Content Pros Podcast

Does the term “growth hacking” make you cringe?   What if we called it “analytically measuring ROI conversion rates at each point of the funnel and applying ingenuitive methods to the customer journey”?   On this episode, I interview Patrick Edmonds, CMO at Proposify, about explosive growth:   What we talked about: Is the quick path to CMO a good or bad thing? How to balance two execs who each focus on demand and content communications Don’t let vacation days pile up. Take a staycation instead. Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

What do you think of having a “smarketing” department? It’s one team, essentially, with two interior sets: marketing and inside sales. In this episode of The Marketer’s Journey, I interview  Edwin Abl, CMO at Modulr, about heading up the smarketing department. What we talked about:The entrepreneurial mindset inspires marketing leadership in so many waysWhere should SDRs sit, marketing or sales? (Marketing, actually)Why you should put your laptop and phone in the cupboard after 7:30 PM Check out this resource we mentioned during the podcast:Edwin’s site: www.edwinabl.comCheck out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

At DW’s company, there are 60 in sales and 8 in marketing. Yet he counts the marketers as part of sales (and the SDRs as part of marketing). This exemplifies the extent to which marketing IS sales—in other words, smarketing.   In this episode, I interview Dailius Wilson, VP of Sales and Growth at Get Accept, about how he positions sales and marketing.   What we talked about: Why he has 60 salespeople and 8 marketers How he’s excited to use tech to influence the buyer experience Learning languages, writing plays, DJing, and Hollywood life   Check out these resources we mentioned during the podcast: DW and his brother were on the Ellen Show Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

It’s not really a buyer’s funnel anymore. It’s a buyer’s circle — with 9+ on a buying committee at any given time. Which makes things seem pretty impossible to personalize.   On this episode, I interview Meredyth Jensen, Senior Vice President of Marketing and Brand Communications at RGP:   What we talked about: How taking a wandering career path can be highly advantageous Communicating with buyers using the methodology they prefer You can’t be fully present for your team if you’re burned out Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

It can be a huge struggle to get started in a new role when you don’t have good records. Or any records. And building a content marketing strategy from scratch is a challenging feat for anyone!    On this episode, I interview Patrick Spencer, Senior Director of Content Marketing at Fortinet:   What we talked about: What it was like for Patrick to start his career mid-30s with a Ph.D. The questions Patrick asked to form the journey stages for customers Where to start when you’re starting a content strategy Why we love Iceland   Check out these resources we mentioned during the podcast: The CISO Collective, where you can read Patrick’s articles   Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.  

Every step of the marketer’s journey takes trust: from implicitly trusting your team to creating innate trust in your company’s brand.    On this episode, I interview Jeanne Hopkins, CMO at Lola.com:   What we talked about: Trusting your team, 3 buyer personas, and the impossibility of using the same messaging Creating content for individual personas and the Voice of the Customer meeting Where you vacation when you work for a travel company (New Hampshire, actually) Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

Don’t choose an opportunity based on the role. Look for a cause, not a job (something you’re so excited about that you’ll do pretty much anything to be a part of that story).On this episode, I interview Latane Conant, CMO at 6sense.What we talked about:Why she chooses her job based on a cause she believes inAll about the details of implementing V2MOM Keeping your inner kid and being an unofficial waterski instructorCheck out these resources we mentioned:Trailhead on  Writing a V2MOMMarc Benioff’s book  Behind the Cloud Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

What’s it like in your first year of your first job as head of marketing? For one thing, you have to build your team.On this episode, I interview James Winter, VP of Marketing at Brandfolder, about his first year in his first VP marketing role.What we talked about:From job hopper to explosive growth at his first VP roleSell to the buyers, not to the analystsIf you’re looking for the trip of a lifetime, go to ColombiaCheck out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

82% of the buying cycle is spent doing research, but not research that includes talking to salespeople. It’s in front of their computers or phones.On this episode, I interview Christina Bottis, CMO at Coyote LogisticsWhat we talked about:Career Journey: Mentors who encourage you to leave the comfort zone are everythingCustomer Journey: Creating the buyer journey starts with empathy with the buyerPersonal Journey: How to love your work travel and keep yourself balancedCheck out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

