Fastlane Founders and Legacy with Jason Barnard: Personal Branding, AI Strategies, and SEO Insights for Visionary CEOs

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How International Image/Video Search Works (Heba Ashour and Jason Barnard) Jun 16, 2022

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Heba Ashour talks with Jason Barnard about how international image/video search works. Heba Ashour is Principal Program Manager Lead of Multimedia Search Ranking and Platform at Microsoft Bing. She is an experienced leader, technology manager, technical visionary, and passionate about using technology to democratise access to information, services, and opportunities. Heba focuses on providing users of search services around the world with engaging images/videos that match their exact intent in every scenario, empowering them to be informed, entertained, save money, and succeed. Previously, she worked at Microsoft Research's Advanced Technology Lab in Cairo, where she turned various research technologies into features that were integrated into various Microsoft products. In this delightful episode, Heba Ashour and Jason Barnard discuss how search engine users around the world are increasingly using visual and video search to get a quick and accurate answers to their questions and solutions to their problems. Heba explains that Bing's massive technology advances and overcoming bandwidth and technology limitations have vastly increased their capacity to deliver the most relevant results for users' search queries, regardless of the language they use. And that drives user demand, expanding expectations, and an increasingly immersive, multimedia user experience on search engines like Bing and Google. That said, even in the modern world of Search (circa 2022), text search is still heavily used… but to what extent is image and video search really making a difference, is it replacing or supplementing text searches and how do the two interact? Then, as people get busier and busier in this fast-paced world, and as search engines like Bing get better exponentially at understanding the contents, will we see an increasing shift towards image and video search. As a wonderful bonus, towards the end you'll learn more about the importance of human intelligence and human annotators in machine learning… and do the algorithms have aesthetic appreciation of the images they are showing, and to what extent does that play into the results we see?. As always, the show ends with passing the baton… Heba sweetly hands over to next week’s incredible guest, Mike Ulmer. What you’ll learn from Heba Ashour 00:00 Heba Ashour and Jason Barnard00:39 Heba Ashour’s Brand SERP from Bing03:20 Are We Shifting Away From Text Search to Image/Video Search?04:40 Bing Overcoming Bandwidth and Technology Limitations06:23 How International Language Affects Search07:30 What Does Bing Use for Indexing?09:11 How is Multi-Modal Represented in Semantic Space?10:27 What Does Semantic Space Mean?11:29 Will the Vector Space for a Given Semantic Term be Similar in Different Languages?12:17 How Does Culture Influence Textual Representation?13:33 Language Agnostic and Language Specific Aspects in Image/Video14:22 The Importance of Human Intelligence and Human Annotators in Machine Learning17:03 Human Annotations VS Automated Annotations24:57 Do Figure and FigCaption Tags (Semantic HTML5) Help Images and Video SEO?30:00 Do Publishers' Transcripts and Subtitling Help SEO?34:45 How Do Search Engines Understand Aesthetically Pleasing Images?36:30 The Concept of Super Resolution for Images38:39 Passing the Baton: Heba Ashour to Mike Ulmer Additional readinghttps://blogs.bing.com/search-quality-insights This episode was recorded live on video June 14th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

How to Build & Maintain Topical Authority (Georgios Chasiotis and Jason Barnard) Jun 09, 2022

