Engage Your Tribe: Recent Episodes
Jeremy Shere
If you have a dog, you know that we tend to treat dogs like people. Furry, barking, chewing, slobbering people ... But you know what I mean. We know dogs aren't the same as people, but their behaviors and personalities are so aligned with human behaviors and emotions that we treat them like people. Anyhow, I bring this up because I came across a LinkedIn post the other day about what you can learn from dog training about training and leading people.
The author of that post is my guest today! Joanna Bowzer is director of marketing at ClearVoice, a content production partner for brands of all sizes.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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I think most B2B marketers would agree that it's important for a company's leaders to be visible on social media, sharing ideas and stories. But most CEOs and other leaders don't have time to write articles and LinkedIn posts and such, and so the task falls to a copywriter, who does some research and, ideally, interviews the CEO and then tries to write something in their voice. The degree to which this process works to produce content that comes across as authentic and impactful depends on the skill of the writer, of course. But it also depends on the collaboration between the writer and the CEO, specifically the degree to which the writer is able to help the CEO articulate their thoughts and shape them into a coherent piece of content.
To explore the ins and outs of this collaboration, my guest is Oleksii Klochai, founder of Wizard on Demand, a content marketing firm for technical products and services.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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In our age of remote everything, the elevator pitch is a bit of an anachronism.
When's the last time you pitched an idea in an elevator?
But the concept is still relevant and important!
If you're in marketing or sales, you need to be able to explain what you offer is a way that's succinct, clear, and compelling ... and do it in about 30 seconds or less.
Now, crafting a great elevator pitch isn't exactly quantum theory ... but it's not easy, either!
And in fact, according to my guest, many companies struggle to explain what they do and why it matters to non-experts.
Jarie Bolander is many things ... He's head of market strategy at Decision Counsel ... the author of several books, including Story Driven Outreach ... and host of The Entrepreneur Ethos Podcast.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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We're all familiar with The Funnel ...
We know there's a top of the funnel, a middle, a bottom ... and everything in between.
The top is where we just try to make prospects aware that we exist ...
And once they're in the funnel, the marketer's job, alongside sales, is to nudge them further along until they're at the bottom, where, presumably, prospects are just about ready to buy ...
and we marketers do our part by supplying bottom of the funnel content to help get them over the finish line.
But for my guests today, this tidy little picture is maybe a little bit too tidy.
Tas Bober is founder of Delphinium Solutions, an consultancy specializing in landing page strategy for growth-stage SaaS companies ... and Lashay Lewis is founder of Authority Plug, a content marketing advisory firm.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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One of the biggest sources of tension between marketing and sales is the quality of leads.
From the point of view of sales, marketing qualified leads, or MQLs, are notoriously iffy, derived from people downloading gated content and signing up for newsletters and so on.
Marketing hands these leads over to sales, thinking, we've done our part! But sales turns around and says, these leads are garbage! People who download an ebook or whatever are not necessarily in the market. We need leads that are actually ready to buy!
It stands to reason that marketers could do with a better way of sourcing and evaluating leads before handing them to sales.
What could that look like?
My guest today is here to paint us a picture.
Quincy Johnson is a senior consultant at Compound Growth Marketing, a demand generation consultancy.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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In some very basic way. the purpose of marketing is to support sales. And so it stands to reason that the more marketers know about how sales actually works, the better. But marketers often have only a hazy understanding of what motivates salespeople and HOW they sell. I know that was my experience when I worked as a copywriter in the medical device industry. I actually went through sales training and did ride alongs with reps. But still, in my day to day work I wasn't really seeing things from a sales perspective.
To help us better understand what marketers ought to know about how sales works, my guests today are Joel Barker and Karl Steiner. Joel is creative director and principal at Lion's Way Content, and Karl is lead writer and principle Lion's Way.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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There's nothing more frustrating for marketers than pouring your heart and soul into a piece of content, only to have sales reps ignore it or use it the wrong way.
My guest on this episode has lots of experience dealing with this issue. He is Nick Loise, founder of Sales Performance Team, a leading fractional sales leadership and new business development firm. We talk about what causes marketers to produce content that sales people don't value or understand and what marketers can do to create content that salespeople DO value.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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Have you ever thought about getting into speaking?
If so, then this episode is for you. Juli Lassow, an entrepreneur, founder of JHL Solutions, and a frequent speaker. We talk about how to get started with speaking, how to overcome the fear of public speaking (right up there with death as many people's #1 fear!), how to use speaking opportunities to market yourself and your business, and much more!
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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Buyer personas are a staple of any b2b marketing playbook, for obvious reasons. They give marketers a target to aim at and provide insight and guidelines for how to engage prospects and convert them into customers. The problem, though, is that buyer personas are based on information about, well, buyers, which at any given time comprise only around 5% of your total market. What buyer personas typically DON'T take into account are the whopping 95% of your market that's not in buying mode. Would it not make sense to ALSO create personas for that large segment of your market that isn't ready to buy?
This insight led today's guest, Matthew Lewsadder, to write and publish a book on the topic: Buystander Personas: How to gain breakthrough insights into out of market b2b audiences, create massive demand for your brand, and win where others aren't competing.
Matthew is also founder and CEO of Brighttail, a B2B demand marketing agency.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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It stands to reason that the most effective content is content that's informed by data. Specifically, data about what customers value about a company's products and services. The better you design a piece of content to speak to the specific needs, desired outcomes, and preferences of the people you're trying to sell it to, based on what you learn from your current customers, the better that content is likely to perform.
Actually doing this, though, is easier said than done.
My guest today is here to share her process for infusing content with valuable product user and product lifecycle data. Ashley Litzenberger is a product and solution marketing expert and founder of Ashley Litzenberger Consulting,
Link 1 linkedin.com/in/alitzenbergerhighered
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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Podcasting can be a great way to reach and engage an audience, create and repurpose a lot of content, and have meaningful conversations with people you want to get to know.
But starting a podcast can ALSO be a powerful driver for personal growth.
In this episode, Bryan Huhn, a financial advisor and host of the Affordable Freedom podcast, talks about how podcasting has helped him become more confident in meeting and having conversations with new people, becoming a better listener, and much more!
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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Interviewing is easy, right? You just ask a bunch of questions, record the answers, and that's it. Of course, if you're a regular listener or if you know me at all, you know that's not true. Interviewing at a high level is an art & a science, involving complexities that are hard to appreciate until you encounter them. For example, people in positions of power, such as a CEO, are often very careful during interviews to not say the wrong thing. And so they lapse into corporate jargon and blandly recite the company's purpose and mission statement. As the interviewer, though, that's not what you came for. You want the real thing. But how do you get beyond the corporate facade and get the interviewee to open up?
To help us unravel this puzzle, my guest is Dean Nelson, founder and director of the journalism program at Point Loma Nazarene University in San Diego, founder and host of The Writers Symposium by the Sea, and author the book Talk to Me: How to ask better questions, get better answers, and interview anyone like a pro.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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4 years ago, when I started Connversa, I built a website using Wix, the drag and drop DIY website platform.
But I felt a little weird about it, because I had it in my head that REAL websites are built on Wordpress ...
AND that a website I built myself just wasn't good enough.
And so, after a few years, I hired a company to build me a real, professional Wordpress site.
But did I HAVE to do that?
Maybe, instead of paying a lot of money to get a brand new website, you can opt for hiring someone to improve your current site.
To help us work through this, my guest today is Niki Clark, founder and CEO of Niki Clark Marketing.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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We all know that case studies are among the most useful kind of content any B2B company can have. According to the 2023 SaaS Marketing Case Studies report, from Uplift Content, SaaS marketers ranked case studies as the most valuable type of content to increase sales. Other reports have found similar results in other industries. But the Uplift report also found that only 12% of SaaS marketers are very satisfied with their case studies. So, there's apparently lots of room for improvement.
To help us understand how companies can produce better case studies, my guest is Emily Amos, founder and CEO of Uplift Content.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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The basic idea of content marketing is to publish stuff that's not all about your products and services but instead about your audience, their problems and pain points. At this same time, though, content DOES need to point to, or maybe gesture towards, your brand and your solution. Which can be tricky. How do you create content that's not so product and brand focused as so come across as overtly sales-y, while at the same time making a clear connection between the educational content you're publishing and your brand.
To help us unpack this challenge, my guest is Dale Harrison, founder of Inforda Life Science Services, a life sciences marketing agency.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
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We create content with the aim of standing out and showing our audience how we're difference and valuable.
But given the volume of content being published every day, that's hard to do.
There's no secret silver bullet to solving that puzzle, but there are some basic principles that can guide us.
Adam Robinson, founder of Strategexe and, more recently, Markexe, sheds light on what companies can do to differentiate through content.
The B2B Content Show is brought to you by Connversa, helping business owners and busy CEOs create a month's worth of difference making content in 60 minutes.
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So, you have an idea for what you're sure will be a killer new business.
The first thing you should do is build a website, right?
I mean, how else will people be able to find you?
Sure, there's still a lot of stuff you need to figure out, but you can always update the website as you go.
Or, maybe not. Maybe a website ISN't the first thing you need. In fact, maybe it's more like the LAST thing.
To help us unpack this, my guest is Luke Netti, a website strategist and Webflow specialist.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month's worth of thought leadership video content in 60 minutes.
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Demand gen.
Lead gen.
What do these terms mean, what's the difference, and which is more important for B2B marketers?
In this episode, Deanna Shimota, founder and CEO of Growth Mode Marketing, talks about why b2b marketers should prioritize demand gen over lead gen and what it looks like to build a high-powered demand gen engine.
Check out Dianna's podcast, The Demand Gen Fix.
The B2B Content Show is brought to you by Connversa, helping you create a month's worth of difference-making video content in 60 minutes.
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ChatGPT has taken the world of marketing by storm, for better and for worse.
And by worse, I'm referring to all sorts of questions about privacy and the accuracy of information, intellectual property rights, deep fake technology, and on and on.
In short, AI presents us with incredible and tantalizing possibilities, but also with a lot of risks, many of which we're only just beginning to understand.
And if you're a B2B marketer and you're using AI or you're going to use it, you need to be aware of those risks and understand how to mitigate and avoid them and the consequences if you don't.
So to help us unpack all of this, my guest today is Susan Peich. Susan is head of marketing at Monitaur, a platform that provides software that delivers responsible and ethical AI model governance from policy to proof.
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One of the tenets of good copywriting is that you must have a strong "hook."
Something to grab the reader's attention and keep them reading.
At least, that's advice you commonly hear.
But what is a "hook", exactly, and is using one the best or only way to get attention?
My guest today has a problem with the concept of the "hook," and he's here to tell us why.
Derek Pollard is the owner of Constellar Creative, a marketing and thought leadership agency for financial planners.
Derek is also a highly acclaimed and published poet and has taught writing at the university level for many years.
The B2B Content Show is brought to you by Connversa, helping you create a month's worth of difference-making content in 60 minutes.
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Back in the good old days, when interest rates were super low and money was cheap, most tech startups were in full-on growth mode, using all that sweet sweet VC money to grab as much market share as possible and worrying about profits later.
But today, when access to cheap capital has dried up, those same startups have had to pivot on a dime and start making a profit!
And so, marketers at those companies have had to pivot, too, while seeing their budgets cut and headcount shrink.
Adapting to that new reality is not easy or simple.
And my guest today is here to share his experience. Mitch Solway is a fractional CMO who works with early and growth stage startups.
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Once upon a time, in the olden days, sales held the key to b2b growth.
If buyers wanted to learn about a product or service, they had little choice but to talk to a salesperson and hope for the best.
More recently, since the rise of the internet and social media, marketing grabbed the keys, cranking out and endless stream of blog posts and white papers and ebooks and videos to engage the large percentage of buyers who prefer to do their own research before talking to anyone in sales.
Over the past few years, especially in world world of SaaS, a new contender has emerged: product-led growth.
What is product-led growth, exactly, how does it work. and what roles do b2b marketers play in it?
My guest today is Steve LaChance, founder of discernr, helping companies with product market fir for product led growth, and author of the book Marketing for Product Led Growth: become a company leader through credibility and empathy.
Steve shares a lot of great stuff on how b2b brands can make product-led growth work to drive revenue.
The B2B Content Show is brought to you by Connversa, helping you create a month's worth of authority-building content in 60 minutes.
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There was a lot of hype around generative AI when ChatGPT debuted, how it was going to replace human writers and so on.
But now that the dust has settled a bit, I think there's a growing consensus that AI isn't quite ready to take over for human writers and other creators.
Which begs the question, what exactly IS gen AI good for?
To help us answer this question, my guest is Brad Smith, a serial entrepreneur who owns three companies, codeless, wordable, and uSERP, all in the b2b marketing space.
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YouTube is a mysterious beast.
At least, it is to me.
It's one of the world's most powerful search engines, yet the vast majority of videos get very little engagement.
Which might be just a little concerning if you spend a lot of time and money producing video content.
What keeps all of us on the video bandwagon, I think, is the vast POTENTIAL for leveraging video and YouTube as a marketing channel.
My guests for this episode, Matt and Ben Tompkins, co-founders of Two Brothers Creative and co-hosts of the Midwest Mindset Podcast, are hear to demystify YouTube and to help us get the most value from it as a marketing tool.
The B2B Content Show is brought to you by Connversa, helping you create a month's worth of attention-grabbing content in 60 minutes.
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Have you ever spent a lot of time trying to solve a problem, and you just can't figure it out, so you give up and maybe take a break to clear your head ... And then, when you're not really thinking about it, when you let your mind wander, a solutions pops up seemingly out of nowhere?
That happens to me a lot.
In fact, I get a lot of my best ideas when I'm not thinking about anything in particular.
It's like my brain is just kinda doing it's own thing, independent of me trying to force it to do something.
That state of what we might call daydreaming is known scientifically as the Default Mode Network, and it involves parts of the brain that are active when you're not focused on a specific task.
In this episode, Stephanie Scheller, founder of the The Impact Authority, a marketing education firm for small businesses, and founder of Grow Disrupt, a company that designs and produces multi-sensory educational experiences for entrepreneurs with ADHD, discusses the default mode network and how marketers can use it to come up with more creative marketing solutions.
The B2B Content Show is brought to you by Connversa, helping you create a month's worth of attention-grabbing content in 60 minutes.
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If you're the founder or head of marketing a b2b startup, you might see building a presence on Instagram and TikTok as a waste of time.
If your audience isn't active on those platforms ... or if you're not sure if they're on those platforms, why spend time and money creating content for them?
But ... is that true?
Is there value in being active on Instagram and TikTok for b2b startups and, if so, how exactly does b2b marketing work on those apps?
In this episode, Jake Hurwitz, founder of Thursday Labs, a content agency for early-stage startups, explains why b2b brands SHOULD be on Instagram and TikTok and how to get value on those platforms without breaking your back and doing a ton of extra work.
The B2B Content Show is brought to you by Connversa, helping you creating a months' worth of authority-building thought leadership content in 60 minutes.
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As a b2b marketer in 2023, is it better to play it safe and not take risks ...
Or to be bold and adventurous and break new ground?
I'm guessing that most of our listeners, as well as b2b marketers generally, would agree that it's best to take risks and be bold!
But that's apparently easier said than done.
Because so much b2b content copies what's already out there ... in other words, plays it safe.
And so, it's worth thinking about what NOT playing it safe looks like, how to do it, and why it's worth the risk.
In this episode, John Miller, founder and president of the content marketing agency Scribewise and author of the book Playing it Safe Sucks: A Manifesto for courageous marketing, gets into why it's worth taking risks in marketing, what courageous marketing looks like, and what's at stake if you're not willing to take a few risks.
The B2B Content Show is brought to you by Connversa, helping you creating a months' worth of authority-building thought leadership content in 60 minutes.
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SEO is always changing.
From its earliest days, when SEO first became a thing, it was never static.
But now, with ChatGPT technology increasingly being built into search engines, we're at an inflection point with SEO.
As it becomes increasingly less necessary to click through to websites to get answers to questions, how can marketers adjust their SEO strategies to keep traffic flowing to their website?
Is website traffic flow still a metric worth chasing?
This episode's guest is here to help us explore these questions.
Liam Carnahan, a content strategist, SEO expert, and owner of Inkwell Content Services, offer valuable insights about what content marketers need to know and do to get value from SEO going forward.
The B2B Content Show is brought to you by Connversa, helping you create a month's worth of authority-building thought leadership content in 60 minutes.
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Thought leadership and content marketing are often lumped into the same category.
But they're not the same thing.
You might say that thought leadership is a type of content marketing, but it's a very particular type, and producing it at a high level requires a particular set of skills, like Liam Neeson in the movie Taken.
To help us unpack the concept of thought leadership and what it takes to produce really good thought leadership content, my guest is Bob Buday. Bob is founder and ceo at Buday Thought Leadership Partners and author of the book Competing on Thought Leadership: How great b2b companies turn expertise into revenue ... and co-host of the podcast Everything Thought Leadership.
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One of the biggest issues in b2b content marketing is ROI.
Specifically, attributing revenue growth to to all the blog posts, videos, ebooks and other pieces of content you publish.
It's hard, even damn near impossible, to draw a straight line between content marketing activity and growing the bottom line. Which can make it challenging to make the case for content marketing when it comes to budgeting and headcount.
There's no magic formula or simple fix.
But today's guest is here to explain how he handles the ROI issue at his company.
Ira Belsky is co-founder and co-CEO at Artlist, a creative technology company providing high quality assets for video creators.
Ira describes how being a bootstrapped company forced him to prioritize ROI and practice brandformance, a mashup of performance marketing and brand marketing.
https://www.youtube.com/@artlist_io/featured
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There been a lot of turmoil surrounding the company formerly known as Twitter, now called X.
And apparently, at least some B2B brands have left the platform.
If you run marketing at one of those companies, or your company is thinking about leaving the platform, you may be wondering if that's a good idea and, if it is, where you should focus your social media efforts instead.
With us today to explore those question is Stephanie Schwab, founder and CEO of Crackerjack Marketing.
We get into why B2B companies are leaving Twitter and how they can get more value from being active on LinkedIn.
The B2B Content Show is brought to you by Connversa, helping you create a month's worth of authority-building content in just 60 minutes.
I'm a gen Xer. When I was in the bloom of youth, being gen X was as cool as it got. But now, of course, it's been a long time since my generation has been surpassed in the coolness department ... first by Millenials, which I guess are gen Y ... and now by Gen Z!
Members of the Z generation are many things, for better and for worse. One thing they definitely are is very much online, and online they are masters are the meme -- those repurposed images and video clips with witty captions that spread across the internet like a Canadian wildfire.
Before long, and in some ways already, Gen Zers are going to enter the workforce in droves and occupy positions with buying power. And so it behooves content marketers to have a strategy for using memes in their marketing strategies.
That's what's inspired my guests today. Jacob Nomafo and Jonah Blackburn are co-founders of LucidMeme, a company that helps brands build relationships between businesses and Gen Z through humor, using memes to capture attention and build brand awareness.
Jacob and Jonah talk about why they were inspired to create Lucid Meme and how b2b marketers can use memes to engage a Gen Z audience.
The B2B Content Show is brought to you by Connversa, a podcasting agency that helps B2B brands start podcasts to build relationships with prospects and referral partners and create better content.
We can all agree that the best content strategy is one that aligns with your growth strategy.
After all, you're not creating content just for the hell of it.
It's a means to an end--the end being to get the attention of prospects and, ultimately, drive growth.
But that's easier said than done.
Many content marketers find themselves trapped in the infamous content hamster wheel, churning out blog posts and ebooks and social posts with no clear ROI.
My guest today is here to help us escape the hamster wheel!
John Vetere is CEO of Vetere & Associates, a firm that works with clients through coaching and consulting, strategic marketing, and hiring, to help them grow.
John offers lots of hard-won insights about how to align content strategy with growth strategy.
The B2B Content Show is brought to you by Connversa, a b2b podcasting agency that helps brands create podcasts to build relationships with prospects and referral partners.
John's Contact: 978-360-2990
B2B content marketing has been going strong for a while now.
In fact, it's become so dominant that even before ChatGPT, there was a prevailing sense that there's TOO MUCH CONTENT!
Now, with generative AI enabling every content marketer and their mom to crank out even MORE content at warp speed, it's harder than ever to break through the noise with content that actually gets the attention of your audience.
It's enough to make you wonder ... have we reached an inflection point in the evolution of content marketing?
Are we at a point where B2B brands will begin to pivot away from content marketing towards ... something else?
That's the gist of a LinkedIn post that caught my eye a few weeks ago, written by Mark Evans, a fractional CMO and founder of Marketing Spark, a B2B marketing agency specializing in brand positioning and messaging.
Mark returned to the podcast to discuss where content marketing is and where it may be headed.
The B2B Content Show is brought to you by Connversa, a digital content agency that helps you create a month's worth of authority-building content in 60 minutes.
One of the best things you can do to create original content is to base it on original research.
Which is, of course, easier said than done!
It's not just a matter of time and money, although both are factors.
It's also about understanding HOW to do research, even if just on a small scale.
For example, if you're going to send a survey to your customers, how do you craft survey questions that will result in quality data?
And what exactly do you do with the data once you have it?
To help answer these and other questions related to doing original research, this episode features Becky Lawlor, founder and chief research and content officer at Redpoint, a company that helps B2B brands conduct original research.
Becky has a lot to say about the importance of starting with clear research goals, crafting survey questions, cleaning data, and getting the most juice from the data you collect.
If you want to learn how to collect the kind of data that results in great content, this episode is a can't miss!
The B2B Content Show is brought to you by Connversa, a content agency that helps you create a month's worth of authority-building data in 60 minutes.
https://redpointcontent.com/guides/
Something I've realized recently is that I've turned into an old fogey.
The fact that I just used the term "old fogey" is one sign of that!
What I mean is that I'm old enough that I look at younger generations and I'm just kinda mystified.
It was all I could do to get my head around Millenials and what they're all about, when here comes Gen Z, ready to take over!
I have Gen Z kids, so I have some clue.
They're very much online ... they spend a ton of time on social media and on their phones ... Where the existential threat when I was growing up was nuclear war with the Soviet Union, theirs is climate change.
A lot of Gen Zers in the West aren't so sure about capitalism ... The list goes on.
All I know is that, if you're a B2B marketer, you're gonna need to understand Gen Z and what motivates them, because before long they're going to be in the workforce in a major way.
My guest today is here to help us understand Gen Z and how B2B brands need to be crafting marketing strategies aimed at them.
Ian Baer is the founder and chief soothsayer of sooth, a marketing platform and consultancy that helps brands better understand how their prospects and customers make buying decisions.
We drill down into what makes Gen Z tick, what motivates their buying decisions, and what B2B marketers need to know to create content that stands the best chance of converting Gen Z prospescts into cutomers.
The B2B Content Show is brought to you by Connversa, a thought leadership content agency that helps you create a month's worth of authority building content in 60 minutes.
There's a lot that goes into being a great podcast host.
And there's ALSO a lot that goes into being a great podcast guest!
Sure, you can just show up and wing it; some people are good at that.
But the right kind of preparation can elevate you from being a solid or even really good guest to being a GREAT guest that podcasts want to have on their show again and again.
Mike Begg is Co-founder and CEO of AMZ Advisers, a firm that helps brands and manufacturers grow their Amazon sales channel, has had lots of practice appearing on podcasts and is with us to share some tips for how to be an amazing podcast guest.
We talk about pitching yourself to podcast producers and hosts; preparing to record; delivering a great performance, and much more.
If appearing as a guest on podcasts is part of your marketing plan, don't miss this episode!
The B2B Content Show is brought to you by Connversa, a thought leadership content agency that helps you create a month's worth of authority-building content in 60 minutes.
I'm a big advocate for podcasting as a marketing channel, as you know.
But I know that it can be a big lift for companies to get a show up and running and to build an audience.
Podcasting is especially challenging for solopreneurs, who on top of running their business have to learn how to run a podcast and be a podcast host!
Hats off to any solopreneur who can make it work, because podcasting can add tremendous value.
I'm very glad to have with me today one such entrepreneur, Olivia Luper! Olivia is the founder of Lexicon Advisor Marketing, a digital marketing agency for financial advisors. Her podcast is called Get Advisorfit, where Olivia talks with financial consultants and industry experts about marketing strategy and business growth.
Olivia describes her podcast production workflow and shares what she's learned about what works and what doesn't work for running a podcast as a solopreneur.
The B2B Content Show is brought to you by Connversa: Create a month's worth of premium content in 60 minutes.
SEO makes me feel a little guilty.
Because I know it's important and that I probably should being doing a better job on SEO.
Part of my problem, I think, is that when I have looked into SEO, it feels just complicated and time-consuming enough that, and I feel just intimidated enough, that I don't do anything about it.
One thing that's helped recently, though, is a discussion I had with SEO expert Kevin Roy, CEO of Greenbanana, an SEO and digital marketing agency, about the Pareto principle, also known as the 80/20 rule and how it applies to SEO.
The 80/20 rule, as you probably already know, states that, on average, 80% of the output you get from a given system is determined by 20% of the input. It's useful for deciding where to focus your attention and efforts.
And just like any other system, when it comes to SEO, some tactics and strategies drive more results than others.
In this episode, Kevin provides the low down on which SEO tactics provide the most bang for the buck!
The B2B Content Show is brought to you by Connversa: Create a month's worth of premium content in 60 minutes.
If you had to rank content types from most valuable to least, you'd probably put video right at the top, or at least near the top.
That's what most of the surveys and state of the industry reports say, anyhow.
But when you start to explore video, you soon realize that it's complicated! There are different types of videos ... some work better than other for certain platforms.
