Social Selling and Personal Brand Building with Tracy Wehringer

{"blocks":[{"key":"EGqGr","text":"Journey to Becoming a Marketing Leader","type":"unstyled","depth":0,"inlineStyleRanges":[{"offset":0,"length":38,"style":"BOLD"},{"offset":0,"length":38,"style":"fontSize_20"}],"entityRanges":[],"data":{}},{"key":"165wq","text":"Tracy Wehringer shares her journey from witnessing the dawn of the internet to now being in the world of AI as a marketing leader. With a career spanning over 25 years, Wehringer has worked with well-known companies like American Express, NCR and OpenText, focusing largely on midsize companies. Recognizing the importance of keeping up with technology, she stresses the importance of integrating marketing, sales, and incorporating tech like Salesforce into the marketing landscape. Her forward-thinking, data-driven approach to marketing emphasizes on tying every dollar spent to a return on investment. Besides the indispensable use of technology, Wehringer emphasizes the role of trust and authenticity in brand building. With a focus on velocity in the current market, leveraging a company's brand in order to create customer awareness and closed sales is her current mantra. The use of different marketing platforms and content types (such as podcasts and videos) is also key. At the same time, she notes the importance of transitioning from acquisition to expansion, looking beyond established marketing channels to engage with customers, and turning them into brand amplifiers.","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}},{"key":"Sb7sK","text":"","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}},{"key":"EmL9C","text":"Social Selling: Platforms and Key Metrics","type":"unstyled","depth":0,"inlineStyleRanges":[{"offset":0,"length":41,"style":"BOLD"},{"offset":0,"length":41,"style":"fontSize_20"}],"entityRanges":[],"data":{}},{"key":"hEZcZ","text":"In the section on Social Selling: Platforms and Key Metrics, a discussion was led by Arjun Sundararajan and Tracy Wehringer discussing the value of personal relationships and active conversation even in social network connections. Tracy Wehringer, in particular, emphasized the importance of investing a significant amount of personal involvement with her over 10,000 followers, taking the time to get to know them and assist in their progression. Tracy provides insights into her personal brand, the transformation of her personal brand, and her belief in the value of content. In the discussion, the importance of tools for thought leadership and influence such as LinkedIn, Substack, and expanding readership with high-quality content was highlighted. Tracy also brought forth the importance of using video as a primary tool for storytelling and promoting the brand. The idea of AI's age and its role in content marketing was also touched upon. The discussion was essentially founded on the fact that the go-to-market strategy must be thought of not as a transactional process but a personal and engaging initiative for every startup founder.","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}},{"key":"HlSSc","text":"","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}},{"key":"Tr0rO","text":"Building Your Brand: Audience and Tone","type":"unstyled","depth":0,"inlineStyleRanges":[{"offset":0,"length":38,"style":"BOLD"},{"offset":0,"length":38,"style":"fontSize_20"}],"entityRanges":[],"data":{}},{"key":"UqQv0","text":"Arjun Sundararajan engages in an intriguing conversation about building personal brands and selecting an audience and tone for content creation, majorly focusing on LinkedIn. Arjun then introduces Tracy Wehringer, an early adopter of LinkedIn who shares her journey of utilizing the network to amplify her thought leadership around data driven marketing and create her personal brand. Aiming to inspire her audience with her insights, Tracy expresses her passion for writing on key performance indicators and marketing. She links the effectiveness of marketing endeavors to the survival of CMOs in the companies they work, stating that they usually get cut when sales are struggling. Tracy shares her experience using Salesforce's Pardot, which played a significant part in her responsibility of growing a net new revenue by 73%. She reveals the secret to her achievement as the harmonious integration of tech and a comprehensive understanding of the buyer's journey. She also recalls her time as a writer for Forbes Magazine. Despite having other engagements that limited her time, Tracy manages to strike a balance between educating herself about emerging trends and producing insightful content for her audience. Tracy's revelations promote the importance of a balance of education, personal growth, and content creation. The discussion reveals the emphasis placed on authenticity and education in the domain of startup, go to market strategy, influence, and thought leadership.","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}},{"key":"hNB9k","text":"","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}},{"key":"FuVf4","text":"Content Creation: Habits and Routines","type":"unstyled","depth":0,"inlineStyleRanges":[{"offset":0,"length":37,"style":"BOLD"},{"offset":0,"length":37,"style":"fontSize_20"}],"entityRanges":[],"data":{}},{"key":"6Xo1K","text":"Arjun Sundararajan asked Tracy Wehringer about her content creation process and how she manages to build her personal brand despite her busy schedule. The key to Wehringer's process is consistency and planning ahead, with Sunday set aside as the day to outline ideas and topics for the coming weeks. This planning stage is influenced by newsletters, trending topics, hashtags on various platforms, and other thought leaders' ideas. To ensure authenticity, Wehringer says she also incorporates quotes and insights from these resources, while adapting them to resonate with her audience. Some of her content, like a 90-day plan for a newly appointed CMO, has been particularly well-received. Wehringer also emphasizes the need for regular content review to understand overall engagement and identify potential areas of improvement or expansion. She also highlighted that being data-driven helps her sharpen the focus and effectiveness of her content.","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}},{"key":"fsUPz","text":"","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}},{"key":"P1GoT","text":"Tips for Building a Personal Brand","type":"unstyled","depth":0,"inlineStyleRanges":[{"offset":0,"length":34,"style":"BOLD"},{"offset":0,"length":34,"style":"fontSize_20"}],"entityRanges":[],"data":{}},{"key":"f9u22","text":"Tracy Wehringer shared some tips for individuals starting out in building their personal brand, especially on a platform like LinkedIn. She suggests maintaining consistency in terms of the frequency and design of content. Understanding the target audience is also vital, but Wehringer notes that it's also normal to be flexible and pivot as one gains better understanding of their audience. Providing value through content is crucial, and it helps to consider whether the content one puts forth is disruptive, relevant, and impactful. Adjusting the brand's strategy based on feedback is also beneficial and contributes to the overall growth and influence of a personal brand. Arjun Sundararajan, who is also a founder and startup thought leader, agrees that such insights are helpful for those aiming to establish their own personal brand.","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}},{"key":"JQGkw","text":"","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}},{"key":"ckZog","text":"Open Discussion","type":"unstyled","depth":0,"inlineStyleRanges":[{"offset":0,"length":15,"style":"BOLD"},{"offset":0,"length":15,"style":"fontSize_20"}],"entityRanges":[],"data":{}},{"key":"9CDyv","text":"In the open discussion section, Arjun Sundararajan thanked Tracy Wehringer for her time and insights. The conversation wrapped up on a positive note, demonstrating the importance of thought leadership and candid discussions in startup and go-to-market strategies. Overall, the discussion emphasized the importance of regular content creation, understanding the audience, and the flexibility in approach when building a personal brand.","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}},{"key":"ETEA3","text":"","type":"unstyled","depth":0,"inlineStyleRanges":[],"entityRanges":[],"data":{}}],"entityMap":{}}