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Georgios Chasiotis talks with Jason Barnard about how to build & maintain topical authority. Georgios Chasiotis is the Managing Director of MINUTTIA, which helps B2B SaaS companies accelerate their organic growth through data-driven content marketing and SEO. Georgios Chasiotis started as an independent marketing consultant, but was soon put on the path to start an agency. The goal: to build a team and scale a business by using his knowledge and experience to develop successful systems and processes. This path led to MINUTTIA, where Georgios realises his vision of content and SEO systems that rely heavily on strategy and avoid short-term tactics to achieve repeatable and scalable success for companies of different industries and sizes. In his spare time, he shares wisdom on LinkedIn or buries his head in psychology books to understand the "why" of human behaviour. Chasing keywords by covering a multitude of different topics for content writing can be really tempting. But there are more than enough topics for businesses to write about in their niche, and sticking to your core niche is the best way to improve topical authority. In order for your brand to dominate the SERPs in your industry, you need to develop topical authority - and that means keeping focus on your expertise in your niche. In this episode, Georgios Chasiotis and Jason Barnard dive deep into the rabbit hole of topical authority. What is topical authority? How can we measure topical authority? What are the best tips and tricks for writing content that builds topical authority? And how do you know which brands have topical authority on a particular topic? To feed your curiosity further, here are some other amazing insights Georgios shares: topical breadth, topical depth, internal topical authority, and external topical authority. And finally, how often you should write content (publishing velocity) to quickly build your authority in your niche without compromising the quality of your content. As always, the show ends with passing the baton… Georgios charmingly hands over to next week’s delightful guest Heba Ashour. What you’ll learn from Georgios Chasiotis 00:00 Georgios Chasiotis and Jason Barnard00:27 Myroslav Khmarskiy’s Message in Support of the Ukrainian Economy01:47 Georgios Chasiotis’ Brand SERP04:30 What is Topical Authority?05:33 Can Deviating from Your Niche Harm Topical Authority?10:28 What is Topical Authority Breadth?11:20 What is Topical Authority Depth?12:29 Dominating a Specific Topic VS Dominating a Specific Keyword19:25 Examples of Google Associating a Topic with a Brand21:34 The Importance of Internal Linking and Anchor Text on Links22:50 External Topical Authority24:11 Tips and Tricks for Writing Content That Builds Internal Topical Authority26:21 How Important is the Wording of H tags?29:28 Publishing Velocity: How Often Should You Write Content?32:18 Passing the Baton: Georgios Chasiotis to Heba Ashour This episode was recorded live on video June 7th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

How Can Small Businesses Use Branded Search? (Jason Davis and Jason Barnard) Jun 02, 2022

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Jason Davis talks with Jason Barnard about how can small businesses use branded search? Jason Davis started as a WordPress developer creating custom themes for clients who needed an online presence. He has over a decade of hands-on experience developing WordPress websites and creating compelling user experiences. Jason is the co-host of the NerdBrand Podcast (he loves podcasts) and CEO of NerdBrand Agency: a branding agency that creates strategies, imaginative ads, web designs, and digital marketing tactics to achieve your business goals. What do you think of when you hear the terms digital marketing and branded search? Perhaps SEO or online presence? There are certainly tremendous opportunities that digital marketing can open up for a business, but what about small and local businesses that don't have the knowledge or resources to digitalise? In this insightful and fun-filled episode, Jason Barnard and Jason Davis discuss various online strategies and SEO tactics for small businesses including Keyword Search, Local Search, Paid Search, and Branded Search. And how important it is to not only have an online marketing strategy for small and local business, but also a brand presence in traditional advertising channels. As always, the show ends with passing the baton… the brilliant Jason Davis passes over the virtual baton to next week's awesome guest Georgios Chasiotis. What you’ll learn from Jason Davis 00:00 Jason Davis and Jason Barnard00:38 What NerdBrand Believes Defines a Nerd01:14 Jason Davis in the Knowledge Graph01:40 Knowledge Graph and Disambiguation02:01 Jason Davis on IMDB03:22 NerdBrand’s Strategic Brand Name04:58 Branded Search for Small Business05:40 Jason Davis’ Search Tactics for Small Business09:19 What is Keyword Search and Local Search?09:26 Examples of Paid Search10:06 What is Branded Search?10:40 Why Your Brand Name Matters11:18 The Power of Traditional Advertising Channels12:54 Offline to Online Marketing Strategy14:05 Jason Davis’ Step-by-Step Approach to Digitalise a Local Business16:07 Spring Cleaning Tips for Small Businesses20:25 How to Deal with Local Businesses Online Named After What They Do28:40 Passing the Baton: Jason Davis to Georgios Chasiotis This episode was recorded live on video May 31st 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

The Importance of Behavioural Analytics (Ravi Yada and Jason Barnard) May 30, 2022

