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“It’s not just about getting things done, but doing it in a way that doesn’t ruffle feathers while making sure people are on your side. “ Shana Haynie, Head of Content & Organic Growth at MoEngage
In this episode of Executive Conversations, Maeva chats with Shana Haynie, Head of Content and Organic Growth at MoEngage North America, as she shares her experience managing content strategy across global regions. She discusses building relationships, influencing without direct authority, and navigating complex content challenges. Shana also details how she drives SEO results, collaborates with web ops teams, and ensures alignment across different regions.
In this episode, we talk about:
Content strategy
Organic Growth
Content operations
Takeaways
Navigating global content strategy: The complexities of managing content across regions and collaborating with international teams.
Influencing without authority: Tips for building relationships and gaining support from colleagues and leadership without direct management power.
Long-term SEO strategy: Addressing technical SEO issues and content overhaul for sustained organic growth.
Driving process change: Implementing new frameworks and processes to improve content efficiency in a large organization.
Cross-functional collaboration: The importance of working closely with different departments, like web ops, to drive meaningful results.
Time chapters
[00:06] Introduction
[01:54] Early career challenges: transitioning from content creation to strategy
[06:40] Scaling successful inbound marketing strategies
[10:45] Managing SEO and content strategy across seven global regions
[14:36] Building relationships and collaboration across international teams
[18:40] Overhauling content production and publishing processes
[23:40] Collaborating with web ops and overcoming technical SEO challenges
[26:48] Handling leadership pressure for both short-term and long-term results
About Shana Haynie
Shana is the Head of Content and Organic Growth for MoEngage's North America region and has over a decade of marketing experience helping businesses reach and engage their customers through strategic storytelling. When she isn't writing or editing, you can find her playing pickleball, dancing to hardstyle, singing karaoke, or walking her dog, Dexter.
Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call
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“Communicate- Be transparent, set expectations and then mitigate” Lisa Vecchio, GVP of Integrated Marketing from Aircall
In this episode of Executive Conversations, Maeva chats with Lisa Vecchio, former GVP of Integrated Marketing at Aircall. She previously worked with Hootsuite and Expedia and shares her experiences navigating leadership transitions, adjusting marketing strategies, and working closely with executive teams to ensure the success of marketing plans. She talks about adapting to new perspectives, building strong relationships, and using data to demonstrate the value of long-term marketing initiatives.
In this episode, we talk about:
Stakeholders
Reporting
Long-term growth
Takeaways
Navigating leadership changes: Lisa shares her experiences in adapting to new leadership perspectives and how it influences marketing strategy.
Crafting effective presentations: Strategies for presenting complex marketing strategies in simple terms that resonate with executives.
Managing budget expectations: Balancing short-term performance marketing with long-term brand building despite budget constraints.
The importance of flexibility: How to remain adaptable in dynamic business environments, especially during executive transitions.
The role of data in decision-making: Using supporting data and anecdotes with marketing strategies and secure necessary resources.
Time chapters
[00:06] Introduction
[01:55] Building marketing skills through stakeholder communication
[03:57] Presenting marketing experiments to leadership
[06:27] Reporting to different executives: CEOs, CMOs, and CFOs
[11:39] Addressing short-term focus in marketing
[14:10] Experimenting with new tactics and channels
[19:34] Training teams for budgeting and resource allocation
[25:46] Navigating rebranding and website launches as a new marketing leader
About Lisa Vecchio
Lisa is a CIM Chartered Marketer with nearly two decades of global experience in B2B marketing. She has successfully led marketing, PR, brand, and growth teams at various SaaS companies including Aircall, Hootsuite, Expedia Group, Wiley, and early-stage startups. Motivated by driving ROI and revenue through creative strategies, Lisa is a champion of brand and community building. She prioritizes strong collaboration with sales, customer success, and partnership teams, and is enthusiastic about the future of AI to enhance marketing practices. A cultural enthusiast and avid traveler, Lisa has successfully built international teams while living in New York, Melbourne, and London.
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"It's about finding creative ways to make an impact, even when budgets are tight. That's where true innovation happens." - Tove Hernlund, Marketing Team Lead at Jobylon
In this episode, Maeva chats with Tove Hernlund, Marketing Team Lead at Jobylon, as she shares her journey from university to leading a marketing team. She discusses the importance of creative problem-solving when faced with budget cuts, the value of mentorship, and how to secure buy-in for innovative ideas. Tove also highlights the significance of being adaptable and prepared when pitching new strategies in the B2B space.
In this episode, we talk about:
Creative marketing
Career progression
Mentorship
Takeaways
Creative marketing with limited budgets: Finding innovative ways to make an impact even with reduced budgets.
Value of mentorship: Tove shares how having a challenging mentor early in her career shaped her approach to marketing and leadership.
Selling internally for new ideas: Strategies for pitching creative and unconventional marketing ideas to leadership teams.
Balancing proven tactics with innovation: The importance of not just following what competitors do but finding unique strategies that align with company goals.
Long-term thinking in marketing: Marketing success is a marathon, not a sprint, and the importance of patience and persistence.
Time chapters
[00:06] Introduction
[01:55] The power of mentorship.
[05:23] The art of selling internally.
[08:35] The value of trying unconventional marketing strategies.
[12:44] Success stories: Using creative video marketing in B2B.
[15:10] The importance of a supportive leadership team for innovation.
[17:16] Pitching new ideas with data and preparation.
[19:59] Building a strong network and learning from peers in the industry.
