Explore every episode of the podcast Masters of Marketing

In this episode of Masters of Marketing, we’re delighted to welcome back No Boring Brands founder Aidan Brannigan, who previously joined us on the podcast to talk about his success story with The Marketing Millennials.

This time, we sit down for a chat about the power of humor and memes in social media marketing, particularly for B2B SaaS brands. 

While humor is often viewed as a risky strategy in marketing, it can be highly effective when done right. Aidan explains how creating relevant, funny content that understands an audience’s pain points can help brands connect with them on a deeper level - and boost engagement on socials. He also identifies some contexts where using humor may not be appropriate, and addresses how to handle a PR crisis with transparency and confidence.

Tune in to hear more!

Connect with Aidan on LinkedIn

Check out No Boring Brands

In this episode of Masters of Marketing, we sit down with Dora Osinde, Founder and CEO of Yeah But No – a consultancy specializing in creative collaboration between marketing teams and agencies.

We discuss the connection between creative and tech in marketing, and why it’s so important to use data to inform and refine our creative strategies.

Dora also addresses the conversation around AI in this field. She explains that while AI tools effectively democratize creativity, they haven’t replaced human creative ability and intuition. In fact, in a market increasingly saturated with AI-generated content, consumers are showing a preference for brands that appear “more human”.

Brands often attempt to humanize their image by taking a stance on political or social issues. While this can be a good thing, Dora stresses the need to “do their homework” in order to avoid missteps: Engage with communities, understand the context, and be aware of the brand’s core values.

Tune in to hear more!

Connect with Dora on LinkedIn

Check out Yeah But No consultancy.

In this episode of Masters of Marketing, we chat with Gordon Glenister, an expert in influencer marketing and employee advocacy. 

Influencer marketing has seen tremendous growth in recent years. We discuss the risks and benefits involved - and why your employees can be the most authentic storytellers for your brand.

Gordon explains how creating an employee advocacy program – in other words, encouraging your employees to act as influencers for your brand – can enhance your brand's reputation, increase employee engagement, and significantly reduce your recruitment costs. He shares some examples of companies that have implemented this strategy with massive success.

We also touch on the risks of employee advocacy, and how these can be mitigated through good leadership and a positive working environment.

Tune in for more!

Connect with Gordon on LinkedIn

Check out Gordon's website and employee advocacy agency Employfluence

In this episode of Masters of Marketing, we're delighted to be joined by Ian Evans from tl;dv, an AI-powered notetaker for online meetings. 

Ian has been a key figure in developing tl;dv's brand voice, successfully building up an engaged online community through amusing, relatable social media content based on corporate humor. 

We hear his take on effective social media marketing, and why it's so important to focus on the quality of content rather than selling or follower counts. We also discuss the challenges of creative burnout, and how leadership can help mitigate this through flexibility and allowing content creators space to experiment.

Tune in for more!

Connect with Ian on LinkedIn

Check out tl;dv

In this episode of Masters of Marketing, we're joined by House of Inclusion co-founder Sacha Martina to discuss the vital importance of diversity, equity, and inclusion (DEI) in marketing.

With approximately 15% of the world's population living with some form of disability – and even more experiencing gaps in digital accessibility due to age or using a non-native language – making marketing more accessible and inclusive can dramatically improve your brand's reach. 

Sacha provides guidance on how marketers can create more inclusive content, such as simplifying language, improving readability, and making use of subtitling - highlighting the importance of gathering relevant feedback to ensure your message lands.

We also discuss the best ways to challenge resistance to DEI initiatives – and why inclusivity needs to be a consistent practice, not a one-time effort.

Tune in for more!

Connect with Sacha on LinkedIn

 Check out House of Inclusion 

Take a look at the WebAIM Contrast Checker

In this episode of Masters of Marketing, we chat with The Entrepreneur Whisperer Carole Picou-Katmann, a fractional CMO and marketing expert, about how the narrative of marketing is changing to embrace sustainability and conscious consumerism. 

Carole discusses the positive impact purpose-driven brands can have on the planet, and why it's important for companies to take even small steps towards being more sustainable. We talk about the particularly relevant issue of greenwashing, and how consumers and brands can recognize and tackle it through clarity, transparency, and third-party verifications. 

Carole also touches on carbon footprint auditing and suggests some resources for companies starting out on their sustainability journeys. 

Tune in to learn more!

Connect with Carole on LinkedIn

Check out The Entrepreneur Whisperer

In this episode of Masters of Marketing we chat with two of our Marmind teammates, Claudia Steinke and Andy Andrews, about the benefits of marketing resource management tools for large, multinational organizations.

Claudia and Andy highlight how MRM tools like Marmind enable teams to focus on planning and orchestrating their marketing, rather than dealing with endless administrative tasks.

