Purposeful Marketing: Recent Episodes
Mary Keough, Aaron Weekes & James Boeckmann
Hello, listeners and thinkers and welcome to the Purposeful Marketing podcast. Marketing with a purpose for the everyday practitioner. If you are like me and co-host James and Mary, then you are an in-house marketer, you work at an agency or you’re just getting started in the marketing space and you are most concerned with the why. Why are we targeting this audience? Why are we writing this message? Why are we trying this tactic? Why are we reporting on these metrics for success? If you know the why then you understand the who, what, when, where, and how. That’s what this space is for.
In this episode, Aaron and Mary discuss the importance of messaging in marketing and why B2B marketers often get it wrong. They emphasize the need for alignment on the right outcome and customer focus. They introduce the concept of the messaging pyramid, which consists of a point of view, positioning, strategic narrative, value props, core capabilities, and features/attributes. They explain how different teams, such as leadership, sales, and product marketing, are involved in the creation and application of the pyramid. They also discuss the role of customers in shaping the messaging and the importance of storytelling and gossip in effective messaging.
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~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Good ads sell. This is true in B2C and B2B, but good ads are few and far between in B2B marketing. Why is that the case? In this episode, hosts Mary and Aaron chat with CEO of Happy Hub Marketing, Chris Sugila, on how to execute B2B creative that resonates with you and your customers.
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~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Chris Sugila
In this milestone 100th episode of The Purposeful Marketing Podcast, Aaron, Mary and James bring you something truly special. They’ve gathered 20 marketers who are navigating the challenges of career growth and looking for their next opportunity. This episode offers these professionals a platform to share their experiences, challenges, and unique value propositions.
Each marketer answers key questions designed to help them craft their story and position themselves for success in their next role.
If you have a position where they would be a fit, please reach out to the following:
Rocio Garza
Alyssa Cuda
Justin Schmidt
Cameron DeJong
Meg Johnson
Michael Crane
Jill Schwitters
Kacyn Goranson
Rachel Rappaport
Caitlin Dvorak
Kaitlan Kinn
Emilija Moljević
Rhys Dowbiggin
Kayla Lafi
Neil Parker
Jess Ruby
Donovan Chiu
Jody Veeder
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~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
In this episode, Aaron and Mary reflect on reaching episode 99 of their podcast and discuss their favorite moments and the lessons they've learned. They talk about the importance of consistency and having a purpose in podcasting. Mary shares how being on the podcast has made her a better communicator, while Aaron emphasizes the value of empathy and diverse perspectives. They also discuss the possibility of implementing a format and incorporating more storytelling in future episodes.
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~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
In this episode, Aaron and James celebrate reaching episode 99 of the Purposeful Marketing Podcast. They reflect on their journey, discuss their favorite moments and episodes, and share how the podcast has impacted them personally and professionally. They also emphasize the importance of active listening, the value of bringing on guests from different industries, and the need to promote the podcast more to attract diverse and interesting guests. The hosts also acknowledge the contributions of their listeners and express their gratitude for the friendships and connections they have formed through the show.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
"What do you do when you're asked to do a trade show or conference with zero experience?"
In this episode of The Purposeful Marketing Podcast, Aaron and Mary sit down with Emily to explore the intricacies of trade shows. From planning and stakeholder alignment to effective communication and measuring success, Emily shares her firsthand experiences and insights, offering valuable takeaways for marketers looking to excel at trade shows and conventions.
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~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Emily Ting
In this insightful episode of The Purposeful Marketing Podcast, hosts Aaron and Mary dive deep into the world of thought leadership with special guest Molly Godfrey, Co-founder of Build Impact Convert. They explore the various barriers to starting thought leadership, including imposter syndrome and childhood experiences.
The discussion emphasizes the importance of mindset and behavior changes in becoming a thought leader.
The conversation highlights the pivotal role of CEOs and founders in thought leadership, the value of creating controversial and niche content, and the use of ghostwriters.
Molly shares practical tips for crafting impactful thought leadership content and discusses the significant effect it can have on sales and lead generation.
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~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Molly Godfrey
In this thought-provoking episode of The Purposeful Marketing Podcast, Aaron, Mary and James put their ethics hat on to delve into the nuanced question of whether individuals should be allowed to monetize their expertise. They explore the ethical considerations, potential benefits, and strategic implications of turning one's knowledge into a revenue stream.
The conversation touches on important topics such as non-compete agreements, the inherent value of expertise, and the importance of building something substantial before selling it.
The hosts share personal insights on the ethical quandaries surrounding monetization, offer advice on maximizing skills and time in the workplace, and emphasize the need to align career goals with personal values.
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~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
How do you build a career with purpose?
In this insightful episode of The Purposeful Marketing Podcast, Aaron and James are joined by Andrew Hill, Marketing Strategist Intern at Gorilla 76, to answer Andrew's questions on how to level up your career in B2B marketing.
The hosts draw from their personal experiences and professional journeys. The conversation emphasizes the importance of asking the right questions, building trust, and learning through thoughtful reflection.
They explore the need for a growth mindset, the value of diverse perspectives, and the creation of a feedback loop to foster continuous improvement.
The hosts encourage listeners to proactively list their career priorities and seek opportunities for personal and professional development.
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~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Andrew Hill
In this inspiring episode of The Purposeful Marketing Podcast, Aaron, James, and Mary sit down with Shannon O'Malley, Founder of Shan& and an Everyday Feminist Fellow at the Global Fund for Women. Shannon is a social impact strategist at the intersection of brand and storytelling to push social change. The hosts chat with Shannon about the intricacies of grassroots feminism and the pivotal role of messaging and positioning in advocating for meaningful change. The lessons shared in this episode are transferable to B2B marketers who want to humanize messaging for a deeper impact.
Shannon emphasizes the necessity of listening to the very people we aim to communicate with, understanding their perspectives, and addressing misconceptions. She sheds light on the profound power of community and the importance of humanizing messages to forge deeper connections. The discussion navigates the unique challenges of messaging within the nonprofit sector, highlighting the need to educate donors and volunteers while skillfully balancing emotional and factual elements.
Whether you're a marketer, nonprofit professional, or advocate for social change, this episode offers valuable insights on crafting impactful messages that resonate and inspire action.
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~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Shannon O'Malley
- Shan&
Support the Global Fund for Women and support gender equality.
In this heartfelt episode of The Purposeful Marketing Podcast, Aaron and Mary engage in a candid conversation with Kylene Herr, a seasoned marketer who shares her journey of navigating the challenges and uncertainties of a marketing career.
Kylene opens up about her personal experiences of feeling undervalued and unfulfilled in previous roles, and the bold decision to leave the agency world behind. Together, they delve into the significance of finding a role that truly aligns with your values, allowing you to be authentic and passionate in your work.
Throughout the discussion, Kylene emphasizes the importance of adaptability and being open to unexpected opportunities. She shares insights on how change can impact anyone, even the top performers, and highlights the value of embracing such changes to discover new paths to success.
Listeners will gain valuable perspectives on how context matters when evaluating job opportunities, and why it's essential to consider personal needs and priorities. The episode concludes with an empowering reminder to trust your imperfections and believe that the perfect role is out there waiting for you.
Whether you're feeling stuck in your current role or contemplating a career shift, this episode offers a wealth of wisdom and encouragement to help you redefine success on your own terms.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Kylene Herr
- https://www.kyleneherr.com/
Join us for an insightful episode of The Purposeful Marketing Podcast as Aaron, Mary, and James jam about the art of messaging alongside special guest Anthony Pierri, co-founder and partner of Fletch PMM, a renowned product marketing consultancy for Early Stage B2B SaaS Startups.
In this illuminating conversation, our expert panel dissects the common pitfalls companies face in messaging and unveils strategies for crafting messages that resonate with audiences on a profound level. From overpromising to fixating on high-level outcomes, discover why clarity and authenticity are paramount in effectively communicating your value proposition.
With a keen focus on tailoring messaging to specific audiences, our hosts and guest explore the power of features and value propositions in addressing customer needs head-on.
Drawing from their wealth of experience, our panel emphasizes the importance of conducting voice of the customer interviews to glean invaluable insights and refine messaging strategies accordingly. From filtering feedback to actioning it effectively, you can find out how to harness customer feedback to drive meaningful improvements in your messaging approach.
Learn why understanding the nuances of your audience's pain points is key to delivering messages that captivate and compel action.
As the conversation unfolds, listeners gain practical tips for aligning messaging with different content formats and ensuring consistency across channels. From website copy to social media posts, learn how to craft a cohesive narrative that resonates with your target audience at every touchpoint.
Whether you're a seasoned marketer or a budding entrepreneur, this episode offers a treasure trove of insights to elevate your messaging game and leave a lasting impression on your audience.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Anthony Pierri
- Fletch PMM
What happens to alignment when you're marketing and sales?
Join us for an enriching episode of The Purposeful Marketing Podcast as we sit down with Sarah Noel Block, the visionary founder of Tiny Marketing, to explore the intricate relationship between marketing and sales.
In this engaging conversation, Sarah candidly shares her journey as a marketing consultant, shedding light on the challenges of selling her services and the transformative power of finding your niche. Discover why carving out a specific narrative is key to attracting your ideal customers and learn actionable strategies for aligning marketing and sales seamlessly.
With Sarah's unique perspective on integrating business development into content marketing, discover how marketers can bridge the gap between these two disciplines and drive tangible results. From outbound activities to honing sales skills, Sarah advocates for a holistic approach that empowers marketers to step outside their comfort zones and embrace the sales process.
Whether you're a seasoned marketing professional or a budding entrepreneur, this episode offers a treasure trove of insights to elevate your marketing strategy and drive sustainable growth.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Sarah Noel Block
- https://www.sarahnoelblock.com/purpose
On today's big question, the Purposeful Marketing crew chatted about lifecycle marketing with Leni Vasquez, a seasoned marketing manager at Quotebeam.
In this insightful conversation, Leni dispels common misconceptions surrounding lifecycle marketing, emphasizing that it's not a standalone strategy but an integral part of the overall marketing framework. As she shares her expertise, listeners gain invaluable insights into differentiating lifecycle marketing from demand generation and understanding its significance in driving customer engagement throughout the journey.
As the discussion unfolds, Leni talks about the challenges of communicating the value of lifecycle marketing and offers actionable advice for striking the right balance between responsibilities in this multifaceted discipline.
