards sales, acknowledging the challenges in marketing ROI. Despite the difficulty in establishing direct correlations—such as spending on Google Ads—Edward highlights his confidence in sales through measurable, repeatable processes that facilitate progression from marketing-qualified leads to sales-qualified leads.
Edward compares mastering marketing strategies to climbing Mount Everest—difficult but rewarding. He underlines the importance of balancing quantity versus quality in lead generation. Driving traffic with strong calls to action, messaging aligned with company best practices, and A/B testing are foundational elements in their marketing strategies. Edward reflects, “You honestly don’t really always know 100% certain that this is going to work.”
Though Edward humbly credits his team’s expertise, he emphasizes the challenge of conveying technical capabilities to business owners in an engaging manner, free of technical jargon. By focusing on the storytelling aspect, Edward aims to engage potential clients, especially in a field heavily laden with fear-based marketing.
“Technically we know why we’re doing what we’re doing, but to flip that into something that engages somebody to say, Edward, tell me more.“
Edward acknowledges the prevalent fear-based narratives in cybersecurity marketing and strives to approach this differently by emphasizing analytics and storytelling. IMS aims to identify the most common threat vectors, assess their likelihood, and prioritize solutions—thus preserving client reputations and operational continuity despite prevalent cyber threats.
When examining AI’s impact, Edward discusses the importance of becoming a proficient “prompt engineer.” Initially sluggish, he highlights the necessity of asking deep, layered questions to extract meaningful insights. For Edward, validation of source data provided by AI is crucial to maintain empirical accuracy.
AI Applications at IMS:
Edward utilizes LLMs both for research and copywriting, underlining their dual functionality in creative processes and list-building efforts. He asserts, “You have to really almost sort of immerse yourself a little bit into becoming a better prompt engineer.”
Edward provides sage advice for marketers exploring AI opportunities. He suggests focusing on tools that aid in defining target customer profiles, understanding buying triggers, and ensuring messaging aligns seamlessly with brand voice. This approach enables marketing continuity, bridging seamless transitions from marketing departments to sales teams.
Now, switching gears, Andrew engages Pamela from OnPath Testing. In this segment, Pamela ushers us into the intricate world of QA testing services, exploring cybersecurity and digital accessibility testing. With a focus on evolving from traditional models to QAOPS, Pamela resonates with dedicated listeners through captivating storytelling.
Pamela reveals that she started her career in journalism before transitioning into marketing. Her journey involved navigating Google algorithm changes and venturing into content marketing. Today, she focuses on B2B marketing, honing strategies to build a brand, particularly around her CEO, and emphasizing connections through podcasts and influencer engagements.
“Great marketing comes down to great storytelling.“
Pamela’s approach underscores the timelessness of storytelling amidst evolving tech stacks and crowded internet environments. Her dedication to aligning her brand with influential thought leadership sets her apart in the competitive landscape.
Pamela’s experimentation with AI involves taking raw content, such as transcripts, and structuring coherent outlines—a significant boon for investigative roles. She champions using AI for administrative tasks like content calendar planning and data analysis, guiding data-driven creative execution.
Her experience highlights the pivotal role AI can play in streamlining operations, stating, “Chat GPT can turn into my left arm.”
Though cautious about rapidly evolving AI solutions, Pamela evaluates potential tools with an eye towards enhancing efficiency without succumbing to tech stack clutter. Maintaining focus on storytelling amidst tech innovations is crucial to her ongoing strategy. Pamela notes, “Despite the tech stacks come and go, storytelling remains the heart of effective marketing.”
Together, both Edward and Pamela exemplify forward-thinking approaches in their respective domains. Their insights, underscored by diverse professional journeys, illuminate paths for others in marketing and technology. As Edward aptly sums up the essence of collaborating and evolving within industry landscapes, “Just having incredible conversations with clients.”
For more transformative discussions, continue following the series on the NTM Growth Marketing Podcast.
Explore more at IMSSolutionsGroup.com and OnPathTesting.com to deepen your understanding and connect with these industry pioneers!
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