One of the most popular is the short-form, vertical style video -- Instagram calls them reels, YouTube calls them Shorts, Tik Tok calls them ... Tik Toks!
Why is this style of video so popular? Should you be producing video shorts? If so, how does that work?
To help us get some answers I had a great chat with Corey Alderin, CEO and Founder of SermonShots, a video clip production platform for Churches and other organizations.
Corey has a lot to say about why short-form videos are so effective as top-of-the-funnel content, how algorithms help drive their popularity, which production and editing styles work best, and much more.
If you're interested in getting into short-form video, this episode is a must listen!
We've talked many times on the show about the value of podcasting as a content marketing strategy.
A big part of the value is using a podcast as a way to get to know people who can help you grow your business--potential clients and referral partners, current customers, and so on.
But for those who aren't already using podcasting in this way, it might not be clear how it works ...
How do you get people you don't already know to be guests on your show ...
How do you turn prospects into customers if you don't actually talk about your solution on the podcast ...
And how do you build on the relationships you build with podcast guests once the recording is done?
My guest today is here to help answers these questions and more!
She is Liat Kozuch, field marketing lead at Hyro, an adaptive communications platform for enterprise brands, and host and producer of Hyro's podcast, Patient Journey Pioneers.
Liat shares the inside scoop on how she invites high-level guests on to the podcast and why they almost always say "Yes!"
If you're a podcast or curious about how podcasting can get you time with anyone you want to get to know, don't miss this episode!
The B2B Content Show is brought to you by Connversa, a digital content agency that helps B2B brands create a month's worth of content in only 60 minutes.
If you're a content marketer, you probably know the name Rand Fishkin.
He's founder of Spark Toro, and basically a go-to source for innovative ways of thinking about and doing content marketing.
Anyhow, Rand published a blog post this past April titled "AI-generated content is the new floor."
The post can be summed up in a single sentence: "If your content isn't better than what AI can produce, it's not worth making."
I came to Rand Fishkin's article by way of another article, "The Future of Content Marketing: Five Predictions," written by Chad S. White, head of research for Oracle Marketing Consulting, and an expert on email marketing, and the author of the book Email Marketing Rules, now in it's 4th addition.
Chad mainly agrees with Fishkin and takes the discussion further, arguing that while generative AI is useful in all sorts of ways, we have to be very careful to not use it in ways that rupture the trust factor that's so important in connecting with an audience and, ultimately, converting curious prospects into paying customers.
The B2B Content Show is brought to you by Connversa, a digital content agency that helps you create a month's worth of premium content in 60 minutes.
Thinking "outside the box" can be a double edged sword.
(Two metaphors packed into a single short sentence; not too shabby, eh?)
Done well, defying convention can help you stand out.
But thinking TOO FAR outside the box can make you seem just plain weird and untrustworthy.
It's important to strike a balance.
That's what Katrina Neil and Mallory Dietl, co-founders and owners of Key Grip Virtual, do to great effect with what they call "Blushies," cartoon figures they use on their website to convey the brand voice they're going after: a little whimsical, fun, but still 100% professional.
In this fun episode of The B2B Content Show, Katrina and Mallory tell the story of how the Blushies came to be, how they use them to maximum effect, and how other companies can get creative and fun with their branding without sacrificing professionalism and trustworthiness.
The B2B Content Show is brought to you by Connversa, a boutique agency that uses the art of interviewing to position your subject matter experts as thought leaders and to showcase your special sauce.
We all know that sales-marketing alignment is crucial.
Yet for many companies it's hard to get those groups aligned.
Because ...
It's all too easy for marketers to get trapped inside the marketing bubble and lose sight of the fact that the entire point of marketing is to enable sales
For Greg Mischio, owner of and strategic director at Winbound, a B2B digital sales and marketing agency, content only works when it's designed to enable salespeople at every stage of the sales process.
And that means working directly with sales teams to get their input on the kind of content they need to help deliver leads that can actually be closed.
Hence Greg's concept of marketing functioning as a "digital twin" of your sales team.
If you're looking for says to better align your sales and marketing functions, this episode is worth a listen!
The B2B Content Show is brought to you by Connversa, a digital content agency that turns one hour of interviews with your subject matter experts into a month's worth of premium content for every stage of your sales funnel.
We all know that business communities are the bomb, right?
Joining the right community can offer value in so many ways:
-connecting with like-minded people
-getting help with pressing problems
-satisfying the need for human connection
-and yes, even winning new business!
But there are better and worse ways to get maximum value from communities.
Lisa Apolinski, a content coach and founder of 3 Dog Write, is an expert on this.
(She's also the author/co-author of several books, including Persuade with a Digital Story, Grow Your Market Share in a Zombie Apocalypse, Weathering the Digital Storm, and The Most Amazing Marketing Book Ever.)
In this episode of The B2B Content Show, Lisa offers tons of insights on how to make the most of being part of communities and how to make community engagement a key part of your marketing strategy.
If you're interested in learning more about the value of communities for your business, this episode is a must listen!
The B2B Content Show is brought to you by Connversa, offering expert interviewing services to showcase your expertise and help you stand out from the crowd.
Anyone can call themselves a writer.
But really strong, professional writers are far and few between.
And not so easy to find.
What separates the pros from the pretenders?
Fluid, mistake-free writing is part of it.
But that's mostly table stakes.
The true differentiator is the professional writer's ability to write for a variety of audiences, on demand.
Professional writers are also able to write about the same topic from a variety of angles, keeping the topic fresh and engaging all the while.
Stella Sakic knows these attributes first hand. She's the founder and owner of SKA Media, a social media marketing agency.
In this episode of The B2B Content Show, Stella describes her approach to writing for businesses, the importance of being able to write for multiple audiences, and how to write about the same topic without losing the reader's interest.
If you're a writer or work with writers, this episode is a must listen!
The B2B Content Show is brought to you by Connversa, offering Expert Interviewing as a Service to showcase your expertise, help you stand out from the crowd, and get prospects to know, like, and trust you.
Content marketers often tend to think of themselves as creators.
Creative types of who good with words, good with images and video and audio, and take pride in keeping content and social channels filled with well written, well designed, and well produced stuff.
But too often, content marketing, as we commonly think of it, happens in isolation from the larger scope of product marketing, paid advertising, and from the data all of those marketing efforts generate.
Ideally, all marketing functions are working in tandem, sharing data and information to raise the impact and ROI of marketing as a whole.
In this episode, Shae Henrie, content marketing manager at AdRoll, talks about how she approaches content marketing from a holistic perspective by working closely with other AdRoll marketing teams to learn as much as she can about the company's audience.
If you see value in working more closely with other marketers and other functions at your company, this episode is full of useful tips!
The B2B Content Show is brought to you by Connversa, providing Expert Interviewing as a Service to showcase your expertise and thought leadership to help to stand out from the crowd!
Is your content "human"?
Does it connect with your audience on a "human level"?
What does that even mean?
In the age of generative AI, the answers to these questions are more important than ever.
B2B buyers are people, after all, and like most people, they respond to content that speaks to their needs, desires, and emotions.
Which is why data shows that on LinkedIn, for example, people to NOT respond to non-personal updates posted to a company's brand page.
But people DO respond to posts from the company's CEO, on their personal LinkedIn page, share a story or idea or insight about stuff going on in their industry.
In this episode, Ayushee Syal, Sr. Director of Content Marketing at Affinipay, talks about how using anecdotes and stories is one of the best ways to engage audiences on a human level.
If you want to learn more about how to incorporate storytelling into your messaging and content, this episode is a must listen!
Content marketing is like the Wild West.
There are no absolute rules or laws.
Strategies, tactics, and tech change quickly.
All of which makes content marketing really exciting, interesting, and fun!
But it can also be confusing, frustrating, and stressful.
That's especially the case if you're a marketing team of one, or lead a small team tasked with producing high-value, high-impact content.
At scale.
Sometimes all you can do is just try to survive.
I learned some great content marketing survival tips from Miles Shattuck, Senior Content Marketing Manager at Rebuy.
For example, Miles recommends interviewing as many people at your company as you can, because they have information about and thoughts on the market that will inform your content.
Miles also cautions against trying to do everything yourself, which makes total sense but is often easier said than done!
Miles also has some great recommendations for marketing communities you can join to learn from fellow content marketers.
Check out our discussion on this episode of The B2B Content Show!
The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.
Another episode about podcasting?
Yessir!
It's one of our favorite topics.
Because WE know that podcasting bring a TON of marketing value to the table.
But YOU may know know that yet.
Which is why we keep producing episodes about podcasting.
In this episode, Robert Woods III, formerly marketing director at Mathison, now founder of his own company, Woods Ventures, talks about his podcasting journey at Mathison and on his own.
We get into lots of interesting and useful stuff, including:
--The hardest thing about starting a podcast
--The value of podcasting as a content engine
--The value of podcasting as a networking tool
--Strategies for growing your audience
If you've been thinking about starting a show or are in the early stages of planning one, you'll find a lot of great stuff in this episode!
The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.
In the classic movie The Graduate, recent college grad Benjamin Braddock (played by Dustin Hoffman) gets some advice about his future from one of his parent's friends.
"I just wanna say one word to you," the man says, "Plastics."
If The Graduate were remade today, "Plastics" might be replaced with "Prompt engineer."
Because, for content marketers, as we all know, generative AI is here and getting more pervasive and powerful by the moment.
Basically, if you wanna succeed in the brave new world of content marketing, you're going to have to learn to not only live with AI but learn to marshal it.
In this episode I had a really great discussion about all things AI with Sid Ewing, VP of Marketing at Xola. Things like:
--The biggest challenges generative AI poses for content marketers
--How learning to prompt AI can supercharge writing
--Why AI writing is just OK when left to its own devices
--Where all of this is headed
If you're fascinated by AI and eager to learn as much as you can, this episode is worth a listen!
The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.
Buyers buy when they wanna buy.
Not when you want them to buy.
Not when you really NEED them to buy.
Your prospects buy only when they're good and ready, on their own timescale.
Hence the necessary evil of content marketing.
BUT ...
If you had some clues, some signals that an ideal prospect was in the market, maybe, just maybe, you could create and distribute content more strategically and see better marketing ROI.
In this episode, Frederik Hermann, VP of Digital Marketing at Beekeeper, goes deep into his system for getting better buyer intent signals.
If it's in your interest to know more about buyer behavior and intent, this one is a must listen!
The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.
When's the last time you read a case study that really grabbed your attention. That after you read it you were like, wow, that was super interesting and insightful?
Maybe ... never?
Because most case studies ... how to put this nicely? They don't necessarily suck. They're just ... OK. Kinda boring. All the same. Nothing special.
Which is kind of a problem, since you definitely want prospects to be blown away by your case studies, right?
In this episode, Julian Lumpkin, founder and CEO of SuccessKit, a firm that helps you produce amazing case studies.
We dive deep into what makes most case studies kinda dull and what it takes to create case studies that cut through the noise and really deliver the goods, such as:
--Why focusing too little on the problem you solve and too much on your solution is NOT a good approach
--Why focusing mostly on the problem you solve, in detail, IS the way to go
--Why it's a good idea to have a neutral third party interview your clients and write case studies
The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.
YouTube is incredible. The platform gets around 1.7 billion unique monthly visitors. Around 700,000 hours of video are streamed on YouTube every minute!
But unless you really understand how YouTube works, throwing a bunch of videos on the platform ain't gonna do squat.
In this episode, Sergey Ross, co-founder of Sway, delivers a masterclass on how to make YouTube work for you, including: what metrics really count the most; how to design thumbnails and write titles that get more clicks; optimal video length, and much more.
The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.
In this episode, Jeremy Shere is joined by Dawn Paul, Content Marketing Manager at AdTaxi, a digital marketing agency. Jeremy and Dawn dive into what B2B marketers should be looking for when it comes to finding the right digital marketing agency. They discuss the importance of going beyond just the company's own marketing to get a fuller picture, as well as the top questions to ask during an interview to ensure the best fit.
Highlights:
- How to save time and increase efficiency when looking for an agency
- What to look for in a digital marketing agency
- Tips for getting honest feedback from customers
- What to look out for in terms of fraud and budget
Learn more about AdTaxi
Connect with Dawn on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
This episode of The B2B Content Show features Howie Chan, branding consultant and specialist and host of the Healthy Brand podcast.Howie shares his journey from STEM cell scientist to brand strategist, and explains how his Healthy Brand Consulting business works. He also explains why he chose a podcast as a way to market himself, and why podcasting is a great tool for B2B companies.
Highlights:
- Howie's journey from STEM cell scientist to brand strategist
- How podcasting can help B2B companies stand out
- The value of relationships in business
- How to repurpose podcast content
Learn more about Healthy Brand Consulting
Connect with Howie on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode, Jeremy Shere and Andrew Schulkid discuss the use of jargon in content for B2B businesses.
Highlights:
- The conventional wisdom of avoiding jargon in content to not confuse or annoy your audience
- The benefits of using jargon strategically to engage your audience
- Using jargon in a B2B context, and how it depends on your audience and the stage of the funnel
- The importance of making your audience feel like an educated consumer
Learn more about Andigo New Media
Connect with Andrew on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
This episode of The B2B Content Show is all about Brand Journalism. The featured guest is Jason Avant, Content Marketing Manager at Frequence and freelance writer. Jeremy Shere and Jason discuss what brand journalism is, how it differs from content marketing, and the skillsets and experience necessary to do it effectively.
Highlights:
- Using brand journalism to educate and inform people about the world in which the brand operates.
- Exploring how brand journalism works in the B2B world.
- Key skillsets required to do brand journalism including fact-checking, interviewing, research, and writing.
- How brand journalism can be used in talent acquisition by talking about ethical business practices, wage scales, and diversity, equity, and inclusion issues
Learn more about Frequence
Connect with Jason on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, Jeremy Shere talks with Matt Avero-Sturm, Director of Marketing Operations at Sprig, about what a content launch is the importance in B2B Marketing.
Highlights
- What is a content launch and how does it differ from product launches
- How to make content more “launchable”
- How to involve partners in content launches
- The importance of timing when it comes to launching content
Learn more about Sprig
Connect with Matt on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, host Jeremy Shere was joined by Sarah Moore, Chief Marketing Officer at Beekeeper. Sarah shared her insights on the power of storytelling in B2B marketing and gave examples of how Beekeeper is using storytelling to effectively engage with their customers.
- Why storytelling is a fundamental way of doing great marketing in B2B
- How to tell stories about your customer and their challenges
- How Beekeeper uses storytelling to educate their customers about the problem of frontline disconnect and to share customer success stories.
- Using video is a powerful medium to tell stories.
Learn more about Beekeeper
Connect with Sarah on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, host Jeremy Shere is joined by Kim Celestre, VP of Content Marketing at Tendo Communications. Kim is an expert in B2B content marketing and shares her insights on how to craft content that earns trust from the audience.
Highlights:
- How humanized content resonates more with audiences
- The three attributes of a great content experience: Connected, Engaging, and Relevant
- Being transparent with quantitative elements of content to build trust
- Generative AI can be used for content creation, but must be used responsibly
Learn more about Tendo Communications
Connect with Kim on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of the B2B Content Show, Jeremy Shere is joined by Kathryn Joachim, Creative Director at Crème Brands. They discuss what exactly a value proposition is, what distinguishes a weak value proposition from a strong one, and how to develop a unique value proposition.
Highlights:
- What a value proposition is and why it matters
- How to identify what your business is already known for
- Who is your customer and what do they actually want and need
- How to brainstorm for ideas for your unique value proposition
Learn more about Crème Brands
Connect with Kathryn on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, host Jeremy Shere is joined by Torben Robertson, Content Marketing Manager at Cardata – a vehicle reimbursement provider. They discuss Cardata's transition from traditional marketing to content marketing, how they've been able to use content to drive business results, and the different channels they use for content marketing, including social media, video, and a soon-to-be-launched podcast.
Highlights:
- Cardata's transition from traditional marketing to content marketing
- How content marketing has been able to drive business results
- The importance of working with other divisions to prove content's value
- The advantages of content marketing compared to PPC
Learn more about Cardata
Connect with Torben on LinkedIn
In this episode of The B2B Content Show, host Jeremy Shere talks to Lauren Lang, Director of Content Brand Communications at Constructor, about how content production should be a cross-functional process. Lauren explains how this works at Constructor, and how incorporating input from sales and product teams can help create content that is more engaging and effective.
Highlights:
• Content is “the kingdom”, not just the domain of content marketing teams
• The importance of collaborating with other teams can provide valuable insights and stories
• Customer success teams can offer deep expertise in the problem space
• How sales teams can be valuable partners in content distribution
Learn more about Constructor
Connect with Lauren on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
Welcome to this episode of The B2B Content Show, hosted by Jeremy Shere. Today, Jeremy is joined by Julie Revelant, freelance B2B healthcare copywriter and founder of Revelant Writing. Julie is here to discuss what it really takes to create next-level thought leadership content.
Highlights:
- The impact of having a lean marketing team and the need for a collaborative approach
- The importance of setting writers up for success
- Thinking like a journalist when creating content
- The need for C-suite buy-in
Learn more about Revelant Writing
Connect with Julie on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, host Jeremy Shere dives into the topic of selling the concept of content marketing internally with guest Sarah Sheehan, Senior Manager of Content Marketing at Within3. Sarah shares why it's important to do this, and examples of how she's gone about it. She also shares the ROI of content marketing, and how treating feedback as a learning opportunity can help create better content.
Highlights:
-
The three reasons why it's important to sell the concept of content marketing internally
-
Examples of how Sarah has gone about it
-
The ROI of content marketing
-
Treating feedback as a learning opportunity to create better content
Learn more about Within3
Connect with Sarah on LinkedIn
On this episode of The B2B Content Show, Jeremy Shere is joined by Arne Hurty, Founder at Bay Creative, a full service B2B marketing agency. Arne shares his expertise on the concept of brand cultivation, and how it is possible to develop and strengthen a brand. He explains the process of cultivating a brand with an example, and the importance of understanding the audience one is trying to reach, as well as the company’s core values and vision.
Highlights:
- What brand cultivation means
- How to develop and strengthen a brand
- The importance of a company’s core values and vision
- The need for an ongoing process of cultivating a brand
Learn more about BayCreative
Connect with Arne on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of the B2B Content Show, Jeremy Shere discusses with Vince Moreau, CEO and founder of Scale Crush, the idea of marketing teams behaving like media companies. Vince argues that a media company is more than just producing content at scale, and that there are certain aspects of media companies that may not be applicable to B2B companies.
Highlights:
- Marketing teams behaving like media companies
- Media companies have certain constraints which lead to content like clickbait titles, biased reporting, and sensationalist headlines
- “What is our version of a media company?”
Learn more about ScaleCrush
Connect with Vince on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, Jeremy Shere talks to Jeff Greenfield, Chief Executive Officer at Provalytics, a future-proofed ad measurement solution for marketing teams. Jeff discusses the future of ad measurement and what B2B marketers should be thinking about in terms of preparing for changes in the industry.
Highlights:
- The cookie apocalypse is coming and it’s getting harder to measure what people are doing online
- B2B marketers should be thinking about attending conferences and other upper funnel, awareness activities, as they pay back at about two times the rate of lower funnel traditional digital channels
- How to measure longer sales cycles and impressions effectively.
Learn more about Provalytics
Connect with Jeff on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show. Our guest is Christian Kunkle, Head of Marketing at Finger Check, a payroll and HR platform for small businesses. Host Jeremy Shere interviews Christian to gain insight into the Finger Check secret sauce.
Highlights:
- Christian's background and journey to Finger Check
- The secret sauce behind Finger Check
- How Christian has brought agility to the marketing function
Learn more about Fingercheck
Connect with Christian on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, Jeremy Shere talks with Crystal Coez, CEO of Revmade, a company that helps businesses turn content into assets that drive revenue. Crystal explains what an “editorial franchise” is and how it can help businesses earn attention from prospects, prove trustworthiness, and create monetization opportunities. She also shares what makes content “crap” and how to create an editorial franchise that meets the needs of the audience.
Highlights:
- What an editorial franchise is and how it can help businesses
- The three elements used to formulate content strategies
- The importance of meeting your audience where they are
- How to create an editorial franchise that meets the needs of the audience
- What makes content “crap”
Learn more about Revmade
Connect with Krystle on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, host Jeremy Shere is joined by Emilia Korczynska, Head of Marketing at Userpilot. In this episode, Amelia and Jeremy discuss why it’s important for marketing leaders to do some of the “grunt work” of content creation, and when it’s appropriate to outsource work to freelancers.
Highlights:
- The risks associated with outsourcing top of the funnel content to a freelancer who isn’t familiar with the product
- The importance of investing time in activities that move the needle most
- The value of having a marketing leader do some of the grunt work in order to lead effectively
- When to outsource work to freelancers
Learn more about Userpilot
Connect with Emilia on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, Jeremy Shere talks to Justin Simon. During the conversation, Justin explains what it means to prioritize distribution first in content creation, and the importance of understanding the nuances of different platforms, like LinkedIn. He also provides guidance on how to audit content and use Google as a distribution channel.
Highlights:
- What it means to prioritize distribution first in content creation
- Understanding the nuances of different platforms, like LinkedIn
- Auditing content and using Google as a distribution channel
Learn more about JustinSimon
Connect with Justin on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show Jeremy and Luis Baez, Global Director of Revenue Enablement at Deputy talk about what content marketers can learn from sales strategists and vice versa.
Highlights:
- The most important element of the relationship between sales and marketing is active listening
- The importance of establishing alignment between sales and marketing in order to understand the customer, how they prefer to consume content, and how to segment campaigns and content
- How content marketing creates enthusiasm and excitement among prospects, and provide sales with the right materials to help close deals
Learn more about Deputy
Connect with Luis on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, host Jeremy Shere is joined by Ulf Lonegren, Partner & Co-Founder of Roketto, a company that helps B2B companies grow through content marketing. In this episode, Jeremy and Ulf explore the impact of AI on content marketing and SEO. They discuss how AI is changing the landscape of content marketing, how AI tools can be used to generate content, and the implications of AI for SEO and web traffic.
Highlights:
- How AI is changing the landscape of content marketing and how it can be used to generate content
- Google’s EAT methodology can help content rank better in Google searches
- The future of AI
Learn more about Roketto
Connect with Ulf on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
This episode of The B2B Content Show features Vasudha Badri-Paul, Vice President of B2B Marketing and Developer Ecosystem at Digital API Craft. Jeremy Sheer speaks with Vasudha about why B2B marketing is seen as less creative and fun than B2C marketing. Vasudha explains that the language of business is usually much more serious than the language to consumers, and that there is a need for a judicious mix of seriousness and fun in B2B content marketing. They also discuss how some companies have found the sweet spot between seriousness and wit, and how storytelling in B2B content marketing requires a realness and imagination.
Highlights:
• B2B marketing is seen as less creative and fun than B2C marketing
• There is a need for a judicious mix of seriousness and fun in B2B content marketing
• Companies like Salesforce and Gong have found the sweet spot between seriousness and wit
• Storytelling in B2B content marketing requires a realness and imagination
Learn more about DigitalAPICraft
Connect with Vasudha on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, Jeremy Shere interviews Samantha Lerner, Director of Marketing at Obsess, a platform that enables brands to create immersive and engaging virtual stores. Samantha explains how Obsess helps B2B marketers create content experiences and build brand engagement in the metaverse. Plus, she talks about why the metaverse has gotten a bad reputation, the interactivity and visuals you can add to content in a virtual store, and how B2B marketers can use virtual experiences to extend the reach of their events.
Highlights:
- What a virtual store looks like and the benefits of having one
- The metaverse as a tool for B2B content marketers
- Enhancing content marketing by placing it in an immersive, interactive environment
Learn more about Obsess
Connect with Samantha on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode, host Jeremy Shere talks with Melanie Diezel, Chief Content Officer at StoryFuel and author of Prove It: Exactly How Modern Marketers Earn Trust. They discuss repurposing content in the B2B world and the importance of updating existing content rather than just creating more and more content.
Highlights:
- How to repurpose content, including updating existing content, copying and excerpting, and reformatting
- The importance of making sure existing content remains relevant
- How to identify which claims need to be backed up with data
- Making claims more believable by linking to relevant case studies
Learn more about Storyfuel
Connect with Melanie on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, Jeremy Shere is joined by Lauren McCullough, VP of Marketing at Bizzabo, an in-person and virtual event management platform. Lauren shares her strategy for developing relationships with audiences through content marketing, why it's important to listen to your audience and how to use data-driven content to create an impactful message.
Highlights:
- What it means to develop a relationship with an audience and why it's important in order to create content that resonates
- Strategies for cutting through the noise and making a lasting connection
- The importance of high-quality content
- Why it pays off to go the extra mile and do quality research to create data-driven content
Learn more about Bizzabo
Connect with Lauren on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, host Jeremy Shere talks with Mo Shehu, founder and content lead at Column, about how content can give you an edge and help you stand out. Mo talks about his motto of “content is your edge” and how companies need to make sure their content cuts through the noise and has a unique point of view. They also discuss how to create good content, from immersing yourself in your subject matter to executing it properly.
Highlights:
- What “Content is your edge” means
- How to create immersive content
- The importance of understanding the two skillsets needed for content marketing: mining for insight and polishing content.
- How HR can benefit from having a content strategy while working with the marketing team to help distribute organic content
Learn more about Column
Connect with Mo on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, Jeremy Shere speaks with Marissa Incitti, Associate Director of Content at Feedvisor, an AI optimization and intelligence platform for large sellers and brands on Amazon. Marissa shares her experience of leading a lean content team in a time of economic uncertainty and provides insight into how she and her team have adapted to this new reality.
