The Marketing Umbrella Podcast

078: AI Requires A Personal Touch With Lewis Rothkopf

Welcome to another great episode of the Marketing Umbrella podcast where we host Lewis Rothkopf, Chief Revenue Officer at Pairzon. Together, we explore the crucial transformation of digital advertising and the increasing importance of first-party data amidst growing privacy concerns. 
As the Chief Revenue Officer at Pairzon, Lewis leads the sales, marketing, and business development teams to provide AI-powered data intelligence solutions for retailers and brands. With 24 years of experience in digital media, he has a proven track record of driving revenue growth and executing successful mergers and acquisitions across the marketing, ad tech, and media industries. His passion lies in using data, technology, and creativity to create value and impact for the digital ecosystem.
Listen in as Lewis discusses the intricate challenges marketers face and how Pairzon is pioneering the use of AI in predictive analytics, giving marketers an edge by closing the gap between digital ads and in-store transactions. 
Some key highlights include:
Embrace First-Party Data: With third-party cookies declining and privacy regulations increasing, marketers must use first-party data effectively. This data is valuable as it comes directly from consumers, ensuring compliance with privacy laws and improving marketing relevance.
AI can optimize marketing campaigns by analyzing data, bridging the gap between digital engagements and in-store purchases.
AI integrated with media buying platforms can create real-time audience profiles for quick adjustments in marketing strategies, making ads more efficient and less intrusive.
Balance Between AI and Human Insight: While AI can enhance efficiency in marketing, it's essential to maintain a balance by incorporating human creativity and insight. AI should support, not replace, the human element in crafting marketing strategies.
Misuse of AI can lead to privacy concerns and low-quality content.
Humans are essential to connect with consumers emotionally through impactful creative work, while AI can process data and provide insights.
Digital out-of-home advertising requires marketers to measure brand metrics and sales impact, looking beyond clicks and views.
Successful marketing prioritizes consumer experience by avoiding irrelevant ads, respecting privacy, and offering valuable content.
Closing Thought:  “Use technology to enhance marketing while preserving the human touch that resonates with audiences.”
To Connect with Lewis:
LinkedIn: https://www.linkedin.com/in/lewis 
Pairzon: https://pairzon.com 
Twitter: https://twitter.com/lewisnyc 
To learn more about Umbrella and to connect with CEO Itamar Shafir, go to https://umbrellaus.com

077: Change Your Perspective To Gain Clarity With Ian Campbell

Join us on the Marketing Umbrella Podcast, hosted by Kevin Prewett, as we chat with Ian Campbell - the CEO of Nucleus Research and the author of the Wall Street Journal Best Seller, "The Value Sale." Ian is a technology value expert, and he is responsible for Nucleus Research's investigative research approach, product set, and corporate direction. He has written and presented extensively on various organizational topics and the importance of matching technology to business objectives. Ian has also been quoted in major business publications such as The New York Times, the Wall Street Journal, and the Economist, and was even the subject of a personal profile in The Financial Times. 
Don't miss this episode if you're looking to gain a fresh perspective on technology and sales!
Some key highlights include:
Importance of Value-Based Analysis: understand the specific value a product brings to a company, rather than just looking at market rankings. 
Focus on a product's value and benefits, not just its features, to simplify ROI in sales and marketing. This includes increased productivity, reduced costs, and increased profits.
The payback period is the time to recover investment costs and is important for risk-averse decision-makers.
Differentiating Between Benefits: Prioritizing direct benefits strengthens the business case.
Stressing the importance of balancing work and leisure to stay refreshed and generate new ideas.
Closing Thought:  “To truly excel in sales and marketing, focus on communicating the tangible benefits and value of your product, not just its features.”
To Connect with Ian:
LinkedIn: https://www.linkedin.com/in/iancampbellnucleusresearch/ 
Nucleus Research: https://nucleusresearch.com
The Value Sale Book in Amazon (Paperback): https://www.amazon.com/Value-Sale-Prove-More-Deals/dp/1544543301 
To learn more about Umbrella and to connect with CEO Itamar Shafir, go to https://umbrellaus.com

