Afleveringen
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“If you want your content to resonate, you need to understand your audience deeply and craft your message with intention,” says Tommy Walker, Founder of The Content StudioIn this episode of The Content Cocktail Hour, Tommy Walker, Founder of The Content Studio, shares some valuable marketing insights from their “State of Discontent” report on content marketing. He reveals why understanding audience motivations, conducting meaningful research, and prioritizing creative fulfillment are essential for creating content that truly connects with your audience. Tommy also discusses how the report’s findings can guide marketers toward more effective strategies in 2024 and beyond.In this episode, you’ll learn:Key challenges facing content marketers and how to overcome themThe role of audience research in driving authentic engagementPractical steps for improving creative satisfaction and executionResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Tommy on LinkedIn: https://www.linkedin.com/in/tommyismyname/Learn more about The Content Studio: https://www.thecontentstudio.com/Timestamps:(00:00) Intro(03:14) Why content marketers feel “disconnected”(07:45) The importance of audience research(12:18) How to balance creativity with leadership expectations(15:40) The juiciest insights from the “State of Discontent” report(19:02) Strategies for content marketing success in 2024 and beyond
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“Content isn’t just a lead magnet, it’s a strategic tool that can guide prospects at every stage of the buyer journey,” says Tom Rudnai, CEO of Demand-Genius. “
In this episode of The Content Cocktail Hour, Tom Rudnai, CEO of Demand-Genius, discusses how high-value content drives revenue, and how we can effectively attribute our content to business growth. He shares insights from his background in media and B2B SaaS on redefining content marketing strategies, revealing how Demand-Genius uses content to close gaps in the buyer journey. Tom also talks about the compelling shifts in content creation, and why engaging your sales team as content “connectors” can make all the difference.
In this episode, you’ll learn:
How to turn B2B content into a revenue-driving assetWhy traditional metrics often miss the mark on measuring content effectivenessPractical tips for using AI and SEO strategies for high-impact contentResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Tom on LinkedIn: https://www.linkedin.com/in/tom-rudnai-0539b6151/
Check out Demand-Genius: https://www.demand-genius.com/
Timestamps:
(00:00) Intro
(02:46) The content strategy shift from branding to revenue
(06:32) The role of content in guiding buyers through the funnel
(10:18) Using data for content attribution and measurement
(14:05) Why AI is reshaping SEO and content distribution
(17:45) Empowering sales with content as “information connectors”
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Zijn er afleveringen die ontbreken?
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"There’s two ways to be creative: you can sing and dance, or you can create environments where singers and dancers can flourish. I’m the second," says Patrick Reynolds, CMO at BlueConic
In this episode of The Content Cocktail Hour, our guest is Patrick Reynolds, CMO of BlueConic. Patrick shares how BlueConic leverages first-party data to build tailored, empathetic customer experiences during busy shopping seasons like Black Friday. He also talks about his insights on the evolving role of AI, which helps marketers focus on creativity and strategy by automating repetitive tasks, and explains why the best marketing often works quietly in the background, enhancing customer engagement without overshadowing it.
In this episode, you’ll learn:How to use first-party data to create personalized experiences that resonate with customers during high-stakes shopping seasonsThe importance of balancing data-driven insights with empathy to better serve consumersWhy AI can be a game-changer in freeing marketers to focus on strategic, creative workResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patreynolds/
Check out BlueConic: https://www.blueconic.com/
Timestamps:
(00:00) Intro
(03:24) Black Friday and Cyber Monday strategies
(04:37) The importance of empathy in marketing
(08:29) Leveraging customer data for better marketing
(10:20) Balancing data and creativity in marketing
(17:40) Content strategy and measurement
(20:46) The role of AI in modern marketing
(23:43) Why marketing should be invisible to the consumer
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"If you want to portray your message exactly the way your brand would say it, then use your brand to say it. If you want to use an influencer to say it, then you need to let that person shine through. Otherwise, your content won't work," says Tanya Alain, VP of Marketing at Upfluence
In this episode of The Content Cocktail Hour, Tanya Alain, VP of Marketing at Upfluence, shares the key strategies that make influencer marketing a brand game-changer. She breaks down the dos and don’ts of partnering with influencers, from finding voices that resonate with your brand’s audience to letting the influencer’s authenticity shine for stronger engagement. She also talks about how they do influencer marketing at Upfluence and how AI may change the way we do influencer marketing and content marketing in general.
