The Marketer's Journey

It’s incredibly important to meet face-to-face with customers—except that right now, we can’t. 

 

We have to rely on messaging more than ever before.

 

In this episode, I interview Christophe Coutelle, VP of Marketing at Element AI, about the two strategies he’s using for messaging right now.

 

What we talked about:

  • Global sales in a world without international travel
  • How to be timely and relevant (without exhausting your clients)
  • The relaxation benefits of spending 5-6 hours a day in the water


Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!

Direct download: The_Marketers_Journey_-_E26_-_Christophe_Coutelle.mp3
Category:general -- posted at: 1:00am EDT

Product message equals product strategy.

It’s worth repeating: The message is the strategy. But how do you get there?

In this episode, I interview Des Cahill, CMO at Oracle, about the importance of storytelling in product marketing.

 

What we talked about:

  • Why product messaging is so integral to strategy
  • Three pillars of the experience economy and how to tell a customer-focused story
  • Making time for frequent breaks between hours of Zoom calls


Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!

Direct download: The_Marketers_Journey_-_E25_-_Des_Cahill.mp3
Category:general -- posted at: 1:00am EDT

Today, work is cross-functional.

So it’s that much more important for all departments to come onto one Project Management Solution. 

Getting them onto one platform, though? That’s the tough part.

In this episode, I interview Saranya Babu, SVP of Marketing at Wrike, about her journey from engineer to VP of Marketing and why today’s organizational structure almost requires all departments to use the same PMS.

 

What we talked about:

  • How Saranya became SVP of Marketing at a 1,000-person company
  • Why she made the unusual switch from engineering to marketing
  • How to continuously advance your career
  • How to rally a whole company around one PMS

 

Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play

Direct download: The_Marketers_Journey_-_E24_-_Saranya_Babu.mp3
Category:general -- posted at: 1:00am EDT

Could CMO and CPO—Chief Product Officer—ever be filled by the same person?

As it turns out, yes.

In this episode, I interview Chris McLaughlin, Chief Product & Marketing Officer at Nuxeo, about the importance of product marketing and how a focus on product shaped his career.

 

What we talked about:

  • How a background in product marketing gave him insight into customer needs
  • The full circle of the product-based buyer journey
  • Benefits of getting completely off the grid at least once a year


Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!

Direct download: The_Marketers_Journey_-_E23_-_Chris_McLaughlin.mp3
Category:general -- posted at: 1:00am EDT

How’d you like to be the CMO that takes your org from 30M to 100M in less than a decade?

To do that, you’ll have to drill down into content marketing.

In this episode, I interview Joshua Leatherman, CMO at Service Express, about his content marketing wins.

 

What we talked about:

  • Hire the will, teach the skill
  • How to bring the buyer in to your content marketing approach
  • Going all in on content
  • Not waiting for a big vacation but making the weekends meaningful


Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!

Direct download: The_Marketers_Journey_-_E22_-_Josh_Leatherman.mp3
Category:general -- posted at: 1:00am EDT

Fun is the key to engagement on social media. 

 

Fun doesn’t mean irresponsible or irreverent—but it’s a quality that takes our responses from mediocre “like” to up to “love.”

 

Fun is a personality trait that also marks an effective brand. At least, that’s the mantra of one of the most successful brand builders who focuses on telling compelling stories.

 

In this episode, I interview Henk Campher, VP of Corporate Marketing at Hootsuite:

 

What we talked about:

  • How to work for Nelson Mandela, Marc Benioff, Starbucks, and Salesforce
  • Work should be fun, and so should brands
  • Marketers sell their brains, so pouring back into your mind is essential

 

Check out this resource we mentioned during the podcast:

 

Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play

Direct download: The_Marketers_Journey_-_E21_-_Henk_Campher.mp3
Category:general -- posted at: 1:00am EDT

Strategic selling starts with trust.

And when someone chooses to work with a marketer at an agency, they’re pretty much putting their job into your hands. 

In this episode, I interview Andrea Lechner-Becker, CMO at LeadMD, about selling strategically vs. functionally.

 

What we talked about:

  • Selling strategically versus selling functionally 
  • What it’s like selling people’s brains and problem-solving abilities
  • If you write a novel about only having 60 days to live, you gain a new outlook on life
  • How Andrea stepped away from her job to work on a passion project for a year

 

Check out this resource we mentioned during the podcast:


Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!