[22:27] Conclusion
About Tove Hernlund
Tove Hernlund, Marketing Team Lead at Jobylon, with both a Bachelor's and Master's in marketing and a strong background within startup SaaS and B2B marketing.
Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call
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"Being confident and convicted gives other people the confidence that this guy might know what the hell he's talking about"
Devin Reed, Founder, The Reeder
In this episode of Executive Conversations, Maeva chats with Devin Reed, founder of The Reeder, about architecting the perfect pitch. Devin shares practical tips from his experience, such as starting with a CEO slide, speaking the C-suite's language, using compelling data, and presenting a clear vision. He stresses the importance of confidence and conviction when pitching ideas, ensuring they align with the company's strategic goals. Devin also highlights the significance of audience growth and the challenge of educating leaders on its value, advocating for concise and focused presentations.
In this episode, we talk about:
Pitching ideas
Confidence
C-suite communication
Takeaways
Importance of audience building: Devin emphasizes the critical role of growing a loyal audience for long-term success.
Securing executive buy-in: Key tactics for aligning marketing proposals with CEO priorities and company strategies.
Presenting with confidence: Strategies for conveying confidence and conviction during pitches to executive teams.
Clear and concise communication: The importance of avoiding jargon and speaking in terms understood by the C-suite.
Handling skepticism: How to encourage and address skepticism constructively during presentations.
Time chapters
[00:07] Introduction
[01:04] Devin Reed's background
[03:00] Challenges in gaining buy-in for marketing
[05:29] Understanding and aligning with CEO priorities
[07:10] The concept of the CEO slide and its significance
[10:58] Building and leveraging audience trust
[12:35] Dealing with skepticism and objections
[15:24] Organizing presentations for executive audiences
[19:47] Communicating vision and excitement in pitches
[21:09] Importance of confidence and conviction
[22:15] Learning from past experiences and refining strategies
[26:54] Encouraging and handling audience input
[29:38] Wrap up
About Devin Reed
Devin was previously the Head of Content at two billion-dollar startups (Gong, Clari). He’s currently the Founder of The Reeder where he helps SaaS companies design and execute content strategies that grow audience, brand and pipeline. He also hosts the YouTube show and podcast, Reed Between The Lines, and publishes a weekly newsletter about content strategy and marketing.
Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call -
“What’s more critical to me than reporting structures is strategic alignment. What is strategically and critically important to the business? “
William Chia, VP of Marketing at Styra
In this episode of Executive Conversations, Maeva Cifuentes interviews William Chia, the VP of Marketing at Styra. They discuss the challenges of getting buy-in from various stakeholders in the go-to-market space. William shares his experience of building the skill of negotiation and persuasion throughout his career as a marketer. They also discuss the importance of strategic alignment and how reporting structure is not the sole determinant of success. William shares a story of disagreeing and committing to a decision that went against his beliefs, which turned out to be a successful move. He also shares a story of influencing a change in the go-to-market motion by transitioning from a traditional MQL-based model to an account-based motion.
In this episode, we talk about:
Strategic alignment
Product marketing
Account-based marketing
Takeaways
Leadership by influence: How to influence without authority, especially in product marketing.
Strategic alignment: The crucial role of strategic alignment over traditonal reporting structures in achieving company goals.
Transparency benefits: How transparency, even with competitors, can enhance credibility and SEO.
Disagree and commit: The value of committing to a strategy even when you initially disagree.
Transitioning marketing models: Shifting from traditional MQLs to account-based marketing for better quality leads.
Time chapters
[00:01] Introduction
[02:36] Learning leadership skills in marketing
[04:15] The role of product marketing and leadership by influence
[06:45] Reporting structure and its impact on marketing strategies
[10:30] Strategic alignment vs. reporting structure
[13:26] Navigating misalignment in organizations
[18:00] Embracing transparency in competitive strategy
[22:11] The power of Bezo’s disagree and commit
[25:57] Achieving buy-in for strategic changes
[28:31] Conclusion and final thoughts
About William Chia
Product-minded storyteller who's been crafting both code and copy since the late 90's. Obsessed with customers, I leverage both qualitative and quantitative research to make data-driven decisions. With the heart of a teacher, I make others around me better. Proven track record of driving go-to-market strategy, sales enablement, content, messaging, and positioning for new technologies in new markets. Connect with William here.
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“Take risks. Don't be shy. Throw every idea against the wall—you never know what's going to stick.”
- Chris C. Anderson, VP, Head of Content @GleenSlate
In this episode, Maeva chats with Chris Anderson, VP Head of Content at Greenslate. They dive into the art of building executive relationships, presenting data-backed ideas, and navigating the unique challenges of different industries. Chris shares his tips on saving data from past campaigns, tailoring pitches to various stakeholders, and embracing risk in marketing. He also highlights the importance of identifying what resonates with executives and using experimentation to support new ideas.
In this episode, we talk about:
Content strategy
Presenting data
Pitching ideas
Takeaways
The importance of integrating experience: Chris values his CMO's extensive industry knowledge and incorporates it into his innovative ideas.
Leveraging past data: Drawing from previous successful campaigns and roles helps in building strong cases for new initiatives.
Experimentation for proof: Starting small with experiments to gather data can justify budget increases and gain support for larger projects.
Collaborative pitching: Working with team members and leadership ensures alignment and enhances the quality of pitches.
Adapting to industry changes: Navigating industry-specific challenges, such as entertainment strikes, requires flexibility and short-term focus.
