In this episode, I sit down with Breezy Beaumont, Head of Growth & Marketing at Correlated. We broke down how marketers can find out where their customers are hanging out online from a cold start, the most common pitfalls around activating a new channel and how to avoid them, and the best way to handle an exec that wants you to invest in an idea that you think won't work. This episode is a must-listen for early-stage B2B marketers looking for advice on where to spend their time, energy and r...
Nov 04, 2021•27 min•Season 1Ep. 42
In this episode, I sit down with Amanda Natividad, Marketing Architect at Sparktoro. We had a great, free-flowing conversation on everything from breaking into marketing as a career, the blurring lines between B2C and B2B marketing and how to create high-value content programme. Amanda and I also dived into the role of the conventional marketing funnel and why measuring leads may be a distraction from answering the question - is marketing making an impact? You can follow Amanda here. Thanks to m...
Oct 28, 2021•42 min•Season 1Ep. 41
Flying solo this episode. I talk about the antidote to curing marketing departments that are risk-averse, creatively stunted and ill-equipped to handle evolving B2B buyer behaviours - more creative goal setting. This episode is a must-listen if you're obsessed with generating demand for your company tomorrow, not just capturing what exists today. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionabl...
Oct 21, 2021•11 min•Season 1Ep. 40
In this episode, I sit down with Grace Baldwin, Content Strategist. We dived into her work on building an enterprise-scale funnel framework at Hiber. Built according to Eugene Schwartz's copywriting classic '5 Stages of Awareness', this episode is a must listen for B2B professionals looking to create a content system that nurtures leads so they're ready for sales. You can follow Grace here. Thanks to my friends at Chili Piper for sponsoring this episode. Any company that helps B2B marketers capt...
Oct 14, 2021•40 min•Season 1Ep. 39
In this episode, I sit down with Jorge L Soto, Head of Content & Community at Reprise. We dived into a marketing discipline I'm the least familiar with but most eager to learn - product-led growth. Jorge went back to the basics to explain the core components of a PLG strategy, how it can complement more traditional inbound/outbound marketing efforts, and why marketers should get cosy with their product teams to have the best chance of success. This episode is a must-listen for B2B profession...
Oct 07, 2021•46 min•Season 1Ep. 38
In this episode, I sit down with Ethan Beute, Chief Evangelist at BombBomb. We dived into why video is the most effective medium to convey a one-one/one-to-few marketing message, how to equip your colleagues to produce their own high-quality videos and why marketers should focus on the unscalable when building a video strategy. Ethan also shares his tips on how to convince sceptical sales colleagues to get in front of the camera - which I can tell you, is really, really hard. This episode is a m...
Sep 30, 2021•42 min•Season 1Ep. 37
In this episode, I sit down with Brook Perry, VP Marketing at 'nuffsaid. We dived into marketing at a startup that's still in stealth, finding opportunities to surprise and delight, and establishing credibility when you haven't got any customers you can point to in a conventional case study. Brook also shares her philosophy on treating content like a product and the success her team found in launching a 2.0, a print magazine for customer success professionals. This episode is a must-listen for B...
Sep 23, 2021•41 min
In this episode, I sit down with Lisa Riley, Senior Vice President and Head of Global Events at Forrester. We dived into how to run a virtual event that cuts through all the noise, how to retain attention and avoid 'Zoom fatigue', and how to replace the face-to-face networking experience online. Lisa also shares her thoughts on the return of in-person conferences and the changing expectations of event sponsors. This episode is a must-listen for B2B professionals who need to know how to plan, pro...
Sep 16, 2021•44 min•Season 1Ep. 36
In this episode, I sit down with Adrienne Barnes, Founder of Best Buyer Persona. We dived into what exactly a buyer persona is, why so many of them are absolute rubbish, and how to create one that actually makes your marketing more effective. Adrienne also shares her advice on how to present a buyer persona to different folks within your organisation, from fellow communicators to the CEO. This episode is a must-listen for B2B professionals who need guidance on how to make their marketing more ef...
Sep 09, 2021•39 min•Season 1Ep. 35
In this episode, I sit down with Andra Zaharia, Content Marketing Specialist for cybersecurity companies. We dived into the unique marketing challenges facing an exploding sector, the role of fear in security storytelling and how to find the balance between education and entertainment. Andra also shared what career opportunities exist in her industry for content marketers looking for a new challenge. This episode is a must-listen for B2B professionals working in cybersecurity who need advice on ...