In this episode, you’ll learn:
Effective strategies for making influencer marketing successfulHow influencer authenticity can help your brand succeedHow AI is reshaping content marketing and what that means for influencer marketingResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Tanya on LinkedIn: https://www.linkedin.com/in/tanya-alain/
Check out Upfluence: https://www.upfluence.com/
Timestamps:
(00:00) Intro
(02:59) What is influencer marketing
(05:31) Balancing brand voice and influencer authenticity
(08:34) How to get started with influencer marketing
(10:53) How Upfluence does influencer marketing
(15:32) The future of influencer marketing with AI
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“Now, where we feel pretty strongly and what we kind of benchmark this company against is we still believe humans need to do two core things. They need to be the creatives and the strategists,” says Elaine Zelby, CRO and co-founder at Tofu
In this episode of The Content Cocktail Hour, Elaine Zelby, CRO and Co-founder of Tofu, shares her journey from biomechanical engineering to growth marketing and founding a top-of-funnel platform. She discusses why many B2B companies face challenges with tool overload and siloed workflows, as well as how AI and automation can rebundle and streamline marketing efforts for leaner, more efficient teams. Elaine also explores how content serves as the backbone of marketing strategy, emphasizing its role across every funnel stage.
In this episode, you’ll learn:
How Tofu is redefining top-of-funnel strategies with a unified platform approachWhy many companies struggle with too many tools and data silosPractical AI applications for automating and scaling marketing tasksResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Elaine on LinkedIn: https://www.linkedin.com/in/elainezelby
Check out Tofu: https://www.tofuhq.com/
Timestamps:
(00:00) Intro
(07:32) The role of content in marketing
(09:37) AI's impact on creative work
(10:29) Getting started with AI
(12:34) Exploring AI opportunities in professional life
(13:21) Practical applications of AI in marketing
(14:25) Rebundling AI for marketing efficiency
(14:59) Solving tool fatigue for growth teams
(18:10) Innovative uses of AI in content marketing
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"A fractional CMO can be incredibly effective and can get you where you want to go far faster than going through the entire process of hiring a VP who you might fire in nine months anyway," says Shannon Curran, CMO & Advisor at SSC Consulting
In this episode of The Content Cocktail Hour, Shannon Curran, Fractional CMO & Advisor at SSC Consulting, shares what life as a fractional CMO looks like and how this growing trend is reshaping marketing for early-stage B2B companies. Shannon explains why more founders are turning to fractional CMOs to scale faster and make smarter marketing decisions. She also gets into strategies for founder storytelling and effective budgeting for your marketing campaigns.
In this episode, you’ll learn:
Why founders might want to hire fractional CMOs for more effective marketing strategiesKey marketing strategies for scaling early-stage companies The role of founder storytelling in brand growthResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Shannon on LinkedIn: https://www.linkedin.com/in/shannon-sweeny-curran-55332942/
Check out SSC Consulting: https://sscconsulting.io/
Timestamps
(00:00) Intro
(03:42) Current budgeting and planning trends in marketing
(10:12) Differentiating founder brand from company brand
(15:23) Aligning content strategies with your brand
(16:20) Corporate content strategy vs. Founder content strategy
(18:18) Transitioning to Fractional CMO
(21:12) Challenges of becoming a fractional CMO
(24:23) Fractional CMO vs. VP of Marketing
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"Usually it starts with a pilot campaign, and that means that you're not trying to validate that ABM works. What you're really trying to do is to create a repeatable model,” says Vincent DeCastro, President at ABM Agency
In this episode of The Content Cocktail Hour, Vincent DeCastro, President of ABM Agency, explains the foundations of Account-Based Marketing (ABM) and why it’s a game changer for B2B marketers. He walks through the process of building focused target account lists and outlines the importance of aligning your ABM efforts with business objectives. Vincent also highlights the value of first-party intent data in understanding when an account is truly in-market, and shares advice on how to successfully align sales and marketing teams. Lastly, he offers a thoughtful perspective on why third-party intent data can be unreliable.