Time chapters
[00:00] Introduction
[00:50] Chris’s role at Greenslate
[01:20] Building relationships in the remote workspace
[02:33] How past experiences can influence current strategies
[04:50] Pitching ideas and presenting data
[06:26] Bridging industry differences with core principles
[08:20] Experimentation as a proof point
[09:58] Handling long-term initiatives with limited resources
[12:02] How to condense detailed research into effective pitches
[14:04] Collaboration for successful pitches
[17:18] Managing short-term vs. long-term initiatives
[18:37] Adapting to industry changes
[21:31] Building frameworks in startups vs. established companies
[25:10] Challenges in high-stakes environments like banking
[27:38] Final thoughts and advice
About Chris C. Anderson
Chris C. Anderson is currently VP, Head of Content at GreenSlate, a Top Voice on LinkedIn with 105k followers, and he runs a newsletter called Career Forward. With over 15 years of experience in digital content, content strategy, and digital media, Chris has built and led teams, created and executed regional and global strategies, and launched and managed multiple brands and products across various industries and platforms.
Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call
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In this episode of Executive Conversations, Maeva talks with Jakub Rudnik, Head of Content and SEO at Softr, about the beauty of internal marketing, proving ROI for marketing initiatives, and leveraging content to drive measurable results. Jakub shares his experiences from G2, Scribe, ActiveCampaign, and Softr, highlighting the importance of effective experimentation, clear ROI demonstration, and the evolving role of content marketing in different organizational contexts.
In this episode, we talk about:
Content marketing ROI Internal buy-in strategies SEO and content strategyTakeaways:
Proving ROI: How to demonstrate clear ROI from content marketing efforts to secure internal buy-in and budget. Internal Marketing: The need for effective internal marketing and selling strategies to get buy-in from multiple stakeholders. Experimentation: The value of running structured experiments with clear metrics to validate new marketing ideas. Adapting Strategies: Transitioning from top-of-funnel content to more targeted, bottom-of-funnel content for better conversions. Learning from Experiences: Through different companies, Jakub learned the importance of learning from past mistakes and successes to fine-tune marketing strategiesTime Chapters:
[01.27] Introduction
[03.30] Jakub's experience at G2 and the importance of proving ROI
[06.06] Building attribution and balancing short-term and long-term strategies
[10.01] The role of experimentation in marketing at Scribe
[12.48] Moving to ActiveCampaign and bridging PLG with sales-led growth
[16.45] Challenges and strategies in proving new marketing ideas at ActiveCampaign
[21.44] Current role at Softr and the supportive culture for experimentation
[24.30] Best practices for pitching marketing experiments
[26.50] Wrap-up and key takeaways from the conversation
About Jakub Rudnik:
Jakub is the Head of Content and & SEO at Softr.io, a no-code platform for building internal tools, portals, and other apps. He previously was Head of Content at ActiveCampaign, Scribe, and G2, and he advises early stage companies on content and growth. He also teaches digital journalism and communications classes at DePaul University in Chicago where he lives.
Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call
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In this episode of Executive Conversations, Maeva interviews Gustav Wallberg, B2B Marketing Lead & Partner at Republiken. They explore how marketing leaders navigate conversations with CEOs, CFOs, and boards to bring their ideas to life. Gustav shares his experiences and pain points in aligning marketing and sales, balancing short-term and long-term goals, and building brand recognition. They discuss the importance of collaboration, earning trust, and finding the right initiatives to focus on. Gustav emphasizes the need for marketers to understand the strengths of their company and leverage them to achieve growth and he shares his journey from B2C to B2B marketing.
Marketing alignment B2B marketing Sales collaborationTakeaways:
Aligning marketing and sales: Gustav emphasizes the importance of working closely with the sales team, ensuring both departments are moving in the same direction and achieving common goals. Executive buy-in: Getting buy-in from both the CEO and the Head of Sales, with a focus on collaboration and presenting a united front. Balancing short-term & long-term goals: Practical tips for balancing immediate performance metrics with long-term brand-building efforts. Transitioning from B2C to B2B: Insights into the challenges and learnings from moving from a B2C marketing approach to a B2B strategy. Leveraging internal experts: Utilizing internal experts as brand spokespeople to build trust and credibility within the target market.Time chapters:
[00:06] - Introducing Gustav Wallberg
[01:12] - The pain points of marketing alignment
[03:03] - Reporting structure at Alva Labs
[04:06] - Importance of sales alignment over CEO buy-in
[05:31] - Transitioning from B2C to B2B marketing
[07:17] - Marketing’s role in go-to-market strategies
[09:55] - Collaborative goal-setting with sales
[12:42] - Adjusting marketing strategies based on company strengths
[15:04] - Balancing short-term and long-term marketing goals
[18:39] - Leveraging internal experts for brand building
[20:04] - Practical execution of marketing initiatives
[22:55] - Long-term vs. short-term demand gen strategies
[24:25] - How to build trust incrementally
[27:07] - Wrap-up
About Gustav Wallberg:
Gustav is a digital marketer at heart, first stepping into a CMO role in a high-volume B2C venture before transitioning into B2B SaaS. At Alva Labs, a Swedish tech scaleup in the HR space, he built the marketing function & GTM strategy, helping them grow ARR by 5x over the last 3 years.
CTA Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call
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"You shouldn't wait until you're in a leadership position before you start going deeper into the operational aspect of a business"- Julien Sauvage
In this episode of Executive Conversations, Maeva chats with Julien Sauvage, who shares his journey from creative marketer to an accomplished data-driven executive at Clari. Julien discusses the importance of balancing creativity with operational excellence, strategies for getting buy-in from executives, and the impact of effective category design. Julien talks about the need for marketers to understand and use data to measure the success of their campaigns and navigate executive conversations effectively.