Sep 02, 2021•37 min•Season 1Ep. 35
In this episode, I sit down with Amit Bivas, VP Marketing at Optimove. We dived into why the company has launched a standalone media publication (PostFunnel) alongside its company blog, the opportunities this has created for the Optimove sales team in account nurturing and how Amit has structured his team to push out 10+ pieces of content EVERY WEEK. This episode is a must-listen for B2B companies who need a blueprint on how to launch their own standalone media publication. You can follow Amit h...
Aug 26, 2021•42 min•Season 1Ep. 34
In this episode, I sit down with Sophie Hill, Marketing Executive at Rothley and recent inductee into The Drum Future 50. We dived into her work in transforming the manufacturer of metal tubes into a brand that can stand toe-to-toe with any consumer brand when it comes to digital and design. Sophie walks me through her first week on the job when she was thrown into a rebranding project, how Rothley is adapting its approach to meet a younger demographic and how to leverage almost two centuries of...
Aug 19, 2021•47 min•Season 1Ep. 33
In this episode, I sit down with... myself. That's right. In a once-in-a-blue-moon recording of B2B Better, I fly solo in sharing some hard-won wisdom on how B2B marketers can run webinars that don't suck. This is real advice for the everyday B2B marketer who wants to be better. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks? Head over here: b2bbite.substack.com You can also follow me...
Aug 12, 2021•15 min•Season 1Ep. 34
In this episode, I sit down Katie Cacchiani, Digital Media Director at Mediassociates. We dived into how to prepare employees to take part in an advocacy programme, running successful training workshops, and how to motivate unsure staff to take part. Katie also shares some advice on whether an approach to employee advocacy should change when dealing with exec-level employees. This episode is a must-listen for marketers who need advice on training colleagues to be effective advocates. This is rea...
Aug 05, 2021•35 min•Season 1Ep. 32
In this episode, I sit down Alicia Russell, VP Marketing at Onalytica. We talk about how B2B brands can find and leverage influencers to amplify their message, what makes a successful influencer relationship and how to measure a campaign's success outside of vanity metrics. Alicia also shares some tips on how to build an MVP influencer strategy and get some early wins on the board that'll convince your CEO to unlock more budget. This episode is a must-listen for marketers (like me!) who've alway...
Jul 29, 2021•51 min•Season 1Ep. 31
In this episode, I sit down Tom Bangay, Director of Content at Juro, the contract automation platform. We talk about: His step-by-step strategy in building a niche B2B community for legal teams How he convinced the first members to join - and persuaded them to stay Why banning his sales team from the community was a great decision This episode is a must-listen for any marketers looking for an actionable strategy to get a niche B2B community started (and showing results) quickly. This is real adv...
Jul 22, 2021•50 min•Season 1Ep. 30
In this episode, I sit down Gia Cattaneo, Senior Marketing Specialist and ABM expert. We talk about: What a starter ABM campaign looks like and setting yourself up for success Navigating the dynamics between a joined up sales and marketing approach How to measure the success of an ABM campaign This episode is a must-listen for any marketers wanting to get an ABM programme off the ground but aren't sure where to start. This is real advice for the everyday B2B marketer who wants to be better. You ...
Jul 15, 2021•37 min•Season 1Ep. 29
In this episode, I sit down with Dominique Farrar, Head of Community and Communications at Spendesk. We talk about: Building CFO Connect, a community for modern finance leaders, from scratch Ingredients needed to build and scale a successful online community And why the concept of community can be a HUGE competitive advantage in B2B This episode is a must-listen for any marketers thinking about building a bespoke community for their buyers and wondering where to start. This is real advice for th...
Jul 08, 2021•38 min•Season 1Ep. 28
In this episode, I sit down with Ali Schwanke, Founder and CEO of Simple Strat, a growth marketing agency. We talk about: Hubspot and why it - or a platform like it - is a MUST for early stage marketing teams The disadvantages of using a 'Frankenstein's monster' technology stack Building an air-tight lead scoring system that'll help you measure channel ROI This episode is a must-listen for any marketers struggling with proving their value to a predominantly sales-led organisation OR looking for ...
Jul 01, 2021•40 min•Season 1Ep. 27
In this episode, I sit down with Claire Kennedy, Social Media and Advocacy Manager at Forrester Research. In this episode, we talk about: What ingredients are needed to build a successful employee advocacy programme How to encourage sceptical employees to get excited and take part And the secret to building credibility in your strategy with the leadership team We also talk about what pitfalls Claire would have told herself to look out for when she started working in employee advocacy at the star...
