IMA Leader Audio Podcast | Leadership, Marketing, Content Marketing, Big Data, Social Media, Email







January 2016
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In this episode, I sit down with the VP of Mapp Digital, Sean Shoffstall, to talk about:

  • Sean's role at Mapp Digital and the makeup of his team [5:20]
  • Why they perform consumer surveys [8:15]
  • Why the 18-35 group still prefers email [18:09]
  • How retailers have used their engagement platform to drive results [19:23]
  • The big mistakes companies are making [27:37]
  • Who out there is doing this well? [35:30]
  • What you can apply to your own business [40:08]

Notable Quotes:
"MAPP Digital is probably the largest digital marketing company you've never heard of." - Sean Shoffstall

"We've been doing this marketing thing for a really long time." - Sean Shoffstall

Sean Shoffstall is a well-known and successful digital marketing entrepreneur, technology innovator and marketing strategist. Over his 20-year career, he has worked with top global brands providing leadership, strategy and execution in both B2C and B2B settings.

Mapp Digital is one of the largest independent digital marketing technology companies in the world. Built by marketers for marketers, Mapp provides a comprehensive family of software and customer-centric services including a sophisticated data management platform; tools that optimise email, mobile, app, social and web marketing; and campaign management and strategy consulting.

Sean Soffstall


Mapp Digital

Direct download: Episode_97_mixdown.mp3
Category:general -- posted at: 6:16am PST

Notable Sections:

  • Catherine's background and role at Oracle Marketing Cloud [1:47]
  • Why it's important to work directly with customers [4:30]
  • Here approach to helping customers [8:03]
  • How to differentiate your company with a culture of customer experience [12:23]
  • Catherine's personal experience with churn as a customer [18:18]
  • How brands can develop a greater sense of intimacy with their customers [26:45]

Notable Quotes:
"Customer success is really about understanding where your customer is in their process and what problems they are facing." - Catherine Blackmore

"Customer experience will be the defining competitive advantage in the marketplace" - Catherine Blackmore

Catherine Blackmore is the General VP of Global Customer Success at Oracle Marketing Cloud. She is a thought leader and innovator in the area of Customer Success, with over 20 years of experience helping a diverse list of clients from small business to Fortune 100 customers.

The 11 Pillars of Customer Success
The Operations of Customer Success
Your First 90 Days as a Customer Success Leader
Customer Success Evolves


Direct download: 096.mp3
Category:general -- posted at: 7:03am PST

In this episode, we chat with Tuan and Gabriella from Colony American Finance to talk about their experience at IMPACT16, their roles at Colony American Finance, and whether or not they'll attend IMPACT17.

Tuan Pham, SVP with Colony American Finance

Gabriella Cevallos, Marketing Associate with Colony American Finance

Direct download: 094.mp3
Category:general -- posted at: 7:29am PST

Notable Sections:

  • About Petra and Red Pantz [1:20]
  • Petra's advice to young women who want to lead [3:55]
  • Petra's favorite thing to do when she needs a laugh [4:50]
  • How Petra battles the 3:00pm slump [6:12]


Notable Quotes:

"You can't be upset when you're smiling."

Direct download: 093_-_correct.mp3
Category:general -- posted at: 4:53am PST

Notable Sections:
Why cross-channel Content Marketing is important for the future of content marketing [3:02]
How to "make it rain" content [4:04]
How to better reach your audience [5:30]
Why you need to dedicate "inventory" to storytelling [13:40]
Why the "place to be" is video [16:35]
Why marketing is difficult [26:45]
Beginning of Q&A [35:00]

Notable Quotes:
"Don't Stop Learning, Always Be Testing"
"You have to market through people, not platforms."