We discuss how Marmind, in particular, facilitates campaign management by providing a centralized platform for all of an organization's marketing plans, budgets, and results. They explain how using the software increases transparency and accountability, makes cross-team collaboration easier, and takes the labor out of reporting – allowing real marketing tasks to take center stage.

Claudia and Andy also chat about some of the challenges faced by multinational marketing teams, and how they help these clients navigate the process of change – and even get excited about it! - when implementing a new MRM tool. 

Tune in for more!

In this episode of Masters of Marketing, we're joined by Retold founder Marina Krivonossova to chat about all things B2B content marketing.

Marina shares how B2B companies, especially those offering more technical, "unsexy" products or services, often struggle to communicate their value effectively. This is where the need for good storytelling comes in, making content a vital part of the overall marketing strategy.

We discuss the importance of doing thorough background research for successful content marketing, as well as the need to focus on quality over quantity when it comes to tracking engagement metrics. Marina also emphasizes that marketers should prioritize transparent communication with clients throughout this process – building trust by keeping them in the loop at all times.

B2B marketing has undergone something of a transformation in recent years, moving away from an overly formal, corporate approach to approaching audiences on a more human level. Marina predicts that brands that fail to adapt their messaging accordingly will start to fall behind over the next few years, with businesses increasingly preferring to buy from brands that connect with them on a personal level.

Listen to the whole episode for more!

Connect with Marina on LinkedIn

Check out Retold

In this episode of Masters of Marketing, we sit down for a chat with Lukas van Remmerden, Partnership Marketing Manager at Personio and Founder of Fourtees - an innovative project aimed at supporting male mental health through fashion. 

Lukas tells us about his work in partnership marketing at Personio and explains how successful partnerships can unlock huge growth opportunities for brands. Building relationships is key to successful partnership marketing, and Lukas emphasizes that there's nothing to lose in reaching out – people are often more open to collaboration than you think!

Inspired by Lukas's work at Fourtees and OpenUp, we also have an interesting discussion around mental health and marketing, including the challenges of addressing mental health stigma in the German market and the ongoing development of mental health awareness in workplaces.

Tune in to hear more!

Connect with Lukas on LinkedIn

Check out Fourtees

In this episode of Masters of Marketing, we’re joined by Mads R. Johannessen, Head of Global Marketing and E-commerce at Micro Matic. 

Since the end of the COVID pandemic, Micro Matic has seen significant growth and made several acquisitions - rapidly reestablishing itself as the global market leader in the supply of keg couplers, keg spears and dispensing solutions to the brewing industry.

Mads, who has been with the company for several years now, shares his insights into the complexities of managing a global supply chain and the importance of maintaining brand consistency across various markets.

We also discuss generational changes in purchasing behavior - such as the expectation that companies will have online purchasing capabilities, and that real-time information will be available both pre- and post-purchase. 

Connect with Mads on LinkedIn

In this episode of Masters of Marketing, we welcome back Cathy McPhillips, Chief Growth Officer at the Marketing Artificial Intelligence Institute. 

We discuss how AI tools are transforming marketing – from transcribing podcasts and generating content through to helping marketers analyze data more efficiently and predict trends. 

While AI technologies can help us achieve more in less time, Cathy explains that it’s important to balance using AI as a tool with maintaining the human touch in our marketing efforts. AI should be used to assist and augment our work; not to replace experts, or to churn out unedited content. 

Finding the correct AI tool for your specific use case - and knowing its limitations - is the key to improving your workflow and achieving results.

Cathy also tells us about the benefits of building and using custom GPTs to assist marketers, as well as providing details of the upcoming Marketing AI Conference, MAICON.

Tune in to discover new ways of enhancing your marketing with AI!

Connect with Cathy on LinkedIn

Check out the Marketing AI Institute

Learn more about the Marketing AI Conference (MAICON)

In this episode of the Masters of Marketing podcast, we’re joined by Markus Widmer from digital marketing agency e-dialog. 

As the marketing director of a highly data-driven agency, Markus knows a thing or two about measuring success! While many marketers focus on tracking specific metrics to find out which channels are performing well in a campaign, he explains why this can be misleading – emphasizing the importance of understanding the full funnel and looking at the bigger picture.

Markus also shares the benefits of using marketing mix modeling to uncover which marketing strategies are working, make predictions based on data, and even provide budget recommendations. 

Measuring marketing effectiveness is a complex business – tune in to find out what the future holds!

Connect with Markus on LinkedIn

Check out the e-dialog website

In this episode of Masters of Marketing, we sit down with Helen Burbank, Director of Marketing Effectiveness and Strategic Projects at Springer Nature. 

As the world’s second largest scientific academic publishing organization, Springer Nature Group’s marketing team comprises around 500 marketers in multiple departments across the globe. 