Direct download: The_Marketers_Journey_-_E20_-_Andrea_Lechner-Becker.mp3
Category:general -- posted at: 1:00am EDT

In an ideal world, when a marketer leads with the value their product or service provides, then follows up with a price that’s surprisingly good for that value, closing a deal would be easy. 

But in reality, it isn’t always that simple. 

In this episode, I interview Patrick Moorhead, Chief Marketing Officer at Price f(x):

 

What we talked about:

  • When to introduce the pricing conversation into the buyer journey
  • Formally asking someone to be your mentor (despite the awkwardness)
  • The most overlooked component of the price discussion: feelings
  • Finding little quality moments with family can equal an entire vacation


Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!

Direct download: The_Marketers_Journey_-_E19_-_Patrick_Moorhead.mp3
Category:general -- posted at: 1:00am EDT

In a mobile-first world, how do we capture engagement?

Creating a buyer’s journey that feels real, authentic, and engaging is pretty much the only way to get a B2C or even a B2B consumer not to tune out. 

In this episode, I interview Tara Ryan, CMO at Swrve, about consumer engagement and overseeing two IPOs:

What we talked about:

  • Being demand-minded is even more important than being marketing-minded
  • Consumer attention is all about value
  • How small startups can show authenticity at every stage in the buyer’s journey


Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

Direct download: The_Marketers_Journey_-_Tara_Ryan.mp3
Category:general -- posted at: 1:00am EDT

The decision to cancel a 1,000+ person event isn’t an easy one, but it ultimately comes down to the health and safety of your attendees. 

And unfortunately, many businesses are in the same boat right now. 

In this episode, I interview Peter Isaacson, CMO at Demandbase, about his team’s decision to postpone the ABM Innovation Summit, and how important it is for marketers to be flexible. 

 

What we talked about:

  • The two essential traits in marketing team members early on
  • Practical strategies for being flexible after a postponement
  • Why an annual vacation should be two weeks, not one


Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!

Direct download: The_Marketers_Journey_-_E17_-_Peter_Isaacson.mp3
Category:general -- posted at: 1:00am EDT

Which part of the buyer’s journey is arguably most important and often the least integrated into your team? Content.

I had a stellar conversation about marketing ownership over the entire customer journey with Steven Shapiro, VP of Marketing at CleverTap.

What we talked about:

  • The 4 Ds of taking a hiring chance
  • Integrating content is just one example of how marketing has ownership over the whole customer journey
  • Exercise makes 80 hour work weeks doable


Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

Direct download: The_Marketers_Journey_-_E16_-_Steven_Shapiro.mp3
Category:general -- posted at: 1:00am EDT

The next wave of B2B marketing has arrived. 

 

Marketing and revenue executives are re-thinking their infrastructure, process, and approach to meet changing customer and executive expectations. What worked in the first era of modern marketing, will not deliver in the next era.

 

In this episode of The Marketer’s Journey, I check in with Scott Vaughan, Chief Growth Officer at Integrate, Inc.

 

In addition to the new era of B2B marketing, we discuss:

 

  • Mapping out a career from VP level to C level
  • Encouraging internal change management
  • Bringing real innovation back to the B2B space


Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play.

Direct download: The_Marketers_Journey_-_Scott_Vaughan.mp3
Category:general -- posted at: 1:00am EDT

Success isn’t having a lot of money from VCs or investors.

It’s signing on customers.

In this episode of The Marketer’s Journey, I catch up with the former CMO at Tableau Software turned advisor, Elissa Fink. She shares her journey through the marketing world and how she found value by helping customers get smarter.

We also discuss:

  • What the true sign of success is for startups
  • Working and thriving within budget constraints
  • The value of taking risks with startups who don’t have the brand recognition yet


Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

Direct download: The_Marketers_Journey_-_Elissa_Fink.mp3
Category:general -- posted at: 2:00am EDT

The sales process is broken. Nobody actually enjoys buying anymore—especially not software. And when it comes to most sales processes, the human touch has just disappeared.

I recently talked with Ryan Bonnici, CMO at G2, about his approach to this problem.

