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Chris Sheen, Director of Social at Celonis stops by the podcast to tackle one of the most common and often overlooked pitfalls in B2B marketing – jargon. With humor and candor, Chris discusses how marketing teams, despite their best intentions, fall into the trap of overusing phrases (especially on social media) that dilute their message and bore their audience. With a proven track record of driving growth, Chris reveals an infinite amount of ways to end your boring jargon immediately.
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CMO of TechnologyAdvice, Tyler Lessard, has led award-winning marketing teams and created multiple B2B categories. He built the Sales Feed media network, scaling it to 150k+ engaged followers and fans, was recognized as a #FearlessMarketer by The Fearless 50 program created by Marketo, and developed the Outside-In approach as a systematic way to build engaged audiences of followers, fans, and future customers.
In this episode, Tyler gives a fresh perspective on why content marketing may be missing the mark. He uncovers how marketers can transform their brand’s presence and become their audience’s favorite follow using the “Inside Out” approach as the foundation.
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CMO at Infinidat, Eric Herzog, pulls back the curtain on the transparent realities of leading a marketing team and tackles the issue of marketing operating as a silo and how to resolve it. Drawing from his own experiences, he also contrasts the demands of B2B marketing with B2C, noting how critical it is for marketing efforts to have tangible substance rather than being all fluff and what every marketer leader needs to get right to lead with purpose.
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Ilana Shabtay, VP of Marketing at Fullpath shares her experience in taking a risk and ungating all content assets to focus on creating more educated and sales-ready leads. She discusses the initial dip in leads and how she was able to set the right expectations and benchmarks to measure success during this transition. Her transparent discussion about the positive impacts on conversion rates, demo show rates, and the speed of closing sales offers valuable insights into the potential long-term gains of a demand generation first strategy.
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James Fletcher, the visionary founder of JTF Marketing, joins this episode of Radically Transparent for an exclusive chat about the raw truths of intent data- a term that’s become somewhat of a “dirty word” in modern marketing. James doesn’t hold back as he reveals more about what tarnished intent data’s reputation and how marketers can turn the tide by using it more strategically. This conversation is a masterclass in revitalizing intent data’s potential and transforming it into a more actionable tool for precision marketing.
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BriefCam's Lizzi Goldmeier, Director of Marketing, stops by the Radically Transparent podcast to explore the vital components that power a marketing strategy forward. Lizzi candidly shares that one of the most significant pieces of the puzzle to creating a powerhouse marketing machine is ensuring you have the right people in the right seats.
Lizzi also highlights some of the unique challenges and opportunities content marketers face in the law enforcement sector while calling out the powerful role of content as a driving force to connect social engagement to sales.
From employee advocacy to the true meaning of thought leadership, this conversation is packed with ways to ensure your content is distributed properly, gets in front of the right people, regardless of your audience, and how you and your team can get the creative credit you deserve.
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Liveperson's CMO Ruth Zive joins episode #147 of the Radically Transparent podcast and reveals an unexpected truth: the most powerful tool in business isn't advanced AI technology or sophisticated algorithms. It's the simple act of conversation.
Ruth passionately discusses the nuances of measuring the ROI of AI and introduces the Conversational Flywheel as a way brands can measure the positive impact of conversational AI.
She breaks down the flywheel approach and explains how it helps improve both customer understanding and service for B2B brands. Ruth also exposes a massive AI gap between business leaders’ enthusiasm to use AI in their platforms and communications and customers’ lack of trust for brands who use AI-- offering ways marketers can work to close the gap.
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LinkedIn's Senior Partner Manager, Kim Bolsoni, explores the exciting world of partners at LinkedIn. She shares valuable insights into how dynamic collaborations with partners enhance the platform's utility, creating a second-to-none marketing experience for marketers and brands, alike. Kim also dives into the multifaceted impact of these partnerships, emphasizing the role of Oktopost in LinkedIn's evolving ecosystem.
The episode wraps with Kim's reaction to LinkedIn’s 2024 Annual Partner Awards dinner at the B2Believe event in New York City, where she joined in celebrating Colin Day, Oktopost’s Managing Director of EMEA, for winning the Transformation Partner of the Year award.
Join us for an inside look into the power of collaboration and transformation within the LinkedIn partner ecosystem.
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Marketing leader Colin Day, Managing Director, EMEA of Oktopost and recipient of LinkedIn’s Transformation Partner of the Year award at LinkedIn’s 2024 Marketing Partner Awards stops by the podcast to unravel how marketing leaders can effectively identify and capitalize on social intent signals to improve lead generation, customer engagement and contribute to revenue growth.
