Recognizing Audience Shifts, Winners and Losers

Pipeline Podcast, (E3/S1)

This edition of Pipeline (E3-S1) Glenis and Dave discuss audience shifts over the years that resulted in winners and losers and what businesses can learn from these examples.

Check out the Video Podcast on YouTube.


 this Pipeline Podcast, Episode 3 “Recognizing Audience Shifts, Winners and Losers,” Glenis and Dave discuss various topics related to marketing and audience behavior. They highlight the shift from traditional advertising on television stations to streaming devices and platforms like YouTube.

They also discuss the challenges of finding reliable information when researching a purchase and the benefits of outsourcing video production. Glenis and Dave emphasize the importance of understanding audience needs and preferences, bridging the gap between marketing and sales, and providing channel partners with valuable information.

They stress the significance of staying ahead of trends, being consistent in reaching the desired audience, and thinking outside the box for customer engagement. They also touch on the benefits of outsourcing inside sales services and the importance of using platforms like YouTube and social media to reach a wider audience. They highlight the need for creativity and differentiation in marketing strategies and the importance of understanding customer needs and providing valuable solutions.


In this section, Glenis discusses the traditional process of advertising at a television station, where marketing teams would crunch numbers and create presentations to show potential clients. There were separate teams for creating ads, producing videos, and editing them. Glenis’ role was to determine where the ads should be placed based on the client’s budget and desired reach. However, if multiple brands wanted to advertise on the same show, ad trafficking became a challenge. Glenis also mentions the shift towards streaming devices and cutting the cord, which has opened up new avenues for advertising. NBC, for example, now has Peacock TV for streaming, while local channels are also exploring OTT (over the top) advertising.


In this section, Glenis and Dave discuss the shift in audience behavior from cable TV to streaming devices and platforms like YouTube. They highlight the rapid growth of YouTube and the importance of paying attention to where people are consuming content. They also mention the rise of audio podcasts and the emerging trend of video podcasts. They emphasize the need to create quality content that reflects well on platforms like YouTube and criticize marketing podcasts that offer advice on content creation without actually showcasing their own content.


In this section, the speakers discuss the challenges of finding reliable information and guidance when it comes to purchasing camera equipment for creating video content. They highlight the lack of detailed instructions and specifications provided by manufacturers, as well as the abundance of YouTubers who simply recommend products without offering practical advice on how to use them effectively. The speakers emphasize the importance of understanding not only the technical aspects of cameras and lighting, but also the need for a team of experts to handle different aspects of video production. They suggest that companies should invest in video content due to its effectiveness, but also acknowledge the complexities involved and the potential need for outsourcing.


In this section, Glenis and Dave discuss the challenges and drawbacks of creating video content in-house. They highlight the time-intensive nature of scripting, shooting, editing, and the need for specialized software and equipment. They also emphasize the importance of consistency and the significant costs associated with producing and storing high-quality videos. The speaker suggests that outsourcing video production is a more practical and cost-effective option, as it allows companies to access professional equipment and expertise without the need for extensive investment. They also stress the importance of providing detailed information to customers, beyond just basic advertisements, to help them through the buying cycle. They conclude by highlighting the need for third-party perspectives to provide unbiased insights about a brand or product.


In this section, the speakers discuss the importance of understanding the needs and preferences of different audience segments in various industries. They use the example of buying a camera to illustrate that there is no one-size-fits-all solution for every situation. They emphasize the need for compatibility and integration with existing products and highlight the challenge faced by manufacturers and B2B companies with channel partners. Glenis and Dave also mention the importance of providing engaging and informative education to channel partners, rather than relying on webinars or marketing emails that often go unread. They suggest finding creative ways to deliver information in a way that is easily digestible and relevant to the partners’ specific needs and preferences.