Whether you're a seasoned marketer or just starting your career, this episode equips you with the knowledge and strategies needed to excel in lifecycle marketing with expert insights, practical tips, and engaging discussions that will empower you to elevate your marketing strategy and drive meaningful results.
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~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Leni Vasquez
Do you need B2B podcast strategy and services?
Marketing and sales alignment is critical to reaching goals.
No matter if you're a B2B marketer in SaaS, industrial, or professional services space.
Today, the hosts ask thought-provoking questions on navigating alignment in an industrial company with Clint Kuykendall, Sales and Marketing at Quality Reel Solutions.
In this captivating conversation, the trio delves into the intricacies of alignment in industrial marketing, exploring the nuanced relationship between sales and marketing functions. They uncover the pivotal role of messaging in driving impactful sales and marketing strategies, shedding light on the challenges and benefits of working in small organizations.
Listeners gain valuable insights into simplifying metrics and measuring success effectively, empowering them to streamline their approach and focus on meaningful outcomes. From navigating the dynamics of sales and marketing in large corporations to the unique considerations of industrial settings, every aspect of the industrial marketing landscape is expertly dissected.
Whether you're a seasoned professional or an aspiring marketer, this episode offers invaluable wisdom to elevate your strategic approach and drive impactful results in the industrial marketing landscape.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Clint Kuykendall
Do you need B2B podcast strategy and services?
To answer the question on this episode of The Purposeful Marketing podcast, Mary, Aaron, and James have invited Luke Wittenbraker, Marketing and Sales Director of Mactech, to provide real-world advice on aligning marketing and sales within organizations on this enlightening episode.
The trio underscores the critical importance of accountability and clear objectives in fostering synergy between marketing and sales teams.
Throughout the conversation, the hosts and guest emphasize the transformative impact of understanding both sales and marketing perspectives, advocating for the cultivation of dual-role experiences to enhance collaboration and effectiveness. From the nuances of measuring marketing activities to the benefits of embracing a holistic approach, every aspect of achieving alignment is expertly dissected.
Listeners gain invaluable insights into the power of regular communication and structured meetings in maintaining alignment, as well as the art of delegating responsibilities and focusing on the vital 20% that drives results.
Luke shares first-hand, practical strategies for simplifying scorecards and measuring outcomes rather than activities, empowering marketers and sales professionals to evaluate success effectively.
Whether you're a seasoned marketing veteran or starting your marketing career, this episode offers invaluable insights to elevate your strategic approach and drive meaningful results.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Luke Wittenbraker
Do you need B2B podcast strategy and services?
Dive into the world of SEO and generative AI with Aaron, Mary, and special guest Nik Vujic, an SEO expert and Marketing Director at Veza Digital, in this illuminating episode of the Purposeful Marketing Podcast.
In this captivating conversation, the trio delves into the profound impact of generative AI on SEO. They dissect the delicate balance between trust and human interaction in search results, shedding light on the nuances and ethical considerations surrounding AI-generated content.
Nik shares invaluable insights on leveraging AI effectively in content generation while underscoring the irreplaceable value of human input in crafting authentic and compelling content. From the challenges of maintaining ethical standards to the intricacies of providing AI models with relevant prompts, Nik offers practical strategies for harnessing the power of AI while preserving the essence of human creativity.
The discussion extends to the strategic prioritization of SEO efforts, emphasizing the need to analyze niche markets and align various marketing channels to maximize impact.
Moreover, the episode underscores the pivotal role of SEO in building brand authority and visibility in an increasingly competitive digital landscape.
Listeners are treated to sound bites brimming with actionable advice and thought-provoking insights, ensuring a rewarding listening experience from start to finish. Join Aaron, Mary, and Nik as they unravel the complexities of SEO and generative AI, offering a roadmap for marketers navigating the ever-evolving realm of digital marketing.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Nik Vujic
Do you need B2B podcast strategy and services?
What should B2B marketers do if leadership does not get marketing?
In this insightful discussion, Julie Runez, Marketing Communications at Lehnen Industrial Services, candidly shares her firsthand experience of working in a company where the leadership initially struggled to grasp the essence of marketing. She emphasizes the pivotal role of trust-building and alignment with leadership, highlighting the importance of cultivating a company culture that resonates with one's values.
As the conversation unfolds, Julie sheds light on the transformative impact of partnering with an agency (Gorilla 76) that played a pivotal role in instilling a marketing mindset and optimizing processes within her organization. From the significance of personal growth to the courage required to forge a fulfilling career path, Julie's journey serves as a beacon of inspiration for aspiring marketers.
Through Julie's experiences, this episode underscores the enduring importance of personal growth, authenticity, and strategic partnerships in navigating the dynamic landscape of B2B marketing.
Tune in to this empowering episode of the Purposeful Marketing Podcast to glean actionable strategies, heartfelt anecdotes, and invaluable lessons from Julie's remarkable journey.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Julie Runez
Do you need B2B podcast strategy and services?
Join Aaron and Mary in an engaging discussion on the latest episode of the Purposeful Marketing Podcast as they chat about personal branding for B2B companies and its pivotal role in selling.
In this insightful episode, the hosts explore the significance of mindset and authenticity in crafting a compelling personal brand. From debunking common myths to highlighting the importance of aligning content with audience interests, Aaron and Mary provide invaluable insights into the art of building an authentic and impactful personal brand.
Listeners gain practical advice on navigating the nuances of personal branding, including examples of effective social selling strategies and the evolving dynamics of audience engagement in today's digital landscape.
The conversation extends to discuss the pitfalls of self-serving content and the critical role of leadership buy-in in fostering a culture of personal branding within organizations. Moreover, Aaron and Mary shed light on the career growth opportunities that arise from cultivating a strong personal brand and the intrinsic value of adding genuine value to your audience.
As the episode draws to a close, listeners are inspired to take action and embark on their personal branding journey by finding their audience, curating meaningful content, and fostering genuine connections to create a lasting impact.
Tune in to this enlightening episode of the Purposeful Marketing Podcast for expert insights, actionable strategies, and thought-provoking discussions on harnessing the power of personal branding to drive sales success.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Do you need B2B podcast strategy and services?
Join Aaron and James in an insightful conversation on the latest episode of the Purposeful Marketing Podcast as they challenge the prevalent reliance on paid ads in marketing strategies.
In this episode, the hosts delve into the fundamental question: are paid ads merely a tactic, a strategy, or a business objective? As they dissect the nuances of this issue, they underscore the importance of prioritizing customer-centric approaches and delivering valuable content to audiences rather than viewing paid ads as a one-size-fits-all solution to marketing challenges.
Listeners gain valuable insights into the role of ROI in paid ads, with Aaron and James highlighting the potential pitfalls of solely focusing on return on investment and urging marketers to align their efforts with higher-level business objectives for sustainable success.
The conversation extends to explore the potential benefits of transitioning to organic content, offering a different avenue for engagement and reaching diverse audiences. Additionally, the hosts explore the concept of advertising as entertainment, emphasizing the value of captivating storytelling in driving meaningful connections with consumers.
As the episode progresses, Aaron and James discuss the role of agencies in managing paid ads campaigns, offering practical advice on finding the right approach tailored to each business's unique needs and goals.
Tune in to this thought-provoking episode of the Purposeful Marketing Podcast for actionable insights, strategic guidance, and expert perspectives on reevaluating the role of paid ads in your marketing strategy.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Do you need B2B podcast strategy and services?
Join Aaron and Mary as they dive into a lively discussion fueled by questions from Reddit on the latest episode of the Purposeful Marketing Podcast. From defending marketing to niche specialization and the value of listening, this episode covers various topics relevant to B2B marketers of all levels.
Key Takeaways
- Defend marketing by asking questions, advocating for yourself, and mirroring the expectations of others.
- Focus on business metrics rather than being measured solely on activities.
- Niche down and specialize in a specific area of marketing to stand out and offer unique value.
- Listen more than you talk to better understand your audience and improve your marketing efforts.
- Develop a strong POV, niche, and process to guide your marketing strategy and stand out in the industry.
The conversation kicks off with a thoughtful exploration of how to defend marketing in the face of skepticism, emphasizing the power of asking questions, advocating for oneself, and focusing on business metrics over mere activities. Listeners gain valuable insights into navigating the challenges of finding their place in the dynamic field of marketing and the importance of niche specialization to stand out in a crowded marketplace.
As Aaron and Mary address questions on cold calling, B2B marketing, and learning to sell, they offer practical tips and strategies for success while underscoring the significance of developing a strong point of view (POV), niche expertise, and a structured process in guiding marketing efforts.
Throughout the episode, the hosts stress the value of listening to understand your audience better and refine your marketing approach, highlighting the transformative impact of active listening on marketing effectiveness.
The episode concludes with a reflection on the Purposeful Marketing Podcast's mission and an invitation for listeners to actively engage in the conversation. Whether you're a seasoned marketer seeking fresh perspectives or a newcomer navigating the complexities of the industry, this episode offers actionable insights and thought-provoking discussions to elevate your marketing game.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Do you need B2B podcast strategy and services?
Join Aaron, Mary, and James in an enlightening conversation with Rand Fishkin, co-founder of SparkToro & Snackbar Studio, on the latest episode of the Purposeful Marketing Podcast, where they explore the significance of nurturing a purpose-driven culture within organizations.
The episode kicks off with light-hearted banter about cooking, setting the stage for a deep dive into the intricacies of building a purposeful culture.
Rand shares his insights on the pervasive pressure of achieving rapid growth at all costs and its detrimental impact on organizational culture, particularly in the startup ecosystem. Drawing from his extensive experience, Rand underscores the importance of fostering shared values and ensuring alignment with those values in the workplace.
As the conversation unfolds, the hosts and Rand delve into the nuanced dynamics of finding purpose in a career that aligns with one's values, offering actionable insights for professionals navigating their career paths in the ever-evolving marketing landscape.
The episode concludes with a reflection on the fluid nature of culture and the importance of continuously engaging in meaningful conversations to refine and improve workplace and personal cultures.
Tune in to the Purposeful Marketing Podcast for a captivating exploration of building a purposeful culture in marketing, and unlock actionable strategies to foster a thriving and values-driven workplace environment. Whether you're a seasoned marketer, aspiring entrepreneur, or business leader, this episode offers invaluable insights to cultivate a culture of purpose and excellence in your organization.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
- Mary Keough
- Aaron Weekes
- James Boeckmann
Connect with the guest:
- Rand Fishkin
- SparkToro
- Snackbar Studio
Do you need B2B podcast strategy and services?
