Successful brands need to be authentic, genuine, and true to the purpose behind the brand. In this episode, Greg Perotto , VP of Brand & Communications at HootSuite , discusses the importance of having a compelling purpose combined with a compelling point of view that aligns your brand with your company culture, its employees, and your customers....
Building a successful Account Based Marketing (ABM) strategy requires an honest, true view of customer data. Eric Newell , VP ABM & Demand Generation at MeritDirect , describes his experiences aligning his company's and his client's ABM strategy to build a solid ABM roadmap. With ABM in his job title, Eric's got the answers when it comes to better ABM in 2019....
Doing more with less has been a budgetary issue since the beginning of budgets. Nowhere is this more true than corporate travel. Tahnee Perry , Vice President of Marketing at Deem, Inc. , enjoys conversations about travel, a field she has been deeply involved in for many years. Marketing Deem sometimes means Tahnee finds answers even before potential customers and clients are asking the questions....
In marketing we need to care what works for us and our clients. It is easy to find something that works well enough and put everything on auto-pilot, but it could cost us our ability to excel. Jay Acunzo , Author of Break the Wheel and Founder of Unthinkable Media , encourages us to break the cycle of best practices. There is a difference between good and great that starts with a level of self-awareness most people are prone to ignore. As marketers, we are no longer tasked with acquiring attenti...
The future of marketing present amazing opportunities. As an industry, we waste a lot of interactions, but AI represents an opportunity to change that! On this episode, Mark Floisand, CMO at Coveo , tells us about how data can be our ally in an attempt to complete the work that can no longer successfully done by hand. What would it look like if we could develop meaningful interaction virtually and save precious time to dedicate to other endeavors?...
The 2018 Edelman Trust Barometer indicates that the U.S. has seen the largest decline in trust across every major institution since its inception 18 years ago. In this episode, Katie Martell , Executive Director at Boston Content and on-demand marketing strategist , addresses the implications of a declining trust amongst everyday Americans and the role of marketers in fixing the problem. Our customer base does not know who to trust. The notion of responsibility notwithstanding, we have a great o...
The education system presents its own unique and important challenges for marketers who hope to succeed in a closed market. Marc Rubner is the Vice President, Product Management and Marketing, Community Engagement and Campus Enablement at Blackboard, the largest technology education company in the world. With over 6,500 clients, Marc and Blackboard have a proven track record of smart investment and fantastic timing! In this episode, Marc covers some critical strategies for the success of SAS and...
At the center of every product marketing strategy is a core set of principles, pillars that guide the way we organize and innovate within the framework of our product launches. In this episode, Diego Lomanto , Vice President, Product Marketing at UiPath , talks about the exponential growth in his company since transitioning to a product driven business. Diego outlines the seven pillars he uses to guide team development that address some of the biggest challenges in product marketing....
Marketing begins with the outcome. Collecting and using data properly is at the core of achieving client goals. In this episode, Judd Marcello , CMO of Cheetah Digital, talks about building a brand that inspires trust, not just from customers but from company employees. The path to this new kind of loyalty comes through understanding what customers hope to achieve and making their business outcomes your business outcomes....
Account Based Marketing is a strategy, not a tool or technique. Sangram Vajre, Chief Evangelist and Co-Founder of Terminus and Host of the daily #FlipMyFunnel podcast, likes to think about ABM as a symphony where marketers create beautiful music by directing the musicians. Why is it important? And what conversations are marketers having now about the implementation and use of ABM?...
What is it about you that is distinct; that stand out? How do you incorporate this into your brand? On this episode Tsufit , Author of Step Into The Spotlight and keynote speaker, singer, songwriter, lawyer, and coach to name a few, speaks with me about the necessity of creating collaborative spaces and a distinct marketing personality. She says that many people feel there is nothing about them that other find interesting, but every time she interviews someone new there is always something!...
Email continues to be an important and strategic form of communication. There are more and more people coming online every day, and these people are going to have emails. The number of emails being sent each year is growing. In this episode, Daniel Incandela, CMO at Return Path, tells us about how email still remains a high performing ROI channel for marketers to use if they will use it in a smart way. Hitting the inbox instead of the spam folder and having success with your email marketing camp...
Delivering quality content is an endless cycle. Content engines must be able to consistently produce actionable and relevant content. Refining and organizing the data into easily consumable presentations is a time intensive and difficult task. Jessie Coan , VP of marketing at Aberdeen, is an editorial content machine and was integral in helping the company navigate a very interesting and important brand transformation over the past several months. In this episode we talk with Jessie about the ro...