Jun 23, 2021•39 min•Season 1Ep. 26
In this episode, I sit down with Ivonne Aldaz, Marketing Specialist from Tint and author of the 'Future of Marketing' newsletter. In this episode, we talk about: The strategy behind launching Future of Marketing as a separate brand to Tint - and how this has helped build credibility for the newsletter How Ivonne and her team have cracked the distribution code to get their work in front of as many eyeballs as possible And why a focus on brand - which is more than just visuals btw - is a challenge...
Jun 16, 2021•41 min•Season 1Ep. 25
In this episode, I sit down with Chi Thukral, Head of Content and Social Marketing for Yanko Design. We talk about: What kind of insights brands can pick up from social listening and how this can influence their marketing strategy Whether social listening is just for 'big' companies (it's not) and how startups can get a programme off the ground And how to measure success when it comes to tracking how your customers are talking about you on social media Chi also shares a few surprising insights t...
Jun 09, 2021•43 min•Season 1Ep. 24
In this episode, I sit down with Michelle Garrett, Public Relations Consultant and Writer. We talk about: Should B2B start-ups pay for PR in the early days? What the first 100 days of building a communications strategy should look like The difference between a 'trade story' and a 'New York Times' story Michelle also shares some amazing insights the difference between reactive and proactive PR PLUS whether there's such a thing as a quick media win. This is real advice for the everyday B2B markete...
May 24, 2021•46 min•Season 1Ep. 23
In this episode, I sit down with Bethan Vincent, a Marketing Consultant that helps technology companies differentiate and grow. We talk about: How small marketing teams can build a strategy that scales as the company grows The importance of picking the right tools and the most common mistakes to avoid as a sole marketer And for how long a Founder should look after marketing - and recognising when to let go Bethan also shares wisdom on finding the right candidate for the first marketing hire with...
May 17, 2021•43 min•Season 1Ep. 22
In this episode, I sit down with Melanie Deziel, Director of Content at Foundation Marketing and Author of "The Content Fuel Framework.” We talk about: Why a Founder/CEO should invest in content marketing from the get-go What an MVP content marketing strategy looks like How to run an effective workshop to generate new content ideas And how Founders can set-up a content marketing programme that scales Melanie also answers from questions from Twitter, including my favourite - what do you say to B2...
Apr 29, 2021•44 min•Season 1Ep. 21
In this episode, I sit down with Alexa Heinrich, Social Media Strategist and digital accessibility expert. We talk about why creating a more inclusive digital experience should be a top priority for all B2B brands, how a company can build accessibility into their marketing mentality from the ground up, and what you can start doing today to improve your social media accounts. Alexa also shares her advice on what we as a marketing community can do to enact real change for people living with a disa...
Apr 22, 2021•42 min•Season 1Ep. 20
In this episode, I sit down with Masooma Memon, freelance writer for SaaS companies. We talk whether a blog is right for every B2B company, what makes a blog post go from good to great and her tips for marketers who don't have someone dedicated to maintaining quality and consistency on their blog. Masooma also talks about an exercise she runs to generate new ideas that reminds me of my time as an improv actor. This is real advice for the everyday B2B marketer who wants to be better. You can foll...
Apr 14, 2021•40 min•Season 1Ep. 19
In this episode, I sit down with Sanya-Jeet Thandi, Founder of Anthro, a community newsletter and online resource to help fill the branding knowledge gap for start-ups. We talk about the basics of B2B brand building and why a little investment by start-up founders upfront will save them A LOT of heartache over the long-term. Sanya also shares her blueprint of building a strategy in the early days and we may just get a little sidetracked talking about how great The Office is. This is real advice ...
Mar 31, 2021•51 min•Season 1Ep. 17
In this episode, I talk about the future of events and the B2B trade show circuit based on some research from my friends over at FINITE. I also share an example of a great webinar I attended last year and talk about what made it *chef's kiss*. This is real advice for the everyday B2B marketer who wants to be better. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks? Head over here: b2bbi...
Mar 25, 2021•7 min•Season 1Ep. 16
In this episode, I sit down with Josh Krakauer, CEO of Sculpt, a B2B social media marketing agency. We talk about whether companies should look to Clubhouse as a channel to have a direct, authentic conversation with their audience, what makes a successful room (it's mainly the moderator) and how to measure that sweet ROI. This is real advice for the everyday B2B marketer who wants to be better. You can follow Josh on Twitter here: @JHKrak Also - why not check out my weekly newsletter, The B2B Bi...
Mar 17, 2021•52 min
