Modern Day Marketer: Recent Episodes
Brett McGrath
A podcast that explores the Modern Day Marketer as the catalyst for change in B2B and the ways they are helping push brands forward.
“Most marketers are copying what their competitors are doing without realizing they might be copying the losing version,” says Casey Hill, CMO at DoWhatWorks.
In this episode of The Content Cocktail Hour, Jonathan Gandolf welcomes back Casey Hill to explore why marketers need to question the default choices they make and how actual A/B test data is reshaping what “best practice” really means. Casey unpacks what thousands of tests reveal about things like social proof, button copy, and AI messaging, and why most marketers are accidentally copying losing strategies from their competitors. They also dig into how internal politics and funding optics can sometimes override what the data says, and how to navigate that tension without sacrificing performance.
In this episode, you’ll learn:
- Why generic AI messaging is underperforming and what to do instead
- How to build testable hypotheses without compromising creativity
- How to use test data to influence stakeholders and avoid opinion-based decisions
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Casey on LinkedIn: https://www.linkedin.com/in/caseyhill/
Explore DoWhatWorks: https://www.dowhatworks.io/
Subscribe to the DoWhatWorks Newsletter: https://www.dowhatworks.io/newsletter
Timestamps:
(00:00) Intro
(01:22) Understanding DoWhatWorks
(02:13) The importance of data in decision making
(03:00) The role of algorithms in marketing
(06:46) The power of social proof
(07:58) Effective use of customer logos
(11:34) The evolution of marketing norms
(16:54) AI messaging in marketing
(24:32) Unpopular opinions in B2B marketing
“The best thing we can do as sellers is match the urgency of the person who is reaching out to us.” says Val Riley, VP of Marketing at Unbounce, Insightly, and LeadsRX.
In this episode of The Content Cocktail Hour, host Jonathan Gandolf chats with Val about the shift from conversion to connection, both in your tech stack and your go-to-market strategy. With deep experience spanning CRM, landing pages, and attribution tools, Val shares how brands can build more meaningful customer experiences by removing friction between form fill and follow-up. She also unpacks what it looks like to move fast as a challenger brand in the AI era and how being “right-sized” in your CRM approach can actually lead to better results across your funnel.
In this episode, you’ll learn:
- Why 25–50% of form fills are wasted and how to fix that
- What it means to align sales and marketing around a shared funnel view
- How mid-market CRMs can offer enterprise-grade AI without enterprise-grade headaches
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Val on LinkedIn: https://www.linkedin.com/in/valerie-riley-marketer/
Explore Unbounce: https://unbounce.com/
Explore Insightly: https://www.insightly.com/
Explore LeadsRX: https://leadsrx.com/
Explore Closing Time: https://www.insightly.com/closing-time/
Read the report: https://app.thejuicehq.com/content/TBtyYfywtWN9NQ8T3MCzBbag
Timestamps:
(00:00) Intro
(00:54) Meet Val Riley
(04:19) The importance of conversion and connection
(09:28) Aligning sales and marketing teams
(11:21) Right-sized CRM solutions
(14:50) AI in CRM: opportunities for challenger brands
(18:55) Unpopular opinions in B2B marketing
“Buyers want fast answers and ROI, not a song and dance. But once they’re in, education builds the relationship,” says Cruz Daddario, Customer Education Manager at Seamless.AI.
In this episode of The Content Cocktail Hour, Jonathan Gandolf chats with Cruz Daddario and fellow Customer Education Manager Victoria Meyer about how customer education can be the secret weapon for both onboarding and retention. The duo shares how their backgrounds in teaching and customer success inform their approach to helping users find value quickly, especially in a world where AI can overwhelm as much as it enables. They dig into the importance of foundational education, the rising demand for human connection in a tech-heavy landscape, and why internal teams need to be trained just like customers to deliver consistent, effective experiences.
In this episode, you’ll learn:
- How customer education builds trust, confidence, and long-term product adoption
- The role of human connection in an AI-driven world
- Why today’s B2B buyers care more about immediate value and ROI than relationship-building upfront
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Cruz on LinkedIn: https://www.linkedin.com/in/cruz-daddario-a97111184/
Connect with Victoria on LinkedIn: https://www.linkedin.com/in/victoria-meyer17/
Explore Seamless.AI: https://seamless.ai/
Timestamps:
(00:00) Intro
(01:05) Victoria's background and role
(02:22) Cruz's background and role
(07:12) Balancing proactive and reactive training
(11:39) Internal and external enablement
(15:20) AI's impact on customer education
(16:57) The human touch in an AI-driven world
(20:26) Unpopular opinions in B2B marketing
“Rather than trying to hack your way into winning, focus on your customer and provide the best possible content, experience, answers, and trust,” says Elizabeth Irvine, Senior Director of Growth Marketing at Siteimprove.
In this episode of The Content Cocktail Hour, Jonathan Gandolf is joined by Elizabeth Irvine as they discuss the fine balance between fundamentals and the latest marketing trends. Elizabeth shares her perspective on finding a solid footing in the world of digital marketing, particularly amidst the noise of AI and growth hacking. She also emphasizes the importance of solid marketing foundations like SEO, content quality, and user experience, especially when looking to scale marketing efforts.
In this episode, you’ll learn:
- How to balance marketing basics with AI and growth hacking
- Why clear content and messaging are key in AI-driven marketing
- The importance of understanding your customers’ language
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Elizabeth on LinkedIn:https://www.linkedin.com/in/elizabethdunlea/
Explore Siteimprove: https://www.siteimprove.com/
Timestamps:
(00:00) Intro
(01:23) Discussing growth marketing
(03:01) Balancing basics and growth hacking
(07:15) SEO and AI in marketing
(11:39) The perpetual answer for anything SEO
(14:57) Staying updated in the marketing space
“AI is reshaping the way agencies operate, but human creativity and strategic thinking will always be essential to differentiate and add true value,” says Clay Ostrom, Founder and Brand Strategist of Map & Fire and SmokeLadder.
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Clay to discuss how the evolving landscape of AI is impacting the marketing industry, particularly for agency leaders navigating the challenge of maintaining human-driven creativity amidst the rise of automation tools. Clay talks about his work with SmokeLadder, which helps businesses analyze brand positioning and messaging using AI. He also explores how agencies are shifting from execution to strategic partnership roles in response to AI-driven changes.
In this episode, you’ll learn:
- The importance of balancing human creativity with AI-driven efficiency in marketing
- Why agencies are evolving from executional roles to becoming more strategic partners
- How AI is reshaping the way agencies work and what that means for the future
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Clay on LinkedIn: https://www.linkedin.com/in/clayostrom/
Explore Map & Fire: https://mapandfire.com/
Explore SmokeLadder: https://smokeladder.com/
Timestamps:
(00:00) Intro
(01:29) Clay’s background and SmokeLadder
(03:14) AI’s impact on marketing and agencies
(04:39) Exploring SmokeLadder
(07:52) Challenges and opportunities with AI
(16:44) Entrepreneurial insights and productization
(25:02) Keeping humanity in marketing
“If you think AI is just for automating content, you're missing the point,” says Dr. Amy Cook, Co-Founder and Chief Marketing Officer at Fullcast.
In this episode of The Content Cocktail Hour, host Jonathan Gandolf is joined by Amy Cook to discuss the evolving role of AI in marketing and sales. As a seasoned veteran in both marketing and tech, Amy shares her journey of integrating Fullcast’s platform into the broader sales performance management landscape.
In this episode, you’ll learn:
- Why AI needs human verification to be truly effective
- How to shift from a point solution to a platform solution in sales tech
- Why “personalization at scale” is an oxymoron
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com/
Connect with Dr. Amy Cook on LinkedIn: https://www.linkedin.com/in/amyosmondcook/
Explore Fullcast: https://www.fullcast.com/
Explore Sellers’ Compass: https://www.compass.com/newsroom/press-releases/7GTGPrZsN0vVh15XkhDnWo/
Timestamps:
(00:00) Intro
(01:34) Dr. Amy's background and career journey
(03:20) Exciting acquisition announcement
(06:16) The importance of platform solutions
(10:04) Understanding the buyer's journey
(12:27) Branding and product naming decisions
(19:58) Challenges with AI in marketing
(24:14) “Personalization at scale is an oxymoron”
“Your content shouldn’t be benchmarked against your competitors,” says Alexander Bleeker, Content Marketing Consultant for Goldcast and Head of Operations at AI Marketing Alliance.
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Alexander Bleeker to discuss what modern B2B content strategy looks like in a world reshaped by AI, YouTube, and shrinking blog traffic. With hands-on experience leading content strategy at Goldcast and co-running the AI Marketing Alliance, Alexander brings a pragmatic but future-focused POV to today’s shifting landscape.
They talk about why blogs are losing ground to large language models, how to get started with video, and why marketers should rethink how they define SEO. Alexander shares how Goldcast’s team uses first-party data to drive better strategy and how consistency on YouTube can finally break through the noise.
In this episode, you’ll learn:
- Why B2B brands should bet on video-first content and how to get started
- Why SEO is evolving and how to prepare for discoverability in the age of LLMs
- What makes a repurposing strategy scalable and ROI-positive
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Alexander on LinkedIn:https://www.linkedin.com/in/alexander-bleeker/
Explore Goldcast: https://www.goldcast.io/
Explore AI Marketing Alliance: https://www.aimarketingalliance.com/
Timestamps:
(00:00) Intro
(03:40) The power of video in B2B marketing
(05:26) Consistency in video content
(08:17) The impact of AI on video production
(11:33) SEO and the shift to LLM search
(15:18) First party data and webinar strategies
(20:34) Why benchmarking may not matter in marketing
"Marketing isn't always about measurable metrics, sometimes it's about creating a vibe that connects with your audience," says Kristi Gamboni, Senior Integrated Marketing Manager at TrustRadius.
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Kristi Gamboni to discuss the power of face-to-face marketing events, especially when it comes to dinner series. Kristi shares her experience organizing a successful series of executive dinners and the surprising ROI they generated.
She explains how selecting the right venues and creating a relaxed, yet strategic atmosphere can lead to meaningful conversations and solid business outcomes. She emphasizes the importance of building relationships with both prospects and current customers, and why the “vibe” of an event can be just as crucial as the content.
In this episode, you’ll learn:
- How to make executive dinners a key part of your marketing strategy
- Why the right venue can be the secret to successful B2B events
- What makes a great event invite process that drives urgency and results
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Kristi on LinkedIn:https://www.linkedin.com/in/kristigamboni/
Explore TrustRadius: https://trustradius.com/
Timestamps:
(00:00) Intro
(00:40) Kristi Gamboni’s journey
(04:50) Choosing the right markets
(06:09) Importance of venue and cuisine
(08:50) Effective invite process
(10:46) Results from the dinner series
(11:18) Strategic partner selection
(15:00) Maximizing executive time
(16:27) Building a business case for dinners
(18:22) Handling invitations and attendees
(21:17) Unpopular opinions
"MarketingOps isn't just marketing—it's a product function," says Mike Rizzo, Community-led Founder & CEO at MarketingOps.com
In this episode of The Content Cocktail Hour, host Jonathan Gandolf is joined by Mike Rizzo for a deep dive into the rising influence—and expanding responsibilities—of MarketingOps. From building community-led ecosystems to redefining what it means to "do more with less," Mike shares how MarketingOps professionals are uniquely positioned to own the go-to-market tech stack in today’s AI-driven landscape. They explore why MarketingOps can’t be reduced to just CRMs or automation platforms, how practitioners can move from order-takers to strategic leaders, and why learning to align with business goals is the real unlock for long-term growth.
In this episode, you’ll learn:
- Why MarketingOps is evolving into a strategic function
- How AI is changing the expectations (and tools) in go-to-market roles
- What it takes to lead with clarity, alignment, and community
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Mike on LinkedIn: https://www.linkedin.com/in/mikedrizzo/
Explore MarketingOps: https://www.MarketingOps.com
Check out MOps-Apalooza: https://mopsapalooza.com/
Timestamps:
(00:00) Intro
(02:00) Building community-led growth
(04:38) Starting from a team of one
(07:00) MarketingOps in the age of AI
(13:00) From order-taker to strategic leader
(19:00) The GTM tech stack as a product
(24:00) Unpopular opinion: MarketingOps isn’t marketing
“If you think content is a marketing thing, you're already doing it wrong,” says Selma Chauvin, Chief Revenue Officer at Agorapulse
In this episode of The Content Cocktail Hour, host Jonathan Gandolf welcomes Selma Chauvin to discuss how content must evolve from random acts of marketing into a critical tool for revenue growth. As a former marketer turned CRO, Selma unpacks how she flipped Agorapulse’s content strategy—starting at the bottom of the funnel and scaling upward—driven by sales insights and real customer conversations. Selma and Jonathan dive into how to bridge the gap between content creation and sales usage, why marketers should stop obsessing over attribution, and how aligning revenue teams can unlock smarter content strategies.
In this episode, you’ll learn:
- Why the biggest content mistake is prioritizing production over promotion
- How to reverse-engineer content from real sales conversations
- What a CRO can do to finally unite marketing and sales
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://www.agorapulse.com/
Connect with Selma on LinkedIn: https://www.linkedin.com/in/selma-chauvin/
Explore Agorapulse: https://www.agorapulse.com/
Timestamps:
(00:00) Intro
(02:00) Content’s two halves: production vs. promotion
(05:00) Why most content never gets used by sales
(08:45) Sales as the customer of content
(11:30) Flipping the funnel: starting with bottom-of-funnel insights
(15:15) Building content with fewer assumptions
(20:00) Why CROs should not come from sales
(23:45) How Selma leads revenue at Agorapulse
(25:30) “Let’s stop marketing ourselves and just do business”
“Out-of-home marketing might be the most underrated B2B channel right now,” says Charlie Riley, Head of Marketing at OneScreen.ai
In this episode of The Content Cocktail Hour, host Jonathan Gandolf sits down with Charlie Riley to explore the creative resurgence of out-of-home (OOH) advertising—and why it’s becoming a powerful tool for modern marketers. From billboards and digital signage to guerrilla tactics and experiential stunts, Charlie shares real-world examples of brands breaking through the noise with memorable, measurable campaigns.
They dive into how OOH has evolved from guesswork to data-driven precision, what B2B marketers can learn from D2C, and why internal storytelling is just as critical as external messaging. Plus, Charlie offers sharp insights on the limits of marketing titles, the value of partners over vendors, and how small teams can make a big impact.
In this episode, you’ll learn:
- How out-of-home fits into modern marketing, and what makes it measurable
- Why internal marketing is often more critical than external campaigns
- How to use data and instinct to find your ideal customer
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Charlie on LinkedIn: https://www.linkedin.com/in/charlieriley/
Explore OneScreen.ai: https://www.onescreen.ai
Timestamps:
(00:00) Intro
(01:27) Charlie’s path to marketing leadership
(03:15) Why out-of-home is more than just billboards
(05:30) Creative case studies and real-world OOH impact
(07:10) How OneScreen uses data to eliminate the guesswork
(10:45) The B2B vs D2C mindset shift
(14:15) Using out-of-home for ABM
(16:40) Storytelling with data
(19:00) Why marketing titles are often misleading
(21:10) Internal marketing is your hidden superpower
(23:30) Snorkeling vs. deep diving as a modern marketer
(25:00) How to partner with OneScreen
“Favor fit over fame for influencer marketing success,” says Vivien Garnès, co-CEO at Upfluence
In this episode of The Content Cocktail Hour, Vivien Garnès, co-founder and co-CEO of Upfluence, joins Jonathan Gandolf to unpack influencer marketing in the B2B and B2B2C space. Vivien shares why aligning your influencer’s audience with your brand matters more than follower counts, how influencer marketing has matured beyond vanity metrics to focus on real business impact, and why brands should give influencers creative freedom to unlock authentic engagement. She also opens up about her entrepreneurial journey launching Upfluence, how the co-CEO model works for her company, and an unpopular marketing opinion that changed their approach to ad spend.
In this episode, you’ll learn:
- Why fit matters more than fame when choosing influencers
- How to measure influencer marketing success beyond impressions and likes
- The benefits and challenges of sharing creative control with influencers
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Vivien on LinkedIn: https://www.linkedin.com/in/vgarnes/?locale=en_US
Explore Upfluence: https://www.upfluence.com/
Timestamps:
(00:00) Intro
(00:06) Two schools of thought on B2B influencer marketing
(06:20) Favoring fit over fame in influencer partnerships
(09:00) Balancing editorial control and influencer freedom
(12:15) Tracking meaningful ROI in influencer marketing
(14:30) Vivien’s entrepreneurial beginnings and launching Upfluence
(18:00) How the co-CEO model works for Upfluence
(19:50) Branded ad campaigns and marketing assumptions
“Focus beats frenzy every time,” says Jason Hubbard, founder & CEO of DemandMagic
In this episode of The Content Cocktail Hour, Jason Hubbard, founder & CEO of DemandMagic, joins Jonathan Gandolf to explore the evolving world of growth marketing for B2B SaaS companies. Jason shares why narrowing your target market is critical to scaling from series A to B, how AI is transforming go-to-market strategies when applied thoughtfully, and why entrepreneurs need more grit than glamour. He also opens up about his journey as a serial founder and offers practical advice on using AI not as a gimmick but as a problem-solving tool.
In this episode, you’ll learn:
- Why tight focus is vital for early-stage startup success
- How to approach AI as a tool for solving specific business problems
- The realities and mindset needed to thrive as a serial entrepreneur
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Jason on LinkedIn: https://www.linkedin.com/in/hubbardjason/
Explore DemandMagic: https://demandmagic.ai/
Timestamps:
(00:00) Intro
(03:00) Jason’s growth marketing origins and bootstrapped startup mindset
(04:30) The rise of services as software and AI’s role
(08:20) Why focus beats chasing a wide TAM
(11:10) Using AI to solve real business problems, not just for show
(14:30) Feeding go-to-market data into AI for actionable insights
(16:00) Personal uses of AI and digital nomad lifestyle plans
(17:30) The entrepreneurial mindset: why most won’t do it twice
“You don’t need to dumb down your message—you need to lift it up,” says Zach Messler, messaging strategist
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Zach Messler to unpack what clarity actually means in product marketing, and why so many companies get it wrong.
Zach shares the three deceptively simple questions every founder and marketer should be able to answer: “What is it? What does it do? Why does it matter?” He further discusses how to translate product complexity into compelling messaging, and why features don’t matter unless they’re tied to a deeper narrative. Zach also explains how to test your message in the wild, how to avoid the “everything, everywhere, all at once” trap, and the unlikely branding power of a Friday bourbon toast.
In this episode, you’ll learn:
- Why product marketing starts with positioning, and not performance tactics
- How to talk about your product without actually talking about your product
- What message clarity really means
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Zach on LinkedIn:https://www.linkedin.com/in/zachmessler/
Get Zach’s workbook: https://www.clarityrules.com
Check out Zach’s newsletter: https://boomshockalocka.kit.com/e247950337
Explore zachmessler.com:https://zachmessler.com/
Timestamps:
(00:00) Intro
(02:18) The bourbon journey begins
(05:37) The art of sipping whiskey
(07:35) Bourbon collections and their value
(13:24) The shift to messaging
(14:49) The essence of product marketing
(16:40) Defining your product
(17:25) The importance of clarity in messaging
(17:38) Understanding the power of messaging
(18:08) The importance of positioning statements
(20:17) Balancing product and problem messaging
(25:24) Testing and refining your message
(28:45) Connecting features to value
(30:28) Creating a messaging guide
“Bold moves get bold results,” says JH Scherck, founder & CEO of Growth Plays
In this episode of The Content Cocktail Hour, JH Scherck, founder & CEO of Growth Plays, joins Jonathan Gandolf to break down what it really takes to win with content in today’s fragmented, AI-driven search landscape. JH unpacks why traditional SEO still matters—but only if it’s tied to real pipeline—and shares his candid take on how most companies are playing it too safe. From AI-powered discovery to the value of earned media and coined frameworks, he offers a clear-eyed perspective on what’s changing (and what’s not) in B2B content strategy. If you’re tired of surface-level tactics and ready to create content that actually drives results, this one’s for you.
In this episode, you’ll learn:
- Why SEO still works—if you focus on pipeline
- How AI is reshaping search behavior and discovery
- Why bold, creative risks outperform safe plays in marketing
Resources:
Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with JH Scherck on LinkedIn: https://www.linkedin.com/in/jhtscherck/
Connect with JH Scherck on X: https://x.com/jhtscherck
Visit Growth Plays: https://growthplays.com/
Timestamps:
(00:00) Intro
(01:09) Meet JH Scherck and Growth Plays
(02:18) Drinking Dominus and California wine habits
(03:06) Is SEO dead? Why it’s evolving, not obsolete
(05:18) Fragmented search, new discovery behaviors
(06:47) Search as an introduction, not the whole journey
(07:44) Differentiation and finding your point of leverage
(08:51) Why pipeline matters more than traffic
(10:38) Content’s role in qualified lead generation
(12:58) How AI and GEO are influencing visibility
(14:56) What earns citations in generative engines
(15:27) Coining phrases over chasing keywords
(16:51) Why no one has GEO figured out—yet
(18:36) Personalization, prompts, and user context in AI
(20:11) JH’s unpopular opinion: Play it safe, stay stuck
(21:29) Career-defining content risks that paid off
(22:41) Playing it safe won’t get you promoted
(23:16) How to connect with JH and Growth Plays
“Our content should be worth someone’s time—and money,” says David Ebner, founder & CEO of Content Workshop
In this episode of The Content Cocktail Hour, David J. Ebner, founder & CEO of Content Workshop, returns to chat with Jonathan Gandolf about the evolving expectations for content in a post-AI world. David shares why content should meet a new “threshold of value”—so good people would willingly pay for it—and explains how this mindset influences everything from newsletters to long-form assets. He also unpacks the tension between automation and authenticity, why “moral marketing” matters, and how brands can embrace SEO and backlinks even in a zero-click search environment. If you’re feeling stuck on the AI content hamster wheel, this episode offers a compelling case for slowing down and zigging when everyone else is zagging.
In this episode, you’ll learn:
- How to create content that earns attention and trust
- Why brands should rethink the ROI of SEO and backlinks
- How to frame content creation as a moral decision, not just a metric
Resources:
Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with David Ebner on LinkedIn: https://www.linkedin.com/in/davidjebner
Visit Content Workshop: https://contentworkshop.com
Timestamps:
(00:00) Intro
(01:06) David’s background and the origin of Content Workshop
(03:27) Ube mocktails and scaling back on drinking
(04:01) Why content should be worth paying for
(06:13) Valuing time and attention in the age of AI
(08:21) The ROI of high-value content
(09:57) Content libraries as recurring revenue assets
(11:21) Real examples of premium content from David’s team
(12:03) Give away the secret sauce
(13:54) Standing out with quality, not just quantity
(15:55) Why marketers must create with morality in mind
(17:22) Who does your content help—and hurt?
(20:54) David’s unpopular opinion: SEO still matters
(22:24) Why backlinks are more important than ever
(24:10) What generative engines reveal about good SEO
(25:20) How to connect with David and Content Workshop
“In the age of AI, the only differentiator is how you get your people to scale,” saysRachel Downey, founder and CEO ofShare Your Genius
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Rachel Downey, founder and CEO of Share Your Genius, to explore what it really takes to build a high-impact podcast or content feed in today’s B2B world.
Rachel breaks down the difference between launching a “show” and building a “feed,” why downloads don’t tell the whole story, and how marketers should be thinking about ROI in human-first content strategies. She also shares how companies can start small, get scrappy, and make smarter content investments—without sacrificing authenticity.
In this episode, you’ll learn:
- Why a podcast might not be the best place to start—and what to do instead
- How to differentiate between metrics of performance and metrics of success
- What “people-first” content actually looks like and how to scale it effectively
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Rachel on LinkedIn:https://www.linkedin.com/in/rachelelstsdowney/
Explore Share Your Genius:https://www.shareyourgenius.com
Timestamps:
(00:00) Intro
(01:26) The evolution of podcasting
(02:24) Personal journey in podcasting
(04:38) Show vs. feed
(06:29) Measuring success in podcasting
(14:08) Building a business case for podcasts
(17:21) The role of AI in content creation
(21:42) Why LinkedIn works better without a plan
“I don’t think B2B is as boring as people say it is. I think people are just bored in general,” saysBrianna Doe, founder and CEO ofVerbatim.
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Brianna Doe, founder and CEO of Verbatim, to unpack how B2B brands can show up with the same creative energy as B2C—without chasing trends or bloating their budgets.
Brianna shares why influencer marketing deserves a real seat at the B2B table, what a minimum viable pilot program actually looks like, and how building a network on LinkedIn helped her go all-in on her own agency with zero outbound. She also dives into how internal influencers (yes, even your CEO) can drive brand affinity more authentically than any corporate page.
In this episode, you’ll learn:
- How to test influencer marketing in B2B—without a 6-figure budget
- Why internal creators are your brand’s most underutilized asset
- What it takes to confidently build a business and brand from scratch
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Brianna on LinkedIn:https://www.linkedin.com/in/brianna-doe/
Explore Verbatim:https://www.verbatim.com
Timestamps:
(00:00) Intro
(01:07) Brianna's background and current work
(01:52) From old fashioneds to margaritas
(03:06) Journey into influencer marketing
(04:42) Influencer marketing strategies for B2B
(12:28) Tools and resources for influencer marketing
(13:21) Internal influencers and company culture
(16:48) The journey to Verbatim
“Building strong relationships takes time, and that’s what many B2B marketers miss,” says Mike Allton, Chief Storyteller at Agorapulse
In this episode of The Content Cocktail Hour, Mike Allton, Chief Storyteller at Agorapulse, joins Jonathan Gandolf to discuss the evolution of social media marketing and why relationships, not quick sales, are the foundation of B2B success. Mike shares his journey from influencer ambassador to storyteller at Agorapulse, his thoughts on how brands can empower employees to share their story, and why relationship-building in social media cannot be automated by AI. He also discusses the challenges of AI-generated content, the importance of brand consistency, and why LinkedIn connection requests shouldn’t always lead to a sales pitch.
In this episode, you’ll learn:
- How to empower employees to authentically represent your brand
- Why building relationships on social media requires patience and time
- How to balance automation with personal connection in B2B marketing
Resources:
Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Mike Allton on LinkedIn: https://www.linkedin.com/in/mikeallton/
Connect with Mike Allton through The AI Hat: https://theaihat.com/connect/
Explore The AI Hat: https://theaihat.com/
Explore Agorapulse: https://www.agorapulse.com/
Timestamps:
(00:00) Intro
(01:31) Mike Allton’s journey and role at Agorapulse
(04:03) The importance of empowering employees to share brand stories
(07:02) The shift from corporate to human voices in social media
(11:06) Navigating AI’s influence on social media content
(12:30) How AI is both a tool and a challenge for content creation
(13:04) The dangers of LinkedIn pitch slaps
(14:30) Balancing automation and personal connection in outreach
(19:17) The evolution of social media marketing in B2B
(22:19) The future of relationship-building in digital marketing
“Positioning and messaging might be perfect, but without distribution, it doesn’t mean anything,” says Jonathan Pipek, founder and CEO of Blue Manta Consulting
In this episode of The Content Cocktail Hour, Jonathan Pipek, founder and CEO of Blue Manta Consulting, joins Jonathan Gandolf to unpack the often-misunderstood world of product marketing—and why distribution, not differentiation, is the real battleground for startups. Jonathan shares why startups should consider fractional product marketing support before making their first full-time hire, what’s broken about personalization at scale, and why webinars feel increasingly outdated in today’s crowded B2B environment. He also dives into the critical role of language, community, and actionable content in building trust with modern buyers.
In this episode, you’ll learn:
- When startups should hire product marketing and when they shouldn’t
- Why AI personalization at scale often backfires
- How distribution has overtaken positioning as the real growth challenge
Resources:
Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Jonathan Pipek on LinkedIn: https://www.linkedin.com/in/jonathanpipek/
Explore Blue Manta Consulting: https://www.bluemantaconsulting.com/
Timestamps:
(00:00) Intro
(01:31) Jonathan Pipek’s background and approach to startups
(04:03) Defining product marketing at early-stage companies
(07:02) When to hire product marketing full-time vs fractional
(11:06) What’s not working: AI personalization at scale
(12:30) Why ads are delivering diminishing returns
(13:04) The distribution problem no one talks about
(14:30) How product marketing and content marketing should collaborate
(19:17) Why webinars feel outdated in 2025
(22:19) Why actionable content beats thought leadership today
“I think AI is not the future. Human-led content is the future. Authentic stories are the future,” says Tim Rath, co-founder and CEO ofYOYABA
In this episode of The Content Cocktail Hour, Tim Rath, co-founder and CEO of YOYABA, joins Jonathan to discuss the rise of revenue marketing—and why it’s much more than a buzzword. From co-founding an agency with his dad to working with powerhouse brands like HubSpot and Personio, Tim shares what it really takes to scale smartly in today’s B2B environment. He also explains why marketing teams need to think beyond MQLs and focus on what actually drives revenue, retention, and growth.
In this episode, you’ll learn:
- How revenue marketing shifts focus from lead gen to business outcomes
- The importance of product-market fit and message-market fit
- The underrated power of personal branding in a noisy AI-driven world
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Tim on LinkedIn: https://www.linkedin.com/in/timrathofficial/
Explore YOYABA: https://www.yoyaba.com/
Timestamps:
(00:00) Intro
(03:52) The concept of revenue marketing
(07:22) Aligning marketing and sales for success
(12:20) The role of brand marketing
(13:37) Keys to rapid business growth
(17:01) Founding a business with family
(18:32) Building a marketing career from scratch
(19:58) AI is not the future
“Don’t ask for the meeting. People aren’t dumb. Your job is to help them do theirs better,” saysMason Cosby, CEO and co-founder ofScrappy ABM
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Mason Cosby, CEO and co-founder of Scrappy ABM, to break down what account-based marketing really looks like without six-figure software.
Mason shares how his team generated $3M in revenue in 18 months using little more than a podcast and LinkedIn—and why most companies get ABM wrong by focusing on tools instead of strategy. He also outlines the criteria for who should and shouldn’t be running ABM, and how aligning with finance, sales, and customer success is the real game-changer.
In this episode, you’ll learn:
- Why tooling isn’t what makes or breaks your ABM program—and what actually does
- How to build a content-led ABM engine using what you already have
- The critical signals that mean your company is (or isn’t) ready for ABM
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Mason on LinkedIn: https://www.linkedin.com/in/masoncosby/
Explore Scrappy ABM: https://scrappyabm.com
Timestamps:
(00:00) Intro
(01:20) Marketing insights
(01:49) The essence of Scrappy ABM
(04:01) Building effective ABM programs
(16:28) The role of content in ABM programs
(16:56) Starting with what you have
(19:23) Mapping content to buyer journeys
(26:43) Don’t ask for the meeting
“You can’t expect customers to come back if they’re not getting a good experience,” says Christian Burne, CTO of Oshyn
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Christian Burne, CTO of Oshyn, to explore the world of digital trust and its critical role in creating exceptional website experiences. From performance and accessibility to security, Christian explains how companies can build trust with their users by focusing on these three key pillars.
Christian shares insights from Oshyn’s Digital Trust Index, which measures how well websites perform across these areas, and discusses why companies with the best security scores aren’t always excelling in other areas. He also explores the implications of headless websites, sharing when they make sense and when they might not be the right fit for every business. The conversation touches on how small adjustments can make a big difference in customer experience and why prioritizing digital hygiene is more important than ever.
In this episode, you’ll learn:
- Why security alone isn’t enough for a great website experience
- How the Digital Trust Index helps brands measure their online performance
- When to choose headless websites—and when to reconsider
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Christian on LinkedIn: https://www.linkedin.com/in/christianburne/
Explore Oshyn: https://www.oshyn.com/
Check out the Oshyn Digital Trust Index: https://lp.oshyn.com/o/oshyn-digital-trust-index-report/
Analyze your site’s performance using Oshyn’s AI-Enabled Reliability Report: https://www.oshyn.com/reliability-report?utm_source=chatgpt.com
Timestamps:
(00:00) Intro
(01:12) Christian’s role at Oshyn and the Digital Trust Index
(03:00) The importance of performance, accessibility, and security
(06:10) When headless websites make sense
(09:30) Key findings from the Digital Trust Index report
(12:20) Measuring what matters in web performance
(15:00) The role of AI in web experiences
(17:00) What companies often overlook in their websites
“The easiest and most reliable way to get amazing talent is to work with your network and your employees’ networks,” says Emeric Ernoult, co-founder and CEO of Agorapulse
In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Emeric Ernoult, co-founder and CEO of Agorapulse, to explore the power of leveraging social media and networks to build a successful business. Emeric shares how his journey as a SaaS entrepreneur has led him to discover the critical role that social media plays in attracting top talent, driving brand awareness, and generating quality leads.
From Agorapulse’s early product-led growth to its transformation into a marketing and sales-led company, Emeric discusses how the company shifted its approach and why leveraging your employees and their networks is key to achieving greater success. He also shares his unique take on why branding is just as important as lead generation and how the right social media strategies can yield impressive results.
In this episode, you’ll learn:
- How to effectively leverage your employees’ networks to hire top talent
- Why social media isn’t just about posting content, but about creating genuine connections
- The balance between branding and lead generation in B2B marketing
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Emeric on LinkedIn: https://www.linkedin.com/in/ernoult/
Explore Agorapulse: https://www.agorapulse.com/
Timestamps:
(00:00) Intro
(01:10) Emeric’s background and entrepreneurial journey
(03:00) The evolution from product-led to marketing and sales-led at Agorapulse
(06:45) The importance of leveraging your employees’ networks for growth
(10:20) Balancing branding with lead generation
(13:30) Measuring social media success and ROI
(17:10) The future of social media marketing in B2B
(21:00) Key lessons learned from failures and successes in business
“People relate to people, not tasting notes,” saysHaley Moore, founder ofAcquire
In this episode of The Content Cocktail Hour, Jonathan Gandolf welcomes Haley Moore, founder of Acquire, to explore the intersection of hospitality and B2B marketing. From her Michelin-star sommelier roots to reimagining virtual and in-person events for top brands, Haley shares how human connection—not decks or tasting notes—is the key to unforgettable customer experiences.
