Radically Transparent: Recent Episodes
Oktopost
Radically Transparent, presented by Oktopost, is a podcast geared towards the modern-day B2B marketer. Host Jennifer Gutman and her guests are a mixture of renowned marketing and sales leaders from B2B marketing organizations around the globe. Each episode shines a light on the inner workings of B2B leadership-- including what keeps successful CEOs, CMOs and VPs up at night, professionally. The conversations are real, raw and authentic all while revealing to listeners the unfiltered, not-so-known truths of today’s most interesting marketers.
Liveperson's CMO Ruth Zive joins episode #147 of the Radically Transparent podcast and reveals an unexpected truth: the most powerful tool in business isn't advanced AI technology or sophisticated algorithms. It's the simple act of conversation.
Ruth passionately discusses the nuances of measuring the ROI of AI and introduces the Conversational Flywheel as a way brands can measure the positive impact of conversational AI.
She breaks down the flywheel approach and explains how it helps improve both customer understanding and service for B2B brands. Ruth also exposes a massive AI gap between business leaders’ enthusiasm to use AI in their platforms and communications and customers’ lack of trust for brands who use AI-- offering ways marketers can work to close the gap.
LinkedIn's Senior Partner Manager, Kim Bolsoni, explores the exciting world of partners at LinkedIn. She shares valuable insights into how dynamic collaborations with partners enhance the platform's utility, creating a second-to-none marketing experience for marketers and brands, alike. Kim also dives into the multifaceted impact of these partnerships, emphasizing the role of Oktopost in LinkedIn's evolving ecosystem.
The episode wraps with Kim's reaction to LinkedIn’s 2024 Annual Partner Awards dinner at the B2Believe event in New York City, where she joined in celebrating Colin Day, Oktopost’s Managing Director of EMEA, for winning the Transformation Partner of the Year award.
Join us for an inside look into the power of collaboration and transformation within the LinkedIn partner ecosystem.
Marketing leader Colin Day, Managing Director, EMEA of Oktopost and recipient of LinkedIn’s Transformation Partner of the Year award at LinkedIn’s 2024 Marketing Partner Awards stops by the podcast to unravel how marketing leaders can effectively identify and capitalize on social intent signals to improve lead generation, customer engagement and contribute to revenue growth.
Hot topics
- The shift from corporate profiles to employee advocacy
- Bridging the gap between social media engagement and revenue generation
- Emerging trends in social media marketing and how B2B marketing leaders can prepare for them
Patrick Barbera, Director of Product Marketing at IntelyCare, dives head-first into the art of KPI selection and why, for marketing leaders, picking the right KPI to track is both an art and a science. He even explains how this choice can significantly impact the direction and success of your entire marketing strategy.
This episode is a must-listen for marketing leaders, data enthusiasts, and anyone interested in the intersection of technology and marketing strategy. Whether you're grappling with data management challenges or looking to refine your approach to KPI tracking, Patrick's insights offer valuable guidance and inspiration.
Don't let your data just sit; let Patrick show you how to make it work for you.
Sean Broderick, Director of Product Marketing at Sitecore, named in the Top 100 Product Marketing Influencers and Host of The Product Marketing AI Podcast unravels the challenges and transformations of artificial intelligence (AI) and the essential relationships required in an organization to drive effective AI governance.
Hot Topics include:
- What it takes to build and maintain effective AI governance across an organization
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How to leverage AI for enhanced speed and consistency in product marketing without sacrificing safety or company secrets
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Why creating meaningful relationships with legal teams can help marketing teams navigate the complexities that come with AI, ensuring compliance and avoiding potential PR disasters.
Tune in for a radically transparent conversation about AI governance and why being proactive as a marketing leader with your legal department is a game-changer for working with AI.
Yael Klass, Vice President of Corporate Marketing at Similarweb dives deep into the challenges and opportunities marketers face using AI for content creation. She demystifies AI's impact on the future of marketing and reveals the secrets behind her “Content Alchemist” initiative that has led to high-quality, scalable content using AI.
Intel's Vice President of AI Product Marketing, Nuri Cankaya, enthusiastically explores the revolutionary impact of artificial intelligence (AI) on brands, individuals, and the marketing industry. His excitement for the future of AI is contagious as he shares stories and examples of the seismic shift AI is having across industries.
Speaking candidly about the importance of secure AI, privacy threats, the looming risks, and the eerie realm of AI-generated deepfakes when it comes to marketing, Nuri gets to the heart of what it means to lead in the era of AI.
He even shares Intel's commitment to security, ethics, and sustainability, as he paints a picture of a future where technology and responsibility go hand in hand.
Hot topics of this episode include:
- The importance of implementing regulation in the AI industry to combat privacy and security threats, such as AI-generated deep fakes or exposing enterprise customers to security risks
- The impact of AI on various industries and the ethical dilemmas many marketers will face that go along with it
- How AI models are training themselves without human interaction and what this means for the future of AI and marketing
Tune in to become part of the conversation that's shaping tomorrow's marketing technology landscape.
Hello World! Hope you’ve been enjoying the Radically Transparent Podcast! We’re taking a short break and look forward to returning with new episodes in September 2023.
Until then, you can binge all episodes here. And naturally, if you're a marketing or sales leader and would like to be a guest on the show, please be in touch at marketing@oktopost.com.
See you in September!
There’s no denying that AI is reshaping how marketers approach their content strategy. While some debate the drawbacks of these widespread tools, our upcoming guest believes that it's actually helping content professionals stand out and break through the noise!
In this episode of Radically Transparent, Rhonda Hughes, Vice President of Corporate Marketing for Mural, shares her positive outlook on AI tools like Chat GPT while emphasizing the importance of media literacy.
With over 17 years of marketing experience, she not only shares her perspective on how AI is impacting content as a whole but delves into where it plays a role in social strategy. As many social media professionals do not have formal copywriting training, these platforms can offer handy copywriting skills and different perspectives.
Having launched 4 successful employee advocacy programs, Rhonda even breaks down what makes a winning program. She believes you must remain employee-centric and view advocacy as a means of helping your employees find relevant content that will be interesting and valuable in their feeds.
"The way I've always gone into it is how do we build a program that's going to help the business, but also help employees build themselves up professionally.”
She wraps the show by discussing the several ways she likes to measure advocacy, including total social actions, which she explains as engagements, plus all the other things. Highlighting the importance of analyzing what action is coming from the content we are putting into the world.
Hot Topics of this Episode Include:
- Where AI fits in content and social media marketing
- The common denominators in winning employee advocacy programs
- How you should be measuring the impact of your employee advocacy efforts
In today's highly competitive content landscape, marketers are faced with the challenge of not only creating content that stands out but performs.
There is a solution– one that educates your audience, sets you apart from the competition, and positions you in the market as a thought leader. Joining the Radically Transparent podcast to unpack the ins and outs of surveys is the expert himself, Ramel Levin, Chief Survey Master at Global Surveyz.
Especially today, everyone is trying to be unique, and Ken believes that you have to do content differently! He reveals exactly how to find the content sweet spot by focusing on the content that’s high-performance and hard to create, like surveys, podcasts, and videos. Unlike content that is high-performance and easy to create because the majority are already doing it!
As a senior marketing executive for over 20 years, Ramel shares his best-kept secrets of content marketing and creating strong surveys. He explains when and why you should launch a survey, the necessity of always including red herring questions, and the importance of starting with the end. He even shares how to know if it’s the right time to publish a survey and his rollout process that has allowed him never need to “kill” a survey.
Hot Topics of this Episode Include:
- The best-kept secrets of creating strong surveys
- How to find the “content sweet spot” and create content that stands out
- Why, when launching a survey, you shouldn’t start with the question but rather the story you’d like to tell
In this episode of the Radically Transparent podcast, Ken Powell, Chief Revenue Officer at K1X, shines a light on the connection point between marketing, sales, product, and client success. With his comprehensive 5 part operating system, he reveals the steps to create a frictionless experience for all corners of the organization.
Ken believes it's not just about selling a product–it's about offering a unique perspective that aligns with the market. Emphasizing the importance of positioning and a differentiated story, he highlights the significance of speaking directly with customers.
With his 25+ years of experience and unique background in the public, private equity, and venture capital space, Ken walks through the key aspects of successful marketing leaders. One being the ability to execute fast while being financially, strategically, and data-focused.
Stay until the end to hear how he incorporates employees to be part of the brand and encourages the wider organization to be thought leaders across social.
Hot Topics of this Episode Include:
- The 3 key aspects of successful marketing leaders
- Creating operating systems to create a frictionless experience between departments
- The differences between operating as a private equity and being in a public company
David Kung, VP of Marketing at Bluescape Software, exposes some of the biggest marketing challenges he’s facing as he comes up against limited resources in today’s economy.
“One step forward and two steps back is a great strategy when you’re walking the plank”, says David as he explains some of the slogans he uses to motivate his team and keep the needle moving forward.
He also dives into how he is balancing the minimum effective dose to find the things that require the least amount of effort, with the greatest impact. David also reveals why focus is key when prioritizing projects, and tactics and how it helps his team stay mindful of what is working. He talks about the importance of measuring initiatives and gaining insights in order to craft the next creative endeavor.
With a unique background in technology and storytelling, David even discloses what he has learned from past experiences working at Disney, what he has learned about how people process vision, and how the power of visual content can help take your content strategy to new heights.
Hot topics of this episode include:
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Using visuals to maximize inspiration, collaboration, and insights
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Finding the minimum effective dose to define the initiatives that require the least amount of effort but will drive the maximum impact
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A marketing leader’s best-kept secrets on motivating a team when resources are limited
Sarah Emmott, Head of Brand for Work Management by Atlassian, one of Fast Company’s “Most Innovative Companies in the Workplace” joins the Radically Transparent podcast. She reveals how a deep dive into social listening paved the way for her organizations marketing milestones and successes. As well as how a social listening audit discovered why YouTube should be included in their social strategy, and how Sarah is using it to be strategic with her influencer campaigns.
Throughout the episode, Sarah reveals some of Atlassian’s social strategy that is contributing to their fast-growing and impressive social presence, as well as the difference between “share of voice” and “share of mind” and where both fit into a content marketing strategy.
Hot Topics of this Episode Include:
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How Social Listening paved the way for a winning social media strategy
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Measuring the impact of social media in a product-led growth organization to prove value and keep budgets
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Why YouTube is a powerful channel for influencer marketing and why it’s often the most over-looked by B2B marketers
CEO of Elemmir, Forbes 30-under-30, and Emmy-nominated documentary filmmaker and poet David Delaney Mayer unravels the radically transparent truths behind modern-day B2B video marketing. He calls out why in a world where Chat GPT and AI are taking over messaging, it is more important than ever to show a human face to the brand.
Throughout this episode, David reveals how to find the big opportunities to tell specific pieces of your brand story, your customer story, and your employee story using video– fit for any budget and any medium.
He dives into how video marketing is becoming increasingly personalized, why short-form video works best for quick and engaging content across social and how B2B video marketing has evolved to focus more on storytelling, with companies using video to tell compelling stories that resonate with their audience and build brand loyalty.
Hot Topics of this Episode Include:* What it takes to tell a compelling story that resonates with your target audience * Top tips for brands filming videos with limited resources * How a brand can frame a narrative when they are no longer in control
Lauren Gumport, Vice President of Communications and Brand at Faye reveals some of her top secrets for getting top-tier media coverage.
She calls out how media professionals are busy people and why it’s up to marketers to make their job easier. One of the ways Lauren suggests marketers can build an outstanding relationship is by creating custom pitches for each journalist. Taking pitching to the next level requires you to connect with the person, not just a stranger who happens to be a journalist. Remember, you're pitching to a person, not a publication.
Throughout the episode, Lauren confirms that if you want top-tier coverage, you have to ditch the “spray and pray” method when connecting with journalists. Instead, define fifty to one-hundred reporters who matter to your space and build these relationships over time.
In addition, Lauren even dives into the type of content that matters, why social media managers should live in-house, and how she is measuring media relations' impact on the brand.
Hot Topics of this Episode Include:- Why social media should live in-house
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How to get top-tier coverage for a brand nobody has heard of
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Building measurement plans to measure public relations effectively
Joe Morris is the Head of Social Media and Employee Advocacy at Capgemini, a global leader in partnering with companies to transform and manage their business by harnessing the power of technology.
