In this podcast episode of Kitchen Side, Alex Birkett, Allie Decker, and David Khim, founders of Omniscient Digital, discuss various topics related to marketing.
In this podcast episode of Kitchen Side, Alex Birkett, Allie Decker, and David Khim, founders of Omniscient Digital discuss various topics related to marketing.
They start by exploring the idea that creating demand is not always effective for startups and small businesses, and it's often better to meet people where they are and provide solutions to existing problems. They also touch on the concept of creating a new category or terminology to differentiate a product or service.
The conversation then shifts to the importance of understanding the dichotomy between creating demand and capturing demand, and the challenges of reaching customers at different stages of awareness. They discuss the role of educational content, the effectiveness of different marketing tactics, and the challenges of building a strong brand in the B2B landscape.
Topics
Show Links
What is Kitchen Side?
One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.
You understand how things look from the inside and how that differs from the outside.
You understand how the sausage is made.
As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.
We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.
Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
[00:04:03] Creating Demand vs. Capturing Demand
discussion on the difference between creating demand and capturing demand, and the challenges and benefits of each approach
[00:10:26] Creating New Problems and Demand
discussion on how businesses inadvertently create demand and fabricate issues to sell products
[00:17:26] Educational Content in B2B Marketing
debate on the value of educational content in B2B marketing and whether it is overemphasized as a default tactic
[00:21:30] The Importance of a Cohesive Content Program
the need for a cohesive content program to capture demand and convert leads, with a focus on building an email list as an owned asset
[00:26:25] Content Promotion and Distribution
debate on the effectiveness of content promotion and distribution, questioning the 80/20 rule and the value of paid content distribution
[00:30:54] The Complexity of Gartner Charts
explanation of Gartner charts and their role in analyzing the customer journey for B2B categories
[00:35:41]Blaming Marketing for Core Business Problems
discussion on the trend of vocal B2B marketers blaming marketing for business problems and the importance of taking responsibility for revenue and lead generation
[00:40:38] The Barbell Strategy
exploration of the concept of using both measurable revenue-driving tactics and more experimental, untrackable strategies in marketing
[00:45:59] The Meetup Strategy
discussion on the scalability and purpose of local meetups and dinners as a marketing strategy
[00:48:16] Thought Experiments and Looking Backward
using thought experiments and looking at past trends to come up with innovative ideas and approaches in marketing
[00:56:00] Connecting with People on New Platforms
exploration of the potential benefits of connecting with people on new platforms with fewer early adopters, using examples from Twitter, Instagram, and Clubhouse
[00:59:14] The Shift Towards Niche Communities
a conversation about the trend of social media moving towards fragmented niche communities and the preference for smaller, curated groups and conferences