To create trust in the buyer’s journey, you have to be consistent. Just as employees have to buy into the brand of their organizations, buyers have to buy into the brand and the product.On this episode, I interview Julie Springer, CMO at TransUnion, about how to build a consistent brand — and therefore build trust.What we talked about:Career Journey: your team will fail without a sense of mutual trustBuyer’s Journey: brand consistency is everythingPersonal Journey: work/life balance often means ditching your phoneCheck out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

Marketing is a discipline with a lot of functionally specific excellence—and a good CMO will let them get on with their expertise. CMOs have to be able to explain the executive team’s needs to the marketing team and vice versa.On this first episode of The Marketer’s Journey, I got to talk with Maria Pergolino, Chief Marketing Officer at Forbes Communications Council.What we talked about:Why you should let the email marketer get on with sending emailHow Maria’s high points were also her low pointsThe 2 pieces of advice for a senior marketer to jump into the executive teamMentorship vs. SponsorshipBalancing over 80,000 customersFind The Marketer’s Journey on Apple Podcasts, Spotify, and  on our website.

I love speaking to marketing leaders…learning about how they got where they are, what worked and what backfired. I also love having them challenge my ideas. It gives me a fresh perspective that I can take back and share with my team.So many times when I’ve been having these conversations I’ve wished we’d been recording them — there’s just so much value in what these leaders have to say. Well, get ready. Because from now on, that’s exactly what we’re doing. This is Episode 0, our introductory episode, of The Marketer’s Journey. In this episode you’ll get to know our host,  Randy Frisch, CMO at Uberflip. We’ll also talk about what you can expect this show to look like going forward.

Closing out the final episode of the Content Experience Show Podcast is Jay Baer, Founder of Convince & Convert, with a look at the evolution of podcasts.Special thanks to our sponsors:UberflipEmmaConvince & Convert: Four Ways to Fix Your Broken Content MarketingIn This EpisodeOrigin stories from the early days of Content Pros, the Content Experience Show's predecessor.Why podcasts have succeeded as a content form, according to Jay.Stand-out guests and moments from the show's history.The four major trends emerging in podcasting right now.Why the "TV season" approach to content creation is taking off at this point in the evolution of podcasts.What's next for Randy, Anna, and Jay, including details on upcoming Convince & Convert programming.ResourcesGet the free Content Experience Report here.Stay connected with your email subscribers using Emma.Get caught up on The Talk Triggers Show, hosted by Jay Baer.Check out the Social Pros Podcast for more insights from marketing pros, hosted by Jay and Sales

Tyler Lessard, VP Marketing at Vidyard, joins the Content Experience Show Podcast to share insights on the right way to approach marketing personalization.Special thanks to our sponsors:UberflipEmmaConvince & Convert: Four Ways to Fix Your Broken Content MarketingIn This EpisodeWhy over-digitization can be an obstacle to authentic relationship building.The most common pitfalls Tyler sees in marketing personalization.Why common surface-level personalization strategies no longer cut it for today's savvy customers.Examples of how Vidyard gets personal in their marketing.When to buckle down and educate versus when to showcase your brand's human side.Secrets to successful one-to-one video marketing.ResourcesGet the free Content Experience Report here.Stay connected with your email subscribers using Emma.Learn more about customer relationship building in Vidyard's series Creating Connections.Get more video marketing insights from the experts at Vidyard in the Video in Focus series.Catch us at Conex, August 20th

April Dunford (author, speaker, and CEO of Ambient Strategy) joins the Content Experience Show Podcast with expert advice on product positioning.Special thanks to our sponsors:UberflipEmmaConvince & Convert: Four Ways to Fix Your Broken Content MarketingIn This EpisodeSure-fire signs your positioning needs clarification.Why marketing cannot own positioning by itself.How to identify your "competitive comparable."Why your customers—not your C-suite—are often the best at articulating what your brand does best.A case study in positioning done right.What larger companies can do that startups cannot when changing positioning.ResourcesGet the free Content Experience Report here.Stay connected with your email subscribers using Emma.Get your copy of April's latest release on nailing product positioning, Obviously Awesome.Learn more about April's work as a speaker, consultant, and author.See April at Conex, coming to Toronto August 20th to 22nd!Visit contentexperienceshow.com for more insights from your favori