In this episode, we talk about:
Marketing budgets
Category design
Operations
Takeaways
Balancing Creativity with Data: How to combine creative ideas with solid data to ensure successful campaigns and win stakeholder support.
Operational Excellence: Understanding and managing the operational side of marketing, including data analysis, budget management, and process optimization.
Executive Buy-In: Strategies for securing executive buy-in by presenting clear, data-driven arguments and committing to long-term goals.
Category Design: The role category design plays in ensuring consistent messaging and educating the market.
Brand Measurement: How to measure the impact of brand campaigns using tools like conversation intelligence platforms and social media metrics.
Time chapters
[00:06] Introduction
[02:42] Julien's journey in developing executive skills
[04:39] The importance of tying ideas to targets and budget
[06:09] Operational excellence in marketing
[08:07] Navigating executive conversations and getting buy-in
[10:25] Implementing category design across the organization
[12:25] Challenges in executing long-term brand plays
[15:30] Getting buy-in from executives vs. team members
[17:28] Convincing executives with data and peer validation
[19:23] Mindset shifts in marketing
[21:26] Measuring the impact of brand & category campaigns
[24:29] Successful brand measurement strategies
[27:31] Balancing short-term results with long-term brand goals
[30:58] Introduction to marketing mix models
[32:43] Wrap-up
About Julien Sauvage
Julien Sauvage is the GVP of Marketing at Clari, leading a dynamic team of exceptional marketers.
With over 15 years in tech, including 10 in marketing, his focus is on revenue and AI technologies. He has worked with companies like Salesforce, Gong, and Talend.
His goal is simple yet ambitious – to create awareness around Clari’s category, generate a steady inbound flow, and drive the go-to-market strategy. He aims for his products to become essential for customers.
Beyond that, he’s involved in mentoring and teaching. And, he admits, he has a soft spot for 🥖 too.
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Welcome to Executive Conversations, where we explore how GTM leaders navigate executive discussions, market internally to gain support, and secure buy-in for long-term GTM strategies. In this episode of Executive Conversations, Maeva talks with Ran Yosef, VP of Marketing at Glassix.
Ran Yosef had extensive experience in various marketing roles before becoming VP of Marketing. He discusses the challenges of gaining executive buy-in, particularly for long-term strategies like SEO. Ran emphasizes understanding your executive team, showcasing the value of proposed marketing strategies, and building trust within your organization. He also provides tips on how to best align your marketing and sales teams to achieve cohesive and effective results.
In this episode, we talk about:
Data-Driven Marketing SEO marketing Sales alignmentTakeaways:
Building Trust: Ran talks about establishing trust and how it’s crucial for getting buy-in for new ideas and strategies. Understanding Executive Preferences: Tailoring presentations to the executive team’s preferences increases approval rate. Proving Long-Term Value: Demonstrating the long-term benefits of strategies like SEO helps in gaining support. Collaborative Effort: Working closely with sales and other departments to align. Industry Knowledge: Knowing your industry and competitors make for a strong case when proposing new initiatives.Time Chapters:
[00:07.202] Introduction
[00:58.467] Ran's journey and how he built buy-in for SEO initiatives
[01:55.454] How to apply SEO as a primary marketing strategy
[02:54.174] The importance of understanding executive teams for successful buy-in
[05:15.838] How to tailor information to different exec’s preferences
[07:42.814] Evaluating tech stacks
[10:15.682] Aligning marketing and sales teams
[13:01.854] Implementing tools to improve processes
[16:38.11] How to pitch long-term marketing strategies
[17:33.886] Demonstrating the long-term value of SEO to executives
[20:09.374] Strategic SEO: Knowing your personas and crafting effective content
[24:08.61] Building trust within your organization
[27:40.354] Closing remarks
About Ran Yosef:
Ran Yosef, Glassix’s VP of Marketing, is a leading figure in AI-enhanced customer communication. With over a decade of innovative marketing strategies under his belt, Ran has significantly contributed to the growth of several startups.
From SEO to PPC, Demand Generation, and Marketing Ops, Ran has helped numerous companies thrive in highly competitive markets.
Hosting the Glassix Spotlight, a leading CX & AI podcast, Ran is deeply committed to the art of storytelling, believing in its power to engage and inspire. Ran’s visionary leadership and unwavering dedication not only drive Glassix’s success but also significantly influence the evolving landscape of AI-driven customer communications.
Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call
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“What I learned is that the farther up the chain I went, the more difficult it was to get things done for an end result. I was so used to being at the end result. I didn’t get to see all of the pieces that go into play in the beginning, which of course starts with marketing budget.”- Mick Essex
Welcome to the very first episode of Executive Conversations, where we explore how GTM leaders navigate executive discussions, market internally to gain support, and secure buy-in for long-term GTM strategies. In this episode of Executive Conversations, Maeva speaks with Mick Essex, Head of Growth & Partnerships at POWR.
Mick shares his journey from journalism to sales and marketing, highlighting the importance of detailed planning and setting realistic, yet ambitious OKRs. He discusses the challenges of securing marketing budgets, achieving buy-in from leadership, and strategically planning marketing efforts. Mick discusses the need to align marketing goals with the total addressable market. Mick also talks about the importance of planning campaigns and having contingencies in place, as well as the unique challenges of working in a highly regulated industry. He also offers ideas for creating effective marketing strategies with limited budgets.