Helen explains why the introduction of marketing resource management platform MARMIND was an essential step for such a large and dispersed organization, and shares her experience of implementing this change effectively at different levels. 

She fills us in on some of her best practices for change management, such as the need for clear and timely communication, repetition, and tailored approaches according to roles and responsibilities within the organization. 

We also hear how adopting MRM technology has improved Springer Nature Group’s marketing planning and budgeting in terms of increased coordination, collaboration, and transparency between teams.

Tune in to hear more!

Connect with Helen on LinkedIn

Check out the Springer Nature Group website

In this episode of Masters of Marketing, we chat with Brandy Starr, COO of Tegrita and author of ‘CMO to CRO: The Revenue Takeover by the Next Generation Executive’. She explains how predictable revenue can be achieved by optimizing mid-funnel marketing strategies, effectively linking marketing and sales.

With understanding buyer behavior being essential to successful marketing campaigns, Brandi emphasizes the importance of using technology to track customer engagement and digital body language – both of which provide valuable data and insight into customer intent. 

Touching on her book ‘CMO to CRO’, Brandi also highlights the benefits of having a strong marketing operations process, as well as discussing why CMOs are often best placed to lead revenue initiatives effectively. 

Connect with Brandi on LinkedIn

Get Brandi’s book ‘CMO to CRO’

In this episode, we’re joined by Barry LaBov, CEO of LaBov & Beyond Marketing Communications and author of ‘The Power of Differentiation: Win Hearts, Minds, and Market Share’. 

 Barry firmly believes differentiation is key to a brand’s success – and explains why it should not be equated with superiority, but rather the unique qualities or features of a brand that need to be highlighted and celebrated. 

 He shares the steps involved in his team’s signature process of ‘brand re-engineering’, highlighting the importance of injecting each brand’s personality into its marketing communications. 

We also discuss why winning the hearts and minds of a brand’s workforce is crucial to success – and how to achieve this by ensuring employees feel the significance of their work, and celebrating what makes the brand unique together with them.

Connect with Barry on LinkedIn

Get Barry’s book ‘The Power of Differentiation’

Check out the LaBov & Beyond website

In this episode of Masters of Marketing, we’re joined by Corey Morris, owner and CEO of digital marketing agency Voltage. 

With over 20 years’ experience in the digital marketing space, Corey shares first-hand insights on navigating change within his own agency, as well as discussing the benefits of specializing, the importance of having a well-documented marketing plan, and the necessity of viewing marketing as an investment rather than an expense. 

We also delve into his creation of the Digital Marketing Success Plan - a framework designed to help organizations document and execute their marketing strategies effectively.

In this episode we chat with Luis Sousa, co-founder of The AI Break newsletter, about the rapid evolution of AI tools – and the challenges and opportunities of using them in marketing.

While many marketers are experimenting with AI tools, there’s often a lack of understanding about their applications and the extent of their capabilities. Luis explains that AI is not yet a magic solution to all our marketing woes – but, when properly implemented, it performs well in certain areas and can save us time and increase productivity.  

Luis gives examples of some of the impressive AI tools currently available. To stay ahead of the curve, he recommends expanding your skill set by experimenting with a few that might fit your needs. 

We also chat about the social responsibility and privacy concerns accompanying advancements in AI technologies, and what we might expect over the coming years.

Subscribe to The AI Break newsletter

Connect with Luis on LinkedIn

Check out the Sousa brothers’ YouTube channel

In this episode of Masters of Marketing, we talk consumer insights with Brett Townsend and Tim Hoskins from Quester, a brand and innovation strategy and insights consultancy.

Narratives drive human behavior - so it makes sense that understanding consumer narratives can really boost your marketing efforts. However, traditional market research methodologies are often limited in their ability to uncover these narratives. 

Brett and Tim discuss how tapping into unmoderated conversations in cyberspace can reveal the prevailing narratives around a particular brand, category, product or topic, and how listening to these narratives can help businesses have consumer empathy and develop solutions to consumers’ problems. They explain why a balance between data-driven decision making and consumer empathy is vital for successful marketing.

Brett and Tim also give us the scoop on their recently launched book, “Insights on the Brink”, which explores the shortcomings of the consumer insights industry and how companies can benefit from evolving to be more consumer centric.

Connect with Brett on LinkedIn

Connect with Tim on LinkedIn

Get their book

In this episode we’re joined by Kushlani De Silva, a fractional CMO, to discuss the perception of marketing within organizations – and why having dedicated resources for different marketing functions is essential for scalability and sustainable growth.

Kushlani tells us about her role providing strategic marketing input and support to organizations in the tech industry, sharing her insights on how to build effective marketing teams. She highlights the issue of organizations placing too much workload and expectation on a one-person marketing team, emphasizing the need to set realistic expectations and view hiring as an investment in the business. 