In this episode, you’ll learn:
The steps to building an effective ABM strategyWhy first-party intent data is key to ABM successHow to align sales and marketing around ABM goalsResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Vincent on LinkedIn: https://www.linkedin.com/in/vincentdecastro/
Check out ABM Agency:https://abmagency.com/
Timestamps
(00:00) Intro
(03:19) The rise and misconceptions of ABM
(06:53) Effective ABM strategies
(09:30) Building a target account list for ABM
(11:57) Reverse engineering in ABM
(13:21) Who should own ABM?
(15:02) In-house vs. outsourced ABM
(15:31) ABM maturity model
(18:24) The role of third-party intent data
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"That's how everyone should approach working with AI SDRs. You have to experiment. There is no rule of thumb on how to build things when you're launching AI outreach," says Alina Karnaukh, Head of Marketing at AiSDR
In this episode of The Content Cocktail Hour, Alina Karnaukh, Head of Marketing at AiSDR, shares how AI SDR technology is transforming sales and marketing efforts. Alina talks about the rise of AI-powered sales agents, the balance between human SDRs and automation, and how AiSDR uses AI to scale outreach while keeping campaigns personal. She also highlights the importance of experimentation and how marketers can refine their strategies in a fast-paced industry.
In this episode, you’ll learn:
How AI SDRs can streamline sales outreach and save time on repetitive tasks The balance between human SDR personalization and AI automation Strategies for experimenting and scaling AI-powered marketing campaignsResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Alina on LinkedIn: https://www.linkedin.com/in/alinakarnaukh/
Check out AiSDR: https://aisdr.com/
Timestamps
(00:00) Intro
(02:43) Exploring the world of AI SDRs
(05:11) Why AiSDR still values the work of human SDRs
(10:50) How AiSDR creates their own marketing content
(19:56) Tips to getting started with AI SDRs
(21:05) Creating standout content by being vulnerable
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“We believe that education is a tool for growth, whether that be personal growth, professional growth, growth of a business or growth of a person. And that's the umbrella that we sit under,” says Christie Horsman, VP of Marketing at Thinkific
In this episode of The Content Cocktail Hour, Christie Horsman, VP of Marketing at Thinkific, explains how customer education can play a key role in growing your funnel. She shares how Thinkific strategically uses long-form content and repurposes it to maximize its value. Christie also highlights Thinkific’s unique branding approach and emphasizes why focusing on quality over quantity in content creation is the smarter way to go.
In this episode, you’ll learn:
How customer education impacts every stage of the funnelStrategies to make your content do more with lessUsing courses as a content format for brandsResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Christie on LinkedIn: https://www.linkedin.com/in/christie-e-horsman/
Check out Thinkific: https://www.thinkific.com/
Timestamps:
(00:00) Christie and her work at Thinkific
(04:28) How customer education affects your funnel
(12:06) Creating content with many use cases
(17:20) Thinkific's branding and sub-branding strategy
(25:17) Your content needs to do the heavy lifting
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“It was just a nightmare operationally to pack boxes and go to the post office. And so I dreamed of a better solution and here we are today. And we've had almost 300 million spent on our platform,” says Kris Rudeegraap, Co-CEO & Co-Founder at Sendoso
In this episode of The Content Cocktail Hour, Kris Rudeegraap, Co-CEO & Co-Founder at Sendoso, discusses how gifting can be a game-changer in your outbound marketing strategy. He explores why outbound marketing remains relevant and how personalized gifting can strengthen customer engagement. Kris also explains how Sendoso helps both small and large businesses streamline their gifting efforts, while also addressing the impact of AI in improving marketing efficiency.