She shares her belief that the best events aren’t necessarily the biggest or most expensive—they’re the most personal. Haley breaks down why surprise-and-delight isn’t just a hospitality trick, but a scalable B2B strategy, and why the smallest gestures often make the biggest impressions.
In this episode, you’ll learn:
- How Acquire brings Michelin-level hospitality to virtual and in-person B2B events
- Why personalization at scale beats templated “event in a box” strategies
- The power of follow-up: what happens after the event matters most
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Haley on LinkedIn: https://www.linkedin.com/in/haley-moore-9606711a6/
Explore Acquire: https://acquire-wine.com
Timestamps:
(00:00) Intro
(01:15) Haley's journey in the restaurant business
(02:01) The birth of Acquire during the pandemic
(02:25) The evolution of virtual events
(03:13) The magic of wine and storytelling
(05:33) Jonathan's background and insights
(08:52) The power of hospitality in business
(15:44) Learnings about founding and scaling a business
(18:50) How salespeople are missing what actually matters
“Video is a tool for democratizing creative storytelling,” shares Drew Brucker, Director of Brand & Content at Goldcast
In this episode of The Content Cocktail Hour, Drew Brucker, Head of Brand and Content at Goldcast, shares how B2B marketing has evolved in a video-first world, and why companies can no longer afford to avoid using video as a key content strategy. Drew discusses Goldcast’s shift from being an event platform to a comprehensive B2B video content solution, and how AI is playing a huge role in making video production more accessible and scalable for marketers.
He explores the power of video for building mindshare, the importance of creating memorable content, and why marketers need to adapt to the growing trend of video-first strategies.
In this episode, you’ll learn:
- Why video-first content strategies are the future of B2B marketing
- How to leverage AI to make video production more efficient
- The shift from transactional marketing to relationship-building with mindshare
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Drew on LinkedIn: https://www.linkedin.com/in/drewbrucker/
Explore Goldcast: https://goldcast.io
Explore Content Lab: https://www.goldcast.io/contentlab
Timestamps:
(00:00) Intro
(01:33) Drew’s journey and Goldcast’s evolution
(03:00) The role of AI in content creation
(06:00) Shifting to a video-first content strategy
(10:00) Building mindshare with video
(14:20) Why marketers need to rethink ROI
(17:00) The impact of video on brand awareness
(20:00) Tips for successfully integrating video in B2B marketing
“Great content is content that’s worth 10x the reader’s time,” says Ryan Allis, CEO and Founder of SaasRise
In this episode of The Content Cocktail Hour, Ryan Allis, Founder of SaasRise, shares the playbook behind scaling a content-led B2B growth engine in 2025. He breaks down why traditional inbound and SEO strategies are losing steam, and how AI-personalized outbound and ABM are becoming the new standards for driving qualified leads.
Ryan also walks through his weekly content creation workflow, SaasRise’s approach to LinkedIn thought leadership, and the underrated power of tracking content impressions across every touchpoint.
In this episode, you’ll learn:1. Why inbound marketing and SEO need a major update in the age of AI 2. How SaasRise uses AI-personalized outbound to achieve high-performing lead gen 3. What a modern B2B content machine looks like and how to build one from scratch
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Ryan on LinkedIn: https://www.linkedin.com/in/ryanallis/
Explore SaasRise: https://www.saasrise.com/
Timestamps:
(00:00) Intro
(03:52) Inbound marketing is losing ground
(06:31) Reaching cold leads that convert
(11:28) How Ryan creates weekly content fast
(13:18) Why AI outbound works better now
(16:20) What Ryan tracks across all channels
(21:38) AI emails are driving most leads
“Marketers are sociologists. We see the entire market. Sales are psychologists. They focus on one thing in front of them,” sharesNadia Davis, VP of Marketing atCaliberMind
In this episode of The Content Cocktail Hour, Nadia Davis, VP of Marketing at CaliberMind, unpacks the realities of ABM, revenue marketing, and why marketing leaders need to align with the language of the boardroom. Nadia shares how ABM has always existed—long before platforms tried to "productize" it—why MQLs aren’t actually dead, and the biggest mistake companies make when implementing account-based strategies.
She also explores the operational side of marketing, offering insights on why instrumentation and process matter just as much as creativity, and how marketers can set themselves up for success when stepping into new leadership roles.
In this episode, you’ll learn:
- Why ABM isn’t as new as people think—and how to actually make it work
- How to prove marketing’s value in the boardroom and tie impact to revenue
- The biggest tech trap ABM marketers fall into—and how to avoid it
Resources:
Connect with Jonathan on LinkedIn:https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus:https://audienceplus.com
Connect with Nadia on LinkedIn:https://www.linkedin.com/in/nadiadavis/
Explore CaliberMind:https://www.calibermind.com
Timestamps:
(00:00) Intro
(01:33) Nadia's marketing journey and insights
(03:56) The evolution and misconceptions of ABM
(05:16) Defining ABM and its practical applications
(08:21) Challenges and strategies in ABM implementation
(15:28) Tracking success in ABM and marketing
(20:35) Nadia's first 90 Days at CaliberMind
(23:41) Why MQLs aren’t dead
“The smartest brands are the ones rallying people around a cause—not just selling a product.” says Karthi Ratnam, Co-Founder of Audience Haus
In this episode of The Content Cocktail Hour, Karthi Ratnam, co-founder of Audience Haus, joins Jonathan Gandolf to explore the power of Movement Marketing in B2B. Karthi shares how brands can break free from the “sea of sameness” by building authentic, engaged communities that drive lasting demand.
She talks about why founder-led movements are the future of B2B marketing, how human psychology plays a crucial role in brand-building, and why traditional marketing tactics are failing in today’s landscape. Karthi also discusses the role of AI in sales and marketing, explaining how businesses can leverage AI while keeping human connection at the core of their strategies.
In this episode, you’ll learn:1. Why Movement Marketing is the key to standing out in B2B 2. How AI can enhance, not replace, human-led marketing 3. The importance of founder-led sales and why leaders should be the face of their brand
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Karthi on LinkedIn: https://www.linkedin.com/in/karthiratnam/
Explore Audience Haus: https://www.audiencehaus.com/
Timestamps:
(00:00) Intro
(01:12) What is Movement Marketing?
(03:28) Why traditional B2B marketing is failing
(06:45) The psychology behind movement-driven branding
(10:02) The rise of founder-led sales and why it matters
(14:30) How AI can support human-first marketing
(19:20) The challenges of building a brand-led community
(24:05) Karthi’s unpopular opinion on B2B marketing
“You wouldn’t send your AI to a sales dinner to close a deal. You would still go, but the AI can do so much work for you to prepare and even get you that dinner.” says Garrett Scott, VP of Marketing atBounti.ai
In this episode of The Content Cocktail Hour, Garrett Scott, VP of Marketing at Bounti.ai joins Jonathan Gandolf to discuss how AI is reshaping B2B sales and marketing. Garrett shares insights on how AI augments—not replaces—human decision-making, how Bounti.ai approaches go-to-market strategies, and why personalization and efficiency are the keys to success in the evolving AI landscape.
Garrett also dives into the practical ways AI enhances marketing workflows, from eliminating the “blank page” problem to accelerating content production, and explains why the future isn’t just about AI—it’s about the synergy between AI and human expertise.
In this episode, you’ll learn:1. How AI can eliminate the “blank page” problem and accelerate content creation 2. Why AI should be used to augment human decision-making rather than replace it 3. The strategy behind Bounti.ai’s unique approach to launching multiple AI-driven brands
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Garrett on LinkedIn: https://www.linkedin.com/in/garrettscott/
Explore Bounti.ai: https://bounti.ai
Timestamps:
(00:00) Intro
(01:09) AI's role in marketing
(01:56) The human touch in AI
(03:29) AI in sales and marketing
(08:13) Bounti Labs' unique approach
(13:25) Using AI in daily marketing tasks
(15:15) Challenges and success metrics
(19:01) Skepticism about LinkedIn
“Social media programs that are built solely for driving awareness are almost always destined to fail, not because they don’t achieve their objective, but that they are almost always misaligned,” says Darien Payton, founder and CEO at Antidote
In this episode of The Content Cocktail Hour, Darien Payton, Founder and CEO of Antidote, challenges the way B2B brands think about social media. Darien breaks down why social media should drive demand—not just awareness—and why creativity is the key to capturing attention and fueling pipeline growth. Darien introduces the concept of Creative Demand, shares real-world examples of unconventional marketing tactics, and explains why taking a clear stance in content is the most effective way to stand out.
In this episode, you’ll learn:1. Why traditional social media strategies in B2B are failing—and how to fix them 2. How Creative Demand combines storytelling and strategy to drive revenue 3. The role of strategic campaigns in turning social into a demand engine
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Follow Darien on X: https://x.com/DarienPayton
Connect with Darien on LinkedIn: https://www.linkedin.com/in/darienpayton/
Explore Antidote: https://www.antidotemedia.co/
Timestamps:
(00:00) Intro
(01:18) Creative demand explained
(03:18) The role of creativity in demand generation
(06:14) Successful creative campaigns
(08:10) Social media strategies for B2B
(14:56) Converting social media into demand
(18:47) Misalignment of social media and business objectives
“The minute you put down a sales motion on paper, it’s already broken. Like it’s no longer relevant, right? It’s no longer relevant because your buyer has moved on,” says Ashar Rizqi, co-founder at Bounti.ai.
In this episode of The Content Cocktail Hour, Matt Cooley and Ashar Rizqi, co-founders of Bounti.ai, break down the evolving landscape of B2B go-to-market strategies and how AI is shifting the way businesses acquire and engage customers. They share why traditional BDR motions are failing, why agility beats enterprise sales, and how their AI-powered approach is scaling smarter, not harder. They talk about the dangers of AI-generated content flooding marketing channels, why email as a sales tool might be dying, and how product-led strategies are the future of B2B growth.
In this episode, you’ll learn:1. How Bounti.ai is building an alternative to enterprise sales motions 2. Why AI-driven content saturation could kill email and web marketing 3. The role of proprietary AI models in reshaping sales and marketing
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Matt on LinkedIn: https://www.linkedin.com/in/matt-cooley-12b2682/
Connect with Ashar on LinkedIn: https://www.linkedin.com/in/ashar-rizqi-6614487/
Explore Bounti.ai: http://Bounti.ai
Timestamps:
(00:00) Intro
(01:06) Why traditional go-to-market strategies are broken
(04:14) The problem with forecasting in sales
(06:32) How Bounty AI automates sales prospecting and outreach
(09:46) Why AI should focus on delighting customers, not just efficiency
(14:16) The impact of AI on buyer behavior and marketing channels
(19:33) Why B2B sales needs a new model
“People read three-star reviews. They don't read five-star reviews. People are looking for truth. They're looking for actual helpful content, and nothing's five stars,” says Allyson Havener, CMO at TrustRadius
In this episode of The Content Cocktail Hour, Allyson Havener, CMO at TrustRadius, explores how reviews, AI, and data-driven content are shaping modern B2B marketing. Allyson shares why quality beats quantity when it comes to reviews, how TrustRadius is setting the industry standard for authenticity in customer voice, and why proprietary data is a brand’s secret weapon in the age of AI. She also offers her unique perspective on why CMOs, not CROs, should lead go-to-market teams and how aligning marketing with finance is a game-changer.
In this episode, you’ll learn:1. Why TrustRadius rejects nearly half of its submitted reviews to maintain quality and credibility 2. How AI is affecting buyer trust—and how businesses can protect their content from becoming commoditized 3. The hidden power of proprietary data and how it fuels content, product, and marketing strategy
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Allyson on LinkedIn: https://www.linkedin.com/in/allyson-havener
Explore TrustRadius: https://www.trustradius.com
Timestamps:
(00:00) Intro
(01:16) Understanding TrustRadius
(02:04) Balancing vendor and buyer solutions
(04:54) The importance of quality reviews
(05:53) Philosophy and strategy at TrustRadius
(08:52) AI's role in reviews
(12:39) TrustRadius' data-driven content strategy
(17:32) The value of content marketing
(23:38) Why CMOs may be better suited to lead revenue teams
“Identify the things that are eating away at people's time to do the jobs that they are getting paid to do,” says Josh Carter, Senior Director of Demand Generation at Pavilion
In this episode of The Content Cocktail Hour, Josh Carter, Senior Director of Demand Generation at Pavilion, explores the unique challenges of marketing a professional membership community. Josh shares how Pavilion approaches demand generation differently than traditional B2B companies, why referrals are their most powerful growth engine, and how AI is transforming both internal efficiency and the buyer experience. He also explains the crucial role of a brand in long-term marketing success and why companies need to rethink how they leverage AI in their content strategies.
In this episode, you’ll learn:
- Why referrals drive 60-70% of Pavilion’s new memberships - and how they activate that channel
- How AI is helping sales teams personalize outreach and improve conversion rates
- The role of brand investment in building long-term demand and trust
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with Josh on LinkedIn: https://www.linkedin.com/in/joshcarter1116
Explore Pavilion: https://www.joinpavilion.com/
2024 B2B Buying Disconnect Report by TrustRadius and Pavilion: https://www.joinpavilion.com/resource/trustradius-2024-b2b-buying-disconnect-report
Timestamps:
(00:00) Intro
(02:00) Understanding Pavilion's unique DemandGen approach
(04:06) The role of AI in Pavilion's sales process
(04:57) Optimizing the sales funnel with AI
(06:02) Leveraging AI for personalized marketing
(15:17) Building a centralized AI knowledge repository
(17:29) Balancing AI and brand authenticity
(21:55) The importance of brand in B2B marketing
“If you're a content marketer, it's probably the golden era of your practice coming, because creativity is going to be rewarded,” says Anthony Kennada, Founder and CEO of AudiencePlus
In this episode of The Content Cocktail Hour, Anthony Kennada, founder and CEO of AudiencePlus, breaks down a major announcement—the merger of AudiencePlus and The Juice. They discuss how this game-changing move brings together two companies that were tackling the same challenge from different angles, ultimately empowering B2B marketers to create, distribute, and convert content more effectively than ever before. Jonathan and Anthony explore the state of B2B marketing today, why traditional lead-generation tactics are failing, and how AI, first-party data, and owned media are shaping the future.
In this episode, you’ll learn:
- Why traditional inbound marketing is broken—and what’s replacing it
- How first-party data and AI are reshaping B2B content strategies
- The real reason brand and demand should never be separate
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Connect with Anthony on LinkedIn: https://www.linkedin.com/in/akennada
Explore AudiencePlus: https://audienceplus.com
Timestamps:
(00:00) Intro
(01:27) Why the old marketing playbook no longer works
(07:36) The myths and realities of multi-touch attribution
(13:30) The role of AI and first-party data in marketing’s future
(15:41) The real reason marketing budgets get cut
(21:10) The dark social dilemma: Can it actually be tracked?
(22:15) How AudiencePlus and The Juice are combining forces
“I’ve actually had folks critique me on like, ‘Why are you Do I Need SEO if you believe in video so much?’ I’m trying to like, lead the charge and letting folks know—YouTube is SEO,” says Devin Pickell, Founder at Do I Need SEO
In this episode of The Content Cocktail Hour, Devin Pickell, founder at Do I Need SEO, breaks down the deep secrets of B2B marketing that most brands overlook. Devin shares how brands can harness YouTube as an SEO powerhouse, why video is the missing piece in most content strategies, and how audience engagement drives real business results. He also explains why AI-driven content might already be losing its edge and how brands can stay ahead by focusing on human-first, authentic content.
In this episode, you’ll learn:
- Why YouTube is an untapped SEO goldmine
- How video content impacts brand trust and discoverability
- The real reason AI-generated content is losing engagement
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Devin on LinkedIn: https://www.linkedin.com/in/devin-pickell/
Explore Do I Need SEO: https://www.doineedseo.com/
Timestamps:
(00:00) Intro
(01:06) Devin’s background: From SEO to video marketing
(07:42) Why YouTube is an SEO powerhouse for B2B brands
(11:49) How video builds trust and engagement
(13:03) AI content fatigue and the need for human-first content
(16:29) The role of audience retention in content success
(25:00) How brands can repurpose video content for maximum reach
"I think in 2025, you should market your product before you sell it, before you build it. You start with demand as the top of the funnel," says Amos Bar-Joseph, CEO of Swan AI
In this episode of The Content Cocktail Hour, Amos Bar-Joseph, CEO of Swan AI, joins Jonathan Gandolf to discuss the evolving landscape of B2B sales and marketing in the age of AI. Amos shares his perspective on why traditional go-to-market strategies are outdated and how companies should shift their focus to marketing first, then sales, then product.
In this episode, you’ll learn:
- Why founder-led marketing should be a top priority for B2B startups
- How AI can enhance human relationships rather than replace them
- Why marketing should come before sales and product in today’s go-to-market strategy
Resources:
- Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
- Check out The Juice: https://www.thejuicehq.com/
- Connect with Amos on LinkedIn: https://www.linkedin.com/in/amos-bar-joseph-5a665a142/
- Check out Swan AI: https://www.getswan.com/
Timestamps
(00:21) Intro
(00:21) Intro
(01:21) Amos' entrepreneurial journey
(02:11) The philosophy behind Swan AI
(03:52) The importance of talent in startups
(05:07) Marketing first approach
(07:58) Humanity in AI: A new perspective
(15:14) Founder-led marketing insights
(18:53) The overemphasis on growth at all costs
“Attribution isn’t about proving marketing’s worth—it’s about doing better marketing,” says Drew Smith, Founder and CEO of Attributa
In this episode of The Content Cocktail Hour, Drew Smith, Founder and CEO of Attributa, talks about the real secrets behind marketing attribution—beyond the hype and LinkedIn hot takes. Drew shares why most companies struggle with attribution, the biggest misconceptions about multi-touch tracking, and why the credit game between marketing and sales is a losing battle. He also unpacks the complexities of dark social, self-reported attribution, and how businesses should rethink their approach to tracking marketing success.
In this episode, you’ll learn:
- Why marketing attribution should never be about claiming credit
- How to ask the right questions before investing in attribution tools
- When your company actually needs multi-touch attribution (and when it doesn’t)
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Drew on LinkedIn: https://www.linkedin.com/in/drewsmitty/
Explore Attributa: https://attributa.io/
Timestamps:
(00:00) Intro
(02:14) Why most marketers struggle with attribution
(07:36) The myths and realities of multi-touch attribution
(11:45) The real reason marketing budgets get cut
(15:29) The dark social dilemma: Can it actually be tracked?
(21:10) Self-reported attribution vs. data-driven tracking
(24:42) Why playing the credit game will hurt your marketing team
(28:15) Final thoughts and takeaways
“Be strategic. Say no to things. Less is more,” says Aneesh Lal, Founder of the Wishly Group
In this episode of The Content Cocktail Hour, Aneesh Lal, Founder of the Wishly Group, shares his journey from media sales to building a successful creator talent agency. Aneesh talks about how brands can leverage multi-channel, multi-month strategies to create lasting audience connections. He also emphasizes the value of strategic brand partnerships, creator empowerment, and avoiding the pitfalls of overextending on brand deals.
In this episode, you’ll learn:
- Why creators should focus on fewer, higher-value brand deals
- The importance of multi-channel strategies in influencer marketing
- How to measure success and build trust in creator-brand partnerships
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Aneesh on LinkedIn:https://www.linkedin.com/in/aneeshlal/
Explore the Wishly Group: https://www.wishlygroup.ca/
Timestamps:
(00:00) Intro
(01:01) Aneesh’s career journey and starting the Wishly Group
(06:33) Less is more when it comes to brand deals
(07:43) Multi-channel influencer marketing strategies
(10:24) How to measure success in brand collaborations
(18:19) The future of B2B influencer marketing on LinkedIn
“If you don’t have anything interesting to say, people won’t care, no matter how good your targeting is,” says Kae Neskovic, Executive Creative Director at Superside
In this episode of The Content Cocktail Hour, Kae Neskovic, Executive Creative Director at Superside, talks about how branding is evolving in the face of competition and the integration of AI in creative workflows. Kae explores the balance between creativity and efficiency in a resource-constrained marketing landscape, sharing insights into how Superside invests in building brand foundations that drive long-term success. She also highlights the growing importance of human connection in B2B marketing and the rising demand for authentic, people-driven brand strategies.
In this episode, you’ll learn:
- Why branding is more important than ever in a competitive B2B market
- How AI complements creativity without replacing the human touch
- The value of creating communities and fostering authentic connections
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Kae on LinkedIn: https://www.linkedin.com/in/koviljka/
Explore Superside: https://www.superside.com/
Timestamps:
(00:00) Intro
(01:05) From agency life to Superside
(03:50) Navigating the pressures on creative teams
(06:34) Using AI to streamline workflows and amplify creativity
(12:35) Brand as a driver of efficiency
(18:37) Remote work and its impact on collaboration
(25:35) Building communities through authentic marketing
“If partnerships aren’t a top priority, maybe revenue isn’t either,” says Tyler Calder, CMO at PartnerStack
In this episode of The Content Cocktail Hour, Tyler Calder, Chief Marketing Officer at PartnerStack, talks about the evolving role of partnerships in B2B marketing. Tyler shares his approach to redefining partnerships as a key driver of indirect revenue, explains why companies should shift focus from tactics to outcomes, and explores the parallels between partnerships, marketing, and entrepreneurship. He highlights how PartnerStack applies its own principles, from co-marketing to account-based strategies, and why bias toward action is essential for success.
In this episode, you’ll learn:
- Why partnerships are more than just integrations—they’re about indirect revenue
- How to align partnerships with business outcomes, from awareness to revenue
- The importance of balancing long-term strategy with short-term action
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Tyler on LinkedIn: https://www.linkedin.com/in/tyler-calder/
Explore PartnerStack: https://partnerstack.com/
Timestamps:
(00:00) Intro
(02:39) Defining partnerships as indirect revenue
(06:28) Aligning partnerships with strategic business outcomes
(10:45) Why revenue should drive partnership priorities
(14:12) Balancing short-term wins and long-term partnership goals
(19:36) PartnerStack’s partnership-driven marketing strategy
“If you haven't figured out what your customers actually care about and what they connect with, you're just not allowed to use AI,” says Hiba Amin, Founder at Sandia Consulting
In this episode of The Content Cocktail Hour, Hiba Amin, content consultant and founder of Sandia Consulting, shares her unique “Shrek AI Framework,” emphasizing why finding your core story is essential before leveraging AI in marketing. Hiba talks about her personal journey of going “mini-viral” on LinkedIn, the importance of balancing creativity and technology, and why scaling without quality is a recipe for failure. She also explains how marketers can find small wins with AI, avoid burnout, and embrace fun and authenticity in their work.
In this episode, you’ll learn:
- Why you must define your core message before using AI for scalability
- How the Dunning-Kruger effect applies to AI adoption in marketing
- Practical ways to start small with AI and build your confidence
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Hiba on LinkedIn: https://www.linkedin.com/in/hibaamin/
Timestamps:
(00:00) Intro
(02:39) The Shrek AI Framework
(06:28) What “Finding Your Shrek” means
(10:45) Why Marketers Should Limit AI Dependence
(14:12) How to use AI without losing your soul
(19:36) How Hiba balances creativity, fun, and authenticity
"Your post doesn't just need to be the best post out there. It needs to be better than all of the posts that are on the first search results page," says Ben Kazinik, Sr. SEO Manager at monday.com
In this episode of The Content Cocktail Hour, Ben Kazinik, Senior SEO Manager at monday.com, explains why success in SEO writing comes from a mix of strategic content creation and thoughtful optimization. Ben breaks down the power of manual research, shares how tools like Ahrefs and Phrase.io uncover SEO gaps, and stresses the value of internal linking to boost rankings. He also discusses how AI is shifting search results and what marketers must do to adapt.
In this episode, you’ll learn:
- How to strike the right balance between creating and optimizing SEO content
- Why manual research is crucial for outperforming competitors
- Practical ways to improve SEO with tools, internal links, and targeted strategies
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Ben on LinkedIn: https://www.linkedin.com/in/ben-kazinik/
Check out monday.com: http://monday.com
Check out SEO Bros: https://www.youtube.com/@seo-bros
Timestamps:
(00:00) Intro
(03:42) How to create competitive SEO content
(05:35) New content vs optimizing content for SEO
(10:37) Inside monday.com’s content team structure
(13:08) PLG vs sales-led content strategy differences
(14:19) How AI is changing SEO performance
(16:19) Top SEO tools for small businesses
(19:26) The SEO Bros and their roast series
“People are going to talk about you whether you’re in the room or not. Why not take a proactive approach and help augment that narrative?” says Gianna Scorsone, COO and co-founder at Champion HQ
In this episode of The Content Cocktail Hour, Gianna Scorsone, Co-Founder & COO at Champion HQ, talks about the importance of focusing on customer retention, cross-functional alignment, and leveraging AI to identify your brand advocates. She also talks about her experience scaling businesses from $5M to $100M, the value of customer-led growth, and why SaaS organizations often overcomplicate their approach to growth.
In this episode, you’ll learn:
- Why customer marketing is the voice of the customer
- How AI-powered tools can identify champions and drive advocacy
- The key to aligning teams for sustainable growth
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Gianna on LinkedIn: https://www.linkedin.com/in/giannascorsone/
Learn more about Champion HQ: https://www.championhq.com/
Timestamps:
(00:00) Intro
(01:05) Gianna’s journey from sales leader to co-founder
(05:30) Why customer retention is key to growth
(08:06) From start up to scale up
(09:53) Creating marketing strategies based on your customer base
(12:04) Identifying your ‘champion’ users
(13:29) Leveraging AI to identify and nurture customer champions
(16:45) The best customer marketing campaign
(20:10) Breaking free from the hamster wheel of traditional growth strategies
“We’ve started to create a flywheel with AI workflows—connecting sales, marketing, and everything in between,”says Nathan Thompson, Head of Content Strategy at copy.ai
In this episode of The Content Cocktail Hour, Nathan Thompson, Head of Content Strategy at copy.ai, explains how AI workflows are reshaping marketing and copywriting. Nathan shares his journey from building scrappy, organic content strategies to leading innovative, AI-driven processes at copy.ai. He explains why the future of AI in marketing isn’t just about generating text but about connecting strategies, breaking silos, and creating cohesive workflows.
In this episode, you’ll learn:
- Why AI workflows outperform task-based tools like ChatGPT
- How to break data silos and align sales and marketing through AI
- Practical ways to use AI for thought leadership, SEO, and campaign execution
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Nathan on LinkedIn: https://www.linkedin.com/in/nathan-likes-writing/
Learn more about copy.ai: https://www.copy.ai/
Timestamps:
(00:00) Intro
(01:13) Nathan’s journey in content strategy and AI
(05:57) Why workflows are the future of marketing
(10:42) Breaking silos between sales and marketing with AI
(15:20) How to create authentic thought leadership content at scale
(20:45) The role of AI in building personalized campaigns
(24:50) Nathan’s advice for marketers starting with AI
“Today, the best content is super fun. Don’t be afraid to let your brand freak flag fly,”says Rob Carpenter, Founder of AudienceLed
In this episode of The Content Cocktail Hour, Rob Carpenter, founder of AudienceLed, shares his journey from being a marketing leader to launching AudienceLed, a service helping B2B companies navigate a new era of audience-driven growth. Rob explains the evolution of marketing strategies, the diminishing returns of old playbooks, and why brands must embrace community-led and creator partnerships to build trust and relevance. He also gives practical advice on co-marketing, why fun and authenticity are key to standing out, and the importance of collaboration in today’s visible markets.
In this episode, you’ll learn:
- What “audience-led growth” means and why it’s vital today
- How brands can co-create meaningful campaigns with creators
- Ways to make your marketing fun, engaging, and impactful
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Rob on LinkedIn: https://www.linkedin.com/in/robmcarpenter/
Learn more about AudienceLed: https://www.audienceled.com/
Timestamps:
(00:00) Intro
(01:27) Rob’s journey to founding Audience Led
(05:33) Why traditional marketing playbooks no longer work
(09:40) Audience-led growth: how it works and why it matters
(14:15) Co-marketing and building authentic relationships with creators
(19:51) The power of fun and creativity in marketing
(24:00) Rob’s thoughts on B2B influencer strategies
“If you do that in a kind of fake way, people are going to smell it from a mile away. Their BS radars are going to go off,” says Shawnie Hamer, Director of Brand and Content Marketing at Crossbeam
In this episode of The Content Cocktail Hour, Shawnie Hamer, Director of Brand and Content Marketing at Crossbeam, tells us how Crossbeam uses Ecosystem-Led Growth to strengthen partnerships and create authentic, value-driven content. Shawnie shares her unique journey from academia to content marketing leadership and emphasizes the importance of aligning marketing efforts with customer trust. She also talks about the misconceptions around AI in content creation and highlights the irreplaceable value of human creativity.
In this episode, you’ll learn:
- What Ecosystem-Led Growth is and how it empowers go-to-market strategies
- Why authentic content outperforms keyword-focused traffic tactics
- How to create content that earns trust and delivers real value
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Shawnie on LinkedIn: https://www.linkedin.com/in/shawniehamer/
Explore Crossbeam: https://www.crossbeam.com/
Timestamps:
(00:00) Intro
(01:06) Shawnie’s background: From teaching to content marketing
(07:42) The power of trust in Ecosystem-Led Growth
(11:49) Aligning with larger brands authentically
(13:03) Quality vs. quantity in content strategy
(16:29) Listening to customers to create impactful content
(25:00) Why AI won’t replace authentic content creation
(26:34) Crossbeam’s new website and interactive elements
“Sponsor is not a dirty word. And I think that when it’s handled correctly, it can be very effective,” says Aaron Leeder, VP of Partnerships & Alliances at Pavilion
In this episode of The Content Cocktail Hour, Aaron Leeder, VP of Partnerships & Alliances at Pavilion, shares the art of balancing sponsorships with community building. Aaron explains how Pavilion prioritizes member-first values while creating meaningful partnerships with brands. He also explores the value of unique activations like salon dinners and the shifting impact of event sponsorships in cultivating genuine connections. From creative event strategies to building favorability within a community, Aaron highlights the importance of long-term relationship building in today’s marketing landscape.
In this episode, you’ll learn:
- Why sponsorships can enhance both member and sponsor experiences
- How to balance sponsorship revenue without compromising community values
- The power of creative activations like dinners and social experiences
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Aaron on LinkedIn:https://www.linkedin.com/in/aaronleeder/
Learn more about Pavilion:https://www.joinpavilion.com/
Timestamps:
(00:00) Intro
(01:13) Aaron’s unique path from music to partnerships at Pavilion
(05:29) Balancing member-first values with sponsorship strategies
(10:17) The ROI of creative activations like salon dinners
(14:42) Tips for maximizing sponsorships
(18:32) Creating amazing customer experiences through salon dinners
(20:26) Long-term thinking in sponsorship and relationship building
“AI makes content creation easier, but curating the right information at the right time is what truly drives success,” says Jesse Bourgeault-Trickey, Global Deployment Manager at Happeo
In this episode of The Content Cocktail Hour, Jesse Bourgeault-Trickey, Global Deployment Manager at Happeo, talks about the challenges and opportunities of knowledge management and intranet systems. Drawing from his extensive experience, Jesse shares why aligning HR, IT, and Ops creates a “three-legged stool” for efficiency, how AI is transforming intranet functionality, and why curation is now more critical than content creation. He also explains the impact of knowledge systems on employee retention and how proactive strategies can help organizations avoid costly inefficiencies.
In this episode, you’ll learn:
- How AI-powered knowledge engines close content gaps
- The ROI of self-serve intranets in reducing redundancies
- Why shared ownership leads to successful intranet adoption
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Jesse on LinkedIn: https://www.linkedin.com/in/jessebtrickey/
Learn more about Happeo: https://happeo.com/
Timestamps:
(00:00) Intro
(01:25) The importance of shared ownership in intranet success
(04:10) How AI is transforming knowledge management
(08:45) Proactive vs. reactive approaches to intranet adoption
(12:30) The ROI of reducing redundancy through self-serve systems
(17:20) Creating feedback loops for internal and external insights
(21:40) Curation vs. content overload: Striking the right balance
“The distance between passable and great content is enormous—and only creativity can bridge the gap,” says David Ebner, President at Content Workshop.In this episode of The Content Cocktail Hour, David Ebner, President at Content Workshop, explores the future of B2B content marketing and why creativity and storytelling matter more than ever in the era of AI writing. He shares insights on balancing measurable outcomes with bold ideas, the limitations of AI in storytelling, and how to create campaigns that resonate emotionally with your audience. David and Jonathan also recount their LinkedIn campaign experiment and discuss the role of influence, collaboration, and choosing the right medium for content creation.In this episode, you’ll learn:1. Why taking creative risks leads to memorable content 2. How to leverage co-creation and influence in your campaigns 3. The difference between “passable” and “great” content
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with David on LinkedIn: https://www.linkedin.com/in/davidjebner/Learn more about Content Workshop: https://contentworkshop.com/Timestamps:(00:00) Intro(01:13) Why creativity is essential in measurable marketing(03:34) Leveraging storytelling to build emotional connections(07:24) Why AI struggles with great storytelling (12:12) The viral LinkedIn campaign experiment(17:38) The value of influence and co-creation in marketing(22:08) Bold ideas vs. safe strategies
“The thing with territory planning is that people think of it as boring and terrible, I wanted the whole thing to have good energy, like a Corona commercial,” says Kevin Davis, Co-Founder and CEO of BoogieBoard
In this episode of The Content Cocktail Hour, Kevin Davis, Co-Founder and CEO of Boogie Board, shares his journey from sales leader to startup founder and how his company is reimagining territory planning. Kevin explores the evolving challenges of territory design in a hybrid world, the intersection of account-based marketing and sales strategies, and the importance of aligning internal teams around customer focus. Kevin also talks about the value of open-sourcing internal resources and how it’s helped his team create meaningful content for both internal use and external distribution.