Highlights:
- How Marissa's team was impacted by the economic downturn
- The importance of streamlining tasks and removing obstacles
- Managing expectations and setting realistic goals
- The need to focus on valuable customers
Learn more about Feedvisor
Connect with Marissa on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show host Jeremy Shere talks with Chloe Thompson, Head of Global Content Strategy and Thought Leadership at Reward Gateway. Chloe shares her insights on how to create better thought leadership content that stands out from the crowd and offers something new and different to readers.
Highlights:
- The importance of telling the story that only you can tell and the value of understanding your audience
- Techniques from journalism to create better thought leadership content
- Incorporating your subject matter experts and customers into your thought leadership content.
Learn more about Reward Gateway
Connect with Chloe on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, Jeremy Shere interviews Haralds Gabrans Zukovs, Head of Marketing at Credo Lab. Haralds shares his insights on competing with small marketing budgets and teams and outlines strategies for success.
Highlights:
- Advantages of small marketing teams: move faster, explore new channels, make decisions quicker
- Exploring channels that your competitors are not targeting
- Creating better content than your larger competitors
- How email marketing is a great channel for small teams
Learn more about credolab
Connect with Harald on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helpig B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, Jeremy Sheer is joined by Annika Bjorkholm, CMO of Swipe Guide. Annika and Jeremy discussed the importance of measuring ROI for content marketing, and Anika provided five pieces of advice for marketers struggling to measure ROI for their content.
Highlights:
- The definition of ROI and content marketing has to do with the amount of money, effort, and time you put into it
- Prioritizing what works and planning content roadmaps
- Anika’s five pieces of advice when measuring ROI of your content marketing
Learn more about SwipeGuide
Connect with Annika on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show Jennifer Tribe, Director of Content at Syncro,and host Jeremy Shere discuss the launch of Syncro's new podcast. Jennifer shares her experience on industry research, her unique approach to editing, and the technical side of podcasting.
Highlights:
- The technical side of podcasting, tips and tricks for a better podcast production.
- The advantages of Podcasting for B2B Marketing
- Using podcasting to build a more human and personable relationship with the audience
- How to measure success when creating a podcast.
Learn more about Syncro
Connect with Jennifer on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode, Jeremy interviews Tom O'Malley, founder and CEO of Current, an open source knowledge platform. Tom explains what fresh knowledge is and why it is so important in the modern world. They discuss the importance of peer review and the value of conversations and how asynchronous knowledge sharing can be used to bring together people from all professions and backgrounds.
Highlights
- Defining the Fresh Knowledge Movement
- The importance of asynchronous knowledge sharing
- The need to bring strategy, product and marketing teams into the market
- Leveraging interactions to build relationships
Learn more about Currnt
Connect with Tom on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, host Jeremy Shere and Stacy Willis, Senior Vice President of Marketing at Playwire talk about getting the most value from content clusters and how Playwire uses them to understand and communicate their expertise in the ad monetization technology platform.
Highlights:
- What is a content cluster and why you need them for your B2B content marketing strategy
- How Google uses algorithms to determine expertise
- Creating a content cluster and getting the most value out of it
Learn more about Playwire
Connect with Stacy on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, Jeremy Shere talks to RC Victorino, Senior Manager of Content Marketing at Density. RC talks about how and why he and his content marketing team partner with customer support.
Highlights:
- The value of collaborating with costumer support as a marketer to gain an understanding of customer journeys and create better content.
- The importance of understanding customer needs .
- Techniques to master hero content.
Learn more about Density
Connect with RC on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode, host Jeremy Shere talks with Jeff Haws, Director of Content Marketing at Emplifi about AI and how it is playing an increasingly significant role in B2B content marketing. The episode revolves around how AI can be used in B2B content creation, the benefits of using AI, and its limitations. Jeff shares his experience of using AI, specifically Chat GPT, to generate content, personalized email subject lines or bodies, targeted social media posts or ads an ideas for blog posts.
Highlights:
- How AI is changing content creation and marketing
- The Benefits And Drawbacks Of Artificial Intelligence
- Best practices to create authentic content using generative AI
- The future of AI in content marketing and how companies can best prepare for this shift.
Learn more about Emplifi
Connect with Jeff on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, host Jeremy Shere speaks to Adam Kranitz, about publishing content like a media organization. Krantz explains that marketers have found that traditional advertising is getting harder to track, and customer acquisition costs are increasing. To bypass traditional gatekeepers of the audience, marketers are searching for ways to build direct relationships with prospective buyers and customers. Publishing content like a media organization can help with the delivery mechanism for this direct communication.
Highlights:
- The meaning and value of publishing content like a media organization in B2B Marketing
- How does adopting a media or journalistic approach levels up your content strategy
- The need for sales and marketing alignment in order to create better content
- The importance of creating an identity within your company for effective engagement with your costumers.
Connect with Adam on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, host Jeremy Shere talks with Claudia Dorego, Content Marketing Manager at Irwin, about managing content expectations. Claudia shares her experience in aligning sales and marketing priorities to better manage expectations, setting up monthly syncs with different departments, and using a content calendar to keep everyone on track. Claudia stresses that clear lines of communication and a common goal across departments are crucial in managing expectations effectively.
- The importance of managing exceptions for better workflow and content creation.
- Guiding principles to follow when getting started with managing expectations
- The value of communicating clearly across all departments, focusing on alignment, and reprioritizing when necessary.
Learn more about Irwin
Connect with Claudia on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, host Jeremy Shere is joined by Jonathan Paul, Senior Director of Content and Communications at Vena. Together they discuss the marketing value of thinking like a media company, the importance of creating content that provides value for the audience and how businesses can repurpose content in different formats.
Highlights:
- What does it mean for a B2B brand to think like a media company
- The next evolution of content marketing
- Producing content that provides value and resonates with the audience
- The importance of leveraging owned media channels
Learn more about Vena Solutions
Connect with Jonathan on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show guest Alex Boyd, Founder of RevenueZen discuss how to make the most of LinkedIn, the importance of demonstrating your credibility through your content and how to track the attribution from your LinkedIn content into revenue.
Highlights:
- Strategies for using LinkedIn to demonstrate credibility and highlight customers’ results.
- The importance of demonstrating a point of view on LinkedIn and being accountable to it.
- How to build trust and show authenticity in order to stand out on LinkedIn.
- Understanding the ROI of organic content to track the success of your strategy.
Learn more about RevenueZen
Connect with Alex on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode, host Jeremy Shere is joined by Giuseppe Caltabiano, VP of Marketing at Rock Content, to discuss interactive content. Giuseppe explains what interactive content is, the benefits it offers, and how it differs from static content. He also shares examples of projects his company has completed and offers advice on how to get started with interactive content.
Highlights:
- What is interactive content?
- The benefits of using interactive content in B2B Content Marketing
- Engaging examples to try for your B2B strategy
Learn more about Rock Content
Connect with Giuseppe on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, Jeremy Shear was joined by Rebecca Rozakis, Senior Director of Marketing at AnyClip. Rebecca shares her experience, where she had the opportunity to rebuild the entire marketing tech stack.
Highlights:
- Managing effectively your growing tech stack
- The challenges of rebuilding a marketing tech
- The challenges of data tracking and how marketers can use it effectively
- Understanding the privacy implications of data collection
Learn more about AnyClip
Connect with Rebecca on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, Jeremy Shere talks to Zach Searcy, Content Marketing Manager at Fleetio, a software that helps organizations track, analyze, and improve their fleet operations. Zach shares the story behind why Fleet O created spreadsheet templates for their audience, even though their mission is to get people away from spreadsheets. He also talks about the strategies they use to nurture leads and convert them into customers.
Highlights:
-
Fleet O’s strategy of providing useful spreadsheets to their B2B audience
-
The importance of meeting your audience where they are
-
Strategies for nurturing leads and converting them into customers
Learn more about Fleetio
Connect with Zach on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, Jeremy Shere speaks with Lisa Spinelli, Director of Content Strategy at Degreed, about the challenge of finding good writers for content marketing. They speak about what makes for good writing, the difficulty of finding writers with subject matter expertise, and more!
Highlights:
- What a learning experience platform is and how it differs from a learning management system
- What does good writing actually mean
- Why it can be difficult to find writers with subject matter expertise and how to look for the perfect match
- The potential impact of AI on writers
Learn more about Dagreed
Connect with Lisa on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, Jeremy Shere speaks with Evan LaPage, Director of Content at Think iic, about the best strategies for growing your business through co-marketing.
Highlights:
- What is co-marketing and how it’s different from influencer marketing and affiliate marketing
- How to choose the right partner for co-marketing
- Effective tips for reaching new customers with strategic partnerships
Learn more about Thinkific
Connect with Evan on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, host Jeremy Sheer is joined by Jack Scullin, Content Director at Nagin. Jack shares his expertise on how to structure and create longer form written content, optimizing title tags and meta descriptions, and using keyword research tools.
Highlights:
• Tips for researching and identifying target keywords
• Structuring your content for better ranking
• Strategically using internal links, incorporating LSI keywords and optimizing the title tag, meta description, and URL slug.
Learn more about Nogin
Connect with Jack on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, host Jeremy Shere is joined by James Grady, Director of Marketing Communications at Lockstep. They discuss the art of B2B storytelling and how it can help marketers connect with their audience.
Highlights:
- Understanding the concept of storytelling in a B2B marketing context
- The importance of understanding your audience and their pain points
- Using stories to paint a picture and appeal to your target audience
Learn more about Lockstep
Connect with James on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
Using SDRs and salespeople as content distribution channels is an intriguing concept, and Sarah Lessire, Director of Content Marketing at Gloat, has valuable insight on how to do it. In this episode of The B2B Content Show, hosted by Jeremy Sheer, Sarah explains how to optimize the process to ensure communications are value-packed, how to align content topics to sales use cases, and the importance of tracking engagement data.
Highlights:
- The value in diversifying distribution channels
- Aligning content topics to sales use cases
- Creating incentives for SDRs and salespeople
- The value of building relationships with sales teams
Learn more about Gloat
Connect with Sarah on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
On this episode of The B2B Content Show, host Jeremy Shere speaks with Nick Wassenberg, Vice President of Marketing at Fulcrum . Nick and Jeremy discuss how to move beyond marketing to early adopters, and how to craft content that is tailored to different customer personas.
Highlights:
- How to create a niche within a niche of manufacturing with targeted content
- Different customer expectations for service level and product features
- The importance of listening to customers and understanding the full value of your product
Learn more about Fulcrum
Connect with Nick on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, host Jeremy Shere interviews Jennifer Durishin, Head of Marketing at Prodigal, a B2B SaaS startup, about her experience hiring for a content marketing manager.
Highlights:
- Tips for dealing with the avalanche of applications that will come your way
- Why writing tops Jennifer's list of qualifications
- What Jennifer looks for in a writer
Learn more about Prodigal
Connect with Jennifer on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
In this episode of The B2B Content Show, host Jeremy Shere is joined by Ashley McAlpin, Head of Marketing at Rocker Box. They discuss building out a marketing function designed to drive revenue.
Highlights:
- Revenue marketing, and how is it different from other types of marketing
- How to look at content marketing through a revenue marketing lens
- Examples of content created with a “revenue focus”
- The importance of focusing on the right KPIs
Learn more about RockerBox
Connect with Ashley on LinkedIn
In this episode of The B2B Content Show, host Jeremy Shere is joined by Vanessa Hartung, Director of Content Marketing at Varicent. They discuss how uncertain economic times can impact content marketing teams, and Vanessa shares examples of the type of content her team is now producing and why. Vanessa also outlines her thoughts on why it’s important to keep marketing during a recession.
Highlights:
- How Vanessa’s team has shifted their content marketing strategy to respond to the current economic outlook
- The importance of value-based content in uncertain economic times
- Why it’s important to keep marketing during a recession
Learn more about Varicent
Connect with Vanessa on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.
This week on The B2B Content Show, host Jeremy Shere talks with Olga Karanikos, VP of Marketing at Sales Screen, about pain point matrix. Olga explains how the matrix helps teams to organize the collective information they have and to create content that speaks to the customer. She also shares examples of pain points they've discovered in the performance area and how they use their content to create a trusted advisor role with customers.
Highlights
- What is a pain point matrix and how does it help sales and marketing teams to better understand their customers
- How to discover and catalog hidden pain points
- How a pain point matrix helps you create stronger content
Learn more about SalesScreen
Connect with Olga on LinkedIn
This week on The B2B Content Show, host Jeremy Shere speaks with Katelyn Holbrook, Executive Vice President & Managing Director of V2 Communications. In this episode, Katelyn and Jeremy explore what branded content is, how it has evolved, and the value it brings to companies. Katelyn also draws on her experiences in the podcasting industry to explain how to build an audience and the importance of content and promotion.
Highlights:
-
The value of branded content
-
Challenges for B2B brands to create branded content
-
Building an audience with podcasting
-
The importance of creating a community around your content
Learn more about V2 Communications
Connect with Katelyn on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
This week on The B2B Content Show, host Jeremy Shere speaks with Jodie Ruby, VP of Marketing at LXT, a global provider of trading data for AI, to discuss the best tips to create impactful thought leadership.
Highlights:
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How thought leadership demonstrates credibility and provides value to a target audience.
-
Understanding your target audience and their pain points
-
Collaborating internally and externally to gather data and insights.
-
Differentiating your content from the competitive landscape
Learn more about LXT
Connect with Jodie on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
This week on The B2B Content Show, host Jeremy Shere speaks with Ellie Hildebrand, Director of Content Marketing at Celigo about content operations. Together, they discuss how to optimize your content operations, how to maximize the mileage out of your content, and the best practices for creating and measuring content.
Highlights:
- What content operations is and why it's important
- The importance of having a content strategy that is both fluid and tied to a business objective
- Best practices for creating and measuring content performances
- The value of having an intake form to capture and prioritize content requests
- Utilizing templated tasks and a shared calendar to ensure visibility across teams
Learn more about Celigo
Connect with Ellie on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Matt Morookian, Director of Marketing at apexanalytix talks with Jeremy about building a rock-solid content marketing team.
Highlights:
- How Matt uses a game involving making up the plot of a movie as a team building exercise
- The value of using these exercises to motivate and bring your team together
- How the movie game builds camaraderie and helps Matt's team sharpen their storytelling skills
Learn more about apexanalytix
Connect with Matt on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Owen Ray, Director, Content Marketing at Invoca, talks with Jeremy about producing quality content when budgets are tight.
Highlights:
- Why it doesn't work to turn off the content spigot when the economy goes south and turn it back on when the economy improves
- Why Owen started a "Content Council" and how it enables him to get internal buy in for content marketing
- How the Content Council facilitate conversations between sales, marketing, demand gen, and other functions and sparks ideas for better content
Learn more about Invoca
Connect with Owen on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Susan Tormollen, VP Marketing at PlanHub , talks with Jeremy about tips for creating a "State of the Industry" report.
Highlights:
- Why State of the Industry reports are such valuable types of content that deliver significant ROI
- How Susan's team produces Planhub's State of the Industry report and promotes it
- Strategies for gathering data for the report
- Using your point of view as a hook
Memorable quotes:
"I think the value is, there's multiple layers to it. The value to the people who read it is everybody is interested in what's going on in their industry. What are the trends? Are they the same as the rest of the industry? Are they different? What should they prepare for? So from a consumer standpoint, consumer as in the person that reads it, it's valuable and it's one of the top types of content that people will download or they'll attend a webinar for"
Learn more about PlanHub
Connect with Susan on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Kassidy Bird, VP of Marketing at Databook, talks with Jeremy about the value of financial data for content marketers
Highlights:
- The value that content marketers can get from financial data
- How to use financial data to pinpoint a company's pain points
- How to learn to read and make sense of financial reports
Learn more about Databook
Connect with Kassidy on LinkedIn
Memorable Quotes:
"You can usually look at the financials by business. So you can start to understand, maybe you're targeting Walmart, but you can understand that their subscription service business for their delivery unit is the one that's growing the most, but making the least amount of money.So maybe you wanna identify how you speak to how retailers like Walmart, big box retailers, can improve efficiencies while still maintaining that customer service expectation that is causing their subscription service to grow rapidly.
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Jeanine Prezioso, talks with Jeremy about what content content marketers can learn from journalists.
Highlights:
- The nature of the overlap between journalism and content marketing
- Valuable journalist skills Jeanine uses when creating content
- How content marketers can apply the "how, what, where, why" journalism method
Connect with Jeanine on LinkedIn
Memorable Quotes:
“As a content marketer, you are a storyteller. You are telling your potential prospects what your product does. So I would say that having a good ear for quotes is pretty important, and that is a skill that I definitely learned as a journalist. You're always actively listening to people and you're kind of taking it apart in your mind as they're talking to you and looking for what the real substances of what they're saying.”
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Sarah Falcon, VP of Global Marketing at Object Edge, talks with Jeremy about optimizing your content production workflow.
Highlights:
- The value of content production workflow
- How to balance processes in order to maximize content effectiveness
- The importance of have the right team in place to execute the workflow
Learn more about Object Edge
Connect with Sarah on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Mark Emond, Founder and Executive Chair at Demand Spring, talks with Jeremy about podcasting as a marketing strategy
Highlights:
- How podcast content stirs conversation among your audience
- How podcasting can feature the people who make your business run
- Tips on measuring the ROI of your podcast strategy
Learn more about Demand Spring
Connect with Mark on LinkedIn
Listen to Marketing Unplugged here
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Lora Osborn, Director of Marketing at Sentera, talks with Jeremy about proving the value of B2B content marketing.
Highlights:
- The problem with trying to tie marketing to revenue
- How and why Lora built marketing attribution models and who she uses them
- The value of anecdotal/qualitative data for marking a business case for marketing
- Why it's so important for sales to understand and support what marketing is doing
Learn more about Sentera
Connect with Lora on LinkedIn
Memorable Quotes:
"Having sales support and believe in marketing is huge. We all know that sales likes to knock on our door and ask for more, we always don't have enough one pagers. if only they had that one video, they could have closed that deal, but being able to have that relationship, being able to get that feedback from them again, they're going to be your window into the market.
"I think it's great to be able to tie marketing back to revenue because right there you show the value. You show the impact that you're able to have on the organization, but it also leads to some challenges because like I said, you're leaving out the most important part. How are you getting people to your website? How are you getting people to your content? How are you capturing them? And then how are you nurturing them along the way to make sure that they are warm leads that you're handing over to sales?"
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Matt Bettis, Director of Marketing at Brightree, talks with Jeremy about the challenge of attribution in B2B content marketing.
Highlights:
- Why attribution is often such a big challenge for b2b content marketers
- Using correlation, not causation, to demonstrate the value of thought leadership content
- The importance of making a business case for marketing during an economic downturn
Learn more about Brightree
Connect with Matt on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Kelly Stewart, Content Marketing Director,at Apprentice.io talks with Jeremy about working with subject matter experts to get content for powerful storytelling.
Highlights:
- How Kelly cultivated strong working relationships with subject matter experts for a life science glossary project
- Figuring out which SME's to approach and how to get them to lend their time to your project
- How Kelly prepares to interview SMEs to make sure she gets the content she needs
Learn more about Apprentice.io
Connect with Kelly on LinkedIn
Life Science Glossary
Kelly's Website
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Tom Kuhr, Chief Marketing Officer at Greenfly, talks with Jeremy about how to leverage content to expand your marketing presence within existing enterprise accounts
Highlights:
- How to use personas to identify the challenges your mid-funnel content needs to address
- The importance of understanding your target's buying process, i.e. centralized procurement vs independent budgets
- Why your story needs to be repeatable and easy to understand
Learn more about Greenfly
Connect with Tom on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Sarah Beldo, Head of Content Marketing and Communications at Sanity.io, talks with Jeremy about the art & science of B2B storytelling
Highlights:
- Defining B2B storytelling: Creating a narrative that helps people connect with your brand
- Using classic storytelling techniques to create a hook that engenders a sense of curiosity
- The importance of centering storytelling on a main character or hero
Learn more about Sanity.io
Connect with Sarah on LinkedIn
Memorable Quotes:
"I know in storytelling, people tend to talk about these tropes that anyone can relate to, good versus evil.. David and Goliath is like common storytelling tropes. We can pretty much work those in some way or another to like this video, a social post. Even an SEO focused piece of content, I find it's like something that makes people. identify, want to read more, and eventually wins their hearts and minds."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Nick Lioudis, Senior Content Marketing Professional, talks with Jeremy about what content marketers can learn from journalism.
Highlights:
- Journalism storytelling techniques that marketers can use to keep audiences engaged
- Foregrounding information that your audience cares about most
- Making it easy for your audience to skim content and grasp the main points
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Alex Kelly, Director of Digital Marketing at Ceros, talks with Jeremy about what B2B content marketers can learn from musicians.
Highlights:
- How studying music helps Alex balance the creative and analytics elements of content marketing
- What marketers can learn from musicians about working collaboratively
- The important role that trust plays in working as part of a marketing team
Learn more about Ceros
Connect with Alex on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Cynthia Stephens, Vice President of Marketing at Advisor360°, talks with Jeremy about creating content aimed at enterprises.
Highlights:
- Three things that set marketing to enterprises apart from marketing to small accounts: personalization, perspective, partner ecosystem
- Personalizing content for multiple personas within an enterprise account
- How marketers can partner with sales to build relationships with enterprise prospects
Learn more about Advisor360°
Connect with Cynthia on LinkedIn
Memorable Quotes:
"For me, there are three things that really set apart enterprise class storytelling from the content marketing and storytelling to maybe an SMB. So one is personalization, the second is perspective, and the third is really the partner ecosystem."
" Think about your partner marketing ecosystem and think about ways that you can kind of help build and leverage a community of these complimentary firms, right, where they're offering complimentary services to your audience, and really help use that as a way to create thought leadership and expand brand awareness"
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Nic Straut, SEO Lead/Content Creation Manager at NorthOne, talks with Jeremy about strategies for finding the best and more valuable keywords.
Highlights:
- Why keyword stuffing no longer works to generate website traffic
- Searching long-tail keywords for content ideas
- How to not get bogged down in trying to rank for high-volume keywords
Learn more about NorthOne
Connect with Nic on LinkedIn
Rusty Bishop, Chief Marketing Officer at Bigtincan, talks with Jeremy about creating late-funnel content.
Highlights:
- What works and what doesn't in late-funnel content creation
- Marketing and sales working together to get front-line people the content
- Machine learning to develop the right kinds of content that drives revenue
Learn more about Bigtincan
Connect with Rusty on LinkedIn
Memorable Quotes:
"There is the type of content that you would wanna provide to your customer facing teams when they are in the final stages of either closing a deal or perhaps it's renewing a client who's already a customer. So it's that late funnel, when it's getting close to being done."
"What you've gotta think about, especially in late stage, is, do I have content that's addressing each of those personas that could be in that binder? I think this is something people miss quite a bit, right? They assume I'm selling to CTOs, and I've got great content for CTOs, but it turns out that I didn't have anything for the CMO and they torpedoed the deal. That's the kind of thinking that we're trying to do here in late stage"
Pam Smith, Chief Marketing Officer at Globality, talks with Jeremy about the value of talking 1 on 1 with prospects.
Highlights:
- How talking with prospects helps you understand how they think
- Why it's important to hear how prospects talk and take note of the words they use
- Why both sales and marketing should be talking to prospects
Learn more about Globality
Connect with Pam on LinkedIn
Cynthia Wakeford, Head of Content, Brand, and Public Relations at GoodTime, talks with Jeremy about the value and power of data driven reports.
Highlights:
- Why audiences tend to find data-driven reports so valuable and interesting
- Using a 3rd party company to collect data vs. collecting data yourself
- How to package and present data in a compelling way
Learn more about Goodtime
Connect with Cynthia on LinkedIn
Memorable Quotes:
"So, front loading the investment in getting good, clean, accurate data that really points to your prospect audience. I think it's, I think it's sort of a foundational element for a really solid data driven content strategy"
"Are you giving your audiences truly useful content? , is it interesting? Is it unique in some way? So spending a lot of thought and time before you even get into designing the survey or creating the survey, thinking about how this content is really gonna serve that audience, and then how you're going to get it out to that audience over and over and over again."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Ryan Raiker, Vice President of Marketing at AYR, talks with Jeremy about humanizing a highly technical/scary topic.
Highlights:
- Why the company changed its name from Singularity Systems to AYR (Are You Ready)
- Tips for developing messaging that connects with your audience's emotions, not just their intellect
Learn more about AYR
Connect with Ryan on LinkedIn
Memorable Quotes:
"Most people actually look at themselves as an important cog in the wheel of technology. They're not just looking at performing mundane tasks or looking to build technology from a, just a technical perspective, pretty much everyone is looking to make an impact in the world, in their employer, their work and really having an emotional connection to work."
"It's kind of like finding that passion, finding that purpose. Most folks want to have a desire to go to work, not to just sit in a chair and kind of crunch numbers or perform codes. So even the most technical people really get behind the idea that AI can transform the world"
Dan Lawrence, Head of Growth Marketing at Wrk, talks with Jeremy about building a framework for testing content.