Join hosts Aaron and James as they discuss sales and marketing alignment with special guest Patrick Burns, founder of Patrick Burns Company, in the latest episode of the Purposeful Marketing Podcast. In this illuminating discussion, Patrick shares his expertise and insights on overcoming the challenges and pain points that often plague the relationship between sales and marketing teams.
Key takeaways
- Alignment between sales and marketing is crucial for achieving revenue growth.
- Breaking down the customer acquisition journey and assigning accountability at each stage helps optimize results.
- Regularly reviewing data and metrics allows for objective decision-making and continuous improvement.
- Involving sales from the beginning and speaking their language can foster collaboration and better outcomes.
- A holistic marketing strategy that includes brand building and multiple channels is essential for long-term success.
The conversation kicks off with Patrick emphasizing the paramount importance of establishing a North Star metric and dissecting the customer acquisition journey to delineate specific roles and ensure accountability at every stage. By breaking down silos and fostering collaboration between sales and marketing, organizations can optimize results and drive revenue growth.
Listeners are treated to a wealth of actionable advice as Patrick delves into the nuances of integrating data-driven decision-making processes and continuously optimizing strategies to address evolving market dynamics. From identifying larger organizational problems to navigating the delicate balance between short-term gains and long-term sustainability, Patrick offers invaluable insights gleaned from his extensive experience in the field.
A highlight of the episode revolves around the necessity of involving sales teams from the outset and speaking their language to foster collaboration and alignment with marketing initiatives. Patrick emphasizes the symbiotic relationship between sales and marketing, underscoring the importance of leveraging their combined expertise to drive business success.
As the discussion unfolds, Patrick delves into the intricacies of crafting a holistic marketing strategy that encompasses brand building and leverages multiple channels to generate awareness and leads. He also shares his reflections on entrepreneurship, offering invaluable advice for aspiring business owners on cultivating the right mindset and navigating the challenges of starting a business.
You can tune in to the Purposeful Marketing Podcast for a captivating exploration of sales and marketing alignment, and unlock actionable strategies to drive revenue growth and organizational success.
Whether you're a seasoned marketer, budding entrepreneur, or business leader, this episode offers invaluable insights to optimize collaboration between sales and marketing teams and propel your business forward.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
Mary Keough
Aaron Weekes
James Boeckmann
Connect with the guest:
Patrick Burns
Do you need B2B podcast strategy and services?
Join Aaron and special guest James Ricks, Consulting Launchpad, in a dynamic conversation on the indispensable skill of selling yourself effectively in the latest episode of the Purposeful Marketing Podcast. Together, they unravel the intricacies of communicating your value proposition, building confidence, and exploring avenues for personal and professional growth.
Key Takeaways
- Selling yourself is crucial for career growth and success. It involves communicating your value, the problem you solve, and how you can help others.
- Building a brand and finding your audience are important tactics for selling yourself. Increasing your surface area and engaging in personal conversations can help attract the right people.
- Confidence is key in selling yourself. Clearly defining your value and communicating it with confidence will make it easier to connect with others and build relationships.
- Having a side gig or extra income can provide opportunities for growth, skill development, and financial stability. It allows you to explore new career paths and sharpen your skills.
- When starting a side gig or transitioning to freelancing, seek advice from those who have gone through a similar journey. Avoid relying solely on generic information found online.
In this compelling discussion, Aaron and James underscore the pivotal role of self-promotion in career advancement and success. They delve into the essence of selling oneself, stressing the importance of articulating your unique value proposition and the solutions you offer to address specific challenges.
Listeners are treated to a comprehensive playbook for selling oneself, encompassing strategies for brand building, audience identification, and personalized outreach. Aaron and James share practical tactics to expand one's reach, engage with the right audience, and foster meaningful connections that amplify career opportunities.
The episode illuminates the transformative power of confidence in the self-selling process. By defining oneself with clarity and conviction, individuals can forge authentic connections and cultivate trust within their professional networks.
A highlight of the conversation revolves around the myriad benefits of nurturing a side gig or pursuing additional sources of income. Aaron and James explore how these endeavors not only provide financial stability but also serve as fertile ground for skill development, career exploration, and entrepreneurial ventures.
As the episode draws to a close, Aaron and James offer invaluable advice for aspiring entrepreneurs and freelancers embarking on the journey of launching a side gig or transitioning to freelancing. Drawing from their wealth of experience, they emphasize the importance of seeking guidance from seasoned professionals and approaching the endeavor with a blend of passion and pragmatism.
Tune in to the Purposeful Marketing Podcast for a captivating exploration of the art of selling yourself, and unlock actionable insights to propel your career growth and professional success. Whether you're navigating the corporate landscape or charting entrepreneurial waters, this episode offers a roadmap for mastering the fine art of self-promotion.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
Mary Keough
Aaron Weekes
James Boeckmann
Connect with the guest:
James Ricks
Do you need B2B podcast strategy and services?
How do you get comfortable with nuance in your career?
James and Mary unpack that question in this insightful episode of the Purposeful Marketing Podcast.
The hosts discuss the prevalent trend of oversimplification in marketing thinking, shedding light on the pitfalls of black-and-white approaches and advocating for a more nuanced perspective.
The episode kicks off with an exploration of the oversimplification trap, emphasizing the need to resist the allure of straightforward solutions. James and Mary share anecdotes and experiences, illustrating the drawbacks of thinking in absolutes when crafting marketing strategies. They discuss the importance of recognizing the intricacies inherent in successful marketing approaches and the perils of oversimplifying complex challenges.
The conversation delves into the frustration that arises from oversimplification and its impact on effective decision-making. Listeners are encouraged to steer clear of broad generalizations and embrace the challenges posed by nuanced marketing scenarios.
As the discussion unfolds, the hosts highlight the limitations of relying solely on external validation, especially in the age of LinkedIn. They stress the significance of internal validation and understanding the true impact of your work beyond external metrics.
Throughout the episode, James and Mary offer valuable takeaways, urging marketers to break free from oversimplified thinking, acknowledge the subtleties in marketing strategies, and find a balance between external and internal validation. Whether you're a seasoned marketer or just starting your journey, this episode provides actionable insights to elevate your marketing mindset.
Key Takeaways
- Avoid falling into the trap of oversimplification in marketing thinking.
- Recognize the importance of understanding the nuances in marketing strategies.
- Do not rely solely on LinkedIn or external validation for your work.
- Embrace decision-making nuances and use them as opportunities for career growth.
Subscribe to the Purposeful Marketing Podcast.
~Market with purpose for the everyday practitioner ~
Connect with the hosts:
Mary Keough
Aaron Weekes
James Boeckmann
Do you need B2B podcast strategy and services?
Welcome back to the Purposeful Marketing Podcast, where real talk meets marketing insights! Aaron, Mary, and James are back with a no-holds-barred episode, diving into the nuances of career decisions and growth. In this candid conversation, Mary opens up about her recent career move and the thought process behind it.
The episode kicks off with Mary sharing her journey of landing a new position, driven by her aspiration for growth and leadership. She sheds light on the internal struggles, decision-making dilemmas, and the pivotal role of having a career growth checklist. As Mary recounts the pivotal moments of her career pivot, the team reflects on the challenges and opportunities that come with making bold career moves.
Listen in as Mary elaborates on how her desire for a broader leadership role led her to the perfect fit at Colab Software. The discussion unfolds into the importance of evaluating growth opportunities, aligning with personal career goals, and the dynamic interplay between current roles and aspirational positions.
Aaron prompts Mary to delve deeper into the decision-making process, exploring how she weighed the growth potential at her current job against the exciting prospects offered by the new opportunity. The episode becomes a rich source of insights for anyone navigating career crossroads, pondering their next steps, or contemplating a leap into leadership.
The trio emphasizes the value of creating a career growth list, setting clear boundaries, and seeking advice from trusted mentors during times of uncertainty. The conversation takes a turn towards addressing questions about crafting your own position within a company and the art of approaching career transitions with purpose.
As Mary shares her experience and wisdom, the episode becomes a guide for professionals facing similar dilemmas, offering actionable advice and a realistic perspective on the ever-evolving landscape of career decisions.
~Market with purpose for the everyday practitioner ~
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Mary Keough
Aaron Weekes
James Boeckmann
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Hello listeners. Aaron is here to talk about a new format on The Purposeful Marketing Podcast. Once a month, we are inviting Kevin McClary, Thinker & Senior Performance Marketer at Gorilla 76 to discuss the hardest challenges, questions, and executions that performance marketers face in their day-to-day executions. In this Sixth installment, Aaron and Kevin go deep into Google Ads.
They emphasize the importance of considering the specific industry and target audience when deciding whether to invest in this channel. They both also highlight the significance of optimizing messaging and landing pages to improve conversion rates. They discuss the potential impact of AI-generated search results on the future of paid search and offer insights on tracking conversions effectively.
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Mary Keough
Aaron Weekes
James Boeckmann
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Kevin McClary
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What questions have entered your mind today? For the hosts, it's thinking about being a career partner.
Aaron, Mary, and James are back to reflect on the journey of B2B marketer parenthood with the brilliant Grace Wright, Strategy Director at Gorilla 76, and a friend close to their hearts!
Aaron sets the stage for the conversation by sharing the essence of the Purposeful Marketing Podcast—a space where candid conversations about ideas, challenges, and roadblocks unfold for B2B marketers.
Today's focus? Parenthood is a topic that hits home for Aaron, especially with the recent addition of Lucia, his daughter, as an honorary co-host on the show.
Enter Grace Wright, a seasoned marketer and a working parent. As Grace shares her experiences, the trio explores the profound impact of becoming a working parent on time management, priorities, and work-life integration. Grace provides valuable insights into the challenges of balancing a demanding career with the joys and responsibilities of parenting.
The conversation delves into the changes in time dynamics, the need for ruthless focus, and the art of setting clear boundaries. Mary chimes in with her perspective, emphasizing the importance of strategic time management and the discipline required to effectively balance family and work life.