In this episode, you’ll learn:
- How to align your sales territories with your marketing strategies
- How open-sourcing content can help small businesses and teams grow
- Lessons from launching a startup in a rapidly changing environment
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevinboogie/
Learn more about BoogieBoard: https://boogieboard.ai/
Timestamps:
(00:00) Intro
(01:13) Kevin’s journey from sales to startup founder
(05:29) The evolution of sales territories in a hybrid world
(07:33) Aligning sales territories and marketing strategies
(10:18) The overlap of account-based marketing and territory design
(17:10) Open-sourcing content for business growth
(20:44) Transitioning to a founder-led strategy
“If you want your content to resonate, you need to understand your audience deeply and craft your message with intention,” says Tommy Walker, Founder of The Content StudioIn this episode of The Content Cocktail Hour, Tommy Walker, Founder of The Content Studio, shares some valuable marketing insights from their “State of Discontent” report on content marketing. He reveals why understanding audience motivations, conducting meaningful research, and prioritizing creative fulfillment are essential for creating content that truly connects with your audience. Tommy also discusses how the report’s findings can guide marketers toward more effective strategies in 2024 and beyond.In this episode, you’ll learn:1. Key challenges facing content marketers and how to overcome them 2. The role of audience research in driving authentic engagement 3. Practical steps for improving creative satisfaction and execution
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Tommy on LinkedIn: https://www.linkedin.com/in/tommyismyname/Learn more about The Content Studio: https://www.thecontentstudio.com/Timestamps:(00:00) Intro(03:14) Why content marketers feel “disconnected”(07:45) The importance of audience research(12:18) How to balance creativity with leadership expectations(15:40) The juiciest insights from the “State of Discontent” report(19:02) Strategies for content marketing success in 2024 and beyond
“Content isn’t just a lead magnet, it’s a strategic tool that can guide prospects at every stage of the buyer journey,” says Tom Rudnai, CEO of Demand-Genius. “
In this episode of The Content Cocktail Hour, Tom Rudnai, CEO of Demand-Genius, discusses how high-value content drives revenue, and how we can effectively attribute our content to business growth. He shares insights from his background in media and B2B SaaS on redefining content marketing strategies, revealing how Demand-Genius uses content to close gaps in the buyer journey. Tom also talks about the compelling shifts in content creation, and why engaging your sales team as content “connectors” can make all the difference.
In this episode, you’ll learn:
- How to turn B2B content into a revenue-driving asset
- Why traditional metrics often miss the mark on measuring content effectiveness
- Practical tips for using AI and SEO strategies for high-impact content
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Tom on LinkedIn: https://www.linkedin.com/in/tom-rudnai-0539b6151/
Check out Demand-Genius: https://www.demand-genius.com/
Timestamps:
(00:00) Intro
(02:46) The content strategy shift from branding to revenue
(06:32) The role of content in guiding buyers through the funnel
(10:18) Using data for content attribution and measurement
(14:05) Why AI is reshaping SEO and content distribution
(17:45) Empowering sales with content as “information connectors”
"There’s two ways to be creative: you can sing and dance, or you can create environments where singers and dancers can flourish. I’m the second," says Patrick Reynolds, CMO at BlueConicIn this episode of The Content Cocktail Hour, our guest is Patrick Reynolds, CMO of BlueConic. Patrick shares how BlueConic leverages first-party data to build tailored, empathetic customer experiences during busy shopping seasons like Black Friday. He also talks about his insights on the evolving role of AI, which helps marketers focus on creativity and strategy by automating repetitive tasks, and explains why the best marketing often works quietly in the background, enhancing customer engagement without overshadowing it.In this episode, you’ll learn:1. How to use first-party data to create personalized experiences that resonate with customers during high-stakes shopping seasons 2. The importance of balancing data-driven insights with empathy to better serve consumers 3. Why AI can be a game-changer in freeing marketers to focus on strategic, creative work
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patreynolds/
Check out BlueConic: https://www.blueconic.com/
Timestamps:
(00:00) Intro
(03:24) Black Friday and Cyber Monday strategies
(04:37) The importance of empathy in marketing
(08:29) Leveraging customer data for better marketing
(10:20) Balancing data and creativity in marketing
(17:40) Content strategy and measurement
(20:46) The role of AI in modern marketing
(23:43) Why marketing should be invisible to the consumer
"If you want to portray your message exactly the way your brand would say it, then use your brand to say it. If you want to use an influencer to say it, then you need to let that person shine through. Otherwise, your content won't work," says Tanya Alain, VP of Marketing at Upfluence
In this episode of The Content Cocktail Hour, Tanya Alain, VP of Marketing at Upfluence, shares the key strategies that make influencer marketing a brand game-changer. She breaks down the dos and don’ts of partnering with influencers, from finding voices that resonate with your brand’s audience to letting the influencer’s authenticity shine for stronger engagement. She also talks about how they do influencer marketing at Upfluence and how AI may change the way we do influencer marketing and content marketing in general.
In this episode, you’ll learn:
- Effective strategies for making influencer marketing successful
- How influencer authenticity can help your brand succeed
- How AI is reshaping content marketing and what that means for influencer marketing
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Tanya on LinkedIn: https://www.linkedin.com/in/tanya-alain/
Check out Upfluence: https://www.upfluence.com/
Timestamps:
(00:00) Intro
(02:59) What is influencer marketing
(05:31) Balancing brand voice and influencer authenticity
(08:34) How to get started with influencer marketing
(10:53) How Upfluence does influencer marketing
(15:32) The future of influencer marketing with AI
“Now, where we feel pretty strongly and what we kind of benchmark this company against is we still believe humans need to do two core things. They need to be the creatives and the strategists,” says Elaine Zelby, CRO and co-founder at Tofu
In this episode of The Content Cocktail Hour, Elaine Zelby, CRO and Co-founder of Tofu, shares her journey from biomechanical engineering to growth marketing and founding a top-of-funnel platform. She discusses why many B2B companies face challenges with tool overload and siloed workflows, as well as how AI and automation can rebundle and streamline marketing efforts for leaner, more efficient teams. Elaine also explores how content serves as the backbone of marketing strategy, emphasizing its role across every funnel stage.
In this episode, you’ll learn:
- How Tofu is redefining top-of-funnel strategies with a unified platform approach
- Why many companies struggle with too many tools and data silos
- Practical AI applications for automating and scaling marketing tasks
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Elaine on LinkedIn: https://www.linkedin.com/in/elainezelby
Check out Tofu: https://www.tofuhq.com/
Timestamps:
(00:00) Intro
(07:32) The role of content in marketing
(09:37) AI's impact on creative work
(10:29) Getting started with AI
(12:34) Exploring AI opportunities in professional life
(13:21) Practical applications of AI in marketing
(14:25) Rebundling AI for marketing efficiency
(14:59) Solving tool fatigue for growth teams
(18:10) Innovative uses of AI in content marketing
"A fractional CMO can be incredibly effective and can get you where you want to go far faster than going through the entire process of hiring a VP who you might fire in nine months anyway," says Shannon Curran, CMO & Advisor at SSC Consulting
In this episode of The Content Cocktail Hour, Shannon Curran, Fractional CMO & Advisor at SSC Consulting, shares what life as a fractional CMO looks like and how this growing trend is reshaping marketing for early-stage B2B companies. Shannon explains why more founders are turning to fractional CMOs to scale faster and make smarter marketing decisions. She also gets into strategies for founder storytelling and effective budgeting for your marketing campaigns.
In this episode, you’ll learn:
- Why founders might want to hire fractional CMOs for more effective marketing strategies
- Key marketing strategies for scaling early-stage companies
- The role of founder storytelling in brand growth
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Shannon on LinkedIn: https://www.linkedin.com/in/shannon-sweeny-curran-55332942/
Check out SSC Consulting: https://sscconsulting.io/
Timestamps
(00:00) Intro
(03:42) Current budgeting and planning trends in marketing
(10:12) Differentiating founder brand from company brand
(15:23) Aligning content strategies with your brand
(16:20) Corporate content strategy vs. Founder content strategy
(18:18) Transitioning to Fractional CMO
(21:12) Challenges of becoming a fractional CMO
(24:23) Fractional CMO vs. VP of Marketing
"Usually it starts with a pilot campaign, and that means that you're not trying to validate that ABM works. What you're really trying to do is to create a repeatable model,” saysVincent DeCastro, President at ABM Agency
In this episode of The Content Cocktail Hour, Vincent DeCastro, President of ABM Agency, explains the foundations of Account-Based Marketing (ABM) and why it’s a game changer for B2B marketers. He walks through the process of building focused target account lists and outlines the importance of aligning your ABM efforts with business objectives. Vincent also highlights the value of first-party intent data in understanding when an account is truly in-market, and shares advice on how to successfully align sales and marketing teams. Lastly, he offers a thoughtful perspective on why third-party intent data can be unreliable.
In this episode, you’ll learn:
- The steps to building an effective ABM strategy
- Why first-party intent data is key to ABM success
- How to align sales and marketing around ABM goals
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Vincent on LinkedIn: https://www.linkedin.com/in/vincentdecastro/
Check out ABM Agency:https://abmagency.com/
Timestamps
(00:00) Intro
(03:19) The rise and misconceptions of ABM
(06:53) Effective ABM strategies
(09:30) Building a target account list for ABM
(11:57) Reverse engineering in ABM
(13:21) Who should own ABM?
(15:02) In-house vs. outsourced ABM
(15:31) ABM maturity model
(18:24) The role of third-party intent data
"That's how everyone should approach working with AI SDRs. You have to experiment. There is no rule of thumb on how to build things when you're launching AI outreach," says Alina Karnaukh, Head of Marketing at AiSDR
In this episode of The Content Cocktail Hour, Alina Karnaukh, Head of Marketing at AiSDR, shares how AI SDR technology is transforming sales and marketing efforts. Alina talks about the rise of AI-powered sales agents, the balance between human SDRs and automation, and how AiSDR uses AI to scale outreach while keeping campaigns personal. She also highlights the importance of experimentation and how marketers can refine their strategies in a fast-paced industry.
In this episode, you’ll learn:
- How AI SDRs can streamline sales outreach and save time on repetitive tasks
- The balance between human SDR personalization and AI automation
- Strategies for experimenting and scaling AI-powered marketing campaigns
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Alina on LinkedIn: https://www.linkedin.com/in/alinakarnaukh/
Check out AiSDR: https://aisdr.com/
Timestamps
(00:00) Intro
(02:43) Exploring the world of AI SDRs
(05:11) Why AiSDR still values the work of human SDRs
(10:50) How AiSDR creates their own marketing content
(19:56) Tips to getting started with AI SDRs
(21:05) Creating standout content by being vulnerable
“We believe that education is a tool for growth, whether that be personal growth, professional growth, growth of a business or growth of a person. And that's the umbrella that we sit under,” says Christie Horsman, VP of Marketing at ThinkificIn this episode of The Content Cocktail Hour, Christie Horsman, VP of Marketing at Thinkific, explains how customer education can play a key role in growing your funnel. She shares how Thinkific strategically uses long-form content and repurposes it to maximize its value. Christie also highlights Thinkific’s unique branding approach and emphasizes why focusing on quality over quantity in content creation is the smarter way to go.
In this episode, you’ll learn:
- How customer education impacts every stage of the funnel
- Strategies to make your content do more with less
- Using courses as a content format for brands
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Christie on LinkedIn: https://www.linkedin.com/in/christie-e-horsman/
Check out Thinkific: https://www.thinkific.com/
Timestamps:
(00:00) Christie and her work at Thinkific
(04:28) How customer education affects your funnel
(12:06) Creating content with many use cases
(17:20) Thinkific's branding and sub-branding strategy
(25:17) Your content needs to do the heavy lifting
“It was just a nightmare operationally to pack boxes and go to the post office. And so I dreamed of a better solution and here we are today. And we've had almost 300 million spent on our platform,” says Kris Rudeegraap, Co-CEO & Co-Founder at SendosoIn this episode of The Content Cocktail Hour, Kris Rudeegraap, Co-CEO & Co-Founder at Sendoso, discusses how gifting can be a game-changer in your outbound marketing strategy. He explores why outbound marketing remains relevant and how personalized gifting can strengthen customer engagement. Kris also explains how Sendoso helps both small and large businesses streamline their gifting efforts, while also addressing the impact of AI in improving marketing efficiency.
In this episode, you’ll learn:
- Why gifting works as a key outbound strategy for marketers
- How AI is transforming outbound marketing and the SDR role
- Ways to simplify gifting operations for companies of all sizes
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Kris on LinkedIn: https://www.linkedin.com/in/rudeegraap/
Check out Sendoso: https://www.sendoso.com/
Timestamps:
(00:00) Intro
(01:43) Loving the pain point that you’re solving
(07:41) Gifting and direct mail post-pandemic
(11:35) How outbound continues to change with AI
(15:38) Why gifting isn’t a silver bullet
(18:25) The secret power of product marketing in B2B
"When the leaders are hands-on, the teams go faster, their companies grow faster, and they get the respect from their team," says Manoj Ramnani, Founder & CEO at SalesIntelIn this episode of The Content Cocktail Hour, Manoj Ramnani, Founder & CEO at SalesIntel, discusses the latest trends in go-to-market strategies and the impact of founder-led growth. He explains SalesIntel’s approach to budget allocation and highlights the importance of staying actively involved in both content and product development. Manoj also offers a clear perspective on the growing Martech landscape and how leaders can find the best strategies to make their companies grow.In this episode, you’ll learn1. How staying involved as a founder, especially in content creation and product development, can lead to more effective go-to-market strategies 2. SalesIntel’s approach to allocating its go-to-market budget 3. Ways to build a strong and robust pipeline
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Manoj on LinkedIn: https://www.linkedin.com/in/manojramnani/Check out SalesIntel: https://salesintel.io/Timestamps(00:00) Meet Manoj Ramnani, CEO of Sales Intel(05:06) SalesIntel’s strategy for allocating its go-to-market budget(08:50) The strength of founder-led growth(09:58) Why Manoj stays involved in SalesIntel’s code and engineering(12:12) Is the B2B and data market truly crowded?
"If AI is making your work more creative and more beautiful, get on board," says Jen Rapp, Chief Marketing Officer at SupersideIn this episode of The Content Cocktail Hour, Jen Rapp, Chief Marketing Officer at Superside, discusses the future of B2B marketing, emphasizing the importance of creativity and AI in creating more engaging content. Jen explains how businesses can shift away from traditional, cold approaches by learning from B2C and D2C brands, making their content more human and relatable. She also shares insights from her time at Patagonia and discusses the role of AI in improving operational efficiency.In this episode, you’ll learn:* Integrating AI into your work and how it can boost operational efficiency * Why you should start creating content like B2C and D2C brands * AI isn't a replacement for human creativity but a tool that enhances it
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jen on LinkedIn: https://www.linkedin.com/in/jen-rapp-3234aa10/Check out Superside:https://www.superside.com/Timestamps(00:00) Jen’s work at Patagonia and background(07:40) “Creative is the new targeting”(11:54) How AI boosts efficiency and creativity(17:08) Repurposing content using AI(25:08) What B2B can learn from B2C and D2C brands
"Now more than ever, personalizing content experiences, personalizing marketing, showing people that you know them, and making sure that the stuff that you put out couldn't have been put out by anyone else is critical," saysJeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuseIn this episode of The Content Cocktail Hour, Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuse, talks about how marketers can create standout content by combining AI-driven insights with human creativity. We also discuss why understanding your audience is more critical than ever in the age of AI and discuss how content quality is evolving with emerging technologies.In this episode, you’ll learn1. The cost of building and commoditizing AI 2. Why personalizing your content and demonstrating a deep understanding about your audience can make all the difference in content creation and marketing 3. Insights on MarTech and how this can influence content creation, quality, and strategies in the future
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffcoyle/Check out MarketMuse:https://www.marketmuse.com/Timestamps(00:00) Intro(09:04) Pros and cons of being an early AI adopter(16:50) The cost of building AI tech, Commoditizing AI(17:34) How content quality will evolve as we adopt new tech(23:07) Good or bad, all content matters(24:07) If you’re a good writer, you’re the most important person in the room(29:33) OpenAI’s path to a trillion-dollar future
“I don't think AI is gonna replace content managers and people who are coming up with the ideas and actually fleshing them out, especially in B2B," saysJeremy Collier, Content Marketing Manager at ActiveCampaignIn this episode of The Content Cocktail Hour, Jeremy Collier, Content Marketing Manager at ActiveCampaign, talks about how AI and innovative SEO strategies are shaping the future of content marketing. Jeremy also takes us along on his inspiring career journey, from his early days as a video game tester to his current role at ActiveCampaign. He also explains the power of incorporating emotional appeal into B2B content, and how his team at ActiveCampaign approaches content creation.In this episode, you’ll learn:1. Using AI for research, outlines, and drafting, especially for listicles and experiments 2. The importance of personal connection in B2B marketing to enhance engagement 3. Adapting to SEO changes and search behavior to maintain content visibility
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeremy on LinkedIn: https://www.linkedin.com/in/jeremycollier2011/Check out ActiveCampaign: https://www.activecampaign.com/Timestamps:(00:00) Intro(05:17) The rise of generative AI in content marketing(10:04) Content marketing process at ActiveCampaign(12:13) Adapting to keyword shifts and search engine evolution(16:22) Jeremy's career path from video games to marketing(18:49) How to break into content marketing(20:47) Emotion in B2B marketing
"Right at the point when you're feeling exhausted and really bored about promoting a piece of content is right when the market is actually starting to see it," saysAdam Sockel, Content Marketing Lead at OrumIn this episode of The Content Cocktail Hour, Adam Sockel, Content Marketing Lead at Orum, talks about the world of content creation and strategy, revealing why he believes the key to memorable content is to be "anything but boring." Adam shares how he navigates the relationship between sales and marketing to the practicalities of running large-scale surveys. He also discusses the importance of maintaining a cohesive brand voice and the real power of proprietary data in content marketing.In this episode, you’ll learn:* The value of being memorable over being flawless * How to ensure that your sales development team is consistently aligned with your content strategy * Investing in unique, proprietary data can deliver extraordinary ROI
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Adam on LinkedIn: https://www.linkedin.com/in/adam-sockel/Check out Orum: https://www.orum.com/Timestamps:(00:00) Avoiding apathy in marketing strategy(05:38) The impact of centralized customer marketing on sales(12:52) How to create and measure content success(23:07) Why outbound is not dead
“Your biggest opportunity is your existing content. Keep optimizing it and making it better,” says Salvatore Surra, Director of SEO & Content at Seamless.AIIn this episode of The Content Cocktail Hour, Salvatore Surra, Director of SEO & Content, talks about his top strategies for creating high-impact, SEO-rich content that stands out in a sea of AI-generated content. He walks us through how SEO and search engines have evolved over the years and explains why quality content is still more valuable than quantity. Sal also highlights the invaluable role of the human touch in the writing process, showing how it can help improve search rankings while ensuring your brand’s voice remains genuine, relatable, and uniquely human.In this episode, you’ll learn:* The evolution of SEO strategies and search engines through the years * How to blend automation with human creativity in content writing * Real-world content and SEO strategies that works in today’s AI-powered world
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Sal on LinkedIn: https://www.linkedin.com/in/salsurra/Check out Seamless.AI: https://seamless.ai/homeTimestamps:(01:29) Why optimizing existing content is your biggest opportunity(10:17) The changing landscape of SEO(18:21) How Seamless.AI boosted SEO with quality content(21:29) The value of the “human touch” in content writing(22:14) How to re-optimize your existing content(27:01) AI for efficiency, not creativity
"We try to do as much as we can to really elevate customer voice and let the customer voice do the talking for us, which is something that we suggest companies do," says Kristi Gamboni, Sr. Integrated Marketing Manager at TrustRadiusIn this episode of The Content Cocktail Hour, Kristi Gamboni, Senior Integrated Marketing Manager at TrustRadius, shares her insights on creating impactful B2B marketing content that effectively engages audiences without breaking the bank. Kristi talks about leveraging user-generated content, the importance of non-promotional, thought-out content, and innovative approaches like the 'Reviews After Dark' project. She also highlights the significance of brand awareness and cost-effective strategies in both physical and virtual events, advocating for creative and lean marketing practices to enhance brand visibility and engagement.In this episode, you’ll learn:
- The importance of creating non-promotional, thoughtful content to engage audiences
- Whether it's a high-profile event or a lean, strategic initiative, maximizing exposure can be achieved on any budget
- Success in social media and events often comes down to the power of collaboration
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Kristi on LinkedIn: https://www.linkedin.com/in/kristigamboni/Check out TrustRadius' website: https://www.trustradius.com/Timestamps:(00:00) How to create non-promotional content that engages(02:50) TrustRadius’ use of software reviews for B2B content success(05:58) The power of events in marketing(10:11) How to measure success in content and events(15:03) Inside TrustRadius’ 'Reviews After Dark' series(19:52) How to make a big impact on a small budget
"If you build that brand trust, everything else is going to start to follow," says Carol Howley, Chief Marketing Officer at ExclaimerIn this episode of The Content Cocktail Hour, Carol Howley, CMO at Exclaimer, discusses the essential role of brand and content in B2B marketing. Drawing from her extensive experience in both demand generation and brand marketing, Carol highlights how Exclaimer navigated a challenging market to double its ARR in two years. She and Adam explore the strategic value of rebranding, building trust, and balancing brand with demand. Carol also addresses the evolving role of content in marketing and shares insights into the underinvestment in brand due to its historically difficult ROI justification.In this episode, you’ll learn:* Content drives both brand and demand generation, powering all marketing efforts * Building trust and emotional connections boosts buyer confidence and long-term success * Gathering insights through tools, events, and community refines your strategy for better results
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Carol on LinkedIn: https://www.linkedin.com/in/carolhowley/Check out Exclaimer: https://exclaimer.com/Timestamps:(00:00) How Exclaimer doubled ARR with brand and demand strategy(04:02) Balancing brand and demand(06:55) The importance of brand investment(10:31) Content as the foundation of marketing(15:02) The rebranding journey at Exclaimer
"It's that fun balancing act of which one do we want to succeed versus which one is succeeding? And then taking a look and saying, do we need to promote more the one that we want to succeed?" says Matt Lyman, VP of Demand Generation at LeanDataIn this episode of The Content Cocktail Hour, Matt Lyman, VP of Demand Generation at LeanData, draws from his diverse background in marketing, project management, and theater to enhance his demand generation and brand-building strategies. We talk about his controversial views on Marketing Qualified Leads (MQLs), discussing why they shouldn’t be the primary KPI, and the role of actionable playbooks in event management. Matt also share his insights on balancing demand generation with brand integration, highlighting effective content strategies, repurposing, and customer engagement.In this episode, you’ll learn:* Use MQLs as signals, not primary KPIs. Focus on leads, account interactions, pipeline, and revenue for better performance tracking. * Efficient demand generation boosts brand visibility, and strong branding enhances demand efforts. Both should work together seamlessly. * Continuous iteration and repurposing of content, informed by data, can significantly improve engagement. Try different formats to see what resonates best.
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattlyman/Check out LeanData’s website: https://www.leandata.com/Timestamps:(00:00) How brand and demand gen work together for business growth(03:25) LeanData's approach to efficient marketing(13:43) The synergy between brand and demand generation(18:22) The importance of content in deal cycles(19:28) How to repurpose content for better engagement(23:24) Leveraging playbooks for strategic positioning(25:13) Why MQLs aren't dead in B2B marketing
"I think one of the misconceptions around research is that it's got to be this long, formalized process that takes months and maybe a lot of budget. And I think that just kind of scares people away from the idea, or at least makes it something that you just want to put off indefinitely," says Clay Ostrom, Founder and Brand Strategist at Map & FireIn this episode of The Content Cocktail Hour, Clay Ostrom, Founder and Brand Strategist at Map & Fire, talks about the importance of customer research, debunking myths about it being costly or time-consuming, and shares practical examples from his career. He shares his insights on why external perspectives are crucial for effective brand positioning and discusses the value of "how-to" content in engaging audiences. Plus, we talk about practical applications of Artificial Intelligence in business, specifically how AI can optimize narrow, binary tasks.In this episode, you’ll learn:* Create "how-to" content tailored to specific job functions to boost engagement and click-through rates * Utilize external consultants for brand positioning to overcome internal biases and gain deeper insights * Begin with targeted customer research to shape content and positioning strategies efficiently
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Clay on LinkedIn: https://www.linkedin.com/in/clayostrom/Check out Map & Fire: https://mapandfire.com/Timestamps:04:46 Boosting your brand with celebrity endorsements09:20 The crucial role of research and customer understanding17:39 Insights from diverse brand research19:24 The impact of AI on marketing24:30 Effective B2B content strategies27:50 The Importance of external perspective
"In the era of AI, video is where you can be more human. We advocate that AI always needs a human handler. The role that video plays in modern marketing is crucial; it allows for natural, engaging human-to-human connections," says Lindsay McGuire, Associate Director of Content and Campaigns at Goldcast.In this episode of The Content Cocktail Hour, Lindsay McGuire, Associate Director of Content and Campaigns at Goldcast, shares her insights on the challenges and opportunities of marketing to marketers, drawing from her experience in both tech and content marketing. We talk about the evolving landscape of video marketing and discuss why it's crucial for companies to embrace webinars and virtual events as part of their broader content strategy.Lindsay also shares her unconventional views on SEO practices like cold outreach link building and why she believes it might be time to rethink our efforts there. Plus, we explore how Goldcast has transitioned from a virtual events platform to a comprehensive video platform, enhancing the way marketers leverage video across the customer journey. In this episode, you’ll learn:* How to harness the full potential of virtual events and webinars by repurposing them into valuable video content * From improving brand recall to creating more human connections, video content outperforms text-based content * Leveraging your deep understanding of the marketer persona to create impactful content that resonates
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Lindsay on LinkedIn: https://www.linkedin.com/in/lindsayladeroute/Check out Goldcast: https://www.goldcast.io/(00:00) The Strategic shift of Goldcast(07:24) How to leverage video in marketing strategies(10:30) Important tools and tips for video content(15:10) Measuring success in video marketing(22:18) Challenges of marketing to marketers(26:01) Why cold outreach link building is inefficient and unnecessary
"And through that phase really saw the power of what happy users and customers can bring the organization in terms of growth and effective and efficient growth," says Jeff Reekers, Co-Founder and CEO of Champion.In this episode of The Content Cocktail Hour, Jeff Reekers, Co-founder and CEO of Champion, shares his journey as a marketer turned CEO. Jeff discusses his unique insights on customer-led growth, the journey from 1 to $150 million in revenue at Aircall, and the power of happy customers in driving business growth. We also explore the concept of "growth hacks" and why Jeff believes they're often just good marketing rebranded. Plus, Jeff reveals how Champion is revolutionizing customer marketing by making it a strategic part of organizations. In this episode, you’ll learn:* The critical importance of focusing on customer experiences for sustainable growth * Building genuine relationships with customers can provide exponential returns, such as referrals and long-term loyalty * Using AI to centralize customer marketing, quickly identify happy customers, and engage them at the right time
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffreekers/Check out Champion’s website: https://www.championhq.com/Check out Champion’s LinkedIn: https://www.linkedin.com/company/champion-hq/Timestamps:(00:00) Leveraging customer satisfaction for business growth(04:43) How to cultivate a customer-focused culture(08:15) Building an effective referral program (09:28) Reevaluating customer attribution metrics(15:42) How to scale customer marketing(16:49) Utilizing AI to engage customers effectively(21:33) Debunking growth hacks labeled as marketing tactics
"Content distribution is more important than the actual content," says Mollie Kuramoto, Director of Marketing at High Alpha.In this episode, we’re joined by Mollie Kuramoto, Director of Marketing at High Alpha, to discuss the making of the highly anticipated 2024 B2B SaaS Benchmark Report. Mollie shares her journey, from her early days at a marketing agency to leading brand-building initiatives at High Alpha. She also reveals the intricate process behind creating this influential report, the importance of proprietary data, and why consistent, bold marketing trumps constant experimentation. Plus, Mollie drops an eyebrow-raising hot take on content distribution that you won't want to miss.In this episode you’ll learn:* Building a trusted resource like the SaaS Benchmark Report takes years of consistency and marketing efforts * Working with partners can significantly amplify the reach and impact of your content * Focusing on content distribution is more crucial than creating exceptional content
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect Mollie on LinkedIn: https://www.linkedin.com/in/molliekuramoto/Check out High Alpha: https://www.highalpha.com/Take the 2024 SaaS Benchmarks Survey: https://www.highalpha.com/2024-saas-benchmarks-surveyTimestamps:(00:00) Why experiments are overrated in marketing strategies(00:53) The 2024 B2B SaaS Benchmark Report(07:05) Key insights on industry trends and benchmarks(20:52) The Importance of content distribution
"AI will never replace good content, that you will never get the human out of it, and that people are already starting to discern," says Dr. Amy Cook, Co-Founder and CMO at Fullcast.In this episode, we’re joined by Dr. Amy Cook, co-founder and CMO of Fullcast, to discuss her journey from academia to the C-suite, the role of content in the buyer's journey, and how AI will never replace the human touch in content creation. She also shares her insights on integrating AI for operational efficiency and the importance of aligning marketing closely with revenue goals.In this episode, you’ll learn:1. The significance of content in influencing 60% to 75% of the buyer’s journey 2. How AI can be used to enhance content creation without replacing the human element 3. Why closely aligning marketing efforts with revenue is crucial for success
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Dr. Amy on LinkedIn: https://www.linkedin.com/in/amyosmondcook/Check out Fullcast: https://www.fullcast.com/Timestamps:(00:00) Writer turned marketer finds success in tech industry(05:35) The role of AI in content creation(09:25) How Fullcast revolutionizes go-to-market teams(13:33) Why content is king in marketing strategy(15:48) The fulfillment of creating real impact in startups
"Do not say anything that doesn't need to be said. Keep it as simple as possible," says Erica Schneider, Founder of Cut the FluffIn this episode, we’re joined by Erica Schneider, founder of Cut the Fluff, to discuss why LinkedIn might not be for everyone, the art of effective editing, and the power of building a personal brand. Erica also shares her innovative concept of "content sparring" and how she transformed her passion for editing into a thriving business.In this episode, you’ll learn:1. The importance of self-editing to enhance the overall quality of content and reduce endless feedback loops 2. The importance of authenticity and consistency in building an engaged and loyal audience 3. The concept of "content sparring" which is a collaborative, live editing process designed to improve content quality in real-time
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Erica on LinkedIn: https://www.linkedin.com/in/erica-schneider66/Connect with Erica on X: https://x.com/ericasmyname?lang=enCheck out Cut the Fluff: https://cut-the-fluff.ck.page/Timestamps:(00:00) Erica’s career journey to solopreneurship (05:01) The importance of editing content(11:39) How to create and sell successful courses(17:05) “Content sparring” and its benefits to social writing(20:07) Why LinkedIn is not for everyone
"CEOs often push to market without securing internal engagement, but full internal commitment is essential to transforming a company into a well-oiled machine," says Perttu Ojansuu, CEO and Co-founder at HappeoIn this episode, we’re joined by Perttu Ojansuu, CEO and Co-founder of Happeo, to discuss knowledge management and its profound impact on organizational productivity. Perttu brings his unique lens as a CEO and a knowledge management provider to share how internal marketing, knowledge sharing, and organizational alignment can dramatically influence a business’s success. He also explores the specific challenges remote and hybrid organizations face and offers practical solutions for managing knowledge effectively in such environments.In this episode, you’ll learn:1. Efficient internal knowledge management is critical for organizational productivity 2. AI can significantly enhance organizational productivity by assisting in creating the necessary knowledge and bringing it to the entire organization 3. Internal marketing and knowledge sharing are foundational to external marketing success
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Perttu on LinkedIn: https://www.linkedin.com/in/perttuojansuu/Check out Happeo: https://www.happeo.com/Timestamps:00:00 AI and its contribution to productivity02:58 The importance of internal marketing04:25 When to start knowledge management06:22 Impact of remote work on knowledge management11:39 AI's role in marketing and brand12:18 CEO’s perspective on brand and marketing
"If Google is making all their money from advertising, and advertising compromises users privacy, you start to see product decisions where they put the user's privacy at risk, even though the browser is supposed to be the user agent," says Luke Mulks, VP Business Operations at Brave SoftwareIn this episode of The Content Cocktail Hour, our guest is Luke Mulks, VP of Business Operations at Brave Software. Luke discusses the challenges and solutions of maintaining user privacy in the digital age. He also discusses the broader implications of privacy in digital marketing, the rise of privacy regulations, and the future convergence of AI and Web3 technologies. Luke shared practical tips for consumers looking to protect their digital privacy and the unique ways Brave is innovating to keep user data secure.In this episode, you’ll learn:1. The importance of privacy-focused digital tools and how Brave aims to provide strong privacy protections by default through its browser, search engine, and other products 2. How marketers can balance personalization with privacy by utilizing innovative targeting techniques that do not require extensive user data collection 3. The potential future impact of emerging technologies like AI, Web3, and crypto on privacy, personalization, and digital identity verification
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Luke on LinkedIn: https://www.linkedin.com/in/pureproductions/Connect with Luke on XCheck out Brave: https://brave.com/Timestamps:00:00 Intro00:45 Meet Luke01:08 Luke's background and Brave's mission02:46 What Brave does03:41 Brave's unique approach to privacy10:02 Brave's innovative ad model17:20 Future of privacy, Web3, and AI21:57 Consumer privacy tips
“AI can summarize a conversation. You can have AI help you on the video editing side to spin out a lot of different pieces. There are a lot of different things that we'll be able to do. But I do believe that one to one conversation will always be a big part of marketing,” says Tristan Pelligrino, Co-founder of Marketers in Demand.
In this episode of The Content Cocktail Hour, our guest is Tristan Pelligrino, co-founder of Marketers in Demand, a holding company that includes three unique agencies – Spoke, a content writing agency; Motion, specializing in video series and podcasts; and New North, focused on broad growth marketing. Tristan shares his expertise on serving small, scrappy marketing teams and the evolving landscape of B2B marketing, especially in the age of AI. We’ll also discuss the essence of effective marketing amid budget constraints and heightened goals.