Highlights:
- Defining "growth marketing," i.e. using data to pinpoint what's working and to keep improving content performance
- Doing content marketing like a scientist, i.e. building out hypotheses, running experiments, and measuring hypotheses against the data
- How to build a framework to test hypotheses
Learn more about Wrk
Connect with Dan on LinkedIn
Memorable Quotes:
"It's constantly building out hypotheses based off of what the goals are. And what the growth levers are that you need to pull based off of attaining those goals. And then really you're analyzing data after this, after you run experiments and seeing what works, what doesn't work, gathering feedback and then using that feedback to implement more permanent structures so you can build growth on top of that next"
"You draw out the entire customer life cycle and you map off the touchpoints of a customer life cycle and you sit down as a leadership team and and you figure out areas that you believe from an assumption or hypothesis perspective that could increase conversions or could help you get quicker to your goal as soon as possible"
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Kelly Johnson, Sr Director of Content Strategy and Web Strategy at Lever, talks with Jeremy about the promises and perils for B2B marketers of investing time and resources in emerging content types, including TikTok, augmented reality, and virtual reality.
Highlights:
- The promises and perils of build content on "rented land," i.e. platforms that may not have a long shelf life
- Dealing with security concerns on new platforms
- How can B2B marketers use immersive experiences like VR? May be too soon to tell ...
Learn more about Lever
Connect with Kelly on LinkedIn
Memorable quotes:
"So I think that's a concern with any platform, to be honest with you. That's not your own. You always have to evaluate how much time and attention and investment you wanna make in it before if it should go away, you lose that appendage, so to speak, or that tool in your arsenal to create an audience"
"One of the challenges I've heard TikTok had was the purported breach that basically exposed some private data. Cybersecurity analysts discovered a breach of an insecure server, that allowed TikTok storage to be exposed and which contains, personal user data, so that type of security breach gives me pause"
Martin Morzynski, SVP of Marketing at StreetLight talks with Jeremy about getting customers to see your vision of what's possible.
Highlights:
- The importance of approaching marketing from an educational standpoint when introducing a new category to the market
- The huge value of customer testimonials
- The value of guesting on other podcasts
Learn more about StreetLight
Connect with Martin on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Tom Flierl, Vice President of Sales and Marketing at Amla Commerce, talks with Jeremy about creating a content marketing strategy in a multi-brand context.
Highlights:
- Strategies for managing marketing for two brands simultaneously
- How managing b2b marketing is like coaching a winning basketball team
- The importance or recruiting the right talent to execute your content marketing playbook
Learn more about Amla Commerce
Connect with Tom on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Cory Factor, President of Sportsdigita, talks with Jeremy about creating content that moves the needle.
Highlights:
- How to create a content strategy that nudges buyers towards taking a leap and talking to a sales rep
- The importance of getting ahold of customers quickly after a demo request
- Advice for marketing teams that want to make content that moves the needle
Learn more about Sportsdigita
Connect with Cory on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Chip House, Chief Marketing Officer at Insightly, talks with Jeremy about Email Personalization - Show Me You Know Me
Highlights:
- The idea behind "show me you know me" in email outreach
- The difference between authentic and inauthentic email outreach
- Data underutilized for personalized email outreach
- Tips on how to do personalized email at scale
Connect with Chip on LinkedIn
Learn more about Insightly
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Eddie Saunders Jr, Head of Demand Gen at Flex Machine Tools talks with Jeremy about taking an empathetic approach to working with channel partners.
Highlights:
- The importance of using an empathetic approach in content creation and sales.
- Getting to know people and getting in their headspace
- Advice for marketing teams that want to take a more empathetic approach to working with channel partners
Learn more about Flex Machine Tools
Connect with Eddie on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Nick Day, VP of Sales & Marketing at Roundtable Learning, talks with Jeremy about the value of guesting on podcasts.
Highlights:
- How to find podcasts that are a good fit for you
- How to pitch yourself as a podcast guest
- Tips for preparing to be interviewed and deliver good content
Learn more about Roundtable Learning
Connect with Nick on LinkedIn
Memorable Quotes:
"Like anything you know, takes consistency, persistence to keep reaching out to folks and. One outreach with no outcome doesn't mean you stop you, you reach out to 'em again because you gotta imagine being on their side."
"So the idea is finding those very specific podcasts, reaching out and telling them stories of what we're doing with our partners, our customers, and seeing if that's something that would be valuable to their audience to learn about."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Jasper Radeke, VP of Marketing at Pixis, talks with Jeremy about the best strategies for marketing to marketers
Highlights:
- The challenges of marketing to people who know all the marketing techniques
- What NOT to do when marketing to marketers
- How marketing to marketers may allow you to take more creative risks
Learn more about Pixis
Connect with guest on LinkedIn
Jasper's Email: jasper.radeke@pixis.ai
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Matthew Kaplan, Senior Content Marketing Manager at Moloco, talks with Jeremy about creating compelling interactive content experiences.
Highlights:
- The value of interactive content experiences
- Examples of how to create interactive content that will engage your audience
- Advice for marketing teams that want to get started with interactive content
Links:
https://posthaste.mailchimp.com/
https://growth.design/case-studies/balance-psychology
Learn more about Moloco
Connect with guest on LinkedIn
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Kelly Bolton, EVP, Marketing & Brand at OneScreen, talks with Jeremy about managing a remote content marketing team.
Highlights:
- The best strategies for managing a global team
- The pros and cons of working remotely
- How to leverage a remote team
Learn more about OneScreen
Connect with guest on LinkedIn
Memorable Quotes:
"You have to work harder at it. I believe you do. And be more deliberate about it. And it helps when you have a personality that joins the team, that enjoys being more deliberate about it."
"I think now people have a choice. And, I can't tell you the number of people that have told me before, I would never work remote. I would have to come into the office. I need, I really have to have that. And so many of them now feel like they couldn't go back to an office every day"
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Sarah Fruy, VP of Marketing at Linqia, talks with Jeremy about the quest for a new conversational tone and hitting the reset button.
Highlights:
- What goes into conceiving a new tone and then making it happen
- Effective strategies to implement a new conversational tone
- Advice for marketing teams that are hitting the reset button on their tone
Learn more about Linqia
Connect with Sarah on LinkedIn
Memorable Quotes:
"In influencer marketing it's all about authenticity and being real. And we work in a space where, you know, it's pretty instantaneous whether or not your audience is gonna respond to the messaging that you have or not"
"Sometimes people use big words to make themselves seem smarter and things like that. And at the end of the day, it's really like you need to keep things simple so that people understand what you're doing."
"People have different ways of explaining the business, and one of the things that I really wanted to do in taking over was sort of hit the reset button, get everyone to come back together, speak the same language, talk about the company in the same way"
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Steve Watt, Director of Market Insights at Seismic, talks with Jeremy about the value companies get from employees being active on LinkedIn.
Highlights:
- Why companies should encourage individuals to be active on LinkedIn
- What scares companies about their employees sharing personal thoughts on social channels
- The way platforms like LinkedIn are shaping the future of marketing
Learn more about Seismic
Connect with Steve on LinkedIn
Memorable Quotes:
"Really showing up and speaking up authentically on LinkedIn has been huge for me. I mean, it has accelerated my career. It's brought in business to my employer."
"I like to say it's the world's greatest ongoing business conversation and yeah it's amazing what happens when you embrace that mindset. You start to do everything different."
"There's no one right way, other than to say be a human and try to be helpful."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Chuck Moxley, Global Head of Marketing at Blue Triangle, talks with Jeremy about creating a strategic narrative.
Highlights:
- What "strategic narrative" means
- The value of a strategic narrative for defining your company's story
- 5 steps for developing a strategic narrative
Learn more about Blue Triangle
Connect with Chuck on LinkedIn
Chuck's Book
Memorable Quotes:
"It's not really a consumer construct, that's kind of different in the way you compete. But it works best when you have a very crowded market, when you have a lot of players, lots of confusion."
"It's that old game versus new game and then you have to show that your competitors, the bulk of them, are still playing the old game. The game is changed. We were built for the new game. That's why we're right."
"What's changed in the world? A big change in the world that's affecting your customers, again, has nothing to do with your product at this point. You're just trying to understand what's different for your buyers."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
John Perry, VP of Marketing & Communications at AutoGrid, talks with Jeremy about creating courageous content.
Highlights:
- The benefits of creating courageous content
- Why people are afraid to take a chances with content
- Strategies for balancing the risks and the rewards of creating this type of content
Learn more about AutoGrid
Connect with John on LinkedIn
Memorable Quotes:
"It's that kind of part of the story that I think sometimes we would pull back from as marketers or communicators, but that we really should be leaning into."
"I think sometimes we tend to hedge our bets a little too strongly and we all end up sounding very similar or the same."
"We have this kind of herd mentality as corporate communicators and marketers and we tend to look around and say the things that we know aren't gonna get us into hot water. And we often, I think, find ourselves in kind of communications environments that tend to mythologize the great mistakes."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Courtney Roe, Director of Content Strategy at Acquia, talks with Jeremy about doing a content audit.
Highlights:
- What a content audit includes
- Why company buy-in is necessary for a content audit
- Important team members to include in your content audit
Learn more about Acquia
Connect with Courtney on LinkedIn
Memorable Quotes:
"I think a content audit is worth doing because you can start to gain organic traction, and for me, being able to win traffic and leads and all of that for free almost, um, without having to pay for it for paid search or, um, paid marketing. I mean, that's my big goal, honestly, is so that we can try to do as much as we can organically."
"I'm a big proponent of doing more with less and so I feel like if you've got a content audit and you're in tune with what's in your content archives and your content arsenal, I guess, then you can really go out there with what you like more targeted, information and resources that are really in line with what you want and where you want your company to be."
"I would really highly recommend getting somebody who's skilled in technical SEO and has that knowledge and those capabilities and the ability to tap into those different software programs too, to pull everything, so that you're not necessarily investing in that in your company because that can get kind of pricey."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Jason Cardillo, VP of Experience and Digital Marketing at Emplifi, talks with Jeremy about managing a merger of teams as a marketing leader.
Highlights:
- Why it's important to keep roles and priorities clear during a merger
- How to maintain strong communication working with a remote team
- The importance of flexibility during a merger
Learn more about Emplifi
Connect with Jason on LinkedIn
Memorable Quotes:
"No matter how well you do a merger, there's always going to be some chaos in that environment, a lot of it from outside where you are. So as people leaders, right, we need to think about, you know, how do we keep stability for our team?"
"Having people like that in your team, who are willing to listen, willing to learn, willing to try new things, is really valuable and that's really helped us get to probably even a better process than, you know, either side of the house had had before."
"All things being equal, we will always pick the candidate that is more open-minded and more flexible because the world's gonna change, right? And you need to have that flexibility built-in to be able to adapt to new environments."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Per Ohstrom, Partner and fractional CMO at Chief Outsiders, talks with Jeremy about developing customer personas.
Highlights:
- Why customer personas are important
- Strategies for developing accurate customer personas
- Assembling a team to develop customer personas
Learn more about Chief Outsiders
Connect with Per on LinkedIn
Memorable Quotes:
"I think marketing segmentation is a hugely important activity for companies to do. They can't be everything to everyone."
"The persona is really good and really helpful for preparing for the call. But when you do the actual call, you know, presentation or phone call with the client, you have to leave everything behind and really listen to what they're saying."
"It is possible to go too much down a rabbit hole if you make a persona too detailed."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Christina Minshull, Global Head of Marketing & Design at Stocksy, talks with Jeremy about launching a global social strategy.
Highlights:
- Why you should go where your audience already is and not try to pull them to other channels
- The importance of testing to figure out what resonates with your audience
- How amplifying underrepresented voices the right way can improve the quality of your content
Learn more about Stocksy
Connect with Christina on LinkedIn
Memorable Quotes:
"When I was approaching building this, I really took the time to get to know the organization, get to know both our staff and our contributor side, get to know our artists, their wants, their needs, and interview a lot of our clients to kind of truly understand our audience before even starting a social strategy."
"I think social media can be this powerful community where you can get inspiration for your brand, for your products."
"There's a lot of conversations on the currency of trust and how that's super, super important in building a holistic brand and I think it's becoming even more important."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Erika Childers, Director of Content & Brand at Tackle.io, talks with Jeremy about building a category narrative.
Highlights:
- What building a category narrative entails
- How category narrative compares to thought leadership
- Why feedback is an important part of the evolution of building a category narrative
Learn more about Tackle.io
Connect with Erika on LinkedIn
Memorable Quotes:
"Category narrative is really the bigger story that you're telling about quite literally the category that you're creating that doesn't exist."
"It's really taking a look at what the world has been like without this category or, for disruptors, kind of why the status quo is no longer working and then really building a vision of what it will look like in the future."
"If you have a unique voice or a position on something, you can create thought leadership content that tells sort of a bigger story. Maybe it's more visionary, but the two aren't exactly the same. I think category narrative is a form of thought leadership, but it takes on a much bigger point of view of the market."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Tania German, Director of Marketing at seoClarity, talks with Jeremy about avoiding content chaos.
Highlights:
- What creating content with unique value actually means
- Leveraging your company's expertise to avoid content chaos
- How focusing in our your target audience allows you to create more unique and meaningful content
Learn more about seoClarity
Connect with Tania on LinkedIn
Memorable Quotes:
"Really the depth of that data and how that surfaces those actions you need and the uniqueness to help you develop that quality content that doesn't create this idea or this concept that we kind of have of content chaos. Just creating content that everyone else has already created to try to rank better than them in the search results."
"We set our objective to really understand what our target audience demands or what they're really looking for. You know, there are billions of searches every day and we're looking to try to find out who our target audience is and what they are looking for."
"There's just too much content on the internet for the user to consume, even your target audience."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Jim Hopkins, Revenue Architect at Winning by Design, talks with Jeremy about why gating content isn't working.
Highlights:
- Reasons gating content is not effective
- Going for quality over quantity in lead generation
- How to know if your content is working without gating
Learn more about Winning by Design
Connect with Jim on LinkedIn
Memorable Quotes:
"They don't care about making you look good to your boss. They don't care about keeping your SDRs busy. In fact, they would prefer that your SDRs were not busy and not bothering them. So yeah, I think there's just a disconnect between what we want as marketers and what buyers want ultimately."
"Ultimately, I think what we've seen, what I've seen in my history, what most marketers probably have seen, because it misaligns with buyer's preferences, they do things to kind of subvert process."
"When you gate content, you're asking for something before you've even given them anything."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Rish Bhandari, Founder and CEO of Content Beta, talks with Jeremy about strategies for creating video content across the funnel.
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Highlights:
- Why a company spokesperson can add value to top of funnel content
- Why different stages of the funnel require different video content
- How to sustain the quality of your video content throughout the funnel and beyond
Learn more about Content Beta
Connect with Rish on LinkedIn
Memorable Quotes:
"No longer the features are going to separate you A versus B, right? Nobody's gonna say, hey, A has more features than B. We will always catch up, maybe a month or two later. But what they can't copy is the way they acquire customers, the way they make them feel, the way they retain them, right?"
"Content plays a key role in order to communicate with customers even beyond your product."
"I see a lot of people focusing on, hey, this is what I am. What I see missing is the story part, right? I mean, videos are videos because they connect emotionally and it's very engaging. And the way to continuously capture that attention is by telling them a story, right?"
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Jack Foster, VP of Marketing at WorkRamp, talks with Jeremy about discovering your unique content voice.
Highlights:
- Combining your mission with the voices of your customers to create your unique voice
- Melding content ideas with your voice
- How establishing a voice ensures continuity
Learn more about WorkRamp
Connect with Jack on LinkedIn
Memorable Quotes:
"So kind of taking all these inputs, customer insights, what sales is talking about, insights they're getting from prospects and customers, subject matter expertise, and then we figure out the best way to go out and kind of answer those questions or put out a point of view on it."
"I think it's super important to use the language that your customers and prospects are using because then it is more credible."
"We look for those types of opportunities where it's like, okay, we know this is a challenge, how are people actually talking about this and how can we bring that through?"
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Lori Stout, VP of Marketing at PAR Technology, talks with Jeremy about using quarterly themes to organize content development.
Highlights:
- How creating quarterly themes helps organize content teams
- The importance of flexibility when using quarterly themes
- Why creating quarterly themes boosts creativity and team morale
Learn more about PAR Technology
Connect with Lori on LinkedIn
Memorable Quotes:
"We try to create a story or a theme that ties back to what we told the market we were gonna do, whether that's creating better integrations, whether it's creating a better customer experience. So we map that to the features and products that will be released that quarter and then kind of tell that story like it's a chapter in a book."
"We take everything that we created from a content perspective, we look at the different chapters in the book, and then we align that to the data that we actually gathered from our platform, from all of the different restaurants that use our platform. And we say, hey, you know, we told you this was gonna be important. Here's how the data correlates to that. So that's kind of the closing chapter of the book."
"So, plan a quarter in advance, kind of have a good idea what we're gonna do for the following quarter, but if our customers need us to go in a completely different direction, we have the flexibility to do that."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Navid Jafari, Vice President of Marketing and Communications at PeerNova, talks with Jeremy about using podcasting as a marketing channel.
Highlights:
- What makes podcasting different from other content channels
- How to define podcast success
- What it takes to maintain a high quality podcast
Learn more about PeerNova
Connect with Navid on LinkedIn
Memorable Quotes:
"What's really, really cool about podcasting is that you very rarely put a podcast behind the gateway, right? And so the podcast is a fantastic opportunity for them to get to know you, for them to understand your points of view, for them to just casually hear you out."
"I think podcasting is uniquely positioned to essentially be that sort of informal introduction about who the company is and what we're trying to accomplish."
"I know sales people would probably say, no, you have to be more direct and assertive and all that stuff. A hundred percent agree. I think there is a time and a place for all that, but I think as marketers, people that live further up in the funnel, we just have to do a better job of being a guide as opposed to being sellers."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Kellie Walenciak, Head of Global Marketing & Communications at Televerde, talks with Jeremy about fusing your content marketing strategy with your company's mission.
Highlights:
- How including your purpose in your marketing strategy can lead to unique content
- Why showing your purpose through content can improve business outcomes
- Balancing strong purpose with your business proposition when creating content
Learn more about Televerde
Connect with Kellie on LinkedIn
Memorable Quotes:
" We wanna know that the work we're doing has meaning. We want it in our personal lives, but I think to an increasing degree, we're seeing it in people wanting to have that as consumers as well."
"So when companies are talking about purpose, we're kind of coming in as a partner and helping them build that kind of purpose driven partner ecosystem that's so important because companies are being looked at very differently."
"It's always that leading with what it is we do and how we can drive business results and how we deliver exceptional services. And also we have this incredible team that's working with you, becoming an extension of your sales and marketing team. And by the way, you are helping them change their lives."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Jacob Warren, Head of Marketing at Waratek, talks with Jeremy about creating awareness of a problem to create demand for your product.
Highlights:
- Why it is important to have a strong grasp on who your target audience is
- How to approach educating your audience on a solution for a problem they don't think is fixable
- Why hiring a subject matter expert can boost your content's value
Learn more about Waratek
Connect with Jacob on LinkedIn
Memorable Quotes:
"We are approaching the education from a jobs to be done perspective. So the jobs to be done for a decision maker is going to be drastically different from a practitioner and the things that they care about. Because of those, jobs to be done are also going to be different."
"The content that you write to generate leads isn't necessarily the content that you write to create demand for a category that doesn't exist in your audience's mind yet. So you need to talk about your product a lot less and about the category a lot more."
"You really have to provide that level of value in my opinion. If you don't, then you just kind of get lost in the noise of search engine results, the myriad of blog posts that get shared on social media."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Pam Didner, a B2B marketing consultant, producer and writer, talks with Jeremy about scaling content across different regions.
Highlights:
- What scaling content across regions actually means
- When to simply translate content and when to completely rework it
- Strategies for communicating and collaborating with content teams in other regions
Visit Pam's Website
Connect with Pam on LinkedIn
Listen to Pam's Podcast
Memorable Quotes:
" I want to talk about it from two different layers, if you will. One is kind of, how to work with your counterpart at geographies. The other one is really, you know, what are the types of content that you need to be aware to scale."
"We modify the messaging and once you modify the messaging, everything's trickling down."
"I don't believe that the ownership of content should be 100% corporate or 100%, say, at the geography level because if each geo creates their own content and they don't necessarily have a central force to have it communicate, it creates a lot of duplication and also inefficiency."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Sydney Fenkell, Head Of Marketing Communications at Proscia, talks with Jeremy about what content marketing teams can learn from other communications functions.
Highlights:
- How marketers can work with internal comms to develop stronger employee engagement
- How internal communicators can help B2B marketers better engage external audiences
- Strategies to collaborate with internal comms, HR, and other departments
Learn more about Proscia
Connect with Sydney on LinkedIn
Memorable Quotes:
"What I've kind of found, just generally working in the comms capacity, is that my role is really to take the great work that our team is doing and get it out there to the world. That's kind of what makes for the most interesting stories. So naturally, I spend a lot of time talking to my colleagues across different areas just so that I have a pulse on what's going on."
"The best way to build support for marketing or communications has been to demonstrate the value that it delivers. And once again, I need support from other people to be successful."
"Kind of take a step back, consider who you might bring to the table for different initiatives, because you might find that there's some really unique perspectives that come from that."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Jodi Cachey, VP of Content Strategy & Growth Marketing at Mediafly, talks with Jeremy about how content marketing adds value to companies navigating tough economic times.
Highlights:
- The role marketers play in keeping companies running during leaner times
- The importance of tracking what matters, not just vanity metrics
- Showing people your value using the C.L.O.S.E. method
Learn more about Mediafly
Connect with Jodi on LinkedIn
Memorable Quotes:
"The best way to get them to care in an economic downturn is to kind of put your money where your mouth is and say, you know, quantify it."
"We use a methodology called C.L.O.S.E. and that is challenge, loss, opportunity, solution, and evidence. So that's kind of how we structure all of our content. We never start with our solution. We start with, this is the challenge that we know you're facing. This is what it's costing you. This is the opportunity if you fix that challenge and this is how the solution will help you fix it. And then this is the evidence."
"I think from my perspective, if the economy tanks and your team is still performing well and you're meeting sales targets, your value is pretty self-explanatory, right?"
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Oliver Gelles, Chief Marketing Officer at OrthoFi, talks with Jeremy about sharing data and information as a content marketing strategy.
Highlights:
- How sharing data can establish your company as an authority in your space
- How to compel other companies to use your data
- Tips for developing a plan to share data and becoming a trusted authority
Learn more about OrthoFi
Connect with Oliver on LinkedIn
Memorable Quotes:
"Our strategy of building our brand has been around establishing ourselves as an authority. So we believe that we can actually improve outcomes, but in order to say, you can improve outcomes, you need to show what the before and the benchmark is and what the out outcomes are. And so we believe that we establish our authority by using data and establishing credibility."
"It is one of our brand features is that everyone knows that we know all the data and that has driven a lot of indirect traffic back to us. Not just the traditional outbound, you know, sales and marketing effort and then response. But really that halo back to us, along with a whole number of other things."
" If you have a product, and whether it's direct function or it's indirect function is to gather all kinds of actual data, consumer behavior data, anything like that, I believe that you can leverage it positively, not by being selfish, but being selfless."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Brandon Moore, Director of Content Marketing at Vendasta, talks with Jeremy about creating a content production playbook.
Highlights:
- What a content production playbook includes
- What uses a content production playbook has for all members of the content team
- How to begin the process of creating a content production playbook
Learn more about Vendasta
Connect with Brandon on LinkedIn
Memorable Quotes:
"We look at it as a documentation repository to guide the process and motions of our content team step by step. So it covers everything from blogging to thought leadership and amplification. And really the purpose of it is to supplement training and development of the content team."
"The plays inside this book really describe in detail, like I said, step by step tactics that we use to ideate, create, edit, and publish content, as well as, you know, various other operations of the team. And we really leverage it to keep everybody informed."
"Make it a priority. Use it as a single source of truth, right? Don't have all these documents everywhere, all across your Google Drive or your Dropbox. Keep it in one document and just consistently be looking after it and updating it."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Steve Keifer, Vice President of Marketing at Ordway, talks with Jeremy about applying the red ocean, blue ocean strategy to content production.
Highlights:
- What red ocean, blue ocean means in relationship to content
- The best places to seek out blue ocean ideas
- Best practices for finding blue ocean ideas
Learn more about Ordway
Connect with Steve on LinkedIn
Memorable Quotes:
"One of the things that I've been exploring at the companies I've been at is like, how can we find new topics that nobody's writing about? The blue oceans, you know, the questions that our prospective customers are trying to get answers to that wouldn't show up in keyword research that maybe they're just asking one on one, but people don't even know about."
"You almost have to have dog ears, I say, instead of just human ears to identify these types of blue ocean topics because the sales reps and other people that are on the call will just sort of disregard them, but they're nuggets of gold for us on the marketing side."
"It's a little bit of a scavenger hunt. The way that I've been approaching it is just trying to block off a certain amount of time per week to look for those things and just make a habit of checking in or listening in on x number of calls per month."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Matty de Castro, VP of Growth & Operations at VidMob, talks with Jeremy about the concept of intelligent creative.
Highlights:
- What "intelligent creative" means and why it matters
- What impact intelligent creative will have on B2B content marketing
- Why marketers should consider implementing intelligent creative into their strategy
Learn more about VidMob
Connect with Matty on LinkedIn
Memorable Quotes:
"Digital marketing was so focused, whether it be B2B or B2C, on creating those audiences and then optimizing based on the data you got from creating those audiences. Now, creative was always a component of it because creative is actually what you saw once you were targeted by one of those algorithms. But no one really knew how that creative was performing because it was always really based on an emotion."
"You create competitive advantage for your business with data. And so the more data you have, the more competitive advantage you have."
