Google Partners

Google Partners Podcast

Podcasts for Agencies by Google Partners. Hear from leading experts in digital marketing and pick up skills as they share insights on Google products, agency life, digital advertising, and business.

#42 - All About Sales: Working the 80/20, with Perry Marshall
There’s no business without sales, so it’s no wonder that selling is of continuous interest to agencies and consultancies. It’s hard work, and as much as you learn, there’s always another layer of subtlety and expertise you can develop. The Google Partners Podcast now kicks off a mini-series of episodes that dive into different aspects of sales. You’ll hear ideas, insights and resources you can use to get better at pursuing the kinds of clients and contracts you want. We start by looking into the general r...

#41 - 5 Steps to Strategic Copywriting, with Joanna Wiebe
Recent episodes of our podcast have talked about positioning, seasonality, landing pages, and digital assistants. With the complexity and fast-paced evolution of many topics in marketing, it’s easy to forget that so much of what we do all comes down to words. There’s a lot riding on our ability to find the right message at the right time for any audience we’re reaching. If we’re going to succeed, we need to create or curate copy that sparkles, engages, convinces—and converts. The good news is that like ma...

#40 - Voice Assistance: The New Frontier for Brands, with Wally Brill
Twenty-five years ago, it was websites. Twelve years ago, it was mobile. Today, it’s voice assistance. By 2022, voice commerce sales are expected to top $45B in the US and UK, and even today 72% of people with voice-activated speakers use them as part of their daily routine. Clearly, if you’re in the digital agency space, you need to understand voice user interfaces (VUIs) and get yourself in front of the trend. Wally Brill, Head of Conversation Design Advocacy & Education for the Google Assistant, is a p...


#39 - Getting the Most Out of Seasonality, with Hana Abaza
Since we’re nearing the holiday season and the annual retail apex of Black Friday/Cyber Monday, the Google Partners Podcast brings you an early holiday treat. Hana Abaza, Head of Marketing at Shopify Plus, shares insights about seasonal campaigns and campaign strategies as well as year-round wisdom for effective positioning whether you’re a digital agency or a marketer in the B2B or B2C space. A featured speaker at conferences about tech, startups and marketing, Hana is passionate about strategy and helpin...

#38 - Are You Leaving Money on the Table? with Robin Waite
The conversation about pricing can be a dicey one. Not only because what businesses charge is proprietary, but also because methods of pricing can vary quite a bit. Some have buttoned down processes that track expenses, calculate hourly rates, and arrive at a margin. Others go mainly on instinct or observations of what other companies are doing. But if marketers avoid looking closely at their pricing, do they run the risk of losing money? What are the gains of pricing more strategically? Pricing really com...

#37 - Grow Sales and Margins Through Positioning, with April Dunford
Whether we sell services, products or ideas, the first thing we need to do is find and understand our audience. Because no matter how effective we may be at communicating our value proposition and connecting to a need, we’re not going to see the results we want if we’re talking to the wrong people—or talking about our offering in the wrong way. Positioning is about defining your market and your relationship to it. So you can see why it’s a necessary process before effective marketing can happen. The challen...


#36 - Wisdom from a Millennial Leader, with Brian Wong
Entrepreneurs today can get a lot of inspiration from reading books by people like Dale Carnegie, Barbara Corcoran, Guy Kawasaki, Richard Branson—people who achieved exceptional things over the course of their lives. But for the generation now at the start of their careers, few figures could be as interesting as Brian Wong. At 27, has has already pioneered a category-defining rewards network that’s redefining mobile advertising. And he has amassed a level of savvy far beyond his years. In this episode, Bri...

#35 - Building your market, one landing page at a time, with Oli Gardner
For anyone even thinking about building and testing landing pages, Unbounce is an essential tool and the platform that almost single-handedly created the field. Oli Gardner, the company’s co-founder, travels the world speaking and evangelizing about the importance of the landing page experience in marketing. He’s taken a hard look at more landing pages than anyone on the planet, and he’s obsessed with identifying and reversing bad practices. His rants against marketers who send campaign-specific traffic to ...