076: The Only Validation You Need Is The Customer With Alex Levin

Entrepreneurs in the constantly evolving world of technology and startups face numerous challenges. In this latest episode of the Marketing Umbrella Podcast, hosted by Kevin Prewett, we explore the dynamic world of entrepreneurship and marketing with our guest, Alex Levin, the co-founder and CEO of Regal.io. Regal is a customer engagement platform that drives revenue through personalized interactions.
From his academic background in philosophy and psychology to his venture into the world of startups, Alex emphasizes the importance of persistence and the creation of a strong, value-driven company.  
Some key highlights include:
Persistence, Company Values, and Team Building - Keys for Startup Success
Persistence to the point of insanity is essential for startup success. Founders must persevere despite challenges to keep their businesses moving.
On company values, being able to build a company based on one's own beliefs and finding like-minded individuals to work with is a rewarding aspect of entrepreneurship.
To avoid software feature creep, prioritize customer outcomes, manage expectations, and integrate their needs into product development. Don't add unnecessary features, but focus on finding the best solutions for your customers' needs.
By offering exceptional and personalized customer service, the customers feel valued and it also builds a strong brand. 
Regal.io can help turn contact centers into revenue centers by improving customer interactions with personalized experiences and technology.
Find the right moments to provide a human interaction that can enhance customer engagement and drive revenue.
Closing Thought:  “The goal should not be to make the product better, but to improve the customer's outcome.”
To Connect with Alex:
LinkedIn: https://www.linkedin.com/in/alexlevin1 
Regal.io: https://www.regal.io 
To learn more about Umbrella and to connect with CEO Itamar Shafir, go to https://umbrellaus.com

075: The Second Question Test With Jon Morris

What if there was a way to take your digital agency from barely surviving to absolutely thriving? This was certainly the case with our guest John Morris, the founder, and CEO of Engine BI. A serial entrepreneur turned successful business leader, John navigated the rough digital marketing waters in the 1990s with no coding or design background. The episode kicks off with his intriguing journey, from closing his first agency due to a sudden loss of revenue to bouncing back and founding Rise Interactive.
Jon Morris is the Founder and CEO of EngineBI, a tech-enabled finance and strategic planning company that helps marketing agencies drive success. Jon was also the Founder and CEO of Rise Interactive, an award-winning full-service digital marketing agency. With $10,000, he turned it into one of the largest independent digital agencies. His focus is on helping agency leaders simplify their decision-making process with robust insights.Some key highlights include:
The 3 Key Metrics of EngineBI:
Cash relative to your monthly overhead - This metric evaluates how much cash an agency has on hand compared to its monthly expenses
Profit as a percent of revenue - This metric measures agency profitability relative to revenue, providing insight into financial efficiency.
Year-over-year revenue growth - It shows how the agency's earnings have changed in a year, helping to evaluate its growth and performance.
The 3 flaws why Jon’s first business failed:
Fear of Firing People - as an agency owner, one needs to be able to make tough decisions and cannot afford to hold onto underperforming employees.
Lack of Financial Acumen
Customer Concentration - Morris lost 80% of his revenue in a month due to losing three clients. Diversifying the client base is key to avoiding such devastating losses.
Have a unique point of view: To stand out among the 120,000 agencies in the US, define your target audience and services, then focus on what makes your agency unique and superior.
Closing Thought:  “Have fun with the process and enjoy the journey of building and sustaining a business”
To Connect with Jon:
LinkedIn: https://www.linkedin.com/in/jonmorrisramsayinnovations  
EngineBI: https://enginebi.net 
To learn more about Umbrella and to connect with CEO Itamar Shafir, go to https://umbrellaus.com

074: Don’t Chose a Service, Solve a Problem With Greg Alexander

We're thrilled to offer the latest episode of the Marketing Umbrella Podcast. In this episode, we chat with Greg Alexander, bestselling author and the founder of Collective 54. It is the first mastermind community solely dedicated to supporting professional service firms in their growth, scaling, and exit strategies. 
Greg is also the author of the book "The Boutique: How to Start, Scale, and Sell a Professional Services Firm," which is a must-read for those who want to establish or develop a professional services firm.
Greg is both informative and inspiring as he talks about his journey from being an employee to successful entrepreneur, to extraordinary exit.. The primary focus is on understanding what customers want and need. Greg also shares his insights into the golden age of marketing agencies, highlighting the significance of self-investment for entrepreneurs and founders.
Some key highlights include:
Identifying the Right Problem: Help entrepreneurs and business owners identify and solve the right problems with valuable insights.
Five Listening Techniques  for being truly client-centric
Win-Loss Reviews: After every sales campaign, ask clients why they chose your company or a competitor. This provides the voice of the customer from the prospect's perspective.
Net Promoter Scores (NPS): NPS gauges customer loyalty. By measuring and understanding scores, gain insights into satisfaction and loyalty.
Client Advisory Boards: Advisory boards with clients allow open and honest discussions, helping tailor services to better meet their needs.
Post-Project Reviews: Get feedback from clients after completing a project to improve your services.
Conference Attendance: Industry events connect you with clients and peers. Gather feedback, insights, and stay informed on market trends.
Key points on how to scale a professional service firm
Mentoring and Coaching: Mentoring and coaching can help you scale your business. Seek out mentors, role models, and coaches who can guide you. Learning from others is valuable.
Peer Support: Build a network of peers for insights, ideas, community, and support. They can help you overcome obstacles and share best practices.
Investing in Personal Development: As an entrepreneur, invest in your personal development. This includes continuous learning, skill development, and self-improvement. Personal growth is key to business growth.
Continuous Learning: Stay informed about industry trends, best practices, and emerging technologies. Be open to learning and adapting. The business landscape is ever-changing.
Leverage Online Resources: Greg highlights the importance of utilizing online resources, including Collective 54, his book "The Boutique," and podcast ProServe, for business growth and scaling.
Closing Thought:  “Understand your customers. By listening to your clients, you're not just improving your services; you're building trust and long-term relationships.”
To Connect with Greg:
LinkedIn: https://www.linkedin.com/in/gpalexander
Website: http://www.collective54.com  
To learn more about Umbrella and to connect with CEO Itamar Shafir, go to https://umbrellaus.com