Throughout the episode, Joe dives into how he has rolled out a successful employee advocacy program at Capgemini. He confesses that maintaining an advocacy program isn’t always smooth sailing, how to keep engagement up, and even reveals a few of the ongoing challenges he’s facing getting his colleagues to want to be part of such an initiative.
Joe also explains why it’s important to get the business to support, understand and prioritize the program from a top-down approach.
Hot Topics of this Episode Include:* The biggest challenge when leading an advocacy program and how to overcome it * How to measure the success and impact of an advocacy program on the business * Powerful reporting methods to share with employee advocates to keep them engaged quarter over quarter
Eytan Buchman serves as the CMO of Freightos, a B2B platform that is revolutionizing the trillion-dollar logistics industry with an online freight marketplace, heading up full marketing stack operations, from positioning and branding to digital and traditional marketing channels.
Leading the marketing team, Eyal takes a data-driven marketing approach, with an emphasis on content marketing, analyst relations, press engagements, and online customer journeys.
He is renowned for building the marketing at Freightos from scratch, driving enterprise-grade leads at an incredibly low ROI, dominating the industry attention by combining data marketing and story-telling, and, most importantly, building and scaling an acquisition and retention machine for Freightos’ flagship product, the Freightos Marketplace.
Eytan has even been seen making freight look sexy enough for the WSJ, TechCrunch, The Verge, and CNBC.
Hot Topics of this Episode Include:* The key to finding a balance between fulfilling today’s expectations and planning for tomorrow’s demands * How to hold yourself accountable to move the needle forward and make an impact * Keeping strategic work out of the “do later” pile
Meet Dani Peterman, Brand Marketing Lead at Coho AI and a rising LinkedIn influencer with 7K followers. He joins the Radically Transparent podcast to talk about the evolution of organic social media and why social media marketing is so much more than content creation.
He reveals the modern day career path of a B2B social media manager and what it will take for them to become the next generation of CMOs. He even lists some of the top skills social media managers currently have that make them an ideal candidate for becoming a marketing leader. Dani doesn’t miss a beat as he even dives into some of the latest trends, like Chat GPT, and how social media managers must be dynamic to avoid becoming obsolete.
Hot Topics of this Episode Include:- How not to pigeon-hole your career as a social media manager
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The evolution of organic social media and the future of B2B social media management
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Why social media managers are the next generation of CMOs
Introducing Talia Schmidt, Country Marketing Lead at Cisco, an expert in brand building and a featured guest on the Radically Transparent podcast.
In this episode, Talia unravels why at the very core of understanding the effectiveness of brand trust is data. She battles with why it’s often easier to measure lead generation campaigns than branding and reveals where organizations can focus when it comes to figuring out a good way to measure effectiveness of brand campaigns over a period of time.
Throughout the episode, Talia reminds marketers that brand marketing is a long play. She's also transparent about why regardless of company size brand marketing is an essential and important part of any marketing function.
Hot Topics of this Episode Include:- How to build brand trust that ignites meaningful relationships
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Understanding if what you’re doing for the brand is actually effective
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How marketers can prove the value of brand marketing through data
Cidney Falk, a leader in LinkedIn's Channel Partnerships team within the LinkedIn Marketing Solutions business stops by to share how she is flipping the script on what it means to show up to work and accomplish more with less - while staying sane in the process.
In this episode, Cidney talks about the creation of “Strength WithIn,” a program she implemented across LinkedIn. "Strength WithIn" aims to create space for LinkedIn employees who are interested in strength sports to connect, both in-person and virtually, to build meaningful relationships, work better, and become more resilient.
Cidney’s innovative employee-led program creates a virtuous cycle within LinkedIn’s core value of #OneLinkedIn: the idea that across every business line, there are always ways that peers can be collaborating together to bring the best outcomes to LinkedIn clients.
Hot Topics of this Episode Include:- How a startup mindset can benefit any organization in times of uncertainty
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LinkedIn’s core values, and why encouraging employee-led programs to succeed is the key to collaboration
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The secret to creating space for your employees to connect both in person and virtually to build meaningful relationships, work better, and become more resilient
Swastik Das, Senior Product Manager at Microsoft, and Shanie Zimerman, Strategic Partnerships at Oktopost, stop by to talk through some of the best-kept secrets of Microsoft Teams and Oktopost integration. Tune in to learn how marketing and sales teams are benefiting from it, and what we can expect between Microsoft Teams and Oktopost in 2023.
Hot Topics of this Episode Include:- What you need to know to bring advocacy content to where your team members are
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The best-kept secrets of the Microsoft Teams and Oktopost integration
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How marketing and sales teams are benefiting from the integration, specifically when it comes to social selling
Nish Veer, Director of Growth at MediaMonksreflects on companies like Pizza Hut UK, RyanAir, and others who have changed their strategy to become professional trolls in order to gain momentum and an audience. He dives into what B2B organizations can learn from a corporate troll strategy and how to examine your own social channels against competitors to tastefully do social media better.
Hot Topics of this Episode Include:- Why businesses are turning to corporate troll marketing
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How to effectively use troll marketing to improve your brand
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The fine line between funny and offensive social posts and the key to trolling right
Kelly Pronek, VP of Marketing at PriceFX, and Daniel Kushner, CEO of Oktopost, examine how to best retain top talent at a time when there is more demand than supply. Together, they tackle how leaders can quell quiet quitting and what to do if you suspect you have a few quiet quitters on your team.
Hot Topics of this Episode Include: - How marketing leaders can inspire, motivate, and retain top talent
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Why putting your people first is the secret to nipping quiet quitting in the bud
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How to balance the massive demand for marketing functions with a scarce pool of talent
Jamie Shanks, CEO of Pipeline Signals and the renowned author of two books: Social Selling Mastery, an essential resource for sales and marketing professionals looking for a better way to connect with today's customers; and SPEAR Selling, the ultimate account-based sales guide for the modern digital seller joins host Jennifer Gutman to debate what sets social selling apart from social media marketing. In this episode, Jamie reveals that the key to creating the perfect social selling storm happens when a balance is struck between decision makers conducting due diligence online and the sales professional being seen as a helpful resource that can guide the buyer towards their ideal solution. He also dives into how easy it is for sales professionals to get trapped in “random acts of social” instead of using social as a means of engagement to drive revenue-- and how to overcome it.
Hot Topics of this Episode Include: - The key differences between social selling and social media marketing
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Selling as a means of engagement and how not to get stuck in “random acts of social”
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Bridging the gap between sales and marketing with essential guidance on selling to the modern-day buyer
Meet Andrea Zoellner, VP of Marketing at Kinsta, and this week's Radically Transparent podcast guest. She recently led her entire organization to successfully reach a new customer demographic. (Which as many of us know -- is never easy!)
Andrea exposes the radically transparent truths behind marketing to a new demographic without changing what current customers already love about the brand. She opens up about the concerns they had, how they positioned themselves, as well as how they addressed future feature development for both new and existing demographics.
Andrea even opens up about the “discovery” phase of the new personas– the self-assessment and the moment the brand realized they needed to expand their audience to go behind creators and include developers and CTOs.
Hot Topics of this Episode Include:
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Reaching new customer demographics without abandoning your current one
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Insight into the fractured world of website development and a fascinating discussion on why marketers today need to be an expert on the products they write about
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The “ah-ha” moment when it’s time to expand your customer audience
VP Marketing, Melinda Cormier of LumApps uncovers what and how she is keeping her pipeline filled with quality leads and maintaining a healthy pipeline-to-spend ratio. However, she takes the conversation for a unique twist as she discloses how she is diversifying her B2B social media strategy to successfully include Facebook-- a social network that has usually become 3rd in the strategic line-up behind LinkedIn and Twitter for B2B marketers. Good marketing requires a diversified model to succeed, and for many, when it comes to social media, marketers are simply not “diversifying enough.” This episode will change the way you think about filling your pipeline, and how to flawlessly handle the ever-changing demands of B2B marketing.
Hot Topics of this Episode Include: - Pipeline-to-spend ratio and how to rely on data to meet the ever-changing demands of demand generation - The power of understanding your ICP’s career plan and how to use it to bolster your pipeline - Why B2B marketers shouldn’t forget Facebook despite LinkedIn being the holy grail for all things B2B
There is no such thing as a ‘one size fits all’ approach to customer segmentation. In this episode of Radically Transparent, host Jennifer Gutman of Oktopost examines what data the modern-day digital marketer is missing to be able to effectively deliver a customized experience to every single individual customer.
Hot Topics of this episode include:
- Why the more data from social media you have, the more effective you can be at segmenting your database and delivering engaging content
- How to build sophisticated segments based on what your audience clicks on social media, and customize content accordingly
- Instead of sending the same generic email to all contacts, how you can deliver highly-targeted emails that are aligned with your leads’ interests
You can find all resources mentioned throughout the episode here:
- The Definitive Guide to Social Engagement Data Inside of Marketo
- The Definitive Guide to Social Engagement Data Inside of Hubspot
- The Definitive Guide to Social Engagement Data Inside of Eloqua
At its core, lead nurturing is rooted in data. The more data you have on leads, the better you can craft engaging content and messaging.
But it’s not enough to base your conversations on your audience’s website and email activity only – what about social media?
In this episode, host Jennifer Gutman of Oktopost reveals that buyers are actually spending an average of 116 minutes on social networks each day, making it the ideal channel for marketers to leverage when nurturing leads.
In addition, you can find all resources mentioned throughout the episode below:
- The Definitive Guide to Social Engagement Data Inside of Marketo
- The Definitive Guide to Social Engagement Data Inside of Hubspot
- The Definitive Guide to Social Engagement Data Inside of Eloqua
If you don’t have access to a stack of cherry-picked magnificent leads, how do you know which of the leads coming into your business are relevant, and which of those leads are junk?
In this episode of Radically Transparent, Jennifer Gutman of Oktopost takes on how marketers can identify which leads should be pushed to sales and which may require further nurturing using social engagement data, and specifically examines lead scoring using social engagement data.
You can find all the additional resources mentioned in this episode here:
- The Definitive Guide to Social Engagement Data Inside of Marketo
- The Definitive Guide to Social Engagement Data Inside of Hubspot
- The Definitive Guide to Social Engagement Data Inside of Eloqua
With less than 25% of leads being sales-ready when they first come in, the question remains how we, as modern-day digital marketers, can actually know at what point a lead is defined as “sales-ready”? In this episode, Jennifer Gutman, Director of Customer Marketing at Oktopost examines how B2B marketers can:
- Leverage social engagement data for better engagement
- Integrate social engagement data into marketing automation and why this simple step will secure your seat at the strategy table and
- ACHIEVE True attribution– using social engagements to improve lead scoring, nurturing, and overall attribution
Get ready to get radically transparent about social engagement data.
Barney O’Kelly, Digital Marketing Director at Alix Partners, a financial advisory and global consulting firm best known for its work in the turnaround space, reveals what Alix Partners did differently when building the framework of their advocacy program, and why he went to great lengths to truly understand the personas that made up the program.
According to Barney, marketing is too important to be left only to the marketing department. If you want to tap into creating brand evangelists, you need to understand your employees, the same way you understand your customers.
Barney tackles the tremendous level of insight he has gained while leading an advocacy program. He even opens up about some of the psychology he’s learned about the type of people who work at Alix Partners, why not all people want to share content, and how to help his colleagues overcome their fear of thought leadership on LinkedIn.
Hot Topics of this Episode Include:
- The psychology behind why your advocates may not be participating in your advocacy program, and how you can easily overcome it
- How to mobilize an entire organization to be marketing for your brand
- Barney’s top tips to ensure the extraordinary work your team is doing every day doesn’t become ordinary
Matt Bailey is known for turning data into action and has been recently named by Oktopost in The Top 10 LinkedIn Influencers (LinkedInFluencers) to Follow. Matt helps complex organizations and teams take the data, find the story, and use communication to write the next chapter. Often consulting for companies like IBM, Google, and Microsoft, Matt works with the best of the best, leading the top thinkers in their industry through exercises to maximize their digital reach.
Matt’s humorous edge makes everything he says easier to listen to. He is an expert in deciphering what works and what doesn’t when it comes to digital marketing. His reliance on data ensures that everything he says is backed up by numbers, which is huge when there are so many voices in the space.
