Marketing Scoop’s current podcast season is coming to an end, and we’ll be taking a break for now. We hope you enjoyed these case study-based episodes with some of the top marketing guests in the world. Thanks to our loyal listeners, and be sure to check out semrush.com in the meantime!  Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: SEMrush - https://www.semrush.com/  SERrush blog - https://blog.semrush.com/ SEMrush Twitter - https://twitter.com/semrush  SEMrush LinkedIn - https://www.linkedin.com/company/semrush/  SEMrush Instagram - https://www.instagram.com/semrush/ Contact us - podcast@semrush.com  

Marketing Scoop Podcast

Marketing Scoop Season Finale

Today on the Marketing Scoop, we’re talking to Nathan Lomax, co-founder of E-commerce marketing agency Quickfire Digital.  In this episode, Nathan shares how he doubled the size of his business by doing one thing - rebranding. You’ll also learn the secrets of how Quickfire Digital generates thousands of leads each month, and why Nathan recommends focusing on agency partnerships instead of traditional lead generation through things like SEO or paid advertising. Plus, you’ll want to hear Nathan’s interesting background and his tips for how to stay on top of your business without facing burnout. Guest, Nathan Lomax https://twitter.com/nathan_lomax  https://www.linkedin.com/in/nathan-lomax  Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Quickfire Digital - https://www.quickfiredigital.co.uk/  Spencer Gallagher - https://www.linkedin.com/in/spencergallagher/?originalSubdomain=uk  Google Pay - https://pay.google.com/about/  Apple Pay - https://www.apple.com/apple-pay/  Scribeless - https://scribeless.co/ Fred Cohen - https://www.linkedin.com/in/fred-cohen-5791901b/?originalSubdomain=uk  Martin Harper - https://www.linkedin.com/in/martin-harper-47637a98/?originalSubdomain=uk  

How to Double Down on Agency Partnerships and Boost Your Leads

In today’s episode of the Marketing Scoop, we’re talking to Shaina Weisinger, Founder and CEO of the done-for-you content strategy service Repurpose House.  You’ll hear how Repurpose House client Endless Events doubled their site traffic and tripled its site contacts without spending a dollar on advertising.  Plus, Shaina discusses the importance of getting that extra marketing mileage out of your pre-existing content, and why video crushes images and texts when it comes to social media strategies.  Guest, Shaina Weisinger https://www.linkedin.com/in/shainaweisinger/ https://twitter.com/weisingershaina Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Repurpose House - https://repurposehouse.com/  Wake Brand Media - https://wakebrandmedia.com/  Repurpose House and Endless Events Case Study - https://repurposehouse.com/wp-content/uploads/2019/05/Endless-Events-Case-Study.pdf  Endless Events - https://helloendless.com/  Hubspot - https://www.hubspot.com/  Sendible - https://www.sendible.com/  Storrito - https://storrito.com/  IGTV - https://about.instagram.com/blog/announcements/welcome-to-igtv  Facebook - https://www.facebook.com/  Instagram - https://www.instagram.com YouTube Ads - https://youtube.com/ads/  The Content Coalition Podcast - https://repurposehouse.com/podcast/  

How Repurpose House Helped Its Client Triple Their Leads by Repurposing Content

Today on the Marketing Scoop, we’re talking to Gary Illyes, Webmaster Trends Analyst for Google, and ‘Chief of Sunshine and Happiness.’ Listen in as Gary explains how Google worked with Rakuten to help them leverage structured data to improve the user experience and more than double their traffic.  This interview is also jam-packed with Gary’s thoughts on structured data, voice search, schema, and...Britney Spears.  Plus, check out the listener Q&A session at the end of the episode. You don’t want to miss it!  Guest, Gary Illyes  https://twitter.com/methode Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Google - https://www.google.com/  Rakuten - https://www.rakuten.com/  Case Study: Rakuten increases time on site 1.5x with the recipe search experience on Google - https://developers.google.com/search/case-studies/rakuten-case-study  Rakuten Recipe - https://recipe.rakuten.co.jp/  Google’s John Mueller - https://twitter.com/johnmu Google’s Daniel Waisberg - https://twitter.com/danielwaisberg  Q&A with Gary Illyes from Google - https://www.youtube.com/watch?v=29p7tLrdOYA&feature=youtu.be  SEMrush Twitter - https://twitter.com/semrush  

