Embark on a journey into the dynamic world of marketing with “Marketing Champions,” where our host connects with media experts from coast to coast every week. Dive deep into compelling conversations that explore the latest trends, groundbreaking strategies, and transformative innovations driving the marketing industry forward. Today, our hosts, Mike White and Jae Scarborough, spoke with Hernan Tagliani and Kyle Campbell.
Hernan Tagliani
President of Tagliani Multicultural
Website Address: https://taglianimulticultural.com/
Short company description:
Wa are a national full service multicultural advertising and digital agency. We help brands unlock untapped consumer growth, acquire new customers, and increase market share through Cultural Activation™, often by reallocating existing marketing investments rather than increasing budgets.
Kyle Campbell
Founder and Owner of Dark Matter Strategic
Website Address: https://www.darkmatterstrategic.com/
Short company description:
We are a Revenue Optimization agency specializing in lead management, i.e., speed-to-lead, DB re-engagement, and paid-ads, funnel, and CRM optimization. We help $5m-50m companies optimize the leads they’ve already paid for to significantly boost revenue without increasing ad spend. Our systems and processes help clients Capture, Convert, & Recover More Revenue.
What is your favorite advertising campaign that you have created for a client or participated in?
Tagliani: Working with CSL Plasma. By refining the campaign to better resonate with diverse audiences, engagement surged, leading to a significant increase in plasma donations, particularly among U.S. Hispanics, African Americans, and Mexican Nationals, while also expanding outreach in Puerto Rico.
Campbell: Two recent examples come to mind immediately. First, a physical therapy campaign used a six-week nurture sequence to re-engage leads who had already shown interest but did not book an appointment. The campaign re-engaged more than 30% of those leads and generated another 12 to 15 sales for every 100 leads. These weren’t small sales either. The plans of care ranged from $2,000 to $5,000 each.
Second, we worked with a heat-pump company that was generating about 60 quotes a week. They were closing roughly 20% to 25% of those quotes, which meant about 45 to 48 opportunities each week were not turning into sales and were not being consistently worked after the initial quote.
Instead of spending more money to generate new leads, the opportunity was to go back to the homeowners who had already received a quote and re-engage them. By recovering just 20% of those opportunities it represented more than $100,000 a month ($1.2M+ per year) in additional revenue for the business.
That’s why we focus on and are such a big believers in lead management and specifically database reactivation. Most businesses are sitting on far more revenue than they realize. They’ve already spent the money to generate the lead, quote the job, or acquire the customer. The opportunity is often in having a system that consistently follows up with and educates the people who didn’t buy the first time, rather than letting those opportunities disappear and spending more money trying to replace them with new leads.
What is one tip that you would give when it comes to marketing?
Tagliani: Think outside the box and be unconventional with your marketing ideas.
Campbell: Before you spend more money trying to generate more leads, make sure you are maximizing the leads you already have. Respond to every new inquiry within 60 seconds, have a system that keeps the conversation going until they buy or tell you no, and regularly re-engage old leads, unsold quotes, and past customers. Most businesses focus almost entirely on getting more leads, but the bigger problem is often what happens after the lead comes in. Leads don’t get contacted fast enough, sales conversations stop too soon, quotes are never revisited, and old opportunities sit untouched. Fix those gaps first. You can often increase revenue without increasing your marketing budget because you’re getting more value from the leads and customers you already paid to acquire.
The biggest change in marketing that you see coming in the next 5 years is?
Tagliani: AI adoption and consumer evolution. Mainstream will become more multicultural.
Campbell: I think AI will change marketing in a huge way, but most companies using it today will struggle or give up on it. The problem won’t be the technology. It will be how they use it. Many companies are adopting AI without knowing why they need it, what they want it to accomplish, or having a clear strategy for using it. Others will fail because the owner wants AI, but the team isn’t trained, no one owns the process, and there is little buy-in from the people who actually have to use it. Others will buy an off-the-shelf solution and expect to set it and forget it. The companies that win will be intentional about how they use AI. They’ll start with a clear goal, build the right process around it, train their team, and keep monitoring and improving it. AI isn’t something you install once and walk away from. It has to be managed and improved just like any other important part of the business.
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