James adds his unique viewpoint as someone evolving in his approach to time management, acknowledging the flexibility needed in a non-traditional work environment. The discussion unfolds organically, covering topics such as decision-making, psychological safety in the workplace, and the pivotal role of support networks.
The trio reflects on parenthood's transformation to one's professional life, emphasizing the need for purposeful choices.
Takeaways
- Managing time and setting boundaries are crucial for working parents.
- Effective meeting management can help save time and increase productivity.
- Advocating for oneself and creating a supportive work environment are important for working parents.
- Benefits and support for working parents vary across companies, but it is essential to communicate needs and set expectations.
Chapters
- 00:00 | Introduction and Purpose of the Podcast Episode
- 01:31 | Becoming a Working Parent: How Time Changes
- 03:09 | Managing Time and Setting Boundaries
- 08:37 | Time Tips for Working Parents
- 13:34 | Managing Meetings Effectively
- 20:20 | Creating a Supportive Work Environment
- 25:14 | Returning to Work and Setting Boundaries
- 32:02 | Benefits and Support for Working Parents
- 37:16 | Applying Work Principles to Parenting
- 40:33 | Conclusion
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~Market with purpose for the everyday practitioner ~
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Mary Keough
Aaron Weekes
James Boeckmann
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Grace Wright
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Welcome back to the Purposeful Marketing podcast. Aaron is taking a break today, leaving the floor to Mary and James. The hosts reflect on season 3 of the podcast and how the journey so far setts the stage for a mindful 2024.
James provides a sneak peek into the podcast's evolution, breaking down the thematic seasons that have shaped the Purposeful Marketing narrative. Season One delved into the foundational principles, Season Two explored the practicalities of attribution, and now, in Season Three, we've been dissecting tactics with expert guests.
In this special standalone episode marking the end of the year, Mary and James embark on a unique "one thing" exercise. They share insights and observations gathered from the array of marketers featured in Season Three. The focus? The challenges, triumphs, and aspirations of these brilliant minds in the ever-evolving world of B2B marketing.
Mary highlights the brilliance of marketers, praising their intelligence and innovative ideas. However, she delves into the dichotomy many face – resource-strapped marketers versus those constrained by KPIs that may not align with their brilliant ideas. The conversation evolves into a thoughtful exploration of the challenges tied to KPIs, often limiting the creative ideation of marketers.
James and Mary engage in a candid discussion about the challenges marketers face, from resource constraints to the impact of narrow KPI focus. Mary encourages marketers to persist in having great ideas, documenting them for future exploration, and navigating the delicate balance between creativity and meeting KPI expectations.
The spotlight then shifts to strategic execution. Mary emphasizes the importance of executing more strategically rather than getting lost in a sea of tactical activities. The duo unpacks the gap between setting goals, defining KPIs, and formulating a strategic approach to bridge that divide.
The episode concludes with a deep dive into mindset challenges within organizations. James and Mary discuss the need for a mindset shift, especially in understanding and embracing paradoxes and contradictions within marketing strategies. As they explore the intricacies of intellectual engagement, the conversation becomes a call to action for marketers to navigate the complexities and contradictions inherent in their field.
Join Mary and James in this reflective and forward-looking episode as they bid adieu to Season Three and set the stage for an exciting and purposeful 2024 in the world of B2B marketing.
Tune in for insights, inspiration, and a fresh perspective on the evolving landscape of Purposeful Marketing!
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~Market with purpose for the everyday practitioner ~
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Mary Keough
Aaron Weekes
James Boeckmann
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Welcome back to the Purposeful Marketing Podcast! Trinity Nguyen, VP of Marketing at UserGems, joins Aaron, Mary, and James.
In this episode, we discuss pipeline anxiety – that unsettling feeling we all get when pondering the future of our sales funnel.
Why focus on pipeline anxiety in the first place? Trinity takes us back to UserGems' strategic shift, explaining how the team identified and addressed the need for a more descriptive narrative. Trinity narrates her journey into UserGems, from being the first business hire to shaping the product marketing strategy.
The result? A resonant message that struck a chord with their target audience amid the changing dynamics of the market.
UserGems monitors customers' job changes, integrating seamlessly into CRMs and ensuring leads are directed to the right campaigns – a seemingly simple concept with profound implications for an entire revenue team.
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~Market with purpose for the everyday practitioner ~
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Mary Keough
Aaron Weekes
James Boeckmann
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Trinity Nguyen
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Summary
Welcome back to the Purposeful Marketing podcast. Today's episode features a new show format with a return guest, Caleb Rule.
The conversation explores the question of who owns the CRM and the different perspectives on this topic. The discussion covers the roles of IT, marketing, sales, and revenue operations in CRM ownership. It emphasizes the importance of scalability, governance, collaboration between departments, and how a strong leader ensures effective management and utilization of the CRM.
Tune in to this episode for an insightful and entertaining exploration of CRMs if you're CRM-curious!
Takeaways
- CRM ownership depends on the size, stage, and growth of the company.
- IT plays a crucial role in CRM ownership, ensuring security, scalability, and integration with other tools.
- Marketing should have a majority ownership in the CRM, with a focus on adaptability and alignment with marketing objectives.
- Sales should provide feedback on CRM usage and be involved in the operational aspects.
- Governance and documentation are essential for successful CRM ownership.
- The role of a Chief Revenue Officer (CRO) can be instrumental in CRM ownership and aligning sales and marketing.
- Final considerations for CRM ownership include scale, business model, and the need for a strong leader to drive the process.
Chapters
00:00 | Introduction
01:00 | Reading Posts from Marketers
04:28 | IT's Role in CRM Ownership
08:13 | The Role of Marketing and IT in CRM Ownership
09:09 |The Role of IT and Business Partnership
11:20 |The Role of RevOps in CRM Ownership
17:26 |The Role of Governance in CRM Ownership
20:08 |The Role of Marketing in CRM Ownership
24:26 | The Role of Sales in CRM Ownership
28:28 | The Role of Chief Revenue Officer in CRM Ownership
32:57 | Considerations for CRM Ownership
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Mary Keough
Aaron Weekes
James Boeckmann
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Caleb Rule
What stops you from creating new types of content?
Welcome back, Purposeful Marketers! In this exciting Season 3 episode of the Purposeful Marketing Podcast, your hosts, Aaron, Mary, and James, ask the big questions about content creation, focusing on the changing landscape going into 2024. Joined by returning guest Joseph Lewin, Director of Growth at Proofpoint Marketing, the conversation takes an adventurous turn as they explore why marketers should be daring to try new types of content.
🚀 Episode Highlights:
🔍 Unpacking the Big Question:
Aaron kicks off the episode with a broad yet essential question: Why are marketers hesitating to create new types of content today? Joseph Lewin, an expert in the B2B space, shares insights into the challenges faced by marketers and the importance of experimentation.
🌐 Navigating the B2B Content Landscape:
Joseph emphasizes the need for B2B companies to step out of their comfort zones, highlighting the pitfalls of traditional content creation approaches. He stresses the value of trying new things, sharing stories of misguided investments and the necessity of small tests.
🎤 Evolution of Content Creators:
Mary joins the conversation, discussing her transition from a written content background to exploring new formats like TikTok and video podcasting. The trio delves into the authenticity brought by video formats and the power of branching out.
🌟 Building Authentic Relationships:
James adds a crucial perspective on the trend towards video and podcasts, emphasizing the importance of authenticity. The discussion turns to collaboration, a key element in content creation, and how these mediums encourage transparent and honest communication.
🎩 The Adventures of Indiana Joe:
Joseph shares the story behind his distinctive hat and its unexpected role in the creation of his latest podcast, Outbound. The conversation explores the impact of thematic elements in content, creating memorable and authentic connections with the audience.
🌐 Outbound Strategy Unveiled:
Joseph unravels the strategy behind Outbound, a podcast tailored for sales professionals in professional services. He explains how it diverges from conventional sales content, focusing on relationship-building and trust rather than traditional outbound tactics.
📈 Leveraging Multiple Platforms:
Aaron outlines a strategic framework, highlighting the synergy between the podcast, courses, and niche communities. Joseph delves into the importance of attention, affinity, and relationships in content creation, emphasizing the need for content that serves these purposes.
🚀 TikTok Triumph:
In a surprising twist, Joseph shares his recent success on TikTok, experiencing semi-viral content. He provides insights into his experimentation with homesteading content and its impact on his learning curve in the dynamic world of content creation.
Tune in to this episode for an insightful and entertaining exploration of the evolving content landscape and discover why embracing new frontiers in content creation is the key to success in 2024! 🌐✨
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Mary Keough
Aaron Weekes
James Boeckmann
Welcome back to the Purposeful Marketing Podcast! In this episode, hosts Aaron and Mary chat with Chris Carolan, Co-Founder of Conveying Your Message LLC, about a critical question impacting marketing and sales teams: Why do CRMs, a 20-year-old B2B product category, still struggle with adoption and usage?
Chris shares insights from his 15 years of experience in sales, marketing, and CRM implementation. As co-founder of a growth consulting agency, he sheds light on the challenges organizations face, emphasizing the need for effective communication, digital transformation, and cultural change.
The hosts explore Chris's thought-provoking post on LinkedIn, sparking a conversation about the mindset and ownership of CRM systems. They discuss the surprising statistics on CRM ROI and share anecdotes about the common pitfalls and backward-facing data encountered in CRM implementations.
The episode unfolds with key takeaways, emphasizing the importance of a human-centered approach, setting clear goals, and recognizing CRM as a tool for the entire business. Chris plugs his upcoming show, "Industrial Tech Stack Live," and shares where listeners can connect with him.
Whether you're a marketing professional or just CRM-curious, this episode promises valuable insights, real-world stories, and actionable strategies.
~Market with purpose for the everyday practitioner ~
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Connect with the hosts:
Mary Keough
Aaron Weekes
James Boeckmann
In this episode of the Purposeful Marketing Podcast, hosts Aaron Mary, and James chat with Peyton Warren, Sr. Strategist at Gorilla 76 about the episodes big question: why do we crave community?
Peyton shares her experiences with Industrial Marketing Live, a community she helps run. They all discuss the importance of building and nurturing a community in the world of industrial marketing.
This episode delves into various aspects of community building, the growth of Industrial Marketing Live, and the power of quality content.
The conversation highlights the value of community engagement, the community's evolution, and its impact on professional development and networking.
The hosts and their guests offer insights and anecdotes that can inspire and inform marketers looking to create and grow their own communities.