"I think the content, being able to cut through on these digital platforms and be relevant and then be understood and allowed to be optimized, I think is gonna be just incredibly important as we go into the next 10 years."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Jaclyn Robinson, Senior Manager of Content Marketing at Crunchbase, talks with Jeremy about turning your audience into content creators.
Highlights:
- How to build an "external content engine" that empowers your audience to create and submit content
- How to manage crowd-sourced content for quality and consistency
- Aligning content created externally with your company's vision
Learn more about Crunchbase
Connect with Jaclyn on LinkedIn
Memorable Quotes:
"A lot of the way that we have built this, I guess contributed content engine, is by connecting and building relationships with folks that are in those audiences. So we do that, whether it's reaching out proactively and saying, hey, this is a person that our audience totally respects and we need to make a connection with them and see if we can maybe get some content out of that connection."
"We get those people naturally coming to us saying, hey, you know, we love the thought leadership that you're sharing on this. We agree and we would love to be part of this contributor network that you are sharing, you know, people's perspectives on."
"A big piece of what we do on the content team is kind of police that a little bit and say, this is a great piece and we love the company's story, but we also need to be thinking about the audience that we are trying to reach and how to make this piece of content particularly actionable for them."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Mary Gilbert, CMO at Folloze, talks with Jeremy about the role of buyer experience in content strategy.
Highlights:
- How the relationship between the experience engine and content engine drives a rich buyer journey
- Different content engine methods and how to know when to use them
- Where data gathering may be currently underutilized
Learn more about Folloze
Connect with Mary on LinkedIn
Memorable Quotes:
"The content engine really combines persona, account data, opportunity stage, and behavior insights to deliver the best content based on the buyer stage and behavior. So it basically takes all that guesswork out of content strategy and delivery."
"That experience engine is really designed to give them a tool that allows them to know where that customer is, know what they're interested in, know what they've been doing, and create a really exceptional experience. Whether it be a landing page or an event resource or an event page or a, you know, partner portal, but to be able to really be efficient and effective and not have to stand in line with the web team or the digital marketing team to get their content executed."
"People are still so dependent on that website, but the reality is that 90% of digital content is delivered outside of the website."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
David Markowitz, Director of Product Marketing at Stord, talks with Jeremy about creative uses of video in case studies.
Highlights:
- Why modernizing case studies using video can make them more digestible
- How to effectively plan and execute a video case study
- The value of using more conversational media like video and podcasts
Learn more about Stord
Connect with David on LinkedIn
Memorable Quotes:
"Prospects want references. They want to hear real customer stories. So we really thought, why don't we just put some of our most interesting customers in front of the camera and let them talk so prospects can really hear from them rather than directly from us."
"We almost try to make it as if you were at a cocktail party and you were talking to this guy and he was like, hey who are you working with? And he spends a minute or two telling you the story, that's sort of what we wanted to come through. So it's really, at the end of the day, it's much more sort of a conversational story."
"It can't be we're gonna drop a couple podcasts and see how it goes. It has to be something that, I think if you're gonna do, you sort of need to be all in, like we're gonna commit. We're gonna do this on a regular schedule."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Roxie Elliott, Director of Content Marketing at DigitalOcean, talks with Jeremy about conducting research to create better content.
Highlights:
- The value original research adds to creating more interesting content
- How research helps you stand out
- Tips for content teams of any size to tell a compelling story using data
Learn more about DigitalOcean
Connect with Roxie on LinkedIn
Memorable Quotes:
"The thing about research is that it doesn't have to be super complicated. You know, even a 10 question survey sent out to maybe 500 respondents, or even if it's less than that, can provide really interesting, valuable content."
"Maybe the first one, you know, is a little bit more effort than a standard article you might write, but I would say it's definitely worth it in the long run. And as you build up that process, it just gets easier and easier."
"It really can be pretty evergreen content that you can refer back to. So you don't have to just write one blog post about it. You can refer to those stats. In future blog posts, you maybe can do a series of articles based on one study that you did because you might get enough data."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Steve Hoechster, Director of Content & Communications at Stensul, talks with Jeremy about educating your audience on a problem they don't know they have.
Highlights:
- Strategies for educating your market on a problem they need to be aware of
- How to effectively speak to your audience using their language
- How to bring your audience information without underestimating their intelligence
Learn more about Stensul
Connect with Steve on LinkedIn
Memorable Quotes:
"Help them understand what they're doing takes too much time. It's too complicated. It's just too hard and it doesn't need to be."
"You don't wanna suggest to them that they don't know something or they don't know how to do something, right? You know, ignorance or lack of knowledge does not make you less intelligent, it just makes you less informed."
"Sometimes the best conversations involve challenge. If I put something forward to you, that challenges your thinking, I'm then expected to provide, for want of a better term, a logical argument to support my point of view."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Caroline Dunn, Vice President of Marketing at Wahsega, talks with Jeremy about video marketing strategies.
Highlights:
- Reasons people perceive video marketing as daunting
- Simple first steps for producing video content in-house
- Why you should listen to the needs of your customers and not create content for the sake of content
Learn more about Wahsega
Connect with Caroline on LinkedIn
Memorable Quotes:
"So we looked at okay, how do I show people that my product is easy to use, you know, show don't tell. And that's why we got into video. We wanted to show don't tell. "
"If you do a couple videos, don't go out and spend a whole bunch of money first. Go and do what can you do. I've made videos on my phone with 3000 views on LinkedIn. No microphone, on my phone. People will watch that."
" I don't wanna take away business from a real videographer who does great production. There is a place for that. You should be doing that. That's great, if you can afford all that, but you know, for small companies or people just trying to get their content out there, you don't need to go and spend a ton of money from the get go. Do what you can with what you have and then if you find yourself in a rhythm or find yourself, hey, I do need to move it to the next level, hire that crew."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Emma Calderon, Senior Director of Communications and Content Marketing at Qualified, talks with Jeremy about B2B podcasting strategies.
Highlights:
- Strategies for producing and maintaining podcasts
- Creating podcasts that are uniquely your company's voice
- Why a good host is crucial to creating a successful podcast
Learn more about Qualified
Connect with Emma on LinkedIn
Qualified Podcasts
Memorable Quotes:
"100%, no question in my mind, consistency. Come hell or high water, commit to your release schedule because that's really how you build that like audience and listenership muscle."
"Getting clear, like laser focused on one strategy, will help kind of create like the baseline to get iterative as you grow."
"I think it all comes back down to intention. And so if you have a message or something that you want to educate on or something that you can entertain with, then I think you go for it."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Jessica Vose, Vice President of Growth Marketing at Zimperium, talks with Jeremy about devising a content strategy.
Highlights:
- Why you should complete a gap analysis to build the foundation of your content strategy
- How to decide what types of content would be most effective for your organization
- The importance of internal communication when developing a marketing strategy
Learn more about Zimperium
Connect with Jessica on LinkedIn
Memorable Quotes:
"If you don't actually look at it from the bird's eye view of how that content is serving your business goals, where it's going, what it's saying, to whom is it answering, you know, the issues and the questions that those people are facing, then you're missing the mark."
"I think when you're getting started with content strategy, doing that inventory, doing that taxonomy is really fundamentally important to being able to proceed with a lot of good information on what needs to be done."
"I feel like on a weekly basis I'm having to educate and re-educate folks on like, okay, but remember, we've talked about this and these are the programs we're running with these themes to meet these business challenges with these value propositions for these audiences. So I do it from that angle and I remind them, you know, here's the plan that I have shared with you."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Bridget Bell, VP of Communications at IronNet, talks with Jeremy about creating content conversation tracks.
Highlights:
- What a "conversation track" is
- How conversations tracks can enhance your content marketing strategy
- Finding a balance between content marketing and simply creating conversation
Learn more about IronNet
Connect with Bridget on LinkedIn
Memorable Quotes:
"At IronNet, we did this to say for each of our personas, what type of content do we need to have them coming back for more? And so it was defining over 60 pieces of content that mapped out to each portion of those conversations so that it would be let's start here. "
"Our best performing content is really the thought leadership content that does not directly tie to IronNet. So we understand what content they're looking for to start that conversation."
"I'd say the one word that I would really use to describe the content that we try to produce is authentic because we wanna have authentic content out there that our audience is interested in and will spur those conversations."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Fahad Muhammad, VP of Marketing at Daylight, talks with Jeremy about creating a vibrant content experience.
Highlights:
- Why "content experience" matters for cutting through the noise and getting traction with your audience
- The value of creating content with a "quality over quantity" mindset
- Why you shouldn't copy the content styles of larger successful companies
Learn more about Daylight
Connect with Fahad on LinkedIn
Memorable Quotes:
"That's what we're all shooting for from a marketing perspective is to bring them back, to have them consume more with the idea of the more they consume, the more educated they get, the more informed they get about the product and the problems that that particular solution's trying to solve and eventually turn them into buyers."
"It all boils down to who you're creating the content for and who you are trying to engage. An engineer is very different than a VP of innovation. A fleet company is very different than, you know, a fortune 100 bank. So understanding who you are creating the content for, who you're trying to engage, basically defines the variables that you, from a marketing and content marketing perspective, should be playing with."
"The consistency element is also important. No brand wants to be known for things that they're doing that there's no consistency to them, whether it's in what they're producing every month is different or tone starts to change. And then there's no brand identity. There's no anchor for that brand to be like this is what it stands for. So consistency is important. Within the consistency, there is experimentation and that experimentation is tied to looking at what is the modern day consumer's mindset."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Kristin Dorsey, VP of Marketing at Linc, talks with Jeremy about creating a go-to informational source for your audience.
Highlights:
- Why creating a customer experience resource is important for any company in any industry
- How to effectively implement this idea at the right pace
- Why creating this resource is important for long-term content strategy
Learn more about Linc
Connect with Kristin on LinkedIn
Memorable Quotes:
"What makes one piece more valuable than the other? Well, to me, it's something where you have something unique to bring to the table, whether it's a unique perspective, whether it's more information, whether it's deeper research, whatever it might be."
"This is not something where you're gonna get thousands of subscribers in week one. This is something that's gonna take some time and grow organically over time. And it's something that needs consistent tending and nurturing and feeding when it comes to content, when it comes to promotion."
"The key there, like I said, is just baby steps and building on successes, instead of diving right in, thinking that you're going to have this fantastic community from day one just because you have good content. You know, it just isn't gonna happen that way."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Jaz Fulton, Global Director of Content and Demand Generation at Whispir, talks with Jeremy about putting together a strong content team.
Highlights:
- What qualities to look for when building your team
- How to empower your team to get the best out of them
- How to effectively collaborate in the age of remote work
Learn more about Whispir
Connect with Jaz on LinkedIn
Memorable Quotes:
"I think, really more than anything, just seeing how somebody writes. If there's any grammatical errors, I will see it. And I make mistakes. I'm not gonna say that I don't. And I can see how, if you have a personal blog, you probably don't have an editor going through everything right? Like we all know how it is to sit and stare at the same content, but it's great to get a second opinion. So I'll see some errors sometimes and that's kind of like a red flag for me. If there's like multiple that's when it's like, okay, egregious, can't hire."
"It was very hard to find somebody with B2B SaaS experience, which in my career has been very helpful for me. I think it's one of the harder subjects in terms of content. I would say, you know, SaaS, biotech, cybersecurity, those are some pretty in-depth technical subjects."
"Writing, it's a lot of heart and soul and you gotta know the people that you're writing with. You're giving feedback, you're taking feedback. It can be pretty critical. Sometimes I know it can be a little exhausting to be a writer in that capacity, but knowing the person and knowing their, you know, well intentions and their style and everything behind that I think really helps."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Sarah Frazier, Head of Content Marketing at CyberGRX, talks with Jeremy about creating a "content experience".
Highlights:
- How to construct a successful "content experience"
- Incorporating new and revitalized content into your strategy
- Why knowing your audiences' needs is crucial for creating the most effective content
Learn more about CyberGRX
Connect with Sarah on LinkedIn
Memorable Quotes:
"Content is also an extension of your brand and it represents your brand. If your brand claims to be really innovative and your content is dry and boring, that does not work with your brand's message."
"We're human. We search based on our problems, we search based on our interests. And so your content experience on your website should reflect that too."
"You have to know your target audience, you have to kind of get inside their head. What are they thinking about? What do they wanna know most about? And so often I think that's a mistake sometimes that brands will make or even content creators will make of talking about, you know, what does my brand want to tell someone or what's my corporate objective, instead of thinking about what does the audience wanna know?"
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Allison Jones, VP of Marketing at Raintree Systems, talks with Jeremy about building out your marketing tech infrastructure.
Highlights:
- Assessing your tech stack needs when joining an established organization with little to no tech infrastructure
- How to evaluate which apps best suit your needs
- Tips for making a business case for marketing tech at a company that hasn't invested in it before
Learn more about Raintree Systems
Connect with Allison on LinkedIn
Memorable Quotes:
"So we got some of those baseline tools in place and then it was about, okay, what else do we need from a tech stack perspective? Really what it became from there was a discussion about what do we want to achieve from a marketing strategy perspective? What are our goals? What are we trying to accomplish? What do we wanna achieve? How are we gonna get there? What types of programs are we gonna deploy? What's our budget?"
"I think also a really good thing to do is when you're working with vendors, ask them for references and then actually calling those references and having a conversation with them and asking for their firsthand experience. And most of those folks will be very open with you about how it's going on their end. Most of them are willing to share their ROI with it, especially if they're having a really, really good experience with it."
"Bring in one thing first, master that, and then bring in the next thing. Um, because bringing too many things in at once is a recipe for failure. It does take a long time, uh, to bring those tools in, get them implemented, get them set up the way they need to be, make sure it's, you know, the team is comfortable with it, everything's functioning the way it should be."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connect with prospects, generates content, and grow revenue. Learn more at connversa.com
Tim McLain, Marketing Director at Commio, talks with Jeremy about putting together an effective marketing tech stack.
Highlights:
- How to get a sense of what platforms and apps you need when starting out
- Tips for efficiently integrating new technology to align departments
- Why an effective tech stack directly contributes to creating and delivering content
Learn more about Commio
Connect with Tim on LinkedIn
Memorable Quotes:
"I'm not out there trying to make marketing look as good as possible. That's not what I'm here for. I'm here to say how are we doing as a business? What are we selling? What are we not selling? What has the highest margin?"
"As a marketing owner that owns a very large marketing stack, I need to make sure that everything can work together and basically work together flawlessly."
"If you can insert yourself as a marketer into that conversation between an account manager and a customer and just be really straightforward that like hey, thank you for your business. I wanna make you look like a rock star. Would you mind giving me, you know, 30 minutes of your time?"
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Sharon Rusinowitz, Director of Content Marketing at ChartHop, talks with Jeremy about producing evocative content.
Highlights:
- What it means to create content that evokes emotion
- Why evocative B2B content is worth producing
- How to measure the success of this type of content
Learn more about ChartHop
Connect with Sharon on LinkedIn
Memorable Quotes:
"That really means creating content that hits an emotion. It's anything that garners a reaction. That could be making someone laugh, having them feel overwhelmed with the current situation, or excited about the prospect of something that can resolve that situation. Or even just something that leaves them really curious to learn more about something. It's anything that really creates a connection because that makes the content so much more memorable."
"The truth is, you're never really going to be able to truly measure the emotional reaction of your audience, but you can look at certain signals to understand if your content is performing in the way that you intended it to."
"Don't be afraid to take risks. Creating evocative content requires a really strong personality. It requires attention to detail. It takes time to get it right. There is a lot of trial and error in it. It requires investing in the process and being willing to iterate over time."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Karen Scates, Director of Content Marketing at SoundHound, talks with Jeremy about the role of content marketers during a rebrand.
Highlights:
- How content marketers can contribute to a rebrand by basing messaging on data
- The obvious but too often overlooked importance of rebuilding the brand around the needs and interests of your key audience
- Repurposing old content vs. creating new content during a rebrand
Learn more about SoundHound
Connect with Karen on LinkedIn
Memorable Quotes:
"Regardless of why you're rebranding, it's going to be important that the content marketing group be involved because you're gonna carry the message, right? Whatever the rebrand is, whatever the purpose is for it, you're going to be the ones who are really making that transition happen and carrying that message."
"I think the other thing that happens is the content team really needs to be looking at what content has been developed before the rebrand, and in some cases there might be a need to really retire something. But, even if you're going to retire something, make sure there's a redirect to something new. But I think there's a lot more value actually in going back through that old content and seeing how you can refresh it to sort of live again within your new rebranded space."
"Regardless if it's a rebrand or just a new content strategy, knowing who your audience is and understanding what they want to know and speaking to them, answering their questions instead of using your content as a megaphone for what you want the audience to know about you, what you want the industry to know about you, really providing that value and being that trusted source for people to go to when they have a question."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Katia Carpio, Marketing Director at Visionary Eye Doctors, talks with Jeremy about how she uses podcasting to educate and engage patients and bolster patient retention.
Highlights:
- Effectively combining emotion and facts to captivate your audience
- Why word of mouth is the best podcast promotion "channel"
- How podcasting contributes to forging stronger relationships with your patients
Learn more about Visionary Eye Doctors
Connect with Katia on LinkedIn
Visionary Eye Doctors Podcast
Memorable Quotes:
"She wanted to provide her patients a way to basically have them listen without having to sit in the waiting room and come in for a visit and learn about these things and having to sit there for like 30 minutes and listen to her tell them about all these treatments, which can be very confusing for people, especially if you're just getting all of this information at once."
"It's really interesting how, when she conducts the conversation, even when it's just by herself, she's answering the questions that most patients ask when they come in to see her. So I think that's what's really made it different. It's almost like she's having a conversation with you and you're the one in the examination chair and she's just explaining it and going through the steps."
"We have it on our website and then we tell patients about it that are, you know, in the office when patients wanna learn more, they're like oh where can I learn more about these things? Well, we direct them to the podcast."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connect through conversation. Learn more at connversa.com
Jon Gitlin, Senior Content Marketing Manager at Workato, talks with Jeremy about creating content about a subject you don't have a strong background in.
Highlights:
- Tips for finding the right people to educate you on pretty much any topic you need to learn about
- How to talk to subject matter experts and get them to tell you what you need to know
- Why having an appetite for learning is valuable for content marketers
Learn more about Workato
Connect with Jon on LinkedIn
Memorable Quotes:
"Ultimately, I think this is like a competitive differentiator for me in terms of like the content I'm able to produce. Without these folks, I'm basically forced to read existing articles from our competitors and basically regurgitate what's already out there. So this is really my ability to create something that's differentiated and way more valuable."
"This individual is also very patient. Like I don't have an anxiety around asking him like, quote unquote, stupid questions. I know that he'll kind of be empathetic to my situation and that also helps a lot in terms of like my confidence to be able to ask questions."
"I think part of being a good content marketer is having an appetite for learning."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connect through conversation. Learn more at connversa.com
Scott Strickler, Director of Marketing at ISG Technology, talks with Jeremy about evolving content marketing strategies.
Highlights:
- How content fatigue plays a role in changing strategy
- Creating quality content over quantity
- How to prepare for a shift in content strategy
Learn more about ISG Technology
Connect with Scott on LinkedIn
Memorable Quotes:
"Instead of sliding people to death, we are doing executive panel discussions and then it invites folks to ask questions during the webinar so that they can be part of the conversation."
"Have a strategy, have some good partners to help you get that stuff done, and then once you get your marketing tech stack figured out, then you can kind of rock and roll with it."
"One of the things we do in our webinars is at the tail end there's an exit survey and we ask them, what other content would you like to hear from us? And so we use that to then drive what future webinars and topics and things that we're focused on as well."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Sean McCarron, VP of Marketing at LeaseLock, talks with Jeremy about writing worthwhile long-form content.
Highlights:
- How producing long-form content can positively impact the sales cycle
- Avoiding fluff in long-form content
- The crucial role pacing plays in creating long-form content
Learn more about LeaseLock
Connect with Sean on LinkedIn
Memorable Quotes:
"Figuring out how much time and space to sort of dedicate to a topic, it is sort of that art of marketing. That art of good content and good pacing."
"I certainly, you know, as a marketer myself, when I fill out a form and I download something and the content is light or full of fluff, that leaves a lasting impression. Like I feel the bait and switch."
"I feel like our formats are always, you know, kind of changing. It's really, are you treating the topic that you're talking about with enough space for a listener, a reader, a watcher, a viewer, to think about their own thoughts about the topic? And if so, I would sort of consider that reflective or evaluative process as a key characteristic of long form content versus short form."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Angella Nguyen, VP of Marketing at Nice Healthcare, talks with Jeremy about creating a strong brand mission.
Highlights:
- Tips for highlighting your brand's mission in your messaging
- Why buy-in from leadership is so crucial for building a trusted brand
- Why building brand trust is harder than ever and why it matters more than ever
Learn more about Nice Healthcare
Connect with Angella on LinkedIn
Follow Nice Healthcare on Facebook
Follow Nice Healthcare on Instagram
Memorable Quotes:
"Be it the founder, be it the mission, something needs to be the north star to kind of guide what the brand is in execution".
"Quite honestly, our patient audience is not all us. It is people that we may not even necessarily think about in terms of your traditional archetype customer profile."
"I think if you are a founder or trying to do a thing with your business, if that mission, if that solution is very personal to you, your family or community or whatnot, that makes it all the more powerful because it feels lived in and you see that like, okay, this is not just a arbitrage or like a power play of trying to get profits."
The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com
Fara Rosenzweig, Head of Content Marketing at WorkRamp, talks with Jeremy about ways to differentiate content.
Highlights:
- Why a journalistic approach to writing creates strong content and is beneficial in the B2B world
- How gong calls directly contribute to creating unique content
- The benefits of doing in-depth research when creating written pieces
Learn more about WorkRamp
Connect with Fara on LinkedIn
Memorable Quotes:
"My approach and my philosophy to make it different is, I go back to what did I learn early on in my career about making good content when I was working on a magazine and it's, hey, you have to be a good writer, strong writer. Have your sources. Cite your facts. You need to be unbiased."
"You're hearing firsthand what your ideal target audience want and what they need, what their confusions are. So from a marketing standpoint, that's how we can then solve problems."
"Content needs to be of value. You can't just put fluff out there. You can't just make it whatever's going on in your brain. it's not gonna resonate to your target audience."
Don Polite, Chief Marketing Officer at SKYGEN, talks with Jeremy about making purpose driven content.
Highlights:
- How to produce purpose driven content
- How making a moral case and a business case can go hand-in-hand
- Ways to make your mission a part of content strategy
Learn more about SKYGEN
Connect with Don on LinkedIn
Memorable Quotes:
"I'm on a big push for us to become purpose driven as an organization. I really believe we are. It's more about just making sure our messaging communicates that and that we support the appropriate sort of advocacy efforts that are out there around access to quality care."
"Consumers are looking for more than just sort of the tangible benefits of a product. They're looking to connect with companies who stand for something that they can resonate and relate to."
"Getting a pulse on what's your purpose and articulating and elevating that and your branding and your messaging is kind of, to me, the starting point. And as you know, so many companies have recognized the importance of having a purpose and really articulating their purpose in their messaging."
Colton Pond, VP, Head of Marketing at Truv, talks with Jeremy about creating content communities.
Highlights:
- Why creating communities around content is a strong marketing strategy
- How their podcast has helped grow their community
- The importance of building relationships in the B2B landscape
Learn more about Truv
Connect with Colton on LinkedIn
Memorable Quotes:
"This automatically creates that product market fit and allows your message to resonate because it's coming from your target audience. It's not coming from you and your perspective, you help mold that based on the competitive landscape that exists."
"A lot of people that don't come from B2B don't fully recognize this, but B2B buying cycles are relationship based. Your product has to be great, right? When the product evaluation happens, but you're not even gonna have a foot in the door or seat at the conversation table, unless you build relationships."
"If you write content, you have time to really think about it, right? Which can tailor and alter some of their thinking, sometimes make it better, but honestly, sometimes make it worse, because you overthink it. I love just the genuine, conversational nature of podcast and how it creates really genuine content to be able to consume."
Ben Gibert, VP of Marketing at Spectrm, talks with Jeremy about repurposing content for different channels.
Highlights:
- How to implement the "create once, distribute forever" concept
- Why large projects lend themselves best to this strategy
- Ways a podcast can energize your content
Learn more about Spectrm
Connect with Ben on LinkedIn
Memorable Quotes:
"We can take this huge report and we can repackage it and bundle it in ways that kind of enable action at every part of the funnel, which for us is a major win, because these are big investments in content. And so if we can do that and we can even enable upsell within the customer success team, so expanding accounts by showing them what's possible on other channels and kind of what the use cases are, there's a lot of opportunity to take that one piece of content and just repurpose it into so many formats that add value throughout the company."
"That's really the best way to grow is to focus on adding value, to focus on building relationships with people, to invite partners into the podcast, to explain launches that they're having that we're a part of and things like that."
"I think it opens you up to thinking about things that you didn't think about. You know, we can be very blinded in our everyday work lives. I think having a moment to get out of that space and to come into something that is more of a conversation where you feel like you get to learn people, where you can connect with people, where you can kind of also grow your network."
David Howard, VP of Marketing at BuzzBoard, talks with Jeremy about content as a growth engine .
Highlights:
- How content is the core element of engaging prospects
- Maximizing content to maximize growth
- Strategies for "shattering" pillar content to produce even more content
- Why surveys are awesome for producing original content
Learn more about BuzzBoard
Connect with David on LinkedIn
Memorable Quotes:
"It's about reaching people on multiple channels, right? Just saturation, I'm gonna saturate every channel, but it's also about reaching people because people don't always integrate information the same. So you have to offer information in different ways."