When trying to market a product or service that is new, there are unique challenges that must be addressed, including the burden of helping others understand the need for this new approach. Joe Vacca , CMO and EVP of Strategy Innovation at Revature , heads up a unique model in the marketplace that has prompted tens of thousands of recent IT college graduates to seek training in their system. However, even in a market with great need for the software developers Revature trains, businesses can rem...
In this episode Samantha talks with Len Herstein, CEO of Managecamp and volunteer Sheriff Deputy, about how he blends his worlds of professional marketing and law enforcement passion work. Even though our worlds can often seem unrelated, our experiences teach us lessons and skills that are integral for our overall success.
Knowledge is not power. Alone, it just is not enough. Instead it should be said - if knowledge does not come to you, then your company will be powerless. In this episode Samantha speaks with Sunny Manivanna, VP of Marketing at Guru, about how the last mile of content delivery and knowledge transfer will either make or break your marketing and sales team. In other words, If knowledge does not come to where your company is, (if enterprise knowledge has to be searched for on the web), then you will...
If you leave it up to the client, they will just underutilize your product. Why? Their unexpressed interests keep them from knowing what to do with what you are selling—especially in cloud software. In this episode Samantha speaks with Brian Gilman, VP of Product Marketing at Vonage, about how to find the differentiation in our project, to really dig deep in these use cases, and discover ways to build strategic stickiness and adoption of the product—not just sales of the product. It all boils do...
There are a lot of different puzzle pieces involved in a go to market strategy. One of the most important ones is building excitement for your team! Mike Kaplan is the VP of Marketing at ENGIE Insight and he has spent years helping companies unite around common goals they can be excited about when bringing a new product or service to market. This starts with planning well ahead of time - Mike is already thinking about 2019! In this episode of Unleash Possible, we sit down with Mike to hear about...
Selling is simple, in concept. Just understand your buyer, and you should be well on your way. But how do you really understand what makes potential customers tick? What influencing factors will play into them making financial decisions that happen to include what you offer? How do you determine if your product or service is even the best for this client? Shane Lennon—the Chief Marketing Officer at Digital CMO—has faced these tough questions before and has come up with some methods for mapping t...
In this one Samantha chats with Christine Rimer, VP of Product Marketing and Voice of Customer, Survey Monkey to talk about how the customer experience and securing their trust instilled directly relates to product marketing.
Sales and marketing teams often run each other ragged. They can clash on even the simplest things, from the physical proximity of different team members to the definition of metrics. They can even disagree on what defines a lead. If you do not address the issue, even the smallest disputes open large divides that prevent a business from succeeding at this basic level. Connie Stack—Chief Marketing Officer at Digital Guardian—has some experience addressing these conflicts and aligning the goals of ...
It is easy to see the benefits of Account Based Marketing once it is up and running, but starting from scratch is a difficult task. Brian Kardon, the CMO at Fuze, has seen his team improve their win and increase their average deal size by 40% through utilizing ABM, but these successes did not happen overnight. In this episode of Unleash Possible, Brian explains getting sales & marketing on the same page, how his team narrowed down their list of target accounts, and the overall strategic importan...
ABM is modern B2B marketing - multiple people selling, multiple people buying over a long period of time. Successful marketing requires both a great strategy and exceptional patience. In this episode, Sarah DeRocher Moore, VP of Brand and Revenue Marketing at Spredfast talks with us about account based marketing. Spredfast itself is an enterprise software company that makes social media solutions for global enterprises, helping them use social as the channel where they connect with their consume...
Pulling off a big event for your company is far from easy. Just ask Morgan Santapaola who heads up the Growth Acceleration Summit for Zoominfo. Morgan and her team put in a ton of work behind the scenes to book the right speakers, satisfy the attendees, provide their salespeople with the tools to sell the event, and bring in revenue for the company. Sound like a lot? It is! But there is a reason this is a successful event. In this episode of Unleash Possible, Morgan lets us in on how she deals w...
Content marketing is a strategic and commercial activity in businesses, not just something reserved for marketers. It is potentially the thing that can light the fire under sales. On this episode, Chris Marr, the founder of Content Marketing Academy , a membership organization for marketing pros and entrepreneurs who want to better understand and utilize content marketing, breaks down some content marketing key components and misconceptions. Content marketing plays an ever increasing role in the...
Samantha Stone is the author of Unleash Possible and the Founder of the Marketing Advisory Network. And as if she didn’t have enough on her plate already, along with being a mother of four children, she is starting a podcast! Samantha loves to learn and is insatiably curious. She is constantly attending events, taking classes, and talking to thought leaders in her industry all in the name of learning more and more. What better way to structure her education and share what she’s learning with oth...
