Fine Point: Digital Marketing Podcast

Listen in on digital marketing insights

Hosted by Maureen Jann, industry personality and Director of Marketing at Point It Digital Marketing, these weekly 20-30 minute podcasts feature experts and their industry guests chat about headlines in the industry and timely topics. We’ll be covering topics that impact digital advertising, search engine optimization and so much more.

This is a no selling zone.  Our experts are just talking shop and digging into the timely happenings in digital marketing.

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Dr. Pete, Marketing Scientist at Moz

Fine Point Digital Marketing – Natural Language, Voice Search, & Your Marketing Strategy

PUBLISH DATE: 3/23/2017

TOPICS: Natural Language, Voice Search, SEO, Content Marketing, Bots, & Social Media Advertising Audits

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Podcast Description

Natural Language is already impacting search whether you know it or not. Dr. Pete, Marketing Scientist at Moz dives into just what that means for you, how to optimize your search strategy & what’s coming next. We also dive into big news this week, ANA’s call for more social media advertising audits, Larry Kim leaving Wordstream, good & bad bots, and lots of great humor.

Guests & Experts

EXPERTS:

Dr. Pete Meyers, Marketing Scientist at Moz

Bio: 

Dr. Peter J. Meyers (AKA “Dr. Pete”) is Marketing Scientist for Seattle-based Moz, where he works with the marketing and data science teams on product research and data-driven content. He has spent the past five years building research tools to monitor Google, including the MozCast Project, and he curates the Google Algorithm History, a chronicle of Google updates back to 2002.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

PRODUCER:

Tim Mohler, Sr. Marketing Manager, Point It Digital Marketing

Bio: Tim Mohler is a multichannel marketer with experience building campaigns for travel, CPG, food, beverage, and technology companies reaching both B2B and B2C customers. He’s passionate about building marketing experiences & partnerships that are relevant to a brand’s message, exciting for the customer, and most importantly deliver measurable results. At Point It, he develops digital, social and content campaigns as well as managing PointIt.com on a day to day basis.

Additional Resources

Fine Point Digital Marketing – Optimizing for Conversion with Andy Crestodina

PUBLISH DATE: 3/16/2017

TOPICS: Content Marketing, Conversion Rate Optimization, SEO, SRO, Findability, Pizza Hut Ordering Ease, YouTube’s new subscription service, & Programmatic Radio locks & loads.

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Podcast Description

This week we dive into how you can optimize your website & content to maximize conversion with Andy Crestodina. Andy joins our host, Maureen Jann to talk through how you can build a digital purchase funnel that delivers, answers customer questions and maximizes SEO. They also talk about how content drives  findability, Pizza Hut’s new “Pie Top” shoes bringing ordering ease, live content and YouTube’s new subscription service, & the future for Programmatic Radio.

Guests & Experts

EXPERTS:

Andy Crestodina, Co-Founder and Strategic Director of Orbit Media

Bio: 

Andy Crestodina is a co-founder and the Strategic Director of Orbit Media, an award-winning 38-person web design company in Chicago. Over the past 16 years, Andy has provided web strategy and advice to more than a thousand businesses. As a top-rated speaker at national conferences and as a writer for many of the biggest blogs, Andy has dedicated himself to teaching marketingAndy has written hundreds of articles, many of which have been published on the top marketing blogs and media websites. Favorite topics include content strategy, search engine optimization, social media and Analytics.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

PRODUCER:

Tim Mohler, Sr. Marketing Manager, Point It Digital Marketing

Bio: Tim Mohler is a multichannel marketer with experience building campaigns for travel, CPG, food, beverage, and technology companies reaching both B2B and B2C customers. He’s passionate about building marketing experiences & partnerships that are relevant to a brand’s message, exciting for the customer, and most importantly deliver measurable results. At Point It, he develops digital, social and content campaigns as well as managing PointIt.com on a day to day basis.

