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Nội dung được cung cấp bởi Maeva Cifuentes. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Maeva Cifuentes hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.
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Executive Conversations
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Nội dung được cung cấp bởi Maeva Cifuentes. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Maeva Cifuentes hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.
A podcast and marketing therapy session for GTM leaders to talk about the things we don’t talk enough about.
…
continue reading
120 tập
Đánh dấu tất cả (chưa) nghe ...
Manage series 3342298
Nội dung được cung cấp bởi Maeva Cifuentes. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Maeva Cifuentes hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.
A podcast and marketing therapy session for GTM leaders to talk about the things we don’t talk enough about.
…
continue reading
120 tập
Tất cả các tập
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Executive Conversations
1 Internal Marketing Strategies for GTM Leaders: Matt Klingbeil's Perspective 28:06
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28:06Summary Executive Buy-In and Influence: Matt discusses the challenges of gaining executive buy-in and influence in a mid-market SaaS company. He emphasizes the importance of aligning marketing strategies with company goals and demonstrating ROI through data-driven storytelling. This involves convincing stakeholders that marketing initiatives are not only beneficial but necessary for long-term growth. Using Data to Tell a Narrative: Matt highlights the critical role of data in shaping marketing strategies. He shares how to use data to craft compelling narratives that resonate with executives and align with business objectives. This approach helps in securing budget allocations and maintaining support from leadership teams. Navigating Hard Conversations: The episode delves into the techniques Matt uses to navigate difficult conversations, both internally and with executive stakeholders. He shares strategies for handling pushback and resistance, using empathy and clear communication to drive the right decisions and maintain alignment with long-term goals. Long-Term Growth Planning: Matt discusses the challenges of balancing short-term pressures with the need for long-term growth. He offers insights into how to maintain focus on sustainable business growth while managing expectations and demonstrating short-term wins to gain continued support from the C-suite. Budget Alignment with Business Goals : Matt provides a framework for aligning marketing budgets with business objectives, ensuring that each dollar spent contributes directly to achieving target goals. He stresses the importance of transparency and clear communication with executives to justify budget allocations and demonstrate marketing’s impact on company performance. Building Internal Allies: The episode touches on how Matt builds internal allies to support his marketing initiatives. He talks about leveraging relationships and building coalitions within the organization to champion marketing’s role in achieving overall business success. Matt stresses the need for comprehensive planning and contingency strategies for marketing campaigns. This includes aligning short-term goals with long-term objectives and preparing for potential roadblocks to maintain momentum and adapt quickly. Effective strategies for gaining executive and cross-departmental buy-in are highlighted. This involves demonstrating the value of marketing initiatives through data-driven storytelling, aligning marketing strategies with business objectives, and clearly communicating the impact and ROI of marketing efforts. Presenting realistic marketing budgets based on category benchmarks and Total Addressable Market (TAM) is crucial. Matt discusses how to navigate budgeting challenges by using data to justify budget allocations and showing how these budgets will contribute to growth and target achievement. Marketing in the SaaS industry comes with unique challenges, particularly in managing free and freemium models. Matt shares insights on how to effectively market SaaS products by tailoring strategies to customer needs and optimizing customer acquisition and retention efforts. Matt emphasizes the importance of leveraging data to make informed marketing decisions. This includes using tools like Google Analytics to understand traffic sources, conversion rates, and user behavior, and applying these insights to refine marketing strategies and improve outcomes.…
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Executive Conversations
1 Rewriting the GTM Playbook: Hard Conversations and Budget Narratives with Mohamed Reza 29:49
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29:49Summary Mohamed Reza shares insights into how he navigates executive conversations and aligns marketing strategies with long-term goals. Discusses the challenges of securing executive buy-in and how he overcomes these hurdles using data-driven storytelling. Explains his approach to presenting budgets in a way that aligns with company targets, even when they’re challenging to quantify. Highlights the importance of creating narratives around data to win allies and gain support for GTM initiatives. Shares his strategies for balancing short-term results with long-term growth in a mid-market SaaS environment. Offers practical advice on how to show marketing’s impact across the organization through effective tools and frameworks. Takeaway Importance of executive buy-in: Mohamed Reza discusses the challenges of gaining executive buy-in for GTM strategies and shares strategies for overcoming resistance. Importance of aligning marketing objectives with broader business goals to secure support from leadership. Detailed planning and execution: The necessity for detailed planning in GTM initiatives, including clear objectives, timelines, and contingencies. Mohamed highlights the need to anticipate challenges and plan for them in advance to ensure successful execution. Budgeting challenges: Mohamed addresses the common difficulties in allocating marketing budgets, especially in the context of long-term growth expectations. Discusses methods for justifying budgets based on measurable outcomes and aligning them with company targets. Data-driven storytelling: Mohamed explains how to use data effectively to tell compelling narratives that support marketing decisions. Emphasizes the role of analytics in understanding customer behavior, tracking KPIs, and making informed decisions. Marketing strategy in SaaS: Mohamed talks about the unique aspects of marketing in SaaS, including the challenges of targeting different customer segments, managing churn, and maximizing value for users. Discusses strategies for adapting GTM motions to fit the SaaS model and driving long-term growth.…