Hot topics
The shift from corporate profiles to employee advocacy Bridging the gap between social media engagement and revenue generation Emerging trends in social media marketing and how B2B marketing leaders can prepare for them -
Patrick Barbera, Director of Product Marketing at IntelyCare, dives head-first into the art of KPI selection and why, for marketing leaders, picking the right KPI to track is both an art and a science. He even explains how this choice can significantly impact the direction and success of your entire marketing strategy.
This episode is a must-listen for marketing leaders, data enthusiasts, and anyone interested in the intersection of technology and marketing strategy. Whether you're grappling with data management challenges or looking to refine your approach to KPI tracking, Patrick's insights offer valuable guidance and inspiration.
Don't let your data just sit; let Patrick show you how to make it work for you.
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Sean Broderick, Director of Product Marketing at Sitecore, named in the Top 100 Product Marketing Influencers and Host of The Product Marketing AI Podcast unravels the challenges and transformations of artificial intelligence (AI) and the essential relationships required in an organization to drive effective AI governance.
Hot Topics include:
- What it takes to build and maintain effective AI governance across an organization
- How to leverage AI for enhanced speed and consistency in product marketing without sacrificing safety or company secrets
- Why creating meaningful relationships with legal teams can help marketing teams navigate the complexities that come with AI, ensuring compliance and avoiding potential PR disasters.
Tune in for a radically transparent conversation about AI governance and why being proactive as a marketing leader with your legal department is a game-changer for working with AI.
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Yael Klass, Vice President of Corporate Marketing at Similarweb dives deep into the challenges and opportunities marketers face using AI for content creation. She demystifies AI's impact on the future of marketing and reveals the secrets behind her “Content Alchemist” initiative that has led to high-quality, scalable content using AI.
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Intel's Vice President of AI Product Marketing, Nuri Cankaya, enthusiastically explores the revolutionary impact of artificial intelligence (AI) on brands, individuals, and the marketing industry. His excitement for the future of AI is contagious as he shares stories and examples of the seismic shift AI is having across industries.
Speaking candidly about the importance of secure AI, privacy threats, the looming risks, and the eerie realm of AI-generated deepfakes when it comes to marketing, Nuri gets to the heart of what it means to lead in the era of AI.
He even shares Intel's commitment to security, ethics, and sustainability, as he paints a picture of a future where technology and responsibility go hand in hand.
Hot topics of this episode include:
The importance of implementing regulation in the AI industry to combat privacy and security threats, such as AI-generated deep fakes or exposing enterprise customers to security risks
The impact of AI on various industries and the ethical dilemmas many marketers will face that go along with it
How AI models are training themselves without human interaction and what this means for the future of AI and marketing
Tune in to become part of the conversation that's shaping tomorrow's marketing technology landscape.
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There’s no denying that AI is reshaping how marketers approach their content strategy. While some debate the drawbacks of these widespread tools, our upcoming guest believes that it's actually helping content professionals stand out and break through the noise!
In this episode of Radically Transparent, Rhonda Hughes, Vice President of Corporate Marketing for Mural, shares her positive outlook on AI tools like Chat GPT while emphasizing the importance of media literacy.
With over 17 years of marketing experience, she not only shares her perspective on how AI is impacting content as a whole but delves into where it plays a role in social strategy. As many social media professionals do not have formal copywriting training, these platforms can offer handy copywriting skills and different perspectives.
Having launched 4 successful employee advocacy programs, Rhonda even breaks down what makes a winning program. She believes you must remain employee-centric and view advocacy as a means of helping your employees find relevant content that will be interesting and valuable in their feeds.
"The way I've always gone into it is how do we build a program that's going to help the business, but also help employees build themselves up professionally.”
She wraps the show by discussing the several ways she likes to measure advocacy, including total social actions, which she explains as engagements, plus all the other things. Highlighting the importance of analyzing what action is coming from the content we are putting into the world.
Hot Topics of this Episode Include:
Where AI fits in content and social media marketing The common denominators in winning employee advocacy programs How you should be measuring the impact of your employee advocacy efforts -
In today's highly competitive content landscape, marketers are faced with the challenge of not only creating content that stands out but performs.
There is a solution– one that educates your audience, sets you apart from the competition, and positions you in the market as a thought leader. Joining the Radically Transparent podcast to unpack the ins and outs of surveys is the expert himself, Ramel Levin, Chief Survey Master at Global Surveyz.
Especially today, everyone is trying to be unique, and Ken believes that you have to do content differently! He reveals exactly how to find the content sweet spot by focusing on the content that’s high-performance and hard to create, like surveys, podcasts, and videos. Unlike content that is high-performance and easy to create because the majority are already doing it!
As a senior marketing executive for over 20 years, Ramel shares his best-kept secrets of content marketing and creating strong surveys. He explains when and why you should launch a survey, the necessity of always including red herring questions, and the importance of starting with the end. He even shares how to know if it’s the right time to publish a survey and his rollout process that has allowed him never need to “kill” a survey.
