Revenue Rehab EP 57 [Inbox Enlightenment: Transforming Old Advice into New Revenue]

This week our host, Brandi Starr, is joined by Jeffery Hassemer, Chief Marketing Officer at Adaptigent.

Jeff has over 20 years of experience helping organizations elevate their market position and reinvigorate their product development. He is a forward-thinking marketing executive and strategist who currently leads the marketing and product management teams at Adaptigent, a software company, where he helps companies bring their core systems to life through application integration.

Jeff holds a Bachelor of Arts in Economics and Business Management from Ripon College.  He has also earned certification in Successful Product Management and Pricing Strategies in a Competitive Environment from The Porter Institute and Defining the Strategic Leader from The Center for Creative Leadership.

Jeff is a prominent member of the Association of International Product Marketing and Management (AIPMM).

In this week’s episode of Revenue Rehab, on the couch Brandi and Jeff will tackle: Inbox Enlightenment: Transforming Old Advice into New Revenue.

Bullet Points of Key Topics + Chapter Markers:

• Topic #1 The Three Rs of Email Marketing [07:42] Jeff highlights that over the years, email marketing has somewhat deviated from its core principles, and he emphasizes that returning to these fundamental elements is the key to maximizing the effectiveness of email marketing efforts.  Use the three Rs: give a reason, keep it relevant, and reinforce the relationship.
• Topic #2 Email Marketing and the Connection to Revenue? [13:35] “Money flows in the direction of value”, says Jeff, so “we’re not going to ‘talk’ anybody unless we have something of value to give them”. That value can range from a discount, product, or information, but to be effective in converting email marketing to revenue, it must be something useful or valuable to your audience.
• Topic #3 Ensuring Your Email Marketing leads to Revenue [26:23] Jeff submits that it starts at the beginning; “there is no marketing funnel and sales funnel in our world. It's all one funnel” he says. If you want to be successful, then you create a program, ensure it’s done in conjunction with Sales and with a truly open feedback loop, he says.

So, What's the One Thing You Can Do Today?

Jeff’s ‘one thing’ is to start with the knowledge that “money flows in the direction of value”, and keep that top of mind, so that every time you interact with your customer, you’re giving value first. “The more you give”, says Jeff, “the more you get, without a doubt”.

Buzzword Banishment:

Jeffery’s Buzzword to Banish is ‘growth hacking’.  “I think it implies that marketing is an event”, he says, “But I think we all know, as marketers that marketing really is a long, long environment where we have to continue to be could create value for our customers over time to actually have a real impact on growth”.

Links:

Get in touch with Jeffery Hassemer on:

• LinkedIn
• Adaptigent

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About the Author

Brandi Starr is a true Modern Marketing Maven; she believes marketing magic happens at the intersection of strategy, creativity, and technology. As Chief Operating Officer at Tegrita Brandi helps companies of varying sizes to attract, convert, close, and retain customers using technology. Brandi is the Co-Author of CMO to CRO, The Revenue Takeover by The Next Generation Executive and the host of the Revenue Rehab podcast.

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