#34 - Managing Through Market Cycles, with Ben West
Building a business is hard, particularly when growing revenue depends on the staff needed to recognize that revenue. When growth is fundamentally tied to scale—as it is in service-based businesses—market cycles and other factors can create serious challenges. For instance, what happens when your enterprise becomes the hot commodity? How do you manage through meteoric growth without compromising quality? And when revenue drops, how do you protect morale and preserve the company’s culture through the hard ch...


#33 - Innovation in Action, with Michelle Greenwald
Big or small, regardless of industry or sector, most if not all organizations would say that they’re interested in innovation. But what does that actually mean, and how can individuals and companies innovate in ways that create value? Can we take a vague, overworked buzzword like innovation and make it practical? Enter Michelle Greenwald, CEO of Inventours. She has transformed herself and her career by making innovation more than just something to talk about. Now she shares strategically tactical steps, pe...

#32 - How Google Markets Google, with Fab Dolan
Google’s marketing machine is truly massive, operating across a huge range of fronts at an incredible scale. They not only use but also pioneer analytical tools that enable them to work in groundbreaking ways to reach audiences in the “moments that matter.” In this episode, Fab Dolan, Head of Google Marketing in Canada, pulls back the curtain and shares insights into how Google runs its marketing. And he ties what Google does to strategically tactical steps that companies with a fraction of the budget and...

#31 - Fueling an Innovation Engine, with Frederik G. Pferdt
Google has a well deserved reputation for being an innovative organization, and that’s by design. Because while it’s a popular buzzword, innovation as an enterprise-level priority really does make a difference in a company’s capacity to adapt, grow and thrive. That’s why Google does so much to foster creativity. It informs who they hire, how they acculturate employees, how they design workspaces, how employees collaborate, and so on. We’re excited to have as our guest Frederik G. Pferdt, Google’s Chief Inn...


#30 - Mindfulness in the Business World, with Ben Feder
Ask just about anyone how they’re doing, and an all-too-common answer is “busy.” Being busy—or too busy—seems like the normal state of things. Maybe that’s why mindfulness is becoming a more predominant subject in our culture as a response to the high levels of stress so many of us face in our professional lives. If we aren’t giving attention to our personal state and to our close relationships, our lives can fall apart regardless of how successful we are at work. This episode sheds light on how mindfulne...

#29 - The Power of Personality, with Jean Lin
Is there a mindset that engenders success as an entrepreneur and a leader? Certainly the right combination of beliefs and aptitudes emerges from our upbringing, our background, our culture and so on. But the power of personality also comes from what we tell ourselves, the ideals we adhere to and the experiences we seek out. Jean Lin, a powerhouse in the world of digital marketing, shares five potent ideas that have led her toward the success and recognition she continues to achieve. If you’d like a mantra...

#28 - Conquering Limiting Beliefs, with Karen Brown
For Karen Brown, it started with the audacious goal of competing in the Ironman World Championship. An active recreational athlete, she nevertheless held herself back from that big dream for many years. Finally, she dove deep into the study and psychology of limiting beliefs—and conquered her own. She competed in the IWC in 2012, only two years after concretely deciding to pursue that goal. In this episode, Karen talks about five essential ways to get beyond limiting beliefs, starting with recognizing the...


#27 - Effective Inbound Marketing, with Marcus Sheridan (Part 2)
Many companies sense the value of inbound marketing and use it to some degree. But beyond simply posting articles, keeping up an obligatory blog, or investing more in SEO, what can we do to build real trust and grow business? Marcus Sheridan, author of one of the definitive books on the subject, They Ask, You Answer, is generous with concrete, practical ideas on how to use inbound marketing to drive growth. In fact, his advice is so useful and plentiful, we split his interview into two parts. Guest - Mar...