In this section, they discuss the importance of bridging the gap between marketing and sales in order to effectively market a company in the digital sphere. They emphasize the need to move away from outdated methods and instead focus on using video and other innovative approaches. Dave believes that a true partnership with channel partners involves understanding their needs and providing them with valuable insights. They highlight the importance of differentiating oneself in the market and providing customers with products that offer clear benefits over competing options. By educating customers and demonstrating the value of a new product, salespeople can win business and drive success for their company.


In this section, Dave discusses the importance of providing channel partners with the necessary information to be successful. By arming them with the right knowledge, partners are more likely to move away from legacy partnerships and embrace new opportunities. Dave emphasizes the value of engaging channel partners to increase business growth and reach a wider audience. Glenis and Dave mention that the approach should be inbound rather than constant pestering, focusing on providing valuable information to help partners succeed. Additionally, they touch on the significance of paying attention to trends and not waiting on the sidelines to see what happens. Glenis gives the example of online purchasing, where companies that recognized its potential early on were able to capitalize on the growing trend while others were left behind.


In this section, Glenis discusses the impressive growth of Zappos, highlighting their revenue numbers over the years. Starting with 1.6 million in their first year, Zappos quickly saw exponential growth, with revenues of 8.6 million and 170 million in the following years. This success ultimately led to Amazon acquiring Zappos for a whopping 1.2 billion dollars. Glenis then contrasts this with another unnamed company that missed the opportunity to go online until 2003, showcasing the importance of recognizing audience shifts and trends. The conversation shifts to the importance of staying ahead of the curve and being the first to embrace new technologies and platforms where the audience is moving. Dave emphasizes the fluidity of business and the need to adapt to the changing landscape. They also discuss the value of creating consistent, well-produced video content for clients and properly placing it in front of the consuming audience.


In this section, Glenis and Dave discuss the importance of consistency in reaching the desired audience and getting information out through third-party sources rather than just the brand itself. They emphasize the need to think outside the box and find new ways to engage with customers, moving away from traditional methods like magazines or in-person events. They also mention the importance of helping clients by providing pre and post-sales support, as well as converting products into video formats for better presentation. They stress the need for actions that align with the customer-centric messaging often seen on websites, highlighting the value of genuinely helping channel partners and customers. Overall, Glenis and Dave believe that adopting new approaches and focusing on customer needs will be more effective and enjoyable.


In this section, Dave discusses the benefits of outsourcing inside sales services rather than hiring in-house employees. He highlights the cost and scalability advantages of outsourcing, as well as the importance of business continuity and having separate locations for operations. Dave also suggests outsourcing the management of inside sales people and focusing on channel development reps to provide better support for channel partners. He compares this to the efficiency of using managed services like Office 365 or Google Suite, emphasizing the advantages of outsourcing certain business processes.


In this section, Glenis and Dave discuss the importance of finding someone who understands the industry and can effectively educate customers. Glenis highlights the role of video, particularly on YouTube, as a powerful search engine that can help businesses reach a wider audience. Glenis and Dave also mention the significance of platforms like LinkedIn, Instagram, Facebook, X, and TikTok in expanding brand visibility. They emphasize the need for marketing to speed up the buying process through research and providing context for potential customers. They mention the increase in podcast listeners and the convenience of audio content for multitasking. Overall, Glenis and Dave underscore the importance of adapting to changing trends and using various platforms to reach and engage with customers.


In this section, Dave discusses the challenges faced by marketers during layoffs and emphasizes the importance of creativity and differentiation in marketing strategies. Glenis suggests that marketers should focus on understanding the needs of their customers and providing them with valuable information and solutions. They criticize the use of generic templates and urges marketers to tell a story or highlight the unique value of their products and companies. By doing so, marketers can better demonstrate their value and contribute to revenue growth. They stress the importance of differentiation and avoiding comparisons with other companies, as it can lead to failure. They conclude by highlighting the need for marketers to focus on specific target markets and have a well-defined strategy to drive product sales.

Thank you for reading.

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