"Every piece of content, point of origin, starts with a blank page."
"We have to educate them. Whatever they're doing before is the worst thing in the world. What we are doing and offering now best thing in the world. So you have to convince them of that."
Alyssa Alsheimer, VP of Marketing at Wellframe, talks with Jeremy about creating proactive content that anticipates your audience's needs and interests.
Highlights:
- How building proactive content drives thought leadership
- Strategies for staying ahead of trends and producing forward thinking content
- Value you get from sponsoring a podcast
Learn more about Wellframe
Connect with Alyssa on LinkedIn
Memorable Quotes:
"We develop an annual plan for content that has key pillars every quarter that are key tenants of our brand that we want to communicate to our target audience."
"We need to make sure we're using terms that are more action oriented and actually mean something to people, rather than something that's kind of become an industry buzzword. So when we look at our mission and vision, when we look at our content, we're always doing it through that critical eye. Does this sound like it could come from anyone else? If you put our competitor's name in front of this white paper, does it seem like it could come from them?"
"Understand what those key messages are that you want to get across. Build in some room for testing, build in some room for reactivity because stuff is really happening quickly nowadays. But by knowing your brand and understanding those key messages, you'll always have something to return to."
Mark Bliss, Senior Vice President of Marketing at DNSFilter, talks with Jeremy about starting big to go small.
Highlights:
- Why it makes sense to prioritize the biggest marketing assets
- How Mark and his team repurposed a virtual conference into dozens of pieces of content
- The folly of smaller brands trying to mimic the content strategy of enterprise brands
Learn more about DNSFilter
Connect with Mark on LinkedIn
Memorable Quotes:
"You only have so much marketing brain power to go around. Some teams are smaller than others but even the giant organizations with a huge brain trust of content marketers, you only have so much marketing brain power. And so when I talk about, you know, big to go small it's saying that let's focus and prioritize the biggest assets because we can create smaller assets off of those."
"It enables you to kind of cross-pollinate a little bit easier because you took this big item and you broke it into smaller sections which can be a foot in the door."
"I think that there is this understanding that somehow came to be that in order to sell to enterprise, you need to act like the big brands in your space. When in reality, enterprise buyers aren't coming to buy from you because you're exactly like the big dog that they would normally just buy from. You know, they're not looking for that. They don't want the diet version of that. They want something new, something interesting."
Ryan George, Chief Marketing Officer at Docupace, talks with Jeremy about the value of sharing content that features your company's employees and customers.
Highlights:
- Why sharing content about people at your company can resonate with your audience
- How this strategy helps you stand out from competitors
- Effective ways to highlight your company's people
- How and why Ryan and his team created a new national holiday, Back Office Heroes Day (for reals!)
Learn more about Docupace
Connect with Ryan on LinkedIn
Memorable Quotes:
"Technology's nothing without the people, right? So I think we're learning that it's not people or technology. It's the combination of the two that really is where the X factor comes from."
"When we built a new website, we made sure that everybody in the company, regardless of if you're in the mail room or the CEO, had a professional headshot photo, a professional bio available on our website because we wanted to put our people first."
"We also pay really good attention to what other marketing that we like and we'll just take examples and put it in our selection to come back to you when you need it."
Liam Whalen, VP of Marketing and Communications at 6AM City, talks with Jeremy about maximizing value on your company's LinkedIn page.
Highlights:
- Liam's 4-pillar approach to LinkedIn marketing
- Enabling and encouraging company leaders and employees to be active on LinkedIn
- The importance of having a LinkedIn strategy to organize content and posting schedules
Learn more about 6AM City
Connect with Liam on LinkedIn
Memorable Quotes:
"Create a base and see what the current landscape is. Do your research into it because of course every single social outlet, every single marketing execution is so vastly different. It's so unique in its own individual way. And LinkedIn is its own individual thing."
"We actually celebrate and we encourage our employees to really be active on there and to celebrate the wins. Of course, we are never telling you, hey, post this or be engaged. No, we want them to feel compelled to engage with our content. If they engage with us, it shows the pride they have in their roles and what they do for the company, that feel like they're making a true impact."
"It's easy to talk all day about what you're going to do, but unless you have that plan laid out for the next 30, 60, 90 days, so you know exactly what's gonna be coming down the pipeline, then it's not gonna be successful."
Ben Lloyd Pearson, Director of Developer Marketing at Mattermost, talks with Jeremy about marketing to software developers.
Highlights:
- Why developers are wary of marketing
- How to market without obvious "marketing"
- Advice for marketing teams trying to connect with developers
Learn more about Mattermost
Connect with Ben on LinkedIn
Memorable Quotes:
"I think the most important thing to understand is that developers have a certain level of indignation that they carry with them. So whenever you fail to meet their needs, they often view that through a lens of distrust."
"What it really comes down to is like developers, they want a clear picture of what it's like to use your product before they ever reach out to have any sort of sales conversation with you."
"But when it comes to developer marketing, there's sort of two things that I view as essential to every practice and then there's another one that's sort of an aspirational thing that you can achieve in certain situations. So the two things that are essential are evangelism and advocacy and then the third one that is sort of optional is developer relations."
Ben Brown, VP of Marketing at ConverseNow, talks with Jeremy about helping his audience visualize non-visual tech.
Highlights:
- Strategies for introducing a new concept to market
- Giving value to non-visual tech
- Measuring ROI on non-visual tech
Learn more about ConverseNow
Connect with Ben on LinkedIn
Memorable Quotes:
"It's about having people understand, okay, what am I missing out on by not having this technology in my restaurant?"
"Our overall strategic approach is being able to identify terms and topics that people are already searching for because people just simply aren't as aware of voice AI."
"A visualization of how it's all gonna work in a way that's really easy to digest using language that's much easier to understand, avoiding jargon, and just making things tow the line between making it extremely approachable, but at the same time sophisticated to show this is gonna propel you into the future."
Julie Neumann, VP of Marketing at Testlio, talks with Jeremy about educating your market about a new concept.
Highlights:
- Strategies for introducing a new concept
- Traditional and non-traditional ways to measure the success of introducing new ideas
- Pushing consistency while allowing for an idea to adapt to market needs
Learn more about Testlio
Connect with Julie on LinkedIn
Memorable quotes:
"Once you start using a term, use that term. Get it in there. Don't have conflicts in your messaging. Really start to think about like, okay if we're going to take this new idea to market, how are we consistently talking about it?"
"I think that the number one, like is this a winning idea and are you getting traction, is can you get customers to start using it?"
"Be a little bit flexible too on the back end. Get consistency of your terminology, but then, you know, these things can kind of have a life of their own so how do you wanna adapt? As you see stuff being picked up in different ways, how do you change and look at that and let it grow on its own a little bit?"
Andy Lavelle, Director of Demand Gen at ZeroCater, talks with Jeremy about generating strong content ideas.
Highlights:
- How coming up with quality ideas contributes to optimized SEO
- How to overcome creative blocks
- Pros and cons of working with a content agency vs. producing content in-house
Learn more about ZeroCater
Connect with Andy on LinkedIn
Memorable Quotes:
"There's no shortcut, right? There's only one way to outrank or, you know, provide better content and that's by creating better content."
"Google can cut through the noise and there's no shortcuts except creating good content."
"Sometimes it's as easy as if you're number two, number three, number 10 in the market, look at your competitors, see what they're doing. Do it better. If there's a weak piece of content that you think you can out-rank them for, create a better piece. Don't reinvent the wheel, look at what they're doing and do it better."
Jennifer Sabin, VP of Marketing at Showd.Me, talks with Jeremy about strategies for juggling various audiences.
Highlights:
- Calibrating messaging and content for different audiences
- How to keep content for various audiences on brand and "of a piece"
- Keeping your team organized when creating content for multiple audiences
Learn more about Showd.Me
Connect with Jennifer on LinkedIn
Memorable Quotes:
"As we grow and expand into other industries, we need to make sure that any prospect who visits our website feels like Showd.Me can work for them."
"We're just really trying to figure out the best way to get the right content to the right audience at the right time."
"The first thing I did was, I made sure that we created a brand standard guideline document and we send that out to any external vendor that we work with and any agency that we partner with to make sure that anything that's written that comes with our Showd.Me logo stamped on it is consistent to our internal messaging."
Michelle King, Head of Marketing at Waracle, talks with Jeremy about the importance of research when hyper-targeting leads.
Highlights:
- Strategies for "hyper-targeting" leads
- Why hyper-targeting is effective
- How to include a podcast in your marketing strategy
Learn more about Waracle
Connect with Michelle on LinkedIn
Waracle Podcast
Memorable Quotes:
"We need to look at who our kind of targets are within those industries and ensure that, you know, what we're putting in front of them is aligned to kind of their language, you know, the messaging that would relate to them and stuff like that. So I think it, it's not that kind of broad go to market wide scale kind of brand awareness. It's more niche."
"I think for me, the brand authenticity thing is key because people can see right through that. If you're not authentic and you're trying to be something you're not, it just doesn't work. People can't engage with it. They can't relate to it."
"Not everyone wants to just read a piece of content. You want something that's a bit more engaging and I think bringing the podcast brings that to the table."
Julie Fishman, Director of Product Marketing at ShipHawk, talks with Jeremy about effectively planning a marketing campaign.
Highlights:
- Creating and communicating your plan with time in mind
- Why strong leadership is important in planning
- What not to do when planning a marketing campaign
Learn more about ShipHawk
Connect with Julie on LinkedIn
Memorable Quotes:
"That luxury of time, of even having an extra four or six weeks to really plan backwards, get the designers engaged and not have to turn everything into a fire drill at the last minute and really be ahead of the game is professionalizing and it's such a good feeling to know that you have all the pieces in place when you're really finally ready to ignite the campaign and go live."
"If I don't achieve my goals and get all the buy in that's necessary and the budget that's required to really get the kind of activity needed to get pipeline, then it's gonna look bad on me because there are gonna be KPIs that the organization is looking at and I'm not going to achieve them if I don't have buy in and I don't have a schedule that's reasonable."
"Part of it comes with visioning and dreaming. Like if we didn't have all these impediments, what would the best plan look like? What would we want to achieve? So it's starting to dream with, what do you want your end result to be? And then sitting together and saying, honestly, what does that really take to get there?"
Warren Sukernek, VP of Marketing at FloCareer, talks with Jeremy about educating the market on a new concept.
Highlights:
- The main challenges of introducing Interview as a Service into the US market
- Addressing the concerns of talent acquisition professionals
- Which techniques work best to educate the market
Learn more about FloCareer
Connect with Warren on LinkedIn
Memorable Quotes:
"I think if a TA professional really thinks that we are competitive, they quickly change their tune when they feel the value we can provide and the help that we offer to them."
"I think we're seeing more adoption of the term or recognition of the term with prospects and clients that we speak to and they're recognizing what that means."
"My focus is really on building out our market stack and infrastructure that can deliver brand awareness, recognition, and ultimately, resulting in a strong pipeline."
Nick Belesis, VP of Growth at Scientia, talks with Jeremy about the importance of research in creating personalized outreach.
Highlights:
- Challenges of connecting with buyers and decision makers at banks
- Why it's important to put time into market research and personalized outreach
- Ways personalized outreach works in practice
Learn more about Scientia
Connect with Nick on LinkedIn
Memorable Quotes:
"At the end of the day, we're not looking to sell to anyone who doesn't need us. We really want to be connecting with individuals who really find value and I think that's really why we've had such success and such great clients because we really do build great relationships with these individuals."
"We really want to do a lot of research on our potential clients because, first and foremost, we want to understand if they're going to be a good fit. We don't want to waste anyone's time."
"I believe that way a lot of individuals when they actually see you've paid attention to what it is they're doing, looked at their accomplishments, maybe even some of the trouble that they've had and provided a solution before even having an interaction with them, it does tend to cut through the noise."
Danielle Lewan, VP of Marketing at Black Kite, talks with Jeremy about cultivating trust with naturally skeptical clients.
Highlights:
- Strategies for connecting with a skeptical audience
- How to use vertical segmentation to effectively tailor messaging
- Pitfalls to avoid when trying to gain trust from clients
Learn more about Black Kite
Connect with Danielle on LinkedIn
Memorable Quotes:
"There is an area of opportunity for everything. It might not have been done in the past, it might not have been successful in the past, but make sure that you're looking for those opportunities and taking advantage of them and at least trying."
"We're trying to capture a market that, again, has unfortunately been burned in the past and help them understand what better tools and solutions are out there that will alleviate some of the concerns that they're having."
"The moment that you're able in every single decision that you make to pivot that dial to ask what are they getting out of this? What is the customer going to benefit from this conversation or this advertisement, or this medium that I'm trying to reach them through? If you don't have an answer to that, then you probably shouldn't be doing what you're doing."
Jay Hinman, VP of Marketing at Lily AI, talks with Jeremy about the ways buyer intent data helps companies customizes the consumer experience.
Highlights:
- The value of gathering data about buyer intent
- How to effectively use buyer intent data
- Areas buyer intent data is limited
Learn more about Lily AI
Connect with Jay on LinkedIn
Memorable Quotes:
"When you've done it correctly, a visit to one of our customers' online stores should feel ultimately like a visit to a personal shopper."
"It doesn't tell you exactly what to order for the next season, but it can give you leading indicators."
"So we've created this customer intent platform for the retail eCommerce industry and it really has an extensive set of AI powered product attributes and it combines those product attributes with unique customer intelligence."
Frank Schieber, Senior Demand Gen Manager at Core, talks with Jeremy about the importance of collaboration between sales and lead gen.
Highlights:
- Why sales and lead gen need strong communication to collaborate
- Dealing with the "messy middle" of a sales cycle
- Finding the line between keeping a prospect engaged and overwhelming them with content
Learn more about Core
Connect with Frank on LinkedIn
Memorable quotes:
"Every role I've ever had (in demand gen) has been collaborative and it lives and dies by the level of collaboration and the willingness of others to collaborate."
"Marketing executives want silver bullets. They don't exist. You've got to tackle things from a portfolio approach and engage accordingly."
"The message is very clear, efficient, easy to read, and not egotistical. Everything's going to serve a purpose that's going to help them. Otherwise, it's just wasting their time."
Meghan Grumbach, VP of Marketing at Revcontent, talks with Jeremy about the experience of going through a brand refresh.
Highlights:
- Overhauling your brand with the goal of being acquired
- Starting with your "Why" ala Simon Sinek - why it's a good strategy and how it works for rebranding
- Beginning with the end goal and working backwards to achieve it
Learn more about Revcontent
Connect with Meghan on LinkedIn
Tarryn Marcus, VP of Marketing at Hyperproof, talks with Jeremy about how completing original research can lead to high ROI.
Highlights:
- Using original research to cut through marketing noise
- How Tarryn and her team use Hyperproof's research, compiled in the IT Compliance Benchmark Report, as a way to showcase content
- How to produce and promote original research
Learn more about Hyperproof
Connect with Tarryn on LinkedIn
IT Compliance Benchmark Report
Shalini Khanna, Director of Digital Transformation and Consulting at vDart, talks with Jeremy about how research and time influence the success of targeted outreach.
Highlights:
- Why vDart chose to make diversity a central part of their brand
- How to cut through the noise so targeted outreach is memorable and effective
- Prioritizing quality over quantity in targeted outreach
Learn more about vDart
Connect with Shalini on LinkedIn
Stacey Arenson, Marketing Director at Chowly, talks with Jeremy about innovations in restaurant delivery services.
Highlights:
- How the B2B to C model works
- How the "C" affects marketing strategy
- The meaning behind "Restaurant as a Service"
Learn more about Chowly
Connect with Stacey on LinkedIn
Nick Ryan, VP of Marketing at Calamu, talks with Jeremy about the process of coining a term.
Highlights:
- Cutting through the noise in the data security space
- The origins of the term "data harbor"
- Strategies for testing a new term to see if it resonates with your audience
Learn more about Calamu
Connect with Nick on LinkedIn
Steven Flaig, VP of Marketing at Compass Data Centers, talks with Jeremy about how restrictions create opportunity to produce unique marketing content.
Highlights:
- How restrictions can drive marketing creativity
- Focusing on big-picture industry issues over tech minutia to offer unique content
- Tips for measuring content ROI
Learn more about Compass Data Centers
Connect with Steven on LinkedIn
The podcast has a new name: The B2B Content Show! Host Jeremy Shere explains why we made the change, and why you should be psyched!
Eric Stockton, VP of Demand Gen at Constant Contact, and host of their new podcast, The Revenue Marketing Show, talks with Jeremy about where sales and marketing intersect.
Highlights:
- Why and how incentivizing the wrong outcomes leads to misalignment
- Why lacking a consistent way to measure success across the entire pipeline is a problem
- Obstacles to better aligning sales and marketing
Learn more about Constant Contact
Connect with Eric on LinkedIn
Fraser Wilson, Director of Mattering and Impact at AnywhereWorks, talks with Jeremy about the importance of human connection for businesses.
Highlights:
- Why AnywhereWorks launched the "People Not Bots" pledge
- The importance of human connection in B2B marketing, buying, and selling
- How human connection drives revenue
Learn more about AnywhereWorks
Connect with Fraser on LinkedIn
Stacey Wisniewski, Sr Director of Marketing at After, Inc., talks with Jeremy about the value of e-books.
Highlights:
- The art & science behind writing an e-book
- Why ebook layout and design are important
- The pros and cons of gating e-books and other content
Learn more about After, Inc.
Connect with Stacey on LinkedIn
Josh Feldman, Director of Marketing at MVPindex, talks with Jeremy about presenting data to make it more engaging and impactful.
Highlights:
- "Dynamic reports" - what they are and how they work
- Strategies for presenting data using dynamic text and video
- Using your own data to articulate value
Learn more about MVPindex
Connect with Josh on LinkedIn
Lisa Hill, VP of Marketing at Resilience, talks with Jeremy about developing relationships with clients.
Highlights:
- How Lisa develops relationships with brokers
- Why being transparent and displaying humility is essential to developing relationships
- How spending time with clientele and developing relationships helps earn trust
Learn more about Resilience
Connect with Lisa on LinkedIn
Caitlin Abejon, VP of Marketing & Customer Experince at AIKON, talks with Jeremy about becoming a marketing leader at a small startup.
Highlights:
- The advantages of leading marketing at a small startup--more agile, easier to pivot
- Challenges of running marketing at a startup--smaller budgets, less opportunity for testing
- Dealing with imposter syndrome
- The importance of hiring the right people
- The value of podcasting for B2B marketers
Learn more about AIKON
Connect with Caitlin on LinkedIn
Anthony Ostrowski, VP of Growth at Yardstik, talks with Jeremy about developing audience engagement.
Highlights:
- Why Anthony has made the transition from sales to audience engagement and attracting customers
- Why it is important for a company to develop a voice and point of view
- Why it is just as important to understand what your audience is not searching for
Learn more about Yardstik
Connect with Anthony on LinkedIn
Andrew Doberstein, VP of Marketing at ClearMix, talks with Jeremy about qualifying certain personas.
Highlights:
- What it means to overshoot a persona
- Green and Red flags of certain personas
- Ways to figure out if a persona is good without having a connection
Learn more about ClearMix
Connect with Andrew on LinkedIn
Liv Anderman, VP of Marketing at Findem, talks with Jeremy about differentiation in an over-saturated market.
Highlights:
- How Findem positions themselves to stand out in the crowded talent acquisition industry
- The importance and value of studying competitors
- Content that facilitates differentiation
Learn more about Findem
Connect with Liv on LinkedIn
Greg Malacane, VP of Marketing & Customer Success at Endowance Solutions, talks with Jeremy about gaining brand recognition through LinkedIn.
Highlights:
- Why Greg chooses LinkedIn to bolster brand recognition
- The relative value of posting on the company's LI page vs employees posting on their personal pages
- The next steps after getting engagement on a LinkedIn post
Learn more about Endowance Solutions
Connect with Greg on LinkedIn
Andy Smith, VP Marketing at Power Reviews, talks with Jeremy about allocating marketing budget.
Highlights:
- Allocating marketing spend on new business vs. existing customers
- Measuring marketing spend ROI on revenue and demo requests
- Partnering with sales to better determine marketing budget allocation
Learn more about Power Reviews
Connect with guest on LinkedIn
Laura Russell, VP of Marketing at Adlucent, talks with Jeremy about sales-marketing alignment.
Highlights:
- How Laura defines "alignment"
- How creating commitment across stakeholders results in alignment
- Roles that sales can play in content creation
- How misaligned KPIs can results in sales-marketing misalignment
Learn more about Adlucent
Connect with Laura on LinkedIn
Steve Cummins, VP of Marketing at AirTame, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about creating a marketing team.
Highlights:
- Steve's strategy to build a marketing team to create an ideal culture
- Key roles to consider for a positive marketing culture
- Strategies for scaling up once key roles are in place
Learn more about AirTame
Connect with Steve on LinkedIn
JoeMatar, VP of Marketing at Brazen, talks with Jeremy about the powerful marketing value of B2B podcasting.
Highlights:
- The role the company's podcast, Talent on the Rise, plays in it's marketing strategy
- How podcasting has been a useful tool for sales
- The role the podcast host plays in making a connection with the audience
Learn more about Brazen
Connect with Joe on LinkedIn
Jay Jablonski, VP of Applied Marketing at Lead to Market LLC, talks with Jeremy about competitive analysis.
Highlights:
- How to maximize competitor analysis ROI
- Competitor analysis strategy
- Buying competitor analysis vs doing it in-house
Learn more about Lead to Market LLC
Connect with Jay on LinkedIn
Roger Lee, CMO at General Assembly, talks with Jeremy about thought leadership.
Highlights:
- How Roger creates thought leadership that is leading and not just following
- How much thought leadership needs to be creative and entertaining
- Why ensuring consistent branding in thought leadership is important
Learn more about General Assembly
Connect with Roger on LinkedIn
Rachel Iannarino, VP of Marketing & Client Experience at Baesman, talks with Jeremy about the collaboration between the sales team and the marketing team.
Highlights:
- How Rachel ensures that her team properly engages with the sales team to achieve the company's goals
- Examples of strategies for working with sales teams
- How Sales enables marketing to do its job
Learn more about Baesman
Connect with Rachel on LinkedIn
Matt Sickler, Head of Demand Generation & North America Marketing at Linnworks, talks with Jeremy about building a modern marketing function.
Highlights:
- Matt's bottom up and top down modern marketing function
- Skills to look for in a modern marketing team
- Matt's approach to build a martech stack
Learn more about Linnworks
Connect with Matt on LinkedIn
Helen Piña, VP of Marketing at White Cup, talks with Jeremy about sincere marketing.
Highlights:
- What sincere marketing means
- An example of Helena's sincere marketing strategy
- What does not work with sincere marketing
Learn more about White Cup
Connect with Helen on LinkedIn
Jack Thurston, VP of Marketing at ButcherJoseph & Co., talks with Jeremy about B2B Facebook marketing.
Highlights:
- How Jack leverages Facebook to engage prospects
- How NOT to engage B2B prospects on Facebook
Learn more about ButcherJoseph & Co.
Connect with Jack on LinkedIn
Greg Hooven, President at MarketReach, and Rod Griffith, Chief Client Officer & Co-founder at MarketReach, talk with Jeremy about the value of marketing.
Highlights:
- Some common misconceptions about marketing
- How to sell tech founders on the value of marketing
- Common mistakes B2B companies make with marketing
Learn more about MarketReach
Connect with Greg on LinkedIn
Connect with Rod on LinkedIn
Chris Beall, CEO at ConnectAndSell, talks with Jeremy about the art & science of cold calling.
Highlights:
- Using "tactical empathy" forcold calling
- How to gain someone's trust in a cold call
- How Chris's strategy works in practice
Learn more about ConnectandSell
Connect with Chris on LinkedIn
Sabrina Zahn, Senior VP of Marketing at FLASH, talks with Jeremy about original customer research.
Highlights:
- Doing original customer research at FLASH to gain insight into their market
- How customer research has helped Sabrina's team produce more effective content
Learn more about FLASH
Connect with Sabrina on LinkedIn
WillDevlin, VP of Marketing at MessageGears, talks with Jeremy about marketing to in-market prospects.
Highlights:
- Strategies for figuring out which of will prospects are in-market
- How knowing who is in-market affects MessageGears' content and messaging
- The marketing value of podcasting
Learn more about MessageGears
Connect with Willon LinkedIn
Kendall Bazan, CMO at Fund That Flip, talks with Jeremy about marketing through multiple channels.
Highlights:
- Strategies for staying consistent with messaging and content with competing priorities and channels
- What Kendall does to ensure that her content engages with her audience
- When multiple channels becomes a hinderance instead of a benefit
Learn more about Fund That Flip
Connect with Kendall on LinkedIn
William Davis, VP of Product Marketing at Workato, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about his "going small to go deep" marketing strategy.
Highlights:
- What "going small to go deep" means to William
- The advantages of honing in on the best use cases for your offering
- What the practice of "going small to go deep" looks like in practice
Learn more about Workato
Connect with William on LinkedIn
Matt Young, CEO at UserVoice, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about ongoing product-market fit.
Highlights:
- The importance of finding "ongoing" product-market fit
- Common mistakes companies make when trying to find their product-market fit
- What it takes to get to the deeper truth of product-market fit for a good or service
Learn more about UserVoice
Connect with Matt on LinkedIn
James Stanton, VP of Marketing at Empyrean, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about content creation and discovering the why.