#27 - Effective Inbound Marketing, with Marcus Sheridan (Part 1)
Many companies sense the value of inbound marketing and use it to some degree. But beyond simply posting articles, keeping up an obligatory blog, or investing more in SEO, what can we do to build real trust and grow business? Marcus Sheridan, author of one of the definitive books on the subject, They Ask, You Answer, is generous with concrete, practical ideas on how to use inbound marketing to drive growth. In fact, his advice is so useful and plentiful, we split his interview into two parts. Tune in to l...

#26 - Marketing with Podcasts, with John Wall
Many are getting into the podcast game in order to connect with an interested audience and build a brand. But creating a successful podcast is a lot more complicated than buying a couple of microphones and clicking “record.” If you’re in the marketing world, there’s a good chance you’ve heard John Wall on the “Marketing Over Coffee” podcast. In this episode, John shares five strategically tactical ideas for people venturing into the podcast world. John Wall, VP of Marketing, EventHero John speaks, write...


#25 - The Champion’s Mindset, with Razor Ray Franklin
High performers: they can transform an agency and handle huge, difficult deals all while publishing, speaking and being active in their communities. How do they do it? What are the factors that enable them “to exist on a different plane of productivity” (to quote Charles Duhigg)? Elite athletes give us a good example of the mental preparation required to achieve that powerful, energized focus. In this episode, elite coach Razor Ray Franklin shares what top athletes do — from a strategically tactical persp...

#24 - Smart Tips for Selling Your Business, with Tom Crowley
You’ve had a good run on a lucrative business, but it’s time to move on. Selling your agency is a (typically) once-in-a-lifetime opportunity, and a very complex process, so you have to make sure you do it right. Should you hire an advisor? What makes you attractive to potential buyers? How do you know it’s a good fit? Tom Crowley joins us to share his expertise and advice on the most important steps to selling your business. From how to get organized to how selling is like marriage, he spares no details in...

#23 - How to grow your business, with Robert Craven
Starting a new business can be an exciting time, full of possibilities! However, it’s not all fun and games - growing a business can be difficult, especially for those that have no prior experience. Are you looking for business coaching or advice on starting and growing a business? If so, you’re in luck! In this episode, Robert Craven shares with us 5 tactical lesson he has learned over the years as an entrepreneur and business growth consultant. Guest: Robert Craven, International Keynote business speak...


#22 - Secrets to juggling multiple roles, with Mitch Joel
In today’s day and age, we wear many hats. A full-time mother can be a working professional, a part-time graduate student, and a community leader, all at the same time. It’s common. Though some people seem to have it all figured out, many of us struggle to keep it together and stay on top of it all. How do people manage multiple different pursuits and maintain that fine balance between work and life? What drives us to excel in all aspect of life? In this episode, Mitch Joel lets us in on his secrets to j...

#21 - A look back at the future: Artificial Intelligence & Machine Learning, with Jim Sterne
You've likely heard the terms Artificial Intelligence and Machine Learning thrown around quite a bit. But what does it mean for you? What exactly is AI and how does it differ from Machine Learning? How will it affect marketing and what can we do to prepare for its impact on us? What are concrete examples of its use and what does it mean for our jobs? Should we be concerned? Join us as we invite Jim Sterne to look back at the future and answer this question for us: “If today is 10 years in the future, what...

#20 - Transparency with your partners, prospects and team, with Greg Poirier
The way in which we communicate and share information with our staff can be very revealing about a person, their management style and their industry. Consider how often have you found yourself leaving a leadership meeting and asking “how much should I share with my staff?”. It’s a good and important question, and there is no wrong answer – everybody’s situation is different and some people have constraints to operate within that are outside of their control. But when it comes to transparency around compan...


#19 - Google HR secrets: identifying & developing great managers, with Sarah Calderon, Google
In this episode, we speak with Sarah Calderon about management – specifically how to find, develop and nurture great managers. A great manager will make a tough job challenging and rewarding, and they’ll make a great job fantastic and transformational. But a bad manager will make a great job so-so, and they’ll make a tough job soul crushing. Join us as we discuss what makes good managers and how Google selects, trains and supports new managers in their role. Sarah Calderon, People Development at Google ...