Additional Resources

RESOURCES:

 

Micro-Lesson: Mobile Madness & Micro Conversions

On Demand Webinar: SEO & Content Marketing, Two Sides of the Same Coin

Blog: More from Andy & Orbit Media

Andy’s Article: How to Increase Your Conversion Rate

Andy’s Book: Content Chemistry – An Illustrated Handbook for Content Marketing

Event: Learn More about Content Jam

 

Article: Pizza Hut’s New Ordering Ease: Pushing a Button on a Pair of Pie Top Shoes

Article: YouTube debuts TV Subscription Service, at $35 a month for 6 accounts

Article: Programmatic Radio Locks & Loads

 

PRODUCTION NOTE: Due to some difficulties with the remote interview setup, significant editing was necessary. We apologize for any difficulties with the sound or oddities with the cuts. Any oddities are due to post-production, & not the fault of our guests.

FORMAT: Mp3

LENGTH: 30 minutes

Paul Klebanov SEMrush

Fine Point Digital Marketing – Lead Generation with SEMrush’s Paul Klebanov

PUBLISH DATE: 3/2/2017

TOPICS: Paid Search, B2B Marketers, PPC, Amazon’s Alexa, Google leverages machine, and Facebook Jobs taking on LinkedIn.

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Podcast Description

This week we deep dive into how you can convert visitors into customers with SEMrush’s Paul Klebanov. Paul joins our host, Maureen Jann to talk through the best ways to optimize each of your platforms, adjust to the changing customer lifecycle & marketing funnel, and the best way to advertise across channels today. We also cover the latest news, from CPG companies spending more on digital than traditional ads, Accelerators & Hackathons, & Martech driving Adtech.

Guests & Experts

EXPERTS:

Paul Klebanov,  Marketing Educator & Speaker at SEMrush

Bio: Paul Klebanov is a marketing educator and speaker at SEMrush. Paul was bit by the sales bug in elementary school, where he was famously earning up to $350/week buying and trading his friends’ sandwiches! At 14, he began creating websites for startups and local businesses. Since 2010, Paul has helped businesses generate millions of dollars online through his mastery of inbound and outbound marketing. Paul is one of the youngest Americans to build a leading ecommerce retailer – PPL Stores LLC. On this project, he generated millions of dollars in revenue before 30. Now, Paul helps young businesses bloom by teaching them to craft effective marketing strategies through coaching, training, and speeches.

 

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

 

PRODUCER:

Tim Mohler, Sr. Marketing Manager, Point It Digital Marketing

Bio: Tim Mohler is a multichannel marketer with experience building campaigns for travel, CPG, food, beverage, and technology companies reaching both B2B and B2C customers. He’s passionate about building marketing experiences & partnerships that are relevant to a brand’s message, exciting for the customer, and most importantly deliver measurable results. At Point It, he develops digital, social and content campaigns as well as managing PointIt.com on a day to day basis.

Additional Resources

Frank Coyle, President

Fine Point Digital Marketing – Paid Search for B2B Marketers

PUBLISH DATE: 3/2/2017

TOPICS: Paid Search, B2B Marketers, PPC, Amazon’s Alexa, Google leverages machine, and Facebook Jobs taking on LinkedIn.

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Podcast Description

This week we dive into the challenges B2B companies face when integrating paid search (PPC) into their digital marketing mix, who it works for, and best practices to maximize your results. We also take a look at this week’s news, Amazon’s Alexa surpassing 10,000 skills, Google leveraging machine learning to filter out hurtful comments, emoji’s, and Facebook Jobs’ challenge to LinkedIn. Our host, Maureen Jann is joined by Brenna Teichen, one of our paid search experts and Frank Coyle Point It’s president.

Guests & Experts

EXPERTS:

Frank Coyle. President

Bio: Frank Coyle is the President of Point It, a digital marketing agency in Seattle, Washington.  His mantra is “results, results, results” and is driven by making clients and employees successful.  Prior to leading Point It, his career spanned marketing, finance, and programming in a number of verticals. Frank brings both his education, University of Glasgow for his BS in Mathematics and at Stanford University Graduate School of Business for his MBA, and a hands-on approach to keep up with a quickly changing technology landscape. For fun, Frank likes to golf, read and eat delicious food.

Brenna Teichen, Client Manager

Bio: Brenna has been a key member of Point It’s paid search team for over two years, with a strong background in both paid search and campaign management at Marchex and prior to that at Zulily. She’s also a passionate Lady Gaga fan & fitness enthusiast!

