The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
In this engaging conversation, Arlen Robinson and Kelly Resendez explore the significance of authenticity in business, particularly for women entrepreneurs. Kelly shares her journey and insights on how to empower others through an abundance mindset. They discuss the importance of aligning purpose with profit, attracting and retaining customers through online events, and the common pitfalls in event promotion. The conversation emphasizes the need for clarity in target audience and the value of building authority and influence in the e-commerce space. In this conversation, Kelly Resendez and Arlen Robinson explore the importance of communication mastery in business, the future of events in e-commerce, and the impact of technology on customer engagement. They discuss how leaders can leverage education to enhance brand value and the necessity of human connection in a digital world. Kelly shares insights on self-sabotage among business owners and emphasizes the need for continuous improvement and adaptation in a rapidly changing environment.
Key Episode Takeaways:
- Empowering women entrepreneurs is a key focus for Kelly Resendez.
- Authenticity in branding is increasingly important for consumer trust.
- Aligning business purpose with profit leads to greater success.
- Understanding your target audience is crucial for effective marketing.
- Adding value should be the primary goal of online events.
- Establishing clear goals for events can guide success.
- Common mistakes include complicating the registration process.
- Leveraging partnerships can enhance event attendance.
- Flexibility and willingness to pivot are essential in marketing.
- Building authority and influence is vital for e-commerce success. You have to continuously get better at communication. Mastery in communication can significantly impact business success.
- Leaders should focus on communication mastery to enhance their influence.
- Education can be a powerful tool for brand value enhancement.
- The future of events will leverage technology for better engagement.
- Human connection remains vital despite technological advancements.
- Self-sabotage is a common issue for business owners.
- Pickleball exemplifies the social aspect of community building.
- Customers expect immediate answers and engagement.
- Investing in personal development is crucial in a changing job landscape.
For show transcript highlights, past guests, and more, visit: https://www.ecommercemarketingpodcast.com Or on YouTube at: https://www.youtube.com/@ecommercemarketingpodcast
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Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.
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Kelly Resendez is the EVP at fintech giant GoodLeap and co-founder of GoBundance Women, a high-level mastermind for women entrepreneurs. With decades of experience in leadership, sales, and coaching, Kelly’s mission is to help people live with purpose, embrace abundance, and build businesses rooted in authenticity. She’s also the author of the bestselling book Big Voices and a passionate advocate for empowering others to overcome self-sabotage and unlock their full potential.
In this episode, Kelly shares how brands can use online events not just to sell, but to educate, build authority, and grow their influence. She unpacks the strategy behind authentic marketing, the role of purpose-driven entrepreneurship, and how the future of events is being reshaped by emerging tech like AI and digital twins.
Key Topics Discussed
- Why authenticity is a brand’s greatest asset in today’s e-commerce landscape.
- How online events can build influence and authority—not just drive sales.
- The power of leading with value before making the sale.
- Why defining your ideal customer avatar is crucial for successful events.
- Using education-based marketing to boost product trust and community.
- Why you shouldn’t measure the success of your first event purely by sales.
- Mistakes to avoid when promoting and running virtual events.
- Creative ways even product-based businesses (like headphones or haircare) can use events to drive growth.
- What digital twins are—and how they’ll revolutionize customer engagement.
- How to build a human-centered brand in an AI-driven world.
Time Stamps
[00:02] – Introduction to Kelly Resendez and her mission at GoodLeap and GoBundance Women
[01:58] – Why she’s passionate about abundance and empowering entrepreneurs
[04:34] – Why authenticity drives e-commerce success
[06:22] – The importance of purpose-driven business over profit-first thinking
[07:49] – The role of education and alignment in marketing events
[09:28] – How to attract and retain customers through virtual events
[10:55] – Why identifying your ideal audience is non-negotiable
[12:04] – The difference between building influence vs. making a hard pitch
[13:22] – Events as both value-add and authority-building tools
[14:34] – Referral-based promotion and why it outperforms paid ads
[16:03] – Managing expectations: your first event isn’t about perfection
[18:37] – Positioning your event around solving real customer problems
[19:44] – Event promotion mistakes and how to avoid them
[22:11] – Constantly evolving your messaging and delivery
[24:08] – Example: How an earbud brand can use events to educate around communication
[26:28] – How a haircare brand used workshops to drive product demand
[29:12] – The future of events: AI, digital twins, and next-gen engagement
[33:55] – Why speed of information access is the new differentiator
[35:11] – Kelly’s vision: freeing up human energy for purpose and connection
[36:08] – Fun fact: Kelly is a huge fan of pickleball
[36:57] – Free resource: “Top 3 Ways Business Owners Self-Sabotage” at downloadthepod.com
Guest Contact Information
Website: https://downloadthepod.com
Instagram: @kellyresendez
GoBundance Women: https://gobundancewomen.com
LinkedIn: Kelly Resendez