Direct download: 093.mp3
Category:general -- posted at: 8:18am PST

"There are so many things to what makes a great leader but one of the most often overlooked is your character." - Briana Ramos

In This Episode:

  • What makes a great leader? [2:11]
  • Briana's biggest advice to young women [3:40]
  • Briana's background as a teacher in the nonprofit world [4:15]
  • How Briana has used networking to solve specific problems [7:20]


Direct download: Episode_91.mp3
Category:general -- posted at: 8:58am PST

"Your entire content creation and marketing strategy should be based on capturing the content in the way that is most effective for you." - Dominick Sirianni

In This Episode:

  • How education and Hollywood are similar [3:25]
  • Why video is the place to be [4:15]
  • How you may be losing more than a quarter of your webinar registrants [6:45]
  • How to approach content creation [8:11]
  • Top three takeaways [9:30]


Direct download: 090.mp3
Category:general -- posted at: 2:39am PST


In This Episode:

  • Titina's background and how she got into her current field [2:22]
  • What it was like transitioning from growing up in a small community to leading a team that affected over 400,000 people [5:15]
  • Her views on mentorship [10:11]
  • The uncommon thing her mentor taught her [14:12]
  • The difference between leading and managing [15:48]
  • The story behind Oracle Women's Leadership [17:12]
  • Her role at the Oracle Marketing Cloud [23:30]
  • How she manages her role without a marketing background [24:20]
  • What it's like to be an engineer in an organization like Oracle [29:43]
  • The advice she'd give to a recent college graduate [32:12]
  • How she stays relevant in her industry [37:20]


IMPACT16 September 19th-20th

Oracle University

Oracle Women's Leadership

Direct download: 089.mp3
Category:general -- posted at: 5:00am PST

In This Episode:

  • What Keith is working on at Enclave for the Las Vegas area [3:09]
  • Why Vegas is a faster growing music destination than Nashville [4:50]
  • The opportunity he saw that lead to creating Enclave [6:10]
  • How technology has affected the music industry [8:08]
  • One of the biggest issues he faces when setting up venues [12:08]
  • The preparation required to build Enclave's team prior to launch [16:27]
  • The differences and challenges working in Vegas [17:31]
  • The technology required to create brand experiences in Vegas [20:25]
Direct download: 088.mp3
Category:general -- posted at: 10:57am PST

In This Episode:

  • How he created Conversion Fanatics
  • The major problem he sees company’s facing with their conversion
  • Why getting more “eyeballs” isn’t necessarily the best option
  • How to sell a focus on “conversion” up the ladder
  • Why conversion rates aren’t always the important metric


“We typically find that most companies are spread too thin.” - Justin Christianson

Direct download: 087.mp3
Category:general -- posted at: 10:01am PST

In This Episode:

  • The recent IMPACT16 event in the Cayman Islands
  • How the IMA and Cayman Enterprise City started working together
  • How the IMPACT conference has evolved over time
  • Why starting a business in the Cayman Islands doesn’t work the way Hollywood shows it
  • Why digital is so important in growth



Direct download: 086.mp3
Category:general -- posted at: 5:00am PST

In This Episode:

  • The common thread between all of the roles he plays.
  • Why pop ups are annoying and what you can do about it.
  • His thoughts on the upcoming Twitter changes.
  • What he’s putting together for his next book.
  • His best piece of advice for becoming an author.

“I write my books in pieces through the blog posts I create.” - Christoph Trappe

Direct download: 085.mp3
Category:general -- posted at: 5:00am PST

In This Episode:

  • How to convert digital imagery into real value and dollars.
  • Why your landing pages need to be optimized for mobile when marketing on instagram.
  • Why getting on Instagram today will benefit you in the long term.
  • Why visual marketing is about two way interactions.
  • Why you need to make your images work as hard as they can for you.

Watch the Webinar:

Direct download: 084.mp3
Category:general -- posted at: 9:49am PST

Watch the webinar:

Direct download: 083.mp3
Category:general -- posted at: 11:22am PST

Watch the presentation:

Direct download: Episode_82_mixdown.mp3
Category:general -- posted at: 10:47am PST

In This Episode:

  • How Penguin Pick-Up was created to solve the logistical problems around online ordering.
  • How Egil created Penguin Fresh and disrupted the traditional grocery experience.
  • Why it’s important to understand what’s going on in the marketplace.
  • The most important questions you need to ask before moving forward on an idea.
  • How optimizing for convenience improved Penguin Pick-Up’s stickiness.