We also discuss the challenges of recruiting for marketing roles; in particular, the importance of having an effective screening process to ensure the candidate’s skills and experience align with the organization’s needs.

⁠Connect with Kushlani on LinkedIn

Mike Begg, CEO and co-founder of the digital marketing agency AMZ Advisers, joins us in this episode of Masters of Marketing to discuss how brands can scale up their sales on Amazon. With the majority of product searches now starting on Amazon, it’s a no-brainer for growing brands to invest into the platform. Mike shares valuable insights into how you can maximize visibility and drive organic sales on Amazon using SEO, content optimization and advertising. He also fills us in on the most common mistakes to avoid on Amazon, from not investing enough in the platform to not playing defensive advertising. If you’re looking to increase your visibility, avoid missing opportunities for growth, and prevent competitors from stealing your market share – tune in now! Connect with Mike on LinkedIn: https://www.linkedin.com/in/mbegg/ Check out the AMZ Advisers website: http://amzadvisers.com/

In this episode we chat with Sonia Thompson, an inclusive brand strategist, about the importance of inclusive marketing – and how being intentionally inclusive can help you attract a bigger, more diverse, and fiercely loyal customer base.

Representation in marketing has an impact on consumers that goes beyond the product itself. Sonia explains the importance of making people feel seen and included, and how this impacts consumers’ perception of your brand.

She also gives examples of brands that have successfully implemented inclusive marketing, and we discuss how brands can make their marketing campaigns more inclusive - without the overwhelm.

Darren Horwitz, founder of TenTen Group, a brand implementation firm, discusses the importance of brand implementation and how it goes beyond just a logo.

He emphasizes the need to understand all the different ways a brand comes to life and the various needs of different departments within an organization.

Darren also highlights the challenges of managing expectations around cost and timing in a rebranding project. He mentions the importance of flexibility in the process and the need to validate and prioritize the different elements of a brand implementation.

Darren expresses his passion for helping organizations protect their brand investment and suggests the idea of writing a book on brand implementation.

Key Takeaways:

• Brand implementation goes beyond just a logo and involves understanding all the different ways a brand comes to life
• Managing expectations around cost and timing is crucial in a rebranding project
• Flexibility is important in the brand implementation process to meet the specific needs of different organizations
• Validation and prioritization help ensure the efficient and impactful execution of a brand implementation
• Brand empathy is essential in considering the needs of all stakeholders involved in using the brand
• Continued execution and protection of the brand investment are important as companies evolve and change

April Dunford, positioning expert and author of 'Obviously Awesome', discusses the importance of positioning and building a sales pitch. She emphasizes the need to focus on a niche market and differentiate from competitors.

April shares her 10-step process for developing a positioning strategy and explains how to build a sales pitch that aligns with the positioning. She also highlights the common mistakes companies make when it comes to positioning and sales pitches.

Takeaways

• Focus on a niche market and differentiate from competitors to stand out.
• Develop a positioning strategy using a 10-step process.
• Build a sales pitch that aligns with the positioning and answers the question 'Why pick us?'
• Avoid common mistakes such as not starting with competitive alternatives and not involving sales in the positioning process.

Join us for an insightful journey into the world of branding with Jim Pietruszynski, CEO of SoulSight, a distinguished brand design agency with over 30 years of expertise.

In this episode of "This Is Your Captain Speaking," Jim shares invaluable insights gained from collaborating with renowned brands such as Kraft Heinz, Coca-Cola, and Pfizer. Delve into SoulSight's holistic approach to brand innovation, renovation, and activation, emphasizing the importance of crafting authentic brand experiences that resonate with consumers.

Discover how brands serve as cultural archetypes, reflecting human needs and desires across various touchpoints, from packaging to customer service. Jim highlights the significance of continuous brand reflection and adaptation in today's fast-paced market, offering practical strategies for staying relevant amidst evolving consumer trends.

Whether you're a seasoned marketer or new to branding, this episode provides actionable insights to enhance your brand's impact and foster meaningful connections with your audience.

In this episode, Andy Culligan sits down with Odd Morten Sørensen, a seasoned Marketing Operations Specialist with over 20 years of experience in technical marketing and marketing operations.

Based in Norway, Odd Morten has made significant contributions to the global MarTech landscape and is known for his thought leadership in marketing automation and digital marketing.

🚀 Key Insights:

• Navigating the MarTech Landscape: Discover how Odd Morten's journey from technical marketing roles to marketing operations paved the way for his success in the industry.
• The Rise of Marketing Operations: Explore the evolution of marketing operations in Europe and the challenges faced in adopting marketing ops strategies in Scandinavian countries.
• Embracing Innovation: Gain valuable insights into the future of MarTech, including the growing importance of regional MarTech providers and the impact of data privacy regulations on marketing technology adoption.