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

Jason Nowlin. SEO Manager
Jillian Tyack, Associate Client Manager

Fine Point Digital Marketing – New Faces, the People Behind the Results

PUBLISH DATE: 2/23/2017

TOPICS: New team members, digital marketing, advertising, company cultures, & giving motivational feedback.

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Podcast Description

We’re growing! This week we introduce you to some of our new team members, their backgrounds, and their take on digital marketing. We also explore the news – from bad ads to reinventing in-person shopping and dive into how to find top talent, build a strong culture, give feedback well, and motivate your team. Your host, Maureen Jann is joined by Al Lepow, Jason Nowlin, and Jillian Tyack from around our organization.

Guests & Experts

EXPERTS:

Al Lepow, Programmatic Account Manager

Bio: Al joined Point It’s growing Programmatic advertising team from Big Fish Games where he worked in marketing and user acquisition. He began his career in Tel Aviv working for Jelly Button Games, Scientific Games, and ClickWall working across marketing, media buying, and account management roles. He has a BS in Strategy Advertising from Virginia Commonwealth University and enjoys adding new guitars to his collection, fixing old instruments, and playing music.

Jason Nowlin, SEO Manager

Bio: With a background in marketing, branding and advertising Jason brings the ability to tell stories to the digital marketing realm. Combining his traditional skills with a love of research, he’s become a top expert in SEO, working in-house for Amazon and at RKG, a Merkle company, before hitting the ground running here at Point It.

Jillian Tyack, Associate Client Manager

Bio: Having worked for Amazon and UberEats along with two PR internships at Broadgate Mainland PR and Inspiringfifty in London, Jillian brings her data-driven marketing skills to Point It’s paid search team. She has a Master’s degree in Marketing Communications from University of Westminster and a BA in Media Communications from University of Washington.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

Fine Point Digital Marketing – Digital Super Bowl Strategies, Wearables, & Futurecasting Google’s Ad Platforms

PUBLISH DATE: 2/16/2017

TOPICS: Digital Marketing, Google, AdWords, Super Bowl,  Wearables, & Cooties

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Podcast Description

This week we start out looking at brands’ changing digital Super Bowl strategies, a wearable from MIT & Samsung for those who have trouble picking up social cues, & Facebook opening up their Audience Network. Our host, Maureen Jann is joined by Google’s Nick Danford and talks about the future of Google’s advertising platforms and a test of new profit-driven automated bidding models that Point It is taking part in. In case none of that sounds entertaining enough, stay tuned for a highly entertaining discussion of such crucial topics as haiku versus emoji love letters, cootie catchers, and ballet. How about that for fake news.

Guests & Experts

EXPERTS:

Nick Danford, Agency Development Manager

Bio: Nick Danford has worked in sales and marketing in Google’s Global Business Organization since 2011. Specializing in agency support and Small & Medium-size Business (SMB), Nick has driven campaign success and crafted AdWords solutions with some of his department’s most strategic, digital agencies. Other highlights include executing an advertiser’s online marketing launch that produced a top-five Most Watched Ad on YouTube in 2013, onboarding French-speaking new business in Canada, and structuring a global customer marketing incentive strategy for Google Partners at Google’s EMEA headquarters in Dublin, Ireland.

Nick holds a B.A. from Brown University in Political Economy and Development and has studied at the Université de Paris. He is also passionate about contemporary and classical dance, Californian food & wine, and all things San Francisco, the city he’s called home since 2006.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

Allen Klein, Strategic Account Executive with Microsoft Search Advertising
James Haagenson, Programmatic Campaign Manager

Fine Point Digital Marketing – AI, Bots, & Automation meet AdTech

PUBLISH DATE: 1/31/2017

TOPICS: Programmatic Advertising, AI, Bots, Voice Search & Automation.

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Podcast Description

This week we explore how Bots, automation, AI, & conversational voice search will fit into our lives & where they meet ad tech. Maureen Jann, Point It’s Director of Marketing is joined by Microsoft’s Allen Klein & our own programmatic advertising expert James Haagenson who also delve into the 4th computing wave (conversation), Microsoft’s CAB framework (Conversation as a platform, Agents like Cortana & Alexa, along with Bots), Amazon Alexa’s skills, smart homes, Facebook’s rebooted trending topics, native ads with Button, and Google’s Penguin 4.0 bringing trust back to SEO.

