Our host Eitan Koter interviewed Jonathon Blevins, the e-commerce manager at Equipment Share, a B2B company in the construction industry. Jonathon explains Equipment Share’s omni-channel strategy and the challenges of purchasing behavior for high-ticket items. He discusses their content creation efforts and the value-added services they provide. Jonathon also shares insights on organic marketing, short-form videos, and influencer marketing. He talks about the balance between customer acquisition and retention and the challenges in the current customer acquisition landscape. Additionally, he discusses the impact of a cookie-less world on paid media and the importance of analyzing channel performance and ROI.
In this conversation, Jonathon discusses various aspects of marketing, analytics, and e-commerce and emphasizes the importance of paid search KPI’s and the different metrics he focuses on at different stages of the marketing funnel. Jonathon also shares how he has been surprised by the results of his email marketing strategy and the importance of customer focus. He discusses the use of analytics platforms and the need to trust the data while also being aware of potential biases. Jonathon highlights the role of AI in SEO and content generation, as well as the challenges of multi-channel marketing and attribution. He also touches on the impact of AI on traditional media and shares his passion for e-commerce and his involvement in cat rescue.
Chapters:
00:00 Introduction and Background
03:10 E-commerce Experience and Analytics
05:02 Overview of Equipment Share
06:22 E-commerce Platform Launch
07:01 Omni-channel Strategy
09:03 Purchasing Behavior and High Ticket Volumes
10:38 Supply Chain and Inventory Management
12:23 Content Creation and Value-Added Services
14:09 Organic Marketing and Short-Form Videos
16:02 Target Persona and Customer Acquisition
17:30 Challenges in Customer Acquisition
19:01 Paid Media in a Cookie-less World
20:29 Analyzing Channel Performance and ROI
21:23 Paid Search and Funnel Metrics
22:07 Surprising Results and Customer Focus
23:13 Providing Value and Personalization
24:13 Analytics Platforms and Trusting Data
24:46 The Importance of Analytics and Equalizing Data
25:05 Being Reactive and Adapting to Changes
26:02 Marketing Characteristics for Different Company Stages
27:08 Focus on Growth and Retention
28:06 AI in Marketing and SEO
29:34 Multi-Channel Marketing and Marketplaces
30:19 The Complexity of Analytics and Omnichannel Behavior
35:49 Attribution Models and Analyzing Data
38:07 Traditional Media and CTV Advertising
39:45 Final Thoughts and Advice
42:05 Fun Fact and Personal Interests
Jonathon’s LinkedIn profile: https://www.linkedin.com/in/jonathonblevins/
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