Flying Cat Marketing Podcast

In this episode of Executive Conversations Natalie Naik shares her experience launching a B2B marketing function from scratch inside a traditionally D2C-focused company. Natalie tells us how she navigated educating leadership unfamiliar with B2B marketing, especially around handling long sales cycles and fundamentally different KPIs.Natalie also touches on selecting the right channels for niche B2B markets, advocating for organic growth, ABM, and partnerships over paid channels. Throughout the episode, Natalie provides practical insights into influencing stakeholders, simplifying executive communication, and driving effective collaboration with sales teams in a rapidly evolving marketing landscape.

In this episode, Maeva Cifuentes speaks with Malte Landwehr, VP of SEO at Idealo. Malte shares how SEO isn't just a channel, it's the foundation of Idealo's business model and what it actually means to lead SEO at executive level. He walks through how he filters out 75% of ideas using prioritization frameworks, how he scopes influence across five departments without direct authority, and how he handles being the first call when traffic drops. Malte also shares how he's thinking ahead to generative search, what's working for brand visibility in LLMs today, and why B2B leaders should be watching that space more closely than they are.

In this episode of Executive Conversations, Maeva Cifuentes speaks with Lindsay Kelley, VP of Marketing at Sonar Software.  Lindsay talks us through her techniques for advocating for marketing initiatives within the organization to secure necessary resources. They also discuss methods to develop and present budgets that reflect marketing goals and company targets and strategies to identify and collaborate with internal allies who can champion marketing initiatives.In this episode, we talk about:Executive Buy-In​Long-Term GTM Strategies​Data-Driven Narratives​Budget Alignment​Internal Marketing

In this episode of Executive Conversations, Maeva Cifuentes speaks with Jordan Hwang, VP of Marketing at OpenPhone. Jordan explains why marketing leaders must learn to "market marketing" within their organization to secure buy-in for initiatives. Jordan and Maeva also discuss expanding influence across teams and aligning stakeholders around shared goals. Jordan emphasizes that cross-functional teams should intuitively understand why marketing does what it does.They also discuss how to cut through noise, establish credibility, and prevent “armchair marketing” from derailing real strategies.

In this episode of Executive Conversations, Maeva Cifuentes speaks with Hannah Garner, CRO at Arctic Shores, about the real work behind getting leadership on board with a marketing strategy. Hannah explains why starting with budget is a losing game—executives need to agree on what "good" marketing looks like before numbers even enter the conversation. She shares how GTM leaders can sell their vision when they don't have the data, using industry benchmarks and market shifts to make a compelling case. In this episode, we talk about: executive buy-in GTM strategy marketing budget approval CFO alignment internal marketing

In this episode of Executive Conversations, Maeva Cifuentes speaks with Silvia Valencia, VP of Revenue Marketing at Docebo, about her journey from agency to in-house marketing. Silvia shares how her experience at Refine Labs taught her to manage buy-in, present strategic investment cases, and reallocate budgets effectively. Maeva and Silvia also emphasize the importance of starting relationships with clear communication, setting expectations for short- and long-term outcomes, and delivering early wins to gain credibility. 

In this episode of Executive Conversations, Maeva Cifuentes speaks with Charlie Riley, Head of Marketing at OneScreen. They discuss the importance of establishing trust with internal stakeholders and the need to understand each department's motivations so you can communicate the value of marketing in their terms. Charlie also shares insights into the challenges of being the first marketing hire and how to navigate building a marketing function from scratch. He also shares some practical advice on how to align with sales, customer support and HR to create a unified go-to-market approach. In this episode, we talk about: Internal marketing Building trust in marketing Go-to-market leadership First marketing hire Sales and marketing alignment

Mark and Maeva discuss navigating experiment overload in GTM strategies, emphasizing the need for trade-offs. The conversation covers the importance of aligning marketing and sales efforts, with a focus on multi-threaded outreach to decision-makers. Mark shares his approach to working closely with the VP of sales to present a united front to the co-founders. The episode explores how to use data effectively to tell a narrative and gain executive buy-in for long-term GTM motions. Mark highlights the challenges of getting executive support, especially from CEOs and CROs, and strategies to overcome these obstacles. He discusses the necessity of long-term planning and how to balance immediate results with strategic growth goals. In this episode we talk about GTM (Go-to-Market) strategies Executive buy-in Data-driven decision-making Marketing alignment Long-term growth planning Takeaways Importance of detailed planning: Mark highlights the need for a clear strategy and contingency planning for marketing campaigns to ensure they meet objectives and adapt as necessary. Securing buy-in: Discusses effective strategies for gaining support and buy-in from executives and other departments for marketing plans. Budgeting challenges: Provides insights on creating realistic marketing budgets aligned with category benchmarks and total addressable market (TAM) considerations. Marketing in SaaS: Explores the unique aspects of marketing in the SaaS industry, such as managing free and freemium models. Using data effectively: Emphasizes the importance of leveraging data, including tools like Google Analytics, to understand user behavior and optimize marketing strategies.