Guests & Experts

EXPERTS:

Allen Klein, Strategic Account Executive Microsoft Search Advertising

Bio: Allen gets excited about technology, that has always been the case, and puts that passion to work at Microsoft. Allen has worked with SMBs as well as some of the largest brands. In tandem with agencies, Allen aligns with their goals to succeed with pay per click advertising with a focus on Bing Ads. With a background in global customer acquisition programs in online marketing, Allen applies this background to ensure that the campaigns are executed in a cost efficient, high performing manner.

 

James Haagenson, Programmatic Campaign Manager, Point It Digital Marketing

Bio: James Haagenson is a customer-service focused, strategic brand consultant who is focused on the innovative world of programmatic advertising. James started out serving the Seattle software giant in the Microsoft Retail Stores and now he is an Associate Ad Ops Manager on the Programmatic Advertising and Display Team at Point It Digital Marketing.  In his current role, he helps clients get maximum business results by offering digital advertising strategies and executing on them. James has a degree in Music Technology and Composition from Seattle Pacific University and enjoys playing in his band, the Castle Dwellers.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

Ben Carson, Global SEM Manager at Microsoft
Lisa Sanner, Director of Paid Search

Fine Point Digital Marketing – Paid Search Industry Trends for 2017

PUBLISH DATE: 1/23/2017

TOPICS: 2017 trends, paid search, state of PPC, Microsoft Store, Facebook, Snapchat advertising, & US digital policy.

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Podcast Description

What big changes are in store for paid search in 2017? How will it impact you? Microsoft Store’s SEM expert Ben Carson joins Point It VP of Paid Search Lisa Sanner this week to analyze the evolution of bidding strategies, shopping feeds, voice search, attribution, migration from keywords users, waning of SEO, seamless transitions between mobile & desktop, & leveraging automation. They also talk through the week’s news, Facebook data audits, Matt Cutts moving from Google to run the US Digital Service, and Snapchat advertiser’s leveraging app users’ offline sales data.

Guests & Experts

EXPERTS:
Ben Carson, Global SEM Manager, Microsoft Store

Bio: Ben is a data-driven eCommerce and Marketing strategist passionate about expanding developing brands’ customer reach and revenue. Beginning his career as a psychology and biology undergrad who spent time working with rural clinics in Kenya and Tanzania, started a chicken farm in a leprosy colony in India, and has written and recorded his own music for Red Bull, Lionsgate, and the NFL he has found that paid search is the perfect blend of creativity and an outlet for his fascination with research and analytics.

Lisa Sanner, Vice President, Search Marketing, Point It Digital Marketing

Bio: Ms. Sanner holds a Bachelors of Art in Advertising and MBA degree in Marketing from Penn State University. After graduating, Lisa worked at a traditional advertising agency buying print and broadcast media for brands such as Sears, Servistar (now True Value) Hardware, and Stanley Steemer. Lisa started at Point It Digital Marketing Agency in 2006 and is now the Vice President of Search Marketing. Lisa is a Bing Ads MVP and leads an award-winning (The Landy’s, US Search Awards, Pulse Awards) paid search team.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

James Haagenson, Programmatic Campaign Manager

Fine Point Digital Marketing – 2017 Predictions & Achieving Goals through Programmatic Advertising

PUBLISH DATE: 1/17/2017

TOPICS: 2017 predictions, programmatic advertising trends, transparency & agency reputations, omnichannel retail, visual content marketing, & video.

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Podcast Description

As 2017 begins, we kick it off with predictions for the future of digital marketing and particularly what benefits marketers could see from programmatic advertising. We look at what it will take to effectively leverage this powerful tool, taming the programmatic wild west with transparency, avoiding click & data fraud, great programmatic partners including Integral Ad Science, Live Intent (programmatic e-mail), and Sanya TV (TV ads), as well as the experiences of Point It’s clients. Our host, Maureen Jann, Director of Marketing is joined by James Haagenson, one of Point It’s programmatic marketing experts. We also dive into the advertising trends, blending online & offline retail, and final holiday numbers.