In this episode, we talk about:
Marketing budgets Executive buy-in StrategyTakeaways:
Importance of Detailed Planning: Mick emphasizes the need for thorough planning and having contingencies for marketing campaigns. Securing Buy-In: Effective strategies for getting executive and cross-departmental buy-in for your marketing initiatives. Budgeting Challenges: Presenting realistic marketing budgets based on category benchmarks and your total addressable market (TAM). Marketing in SaaS: Unique aspects of marketing in the SaaS industry, such as tackling free and freemium models. Using Data Effectively: Harnessing Google Analytics and other tools to understand traffic, conversions, and optimize your marketing efforts.Chapters:
[00:07] - Introduction
[00:55] - Mick’s journey from journalism to marketing
[03:46] - The challenges of getting budget approval
[05:11] - Getting buy-in marketing campaigns
[08:06] - Aligning marketing goals with the Total Addressable Market (TAM)
[09:46] - Strategic planning and creating contingencies for campaigns
[12:06] - Unique SaaS marketing challenges and strategies
[14:12] - How to be effective with limited marketing budgets and resources
[17:07] - Learning lessons from previous roles and applying them to current strategies
[18:40] - Challenges within the healthcare industry
[21:08] - The importance of proving your value early
[24:21] - Setting and achieving your OKRs
[26:23] - Closing remarks
Mick Essex is the Head of Growth & Partnerships at POWR where he has been for the past 2 years. POWR works with small businesses and solopreneurs across the world providing them with no-code marketing and sales website tools to help grow their business online. Connect with Mick Essex on LinkedIn.
Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call
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Welcome to another episode of The SEO Growth Podcast! This time, we talk with Alex Ross, a Content Marketing Head, about the tenets for the success of a company newsletter.
Today we chat with Alex Ross about getting your newsletter to feel like a magazine off a shelf. Alex chats to us about her time at Clearbit and how she contributed to the wide success of their monthly newsletter. Alex provides us with practical tips for creating a newsletter that resonates with your audience like lacing in pop culture references, having catchy subject lines, and keeping it light and fun.Alex also shares her process for producing newsletters, like ensuring there is an editor that goes through everything with a fine-toothed comb and injects the company’s tone of voice into the piece. She also discusses the importance of receiving and incorporating reader feedback. She shares the importance of switching up topics and seeing what becomes most popular with your readers.
Tune in to find out how to write the perfect company newsletter!
In this episode, we talk about:
B2B Newsletter
Content Marketing
Tone of voice
Timestamps:
[00:08] Introduction
[01:10] Alex’s time at Clearbit
[02:08] The wide success of Clearbit’s newsletter
[05:44] The process for writing a great newsletter
[08:19] Coming up with ideas for writing
[12:00] How to engage with your subscribers
[13:08] Understanding what resonates with your audience
[19:50] Improving your B2B newsletter game
[23:09] Wrap Up
About Alex Ross
Alex Ross has been in content marketing since blogs were ranking with just a couple hundred words. Working with several B2B startups throughout her career, Alex is no stranger to building content systems from the ground up. Alex is a Senior Content Marketing Manager for B2B companies.
When she’s not creating content, you can find the San Diego native exploring her city through tacos, craft beer, and Padres baseball.
Connect with Alex Ross on LinkedIn: https://www.linkedin.com/in/alexandra-suarez-ross/
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Website: https://www.flyingcatmarketing.com/
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"Everyone internally talks about what we do differently, and that translates to how they communicate their values externally. Anytime there's disarray inside the house, you can always feel it outside the house."
Welcome to another episode of The SEO Growth Podcast! This time, we discuss with Aaron Janmohamed, VP of Marketing at BoostUp AI, about the transformative potential of a strategic narrative.
In this episode, we chat with Aaron Janmohamed about the development of a strategic narrative and its impact on marketing strategy and organizational success. Aaron shares insights into the process of reviewing and revamping BoostUp AI's strategic narrative, emphasizing the importance of aligning messaging with the target audience's needs and creating internal alignment.
He highlights the significance of customer interviews in shaping the narrative and discusses the role of the CEO in driving its adoption across the company. The episode provides valuable lessons for marketers and business leaders seeking to enhance their strategic narrative and effectively communicate their value proposition.
Tune in to gain insights into aligning messaging with audience needs, fostering internal alignment, and effectively communicating value propositions.
In this episode, we talk about:
-strategic narrative
-marketing strategy
-organizational success
Timestamps:
[00:00:00] Discussing Strategy Development and Proper Marketing with BoostUp AI's Marketing Manager, Aaron Janmohamed
[00:00:53] BoostUp AI's a strategic narrative review
[00:03:02] Aligning marketing through a strategic narrative
[00:06:56] Creating a strategic narrative from ICP conversations
[00:10:46] Making adjustments to the engineering roadmap through customer feedback
[00:12:33] Revamping business narrative and strategy
[00:17:17] Mastering strategic narrative development
[00:22:29] Building a marketing narrative
[00:24:45] Strategic narrative review: Principles and guidelines
[00:27:29] Wrap Up
About Aaron Janmohamed
Aaron is a seasoned marketing leader who left behind a successful career in enterprise sales to become a driving force in the tech startup world. With expertise in building high-performing teams, crafting strategic narratives, and creating desirable brands, Aaron excels in helping Series B and C startups reach new heights. His extensive experience in digital demand, product marketing, content strategy, brand development, and more, combined with his 10+ years in sales, making him a versatile and impactful marketer. Beyond his professional pursuits, Aaron is also a skilled writer, podcaster, and avid skier.
Connect with Aaron on LinkedIn: https://www.linkedin.com/in/aaronjanmohamed/
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Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊
Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic sustainably and predictably.