🔍 Featured Topics:

• Marketing Operations Strategies
• MarTech Innovation and Trends
• Regional Perspectives on MarTech Adoption
• Data Privacy and Compliance in Marketing Technology

Tune in to gain expert insights and stay ahead in the dynamic world of MarTech!

Join us in this episode as we delve into the world of B2B marketing and podcasting with Jason Bradwell, Founder of B2B Better. Discover how Jason's journey across global tech companies led him to pioneer a new approach to marketing through podcasting.

From leveraging thought leadership content to maximizing ROI, learn actionable strategies to elevate your B2B marketing game. Don't miss out on valuable insights that could revolutionize your marketing strategy!

Key Topics:

• The evolution of B2B marketing in the digital age
• Unleashing the power of thought leadership content
• Overcoming challenges in podcast distribution and audience engagement
• Strategies for aligning marketing and sales efforts for maximum impact

Tune in now and take your B2B marketing to new heights!

In this episode, we're joined by Gregory Brooks, CMO & Partner at SearchTides. Greg shares insights on navigating the evolving landscape of marketing, emphasizing the importance of authenticity and value-driven content.

From understanding the customer journey to standing out in a saturated market, Greg provides valuable perspectives on building brand equity and driving success.

Join us as we explore the intersections of business, marketing, and the human element in today's ever-changing landscape.

Tune in now for an engaging discussion with Greg Brooks on "This Is Your Captain Speaking"!

----------

Connect with Greg ⁠on LinkedIn⁠

Find out more about SearchTides

In this episode, we're thrilled to welcome a true pioneer in the field of social media, Aidan Brannigan, Head of Social for The Marketing Millennials.

Our CMO Andy Culligan sits down with Aidan, delving into the secrets behind his remarkable success in growing audiences and driving engagement across various platforms.

From memes to podcasts, Aidan shares insights that challenge conventional B2B marketing strategies and offer a glimpse into the future of content consumption.

Listen in and explore with us the intersection of creativity, consistency, & community building in the digital age.

----------

Connect with Aidan on LinkedIn

Find out more about The Marketing Millennials

"So if the role of marketing is to create value for the organization and you want to put your money into the biggest lever that you can pull to drive value, then you've got to create credibility within the organization that it will do that." In this episode, we delve into the world of marketing effectiveness with special guest Nick Milne, CEO of Go Ignite Consulting.

In his talk with our CMO Andy Culligan, Nick explains the need for marketing to demonstrate its value and credibility within the organization, offering insight into the strategic mindset required for success.

Get ready to revolutionize your approach to marketing effectiveness and unlock the secrets to driving impactful results in today's dynamic landscape!

----------

>> Connect with Nick on LinkedIn

>> Find out more about Go Ignite Consulting

"Email's been dying since the 90s. And let's say, what, 25, 30 years later, it's still there. It's still alive." Dive into the world of email marketing ✉️ with our latest podcast episode featuring Samar Owais, founder of Emails Done Right.

Discover Samar's journey from battling burnout to mastering the art of crafting compelling email journeys for big players like Marriott and MetLife.

Explore the role of AI in email marketing, learn from Samar's early mistakes, and gain fresh insights into challenging the status quo.

----------

>> Connect with Samar on LinkedIn

>> Find out more about Emails Done Right

Spoiler: It's definitely worth listening to this episode.

Not only for Andy's explanation of why his face currently looks the way it does - but also for our guest today, Anna Albinsson.

She recently took on her new role as the CMO at Avoki.

Anna's worked as a leader in various commercial roles over the past 15 years with a core focus on data and analytics. She's been focused on transforming brands and integrating companies after acquisitions. Amongst other things, Anna's been the CEO of Whisper Group, a global CMO at Dun & Bradstreet, and has traveled around Europe lecturing on how companies can be data driven.

In today's interview with Andy, Anna explains how to build an IT company by merging three companies into one.

Sounds like a lot of fun... right?

But: Just listen for yourself - you'll love it.

----------

>> Connect with Anna on LinkedIn

>> Find out more about Avoki

In this special episode, we're breaking new ground with not one, but two remarkable guests joining us for the first time on our podcast. We're thrilled to introduce you to Shannon Deep and Kevan Lee, both Co-Founders of the innovative Bonfire, a company that helps organizations ignite their brands with the power of storytelling.

Shannon and Kevan bring a wealth of experience and expertise to the table, particularly within the text-based and B2B sectors. They have a rich background with a focus on storytelling and marketing, having worked as marketing leaders at companies such as Buffer or Oyster.

