Connect the Dots Podcast

Vicki O'Neill

Connecting the Dots between marketing and sales, the teams that engage with the customer and their buying journey. Hosted by Marketing and Sales leader, Vicki O'Neill.

This podcast will help you create more effective marketing that aligns with internal teams, your business goals and drives sales. Solo and guest episodes provide marketing related tips, tools and take aways that you can put into action immediately.

All Episodes

When a social media channel such as Facebook, LinkedIn or Instagram change the algorithm, it can be maddening! Just when you thought you had it figured out, you're gaining followers, increasing engagement and converting more people into leads, the algorithm gods change it. In this episode, I review how you can minimize your frustration with these out of control changes by controlling it yourself.  The 6-steps document can be access via the show link at Episode #106

Dec 7

10 min 11 sec

A marketing strategy requires time and focus in order to have an effective process that connects the dots to your business goals.  In this episode, Vicki O'Neill reviews the 5 steps to an effective marketing strategy that takes you from 'I have no idea where to start!' to 'I'm organized, have a list of to-dos and know who's doing what.  The links mentioned can be found at under this Episode #105.

Nov 30

10 min 17 sec

How do you keep your prospects choosing you over the competition? You start by giving them video content. Creating video content that attracts, informs and engages will give your target audience what they want so they can choose to buy from you when they are ready. The stats I review in this episode prove it! To access my Video Masterclass:

Nov 23

11 min 42 sec

Challenging yourself to a higher level of achievement, not enjoying the process along the way resulting in no longer liking what I once loved. It happens.  In this episode, I review the process I encountered with something I talked about for years and finally put into motion.  I set a goal, created a plan and committed to making it happen.  I even had a backup plan just to make sure I accomplished it.  We all have goals like this. The difference is most people enjoy the process and raise the stakes.  I was the opposite. I actually don't enjoy running any more. Even when I run I don't enjoy it as much as I once did. And this is why.   

Nov 16

10 min 46 sec

The top 2 things most small business owners want is time and money:  time to do the things they love and money in their pocket AND in the budget to have the life they love and run a profitable business.  In this week's episode I review the 3 marketing strategies that will help you achieve each of those. The key though? Putting these into action.  The video I mention that refers to marketing metrics can be accessed or via episode 102.

Nov 9

11 min 26 sec

Tips for getting started on Linked or if it's been awhile since you've been on LinkedIn, Vicki O'Neill reviews tips that are helpful to anyone who isn't on LinkedIn often for marketing their business and/or expanding their network.  LinkedIn is the social media platform for B2B professionals and anyone who wants to engage with busy and savvy business people who are genuinely interested in connecting, engaging and helping others.  Links mentioned in this episode can be found in the show notes on under podcast. 

Nov 2

14 min 13 sec

A review of the marketing podcast including recognizing top guests, key moments on different marketing and business related topics, prize give-aways and my Connect the Dots podcast journey since I first began thinking about starting a podcast to celebrating the triple digits milestone of 100 episodes! For ALL the links mentioned, visit the show notes page at:

Nov 2020

23 min 48 sec

Lead scoring helps automatically identify high priority leads so your marketing and sales teams are focused on those that are most likely to convert to revenue, first. Listen and see how easy it can be especially if you're just starting lead scoring OR have a robust database of customer information. Links and cheat sheet can be found in the show notes at

Nov 2020

23 min 15 sec

The details behind establishing criteria for a MQL and SQL are as unique to each company as a snowflake. The key to establishing the best and most relevant criteria for your lead process is all in the questions you ask your team and the journey your ideal customers navigate. Know who your ideal customers are and what they need so you know how you can help them throughout their process from a marketing and sales perspective. The links and more details including the questions are in the show notes at

Nov 2020

31 min 27 sec

All business leaders and owners need to keep their brand active and active.  The problem is that most small business owners and entrepreneurs don't have the time to market their business. If this is you, Vicki reviews 5 tips you can take action on right now to keep your brand in front of your target audience. Listen and subscribe now!

Nov 2020

17 min 33 sec

I review 3 pros and 3 cons of paid advertising that provides information that you need to determine what might work and not work with your business (and budget) based on your business goals. Listen to hear the details then leave a comment!