Lessons from Google’s Structured Data Guru on Doubling Rakuten’s Traffic

Today on the Marketing Scoop, we’re exploring conversational AI with Nestlé USA's Orchid Bertelsen.  Orchid is the Head of Digital Innovation at Nestlé USA where she evaluates and tests emerging technologies. From artificial intelligence and voice assistance to augmented and virtual reality, her varied portfolio has her looking after more than 40 brands.  Listen in as Orchid discusses how Nestlé USA and Pandora teamed up on an alpha product to understand how consumers are interacting with voice technology while they're in their daily routines, and how brands can become an answer to consumer’s questions via conversational AI. Guest, Orchid Bertelsen  https://www.linkedin.com/in/orchidbertelsen/  https://twitter.com/OrchidBertelsen  Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Nestle - https://www.nestle.com/  Pandora - https://www.pandora.com/  Interactive Voice Alpha  - https://www.adweek.com/brand-marketing/pandora-begins-testing-interactive-voice-ad-functionality Google Home - https://store.google.com/us/magazine/compare_nest_speakers_displays  Amazon Alexa - https://www.amazon.com/smart-home-devices  Microsoft Cortana - https://www.microsoft.com/en-us/cortana  SXSW - https://www.sxsw.com/  HBO’s Westworld Experience at SXSW - https://www.businessinsider.com/westworld-hbo-experience-at-sxsw-2018-3  Oreo Experience at SXSW - https://www.adweek.com/digital/oreo-uses-twitter-make-3d-cookies-sxsw-156121/  Haagen-Dazs - https://www.haagendazs.us/  Check out Orchid’s articles on Medium - https://medium.com/@orchid.bertelsen  

How Nestlé USA Uses Emerging Technologies to Future-Proof Marketing Campaigns

On this episode of the Marketing Scoop powered by SEMrush, we’re talking to Tim Natividad, Head of Advertising Sales and Performance Marketing at Roku, America’s number one streaming platform.  Listen in as Tim discusses the launch of Roku’s OneView Advertising Platform during COVID-19, and shares tips on how to leverage times of uncertainty to address fast-changing customer needs.  Plus, you’ll learn why marketers should invest in over the top (OTT) advertising and how Roku uses their own data at scale to help its advertisers reach their goals.  Guest, Tim Natividad https://www.linkedin.com/in/tim-natividad-77135940/  https://twitter.com/timnatividad Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Roku - https://www.roku.com/  Roku’s OneView Advertising Platform - https://advertising.roku.com Dataxu - https://advertising.roku.com/dataxu  ThirdLove - https://www.thirdlove.com Baskin Robbins - https://www.baskinrobbins.com T-Mobile - https://www.t-mobile.com TurboTax - https://turbotax.intuit.com Home Together Initiative - https://blog.roku.com/home-together 

How Roku Leverages Segmentation and Personalization to Dial-In Ad Performance

Today on the Marketing Scoop Podcast, we’re talking to Prelini Udayan-Chiechi, VP of Marketing EMEA at Zendesk, about the success of the company’s new virtual morning show. Listen in as Prelini walks us through how the Zendesk Morning Show went from concept to release in just 3 weeks while in the midst of the COVID-19 pandemic. Plus, you’ll hear why the viewer figures for the Zendesk Morning Show are 35% higher, compared to 40 webinars ran during all of 2020.  Guest, Prelini Udayan-Chiechi https://www.linkedin.com/in/prelini/?originalSubdomain=uk  https://twitter.com/prelini  Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Zendesk - https://www.zendesk.com/  Zendesk Morning Show - https://www.zendesk.co.uk/campaign/morning-show/  The Morning Show on Apple TV - https://tv.apple.com/us/show/the-morning-show/umc.cmc.25tn3v8ku4b39tr6ccgb8nl6m  Zendesk YouTube - https://www.youtube.com/user/zendesk  Remote Support Bundle - https://www.zendesk.com/campaign/remote-support-bundle/  Tech For Good - https://www.zendesk.com/blog/zendesk-tech-good-participants-create-crucial-covid-19-resources/  Peloton - https://www.onepeloton.com/  