What we talked about:

  • How being a mini CMO prepared him to wear all the CMO hats
  • His take on how the sales process is broken (& how to streamline it)
  • Why marketers should think like consumers
  • Four weeks off a year is the bare minimum


Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!

Direct download: The_Marketers_Journey_-_Ryan_Bonnici.mp3
Category:general -- posted at: 1:00am EDT

Content and thought leadership are both king. But if they had a fight, content would win.

 

First off, content doesn’t just have to be a thought leadership exercise. Secondly, it isn’t something that just the content marketer owns.

 

On this episode, I interview Natalie Lambert, Chief Marketing Officer at Instart, about creating content and culture:

 

What we talked about:

  • Natalie is highly self-taught and has a voracious passion for learning
  • What the exact relationships between content and thought leadership should be
  • Why culture and team dynamics are everything
  • Go on safari to truly disconnect from work (and see big cats)


Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

Direct download: The_Marketers_Journey_-_Natalie_Lambert.mp3
Category:general -- posted at: 1:00am EDT

Does the term “growth hacking” make you cringe?

 

What if we called it “analytically measuring ROI conversion rates at each point of the funnel and applying ingenuitive methods to the customer journey”?

 

On this episode, I interview Patrick Edmonds, CMO at Proposify, about explosive growth:

 

What we talked about:

  • Is the quick path to CMO a good or bad thing?
  • How to balance two execs who each focus on demand and content communications
  • Don’t let vacation days pile up. Take a staycation instead.



Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.



Direct download: The_Marketers_Journey_-_Patrick_Edmonds.mp3
Category:general -- posted at: 1:00am EDT

What do you think of having a “smarketing” department? It’s one team, essentially, with two interior sets: marketing and inside sales.

 

In this episode of The Marketer’s Journey, I interview Edwin Abl, CMO at Modulr, about heading up the smarketing department.

 

What we talked about:

  • The entrepreneurial mindset inspires marketing leadership in so many ways
  • Where should SDRs sit, marketing or sales? (Marketing, actually)
  • Why you should put your laptop and phone in the cupboard after 7:30 PM

 

Check out this resource we mentioned during the podcast:


Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

Direct download: The_Marketers_Journey_-_Edwin_Abl.mp3
Category:general -- posted at: 1:00am EDT

At DW’s company, there are 60 in sales and 8 in marketing. Yet he counts the marketers as part of sales (and the SDRs as part of marketing). This exemplifies the extent to which marketing IS sales—in other words, smarketing.

 

In this episode, I interview Dailius Wilson, VP of Sales and Growth at Get Accept, about how he positions sales and marketing.

 

What we talked about:

  • Why he has 60 salespeople and 8 marketers
  • How he’s excited to use tech to influence the buyer experience
  • Learning languages, writing plays, DJing, and Hollywood life

 

Check out these resources we mentioned during the podcast:


Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

Direct download: The_Marketers_Journey_-_Dailius_Wilson.mp3
Category:general -- posted at: 2:00pm EDT

It’s not really a buyer’s funnel anymore. It’s a buyer’s circle — with 9+ on a buying committee at any given time. Which makes things seem pretty impossible to personalize.

 

On this episode, I interview Meredyth Jensen, Senior Vice President of Marketing and Brand Communications at RGP:

 

What we talked about:

  • How taking a wandering career path can be highly advantageous
  • Communicating with buyers using the methodology they prefer
  • You can’t be fully present for your team if you’re burned out


Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

Direct download: The_Marketers_Journey_-_Meredyth_Jensen.mp3
Category:general -- posted at: 1:00am EDT

It can be a huge struggle to get started in a new role when you don’t have good records. Or any records. And building a content marketing strategy from scratch is a challenging feat for anyone! 

 

On this episode, I interview Patrick Spencer, Senior Director of Content Marketing at Fortinet:

 

What we talked about:

  • What it was like for Patrick to start his career mid-30s with a Ph.D.
  • The questions Patrick asked to form the journey stages for customers
  • Where to start when you’re starting a content strategy
  • Why we love Iceland

 

Check out these resources we mentioned during the podcast:

 

Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

 

Direct download: The_Marketers_Journey_-_Patrick_Spencer.mp3
Category:general -- posted at: 1:00am EDT

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