Guests & Experts

EXPERTS:
James Haagenson, Programmatic Campaign Manager, Point It Digital Marketing

Bio:  James Haagenson is a customer-service focused, strategic brand consultant who is focused on the innovative world of programmatic advertising. James started out serving the Seattle software giant in the Microsoft Retail Stores and now he is an Associate Ad Ops Manager on the Programmatic Advertising and Display Team at Point It Digital Marketing.  In his current role, he helps clients get maximum business results by offering digital advertising strategies and executing on them. James has a degree in Music Technology and Composition from Seattle Pacific University and enjoys playing in his band, the Castle Dwellers.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

Natalie Barreda, Senior Client Manager, Point It

Fine Point Digital Marketing – Turning Post-Holiday Data into 2017 Results

PUBLISH DATE: 1/10/2017

TOPICS: Post-holiday PPC data: What to look for, how to use it, and where can it drive results? Also, building credible agencies, retail holiday sales, top technologies for 2017, and voice first browsing.

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Podcast Description

The holidays are finally past, and you have lots of fantastic data. Natalie Barreda, one of our top paid search experts shows you how to turn that treasure trove into actionable insights that will drive results throughout 2017. Along with our host, Maureen Jann, Director of Marketing we also cover retail holiday results, Amazon’s retail domination, building a reputation for transparency as an agency, top technologies for e-commerce marketers, chatbots for customer service, programmatic advertising, and voice-first browsing.

Guests & Experts

EXPERTS:
Natalie Barreda, Senior Client Manager, Point It Digital Marketing

Bio: Natalie Barreda is a digital marketing veteran who focuses on driving revenue for enterprise-level clients. Thanks to her six years of agency experience, she adept at predicting and responding to critical trends in paid search.  Currently a senior client manager at Point It Digital Marketing, she primarily focuses on year-round seasonality and B2C e-commerce digital advertising. Completely self-taught, Natalie considers herself a results maven.  In her down time, Natalie enjoys hanging out with her aptly-named dog Xena and exploring the Seattle beer scene.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

Frank Coyle, President

Fine Point Digital Marketing – Top Digital Marketing Trends in 2017 & 2016 Year in Review

PUBLISH DATE: 12/20/2016

TOPICS: 2016 recap, 2017 trends & marketing strategy, blowing up siloes, cross-channel marketing, digital 1st, hiring, mobile, video, & programmatic advertising, Bing ads’ new bot

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Podcast Description

Ready for 2017? Point It’s president, Frank Coyle joins us to look at what’s worked best for our clients in 2016, and emerging trends likely to drive results in 2017. In the spotlight: business impact of blowing up siloes & cross-channel marketing, digital-first marketing strategies, growing in spite of a tight job market, & emerging channels (mobile & conversion, reaching millennials with YouTube, huge growth in programmatic display advertising). We also look at other news: 3rd party bots, including Bing Ads’ account manager in a box, the best home assistants & their talents (including Harman Kardon’s new Cortana integration), Amazon drones, and Facebook Messenger’s new SnapChat killer features.

Guests & Experts

EXPERTS:

Frank Coyle, President, Point It Digital Marketing

Bio: Frank Coyle serves as President of Point It Inc. Mr. Coyle has a track record of taking companies to number one in their markets, these include Paul Allen’s Asymetrix Learning Systems, as Director of Marketing in the online learning market, Detto Technologies as Vice President of Sales and Marketing in the PC Migration space, and Arabesque Software, as Vice President of Marketing in the personal information market. Mr. Coyle has spent 19 years in Marketing and Sales prior to which he had extensive experience in both Finance and IT. He most recently ran an internet marketing consulting practice where he provided search expertise to small and medium sized businesses. Mr. Coyle has a strategic marketing consulting background, with clients including Microsoft, Adobe, and GemStar-TV Guide. Mr. Coyle received a B.S. in Mathematics from the University of Glasgow, Scotland, and an MBA from the Stanford Graduate School of Business.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

Sarah Kraynik
Katy Tonkin, VP of Digital Strategy

Fine Point Digital Marketing –  Implementing Shopping Feeds & Ad Performance

PUBLISH DATE: 12/13/2016

TOPICS: Shopping & product feeds, digital advertising, YouTube & video marketing, Google SERP’s

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Podcast Description

This week we cover shopping feeds, how they’re killing it for our clients, implementation, what drives success and holidays performance! But, before that we dive into the world’s largest advertisers, international trends, how digital advertising is changing & walled gardens on Google, Facebook, Snapchat, and YouTube.