Hot Topics of this Episode Include:
The best-kept secrets of creating strong surveys How to find the “content sweet spot” and create content that stands out Why, when launching a survey, you shouldn’t start with the question but rather the story you’d like to tell -
In this episode of the Radically Transparent podcast, Ken Powell, Chief Revenue Officer at K1X, shines a light on the connection point between marketing, sales, product, and client success. With his comprehensive 5 part operating system, he reveals the steps to create a frictionless experience for all corners of the organization.
Ken believes it's not just about selling a product–it's about offering a unique perspective that aligns with the market. Emphasizing the importance of positioning and a differentiated story, he highlights the significance of speaking directly with customers.
With his 25+ years of experience and unique background in the public, private equity, and venture capital space, Ken walks through the key aspects of successful marketing leaders. One being the ability to execute fast while being financially, strategically, and data-focused.
Stay until the end to hear how he incorporates employees to be part of the brand and encourages the wider organization to be thought leaders across social.
Hot Topics of this Episode Include:
The 3 key aspects of successful marketing leaders Creating operating systems to create a frictionless experience between departments The differences between operating as a private equity and being in a public company -
David Kung, VP of Marketing at Bluescape Software, exposes some of the biggest marketing challenges he’s facing as he comes up against limited resources in today’s economy.
“One step forward and two steps back is a great strategy when you’re walking the plank”, says David as he explains some of the slogans he uses to motivate his team and keep the needle moving forward.
He also dives into how he is balancing the minimum effective dose to find the things that require the least amount of effort, with the greatest impact. David also reveals why focus is key when prioritizing projects, and tactics and how it helps his team stay mindful of what is working. He talks about the importance of measuring initiatives and gaining insights in order to craft the next creative endeavor.
With a unique background in technology and storytelling, David even discloses what he has learned from past experiences working at Disney, what he has learned about how people process vision, and how the power of visual content can help take your content strategy to new heights.
Hot topics of this episode include:
- Using visuals to maximize inspiration, collaboration, and insights
- Finding the minimum effective dose to define the initiatives that require the least amount of effort but will drive the maximum impact
- A marketing leader’s best-kept secrets on motivating a team when resources are limited
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Sarah Emmott, Head of Brand for Work Management by Atlassian, one of Fast Company’s “Most Innovative Companies in the Workplace” joins the Radically Transparent podcast. She reveals how a deep dive into social listening paved the way for her organizations marketing milestones and successes. As well as how a social listening audit discovered why YouTube should be included in their social strategy, and how Sarah is using it to be strategic with her influencer campaigns.
Throughout the episode, Sarah reveals some of Atlassian’s social strategy that is contributing to their fast-growing and impressive social presence, as well as the difference between “share of voice” and “share of mind” and where both fit into a content marketing strategy.
Hot Topics of this Episode Include:
- How Social Listening paved the way for a winning social media strategy
- Measuring the impact of social media in a product-led growth organization to prove value and keep budgets
- Why YouTube is a powerful channel for influencer marketing and why it’s often the most over-looked by B2B marketers
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CEO of Elemmir, Forbes 30-under-30, and Emmy-nominated documentary filmmaker and poet David Delaney Mayer unravels the radically transparent truths behind modern-day B2B video marketing. He calls out why in a world where Chat GPT and AI are taking over messaging, it is more important than ever to show a human face to the brand.
Throughout this episode, David reveals how to find the big opportunities to tell specific pieces of your brand story, your customer story, and your employee story using video– fit for any budget and any medium.
He dives into how video marketing is becoming increasingly personalized, why short-form video works best for quick and engaging content across social and how B2B video marketing has evolved to focus more on storytelling, with companies using video to tell compelling stories that resonate with their audience and build brand loyalty.
Hot Topics of this Episode Include: What it takes to tell a compelling story that resonates with your target audience Top tips for brands filming videos with limited resources How a brand can frame a narrative when they are no longer in control -
Lauren Gumport, Vice President of Communications and Brand at Faye reveals some of her top secrets for getting top-tier media coverage.
She calls out how media professionals are busy people and why it’s up to marketers to make their job easier. One of the ways Lauren suggests marketers can build an outstanding relationship is by creating custom pitches for each journalist. Taking pitching to the next level requires you to connect with the person, not just a stranger who happens to be a journalist. Remember, you're pitching to a person, not a publication.
Throughout the episode, Lauren confirms that if you want top-tier coverage, you have to ditch the “spray and pray” method when connecting with journalists. Instead, define fifty to one-hundred reporters who matter to your space and build these relationships over time.
In addition, Lauren even dives into the type of content that matters, why social media managers should live in-house, and how she is measuring media relations' impact on the brand.
Hot Topics of this Episode Include:- Why social media should live in-house
- How to get top-tier coverage for a brand nobody has heard of
- Building measurement plans to measure public relations effectively
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