~Market with purpose for the everyday practitioner ~
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Mary Keough
Aaron Weekes
James Boeckmann
Welcome to a special episode of the Purposeful Marketing Podcast, where marketing and parenting collide! Join Aaron, James, and Mary as they tackle a fundamental question: Should you maximize growth or prioritize learning within your business?
They explore the trade-offs and challenges of striking the right balance between these two priorities. Is it possible to grow and learn, or do you need to make sacrifices? What happens when growth activities overshadow learning and knowledge sharing? The hosts share their insights and experiences, shedding light on the pros and cons of different approaches.
In this episode, you'll discover how to navigate the delicate dance between growth and learning in your marketing endeavors. Whether you're part of a startup, an agency, or an in-house marketing team, valuable wisdom can be gleaned from the hosts' discussions.
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Mary Keough
Aaron Weekes
James Boeckmann
In this episode of the Purposeful Marketing podcast, hosts Aaron, Mary & James are joined by SEO expert Sara Taher, SEO Manager at Assembly, to discuss whether businesses can still find growth through SEO in today's evolving digital landscape. They cover high-level SEO strategy, analyzing when SEO does and doesn't make sense for a business, ways to continually upskill in SEO, and more. Listeners can expect to come away with a deeper understanding of holistic SEO approaches beyond one-off tactics.
Key Discussion Points:
- "SEO is not dead, the tactics and old ways just don't work anymore. SEO still exists and is important across platforms where people search, like Google, YouTube, and TikTok" - Sara, 00:02:27- "SEO is a medium to long term strategy, not something to expect quick wins from each month" - Sara, 00:10:10- "In B2B, search volume is low but customer value is high. Focus on the keywords that will bring the most value" - Sara, 00:15:28- "You need to have a side project to test new SEO approaches before trying them with client websites" - Sara, 00:23:04- "Whatever you do, you have to like it, because if you don't like it, you won't survive it" - Sara, 00:26:19
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Sara Taher
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Mary Keough
Aaron Weekes
James Boeckmann
In this episode of the Purposeful Marketing Podcast, Aaron, Mary, and James discuss what would happen if marketers were braver. They tackle big questions around goals, strategy, tactics, communication, and picking your battles as a marketer to drive long-term success.
Key Discussion Points:- The importance of committing to a long-term marketing strategy and avoiding short-term distractions (00:03:54)- Owning your narrative as a marketer - your strategy and tactics - to influence stakeholders (00:09:49)- Battling for the right things as a marketer - strategy, tactics and narrative vs. just goals and data (00:08:57)- Picking your battles as a marketer and fighting the long game (00:18:49)- Dealing with requests for short-term results without losing sight of the long-term (00:19:24)
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Mary Keough
Aaron Weekes
James Boeckmann
In this episode of the Purposeful Marketing Podcast, hosts Aaron Weekes and Mary Keough converse with Mike Rizzo, founder of a Marketing Operations Community, MarketingOps.com. They discuss common misconceptions and pain points for the marketing operations job function, how marketing operations can provide strategic value, and how to build a community of practice. Listeners can gain insights into the importance of Marketing Ops and building collaborative communities.
They discuss:- Common misconceptions about Marketing Ops professionals (they only handle tactics/integrations, not strategy)- Pain points for MOPs people - not brought into strategic conversations early enough, hard to measure the impact.- Letting MOPs get involved in leadership and strategy leads to better outcomes.- Building a community of practice - created by and for Mops professionals"The reality is that there is no amount of marketing ops work that isn't somehow strategic." (Mike Rizzo, [00:04:27])"When you're in Marketing Ops, you get to help dictate what actually goes out to people and how frequently, and help control that customer experience in a way that really drives revenue." (Mike Rizzo, [00:16:22])"Let MOPs be involved in leadership strategy and the execution implementation. You're going to get better outcomes." (Aaron Weekes, [00:24:12])
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Mary Keough
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Welcome back to The Purposeful Marketing podcast. In this episode, hosts Aaron, Mary, and James speak with Ellen Schwartze, a marketing powerhouse who previously launched and hosted a podcast for a SaaS company.
They discuss strategies and considerations around starting a podcast specifically for B2B SaaS startups, including defining your "why", setting goals, tracking metrics, promoting, and more. Listeners will gain valuable advice and lessons learned for leveraging podcasting to support their SaaS business.
Whether you're a seasoned marketer or new to the field, this conversation provides valuable takeaways for your purposeful marketing journey.
Guest Bios:- Ellen Schwartze is an independent marketing contractor who has worked in various marketing roles since 2010, after graduating college in 2008. She fell into SaaS marketing and worked at a content analytics SaaS company where she ran their podcast. Ellen has extensive experience using podcasting in her B2B marketing strategy.Key Discussion Points:- The importance of having a clear "why" or purpose behind your podcast from the start (00:00:42)- Using podcasting specifically for lead gen vs. brand building (00:03:48, 00:05:11)- Setting proper expectations around pipeline and revenue generated from a podcast (00:05:25, 00:13:41)- Developing personas and niches for your podcast audience (00:19:55)- Tracking metrics beyond downloads like % listening through, repeat listeners, social shares (00:14:16)- Promoting your podcast through email kits, clips, guest posting (00:24:49)- Managing podcasting amidst your other marketing responsibilities (00:29:29)
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Today on the Purposeful Marketing podcast we dive deep into the world of Marketing Operations (MOPs) with our guest, Sydney Mulligan, co-founder of EMMIE Collective—a women-led marketing and revenue operations consultancy.
Sydney Mulligan takes the floor to introduce herself and share her decade of experience in marketing ops, particularly in Marketo. Sydney also hosts the "Pretty Funny Business" podcast, which offers an entertaining look at our marketing world filled with humor and laughs.
To frame the episode, hosts Aaron and Mary introduce their approach to recent guest interviews, which combines tactical implementations with big ideas. They emphasize starting with the "why" and exploring profound questions to gain insights and truths that can enhance your marketing strategies.
The central question for this episode is: "What is the right and wrong way to enter a lead into your CRM or MOPs software?" Sydney emphasizes the importance of aligning marketing operations with your organization's goals and sales processes for data accuracy and efficiency.
Aaron shares his experience, highlighting the challenges of inheriting a complex marketing tech stack and the importance of setting clear goals. Sydney further elaborates on common pain points in marketing ops.
The conversation turns to lead generation, with Sydney discussing high-intent leads and the efficient operationalization of lead qualification processes.
Sydney also shares insights into the freelance market for marketing operations professionals, describing how Emmie Collective supports businesses seeking MOPs expertise.
In conclusion, this episode offers a comprehensive exploration of the world of marketing operations, emphasizing strategic alignment, data management, and expert collaboration.
Whether you're a seasoned marketer or new to the field, this conversation provides valuable takeaways for your marketing journey. You can tune in and find out about the purposeful side of marketing operations.
Welcome to another exciting episode of The Purposeful Marketing Podcast. Aaron takes the helm in this special edition as Mary and James are off on exciting adventures, including getting married! Congratulations to James!
Aaron starts the show by addressing the feedback from their listeners who wanted more tactical expertise. To meet this demand, he invites a special guest, Janelle Amos, Founder and Chief Strategist of Elevate Growth, to delve into the world of Go-to-Market (GTM) strategy.
But before diving into the tactical aspects of marketing, Aaron and Janelle share some personal insights about the challenges of balancing work and parenthood. They offer valuable tips and encouragement for those navigating the delicate balance between career and family.
Then, the conversation shifts to the core of the episode: the subjectivity of marketing, specifically in the realm of demand generation. Janelle shares her experiences and insights about how marketing strategies can be highly subjective and dependent on various factors.
Aaron emphasizes the importance of framing marketing strategies around clients' specific needs and how owning a subjective narrative can help businesses stand out in a crowded market.
The discussion also touches on critical elements of a successful GTM strategy, including market analysis, messaging, channels, products, and, most importantly, people. They stress the significance of aligning marketing efforts with business objectives and avoiding the common mistake of diving into tactics without a solid strategy.
In the end, Aaron invites listeners to engage with the show, share their thoughts, and consider becoming guests to explore high-level marketing questions and gain tactical expertise.
Tune in to this episode to gain insights into the subjectivity of marketing, effective GTM strategy, and tips for balancing work and family life.
You can find The Purposeful Marketing Podcast on all major podcast platforms.
Resources:
- Janelle Amos LinkedIn
- Elevate Growth
- Demand Gen Made Simple podcast hosted by Janelle Amos
Welcome back to the Purposeful Marketing Podcast! Hosts Aaron, Mary, and James are back with a thought-provoking episode featuring special guest Caleb Rule, Rule Marketing Group.
The hosts and Caleb explore the differences in creating inbound strategies for SaaS and manufacturing industries. The conversation revolves around the core components of successful inbound strategy, emphasizing the importance of customer interviews, understanding customer behavior, and aligning marketing efforts with sales teams. From SaaS to manufacturing, the conversation delves into the key elements and key questions that make an inbound strategy successful.
Whether you're a seasoned marketer or just starting out, this episode offers a wealth of knowledge to enhance your marketing strategy. Don't miss this episode's actionable tips and strategies for crafting impactful inbound motions.
Listen on Spotify, YouTube, or your favorite podcast platform.
Welcome back to the Purposeful Marketing Podcast with your hosts, Aaron, Mary, and James. .Today, we have a special guest, Bob Kahns, Performance Marketing Manager at Proofpoint Marketing. Bob joins us to dive deep into performance marketing and discuss the evolution of paid media with his wealth of experience across various stages of his career.
Our conversation focuses on the enduring aspects of paid media (budget, targeting, creative, analysis) marketing that stand the test of time. As we explore the evolution of strategies amidst ever-changing platforms and trends, Bob's invaluable insights offer a rich perspective with lessons learned from real-world encounters.
The hosts then shift gears to discuss growing a demand gen team. Mary asks Bob whether to hire a content specialist or a demand generation expert to grow her team. The deliberation reveals the dynamic role each plays in the marketing landscape and how this decision hinges on maximizing impact.
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Here's to meaningful marketing insights and a great day ahead. Thank you for being part of our community of listeners!
Welcome back to the Purposeful Marketing Podcast with hosts Aaron and Mary, along with their guest, a friend of the program and TikTok aficionado Kevin McClary. This episode marks the third installment of TikTok's marketing potential for the B2B industry.