073: Revenue Expansion is Easier Than Revenue Creation With Mark Colgan

Welcome back to another exciting episode of The Marketing Umbrella Podcast! In this episode, host Kevin Prewett interviews Mark Colgan, a seasoned B2B SaaS Sales and Marketing professional with over 13 years of experience. Mark's career started in recruitment but he quickly transitioned into the world of digital marketing.
In December 2022, Mark's Podcast PR agency was acquired after an impressive journey of growing a remote team of 22 and securing 2,200 podcast interviews for 120+ companies.  Some notable names include Gong, Paddle, and Hopin. Mark is a Techstars '18 alumnus and a regular B2B SaaS speaker. An adventurer at heart… get ready for an informative and engaging conversation!
Mark’s experience highlights the importance of continuous learning, adaptability, and innovative strategies in the dynamic realm of digital marketing and sales. His emphasis on improving sales processes, maximizing revenue, and building meaningful customer relationships makes this episode a masterclass in the digital marketing and sales space.
Some key highlights include:
Utilize revenue expansion strategies:
Upselling involves suggesting customers to buy an upgraded version of what they are already interested in.
Cross-selling involves persuading customers to buy an additional or complementary product or service.
Other strategies include renewals and referrals
Three significant pitfalls often encountered by agencies in their operations include not selling a must-have service, not optimizing sales processes and pipelines, and not having a standardized service delivery
Practical strategies to enhance sales and increase agency revenue are as follows:
Optimize the Sales Process
Maximize the Referral Strategy
Set up Outbound Prospecting Campaigns
Implement Revenue Expansion Strategies
Build Productized Services
Identify Ideal Customers
Closing Thought:  “Truly understanding customer needs and providing valuable solutions is a game-changer”
To Connect with Mark:
LinkedIn: https://www.linkedin.com/in/markcolganmarketing 
Website: https://www.markcolgan.co.uk
To learn more about Umbrella and to connect with CEO Itamar Shafir, go to https://umbrellaus.com

072: Track Time Not Employees With Ilia Markov

In this week's episode of the Marketing Umbrella Podcast, we're chatting with Ilia Markov, the marketing mastermind behind Toggl. In this episode, Ilia will share his insights on remote work, employee monitoring, and time tracking. Our host, Kevin Prewett and Ilia talked about how Toggl stands out from its competitors and the importance of striking the right balance when it comes to overseeing employee activity. 
Toggl is a time-tracking and productivity app that helps teams track their time and activities. Aside from time-tracking, Toggl stands out from its competitors by offering a variety of features, including productivity reports, team collaborations, and integration.
If you're interested in learning more about remote work, employee monitoring, and time tracking, be sure to tune in to this week's episode!
Listen in as Ilia dives into this exciting episode of The Marketing Umbrella Podcast.
Some key highlights include:
Time-Tracking: Agencies, consultancies, and anyone who sells their time can benefit from tracking how they spend it. Time-tracking platforms like Toggl can help..
Improved efficiency: Understanding where and how time is spent can lead to better project management, more accurate billing, and overall more efficient operations.
Increased productivity: Knowing the team's abilities, limitations, and workload is key to boosting productivity and avoiding financial problems.
Better decision-making: For marketing agencies, understanding business operations and using data to make informed decisions can greatly improve their efficiency and profitability.
Closing Thought:  “Time-tracking can improve profitability and efficiency when it is not used for surveillance purposes.”
To Connect with Ilia:
LinkedIn: https://www.linkedin.com/in/iliamarkov 
Toggl: https://toggl.com 
To learn more about Umbrella and to connect with CEO Itamar Shafir, go to https://umbrellaus.com