“If you have a good idea but it doesn’t solve anyone’s problem, it’s not a good idea.” - Egil Moller Nielsen

Direct download: 081.mp3
Category:general -- posted at: 8:42am PST

In This Episode:

  • Why supply chain and logistics is a great first job to get a “global” experience of the world.
  • What it was like working at LEGO during its turnaround period.
  • Why he was hesitant to accept another job in the toy industry.
  • How SmartCentres developed the idea for Penguin pickup and Penguin Fresh.
  • How paying attention to the direction the world is going can lead to great ideas.


Our job was to figure out how we could free up some cash in the short term in order to make longer term decisions.

Direct download: 080.mp3
Category:general -- posted at: 10:39am PST

In This Episode:

  • How Jeff used the school of hard knocks to carve out his space at Life Fitness.
  • How LifeFitness is using technology and language partners to efficiently manage an international presence.
  • The convergence between marketing technology and marketing psychology.
  • An inside look at Life Fitness’ transformation of their marketing strategy.
  • How Jeff Sanders developed the moniker “JSand for Mayor”.



“Really what we are trying to do is create an impact across the globe.” - Jeff Sanders

Direct download: 079.mp3
Category:general -- posted at: 9:35am PST

“How many of your followers should be considered leads?” - Aseem Badshah

In This Episode:

  • How to drive new leads using social media.
  • How to get higher engagement rates from your existing audience.
  • How to prioritize leads.
  • How to determine the ROI of social media.
  • How to use social media for lead scoring.


Aseem Badshah (@aseemb) is the founder and CEO at Socedo. He spends his time working on products to help brands leverage new media to build relationships with their target audience.

Direct download: 078.mp3
Category:general -- posted at: 7:59am PST

“The internet has changed from a content consumption platform to a content creation platform.” - Aseem Badshah


In This Episode:

  • How Aseem launched his first business “scriptopia”.
  • What it was like managing Microsoft’s Facebook presence in the early days.
  • What his company, Uptown Treehouse, does for clients.
  • The “aha” moment that lead to Socedo.
  • Why a “broadcast” approach doesn’t work with social.
  • Why Socedo’s logo is a penguin.



Aseem Badshah (@aseemb) is the founder and CEO at Socedo. He spends his time working on products to help brands leverage new media to build relationships with their target audience.



Socedo (@socedoapp) helps B2B marketers fill their funnel with automated social media lead generation. Our web solution makes it easy to find a target audience on social networks then engage them at scale while syncing directly with marketing automation and CRM systems.


“The CMO has quickly become a general manager.”  - Kevin Bobowski


Kevin Bobowski (@bobowski) is the Chief Marketing Officer at Act-On Software. Having followed a very non-traditional journey to the CMO role, Kevin prides himself on his ability to understand and operate effectively within all areas of his team.


Act-On (@actonsoftware) provides a cloud-based integrated marketing automation platform that enables businesses to effectively acquire customers, build loyalty and expand their relationships with these customers.

In This Episode:

  • How Marketing Automation can revolutionize your business.
  • His unusual path to becoming a CMO.
  • What Act-On does as a company.
  • The advantages of being a last mover.
  • What to look for when considering a marketing automation software.  
  • The evolution of the CMO role.


A Marketing Automation Quick Start Guide: Learn to Accelerate Your Investment.


Web Trends

Exact Target



Direct download: Episode_076_2.mp3
Category:general -- posted at: 8:47am PST

“At the end of the day, TV is still king.” - Brienna Pinnow


Brienna Pinnow @BriennaP has over 12 years of experience in digital sales, operations, solution architecture and product management. She has worked with some of the world's largest retail, financial services, automotive, CPG, insurance brands and advertising agencies and has implemented effective cross-channel strategies that harness the power of audience data and analytics.