Discovering A Marketing Channel That Outperforms Webinars by 35%

Today on the Marketing Scoop Podcast, we’re talking to Austin Rief, co-founder of Morning Brew, a daily email newsletter offering informative and digestible business news from Wall Street to Silicon Valley.  In this episode, you’ll hear how the Morning Brew team increased revenue by 5X in just one year, built a strong referral program, and grew to over 2 million newsletter subscribers. Plus, Austin discusses the importance of open rates vs. subscriber numbers (around 1 million unique people open their emails daily!) and building brand awareness simply by providing outstanding content.  Guest, Austin Rief https://www.linkedin.com/in/austin-rief/  https://twitter.com/austin_rief  https://www.instagram.com/austinrief Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Morning Brew’s Website - https://www.morningbrew.com/daily/stories  Retail Brew - https://www.morningbrew.com/retail.html  Emerging Tech Brew - https://www.morningbrew.com/emerging-tech.html  Marketing Brew - https://www.morningbrew.com/marketing.html  Morning Brew’s Podcast, Business Casual - https://www.businesscasual.fm/  

How to Increase Revenue by 5x in Just One Year

Today on the Marketing Scoop Podcast, the talented Sabena Gupta, campaign lead for Alexa at Amazon and former Director of Brand Strategy & Marketing at The New York Times, joins us to discuss how to build a trustworthy brand. You’ll hear how Sabena helped formulate the award-winning New York Times marketing campaigns such as “The Truth Is Hard” and “The Truth Has A Voice,” which aired during the 2017 Oscars and Golden Globes, respectively.  Plus, she explains the importance of mission-driven marketing and effective communication, and how she landed a spot on the prestigious Forbes 30 Under 30 list. Listen in.  Guest, Sabena Gupta https://www.linkedin.com/in/sabenagupta/  https://www.sabenagupta.com/ Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: The New York Times - https://www.nytimes.com/  Amazon Alexa - https://developer.amazon.com/en-US/alexa  Truth Campaign - https://youtu.be/gY0Fdz350GE   Forbes 30 Under 30 - https://www.forbes.com/profile/sabena-gupta/#497f8691224d  AdAge 40 Under 40 - https://adage.com/article/special-report-40-under-40/ad-ages-list-40-people-under-age-40-shaping-marketing-media-and-agency-industries/2193906  Jonathan Mildenhall - https://www.linkedin.com/in/mildenhall/  21st Century Brand - https://twentyfirstcenturybrand.com/      

Creating Brand Brilliance with Mission-Driven Marketing: From The New York Times to Amazon

In the midst of a global pandemic, it’s safe to say the results from Microsoft Teams have been monumental with an increase of 1,260% growth in traffic (from Feb 20 to Apr 20’, source - SEMrush). The company recently set a new record of 4 billion meeting minutes in one day, along with a new high of 200 million meeting participants. Today on Marketing Scoop, we’re talking to Kady Dundas, Senior Director of Product Marketing at Microsoft Teams, about what life at Microsoft has been like during this new normal. Listen in as Kady discusses Microsoft’s contribution to society across the world during COVID-19, and how to keep your teams motivated during these times of uncertainty.  Guest, Kady Dundas https://www.linkedin.com/in/kadydundas/  https://twitter.com/kadydundas  Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Microsoft Team’s Website - https://www.microsoft.com/   Team’s Background Features - https://support.microsoft.com/en-us/office/change-your-background-for-a-teams-meeting-f77a2381-443a-499d-825e-509a140f4780  SEMrush’s Ecommerce & Consumer Trends During Coronavirus - https://www.semrush.com/blog/ecommerce-covid-19/  Microsoft Cloud Strength Drives Third Quarter Results - https://www.microsoft.com/en-us/Investor/earnings/FY-2020-Q3/press-release-webcast  Microsoft Team’s Blog - https://techcommunity.microsoft.com/t5/microsoft-teams-blog/bg-p/MicrosoftTeamsBlog  University of Bologna (Italy) - https://www.unibo.it/en  Follow Lori Wright of Microsoft - https://www.linkedin.com/in/lowright/  