Highlights:
- How James has gotten internal buy-in for focusing on the "Why"
- Why discovering and articulating the why matters
- The value of creating content with a product manager's approach
Learn more about Empyrean
Connect with James on LinkedIn
Chris Shuptrine, VP of Marketing at Kevel, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about engaging multiple audiences.
Highlights:
- The challenges associated with engaging with two different audiences
- How Chris keeps marketing momentum during long sales cycles with two different audiences
- Example of a marketing campaign that worked well connecting with Chris's audiences
Learn more about Kevel
Connect with Chris on LinkedIn
Jane Stecyk and James Mulvey, Senior VP of Marketing and Director of Marketing at Mighty Networks, talk with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about introducing new product categories and The Creator Manifesto.
Highlights:
- How Jane and James educate their audience about a new product category
- Targeting the right leads
- The strategy behind "The Creator Manifesto"
Learn more about Mighty Networks
Connect with Jane on LinkedIn
Connect with James on LinkedIn
Julie Halgren, VP of Marketing at Nexben, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about persuading a hesitant audience.
Highlights:
- Julie's strategy to break down an audience's resistance to change
- Successful methods that are able to persuade an audience to take a chance on a new product
- How Julie breaks through the noise to grab an audience's attention
Learn more about Nexben
Connect with Julie on LinkedIn
Minami Rojas, VP of Growth and Marketing at Moogsoft, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about marketing to software engineers.
Highlights:
- How Minami markets to a skeptical software engineers
- Marketing that has worked with a skeptical audience
- Moogsoft's strategies for cutting through the noise and reaching a highly informed audience
Learn more about Moogoft
Connect with Minami on LinkedIn
Keith Juhola, Senior VP of Sales & Marketing at Old Mill Brick, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about presentation-based marketing for reaching a skeptical audience.
Highlights:
- Keith's strategies for engaging a skeptical audience
- How in-person presentations help Keith reach a skeptical audience
- How COVID-19 has affected presentation-based marketing
Learn more about Old Mill Brick
Connect with Keith on LinkedIn
Kristy DelMuto, Senior Director of Strategic Marketing at LLR Partners, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about earning the right to have a conversation with buyers.
Highlights:
Why marketers need to earn the right to ask for buyers' time and attention
How marketing helps earn the right by first earning trust
Examples of marketing pieces and messaging that have enables LLR to build relationships with founders
Learn more about LLR Partners
Connect with Kristy on LinkedIn
George Sens, VP of Sales & Marketing at Authvia, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about marketing the why.
Highlights:
- Why George pivoted Authvia marketing efforts to focus on the "Why"
- Risks associated with not focusing on the "Why"
- How incorporating the "Why" raises the value of marketing content
Learn more about Authvia
Connect with George on LinkedIn
Janis Rossi, Co-Founder & Senior VP of Marketing at ROVR Score, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about marketing development.
Highlights:
- Janis' Strategy for allocating marketing budget in the early stages of development
- Channels and strategies providing the most ROI at this early point
- Developing a marketing plan for the next few years with built-in flexibility
Learn more about ROVR Score
Connect with Janis on LinkedIn
Roger Welch, Senior Director of Marketing at Dataquest.io, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about domain relevance.
Highlights:
- How domain relevance gives Dataquiest.io an advantage in marketing
- How Roger learns about the needs of specific accounts
- How Roger uses the fine-tuned solutions Dataquest provides in messaging
Learn more about Dataquest.io
Connect with Roger on LinkedIn
Molly Presley, Senior VP of Marketing at Hammerspace, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about thought leadership.
Highlights:
- What thought leadership means to Molly
- Strategies to create thought leadership that decision makers value
- How Molly and her team create thought leadership that cuts through the noise
Learn more about Hammerspace
Connect with Molly on LinkedIn
Jimmy Glenn, Assistant VP of Marketing at Kwik Mortgage Corporation, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about moving from relationship-based to direct to consumer marketing.
Highlights:
- Why Jimmy decided to change from relationship-based marketing to direct to consumer marketing
- Jimmy's experience getting internal buy in for the new marketing approach
- The most important lessons in transforming marketing
Learn more about Kwik Mortgage Corperation
Connect with Jimmy on LinkedIn
Scott Thomas, Senior VP Marketing at WorthPoint, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about podcasting.
Highlights:
- The role that podcasting plays in Scott's marketing strategy
- Podcast production process
- Key elements to make a podcast successful
Learn more about WorthPoint
Connect with Scott on LinkedIn
Nathan Elson, Chief Marketing Officer & Executive Director of Marketing & Business Development at CDF Capital, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about marketing restrictions.
Highlights:
- How industry regulations affect Nathan and his team's marketing efforts
- How those restriction influence Nathan's content
- Marketing campaigns that successfully navigate restrictions and connect with Nathan's audience
Learn more about CDF Capital
Connect with Nathan on LinkedIn
Debbie Williams, Director of Marketing at Hyperlocology, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about local marketing.
Highlights:
- Keys to getting the most ROI from local marketing
- Common mistakes with local marketing
- The role of digital marketing for local businesses
Learn more about Hyperlocology
Connect with Debbie on LinkedIn
Rachel Moore, Director of Social Media & Community at Hubilo, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about livestreaming.
Highlights:
- How to plan for a successful livestream
- The role Rachel plays to host a successful live stream
- Characteristics and skills that a successful host has
Learn more about Hubilo
Connect with Rachel on LinkedIn
Marc Mulgrum, Senior VP of Sales & Marketing at Setplex, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about his process for writing and publishing articles
Highlights:
- Marc's process for coming up with article ideas
- Research and planning article writing
- Measuring how well an article connects with the audience
Learn more about Setplex
Connect with Marc on LinkedIn
Erin Ruane, Executive VP of Marketing at Trader Interactive, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about content changing due to supply chain issues.
Highlights:
- How Erin's messaging has changed due to the supply chain issues
- How content marketing is most useful during supple chain challenges
- Some of the major hurdles that Erin has to navigate regarding the supply chain issues
Learn more about Trader Interactive
Connect with Erin on LinkedIn
Kevin Leahy, VP of Marketing at Gravyty, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about connecting to an audience.
Highlights:
- How Kevin uses content to create a community
- Keys to producing content that will connect you to an audience
- Utilizing audience feedback to create a better connection
Learn more about Gravyty
Connect with Kevin Leahy on LinkedIn
Sherri Schwartz, Interim Chief Marketing Officer at First Orion, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about storytelling.
Highlights:
- How Sherri uses stories to get an audience's attention on a product
- Basic elements of a strong story
- How podcasting allows Sherri to deliver stories to consumers in a convenient way
Learn more about First Orion
Connect with Sherri on LinkedIn
Richard Dark, VP of Global Marketing at NextGate, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about topic.
Highlights:
- How Richard and his team develop and test new personas
- Signs that a persona needs tweaking
- How Richard transformed marketing at NextGate
Learn more about NextGate
Connect with Richard on LinkedIn
Joe Koller, founder of Slot Right Marketing, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about topic.
Highlights:
- Joe answers common question startups have about marketing
- Breaking down the assumption that companies need the hottest new social network
- The best ways to get B2B engagement
Learn more about Slot Right Marketing
Connect with Joe on LinkedIn
Chanan Averbuch, Executive VP of the Americas at Primeview, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about creating and testing new personas.
Highlights:
- Determining relevant decision makers for a new offering
- Strategies for developing new personas
- Testing and tweaking personas
Learn more about Primeview
Connect with Chanan on LinkedIn
Erika Brooks, VP of Marketing at Retrium, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about leading with value.
Highlights:
- What "leading with value" means
- The pros and cons of gating content
- Alternatives to gate content by asking for email addresses
Learn more about Retrium
Connect with Erika on LinkedIn
Erin Murray, VP of Marketing at Points, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about engaging multiple personas.
Highlights:
Engaging multiple personas
Aligning with the needs and interests of CMOs and CFOs
Partnering with your analytics team to craft data-backed messaging
Learn more about Points
Connect with Erin on LinkedIn
Rhonda Giedt, Director of Marketing Communications & DE&I Chair at Shapeways, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about connecting with an audience that's not super online.
Highlights:
- Researching personas who are not super online
- Using a blend of digital and "old school" channels to engage an audience
- Digital engagement strategies for an audience that's online sometimes, but not all the time
Learn more about Shapeways
Connect with Rhonda Giedt on LinkedIn
Mande Miskewycz, owner of RISE, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about content marketing strategy for small businesses.
Highlights:
- Why local businesses need to invest in content marketing
- How and where to invest in content marketing channels
- Why trying to create content for every social media channel is a bad idea
Learn more about Indiana Small Business Development Center
Connect with Mande on LinkedIn
Jonathan Cramer, VP of Marketing at ActiveWorx, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about transitioning from being primarily a content creator to developing marketing and business strategy.
Highlights:
- The challenges in making the transition from content specialist to marketing leader
- How having hands-on experience creating content helped Jonathan be amore effective leader
- Why writing still matters in a world dominated by images and video
- How becoming a leader requires a different focus and mindset
Learn more about ActiveWorx
Connect with Jonathan Cramer on LinkedIn
Jake Pickett, Director of Integrated Marketing at Ruoff Mortgage, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about adjusting content in response to changes in the market.
Highlights:
- Jake's strategy for cutting through the noise to engage his audience
- Leveraging brand sponsorships
- Cutting through personal biases to put yourself in the shoes of your customers
Learn more about Ruoff Mortgage
Connect with Jake on LinkedIn
Kristi Perdue, VP of Marketing at OptimEyes AI, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about product-market fit.
Highlights:
- Why founders' initial assumptions about product-market fit are often wrong
- Talking to your audience to improve product-market fit
- The art of listening
Learn more about OptimEyes AI
Connect with Kristi on LinkedIn
Eileen Gilbertson, VP of Marketing at Meetup, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about planning a podcast.
Highlights:
- Why Meetup started a podcast
- Insight into the podcast planning process
- Production workflow to stay on the publishing schedule
- Measuring podcast ROI
Learn more about Meetup
Connect with Eileen on LinkedIn
Jennifer Vosburgh, VP of Marketing at Tego, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about planning virtual events and making them as engaging as possible.
Highlights:
- Why virtual events are less engaging than in-person events
- Ideas for keeping participants tuned in
- Why in-person events are bound to return
- Tech tips for reducing distractions
Learn more about Tego
Connect with Jennifer Vosburgh on LinkedIn
Greg Yatman, Director of Growth Marketing at Celona, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about topic.
Highlights:
- How Celona uses their podcast, Wavelength, as a marketing channel
- Using video to create podcast episodes
- Greg's podcast production workflow
- How the podcast compliments other marketing channels
- Why Celona leaders appear on other podcasts
Learn more about Celona
Connect with Greg Yatman on LinkedIn
Scott Forshay, VP of Sales and Marketing at MEDL, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about developing new sales targets in a crowded market.
Highlights:
- Why developing new sales & marketing targets is a priority in a crowded market
- Strategies for finding and validating new targets
- Knowing when to stop pursuing a new target category
- Scott's adventures as a child actor!
Learn more about MEDL
Connect with Scott Forshay on LinkedIn
Kathleen Lewarchick, VP of Marketing at Xngage, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about digital transformation.
Highlights:
- Why marketing needs a seat at the leadership table at the start of a digital transformation
- How to convince the C-suite that marketing needs a seat at the table
- The strategy behind the company's Bits & Bytes podcast
Learn more about Xngage
Connect with Kathleen Lewarchickt on LinkedIn
Heather Dondis, Director of Thought Leadership and Insights at Harbor Capital Advisors, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about shifting from a product-focused marketing strategy to a thought leadership-focused strategy.
Highlights:
- Shifting from product-focus to thought leadership marketing
- Making content more "human"
- Producing though leadership content that cuts through the noise
Learn more about Harbor Capital Advisors
Connect with Heather Dondis on LinkedIn
Jim Lillig, Digital Marketing Director at Remke Industries, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about Search Engine Optimization (SEO).
Highlights:
- Why most SEO agencies "suck"
- Why SEO is all about intent
- Biggest mistakes companies make in regards to SEO
Learn more about Remke Industries
Connect with Jim Lillig on LinkedIn
Amanda Betts, VP of Marketing at SkillGigs, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about building a marketing function from the ground up.
Highlights:
- Practicing "no"
- Making a business case for content marketing and thought leadership
- Strategies for building a kick-ass marketing team
Learn more about SkillGigs
Connect with Amanda Betts on LinkedIn
Rebecca Silver, Senior VP of Marketing at LetsGetChecked, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about managing diverse marketing segments.
Highlights:
- The challenges associated with marketing across very diverse audience segments and marketing to B2B and B2C consumers.
- Managing a variety of marketing segments and ensuring that they are reached
- The importance of being cohesive in your marketing strategies and ensuring consistency in marketing materials
Learn more about LetsGetChecked
Connect with Rebecca Silver on LinkedIn
David Shenberger, VP of Marketing and Consulting at CAI, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about the importance of ROI for thought leadership.
Highlights:
- Why measuring ROI for thought leadership is important
- Methods for measuring though leadership ROI
- How to make thought leadership that stands out and captures an audience's attention.
Learn more about CAI
Connect with David Shenberger on LinkedIn
James Kotecki, VP of Brand at Infinia ML, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about B2B podcasting.
Highlights:
- How B2B podcasting can help you connect with anyone you want to know
- Podcast performance metrics
- How to get started with podcasting
Learn more about Infinia ML
Connect with James on LinkedIn
Sheena Shiravi, VP of Marketing at Eaze, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about the differences in marketing a controlled substance.
Highlights:
- The process and benefits of creating billboard advertisements
- Tracking attribution for billboards
- Marketing outside of social media
- Using Influencer programs to work around social media marketing restrictions
Learn more about Eaze
Connect with Sheena Shiravi on LinkedIn
Chip Jordan, Director of Business Development and Marketing at Herrero Builders, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about building professional relationships.
Highlights:
- The best approach to developing long lasting professional relationships.
- Actions to take to develop long lasting relationships
- How developing meaningful, professional relationships adds value
- How to ensure that the transactional component of a business does not interfere with developing meaningful relationships
Learn more about Herrero Builders
Connect with Chip Jordan on LinkedIn
Rob Danna, Senior Vice President of Sales and Marketing at ITA Group, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about employee engagement.
Highlights:
- Why Rob thinks that many companies aren't at engaging their employees.
- How COVID-19 has impacted employee engagement.
- The most important element of internal communication.
- The benefits of using a podcast for internal communication.
Learn more about ITA Group
Connect with Rob Danna on LinkedIn
Scott Lavery, VP of Marketing at Appsian, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about thought leadership content strategy.
Highlights:
- How Scott defines “thought leadership” and why objectivity plays a central role
- Striking a balance between the educational and transactional goals of thought leadership content
- Why a lot of thought leadership content is mediocre at best
- Stuff B2B marketers can learn from B2C marketers
Learn more about Appsian
Connect with guest on LinkedIn
Emily Burroughs, VP of Marketing at BGSF, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about staying consistent across multiple channels and audiences.
Highlights:
- The importance of being intentional with content
- Using surveys to learn about your audience
- How Emily and her team have responded to the “Great Resignation”
- Why Emily believes that data, not content, is king
Learn more about BGFS
Connect with Emily on LinkedIn
Amy Sitnick, VP of Marketing at Greenphire, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about content partnerships.
Highlights:
- Finding content partners
- Strategy for creating sponsored content that engages your audience
- The advantage of publishing sponsored content
- Tips for marketing teams seeking to develop content partnerships
Learn more about Greenphire
Connect with Amy on LinkedIn
Jamie Downey, VP of Marketing at eLuma, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about thought leadership.
Highlights:
- Creating thought leadership material that people actually want to consume
- Balancing brevity and depth
- Moving thought leadership from the margins to the center of content strategy
- How thought leadership helps drive revenue
Learn more about eLuma
Connect with guest on LinkedIn
Harrison Montgomery, VP of Marketing at Aireal, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about the company’s podcast, Groundbreakers.
Highlights:
- How Aireal uses podcasting to educate the industry and learn from industry experts
- How podcasting compares to blogging and video
- Why it’s important to have a plan for your podcast and measurable goals
Learn more about Aireal
Connect with Harrison Montgomery on LinkedIn
Crystal Wiese, Director of Marketing at QuestionPro, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about using humor and irreverence to compete against larger competitors.
Highlights:
- Surprising your audience without being ridiculous
- Using live streaming to out-market competitors
- The value of making yourself uncomfortable
Learn more about QuestionPro
Connect with Crystal Wiese on LinkedIn
Stephanie Barbosa, Senior Director of Marketing at Conquest Planning, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about brand marketing vis a vis product marketing.
Highlights:
- Difference between brand marketing and product-centered marketing and why it matters
- How and why thought leadership plays a central role in brand marketing
- Strategies for producing high-level thought leadership content
Learn more about Conquest Planning
Connect with Stephanie Barbosa on LinkedIn
Bryan Clayton, CEO & Cofounder of GreenPal, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about
Highlights:
Marketing to a multi-sided marketplace (consumers and service providers)
Removing friction between you and your customers
Learn more about GreenPal
Connect with Bryan Clayton on LinkedIn & Instagram
Cultivating end-users as evangelists w/ Leslie Tyler
Leslie Tyler, VP of Sales & Marketing at Edulastic, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about cultivating end-users of your product or service as evangelists.
Highlights:
- Joining your audience’s community
- Using Twitter to engage with teachers and solicit market data
- How a “freemium” model helps build a user base and turn users into champions
- Starting an “Innovator Team” to get product feedback
Learn more about Edulastic
Connect with Leslie Tyler on LinkedIn
Sally Lechin, Director of Marketing & Communications at lapetus Holdings, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about collaborating with sales.
Highlights:
- How working with sales can help bridge the gap between marketing leaders and end users
- Marketing as a sales enablement function
- First steps towards better sales-marketing alignment
Learn more about lapetus Holdings
Connect with Sally Lechin on LinkedIn
James McDougal, VP of Marketing at Paul Davis Restoration, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about staying in touch with leads without annoying them.
Highlights:
- Reading the signs to know when to cut a sales presentation short
- Why listening matters and how to improve listening skills
- Why you need to know what your customers don’t like about you
Learn more about Paul Davis Restoration
Connect with James McDougal on LinkedIn
Allyson Havener, VP of Marketing at TrustRadius, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about the importance of consistency across multiple marketing channels.
Highlights:
- Strategies for maintaining consistency across various channels
- The dangers of “over-fluffing” your message
- The benefit of doing a content audit
Learn more about TrustRadius
Connect with Allyson Havener on LinkedIn
Araks Nalbandyan, Director of Digital Marketing at 10Web.io., talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about influencer marketing.
Highlights:
- How Araks and her team cultivated relationships with influencers in their industry
- Finding influencers in your industry
- Measuring influencer marketing ROI
Learn more about 10Web.io
Connect with Araks Nalbandyan on LinkedIn
Carol Bettencourt, VP of Marketing at Chyron, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about the power authenticity.
Highlights:
- How Carol defines “authenticity”
- The intersection of authenticity and usefulness
- Authenticity drives a sense of purpose
Learn more about Chyron
Connect with Carol Bettencourt on LinkedIn
Stephanie O'Malley, Director of Marketing at Calero-MDSL talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about creating content that sales targets trust and value.
Highlights:
- Using data and backing up claims to create content that your audience trusts
- Having internal subject matters experts write content
- Why so much content doesn’t engender trusts
- Why having trustworthy content matters
Learn more about Calero-MDSL
Connect with Stephanie O'Malley on LinkedIn
Blake Bayardo, VP of Marketing & Communications at RevoTRAC talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about social exchange theory.
Highlights:
- Defining social exchange theory
- How Blake and his team use social exchange theory to build relationships with decision makers
- First steps toward making your marketing more personalized
Learn more about RevoTRAC
Connect with Blake Bayardo on LinkedIn
Robert Helstrom, Sr VP of Marketing at Sightly, a digital marketing technology and services firm, talks Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting, about developing a Voice of the Customer program.
Highlights:
- The value of Voice of the Customer program feedback and strategies for using the data
- How the program enables Robert and his team to learn more about their market and audience
- The first steps toward creating a Voice of the Customer Program
Learn more about Sightly
Connect with Robert on LinkedIn
Josh Reese, Senior VP at Paramount & Co. talks with Jeremy Shere, founder of Tribal Knowledge Podcasting, about marketing to a new sector.
Highlights:
How Josh and his team connect with athletic directors, facility managers, and other members of their niche audience
Strategies for educating a new audience with case studies
Learn more about Paramount & Co.
Connect with Josh Reese on LinkedIn
Ryan Craig, Assistant VP of Marketing at Amerisure Insurance, talks about why “chest pounding” marketing doesn’t work anymore.
Highlights:
- Shifting from focus on products to solving customers problems
- Marketing to end users as well as decision makers
Learn more about Amerisure Insurance
Connect with Ryan Craig on LinkedIn
Rita Lebedeva, VP of Product Marketing at Rightway, talks about ReWork, a day-long event featuring big names in health care discussing the intersection of work and health.
Highlights:
The marketing strategy behind hosting a “tentpole” event
Planning an event from the perspective of an attendee
Using time between panels as branding opportunities
Cultivating strategic relationships with event speakers and attendees
Involving your sales team in planning events
Learn more about Rightway
Connect with Rita on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Richard Grieser, VP of Marketing at Sales Boomerang, a company that notifies lenders when a borrower is ready for a loan.
Highlights:
- How Richard and his team identify the most valuable targets
- Using white papers as a lead magnet
- The difference between white papers and blog posts
Learn more about Sales Boomerang
Connect with guest on LinkedIn
Download the Sales Boomerangwhite paper “Cracking the Code”
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Janet Jaiswai, VP of Global Marketing at Cloudbeds.
Highlights:
- Avoiding jargon and marketing acronyms when talking to customers
- Helping buyers better understand their challenges
- How accelerated digital transformation has affected buyer expectations
Learn more about Cloudbeds
Connect with Janet Jaiswai on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Prannay Sethi, VP of Marketing at Interfaceware, a company that helps healthcare organizations integrate data.
Highlights:
- The value of being transparent and not overpromising
- Focusing on quality of leads over quantity
- How honesty and transparency results in long-term customer retention
Learn more about Interfaceware
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Michele Reister, VP of Marketing at Zaloni.
Highlights:
- The benefits of featuring prospects and helping promote their personal brand
- “No pitch” demos
- The value of doing regular content audits
Learn more about Zaloni
Connect with Michele Reister on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Charlie Horning, VP of Sales & Marketing at Rootstrap.
Highlights:
- Calibrating language and focus to fit a buyer persona
- Using podcasting as a recruiting tool
- How podcasting allows for longer-form content
Learn more about Rootstrap
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Nicole Lindenbaum, VP of Marketing at Teampay.
Highlights:
Educating your audience about a new technology or way of doing things
How cultivating end-user champions can influence decision-makers
Using customer testimonial to make change seem less risky
Learn more about Teampay
Connect with Nicole Lindenbaum on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Paul Glover, the No-B.S. Work Performance Coach and the author of WorkQuake
Highlights:
- Why most leaders lack solid communication and engagement skills and why it matters
- How leaders can learn to become better communicators
- What marketers can learn from leadership communication techniques
Learn more about Paul’s No-B.S. Work Performance coaching
Connect with guest on LinkedIn
Buy a copy of Paul’s book, WorkQuake
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Diana Mulhall, Assistant VP of Content Marketing at FinLocker, a fintech company whose financial fitness app prepares consumers for a mortgage and for home ownership.
Highlights:
Using LinkedIn to connect with prospects
Strategies for building thought leadership on LinkedIn
Mining LinkedIn for prospect pain points
Learn more about FinLocker
Connect with Diana Muhall on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Dave Savoy, VP of Marketing at 1-800Accountant, an online accounting and accounting consultation platform for freelancers and solopreneurs.
Highlights:
- Creating timely content
- Geotargeting to get most value from content
- Testing content types for effectiveness
Learn more about 1-800Accountant
Connect with Dave Savoy on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Megan Sawle, VP of Research & Marketing, & Chris Sienko, host of “Cyber Work with Infosec” podcast, both at InfoSec, a cybersecurity education company.
Highlights:
- Why Megan puts a premium on content that’s not about the company
- How Infosec uses its podcast to crowdsource ideas and information about the cybersecurity industry
- How the podcast drives business
Learn more about InfoSec
Connect with Megan Sawle on LinkedIn
Connect with Chris Sienko on LinkedIn
Check out the Cyber Work podcast
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Danny Greer, Director of Marketing at Close, a CRM built for sales teams.
Highlights:
- The content marketing advantage of adopting a strong point of view about sales
- Cultivating a “raw and real” writing style
- Using podcasting to keep employees engaged and informed
Learn more about Close
Connect with Danny Greer on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Wafa Sayeed-Irtiza, VP of Marketing at ACTO, an omnichannel education platform for life sciences.
Highlights:
- Using a podcast to publish a variety of opinions and insights on industry trends
- Publishing content across channels to appeal to people with different learning preferences
- Starting simply with podcasting
Learn more about Acto
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Laura Vestal, VP of Marketing at Invisibly, a company that enables people to take control of and make money from their personal data.
Highlights:
- Educating customers about “data empowerment”
- Creating content that’s uniquely useful for your audience
- Rooting marketing decision in strategy & product analytics
Learn more about Invisibly
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Whitney Burgess, VP of Marketing and Strategy at MPH/Team SI.
Highlights:
- Mixing traditional and digital marketing
- Podcasting as a thought leadership and networking tool
- Advice for marketing teams thinking about starting a podcast
Learn more about MPH/Team SI
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Michael O’Connell, VP of Marketing at AnyRoad, a data and insights platform for experiential marketing.