In this episode, you’ll learn:
- The challenges and pressures faced by small marketing teams and how to integrate AI for efficiency
- Importance of building relationships and learning through various tactics
- The challenge of balancing focus between client's branding and own branding
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Tristan on LinkedIn: https://www.linkedin.com/in/tristanpelligrino/
Check out Marketers in Demand: https://marketersindemand.com/
Timestamps:
00:00 Intro
00:41 Meet Tristan Pelligrino
03:37 Challenges for small marketing teams
05:15 The importance of shipping work
08:33 Balancing client work and self-promotion
11:00 AI in marketing
15:44 Unpopular opinions in B2B marketing
"If you launch a podcast with a very specific point of view, and you know who you're putting it in front of, people will listen to it." says Rachel Elsts Downey, Founder and CEO of Share Your GeniusIn this episode of The Content Cocktail Hour, Rachel Elsts Downey, founder and CEO of Share Your Genius, shares her strategic insights into why every brand should embrace podcasting. Rachel discusses the difference between creating a media brand vs. a content brand, the evolving landscape of podcasting, and key performance indicators (KPIs) that matter for B2B podcasts. She also dives into how AI is revolutionizing the podcasting space and offers practical advice on getting started.In this episode you’ll learn:* How intentionality can drive better outcomes in your podcasting efforts * Key performance indicators (KPIs) to measure the success of your podcast * The importance of human curation even in the age of AI
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Rachel on LinkedIn: https://www.linkedin.com/in/rachelelstsdowney/Check out Share Your Genius: https://shareyourgenius.com/B2B Podcast Data: Benchmarks for Success: https://shareyourgenius.com/b2b-podcast-data-benchmarks-for-success/Timestamps:00:00 Intro00:29 Meet Rachel Elsts Downey01:19 The evolution and impact of podcasting04:21 Unpopular opinions in B2B marketing07:02 KPIs and measuring success in podcasting17:34 Opportunities and challenges of AI in podcasting22:29 Rapid fire podcast questions with Rachel
"Content that includes personal perspectives, anecdotes, and real experiences tends to rank better on Google. This type of content is also performing well on other platforms, including third-party sites and social media channels like TikTok," says Casey Hill, Senior Growth Marketing Manager of ActiveCampaign.
In this episode of The Content Cocktail Hour, Casey Hill, Senior Growth Marketing Manager at ActiveCampaign, shares how to optimize Reddit for search traffic and content testing and build a data-driven LinkedIn presence. We'll also discuss his strategic approach to podcasting, including content repurposing and fostering debates for better engagement. This episode is a must-listen.
In this episode, you’ll learn:
- Using tools like Hockey Stack to monitor LinkedIn impact and highlight the direct revenue generated from LinkedIn content
- Elevate personal perspectives and use Reddit as a testing ground for impactful business content (The Reddit test)
- Building a sustainable LinkedIn presence by engaging various organizational stakeholders and developing a content creation strategy
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Casey on LinkedIn: https://www.linkedin.com/in/caseyhill/
Check out ActiveCampaign: https://www.activecampaign.com/
Timestamps:
00:00 Transition from sales to marketing in SaaS
05:33 Quantitative approach to content strategy for engagement
07:33 Focus on expertise, customer voice, and outreach
11:50 Experimenting with promotions and tool attribution on LinkedIn
15:12 Utilizing social media to boost business
18:55 How Reddit multiplies content reach and enhances search traffic.
20:09 Identifying audience interests for producing effective content
25:11 Discussion on marketing channels, remote work productivity, diversity, and successful launch tactics
27:29 How a structured approach drives success
"Product marketing involves early engagement to understand the customer's needs and priorities, build features that resonate, and ensure effective messaging and positioning for a successful launch and sales," says Justin Dorfman of AssetMule.
In this episode of The Content Cocktail Hour, Justin Dorfman, founder and CEO of AssetMule, joins us. With over 15 years in the SaaS world, Justin's unique journey from sales to product marketing to founding his own company offers a wealth of knowledge. We'll explore his innovative approach to sales and marketing alignment, the crucial role of product marketing, and his journey to solving key pain points in sales collateral through AssetMule.
In this episode, you’ll learn:
- The importance of sales and marketing alignment
- Perspectives on where product marketing should sit within an organization and the rare involvement of product marketing in company processes
- Definition and importance of buyer enablement and comparison between B2C and B2B buying processes
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Justin on LinkedIn: https://www.linkedin.com/in/justindorfman87
Check out AssetMule: https://www.assetmule.ai/
Timestamps
00:00 Experienced SaaS professional turned founder discusses product marketing
06:22 Focusing on product marketers for empowerment
07:02 Strategic product marketing adding value in sales
12:34 Early companies relying on product marketing for sales enablement
13:47 Sales enablement, training teams, and organizing and evaluating content
18:13 B2B and B2C shopping behavior similarities
24:02 Starting a company without needing an idea.
“A common mistake is getting excited about an event and then questioning its success. This leaves marketers relying on vague anecdotes rather than solid data,” says Kate Hammitt, CMO of Splash
In this episode of The Content Cocktail Hour, we’re joined by the CMO of Splash, Kate Hammitt, to share her career journey from being a paralegal at the US Golf Association to becoming a key player in the event marketing industry. We discuss event-led growth, event strategy and execution, and broader CMO strategies and trends. Kate also shares a fresh perspective on the evolving landscape of B2B marketing, including the impact of AI and the importance of moving beyond traditional trade show booths. Let's raise a glass and dive in.
In this episode, you’ll learn:
- Event-led growth should be treated as an intentional, repeatable go-to-market motion that strategically integrates both virtual and in-person events to drive revenue, engagement, and expansion
- Effectively measuring the success of events requires aligning event goals with specific metrics, focusing on data-driven outcomes rather than anecdotal experiences
- Beyond large tentpole events and trade show booths, it's crucial to meet your buyer throughout the year with educational and engaging events to sustain and grow relationships
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Kate on LinkedIn: https://www.linkedin.com/in/kateslonaker/
Check out SplashThat: https://splashthat.com/
Timestamps:
[05:51] Events are part of the market strategy for growth
[07:04] Embracing non-scalable events drove 60% pipeline
[12:19] Measuring value and satisfaction of virtual events
[15:41] Assess skill sets, deploy strategy, and impact outcomes
[18:01] Tracking event success is crucial for reinvestment
[21:32] Trade show booths are outdated; focus broader
"There's no single way to create content. If you're building a category, use the same terminology as your customers and prospects. Create provocative thought leadership, explaining why this perspective matters. Ensure you're addressing unasked questions." says Dan Morgese, Director of Content Strategy and Research at Gong.
Welcome back to another episode of The Content Cocktail Hour. In this episode, we're excited to be joined by Dan Morgese, the Director of Content Strategy and Research at Gong. Dan discusses the art of balancing quality and quantity in content marketing and shares Gong's unique approach to leveraging data-driven insights, avoiding random acts of content, and effectively internal enabling teams.
Dan also offers valuable advice for smaller teams looking to get started with research-driven content and highlights the significance of creating content that resonates deeply with the target audience.
In this episode, you’ll learn:
- The importance of creating high-quality, valuable content tailored to buyer personas
- The power of experimentation with different types of content delivery and measurement
- The importance of AI in operational efficiency rather than replacing creativity
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Dan on LinkedIn: https://www.linkedin.com/in/danmorgese/
Check out Gong: https://www.gong.io/
Timestamps
[05:17] Planning editorial calendar based on the organization's priorities
[09:34] Creating high-quality, valuable content for different buyers
[15:20] Organize data strategy, assess viability, and start small
[17:59] Engagement and sharing driving data visibility success
[21:43] Tracking content impact through customer feedback and data
"I owe it to my community and the sales industry to gather data on women's compensation and promotion in sales. There's a lack of comprehensive surveys and sufficient input on these issues," says Alexine Mudawar of Women in Sales.
In this episode of The Content Cocktail Hour, we’re joined by CEO of Women in Sales, Alexine Mudawar. Women in Sales is a thriving community that's shaking up the traditional revenue models by making membership completely free and finding innovative ways to fund their initiatives through corporate sponsorships. Alexine shares her journey from a successful tech sales executive to leading an impactful community, the evolution and role of community-led growth, and the challenges and rewards of venturing on your own.
In this episode, you’ll learn:
- The state of women in sales and industry trends and challenges
- How organizations should find ways to make revenue from companies, not individual members
- Challenges of working independently, whether through budgeting, taxes, and lack of team support
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Alexine on LinkedIn: https://www.linkedin.com/in/alexine-mudawar/
Check out Simple Strat: https://www.women-in-sales.com/
Timestamps:
[00:00] Challenges and opportunities of building community into business
[05:59] Women in sales and diverse career topics
[07:26] Insufficient data for women's compensation in sales
[12:36] Company-led communities prioritizing product-led growth and user connections
[14:51] Launch slowly, build your nest egg, then soar
[18:40] Big organizations and the need to prioritize profits wisely
"As long as you're confident in your interpretation and willing to share your methodology, there's great value in sharing even the basics. Don't be intimidated; there's always more we can improve in our creations," says Ryan Law, Director of Content Marketing at Ahrefs.
In this episode of The Content Cocktail Hour, we’re thrilled to welcome Ryan Law, a content marketer with a fascinating journey through the marketing world, from his early days at university to his current role at Ahrefs. Join host Jonathan Gandolf and Ryan as they discuss Ryan’s extensive use of generative AI in content creation, the importance of proprietary data in developing standout marketing content, and the evolving landscape of SEO amidst the rise of AI.
In this episode, you’ll learn:
- Ryan’s content marketing philosophy, the emphasis on research-driven content, and the importance of proprietary data
- Using data to enhance content credibility and challenges and methodologies in data collection
- The role of AI in content marketing and how it can take your business to the next level
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Ryan on LinkedIn: https://www.linkedin.com/in/thinkingslow/
Connect with Ryan on his website: https://ryanlaw.me/
Timestamps
[06:08] Effective content marketing balances effort and impact
[07:52] Data-driven trend reports inform ongoing decision-making
[10:35] Balancing data support with content creation challenges
[14:40] AI’s impact on SEO
[19:24] Quality is not always necessary in content marketing
[20:40] Overcoming fears and learning from experience
"Content marketing and strategy are essential foundations for any business. They are not just additional tasks but critical efforts that demonstrate to your audience why your business deserves a seat at the table," says Elizabeth Irvine
In this episode of The Content Cocktail Hour, we're joined by Elizabeth Irvine, the VP of Marketing and Customer Success at MarketMuse, to dive into the evolving role of AI in marketing, the importance of aligning customer success with marketing efforts, and the unique challenges and strengths of being an introvert in a marketing role.
Elizabeth shares her journey from crafting email copy to leading dual teams, offers tips on leveraging AI technologies, and advises marketers looking to get closer to their customers.
In this episode, you’ll learn:
- Why it is necessary to be in continuous engagement with customers beyond the initial sale
- How impactful real-time adjustments to marketing efforts due to customer language and feedback are
- Being an introvert can have both challenges and advantages in marketing and professional settings
Resources:
- Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
- Check out The Juice HQ: https://www.thejuicehq.com/
- Connect with Elizabeth on LinkedIn: https://www.linkedin.com/in/elizabethdunlea/
- Check out MarketMuse: https://www.marketmuse.com/
Timestamps:
[06:05] Generating AI aids in content creation and automation
[11:37] Allocate time to customer calls
[16:06] Marketing's impact beyond revenue
[18:33] Overcoming shyness through smaller work environments
[22:23] Rising investment needed for quality content marketing
[24:31] Personalized marketing's effectiveness
"But that's a beautiful thing around a people-first approach. You build things with other people in a very public way, and that helps you do your marketing and sales in a more efficient way," says Mark Kilens from TACK.
In this episode of The Content Cocktail Hour, we are joined by special guests Nick Bennett and Mark Kilens from TACK. Nick and Mark discuss the evolution of building a community and audience with a people-first approach to business. They share practical strategies to prioritize transparency and authenticity and uncover how transparent pricing, personal marketing emails, and educational, value-based content can revolutionize how you connect with your audience.
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Nick on LinkedIn: https://www.linkedin.com/in/nickbennett1/
Connect with Mark on LinkedIn: https://www.linkedin.com/in/markkilens/
Check out TACK: https://www.tackgtm.com/
Timestamps:
[00:00] Market and customer behaviors
[06:05] Using storytelling, relationships, and partnerships to sell
[07:37] Diversified funnel and community building
[11:18] Leveraging demand
[16:40] Experimenting with podcast and video-based content
[17:24] Transitioning from on-prem to cloud
[20:28] Unlocking opportunities with a well-defined strategy
[25:01] Customer acquisition and growth strategy
[27:42] Generational shift impacting market and consumption habits
"It isn't about using video, podcasts, or any other medium. It's about understanding what your audience is doing. Are they engaging with specific channels? If they're not, that could be an opportunity for you to stand out," says Ali Schwanke, Founder of Simple Strat.
In this episode of The Content Cocktail Hour, we’re joined by the Founder of Simple Strat, Ali Schwanke. She shares her insights on the importance of understanding and using the right channels for your audience, emphasizing the power of video and content creation in building trust and driving engagement. Ali shares the success of HubSpot Hacks and explores how they've effectively balanced their own brand with sub-brands.
In this episode, you’ll learn:
- The importance of content sharing and audience feedback
- How to ensure your content has practical, immediate value and aligns with brand promises
- How to be consistent in content creation and sticking to branding themes
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Ali on LinkedIn: https://www.linkedin.com/in/alischwanke/
Check out Simple Strat: https://simplestrat.com/
Timestamps:
[03:38] Discussing AI, HubSpot hacks, and investing in branding
[07:07] Photography and video experience leading to entrepreneurship
[12:37] Entrepreneurial focus on practical AI in marketing
[14:00] Podcasters aiming to show, not just tell
[18:28] The 7 hours trust-building rule
[20:02] Does everyone need a podcast or YouTube?
"One of the most interesting and fun aspects we're focusing on is the word 'fun' itself. The idea that B2B brands can and should be more playful and exhibit their personality in their branding to catch consumers’ attention in a more meaningful way,” says David Kavanagh, Chief Marketing Officer at Jebbit.
In this episode of The Content Cocktail Hour, we’re joined by the Chief Marketing Officer at Jebbit, David Kavanagh, to share why companies should embrace their weirdness and try different branding strategies. David also explores the challenges marketers face today, from technological advancements to shrinking budgets, and how to cut through the noise to create genuine connections with customers. Listen in as David emphasizes the importance of foundational work, improving marketing operations, and refreshing your brand to stand out. So, grab your favorite drink, and let’s get down to business.
In this episode, you’ll learn:
- Brands need to balance the investment in data collection with compliance with privacy legislation and the fear of third-party cookies going away
- Marketers should focus on creating great personalized experiences and being good stewards of customer data
- Leveraging the plethora of available tools and content can help data-driven marketers build effective data strategies and connections with customers
Resources:
- Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
- Check out The Juice HQ: https://www.thejuicehq.com/
- Connect with David on LinkedIn: https://www.linkedin.com/in/dmkavanagh/?originalSubdomain=ca
- Check out Jebbit: https://www.jebbit.com/
Timestamps:
[06:06] Facing data challenges in a cultural landscape
[07:44] Brands on privacy and consumer data
[12:13] The basic human element in marketing
[19:45] How to do strategic positioning for a new brand launch
[22:53] The unpredictability of marketing
[26:06] Should B2B brands embrace fun?
"We often talk about marketing as if we're addressing robots, using playbooks to tenfold our growth, stuck in the early 2000s mindset of click funnels. Too many people are still in that space,” says Luke Frazier, CEO and Storyteller at PARABLE Brand.
In this episode, we are joined by PARABLE Brand’s Luke Frazier to discuss the authenticity of marketing, the evolution of B2B content, and the importance of creativity amidst data-driven strategies. Luke also brings a unique perspective on content marketing that challenges traditional B2B practices. From Luke's viral 'Sauna Series' to his insights on building genuine connections, this conversation uncovers the secrets behind successful content marketing.
In this episode, you’ll learn:
- Prioritize listening to your customers to better tailor your marketing strategies
- Having a flexible and fun approach to content creation can yield meaningful engagement
- Using detailed brand strategy and market research as the foundation is crucial for effective marketing
Resources:
- Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
- Check out The Juice HQ: https://www.thejuicehq.com/
- Connect with Luke on LinkedIn: https://www.linkedin.com/in/lukefrazier/
- Check out PARABLE Brand: https://www.parablestory.com/
Timestamps:
[03:48] Marketing insights in the sauna
[08:51] Seeking community engagement in an AI-driven, inauthentic world
[12:59] CMOs in the tech industry
[14:36] Marketers fighting for value
[18:40] Emotional involvement and a better company culture
[21:23] Market research, strategy, and authenticity
[24:27] Do constraints breed creativity?
"So I believe the true purpose of content is twofold: it serves as both an act of philanthropy and a marketing strategy for brands,” says David Ebner, President of Content Workshop.
In this episode, we’re joined by the one and only David Ebner, President of Content Workshop, to dive into the art and science of content marketing, covering everything from storytelling and attribution to the role of content as an act of philanthropy. David shares his unique journey from a creative writing graduate student to leading a successful content agency, emphasizing the importance of blending artistry with strategic goals while weighing in on the controversial topic of gated vs. ungated content. So grab your favorite drink and join us for a conversation that covers it all.
In this episode, you’ll learn:
- Effective storytelling in content marketing involves narrative flow, hero arcs, and overcoming challenges, regardless of the subject matter
- Measuring the success of content varies but should align with the goals of providing value and building trust rather than merely driving conversions
- SEO remains vital in content strategy, but it's essential to focus on high-intent, lower-volume keywords to effectively reach target audiences
Resources:
- Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
- Check out The Juice HQ: https://www.thejuicehq.com/
- Connect with David on LinkedIn: https://www.linkedin.com/in/davidjebner/
- Check out Content Workshop: https://contentworkshop.com/
Timestamps:
[05:38] Content serves as value in relationships; audience matters
[09:58] Storytelling about narrative flow, arc heroes, and outcomes
[12:30] Measurement against goals, KPI work, and SEO importance
[15:49] Creative content marketers need to balance storytelling
[18:23] Artists straddle creative freedom and brand expectations
[24:11] Content is valuable, demands contact information exchange
“People are realizing now, with the higher level of scrutiny that they're facing, that they really have to be able to show the impact of what they're working on. And it's not just for the sake of reporting and saying it, but also because they all want to have an impact,” says Pranav Piyush, Co-Founder and CEO of Paramark.
In this episode, Jonathan Gandolf and Pranav dive into the intricacies of B2B marketing, exploring the shift from traditional content syndication to innovative content discovery and distribution. They'll tackle the question of marketing accountability, discussing how to demonstrate impact in marketing strategies effectively and the evolution toward a more humane approach to marketing analytics.
In this episode, you’ll learn:
- Focus on deepening engagement with core users to leverage word of mouth and virality, rather than dispersing efforts thinly over multiple unproven channels
- Transition beyond basic leads metrics by modeling business inputs and desired outputs to accurately measure marketing impacts on various scales
- Utilize a simple scorecard method for monitoring correlation between marketing efforts and business outcomes, allowing for strategic resource allocation based on observable successes or diminishing returns
Resources:
- Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
- Check out The Juice HQ: https://www.thejuicehq.com/
- Connect with Pranav on LinkedIn: https://www.linkedin.com/in/pranavp/
- Check out Paramark: https://paramark.com/
Timestamps:
[05:36] A more humane approach to content syndication.
[06:31] Curate content, attract followers, and maintain engagement
[11:25] Marketing must demonstrate tangible impact for strategy
[14:50] Prioritize capital allocation for predictable marketing returns
[17:24] Analyzing returns in channels for business growth
[19:55] Track marketing activity in spreadsheet and analyze patterns
"Salespeople know a lot, and yet that knowledge gets impacted. It just sits dormant inside us. But if you're in sales today, you have stories, you have assets that are underused. Start using your damn assets."
In this episode, we’re joined by Bill Caskey, President of Caskey Achievement Strategies, to stir the pot by challenging conventional sales tactics and advocating for a more profound, mindset-oriented approach to selling. Bill will help you rethink how sales teams operate, the critical interplay between marketing and sales, and why creating soul in your sales process can lead to more authentic and fruitful customer relationships. This episode is a must-listen for anyone eager to leave the old-school sales playbook behind and engage prospects in a way that’s meaningful and effective.
In this episode, you’ll learn:
- Embrace a mindset change from aggressive sales tactics to understanding and solving potential clients' actual needs
- Leverage and maximize underused assets like social media platforms and storytelling to improve interactions with customers
- Diversify your lead generation strategies to reduce dependency on any single source, ensuring stability and continued growth
Resources:
- Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
- Check out The Juice HQ: https://www.thejuicehq.com/
- Connect with Bill on LinkedIn: https://www.linkedin.com/in/billcaskey/
- Check out Caskey Achievement Strategies: https://billcaskey.com/
Timestamps:
[04:35] Sales mindset is focused on closing, not relationships.
[07:58] Shift your mindset to abundance and focus on others
[12:23] Leverage your assets for success and growth
[15:42] Outbound calling and other pillars for success
[18:24] Content creation and sales team mindset
[20:55] Most marketing teams lack sales process knowledge
[24:00] Telling stories builds rapport and trust
"Content without consumption is just a massive waste. And I feel like often we build these big, robust content strategies and a big list of all these pieces of content we need to create, and we don’t optimize it to get consumed."
In this episode, we’re joined by Demandbase’s CMO, Kelly Hopping to discuss the new era of ABM and the key ingredients to success. Kelly dives into the transition of ABM from a focus on targeted, individual account strategies to a broader and more scalable approach that includes one-to-few and one-to-many strategies. She also discusses the critical need for alignment between sales and marketing teams and how crucial content is to the success of ABM. Tune in to your favorite listening app to take your ABM strategy to the next level.
In this episode, you’ll learn:
- Align sales and marketing teams effectively by simplifying tools and ensuring both teams utilize foundational data for efficient account-based marketing (ABM) strategies
- Optimize content creation by focusing on generating bite-sized, searchable, and promotion-ready material that addresses specific customer pain points
- Prioritize content consumption by strategizing on the distribution and utility of content to ensure it reaches and resonates with the target audience
Resources:
- Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
- Check out The Juice HQ: https://www.thejuicehq.com/
- Connect with Kelly on LinkedIn: https://www.linkedin.com/in/kellyhopping/
- Check out Demandbase: https://www.demandbase.com/
Timestamps:
[05:46] Account based marketing: focus on key accounts
[06:32] Account-based marketing aligns sales and marketing effectively
[12:56] Utilizing customer data for targeted sales approach
[15:32] Different types of content fit into ABM
[18:45] Embracing uncertainty and investing in long-term transformation
[21:05] Kelly’s transformed content team boosted traffic and revenue
"Over the past decade, marketing has become more of a finance position and less of a creative position. A lot of marketers, today, forget how to be creative,” says Greg Wise, Co-Founder and Chief Customer Officer at OneScreen.AI.
In this episode, we’re raising our glasses with OneScreen.AI’s Greg Wise on The Content Cocktail Hour for a discussion on how leading companies are leveraging out-of-home advertising to hit real-world targets effectively. Greg shares the relevance and opportunities of out-of-home advertising, the power of creativity in marketing, measurement and evaluation of OOH campaigns, and OneScreen.AI’s role and resources for marketers.
In this episode, you’ll learn:
- Out-of-home advertising is increasingly valuable for B2B marketers seeking new, impactful ways to reach and engage target audiences in real-world settings
- Measuring the effectiveness of out-of-home campaigns is evolving, with greater use of data and technology such as AI and machine learning to enhance targeting and ROI assessments
- Creative execution is crucial, emphasizing the need for bold and memorable visuals that capture attention and provoke discussion among consumers
Resources:
- Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
- Check out The Juice HQ: https://www.thejuicehq.com/
- Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregwise/
- Check out OneScreen.AI: https://www.onescreen.ai/
Timestamps:
[06:05] Defining audience and human connection in marketing
[06:47] Many people pay to block ads online
[10:50] Enhancing conference presence with creative out-of-home marketing
[14:54] Out-of-home advertising offers new opportunities
[22:23] Differences between digital and static billboards
[24:28] Campaign grading system rates billboard inventory
"Content isn't just king. It's the whole kingdom when you're talking about digital transformation.”
These are the words from content expert Angus Edwardson, Co-founder at GatherContent by Bynder.
In this episode of The Content Cocktail Hour, Host Jonathan Gandolf and Angus discuss the evolution of content operations, particularly focusing on the impact that content strategy has had on digital transformation, the role it plays in business at the strategic C-suite level, and how treating content as a strategic investment has become a prominent consideration for large enterprises. Tune in to learn the steps to revolutionizing your content strategy for success.
In this episode, you’ll learn:
- Embrace a ‘content first’ strategy by prioritizing an understanding of your business and its information architecture to align content with design effectively
- Analyze your current content operations to identify inefficiencies and adapt operating practices similar to those of product and technology teams to foster agility and speed in content delivery
- Leverage AI for operational efficiencies and automation, while focusing on creating real human connections and utilizing proprietary data for unique marketing strategies
Resources:
- Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
- Check out The Juice HQ: https://www.thejuicehq.com/
- Connect with Angus on LinkedIn: https://www.linkedin.com/in/angusedwardson/
- Check out GatherContent by Binder: https://www.bynder.com/
Timestamps:
[05:29] Digital transformation, content evolution, design bias
[07:48] Content seen as product and changing content teams
[10:24] Challenges in content process and technology integration
[14:34] Mapping content origin to identify inefficiencies for improvement
[18:42] AI aids marketing and allows strategic focus
[20:08] Short-term focus: Human connection, unique ideas
[23:29] A look into Binder's customer scale and support
What people want is a big outcome.
And the only way you get a big outcome is to take a big swing and be bold.
Welcome to The Content Cocktail Hour, the show hosted by The Juice’s Jonathan Gandolf and Clayton Stobbs that squeezes out the deepest secrets of modern B2B marketing professionals on pushing your brand to the forefront of the industry.
CEO Jonathan Gandolf sits down with Jeff Rohrs, VP of Brand Marketing at Active Campaign, one of the best marketers in the world, and a recovering attorney and former radio DJ. The two discuss the evolution of B2B marketing and executing on crazy ideas. Jeff’s latest ambitious venture is a 29-hour digital event. Learn to be a more efficient marketer by registering for free for The Active Campaign Leap Day Extravaganza. Link below!
0:00 Introducing Jeff and Active Campaign
7:00 The Active Campaign Leap Day Extravaganza
11:08 Executing on crazy ideas
20:00 Past life as DJ
22:25 Evolution of B2B marketing
29:50 Register for free and get connected
Show Links:
- Register for the ActiveCampaign Leap Day Extravaganza
- Connect with Jeff
- Learn more about ActiveCampaign
- Audience: Marketing in the Age of Subscribers, Fans, and Followers
- Connect with Jonathan
- Learn more about The Juice
Greg Wise is the Co-Founder and Chief Customer Officer at OneScreen.AI. OneScreen helps marketers select, purchase, and measure out-of-home advertising. Today with Jonathan, Greg shares everything he knows about measuring out-of-home advertising and his predictions for B2B marketing in 2024. They also discuss OneScreen’s recent article, "9 Priorities for the Modern B2B Marketer in 2024." Greg will be a speaker at “The Active Campaign Leap Day Extravaganza” on February 29th, and the free registration link is below!
0:00 Introducing Greg and One Screen AI
3:38 Measuring out-of-home advertising
10:16 9 Priorities for the Modern B2B Marketer in 2024
14:50 HubSpot’s playbook
19:13 Testing channels, future of B2B marketing
Show links:
- Connect with Greg Wise
- Learn more about OneScreen.ai
- 9 Priorities for the Modern B2B Marketer in 2024
- The Active Campaign Leap Day Extravaganza
- Connect with Jonathan Gandolf
- Learn more about The Juice
Christian Burne is a WCM Implementation Expert, a Technical Architect, and the CTO and Product Development Manager at Oshyn. He’s been building websites for over twenty years. Oshyn, is a website developing company that specializes in composable DXPs, or digital experience platforms. Christian explains the technical benefits a of composable DXP.
3:10 What is DXP
5:35 Adobe acquisitions
8:00 Defining composable
12:35 Aligning teams
14:35 Benefits of being composable
19:18 Outro
Register: The State of Gated vs Ungated Virtual Event
Read: The State of Gated vs Ungated Content Report
Follow Christian: | LinkedIn | Oshyn
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Rachel Downey is the CEO and Founder of Share Your Genius, an end-to-end podcast production company that helps brands refine their media strategy. Her tagline is, 'It’s never just a podcast.' Podcasts, the modern-day business card, function as both a channel and content. When devising a media strategy,
consider your primary objective—building a brand, expanding an audience, or generating demand. Once you have clarity on your focus, you can drive the podcast forward accordingly.
2:26 Share Your Genius
4:00 Media-led growth
6:36 Distribution activator
9:35 Strategize based on one focus
14:35 Driving demand with a podcast
18:12 Building a brand with a podcast
23:55 Metrics of success
25:35 Strategies that scale
30:55 Advice to aspirational podcasters
31:41 Outro
Read: The State of Gated vs Ungated Content Report
Follow Rachel: | LinkedIn | Share Your Genius
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Tommy Walker is the Founder of Content Studio, a consultancy for high-growth B2B startups and enterprises. He defines his three axioms of content marketing: premise, content is social currency, and decisions are made in Slack. It's vital that marketers both research their audience's wants and needs and avoid writing condescending content. With a career rich in experience, Tommy is a wealth of knowledge when it comes to B2B marketing done right.
Read: The State of Gated vs Ungated Content Report
Follow Tommy: | LinkedIn | The Content Studio
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What’s the best way to overcome the hurdle of creating video content? To answer this in depth, Brett invites Julia Enthoven. Julia is the CEO and Co-founder of Kapwing, a creative software company that helps companies produce videos. Julia advises hiring a dedicated team member for video, focusing on quantity over quality, creating systems and processes, and seeing what’s working for other companies.
Between AI and other automation tools, there’s lots of ways to expedite the video production process.
1:30 Conversation with Julia
4:51 Growing Kapwing’s channels
5:36 Video quality
8:52 Rise of video and TikTok
15:13 Hiring for video content role
17:00 Overcoming disappointing views
22:01 Scaling up video production
25:50 Role of AI and automation
30:08 Comfortable in front of camera
31:40 Successful integrated strategy
34:23 Outro
Follow Julia: | LinkedIn | Kapwing
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How has personalization has ruined marketing? Let’s chat with Nick Zeckets to find out. Nick is the CEO and Co-Founder at Air Traffic Control, an AI-powered personalization engine that integrates seamlessly with HubSpot. Unfortunately, there’s a lot of vague non-sense when it comes to “personalized” emails. It’s time we take the time to treat prospects like humans and use empathy to truly connect in the business world.
2:00 Conversation with Nick
5:53 Air Traffic Control
8:40 Journey to thesis
18:16 Example of bad marketing
22:19 Empathy
27:34 Strategies
35:05 Evolution of personalization
40:18 Fixing the infection
43:56 Outro
Follow Nick: LinkedIn | Air Traffic Control
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Janet Mesh is the CEO + Co-Founder of Aimtal, a remote integrated marketing agency based in Boston. She’s an expert on how B2B marketers can use YouTube video content to execute an integrated marketing strategy. Producing high quality videos that drive traffic might feel like an overwhelming task, but ripping off the bandaid and rolling with the punches is the best way to start. Alternatively, you can hire an agency like Aimtal to help you on your way!
0:00 Intro
1:40 Janet’s background
6:40 Shifts in video and social
12:20 Getting started
15:20 SparkToro
17:08 How YouTube works
21:10 Integrative video strategy
23:30 Setting expectations
27:50 Adapting to change
30:20 Audience research
36:04 Outro
Check out The State of the B2B Podcast Listenerreport
Sign up for Modern Day Marketer (the newsletter)
Follow Janet: LinkedIn | Aimtal
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There is a right and wrong way to distribute your content in communities. Katarina Andrejević tell us the right way. Katarina is the Customer Advocate at Userlist, an email marketing automation platform for for product-led growth. She shares how she tracks the success of organic traffic, online discussions and community building. Remember—never spam your community and keep the reader in mind.
0:00 Introduction
1:20 Conversation with Katarina
5:25 Roadblocks in distribution
9:00 Keep reader in mind
11:55 Communities
15:40 The right and wrong way
19:40 Tracking
23:05 Success story
27:10 Outro
Check out The State of the B2B Podcast Listenerreport
Sign up for Modern Day Marketer (the newsletter)
Follow Katarian: LinkedIn | Twitter | Userlist
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Follow Brett:| Twitter | LinkedIn
Jared Robin is the Co-Founder of RevGenius, a large and mighty community of revenue generating sales, marketing, customer success, and revops professionals. Today, he explains how SaaS leaders should think about community. To bring people together and lead a movement, you first need to identify a gap. Jared started RevGenius while he was job hunting and meeting online friends at digital events. He created a LinkedIn group for these like-minded professionals that quickly grew to what it is today. Communities are built on trust and transcend platforms. Having one is the most powerful way to grow a brand.
0:00 Introduction
1:23 Conversation with Jared
4:26 Debunking community building
7:20 Building blocks
10:50 Meeting friends online
15:10 LinkedIn to Slack
16:40 Apollo VS ZoomInfo
20:56 The long game
27:45 Crawl, walk, run
30:00 Sign of success
32:14 Outro
Sign up for RevCon for free on 10/18-10/19
Check out The State of the B2B Podcast Listener report: Exclusively on The Juice
Sign up for Modern Day Marketer (the newsletter)
Follow Jared: LinkedIn | RevGenius
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Sam Holzman is the Content Marketing Manager at Spiff Marketing, a commission-automation platform. Today, he shares how to connect when writing for a new persona, get more engagement, and infuse information with personality. Brett and Sam also discuss his background in journalism and the importance of research and authenticity. Great content should start conversations, spark new ideas, and offer value to the reader.
0:00 Intro
1:25 Introducing Sam and Spiff
3:50 Journalism background
8:50 Writing with personality
14:20 Different personas
16:10 Research
21:10 What does the person want out of this?