071: Marketing From Watermarks to Wired Magazine With Julia Enthoven

Welcome to The Marketing Umbrella Podcast! In this episode, we are joined by Julia Enthoven, CEO and one of the creative minds behind Kapwing, a video creation platform for modern creative teams.  Julia shares her exciting  journey from her educational background in computer science at Stanford to her roles at tech giants like Google and Apple. She will share her insights on the development of Kapwing and explore the game-changing role of AI in marketing, from automating content creation to customizing materials. 
Join Kevin Prewett, our host, as he and Julia dive into the intersection of education, technology, and marketing on this episode of The Marketing Umbrella Podcast.
Some key highlights include:
Video can be a powerful storytelling tool. Kapwing aims to make it easier for everyone to create videos.
It's impossible to predict success without talking to your audience.
How to improve your workflow and content operations without compromising quality.
Marketing and storytelling rely heavily on cultural trends and originality. AI could eventually assist in developing brand ideas.
Closing Thought:  “ Good storytelling is vital for marketing and for connecting with audiences.”
To Connect with Julia:
LinkedIn: https://www.linkedin.com/in/juliaenthoven 
Kapwing: https://www.kapwing.com 
To learn more about Umbrella and to connect with CEO Itamar Shafir, go to https://umbrellaus.com

070: Give Your Clients Outcomes Not Services With Lloyd Lobo

In this episode of the Marketing Umbrella podcast, our host Kevin Prewett chats with Lloyed Lobo, an entrepreneur, podcast host, and community builder.  He experienced the Gulf War as a young refugee in Kuwait, witnessing the strength of community in evacuating the population to safety. As the co-founder of Boast.Al, he leveraged the Community-Led Growth model to bootstrap the company to eight-figure revenue and secure over $100m in funding, while also co-founding Traction, a community empowering over 100k innovators through connections, content, and capital.
Lloyed shares his journey of how he experienced the power of community and entrepreneurship when being forced to leave Kuwait.  He emphasizes the importance of standing out and being authentic, as those who blend in with the rest don't have a chance of becoming an iconic brand. He also shares his 13-step framework for building iconic brands with community-led growth and why authenticity and purpose are the cornerstones of success.
Don't miss this conversation that dives into the power of community, entrepreneurship, and building meaningful brands.
Some key highlights include:
The key is a community. Your companions matter the most -  communities can play in creating abundance and fostering success. 
Identify 10 potential customers, expand them to 50, and continue growing the customer base. That is product-market fit.
The 13-step framework helps companies build iconic brands that grow through community involvement and align with a higher purpose than just making a profit.
Closing Thought:  “Yesterday's innovation is always today's option and tomorrow's commodity.”
To Connect with Lloyed Lobo:
LinkedIn: https://www.linkedin.com/in/lloyedlobo 
Boast AI: https://boast.ai
Traction Community: https://boast.ai 
Get a copy of Lloyed’s book “13 Rules to Build Iconic Brands with Community-Led Growth,” at https://www.lloyedlobo.com. 
To learn more about Umbrella and to connect with CEO Itamar Shafir, go to https://umbrellaus.com.

069: Problem Solver Turned SAAS Founder With Julia Draghici

Join us on the Marketing Umbrella Podcast as we delve into the realm of digital marketing and affiliate strategies with our special guest, Julia Draghici. Julia, who is the Co-Founder & CEO of CPV Lab & CPV One, is a passionate SaaS expert with a wealth of knowledge on business growth. Her expertise has transformed how affiliates, media buyers, and marketing agencies optimize their campaigns.
Tune in as Julia sheds light on the importance of multivariate testing, shares valuable insights into the affiliate marketing landscape, and encourages entrepreneurs to connect with her on LinkedIn for more knowledge.
Some key highlights include:
Pay less on traffic and gain more commission. 
Multivariate testing is crucial for marketing agencies and affiliate marketers to optimize campaigns.
Marketing is a complex task that requires a team of specialists, not a solo act
Closing Thought:  “ The best ideas are often born out of the necessity of solving a specific need.”
To Connect with Julia:
Linkedin - https://www.linkedin.com/in/julia-draghici/ 
CPVlab - https://cpvlab.pro
CPVOne - https://cpvone.com 
To learn more about Umbrella and to connect with CEO Itamar Shafir, go to https://umbrellaus.com