#18 - Client management, with Anke Audenaert, Udacity
In this episode we're delving into client relationships. Like any successful relationship, it's important to be engaged, responsive, seek to understand, follow-up and follow-through, deliver on commitments that you make, and when necessary steer into conflict in order to address issues and move forward. We speak with Anke Audenaert about how her approach evolved as she progressed in her career and moved from agency side to client side. Anke Audenaert, Digital Marketing Nanodegree lead at Udacity After c...

#17 - Transitioning from services to software, with Josh Manion, CEO, Ensighten
It happens all the time. You’re working and delivering services and in the course of business you come across a process, a system, a problem that you believe you can solve by building a little custom software. Soon enough, you’ve got it built and it's doing the job it’s supposed to do and you think... what if I sold this to another client? It’s not easy to make the transition from selling services to becoming a full-on product company. Many agencies have tried, but few succeed. So what is it about those th...


#16 - Fearless Marketing, with Cristian Ignat, CEO, Canopy
You have the ideas, you've got the skills, you have the drive and you are pushing hard. But often times it’s a struggle to find and land clients, even when you are delivering quality work. So what is it that activates the lead generation machine? How do we achieve name recognition, or have the outbound processes in place to ignite lead generation? Join us as we speak to Cristian Ignat about successfully making this jump through a combination of promotion, hustle & hutzpah – in other words, “fearless market...

#15 - Managing a boutique agency, with Aleyda Solis, Founder, Orainti
The classic entrepreneur trajectory has long since been to get an idea, launch the business, get a client or two, and then grow, grow, grow. Somehow we’ve come to accept the notion that agency success is tied to size and that growth is therefore THE goal. But what if that isn’t the case? In this episode, we dive into the concept of the boutique agency and explore the benefits and drawbacks of this model. We speak with Aleyda Solis about her experiences in making it work, and how to manage your time, your c...

#14 - Ahead of the curve, head above water
As a leader within an agency, you should strive to be seen as the wise counsel for your client. That’s the person they will call to have in-depth conversations about their business, turn over ideas with and be a go-to source of guidance and advice. While being a wise counsel might sound good, the reality is often that we're so busy simply running the business that we often get time crunched. It’s hard to stay on top of the latest trends and be able to distill these succinctly to clients. So how do these a...


#13 - Journey Mapping: Connecting the Customer Dots
Understanding your customer's journey is vital to the success of your business. If you can map out the steps in how a customer engages with you, you should – in theory – be able to figure out where and how each step either enhances or diminishes their propensity to engage further. Sounds simple, right? The reality is a lot more complex: multiple channels, multiple devices, organic growth and the ever present human fallibility in delivering a consistent experience, it all takes its toll. So why, at what ...

#12 - How Google Hires
In this episode, we talk to Lisa Stern Haynes, a longtime member of the recruiting team at Google, about how Google does staffing. Hiring (and keeping) exceptional talent is never easy, but there are ways to structure how you screen, interview, and assess candidates to help you make better decisions. Lisa offers 5 tips that any organization can adopt to make for better hiring: 1. Be consistent and open mind when reviewing resumes 2. You’re probably not as good at interviewing as you think you are 3. Make ...

#11 - What you want the CMO to know (part 2)
In the second episode of this two-part podcast, we explore the interests, concerns and challenges of the modern day CMO. An agency’s relationship with the CMO is at the very heart of the agency / client dynamic. Since all business is fundamentally about relationships, putting yourself in the shoes of the other person is key. Join us as we take a peek behind the curtain and view the world from the other side of the table. Get ready to empathize with, and understand the motivations and needs of a CMO. G...


#10 - What you want the CMO to know (part 1)
In this episode, we're looking right at the center of the agency / client relationship. Business is all about relationships, and as with any relationship, it’s necessary to put yourself in the shoes of the other person and really understand what their motivations, needs and concerns are. Join us as we explore and understand a little more about the CMO. What are the issues they’re facing, what do they care about and what do they need?...