Website: https://www.flyingcatmarketing.com/
LinkedIn: https://www.linkedin.com/company/flying-cat-marketing
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“You need to know all extraneous variables affecting your audience’s pain point and use the LEMA framework to build content around that.”
Lily introduces us to the LEMA Framework, which stands for Logic, Explicitness, Memorability, and Actionability. She explains that remarkable content needs to engage readers, be clear and explicit, leave a lasting impression, and provide actionable steps for the audience.
Throughout the episode, Lily provides insights on how to apply the LEMA Framework to content creation. She highlights the importance of defining the search intent and target audience, crafting headings and subheadings that address the readers' knowledge level, and creating a thesis with novel ideas. Lily also emphasizes the significance of providing clear actions, breaking down complex information into digestible pieces, and using visuals to enhance understanding.
Tune in to discover how to use the LEMA Framework to create content that captures your audience's attention and delivers value!
In this episode, we talk about:
Content strategy
Lema framework
target audience
Timestamps:
[00:05] Introduction
[01:20] Exploring the LEMA Framework: Logic, Explicitness, Memorability, and Actionability
[06:37] Coined concepts, novelty, and relatability
[09:45] Analyzing a blog post breakdown and defining search intent
[15:00] Understanding the audience's needs and goals
[17:17] Creating an outline tailored to audience interests
[19:34] Crafting clear and specific H2s
[24:50] Applying the LEMA Framework and tailoring content to different audiences
[27:20] Wrap Up
About Lily Ugbaja
Lily Ugbaja is a Content Marketing Consultant who's helped brands like WordPress, Hubspot, and Zapier win more of their best buyers with content. She runs 3 blogs of her own and previously worked as a Content Marketing Manager at Animalz helping brands like SimpleLegal grow traffic by over 500%.
Connect with Lily Ugbaja on LinkedIn: https://www.linkedin.com/in/lilyugbaja/
Join the Flying Cats
Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊
Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic in a sustainable and predictable way.
Website: https://www.flyingcatmarketing.com/
LinkedIn: https://www.linkedin.com/company/flying-cat-marketing -
“Google is attached to fresh content that includes all the latest nuances in information. We focused on our keywords, and made sure that all the reoptimised pieces were up to date with the latest information, as well as the best graphics, latest use cases, SMEs and quotes.”
Welcome to another episode of The SEO Growth Podcast! This time, we chat with Justyna Dzikowska, Head of Marketing at Brand 24, about effective SEO strategies, targeted keywords, and understanding the customer journey for successful digital marketing.
In this episode, we dive into the world of SEO with Justyna as she shares valuable insights and strategies for creating an effective SEO strategy. Emphasizing simplicity and a narrow focus, Justyna provides practical tips to optimize your website and content, improve rankings, and drive organic traffic. Discover the role of understanding the customer journey, the limitations and benefits of AI-generated content, and gain actionable SEO recommendations for tailored strategies based on your business context.Learn how to optimize your online presence, enhance user experience, and achieve sustainable growth. With a focus on simplicity, tailored approaches, and understanding the customer journey, you'll be equipped to drive organic traffic, improve rankings, and create valuable content. Don't miss out on these practical tips for optimizing your SEO strategy and staying ahead in the digital landscape.
Tune in to find out expert insights, practical tips, and actionable advice that will empower you to optimize your SEO efforts and achieve remarkable growth in the digital landscape!
SEO StrategyTargeted KeywordsCustomer Journey
In this episode, we talk about:
Timestamps:[00:00] Introduction
[00:57] Importance of tailoring SEO strategy to the customer journey and products
[02:42] SEO opportunities and growth in keyword ranking
[04:52] Focusing on what converts and optimizing existing content
[09:20] Monitoring performance, updating older articles, and tracking metrics
[13:37] Benefits and limitations of AI-generated content in SEO
[19:18] Balancing AI and human input in content creation
[24:43] SEO tips for creating an effective strategy
[25:44] Wrap-up
About Justyna DzikowskaJustyna Dzikowska is an accomplished marketing professional with nearly a decade of experience in the field. With a talent for transforming sales pitches into compelling stories and tech products into effective solutions, Justyna has honed her expertise in various marketing tools, strategies, and approaches. Recognizing the power of content, Justyna firmly believes in the mantra "Content is King," constantly adapting to its ever-evolving nature within the rapidly changing IT industry. Her deep understanding of the industry's dynamics and integration with areas like data, social media, and video has enabled her to achieve remarkable results, focusing not only on views but also on ROI.
Connect with Justyna Dzikowska on LinkedIn: https://www.linkedin.com/in/justyna-dzikowska-content-marketing-digital-pr/
Join the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊
Website: https://www.flyingcatmarketing.com/LinkedIn: https://www.linkedin.com/company/flying-cat-marketing
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“It comes down to understanding all the metrics used in your business, not in the SaaS industry as a whole. You do need to understand what’s important and relevant to your business. And most importantly, think like a business owner.”
Welcome to another episode of the SaaS Leader Interview Series! This time, we chat with Carter Severns, VP of Marketing at Place, about how to get a seat at the table and what you need to know to go from Marketing Manager to VP of Marketing.
Carter shares insights on thinking like a business owner and gaining financial clarity as a marketer. Carter emphasizes the importance of understanding unit economics, key metrics, and financial terminology to contribute strategically. He encourages marketers to ask the right questions about burn rate, cash runway, average sales cycle, CAC to LTV, and renewal rates to gain transparency into the business. By aligning marketing efforts with revenue goals, marketers can have a seat at the table and drive business growth.Throughout the conversation, Carter highlights the value of continuous learning and acquiring diverse skills, especially in a startup environment. He recommends building relationships with senior leaders who can provide exposure to broader business discussions. Carter also suggests resources such as Ray Rike's insights on RevOps, Brandon's CEO at Place, and "The Little Black Book of SaaS" for enhancing financial understanding.