In this episode of Executive Conversations Ana Laura and Maeva discuss the importance of building relationships and connections with leadership and key stakeholders within an organization. She emphasizes the need to bridge the gap between marketing and sales, focusing on mutual understanding and collaboration to drive business growth. Ana Laura also highlights the role of data in storytelling, using it to align marketing efforts with business goals and demonstrate ROI. We get an insight into her approach to handling resistance and fostering buy-in for long-term strategies, particularly when short-term results are lacking. The conversation also covers the challenges of budget allocation, using data to justify investment in marketing initiatives, and securing support from executives.

Summary 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.

Summary  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.

SUMMARY 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.

“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

“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

"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

"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. 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

“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

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 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

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 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

"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

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 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

“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

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/  Join the Flying Cats Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

"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/ Join the Flying Cats Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

“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 strategyLema frameworktarget audienceTimestamps:[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 UpAbout Lily UgbajaLily 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 CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

“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!In this episode, we talk about:SEO StrategyTargeted KeywordsCustomer JourneyTimestamps:[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-upAbout 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

“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 education Timestamps:[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 beyondAbout 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 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

"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

“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!In this episode, we talk about:Human-centric contentAIMental HealthTimestamps:[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 upAbout Adam SockelAdam 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 @BanzaiListen to our most popular episodes: 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 Join the Flying CatsStill feeling your stomach drop whenever you report organic growth to leadership? Things are about to change

“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!In this episode, we talk about:Product-led contentStorytelling in content marketingSEO distributionTimestamps: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 strategyAbout 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/ Listen to our most popular episodes: 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 Join the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

"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!In this episode, we talk about:Global payroll marketingDemand generationBuilding relationships with contentTargeting niche audiencesTimestamps:[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 workAbout Sam MorrisSam 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/ Listen to our most popular episodes: 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 Join the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

Meet Sandeep John, Director of DemandGen at Outplay, as he chats about turning branding campaigns into successful lead generation machines. Sandeep discusses the importance of branding in building demand and shares insights on his background in sales and marketing.Connect with Maeva on LinkedIn: https://www.linkedin.com/in/maevaeverywherePrevious 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 @lemlistFarzad Rashidi @Respona, Andrea Skarica @Mixmax, Ashley Levesque @BanzaiListen to our most popular episodes: 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 Join the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

Gomada co-founder Julian Schaaf explains how he gained 300 sign-ups in a year via content distribution, operations, and testing strategies. He discusses hiring, wrong SEO hypotheses, and prioritizing customer feedback.Connect with Maeva on LinkedIn: https://www.linkedin.com/in/maevaeverywherePrevious 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 @BanzaiListen to our most popular episodes: 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 @CloudbedsHow Typeform's Branding Experiments Guided its Content and Product Strategy, with Alex Antolino @Typeform Join the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

In this episode, we talk about:Video content productionVideo marketingVideo marketing metricsConnect with Rish on LinkedIn: https://www.linkedin.com/in/rishabhb/Connect with Maeva on LinkedIn: https://www.linkedin.com/in/maevaeverywherePrevious 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 @BanzaiListen to our most popular episodes: 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 Join the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