#9 - The anatomy of an ideal startup
In this episode, we bring a laser sharp focus on the startup phase of the agency growth curve by asking the question: what is the anatomy of an ideal startup? Today, entrepreneurship and the startup culture seems to be totally mythologized. But the reality is that it’s not easy, it’s not always fun, and it is almost always super risky. But it can also be incredibly rewarding. We spoke to Dennis Mortensen to get his strategically tactical advice on how to navigate the rollercoaster ride that is a startup....

#8 - The power and opportunity in the "No"
There’s something about saying “no”, particularly in a work context, that always seems, well... just difficult. Whether it’s saying no to a colleague when they need your help, to a direct report that makes an ask that you can’t agree to, or to a supervisor when they ask you to do something that you don’t believe is a priority (for you or the business). In this episode, learn how to use "no" as an effective tool to drive towards outcomes, to help re-prioritize projects and to get others to see outside the b...


#7 - Instilling a culture of innovation
One of the most important, and yet supremely difficult things for any company to do is establish and nurture a culture that promotes and encourages innovation. While we often take our cues from larger companies that have linked their brands to the idea of innovation, it can be a trickier problem for many small and mid-sized agencies to tackle. In this episode, we look at how to make sure that innovation (in approach, processes, technology, culture, etc.) remain a part of the business ethic and Agency DNA. ...

#6 - Selling and positioning in a crowded marketplace
In this episode, we take a look at the question -- how can I get my agency to stand out from all the other “me too” digital marketers? In a crowded marketplace how you communicate the value of your products and services is ever more important. Alex and Ben will give you insight into how to be different from your competition. Ben Tyson, Global Live Training Lead, Google With an extensive background in sales (including AD of Sales and Account Management for a major production company), Ben is currently the ...

#5 - How to deliver with excellence
The role of delivery is clear: it must earn sales the right to ask for more business. This means it must deliver to scope, to budget and on time, in others words, with excellence. How can you set yourself up to make delivery with excellence the norm and not the exception? Robbin Steif - Founder and CEO of Lunametrics Lunametrics is a Pittsburgh PA based Digital Marketing and Analytics/Insights agency and a Google Premier Partner. Like many entrepreneurs, Robbin has been an overachiever from the start, wit...


#4 - Creating a brand promise
What does your brand stand for? That’s a question that more and more consumers want to know the answer to. In this episode we’ll be digging deep on discovering that one true ‘thing’ that defines your work. Alex and Ben will teach us how to communicate your core values and deliver on the promises you make. Guest - Ben Roth, Chief Creative Officer, MKTG Ben began his career as a designer and art director with stops at the IBM, the Ad Agency and Octagon before being named Executive Creative Director at Jack ...

#3 - Being effortless in the art of self promotion
Being effortless in the art of self-promotion: a beginner's guide Your career is in part tied to how well you share your accomplishments. Being able to do so in an artful, non-boastful, but honest way is what often sets those who get noticed apart from those who don't. This is one of the most important personal skills to develop. We'll discuss the what to do's, the how to do's and the what not to do's, both from the perspective of the individual and their colleagues. Guest - Annette Warring, CEO Dentsu Ae...

#2 - Clients: The good, the bad and the ugly
Clients: The good, the bad and the ugly There are those clients we love and those we tolerate. And then there are those that can be characterized as... challenging. But there’s an art to building a client management plan, and it’s something anyone can learn. In this episode, we’ll guide you through the client management trinity and teach you how to balance communication and expectations. Guest - Andrew Swinand, CEO Leo Burnett North America Andrew started his career at advertising agency BBDO, and later...


#1 - Turning leads and prospects into sales
A lead is someone who shows interest in your business and gives you their details, while a prospect is someone who, based on research and qualification, is ready to make a purchase. Converting either into sales doesn't require magic, just good old-fashioned hard work. We'll share best practices on how to do exactly that. Guest - Guillaume Bouchard, CEO iProspect Canada Guillaume drives the vision of iProspect Canada, a leading digital performance agency. He ensures the evolution of iProspect’s enterprise ...