As Matt puts it, when you have to justify what you are doing, most likely it means you are showing up to meetings with data that isn’t impressive.
So what data IS impressive to share if you are reporting on social media?
Tune in to find out.
Hot Topics of this episode include: * Why every marketer needs to be a generalist, stay clear of trends, and practice both digital and media literacy * How to define a social media insight and come to meetings with data that matters to the business * Why looking at social media engagement rate is actually a disservice to proving your value as a social media manager
Peter Bell, Adobe's Senior Director UKI Enterprise & EMEA Commercial Marketing makes the case that B2B marketers today have lost the ability to tell a great story. For many, it seems the discipline of focusing on their brand's narrative: something that has anchored the brand in people’s hearts and minds and has kept it there, has disappeared.
In this episode, Peter and Jen take a look back at some of the greatest marketing stories of all time and talk through what made these specific campaigns stand out. Together, they tackle the thorny issue of why brands today are no longer in control of the stories they tell and how to break through the noise to get the important messages across. Peter also reveals to Jen why it’s imperative for brands today to have a narrative arc to carry their story – regardless of how many channels and platforms marketing is spread across.
Listen to Yara Malalane and Jennifer Gutman of Oktopost talk about employee advocacy and how to determine if gamification of your program should include rewards. Yara is a specialist in social media publishing and employee advocacy technology and has worked with organizations across the globe to roll out and scale successful employee advocacy programs of all sizes. You can also check out some B2B Employee Advocacy Best Practices to increase your brand value and reach: https://www.oktopost.com/blog/b2b-employee-advocacy-best-practices/
Meet Mega International's Senior EMEA Marketing, Ben Beeching.
You’ve probably heard of Mega International – the global SaaS software company for Enterprise Architecture, Business Process Analysis, Governance, Risk and Compliance, and Data Governance. But have you ever wondered how their marketing team is able to build compelling customer journeys that impact pipeline and speak so accurately to their buyer personas?
Let’s not sugarcoat it.
Every single B2B marketer is currently overwhelmed by the amount of potential marketing technology tools at their disposal. Moreover, when you’ve selected the right technology to include in your matech stack, how do you know which sets of data to rely on to make informed decisions? What technology plays nicely together?
Are you using the right social media management solutions to increase the impact of your organization’s social media campaigns on the business?
In this episode of the Radically Transparent podcast, Ben and Jen tackle what goes into producing the right content across different channels and stages of the funnel to build trust with buyers. Ben opens up about why it’s so easy to lose the humanization aspect in marketing – and what B2B marketers can learn from their B2C counterparts when it comes to connecting with customers.
Ben even explains how he is using social data to make informed decisions and impact the buyer journey, along with the rest of the technology in his martech stack.
An episode not to be missed if you’ve ever found yourself questioning how to use social media to build personas and help take buyers down the funnel.
Renowned for his time at Adobe as Global Head of Customer Advocacy and now serving as Senior Director of Customer Advocacy at F5, Kevin Lau unpacks the balance between successfully driving revenue and acquiring new customers all while maintaining an existing customer base.
This episode is jam-packed with insights into the world of customer marketing from the perspective of a legend who has started from scratch to build world-beating customer experiences at some of the industry’s leading organizations: Google, Marketo, and Adobe.
It’s an episode you most certainly won’t want to miss.
Hot Topics of this Episode Include: - How to bridge the great divide between demand generation, driving revenue, and maintaining the existing customer base in a SaaS model - The success behind Marketo’s Marketing Nation and what brands must remember about their customers - In his own words – Kevin’s story on his acquisition journey from Marketo to Adobe (the one that you won’t find in the 2018 press releases!)
Colin Day, Managing Director of EMEA and APAC at Oktopost unravels social media governance and why it should be on every marketers agenda of discussion when building a social media strategy. Whether you're a small business or a large multi-national company operating globally, risk management and compliance needs a rethink when it comes to social media.
Hot Topics of this Episode Include:
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The biggest struggles that companies are facing today when it comes to social media governance (both in regulated and non-regulated industries)
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How marketing, legal and compliance teams can come together to create a safe and practical social media policy
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How B2B organizations are prioritizing social governance efforts, especially in regulated industries– and where Oktopost can help
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Colin’s biggest lesson learned post-recovery after he had to hit the big red button to stop all social media
Oktopost's Director of Customer Marketing, Jennifer Gutman, is hosting solo. If you’re a long-time listener, you know that what keeps her up at night professionally is launching, maintaining, and creating highly engaged employee advocacy programs. In this episode, she zooms in on the 3 key areas that may be holding your employee advocacy program back.
Hot Topics of this Episode Include:
- The essential items to include in your internal communication plan when rolling out advocacy and access to my very own internal comms advocacy launch roll-out plan for you to download here.
- How to ensure new employees are successfully integrated into your advocacy program
- The #1 workshop to run in the first 60 days of launching your program
Tom Hunt, Founder/CEO of Fame wisely enlightened us that “there is a formula to becoming famous. It’s used by everyone from the likes of Taylor Swift to Salesforce to Donald Trump. First, you create amazingly good content around a specific niche, and second, you are seen around other famous people in that niche.”
Tune in now for an extraordinary episode of Radically Transparent that will change the way you podcast.
Hot Topics of this episode include:
- The 3 things marketers do wrong when starting a podcast – and how to make sure to avoid them!
- How to measure a podcast and get a 10x ROI from your show
- The secret sauce to flawless podcast promotion to increase listenership
Chedva Kleinhandler, CEO and Founder of Rooms and Words, gets radically transparent in this episode about her unconventional career path. Starting as a translator in an ultra-orthodox Jewish community, she became a wildly successful, award-winning serial founder, featured on Forbes, BBC, Wired, Thrive Global, and more.
Chedva also candidly unravels how she tackled imposter syndrome throughout her career, and what she is doing now as a leader to ensure her team overcomes any feelings of fraud. She even reveals the questions she asks her team to help get them out of their comfort zone and into their “Genius Zone” (originally coined by Gay Hendricks in his book, The Big Leap) in order to unlock their highest potential.
For Chedva, there is no room for imposter syndrome! Yet, she does acknowledge that it’s a completely normal feeling to have at any stage of your career. The cure? You’ll have to listen to find out!
Serving as the Head of Marketing at Zest, Adam Clarke, stopped by the Radically Transparent podcast to disclose how challenging it can be as a marketing leader to keep up with the advances of technology. He opens up about self-pressure and doomscrolling and emphasizes the importance of how an employee advocacy program gives employees the opportunity to feel confident with their peers and customers – which is a key component to creating a positive employee experience.
Hot Topics of this Episode Include:
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The top tools in Adam’s MarTech stack that have been essential to his success as a marketing leader (Yes –Oktopost is one of them!)
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How employee advocacy is positively impacting colleagues, the workplace, and workplace culture with the confidence to impact an organization’s bottom line in both revenue and headcount
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Why now is the time to make employee engagement a burning priority; and the role content plays in it to keep the momentum going
Keith Messick, CMO at LaunchDarkly reveals the one thing keeping him up at night professionally and it's far from actual marketing. It's people and math.
What does he even mean by that?!
Talking through some of a CMO’s greatest dilemmas, such as how everyone wants the title, but nobody wants the job, the non-existent playbook, and how to spot good marketing versus marketing BS, Keith highlights how a successful CMO can impact an organization both in revenue and growth while implementing the highest levels of innovation.
Hot Topics of this Episode Include: * The daily ratio Keith relies on to neither micromanage nor undermanage his team * The essentials of codifying a decision-making framework and why it’s important to be transparent about how you make decisions as a leader * Good marketing versus BS and the secrets behind achieving continued growth
Oracle's Director of Global Social Media, Lisa Marcyes, stops by the Radically Transparent podcast to discuss what social media leaders are doing differently to forge intimate relationships with customers, cater to new expectations, and give their audiences an authentic view of the people behind their product.
She shares her opinions on why content that is relatable, personable, and showcases the humans behind the handle resonates best with a global audience and how the power of speaking to audiences across social as if they were at a backyard BBQ – which she adheres to today -- is a tone that resonates well with most audiences. Her number one rule when it comes to social content? No highly produced copy!
This approach has completely shifted the way B2B social media is perceived in the marketplace and is proving to transcend across all languages and cultures – which comes in handy for Lisa as she is responsible for communication to over 11 million followers.
This episode will have you at the edge of your seat as Lisa dives into some of her most wild moments leading the Oracle social team. Listen to what she’s learned along the way, and even a few tips and tricks when thinking about your own social media strategy.
Hot Topics of this episode:
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How B2B brands can meet audience expectations in the social advocacy arena to stand up and make a difference as they respond to amazing moments in history – and what to do if you don’t always get it right
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Why LinkedIn Newsletters are the engagement hack you didn’t know you needed – and other ways to add value across social media
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How she's creating a personalized experience for 11 million followers in a meaningful way
Forbes 30-Under-30 and Marketing Leader at Debbie, the first debt payoff platform that rewards borrowers for adopting healthy financial habits, Matthew Balcerek stops by the Radically Transparent podcast to reveal to Jennifer Gutman of Oktopost the secrets behind achieving hyper-personalized experiences in banking and what marketers and customer experience teams need to do in order to be goal-oriented with personalization as the primary goal.
Matthew even opens up about his experience in the entertainment space (Act III Productions (Sony Pictures), Unique Features, FANMADE) and what it has taught him about creating unique bonds between brand and customer in the fintech space– that every marketer in banking should hear.
Listen, learn, and don’t forget, if you are looking to pay off your debt, Debbie can help!
Get Early Access -> https://www.joindebbie.com/
Meet Dr. Jeff Pooley, Professor of Media and Communication at Muhlenberg College in Allentown, PA, USA. In this episode, Jeff and Jen from Oktopost unravel the authenticity dilemma, or perhaps opportunity, across social media for B2B marketers. In everyday life, it takes effort to come off as effortless – and Jeff addresses how we can show up authentically on social media– and explores some modern-day paradoxes around staged authenticity. Jeff also addresses the current gap between higher education and professional training: how students who want practical skills and professors who want to teach critical media thinking can come together for students to excel in the professional world.
Listen and learn!
Meet Shoshana Kordova, Director of Product Marketing at Datarails. She stops by Oktopost's Radically Transparent podcast to reveal why her product marketing team owns Twitter and how product marketing is incorporating social media (both paid and organic) into their Go-To-Market and Product Launch Processes.
For starters, Shoshana suggests that since most product marketing teams lead market research, it makes sense for product marketers to own the company Twitter handle. This gives the team the ability to learn from customers and competitors by easily listening to what is being said across social. This research can oftentimes support and inform product and can even influence a product roadmap.
With listening being a critical part of the job, Shoshana leans on social listening to learn from her customers and competitors, and even uses the social network to go beyond “primary” research.
Taking listening to new levels, Shoshana even breaks down how she built an “Interdisciplinary Squad”, a team of people who come together to listen to one another and work towards reaching shared goals rather than duplicating efforts across departments.
Hot Topics of this Episode: - How social listening is playing a significant role in the Go-To-Market and Product Launch Processes; and why product marketing owns Twitter
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Shoshana’s revolutionary initiative, coined “the interdisciplinary squad,” that’s being used to bring the right teams together to reach shared goals without duplicating efforts
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Why product marketing should incorporate both paid and organic social media into their product launch processes
Inbar Yagur, VP of Brand Marketing of GrowthSpace shares her perspective on what makes thought leadership content resonate with audiences, regardless of the amount of digital noise, and shares how:
“Good thought leadership happens when you have an intersection between something that is newsworthy and a value proposition that brings your company forward.”
Throughout the episode, Inbar challenges listeners to find the “moments that spark”– and guides us on how to use those moments to create meaningful thought leadership content that breaks through the noise and converts.
While she candidly admits breaking through the digital noise is still something that is keeping her up at night, she also shares the radically transparent truths behind how she is doing it leading an agile marketing team, along with how difficult it can be to strike the right balance between sparking creativity and managing tasks that will ultimately drive business results.
Hot Topics of this Episode: - The formula for impactful and meaningful thought leadership content that converts
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Finding balance as a marketing leader in an agile marketing team
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Staying focused on pipeline while keeping a pulse check on creativity
Maya Sweiry, Vice President of Human Resources at Oktopost stops by the podcast to talk about the importance of employer branding and how Marketing and HR need to work together to differentiate the employee experience.