Join us as we dive into their journey, from the inception of Bonfire to their approach in shaping the future of marketing through creativity, storytelling, and a passion for empowering businesses. Get ready for insights, inspiration, and invaluable strategies from two trailblazers in the industry.

----------

>> Connect with Shannon or Kevan on LinkedIn

>> Find out more about Bonfire

Mastering Customer Marketing: The intricate dance of managing relationships with large accounts

🎙️ Dive deep into the world of enterprise learning management systems with our latest podcast episode featuring Shannon Howard, Director of Customer & Content Marketing at Intellum. In this insightful conversation, Shannon shares her experiences in the realm of customer marketing, particularly within the dynamic landscape of mega-corporations like Meta and X.

🌐 Learn how Intellum powers learning for organizations of all sizes, including giants like Meta and X, shaping customer education programs from the ground up.

🤝 Shannon sheds light on the unique challenges and opportunities of customer marketing across diverse business units within massive enterprises.

🚀 Uncover the secrets behind organizing buyer summits and events within colossal organizations, as Shannon explains the importance of finding champions within customer organizations and creating opportunities to showcase the value of Intellum's platform.

🔍 Get an exclusive peek into the strategic approach of harnessing the voice of the customer, with Shannon outlining her team's focus on creating impactful content, customer stories, and case studies. Learn how they leverage these assets across marketing campaigns and sales outreach to let customers speak for the brand.

Tune in now to gain valuable insights and elevate your customer marketing game! 🚀

----------

>> Connect with Shannon on LinkedIn

>> Find out more about Intellum

In this episode, we'll dive deep into the dynamic world of conversion optimization with Talia Wolf, CEO & Founder of Getuplift.

Discover the game-changing strategy of Emotional Targeting, a unique approach that revolutionizes B2B marketing. Talia shares insights into crafting customer-first experiences, going beyond conventional optimization methods.

Delve into the psychology behind decision-making and learn how understanding emotional intent transforms not just your website but your entire funnel - and gain invaluable perspectives on A/B testing pitfalls, debunking best practices, and the fundamental importance of meaningful customer research.

Tune in for a treasure trove of practical advice and elevate your marketing game with Talia's expertise!

----------

Connect with Talia on LinkedIn

Check out Getuplift's website here

Join us in our latest podcast episode as we unravel the secrets of strategic marketing with Margaret Kelsey, a leading expert in guiding B2B startups. Margaret's journey from OpenView to advising founders and heads of marketing has yielded invaluable strategies for success. Explore how startups can navigate crucial growth phases, craft tailored marketing approaches, and align internal values with their brand's external image. Margaret's expertise shines as she unveils the balance between creativity and strategy that fuels startup triumphs in today's competitive landscape. Tune in for a concise yet impactful conversation on Spotify and YouTube. Elevate your marketing game with Margaret's actionable insights! 🚀🎧

----------

👉 Connect with Margaret on LinkedIn 👉 Find out more about TatCo here

🎙️ Unlocking the Power of Fractional Leadership in Marketing: Insights with Juliana Méndez

In this episode of This Is Your Captain Speaking, join us as we explore the world of fractional CMOs and leaders with the exceptional Juliana Méndez. Delve into Juliana's journey, uncovering how she transitioned from a consultant to a fractional leader, seeking more impactful, long-term projects while steering clear of full-time commitments.

Discover the critical differences between consultancy and fractional leadership, as Juliana emphasizes the necessity for deeper involvement and tangible results. Gain insights into her accelerated learning across 40+ teams, understanding the need for speed and adaptability in fractional leadership.

Explore Juliana's expertise in product-led growth strategies, unraveling the complexities of aligning user needs with product functionalities. Gain invaluable insights into implementing dual sales motions, optimizing customer acquisition costs, and scaling businesses effectively across diverse market segments.

Tune in to Your Marketing Insight for an enlightening conversation with Juliana Méndez, offering actionable insights to revolutionize your marketing approach! 🎧 🔗 Connect with Juliana on LinkedIn: Juliana Méndez

In this episode, Andy speaks to Caitlin Cassady, VP of Marketing at Beyond.

Caitlin explains the business model behind Beyond and shares some of the challenges around marketing multi-product solutions to multiple audiences. (Spoiler: One of the biggest challenges is building a website that allows users from different segments to convert even though the customer journey can look very different for them.)

Diving deeper into effective CTAs, she highlights how offering a free credit rather than a free trial didn’t only help her marketing team increase conversions but also improve adoption and usage.

Last but not least, Caitlin also shares some stories from her past in the martech world and how she realized she was doing a rebrand a few months into the rebrand project. Tune in to find out more!

------------------------------------------------------------------------

Connect with Caitlin on LinkedIn: https://www.linkedin.com/in/caitlincassady/

Find out more about Beyond: https://www.beyondpricing.com/

Our guest in this episode is Daniel Nyberg, VP Marketing at Paligo.