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Executive Conversations
1 Earning a seat at the table: showcasing marketing's impact with Lauren Lang 30:18
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30:18Summary Communicating value effectively: Emphasizing that communication happens not just at the speaker's mouth, but at the listener's ear. It’s essential for marketing leaders to think about how they communicate value to executives and ensure it’s framed in a way that resonates with the listener's perspective. The power of framing and narrative: Marketing leaders must frame their contributions and value in a way that highlights their impact, especially when navigating executive conversations and securing buy-in for long-term initiatives. Navigating layoffs: In the context of layoffs, the importance of demonstrating your value to the organization becomes even more critical. It’s not just about doing the right things, but about making sure that your efforts are clearly understood and aligned with company goals. Strategic value in marketing: Marketing leaders need to strategically show their worth and reinforce their contributions to the company's success, not just through metrics but by aligning with the broader organizational goals. The importance of data and storytelling: Data alone is not enough; it must be used to tell a compelling story that helps executives understand how marketing contributes to business growth and aligns with long-term company goals. Takeaways Effective executive communication: Lauren discusses the importance of understanding how communication happens, emphasizing the need to communicate value in a way that resonates with executives and stakeholders. Framing value for buy-in: The conversation explores strategies for framing the value of marketing work so it is understood and appreciated at all levels, particularly in the context of securing executive buy-in. Navigating layoffs and value recognition: Lauren reflects on the role of value recognition in organizational decision-making, and how marketing leaders can work to ensure their teams are seen as essential during times of uncertainty like layoffs. Data-driven storytelling: The importance of using data to tell a compelling narrative that aligns with business goals is discussed, including how data can be leveraged to demonstrate marketing's impact. Strategic marketing leadership: The episode covers how marketing leaders can build a strong case for marketing initiatives, even in the face of challenges, by strategically aligning their motions and messaging with the business’s core objectives.…
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Executive Conversations
1 Building influence without direct authority in marketing with Shana Haynie @MoEngage 28:27
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28:27“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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Executive Conversations
1 The dynamics of reporting to different stakeholders with Lisa Vecchio 31:21
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31:21“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. Book a Call…
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Executive Conversations
1 Creativity on a Budget with Jobylon's Tove Hernlund 23:25
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23:25"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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Executive Conversations
1 Crafting the perfect pitch with Devin Reed @theReeder 31:31
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31:31"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…
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Executive Conversations
1 Strategic Alignment: From Vision to Execution with William Chia @Styra 29:46
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29:46“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. 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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Executive Conversations
1 Marketing Experimentation: Taking Risks with Chris C. Anderson @Greenslate 29:28
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29:28“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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Executive Conversations
1 From Traffic to Tangible Results with Jakub Rudnik @Softr 28:07
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28:07In 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 strategy Takeaways: 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 strategies Time 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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Executive Conversations
1 Aligning Marketing and Sales with Gustav Wallberg @Republiken 28:42
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28:42In 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 collaboration Takeaways: 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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Executive Conversations
1 From Creative to Operational: Julien Sauvage's Marketing Journey @Clari 32:46
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32:46"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. 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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Executive Conversations
1 Transforming SEO & Data into Long-Term Marketing Success with Ran Yosef @Glassix 28:17
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28:17Welcome 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 alignment Takeaways: 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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Executive Conversations
1 Securing Marketing Budget and Executive Buy-In with Mick Essex @POWR 28:03
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28:03“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 Strategy Takeaways : 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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Executive Conversations
1 The Secrets Behind Building a B2B Newsletter That People Love with Alex Ross 23:54
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23:54Welcome 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/ 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…
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