Similar to the way organizations compete for customers by driving value of their products and services, businesses today also need to compete for talent by showcasing authentic company culture.
As Maya suggests throughout the episode, an important piece to this is employer branding – the unwritten story of your organization and often, what people are saying about you when you are not in the room.
Employer branding helps bring a company’s culture to life and human resources cannot go at it alone. According to Maya, Marketing and HR need to partner together to play an active role in creating, building, and maintaining the organization’s story and messaging as it pertains to current employees and potential candidates.
Hot Topics of this Episode: - The importance of Marketing and HR working together to impact the Employer Brand
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Maya’s perspective on where Marketeers can lean better into Human Resources to tell the unwritten story of their organization
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How to create and nurture a positive company culture that continually grows the talent you have, and attracts the talent you need
Meet Christopher Willis, the CMO/CPO of Acrolinx. He joins the Radically Transparent podcast to talk about an interesting lesson he learned back in 2011 that he wished he would have known sooner.
Throughout the episode, Chris opens up about a former rebrand that happened to coincide with a magic quadrant where the organization he was leading at the time was being tracked. That specific year, there was no product launch or major product innovation, yet they moved up and right (which is the direction you want to move on a quadrant!) but the question remained, how did they do that?
Christopher attributes the move in the right direction to all the work the team had done in rebranding around defining the true identification of the brand. He even opens up about the multiple challenges of category creation, and some of the biggest obstacles he’s facing today as he creates a new category while trying to align everything together.
Hot Topics of this Episode: - Going beyond the product and how to talk about all the things that matter to the outside world about your organization
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Christopher’s biggest challenge when it comes to category creation and what he would have done sooner to make the concept of content governance easier to consume
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How to get your competitors to speak the same language as you, so your audience understands and sees value in both you and your category
Andrew Wood, Co-Founder & Chief Commercial Officer at Willo, a simple-to-use-video interview and engagement platform, is here to talk about how social media has changed the way we attract talent.
As a buyers-market so to speak, with the employee poised as the savvy buyer, companies attempting to sell their exciting new roles have to work harder to attract and retain great employees.
Today, HR is more like marketing than ever before – and social media is a key player in making sure an employer brand is communicated. Flipping the script on recruitment marketing, Andrew leaves no question unanswered as Natalie Binns, Oktopost's VP of Marketing grills him on the state of talent acquisition.
During the episode, Andrew, who has over 11 years in the recruitment industry, gets radically transparent about the biggest challenges facing brands today looking to sign talent. He reveals trends across candidates who over the last few years have increased their level of consciousness about the type of company they would like to join, and reveals where brands struggle to recruit good talent.
Hot Topics of this Episode: * How to ensure your employer brand message across social media is authentic and reflective of your true company culture * Why social media has incredible power to disrupt your recruitment efforts and what you can do to fix it * The importance of consistent brand messaging to gain trust from your audience, customers, and future employees
Lee Odden, CEO, and Co-Founder of TopRank Marketing joins the Radically Transparent podcast to uncover the truths behind influencer marketing and if it “actually works”. As an influencer himself, with over 130,000 followers on LinkedIn and 105.6K on Twitter, Lee dives into what marketing leaders need to know about influencer marketing in 2022.
Throughout the entire episode, Lee drops his best tips on how B2B organizations can work with influencers, and how to lead a successful influencer marketing campaign. He gets candid about why, before reaching out to any influencer, you must:
- Do your research to find out what they want to achieve.
- Find where there is common ground in terms of shared goals.
Without missing a beat, Lee even discloses his thoughts on being CEO and his responsibility to set a high standard with TopRank Marketing in the B2B Industry. He highlights how he often considers the best ways to keep his remote team motivated, inspired and on task. As a marketing leader, it’s important to elevate the culture in creative ways so they can continue to grow.
Hot Topics of this Episode: * Lee Odden’s BEST tip on working with influencers and why it’s important to focus on what the influencer will get out of the experience, rather than what the brand wants from the individual. * How to avoid the biggest buzzkill in influencer outreach – which as Lee puts it is “an irrelevant ask” * What to consider before hiring an influencer and what type of research is critical before even making the ask to an industry expert
Once you are in the position of leadership, how do you create the environment that you wish you had while simultaneously exceeding results? Hindsight is always 20/20. How do you, as a leader, do better?
Paige Lewin, Netcore Cloud’s Head of UK Strategy stops by the Radically Transparent podcast to reveal how a former cut-throat sales culture has led her on a mission to balance and build new processes between the sales and marketing functions. She’s an open book about the strong company culture she has built. Her secret? Aligning the CRO, CMO, and CEO.
According to Lewin, these three roles form the three pillars of an incredibly powerful business foundation. With these relationships intertwined, their teams will follow suit and a beautifully crafted culture between sales and marketing will form across the organization. Paige even suggests a few different tactics to get these teams communicating and collaborating to bridge any gaps, She stresses the need to keep sales and marketing “joined at the hip” to continue to deliver a high level of excellent performance.
Hot Topics of this Episode:
- The biggest barrier in building new processes and how to conquer “the fear of change”
- The mindset, toolset, and skillset required for sales and marketing to understand joint responsibilities
- Top tactics to get CROs, CMOs, and CEOs aligned and how to trickle that synergy down the hierarchy to bridge gaps and communicate better.
It’s hard to do the same things over and over in marketing and expect massive growth.
Join Oliver Pilgerstorfer, CMO of IFS, on the Radically Transparent podcast as he discloses the growth mindset required to impact business in a meaningful way. Throughout the episode, Oliver discloses how he spends a lot of time considering if the work they are doing today can scale tomorrow, and walks through some of the ways he approaches strategy from a macro level in order to understand all the elements crucial to their success. As a billion-dollar revenue business with over 5,000 employees, keeping pace with this growth can be a challenge. Oliver even talks through a few different initiatives, including employee advocacy, that are being used to support a rapidly scaling organization.
Hot Topics of this Episode: * Data is important, but only if you use it—learn how to lean on your data to uncover whether or not it’s accurate before making effective decisions * Why having clarity on your goals gives you the ability to play to your brand's strengths and grow YoY * How IFS is using employee advocacy to tell an authentic story in a meaningful way
Meet Avnita Gulati, Senior Director, Global Marketing at VISA, with over 12 years of experience in the B2B industry. In this episode of Radically Transparent, Avnita explains her strategy around ABM, how to get buy-in from leadership, and how to plan an ABM strategy effectively for long-term success.
Not only that—Avnita shares her Go-To-Market ABM rollout template right on the show which is all based on her experience and designed so that she can then apply it over and over.
Hot Topics of this Episode: * Account-based marketing: how to apply it properly with buy-in from the whole team. * How to develop your own marketing methodology and improve it over time. * The challenges of marketing in a sector balancing between constant regulation changes and innovation.
CEO of Webeo, Kirsty Dawe-- someone with customers constantly on her mind, discusses customer-centricity with host, Jennifer Gutman of Oktopost, and highlights where your ideal customer profile (ICP) should fit into your marketing and sales strategies. She even shares her best tips on how to keep your ICP top-of-mind across everything that you do.
Throughout this episode, Kirsty proves that actions speak louder than words because it’s one thing to say you’re customer-centric, it’s quite another to live and breathe customer-centricity every day. Many brands like to talk about putting the customer first, but what does that actually mean in practice?
Kirsty reveals that in order to be successful at customer marketing, you have to be obsessed with your customers. Is your message truly resonating with your customers? How can you get in front of your ideal customers in the right way, at the right time?
Kirsty and Jen discuss it all.
Hot Topics of this Episode:
- What it really means to be customer-obsessed, and the impact that can have on your business.
- Tips for transforming your site into your best salesperson, and how powerful messaging can resonate with your customer.
- How to go beyond the demo—what’s the best way to personalize all messaging to your customer, and does your ICP find itself in your content?
- How you can strategize around your ICP—even down to the choice of who your ICP actually is.
Oktopost is a B2B social engagement suite that includes social media management, employee advocacy, social listening, social advertising, and comprehensive reporting. Built specifically for B2B organizations, we arm companies such as ACI Worldwide, Snowflake, and Fujitsu with the tools to fully manage and optimize social media to drive their businesses forward in a scalable and measurable way.
► Follow Us Here:
Website:https://www.oktopost.com/
LinkedIn: https://www.linkedin.com/company/oktopost
Meet Stephanie Carls, Director of Social Media and Digital Content at Corel Corporation, brand voice expert, and employee advocacy rock star, as she speaks with host, Jennifer Gutman of Oktopost, about the trials and tribulations of undergoing a rebranding campaign, and how to align what was with what will be. In this episode of Radically Transparent, Stephanie uncovers the “why” behind being on social media, how social fits into the larger picture, and how employee advocacy can help pave the way for success.
As a bonus, she also gives her best tips on how to roll out an advocacy program. She should know—she’s done it across three different teams!
Hot Topics of this Episode: * How to spearhead an employee advocacy program—even if you’re the only one running it. * Tips for creating your own employee advocacy program, and how to set it up for success from the start. * How to transform a community and build a new brand voice while catering to your existing community. * Defining the “Why” behind your social presence—and living that reason in every social post you create.
Tackle.io’s VP Marketing, Nicole Wojno Smith stops by the Oktopost’s Radically Transparent podcast to talk through the challenges of B2B marketing in a modem customer journey that isn’t always measurable. With the rise of the dark funnel, and the increasing reliance of customers on their peers to make purchase decisions, it becomes harder to measure and replicate success. In a world where the B2B customer journey has changed—far from the linear funnel most of us love to draw, customers are taking charge and leading the sales process. They’re savvy, sophisticated, and they don’t want to be advertised to. They don’t want to hear from brands they’ve never heard of and haven’t been recommended by their peers. So how can we reach them?
Hot Topics of this Episode: * The dark funnel, or dark social, and how the sales funnel is changing. * How to adapt marketing initiatives to influence a customer journey that’s becoming less and less measurable. * Where word-of-mouth and branded marketing fits into the modern customer journey.
CMO of Algolia, Jason McClelland, talks through the challenges of building and maintaining company culture in a full-remote setting for the long haul, and how to align marketing and development teams. Throughout the episode, Jason highlights how developers and marketers might have conflicting goals stemming from wildly different perspectives, and how to reconcile the two. Jason gives us his best advice for making sure there’s a mutual understanding between two very different teams, breaking down a few key tactics to promote alignment that you can apply to your own brand.
Suz Barton, Oktopost’s Director of Demand Generation reveals her secret sauce on how she’s helping sales leaders hit their numbers while staying sane under constant pressure to hit her own. Throughout the episode, Suz also uncovers the life-changing magic of using employee advocacy for social selling and she’s using advocacy to help sales teams be more effective. Suz even breaks down the differences between social selling and employee advocacy so you'll leave this episode confident knowing which program outline to bring to your next strategy meeting!
Dekel Wiesman, TrenDemon’s VP Marketing, compares paid and organic social media to identify when it’s best to pay for social media. Dekel even challenges host Jennifer Gutman of Oktopost to consider incorporating earned social into the mix. He even calls out the importance of finding a single source of truth as a marketing leader when it comes to trusting technology and data, noting that this can only be achieved when all tools in a MarTech stack are speaking the same language. Dekel even reveals some of the tactics he’s used, not only to get people to the website but also how he’s taking TrenDemon potential buyers on a phenomenal customer experience.
Tipalti’s SVP Marketing, Amisha Ghandi, joins host Jennifer Gutman of Oktopost to reveal what it means to meet customers where they are and do it well. In this episode, you’ll be on the edge of your seat as Amisha unravels how to build the foundation for strong customer experiences. Her best tip? Find all the places where there are gaps in growth, and use those holes as smart ways to meet your customers where they are.
Amisha isn’t afraid to tackle the challenges she’s encountered as a marketing leader building out stellar customer experiences, and you’ll certainly walk away with a few ideas on how to provide a second-to-none experience for your own audience and customers.
Joel Harrison, Editor-in-Chief at B2B Marketing, sits down with host Jennifer Gutman of Oktopost to shed a bright light on why more B2B brands are leveraging community. This episode is filled with the truths behind building a successful community, and how brands are leaning on its benefits to positively impact customer lifecycles. You’ll walk away with insight into how to bring the right people with the right energy to lead and grow your community. Joel even reveals a few secrets of his own from building one of the B2B marketing industry’s most vibrant and known communities.