Oct 2020

10 min 37 sec

Free is always good, right? But there are times when it may not be the best choice for the goal you want to achieve. In this episode of Connect the Dots, Vicki reviews 3 pros and 3 cons of free, or organic, marketing. To access the links mentioned, visit the show notes page at:

Oct 2020

10 min 49 sec

An effective marketing strategy is the lifeline to your business. It drives all other departments and is the energy need to move sales and the needle in your business. Without it, where would you business be today? In this episode of Connect the Dots, I review 13 marketing tips all business leaders to know whether you're in marketing, sales, customer success, operations or accounting. The links and show notes mentioned can be accessed here:

Oct 2020

24 min 44 sec

Every business owner and entrepreneur experiences growth challenges at some point or another. What most of these people don't realize is that their online marketing might be holding them back.  In this episode of Connect the Dots, I review the 4 most common online marketing mistakes I see business owners and entrepreneurs making whether they are a brick and mortar or online business and holding them back from a higher level of success. Visit the show notes for the links mentioned:

Oct 2020

13 min 38 sec

Know the podcast statistics before you start podcasting AND know the time commitment, resources and opportunity costs. Having a podcast can be super easy and quick or it can be a more strategic part of your marketing depending on the format. Research before pressing 'record'. See details and links in the show notes:

Sep 2020

31 min 49 sec

What's your story? Theresa Francomacaro can help you connect the dots between your story and your audience whether you're job transitioning, preparing for a TED talk or a CEO crafting his/her story for the monthly 'all hands' meeting. Stories are relevant, create emotion and what brings us together. So what's your story? Links and show notes at the following:

Sep 2020

55 min 41 sec

Vicki O'Neill, podcast host, reviews each of the past ~15 episodes at a high level so new users have a general understanding of the type of content discussed and guests invited.  Also mentioned is next week's guest and why you should subscribe and listen as well as what to expect in the upcoming 100th episode.  Listen to hear more and share whether you like this summary format or not via the show notes at

Sep 2020

22 min 30 sec

In this episode of Connect the Dots, Vicki O'Neill reviews the 7 most common marketing mistakes she's noticed from speaking with small business owners and business leaders over the last 2 years. Listen to hear if you are doing (or not doing!) any of these in your business. Show notes and resources can be accessed via this link:

Sep 2020

16 min 32 sec

The marketing lifecycle is more inclusive of today's business and consumer buyer journey than the old, antiquated sales funnel from 100 years ago.  In this episode I review why brands should be focused on the Marketing Lifecycle and should completely get rid of the term 'sales funnel'. PLUS I review the 6 steps in the customer journey that marketing needs to be aware of when creating content. Links and show notes can be found here:

Sep 2020

24 min 24 sec

The success of your marketing efforts is only as good as how effective you are with your targeting, placements, engagement, conversions, sales and retention. I discuss why it's important to have a 360 view of marketing and how the limited perception of marketing effectiveness is real. To access the show notes and links mentioned:

Aug 2020

13 min 31 sec

Marketing is all about your communication whether that form be in audio, written or video. All forms of marketing and communication are content and content is how your audience finds you, learns how you can help them and ultimately leads them to buy from you.  This episode discusses 5 characteristics critical for creating high-converting content that leads to revenue. Visit the show notes at:

Aug 2020

10 min 30 sec

When it comes to effective marketing, you need to know what problem you solve. Knowing the problem and emotions that go along with the person who has the problem, help you create a marketing message that resonates with them and nurtures the relationship from creating awareness to buying from you (and beyond!). Visit the show notes for additional links mentioned here:

Aug 2020

17 min 52 sec

On this episode of Connect the Dots, guest Megan Heuer shares her 5 pro tips for how marketing can contribute to customer retention. She dives into marketing leaders involvement with other team leaders who impact the customer journey. Listen and visit the show notes at

Aug 2020

38 min 53 sec

Marketing strategies are helpful for sales reps, sales teams and sales leaders who don't have the luxury of marketing support.  If you're a small company or don't have a dedicated marketing team, you may find your job more difficult than it needs to be.  With minimal time and effort on your part, you can market to your ideal customers and keep your name in front of them when they are ready to buy. Listen to this episode and learn how. Show notes can be found at:

Jul 2020

22 min 58 sec

The battle begins! It's the battle between demand generation and lead generation. These terms are often used interchangeably and it's important to understand the differences and similarities between both marketing terms.  Learn about these terms and the value they provide to your marketing strategy, content strategy and ultimately the customer journey. Show notes are included here:

Jul 2020

17 min 43 sec

Eddie Thomas is a professional speaker with a passion to empower youth and young adults to shed self-limiting beliefs to pursue a life that they’re passionate about living. Hear Eddie share his story, why he's pursing this career and the legacy he wants to leave for his family and generations to come. Sign up for his podcast, download the free workbook and connect with Eddie via the links in the show notes:

Jul 2020

40 min 35 sec

Your marketing effectiveness determines how well your marketing is driving revenue in your business (while reducing CAC and driving an increase in customer LTV).  It's important to track and monitor what's working and what's not whether it's day-to-day marketing activities or a particular marketing campaign.  Hear more on this episode of Connect the Dots including the 4 tips for increasing your marketing effectiveness. Visit the website for show notes and links mentioned:

Jul 2020

20 min 38 sec

Whether you're in sales, marketing or own your own business, you're responsible for engaging with the customer and prospects, evolving the relationship through the 6 steps of the customer journey process.  I review 5 tips for sales people to use to evolve the relationship beyond the current state whether it's unknown or ready to buy.  Listen if you'd like to hear how to evolve relationships as well as hear examples I share for each of the 5 tips. The links mentioned can be found via the show notes at

Jun 2020

18 min 59 sec

A fun episode showing how marketing, sales and business relate to one of my all-time favorite movies, Tommy Boy.  One of the best comedies and showing how the scene with the 'wrong map' relates to business and plans.  It's a short episode with a couple of audio clips from the movie - see the links in the show notes available here:

Jun 2020

11 min 19 sec

What is repurposing content? Why is it important?  I review what content repurposing is, why it's important and share examples in this episode of Connect the Dots.  Listen if you want to learn more about repurposing content and find the show notes at:

Jun 2020

12 min 31 sec

This episode reviews the differences between prospecting and marketing plus the value and power of a balanced combination of the two. Vicki O'Neill, host of the Connect the Dots podcast, reviews 3 ways to increase prospecting and 3 ways to increase marketing (both assume you already know who your target customer is and where they spend time).  More details can be found in the show notes at:

Jun 2020

20 min 24 sec

Vicki reviews the highlights from the 3 interviews and solo episodes she created during this time, including those during COVID-19. Whether you want to know more about marketing today, how to create content for the customer journey and/or how to align marketing and sales teams, you're in for a treat. More information in the show notes available here:

Jun 2020

23 min 34 sec

This episode is from a conversation I had with a small business owner whose business has plateaued the last 2 years. His original thought was he needed to up his marketing game but after our conversation I realized he needed something else. Listen to hear the 5 strategies and which one wasn't for him (you might be surprised by the answer!) Show notes available here:

May 2020

18 min 9 sec

Marketing is the upfront part of the customer journey while sales is the middle and/or tail end of the journey. While some companies create differences in these teams, the more successful companies create synergies. Listen to how the differences and similarities can be worked together for the better of all involved - especially the customer. Show notes can be found here:

May 2020

13 min 8 sec

There's a new definition of marketing and it doesn't have anything to do with the 4 P's.  Marketing today goes beyond a team, a set of antiquated responsibilities and the thought that it can so easily be dismissed or removed when times get tough.  It's time for Marketing to be seen as the leader in your business and responsible for the customer journey.  Are you in? Show notes are available via:

May 2020

12 min 14 sec

In this short episode, I review why pivoting your marketing to align with your revised 2020 goals is important. I ask for listeners to leave a voice message in the show notes of ONE marketing thing they will do differently as a result of COVID-19. Podcast show notes and SpeakPipe app to leave a voice message available here:

May 2020

7 min 37 sec

The customer journey is increasingly important. It's up to the brand to determine the experience the customer has along the way. Marketing takes the lead in collaborating, communicating and creating a customer journey that involves all internal teams but most important it involves the customer. Podcast show notes available here:

Apr 2020

11 min 38 sec

In this episode, I interviewed David Miller, New Member Engagement Director at The Goering Center. David shared how this non-profit helps family-owned and small business owners grow their business and prepare them for succession planning when the time comes to transition the business. David also shares that part of the mission is to help these businesses stay healthy to help with the economy they serve. Podcast show notes are available here:

Apr 2020

43 min 39 sec

Vicki discusses the emotions associated with trying new marketing efforts and the impact it may be having on your business - including no longer connecting with your target audience.  Listen to the recent failure Vicki encountered and how we can all learn from it! Check out the show notes and links mentioned

Apr 2020

16 min 8 sec

Using a plumber as a marketing content example, Vicki reviews three scenarios that show various emotional states consumers have when they need a plumber - and how the type of content varies depending on the emotion.  Visit the website show notes and sign up for a 30-minute session with Vicki to get help with content, marketing, strategy or to brainstorm ideas. 

Apr 2020

16 min 33 sec

Vicki O'Neill reviews why a SWOT analysis is an important part of the marketing strategy. She also reviews what it is and breaks down questions and points to consider in developing a SWOT for marketing purposes. 

Mar 2020

13 min 57 sec

I don't have time for marketing! Where do I begin? Vicki reviews 5 ways that any business can take action right now in marketing their brand. Your time can be short or long depending on how the time commitment you can make. The key is to take action - any action will do your brand good.

Mar 2020

17 min 25 sec

Creating content that's relevant, consistent and actionable is the way to attract, engage and convert prospects to buy from you. The key is to have a plan. Just as you created a business plan to create and operate a successful business, you need a plan to create successful content.  I share 20 content ideas and provide a link to download a content calendar to help get you started. All you need to do is create 30 minutes each week to plan your content. Refer to your marketing strategy and business goals for the best results. 

Mar 2020

13 min 59 sec

Joseph Myers from Narratology shares how the 3 characters in a story help carry out the narrative, when it's OK to make your marketing about you and whether or not there's one silver bullet that works for everyone all the time. Listen in and visit the show notes at

Mar 2020

16 min 15 sec

Vicki walks through the importance of being on social media consistently with engaging content in order to attract ideal customers. Showing up consistently with information they want and that will solve their problem, relieve a pain point or not keep them up at night is what ideal content is suppose to do. Show your personality, show up and provide value - consistently wherever your ideal customers are spending time. 

Mar 2020

12 min 27 sec

Bethan Vincent shares how she leads marketing and approaches sales to ensure alignment and a great customer experience.  She shares her strategy for ensuring communication, setting expectations and delivering high quality leads to sales is in place and owning the marketing portion of that relationship.  This is a great conversation if you want to know how to align marketing and sales teams. 

Feb 2020

28 min 27 sec

Vicki shares details on the new Connect the Dots format that will begin in March 2020. She also shares the highlights from all guest episodes 47 - 59 and why someone should listen to each and subscribe!

Feb 2020

18 min 57 sec

Erik Oehler is the Global Digital Content Marketing Manager at Alaris, a Kodak Alaris Company. He shares how he develops content to support sales. He also shares an idea with data and customer service that we all need to implement. Hear more on episode 59 of Connect the Dots with Vicki O'Neill, Fractional CMO

Feb 2020

22 min 51 sec

Tracey Tait shares her expertise on marketing and sales as well as how important it is to understand how both work together. As a corporate escapee, Tracey shares the value and importance of this alignment with her clients. Listen to hear more on episode 58 of Connect the Dots with Vicki O'Neill.

Feb 2020

30 min 7 sec

Mandi shares her passion for helping businesses with their social media presence and why it's so important to have someone dedicated to managing your digital presence whether it's an internal employee or an outsourced expert. Listen to Episode 57 of Connect the Dots with host Vicki O'Neill. For more on how Vicki can help small and mid-size businesses with marketing, sales and the customer journey, visit .

Jan 2020

31 min 23 sec