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Hard to Market

Hard to Market

Von: Podcast Chef
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 On Hard to Market, we discuss the challenges marketing nuanced products and services in the B2B space. Guests include marketing leaders in diverse industries that have products or services that are tricky to sell. Expect to hear success and horror stories from the marketing front-lines on the very next episode of Hard to Market.@2021 Podcast Chef Management & Leadership Marketing & Vertrieb Ökonomie
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  • Digital Marketing Convo with Luke Eccles

    Digital Marketing Convo with Luke Eccles
    Oct 28 2025
    Dive into the dynamic world of digital marketing with the self-taught maestro Luke Eccles on this episode of "Hard To Market Podcast". From the roots of social media marketing to the blossoming tree of AI integration, Luke shares insights on authentic content, niche marketing, and the beauty of learning through failure.Here are a few topics we’ll discuss on this episode of Hard to Market Podcast.Luke's journey from MySpace to SEOThe blend of IT and marketing expertiseLocalizing marketing strategies for impactContent with personality wins audiencesEmbracing AI while keeping it authenticResources:Red Bearded MarketingPodcast ChefConnect with Luke Eccles:LinkedInConnect with our host, Brian Mattocks:LinkedInEmailQuotables:08:30 - Luke: So one of the things I've really always pushed since I started was I would say I'm a unique individual.Brian: Why Luke? Why would you say that?Luke: Yeah. But I feel like everybody's unique. Everybody has like, their little quirks, their little things about their personality, and content is one of those things where when you get really good at doing your content, that personality starts to seep into it. And sometimes it makes it the best content because it's surrounded by your personality. So I think that's one of the things I've really honed in on and really pushed with my clients is what are you into what.06:20 - And most marketers are like, well, I can only really help you with this part, and like right here. Whereas, think of it like a spider web. I kind of understand, and I handle everything surrounding it. And I think that really plays off with the questions I ask my client. 'Cause when people come to me, they sometimes have an idea of what they need or they think they know, they know what they need. Sometimes they're right. Sometimes it's like the inkling of what they should know, but sometimes they think they need “A” and they actually need “F” You know, and I think having that diverse background of different services and different parts of the digital marketing field allow me to kind of say, okay, well yeah, like this is something that maybe we should, we should just do right now really quick. But like SEO is what you really need. 24:18 - Be prepared and be excited to fail. I think one of the things that we overlook when somebody screws up or fails is like, how do you learn usually by failing, usually by screwing up. And, that's, I mean, like I said, that's how I learned web design. It was a, you go in, how do I do this? Google, okay, is there a video for it? Watch the video. And then you do it, and sometimes you mess up. Sometimes you've had some bad customer interactions where, you know, maybe you weren't completely wrong, but you know, like, you know you messed up a little bit. Or like, there's something new that you didn't know about, and they get pissed that you didn't know that. And it's like, like again, like I said, there's no open source, streaming, saying like, all right, this is what's going on in our industry. This is how you do it. It's like you mess around and find out, and sometimes, you know, like you're gonna fail, and sometimes it's gonna be really bad. And how you rebound from that and how you learn from that. I think that really pushes right into that topic of how you expand, how you learn.22:05 - It's people that are looking at it as like a negative thing. Like, you, you can take that approach, but you're just gonna get steamrolled. And everybody's like, the people that learn how to use it for their industry are gonna exceed. They're gonna way beyond everybody else. That's not. So if your industry is using AI, learn it, it's two years from now, this is going to kind of be like the conversation. Like you remember in 2014 when like the older guys were like, yeah, I don't do that email stuff. I don't do that internet stuff. Where are they now?Brian: Yeah, yeah.Luke: You know, it's like, it's like the transition from radio to tv. It's just, it happened, and all those disc jockeys were done.19:54 - Luke: Ot's still the same principle. It's just that we were playing with a gun before, now we're playing with a nuclear, you know, a nuclear bomb. Right. You know, AI is, it's insane what we're gonna be able to do.Brian: So apart from the capacity side though, it's also flooding the sort of marketplace of ideas with content, and then differentiations harder and harder. Because again, just the volume of signal out there, you know, the volume of noise to signal is so, so much higher. Connect with our host, Brian Mattocks:LinkedInEmailSchedule a Free Podcast Consult
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    29 Min.
  • The Global Seller's Playbook: Amazon Success with Andrew Morgans

    The Global Seller's Playbook: Amazon Success with Andrew Morgans
    Jun 12 2024

    Dive into entrepreneurship across continents as we chat with Andrew Morgans, a marketing expert with a mission. From a childhood in Africa to pioneering Amazon’s selling space, Andrew’s tale is nothing short of inspiring. Tune in for a masterclass on building brands, adapting strategies, and connecting through commerce.


    Here are a few topics we’ll discuss on this episode of Hard to Market Podcast.


    • Born in Africa, raised by missionaries.
    • Dislike networking job, joined a startup.
    • Grew toy company sales by millions.
    • Top 10 world marketers on Upwork.
    • Pioneered services side of Amazon selling.