SmartBug Media®’s CEO and Forbes Councils Member, Jen Spencer stops by Oktopost’s Radically Transparent podcast to chat about where B2B
marketing leaders are falling short, the new skills required to tell fabulous stories driven by data, and why building personas for internal stakeholders is just as important as building them for prospects and customers.
Jen leaves no stone unturned making this episode into an all-time show on topics about taking intelligent risks, interpreting data to tell meaningful stories, driving marketing pipeline growth, and so much more! It’s no wonder with a marketing leader like Jen, SmartBug Media® was recently named Hubspot’s 2021 Partner of the Year!!
AlphaSights CMO, Gabriela Henault, takes the hot seat on this episode of Radically Transparent. According to Gabreila, it’s no secret people are the lifeblood of every business. But when it comes to building an authentic employer branding strategy, it can be challenging to align the expectations of what new and existing talent want with what a brand can realistically offer. Holding back nothing, Gabriela focuses on how organizations can do recruitment marketing authentically. She outlines how marketing has become central to B2B organizations and how her team gets involved in every aspect of problem-solving– which has a massive, company-wide positive impact. And most importantly, she speaks candidly about how she is meeting employees and candidates where they are in their expectations by asking herself difficult questions about what candidates want vs. what they need.
CMO of Cambridge Design Partnership, a technology, and product design partner trusted by the world’s largest companies to develop their most important innovations, Richard Leyland sits down with Oktopost’s host Jennifer Gutman to reveal why trusting your team lets you focus on what really matters as a marketing leader.
While there’s no magic formula on balancing letting go with making sure human error stays to a minimum, Richard, a marketer right down to the bone with 20+ years of experience, breaks down his method of using “Big Rocks” to stay on the front foot and keep his team focused arguing trust is the most important element in creating marketing rockstars. In this episode, we’re getting radically transparent about one of the toughest challenges as a marketing leader and how to find that passionate balance.
Cristy Garcia, Vice President of Marketing at impact.com and named one of 19 most important marketing executives by Business Insider takes the mic on Oktopost’s Radically Transparent with host Jennifer Gutman. They cover the different ways to measure marketing, which are different than sales (much to everyone’s demise!) and why marketers need to be armed with data to get budgets, speak the same language as the rest of the organization, hire talented new team members and accurately explain the way marketing works. Cristy also answers why creativity is the missing piece to accelerating pipeline growth and why she relies on “feedback loops” with sales to fuel her marketing strategy.
Join Jennifer Gutman, Director of Social Strategy at Oktopost as she hosts a solo episode to reveal why building a healthy employee advocacy program is 100% dependent on who you onboard first in your pilot program. With many organizations looking to embark on employee advocacy in 2022, the purpose of this episode is twofold: firstly, to help marketing leaders set realistic expectations about the onboarding of employee advocates, and secondly, to visualize a practical approach targeted towards supporting and expanding a healthy advocacy program that includes diverse roles, personalities and more!!
Oktopost's VP of Marketing, Natalie Binns, gets put in the hot seat and is challenged on who should own social media at a B2B company, and how multiple teams can work together to achieve social media goals that impact the company.
In most B2B organizations, social media activity is the sole responsibility of the marketing team. But should it be? Social media is a critical engagement channel for almost every department from HR to Customer Service, Events and PR/Communications, and more. Oftentimes, not all content requests for social are marketing-related. The question becomes: where exactly should social media sit in a B2B organization? Natalie answers it all in only 34 minutes!!
Justin Levy, Director of Social and Influencer Marketing at Demandbase talks openly with host Jennifer Gutman of Oktopost about organic social media reach. Often interviewed by mainstream media sources including Fox Business, Associated Press, Inc. Magazine, and the Boston Globe on the topic of social media and author of the second edition and co-author of the third edition Facebook Marketing, this is a must-listen episode for any marketer looking to supercharge their social media strategy.
The conversation centers on consistently growing community and the challenges of driving growth (reach) without driving down engagement. Justin shares how he got started in social, details how he leans on his community manager to mastermind the creative content that drives engagement, but as a marketing leader, why he needs to know at all times where to point his team in terms of resources. He even compares why thinking about social media efforts in the same way you think about SEO work can be a game-changer in a social strategy and more!!
Marketing Director at CreativeX, Jason Miller sits down with host Jennifer Gutman of Oktopost to explore the much-needed conversation on the dangers of B2B marketers celebrating mediocrity. More often than not, marketers get bogged down with the day-to-day tactical activity of their role, leaving little time for creativity and certainly not enough time for what Jason calls “intelligent risk-taking”, a term he learned from his time at LinkedIn.
Jason opens up about some of the intelligent risks he has taken during his time at LinkedIn, Marketo, Microsoft, ActiveCampaign, and Sony (yes, before he was in B2B marketing, he spent 10 years developing and executing marketing campaigns for some of the biggest names in music!!) that have had some of the biggest rewards of his career and the brands he has served.
If you find yourself lately feeling boring or robotic, or measuring activity rather than outputs, Jason provides the pizazz you need to lead with creativity and produce transformational content.
Rich Stone, Vice President of Sales West of TechTarget reveals why intent data has become a dirty word for sales and marketing teams despite all the good it brings to an organization. Host Jennifer Gutman of Oktopost welcomes Rich as they explore some good old-fashioned sales and marketing alignment through intent data. Rich hints that sales and marketing can generate pipeline and revenue faster when exploring someone’s intent to buy through directly observing the data together. He reveals why social selling is his secret sauce when it comes to outperforming his peers and gets “radically transparent” about why the most talented marketers have been in sales. Rich even shares a few tactics on how he's been able to motivate his teams over the years, hint: long vs. short hair!
Shawn Herring, VP Marketing at PandaDoc and a brilliant Forbes Councils Member joins this episode of the Radically Transparent podcast, brought to you by Oktopost! Known for his appreciation of learning curves, Shawn opens the show revealing the power of a learning mindset and the importance of being a marketing leader in an organization where executive leadership understands marketing. He also sheds light on how his background in biology has led him to lead with a mindset that he is never going to be right, only less wrong when driving marketing growth and breaks down why being wrong isn’t always bad unless YOU are the one having to defend it.
Eric Hanson, Fuze's CMO, found himself getting brutally honest with host Jennifer Gutman on this episode of Radically Transparent, presented by Oktopost. As he drives home throughout the show, good leadership starts with trust and Eric reveals why a leader's ability to attract and retain talent becomes the lifeblood of the business.
He also taps into leadership tips, such as how to best take care of employees and why it’s incredibly critical in today's business climate to be clear on goal-setting. Eric even takes time to explain why hiring for the work rather than a 9-5 day matters in order to foster a true environment of trust and exceed goals.
His first tip, you may ask?
With work being a majority of where we spend our time, and talent being an important asset for any company, surround yourself with people you like, and naturally, people you trust!
Demandbases’ VP EMEA, Paul Gibson, opens up about why ABX, or account-based experience, is the future of ABM, or account-based marketing. He acknowledges that many marketing leaders have limited time, budget, and resources, and shares where marketers are falling short in their ABM strategies and where they need to focus their efforts to get back on track. In addition, Paul reveals to Oktopost's Director of Social Strategy and host, Jennifer Gutman, some pointers on how we can all shift our mindset into the ABX mentality to effectively impact revenue.
Oktopost’s VP of Sales, North America, Jason Stone, sits down with host Jennifer Gutman of the Radically Transparent podcast to talk about marketing and sales alignment, why not all leads should be treated the same, and why marketers should be thinking about their products and services the same way salespeople do.
Without missing a beat, Jason talks about the importance of balance between execution and urgency, gets candid about the challenges of working cross-functionally with marketing teams, and why social selling should be at the top of every sales leader’s agenda.
Tal Sarig, CMO of Powtoon, a video communication platform that is empowering millions to create compelling and engaging videos and presentations, is no stranger to the B2B marketing stage. Holding marketing leadership positions at Wix, SamsungNext, and Google, famous for kicking off YouTube marketing in Israel, launching ShoppingIL, the Israeli cyber Monday, and co-founding two of Google's global programs - Campus for Moms and Webrangers, Tal sits down with Oktopost's Director of Social Media Strategy and host, Jennifer Gutman to dive into the role of emotions and why they play such an important part in building a bond between a brand and a loyal customer.
Together, the two peel back the layers of measuring customer emotion, what it means to truly Benchmark when setting SMART goals and where most marketing leaders are falling short when it comes to evoking feelings, both for their customers and teams.
VP of Corporate Marketing at Exabeam, Larissa Gaston, sits down with Oktopost's VP Marketing, Natalie Binns, to discuss how the most creative ideas often come from high-pressure situations, and why your peers are the best place to go to keep up with the latest marketing trends.
In this episode, you’ll learn how to best support your team, what marketing leaders are doing to stay sane to tackle their ever-growing to-do lists, and what every marketing leader can learn from the sport of rowing to move the "marketing boat" and entire organization forward.
Appgate’s CMO, Julie Preiss sits down with Oktopost’s Director of Social Strategy and host Jennifer Gutman to tackle one of B2B marketing’s million-dollar questions: How can marketing leaders measure buyer intent?
Leading Appgate’s marketing strategy during the last two transformational years as organizations shifted to a digital-first approach, Julie has much knowledge to share about the new buyer journey on this episode of the Radically Transparent podcast. She admits measuring intent is actually part art and part science and dives a bit deeper into the 15 touchpoint average before a prospect wants to even engage with a salesperson. She even reveals how her own team is measuring intent, how they are leveraging storytelling effectively to help drive opportunities down the funnel, and much more about what's keeping her up at night as a marketing leader.
Replicant’s Senior Director of Marketing, Katie Hurley, and Oktopost’s Director of Social Strategy, Jennifer Gutman discuss the intersection between AI and neuroscience, and technology. Together, they explore the future of these fields as they continue to quickly evolve and coincide with how marketers are building phenomenal customer experiences.
As a passionate marketing leader, Katie also talks about her time at Salesforce where she helped launch their AI platform, Einstein, and gets “radically transparent” about how she found herself, albeit accidentally, in the world of AI and marketing after years in finance. She even makes an interesting comparison between the evolution of ATMs and smart learning, which may just change the way you think about incorporating human to machine conversations into your customer experiences!
Amazon's very own leader of marketing ops, Darrell Alfonso, opens up about the role of marketing ops and why it has become a core component (and highly sought after) for any successful marketing team. He is changing the perception of this “mundane, tactical role” into one that actively boosts marketing’s overall strategic value one LinkedIn post at a time.
As a sought-after public speaker and thought leader in the space of marketing operations, Darrell is consistently challenging his 30,000+ LinkedIn following to think deeply and meaningfully about the role of marketing ops in an organization. In this episode, Darrell dives into how to:
- Build a healthy LinkedIn network
- Become a true thought leader of your craft
- Create compelling LinkedIn content that actually adds value to your network
Darrell even shares how his non-conventional marketing background has given him the ability to bring together the goals and work of others to meet the goals of entire organizations through the role of marketing operations.
It’s an episode that anyone looking to understand the modern-day recipe for high-performing marketing teams won’t want to miss!
BTW: if you’re a marketing ops Guru like Darrell and looking for your next challenge, Oktopost is looking for a Senior Marketing Operations and Web Manager. Check out the open positionhere.
CEO and Founder of Refuel Creative, Ryan Jones, has made a career out of helping organizations eliminate barriers between marketing and technology. Based out of Australia, he’s a brilliant and engaging guest who takes us through the day Facebook, with no warning, de-friended Australia, how it impacted his business and customers, and what he’s doing to navigate the gaps between marketing and technology.
If you like what you hear, don't forget to subscribe to the Radically Transparent podcast, brought to you by Oktopost!
VP Marketing at Veyo, a company dedicated to next-generation patient transportation, Sarah Kuntsal, gets "radically transparent" about the challenges of marketing in a highly regulated industry, like healthcare.
From creating meaningful interactions during lengthy sale cycles to ensuring initiatives follow the guidelines of the Health Insurance Portability and Accountability Act of 1996 (HIPAA), there's certainly no shortage of daunting obstacles quarter over quarter.