Guests & Experts

EXPERTS:

Sarah Kraynik, Senior Account Manager, Point It Digital Marketing

Bio: Sarah is not only a phenomenal marketer with experience in Paid Search, Programmatic Display, and Social Media Advertising but is the driving force behind Point It’s new Shopping Feeds program. Her experience at client management and leveraging multiple marketing channels has uniquely prepared her to develop and grow this area of Point It’s business while driving results for our clients and partners.

Katy Tonkin, VP of Digital Strategy, Point It Digital Marketing

Bio: Katy is an award-winning marketing strategist that brings her passion for technology and creative problem solving to client and organizational challenges. With a background in retail, she’s demonstrated her love of solving complex challenges while working with companies like Starbucks and a selection of fast-paced startups. Katy currently acts as the Vice President of Digital Strategy at Point It Digital Marketing, a partnership-driven organization built on a foundation of transparency and expertise.  Part architect and part technologist, Katy is the problem solver and envelope pusher that drives client success. Her leadership has resulted in several prestigious industry awards, such as the US Search Awards, and The Landys. In her spare time, she is a passionate patron of the arts and board member of the SCT (Seattle Children’s Theater). She enjoys spending time with her husband and daughter.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

Mike Fleming, Senior Client Manager

Fine Point Digital Marketing – Mike Ruins Shopping Feeds

PUBLISH DATE: 12/06/2016

TOPICS: Shopping feeds, smart homes for smart families, user experience design, paid search biases, ad tech

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Podcast Description

Mike Fleming, author of the “Mike Ruins Digital Marketing” blog series joins Maureen Jann, Director of Marketing at Point It to talk through implementing shopping feeds in paid search and display advertising campaigns, using them as loss leaders, transitioning from smart homes to smart families, user experience design, the impact of biases on PPC performance, and ad tech.

Guests & Experts

EXPERTS:

Mike Fleming, Senior Client Manager, Point It Digital Marketing

Bio: Mike Fleming is a Senior Client Manager for Point It, and has been managing PPC accounts of all kinds for over 6 years; with a strong emphasis in Analytics and Conversion Optimization. He’s a respected digital marketing blogger and speaker whose articles can be found on industry blogs like SEMRush.com and SearchEngineGuide.com. He also contributed to a published book called The Best Damn Web Marketing Checklist, Period!. Mike enjoys playing, writing and recording music, playing basketball and investing. He resides in Canton, Ohio with a girl who threw a snowball at him one day…then married him.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

RESOURCES:

[Blog] Mike Ruins Digital Marketing

Shopping Feed Management 101

ARTICLES:

AMA: Shifting from Smart Homes to Smart Families

Search Engine Land: How do our biases impact PPC performance?

Business Insider: Breakdown of digital ad industry in 2016

 

MIKE’S RECOMMENDED READING

SearchCap by Search Engine Land: provides a summary of the latest news and best strategy articles curated from around the web in search.

PPC Chat: This is a Twitter chat using the #ppcchat hashtag where PPC practitioners discuss various topics and issues in the world of PPC.  While the chat is “always on,” there is a weekly structured, hour-long chat on various topics.

Industry Influencers: Here’s a list of top PPC influencers to follow.  Follow their blogs and Twitter accounts.

Books: Here’s a few books that are foundational to becoming a well-rounded digital marketer.