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Ravi Yada talks with Jason Barnard about the importance of behavioural analytics. Ravi Yada was born in southern India, grew up in the Midwest, and lives in the Pacific Northwest. He is an engineer, inventor, and public speaker. He currently works as a product manager on Microsoft Clarity. Ravi has worked in analytics, search, computer vision, and machine learning for nearly a decade and has developed numerous products at Microsoft, most notably Bing Visual Search. Ravi is an avid public speaker on AI products and technology, speaking at Microsoft Build, CVPR, DMEXCO, SMX, @Scale, and NRF. As a marketer, when building a website, you need to focus not on how YOU would personally use it, but how your users will - you have to walk in the user's digital shoes, as Ravi Yada puts it. That is where Behavioural Analytics comes into play! User behaviour analysis is the star of this episode. Jason Barnard and Ravi Yada discuss how understanding user behaviour on websites can help you improve user experience and that will lead to more conversions. And, as luck would have it, Microsoft Clarity is an amazing tool for analysing user behaviour. Microsoft Clarity is a behavioural analytics tool that uses click data, scroll tracking, session replays and heat maps to show how users interact with your website. Just like HotJar and MouseFlow, but it's free for any size website with any volume of traffic! Why? Ravi reveals that during the episode. As always, the show ends with passing the baton… Ravi groovily passes over to next week’s brilliant guest, Jason Davis. What you’ll learn from Ravi Yada 00:00 Ravi Yada and Jason Barnard00:30 Remembering Bill Slawski01:45 Ravi Yada’s Brand SERP from Bing03:09 Jason Barnard’s Brand SERP from Bing03:54 What is Behavioural Analytics?05:08 Understanding User Behaviour with Microsoft Clarity06:20 What can Microsoft Clarity Do?08:06 The Famous Bing Purple Ad Story!10:54 What are Dead Clicks and Rage Clicks?12:52 Excessive Scrolling: Why Users Scroll too Much on Your Website13:24 What is the Average Fold on Your Website and How Important is It?18:38 Ravi Yada’s Two Types of User Behaviour Analysis22:51 Four Types of Readers Online (or maybe 5)24:16 Does Microsoft Clarity Use Machine Learning? 28:06 Passing the Baton: Ravi Yada to Jason Davis Relevant Content: Digital Marketing Conference - Behavioral Analytics: Stop guessing. Get clarity. by Ravi Yada - YouTubeGrowth Marketing Toolbox - GMT 268: What is Microsoft Clarity? | Growth Marketing ToolboxAI Journal Publication - Understand your customers with Behavioral Analytics - The AI JournalDMEXCO conference - DMEXCO 2019 Trusted Partnership Interview Series: Reprise - Microsoft Advertising This episode was recorded live on video May 24th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

SEO in the Metaverse (Emilija Gjorgjevska and Jason Barnard) Apr 21, 2022

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Emilija Gjorgjevska talks with Jason Barnard about SEO in the metaverse. Emilija Gjorgjevska is a Senior VIP Project Manager and Machine Learning Specialist at Wordlift. Selected as a 2019 LinkedIn Valued Member by Linkedin's research team. Accepted into Google's invitation-only virtual program, Google Inside Look 2019. Recognized by IEEE, British Council, Nesta, the University of Texas at Austin, World Bank, Pioneers, FCSE Skopje and home country media. Holder of two certificates for innovation. And has worked as a Python engineer in the SEO industry for the last few years. The constant evolution of digital marketing has opened the doors to virtual opportunities for every marketer. The emergence of highly advanced computer vision technologies that extract information from images and videos, marketers need to think "Mateverse" whilst also providing the best visual experience to their audience. In this episode, Emilija Gjorgjevska explains the Metaverse to Jason Barnard so that he (and we) can better understanding what the Metaverse will look like, and how marketers can optimise their visual content for it. Emilija explains an SEO experiment she is doing at Wordlift using computer vision to supplement and augment more traditional SEO strategies. Don't skip a second of this delightful, informative and incredibly engaging conversation with the brilliant Emilija Gjorgjevska! What you’ll learn from Emilija Gjorgjevska 00:00 Emilija Gjorgjevska and Jason Barnard01:35 Myroslav Khmarskiy’s Message from Ukraine02:48 How is Metaverse Related with the Rebranding of Facebook to Meta?05:55 Short Self-Introduction by Emilija Gjorgjevska07:31 Statistics: How Many People are Interested in Metaverse08:21 Game Developers and Countries Following Trends to Invest in Metaverse09:02 Mark Zuckerberg’s Visual Representation of Metaverse09:46 Deep Learning Revolutionised Computer Vision: DALL-E Vs CLIP11:49 Experiment: Using Computer Vision for a Video Optimisation Over SEO Techniques19:20 Understanding the YOLO Algorithm22:58 Importance of 3DModel Schema Markup30:49 Does Video Frame Architecture Mean Creating a Script?34:35 Does Google Analyze Text on a Video Screen?42:33 Google and Meta in the Metaverse53:23 Approaches to Optimising for the Metaverse56:52 Relevance of a Video’s Background for User’s Visual Experience This episode was recorded live on video April 12th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Better Web Accessibility Improves Profits (Kim Krause Berg and Jason Barnard) Apr 07, 2022