Tune in as we explore the importance of financial clarity for marketers and their impact on business success!
In this episode, we talk about:
Financial educationMarketing promotionBusiness educationTimestamps:
[00:01] Introduction
[01:14] Carter's background and diverse marketing experience
[03:14] Benefits of working in a startup environment
[04:27] Thinking like a business owner
[06:47] Getting involved in broader business conversations as a marketing manager
[09:27] Gaining financial clarity and asking the right questions
[13:01] Tying marketing efforts to revenue goals for a seat at the table
[15:06] The level of financial literacy required for marketers
[17:00] Dealing with a leadership team lacking financial maturity
[18:59] Expanding beyond
About Carter SevernsCarter is a husband, dad, and marketer based out of Dallas, TX. For the past decade, he has been running growth and marketing for B2B, SaaS, and growth-stage companies.
Throughout his career, he has built a reputation for executing go-to-market strategy, starting marketing from scratch, and being a revenue-focused leader for high-growth companies.
Connect with Carter Severns on LinkedIn: https://www.linkedin.com/in/carter-severns/
Check out Place’s Little Black Book of SaaS.
Join the Flying Cats
Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change.
Website: https://www.flyingcatmarketing.com/
LinkedIn: https://www.linkedin.com/company/flying-cat-marketing
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"Using the Realm of Relevancy framework in your marketing efforts can make your content an unlimited resource for you to constantly pull from."
Welcome to another episode of The SEO Growth Podcast! This time, we chat with Liam Bartholomew, Vice President of Marketing at Cognism, about creating a framework for the longevity of your content after launching a successful marketing campaign.
Liam shares an exciting concept called the Realm of Relevancy! It's a handy tool used to create a unique point of view for your company. The assessment starts with a big-picture idea that both your consumers and your company can relate to. From there, it branches off into different points of view, each with its own set of mapped-out content.This approach creates easy-to-use content, essentially making it an unlimited resource for you and your team. Liam shares how the team at Cognism categorizes the content into specific types: top-down, middle-out, or bottom-up. By doing this, they can tailor their messaging to fit the specific type of content, addressing all the needs and viewpoints of their target market.
Don't miss out on discovering how you can use the Realm of Relevancy to create evergreen content that resonates with your audience!
In this episode, we talk about:
Content structureRealm of RelevancyPoints of viewTimestamps:
[00:00-01:53] Introduction
[01:55] What is the easy mode content structure?
[03:00-05:10] Fueling your media machine.
[05:10-07:49] Designing a Realm of Relevancy framework.
[07:49] Defining your company’s point of view with your team.
[10:00-11:55] The Realm of Relevancy made simple.
[13:45] Categorize your content.
[14:15-17:07] What to do after you’ve launched a successful campaign.
[17:15] Frame your messaging.
[19:30] How Cognism implemented this framework.
[20:25] Track the right metrics.
[22:45] Wrap-up.
About Liam BartholomewLiam is a B2B SaaS marketing leader who is passionate about demand generation. He is shaking up B2B marketing to move it away from traditional lead generation, demonstrating how we can all do more fun, advanced, and buyer-centric marketing. Connect with Liam Bartholomew on LinkedIn.
Join the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊
Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic in a sustainable and predictable way.
Website: https://www.flyingcatmarketing.com/
LinkedIn: https://www.linkedin.com/company/flying-cat-marketing
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“We use artificial intelligence to connect more people, and that's kind of the way I think of content. So often for organizations, they're just deeply focused on the message that we're all trying to get out to meet deliverables. Human-centric content keeps those people at the forefront the whole time.”
Welcome to another episode of The SEO Growth Podcast! This time, we talk to Adam Sockel, Content Marketing Lead at Orum, about using AI to inform human-centric content.
Adam emphasizes the importance of creating human-centric content that focuses on solving the pain points of the audience while keeping them engaged. He stresses the importance of prioritizing mental health in content creation, which can lead to happier and more productive employees. Psychological safety is also an integral part of workplace research, and although AI has limitations, it can be used to enhance how we approach this.
Sockel uses ChatGPT to generate ideas and gather data for his content creation process while simultaneously saving time and resources for marketers. Finally, Sockel discusses his upcoming novel, The Ballad of Bonaventure Palmier, a magical realism story set in a circus that follows an old man looking back on his life.
If you’re ready to hear how you can leverage AI whilst still remaining focused on human-centric content, tune in now!
Human-centric contentAIMental Health
In this episode, we talk about:Timestamps:
[00:00:00] Introduction
[00:00:57] The art of crafting human-centric content
[00:07:06] Prioritizing mental health in your content creation journey
[00:11:12] Unpacking mental health in various job functions
[00:15:35] Exploring psychological safety through AI research
[00:19:03] Leveraging AI as a creative launchpad for your content
[00:25:40] Creating compelling content for Marketing
[00:26:31] Adam shares his latest novel
[00:26:57] Wrap up
About Adam Sockel
Adam Sockel is a Lead Content Marketer for Orum, an AI-powered live conversation platform that helps salespeople make more human connections with prospects. Adam has been in SAAS marketing for 15+ years and has also been a podcast host for a decade, interviewing authors weekly on his own podcast, Passions & Prologues.