    Resources:

    • Marknology
    • Podcast Chef


    Connect with Andrew Morgans:

    • LinkedIn


    Connect with our host, Brian Mattocks:

    • LinkedIn
    • Email


    Quotables:

    • 15:38 - And so whenever they get clients and they're looking for a larger agency or a partner to do some of the other work or things like that, I've just spent a lot of time creating great relationships there. I feel like that's what I brought to the table outside of being kind of a, just a geek around this stuff was relationship building growing up that way. Growing up the way I grew up is like relationships are everything. It's kinda what I was taught and I just leaned on that. I didn't definitely, I knew zero entrepreneurs when I started this journey. I zoom, I knew zero business people when I started this journey.
    • 23:29 - I thought I knew yesterday, I don't know today, you know, we've had pandemics happen, we've had inflation happen, we've had new presidents, we've had all different types of stuff happening that just changes the temperature of your customers, the changes, the temperature of your buying platform and you have to be able to adjust and just, you know, try new things.
    • 21:52 - Whenever you're first learning out to market, you just think like through the lens of you, you know? And if that can help you in your first idea, maybe your second idea about, as you start adding hundreds of brands or projects that you're working on, you have to quickly realize that you are not the target market of all times. And you can't always think like you do. So take a step back. A lot of times when you're thinking about a project, if you're helping somebody else or doing your own, there's a big difference. Marketing number one, marketing number two, keep it fresh and don't get stale.
    • 13:37 - It's been a great way to grow and market my business and it's changed, it's pushed me to do podcasting and things like that as well as, you know, learning B2B marketing or B2B message is different than being amazing at Google PPC or Amazon ads or, you know, whatever it is. it's been iterations of websites. It's been tons of partner networking.
    • 06:11 - There’s more voices out there in the business community saying this is the truth. This is what you should be doing, this is the future of business. This is e-commerce. Amazon is not going anywhere. Amazon can make you have a profitable business. You can tell your brand story on Amazon. Amazon isn't just gonna cannibalize your website.

    Connect with our host, Brian Mattocks:

    • LinkedIn
    • Email
    • Schedule a Free Podcast Consult
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    26 Min.
  • Mastering Influencer Marketing: Glewee's Dynamic Approach

    Mastering Influencer Marketing: Glewee's Dynamic Approach
    May 22 2024
    Dive into the influencer cosmos as Christian Brown unpacks Glewee's journey, a platform marrying creativity with commerce. Discover the art of attracting creators, working with brands, and the potent strategy that skyrocketed their user base by 900%. Tune in for a reveal of the top marketing lessons from Glewee's playbook!Here are a few topics we’ll discuss on this episode of Hard to Market Podcast.Strategy for a dual-sided market.Achieving success with tailored outreach.Enhancing creator engagement through gamification.Maintaining equilibrium between influencers & brands.Scaling mass reach without payment barriers.Resources:GleweePodcast ChefConnect with Christian Brown:LinkedInConnect with our host, Brian Mattocks:LinkedInEmailQuotables:22:14 - My next thing is be very true to who you are and what your team is. We've learned this quite a long ways down the road is that brands want to come to us, not only because we have a social media platform, but because we know social media and us as a founding team and as a team of mentors and leaders within our company, what we preach and what we speak to our brands and to our users is what we want the best for everybody. And so I think that there's such genuine intent with what we do.03:11 - So with the double-sided marketplace, when we once had this platform ID on sticky notes, prelaunch, pre-beta, pre-anything, we thought with the question how are we gonna crack the chicken and egg? And we thought about it and we said, well we were 22 and 21 at the time when we first launched the platform. And we said, well let's leverage what we have. We have our network, we've worked with hundreds of creators already and we understand what creators and influencers want out of a platform. They want to be able to track their stats, they want to be able to see how much money they can make, they wanna apply for more campaigns and they wanna work with more brands to create these posts and get paid. 18:51 - I think what it was, was the interest in activity on site. And so we have our platform that we obviously have our website and we call it the mother site. And we were getting so much activity on site and so many different clicks and views to our education guides, YouTube videos and that world around like what Glewee means from an influencer marketing perspective. That to us, the only way to actually count that as what we would think is like part one of a conversion is getting them into a demo form. And these brands, these businesses, these social media marketers, these startup founders were saying, I want to do a demo.11:04 - In the middle, there's agencies that do this on behalf of clients that really have their own tech to power it in the backend. So not true SaaS. And then at the bottom was not many true SaaS platforms. And so we looked at it and we said, well we can play in the legacy brand landscape and the very competitive market where competition has teams of fifty to a hundred BDRs SDRs AEs built out with their sales program. And we tried to emulate something like that and it was one of the greatest learning experiences ever because that was definitely the first time that we were uber-challenged and nearly truly stumped in acquisition. And so with that, we went from just getting people interested in our platform to very quickly having to set up our CRM.06:42 - Brian: And for folks listening that have an environment where you have the chance to screen your clients in that way, I think that's a really powerful strategy. What are the drawbacks of that though? Are there any, are there any issues with hitting that many people in and then telling them they have to apply? How is that working?Christian: Yeah, as a marketer I think I've learned an immense amount through this program in specific, 'cause they most definitely don't teach you this at the university level, how to actually build these email programs, how to execute at mass scale, how to identify not only your market but qualifications within the market. 'cause yeah, we want creators and influencers to join our platform, but there's a benchmark that they need to hit. There have been a bunch of drawbacks, you know, ebbs and flows. We've seen tons and tons and tons of creators that respond back or even just reach out to us Connect with our host, Brian Mattocks:LinkedInEmailSchedule a Free Podcast Consult
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    26 Min.
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