#39 - Getting the Most Out of Seasonality, with Hana Abaza
Since we’re nearing the holiday season and the annual retail apex of Black Friday/Cyber Monday, the Google Partners Podcast brings you an early holiday treat. Hana Abaza, Head of Marketing at Shopify Plus, shares insights about seasonal campaigns and campaign strategies as well as year-round wisdom for effective positioning whether you’re a digital agency or a marketer in the B2B or B2C space.
A featured speaker at conferences about tech, startups and marketing, Hana is passionate about strategy and helping companies grow. And she’s the real deal with a track record of successful marketing strategy and campaign execution across a variety of companies. Now with her vantage point at Shopify Plus, she’s uniquely poised to share what she’s learned about what works in online marketing and why.
Guest - Hana Abaza, Head of Marketing at Shopify Plus
Hana has been involved in technology and startups for a number of years. She started on the B2C side before switching to a consulting role in marketing and growth in B2B SAS. It was while working at Uberflip in Toronto that Hana started looking for her next step, wondering if she wanted to stay with a startup or a more mid-stage company and if she wanted to stay in Toronto or move to the west coast. It was over coffee and “life advice” with Craig Miller, Shopify’s Chief Product Officer, that she found out about Shopify Plus. The new expansion of Shopify appealed to her desire to stay in the up-market space. Through that meeting, she moved into her current role as Head of Marketing where she pursues her interests and grows her talents relating to the entire marketing process from product development to commercialization.
Host: Alex Langshur
#38 - Are You Leaving Money on the Table? with Robin Waite
The conversation about pricing can be a dicey one. Not only because what businesses charge is proprietary, but also because methods of pricing can vary quite a bit. Some have buttoned down processes that track expenses, calculate hourly rates, and arrive at a margin. Others go mainly on instinct or observations of what other companies are doing. But if marketers avoid looking closely at their pricing, do they run the risk of losing money? What are the gains of pricing more strategically?
Pricing really comes down to two things: 1) What’s your value to your clients, and 2) How do you communicate that value? To answer these questions, it can be very helpful to get an outsider’s perspective. Our guest today is business coach Robin Waite. Robin has helped improve pricing structure, leverage value, and grow the bottom line for many businesses.
Guest - Robin Waite, Business Coach
From 2004 to 2014, Robin Waite ran a design and advertising agency that served more than 250 clients. During that time, he began delivering workshops and classes that helped more than 1,000 business owners improve their marketing, product architecture, pricing, websites and digital advertising. As a business coach, Robin combines creativity with logical, analytical and objective thinking to help entrepreneurs become more successful.
His best-selling books are Take Your Shot: How to Grow Your Business, Attract More Clients, and Make More Money and Online Business Startup: The Entrepreneur's Guide to Launching a Fast, Lean and Profitable Online Venture. When not coaching or writing, Robin loves nothing more than spending time with his wife and two young daughters.
Host: Alex Langshur
#37 - Grow Sales and Margins Through Positioning, with April Dunford
Whether we sell services, products or ideas, the first thing we need to do is find and understand our audience. Because no matter how effective we may be at communicating our value proposition and connecting to a need, we’re not going to see the results we want if we’re talking to the wrong people—or talking about our offering in the wrong way. Positioning is about defining your market and your relationship to it. So you can see why it’s a necessary process before effective marketing can happen. The challenge is taking a fresh, dispassionate, analytical look at your company, your service and your competition.
In this week’s episode, we hear from April Dunford, a marketing and positioning maven who has launched many products into market and served as a senior executive at IBM, Huawei, Nortel and other firms. Today she travels the world, sharing her wisdom and passion about positioning.
Guest - April Dunford, CEO Ambient Strategy
As a consultant, April helps technology companies position their products for market—in other words, she makes them easier to understand and purchase by the customers most need them most. As an international keynote speaker and lecturer, she offers trainings on go-to-market strategy based on the methodologies she’s developed over 25 years as an executive in successful technology startups as well as global tech giants. In that time, she has positioned and launched 16 products and grown the revenue of the companies she’s served from zero to more than a billion.
April is also a board member, angel investor and mentor to dozens of startups. The release of her book Obviously Awesome: How to Position Your Product so Customers Get it, Buy it, Love it is anticipated in early 2019.
Host: Alex Langshur
#36 - Wisdom from a Millennial Leader, with Brian Wong
Entrepreneurs today can get a lot of inspiration from reading books by people like Dale Carnegie, Barbara Corcoran, Guy Kawasaki, Richard Branson—people who achieved exceptional things over the course of their lives. But for the generation now at the start of their careers, few figures could be as interesting as Brian Wong. At 27, has has already pioneered a category-defining rewards network that’s redefining mobile advertising. And he has amassed a level of savvy far beyond his years.
In this episode, Brian shares some of the insights he’s gathered and lessons he’s learned as a rising business leader and innovator.
Guest - Brian Wong, co-founder and CEO of Kiip
Author of The Cheat Code, Brian Wong’s talent has been recognized in Business Insider’s Top 25 Under 25 in Silicon Valley, 30 Under 30 in Advertising, Forbes’ 30 under 30 three times, and Mashable’s Top 5 Entrepreneurs to Watch, to name a few. He has also been called the youngest person ever to receive venture capital funding by CNBC and The Wall Street Journal.
He received his Bachelor of Commerce from the University of British Columbia at age 18 and co-founded Kiip the following year. Kiip is a mobile rewards network that leverages “moments of achievement” in games and apps to simultaneously benefit users, developers and advertisers. Backed by American Express, Interpublic Group, Verizon Ventures, and others, the company has raised $15.4 million in funding to date. Kiip has earned a place in Forbes’ 4 Hot Online Ad Companies to Watch, Fast Company's 50 Most Innovative Companies in the World, and the Dow Jones FasTech50 List.
Host: Alex Langshur
#35 - Building your market, one landing page at a time, with Oli Gardner
For anyone even thinking about building and testing landing pages, Unbounce is an essential tool and the platform that almost single-handedly created the field. Oli Gardner, the company’s co-founder, travels the world speaking and evangelizing about the importance of the landing page experience in marketing. He’s taken a hard look at more landing pages than anyone on the planet, and he’s obsessed with identifying and reversing bad practices. His rants against marketers who send campaign-specific traffic to their general homepage can peel paint off an unpainted wall!
Today’s episode explores how Oli got to where he is today, and how he turned a passion for crusading against marketing mediocrity into such a key online business platform. What are some of the important learnings he’s gleaned along the way?
Guest - Oli Gardner, Business Coach
Unbounce co-founder Oli Gardner is a prolific international speaker who’s on a mission to help businesses use data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. He became a marketer the day Unbounce was founded. As an early pioneer in the realm of content marketing, his goal was to position Unbounce as the global leader in everything related to landing pages and ways to deliver high-converting and delightful marketing experiences.
Host: Alex Langshur