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Kim Krause Berg talks with Jason Barnard about better web accessibility improves profits. Kim Krause Berg is a renowned speaker and writer with an excellent reputation. Keynote Speaker - "The Golden Road Of Opportunity: Website Accessibility and Human Experience Design," American Marketing Association Experience Design Virtual Conference, April 15, 2021. She writes for Search Engine Journal with over 150 articles on usability, accessibility and SEO from 2009 - 2019 and has a popular blog called “Cre8pc” to share her ideas on Holistic UX and SEO as a methodology. Kim Krause Berg is the owner of Creative Vision Web Consulting, LLC and an early pioneer in SEO and website design starting in 1995. In 2001, Kim Krause Berg transitioned to human experience design and usability. She recognized the benefits of combining user experience with search engine practices. Today, she specializes in website accessibility and works full-time for BMTX as a QA analyst specializing in web accessibility. There are so many benefits that web accessibility can bring to people, and when we say people, we mean everyone from SEOs to people with disabilities. If your website meets the needs of people with disabilities, they will feel welcome on your website, and that could be a great way for you as a marketer or SEO to expand your market. In this episode, Kim Krause Berg and Jason Barnard discuss the issues, challenges and benefits for companies when looking at accessibility. Along the way, Kim explains distinction between conformance and compliance, and provides multiple insights into the Web Content Accessibility Guidelines, including that there are many resources where you can read the WCAG online for free. However, the overriding question is how implementing the Web Content Accessibility Guidelines can benefit small businesses with limited resources, given the effort and knowledge required. Kim's answer is: it is worthwhile and it is beneficial to your bottom line, so spend the time and invest the resources to do it right. As always, the show ends with passing the baton…the delightful Kim Krause Berg passes over the virtual baton to next week's wonderful guest Limor Barenholtz What you’ll learn from Kim Krause Berg 00:00 Kim Krause Berg and Jason Barnard00:38 Anton Shulke’s Birthday Song01:00 Continue to Support Ukraine02:44 Kim Krause Berg’s Brand SERP03:48 Alt Text is Important04:28 Why Google Needs to Write Titles04:40 Microsoft Providing Auto Alt Tags04:44 Alt Tags for Accessibility05:18 Why You should not Rely on Auto Alt Text07:04 How Do You Make Everyone, Including People with Disabilities, Feel Welcome on Your Website? 10:23 Preventing Magnification on a Website: Violation of the Web Content Accessibility Guidelines11:10 Conformance Vs Compliance12:21 Web Content Accessibility Compliance for Small Businesses13:16 WCAG 2.1 Guidelines are Available Free Online18:42 Do People with a Visual Impairment Tend to Use Mobile or Desktop?19:00 Accessibility to Everything Around Us20:45 What are the Benefits of Improving Web Accessibility for SEO?24:46 Advantages of Video Transcripts25:54 Why Creating Video Content with Subtitles and Transcripts is a Great SEO Technique27:45 Using Headings Properly (H1, H2 and H3)30:47 Passing the Baton: Kim Krause Berg to Limor Barenholtz This episode was recorded live on video April 5th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Retail Media in Search (Elizabeth Marsten and Jason Barnard) Mar 31, 2022

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Elizabeth Marsten talks with Jason Barnard about retail media in search. Elizabeth Marsten is senior director of marketplace strategic services at Tinuiti, working on the launch and growth of Walmart Advertising Service, Education and Product Support. She is a spokesperson for eCommerce, writes regularly for AdWeek and has expertise in paid search, marketplaces, SEO, content, analytics, social media - marketing, digital marketing and, of course, retail media. You have probably wondered how Walmart, Amazon, Target, Home Depot and other retailers, get consumers or brands to pay to use their platform. And if you have ever listened to Elizabeth Marsten, you'll have wondered what role does retail media play in this? Elizabeth talks incredibly eloquently about retail media. She points out that it has not been around that long, but the principle has. It started years ago when Amazon, Target and Walmart first set up their websites and ran ads. This episode also covered the advantages and implications of retailers building their own Knowledge Graph, how an Internal Search Engine an be leveraged to improve a retailer's ranking in Google search, and the issue of third-party cookies for large retailers. As always the show ends with passing the Baton… Elizabeth Marsten smoothly passes the virtual baton to next week’s lovely guest, Kim Krause Berg. What you’ll learn from Elizabeth Marsten 00:00 Elizabeth Marsten and Jason Barnard00:20 Ukraine Defending its Freedom: Over a Month Now01:16 Elizabeth Marsten’s Brand SERP04:00 What is Retail Media in Search?05:00 Third Party Cookies for Big Retailers07:22 On-Site Search for the Retailer10:16 Why Elizabeth Marsten Sees Google as a Competitor10:55 Can Building an Internal Search Engine and an Internal Knowledge Graph Help a Retailer With SEO?13:19 Should Retailers Build their Own Knowledge Graph?18:19 How can Retailers (Walmart and Target) Leverage Pay-to-Play for Brands23:10 Ebay is a Unique Retailer. Why?25:26 An Overview of Facebook Marketplace28:00 Passing the Baton: Elizabeth Marsten to Kim Krause Berg This episode was recorded live on video March 29th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Revealing the Secrets of Keyword Data (Tim Soulo and Jason Barnard) Mar 25, 2022

