The People of Digital Marketing

Filippo manages marketing for StashAway, the leading digital wealth manager in South-East Asia. He is responsible for all marketing and growth channels with the goal of empowering people to accumulate and manage wealth for the long-term. Before StashAway, he co-founded a successful creative agency in Italy. Additionally, he lectures at universities and hosts seminars on brand positioning, promotional strategies, and effective communication. In this episode, we talk about why he shifted from agency-life to working on the product side of marketing, the challenges that come from marketing in the financial technology space, considerations to think about when marketing in the APAC region, growth loops, what it takes to become a CMO, and more. Connect with Filippo at: https://www.linkedin.com/in/filippostefanelli/ Educational resources that were mentioned in this episode: Andrew Chen’s growth hacking newsletter Lenny Rachitsky’s product marketing and growth newsletter Brain Balfour's growth, strategy and user acquisition blog The Reforge career accelerator program  Seth Godin’s altMBA

“I write to find out what I know and what I don’t know, like writing is thinking to me.” Eric Jorgenson is a startup growth guy and writer. He is on the founding team of Zaarly, and has been publishing online since 2014. His business blog, Evergreen, has educated and entertained over a million readers. Eric is on a quest to create (and eat) the perfect sandwich. He tweets at @ericjorgenson and publishes new pieces and projects on ejorgenson.com. And he is also the author of The Almanack of Naval Ravikant: A guide to wealth and happiness. Get a copy of Eric’s book here: https://www.navalmanack.com/ Connect with Eric at: https://www.ejorgenson.com/ Find him on Twitter: https://twitter.com/EricJorgenson/ Read Eric’s business blog: https://medium.com/evergreen-business-weekly/ Other books mentioned by Eric: Ogilvy on Advertising by David Ogilvy Scientific Advertising by Claude Hopkins The Jobs-to-be-Done Handbook: Practical techniques for improving your application of Jobs-to-be-Done by Chris Spiek and Bob Moesta Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress by Bob Moesta The essential list of books written by Clayton M. Christensen Poor Charlie's Almanack: The Wit and Wisdom of Charles T Munger Principles: Life and Work by Ray Dalio Other blogs mentioned by Eric: Startup world essays by Paul Graham (my personal favorite and one that I’ve read several times is called “Wealth”) Venture Hacks, Naval Ravikant’s Blog 25iq by Tren Griffin Wait But Why

“People buy what they remember.” Jerry Louis is a seasoned marketer with 6 years of experience and he is currently a senior creative at The SpringHill Company. As a copywriter, he has worked with several amazing clients—Jordan, Sprite, FOX Sports, McDonald's, Pepsi, and Best Buy to name a few. Additionally, he is also a fellow alum of the city college of new york and a good friend of mine. In this episode, we talk about the fundamentals of copywriting, the purpose of advertising, how to harness your creative energy, how to get into a copywriting career, books that can help you with your writing, and more. Jerry’s work portfolio: https://www.jerryrlouis.com/ Jerry’s LinkedIn: https://www.linkedin.com/in/jrlouis/ Jerry’s Instagram: https://www.instagram.com/j.r.louis/ Books he mentioned to get better at copywriting and advertising: The Advertising Concept Book: Think Now, Design Later by Pete Barry Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads by Luke Sullivan Junior: Writing Your Way Ahead In Advertising Kindle Edition by Thomas Kemeny If you have a specific request for future episodes, please contact me at: www.kennysoto.com/contact/

Damon Burton is the owner of an international search engine marketing company, SEO National. After founding the company 14 years ago, he has worked with NBA teams, Inc 5000 companies, and Shark Tank featured businesses. As a search engine marketing expert, Damon writes for Forbes, has been featured in Entrepreneur Magazine, BuzzFeed, and USA Weekly. He is also the author of the book Outrank: Your Guide to Making More Online by Showing Up Higher on Search Engines and Outranking Your Competition. In this episode, we talk about how he got into marketing, his experience as the owner of an SEO company, the usefulness and advantages of SEO, how to hire an SEO agency, his process for implementing an SEO strategy, and much more. Damon’s LinkedIn: https://www.linkedin.com/in/damonburton/ Damon’s Website: https://www.damonburton.com/ Damon’s SEO book: https://www.freeseobook.com/ His company: SEONational.com/ Other books he’s mentioned: The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It by Michael E. Gerber The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich by Tim Ferriss His recommended resource for SEO beginners:  www.Moz.com/ SEO tools mentioned in the podcast: SEO Power Suite, SEO spyglass, and site-auditor tool from Link-assistant.com Webmeup.com for backlink auditing SEOprofiler.org Ahrefs.com Content creation tools mentioned: Grammarly.com Hemingwayapp.com

“When you think of it the AI is just another intermediary that a marketer has at their disposal…” Martin Waxman is a LinkedIn Learning Instructor and he is a social media and digital strategy adjunct prof. Although his roots are in PR and the creative arts, Martin also conducts AI research. He is also the co-host of the Inside PR podcast, a past-chair of PRSA Counselors Academy, and a past-president of CPRS Toronto. Lastly, Martin is a published novelist and storyteller, the founder of three agencies, and an ex-journalist and ad copywriter. In this episode, we talk about Martin’s professional background, how marketing has changed throughout the decades, how his AI research helps his marketing, what he recommends marketers should be learning to prepare for the future, and more. LinkedIn Learning free Digital Marketing Certificate/Learning Path: https://opportunity.linkedin.com/skills-for-in-demand-jobs Martin’s Master's Thesis (at the top of the blog post summarizing it, you'll find a link to a PDF of the paper). Subscribe to his Digital Marketing Trends newsletter. Book on AI that Martin mentioned: You Look Like a Thing and I Love You: How Artificial Intelligence Works and Why It's Making the World a Weirder Place by Janelle Shane Connect with Martin on Twitter, LinkedIn, and at www.MartinWaxman.com. Connect with me at: KennySoto.com Send requests for specific topics to be covered to my Instagram!

