Audience research can be challenging. Surveys only reveal so much, and it can be difficult to get folks in your target audience to commit to interviews. Kathleen Booth, SVP of Marketing at Tradewell has discovered that podcasts can be a goldmine of audience information if you know how to mine them. In this episode, we explore how she’s used podcasts to glean invaluable audience insights to guide her team. ✨ Transcript with Key Takeaways ✨ Connect with Kathleen on LinkedIn ✨ Tradeswell...
Apr 28, 2022•21 min•Season 2Ep. 17
Community is a hot topic at the moment. And for good reason — it's a strong and proven strategy for sustainable growth. Mark Kilens is the OG of community-led growth. He founded HubSpot Academy and has built Drift’s Insider community into the powerhouse that it is today. I’m thrilled to share this conversation with you. Mentioned in the show: ✨ Transcript with Key Takeaways ✨ Connect with Mark on LinkedIn and Twitter ✨ Drift Insider ✨ Community Sense podcast...
Mar 30, 2022•33 min•Season 2Ep. 16
Successful marketing is fueled by the ability to step into prospects’ shoes and the ability to generate fresh ideas to engage. Both of those things can be hard to do if you’re operating from your own perspective. Being intentional about seeking other perspectives can really help. I’m thrilled to bring Catherine Dummit on the show today to talk about diversity and inclusion. Catherine is the VP of Marketing at Narvar, and she’s sharing the story that brought her to value diversity and some practi...
Feb 28, 2022•30 min
We all know that much of the buying journey happens via word of mouth and on social media. Prospects see mentions of products in their feeds and they have conversations with colleagues who make recommendations. It’s really hard to track and measure this activity, which is why it’s called “Dark Social.” Steve Voith is a veteran of marketing in the software space, having worked in demand gen at Litera and PowerReviews. He’s now at Refine Labs, serving as Director of Demand Gen, and he has seen fir...
Jan 27, 2022•27 min•Season 1Ep. 14
Many SaaS companies offer a mobile app version of their product, which comes with an excellent opportunity for marketing. App marketing has its own set of challenges, however, and today I’m excited to bring you Eryn Lueders, Senior Growth Manager of Safesite, to talk about how her team at Safesite has optimized app marketing for exceptional results. ✨ Transcript with Key Takeaways Mentioned in the show: ✨ Check out Safesite ✨ Connect with Eryn on LinkedIn...
Dec 23, 2021•20 min•Season 2Ep. 13
Supporting a product launch is a huge undertaking. But the process can be simplified by having a strong framework that gets the product and marketing teams working together. Today I'm talking with Jessica Shafer, VP of Marketing, and Michael Gonzales, Executive Vice President of Growth & Strategy at Marathon Health. Marathon Health launched a software product called Marathon Health Anywhere, and in this episode, we get to hear about the product launch process and the marketing the team is do...
Nov 18, 2021•25 min•Season 2Ep. 12
B2B is a bit of a misnomer since all marketing is people marketing to people. B2B buying teams are individuals with personal interests, goals, and needs who are also looking for business value to move their companies forward. The best B2B marketing is a blend of personal engagement and education, brand-building and demand generation. In today’s episode, I’m talking with Camille Trent, who is Head of Content at Dooly, a connected workspace for revenue teams. Dooly does an amazing job of bringing ...
Oct 28, 2021•37 min•Season 2Ep. 11
Messaging helps customers and prospects understand a company’s value and values—how it can help and what it believes in. It describes the brand promise and generates desire for the company’s products and services. The best messaging gets people excited and rallies them together around a common cause. Today I’m talking with Mark Huber, Director of Growth at Metadata, a demand generation platform. Mark led the Metadata team through a messaging process that has been really successful, and he has so...
Sep 30, 2021•30 min•Season 2Ep. 10
Season 2 of What's Working Now is kicking off with an insight-packed conversation with Devin Reed, Head of Content Strategy at Gong. Devin and his team have created an incredible podcast called Reveal: The Revenue Intelligence Podcast , and they're using it to build brand affinity, grow pipeline, and generate marketing-sourced revenue. Devin shares the strategy behind the podcast and offers practical takeaways you can use to get started with podcasting or improve the results you're seeing from y...
Aug 27, 2021•27 min•Season 2Ep. 9
Today, we’re talking about customer experiences as fuel for content. We all know the power of customer stories, but it’s sometimes challenging to come up with ways to weave them into different content formats. Alfredo Deambrosi, Content Marketing Manager at Perspectium, is doing some really interesting things with customer stories, and I know you’ll get some great ideas from what he has to share. For key takeaways and show notes, visit ideallymarketing.com/saaspodcast . For more on Perspectium, ...
May 31, 2021•26 min•Season 1Ep. 8
In this episode, we're talking about a dilemma that's common to nearly every marketer: long-term brand building vs. short-term lead gen. My guest today is Andy Smith, who is the VP of Marketing at PowerReviews. And he’s sharing his team’s strategy for long-term vs. short-term, and also his insights on brand building. And I know that you're going to enjoy this episode! For key takeaways and show notes, visit ideallymarketing.com/saaspodcast . For more on PowerReviews, check out their website ....
Apr 21, 2021•43 min•Season 1Ep. 7
Welcome to Episode Six of What's Working Now. Today we're talking about thought leadership and ranking content and search engines. We all know on some level that ranking content is not enough to land new customers. The search engine results are packed with competitors' content. To get prospects’ attention, you must stand out and give them a reason to dive in further. To do this, your content needs to demonstrate thought leadership and a compelling point of view. Today, I have Julian Alvarado joi...
Mar 25, 2021•27 min•Season 1Ep. 6
Alayna Giesting of FMX shares how she successfully piloted a rebrand.
Feb 24, 2021•25 min•Season 1Ep. 5
Welcome to Episode 4 of What's Working Now! If you've ever given yourself the freedom to focus deeply on something, devoting dedicated attention and energy to it, you know the power of focus. In marketing, it's easy to feel like you need to do everything — all the strategies, all the tactics — and if you can't, to feel like you're falling behind. But it's often more effective to focus on just a few things and put your resources into those few things. In this episode, Sesame Mish, Growth Marketin...
Jan 26, 2021•31 min•Season 1Ep. 4
I have a fantastic guest for Episode 3 of What's Working Now: Tim Whiting, who is the VP of Marketing at Label Insight. Label Insight is a product attribute data platform for CPG, and they're doing some really interesting things related to original data reports. So we're going to dive into their strategy around the reports, the results that they're seeing, and the advice that Tim has to share with SaaS companies who want to start creating original data reports or improve the strategy around thei...
Dec 30, 2020•39 min•Season 1Ep. 3
Welcome to Episode Two of the What's Working Now podcast, which focuses on experimentation in marketing. We are getting meta in this episode — we're talking about the process of running experiments. I'm very excited to bring Rebecca Flora to you, who is the digital marketing manager at Network for Good, a certified B Corp that offers a SaaS fundraising and donor management solution for nonprofits. Rebecca and her team have made some changes in their approach to marketing over the last year or so...
Nov 30, 2020•36 min•Season 1Ep. 2
Learn how Front is using storytelling across all their content to showcase their brand and attract new customers.
Oct 28, 2020•26 min•Season 1Ep. 1
See what you can expect from What's Working Now. (Hint: You won't want to miss it!)
Oct 10, 2020•3 min