How Microsoft Teams Grew Traffic by 1,260% During the New Normal

In this episode of the Marketing Scoop, Garrett Mehrguth, CEO at Directive, a next-gen performance marketing agency for software companies, walks us through the eight actionable steps of how to create a go-to-market SEO strategy. You’ll also hear how to gain terrific ROI with a smaller budget by focusing on best segments, driving awareness, and capturing existing demand.  You don’t want to miss this game plan that’s sure to be effective during these turbulent times. Listen in.  Guest, Garrett Mehrguth  https://www.linkedin.com/in/garrettmehrguth/ https://twitter.com/gmehrguth Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Directive’s website - https://directiveconsulting.com/  LinkedIn Sales Navigator - business.linkedin.com/sales-navigator 

A Go-to-market SEO Strategy for Turbulent Times

In today’s episode of the Marketing Scoop, you’ll hear how software company Atlassian used YouTube to grow their marketing funnel.  By offering tutorials, best practices, and playbooks - and not gating the content - Atlassian educated its prospective and existing customers with great stories. So, instead of hiding content, they made it super accessible. Listen in as Claire Drumond, Content Strategy Lead (Jira & Bitbucket), and Head of Product Marketing at Atlassian dives deeper into Altassian’s YouTube-centric strategy.  Plus, you’ll hear Claire discuss how to create a high-quality video at scale, and why the future of marketing is agile.  Guest, Claire Drumond https://www.linkedin.com/in/claireefisher/  https://twitter.com/claire_drumond Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Atlassian’s website - https://www.atlassian.com/  Bitbucket’s Twitter - https://twitter.com/Bitbucket  Jira’s Twitter - https://twitter.com/Jira  Atlassian’s YouTube - https://www.youtube.com/user/GoAtlassian Shootsta’s website - https://shootsta.com/en-us/ 

How Atlassian Used YouTube to Grow Their Marketing Funnel

In today’s episode of Marketing Scoop, Amanda Milligan, Marketing Director at growth marketing agency Fractl, is diving into how they earned more than 900 unique backlinks for home improvement marketplace Porch.com in just one year.  Plus, listen in as Amanda and Laura discuss the importance of continuing to develop content during a time of crisis. 

How to Earn Links from 931 Unique Domains in a Single Year

Christoffer Lorang Dahl, Digital Director at GK Nordic, on how gaming experiencing transformed the recruiting mindset. Although the gaming industry is larger than films and music combined, very few of us are likely to put Fornite playing achievements on our CV.  On this episode of Marketing Scoop, we’re talking to the man who changed this with a single campaign. Christoffer Lorang Dahl is the Digital Director at GK Nordic, Scandinavia’s largest communications agency.  Hear how Christoffer tapped in to reach an untouched yet desirable young audience as he discusses the ‘Adding Gaming Experience to Your CV’ campaign with recruitment company Manpower. 

Transforming the Recruiting Mindset with Gaming Experience

Elizabeth Marsten, Senior Director of Strategic Marketplace Services at Tinuiti, on how eCommerce and consumer behavior is changing during the COVID-19 pandemic. Today on Marketing Scoop, we’re diving into the impact COVID-19 has had on eCommerce, consumer behavior, and the advertising landscape.  Elizabeth Marsten is the Senior Director of Strategic Marketplace Services, at Tinuiti, an agency that accelerates brand growth. Listen in as Elizabeth and Laura explore the new ‘normal’ reality that everyone is afraid to think about. 

eCommerce and Consumer Behavior Changes During The New Normal

Your weekly source of case-based stories about marketing growth from local to global brands like Google, Vodafone, SAP, IKEA, Uber, and many more. Join Espree Devora as she interviews the people behind successful, integrated marketing campaigns, and discuss the latest news, tools, strategies, and techniques that’ll give your digital marketing the edge.