Hello again listeners! Welcome to another episode of the SaaS Leader Interview Series.This time, we're joined by Tara Panu, VP of Marketing at VoiceFlow, the collaborative platform used to build chat and voice assistants, to talk about leveraging customer research like a product marketer. Every marketer knows the customer needs to be at the center of all their efforts, but how do you ensure that? Tara spent her first 30 days in her role interviewing customers and prospects, jumping into sales calls, and practicing social listening on LinkedIn. Her efforts revealed new opportunities that she took in to craft her strategy and, finally, her messaging and value proposition started to resonate with them. But that was not her ultimate goal.As she's a customer-centric marketer, she made sure that not only Sales and Marketing but the entire company was leveraging from her findings and keeping their ICP close to better execute their jobs. Tune in to see how she made that happen! In this episode we talk about:Customer researchCustomer-centric marketingMarketing strategyTimestamps:00:00 - 00:54: Introductions00:54 - 03:42: How Tara's background as a product marketer influences her role as VP of marketing03:43 - 06:36: First challenges when joining VoiceFlow06:37 - 10:22: The first 30 days knowing the customers10:23 - 13:32: Why you should go to sales calls instead of listening to recordings13:33 - 16:14: The emergence of the Conversation Designer role16:15 - 19:48: Sourcing customer research interviews19:49 - 24:00: Making sure that customer research findings are used effectively company-wide24:01 - 28:22: Making the most out of customer research interviews28:23 - 29:04: Connect with TaraAbout Tara PanuTara has a passion and obsession for understanding customers deeply. She started her career in customer marketing, then turned to product marketing, and is now leading the marketing department at VoiceFlow. Connect with Tara on LinkedInConnect with Maeva on LinkedInJoin the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

Hello again listeners! Welcome to another episode of the SaaS Leader Interview Series!This week, we're talking to Andrew Davies about his first year heading up marketing at Paddle, a $2.4 billion valued company that helps SaaS businesses set up, run, and scale their payment infrastructure.We discuss the challenges he's faced and the changes he's made to grow the marketing department in three distinct areas:Product marketing, including customer marketing and the website itself Demand gen, which involves managing business development representative (BDR) teamsBranding, which deals with the brand's reputation, reach, and engagement with the wider marketPaddle has grown extremely rapidly, riding the pre-and post-covid wave of software and infrastructure investment. This year, it acquired ProfitWell, an analytics and retention tools business, along with its customer base and teams. Andrew tells us how he's helped Paddle get to the next level by: Merging the marketing departments of the two companies. Broadening marketing efforts across distinct channelsExpanding the tactics of the BDR team to include direct mail and outbound callingImproving branding recognition with an expanded PR strategyTune in to find out what it's like to be CMO during the rapid growth stage of a $2.4 billion SaaS company.In this episode we talk about:Marketing leadershipManaging business and departmental growthSaaS marketing and SEOTimestamps:00:06 - 03:06: Paddle's participation in SaaStock and SaaStr this year03:06 - 07:22: The challenges Andrew has faced since joining Paddle07:22  - 11:18: Changes Andrew has made to the marketing department11:18  - 19:30: Where Andrew has doubled down or cut back on existing marketing efforts 22:49  - 25:34: Wrap-up About Andrew DaviesAndrew Davies is currently Chief Marketing Office at Paddle. Previously, he was Head of Brand & Digital at Episerver after it acquired Idio, which he co-founded in November 2019. He also supports and invests in early-stage startups, helping them solve issues around proposition development, teams, and B2B/SaaS marketing.Connect with Andrew Davies on LinkedIn: https://www.linkedin.com/in/andjdavies/ Connect with Maeva on LinkedIn: https://www.linkedin.com/in/maevaeverywhereJoin the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

“It's not SEO in-house vs. agency anymore. Having SEO in-house is a must, so the question for the SEO agency option is when”Welcome to the 4th episode of The SEO Growth Podcast! This week we're again with our founder and CEO, Maeva Cifuentes, jumping again on this popular and endless debate: should you build SEO in-house or delegate it to an SEO agency?The short answer is… both! Teams are getting smaller, but not goals. Those just keep getting bigger and harder to achieve. And if you're a B2B SaaS in growth or scaling mode, teaming up the deep product understanding from your in-house team with the technical and industry experts of an SEO agency is an unbeatable formula.Having a dedicated in-house SEO professional early on is crucial. You'll need data from them when you want to scale and use bigger impact strategies to generate extra revenue later on. However, SEO is such a vast space that finding someone with all the holistic skills (and capacity) necessary to execute it well is very rare. Having an agency as your full-stack SEO department to leverage all those in-house learnings can scale up your content operations really fast, and in the most strategic way. But for the Jack-of-all-trades CMOs that have very little SEO expertise, choosing the right high-quality agency to fit their needs can feel daunting and stressful. How do you separate the average from the exceptional? Hint: pay attention to the questions they ask. Tune in to find out and choose with confidence!In this episode we talk about:SEO agencySEO in-houseTips for hiring an SEO agencyTimestamps:00:00 - 05:58: WebSummit Lisbon05:58 - 10:49: Teams are getting smaller, goals aren't10:49 - 14:50: When in-house and agency SEOs complement each other14:50 - 16:32: When to start looking for an SEO agency partner?16:32 - 23:46: What good quality SEO agencies should be asking you23:46 - 25:01: Connect with us on LinkedInConnect with us on LinkedIn:Mila: https://www.linkedin.com/in/miladibellaMaeva: https://www.linkedin.com/in/maevaeverywhereJoin the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