In this episode, Sarah shares why HIPAA is tricky and reveals what she’s doing to keep her teams up to par with non-stop, ever-changing regulations and how she's uniting sales and marketing. She explores why content creation is helping her team thrive in reaching and engaging potential partners. And even explains why she's not focusing on advertising this year, and what she’s doing instead!
A must-listen episode for anyone marketing in a regulated industry.
Oktopost CEO, Daniel Kushner, and VP Product, Liad Guez, share the hot seat today on this episode of Radically Transparent, brought to you by Oktopost.
You'll walk away understanding why when founding Oktopost in 2013, Daniel and Liad took a conservative approach and decided to only ever register the company in $800,000 early-stage funding, which has run on revenues and profit ever since.
That is until the recent news in TechCrunch dropped in July 2021 announcing a growth funding round of a $20 million minority investment from London-based growth equity firm Expedition Growth Capital.
The co-founders open up about their journey through entertaining stories of start-up life and get more serious when talking about how the pandemic forced people online with social media use exploding, for obvious reasons, and how this impacted Oktopost behind-the-scenes.
Guest Auseh Britt, VP Growth Marketing at Terminus, joins us to navigate a discussion on the complex return of in-person events by addressing how teams can plan for uncertainty and build contingency plans for the next 6-12 months.
While many B2B organizations successfully pivoting into something else to build and maintain a pipeline, growth marketers recognize that events have always played a significant role in driving demand generation, brand awareness, and building successful Go-To-Market plans and they are much needed in a marketing plan.
Auseh takes time to walk listeners through how despite being a multi-channel approach company, successfully pivoting to ABM and other tactics, she is taking this time to incorporate in-person events back into her marketing strategy and what the "new" events for Terminus will look like in the future.
Julia is General Counsel & Chief Privacy Officer at TripleLift. She oversees the company’s legal matters and is responsible for ensuring that TripleLift’s technology, practices, and procedures meet global privacy requirements. With data privacy becoming one of marketing's biggest challenges and new privacy laws requiring a new way of interacting with buyers, brands are being forced to get more personal as consumers demand a more individualized experience from each brand they interact with, despite being more cautious about sharing their data.
On this podcast episode of the Radically Transparent podcast, brought to you by Okotpost, Shullman talks through the silver linings of data privacy regulation for the B2B marketing industry as a whole.
Not missing a beat, she dives head-first into how personal data collection has become so deeply tied into the consumer’s digital experience and busts some of the fake news around data privacy regulations, GDPR and its impact on B2B business activities. She even forecasts what the future of “identity” or lack thereof may look like in the coming years.
Certainly an episode not to be missed!
Big data entrepreneur, founder of TrackMaven, which in 2018 merged with Skyword to form the #1 content marketing platform, co-founder of Acceleprise, the leading SaaS startup accelerator, and author of the book "The Creative Curve," published by Currency, a division of Penguin Random House and featured on CNBC, Forbes, numerous top podcasts, Allen Gannett, takes the hot seat today on the Radically Transparent Podcast, presented by Oktopost.
In this episode, you will find your jaw dropping to the floor as Gannett reveals the science and secrets behind achieving breakout commercial success. It's not as complicated as you may think! He dives into how many of us have been spoon-fed the idea that genius is born only through nature and otherwise cannot be taught or made. Quickly de-bunking that myth on the show, Gannett reassures us all that if you are not born a creative genius it does not mean you can never become one. By breaking down “the creative curve” -- the point of optimal tension between the novel and the familiar – Gannett leaves you with the mindset, skillset and toolset to better engineer mainstream success in any field!
Google's Global Director of Storytelling for Google Cloud, Natalie Lambert, dives head first into the challenges of measuring top of funnel content and why the impact of all the various things B2B marketers do is so hard to quantify.
Today’s marketing leaders do not have the ability to say that a specific tweet or single podcast has led to a true sales lead. So how DO you measure top of funnel content going down the funnel, what are some of the ways to understand activity that may or may not be contributing to a customer's purchasing decision?
Find out on this episode of Radically Transparent, presented by Oktopost!
Founder and CEO of Brandwatch, the worlds leading social intelligence company, and currently serving as the Chief Growth Officer at Cision, Giles Palmer, discloses not only what it's like having a boss for the first time in 15 years, but also gives a glimpse into the challenges of leadership when it comes to old school business mindsets clashing with new generations of work ethic.
On this tell-all episode of Radically Transparent, brought to you by Oktopost, Giles takes us on a journey from accountant to entrepreneur and everything in between, from co-founding Runtime Collective in 2000 - an agency that built systems for a variety of clients and how he spun Brandwatch out as a product company in 2006 and launched the first version of ‘Brandwatch Analytics’ in August 2007.
In February 2021 it was announced that Brandwatch had been acquired by Cision, the leader in news distribution and media monitoring and analysis for $450 million. Over the last 14 years, Giles has led Brandwatch through multiple fundraising events, international expansion, 3 acquisitions and a merger with the other leading technology in the Social Media Listening space - Crimson Hexagon.
Brandwatch recently achieved the number one ranking in the highly regarded Forrester Wave report for social listening technology and Giles sits on several start up boards as NED or observer and is a Governor of Clifton College. Giles holds a Physics degree from Durham University and is a qualified Chartered Accountant.
Rick Haring is the Vice President, Marketing and Communications Americas with International SOS and currently leading the strategy and execution for traditional marketing, product marketing, communications and lead generation initiatives in the region.
Before joining International SOS, Rick was Vice President, Digital Marketing at Prudential Center & New Jersey Devils responsible for strategy, operations and execution across the digital ecosystem creating programs to drive brand awareness, increase intent to buy, generate leads and maximize conversions.
Rick brings an extensive background and long history in the field of Marketing and Sales with Verizon Communications. With over 18 years of experience, his knowledge of Digital Sales and Marketing Strategy, lead generation, CRM and Customer Loyalty, Content Strategy and Creation, Online Sales Growth and SEO/SEM and Social Media Strategy are second-to-none.
In this high energy episode, Rick sits down with host Jennifer Gutman, Oktopost's Director of Social Strategy, to peel back the many layers and levels of risk-taking in marketing, accepting failures and how he's not only encouraging his team, but his entire organization, to push the envelope when it comes to innovation and creativity.
If you're feeling a little nervous to try something super new because it may be too risky, listen to this episode and how Rick gracefully navigates the mindset between risk-taking and failure through hilarious stories and experiences.
Jill Murray, CMO of Arcadis, is a hugely respected career marketeer and people-focused leader. Buckle up as she shares her invaluable knowledge and experience on embracing change, cultivating employee engagement and successfully up-skilling a 27,000 person-strong organization that's only been around since... 1888!
This episode of Radically Transparent, brought to you by Oktopost, will certainly have you rethinking your brand narrative, mapping out brand purpose and inspiring you to become a more authentic leader as Jill so eloquently opens up about the communities she supports and why she supports them.
Eric Williamson CMO of CallMiner, the global leader in conversation analytics that drives business performance improvement powered by artificial intelligence and machine learning, joins host Jennifer Gutman on the Radically Transparent podcast, presented by Oktopost.
With over 20 years of technology and consumer product marketing experience, Eric opens up about why pipeline is keeping him awake at night, how bad quarters can quickly turn into the ‘hunger games’ when identifying why pipeline is weak and what it took to get CallMiner’s successful account based marketing strategy off the ground.
CEO and founder of Automation Ninjas and author of the best selling book ‘Hack the Buyer Brain’, Kenda Macdonald, takes us deep into how B2B buyer brains pay attention on this episode of Radically Transparent, presented by Oktopost. With her unique background in criminal psychology, Kenda reveals how marketers can incorporate behavioral psychology into the buyer experience to become unstoppable in creating phenomenal customer journeys that will actually make a difference to their audience.
Cato Networks’ Demand Generation Manager, Julia Polisuk, came onto Radically Transparent, brought to you by Oktopost, for an episode about scaling marketing campaigns, hyper-growth mindset and exceeding targets month-over-month.
Julia touches on campaign boundaries and the type of innovation required to get out-of-this-world results. She even reveals CATO’s secret sauce in hitting INSANE numbers and the truth behind what’s at the core of Cato’s marketing plan.
Natalie Binns, Oktopost’s first ever VP Marketing takes the hot seat today. There’s no shortage of transparency as she reveals what attracted her to join the team and what on earth keeps her up at night, professionally.
In this episode, we dig into the challenges B2B marketers face daily, what social media managers are doing well and what, in Natalie’s opinion, they can do EVEN better. She even shares thoughts on how a certain type of education helped her become a passionate and sought-after B2B marketing all-star!
Malin Liden is SAP’s Vice President and Head of EMEA Marketing Transformation Office. A passionate people leader and known for creating a marketing culture of success and innovation, she joins today’s episode to talk about what it means to lead effective digital transformation across SAP.
Revealing to host Jennifer Gutman, Director of Social Strategy at Oktopost, what she has learned in her role as VP, Malin talks about why brands shouldn’t be afraid to let their customers lead, the importance of community and how with the right mindset, as a leader you can spark the highest levels of innovation, no matter the generation, role or working style.
Chief Brand Officer of Deluxe, Amanda Brinkman and creator, producer and host of their hit series “Small Business Revolution,” on Hulu and Prime Video which has been named among Inc. Magazine’s top shows for entrepreneurs, joins host Jennifer Gutman of the Radically Transparent podcast, brought to you by Oktopost, to tackle the topic of brand purpose and how to put it into action.
But to describe this episode as only about brand purpose is doing the entire conversation a disservice.
What’s so beautiful is the way their discussion frames the importance of brands doing well by being good. Yes, that means companies need to focus less on talking AT people and more on content that makes people WANT to actually spend time with their brand.
By the end of this episode, you’ll be left astonished, in awe, and feeling very, very inspired-- and maybe that’s the exact kind of motivation you need to reach your customers in an authentic way through content.
Forrester’s Social Media and Advocacy Manager, Claire Kennedy, reveals what it’s like to manage a brand’s online presence, produce great content and what to do when your social voice is failing to resonate with your audience across LinkedIn, Twitter and other channels.
With a true passion in connecting people to brands and finding news ways to interact, engage and advertise, Claire opens up to host Jennifer Gutman, Director of Social Strategy at Oktopost, about being the alignment bridge between marketing and sales. She discloses the challenges of finding a brand's social voice, how she battled with decreasing engagements and what she did to overcome a plummeting engagement rate.
Claire is the brand therapist you didn't know you needed and this episode will have you re-thinking a successful approach to social in no-time!
Law practice and marketing are an odd marriage. CMO Howard Kravitz for Winston & Strawn LLP, an AmLaw 50 global law firm, joins the conversation to take a deeper dive into why it’s not always an easy fit on either side. For legal marketers, the thought of dealing with the regulatory hurdles and mandatory legalese can be a nightmare. For partners, the idea of showing up on the same feed alongside cat photos and viral videos may lack a certain gravitas. How can this gap be bridged, and why is it worth your attention?
On this episode of Radically Transparent, brought to you by Oktopost, modern-day challenges confronting law firms are brought to light as both legal marketers and partners work to retain current clients, expand relationships, beat out competing practices and attract new prospects.
Tackling what are typically thought of by marketing leaders as challenging topics, Catherine Dutton, Global Deputy CMO of Atos joins the Radically Transparent podcast, presented by Oktopost, to reveal why staying ahead of the competition is dependent on more than just creating winning marketing strategies.
Beyond the strategy table, Catherine uncovers the truth and importance behind building inclusive and diverse global teams to drive an organization to success. She even outlines an immense amount of perspective on what defines a true modern-day marketing rockstar and how her own team of them are leading the way in digital transformation.
With over 15 years of experience in direct B2B, client facing roles at Fujitsu and currently Atos, and many accolades under her belt, Catherine proves on this episode that the role of the marketing team has never been more important.
Across B2B organizations, forward-looking marketers are embracing artificial intelligence. Chris O’Connell, Senior Product Marketing Manager of SugarCRM reveals why now is the time for marketers to embrace AI with all their heart and so much more about the world of product marketing.
On this episode of the Radically Transparent podcast, brought to you by Oktopost, we'll uncover how using AI is assisting the marketing function to become a more efficient and effective machine at harnessing the infinite amount of data at their disposal to drive revenue impacting initiatives.