Daniel explains what a component CMS is and talks about the challenges that come with marketing a product that is a niche within a niche. He speaks about the importance of allowing customers to self-educate them about your product and explains why he thinks of demand generation as educating the market.

He also tells us why category management is an important part of his marketing strategy and why he has been keeping an eye on Bing lately (hint: it’s because there has been an increase in organic traffic from Bing).

Last but not least, Andy and Daniel speak about Paligo’s martech stack and the differences between some of the leading CRMs.

Tune in to find out more!

------------------------------------------------------------------------------

Find Daniel on LinkedIn: https://www.linkedin.com/in/danielnyberg/

Visit Paligo's website: https://paligo.net/

Our guest in this episode is Andy Andrews, Teamlead Marketing at Austrian recruiting firm epunkt.

Andy tells us about how he first got into Marketing Automation more than 10 years ago, what the challenges were back then and what doing Marketing Automation means today.

He shares some of his worst moments when it comes to trying to integrate two systems and explains why roll-backs can be an absolute lifesaver.

He also lets us in on a few secrets, such as one of his favorite B2B campaign ideas and what his tech stack looks like at the moment.

If you’re in a love-hate relationship with your CRM, this episode is for you!

Listen to the entire episode to find out more.

--------------------------------------------------------------------------------

Connect with Andy on LinkedIn: https://www.linkedin.com/in/andyrieglerandrews/

Visit epunkt's website: https://www.epunkt.com/

In this episode, Andy discusses current challenges in marketing with Trinity Nguyen, VP Marketing at UserGems.

Trinity explains how, in her view, the current economic climate helps her do a better job, rather than making things difficult:

“With the current environment, we are kind of forced to do the right thing, even though it’s very painful. I mean, nobody wants to have stricter ICP criteria. I’m responsible for the revenue and the pipeline, so the bigger the ICP, the better. But seeing how things play out and being in a position where you can see all the numbers that a healthy business should have – the net retention, the growth retention, all that stuff – it kind of helps you to make the right decisions, even though it’s painful.”

She also shares her views on pricing strategies, why no two product marketing roles are the same, and how being a product marketer has helped her gain a better understanding of the fundamentals of marketing.

And last but not least, Trinity tell us why she would rather drink her own champagne than eat her own dog food.

Tune in for more!

-------------------------------------------------------------------------------

Connect with on LinkedIn: https://www.linkedin.com/in/trinitynguyen/

Find out more about UserGems: https://www.usergems.com/

In this episode, Andy discusses podcasting and current challenges in marketing with Jane Serra, VP Marketing at Justuno and host of the Women in B2B Marketing podcast.

Jane lets us in on why she started the Women in B2B marketing podcast (spoiler: it’s because women are underrepresented on podcasts) and what her biggest challenge is when it comes to creating new episodes.

She also tells us where she learnt to speak 1.5 languages and why her son will soon speak two.

When it comes to some of the challenges she is currently facing as a marketer, she says that she has noticed a trend towards outbound:

“Inbound has dried up, at least a portion of it. Demand gen is really difficult right now, at least the lead gen side of it. Efforts are shifting back to outbound.”

Tune in to find out more (and to hear Andy and Jane rant about attribution towards the end).

------------------------------------------------------------------------------------------------

Connect with Jane on LinkedIn: https://www.linkedin.com/in/janeserra/

Visit Justuno's website: https://www.justuno.com/

In this episode, we discuss AI and the impact it is going to have on marketing with Cathy McPhillips from the Marketing AI Institute.

Cathy shares some of her own use cases, highlighting that AI has helped her cut the amount of hours she spends on producing the Institute’s podcast and repurposing the content from 17 to 2.5 hours per week.

Speaking about AI and its general implications, she states that, in her view, technology that is not AI-powered will not be around for much longer: “I feel like AI-powered technology in a few years is going to be technology. I think the technologies that don't keep up and that don't find a smarter version, that don't embed AI into what they're doing are probably not going to be around in a couple of years.”

Listen to the entire episode to find out more.

------------------------------------------------------------------------------------------------

Connect with Cathy on LinkedIn: ⁠https://www.linkedin.com/in/cathymcphillips/⁠

Visit the Marketing AI Institute’s website: ⁠https://www.marketingaiinstitute.com/⁠

Join the Marketing AI Institute Community: ⁠https://www.marketingaiinstitute.com/community⁠

Find out more about the Marketing AI Conference: ⁠https://www.marketingaiinstitute.com/events/marketing-artificial-intelligence-conference⁠

In this episode, we discuss customer-led growth with Georgiana Laudi.