Brian Honigman is a marketing consultant helping NGOs, media brands, and tech companies succeed with their strategy around digital marketing, content marketing, and social media. Brian is also an adjunct professor at New York University's School of Professional Studies, an instructor at Skillshare and LinkedIn Learning, and a contributor to the Wall Street Journal, Forbes, and the Next Web. Named a "digital marketing expert" by Entrepreneur.com and a "top social media pro" by Social Media Examiner, Brian delivers strategic consulting, coaching, and training for marketers and leaders at the United Nations, the Weather Company, Medium, Asana, NATO, People Magazine, Taboola, Sprout Social, Percolate, Wix, Adobe and others. We go over what it means to be a marketing consultant and how people get started on launching this often under-appreciated career path. This episode is a personal favorite of mine and I hope you enjoy listening to this episode as much as I enjoyed interviewing Brian. Connect with Brian at: BrianHonigman.com Connect with me at: KennySoto.com

Lindsay Peragine is a business coach and marketing specialist that is particularly obsessed with Pinterest. She is the owner of the digital marketing agency, Key Lime Media, host of the Caffeinate & Create podcast, and the founder of the Chaos to Clarity Accelerator, where she helps take overwhelmed entrepreneurs from confused to crushing it with simplified, profitable offers and a killer marketing plan in 90 days! She confesses that she is a lover of coffee and good books, with a weakness for ice cream. As a wife and mom to two little ones, her passion is to help other female entrepreneurs grow their businesses without feeling overwhelmed, no matter what season of life they are in! In this episode we talked about all things Pinterest marketing! If you have a Pinterest account for your business or are thinking of using the platform for promoting your products or services, definitely check this episode out! Connect with Lindsay at: https://www.lindsayperagine.com/ Her Pinterest Calendar tool: https://bit.ly/2XbcIkk Her Pinterest: https://www.pinterest.com/LindsayPeragine/ Her Instagram: https://www.instagram.com/lindsayperagine/ Her Facebook: https://www.facebook.com/LindsayPeragine/ And here’s a link to Tailwind, the Pinterest scheduling tool Lindsay uses: http://bit.ly/2QaRvAv Connect with me at: KennySoto.com

“Do things that you have no idea how to do because that is what’s going to make you into an asset in the future.” Stacy is a creative director at First Tech Fund, a non-profit dedicated to supporting NYC students from low income and underserved backgrounds, to ensure they have access to technology that will empower them to close the rampant digital divide gap. She also worked at VaynerMedia and M Booth, serving clients like Google, NIVEA, Lime-A-Rita, Johnson & Johnson's, and more. If you’re looking to learn more about marketing, graphic design, and what it means to be a high-performance creative, this episode is for you! We talked about how she got started in marketing, with her first professional gig being at VaynerMedia, the best practices for working in an agency-setting, how she keeps her creative design skills in tip-top shape, and more. Connect with Stacy at: http://stacymagallon.com Her Twitter: https://twitter.com/stacymagallon Her Instagram: https://www.instagram.com/magallonofmilk/ Her LinkedIn: https://www.linkedin.com/in/stacy-angela-magallon-957011104/ Connect with me at: www.KennySoto.com

“A funnel in essence is just a very simple way for people to get to know you.” - Liz Scully In today’s episode I am interviewing Liz Scully. Emmy award winning Liz Scully is a strategist that believes business should be ridiculously fun as well as highly effective. She runs Mastermind groups for herself and other well known coaches. She also trains coaches to run effective Masterminds. Bringing skills from over 20 years working on big Hollywood films, she helps brilliant minds achieve more together rather than alone. She's Irish, nomadic, and as confused as everyone else as to why she has an English accent. We talk about what a mastermind group is, what types of businesses benefit the most from mastermind groups, and how to promote them. You can connect with Liz at: www.rethinkcentral.com/kenny She also has a Facebook group for anyone who wants to learn more about MasterMind Groups: Masterminds for Fun and Profit - https://www.facebook.com/groups/MastermindForFunAndProfit

“There’s a difference between having a resource and being resourceful.” - Matt Lebris Matt LeBris is a born and raised NY'er who inevitably caught the hustler's spirit that fills his hometown streets. After working with Daymond John of Shark Tank for 3 years, Matt launched his own podcast, Decoding Success, and an NYC-based branding agency, 1B Branding. On the Decoding Success Podcast, Matt has been able to interview amazing guests like Grant Cardone, Dean Graziosi, Nicole Lapin, Dan Lok, and more. In this episode, we go over how Matt pitches to big-name guests, his definition of personal branding, how he got the opportunity to work for Daymond John for three years, and more. This is definitely my favorite interview to date and I hope you get as much value from it as I did! Connect with Matt at: Mattlebris.com