The hosts dive into the pivotal mindset shift that B2B marketers need today: understanding where their audience is and adapting accordingly. With TikTok's explosive popularity, and continued adoption, the question arises – should you be on TikTok?
Kevin McClary recounts his TikTok journey ignited during the pandemic. From a passive consumer to a creative force, Kevin harnessed TikTok's green screen feature to revolutionize content creation. Sharing diverse topics from pop culture to business insights, Kevin's approach has amassed over 80,000 followers.
The hosts stress the simplicity of initiating a TikTok presence. Kevin's advice dispels the myth of elaborate setups; authenticity triumphs over complexity. Both hosts emphasize the value of relatability and authenticity in content creation – mirroring real-life interactions to engage viewers effectively.
Whether you're a B2B marketer intrigued by TikTok's potential or an individual seeking authentic self-expression, this episode holds invaluable insights. Tune in to glean wisdom from Aaron, Mary, and Kevin, and unravel the art of impactful TikTok content creation – driven by authenticity, passion, and the sheer delight of sharing what you love.
Welcome back to the Purposeful Marketing Podcast.
Aaron returns from paternity leave and offers his fresh perspective to Mary and James.
In today's episode, the hosts tackle the rapid changes and trends over the last two months including the evolution of Google Analytics to the rise of GA4 and the ongoing debate about AI tools. They discuss how it's easy to get caught up in the whirlwind of shiny new objects. But amidst all this change, they reflect on what should remain constant and what should be their focus for the rest of Q3 and Q4.
Welcome back to the Purposeful Marketing Podcast, where we delve into purposeful marketing strategies.
We've all experienced the pressure to do more with less.
It's not just marketers; it's a universal challenge.
Enter MVPs (Minimum Viable Products). Today, Mary and James explore the concept of MVPs and how marketers can navigate the right and wrong ways to approach them.
Picture this: making two pizzas with enough dough for just one. That's how some people treat MVPs - attempting to achieve the same high standards with fewer resources.
Mary and James unravel these misconceptions around MVPs and discuss how unrealistic expectations can lead to counterproductive results while highlighting the dangers of falling into the "more with less" trap.
Whether you're a seasoned marketer or just starting, this episode will equip you with valuable insights into delivering successful MVPs and maximizing their potential.
Welcome back to another episode of the Purposeful Marketing Podcast! In this insightful discussion, hosts James and Mary dive into the importance of asking for help in the dynamic world of marketing. With Aaron still on a fatherhood break, James and Mary share their experiences and tips on seeking assistance when facing new challenges, unfamiliar software, or complex tasks in the marketing profession.
They emphasize the significance of knowing when and how to ask for help to ensure that you receive the support you need without being ignored or brushed off. Mary suggests a straightforward rule: seek help when Google fails to provide sufficient information to address your problem effectively. However, she also encourages utilizing resources wisely and attempting multiple ways to find the solution before seeking assistance.
James adds his perspective, advocating for a balance between seeking help and attempting to solve the problem independently. He believes that people who excel in their careers often grow by first trying different options and learning from their failures. He emphasizes the value of showing your efforts to someone more experienced, such as a director or CEO, to receive direct feedback on your actions and gain valuable insights.
The hosts also explore scenarios where you might need extra hands to accomplish a task, just like moving into a new house in a hurry. They discuss when it's crucial to recognize your limitations and seek immediate assistance from others to avoid overwhelm and ensure successful outcomes.
Join James and Mary on this episode of the Purposeful Marketing Podcast to learn the art of asking for help and how it can contribute to your growth and success.
Tune in now and be sure to subscribe for more exciting episodes on purpose-driven marketing strategies and insights.
In this episode of the Purposeful Marketing Podcast, hosts James and Mary invite special guest Alan Fennewald, a conversion writer and multi-instrumentalist, to discuss purposeful marketing in the B2B ads realm. Alan shares his insights on vintage B2B ads, especially highlighting a successful Caterpillar Tractors ad from 1926 that humanized B2B products by connecting them to relatable B2C products. The conversation dives into the importance of crafting ads that engage consumers on a human level, focusing on the problem, agitating it, and providing a solution.
The trio also explores how modern B2B ads can learn from historical advertisements and emphasizes the need to tailor ad content based on the campaign's objectives, whether it's brand awareness or driving conversions. They discuss the challenges of modern advertising, such as creating ads that resonate with audiences on platforms like LinkedIn and Facebook while respecting their time and space.
Join this insightful discussion and discover the value of historical ads, how to craft purposeful B2B ads, and the importance of keeping customer needs at the forefront.
In this episode of the Purposeful Marketing Podcast, James and Mary reflect on Mary's first 90 days as the head of marketing at Map My Customers. They discuss the importance of analyzing existing marketing resources, such as the website, social media assets, and vendor relationships. Mary shares her experience of conducting a thorough analysis to determine what to keep, what to kill, and what to start doing. She emphasizes the significance of having a solid CRM foundation and the challenges of transitioning into a new industry. James and Mary also explore the unique responsibilities and accountability that come with a leadership role in marketing. Mary highlights the need for constant evaluation and decision-making, as everything ultimately falls on the head of marketing. Tune in to gain insights into the realities of being a marketing leader and the importance of adapting strategies in different industry contexts.
How do you level up as a marketer? Throughout your marketing career, you should frequently ask this question. Join Mary and James on the latest episode of The Purposeful Marketing Podcast as they dive deep into the topic of leveling up as a marketer.
It's crucial to ask yourself, "How do I level up continually?" There may be no definitive answer, but the process of self-reflection can lead to profound insights and transformative decisions.
During this insightful conversation, Mary shares her personal journey of professional growth and the pivotal decisions she made (as well as those she didn't). Through her experiences, she reveals valuable lessons and strategies for aspiring marketers who aspire to reach new heights in their careers.
Discover when to take action, when to step outside your comfort zone, and when to embrace the unknown. Mary's candid anecdotes will inspire you to think critically about your trajectory and make deliberate choices that propel you toward success.
Welcome to the Purposeful Marketing Podcast, where we ask the big questions to find the big answers so that you can market with purpose. In this episode, we delve into the importance of relationships and how they contribute to growth.
Join our hosts, Mary, Aaron, and James, as they welcome a special guest, Mike Grinberg, the co-founder of Proofpoint Marketing and co-host of The Master Marketer Show podcast. Mike is a B2B expert who will share insights on relationship-led growth and explain why relationships truly matter for business.
Throughout the episode, we explore various topics related to relationship-led growth. What exactly is relationship-led growth? Can this approach work for SaaS companies? Is building relationships relevant for all businesses? Can you build relationships at scale? These questions and more will be addressed as we uncover the core function of relationships in driving revenue growth.
We also discuss why it's essential to prioritize relationships over revenue. By understanding and connecting with actual people, we can better cater to their needs and emotions, which in turn will build revenue.
Moreover, we challenge the notion that building relationships is unscalable. Discover how relationship-led growth can be effectively scaled and incorporated into your day-to-day marketing activities.
You can tune in to this episode of the Purposeful Marketing Podcast and discover the power of relationship-led growth. Take advantage of the opportunity to better understand why building relationships is a game-changer for your business.
Mike Grinberg LinkedIn - https://www.linkedin.com/in/mikegrinberg/
Proofpoint Marketing - https://proofpoint.marketing/
The Master Marketer Show - https://open.spotify.com/show/7deKwBz3Oj2Bar62vaT5fo?si=4bb8ac123e5a48ca
Welcome back to the Purposeful Marketing Podcast! In today's episode, we dive into the fundamental question that sparks dialogue and introspection: Is marketing truly as crucial as we believe it to be? Join us as we break down this inquiry, seeking clarity and understanding with special guest Lee H. Murray, Business Growth Advisor, Agency CEO, and host of the Exploring Growth podcast.
As marketers, we often find ourselves overthinking and over-explaining, inadvertently confusing our stakeholders. Are we diluting the significance of marketing by not effectively articulating its value? Furthermore, do we become entangled in tactical details, losing sight of the bigger picture?
It's time to shift our perspective.
We explore the tendency to rebrand our activities, which creates friction with stakeholders. How can we convey the significance of marketing to those around us without overcomplicating? One answer is developing a point of view (POV) that resonates with ourselves and others.
Together, hosts and Lee H. Murray the notion of starting afresh, ensuring stakeholders comprehend what truly matters. Additionally, they share invaluable tips for marketers to elevate their significance within organizations, emphasizing the importance of strategy over tactics.
Remember, it's not just about what we say but the actions we take. How we demonstrate, our impact speaks volumes.
Tune in to this episode to explore these profound conversations, where insightful ideas await.
In this episode, we're joined by Kevin Marcus Miller, host of the Agency Talk podcast and founder of All Approach. Together, we explore the art of building communities and the impact it can have on our careers.
At the heart of our discussion is the idea of overcoming community fatigue and navigating the challenges of participating in multiple communities, offering varying degrees of value.
Through this discussion, we uncover strategies to consistently provide value and help community members understand and benefit from their participation; it’s all about give and none about take.
Kevin shares his invaluable lessons from building a community from scratch, offering practical insights for those embarking on a similar journey. We delve into his outreach strategy, exploring practical ways to engage and demonstrate the benefits of community involvement.
Promoting community members who may initially resist the community's offerings is also a topic of interest. And the power of genuine connections and growth can arise from such situations.
Our conversation touches on the differences between paid and free communities, highlighting essential considerations when choosing the right approach. Additionally, we consider the role of communities in advocating for diversity, equity, and inclusion initiatives—a critical aspect of product marketing and business.
Tune in to this episode for a condensed exploration of community building. Find inspiration, truth, and a deeper understanding of communities' profound role in shaping your life and business.
Kevin Marcus Miller LinkedIn - https://www.linkedin.com/in/kevinammiller/
Agency Talk Podcast - https://agencytalkpodcast.com/
All Approach - https://allapproach.com/
In our 50th episode of "The Purposeful Marketing Podcasts," hosts Aaron, Mary, and James have a fascinating conversation with Kevin about the latest AI updates and their impact on marketers. They explore whether AI aligns with our purpose and provide practical examples of integrating ChatGPT into marketing workflows.