For over 30 years, Experian Marketing Services @ExperianMkt has been a global leader in data-driven marketing. Today, the Experian Marketing Suite provides over 10,000 brands with consumer insights, analytics and marketing technology to drive customer acquisition, increase customer loyalty and improve marketing return on investment.

In This Episode:

  • How does Experian Marketing Services differ from Experian?
  • Why is Addressable TV such a hot topic?
  • How does coordination between TV and other channels improve purchase intent?
  • The truth about cord cutters and the state of the industry.
  • How TV advertising has changed with Addressable TV
  • How exactly does Addressable TV Work?
  • How you can use Addressable TV to track your return on ad spend


Direct download: 075.mp3
Category:general -- posted at: 12:44pm PST

We get caught up in digital but at the end of the day, TV still has over $70b in ad spend each year. - Bri Pinnow


Bri Pinnow [@BriennaP] has over 12 years of experience in digital sales, operations, solution architecture and product management. She has worked with some of the world's largest retail, financial services, automotive, CPG, insurance brands and advertising agencies and has implemented effective cross-channel strategies that harness the power of audience data and analytics.


For over 30 years, Experian Marketing Services [@ExperianMkt] has been a global leader in data-driven marketing. Today, the Experian Marketing Suite provides over 10,000 brands with consumer insights, analytics and marketing technology to drive customer acquisition, increase customer loyalty and improve marketing return on investment.

In This Episode:

  • What is Addressable TV and why is it so important?
  • What Bri does as a part of the Experian marketing division
  • How Experian uses the marketing suite to help marketers own the identity of their prospects and turn it into actionable strategies.
  • Why it's important to meet customers where they are.
  • How Experian Marketing developed their focus on addressable marketing.



IMA Leader 018 Brian Wong: CEO of Kiip []

IMA Leader Video Podcast []

Direct download: 074_-_The_Power_of_Addressable_TV_with_Bri_Pinnow_Part_1.mp3
Category:general -- posted at: 7:58pm PST


"You have to learn to take obstacles and adapt them into opportunities." - Lindsey Germono

In this Conversation We Cover:

  • What it's like to be a military spouse and kid
  • Being a military spouse and an entrepreneur.
  • What a virtual office is and how Lindsey uses it to work from everywhere
  • How you can start your own business
  • How Lindsey became an entrepreneur
  • Why she chose to launch a marketing agency
  • Why working with a small company is the best
  • The biggest challenge faced by 90% of military spouses
  • The top 3 things military spouses can do to take advantage of their obstacles
Direct download: 073_-_Entrepreneurship_as_a_Military_Spouse_with_Lindsey_Germono.mp3
Category:general -- posted at: 10:53am PST

Sign up for the webinar


Meet the Presenters:

Direct download: IMA_Webinar.mp3
Category:general -- posted at: 2:43pm PST

“Brands want to figure out a way to activate and engage their fans.” - Mike Russell


In this Conversation We Cover:

- Mike’s background and how he came to start Hoorah Mobile

- How Dominick and Mike were introduced

- What Hoorah Mobile does

- How the product evolved as a result of competition

- How Hoorah Mobile’s business model is unique in a crowded industry

- How Mike gains attention from big league institutions

- What’s next for Hoorah Mobile



In this conversation Mike and Dominick sit down to discuss the history of Hoorah Mobile and how Mike is changing the world of sports marketing. Mike shares his own story and then dives into what he’s trying to accomplish with Hoorah Mobile in an industry that doesn’t move very quickly. Finally, Mike leaves us with some golden nuggets on how he runs his company and the role that competition and obstacles play in his company’s growth.

Direct download: Episode_72.mp3
Category:general -- posted at: 12:33pm PST

In this Conversation We Cover:

- How Life Fitness deals with being a Global company

- How to change the marketing message of our company to localize it in specific areas.

- Why it’s important to keep your message consistent across all social channels.