Highlights:
- The value of repurposing content throughout multiple channels
- Focusing educational content on telling the customer story
- The benefits of Zoom’s webinar platform
- Gating vs. not gating content
Learn more about Anyroad
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Jim Dicso, CEO at SundaySky, a video platform providor.
Highlights:
- Why video is better for recall than text
- Tips for integrating video into your overall content strategy
- The value of video for talent acquisition
Learn more about SundaySky
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Elizabeth Irvine, VP of Marketing at MarketMuse.
Highlights:
· How to stand out in the exploding martech landscape
· Strategies for controlling the customer journey
· Designing content to deliver ROI
· Building trust and relationsihps with prospects through content
Learn more about MarketMuse
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Kari Hanson, VP of Marketing at Spiro, a sales platform designed for supply chain.
Highlights:
- Why Spiro is trying to kill the CRM
- Why it’s worth marketing to end users
- Using humor and inside jokes to attract readers
Learn more about Spiro
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Adrian Gershom, VP of Marketing at cchange, a B2B marketing agency based in Chicago, a chair of B Local, Illinois, a non-profit that represents B corps in Illinois.
Highlights:
- Developing credibility & trust to connect with purpose-driven leaders
- Earning trust with an audience by joining their community
- Empowering your audience by building tools for them
Learn more about cchange
Check out B Local Illinois
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Josh Allen, VP of Marketing at Location3.
Highlights:
- Combining technology with the human element to drive business
- Understanding the needs of individual franchisees
- Helping franchisees integrate marktech and adtech platforms
Learn more about Location3
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Jamie Walker, SR VP of Marketing at Keyfactor.
Highlights:
- Using intent data to drive marketing and marketing/sales alignment
- Recognizing buying intent signals
- Updating and validating buyer personas
Learn more about Keyfactor
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Jamie Turner, an author, professor, and CEO who specializes in leadership.
Highlights:
- The art and science of hyper-personalized marketing
- Authenticity in advertising
- How 1-to-1 marketing works for B2B marketers
Learn more about Jamie
Connect with guest on LinkedIn
Pre-order Jamie’s latest book, An Audience of One
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Mason Dorner, VP of Marketing at Stax.
Highlights:
- Connecting with busy small business owners
- The strategy behind company leaders appearing on podcasts
- Leveraging your CTO to connect with tech prospects
- Foregrounding the people behind your brand to forge emotion connection with your audience
Learn more about Stax
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Polly Traylor, VP of Marketing at Komprise.
Highlights:
- The continuing relevance of the good old-fashioned phone call
- The wisdom of not always talking about your solution
- Position your company as a trusted resource that has more to offer than your products and services
Learn more about Komprise
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Jennifer Burak, VP of Marketing at Socialive.
Highlights:
- Leveraging video as a talent acquisition tool
- Producing authentic videos that resonated with your audience
- Engaging different audience personas
- Understanding who your audience is and what they care about
- Being more vulnerable and less transactional
Learn more about Socialive
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Ned Caron, VP of Marketing at Gray Associates.
- Building trust with prospects
- How building trust better positions your brand as a thought leader
- “Data-informed” vs “Data-driven”
Learn more about Gray Associates
Connect with Ned on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Dana Freker Doody, VP of Marketing and Communications at JUNO.
- The value of being authentic in brand development
- Educating sales teams about the buyer experience
- The importance of building the right team
Learn more about JUNO
Connect with Dana on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Kortney Osborne, VP of Marketing at Weave HQ.
- Meet prospects where they are instead of trying to market everywhere
- Providing value before selling
- Using Facebook to engage HVAC professionals & electricians
- The continuing value of direct mail
- Walking through your own sales/buying process
Learn more about Weave HQ
Connect with Kortney on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Nancy O’Leary, Director of Marketing Strategy at Custom Direct.
Highlights:
- Strategies for getting value from LinkedIn posts
- Difference between a post and an article
- The benefits of using a content calendar
Learn more about Custom Direct
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Melyssa Nocar, Sr VP of Marketing at Level Ex.
Highlights:
- Striving to understand and personify the audience
- Engaging prospects in ways that align with their goals, values, and priorities
- The importance of being nimble and collaborative
Learn more about Level Ex
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Amy Endemann, VP of Marketing at Apollo Neuro.
Highlights:
Making complex science accessible to non-experts
Using storytelling to make science intelligible
The marketing value of being a guest on podcasts
Learn more about Apollo Neuro
Connect with Amy on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Marilyn Mead, VP of Marketing at Winmo.
Highlights:
· How to learn your prospects’ “language”
· Recognizing “business triggers”
· How the Winmo podcast has evolved to become a valued resource on industry trends
Learn more about Winmo
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Emily Mertz, VP of Marketing at Slice Labs about how their podcast, Freshly Sliced, helps them connect with prospects and have genuine conversations that can lead to business.
Learn more about Slice Labs
Connect with Emily on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Caitie Cunningham, VP of Marketing and Operations at CMRG, about making your messaging a little “cheeky” and giving it personality.
Learn more about CMRG
Connect with Caitie on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Seraj Bharwani Chief Strategy Officer at AcuityAds.
Stuff we discuss:
- Importance of engaging the audience throughout the journey
- Challenge of fragmentation
- Managing the mid-funnel gap. i.e. "The messy middle"
- Messaging, consistency, and getting over barriers
Learn more about AcuityAds
Connect with Seraj on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Jenn Steele VP of Marketing at Reprise.
Stuff we discuss:
- Making prospects aware of your solution when you don’t fit neatly in a category
- Using podcasting as an account-based marketing strategy
- How engaging with prospects in the context of their online communities provides deep insights into their likes and dislikes
Learn more about Reprise
Connect with Jenn on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Melodie Terry VP of Marketing at SupplyPike.
Stuff we discuss:
- Focusing webinar content on prospects’ problems and desired outcomea, not on your solution
- Producing marketing content that doesn’t feel like a bait and switch
- Webinar planning strategy
- How SupplyPike increased demo requests by 200%
- The value of giving before taking and providing value before pitching
Learn more about SupplyPike
Connect with Melodie on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Chuck Moxley Senior VP of Marketing at Mobivity.
Stuff we discuss:
- Mobivity’s webinar strategy
- The value of direct mail to cut through the digital noise
- Connecting with the people behind the data
- Chuck’s soon-to-be published book, AndAudience of One
Learn more about Mobivity
Connect with Chuck on LinkedIn
Pre-order Audience of Oneon Amazon and download the first chapter for free
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Ian Fardy VP of Marketing at NDC.
Stuff we discuss:
- Becoming a “resource center” for your customers and prospects
- How NDC uses podcasting to foreground the “human side of business”
- Why it’s OK to take your business seriously but not take yourself too seriously
Learn more about NDC
Connect with Ian on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Blake Adams VP of Marketing at Florence.
Stuff we discuss:
- Using events, retreats, and virtual roundtables to build community for your prospects
- Creating opportunities for engagement
- How creating communities and engagement opportunities leads to referrals
- How Florence uses podcasting to generate leads, shorten sales cycles, and develop thought leadership
- The marketing value of creating value for prospects before asking for anything in return
Learn more about Florence
Connect with Blake on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Bill Potter VP of Marketing and Sales at Rampiva.
Stuff we discuss:
- Building trust by authentically representing yourself and your product/service
- The payoff of investing in educating your market
- Using customer feedback and data to give prospects a reasonable expectation of what they can expect from your product/service
- The value of technical fluency with numbers and data and being able to explain data to non-experts
Learn more about Rampiva
Connect with Bill on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Cori Wamsley CEO of Aurora Corialis Publishing.
Stuff we discuss:
- The benefit of simply talking to people and asking questions without trying to sell them anything
- Earning prospects’ trust by showing instead of telling
- Why it’s important to take a stand on issues in your industry
Learn more about Aurora Corialis Publishing
Connect with Cori on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Tim Whiting VP of marketing at Label Insight.
Stuff we discuss:
- Importance of educating your prospects
- The value of webinars for B2B engagement
- Unique marketing challenges with CPG brands and retailers
Learn more about Label Insight
Connect with Tim on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Amanda Forgione, VP of marketing at 614 Group.
Stuff we discuss:
- Knowing your prospects’ specific needs within the context of market trends
- Using Slack as a community building channel
- How being “other-oriented” is a competitive advantage
Learn more about 614 Group
Connect with Amanda on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with John Shearman, VP of marketing at Applied DNA Sciences.
Stuff we discuss:
- The value of trade shows for one-on-one engagement
- The importance of research and engagement as your audience evolves
- Unique marketing challenges in cannabis industry
Learn more about Applied DNA Sciences
Connect with John on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Seth Goldhammer, VP of marketing at Spyderbat.
Stuff we discuss:
- Achieving differentiation by making realistic marketing claims backed by data Telling your story to communicate how you help prospects solve specific, real-world problems
- Creating marketing assets that tap into prospects’ desire to “be a hero” and achieve great thing
- Getting to know your end users by simply talking with them, instead of proxies in their market
Learn more about Spyderbat
Connect with Seth on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Tammi Harrison, Sr VP of Marketing at the Institute for Integrative Nutrition.
Stuff we discuss:
- IIN’s three-pronged engagement strategy for graduates: education, inspiration, and connection
- How IIN uses social media to connect with graduate and to connect graduates with each other
- Creating special moments for prospects to engage
Learn more about the Institute for Integrative Nutrition
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Edwin Ojeda, Sr VP of Sales & Marketing at DRG Technologies.
Stuff we discuss:
- The challenges of identifying your top prospects and what will intrigue them
- Keys to making a first impression with prospects that gets them to bite
- The crucial importance of mapping out your prospects’ buying journey and producing content to nurture them along
Learn more about DRG
Connect with guest on LinkedIn
Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, talks with Marianne Calilhanna VP of marketing at Data Conversion, Laboratory or DCL.
Stuff we discuss:
- Enabling prospects to make a compelling business case to their superiors for working with DCL
- The value of making webinars purely educational, without trying sell participants
- In the absence of in-person meetings, using LinkedIn groups to establish relationships with decision makers
- Using simple, direct language instead of marketing jargon and hyperbole
- Putting the customer/prospect first and allowing their needs and interests to drive content
Learn more about DCL
Connect with Marianne on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Erica Rosen, VP of Marketing at BioLite.
Stuff we discuss:
- How connecting with your audience starts with deep listening
- Building brand durability and customer loyalty by helping customers unlock the potential of a product or service
- The deep importance of knowing where and through which channels to engage with customers and prospects
Learn more about BioLite
Connect with Erica on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Ted Dillon, director of marketing for Clean Energy Ventures, about strategies for engaging multiple audiences.
Stuff we discuss:
- How CEV markets to three distinct audiences: entrepreneurs, co-investors, and limited partners
- The need to “differentiate your dollars” to engage entrepreneurs
- The role that education and thought leadership play in engaging investors
- The limits of data and the value of one-on-one engagement
- Using Slack as an engagement channel
Learn more about Clean Energy Ventures
Connect with Ted on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Kelly Polacek, VP of Marketing at Aptimized.
Stuff we discuss:
- How highlighting behind-the-scenes content helps Aptimized engage with prospects
- The marketing value of being relatable
- Using LinkedIn to gain insight into prospect language and behavior
Learn more about Aptimized
Connect with Kelly on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Isabella Jiao, VP of Marketing at FanFood about personalization, audience segmentation, and testing.
Stuff we discuss:
- The value of giving before taking and providing value before pitching
- How marketing-sales alignment helps segment audiences more accurately
- Why quantitative data is not enough to present a full and accurate picture of your audience
- The power and value of empathy
Learn more about FanFood
Connect with Isabella on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Kelli Komondor, president and CEO of K2 Creative, a content, marketing, and branding agency, and creator of the book 20 Won: 21 Female Entrepreneurs Share Their Stories of Business Resilience During a Global Crisis.
Stuff we discuss:
- How Kelli got the idea for a book about women entrepreneurs during the pandemic
- The central role of resilience in starting and growing a business
- How Kelli managed to start her business during the pandemic
- Kelli’s successful formula for marketing the book and getting it ranked within the top 10 in its category on Amazon
- Business lessons Kelli learned from working on the book
- How Kelli’s network has helped and sustained her and the other women featured in the book
Learn more about K2 Creative
Connect with Kelli on LinkedIn
Get a copy of 20 Won: 21 Female Entrepreneurs Share Their Stories of Business Resilience During a Global Crisis
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Kathleen Kaag, VP of Marketing at Loadsmart, about speaking your customers’ language.
Stuff we discuss:
- Techniques for earning customers’ trust
- The challenges of disrupting an “old-school” industry
- Connecting with two related but different audiences
Learn more about Loadsmart
Connect with kathleen on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Jana Lass, VP of Marketing at Censia, about putting yourself in the customer’s shoes.
Stuff we discuss:
- The value of having conversations with customers
- Building a network of subject matter experts
- Listening to what customers care about instead of nudging them toward a desire conclusion
- How Censia’s HR Innovators program provides a platform for HR leaders to talk about their concerns and challenges
Learn more about Censia
Connect with Jana on LinkedIn
Check out HR Bartender
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Grant Ray, VP of Marketing at Group14 Technologies, a battery materials company, about educating prospects through meaningful conversations.
Stuff we discuss:
- Why it’s crucial to put the needs and interests of your audience first
- The power of simple, honest conversations to engage decision makers
- Why it’s important to not use “marketing” language and instead engage with prospects in language they understand and respond to
- The importance of engaged listening
Learn more about Group 14 Technologies
Connect with Grant on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Michael Cole, VP of Marketing at Everflow, about the benefits of focusing on customer success.
Stuff we discuss:
- Partner marketing
- The challenges of disrupting the partner marketing space
- How to avoid customers being overwhelmed by new features
Learn more about Everflow
Connect with Michael on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Rachel Lego, VP of Marketing at Certus, about the communication challenges related to acquiring companies quickly and onboarding employees.
Stuff we discuss:
- Avoiding corporate jargon in favor of plain English when communication with employees
- How jargon can keep people at arm’s length and undermine the value of what you’re trying to communicate
- The importance of listening in having productive conversations with new employees
Learn more about Certus
Connect with Rachel on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Coltrane Stansbury, VP of Diversity, Equity, and Inclusion at Macmillan Learning about the role that internal communications and employee engagement play in the success of DE&I programs.
Stuff we discuss:
- How to create an atmosphere where all employees can express opinions and ask questions concerning DE&I without fear of being shouted down or fired
- How Coltrane partners with the internal comms team to craft messaging aimed at including and engaging all employees
- The biggest challenge in getting DE&I initiatives off the ground
- The importance of demonstrating how DE&I positively impacts the bottom line
- Coltrane’s advice for DE&I leaders building the function from the ground up
Learn more about Macmillan Learning
Connect with Coltrane on LinkedIn
Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, talks with Christy Smallwood, owner and chief strategist of Eagle Eye Strategies about podcasting as a marketing tool for small businesses.
Stuff we discuss:
- Why Christy started a podcast for her business
- How she learned to record, edit, produced, and publish audio
- How Christy finds guests for her podcast and why guests are excited to come on the show
- How Christy markets the podcast
- How the podcast serves Christy as a networking tool, a prospect qualifying tool, and a thought leadership platform
- Christy’s advice for any small business considering podcasting
Learn more about Eagle Eye Strategies
Connect with Christy on LinkedIn
Check out Christy’s podcast, Small Business Small Talk
Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting talks with Anne Fleshman, VP of Marketing at Flowhub, about digital marketing in the tightly restricted cannabis industry.
Stuff we discuss:
· Why have a diverse array of marketing channels is crucial, especially in a highly regulated industry
· How leading with genuine intentions and publishing content that educates and helps customers helps Flowhub cut through the noise
· The importance of having quantitative and qualitative strategies for doing market research
Learn more about Flowhub
Connect with Anne on LinkedIn
Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting, talks with Jenna Linnekens, CSO and co-founder of Total Brand Experience, about how to make virtual events as engaging and valuable as in-person events.
We discuss:
· How to get online participants involved instead of being merely passive observers
· Why now is a great time for innovation and creativity in the event and experiential marketing industry
Learn more about Total Brand Experience (TBX)
Connect with Jenna on LinkedIn
Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting talks with Kris Rudy-grap, co-founder and CEO of Sendoso, about the psychology behind gifting, engagement, and business relationships.
Stuff we discuss:
- Why relationships matter in sales
- The fine line between being personable and being overly familiar
- How and why sending personalized gifts helps develop relationships
Learn more about Sendoso
Connect with Kris on LinkedIn
Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting talks with Jason Fair, VP of Digital Strategy at WireBuzz, about using personas to get into the buyers’ mindset as they navigate the buying journey.
Stuff we talk about:
· The 5-step “Momentum Method” that WireBuzz uses to help their clients guide prospects along the buying journey
· Why you need to talk about your competitors
· The value of narrative structure in designing the buyer’s journey
· How WireBuzz uses the Video Marketing Mastery podcast as a thought leadership channel
Learn more about WireBuzz
Connect with Jason on LinkedIn
Subscribe to Video Marketing Mastery
Jeremy Shere, founder and CEO of Tribal Knowledge Podcasting, talks with Chad Reid, VP of Marketing at JotForm, about ...
- JotForm's multiple audiences
- How Chad and his team use content marketing (and SEO) to generate leads
- Why content marketing requires a long-term strategy
- The value of video as a marketing channel
Learn more about JotForm
Connect with Chad on LinkedIn
Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting, talks with Joe LaSala, VP of Marketing at Analytic Partners, the value of thought leadership and his strategy for producing quality thought leadership content.
We discuss:
- Joe's definition of "thought leadership"
- How Joe and his team use data and insights to position Analytic Partners as a thought leader
- The role of thought leadership in the sales cycles
Learn more about Analytic Partners
Connect with Joe on LinkedIn
Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting, talks with Suzanne Buchanan, senior principal at Karat Communications, about how leaders can navigate the tricky terrain of taking a political stand or responding to employee demands on matters of social justice.
Stuff we talk about:
· Steps leaders should take before publicly taking a position on a controversial topic
· How leaders can best handle internal pressure to take a political stand
· How leaders can acknowledge employee concerns without feeling pressured to give in to unreasonable demands.
Jeremy Shere and Scott McInnes, Founder & Director of Inspiring Change, an employee engagement firm based in Ireland, talk employee engagement ...
We discuss:
- Why more than 51% of employees are not engaged at work, according to Gallup
- Why authentic communication is key to enabling employee engagement
- Why podcasting is a valuable tool for employee engagement
Connect with Scott on LinkedIn
Check out Scott's podcast, Building Better Cultures
Visit Inspiring Change online
Learn about Engage for Success
Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting, talks with Ryan Alford, CEO and founder of Radical, a marketing firm based in South Carolina, and host of The Radcast, a podcast about marketing, pop culture, and media, about how the podcast drives business growth and has become the main marketing engine for the company.
We discuss:
- Why Ryan chose podcasting as his company's main marketing channel
- The strategy behind how Ryan uses podcasting to drive revenue
- How Ryan developed the podcast's tone and style
- Ryan's advice for businesses on the fence about podcasting
Connect with Ryan on LinkedIn
Visit Radical
Check out The Radcast
Greg Palese, VP of Marketing at Klein Tools, talks about how the 164-year-old company connects with its core audience of professional tradespeople. Authenticity is key, which is why Klein ads, videos, photos, and other content feature real tradespeople who know how to hold and handle the Klein tools they use every day on the job.
Cindy O'Keeffe, VP of Marketing at Gorilla Logic, returns to the podcast to continue our discussion about how the Gorilla Marketing team uses Agile methods to make their work more efficient and transparent and better able to serve the needs of the organization.
Specifically, we talk about how the concept of minimum viable product applies to marketing ... How Agile principles help the team better understand and connect with their audiences ... And How increased visibility and transparency due to Agile methods helps better align the Gorilla Logic marketing and sales teams.
Howard Tiersky, CEO of FROM, The Digital Transformation Agency, and author of the WSJ Bestseller Winning Digital Customers, talks with Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting, about remote employees, the value of podcasting as a marketing channel, why webinars might be overrated, and much more.
Buy Howard's book, Winning Digital Customers
Download the first chapter for free!
Lindsey Karberg, VP of Marketing at Verana Health, talks with Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting, about why she's invested more in fostering thought leadership ... and how an increased focus on PR and on blogging has helped the company leverage one of its most valuable assets--the knowledge, experience, and expertise of it's roster of MDs and PhDs.
Melissa Alvares, VP of Marketing at MindBeacon, talks with host Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting, about:
The value of educating people seeking information about help with anxiety, depression, and other mental health issues about how online therapy works and why it works ...
The marketing value of supporting claims with data ...
The danger of trying to convert prospects who aren't ready ...
And much more!
Do you know what your customers and prospects need and want ... or do you just think you do?
Marissa Ferraraccio, VP of Marketing at Anne Arundel Dermatology, talks with Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting, about how customer research helped her team change their messaging to better align with patients' needs and desires.
Cindy O'Keeffe, VP of Marketing at Gorilla Logic, talks with Jeremy Shere, founder and CEO of Tribal Knowledge Podcasting, about adopting the Agile methodology can help marketing teams become more organized and efficient and be more transparent when discussing projects and deadlines.
Learn more about Cindy and her team's Agile approach to content marketing: "Marketing Agility: How it Works What it Means for the Rest of the Organization"
Emma Dunstone, VP of Marketing at Airbase, talks with Jeremy Shere, founder and CEO of Tribal Knowledge Podcasting, about why former journalists makes great content marketers. Ex-journos bring to the table many skills highly coveted in marketing, including storytelling chops, cultivating strong and accurate sources, writing clearly about complex topics for specific audiences, and more.
Yehuda Cagen, VP of Marketing at DiCentral, talks with host Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about why true engagement with prospects requires content that's both intelligent and meaningful.
Julie Murphy, VP of Marketing at Commercial Credit Group, and host Jeremy Shere talk about the value of deeply understanding the needs and challenges of your audience.
Mark Murphy, founder of Leadership IQ and a NYTimes bestselling author, talks about how how to make employee engagement surveys more effective ... Namely, by discarding questions for which you have no effective solution; asking fewer questions overall; and including questions that will result in data on employee outlooks, such as optimism, resilience, locus of control, and others, that research has shown are central to employee engagement.
Bridget Benedetti, director of marketing and customer experience in North America at Hexagon’s Manufacturing Intelligence Division, talks about her teams award-winning MyCare advertising campaign and how an unusual image was key in getting high audience engagement.
Kelly Newman, a facilitator, emotional intelligence consultant, and executive coach with BlueEQ, talks about the value of emotional intelligence and "psychological safety" for audience engagement.
The Beatles were arguably the greatest rock band of all time. And they're also pantheon-level champions when it comes to audience engagement. What exactly made The Beatles so engaging to the point that they still have hundreds of millions of fans around the world, more than 50 years after they broke up? And how can marketers and internal communicators use what worked for The Beatles to engage their audiences? Listen, and you shall learn!
Safiyyah Khan, VP of Growth Marketing at BlueWave Solar, is part of a growing wave of women assuming leadership roles in marketing. But, as she well knows, there's still a ways to go. While the majority of marketers are women, men still comprise the majority of CMOs, not to mention an even larger majority of men in the C-suite positions that CMOs report to. And when it comes to ethnic minorities, the disparities are even greater. Khan discusses how creating more opportunities for women and ethnic minorities in marketing leadership is not only the right things to do ... it's good for business.
Jeremy Shere, Founder and CEO of Tribal Knowledge Podcasting, talks with Cord Himelstein, VP of Digital Marketing at Halo, about why too much employee communication can exacerbate disengagement ... How deep engagement in a virtual setting requires "active listening" ... and the importance of establishing and respecting communication boundaries.
In her role as VP of Marketing at Symetria Recovery, AnnMarie Fauske has to be careful with the language she uses to engage her audience--people who suffer from Substance Use Disorder (SUD) and are seeking help. Because the words often used to describe these sorts of illnesses--clean, dirty, abuse, junkie, addict, etc.--can and often do exacerbate the stigma around SUD and other mental health disorders by implying a moral judgement on the person suffering from the disease. And yet, those terms are widely used by people searching for help.
In this episode we discuss how AnnMarie navigates this language puzzle and breaks down a recent highly successful marketing campaign aimed at military veterans seeking treatment.
What do engagement, trust, emotion, and brand awareness have in common?
For Kayla Ratz, Digital Marketing Manager at GP Strategies, the answer is: everything.
“Engagement is the core of where GP Strategies starts to build trust in its brand,” Ratz says. “Customers and prospects are more emotionally tied to a brand when the customer experience is good and the customer experience is good when you have several touch points that initiate engagement.”
In this episode we dig into the intersection between engagement, emotion, and building trust with customers.
Jeremy Shere, Founder and CEO of Tribal Knowledge Podcast, and Jim Baty, CEO of Sauter, Baty & Bloomquist and Executive director of the Concrete Foundations Association, discuss how deep engagement results from stakeholders--in this case members of the Concrete Foundations Association--giving back to the organization. To foster that level of engagement, Baty and his colleagues design events specifically geared to encourage new members to participate and develop a sense of ownership in the organization.
Connect with Jim on LinkedIn
Host Jeremy Shere and Brooke Bachesta, Senior Manager of Sales Development at Outreach, discuss the finer points of enabling SDRs to engage prospects, including:
Signs of disengagement ... The role of relationship building in fostering engagement ...The value of objections ... How Outreach uses podcasting as an engagement channel
Connect with Brooke on LinkedIn