In this episode, you’ll learn:
Why gifting works as a key outbound strategy for marketersHow AI is transforming outbound marketing and the SDR roleWays to simplify gifting operations for companies of all sizesResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Kris on LinkedIn: https://www.linkedin.com/in/rudeegraap/
Check out Sendoso: https://www.sendoso.com/
Timestamps:
(00:00) Intro
(01:43) Loving the pain point that you’re solving
(07:41) Gifting and direct mail post-pandemic
(11:35) How outbound continues to change with AI
(15:38) Why gifting isn’t a silver bullet
(18:25) The secret power of product marketing in B2B
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"When the leaders are hands-on, the teams go faster, their companies grow faster, and they get the respect from their team," says Manoj Ramnani, Founder & CEO at SalesIntel
In this episode of The Content Cocktail Hour, Manoj Ramnani, Founder & CEO at SalesIntel, discusses the latest trends in go-to-market strategies and the impact of founder-led growth. He explains SalesIntel’s approach to budget allocation and highlights the importance of staying actively involved in both content and product development. Manoj also offers a clear perspective on the growing Martech landscape and how leaders can find the best strategies to make their companies grow.
In this episode, you’ll learnHow staying involved as a founder, especially in content creation and product development, can lead to more effective go-to-market strategiesSalesIntel’s approach to allocating its go-to-market budgetWays to build a strong and robust pipelineResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Manoj on LinkedIn: https://www.linkedin.com/in/manojramnani/Check out SalesIntel: https://salesintel.io/
Timestamps(00:00) Meet Manoj Ramnani, CEO of Sales Intel(05:06) SalesIntel’s strategy for allocating its go-to-market budget(08:50) The strength of founder-led growth(09:58) Why Manoj stays involved in SalesIntel’s code and engineering(12:12) Is the B2B and data market truly crowded? -
"If AI is making your work more creative and more beautiful, get on board," says Jen Rapp, Chief Marketing Officer at Superside
In this episode of The Content Cocktail Hour, Jen Rapp, Chief Marketing Officer at Superside, discusses the future of B2B marketing, emphasizing the importance of creativity and AI in creating more engaging content. Jen explains how businesses can shift away from traditional, cold approaches by learning from B2C and D2C brands, making their content more human and relatable. She also shares insights from her time at Patagonia and discusses the role of AI in improving operational efficiency.
In this episode, you’ll learn:Integrating AI into your work and how it can boost operational efficiencyWhy you should start creating content like B2C and D2C brandsAI isn't a replacement for human creativity but a tool that enhances itResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jen on LinkedIn: https://www.linkedin.com/in/jen-rapp-3234aa10/Check out Superside:https://www.superside.com/
Timestamps(00:00) Jen’s work at Patagonia and background(07:40) “Creative is the new targeting”(11:54) How AI boosts efficiency and creativity(17:08) Repurposing content using AI(25:08) What B2B can learn from B2C and D2C brands -
"Now more than ever, personalizing content experiences, personalizing marketing, showing people that you know them, and making sure that the stuff that you put out couldn't have been put out by anyone else is critical," says Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuse
In this episode of The Content Cocktail Hour, Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuse, talks about how marketers can create standout content by combining AI-driven insights with human creativity. We also discuss why understanding your audience is more critical than ever in the age of AI and discuss how content quality is evolving with emerging technologies.In this episode, you’ll learnThe cost of building and commoditizing AIWhy personalizing your content and demonstrating a deep understanding about your audience can make all the difference in content creation and marketingInsights on MarTech and how this can influence content creation, quality, and strategies in the futureResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffcoyle/Check out MarketMuse:https://www.marketmuse.com/Timestamps(00:00) Intro(09:04) Pros and cons of being an early AI adopter(16:50) The cost of building AI tech, Commoditizing AI(17:34) How content quality will evolve as we adopt new tech(23:07) Good or bad, all content matters(24:07) If you’re a good writer, you’re the most important person in the room(29:33) OpenAI’s path to a trillion-dollar future -
“I don't think AI is gonna replace content managers and people who are coming up with the ideas and actually fleshing them out, especially in B2B," says Jeremy Collier, Content Marketing Manager at ActiveCampaignIn this episode of The Content Cocktail Hour, Jeremy Collier, Content Marketing Manager at ActiveCampaign, talks about how AI and innovative SEO strategies are shaping the future of content marketing. Jeremy also takes us along on his inspiring career journey, from his early days as a video game tester to his current role at ActiveCampaign. He also explains the power of incorporating emotional appeal into B2B content, and how his team at ActiveCampaign approaches content creation.In this episode, you’ll learn:Using AI for research, outlines, and drafting, especially for listicles and experimentsThe importance of personal connection in B2B marketing to enhance engagementAdapting to SEO changes and search behavior to maintain content visibilityResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeremy on LinkedIn: https://www.linkedin.com/in/jeremycollier2011/Check out ActiveCampaign: https://www.activecampaign.com/Timestamps:(00:00) Intro(05:17) The rise of generative AI in content marketing(10:04) Content marketing process at ActiveCampaign(12:13) Adapting to keyword shifts and search engine evolution(16:22) Jeremy's career path from video games to marketing(18:49) How to break into content marketing(20:47) Emotion in B2B marketing
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"Right at the point when you're feeling exhausted and really bored about promoting a piece of content is right when the market is actually starting to see it," says Adam Sockel, Content Marketing Lead at Orum
In this episode of The Content Cocktail Hour, Adam Sockel, Content Marketing Lead at Orum, talks about the world of content creation and strategy, revealing why he believes the key to memorable content is to be "anything but boring." Adam shares how he navigates the relationship between sales and marketing to the practicalities of running large-scale surveys. He also discusses the importance of maintaining a cohesive brand voice and the real power of proprietary data in content marketing.