- How Life Fitnss ensues that their messaging never gets annoying

- How playing college football can relate to marketing



“Football is a technique game, sometimes it takes extra effort to get it right but once you do everything is easier. It’s the same for marketing” - Jeff Sanders


Jeff Sanders (@JSAND4MAYOR) is the Digital Marketing Manager at Life Fitness. He manages the digital web marketing strategy for the global Life Fitness brand. Since joining the Life Fitness team back in October of 2014, Jeff has defined the roadmap for the web portfolio including 20 international markets. He’s collaborated with the CRM, analytics, and international teams to establish best practices, and he’s played a major role in increasing online revenue and offline impact.

Direct download: 071_-_Live_from_IMPACT15_Jeff_Sanders_of_Life_Fitness.mp3
Category:general -- posted at: 9:25am PST

In this Conversation We Cover:

- What’s happened at the IMA since the IMPACT conference last September

- The introduction of the IMA’s premium membership network.

- The future of the IMPACT conference.

- How we’ll start having sub-conferences each year.

- The certified internet marketer certification.

- Takeaways from past events.

- The future of digital marketing and human connections.

- What to expect at IMPACT 16

Direct download: Episode_70.mp3
Category:general -- posted at: 10:53am PST

“An educated consumer is a plus” - Mike Matuz

In this Conversation We Cover:

-  The disruption of the fitness landscape.

-  How fitness trainers need to think about their business.

-  The role of fitness professionals to their clients.

-  Why an educated consumer is a good thing.

-  How FSF utilizes gamification to keep clients engaged.

-  The direction that fitness is going with the revolution of functional movement.


Mike (@playmakergrp) started working as a personal trainer in several different sports clubs while attending college at Chapman University. There, as a collegiate athlete he used his sports background to create a variety of innovative training systems for his clients. After graduating, Mike received a Bachelor of Science Degree in Marketing from Chapman University along with several National accreditations in health, fitness, nutrition, and wellness.

Direct download: 069_-_Mike_Matuz_on_Fitness_Marketing_and_Digital_Disruption.mp3
Category:general -- posted at: 12:04pm PST


Laura Petersen (@lsp_s) is the co-founder of Student-Tutor as well as a partner here at the IMA. An entrepreneur, lifelong learner, and master teacher, Laura loves finding ways to do better with less and leverage tools and tricks for better efficiency, productivity, and fun. She helps the IMA with podcast write-ups, social media, and articles inspired by the guests.


In this Conversation We Cover:

-  Her experiences at IMPACT15 and her main takeaways.

-  The main difference between IMPACT14 and IMPACT15.

-  Laura’s role in producing the IMA Leader podcast.

-  Why you need to delegate tasks in your business.

-  Laura’s advice for new Internet Marketers.



“You can’t do it all yourself, delegate more, empower people more, give them wings and they’ll really impress you.” - Laura Petersen.

Direct download: 068_-_Live_from_IMPACT15_Founder_of_Student_Tutor_Laura_Petersen_1.mp3
Category:general -- posted at: 1:38pm PST

“A lot of people out there are talking about storytelling but they aren’t talking about authentic storytelling.” - Christoph Trappe

In this Conversation We Cover:

-  How authentic stories can be used to create long-term successes.

-  The #1 mistake companies are making on social media.

-  The technology and services he used to get his book out into the world.

-  How he repurposed his blog posts to get his book written.


Christoph Trappe (@ctrappe) is an author, global keynote speaker and a top content marketing influencer. He travels around the globe to help organizations and people share their authentic stories.



In this Conversation We Cover:

-  How we can get the younger generation excited and inspired by digital marketing and their own success.

-  The role mentors play in the early development of young teens.

-  Her personal experiences with inspiring others to pursue marketing.


“People are first inspired by someone they consider to be a mentor somewhere between 10 and 13 years old” – Jeanniey Mullen


Jeanniey Mullen (@jeannieymullen) has worked with the world’s leading entrepreneurs and intrapreneurs inside client side businesses & agencies for the past 20+ years. She’s focused on defining & growing results by creating powerful digitally-enhanced marketing programs, partnerships & distribution that strengthen brands and drive innovation.