The episode begins with a discussion of AI's practical applications, specifically ChatGPT, in marketing. Aaron and Kevin share tactics for performance marketing, emphasizing AI's potential to optimize targeting, messaging, and campaign effectiveness. They also highlight how content marketers can leverage AI for streamlined content creation and distribution, increasing engagement.
Throughout the episode, the hosts delve into the motivations behind AI integration, considering both its potential and ethical considerations. They explore the balance between automation and the human touch, emphasizing the need for authenticity and empathy in marketing efforts.
This milestone episode reinforces the commitment to purposeful marketing. The hosts encourage marketers to embrace AI as a powerful tool while making conscious decisions and considering ethics. They express gratitude to listeners for joining them on this journey and look forward to continuing to explore purpose and marketing in future episodes.
Thank you for being so supportive as we celebrate this significant milestone.
Keep asking the big questions as we seek the big answers together on "The Purposeful Marketing Podcasts."
Host Mary Keough offers tips, tricks, and thoughtful conversation on how she overcame public speaking and embraced speaking engagements in her personal branding.
Please give us feedback on today’s episode by DMing Aaron, James, or Mary or submitting thoughts to purposeful.marketing.podcast@gmail.com.
Marketers preach the practice of marketing fundamentals. So, today we practice what we preach.
In this insightful episode, we dive deep into returning to marketing fundamentals to rejuvenate your marketing strategy.
Join host Mary Keough and Aaron Weekes in a thought-provoking conversation with special guest Blake Strozyk, Founder of Bull Media. Together, they discuss the essence of marketing fundamentals and shed light on the crucial aspects of implementing, executing, and aligning strategies with goals. Blake shares his wealth of knowledge and experience, unraveling the misconceptions and guiding us toward a better understanding of the core principles.
Whether you're a seasoned marketer or just starting, this episode will equip you with valuable insights and practical tips to realign your marketing approach. Join us as we embark on a journey back to marketing fundamentals and set your marketing strategy on the path.
Blake's LinkedIn: https://www.linkedin.com/in/blake-strozyk/
Bull Media: https://bullmedia.io/
Driving Efficient Growth Podcast hosted by Blake: https://open.spotify.com/show/60DDlsmh8JFrD43kseNeek?si=5f86b26cf7034b60
A marketing question as old as time, what is good content? Aaron and James attempt to answer this question by defining what makes good content vs. not. The hosts explore whether content can change a buyer's mind, how content should engage a buyer, and how content can deliver value.
Give us feedback on today’s episode by DMing Aaron, James, or Mary or submitting thoughts to purposeful.marketing.podcast@gmail.com.
Everyday history is made, and everyday marketers can learn from it. Mary and Aaron chat with our friend, Brendon Forrest, Senior Demand Generation Strategist at Gorilla 76, about how history can impact marketing strategy. In this dialogue, we discuss how marketers can understand the history of buyers, how to create primary sources out of customer interviews, and how to use facts and context to tell impactful stories for your marketing program.
You can find Brendon on LinkedIn: https://www.linkedin.com/in/brendonforrest/
Listen to Brendon on The Monday Morning General history podcast: https://open.spotify.com/show/1B8xE6proy6BPLwcQd3XRp?si=3fe339d32bbc4c55
Listen to Brendon's industrial marketing thoughts on The Manufacturing Marketer: https://open.spotify.com/show/36Xt70DWbixjjNCL4DgW0j?si=5134b1d648f04621
Hello listeners. Aaron is here to talk about a new format on The Purposeful Marketing Podcast. Once a month, we are inviting Kevin McClary, Thinker & Senior Performance Marketer at Gorilla 76 to discuss the hardest challenges, questions, and executions that performance marketers face in their day-to-day executions. In this Fifth installment, Aaron and Kevin discuss everything creative, including what makes a good or bad creative, practices for creative testing, channel-message fit, and how AI can help the creative process.
Give us some feedback on today’s episode by DMing Aaron, James, or Mary or submitting thoughts to purposeful.marketing.podcast@gmail.com.
Where do you want your marketing career to go? How do you get there? Mary Keough takes us through her career journey from contract technical writer to Head of Marketing at Map My Customers. Mary shares the lessons she learned along the way, and James and Aaron ask about the nitty-gritty of making these career decisions.
DM Mary if you have specific questions: https://www.linkedin.com/in/mary-keough-437824a2/
Give us feedback on today’s episode by DMing Aaron, James, or Mary or submitting thoughts to purposeful.marketing.podcast@gmail.com.
Map My Customers - https://www.linkedin.com/company/map-my-customers/
Feedback is crucial to every marketing role. Aaron and James discuss handling client and internal stakeholder feedback the right way, including acknowledging feedback vs. marrying feedback, what happens when you disagree with the feedback, and what scenarios are best to trust feedback. Please give us feedback on today’s episode by DMing Aaron, James, or Mary or submitting thoughts to purposeful.marketing.podcast@gmail.com.
Today we ask, "Should marketers build leads or build relationships?" with special guest Joseph Lewin, Director of Demand Gen, Proofpoint Marketing, and host of The Strategic Marketer podcast.
Joseph, Mary, Aaron, and James explore the difference between lead-driven, sales-driven, and relationship-driven mindsets when building relationships that lead to sales. Joseph shares that the difference is really in the mindset first. Instead of trying to make a sale, we should focus on planting seeds to grow an orchard. They all discuss the idea of marketing and sales working together under one roof, with a relationship-driven mindset where marketing creates conversations and sales builds relationships with those leads. And they emphasize the importance of building relationships and helping to position your company as having a unique point of view for your target relationships.
You can tune in to learn more about how to shift your mindset from lead-driven to relationship-driven to build relationships at scale.
Nostalgia is a feeling that we know when we see it. But do we underappreciate how influential nostalgia can be? Should marketers lean into nostalgia and utilize it to help buyers buy? Get out your slab bracelets, Tamagotchi, and Kool-Aid Jammers for this episode. Friend of the program, Kevin McClary, shares his thoughts on nostalgia with Aaron and Mary.
Check out Kevin’s TikTok for Nostalgia content and breakdowns:https://www.tiktok.com/@kevinearl93
Hello listeners. Aaron is here to discuss a new format on The Purposeful Marketing Podcast. Once a month, we invite Kevin McClary, Thinker & Senior Performance Marketer at Gorilla 76, to debate the hardest challenges, questions, and executions that performance marketers face in their day-to-day executions. In this fourth installment, Aaron and Kevin discuss everything about Facebook Ads.
Whose job is it to perform internal marketing? Why do you need internal marketing? How do you use internal marketing to break through the barriers? Mary, James, and Aaron discuss how marketers can promote their actions, ideas, and thoughts, and why they matter within their organizations.
Early in your marketing career, you may attach yourself to a marketing guru. It makes sense to learn from others who’ve done it before. But when is it time to move on? Mary, James, and Aaron discuss why marketing gurus are necessary, when do you have that aha moment that gurus are no longer needed, and what happens when you become a marketing guru?
B2B marketers have to make a thousand little decisions every day on the road to success. Understanding that path becomes easier with the right tools and right guides to get you there. Today we chatted with co-founder of Dreamdata.io, Steffen Hedebrant, about key lessons we’ve learned along our B2B marketing journey.
Check out Steffen Hedebrant on LinkedIn for revenue attribution content:
https://www.linkedin.com/in/steffenhedebrandt/
Check out Dreamdata - The leading B2B revenue attribution platform:
https://dreamdata.io/
When is it time to break up? At a certain point a relationship has reached it’s conclusion and there’s a right way and wrong way to end it. Mary and Aaron breakdown this age ole question in regard to their experiences working in-house and at agencies including when do you know a client/agency is not a best fit and what is the best way to offboard client relationships.
Hello listeners. Aaron is here to talk about a new format on The Purposeful Marketing Podcast. Once a month, we are inviting Kevin McClary, Thinker & Senior Performance Marketer at Gorilla 76 to discuss the hardest challenges, questions and executions that performance marketers face in their day-to-day executions. In this second installment, Aaron and Kevin discuss everything LinkedIn Ads.
Those who tell their story, get their story retold. Marketers can not control everything, but they can control the narrative and messaging they share with their customers. Aaron, Mary and James discuss strategic narratives including what it is, how marketers should use it, and why narratives matter most to your customers.
What’s the impact of A.I. generated content on marketing strategy and execution? Aaron, Mary and James sit down to discuss a prevalent topic with outsized ramifications. Perhaps there is none. The hosts break it all down and offer their own point of views.
Hello listeners. Aaron is here to talk about a new format on The Purposeful Marketing Podcast. Once a month, we are inviting Kevin McClary, Thinker & Senior Performance Marketer at Gorilla 76 to discuss the hardest challenges, questions and executions that performance marketers face in their day-to-day executions. In this second installment, Aaron and Kevin discuss capturing demand vs creating demand.
What you do or do not do early in your marketing career can have a considerable impact. On today’s episode, Aren Buresh, Thinker & Strategist at Gorilla 76, discusses the "why not approach" for professional development and growth. The hosts and their guest share experiences in their careers where saying yes helped them level up their marketing.
Hosts Mary and Aaron jump into the theoretical to ask the thought-provoking question: how does the physical and digital world impact our marketing strategy and execution? In this light-hearted discussion, Mary and Aaron specifically discuss how buyers buy today and where they spend their time. Perhaps that is in the digital world. Perhaps that is in the physical world. You can tune in to find out more.
You may have heard a debate about whether a marketer should be an artist, scientist, or mathematician. But what should a marketing team be? Mary, Aaron, and James discuss if a marketing team should aim to be a factory or a laboratory. They explain how your marketing strategy can win if the goal is output based versus hypothesis based. Each host adds their point of view working at agencies and in-house where these approaches have been adopted.
Leanne Dow-Weimer, host of Markigy: The Science of Marketing Strategy, joins Mary, Aaron and James to discuss how science and marketing come together. Leanne shares the history of her podcast and even breaks down her non-linear path to becoming a marketer. We also bring up the LinkedIn Echo Chamber and how it all brought us together on this very recording.
Go listen to Markigy: The Science of Marketing Strategy
Spotify:
https://open.spotify.com/show/5ROtPCklvcsCjWnqTtrqNy?si=9768a7ac0b7f472c
Apple Podcast:
https://podcasts.apple.com/us/podcast/markigy-the-science-of-marketing-strategy/id1649074418
In 2023, most marketers will hear this phrase: “do more with less.” In fact, this is a phrase most marketers have listened to throughout their careers. Mary, Aaron, and James sit down to discuss what this actually means. Can you act on it? How does this make a marketing team feel? What is the human and emotional cost? Listen to find out more.