26:30 Engagement
29:30 Outro
Check out The State of the B2B Podcast Listener report: Exclusively on The Juice
Sign up for Modern Day Marketer (the newsletter)
Follow Sam: LinkedIn | Spiff
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Michael Londgren is a hyper-growth CMO with an impressive resume that includes Apple, Adobe, Blue Martini, Docusign, Nasdaq, and Seismic. Most recently, he became the CMO at Responsive, formerly RFPIO. Michael explains his reasoning to drive this big rebrand. A company name needs to be memorable and encompass their value proposition. The rebrand went much deeper than a name change, he also recognized a need to align the sales team. Change can be scary, so careful planning and execution were key.
0:00 Intro
1:36 Episode starts
5:12 Michael’s background
6:50 Proposing a rebrand
10:45 Timing, vision, alignment
13:35 Listen to sales team
16:10 Choosing “Responsive”
19:35 Internal to external activation
24:10 Roadblocks and goals of rebrand
30:33 Outro
Check out The State of the B2B Podcast Listener report: Exclusively on The Juice
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Follow Michael: LinkedIn | Responsive
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Emir Atli is the Co-Founder & CRO of HockeyStack, a rapidly growing company that’s standing out from competition in a crowded space. HockeyStack provides revenue attribution analytics for B2B SaaS
companies and currently has 40 customers. Today he shares how he leveraged LinkedIn to scale the company in a short amount of time. He also reveals what he’s looking for in new hires, as they continue
to grow.
0:00 Introduction
1:22 Conversation with Emir
3:04 Attribution
5:35 Navigating feedback & sales demos
8:00 Attribution tracking on LinkedIn
12:20 Advice to marketers
13:00 Networking
15:55 Hiring
16:20 Framework for success
19:23 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
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Follow Emir:| LinkedIn | HockeyStack
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Follow Brett:| Twitter | LinkedIn
Brett invites a SaaS SEO expert who he met through a Jay Acunzo masterclass, Viola Eva. Viola is the Founder and Head of SEM of Flow SEO. She and her team of 14 create SEO strategies to ensure that valuable content doesn’t end up in internet purgatory and gets seen by the addressable market. Today with Brett, they discuss the evolution of AI in search marketing. She also explains “EEAT” and breaks down the 3 pillars of SEO: good technical infrastructure, relevant content, and links for authority.
0:00 Introduction
1:11 Conversation with Viola
3:04 Growing Flow SEO
5:20 Leadership and team dynamic
8:10 Content strategist
11:00 SEO
17:26 3 pillars
18:22 AI
21:00 EEAT—experience, Expertise, Authority, Trust
23:10 New AI tools
30:17 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
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Follow Viola:| LinkedIn | Flow SEO
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Scrolling through LinkedIn, it feels like everyone in marketing is transitioning jobs, but what makes a great candidate stand out? Today, Kyle Lacy tells you how to turn left when everyone else is turning right. Kyle Lacy is the CMO at Jellyfish and has an extensive history in marketing and has hired dozens of marketers. Candidates should think creatively, use numbers in their resume, find connections in common, and reach out thoughtfully and intentionally. He shares examples of candidates who went the
extra mile. Approach the job search like you approach accounts based marketing and don’t you dare be boring!
0:00 Introduction
1:42 Conversation with Kyle
3:30 Taking a break
7:08 Job search post
9:00 Successful example
10:30 Hiring process
12:00 Strategies to differentiate
16:20 Best practices and standouts
21:00 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
Sign up for Modern Day Marketer (the newsletter)
Follow Kyle:| LinkedIn | Jellyfish
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How can we (the marketers) keep our creativity alive when everything around us tries to kill it? Endless meetings, financial pressures, and time constrains really suck the fun out of work. Luckily, Lindsay McGuire has a tip or two to help. Lindsay is the Associate Director of Content and Campaigns at
Goldcast, a digital events platform. She’s new to the company, but not new to the Indy marketing scene. To stay creative, she does her best to automate repetitive tasks and uses monday.com to stay organized.
Understand your coworkers as people and learn their preferred method of communication. Respect one another’s time and give yourself space to think freely, without distractions.
1:54 Conversation with Lindsey
4:20 Defining creativity
8:20 Standardize your process with tools
13:00 Automate, automate, automate
14:46 Roadblocks to creativity
19:15 Protect your time
22:50 Avoiding conflict
25:55 Making a creative environment
31:48 Closing out
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Follow LindsayI | LinkedIn | Goldcast
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Brett invites Warren Daniels to discuss the criticality of content in the digital economy. Warren is the Chief Marketing Officer at Bynder, a leading digital asset management platform. According to research done at Bynder, 3/4 of tech marketing leaders have either maintained or increased their investment in content this year. The two discuss playing the long game, leveraging AI, roadblocks in content creation, relevancy and consistency, and aligning internally.
1:54 Conversation with Warren
3:50 Career path
7:30 Investing in content
11:00 Playing the long game
13:40 Content operations
17:36 Relevancy and consistency
20:00 AI
23:10 Current challenges, ROI
25:48 Advice to marketer
27:53 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
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Follow Warren: | LinkedIn | Bynder
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Sit down and get comfortable for some B2B marketing therapy with local Indianapolis marketer, Justin Keller. Justin is the SVP of Marketing at Drift, an AI-powered conversational platform. After getting an MBA, he helped build up the iconic brand of Sigstr. Today, he discusses the mindset shift from brand to revenue marketing. With the rise of AI automating the revenue pipeline, it will become more important for companies to focus on building brand with the help of creative marketers. Don’t be afraid of being
provocative, creative, and weird.
1:18 Introduction
3:00 Justin’s career
7:10 Building brand at Sigstr
9:20 Driving pipeline
11:45 Justifying brand marketing efforts
13:00 Pivoting at Drift
15:24 Brand VS revenue marketing
16:50 Message to CEOs
20:12 Be provocative, get weird
23:52 In closing
Follow Justin: | LinkedIn | Twitter | Drift
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Palmer Houchins is the Head of Marketing at G2, the largest and most trusted software marketplace. There’s a lot of competition in the B2B software space, so it’s essential to clearly frame and define your ROI story for your customers, both qualitatively and quantitatively. To do this, you need to truly understand who your ideal customer is and their goals. Palmer suggests creating an ROI calculator and
obtaining social proof. Define the ROI story. Align internally. Then, go tell it externally.
1:01 Introducing
3:45 Software-buying behavior
5:25 Timeline
7:45 Internal collaboration
9:42 Committee approach
11:15 Qualitative & quantitative
14:00 Internal & external approach
15:50 Social proof
17:54 Feedback
19:15 Specific examples
24:16 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
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Follow Palmer: | LinkedIn | G2
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Jonathan Gandolf gives his CEO perspective on vision setting and the idea of “curation over creation.” Brands that pump out new content every day or week can prevent their work from getting buried in “internet purgatory” by utilizing The Juice. Rather than focusing on quantity and speed, focus instead on quality, specificity, curation, seasonality, and repurposing. Brett and Jonathan also talk about AI, NRR
(Net Revenue Retention), and the long-game.
0:00 Introduction
0:59 Conversion with JG
4:55 Curation
8:00 Brands
11:25 Slow down
13:10 From Boring to Binge-able
15:40 NRR (Net Revenue Retention)
19:10 Short term (Google ads) VS long game (curation)
23:10 Road map and AI
25:00 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
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Follow Jonathan: | LinkedIn | Twitter
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What traits should you look for when hiring a social media marketing manager? To answer this, Brett brings on Andrew Barlos, who recently hired someone to lead social media. Andrew is the Senior Director of Marketing at Loomly, all-in-one social media management platform. He predicts that social media managers will be the next leaders at companies. Great ones stay on top of trends, carve out time for creativity, and are self-starters.
1:17 Introducing Andrew and Loomly
5:35 Carving out a unique brand
7:10 Social Media Manager
10:55 Qualities and traits
14:40 Time allocation
17:25 Creativity and consistency
20:00 Stages of growth
22:20 Advice on hiring
24:16 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
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Follow Andrew: | LinkedIn | Loomly
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Mariya Delano is an audience research and content consultant and the CEO and Founder at Kalyna Marketing. On this previous episode of Slice and Dice, Brett and Mariya discuss the top 5 performing pieces of content for marketers on The Juice within March. They note that these pieces are from well- known brands, have attention grabbing headlines, and are practical how-to articles. One thing that continues to be true: marketers love a good template.
0:00 Intro
1:33 Slice and Dice
4:50 AI overload
7:30 Action-oriented headlines
11:20 5 content pieces
15:30 Common thread
17:40 What stands out
20:00 Graphics
24:10 What is working
28:00 Outro
Find more sales and marketing resources like the content mentioned on today's show by signing up for The Juice for free
Content Distribution Live: Earning Content Opportunities Through Relationship Building [Register Today]
Watch episodes of Slice & Dice from Motion
Follow The Juice:| Website | Blog | Twitter | LinkedIn
Follow Mariya:| LinkedIn | Kalyna Marketing
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Dustin Tysick is the VP of Revenue at Testimonial Hero, helping companies create video testimonials and drive social proof. Social proof is defined as “a psychological and social phenomenon wherein people copy the actions of others.” Rather than read a list of reviews or a lengthy case study, a quick video of a happy customer can be highly effective in driving new customers down your pipeline. If you want to learn how to do social proof the right way, keep listening!
1:01 Conversation begins
2:25 Defining social proof
5:30 Elevating outdated methods
8:55 Individuals vs company names
10:00 The wrong way
11:00 Research and organic social proof
14:35 Media types
16:20 Obtaining social proof
18:35 Success metric
20:12 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
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Follow Dustin: | LinkedIn | Testimonial Hero
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Brett revisits a “Slice and Dice” conversation with Jonathan, where they review the top five performing sales content pieces on The Juice. Based on the pieces, they conclude that sales reps are most interested in useful templates, storytelling, being efficient, and empathy. Sales reps don’t need to reinvent the wheel; there are hundreds of useful sales templates all available on The Juice.
0:00 Introduction
2:28 Slice and Dice intro
3:28 Conversation with JG
6:10 Data from 11,000 users
7:50 Top 5 pieces
10:35 Takeaways
13:00 Email templates
14:40 Takeaways
20:30 Outro
Find more sales and marketing resources like the content mentioned on today's show by signing up for The Juice for free
Sales Fails: "A prospect disappeared in the middle of a demo.. but I stayed on." from The Quota
The 5 Minute Guide to Driving Better Results on LinkedIn from SimpleStrat
Templates by Guru
Five things Sales Reps should listen for on every sales call from Dooly
24(!) Sales Email Templates for Before, During & After the Sale From Copper
Watch episodes of Slice & Dice from Motion
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Do you want to kiss pipeline anxiety goodbye? Meet Trinity Nguyen, VP of Marketing at UserGems. UserGems is a software for revenue teams that monitors jobs changes of customers relevant to you. Trinity explains how to efficiently and creatively support your sales pipeline and narrow in on your ICP (ideal customer profile). What works in marketing today might not work tomorrow.
0:49 Conversation begins
2:50 Pipeline anxiety
4:00 Teams at UserGems
5:32 Measuring pipeline efficiently
9:50 ICP (Ideal Customer Profile)
11:55 Account selection and building campaigns
16:35 Product management and timelines
19:50 Messaging
22:08 Advice on aligning around pipeline
24:00 Outro
Sign up for Modern Day Marketer (the newsletter)
Follow Trinity: | Twitter | LinkedIn | UserGems
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If you’re considering starting a podcast at your company, this episode’s for you! Fatima Zaidi is a podcast expert and the Founder and CEO of Quill and CoHost. Quill is a full-service production agency helping Fortune 500 companies with podcast production and audience growth. CoHost is an all-in-one podcast hosting, marketing, and analytics tool; Fatima calls it “the google analytics of podcasting.” Still early in the hype cycle, now is a great time to start a podcast and use it as your secret demand gen weapon.
1:10 Conversation begins
3:55 Rise of podcasting
5:50 Podcast fails
7:00 Discoverability
13:00 Demand generation
20:40 ROI
23:17 Examples of success
26:25 Outro
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Follow Fatima: | Twitter | LinkedIn | Quill | CoHost
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Brett asks three marketing professionals how to leverage AI without losing the voice of a brand. Zac Harris, Head of Organic Marketing at Copy AI, was skeptical of AI at first, but now it’s his superpower. It’s a genuinely fun way to come up with new ideas and reduce time-consuming tasks. Felicia Newhouse, VP of Global Product Marketing at Aprimo, talks about the human responsibility of using
AI. Elizabeth Irvine, VP of Marketing at MarketMuse, is creating quarry reports on the state of generative AI reports. Everyone agrees that “trash in” will equal “trash out.” Marketers need to feed these AI tools good prompts and always edit their results with a human touch.
1:18 Conversation starts
3:20 Format
5:45 Conversation with Zac
11:35 Misconceptions about generative AI
18:04 Generative AI and SEO
21:00 Conversation with Felicia
24:45 Brand voice
27:30 Crawl, walk, run approach
28:10 https://www.futurepedia.io/
31:00 Use cases of AI
34:44 Conversation with Elizabeth
37:20 State of generative AI report
40:50 Maintaining brand voice
43:15 Examples of companies using AI
44:54 Q&A
52:43 Outro
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Gwen Lafage breaks down the steps of building a brave brand. She is the VP of Brand and Content at Sinch, a “Customer Communications Cloud” that helps companies connect with their audience across all channels. Individual employees need to align on their brand story, visual identity, and tone. Then, they can act as brand ambassadors online and stand out from competition.
1:16 Conversation starts
3:20 Building brave brand
6:12 Coca-Cola
9:10 Stand out among competition
15:15 Infrastructure
20:44 Company culture
25:00 Alignment
28:46 Brand drives demand
33:15 Individuals behind brands
38:15 Outro
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Follow Gwen: | Twitter | LinkedIn | Sinch
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Adam Sockel is the Content Marketing Lead at Orum. Orum is an AI-powered Live Conversation Platform that helps drive revenue and makes sales more human-centric. He shares the practical ways he uses AI in his role as a content marketer. ChatGPT is a powerful tool that marketers should take advantage of, but will it eventually replace our jobs? They discuss this and more in this episode!
1:02 Conversation with Adam
2:50 Who is Orum?
4:48 Marketing to salespeople
8:42 Productivity
11:40 Background in content marketing
16:30 AI boom
23:00 Practical uses of ChatGPT
27:00 Avoma
28:18 Outro
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Brett invites a Juice customer on to discuss the exciting launch of “Revenue Impact.” Leah Byrd is the Senior Manager of Integrated Campaigns at Keap, a CRM sales and marketing automation platform for small businesses; it’s a middle ground between Mailchimp and HubSpot. They discuss demand-gen, the role of content, and the blackhole that is content syndication.
0:55 Conversation with Leah
2:05 Keap
4:27 Adapting
5:40 Role of content
8:35 Content syndication
11:24 Utilizing The Juice
15:18 Impact of content
18:12 Outro
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Sandeep John is the Director of Demand Generation at Outplay, an all-in-one sales engagement platform. Today’s conversation revolves around demand generation: building a team with specific functions, qualities of successful marketers, and building a modern demand-gen program that drives serious revenue. First, it’s critical to identify the ICP (ideal customer profile) and what is truly important to them. They also discuss aligning sales and marketing teams and the role content plays in demand-gen.
1:01 Conversation with Sandeep
2:25 Who is Outplay
3:40 AI
5:30 Defining demand-gen
10:30 Sales background
17:40 ICP (Ideal customer profile)
20:15 Functions of team
23:40 Roles on content team
26:05 Traits of awesome demand-gen marketers
30:10 How to invest
33:08 Outro
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Kat John, Customer Success Manager, talks about the evolution of their customer base since The Juice’s inception. Listening to the customer voice, Kat knows how excited marketers are for the newest product feature, which will makes is easier than ever to show the ROI of content programs.
1:20 Conversation with Kat
5:15 Evolution of the customer
8:50 Traits of successful brand partners
12:00 Identity who’s in the room
14:10 Brand vs Demand
15:23 Use cases
18:10 Content ROI
20:14 Exciting new products
23:33 Outro
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Abhilash Anandan is the VP of Strategy and Growth at NeoITO, a company that helps startup leaders scale faster and cheaper. NeoITO grew quickly when they narrowed down their niche and personalized their experience. He shares advice on capturing the attention of founders and understanding their thought processes. He explains “shiny object syndrome” and the importance of empathy.
1:22 Conversation with Abhilash
3:05 Competition in a crowded market
6:45 Growth
8:30 Founder mindset
13:10 Audience magnets
17:10 Reaching founders
23:10 Marketing, content, LinkedIn
24:45 Empathy
25:58 Outro
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This year, Brett is thankful for the attendees and guests of The Juice’s successful digital event "How to Run Laps Around Your Competition with Content Distribution.” The event highlighted how modern marketers are open to new ideas and rethinking their approach to content distribution. Many companies are assessing their marketing budgets going into the new year and trying to do more with less. Or as The Juice might say, “get more juice from the orange.”
0:00 Intro
2:06 Reflecting on event
3:53 Juice offer
5:30 Content distribution
7:15 Follow up
10:06 Marketing budget
11:58 Next week
Recording of “How to Run Laps Around Your Competition with Content Distribution”
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Head of Growth, Alaina Thompson, joins Brett to discuss their carefully crafted follow-up plan after The Juice’s virtual event, “How to Run Laps Around Your Competition with Content Distribution.” They aim to be respectful, timely, and specific when following up with the participants. No one should feel spammed or confused receiving emails after an event, so a thought-out follow-up plan is key.
0:00 Intro
1:00 Conversation with Alaina
5:00 Negative follow-up experiences
9:45 Meeting before
14:14 Audience segmentation
16:18 Details and timeline
21:10 Outro
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Tristan Pelligrino is the Co-Founder of Motion, an agency that helps B2B marketers at tech companies launch podcasts. He explains that companies’ podcasts don’t have to start as podcasts. There are dozens of different use-cases, benefits, and ways of repurposing content when starting a podcast. While there are some initial hurdles and costs, podcasting is an excellent way to start conversation, create consistent content, and spread a message. When beginning a podcast, you should consider two key questions: Who is it for and how does it help?
0:00 Intro
0:57 Conversation with Tristan
2:30 Motion
6:00 Podcast beginners
11:50 Roadblocks/skills to podcasts
16:30 Value of podcast
21:38 Tristan’s LinkedIn post
30:35 Research and advice
35:10 Signs to start a podcast
38:20 Outro
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Jonathan and Brett prepare for the virtual event this Thursday and announce Chris Vannoy, the newest member of The Juice team who will serve as their VP of Product and Engineering. "How to Run Laps Around Your Competition with Content Distribution" will take place this Thursday, November 17, at 1pm EST. You do not want to miss this! Over 350 participants have signed up so far. Register for free here.
0:00 Introduction
0:56 Conversation with JG
2:20 Chris, VP of Product and Engineering
5:45 Live event on Nov 17
10:05 Don’t slip into the past
11:15 Do more with less
15:20 No one has it figured out
17:34 Outro
How to Run Laps Around Your Competition with Content Distribution(Register for free)
How The Juice Uses The Juice and Other Channels For Content Distribution
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Hiring freelance writers and outsourcing tasks is a game-changer for busy marketers at growing companies. Nicole MacLean is the Head of Growth Marketing at Compose.ly, a network of freelance writers who are experts at writing SEO optimized content. Given the current state of the economy, it's essential to understand how your company's cash flow is operating and determine whether hiring independent contractors might be helpful.
0:00 Intro
0:56 Conversation with Nicole
3:07 Who is Compose.ly
4:50 When to seek writing help
11:15 Aligning writing with business initiatives
12:50 Economic climate 14:38 Brand personality
18:00 Challenges of hiring freelance writers
24:20 Cash flow during economic uncertainty
28:00 Job descriptions
31:20 Stake holder
35:40 Know your goals and priorities
39:46 Closing words
How to Run Laps Around Your Competition with Content Distribution (Register for free)
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Hiring freelance writers and outsourcing tasks is a game-changer for busy marketers at growing companies. Nicole MacLean is the Head of Growth Marketing at Compose.ly, a network of freelance writers who are experts at writing SEO optimized content. Given the current state of the economy, it's essential to understand how your company's cash flow is operating and determine whether hiring independent contractors might be helpful.
0:00 Intro
0:56 Conversation with Nicole
3:07 Who is Compose.ly
4:50 When to seek writing help
11:15 Aligning writing with business initiatives
12:50 Economic climate 14:38 Brand personality
18:00 Challenges of hiring freelance writers
24:20 Cash flow during economic uncertainty
28:00 Job descriptions
31:20 Stake holder
35:40 Know your goals and priorities
39:46 Closing words
How to Run Laps Around Your Competition with Content Distribution (Register for free)
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Right now, marketers are being asked to do more with less. Under pressure, marketers are at risk of slipping into old habits to get as many leads as quickly as possible. Brett is hosting a virtual event about content distribution to help marketers stay on the right track.
0:00 Intro
1:25 In-person meeting
4:25 Pressures from leaders
5:40 Conversion and content distribution
8:00 Back to The Juice
10:40 Closing words
How to Run Laps Around Your Competition with Content DistributionRegister for free
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Right now, marketers are being asked to do more with less. Under pressure, marketers are at risk of slipping into old habits to get as many leads as quickly as possible. Brett is hosting a virtual event about content distribution to help marketers stay on the right track.
0:00 Intro
1:25 In-person meeting
4:25 Pressures from leaders
5:40 Conversion and content distribution
8:00 Back to The Juice
10:40 Closing words
How to Run Laps Around Your Competition with Content DistributionRegister for free
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In this episode, Brett and Ramli John discuss how content can support PLG (product led growth) go-tomarket motions. Ramli is the Content Programing Director at Appcues, a company that makes it easy to measure and improve product adoption without a developer. After seeing freemium models fail, he wrote Product-Led Onboarding: How to Turn New Users Into Lifelong Customers. Full of tips to power up your marketing efforts, Ramli is a wealth of knowledge for the modern day marketer.
0:00 Intro
01:05 Conversation with Ramli
4:18 PLG
10:55 Rise of introverts
14:33 Role of content marketer
17:30 Quality of content
20:50 PLG onboarding
26:45 Advice for content marketers
29:32 Outro
How to Run Laps Around Your Competition with Content Distribution (Register for free)
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In this episode, Brett and Ramli John discuss how content can support PLG (product led growth) go-tomarket motions. Ramli is the Content Programing Director at Appcues, a company that makes it easy to measure and improve product adoption without a developer. After seeing freemium models fail, he wrote Product-Led Onboarding: How to Turn New Users Into Lifelong Customers. Full of tips to power up your marketing efforts, Ramli is a wealth of knowledge for the modern day marketer.
0:00 Intro
01:05 Conversation with Ramli
4:18 PLG
10:55 Rise of introverts
14:33 Role of content marketer
17:30 Quality of content
20:50 PLG onboarding
26:45 Advice for content marketers
29:32 Outro
How to Run Laps Around Your Competition with Content Distribution (Register for free)
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Brett is excited to host an upcoming digital event, “How to Run Laps Around Your Competition with Content Distribution,” with four of his favorite marketers to speak about content culture and the art of launching. Companies are publishing content left and right; but without a distribution plan, they’re not reaching their ideal audience. Distribution is just as important as creating content. The event takes place November 17, 1 pm EST.
0:00 Intro
2:47 Announcing digital event
5:38 Importance of distribution
7:04 Event details
11:30 Preparing for event How to Run Laps Around Your Competition with Content Distribution
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Managing a digital-first buying journey is the topic Ray Hartjen and Brett address today. Ray is the Head of Content at LeanData, a native Salesforce application for growth leaders. Prospective and future customers hold the power during the B2B buying process, because they have an abundance of options. Data, intent signals, and content should be used to simplify and streamline the buying journey, so that it’s just as easy as a B2C purchase.
0:00 Intro
0:45 Conversation with Ray
2:46 Dreamforce
4:26 Buying signals
11:06 Prospective vs future customer
15:20 Content in buying journey
18:15 Intent signals
21:34 Collecting and using data
24:31 What can we learn from B2C
26:40 Change management prospective
29:00 Advice to marketers
31:11 Outro
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Before launching The Juice, Jonathan spoke with over 100 marketers about their marketing pain points over the course of 100 days. Brett quizzes Jonathan on the art of asking for feedback, the format of the calls, and how he was able to find and persuade 100 people to jump on a call. Making a sale right now is challenging, because both the recession and end of year are looming. However, it’s a good time to initiate dialogues and be proactive. Jonathan aims to speak to another 50 marketers before 2023!
0:00 Introduction
0:45 Conversation with JG
2:24 Talking to 100 marketers
9:22 The art of asking feedback
16:10 Where/how to reach out
18:00 Recession/slower times
19:55 First step
22:16 Outro
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Since 2017, John Bonini has been the Director of Marketing at Databox, a dashboard performance tool. He’s also the creator of “Some Good Content,” offering content marketing consulting, updating a content job board, and fostering a community of content professionals. Today, John differentiates “link distribution” and “content distribution.” Rather than tirelessly running on the content hamster wheel and publishing as many new pieces as possible, he encourages marketers to distribute quality content in a more intentional, educational, multi-purpose way.
0:00 Intro
1:03 Conversation with John
4:12 Databox
8:12 Some Good Content
10:50 Content Distribution
21:15 Advice to marketers with stubborn leaders
24:45 Pulling insights and creating structure
27:50 Resources and advice
32:30 Outro
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What role does data play in content marketing? In today's episode, Jonathan (a numbers guy) and Brett (the creative) tackle that question. Since creativity and relationships are hard to quantify, trying to measure everything at a company can be detrimental. However, producing content that is supported by solid analytics, data, and statistics adds a lot of value and builds affinity and trust with your customers.
0:00 Introduction
0:46 Conversation with JG
2:40 When to measure
3:50 Using data in marketing
7:15 Stand out brands
10:20 In the works at The Juice
15:42 Outro
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Akshaya oversees brand and social at Paperflite, a content management software for marketing and sales collaterals. She hosts The Newsletter Nerd Show, a podcast to celebrate independent newsletter creators. Newsletters have been on the rise for a couple years and are an excellent way to build brand affinity. According to Akshaya, marketers should strive to become a person's "favorite" by writing stellar content with personality.
0:00 Intro
1:00 Conversation with Akshaya
3:55 Newsletter Nerd Show
7:36 Rise of newsletters
9:30 Affinity
15:58 Measuring success
17:50 Lessons for marketers
21:30 Promoting newsletters
23:52 Find your why
24:58 Outro
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Akshaya oversees brand and social at Paperflite, a content management software for marketing and sales collaterals. She hosts The Newsletter Nerd Show, a podcast to celebrate independent newsletter creators. Newsletters have been on the rise for a couple years and are an excellent way to build brand affinity. According to Akshaya, marketers should strive to become a person's "favorite" by writing stellar content with personality.
0:00 Intro
1:00 Conversation with Akshaya
3:55 Newsletter Nerd Show
7:36 Rise of newsletters
9:30 Affinity
15:58 Measuring success
17:50 Lessons for marketers
21:30 Promoting newsletters
23:52 Find your why
24:58 Outro
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A free one-day virtual SaaS marketing summit is being held this Wednesday, October 12 by Corey Haines of Swipe Files. The summit will feature five discussions with popular marketers, and The Juice is one of the sponsors. In anticipation for the day, Jonathan and Brett discuss customer acquisition, the founder track, and influencer marketing. To sign up for the free summit, visit https:// www.swipefiles.com/summit.
0:00 Introduction
1:23 Conversation with JG
4:50 Working with influencers
9:59 Customer acquisition
13:35 Product market fit
18:50 Churn
20:45 Fundraising
22:55 Measuring success
25:24 Outro
SaaS Marketing Summit (Register for free)
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Nicole Kahansky is the Senior Content Marketing Manager at Hypercontext, a tool helping managers manage better. Today, Brett and Nicole discuss how content marketing could be the key to customer retention. Rather than trying to reach as many people as possible, Hypercontext wants to reach the right people. To do this, Nicole and her team produce and distribute specific, high-quality, and value-packed content.
0:00 Intro
0:52 Conversation with Nicole
1:40 Who is Hypercontext
3:10 Content and retention
6:00 Balancing SEO and value
10:00 Quantity and quality traffic
15:54 Retention
17:23 Content process
19:06 Distribution
22:14 Advice to marketers
25:20 Outro
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Alaina Thompson, Head of Growth, has been at The Juice since its beginning with Brett. Today, they discuss all things growth marketing and what is and isn’t working. Alaina’s role has evolved with the company and she's focused not only on acquiring members, but also retention and monetization. A true modern-day marketer, Alaina isn’t afraid of a little experimentation to get the ball rolling.
0:00 Intro
0:51 Conversation with Alaina
1:50 Sponsorships/partnerships
5:57 Alaina’s role
8:46 Infrastructure
11:06 Product and engineering teams
14:12 Experimenting
16:47 Personalization and paid ads
20:30 Advice
22:30 Outro
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After reading an article titled User Generated Content: What It Is and How to Use It on The Juice, Brett invited the author on the podcast to learn more. Tamilore is a content writer at Buffer, an affordable and intuitive social media marketing software. She describes UGC and what it means for B2C and B2B brands. It all comes down to developing trust and genuine engagement, she explains.
0:00 Introduction
0:53 Conversation with Tamilore
5:15 Story-telling/narrative-based content
9:30 User-generated content
13:10 UGC related to B2B
19:00 Benefits of UGC
22:40 Example of brand doing good UGC
26:30 Getting started organically
31:26 Internal employee engagement
33:20 Connect with Buffer
34:55 Outro
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Brett is joined by Kate VanLue, Director of Sales at The Juice. She shares some of the challenges and advantages of selling at The Juice and how her sales process has evolved. Some marketers understand the value of The Juice right away and are easy to onboard, while other marketers need more time or have constraints in budget or from leadership.
0:00 Intro
1:09 Conversation with Kate
2:30 Selling a new product
4:53 Sales process at The Juice
7:00 Communicating value
10:30 Quality over quantity
15:10 Profile of The Juice user
17:40 Challenges from leadership
21:45 Price
25:00 Breaking through to new customer
27:18 Outro
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To learn more about Category Pages, visit app.thejuicehq.com/categories
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Brett is joined by Kate VanLue, Director of Sales at The Juice. She shares some of the challenges and advantages of selling at The Juice and how her sales process has evolved. Some marketers understand the value of The Juice right away and are easy to onboard, while other marketers need more time or have constraints in budget or from leadership.
0:00 Intro
1:09 Conversation with Kate
2:30 Selling a new product
4:53 Sales process at The Juice
7:00 Communicating value
10:30 Quality over quantity
15:10 Profile of The Juice user
17:40 Challenges from leadership
21:45 Price
25:00 Breaking through to new customer
27:18 Outro
Join The Juice
To learn more about Category Pages, visit app.thejuicehq.com/categories
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Christina Garnett is in charge of community and advocacy at HubSpot, a CRM platform that’s designed to help companies grow better. As a community builder and advocacy strategist, Christina is an expert at audience research on social, native searching, social listening, and being receptive to feedback both good and bad. By truly listening to users on a variety of channels, HubSpot continues to improve and grow a stronger community.
0:00 Intro
1:20 Conversation with Christina
5:38 Role at HubSpot
9:02 Audience research
13:10 Social listening between channels
16:12 Accounting for dark social
17:50 Shifts in sentiment
20:25 Outcome of audience research
22:30 Advice
27:30 Outro
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Jonathan and Brett take some time to discuss content distribution. Most marketers are thinking more critically about content distribution these days, as they try to get their message to the right audience. They discuss various distribution channels, The Juice’s solutions, outbound marketing, inbound marketing, SEO and narrative-drive content, and the evolving role of the content marketer.
0:00 Introduction
0:58 Conversation with JG
4:30 Measuring impact of marketing
6:14 SEO VS narrative-driven
10:50 Who’s responsible for distribution
12:38 Comparing to football
15:30 Channel selection
17:18 Finding audience
21:50 Internal marketing
23:44 The Juice hub
26:05 Outro
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Jonathan and Brett take some time to discuss content distribution. Most marketers are thinking more critically about content distribution these days, as they try to get their message to the right audience. They discuss various distribution channels, The Juice’s solutions, outbound marketing, inbound marketing, SEO and narrative-drive content, and the evolving role of the content marketer.
0:00 Introduction
0:58 Conversation with JG
4:30 Measuring impact of marketing
6:14 SEO VS narrative-driven
10:50 Who’s responsible for distribution
12:38 Comparing to football
15:30 Channel selection
17:18 Finding audience
21:50 Internal marketing
23:44 The Juice hub
26:05 Outro
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Dan Balcauski is the Founder and Chief Pricing Officer at Product Tranquility, a consulting firm that helps B2B SaaS CEOs define pricing and packaging for new products. On the podcast today, he outlines the three core value drivers (functional, emotional, social) and delves into the psychology of value. He shares why freemium models almost never work and why he hates the term “product market fit.”
0:00 Intro
1:02 Dan’s background
5:55 Value and pricing
7:15 3 core value drivers
8:00 Value cascade
11:55 Brand and Positioning
18:48 Pricing
21:15 Product market fit
22:10 Packaging
26:30 Who’s responsible
29:10 Rolling out internally
33:42 Freemium
42:18 Connect with Dan
42:45 Closing words
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Brett has met some truly amazing marketers while hosting this podcast, sparking connections and collaborations at The Juice. Today, he takes a moment to reflect and share his personal approach to seeking out and "hunting down" exceptional guests. His chats with Janet Granger, Darryl Praill, and Benyamin Elias are a few recent highlights that have resonated with him.
0:00 Intro
2:00 Curating and collaborating
3:25 Finding podcast guests
8:50 Hunting for killer content
11:40 Episode highlights
15:52 Closing words
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Janet Granger is the CEO of Marketing Career Mentor, providing online mentoring and community to early career marketers. She gives young professionals the knowledge she wishes she had earlier on in her marketing career. Brett and Janet define professional development, discuss the role of content in professional development, and identify common qualities of young professionals. Her new book, OK Boomer! Revelations of a Baby Boomer Working With Millennials, explores age gaps and digital divides in the workplace.