In the final “Pardon the Marketing” episode of the Content Experience Show, podcasting pros Randy Frisch and Anna Hrach trade takes on podcasting trends.Special thanks to our sponsors:UberflipEmmaConvince & Convert: Four Ways to Fix Your Broken Content MarketingIn This EpisodeThe merits of both short- and long-form podcasts.Why some podcast listeners subscribe and commit, while others browse for one-off episodes every time they tune in.When, where, and how Randy and Anna listen to podcasts.Why some listeners prefer guest-centric podcasts versus podcasts focused on recurring hosts.Why advertising in podcasting might not feel as annoying to your listeners as you might think.A peek at what's next for Randy and Anna.ResourcesGet the free Content Experience Report here.Stay connected with your email subscribers using Emma.Visit contentexperienceshow.com for more insights from your favorite content marketers.

Mathew Sweezey, Principal of Marketing Insights at Salesforce, joins the Content Experience Show Podcast to discuss optimizing experience for your audience.Special thanks to our sponsors:UberflipEmmaConvince & Convert: Four Ways to Fix Your Broken Content MarketingIn This EpisodeThe three questions you should be asking your audience after they engage with your content.Shocking research about how most marketers are approaching experiences.Why surveys alone won't cut it when it comes to gathering experience data.Where to start when revamping your experiences.The case for a Chief Experience Officer.Who should own the customer journey map.A preview of Mat's upcoming keynote at Conex 2019!ResourcesGet the free Content Experience Report here.Stay connected with your email subscribers using Emma.Learn more from Salesforce Research.Visit contentexperienceshow.com for more insights from your favorite content marketers.

John McAlpin, SEO Director at Cardinal Digital Marketing, joins the Content Experience Show Podcast to discuss key ingredients of a successful SEO strategy.Special thanks to our sponsors:UberflipEmmaConvince & Convert: Four Ways to Fix Your Broken Content MarketingIn This Episode:What Google values most right now when it comes to search ranking.How to tailor your content for the best shot at becoming a featured snippet.Why your best-performing pages need a "hook," not just a solid place in the rankings.Tips for crafting search-friendly copy.When domain authority matters, and when it doesn't.How creating custom skills for smart home devices impacts your visibility in voice search.Resources:Get the free Content Experience Report here.Stay connected with your email subscribers using Emma.Learn more about John's work at Cardinal Digital Marketing.Visit contentexperienceshow.com for more insights from your favorite content marketers.

Jon Miller, CEO and Co-Founder of Engagio, joins the Content Experience Show Podcast to discuss staying relevant in the era of account-based marketing.Special thanks to our sponsors:UberflipEmmaConvince & Convert: Four Ways to Fix Your Broken Content MarketingIn This Episode:The most meaningful ways lead generation has changed in the last 15 years.The difference between being a lead-focused marketing team and an accounts-focused team.Why your post-sale marketing strategy is more important than ever.Insight on crafting personas for account-based marketing.How Alexa and Google Home could eventually change B2B content marketing.Real-world examples of well-executed account-based marketing.Resources:Get the free Content Experience Report here.Stay connected with your email subscribers using Emma.Download Engagio's The Clear and Complete Guide to Account Based Marketing.Visit contentexperienceshow.com for more insights from your favorite content marketers.

Qualcomm's Jessica Jensen and Synchrony's Tuck Ross join the Content Experience Show Podcast to share tips for creating meaningful organizational change.Special thanks to our sponsors:UberflipEmmaConvince & Convert: Four Ways to Fix Your Broken Content MarketingIn This Episode:The importance of "soft skills" in building healthy, effective teams.How to hire a balanced team.Why word of mouth is still so powerful in hiring.Case studies from organizations who resisted organizational change or fumbled when adopting a new strategy.Tips for introducing change to an organization that isn't fully ready for it.Advice for staying open to change on a personal level.ResourcesGet the free Content Experience Report here.Stay connected with your email subscribers using Emma.Hear more from Jessica and Tuck on their podcast, Social Currency.Visit contentexperienceshow.com for more insights from your favorite content marketers.