Hello dear listeners! Welcome to our third episode of The SEO Growth Podcast.This week we're joined by Usman Akram, Head of SEO at Flying Cat Marketing, as he talks us through how we can report our SEO efforts to leaders and stakeholders.We discuss how it can take time to show the results of your SEO strategy. So it's important to find a way of reporting to leaders that justifies the budget you're investing—and demonstrates you're on the right track.Whether you're part of a big company with a dedicated Head of SEO or a smaller company where the Head of Marketing does it all, it's crucial to show the business impact of your SEO strategy.To show how SEO impacts revenue, check the conversion rates on the top-performing pages of your website. Often, 50% of conversions come from just five pieces of content. Once you identify which pieces they are and how much organic traffic they generate, you can use this information to guide your content strategy.You'll also find out how attribution models can help you report SEO when you don't have conversion data. By modeling customer touchpoints, you can understand and predict which steps in the customer journey lead to conversion. A common objection from leadership is how long it takes to see ROI from SEO.  We show you how to estimate ROI by setting SEO targets at the beginning of a project. So instead of having a strategy based on the number of pieces of content or backlinks you create, your end goal is an exact timeline for ROI. By using simple math, Usman demonstrates how you can develop a whole roadmap for your SEO strategy and estimate your results, outcome, ROI, and cost of acquisition. So tune in to find out how to report the value of your SEO efforts—by focusing on ROI over rankings and traffic. In this episode we talk about:SEO reportingSEO strategyCalculating ROI from SEOTimestamps:04:13 - 12:33: What indicators can you use to show your SEO strategy is on the right track? 12:33 - 18:51: Structuring an SEO report for your leaders18:51 - 20:59: Using an attribution model instead of direct conversions data20:59 - 27:17: Attribution models: First touch, last touch, linear, W-form, and U-shaped 27:17 - 32:20: How to calculate return on investment (ROI) from SEO32:20 - 34:49: Wrap upConnect with us on LinkedIn:Mila: https://www.linkedin.com/in/miladibellaMaeva: https://www.linkedin.com/in/maevaeverywhereUsman: https://www.linkedin.com/in/usman-akram5000 Join the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

“I don't think there's anything wrong with running an affiliate blog and going after high-volume keywords. It's just an understanding of what strategy you're after and how you're gonna justify going into content, then reverse engineering your strategy based on the action you want your customer to take”Welcome to another episode of the SaaS Leader Interview Series! This time, we discuss with Ben Pages, Marketing Manager at Feature Upvote, the importance of considering search volume in context with your overall content strategy. Search volume is highly misunderstood by both clients and SEOs, who often wrongly correlate higher search volume with higher traffic. As Maeva and Ben reveal, that's a total myth—and you should never choose keywords based blindly on this metric (SEO  tools are never 100% accurate anyway!). Instead, focus on what you want your readers to do according to your overall content strategy and LTV, and base your keyword selection on more relevant factors, like intent, or traffic potential. Also, don't ever disregard finding opportunities through competitor analysis, variations and semantics, and ol' good customer research to capture the voice of the customer.Tune in to find out why you should start looking at search volume from a very different angle to get more qualified traffic!In this episode we talk about:Search volumeTrafficKeyword selectionTimestamps:00:00 - 00:58: Introducing Ben Pages at Feature Upvote00:58 - 02:01: When Search volume is irrelevant02:01 - 03:19: Search volume doesn't necessarily attract more traffic03:19 - 05:19: Was it hard to break the search volume habit?05:19 - 07:09: When traffic isn't the metric you're after07:09 - 12:09: The connection between LTV and the impact of traffic12:17 - 14:58: The risks of misunderstanding search volume14:58 - 17:08: An experiment with projected traffic vs actual traffic17:08 - 23:24: Choosing keywords without focusing on search volume23:28 - 24:50: Wrap upAbout Ben PagesBen is the marketing manager at Feature Upvote, a lightweight tool that helps product managers organize and prioritize user feedback. He specializes in producing high-quality content—from strategy and writing to search engine optimization.Connect with Ben on his website, Benpages.comIf you're a Product manager, Ben suggests you check out FeatureUpvote.com