0:00 Introduction
0:50 Conversation with Janet
5:06 Early marketing careers
7:47 Defining “professional development”
10:22 Career trajectory
12:40 Disconnect in marketing orgs
17:25 Communication
19:57 Advice to young marketers
22:16 Content, mentorship, learning
26:16 Foundational elements of marketing
30:05 Outro
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"Category pages," The Juice's upcoming launch, has Brett and Jonathan enthused. Research has found that by the time customers engage with a vendor, 67% or more of the sales process has already taken place. In light of this, it's essential for companies to have excellent, informative content in order to assist customers in making buying decisions. This content will be further organized and categorized with Category Pages.
0:00 Introduction
1:00 Conversation with JG
3:12 Laughing with TestBox
5:10 Launch of Category Pages
8:50 Member feedback
11:10 Buying process statistics
14:50 G2
17:02 Early stage companies
18:30 What to expect from category pages
21:52 Outro
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To learn more about Category Pages, visit app.thejuicehq.com/categories
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Darryl Praill is the CMO at Agorapulse, a Canadian social media management software company. The topic of today's discussion is how to recruit, hire, and onboard excellent marketers. As the need for skilled marketers grows, hiring has become highly competitive in the past 2-3 years. Darryl emphasizes that a candidate's online presence as well as their personal networks and contacts play a significant role in the recruiting process. Because overturn is common, Darryl suggests using a project management tool to record work, hiring internally when possible, and cross-training new hires.
0:00 Introduction
1:03 Conversation with Darryl
2:52 Modern day CMO
6:12 Video is everything
7:23 Evangelist
10:25 “Out content” the competitors
12:20 Transitioning roles
14:20 Cross training
17:00 Get the lay of the land
18:45 Setting up for success
24:00 Recruiting and hiring
31:50 Bounties and background checks
35:31 Recent 2-3 years of hiring
28:50 Letting go if it’s not the right fit
40:18 Social tribe
43:35 Final thoughts
45:50 Outro
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How can marketers help buyers make better and more informed decisions? That’s the subject Jonathan and Brett tackle today. They discuss buying decisions from a personal consumer perspective and as a business making purchases perspective. Buying software for a business is a big decision and there’s an overwhelming sea of content that makes the buying process even more difficult. The Juice aims to solve this problem, by making quality content easy to find.
0:00 Introduction
0:56 Conversation with JG
3:00 In-person team meeting
4:36 Consumer buying decisions
9:22 B2B buyers
11:00 Purchasing software
16:48 Invest in content for leads
18:30 Brand champions
20:14 Helping customers make decision
26:24 Final thoughts
31:10 Outro
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Previously a content marketer at ActiveCampaign, Benyamin Elias is now the Director of Growth Marketing at Podia. Podia is an all-in-one platform that enables creators to make money online through courses, digital downloads, webinars, and memberships. On the podcast today, they discuss all things growth. Everyone at an organization needs to be aligned around growth and the big picture. Elias explains how marketers can use a “diamond pencil” to successful progress in their careers.
0:00 Introduction
0:59 Conversation with Benyamin
3:20 Creators on Podia
7:50 Topic of growth
12:30 Jimmy Daly
13:50 Be intentional with content
17:45 Quality of quantity content
19:40 Coordinated integrated marketing
22:34 Storytelling and launches
23:40 Rating creator companies friendliness
26:55 Transitioning to formal growth position
32:10 Gaps in the business
34:30 Giving away money
39:15 Think about the offer
43:35 Closing words
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In the crowded B2B marketing space, there is no room for disjointed messaging. The Juice has been gradually revamping its messaging and positioning with the help of customer feedback and outside experts. There are many considerations when rolling out fresh messaging, like how it will affect the website, content, and customer communication. It’s also important that the marketing, sales, and CS teams are all aligned and on the same page. Speaking of alignment, The Juice is hosting a webinar, 'How to Align Your Sales and Marketing Team Around Modern Data,’ on August 24th at 1:00 EST.
0:00 Introduction
2:00 Eric Williamson
3:05 Messaging evolution at The Juice
6:02 Brett’s priorities
8:10 Messaging rollout
11:12 Website pillar pages
13:00 Closing words
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Eric Stockton is the VP of Demand Generation at Constant Contact, an email and digital marketing tool, and the podcast host of the Revenue Marketing Show. Eric explains how marketers fail their sales teams with quantity-led demand-gen strategies. They discuss how sales and marketing teams can align on revenue and pipeline goals by using intent signals and focusing on the quality of leads over the quantity of leads.
0:00 Introduction
0:59 Conversation with Eric
4:05 Quantity-based approaches
7:24 Shifting internally
9:33 Focusing on quality and SQL
13:58 Intent data
16:26 Measure success
19:15 Alignment
21:55 Driving pipeline
26:00 Marketers’ responsibilities
27:51 Connect
28:33 Outro
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Who is your product for and what exactly does it solve for? Being crystal clear with messaging is the responsibility of the marketer. Jonathan and Brett explain why The Juice has revamped their messaging and redefined their ideal customer numerous times and how it has led to their best quarter ever. Jonathan attributes their success to creating a structure with four pillars and listening to and implementing customer feedback.
0:00 Introduction
0:48 Conversation with JG
3:10 Initial messaging/positioning
5:30 Listen to customers
7:52 Four pillars
11:10 Best quarter yet
14:35 Building product
18:10 Stop and think
19:40 Outro
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Two owners of marketing agencies join Brett to discuss how they developed their brands through personal
connections and professional networks. Alexa Parker is the founder and CEO of Crimson Park Digital, while
Stacy Harrison is the Chief Executive Hustler at Heart and Hustle Brands. They previously worked together at a
large company, but both later decided to start something of their own. They stress the importance of social media,
kindness, collaboration, and not burning bridges.
0:00 Introduction
1:07 Conversation starts
2:17 Backgrounds
3:34 Relationship building
6:35 Social media
9:10 Reaching out
11:05 Give before asking
16:00 Starting own agency
21:20 Collaborating
24:00 Referrals
28:12 Standing out
31:05 Advice to marketers
33:00 Outro
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Rolling off their best quarter yet, Jonathan and Brett celebrate, reflect, and discuss momentum. It’s been almost exactly one year since the two last discussed maintaining and building momentum on the podcast. A lot happened in that year. The Juice continuously built momentum, grew as a team, experimented, gained new customers, and narrowed in on their goals and mission.
0:00 Introduction
1:25 Conversation with JG
3:23 Reflecting on a year
9:10 Celebrate the wins
12:30 Internal communication
15:05 Momentum
18:26 Uncertainty
21:45 Defining and quantifying success metrics
23:25 Winning new customers
27:58 Set backs and conflict
30:20 Outro
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Ryan Law is the VP of Content at Animalz, a content marketing agency that strives to create the best content on the web. Today’s topic is overcoming the commodification of content in B2B. Ryan explains that traffic doesn’t necessarily equal revenue. In order to stand out in the flooded sea of internet content, marketers need to focus less on SEO and focus more on experimenting and personalization.
0:00 Introduction
0:55 Conversation with Ryan
2:12 Animalz 4:35 Commodity content
8:40 Root of issue— SEO
11:25 Personalize and experiment
17:14 Measuring success
22:15 Be proud of your work
25:12 Advice to marketers
26:10 Connect with Ryan
26:35 Outro
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Brett shares his approach to launches, after yet another successful one at The Juice. “Intent Signals” is now up and running, offering marketers valuable insights and data about interactions with their content. When done right, launches are a fantastic way to build brand, drive revenue, and strengthen internal and external relationships.
0:00 Introduction
2:10 Launches at The Juice
3:30 Intent Signals
7:24 Launch process and tips
10:24 Launch tactics and document
15:21 Day of
17:40 Closing words
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Eric Williamson is the Chief Marketing Officer at CallMiner, a conversation intelligence company that helps you understand your customers and unlock value. Recently, CallMiner underwent a full rebranding process, so today with Brett, they talk about the lessons that marketing leaders should think about before rebranding. There’s a lot to consider when companies make major changes in their positioning, value proposition, messaging, and visual identity.
0:00 Introduction
1:07 Conversation with Eric
3:05 Rebranding
6:44 Messaging, visual ID, positioning
9:11 Discovery
12:50 Synthesizing feedback
14:42 Managing stakeholders
16:50 Rolling out new brand
19:30 Brand management
23:00 Measuring success
26:08 Prioritizing
29:30 CallMiner
30:10 Outro
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This week, Jonathan and Brett discuss data, consent, privacy, and security. It is abundantly clear that rules and regulations are necessary to safeguard personal information and contact details online. Even Google has announced a phase out of third-party cookies. Jonathan defines zero party, first party, and third party data to further clarify. They discuss how a cookie-less future relates to marketers, The Juice, and the upcoming launch of “Intent Signals.”
0:00 Introduction
1:00 Conversation with JG
3:00 Things have to change
7:30 Trust lost and gained
12:30 Zero party, first party, third party
19:45 Communicating data at The Juice
21:53 Outro
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Jason Bradwell returns to the podcast to explore the disconnect and erosion between sales and marketing. Making B2B marketing less boring is Jason's goal as the host of the podcast "B2B Better" and the creator of the "B2B Bite” newsletter. To provide the best possible customer experience, sales and marketing teams must collaborate rather than compete.
0:00 Introduction
1:10 Conversation with Jason
2:08 Topic of conversation
8:55 Real life example
11:10 Why outdated marketing persists
18:00 Revenue teams
21:40 Role of marketer
25:10 Information sharing
28:19 Connect with Jason
29:11 Outro
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Jonathan and Brett are excited for the upcoming product launch of “Intent Signals” on July 28. They have a discussion about quantitative and qualitative marketing metrics, content syndication, and the eroding relationship between marketing and sales teams that could be resolved with the right data insights and content.
0:00 Introduction
1:03 Conversation with JG
2:38 New product, Intent Signals
7:09 Qualitative vs Quantitative data
15:20 Content syndication
16:44 Trust between marketing and sales
25:20 Outro
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Adam Goyette is the Founder at Curdis.co, advising B2B SasS startups to help them stand out and cut through the noise. He previously oversaw marketing initiatives at G2 and HelpScout, where he employed unique and creative strategies to accelerate their growth. Brett and Adam discuss tactics for distinguishing yourself from competition, gaining internal buy-in, and the importance of taking risks in marketing.
0:00 Introduction
1:14 Conversation with Adam
3:00 Marketing background
5:30 Tactics to stand out and grow
7:38 Group buy-in 10:08 Cutting through noise
14:50 Risk and experimentation
22:23 Past creative ideas
29:57 Advice to marketers
32:30 Connect with Adam
33:32 Outro
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Sam Senior is the CEO and Co-Founder at TestBox, a software evaluation platform to test and compare software before you buy. TestBox is going a step further of un-gating content and un-gating products as well. The success of TestBox is evidence that customers are tired of dealing with pushy salespeople, jumping through hoops, and being bombarded with marketing.
0:00 Introduction
0:56 Conversation with Sam
1:45 TestBox
5:58 Monetization model
6:33 Un-gated products
11:47 Measuring success
19:00 Product & content user experience
23:54 Advice to marketers
26:18 Outro
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Maeva Cifuentes is the CEO and Founder of Flying Cat Marketing, a full-service SEO agency for B2B SaaS companies in martech, salestech and proptech. Today with Brett, She shares her five-pillared, holistic approach to SEO and content. As she explains bluntly, SEO content doesn’t have to suck.
0:00 Intro
0:42 Conversation with Maeva
1:52 SEO VS investing
8:00 Holistic marketing
13:05 Finding balance
16:50 Framework
21:35 Competitive positioning
24:24 Journalist mindset
28:28 Advice to content creators
30:42 Flying Cat
32:35 Outro
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Brett welcomes Nathan Carnes, the newest Juice employee, to the podcast. Fresh out of college, Nathan just graduated with a Marketing Degree from Butler University. He shares what knowledge he learned in college is translating to the real world workplace. Nathan is excited to put his writing, graphic design, and creativity skills to use in this new role.
0:00 Intro
1:05 Conversation with Nathan
3:15 Working in office
5:50 Studying marketing in college
11:30 Using the platform
17:10 Creativity and writing
20:53 Advice to young marketer
22:56 Outro
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Lauren Alt Kishpaugh is the Vice President of Marketing at Postal, an offline marketing automation platform that helps people connect with gifts, SWAG, experimental events, and more. Today with Brett, she shares what it’s like returning to offline events and trade shows and connecting once again face to face.
0:00 Intro
1:02 Conversation with Lauren
2:41 Postal
3:53 Job duties
6:10 COVID
8:35 Postal’s message
10:50 Transitioning back offline
12:39 Conference SWAG
21:20 New out of the box ideas
24:00 Advice to marketers
25:20 Catch Postal at conferences
26:08 Closing thoughts
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“The Fall of Content Factories and the Rise of Modern Day Content Distribution in B2B,” Brett's most recent piece, was motivated by the changes he's personally seen in his marketing career. In the face of content overload, it's become clear that distribution must take precedence. Brett will be speaking alongside Ross Simmonds for Foundation's online webinar, 7 Distribution Tactics for the Modern Marketer, on June 22.
0:00 Intro
1:36 Event with Foundation
3:27 New article
9:16 Change in content marketing
12:50 Content overload
15:18 Distribution
16:22 Closing thoughts
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The focus of today's episode with James Gilbert is customer experience (CX). James is a three-time CMO and the current CMO of RedRoute, an automated customer service voice assistant. According to James, a single bad customer experience can have a bigger business impact than the biggest deal of the year, therefore it's vital to create an impeccable customer experience for everyone who comes across your brand.
0:00 Intro
1:03 Conversation with James
1:55 RedRoute
4:30 Company culture and onboarding
9:00 Instagram to humanize brand
11:06 Customer experience (CX)
14:16 Three perspectives
16:54 Qualities of good vendors
21:24 Wow moments
25:42 Impact of negative experiences
28:35 Should marketing own CX
31:25 Get connected
32:28 Outro
Are you Designing CX for Marketing or for Your Customers?
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Brett and Jonathan discuss an incident at The Juice that made them take a step back and realize they needed to zoom out, look at the big picture, and simplify their message. To win and keep customers, The Juice needs to pare down their business ideas and ensure that what they do is "stupid simple” and not at all confusing. Doing that takes vision, leadership, reflection, redirection, and teamwork!
0:00 Intro
1:14 Conversation with JG
3:30 Streamlining a messy message
8:22 Moment of re-evaluation
10:30 Dividing workload as a team
13:22 Selling the outputs
16:24 Video game analogy
20:50 Outro
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Jason Grunberg is the GM at Sailthru, a top ESP solution and the world's largest sender of personalized emails. Initially interested in magazine journalism, Jason has worked his way up the C-suite by thinking outside the box with content and considering the emotional state of his audience. Brett and Jason talk about B2B marketing shifts, attributes of future marketing leaders, and the rise of the individual creator.
0:00 Intro
0:48 Conversation with Jason
4:30 Career path
8:30 Role of content marketer
11:47 Magazine journalism
13:52 Retail personalization index
17:50 Shifts in B2B marketing
24:20 Leadership traits
32:01 Get connected
32:39 Outro
SailThru Personalization Index
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A tastemaker is defined as one who sets the standards of what is currently popular or fashionable. Jonathan and Brett use tastemakers to save time and make decisions in their personal lives, from choosing a steakhouse to choosing which golfer to follow. There is an overwhelming amount of content clutter in the B2B marketing industry. The Juice is steadily establishing itself as the go-to tastemaker and curator for the modern-day marketer.
0:00 Intro
0:48 Conversation with JG
3:00 Personal examples of tastemakers
8:22 Do we take tastemakers for granted?
10:09 Marketing content
18:10 What is The Juice doing?
22:58 Outro
Filling the Gap and Becoming the Tastemaker for B2B Content
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Elizabeth Irvine is the VP of Marketing at MarketMuse, a content intelligence and strategy platform powered by artificial intelligence. MarketMuse is hosting a Content Strategy Collective Live Conference on June 7-9 that will focus on personalizing audience experiences. Since using Mutiny to customize their website, MarketMuse has witnessed a substantial conversion rate increase.
0:00 Intro
1:00 Conversation with Elizabeth
2:25 Content Strategy Collective
6:08 Theme of conference
8:30 Personalization
11:05 Choosing Mutiny
13:50 Goals, objectives, conversion rate
17:21 Implementation
22:08 Website personalization
26:24 Outro
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June 7-9, 2022 Content Strategy Collective Live (REGISTER)
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Brett invites Mindy Metz from The Juice’s Sales Team to discuss her modern approach to sales outreach. The days of cold emailing are long gone. Mindy thoroughly researches and studies the content of whoever she is considering reaching out to beforehand, so that they can build a personal relationship.
0:00 Intro
1:03 Conversation with Mindy
2:28 Indy 500
5:50 Modern outreach
7:40 Traits of great lead
10:10 Mindy’s background and process
14:40 Example
17:30 Outdated outreach
20:05 Taylor Swift
21:04 Advice to B2B sales
23:50 Outro
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Charlie Whyman is a B2B Marketing Mentor, Fractional CMO, podcast host, and speaker. Her company, Curious B2B Marketing, offers training, programs, consulting, coaching, and masterclasses. She’s best known as the creator of the OTTER Framework (Objectives, Tools, Training, Expectations, Review & Reflect). The topic of today's conversation with Brett is public speaking. Giving speeches was intimidating at first, but now Charlie is a pro and relies on them to primarily grow her business.
0:00 Intro
0:48 Conversation with Charlie
2:00 Background
6:45 OTTER
11:44 Speaking opportunities
14:07 12 week sprints
16:45 Getting speaking gigs
19:46 Storytelling
22:40 Mindset and nerves
25:20 Tracking success
30:44 Advice to marketers
31:50 Get connected
32:26 Outro
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After speaking at “The Modern Day Marketer” webinar hosted by Goldcast, Brett McGrath reflects on his aspirations to speak at more events and thinks even more critically about the quality versus quantity debate. It inspired him to write his latest article, “3 Modern Day Marketing Ways to Build for Quality Over Quantity.” One, be a community-oriented marketer. Two, promote your content the modern way. Three, embrace modern reporting.
0:00 Intro
3:50 Goldcast Webinar
6:20 What sucks in B2B marketing?
8:22 Quality vs quantity
10:05 Brett’s new article
15:34 Closing thoughts
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Joel Primack is a community-led growth expert. He’s an advisor and podcast host of The Community Led Growth Show at Charla, a community intelligence platform. He also leads social and community at Lattice, a people management platform. In this episode, Joel and Brett discuss the traits and give examples of successful B2B communities. Nowadays, the internet is overflowing with communities, making it difficult to select one that meets your needs. When it comes to joining and/or forming a community, Joel breaks down how to get started and what to look for.
0:00 Intro
0:49 Conversation with Joel
1:55 Early career
4:10 What community is and what it’s not
7:08 Defining and facilitating conversation
9:45 Evaluating community
15:40 Paid communities
17:53 Successful B2B communities
22:22 Grow slowly
25:30 Getting started
30:45 Get connected to Joel
31:22 Outro
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After a recent board meeting, Jonathan sorts through feedback from stakeholders and explains how he plans and organizes for these important meetings. Jonathan tells Brett that that receiving, filtering, and incorporating feedback is an essential part of being a CEO. It’s not always easy, but a great leader makes their team feel heard and is able to clearly communicate priorities.
0:00 Intro
0:54 Conversation with JG
2:42 Board meeting
5:40 Managing and filtering feedback
8:56 Prioritizing feedback
12:00 Communicating
16:11 Exploring ideas that aren’t action items
17:42 Fundraising
20:45 Communicating back to team
23:10 Outro
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Nick Bennett is the newly promoted Director of Evangelism and Customer Marketing at Alyce, a B2B gifting platform. Nick proposed this new position at Alyce after creating successful business pipelines with his consistent LinkedIn content. On this episode, Brett and Nick talk about building an online personal brand, LinkedIn, the comeback of in-person conferences, and much more.
0:00 Intro
1:00 Conversation with Nick
1:52 In-person conferences
6:00 Alyce
7:28 Creating your own role
12:47 LinkedIn Engagement
15:22 Tracking progress
18:08 Social Advocacy Program
20:56 LinkedIn business pipelines
25:30 Testing channels & measuring performance
26:50 Personal VS work brand
30:26 Advice to marketers
33:20 Closing thoughts
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Brett McGrath emphasizes the value of consistent messaging and storytelling, which involves an enemy, hero, and solution. The enemy has been identified: content syndication. They've established who the hero is: the modern day marketer. Finally, they've discovered the solution: modern day distribution. It's time to say goodbye to outdated marketing schemes. There's a proven better way to market!
0:00 Intro
1:55 Topic of episode
3:00 Friday episode teaser
5:10 Spotlight the enemy
8:36 Day in the life of a modern day marketer
10:15 The enemy—Content syndication
13:22 Modern-day distribution
17:20 Closing thoughts
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Dan Mills is the VP of Marketing at Wistia, a video software platform built for businesses. Dan studied audio, played in a band, and worked as an understudy on Broadway before joining Wistia in 2010. Brett and Dan address why businesses should be using video, as well as how they can overcome challenges such as costs, authenticity, and employing creatives. Dan's recommendation is to simply get started!
0:00 Intro
1:13 Conversation with Dan
3:05 Working at recognizable brand
5:24 Dan’s creative background
8:30 Growing an audience
12:20 Quality over quantity
16:05 Wistia Studios
20:55 Video… crawl, run, walk
25:50 Video budget and when to invest
32:41 Top piece of advice
34:50 Learn more
36:00 Outro
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As the first quarter comes to an end, Brett and Jonathan chat about their quarterly rocks, a goal-setting framework based on the EOS (entrepreneurial operating system). Create more launch-able moments and establish content syndication as the villain are two of the goals. Rock goals should be ambitious yet attainable; they aim to complete 80 percent of their rocks each quarter.
0:00 Intro
0:54 Conversation with
JG 2:24 Reflecting on past quarter
4:28 Messaging around content syndication
9:30 Rocks
13:30 Aligning on ROCK goals
15:57 Hit 80% of rocks
18:20 Next quarter
21:10 Outro
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Patrick Ward is the VP of Marketing at Rootstrap, a custom software development agency and the tech team behind MasterClass. Patrick and Brett examine the differences between B2B and B2C influencer marketing and how to execute it the right way. Play to your team's strengths, focus on consistency rather than going viral, and engage with existing audiences, according to Patrick. Although measuring marketing efforts and influence is difficult, implementing B2B influencer marketing correctly can help your company expand.
0:00 Intro
1:09 Conversation with Patrick
3:08 Influencer marketing the wrong way
6:20 Going viral
9:30 Quality over quantity
12:40 Patrick’s marketing background and mindset
15:30 Why influencer marketing works
18:35 B2B vs B2C influencers
22:40 Crawl, walk, run approach
26:48 In-house influencers
32:26 Lean into strengths
38:00 Advice to marketers, prove yourself first
43:16 Get connected
43:40 Outro
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Problem solving, effective communication, and tenacity are all required at a growing tech startup. Both Brett and Jonathan's positions need them to communicate data, production positioning and messaging in a clear and concise manner. A question Jonathan has asked, is The Juice a vitamin or a pain killer? There are ups and downs at any job, but especially at a startup, everyone needs to align on the big vision.
0:00 Intro
0:57 Conversation with Jonathan
3:44 Qualities of a startup employee
8:20 Communicating analytically
9:42 Vitamin or painkiller
12:40 Challenges of presenting data
14:55 Content syndication
19:10 Internal collaboration and communication
21:40 Outro
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Ali Schwanke is the CEO and Founder of Simple Strat, a marketing agency for B2B and SaaS companies who are serious about growth. Ali is the host of HubSpot Hack, a popular YouTube channel with HubSpot tutorial videos. Ali and Brett talk about the role of marketing leaders, founders, and CEOs in the creation and distribution of content. Ali chooses to be the company's face and personality because, as she explains, trust and personality are what distinguishes businesses.
0:00 Intro
0:49 Conversation with Ali
3:06 HubSpot Hacks on YouTube
7:50 Constancy and patience
10:24 Leadership involved in content
12:20 Purpose and authenticity
15:18 Press and media training
16:44 Distribution
22:30 Leaders doing great work
24:18 Advice to founders
27:45 Outro
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Brett McGrath describes the behind-the-scenes process of launching Creator Pages beta. The successful experience prompted him to write an article titled "The Modern Day Marketing Way to Launch a New Product." The Juice has received awesome feedback on Creator Pages, and Brett intends to keep the momentum going. On Thursday, April 21, you can join the Creator Pages waitlist by going to thejuicehq.com/creators-waitlist.
0:00 Intro
4:35 The “why” behind Creator Pages
6:02 Content distribution
6:54 Rise of the individual creator
10:15 Reflection
12:00 Don’t skip the fundamentals
13:32 Over-emphasize communication
15:50 Special sauce
17:18 Social media to your advantage
18:35 Waitlist
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Masooma Memon is a freelance content marketer who writes long-form, value-packed blogs for B2B SaaS companies such as CoSchedule, Databox, and Vimeo, among others. Masooma outlines the differences between product-led, educational, and top-of-funnel content. She explains why she doesn't end every piece with a call to action and how she turns readers into content loyalists.
0:00 Intro
1:08 Conversation with Masooma
2:09 Freelance writing process
5:22 What is product-led content?
9:45 Top of funnel VS educational VS product-led
12:30 Distribution
13:52 Mistakes to avoid
16:50 Call to actions (CTA)
18:30 How to get started
21:23 Results and use cases
24:58 Get connected
25:30 Outro
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It can be difficult to convey what a B2B software tech start-up does to someone who is unfamiliar with the field. Jonathan and Brett have an open and honest discussion about some of The Juice's product marketing and positioning challenges. They stay calm and collected by having a great support system at home and constantly keeping the big picture in mind.
0:00 Intro
0:55 Conversation
2:07 Support system
4:50 Product messaging
7:50 Spotify for B2B recourses
8:28 Nominated for startup of the year
10:04 Audience pain points
15:24 Gaps in the business
18:24 Vision
20:55 Data-driven goals
26:00 Outro
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Corey Haines is the founder of Swipe Files, a SassS marketing community and personal media company. On today's episode, Corey discusses the crawl, walk, and run approach to marketing like a media company, as well as some examples of companies doing an excellent job at it. SaaS marketing is more competitive and difficult to measure than ever before; having awesome content and trustworthy personalities (like a media company) is critical to stand out from the competition.
0:00 Intro
0:54 Introducing Corey
2:00 Swipe Files
3:43 Entrepreneurship
5:11 Market like a media company
9:50 Rented vs owned platform
11:50 Build brand
15:13 Media personalities
20:05 Seeking Wisdom Podcast
22:22 Repurposing content
24:50 Traditional performance metrics
29:22 Examples of companies killing it
32:10 Connect with Corey
33:15 Outro
Join Swipe Files (50% discount using "MODERNDAYMARKETING")
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This episode is inspired by an article from Nicole Miller, the Director of People at Buffer, titled “The 10 Questions I’ve Been Asked the Most in 400+ Values Screening Interviews.” For the first time publicly, Jonathan reveals The Juice’s four core values, what they signify, and how they were chosen. With these four carefully considered core values, which took over a year to fully flesh out, The Juice is positioning itself for success.
0:00 Intro
1:10 Conversation with JG
2:40 Six operating principles
7:53 The Juice’s four core values
10:45 Weekly application, EOS
12:42 Building culture remotely
15:00 Career growth
17:40 Ownership
20:43 Work hours expectations
23:02 Value of time
25:16 Outro
The 10 Questions I’ve Been Asked the Most in 400+ Values Screening Interviews
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Mitchell Causey is the co-founder and CEO of Demandwell, an SEO software company that helps B2B SaaS marketers turn organic search into repeatable revenue. Mitchell is an SEO expert who debunks some common misconceptions about the field. They also talk about Google as the world's largest human experiment, the distinction between quantity and quality in terms of content, and the future of SEO.
0:00 Intro
0:54 Conversation with Mitch
4:16 Lessonly
5:20 Starting his own company
6:30 SEO to build brand
8:30 Google is a human experiment
10:50 Negative side of SEO
15:12 SEO stigma
17:40 Demandwell’s customers
19:30 Quality VS quantity
24:40 SEO progress/results
28:38 Future of SEO, Human Experience
33:28 Share of Search Report
34:24 Outro
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Brett and Jonathan share their thoughts after listening to the Humans of Saas podcast, hosted by Ben Winn at Catalyst. The episode was titled “Give Before You Take” with Lloyed Lobo, Co-founder and President of Boast AI. Reciprocity is so important when building a brand and creating community. Short-term marketing efforts that are solely revenue-motivated are a recipes for disaster.
0:00 Intro
1:30 Conversation with JG
3:52 Humans of SaaS podcast
7:00 Be personal
8:40 Give before you take
9:55 Permissionless co-marketing
11:45 Jonathan’s philosophy
14:26 Rise of PLG
15:28 Customers want an outcome, not software
22:00 Revenue motivated
24:53 Outro
Give Before You Take (with Lloyed Lobo, Co-Founder and President of Boast.AI)
Content from Catalyst
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Holly Enneking is the VP of Marketing at Lev, the premier Salesforce consultancy for marketers. In this episode, she discusses the art of marketing people in contrast to marketing products. Holly shares what she’s learned moving from a B2B SaaS marketing role to now working for a services-led business. Lev is hosting the Ultraviolet Conference on April 12th-13th and registration closes April 1st!
0:00 Intro
0:50 Conversation with Holly
5:00 Career path
6:30 Services-led business VS product marketing
11:10 Content with value
14:20 Rallying content team
17:18 Salesforce
21:48 Brand building
24:47 Advice to marketers
27:00 Ultraviolet Conference
29:00 Outro
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Brett and Jonathan unpack an article titled“Want to Build a Successful B2B Community? Take a SoulCycle Class,” from Latané Conant. Latané is the CMO at 6sence, an account engagement platform helps B2B organizations achieve predictable revenue growth. She writes that marketers can learn a lot from SoulCycle and lists six rules of community building.
Want to Build a Successful B2B Community? Take a Soul Cycle Class (6sense)
0:00 Intro
0:45 Conversation with JG
3:10 Latané Conant
4:45 Article
7:40 Rules of community building
10:24 Audience is the content
12:24 Give people what they want
16:40 Surprise and delight
18:40 Do the work
21:47 Outro
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In addition to a full-time position in B2B tech, Mel Yap is a freelance copywriter who helps clients create engaging content that aligns with their values, tone of voice, and core message. In this episode, she discusses her writing process, who her ideal client is, and what brands need to figure out and focus on first before hiring freelance creatives.
0:00 Intro
0:47 Conversation with Mel
1:50 Copywriting mindset
4:40 Brand voice & content pillars
8:30 Coaching brands & tone of voice
12:00 Foundation first
13:30 Freelance pricing and process
15:22 Ideal client
17:30 Freelance network
19:30 Storytelling & distribution
22:36 Connect with Mel
22:58 Outro
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This week, Brett and Jonathan listened to a podcast episode titled “How to Use Freemium Products to Gain Paying Customers” from Correlated, the leading platform for product-led revenue. The episode is a conversation between Breezy Beaumont, Head of Growth at Correlated, and David Rostan, founder of Calendly and Head of Revenue at Stonly. Calendly has been extremely successful with the freemium model. Jonathan plans to experiment with PLG and freemium models as they grow and build on momentum.
0:00 Intro
1:13 Conversation with JG
3:20 Key takeaways from episode
7:30 Why PLG works
9:00 Marketing vs Sales process
10:05 Growth roles
15:05 Experimentation
17:15 What’s paid, what’s free?
20:10 Freemium model
24:42 PLG at The Juice
28:55 Outro
How to Use Freemium Products to Gain Paying Customers (Correlated)
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Allie Dyer Bluemel is the newly promoted Director of Developer Marketing at Census, an operational analytics platform. With Brett, she discusses the steps of growing and measuring communities and approaches to sharing valuable content. Building a healthy and positive B2B community takes the active mind of a modern-day marketer.
0:00 Intro
0:48 Conversation with Allie
1:45 New role
2:29 Give away your Legos
7:20 B2B community
10:10 Writing for people vs SEO
14:15 Shifts in B2B marketing
15:20 Steps to build community
18:30 Approach to sharing content
19:50 Signs of a healthy community
22:12 Get connected
23:00 Outro
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This week, Brett and Jonathan discuss a video and blog from Alyce titled “How to Build a B2B Brand that Stands Out,” a conversation between Dave Gerhardt and Pete Lorenco. Jonathan asks Brett what he’s done at The Juice to make them stand out. It’s an exciting time as they launch the Creator Pages, build on momentum, and grow the modern-day marketer community.
0:00 Intro
1:09 Conversation with JG
2:00 Launching Creator Pages beta
5:50 Waitlist
7:55 Article from Alyce
10:40 How to stand out
15:10 Brand is reputation
17:35 Rise of individual creator
21:38 Momentum
26:45 What is good marketing
28:25 Outro
Hot to Build a B2B Brand That Stands Out from Alyce
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Ellen Schwartze is the Senior Director of Digital Demand Generation at Knotch, a content intelligence platform. In this episode, she talks about flipping formats in marketing, humanizing demand gen, and the benefit of synergy between revenue, brand, and marketing teams. Modern-day marketers, like Ellen, are team players, experimenters, and challengers of the status quo.
0:00 Intro
0:45 Conversation with Ellen
3:30 Vanity metrics
7:50 Resistance to change
10:20 Reporting to revenue
17:13 Flipping the format, virtual event example
23:00 Brand VS demand
26:54 Connect with Knotch
27:45 Outro
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The “Creator Pages” is launching Wednesday, making it a busy week at The Juice. Brett and Jonathan make some time to discuss the importance of market research and an article by Louis Grenier titled “How to do market research in 4 steps: a lean approach to marketing research.” Jonathan reflects on the one hundred interviews he conducted with marketers when he first started The Juice. Market research isn’t just about asking questions; it’s about asking the right questions and identifying customer pain points.