Georgiana is a product marketing and growth advisor with more than 20 years’ experience in the marketing space. When advising companies on their marketing, she often finds that marketers are not empowered to make their own strategic decisions, but are told how to do marketing. She highlights how customer research can help marketing teams eliminate guesswork and build solid strategies instead.

Tune in for more!

------------------------------------------------------------------------------------------------

Guest: Georgiana Laudi > https://www.linkedin.com/in/georgianalaudi/

Visit Georgiana’s website: ⁠https://forgetthefunnel.com/⁠

Get her book: ⁠https://forgetthefunnel.com/customer-led-growth/book⁠

For this episode, Andy had a chat with artegic founder Stefan von Lieven about why email marketing is still relevant today despite having been pronounced dead countless times.

“When social media became really popular, everyone was saying that email is dead. It’s going to be all social media from now on. We were like ‘ok, let’s see’. And then, after a while, all these big platforms, like Facebook and Twitter, used email to engage me and to get me back on their platform. So email has been very much about retention and identification. And I believe with first party data and the cookie-less era, email will become the center of it all.”

Tune in and find out more about artegic, their marketing automation software Elaine, and why email remains one of the most important channels in marketing.

------------------------------------------------------------------------------------------------

Guest: Stefan Von Lieven

Companypage: artegic AG

In this episode of This is Your Captain Speaking, B2B growth marketing strategist Stacey Danheiser speaks about why marketers feel like order takers these days and why it’s important for them to focus on the customer instead of tech and tactics.

“I started to notice a trend where marketing is moving into this sort of tactical realm. And I have a lot of conversations with marketers and companies these days and the marketers feel like order takers, and the CEOs feel like they have to tell the marketing team what to do. And so we've kind of like swung the pendulum away from customers and into, you know, tech and tactics.”

Listen in as Stacey discusses how marketers can have more satisfaction and joy from their career by focusing on what the customer wants instead of trying to get through a long list of to-dos every day.

------------------------------------------------------------------------------------------------

Guest: ⁠⁠Stacey Danheiser

Companypage: SHAKE Marketing

Take the Marketing Impact Index scorecard

In this episode, we dive into the world of Customer Data Platforms (CDPs) with our guest David Raab. David shares his experiences in building the category and defining CDPs, highlighting the challenges and frustrations he faced along the way.

He also discusses the importance of having a clear definition of CDPs, which includes building a persistent and unified customer database that is accessible to other systems. David explains that this definition was carefully crafted to exclude other systems that may appear similar but do not meet the expectations of what a CDP should do, such as segmentation, audience selection, and advanced personalization.

Tune in to learn more about CDPs and how they can benefit businesses in managing and utilizing customer data effectively.

------------------------------------------------------------------------------------------------

Guest: ⁠David Raab

Companypage: CDP Institute

*** German Episode ***

With our guest Uwe Römgens (adesso) Andy talks about a hot topic that is well known to many companies at the moment: Digital transformation.

Change only works if it comes from the very top - it must therefore be initiated by the C-level, and lived and carried downwards. This should not happen ad hoc, but rather one should think about how to approach this digital transformation. Indeed, the digital transformation is often quite difficult in historically grown structures - especially here, you have to think about how best to take people with you so as not to stir up unnecessary fear and also to set the right accents in terms of strategy and communication. 

In principle, it is easy to explain: if the lower levels also see and understand what the upper tiers are looking for and are motivated accordingly to drive the transformation forward, then this is also possible in times of constant change.

------------------------------------------------------------------------------------------------

Guest: Uwe Römgens

Companypage: adesso SE

Check out This is Your Captain speaking & listen to what our experts from the marketing world have to say!

For this episode, Andy sat down with Alexander Low, Director of BeyondSales, to speak about social selling on LinkedIn.

How can you use LinkedIn to sell your products and services? Does going viral help you grow your business? How do you create a personal brand on LinkedIn?

These are just some of the questions Andy and Alex discussed.

Listen to the entire episode for more insights on how you can use LinkedIn to win new business.

------------------------------------------------------------------------------------------------

Guest: Alexander Low

Companypage: BeyondSales

In this episode of This Is Your Captain Speaking, Ohad Hecht, CEO and founder of Prodport, speaks about why he thinks personalization is the name of the game when it comes to e-commerce and customer acquisition:

“We all wish we had billions to just throw at customer acquisition. But the reality is that every company has a certain amount of money to spend on acquiring customers, so you want to make sure you’re spending that money wisely. Now if you think about all touchpoints with your customers across all channels – whether it’s for acquisition or retention – it’s all about pushing them down the funnel to that one place where the magic happens: the product page.”

That is why he set out to start Prodport, a solution that helps businesses adapt product information in real time and increase conversions.

Tune in to find out more!

------------------------------------------------------------------------------------------------

Guest: Ohad Hecht
Companypage: Prodport