Connect with Adam Sockel on LinkedIn: https://www.linkedin.com/in/adam-sockel-195ab073/
Previous guests include: Andrew Davis @Paddle, Casey Hill @Bonjoro, Camille Trent @PeerSignal, Erin Balsa @Haus of Bold, Emilia Korczynska @Userpilot, Brooklin Nash @Beam, Nick Warren @Alyce, Steffen Hedebrandt @Dreamdata, Vuk Vukosavljevic @lemlist, Farzad Rashidi @Respona, Andrea Skarica @Mixmax, Ashley Levesque @Banzai
A Content System Beats Content Ideas, with Brad Smith @WordableHow to create a company culture that puts you ahead of the pack, with Adam Harris @Cloudbeds How Typeform's Branding Experiments Guided its Content and Product Strategy, with Alex Antolino @Typeform
Listen to our most popular episodes:Join the Flying Cats
Still feeling your stomach drop whenever you report organic growth to leadership? Things are about to change 👊
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“Product-led content is any type of content that strategically weaves a product or a service into the story, and uses it to illustrate a point, solve a problem, or help the audience accomplish a goal.”
Welcome to another episode of The SEO Growth Podcast! This time, we speak to Dr. Fiorenza Dossetto, Brand and Editorial Lead at ActiveCampaign Postmark, about the importance of creating product-led content that successfully showcases your product without sounding too “salesy”.
Dr. Fio shares the importance of weaving a narrative around your product in a way that feels relevant and valuable to your audience, as this ultimately leads to more sign-ups and higher rates of customer satisfaction. She talks about how to create low-effort, high-impact content that aligns with your product, resonates with your audience, and helps them engage with your brand.
Dr. Fio also shares her experience getting external SMEs for email marketing campaigns, and how service agencies can use case studies to create their own product-led content. Tune in to learn more about how to use product-led content to create a powerful story for your brand!
Product-led contentStorytelling in content marketingSEO distribution
In this episode, we talk about:Timestamps:
00:01: Introduction
[00:01:10] Understanding product-led content
[00:03:37] Benefits of product-led content
[00:06:23] Tips for creating product-led content
[00:08:44] Mentioning products in shareable content: A controversial take from an SEO expert
[00:10:22] Repurposing content
[00:12:00] Creating content that’s relatable
[00:14:08] Common mistakes to avoid
[00:16:12] Getting external SMEs
[00:17:28] Creating product-led content: Tips for service agencies
[00:19:24] Lessons learned from implementing product-led content at Postmark
[00:21:03] How it impacts your marketing strategy
About Dr Fiorenza DossettoFio (fee-oh) is normally quiet but can talk non-stop about product-led content, strategic thinking, and why em dashes are the best punctuation mark of all time.
She works 4 days a week as the Brand & Editorial Lead at Postmark. She often uses her Fridays to write ContentFolks, a content marketing newsletter that is a blend of sticky notes, big content ideas, and small practical examples.
Connect with Dr Fiorenza Dossetto on LinkedIn: https://www.linkedin.com/in/fiorenzadossetto/
A Content System Beats Content Ideas, with Brad Smith @WordableHow to create a company culture that puts you ahead of the pack, with Adam Harris @Cloudbeds How Typeform's Branding Experiments Guided its Content and Product Strategy, with Alex Antolino @Typeform
Listen to our most popular episodes:Join the Flying Cats
Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊
Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic in a sustainable and predictable way.
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"We've started a Global Payroll-themed talk show, which is a video-first podcast. We invite guests on the show, we interview them about topics that are relevant to global payroll leaders—as a way to build a relationship with them and to learn about our market through them, basically."
Welcome to another episode of The SEO Growth Podcast! This time, we spoke to Sam Morris, Head of Marketing at Payzaar, about his experience using video content to generate leads for a niche market.
Sam shares his experience in marketing to the global payroll function, a niche market within payroll HR managers, and how their career trajectory impacts their pain points. He discusses the importance of understanding where your niche market lives online and how video content can help bridge the communication gap.
This episode also explores the potential impact of technology on the future of work and how to prepare for it. Tune in to find out how you can target a niche audience, even while under-utilizing LinkedIn!
Global payroll marketingDemand generationBuilding relationships with contentTargeting niche audiences
In this episode, we talk about:Timestamps:
[00:00:01] Introduction
[00:02:04] Understanding the career trajectory of a payroll professional
[00:03:04] Selling to a niche market: Lessons from a global payroll company
[00:08:59] How a company is using video content to reach their ICPs
[00:11:25] Prioritizing accounts for guest selection
[00:12:44] Using podcasts to create content and learn about your market
[00:14:33] Building relationships and generating leads through podcasting
[00:16:53] Learning about your market through video content and lead gen
[00:20:53] Emerging technology and the future of work
About Sam Morris
Sam Morris is a SaaS marketing leader and lead generation expert. With experience in video content, digital events, and podcasts, he helps Payzaar learn about its market through engaging content that challenges him to get creative.
Connect with Sam Morris on LinkedIn: https://www.linkedin.com/in/smorrisrosenstein/
A Content System Beats Content Ideas, with Brad Smith @WordableHow to create a company culture that puts you ahead of the pack, with Adam Harris @Cloudbeds How Typeform's Branding Experiments Guided its Content and Product Strategy, with Alex Antolino @Typeform
Listen to our most popular episodes:Join the Flying Cats
Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊
Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic sustainably and predictably.
Website: https://www.flyingcatmarketing.com/
LinkedIn: https://www.linkedin.com/company/flying-cat-marketing
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