0:00 Intro
1:03 Conversation with JG
4:25 Market research
6:45 Launching Creator Pages
10:15 Article by Hotjar
13:00 Recent MDM episodes
15:00 Asking the right questions
21:24 4 steps in article
25:00 Outro
How to do market research in 4 steps: a lean approach to marketing research from Hotjar
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Ryan Gibson is the founder of Content Lift, helping B2B marketing teams run customer research interviews that don't suck. Brett and Ryan discuss how customer investigations can transform your marketing strategy. Ryan’s stint as a TV reporter taught him how to ask the right questions and get the bottom of issues. Knowing the average buying story of your customer is invaluable knowledge for marketers to have.
0:00 Intro
0:45 Conversation with Ryan
4:30 Shift of marketers’ responsibilities
8:23 Evolving B2B marketing landscape
9:30 Background in journalism
12:45 Research and investigation
17:55 Finding the ideal buyer
20:50 Moving companies forward
24:34 Companies Ryan works with
26:00 Outro
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Jonathan and Brett are fired up about an article by Janet Choi, Head of Content at Clearbit, titled “Know you hand-raisers: why marketing to your user base isn’t working anymore.” What is hand-raiser and what makes someone raise their hand? Why aren’t users also your buyers? Why is PLG (product-led growth) the future of B2B SaaS? In this episode, your favorite modern-day marketer duo tackles these complex questions.
0:00 Intro
1:00 Conversation with JG
3:30 PLG (product-led growth)
8:35 Janet’s article
12:46 Mindset shift
15:52 Automation vs Manual
16:37 Cold Start Problem
18:37 Sales and marketing alignment
22:05 What makes someone raise their hand
28:24 Closing words
29:24 Outro
Know your hand raisers: why marketing to your user base isn't working anymore (Janet Choi, Clearbit)
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Michael Ashford is Director of Marketing at The Receptionist, a TEDX speaker, and the host of “The Follow-Up Question” podcast. With a journalism background, Michael has transferred his ability to ask the right questions in the marketing world. In this episode, Brett and Michael discuss modern-day marketing, attribution, gated content, car commercials, and much more.
0:00 Intro
1:01 Conversation with Michael
1:55 Marketing philosophy
5:15 Curiosity VS certainty
9:02 Car commercials
11:10 Resonance
12:12 Journalism background
16:30 Listening and communicating
19:08 Art of question asking
23:57 Intuition and facts
26:50 Measuring attribution
28:38 How to ask better questions
31:38 Links
32:25 Outro
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Brett McGrath was inspired to write an article after reading Amanda Natividad’s article, “The Case for Permissionless Co-Marketing.” Amanda Natividad is the VP of marketing at SparkToro, an audience research tool that helps you discover people's sources of influence. “Permissionless co-marketing” is promoting/sharing/re-tweeting someone’s content, because you enjoy it and share similar philosophies. Promoting someone’s work (without asking for anything in return), leads to genuine relationships, better collaborations, and strong leads.
0:00 Intro
2:46 Discovering new artists
7:09 Curation
7:27 Amanda’s article
11:55 Content collaboration
13:30 Old, outdated, ineffective collaborations
15:40 The Juice’s marketing strategy
18:00 Brett’s article and 3 key takeaways
The Case for Permissionless Co-Marketing by Amanda Natividad
Why Curation is the Centerpiece of The Juice's Marketing Strategy
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Camela Thompson is the Director of Growth at CaliberMind, the leading B2B Data Platform for Revenue Insights you can trust. Brett and Camela discuss the tension between being a creative marketer and attribution intoxication. Executives need to be okay hearing bad news; communicate successes and be honest about your failures. Honest internal marketing is essential.
0:00 Intro
0:58 Conversation
4:00 Role at CaliberMind
7:30 Humanize marketing
10:10 Account-based marketing
13:30 Podcasting
17:30 Internal success metrics
20:06 Striking a balance
23:48 Sharing bad news
26:30 Internal marketing
28:00 Learn more
28:40 Outro
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Brett and Jonathan discuss an article titled “How Advanced Analytics Changed My Career” by Camela Thompson, Director of Growth at CaliberMind. Having a deep understanding of advanced analytics gives marketers credibility and insight to pivot marketing efforts where it matters most. Great marketers utilize both their analytical, data-driven right brain and their creative, story-telling left brain.
0:00 Intro
1:09 Conversation
4:30 Article
8:10 Right vs left brain
10:00 Story telling
15:20 Purpose of article
18:10 Internal marketing
21:26 Intent signals
25:34 Outro
How Advanced Analytics Changed My Career
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Melissa Meredith is the owner of Content Creative, a full-service marketing, branding, and content agency that’s with you from strategy to execution. On this episode, Brett and Melissa discuss what is means to have a hospitality mindset in marketing. She also explains the benefits of being both authoritative and vulnerable with content.
0:00 Intro
0:51 Conversation with Melissa
4:05 Content Creative
6:04 Purpose of content marketing
9:00 Hubspot
10:45 Tips for stuck marketers
13:10 Hospitality mindset
15:30 Customer experience
19:00 Combat scarcity mindset
21:18 Authority and vulnerability
24:25 Connect with Melissa
24:55 Outro
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Brett and Jonathan break down and discuss a recorded conversation between Jimmy Daly of Superpath and Ross Simmonds of Foundation titled “What Will Content Distribution Look Like in 2022?” The team at The Juice is thinking critically about content distribution. In the future, marketing teams could have dedicated content distributors.
0:00 Intro
1:16 Conversation with JG
6:56 Main themes of conversation
8:40 Content marketer VS content distributor
13:05 Content user fit
18:00 Community aspect
21:56 Outro
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Nemanja Zivkovic is the CEO and Founder of Funky Marketing, helping fast-growing B2B tech-based companies. He believes connection is the new conversion. Brett and Nemanja discuss why most B2B executives don’t understand what good marketing is, the difference between real and fake momentum, the future of modern-day marketing.
0:00 Intro
1:21 Conversation with Nemanja
6:40 Consistent content that educates
14:15 Challenge the need for leads
17:18 B2B executives don’t know good marketing
23:08 Track success of marketing efforts
26:38 Rise of individual creator
32:10 Chili Piper
34:16 Collaboration
39:05 Personalized experience- Air BnB, Netflix, Gong
43:50 Momentum, real and fake
46:40 Get connected
48:15 Outro
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Brett and Jonathan dedicated an episode to discuss Jason Bradwell’s latest newsletter article, Why MQL’s Still Matter and How to get them (MQL=Marketing Qualified Lead). Finding leads is a necessary evil of marketing, but it doesn’t have to be evil. It is important to decipher passive leads from active leads and let customers come to you in their own time. Nobody wants to feel manipulated, tricked, or forced into a business relationship. Modern-day marketers have to find ways to “capture” leads without making them feel like Pokemon.
0:00 Intro
1:05 Conversation with Jonathan
4:40 Jason’s newsletter on MQL
11:16 Generating leads
15:15 Measuring brand
18:30 Passive leads
20:22 Tricked by Zoom Info
22:30 Community
27:10 Lead magnet
29:50 Outro
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Stephanie Cox is the CEO at Lumavate, a platform where everyone can build apps without coding. She’s the host of Real Marketers Podcast, a show for REAL marketers that doesn’t sugarcoat the industry. In this interview, Stephanie breaks down her process of hiring content marketers, testing their creativity, and onboarding them to succeed. She also explains why companies need to identify the hills they’re willing die on and theorizes about the future of marketing.
0:00 Intro
0:42 Conversation with Stephanie
1:40 Real Marketers Podcast
4:45 Hiring content roles
7:55 Story telling
9:15 Onboarding new hires
11:40 Domain expertise
17:50 Content facilitation
19:10 What does your ideal customers care about
22:00 Hills to die on
24:30 Owned VS earned content
26:00 Future of marketing
31:08 Advanced level content
33:15 Check out podcast and Lumavate
34:10 Outro
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Brett draws an interesting parallel between modern-day B2B marketers and music megastar, The Weekend. He also talks about his process of finding awesome guests for the show and how they’ve led to collaborations and epiphanies.
0:00 Intro
2:32 Finding podcast guests
6:00 Jason Bradwell
8:10 Collaboration
8:50 Mistakes when creating marketing strategies
12:30 Camela Thompson at CaliberMind
14:56 Debriefing recent episodes
18:17 Letters for The Blend
19:50 Parallels to The Weekend
28:20 Closing words
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Jay Acunzo is the author, speaker, and host at Unthinkable Media. After years of podcast hosting and developing podcasts for others, Jay explains why it’s critical to with a strong premise, consistent theme, and a unique hook. He’s passionate about exploring the idea of resonance, story telling, creativity, and investigating the questions that Google can’t answer.
0:00 Intro
1:16 Conversation with Jay
2:12 8 years of podcasting
3:06 Premise, topic, hook
7:10 Customers’ pain points
10:45 Resonance VS Reach
14:24 Quantity VS Quality
18:00 Investigate what Google can’t answer
22:34 Content as a product
24:05 Try the wine strategy
27:50 Theme
31:40 Connect with Jay
32:55 Outro
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Brett and Jonathan discuss the rise of the individual creator. Brands win the hearts of customers by empowering their team to distribute content from their personal accounts. With his first year being a CEO behind him, Jonathan shares what he learned about fundraising, building a team, and leadership. The Juice was able to grow as much as they did by focusing on progress over perfection.
0:00 Intro
1:00 Conversation with JG
3:02 Building a team
6:45 Priorities of CEO
9:41 Fundraising
12:31 Dunning–Kruger effect
16:18 Progress over perfect in 2021
19:06 Rise of individual creator
24:06 Brands with great individual creators
34:09 Advice on empowering individual creators
36:54 Outro
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Camille Trent is the Head of Content at Dooly, a workspace software that makes sales less painful. She joins the podcast to discuss internal marketing and internal activation. The key is making it fun and not forcing it on employees. Most companies already have great content and need to be putting more time and effort into distribution, so it reaches the right audience.
0:00 Intro
1:00 Conversation with Camille
1:55 Copywriting and distribution
4:53 Packaging content
5:42 Avenues of distribution
8:39 Investing in community
14:20 Relevant engagements
15:52 Internal activation
22:40 Measuring success of campaigns
29:26 Connect with Camille and Dooly
31:10 Outro
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A new year, a new podcast name! Welcome to the Modern Day Marketer podcast. Your host, Brett McGrath, is excited as ever for another year to pick the brains of Modern Day Marketers. The Juice had a momentous first year and the podcast provided many benefits and connections along the way. In this episode Brett explains the reason for the change and discusses what is ahead for the show.
0:00 Intro
1:20 New podcast name
3:44 Reflecting on 2021
4:50 History of podcast
11:00 Power of individual
13:10 Benefits of podcasting
14:50 Future of podcast
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On the last episode of 2021, Jonathan and Brett discuss the number one trait of the modern-day marketer, putting the audience first. Gone are the days of the me-centered marketers that are blinded by hitting their KPI goals. It’s critical to build trust with your audience, truly understand their needs, and make it easy and accessible for them to come to you when they’re ready. The Juice wishes you a restful holiday break and a happy New Year.
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Mark Huber is the Director of Growth at Metadata, the first demand generation platform for B2B marketers who need to get closer to revenue. Mark discusses the planning and promoting of Metadata’s successful digital event that happened in October, Demand 2021. He's passionate about working at startup, designing great content, transparency, and long term growth.
0:00 Intro
0:51 Conversation with Mark
2:11 Hosting Demand 2021
4:55 Promoting event
7:15 Metadata
9:04 Director of Growth
10:56 Demand model
13:56 Measuring success of long game
17:28 No Fluffs Given Series
22:30 Results and Demand Growth Metrics
24:45 Advice to listeners
26:20 Get connected and podcast
27:30 Outro
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Brett and Jonathan explain why modern-day marketers are playing the long game. For too long, marketers have been measured by how many leads they can quickly generate, which has resulted in bad leads, transactional interactions, and wasted time. Jonathan says good marketing is a long-term process that actually happens very quickly.
0:00 Intro
0:54 Conversation with JG
3:30 Role of CEO
5:42 “We need more leads”
9:15 Vitamin or pain killer
12:30 Can’t be measured
13:55 Demand activity or brand activity
16:10 Calls to action
18:55 Tracking success
21:00 Advice for stuck marketers
22:58 Outro
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Meisha Bochicchio is a Content Marketing Manager at Wistia, a video marketing platform that makes it easy for businesses to find, engage, and grow their audience. Meisha shares what it’s like operating within a high-functioning content team, how they effectively communicate internally, and ways the teams have aligned to create relevant content.
0:00 Intro
1:08 Conversation with Meisha
4:13 Wistia
10:55 Aligning teams
14:05 SEO and Content Strategy
17:18 Top down mindset
19:00 Battling volume game
21:00 Internal communication
24:15 Keep content relevant
28:02 Understand audience
31:10 Advice to content marketers
32:30 Show Business
33:42 Outro
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Brett gives Jonathan a chance to rant about frictionless content. Bad outdated marketing focused on finding as many leads as possible, without considering the customer experience, resulting in bad leads and a bad taste in everyone’s mouth. The Juice is on a mission to change B2B marketing for the better, providing frictionless content and encouraging others to do the same.
0:00 Intro
1:18 Conversation with Jonathan
4:40 Frictionless content
6:55 Nobody wants to be a lead
8:40 Pressure from bosses
11:08 Trash leads
13:04 Customer experience
14:30 Measure by revenue
17:00 Attribution tracking
20:00 Vulnerability, long-term mindset
24:14 Outro
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Matthew Desrosiers is the newly hired Director of Content Marketing at Uberflip, a content experience platform that empowers marketing and sales teams to make relevant and engaging content. Matthew says the link between journalism and B2B marketing is natural curiosity. You don’t need to be an expert in a subject to write about or market it. Brett and Matthew discuss the steps in evaluating content marketing strategies, buyer journeys, and collaboration in this valuable conversation.
0:00 Intro
0:57 Conversation with Matthew
1:45 Journalism to marketing
3:30 Uberflip
4:40 Natural curiosity
7:26 Marketing a marketing product
8:50 Shift of focus at Uberflip
12:04 Interview process
15:10 A-ha moment
18:29 B2B VS B2B
22:15 The “now what” moment, make it easy
26:20 Relevance over volume
30:00 Data Enrichment
30:58 Outro
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Brett adds another quality to the growing list of what makes a modern-day marketer, the foresight to focus on quality over quantity. He also announces his new e-book, The Modern Day Marketers Guide to Turning Down Volume Game and Turning Up Quality Content, and calls out the many collaborators involved.
0:00 Intro
3:02 Mistakes in demand generation
5:45 Need for leads
6:50 Batch and blast
11:20 New E-Book
13:30 Closing quote
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Brett and Jonathan agree that modern-day marketers are community-driven. Luckily, that doesn’t mean having to build a community from scratch; it’s about finding awesome communities that already exist and getting involved in a meaningful way. The Juice has made themselves a part of many of these groups, including Superpath. Why scuba dive in a pool, when there’s already an ocean?
0:00 Intro
1:03 Conversation with JG
3:24 Community
4:57 Account-based marketing
6:10 Scuba dive metaphor
8:10 Superpath
11:05 Leaders of community
14:15 Content
16:40 The old way
18:38 Dark funnel
20:50 Outro
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James Carbary is the Founder of Sweet Fish Media, a podcast agency for B2B marketing teams. To be a great B2B podcast interviewer, James advises taking a journalist approach, doing an offline pre interview, and asking POV discovery questions. Podcasting is a super versatile way to make friends, start business relationships, and drive pipeline and revenue.
0:00 Intro
2:27 Who is James
7:52 Benefits of podcasting
10:18 B2B marketers’ pain point
14:28 Podcasts drive pipeline and revenue
16:20 Naming the podcast
25:38 Guest to friend
28:59 Show host(s)
31:20 Podcast mistakes
31:44 POV discovery questions
35:42 What Why How
37:16 Original research
42:55 Virtual mastermind groups
48:06 Learn more
49:06 Outro
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The conversation on modern-day marketers continues, with Jonathan and Brett discussing content distribution. Modern-day marketers shouldn’t create new content, without ensuring that what they’ve already published is reaching the right audience. The Juice improves the discoverability of content that already exists.
0:00 Intro
1:46 Episodic content
4:20 Content distribution
7:40 Car selling analogy
12:48 Distribution is time intensive
14:40 Don’t hate the player, hate the game
18:10 Paternity leave story
21:10 Advice on distribution
22:50 Outro
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Janet Choi is the Head of Content at Clearbit, a B2B data growth platform. Brett and Janet discuss the role of the content marketer, the difference between long-term and short-term/direct response marketing, and what makes content engaging.
1:16 Conversation with Janet
2:13 Clearbit
3:08 Cross-functional work
5:00 Short term/direct response marketing
7:30 Long term marketing
9:30 Communicating value
13:04 Engaging experiences
14:20 Data-driven marketing
16:30 Role of content marketer
19:30 Words of advice
21:00 Connect with Clearbit
22:06 Outro
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Transparency is an important quality of the modern-day marketer. Brett and Jonathan discuss how being honest and open about both their successes and failures has sped the rate of growth at The Juice. Being transparent builds reciprocity and trust in the community.
2:16 Conversation with JG
5:34 Building in public
7:24 Being open about the process
9:30 “Lucky” and “serendipitous” moments
11:50 Negative consequences
17:40 Updating board members
20:26 Outro
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Abby Borden is the VP of Marketing at Lexer, a Customer Data and Experience Platform that helps retailers better understand their customers. Abby and Brett discuss her career path from Customer Success to the VP of marketing. A truly great customer experience can lead to advocacy.
1:04 Conversation with Abby
3:00 Who is Lexer
4:15 Role in Customer Success
7:22 Advocacy
8:36 Transition to marketing
10:15 Team building
13:00 Marketing surprises
17:52 Gong
19:06 Advice to marketers
20:28 Lexer and The Juice partnership
21:25 Outro
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Freshly back from paternity leave, Brett is reflecting on the traits of a modern-day marketer. Part of marketing is storytelling. In this story, the modern-day marketer is the hero and the villain is outdated, SEO-crazed, gated, and manipulative marketing tactics.
0:00 Intro
0:10 Paternity leave
3:10 Real Marketers Podcast
6:10 Modern-day Marketer Miniseries
7:18 Visual identity
10:00 Traits of hero
16:00 Final words
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Araminta Robertson is a FinTech Content Marketer at Mint Studios and the host of Market like a FinTech Podcast. Her approach to content marketing is becoming an expert in a field she genuinely likes. Brett and Araminta discuss the puzzling lack of marketers in the FinTech space, her three pillars, and connecting with fellow marketers.
0:00 Intro
0:55 Conversation
2:15 Career in FinTech
7:20 Be an expert
8:20 Three pillars— education, trust, customer experience
11:30 Researching the field and its customers
14:15 Newsletters, Twitter, podcasts
17:30 Lack of marketers in FinTech
22:48 Connect with Araminta
23:38 Outro
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The fourth and final episode of the Modern-day Marketers Miniseries is about moving away from comarketing to community building. Modern-day marketers, Jonathan and Brett knew that nurturing one to one to one relationships with like-minded individuals in the marketing field would be an invaluable step in getting The Juice off the ground.
0:00 Intro
0:56 Conversation starts
2:00 Paternity leave
4:10 Marketing community
8:10 Keep sales out of it
11:10 Bad co-marketing
15:35 Transactional mindset VS long game
18:00 Example of genuine co-marketing
22:55 Outro
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Devin Reed is the Head of Content Strategy at Gong, a revenue intelligence platform and one of the most popular B2B brands out there. Since transitioning from sales to content, Devin has created some of the best sales content on the internet. On this episode, Brett and Devin discuss domain expertise, brand tone, teams with diverse talent, and the secret sauce of Gong’s success.
0:00 Intro
1:17 Conversation starts
3:40 Who is Gong
4:50 Career path
8:52 Sales background
11:30 3 pillars
14:35 Brand tone
15:05 Domain expertise
18:15 Team of diverse talent
21:30 Gong’s secret sauce
23:48 Gong data in content
26:20 Cursing
28:25 Advise
31:46 Outro
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The third episode of the Modern-day Marketer Miniseries is about removing roadblocks and creating a better buyer experience. Nobody wants to feel manipulated, tricked, or treated like a lead. The Modern Day Marketer is self-aware, builds community, posts gate-free content, and forms genuine relationships.
0:00 Intro
0:53 Conversation starts
3:10 Experience
9:08 No one wants to be a lead
12:04 Stuck marketers
16:44 Consumer habits
18:44 Can’t trick marketers
19:32 Discovery meetings
21:50 Example of creating a positive experience
27:37 Outro
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Sophia Solanki is the Founder of Narrato, a platform that streamlines the processes involved in content creation and collaboration, based in Australia. By consolidating processes and limiting obstacles, content creators have more time to be creative. Sophia wants to eliminate the unnecessary hurdles that content creators have been putting up with for too long.
0:00 Intro
2:18 Sophia’s background
6:40 Passion for content marketing
8:32 Role of content marketer
10:08 Obstacles to creativity
13:38 Signs of time wasted
15:35 Balancing process, production and creative time
18:00 Collaboration internally and externally
20:10 Result of streamline approach
21:30 Connect with Narrato
22:05 Outro
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On the second episode of the Modern-day Marketer Miniseries, Jonathan and Brett talk about writing for people, not machines. It’s perfectly fine to have an SEO strategy, but it’s more important to ensure the content you publish is actually useful and valuable for real humans to read and appreciate. Additionally, there needs to be a solid distribution strategy in order to reach the right audience.
0:00 Intro
1:02 Episode begins
4:00 AI and content marketing
7:32 B2B buying cycle
9:24 Marketing budgets
13:20 Content strategy
16:30 Marketers with journalism experience
20:00 Get leaders on board with chance
23:35 Outro
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Chae O’Brien is the Founder and Head of Strategy at Thought Bakery, a growth marketing content studio that helps technology companies launch successful products with personalized customer experiences. Chae shares her perspective on community-led marketing, internal alignment, customer research, and growth. An important question B2B marketers should ask is— how do our products influence a person’s professional ability on a personal level?
0:00 Intro
1:02 Episode begins
2:10 Background in oil
4:02 Pain points of clients
6:14 Roadblocks to building community
7:53 Ideal customer 12:06 Internal alignment
16:10 Apple and Lego
23:20 Focus and intent
29:52 Scaling and growth
34:50 Final advice on building community
39:30 Connect with Thought Bakery
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On the first episode in the Modern-day Marketer Miniseries, Jonathan and Brett discuss sobering up from “attribution intoxication.” Rather than generating as many leads as possible by any means necessity, the modern-day marketer measures success with their North Star metric. Jonathan is more metric and numbers-driven and Brett is driven by creativity, but they both agree on quality over quantity when it comes to producing valuable content.
0:00 Intro
1:26 Episode begins
4:50 Attribution intoxication
7:30 Cookie cutter metrics
11:30 Attribution and content syndication
13:08 Direct competition
15:55 Relevancy vs volume
18:25 Intent behind content
23:44 North Star metric
27:08 Outro
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Alessandra Colaci is the VP of Marketing at Mailshake, is an easy-to-use sales engagement platform for turning cold prospects into warm leads. Brett and Alessandra discuss the golden ratio between SEO and brand content, the 80/20 rule, and the benefits of engaging in Slack communities and building one to one relationships with marketers online.
0:00 Intro
0:58 Conversation with Alessandra
2:47 Mailshake
6:15 Golden ratio between SEO and brand content
9:38 Growing marketing team
11:11 Future proofing and cross functional collaboration
15:13 Partner marketing role
17:55 Enablement and retention
23:20 Building relationships online
30:40 Goals for next year
32:10 Connect with Mailshake
32:54 Outro
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In this episode we bring you the fireside discussion, "The Future of Content Marketing" that we hosted on the launch day of The Juice. High Alpha Partner, Kristian Anderson facilitates a conversation between Lindsay Tjepkema (CEO, Casted), Holly Enneking (VP Marketing, Lev), Devin Bramhill (CEO, Animalz), and Jonathan Gandolf (CEO, The Juice) about how we can push B2B marketing forward.
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Sangram Vajre is the co-founder of Terminus, the leader in account-based marketing, and the host of The Flip My Funnel Podcast. He joins the podcast to discuss is his new book, MOVE-The 4-Question Go-To-Market Framework, and explains the MOVE framework and the 3 P’s (problem-market fit, product market fit, platform-market fit).
0:00 Intro
1:05 Conversation with Sangram
3:10 Growing on LinkedIn
4:30 Consistency
5:50 Community of modern-day marketers
10:05 New book
12:53 Working at Pardot
17:35 McDonald’s
19:00 Joe Rogan’s podcast
19:55 Is your go-to-market broken
25:06 MOVE framework— Market, Operations, Velocity, Expansion
29:40 Collaborating on book
32:00 Making personalized videos
36:45 Roles in go-to-market function
38:44 Content within MOVE framework
40:07 Order book
40:42 Outro
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On this episode, Brett reflects on the series of events that led him to define a “Modern Day Marketer.” The Modern Day Marketer is adaptable, a catalyst for change, challenges the status quo and fixation on metrics, and creates content with value. Brett is excited to connect with more modern-day marketers through the podcast and hear their perspectives on the industry.
0:00 Intro
4:50 Talk to customers and LISTEN
9:30 Idea behind podcast
11:20 Intro calls
14:30 Modern-day marketer
17:18 A-ha moment
18:35 Brett’s article
22:50 Upcoming miniseries
24:00 Closing words
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Sarah Greesonbach is the Founder of B2B Writing Institute, a practical hub of knowledge about B2B writing. Having fallen into the most profitable and stable writing niche, Sarah is now helping other freelance writers hone in their skills in the B2B marketing space. Brett and Sarah discuss writing as an art form, being mindful of the audience, reaching executives, and providing real value for real readers.
0:00 Intro
0:53 Conversation with Sarah
2:22 B2B Writing Institute
4:36 Value of writing
5:30 Young content marketers
7:30 Writing as art, not for SEO
10:25 Attribution intoxication
12:30 Value for who
14:00 Customer research
17:06 Reaching executives
21:21 Connect with Sarah
22:00 Outro
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CEO Jonathan Gandolf returns to the podcast to discuss The Juice’s presence on social media, organically building the brand, and how team members are getting involved. Throughout his career, Jonathan has seen personal posts do much better than scheduled posts. Brett points to the rise of the individual creator and how reposting other brands’ content drives growth and community.
0:00 Intro
1:00 Conversation with CEO JG
3:04 Use case of The Juice
7:20 Team effort on social media
10:20 Brett’s return to social
12:00 Employee participation on social
14:40 Personal brand
16:13 Rise of the individual creator
18:50 Building your brand
20:55 Issue with scheduled posts
22:42 Reposting other brands
24:16 Curation on social
26:12 Outro
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Chelsea Castle is the Director of Content Marketing at Chili Piper, the most advanced routing and scheduling software for B2B revenue teams. She prides herself in creating content that truly provides value and resonates to a human on the other end. They discuss the importance of content marketers and how the space can be improved.
0:00 Intro
0:50 Conversation with Chelsea
1:40 Background in writing and journalism
5:22 Chili Piper
7:40 Humans wired for connection
9:50 Balancing purpose driven work and KPI’s
17:55 Contrarian mindset
22:44 Signals of great content
25:04 Advice to content marketers
27:45 Demand Gen Chat Podcast
28:00 Outro
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Kate VanLue, Director of Sales at The Juice, has been overloaded with calls since their launch. She shares some of the commonalities of these conversations with marketers and the rewarding lightbulb moments. With so much going on, The Juice is hiring to grow the sales team.
0:00 Intro
1:00 Conversation with Kate
3:00 Friendly approach to sales
5:00 Commonalities of conversations
10:20 Researching with The Juice
11:40 Hiring SDR sales team
13:20 Chili Piper and Campaign Monitor
14:23 Lightbulb moments
17:16 Outro
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Yaag Ganesh is the Director of Marketing at AVOMA (a very organized meeting assistant), the host of ABM Conversations Podcast, an author of 8 books, and a TEDx speaker. Brett and Yaaag discuss great marketing and striking a balance between what your customers want and what your north star is. When working on a small marketing team, the best approach is to create specific content based on customer conversations.
0:00 Intro
1:00 Conversation with Yaag
2:50 Networking with marketers
4:45 Main topic of conversation
7:05 Holistic collaboration
10:00 Top of the funnel content
16:12 Don’t outsource content
17:40 Avoma
19:40 Marketing team of one
22:30 Long term mindset
27:06 Specific personalized emails
29:50 Growth and identifying ideal customer
34:20 Product led
35:18 Analyzing customer calls
40:36 Connect with Avoma
41:24 Outro
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Kat Locascio, who runs Customer Success at The Juice, shares how she’s settling into her new position and personalizing customer outreach. Kat has been using The Juice platform herself to learn about B2B Marketing and is excited for more customers to start Juicing and stop Googling.
0:00 Intro
1:09 Conversation with Kat
3:44 Personalizing customer outreach
6:06 Using The Juice
8:40 Research topics
10:00 Habits
14:15 Great content on The Juice
18:02 Playlists
21:00 Outro
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Cassie Pallesen, who’s on the Content & Comms team at Dropbox, joins Brett in discussing cross functional working, the value of content marketing, and communicating that value internally to stakeholders. After marketing at several companies, Cassie saw that pumping out high volumes of content for SEO rankings wasn’t effective in the long term in finding the right customers.
0:00 Intro
0:55 Conversation with Cassie
1:30 DocSend acquisition
3:05 Value of content
8:42 Quality vs quantity
10:05 Issue with volume marketing and SEO
12:30 Driving organic growth
13:28 Tracking and dashboards
18:13 Creating VS measuring
22:39 Communicating results with stakeholders
25:00 Connecting with Cassie
26:05 Outro
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Alaina Thompson, Growth Marketing Manager at The Juice, joins Brett on the podcast the day after their official launch. Alaina has been using The Juice platform to research specific and useful content for her job. She shares some user tips and explains the newest feature, playlists.
0:00 Intro
1:42 Conversation with Alaina
3:04 Momentum leading to launch
8:15 Using The Juice for researching
10:48 Alaina’s position
15:00 Researching email subject lines
19:00 Issues with Google and SEO
20:25 Marpipe
23:12 Tips for users
26:30 New feature, playlist
28:49 Outro
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Scott Vaughan is the former CMO at Integrate, an experienced marketer in the B2B world, a SaaS Executive, and a Growth Accelerator. Scott shares his perspective on implementing change in the marketing space and creating more human and authentic relationships with customers. 0:00 Intro
1:00 Conversation with Scott
4:00 Marketers’ relationship with customers
7:40 Authentic connections
13:30 Marketing automation
17:05 Implement change
26:09 Print to digital
30:05 Compelling content
37:16 Program vs campaign
40:56 Short term results and long term strategy
44:04 Connect with Scott
45:15 Outro
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This is the week. Tuesday is the official launch date of The Juice! Brett McGrath reflects on all the hard work the team has accomplished leading to this moment and thanks all the early supporters, customers, and modern-day B2B marketers who have backed up The Juice’s vision.
0:00 Intro
2:22 Shout out The Juice team
7:04 New hire, Lead Product Designer
9:00 Appreciating supporters
9:50 “B2B Marketing Sucks: Stories from the people that are helping fix it”
14:00 Insights from modern-day B2B marketers 15:24 “Using Community to Launch at B2B MarTech Company”
17:10 Shout out customers
19:40 Closing words
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Joe Lazauskas is the Head of Marketing at Contently, a content marketing platform for creating content better and faster. He is the co-author of The Storytelling Edge and writes a popular newsletter on LinkedIn. Joe’s recent article, Ditch the Persona and Find Your Muse, is about empathy, oxytocin, creativity, and creating the best content with one person in mind, the muse.
0:00 Intro
1:10 Conversation with Joe
3:16 Contently
6:45 Outdated data-driven marketing
11:02 Personas
15:32 Find and talk with ideal customers
20:00 Write for one person
22:38 Do the work
27:09 Joe’s course on Snow Academy
28:20 Outro
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In the final episode of “Using Community to Launch at B2B MarTech Company,” Jonathan and Brett wrap up the conversation on momentum, community, launching, and what it’s like to watch their vision turn into a live product. From the beginning, Jonathan has created their hero story of fighting the common enemy, bad outdated marketing that needs to be stopped.
0:00 Intro
1:10 Conversation with Jonathan
4:30 Vision to live product
6:00 Lenses of team members
9:30 Launch prep planning
11:30 Working with High Alpha
14:30 Making it a “we thing”
19:10 Spotlight the enemy
23:22 Launch event August 17
26:40 Post event
29:30 Outro
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Ethan Beute is the Chief Evangelist at BombBomb, a video messaging tool for building relationships. He’s also the author of Re-humanize Your Business and the host of the Customer Experience Podcast. Ethan and Brett discuss his approach to content, background in television, the rise of video and social media, and the key to being an evangelist.
0:00 Intro
1:00 Conversation with Ethan
2:25 Approach to content
5:08 Curiosity and consistency
8:02 BombBomb
11:20 Background in TV
15:15 Career transition
21:30 Conversation with customer
23:22 Marketing approach
27:37 Relationships though video
33:10 Evangelism
38:10 The rise of video and new competition
42:11 Connect with BombBomb
44:30 Outro
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In part four of “Using Community to Launch at B2B MarTech Company,” Jonathan and Brett talk all about momentum, leading up to the launch and after. They share the biggest hurdle they faced while building momentum and some of the lessons they learned early in their careers.
0:00 Intro
1:00 Conversation with Jonathan
1:30 Go to market meeting
4:30 Organizing the passion
5:26 Divergent thinking, convergent action
7:12 Momentum
10:40 Social proof and building community
15:50 Lessons from early career
19:22 What has slowed momentum
24:35 After the launch
26:45 Outro
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Stuart Balcombe is the Co-Founder of Procket, a company that helps busy founders and marketing teams get more mileage out of their content. Brett reached out to Stuart after reading his Twitter thread where he tweeted, “Content marketing is experiencing a Blockbuster → Netflix style shift.”
0:00 Intro
0:46 Conversation with Stuart
1:57 Twitter VS LinkedIn
5:36 Stuart’s background
8:00 Procket
8:40 Blockbuster to Netflix
14:56 Brand/company centric VS costumer/consumer centric
19:50 Steps to evolve marketing
26:16 Long-term VS short-term mindsets
30:10 Inspiration from REI and Patagonia
35:40 Use Procket
36:08 Outro
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In part three of “Using Community to Launch at B2B MarTech Company,” Jonathan asks Brett about building momentum and making the launch more than a single day affair. Inspired by sneaker culture and hip hop album drops, Brett has been producing hype around The Juice’s official launch date on August 17.