Heating things up by discreetly disclosing how marketing teams can use big data to get more time back in their days, get inside their prospect’s heads and tighten hand-over processes between marketing and sales, Chris makes this the unmissable AI-centric discussion marketing leaders have been waiting for all year.
Noted creator of company culture, speaker and sales expert Derek Grant, SVP of Market Strategy at SalesLoft, delivers a hearty serving of perspective on the modern day sales professional, building a stellar company culture, leading with visibility and being intentional. He even shares a story about how being “value shamed” by his team helped him on this high energy episode of the Radically Transparent podcast, brought to you by Oktopost.
Sales and marketing professionals at all levels will find value in Derek’s interview. He has a knack for storytelling as he shares his tips for holding people accountable as a leader and so much more!
Work as we know it has changed– and so have our values when it comes to work. We’re zooming in on one of the hottest topics in management with Russell Rothstein, Founder & CEO of IT Central Station, Perry Nalevka, Founder & CEO of Penguin Strategies and Daniel Kushner, Founder & CEO of Oktopost to find out how they are holding themselves accountable as leaders to create out-of-this-world places of work and beyond happy employees!
Committed to the idea that everyone can thrive in the new world of work when employees are happy, 3 CEOs weigh-in on the pains, gains and lessons learned in building a healthy work culture and retaining top talent.
Why should organizations and marketers care about collaboration? Kevin Bobowski, SVP Marketing at Aurea Software digs into the term and what it really means to give teams time to concentrate and focus on teamwork rather than working on random, tactical tasks that take away from coming up with big inspirations.
Joining this episode of the Radically Transparent podcast, brought to you by Oktopost, Kevin focuses on how his team is producing outcomes and why dedicating time for teamwork is critical for high performing teams. He even reveals his secret sauce to ensuring marketers love their jobs, are proud of their contributions and do really, really strong work.
With a track record of helping marketers do their best work and an impressive line-up of leading go-to-market strategies for companies such as Act-On Software, ExactTarget, Bizible (acquired by Marketo) and now Aurea Software, this episode is geared towards empowering marketing leaders to produce creative outcomes over tactical activities.
When you’re pressed to drive sales, it’s tempting to try everything and “boil the ocean," according to Kevin Mulrane, VP Head of Sales, US, an experienced sales leader who has led explosive growth for companies like AOL, Madison Logic, GWI and now ProQuo AI.
But to be an effective, revenue leader, you need to be able to prioritize what’s really important. On this episode of Oktopost's Radically Transparent podcast, you’ll learn how to challenge yourself out of your comfort zone, work cross-functionally, build meaningful relationships and spark real success to explode company growth.
MarTech legend Jon Miller, co-founder of Marketo and Engagio, and now CMO at Demandbase joins Oktopost's Managing Director EMEA, Colin Day, filling in for host Jennifer Gutman on this episode of Radically Transparent, brought to you by Oktopost.
Back in 2018, Marketo was purchased by Adobe for $4.75B, and Engagio was recently acquired by Demandbase.
Jon reveals in this episode about what keeps him up at night professionally, discloses how he found himself in the world of marketing automation, what he’s learned on his journey to becoming a founding father and leading MarTech visionary and how he stays relevant in the market by thinking beyond Account Based Marketing (ABM).
He even discloses his own ABM strategy and gives a few valuable tips and pointers to getting started with an effective ABM plan.
The necessity of balance between doing and telling that is learned throughout the years working in marketing is one of the most important skill sets to master for any marketer.
That skill comes from doing lots of things, trying a variety of tactics and being able to recognize when to unpack the value of all actions to the involved stakeholders.
Perfecting that balance doesn't happen overnight. A lot of the time that balance is tough.
On this episode of the Radically Transparent Podcast, Kathryn Sharfman, CMO and Chief Platform Officer of Sun Exchange sits down with Jennifer Gutman, Director of Strategy at Oktopost to discusses the necessity of balance in decision making, communication, leading teams, transformation and how that balance impacts the success of both short and long-term outcomes.
With 25+ years of experience in the technology industry, specialities in growth strategy, new business development, organizational transformation and global management, Mike Dickerson, CEO of ClickDimensions, joins Jennifer Gutman, Oktopost's Director of Social Strategy, to talk howbusinesses can achieve true digital excellence through virtual selling and being intentionally purposeful.
On this episode, Madkudu's Director of Demand Generation, Hana Jacover joins Oktopost's Director of Social Strategy, Jennifer Gutman to talk openly about some of the industry's greatest marketing and marketing ops challenges and the mindset, skillset and toolset needed to solve them.
With a deep agency foundation in building best-in-class demand gen engines for B2B tech companies around the globe before moving in-house, Hana provides incredible insight into balancing data and creativity to influence pipeline, full-funnel nurturing, and lead management. She even reveals a few of her secrets along the way.
Tyler Lessard joined Vidyard as VP Marketing and Chief Video Strategist in 2014 and almost immediately dramatically changed how the business world uses video to explode sales. He saw the expectations of buyers rapidly changing, and through his secret ‘four E’s’ transformed the way sales organizations use video to avoid getting stuck in the status quo. And let’s just say, it’s not easy. Lessard shares with host Jennifer Gutman, Oktopost's Director of Social Strategy, the special powers of video and how marketers and sellers can use video to its advantage in 2021 and beyond.
As a marketer, understanding human behavior is a big part of the job to gain a holistic view of customer needs and expectations. But when it comes to your research, besides intuition and data, what’s the best approach to learn about your perfect customer?
In this episode, Oktopost's Director of Social Strategy, Jennifer Gutman, sits down with UserTesting's CMO, Michelle Huff, to discuss how she is taking customer insights to new heights through putting real users in realistic conditions to learn about her buyer base.
More About Michelle Huff:
Michelle brings over 20 years of experience leading marketing and go-to-market strategies at high tech companies, such as Act-On Software, Salesforce, and Oracle. Gaining insights directly from customers and prospects has always been essential in her past roles—from leading product marketing and management teams to launching websites and marketing campaigns. At UserTesting, she’s responsible for driving our go-to-market strategy, building the UserTesting brand, generating demand, and strengthening customer engagement and advocacy.
One of the biggest challenges B2B marketers face today is being defeated by marketing fatigue. In this episode of the Radically Transparent Podcast, brought to you by Oktopost, host Jennifer Gutman sits down with Richard Wall, Senior Marketing Executive at Spotler UK, a marketing automation platform for B2B SME’s to talk openly about the modern day marketer's battle with marketing fatigue and how to steer clear of digital communication overload.
To win at social media marketing in 2021 means thinking like an investor. They're a brilliant bunch, and for all the right reasons. Extraordinarily analytical and loving the thrill that comes from calculated risks, Tal Tochner, Principal on the investment team at PICO Venture Partners and a Forbes Under30 recipient in 2017 joins Jennifer Gutman, Director of Social Strategy at Oktopost to explore how thinking like an investor can help marketers drive growth and maximize ROI to exceed marketing goals.
Is there really such a thing as a “fearless leader?” CEOs often present themselves as bulletproof, but running a business can be unnerving. What does it really take to keep a company afloat and what do CEOs really want from their employees?
On this episode of Radically Transparent, CEO and Oktopost Co-Founder, Daniel Kushner exposes the secret fears of the modern day CEO.
[Disclaimer: Show was taped in an up and coming new studio and the audio quality of the host presents a slight echo from time to time. If you're a super-fan of the show you'll still listen, but be warned.]
More companies in 2020 have had to make more strategic decisions in nine months than in the last nine years. Unmasking the truth behind transformation, ElinorKalina, CMO of Jolt joins our podcast to confess the bold decisions she had to make and the giant risks she had to take to pivot the entire organization and marketing function against all odds.
As a marketing leader well skilled in branding and communication, Elinorbrings to light what an entire new generation of CEOs, CMOs and marketers can learn from some of the most drastic organizational transformations of 2020 to succeed in 2021 and beyond.
Listen in and learn the truths behind leading and surviving transformation.
Top-down or bottom-up? Which management approach drives exceptional levels of performance and what role does social media play in transforming sales and marketing functions? Colin Day, Global B2B marketing powerhouse and Managing Director of EMEA and APAC here at Oktopost joins host Jennifer Gutman on this episode to talk about effective leadership, buyer personas, social data and so much more!
He shares an immense amount of value and vision into the world of B2B marketing along with disclosing some of the less talked about aspects of being a marketing leader.
Listen in and learn from one of the B2B marketing industry’s greatest game changers of all-time.
Social media is at the forefront of marketing and it has changed the way we do business forever as a result.
Master social media strategist Christie Le joins us on this podcast episode of Radically Transparent to disclose her secret sauce when launching and maintaining an employee advocacy program that keeps colleagues engaged and grows brand reach at the speed of light. Her enthusiasm around social is contagious and Christie even touches on the importance of embracing social media to build a better business.
Listen in and learn best practices and KPIs for building any employee advocacy program into 2021.
Ari Applbaum, VP Marketing at AudioBurst is known for helping start-ups scale by building global, differentiated brands and his mentoring of entrepreneurs at MassChallenge, the world’s largest global accelerator, as well as MEET-MIT, JCT, Flow and PMP.
On this episode of Radically Transparent, Ari joins host Jennifer Gutman, Director of Social Strategy at Oktopost to explore how brands can build a second to none in-house marketing team to effectively tell their story in competitive markets. He discusses which roles are essential to activate growth, where to allocate budget, tips for managing an agency relationship and how to decide where your marketing function is run from, especially when you have global teams and more.
Looking to earn a seat at the strategy table? Invest time in learning ways to effectively communicate. Joining this episode is Zeev Ben Shachar, Executive Coach, Master Storyteller and Communication Expert to share ways marketing executives and rising leaders can insert meaning and inspiration into everyday work experiences and gain the must-have communication skills to take a permanent seat at the strategy table.
With over 15 years of public speaking experience, Zeev has been coaching executives and delivering trainings in effective communication, finding meaning in the mundane, storytelling and public speaking to thousands of people around the world. His clients include Boston Consulting Group, WeWork and the Jewish Agency. He holds a BA in Psychology from Harvard University - later teaching there and receiving a certificate of distinction for teaching and an MA from Tel Aviv University.
Upskilling your marketing team is always a good idea. But who owns the responsibility to level up the team and upskill their leaders? And who can marketers of any level turn to define or refine an ideal marketing job or career in today’s climate?
With the coronavirus pandemic impacting the future of the way we work and many members of the marketing community currently #OpenToWork, Jennifer Gutman, Director of Social Strategy at Oktopost sits down with Erik Harbison, CMO, digital marketing coach, advisor, connector and current president and co-founder of The Marketing Help, the #1 resource for proactively advancing the careers of marketers to find out exactly what marketers need to know to move the needle forward in their careers.
This podcast episode is loaded with insider tips for any marketer at any level seeking to upskill their professional development or pave the way for their ideal marketing career.
Want to know what it takes to become an influential thought leader on LinkedIn? Wondering how to compete with all the thought leadership posts already written in your industry?
To simplify thought leadership and explore the DO’s and DON’Ts of becoming a thought leader on LinkedIn, Jennifer Gutman, Director of Social Strategy at Oktopost interviews Jonathan Raveh, Head of Community Marketing at AppsFlyer on the B2B Marketing Now podcast series, Radically Transparent.
On this episode, you’ll discover how to use Jonathan’s thought leadership formula to create content that will establish you as an industry subject matter expert your network will trust.
On this episode, host Jennifer Gutman, Director of Social Strategy at Oktopost catches up with Saif Ajani, co-founder of Keyhole, a social media listening and online monitoring solution to explore the amazing ways B2B marketers can approach social listening. Saif amazes us with his compendious knowledge of social listening in the B2B space, he explains how much social media can influence a product roadmap, and talks how treating social as a place to gather business intelligence is a treasure trove to make actionable business decisions.
For more insight into this topic be sure to Follow Oktopost on LinkedIn!
With a huge spike in video content across social media and no signs of it slowing down, marketers need to add video expert to their resumes. But as businesses transition from hiring expensive video production crews to relying on their marketing teams to produce multiple engaging thought leadership videos in-house, it doesn't leave much time (in an already packed role) for the modern day marketer to become an expert in production.