Blogs: Here are a couple PPC blog lists that I wholeheartedly agree with and whose lists I mostly follow…

FORMAT: MP3

LENGTH: 23 Minutes

Fine Point Digital Marketing – Defending Your Budget and Black Friday Results

PUBLISH DATE: 12/01/2016

TOPICS: Year end budgeting & planning, Black Friday, Cyber Monday, customer journeys, & Snapchat

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Podcast Description

Building a case for more digital marketing dollars in this year’s budget? Will Goldfarb, Director of Client Services joins Maureen Jann, Director of Marketing to look at the best digital opportunities for 2017, attribution, & making your marketing spend more effective. Also this week, we look at what worked for Black Friday and Cyber Monday, the growth of Cyber week fueled by international adoption, finding the right time & message for each point in the customer journey, and Snapchat’s video ads.

Guests & Experts

EXPERTS:

Will Goldfarb, Director of Client Services, Point It Digital Marketing

Bio: Will has over a decade of experience creating, managing, and optimizing multi-channel, multi-market SEM campaigns. With experience in both B2B and B2C, he brings his digital marketing expertise to clients across a wide range of verticals, from online to brick and mortar helping them build award-winning campaigns that deliver real results.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

Nate Luce, PEMCO Insurance
Sarah Dahlin, VP Client Services

Fine Point Digital Marketing – Award Winning Cross-channel Marketing with PEMCO

PUBLISH DATE: 11/22/2016

TOPICS: Cross-channel marketing, Pulse Awards; blending Paid Search, Social Media, SEO

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Podcast Description

How do you find customers in a saturated, over-priced digital advertising market? Combining digital media in a coordinated cross-channel strategy could be the solution. Nate Luce, Marketing Manager from PEMCO & Sarah Dahlin, VP of Client Services for Point It Digital Marketing walk through the digital strategy that PEMCO & Point It implemented in 2016. Joined by our host Maureen Jann, Director of Marketing they share their experiences winning “Best Integrated Marketing Campaign- B2C” at the PSAMA Pulse Awards and chat about the latest news, including hashtags as the modern day watercooler, and Facebook’s new Job Listings feature.

Guests & Experts

EXPERTS:

Nate Luce, Marketing Program Manager, PEMCO Insurance

Bio: Nate has been a critical component of PEMCO’s marketing for 20+ years, developing key marketing programs including regional partnerships, promotional, direct, and digital marketing campaigns. Two of those campaigns have won PSAMA Pulse Awards. He graduated from the University of Washington, and has his MBA from Seattle Pacific University.

Sarah Dahlin, VP Client Services Point It Digital Marketing

Bio: Sarah has been building and optimizing paid search and display campaigns since 2007. She combines a strong analytical perspective and love for problem solving with an exceptional customer service focus.  In addition to heading up the paid search team at Point It, Sarah crafts cross-channel media campaigns, optimizes creative opportunities, and implements paid search campaigns.  Prior to her days in the online marketing world, Sarah worked for a full-service market research company, specializing in qualitative research project management.  Sarah is a graduate of the University of Washington with degrees in Drama and Communications.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

Sean Van Guilder, Director of SEO

Fine Point Digital Marketing – Setting Your SEO up for Holiday Success

PUBLISH DATE: 11/8/2016

TOPICS: SEO, holiday marketing, content marketing

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Podcast Description

Is there still time to set up your SEO to boost holiday sales? Our host, Maureen Jann is joined by Sean Van Guilder, Director of SEO to deep dive into the importance of setting up your schema markup properly, the impact of local SEO, social media, content marketing, and paid search, and more quick tips to get your site in shape. We also cover the week’s marketing headlines including voice assistants, natural language search, & Pokemon Go’s continuing impact.

Guests & Experts

EXPERTS:
Sean Van Guilder, Director of SEO, Point It Digital Marketing

Bio: Sean Van Guilder has been helping businesses get found on the internet for over 20 years. He has a 10,000 foot view of digital marketing that helps shed light on SEO as a business driver.  Sean has worn almost every digital marketing hat out there and brings strategies and tactics that have knocked the socks off of companies such as Microsoft, MSN and WONGDOODY, to name a few.  Currently, Sean is leading the SEO Practice for premier digital marketing agency, Point It, in Seattle.  Sean is a self-taught digital marketer and loves every minute of it.  When he’s not in front of a computer, he’s teasing his co-workers, playing sports, hanging with his kids, making music and collecting HO scale trains.