In this episode, you’ll learn:The value of being memorable over being flawlessHow to ensure that your sales development team is consistently aligned with your content strategyInvesting in unique, proprietary data can deliver extraordinary ROIResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Adam on LinkedIn: https://www.linkedin.com/in/adam-sockel/Check out Orum: https://www.orum.com/
Timestamps:(00:00) Avoiding apathy in marketing strategy(05:38) The impact of centralized customer marketing on sales(12:52) How to create and measure content success(23:07) Why outbound is not dead -
“Your biggest opportunity is your existing content. Keep optimizing it and making it better,” says Salvatore Surra, Director of SEO & Content at Seamless.AIIn this episode of The Content Cocktail Hour, Salvatore Surra, Director of SEO & Content, talks about his top strategies for creating high-impact, SEO-rich content that stands out in a sea of AI-generated content. He walks us through how SEO and search engines have evolved over the years and explains why quality content is still more valuable than quantity. Sal also highlights the invaluable role of the human touch in the writing process, showing how it can help improve search rankings while ensuring your brand’s voice remains genuine, relatable, and uniquely human.
In this episode, you’ll learn:The evolution of SEO strategies and search engines through the yearsHow to blend automation with human creativity in content writingReal-world content and SEO strategies that works in today’s AI-powered worldResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Sal on LinkedIn: https://www.linkedin.com/in/salsurra/Check out Seamless.AI: https://seamless.ai/homeTimestamps:(01:29) Why optimizing existing content is your biggest opportunity(10:17) The changing landscape of SEO(18:21) How Seamless.AI boosted SEO with quality content(21:29) The value of the “human touch” in content writing(22:14) How to re-optimize your existing content(27:01) AI for efficiency, not creativity -
"We try to do as much as we can to really elevate customer voice and let the customer voice do the talking for us, which is something that we suggest companies do," says Kristi Gamboni, Sr. Integrated Marketing Manager at TrustRadius
In this episode of The Content Cocktail Hour, Kristi Gamboni, Senior Integrated Marketing Manager at TrustRadius, shares her insights on creating impactful B2B marketing content that effectively engages audiences without breaking the bank. Kristi talks about leveraging user-generated content, the importance of non-promotional, thought-out content, and innovative approaches like the 'Reviews After Dark' project. She also highlights the significance of brand awareness and cost-effective strategies in both physical and virtual events, advocating for creative and lean marketing practices to enhance brand visibility and engagement.In this episode, you’ll learn:
The importance of creating non-promotional, thoughtful content to engage audiences Whether it's a high-profile event or a lean, strategic initiative, maximizing exposure can be achieved on any budgetSuccess in social media and events often comes down to the power of collaboration Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Kristi on LinkedIn: https://www.linkedin.com/in/kristigamboni/Check out TrustRadius' website: https://www.trustradius.com/
Timestamps:(00:00) How to create non-promotional content that engages(02:50) TrustRadius’ use of software reviews for B2B content success(05:58) The power of events in marketing(10:11) How to measure success in content and events(15:03) Inside TrustRadius’ 'Reviews After Dark' series(19:52) How to make a big impact on a small budget -
"If you build that brand trust, everything else is going to start to follow," says Carol Howley, Chief Marketing Officer at Exclaimer
In this episode of The Content Cocktail Hour, Carol Howley, CMO at Exclaimer, discusses the essential role of brand and content in B2B marketing. Drawing from her extensive experience in both demand generation and brand marketing, Carol highlights how Exclaimer navigated a challenging market to double its ARR in two years. She and Adam explore the strategic value of rebranding, building trust, and balancing brand with demand. Carol also addresses the evolving role of content in marketing and shares insights into the underinvestment in brand due to its historically difficult ROI justification.In this episode, you’ll learn:Content drives both brand and demand generation, powering all marketing effortsBuilding trust and emotional connections boosts buyer confidence and long-term successGathering insights through tools, events, and community refines your strategy for better results
Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Carol on LinkedIn: https://www.linkedin.com/in/carolhowley/Check out Exclaimer: https://exclaimer.com/Timestamps:(00:00) How Exclaimer doubled ARR with brand and demand strategy(04:02) Balancing brand and demand(06:55) The importance of brand investment(10:31) Content as the foundation of marketing(15:02) The rebranding journey at Exclaimer -
"It's that fun balancing act of which one do we want to succeed versus which one is succeeding? And then taking a look and saying, do we need to promote more the one that we want to succeed?" says Matt Lyman, VP of Demand Generation at LeanData
In this episode of The Content Cocktail Hour, Matt Lyman, VP of Demand Generation at LeanData, draws from his diverse background in marketing, project management, and theater to enhance his demand generation and brand-building strategies. We talk about his controversial views on Marketing Qualified Leads (MQLs), discussing why they shouldn’t be the primary KPI, and the role of actionable playbooks in event management. Matt also share his insights on balancing demand generation with brand integration, highlighting effective content strategies, repurposing, and customer engagement.In this episode, you’ll learn:Use MQLs as signals, not primary KPIs. Focus on leads, account interactions, pipeline, and revenue for better performance tracking.Efficient demand generation boosts brand visibility, and strong branding enhances demand efforts. Both should work together seamlessly.Continuous iteration and repurposing of content, informed by data, can significantly improve engagement. Try different formats to see what resonates best.Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattlyman/Check out LeanData’s website: https://www.leandata.com/
Timestamps:(00:00) How brand and demand gen work together for business growth(03:25) LeanData's approach to efficient marketing(13:43) The synergy between brand and demand generation(18:22) The importance of content in deal cycles(19:28) How to repurpose content for better engagement(23:24) Leveraging playbooks for strategic positioning(25:13) Why MQLs aren't dead in B2B marketing -
"I think one of the misconceptions around research is that it's got to be this long, formalized process that takes months and maybe a lot of budget. And I think that just kind of scares people away from the idea, or at least makes it something that you just want to put off indefinitely," says Clay Ostrom, Founder and Brand Strategist at Map & Fire
In this episode of The Content Cocktail Hour, Clay Ostrom, Founder and Brand Strategist at Map & Fire, talks about the importance of customer research, debunking myths about it being costly or time-consuming, and shares practical examples from his career. He shares his insights on why external perspectives are crucial for effective brand positioning and discusses the value of "how-to" content in engaging audiences. Plus, we talk about practical applications of Artificial Intelligence in business, specifically how AI can optimize narrow, binary tasks.In this episode, you’ll learn:Create "how-to" content tailored to specific job functions to boost engagement and click-through ratesUtilize external consultants for brand positioning to overcome internal biases and gain deeper insightsBegin with targeted customer research to shape content and positioning strategies efficientlyResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Clay on LinkedIn: https://www.linkedin.com/in/clayostrom/Check out Map & Fire: https://mapandfire.com/Timestamps:04:46 Boosting your brand with celebrity endorsements09:20 The crucial role of research and customer understanding17:39 Insights from diverse brand research19:24 The impact of AI on marketing24:30 Effective B2B content strategies27:50 The Importance of external perspective - Laat meer zien