In this episode of Radically Transparent, Jennifer Gutman, Director of Social Strategy at Oktopost hosts Sivan Felder, CMO of TwoHeads, to share her unfiltered insights into the challenges of video production, the psychology of video and offer actionable tips to create high quality, inexpensive video content for social media that can impact business initiatives in a powerful and truly authentic way.
Social media marketing isn’t for the faint of heart. It requires bright people with diverse skill sets to come together and fight against some of the most mysterious algorithms on the planet. Opening up about some of the most challenging aspects of her role and how her unique background in counter-terrorism has helped her thrive, Jennifer Gutman, Director of Social Strategy at Oktopost shares how she was able to grow employee advocacy programs from mediocre at best to some of the most engaging initiatives in the company by paying attention to specific types of details.
As this also happens to be the last episode of season 2, host Colin Day, Managing Director of EMEA also makes a BIG ANNOUNCEMENT about what's in store for season 3. Find out on this episode!
Approached by Google to mentor start-ups and now sharing their growth hacking secrets on this podcast, Stefanie Amini andMelanie Amini, the co-founders ofGossip Media guide the conversation on this episode of Stuff You Should Know About Our Changed New World,Oktopost's original podcast show.
And no, you are not reading double!
These marketing gurus are identical twins with a long standing career in building startupmarketing strategies and helping larger organizations "think like a startup". Along with hostColin Day, the Amini twins bring an additional layer of easy-going, funny and endless enthusiasm to different aspects of growth hacking and influencer marketing, all while spilling secrets on how to fine-tune any content marketing strategy.
Never want to miss an episode? Follow Oktopost on Twitter, LinkedIn and Facebook.
A solid content marketing strategy is one of the most important elements for a business to help shape a brand’s identity. But with employees more mobile and more remote than they have ever been before, what implications does this have on the modern day content marketer?
Answering that question is a true content marketing guru. Zev Brodsky, the Content Marketing Manager at Perimeter 81 and the brains behind their entire content strategy joins host, Colin Day, Oktopost's Managing Director EMEA, to dive head first into the tactics content marketers need to expand audiences, connect with them in a way that grows sales and revenue and how a conversation Zev had with an ethical hackertaught him a valuable lesson about marketing technology.
For more insight into this topic be sure to Follow Oktopost on LinkedIn, Twitter and Facebook!
With an enormous amount of data generated from technology to supposedly make our marketing lives easier, things can get messy fast if you don’t know what to do with it. But what in tarnation can we do with the infinite amounts of data we get daily, besides all the basic stuff?! In a genius exploration of the many ways in which to use data to your advantage as a marketer, as a sales professional and as an organization, Shaun Ma, the Director of Strategic Advisory of MarketOne International, gives away all his data secrets that will have your mouth to the floor on this episode of “Stuff You Should Know About Our Changed New World” hosted by Colin Day, Managing Director EMEA at Oktopost. Not to be missed.
Can traditional and enterprise focused industries learn to thrive on social media? With her strategic marketing insight featured in publications like Forbes, Business.com, Upwork.com and Managers.org.uk, founder of MTC | The Content Agency, Megan Thudium, an expert in all things B2B content marketing, shares stories of how these industries, very much impacted by COVID-19, are evolving overnight. Together with host Colin Day, Oktopost's Managing Director EMEA, they tackle best practices across social media to drive awareness, credibility and leads through content marketing.
Today, because of marketing technology, CMO’s can take a seat at the strategy table. In the early days, marketing was more about operational efficiency and excellence. But the true digital transformation that is taking place right now is propelling rapid business innovation, putting marketeers at the forefront of driving new business models.
On this podcast episode of Stuff You Should Know About Our Changed New World, Urs Blickenstorfer, Owner and CEO of iundf Marketing Technology AG, joins Colin Day, Managing Director EMEA at Oktopost to explore how the value of technology is rarely in the specific functionality of the tool, but rather its ability to be part of a bigger ecosystem.
Content should be created with care. You may have the greatest technology in the world but if nobody has heard of you, what’s the point? On this episode, Amy Kenigsberg, co-founder of K2 Global Communications, a boutique inbound & content marketing, social media, and public relations firm, sits down with Oktopost’s Colin Day, Managing Director of EMEA to uncover how she helps her clients understand their audiences in order to relate to them and ultimately impact their bottom line. We'll let this episode speak for itself!
In this episode, Oktopost's Managing Director of EMEA, Colin Day, interviews popular YouTuber and Founder of Modern Sales Training, Derek Shebby. Making President’s Club 13 times during his 17 year career at Xerox, Shebby provides listeners with lessons learned and actionable takeaways from his own career. He even highlights proven sales methods and techniques that he teaches in his course, Sales in 21 Days, to help listeners sharpen their sales skills right on this podcast!
On this episode of Stuff You Should Know About Our Changed New World,Sarah Whipp, CMO and Head of Go-To-Market Strategy at Callsign sits down with host Colin Day, Managing Director EMEA at Oktopost to share a typical day in the life of a Chief Marketing Officer. The conversation centers around building, curating and maintaining a brand with a focus on messaging.
What is social selling? Dan Swift, CEO of Empire Selling, can certainly answer this question as he has dedicated his career helping B2B companies impact revenue and create meaningful customer relationships through social media. Back in 2012, Dan was a senior sales leader at LinkedIn and responsible for training LinkedIn’s very own global sales team. The success didn’t stop there as he then went on to become the VP of Sales at Sprinklr, before going out on his own. Today, Dan has trained well 10,000+ sales people in the art of social selling over the last two years with his company Empire Selling. Joining host Colin Day, Managing Director EMEA at Oktopost, Dan Swift teaches listeners the do’s and don’ts of social selling coupled with the power of compassion, empathy and transparency in relationship building.
Bringing new knowledge into the B2B marketing industry is exactly what Jonathan Lawson, Director of Strategic Partnerships in the Faculty of Business and Law at Manchester Metropolitan University does in this episode. Host Colin Day, Managing Director EMEA at Oktopost chats with Lawson about the state of small businesses and digital adoption. Using transformational stories of businesses the two uncover how entrepreneurs can pivot their mindset and do things different to impact productivity across their organization.
Understanding early on in the SaaS industry that nothing happens without the customer, Matt Zilli, CEO of Clarizen, the global leader in enterprise collaborative work management, and known for his impressive work as Vice President, Go-to-Market at Adobe and prior to that, Chief Customer Officer at Marketo joins host Colin Day, Managing Director EMEA at Oktopost to discuss what it takes to build a brand. As Zilli shares throughout the episode, the customer is at the heart of everything he does and with the right focus across sales and marketing only greatness can be achieved.
What exactly is Sales Transformation? And how can organizations thrive under extraordinary pressure to perform and provide shareholder value? On this episode ofOktopost’s original podcast show, Things You Should Know About Our Changed New World, Chris Norton, Owner at MentorGroup, a management consulting firm working with a host of top global, European and UK companies helping develop their people and ensure organizations achieve and exceed their business goals, sits down with Colin Day, Managing Director of EMEA to discuss the competitive challenges and the development of people as being critical to an organization's success. A discussion not to be missed, Norton shares customer stories along with unique experiences in leadership as he is also Watford Football Club’s Director for the past 11 years, which has been awarded the Community Club of the Year by the football league twice in the last three years for the outstanding work done with children in the community to improve and inspire them through coaching, social inclusion, education and participation in sport.
When it comes to the future of work, sales and marketing are at the forefront of driving new and innovative ways to connect with people. On this episode of Oktopost’s original podcast show, Things You Should Know About Our Changed New World, Matt Heinz, President of Heinz Marketing Inc. and radio personality from Host Sales Pipeline Radio, joins host Colin Day, Managing Director EMEA at Oktopost to help listeners to discover how companies can build more predictable pipelines, eliminate random acts of marketing and clean up “lumpy” pipelines. It may not be an episode with all the answers, but it’s certainly one with a pretty clear focus to help find them.
Kicking off the conversation in Oktopost’s newest original podcast show,Things You Should Know About Our Changed New World, isAmbassador Ido Aharoni, a well-known nation branding practitioner, a member of APCO Worldwide’s International Advisory Council, a Global Distinguished Professor for International Relations at New York University and Chairman of the Charney Forum on New Diplomacy. He was Israel’s longest serving consul-general in New York (2010-2016) and joins host Colin Day, Managing Director EMEA at Oktopost, to walk listeners through his nine principles to be considered by businesses and governments alike to in recovery from the pandemic.
B2B marketers are in a beautiful world surrounded by technology. With marketing depending on IT to help optimize the 'martech' stack, many are asking if B2B marketers should be better IT trained? On this episode, Colin Day, Managing Director EMEA at Oktopost, welcomes Graham Porter, Founder & Managing Director of Bluprint ANZ and Marketo's Partner of the Year to the show to explore the evolution of the Marketing/ IT relationship.
In today's episode, Colin Day, Managing Director EMEA of Oktopost, hosts Lee Hackett, professional footballer with Wigan Athletic FC turned CEO of BluprintX, a B2B marketing and sales management consultancy helping CMOs, CROs and CEOs grow revenue by using data and technology. Talking about professional sports and adversity in business, Hackett gives an additional perspective on how B2B marketers can approach rapid digital transformation with the right mindset, skillset and toolset.
Today on “The Globalization of Social Media,” Colin Day, Managing Director EMEA at Oktopost hosts Chris Redmond, Founder of Redholt, an executive search agency and self-proclaimed digital nomad. In perhaps the most inspiring episode of the series, the conversation becomes an essential primer on the broader challenges of managing social media.
In the fifth episode of Oktopost’s original discussion series, “The Globalization of Social Media”, Colin Day, Oktopost’s Managing Director EMEA hosts B2B marketing legend, Steve Lucas, former CEO of Marketo, an Adobe company and current CEO of iCIMS. With him is Susan Vitale, CMO of iCIMS and together, they converse openly about how B2B brands can demonstrate more human aspects across their marketing initiatives.
Our guest today is, Howard Sewell, President of Spear Marketing Group and one of the “50 Most Influential People in Sales Lead Management.” Unveiling current trends you can rely on in B2B marketing world due to the Pandemic, Howard and Colin Day, Managing Director of EMEA at Oktopost, dive into best practices to tighten any B2B content strategy.
Our guest today is Scott Vaughan, Chief Growth Officer at Integrate, Inc., and best known in the industry for his talent in finding organizations’s “secret sauces” for growth. With businesses being forced to rethink B2B messaging and a whole new work-from-home culture present that was not existent a few weeks ago, Scott joins Oktopost’s Managing Director of EMEA, Colin Day, to dissect what lessons can be learned from the global economy to help marketers deploy new B2B messaging.
During these crucial times, it’s important to adapt and get creative. Your company's positioning and how you are portraying yourselves and your brand on social media have never been more relevant.
Are you already running an advocacy program and want to find out to keep it successful during a crisis? Or are you newer to the social space and looking to humanize your brand during these trying times? Join Jennifer Gutman, Director of Social Strategy at Oktopost, and Shanie Zimerman Blayer, Head of Strategic Partners as they breakdown the do’s and don’ts of a successful advocacy program during a crisis.
Today our guest is Kyle Hegerty, known as an expert on cross-cultural leadership, Managing Director of Leadership Nomad and author of the upcoming book, ‘The Accidental Business Nomad’. He joins Oktopost’s Managing Director of EMEA, Colin Day, to discuss lessons learned from failures on cultural realities, language differences and the future they have on B2B global communication.
Today our guest is Chris Skinner, known as one of the most influential people in technology, author of the bestselling book, "Digital Bank", and best known as an independent commentator on the financial markets & fintech through his blog, thefinanser.com. We’re sharing thoughts on how financial institutions can break their traditional anti-social perception using digital technology. Hosted by Oktopost's Colin Day, join us in discovering how globalization in the digital age is transforming the way we do business.
Today our guest is Paul Carpenter, who is a digital marketing leader and the Director, Client Relations at LionStar Films. We're sharing thoughts on how B2B marketers can leverage video as a piece of their marketing programming. It's a lot easier than you think, so join us to learn why every marketing plan needs video, and how to easily get started.
Today our guest is Brett McNay, who is a sales and client engagement leader as the Director of Enterprise Client Engagement at Bluewolf, an IBM Company. We're sharing thoughts on how sales and marketing can better work together, and reviewing some trends in the space as well.