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Tim Soulo talks with Jason Barnard about revealing the secrets of keyword data. Tim Soulo is the Chief Marketing Officer and Product advisor at Ahrefs. Tim has been a frequent and noteworthy contributor to the SEO and digital marketing industries for the past 12 years. Thousands of online publications have quoted his data research studies, including Inc, Techcrunch, and Venturebeat, and he has spoken at some of the world's top industry conferences, including PubCon (Las Vegas, US), BrightonSEO (Brighton, UK), and Digital Marketers Australia Conference (Melbourne, AU). Keyword search volume is a metric many use obsessively, but what is it exactly, and is it really the best metric for SEOs? You probably know about Google Keyword Planner. Interestingly, there's a big difference between these two. Jason Barnard points out what Google Keyword Planner is designed for Google to sell ad space to advertisers, while Tim Soulo emphasises that keyword search volume is for SEOs. They dig deep into that debate, and also veer off track and talk about focussing on users… why businesses should aim to better understand what their users want, need, and value. SEOs also need to focus more on what the business' audience is looking for since as Google displays in the SERPs what it deems valuable, helpful, and relevant to the user. As always, the show ends with passing the baton… the grooviest Tim Soulo hands over the virtual baton to next week's charming guest, Elizabeth Marsten. What you’ll learn from Tim Soulo 00:00 Tim Soulo and Jason Barnard00:52 Myroslav Khmarskiy’s Message of Gratitude and Request for Support in Ukraine02:04 Tim Soulo’s Message of Gratitude to All Who Support Ukraine05:21 Ahrefs’ Brand SERP06:41 Concerns on Ahrefs' Knowledge Panel08:26 How Many Billions of Keywords Does Ahrefs Track?09:24 Where are Google are Going with Users' Keyword Inputs10:58 How People Try to Manipulate Ahrefs Metrics12:04 Is Keyword Search Volume the Best Metric?12:28 Keyword Search Volume Vs Google Keyword Planner14:06 Google Keyword Planner: A Tool for Advertisers17:53 Speaking the Vocabulary of Your Audience (Focus on Users)19:30 Brand Queries aka Pull Queries20:22 Keyword Search Volume is Misleading21:18 Overview of Ahrefs’ Traffic Potential (Keyword Metric)22:52 What Can a Small Business Do When Competing for a Keyword with a Top Ranking Site?25:11 Tim Soulo’s Thoughts on AI Tools and Google Educating Itself29:17 Tim Soulo’s Approach to SERPs33:27 Important Thought-Provoking Insights from Tim Soulo on Keyword Search Volume36:45 Passing the Baton: Tim Soulo to Elizabeth Marsten This episode was recorded live on video March 22nd 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Why SEO could be More Reactive and Short Term (Carrie Rose and Jason Barnard) Mar 22, 2022

