Ep 113 : Eric Holtzclaw on Marketing Effectiveness: Laddering, Content, Lead vs Demand Generation

Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

What is the concept of Laddering and the 5 Whys ?

How does one craft content that converts?Please explain with a case study or example.

In an AI-driven era, how does content marketing need to evolve? How does one make content authentic, engaging, and relatable to engage both robots and humans?

B2B Marketing: What is the distinction between demand generation and lead generation? How does one balance both approaches for sustainable success?

Eric answers the above questions as he takes us on a journey of how to achieve marketing excellence. Eric Holtzclaw is a Founding Partner and Chief Strategist of Liger Partners. Eric evaluates businesses to improve products, services, support and marketing strategies for overall effectiveness.

Connect with Eric on Linkedin https://www.linkedin.com/in/eholtzclaw/

Eric's Company Website https://ligerpartners.com

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.

Please visit Jasravee at https://jasravee.com/

Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/

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Index

00:00 Preview & Introduction to Eric

02:35 Unlocking the Power of 'Laddering' in Qualitative Analysis

08:50 5 WHYs, Case Study on the Cruiseliners Industry

12:52 Why Personas Don't Age

14:30 Content That Converts: The Art of Captivating Your Audience

19:39 Content - 80% Promotion, 20% Creation

21:50 BATCOM Model of Marketing

25:54 Content is Like a Magazine Of Your Company

28:12 Curate vs. Create: Navigating Content in the AI-Driven Era

31:44 Demand Generation is Not Lead Generation

38:30 Similarities Between Marketing & Entrepreneurship

44:01 Rapid Fire - Personally Speaking with Eric Holtzclaw

44:08 Connecting to Eric Holtzclaw

In the fast-paced world of marketing, the 80/20 rule, laddering, content creation, and lead versus demand generation are essential concepts. Effective marketing requires not only a solid strategy but also adaptability and a deep understanding of consumer motivations. By leveraging these principles and staying attuned to the ever-changing marketing landscape, you can craft compelling campaigns that resonate with your audience and drive business success.

Unlocking the Secrets of Laddering

Laddering is a technique used in qualitative market research to delve deeper into consumer motivations.It involves asking "why" repeatedly to uncover the root of consumer decisions. Laddering helps move beyond surface-level responses and exposes the underlying motivations. Don't settle for the first answer; keep digging to reveal the true driving factors.

The Art of Content That Converts

Creating content that converts is the ultimate goal for marketers.Conversion goes beyond engagement metrics like likes and shares; it's about driving action. Video-based content is a versatile format, as it can be repurposed into various other content types. Content should be adaptable, allowing you to use it in different channels.

Curation is becoming more critical in content creation. It's about finding and sharing valuable existing content, rather than creating everything from scratch.

Lead Generation vs. Demand Generation

Lead generation focuses on identifying potential customers and capturing their interest.

Demand generation concentrates on brand awareness and creating a need for your product or service.

B2B companies often need both lead and demand generation strategies.

The two approaches serve different purposes in the buyer's journey.Consumers may not be ready to buy immediately, but capturing their information allows for future engagement. Recognize that lead generation is the beginning of a longer relationship-building process.