Direct download: 066_-_Live_from_IMPACT15_Former_VP_Marketing_at_Nook_Jeanniey_Mullen.mp3
Category:general -- posted at: 2:30am PST

In this Conversation We Cover:

-  How Ytel is preparing for the transition to mobile marketing and the potential increase in inbound calls that comes with that.

-  What factors to consider as the weight on your infrastructure gets heavier.

-  Why you need to meet your client requirements and scale with them.

About Our Guest:

Drew Matthews is the Director of Infrastructure at Ytel. He is in charge of the security for Ytel’s Networking, Systems, and Programming avenues.

About the Company:

Ytel (@AskYtel) is a software communications firm with a passion to help businesses better communicate with leads, prospects, and customers.

Episode Notes:

In this conversation Drew and Dominick discuss the role Ytel plays in the communications industry and how they started by identifying a small opening in the industry. Drew goes on to share some of the factors he has to consider in his role as the Director of Infrastructure and the key principles he applies at Ytel to help ensure the company can meet their client’s needs. Finally, Drew shares why it is important to maximize your value to a client in order to grow with them.

In this Conversation We Cover:

  • How Social Media Examiner is helping individuals and business owners connect with their customers on social media.
  • Ideas on structuring your content strategy in order to educate your industry and drive interest back to your business.
  • The impact wearables could potentially have on the social media marketing landscape.


About Our Guest:

Emily Crume (@emilyquestions) is the Director of Strategy at Social Media Examiner. She is on the advisory board for Hootsuite and has been called a “Swiss Army Knife” of ideas, digital social media, and sales.


About the Company:

Social Media Examiner (@smexaminer) is the world’s largest social media marketing resource on the web. Since it’s founding, Social Media Examiner has helped millions of businesses discover how to best use social media to connect with customers, drive traffic, generate awareness, and increase sales.


Episode Notes:

In this conversation Emily and Dominick sit down to discuss the role she plays at Social Media Examiner and how she is helping the company educate the industry on best practices across all social platforms. Emily then goes on to share her thoughts on structuring your content strategy for success. Finally, Dominick asks Emily what her thoughts on wearable technology and the social media landscape are, her response outlines the potential path that social media could take and serves as an example of how we can all start to plan for the future.

Direct download: 064__Live_rom_IMPACT15_Director_of_Strategy_Social_Media_Examiner.mp3
Category:general -- posted at: 2:30am PST


Don Donovan is the founder and CEO of a predictive modeling firm and advertising agency in San Francisco known as Baker St. He founded Baker St. in 2002 and has since served more than half of the Fortune 500 to bring over $5 billion of new products and services to the market.



Baker St. Solutions exists to help companies and brands build successful new product initiatives, perfect their brand positioning, and provide significant quantitative confidence to invest in their businesses.


Baker St. Advertising is an integrated advertising, brand management, and marketing investigation agency.



“The idea is to make the complex simple by using the existing attitudes and behaviors of your audience.” – Don Donovan

In this Conversation We Cover:

-      How Baker St. created a successful campaign for the San Francisco Giants by speaking directly to the end consumer.

-      How to use window-pane segmentation to simplify the process of creating targeted campaigns.

-      The number one thing that stood out to Don during the Impact 15 conference.



In this conversation Don and Dominick sit down to discuss Don’s integrated advertising and predictive modeling agency, Baker St. Solutions. Don knocks it out of the park immediately by giving us the inside scoop on how they created a successful campaign for the San Francisco Giants. He discusses a process known as “window-pane segmentation” and how it can be used to simplify the seemingly complex. Finally, he shares the results of speaking directly with the end consumer and reverse engineering a campaign based on their authentic attitudes, behaviors, and ideals. You won't want to miss this one as there is plenty to learn from the CEO of Baker St, Don Donovan.

Direct download: 063_Live_from_IMPACT15_Founder_and_CEO_of_Baker_St_Don_Donovan.mp3
Category:general -- posted at: 8:35pm PST