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Carrie Rose talks with Jason Barnard about why SEO could be more reactive and short term. Carrie Rose is a British entrepreneur who has over 7 years of experience in SEO. She is the co-founder and CEO of Rise at Seven, a creative search agency launched in June 2019. She is 28 years old and started her business at the age of 26. Carrie has won several awards for her creative campaigns and digital PR executions including awards such as 2020's Campaign Magazines 30 under 30, Rising star - Content Marketing Association, Best Campaign within Travel at the UK Search Awards 2018. Consumer search behavior is massively influenced by various drivers, including what's in-the-headlines and on-trend on social media platforms like Tiktok and Instagram, and various channels like TV and Netflix. If you can spot these trends, it is a great idea to push SEO using fast and reactive PR and content marketing. In this episode, Carrie Rose shares her approach to tracking trends in searches. She then explains the two sides of search: the facilitators (SEO, content & PPC) and the drivers of search (TV, Netflix, and Tiktok). Carrie explains how to get more people to search for a product by focusing on users' live search behavior using trend-tracking tools like Google Trends. Jason Barnard, with his Brand-SERP obsession, takes the discussion to dig into how brands can drive brand search volume, or "Pull Searches" as John Mueller from Google calls them. But the big question here is: how can all of this help a small scale business? As always the show ends with passing the Baton…Carrie Rose sweetly passes over to next week’s awesome guest, Tim Soulo. What you’ll learn from Carrie Rose 00:00 Carrie Rose and Jason Barnard00:26 Julia Nesterets’ Message of Gratitude in Support of Ukraine01:50 Kalicube Tuesdays’ 100th Episode Celebration02:31 Ahrefs Prize winners04:48 Carrie Rose’s Brand SERP and Knowledge Panel05:17 A Brief Overview of Rise at Seven (Carrie’s Company)06:51 Reactive SEO: Fast-tracking With an Eye Toward Short-term and Long-term Results07:31 How User’s Behavior is Changing PR and Content Marketing07:46 Weather Often Affects User Searches07:58 Consumers' Search Behavior During the COVID Pandemic08:40 Why Some Google My Business Knowledge Panels Disappeared During Pandemic09:40 Carrie Rose’s Two Sides of Search09:46 Who are the Facilitators of Search?10:12 Who are the Drivers of Search?11:36 How Carrie Rose Tracks Different Drivers of Search and Its Consumers’ Search Behavior17:41 How to Get People to Search for Brand Plus Keyword21:28 How Can Smaller Brands Drive Search for Their Brand, Topics and Products28:00 Carrie Rose’s Trend Searching Tools Preference33:20 Passing the Baton: Carrie Rose to Tim Soulo This episode was recorded live on video March 15th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Rethink Lead Generation (Tom Shapiro and Jason Barnard) Mar 11, 2022

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Tom Shapiro talks with Jason Barnard about rethink lead generation. Tom Shapiro is an author and CEO of Stratabeat. His recently published book is Rethink Lead Generation: Advanced Strategies to Generate More Leads for Your Business. He is also a speaker and CEO of Stratabeat, Inc, an agency that uses an approach based on neuroscience, psychology and behavioral science to drive leads and revenue growth for B2B companies. Stratabeat's services include marketing strategy, branding, web design, SEO, content development, content marketing, ABM, behavioral analytics and conversion optimization. Prior to joining Stratabeat, Tom secured a variety of Fortune 100 clients (including P&G, HP, AT &T, UnitedHealthcare & Kraft Foods) and was part of a team that achieved record sales by developing effective new client strategies for SEO company iProspect. Leads are the lifeblood of B2B companies. You are probably thinking you know all about lead generation… But Tom is asking you to rethink what you thought you knew. Even though it seems simple, it's quite a challenge to successfully execute your own lead generation process. There are boatloads of lead generation tips, tactics, techniques and strategies all over the internet, each telling you they apply to you. But think again, if everyone else is using these same best practices, they may be ineffective. In this episode, Tom Shapiro and Jason Barnard talk about how you can build strong relationships that drive lead generation with customized content and creativity, innovation and lateral thinking. Starting that relationship and building it requires that you think creatively. You need to rethink and do things that your competitors aren't doing. It may seem like a risk, but it may be that NOT taking this approach this is the real risk. As always the show ends with passing the baton… the incredibly brilliant Tom Shapiro passes the virtual baton to next week’s delightfully stunning guest Carrie Rose. What you’ll learn from Tom Shapiro 00:00 Tom Shapiro and Jason Barnard00:12 Alexander Pippa and Our Ukrainian Friends Fighting for their Freedom01:37 A Bag of Swag for Your Nuggets: Join the Fun02:43 Rules of our “Silly Game” (100th Kalicube Tuesdays’ Episode)04:53 Tom Shapiro’s Brand SERP05:27 Leads are the Lifeblood of B2B Companies05:50 Tom's Rethink Lead Generation Book07:09 Learn Best Lead Generation Practices, Then Change Them07:55 Personalised Content to Reach Out to People09:53 Relationship Building Rather Than Lead Generation12:04 Understanding the Psychology Around Your Market’s Goal12:50 Using Creativity, Innovation and Lateral Thinking to Build Strong Relationships14:47 The Impact You can Make on Your Target Audience17:14 Other Ways to Get in Touch with Potential Leads21:14 The Cold Email Technique You Should Use21:54 Account Based Marketing for Better Lead Generation26:45 Do Something Your Competitor Will Not Do32:57 Passing the Baton: Tom Shapiro to Carrie Rose This episode was recorded live on video March 8th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

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