 

HOST: Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner. Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

Natalie Barreda, Senior Client Manager, Point It

Fine Point Digital Marketing – Holiday Marketing Planning + Digital Marketing Headlines

PUBLISH DATE: 10/17/2016

TOPICS: Seasonality, holiday marketing

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Podcast Description

Maureen Jann, Director of Digital Marketing speaks to the digital marketing headlines. Natalie Barreda, Senior Client Manager at Point It Digital Marketing talks about best practices for the upcoming holiday season.

Guests & Experts

EXPERTS:
Natalie Barreda, Senior Marketing Manager, Point It Digital Marketing

Bio:

Natalie Barreda is a digital marketing veteran who focuses on driving revenue for enterprise-level clients. Thanks to her six years of agency experience, she adept at predicting and responding to critical trends in paid search.  Currently a senior client manager at Point It Digital Marketing, she primarily focuses on year-round seasonality and B2C e-commerce digital advertising. Completely self-taught, Natalie considers herself a results maven.  In her down time, Natalie enjoys hanging out with her aptly-named dog Xena and exploring the Seattle beer scene.

Additional Resources

FORMAT: MP3

LENGTH: 25 Minutes

Katy Tonkin, VP of Digital Strategy
Maddie Cary, Director of Paid Search

Fine Point Digital Marketing – SMX East + Digital Marketing Headlines

PUBLISH DATE: 10/10/2016

TOPICS: SMX East, The Landy Awards

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Podcast Description

Maureen Jann, Director of Digital Marketing speaks to the digital marketing headlines. Katy Tonkin, VP of Digital Strategy and Maddie Cary, Director of Paid Search with Point It Digital Marketing talk about their experience with SMX East and receiving a Landy Award.

Guests & Experts

EXPERTS:
Katy Tonkin, VP of Digital Strategy, Point It Digital Marketing

Bio:

Katy is an award-winning marketing strategist that brings her passion for technology and creative problem solving to client and organizational challenges. With a background in retail, she’s demonstrated her love of solving complex challenges while working with companies like Starbucks and a selection of fast-paced startups. Katy currently acts as the Vice President of Digital Strategy at Point It Digital Marketing, a partnership-driven organization built on a foundation of transparency and expertise.  Part architect and part technologist, Katy is the problem solver and envelope pusher that drives client success. Her leadership has resulted in several prestigious industry awards, such as the US Search Awards, and The Landys. In her spare time, she is a passionate patron of the arts and board member of the SCT (Seattle Children’s Theater). She enjoys spending time with her husband and daughter.

Maddie Cary, Director of Paid Search, Point It Digital Marketing

Bio: Maddie Cary is the Director of Paid Search at Point It Digital Marketing in Seattle. Her role involves overseeing and developing an amazing team of PPC account managers, while also running the global SEM program for Point It’s largest client. In 2015, she won the US Search Award for “Young Search Professional”, as well as was acknowledged as a “Rising Star in PPC” by both SearchEngineLand & PPC Hero. You can find her speaking & learning at great conferences like SMX, HeroConf, & PubCon, or writing posts for the Wordstream blog. Outside of PPC, her biggest loves are her family, friends, and her idol, Queen Beyoncé.

HOST: Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Additional Resources

FORMAT: MP3

LENGTH: 25 Minutes

Evan Barocas

Fine Point Digital Marketing – Deterministic Data + Digital Marketing Headlines

PUBLISH DATE: 10/5/2016

TOPICS: Programmatic advertising, deterministic data

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Podcast Description

Maureen Jann, Director of Digital Marketing speaks to the digital marketing headlines. Evan Barocas, Director of Display and Programmatic Ad Buying talks about deterministic data and the programmatic industry.

Guests & Experts

EXPERT: Evan Barocas, Director of Display & Programmatic Advertising, Point It Digital Marketing

Bio: Driven to execute effective and efficient campaigns, Evan manages the strategy, planning, implementation and optimization of display campaigns at Point It. Drawing on eight years of experience in national politics, Evan applies his strong analytical instincts and deep knowledge of media planning and optimization to his client’s success.

HOST: Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

LENGTH: 30 Minutes

Additional Resources

FORMAT: MP3

LENGTH: 25 Minutes