0:00 Intro
0:45 Conversation
3:20 Thought process behind launch
5:00 Hype
6:00 Brett’s marketing experience
10:20 No hacks, only consistency
11:50 Pros and cons of long launch
15:30 Jonathan’s vision
17:30 Inspiration from consumer brands
22:40 Outro
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Devin Bramhall is the CEO of Animalz, a remote content marketing agency that creates awesome content for B2B Saas companies. Brett and Devin discuss the history of Animalz, the changing landscape of marketing, the future role of the content marketer, and what’s not working in marketing anymore.
0:00 Intro
0:55 Conversation with Devin
3:05 History of Animalz
8:30 Abundance mindset
10:45 Progress isn’t sexy
13:45 Role of content marketer
17:40 Evolving needs of clients
22:15 What’s not working anymore
25:40 People behind the accounts
30:43 Content distribution
35:35 Gatekeeping
37:06 Closing
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In part two of “Using Community to Launch at B2B MarTech Company,” Brett and Jonathan discuss the importance of having a few great early stage customers. They also discuss the advantage of being a new company, founder-led sales, the value of customer feedback, and building strong customer relationships.
0:00 Intro
1:13 Conversation with Jonathan
6:45 Founder-led sales
11:00 Abundance mindset
12:13 Moment of gaining a customer
14:57 First contract signed
17:50 Communicating expectations
20:42 Hire smart people
23:51 Customer success hire
28:36 Outro
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Jason Bradwell, creator of newsletter “B2B Bite” and podcast “B2B Better,” is on a mission to make B2B marketing less boring. Jason is against outdated and ineffective marketing that relies on vanity metrics and collecting as many emails as possible. Rather, marketers should focus on creating killer content and building trust-worthy relationships.
0:00 Intro
1:16 Conversation with Jason
2:30 Twitter
6:35 Ethos on marketing
9:00 Quality over quantity
13:00 Setting tangible goals
16:00 Jason’s podcast and newsletter
21:02 Time for change
25:30 Trust and instincts
30:20 Employee advocacy
36:15 Outro
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In the first of five episodes in the mini series, “Using Community to Launch at B2B MarTech Company,” Brett and Jonathan share how they use their message to create connections. Jonathan reflects on the earliest days of the company when he was a team of one, and how he listened the pain points of over a hundred marketers. Since then, the team has grown and they have refined their message and built a community around it.
0:00 Intro
1:18 Conversation with Jonathan Gandolf
4:02 Initial message
6:10 Finding pain points of marketers
8:30 Growing The Juice team
11:45 Vision/problem market fit
14:05 Building community
19:30 Consistency
22:45 Outro
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Victoria Fryer is the Senior Content Marketing Manager at Plivo, a global carrier network and API platform for messaging and voice calls. Brett and Victoria discuss developing content strategies to support new product launches, the role of a content marketer, and cross-functional work at start-ups.
0:00 Intro
0:58 Conversation with Victoria
3:00 Position at Plivo
6:30 Marketing for product launches
11:10 Cross functional work
13:00 Feedback from market
16:30 Distribution
19:00 Measuring success
21:16 Advice to Content Marketers
24:08 Check out Plivo
24:20 Outro
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Follow Victoria: | Twitter | LinkedIn | Plivo
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On this solo episode, Brett McGrath shares more exciting news about The Juice. Coming soon, there will be a new mini series on the podcast about using community to launch a B2B MarTech company. Even more exciting, a launch date for The Juice is set. Mark your calendar, because The Juice platform will be up and running on July 12!
0:00 Intro
1:55 Community
4:17 Short-term VS long-game marketer
8:04 VIP week
9:37 Launch date, July 12
10:44 Using Community to Launch a B2B MarTech Company
12:30 Outro
Join The Juice
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Cindy Dubon is the Senior Demand Gen Manager at Greenfly, a digital media content collaboration and distribution platform. Brett and Cindy discuss the blurring line between demand generation and brand, content consumption habits, and bad marketing that has stemmed from an unhealthy obsession with metrics. Cindy says that it’s high time to step off the MQL hamster wheel and start approaching marketing differently.
0:00 Intro
1:00 Conversation with Cindy
2:20 Demand Gen
3:25 Greenfly
6:20 Brand marketing vs demand gen
11:15 Content consumption
14:40 Marketing Twitter
17:10 MQL hamster wheel
25:05 Advice to marketers
28:24 Reaching Cindy
29:00 Outro
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Follow Cindy: | LinkedIn | Twitter | Website
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Brett talks with Kat Locascio, the first Customer Success hire at The Juice. This is Kat’s first time in a CS role, after years of professional experience in recruiting, non-profits, and tech. Kat shares her views on Customer Success, what success looks like to her in this new role, and her 80/20 rule.
0:00 Intro
1:18 Conversation with Kat
4:20 Kat’s background
8:53 Bad experiences in tech
15:44 Role of Customer Success Manager
19:50 What does success look like
26:15 Outro
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Brooklin Nash is the Head of Content at Sales Hacker and the content marketer for Outreach. Brooklin and Brett discuss “content facilitation” as a way for content marketers to connect with industry experts and avoid writing content on subjects they only know a little bit
about. Great content is a collaborative process.
0:00 Intro
0:58 Conversation with Brooklin
3:35 Sales Hacker
5:09 Content facilitation
11:17 Collaboration
13:19 Role of Content Marketer
15:45 Ever company as a media company
17:22 Outreach
19:45 Advice to marketers
22:38 Connecting with Brooklin
23:30 Outro
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Follow Brooklin: | LinkedIn | Twitter | Sales Hacker | Outreach
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In the midst of gathering information before The Juice’s launch, Brett posted a four question poll about research habits for fellow B2B marketers to answer. Jonathan and Brett discuss the poll results, the fact that 76% of respondents said their go-to place to research is Google, and how The Juice will be a better place for marketers to find answers and a community.
0:00 Intro
0:55 Conversation with JG
3:00 Research
4:25 Four poll questions
8:25 Where are marketers gather information
12:05 Spotify
17:35 Taylor Swift
19:30 Finding content takes too much time
22:20 New employee
22:54 Outro
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Dr. Fio Dossetto is the Editor in Chief of contentfolks, a newsletter for editors and content marketers, the Content Marketing Manager at Aula, and the previous Senior Editor at Hotjar. She recently wrote a popular article about “product-led content,” which The Juice is already implementing after Brett read the piece. Marketers need to meet the customer when they have a problem and show the practical solution
0:00 Intro
1:04 Conversation with Dr. Fio Dossetto
4:00 Senior Editor at Hotjar
6:04 Product-led content
10:00 Right and wrong way to write blogs
14:00 Content marking VS traditional marketing
15:26 Acquisition and retention
18:36 Consumers habits
20:30 Examples of product-led content
22:23 Getting started
24:36 Contentfolks
25:08 Outro
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Follow Fio: | LinkedIn | Twitter | contentfolks
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At the five month mark, Jonathan, Brett, and everyone at The Juice are in the thick of planning the launch. It’s critical that the right messaging is conveyed at the launch, the keyword being TRUST.
0:00 Intro
0:58 Conversation with Jonathan Gandolf
5:05 Work/life balance as the CEO
8:06 Planning the launch
14:35 What is the message
17:00 Trust
21:48 Outro
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Brian Rants, is the Senior Strategist and Evangelist at Cordial, a cross-channel messaging and data platform for customer-obsessed brands. Brian, as self-identifying marketing nerd, has a background in software sales and content. Brett and Brian discuss post-pandemic marketing, aligning the goals and incentives for marketing and sales teams, and the difference between high volume and high intent.
0:00 Intro
1:38 Conversation with Brian
3:11 Brian’s career path
6:16 Value of content
10:52 Bridging gap of Sales and Content Marketers
14:30 Old marketing VS new
19:42 Authenticity
22:10 Enabling marketers to send a better message
25:57 Consumer experience and curated content
30:30 Post-pandemic marketing
35:41 Connecting with Cordial
36:30 Outro
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Follow Brian: | Twitter | LinkedIn | Cordial
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Jonathan and Brett have finally met the entire The Juice team in-person, face-to-face, in the flesh. Sangram Vajre, co-founder at Terminus, met with them to discuss finding their ideal customer, a specific individual like “Holly.”
0:00 Intro
1:10 Conversation with JG
4:00 Meeting with Sangram
7:20 Holly the individual
9:10 Brett’s career in marketing
12:05 User-based marketing
14:30 Finding ideal user for The Juice
18:40 Outro
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Lauren Decker recently moved back to Indianapolis as a Consultant for B2B SaaS companies with Carema Consulting. Lauren is an expert in product marketing from her years working at ExactTarget with Brett and then moving up the ranks at G2. They discuss cross-functional collaboration, customer journey mapping, and how to build a consistent brand identity.
0:00 Intro
1:15 Conversation with Lauren
3:30 ExactTarget and Salesforce
9:00 Product marketing at G2
13:00 Customer marketing
18:30 Building brand teams
20:30 Content is top of funnel
26:44 Hiring creatives to help with visual identity
28:51 Advice for consistent brand messaging
33:18 Old vs New B2B Marketing
38:09 New career in consulting
39:30 Outro
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Follow Lauren: | LinkedIn
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Kate VanLue is The Juice’s newest member, the first person on the sales team, and the Director of the Sales. Kate and Brett discuss the relationship and blurring lines of sales and marketing and what it’s like starting a startup in the early stages. Great salespeople are likable and able to build authentic and trusting relationships by letting the other person speak.
0:00 Intro
1:06 Conversation with Kate
3:30 Joining an early stage startup
8:15 Hiring process
13:10 Being real and likable is sales
18:00 Establishing authentic relationships
21:28 Blurring lines of marketing and sales
25:40 Outro
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Jimmy Daly is the CEO and cofounder at Superpath, the number one content marketing community. It’s a place for content marketers to network, encourage one another, find positions, brainstorm ideas, and share their career progressions in this relatively new field. Jimmy shares his experience working at Animalz and why listening is an important skill in marketing.
0:00 Intro
1:32 Conversation with Jimmy
3:10 Experience at Animalz
5:23 Starting Slack community
7:30 Content marketing strategies
12:38 Problems in marketing
15:05 Career paths
17:30 Attributes of great marketers
20:10 Dru Riley and Todoist
23:52 Community building
28:48 Joining Superpath
29:30 Outro
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Follow Jimmy: | Twitter | LinkedIn | Superpath
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Jonathan and Brett are excited about the newest hire, Kate, who will be the Director of Sales. Finding qualified applicants in the pre-product phase at a start-up has been a methodical process. It’s taking time to put together a talented team with the right experience, attitude, and ingenuity.
0:00 Intro
1:20 Conversation to JG
4:45 Is it the end of 9 to 5
8:00 Acquiring new talent
13:30 Recruiting team
16:33 New Director of Sales, Kate
22:10 Changing B2B space with help of sales
25:40 Outro
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Deb Mukherjee is the Head of Marketing at DelightChat, a customer service software for Shopify stores. Deb explains why he thinks marketers should have experience in sales. They also discuss organic growth strategies, creating content for the ideal customer, and Deb’s “project requirement doc.”
0:00 Intro
0:53 Conversation with Deb
3:30 Interest in B2B SasS
5:48 Freelancing, finding target audience
9:28 Creating content for the ideal DelightChat customer
13:40 Marketers should do sales
15:52 Organic growth strategies
19:50 Creating effective content
24:30 Project requirements doc
32:18 Connecting with Deb
32:44 Outro
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Follow Deb: | Twitter | LinkedIn | DelightChat
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With both the beta launch and company launch coming up soon, Brett and Jonathan discuss startup culture, brand awareness, transparency, and building a community of trust. Jonathan has been a part of several product launches with new beer in his previous role at a brewery, so he shares some of the differences launching a digital product. They thank everyone who has been along for the ride so far with The Juice.
0:00 Intro
1:00 Conversation with Jonathan
3:06 Beta launch and company launch
6:30 Purpose of beta experience
10:50 Finding and educating users
13:45 Advantage of going to market early
16:04 People over product
19:02 Grind of a start-up
23:44 Outro
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Leah Friedman is the Sr Content Marketing Manager at Guru, a knowledge management platform. Leah boils down what Content Marketing is really about— growth and building trust. They also discuss the delicate balance of creating content optimized for SEO, while also being genuinely valuable and not just a boatload of key words.
0:00 Intro
1:11 Conversation with Leah
2:20 Being on Jeopardy!
5:15 Guru
8:30 Content marketing is a new discipline
10:38 Top of the top of the funnel
15:05 SEO 20:30 Career progression as a content marketer
23:50 Things that need to go
27:02 What’s happening at Guru
27:35 Outro
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Follow Leah: | Twitter | LinkedIn | Guru
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Brett and Jonathan talk about The Juice’s recent board meeting, their newest team member, and content curation. The Juice creates content that simultaneously facilitates conversations, forms connections and trust, and builds their brand. Brett and Jonathan speculate where the resistance for change is coming in the B2B marketing industry.
0:00 Intro
1:02 Conversation with Jonathan
2:30 Board meeting prep
7:28 New member at The Juice
10:15 Content facilitation and curation
14:55 B2B marketers resisting progressive change
19:25 Outdated B2B marketing is broken
24:34 Outro
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Margaret Kelsey is the Senior Director of Marketing at OpenView, a venture capital firm that serves B2B software companies in the expansion stage. Brett and Margaret discuss intricate marketing topics including content facilitation and product-led growth. Margaret explains that great content marketers don’t necessary have to be experts in what their marketing or self promoting extraverts with a strong personal brands.
0:00 Intro
1:03 Conversation with Margaret
3:30 Product-led growth
5:32 Who is OpenView
8:11 Content facilitation
14:30 No need to be an expert
16:06 Customer marketing
18:45 Talk show host
20:00 Personal brand vs company brand
24:10 Speakeasy marketing
30:52 Flip from outbound to inbound
31:18 Advice to content marketers
34:02 Connecting with OpenView
35:15 Outro
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Follow Margaret: | Twitter | LinkedIn | OpenView
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Brett and Jonathan discuss The Juice’s approach to presenting the first call deck to important stakeholders. Telling an engaging story, truly listening to the prospect’s pain points, and letting them lead the conversation are all key. By the end of a great call deck, the prospect will sell to themselves.
0:00 Intro
1:30 Conversation with Jonathan
3:20 100 conversations with 100 marketers
6:50 Listening to pain points
9:36 Letting prospect lead conversation
12:25 Importance of first call deck
13:34 Collaboration and feedback
17:00 Storytelling
20:32 Goal of deck
21:40 Advice for first call decks
24:10 Outro
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Know someone who would be a great fit to be our first sales person? Check out the job description here
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Hiba Amin is a Marketer at Soapbox, a meeting manager software that makes one-on-ones and team meetings better. Hiba shares her approach to networking within the marketing industry, how the Soapbox newsletter gained 70,0000 subscribers, and being genuinely customer-centric in her approach to marketing.
0:00 Intro
1:04 Conversation with Hiba
2:54 Networking with marketing peers
5:23 Soap Box
7:55 Marketing team of one, weekly check-ins
10:33 Power of content marketing
13:30 Newsletter
19:12 No forms and no gates
23:15 Customer-centric
27:16 Connecting with Soapbox
28:04 Outro
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Hiba: | Twitter | LinkedIn | Soapbox
Follow The Juice:| Website | Blog | Twitter | LinkedIn
Brett and Jonathan discuss events from a marketing perspective. The last year was overloaded with virtual events and webinar fatigue set in. Brett questions the intent behind these events and suggests that marketers improve the experience for attendees and use the events to create quality content and connect with guests. Jonathan agrees and adds the best marketers are the ones that
can adapt.
0:00 Intro
1:17 Conversation with Jonathan
6:12 Marketing events pre, during, post-COVID
8:48 Webinar fatigue
9:16 Clubhouse
10:25 Purpose and intention of marketing events
14:07 Disconnect of events and content
16:54 “Savvy Marketers”
19:27 Tracking brand building activities
21:53 Problem with volume-based metrics
25:28 Events at The Juice
26:30 Outro
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Know someone who would be a great fit to be our first sales person? Check out the job description here
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Sara Pion is a Senior Marketing Manager at Alyce, a personalized gifting platform. She shares her previous experience working at Drift, where they were trained to write in a uniform tone to fit the voice of brands. Sara says there’s no one-size-fits-all approach to marketing; marketers need to think outside the box and put themselves in the end consumer’s shoes.
0:00 Intro
1:16 Conversation with Sara
2:32 Experience at Drift
6:02 Brand voice and tone
10:08 What is Alyce
14:20 Market to end consumer
19:38 Direct mail
22:40 Hub Spot
26:15 Exciting new B2B Trend
30:12 B2B trend to put to rest
31:56 Office Hours
33:25 Outro
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Sara: |Twitter | LinkedIn | Alyce
Follow The Juice:| Website | Blog | Twitter | LinkedIn
Alaina Thompson, Growth Marketer at The Juice, comes on the podcast again to share what she learned running the Money Well Spent Campaign, the interesting analytics of their Facebook and Instagram ads, and why she’s creating a User Constitution for the website. Thinking ahead, Alaina is trying to avoid user privacy issues to ensure safety and trust in their community.
0:00 Intro
1:15 Conversation with Alaina
3:15 Over 1000 on waitlist
6:38 Analyzing ad analytics
11:48 Money Well Spent Campaign
16:48 Content Marketplace
19:15 User Constitution
29:48 Outro
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Know someone who would be a great fit to be our first sales person? Check out the job description here
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Natalie Severino is the VP of Marketing at Chorus.ai, a conversation intelligence platform that automatically records and transcribes meetings to give companies’ more insight. She describes herself as a marketer with a bias for sales and explains why marketers need to build trust with their sales team in order to succeed together.
0:00 Intro
1:12 Interview with Natalie
5:02 Chorus
6:36 Marketing and sales relationship
8:12 Earning trust
15:00 Starting on a small team
18:50 Being a leader in marketing
22:48 Content experiences
26:07 New at Chorus
27:24 Outro
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Natalie: |Twitter | LinkedIn | Chorus
Follow The Juice:| Website | Blog | Twitter | LinkedIn
Fresh from a beach vacation, Brett invites Jonathan for a conversation on PTO policies at The Juice. They discuss cabin fever coming out quarantine, unexpected drawbacks of unlimited PTO, wellbeing and mental health, and the shift in office culture.
0:00 Intro
1:18 Interview with Jonathan
4:05 Traditional PTO VS unlimited PTO
8:12 Pros and cons of working from home
12:20 The Juice’s PTO policy
14:50 It’s personal
17:50 Jonathan’s work schedule and ritual
19:56 Dysfunctional old office culture
24:10 Outro
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Know someone who would be a great fit to be our first sales person? Check out the job description here
Follow The Juice:| Website | Blog | Twitter | LinkedIn
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Justin Simon is the Global Content Strategy Manager at TechSmith, a company that has helped millions of first-time digital content creators create and share images and videos. Justin says companies should be publishing their best quality content for free and repurposing it in multiple ways. Google is getting smarter. Using the right keywords isn’t enough anymore.
0:00 Intro
1:06 Interview with Justin Simon
3:00 Old and new ways of marketing
7:38 SEO, keywords, Google
10:05 TechSmith
11:45 Rise of video
14:22 It doesn’t matter who creates the content
16:58 Unifying the content plan
19:30 Creating content for particular audience
22:12 Resonate with audience
29:56 Check out TechSmith
30:55 Outro
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Justin: |TechSmith Visual Lounge | LinkedIn | Website
Follow The Juice:| Website | Blog | Twitter | LinkedIn
On this episode of the 3C Podcast, Brett talks about his blog post, “Creating a Show with Great Guests in B2B Marketing.” He shares the five reasons he’s building The Juice’s marketing with great guests and his talk show host inspiration.
0:00 Intro
2:28 Creating a Show with Great Guests in B2B Marketing
6:10 Shift in B2B Marketing
8:22 5 Reasons to find great guests
9:00 1- Social proof is everything
12:00 2- Amplify other voices
12:52 3- 1 conversation can lead to 5 new ones
13:52 4- Free consultation
15:05 5- It’s more than a show
17:08 Closing words
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Know someone who would be a great fit to be our first sales person? Check out the job description here
Follow The Juice:| Website | Blog | Twitter | LinkedIn
Follow Brett:| Twitter | LinkedIn
0:00 Intro
1:50 Conversation with Ben
5:00 Marketing in North Dakota
12:15 Why podcast
23:00 Opportunities for conversations
26:15 Streamlining podcast production
30:10 Consistent format and theme
32:40 Preparing for interviews
36:00 Podcast aha moments
44:30 Outro
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Ben: |Twitter | Actionable Marketing Podcast | CoSchedule
Follow Fathom:| Website | Blog | Twitter | LinkedIn
Marketers Brett and Jonathan talk all about sales. The Juice just posted a job description for an Account Executive to join as the first sales team member. Jonathan shares the three great qualities he’s seen in sales people— listening, collaboration, and action.
0:00 Intro
1:35 Conversation with JG
2:56 JG’s experience in sales
11:05 Qualities of great sales people
17:50 Why The Juice needs a sales person
22:27 Why Brett joined The Juice
25:55 How to apply
26:50 Outro
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Know someone who would be a great fit to be our first sales person? Check out the job description here
Follow The Juice:| Website | Blog | Twitter | LinkedIn
Follow Jonathan:| Twitter | LinkedIn
Follow Brett:| Twitter | LinkedIn
Nicole Klemp is the Content Director at 6sense, a B2B account engagement platform that’s seen tremendous growth in the last year. Nicole explains that part of the company’s success has been the alignment between the revenue and marketing teams and the quality video content that they publish and never gate.
0:00 Intro
1:10 Conversation with Nicole
4:56 Aligning Revenue and Marketing teams
8:56 Measuring Content Marketing success
13:35 Celebrating wins
14:12 Bad B2B experiences
19:40 Evolving marketing industry
22:24 Video content
27:42 Advice to content marketers
29:51 Outro
BOOK: No Forms. No Spam. No Cold Calls.: The next generation of account-based sales and marketing
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Nicole: |Twitter | LinkedIn | 6sense
Follow Fathom:| Website | Blog | Twitter | LinkedIn
Brett and CEO Jonathan Gandolf have a conversation on alignment. In the early stages of a new company, it’s critical to get everyone on the same page and seeing the big picture strategic vision. The Juice is looking to hire and build a sales team, so Jonathan shares what he’s looking for in a great sales person.
0:00 Intro
1:13 Conversation begins
3:00 Managing workload
4:12 Strategic vision
11:05 Priorities and company culture
12:14 Work with me
14:45 Organized chaos
18:00 3 types of alignment
21:06 Hiring sales team
28:35 Outro
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Follow Fathom:| Website | Blog | Twitter | LinkedIn
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Cassandra Jowett is the Senior Director of Marketing at PathFactory, an intelligent content platform for B2B marketers. Cassandra is a “multi-disciplinary marketing swiss army knife” with more than a decade of experience, so she truly understands the challenges of marketing to marketers and the improvements to be made with content consumption.
0:00 Intro
1:15 Conversation begins
2:50 Swiss Army knife
5:20 Hiring team member
9:44 PathFactory
11:20 Marketing to marketers
14:30 Content consumption in B2B
20:00 Forms, engagement-based forms
26:38 Conversations with companies
32:04 Website of the Future
32:42 Outro
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Cassandra: |Twitter | LinkedIn | Path Factory
Follow Fathom:| Website | Blog | Twitter | LinkedIn
Brett and CEO Jonathan Gandolf discuss the critical internal decisions The Juice team is making on the product side to better serve Content Marketers. There have been some hiccups and eyebrows raised throughout the process, but taking risks and acting like a pirate is what startups are all about.
0:00 Intro
1:35 Conversation begins
2:48 Weekly team meeting
7:22 Raising eyebrows
13:26 Sharing content
17:08 Steve Jobs article
24:15 Mitigating risk
29:20 Outro
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Follow Fathom:| Website | Blog | Twitter | LinkedIn
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Brett interviews Dominic Kent, the Content Director at Mio, a freelance SaaS Content Marketer, and a specialist in UComs and CCTR. They discuss Dominic’s recent article— “The State of B2B Marketing Content in 2021", freelancing, issues writers face writing for companies, and the state of B2B marketing.
0:00 Intro
1:12 Conversation begins
5:50 Freelancing marketing clients
10:30 The State of B2B Marketing Content in 2021
17:13 Collaborating with other contributors
21:41 #Content365
26:10 Friction with writers and marketers
35:50 Advice to B2B marketers
41:35 Connecting with Dominic
44:40 Outro
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READ: The State of B2B Content Marketing 2021
Dominic: |Twitter | Linkedin | Medium | Mio
Follow Fathom:| Website | Blog | Twitter | LinkedIn
On this episode of the 3C Podcast, Brett and CEO, Jonathan Gandolf reveal big news about renaming the company. The two discuss why this change is happening now and how they landed on The Juice.
0:00 Intro
2:00 Conversation with Jonathan
9:00 RIP Fathom
12:45 Catalyst to change name
17:30 Redesigning the brand
20:10 Advice to leaders on rebranding
24:40 Outro
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Follow Fathom:| Website | Blog | Twitter | LinkedIn
Follow Jonathan:| Twitter | LinkedIn
Follow Brett:| Twitter | LinkedIn
On this episode of the 3C Podcast, Brett talks with a Content Marketer at Animalz, Joanna Rutter. The two discuss the dark side of writing as a content marketer, mental health, the Superpath group, and speculate how the future of AI and automation will improve their careers.
0:00 Intro
1:20 Conversation with Joanna
3:51 Career path of a content marketer
5:48 Superpath
7:50 What attracts writers to content marketing
14:00 Dark side of content marketing and mental health
20:40 Content vs digital marketing
31:40 Narrowing down your audience
40:38 Advice to marketers
43:21 Outro
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Joanna: | Twitter | Website | Animalz
Follow Fathom:| Website | Blog | Twitter | LinkedIn
On this episode of the 3C Podcast, Brett and CEO, Jonathan Gandolf share their thoughts on HubSpot acquiring the media company, The Hustle. They also discuss the evolution and renaissance of newsletters over the past decade. Jonathan shares his experience working at a craft brewery start-up and how they made their newsletter heart-felt and personal to connect with customers.
0:00 Intro
1:46 Conversation with Jonathan
4:14 HubSpot acquiring The Hustle
12:10 Newsletter discussion
16:10 Make better content
17:45 Monetizing newsletters
18:50 Starting Fathom’s newsletter
20:38 Craft brewery newsletter
24:12 What makes a great newsletter
30:40 Outro
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Follow Fathom:| Website | Blog | Twitter | LinkedIn
Follow Jonathan:| Twitter | LinkedIn
Follow Brett:| Twitter | LinkedIn
On this episode of the 3C Podcast, Brett hosts the first international interview with a Polish marketer he met through a Slack group, Kas Szatylowicz. Kas is an expert in SEO and Link Building and works at a startup called Tidio in Warsaw. She shares some of her strategies for creating and sharing content that reaches the right people.
0:00 Intro
2:18 Conversation with Kas
5:32 Link Building
9:46 SEO and creating content
12:15 Reaching the right people
15:47 Warning signs of bad content
18:00 Avoiding being pushy
20:40 Building trust
23:03 Google predictions
24:40 Tidio
26:26 Outro
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Kas: | Twitter | Tidio
Follow Fathom:| Website | Blog | Twitter | LinkedIn
On this episode of the 3C Podcast, Brett talks with Eric Sendelbach, Fathom’s Product Leader, CTO, and Co-Founder. Coming from an engineering background, Eric gives his outside perspective on B2B marketing. He compares bad marketing and gated content to being trapped inside a casino. Eric is excited to join the team and help Fathom grow.
0:00 Intro
2:50 Conversation with Eric
9:00 Improving the consumer experience
12:55 Casino and golf analogies
19:30 Content, what’s working what not
21:45 Gated content
26:22 Exciting future of Fathom
29:10 Outro
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Follow Fathom:| Website | Blog | Twitter | LinkedIn
Follow Eric:| Twitter
Follow Brett:| Twitter | LinkedIn
On this episode of the 3C Podcast, Brett interviews Rachel and Olivia, marketers at Lessonly, a training software company based in Indianapolis. They discuss their unique company culture, their new clothing line, which companies inspire them, and all agree that it’s past time to improve the old and irritating processes of B2B marketing.
0:00 Intro
1:35 Conversation with Rachel and Olivia
4:40 Who is Lessonly
6:15 Companies that inspire
11:45 Annoying experiences in B2B marketing
19:26 Clothing line
21:14 Everyone is a writer at Lessonly
26:40 Quarterly campaigns and distributing content
30:53 Connecting with Lessonly
32:47 Outro
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Lessonly: | Twitter | Website |Ollie Llama + Co
Follow Fathom:| Website | Blog | Twitter | LinkedIn
On this episode of the 3C Podcast, Brett and CEO, Jonathan Gandolf, talk about an article they read titled “Everything is content now” by Can Duruk. The article asks the question, what actually is content and is it actually good to consume? Brett and Jonathan discuss the difference between creating and generating content and navigating trends during the evolution of B2B content marketing.
0:00 Intro
2:30 Conversation with Jonathan
3:44 Inspiring curated content
8:15 Everything is content now
14:00 Creating vs generating content
17:50 Thought leadership
20:30 Consumption is good
21:50 Trends
26:53 Fathom on social media
30:05 Outro
Article: Everything is Content Now
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Follow Jonathan:| Twitter | LinkedIn
Follow Brett:| Twitter | LinkedIn
On this episode of the 3C Podcast, Brett interviews Katherine Martin, Growth Marketer at Narrative Science. She explains what content-based marketing is and how she wrote a book and started a podcast to connect with new clients and customers. Katherine says that these days, brand drives demand and relationship building is key.
0:00 Intro
2:13 Conversation with Katherine
5:40 Who is Narrative Science
9:00 The time is now
10:26 Content-based networking
16:45 Writing a book
21:52 Engagement over numbers
24:44 New B2B marketing ideas
28:28 Outro
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Katherine: | Twitter | LinkedIn | Narrative Science
Follow Fathom:| Website | Blog | Twitter | LinkedIn
On this episode of the 3C Podcast, Brett talks to his teammate Alaina, the Growth Marketer at Fathom. They discuss big swing mentally, what it’s like working at a small startup, how optimism landed her the job, and launching the first campaign—“Money Well Spent.”
0:00 Intro
1:30 Conversation with Alaina
4:50 Optimism
7:25 Growth marketing
11:40 Metrics and lofty goals
14:24 Big swing mentality
18:50 Diversity of thought
21:54 Launching Fathom’s first campaign
27:10 Advise to growth marketers
29:50 Outro
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Follow Fathom:| Website | Blog | Twitter | LinkedIn
Follow Alaina:| Twitter
Follow Brett:| Twitter | LinkedIn
On this episode of the Three C Podcast, presented by Fathom, Brett interviews tagteam content marketers Brad and Jillian from Terminus Marketing. Brad and Jillian are making B2B Marketing fresh and exciting again. They discuss making viral content, strategies to distribute and reach the right audience, as well as the challenges of marketing to marketers.
0:00 Intro
5:45 Conversation with Jillian and Brad
10:25 Making B2B marketing fresh again
14:45 Creating viral content
24:14 The ideal customer persona
28:18 Distributing content
31:30 Terminus CEO
35:16 Advice to marketers
39:10 Outro
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Follow Jillian and Brad: | Jillian Twitter | Brad Twitter | Terminus
Follow Fathom:| Website | Blog | Twitter | LinkedIn
On this episode of the 3C Podcast, Brett brings on Fathom CEO, Jonathan Gandolf, again to discuss what he’s focusing on most in the early stages of the business. From building the team, to narrowing down the audience, to naming the company, Jonathan is on his way to re-imagining B2B Marketing, all while being authentic and talking like a human.
0:00 Intro
1:40 Conversation with Jonathan
5:40 Brett’s Article with the Rock
7:44 Go to market strategy
11:45 Eliminating old B2B marketing tactics
14:00 Building the team and narrowing down the audience
19:54 Learning from past marketing experiences
23:54 Naming the business
34:50 Outro
Follow Fathom:| Website | Blog | Twitter | LinkedIn
Follow Jonathan:| Twitter | LinkedIn
Follow Brett:| Twitter | LinkedIn
On this episode of the Three C Podcast, presented by Fathom, Brett interviews Liz Prugh, VP of Marketing at Base and Founder of Pure Fandom. Brett and Liz were coworkers on the RFP team at ExactTarget years ago. Liz shares her journey going from bartending at P.F. Chang’s to writing TV recaps for Entertainment Weekly to becoming a successful marketer. She also shares valuable tips on live streaming.
0:00 Intro
2:06 Conversation with Liz Prugh
6:30 Working together on RFP team
8:10 Pure Fandom
13:22 Passion projects
16:16 Leveraging live streams
17:28 Base
20:15 PLG, Product Leg Growth
25:17 Live streaming tips
31:16 Reaching customers
35:43 Outro
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Follow Liz: | Twitter | Pure Fandom | Base
Follow Fathom:| Website | Blog | Twitter | LinkedIn
Fathom presents the 3C Podcast - Curating Content Creators.
On the first episode host Brett McGrath, Vice President of Marketing at Fathom, interviews Fathom CEO, Jonathan Gandolf, about the goals of this podcast, the problems and changes he sees in B2B marketing, and what it was like building a company from scratch remotely.
0:00 Introducing Brett McGrath and Fathom
5:32 Conversation with Jonathan Gandolf
7:00 Goals of podcasting
9:30 Authenticity as a business strategy
11:45 Starting a business remotely
14:25 Problems in B2B Marketing
24:44 Distributing content
27:12 Leadership inspiration
30:00 What is success
31:37 Outro
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Follow Fathom:| Website | Blog | Twitter | LinkedIn
Follow Jonathan:| Twitter | LinkedIn
Follow Brett:| Twitter | LinkedIn