Hello listeners. Aaron is here to discuss a new format on The Purposeful Marketing Podcast. Once a month, we invite Kevin McClary, Thinker & Senior Performance Marketer at Gorilla 76, to discuss the most complex challenges, questions, and executions that performance marketers face in their day-to-day executions. In this first installment, Aaron and Kevin start with the ultimate question: “ What the heck is a performance marketer?”
Do you have a performance marketing question or challenge? Submit those questions to purposeful.marketing.podcast@gmail.com, and we will debate them next episode.
In life as a marketer, there’s only so much in your control. In today’s episode, we opened up a space to conduct some marketing therapy. Mary, James and Aaron discuss how you can respond to what is and what isn’t in your control.
Today we are reaching into our vault to publish an episode from the cutting room floor. Enjoy this bonus episode of The Purposeful Marketing Podcast!
Are there marketing tactics that don’t align with the purpose of marketing? The short answer is of course. But the long answer is much more interesting.
The group points out some tactics they find out of sync with any reasonable definition of “the purpose of marketing.” Some of the usual bad-guy tactics are discussed, along with some tips for handling those types of responsibilities.
James suggests that you don’t have to quit your job over tactical misalignment, despite what influencers say.
On today’s episode, we’ve invited a friend of the program Kevin McClary, Thinker & Senior Performance Marketer at Gorilla 76, to chat about his personal TikTok journey, where he grew from 0 followers to over 70,000 in 2 years. We break down the history of TikTok as a platform, what unique app features drive audience growth, and what the B2B industry can actively do on TikTok to grow its brand.
The philosophers in James and me know that sometimes the simplest answer is usually the correct one. But in marketing, we are often faced with building a complex GTM marketing strategy. Mary, James, and Aaron put their brains together to discuss the reasons why a marketing strategy is over complicated and actionable ways on how to make it simple.
If you’ve worked as an in-house marketer, then you’ve probably never worked with a project manager. Project management is a crucial function in making sure the why gets executed as the what, how and when. In this episode, we brought in our favorite project manager to drop some knowledge on project management best practices, the theories behind them, and how you can put them into practice.
Mary has been creating TikTok content and evaluating her results. Aaron has been delving into TikTok experiments with clients. James has never downloaded the app. All three discuss the platform’s potential as a B2B content distribution channel.
James and Mary are convinced that the platform can work for B2B marketing. Aaron suggests there’s only one way to find out.
The end of the year is wrapping up and now it’s time to show your work. Mary and Aaron reported on their thoughts about reporting including how to think about metrics and dashboards, what are the best reports to show marketing success for your fiscal year, and asking the tough questions about data and how best to tell the story.
The way customers buy is evolving. Therefore, marketing should too. However…is marketing strategy and tactics evolving fast enough? Mary, Aaron and James breakdown how even common marketing terminology can keep you stuck in the past while your customers make buying decisions with the future in mind.
The short answer is never. Mary, Aaron, and James tackle a lofty topic and idea that impacts many marketers. At what points in your day-to-day are you faced with confronting the truth and what scenarios occur when you're faced with confronting a lie? Listen to find out more!
James and Aaron tackle the topic of redistribution in Mary’s absence. They talk through why it’s valuable, what it looks like when it goes wrong, and how to get a redistribution engine humming.
The tactic itself is becoming more common, which means there are more good examples of redistribution than ever. It also means there are more bad examples than ever.
What is a content pillar? This podcast. What’s not a content pillar? Is a hot dog a sandwich, a content pillar or both?
Aaron, Mary and James talk about what makes a great content pillar in 2022. To nobody’s surprise, a good content pillar in 2022 looks different than the content pillars of 2012.
As always, focus remains on the why and how the content pillar tactic helps your customers win.
If you’re active on LinkedIn, then you’ve seen the noise about customer research over the last couple years. The fact is getting close to your customers will make you a more successful marketer. But is it that easy? Aaron, Mary and James discuss how to get started, how to conduct customer interviews, what you do with the research and how you apply it tactically to your marketing efforts.
If we could have it our way, it would be sunshine and rainbows everyday. However, in your marketing role, that is not always the case. Today we discuss how to address negativity in your workplace and on the channels you spend your time to build your personal brand including social media. Aaron, Mary and James put their positive spin on this challenging discussion.
The act of clocking on and off forms the bedrock of work-life balance. When you’re punching a clock in retail or food service, it’s quite easy to separate your work time from you-time. But what about in marketing in 2022?
Aaron, Mary and James discuss.
What is a marketing playbook? What should it be? How can playbooks help? Do they hold marketers back?
The group has seen a lot of chatter about marketing “playbooks” on social media recently. They slow things down to talk about why people use playbooks and whether or not other people’s playbooks are worth paying attention to.
Mary makes a case for innovation, Aaron wonders whether playbooks help customers and James struggles through a metaphor relating to traditional American sports.
Aaron and Mary discuss their thoughts on what makes an exceptional client and agency partnership. Both pull from their own experiences working on an in-house marketing team and working in an agency. They ask: What makes a good client/agency relationship? What goes right? What goes wrong? Best-fit clients? What does that look like? And they provide the top 5 characteristics of a good client/agency relationship.
James and Mary talk about goal-setting. They share some of their mixed experiences with setting, reaching and failing to achieve personal and professional goals and offer their perspective on a healthy mindset re: goals both on and off the clock.
Of course, they talk about why goals are helpful (and instances where they aren’t).
James, Mary, and Aaron talk about transferable skills that they’ve taken with them over the years including tips from gigs working at gyms, coffee shops, restaurants, and retail. Because every job has something to teach you. And you don’t have to forget those lessons. In fact, you can apply them to your marketing.
Hope you enjoy it!
With landscape-altering shifts on the horizon, Aaron, Mary and James discuss attribution and working with and without attribution data.
As always, discussion tends toward the question of why. What value do we gain from marketing attribution? Should we prioritize replacing that value or shifting our focus? Aaron and Mary are excited, if a little anxious. James says we should be careful what we wish for.
On imitation, origination, copywriting frameworks and LinkedIn marketing advice. Aaron, Mary and James turn a vague question into a discussion of the value in prioritizing being “original” vs. using imitation as a guide. As per usual, discussion explores the gray area somewhere in the middle and the learning experiences of three marketers from non-marketing backgrounds.
Hello listeners! Here is a bonus episode from the vault. This episode was recorded several months ago. But it's jammed-packed with actionable marketing advice for the everyday practitioner.
We discuss:
- why should you write for your customers and not for Google?
- What is the random stuff you get told as a copywriter?
- What feedback do you wish you received as a copywriter?
- What is your role to extract that feedback?
- How do you deal with red ink?
Enjoy! And let us know what you think.
What if you’re not the right fit? What happens when you feel like your skills or stagnating? What is your role as a marketer?
These are the question to ask for any marketing role if you are in-house or at an agency to see if you're stuck.
Aaron and Mary break down how marketers can keep moving in their careers with personal anecdotes and tips to tackle.
As always, thanks for listening. Let us know if there's anything you'd like us to talk about.
Keep asking the why!
Does your company's marketing strategy align with the way your customers buy? Do your company's tactics? If not, what should you do?
Aaron, Mary and James talk through sensible ways to align your work to the buying processes of your customers and what you can do if your leadership team doesn't see the disconnect.
As always, thanks for listening. Let us know if there's anything you'd like us to talk about.
Hello listeners! Here is another thought-provoking episode from our team. We debate if a marketer should strive for profit or perfection? Is this a rhetorical question? You have to listen to find out.
We break down:
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What should your performance be evaluated on?
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Are marketers close enough to profit to understand their impact?
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How does this differ from in-house vs agency?
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If you are just starting your career, should you chase profitability, perfection, or progress?
Give us some feedback. DM us if you have questions. Our doors are always open to our fellow marketers and practitioners.
Retargeting is a tactic we perform as marketers but a tactic we don't love as consumers.
Mary even had a popular post on how retargeting becomes essential when you have a small media budget (see post link below):
https://www.linkedin.com/posts/mary-keough-437824a2_marketing-b2bmarketing-industrialmarketing-activity-6937750960219836416-CB5t?utm_source=linkedin_share&utm_medium=member_desktop_web
Why is this tactic so controversial, yet so widespread?
We breakdown the following:
Is it necessary?
Is this good or bad?
What are some tactical ways to utilize retargeting?
Is it an execution problem or an attribution problem?
Thank you, listeners! Please give us some feedback or DM us on LinkedIn if you have any questions.
Is imposter syndrome normal in marketing? Do we all just feel like imposters?
Mary, Aaron & James break it down to discuss the questions that matter most.
Including:
- How do you overcome imposter syndrome?
- What does imposter syndrome mean to you?
- What’s one example of facing imposter syndrome?
- What causes imposter syndrome?
- Is it good for your career/bad for your career?
- Are there benefits to doubt?
And if you are just starting your career in marketing and feel this same way too, then reach out to each host and DM them on LinkedIn. Our doors are always open to discuss career development and obstacles.
Personal Branding is not just about selling yourself, it's about being yourself.
Listen to Aaron Weekes, Growth Marketing Manager at Elevate Demand, Mary Keough, Senior Strategist at Gorilla 76, and James Boeckmann, Writer at Gorilla 76, discuss the why to personal branding.
Including:
- What does decentralized content mean?
- What impact does personal branding have on your career?
- Is being a content creator the only path forward?
- For companies, what does this mean? Would you rather do PR or have your own people create your own media company?
- How can I make the business case to have a personal brand? Do I even need to make a business case?
What's our show about?
Hello, listeners and thinkers and welcome to the Purposeful Marketing podcast. Marketing with purpose for the everyday practitioner. If you are like myself and co-hosts James and Mary, then you are an in-house marketer, you work at an agency or you’re just getting started in the marketing space and you are most concerned with the why. Why are we targeting this audience? Why are we writing this message? Why are we trying this tactic? Why are we reporting on these metrics for success? If you know your why then you understand the who, what, when, where, and how. That’s what this space is for. Together we will help you know your why. So at the end of the day, you can market with purpose. And your customers will love you for it.