“Rankings are obviously very important; people just get too blinded by rankings and forget all the most important things about business and sales.”Welcome to the 2nd episode of The SEO Growth Podcast! This week we're joined by the founder and CEO of Flying Cat Marketing Maeva Cifuentes as she walks us through measuring your SEO results.We talked about how too many people consider SEO or rankings as the end goal, rather than a means to an end. The goal, she explains, is increased revenue—and SEO helps us get there.A common misconception is that you can use trackers like Hubspot or Google Analytics to measure how SEO contributes to revenue and call it a day. Maeva explains that you need to use other tools, such as business intelligence apps, to get the full picture.Another overlooked fact is that last-touch data doesn't tell the whole story—nobody lands on a page and then immediately commits to a million-dollar piece of software. You also need to look at first-touch or assisted conversion data because it tells you how and when customers started interacting with your product.A common question we get at FCM is: how do I know SEO is working for me? Or more crucially: what do I do if it isn't working? We break down key metrics like relevance and search volume and things to keep an eye on like correct indexing and search intent.So tune in now to find out how to correctly measure your SEO results and let us know your tips and tricks in the comments!In this episode we talk about:SEO resultsSales touchpointsSEO strategyTimestamps:00:00-04:00: The SEO Roundtable04:01-06:07: The end goal of SEO 06:08-12:14: How to track SEO results and the associated revenue12:15-15:10: The critical touchpoints for measuring SEO success15:11-19:21: How to know when your SEO strategy is working19:22-24:59: What to do if your SEO strategy isn't working25:00-27:00: Wrap upConnect with us on LinkedIn:Mila: https://www.linkedin.com/in/miladibellaMaeva: https://www.linkedin.com/in/maevaeverywhereJoin the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change

“Building a good distribution plan essentially means that for less total content production, you're able to get that much more actual output.”Hello hello Flying Fans! In episode 83 of the Flying Cat Marketing podcast, we sat down with Casey Hill, Head of Growth at Bonjoro, to discuss maximizing your reach by repurposing content.Casey explains that if you're just scheduling content, posting it, and dropping it in your newsletter you're missing out on massive reach potential. He reveals how repurposing your content, and having a proper distribution strategy, is key to expanding your reach.He's passionate about communicating with the widest possible audience, by focusing on content that will appeal to a broad audience, and harnessing the power of affiliate partners to magnify your reach.Having been in the game a long time Casey has faced his share of challenges. He tells us how he overcame them,  adapting his content for specific audiences (even when they were less than receptive!), and learning how to measure his success.So, grab a cup of coffee, get comfortable, and tune in as Casey gives you the ins and outs of content repurposing to save you time and massively expand your reach. In this episode we talk about:Content repurposingDistribution strategiesAffiliate partnersTimestamps:0:00-5:51: Why it's worth taking the time to repurpose content5:52-9:40: What a repurposing distribution strategy looks like9:41-11:46: How to make your content appeal to a broad audience11:47-16:13: Using affiliate partners to expand your reach16:14-22:01: Casey's biggest trial-and-error mistakes22:02-24:51: How to measure success when repurposing content24:52-31:21: How to adapt your content for specific audiencesConnect with Casey Hill on LinkedIn: https://www.linkedin.com/in/caseyhill/ Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQdApple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4Stitcher: https://www.stitcher.com/s?fid=579505&refid=stprFollow us on LinkedIn: https://www.linkedin.com/company/flying-cat-marketing/

“Really great content and open content that really tries to elicit feedback, I think is a really strong starting point for building a community that actually has substance to it. It's not just a list of blog posts that we're dropping on people.”Hey there! In episode 82 of the Flying Cat Marketing podcast, we sat down with Alex McQueen, Content Marketing Manager at Klue, to hear about how he co-created his own podcast network - The Compete Network.Alex talks about how his desire to reach out to people, share knowledge and build a thriving community inspired the network. He knew that simply dumping job postings on the website or creating a Slack channel wouldn't magically grow a community and sought to bring a personal touch to engagement.Detailing the challenges and successes of The Compete Network, he talked us through the value of a strong branding team and what metrics he uses to measure engagement. He singles out live shows and events as a key step towards success and gives helpful tips on how to increase participation with follow-up interactions.Plus, Alex explained the advantages of diversifying content beyond blog posts to encompass podcasts, videos, live shows, newsletters, and courses and the opportunities they offer. He shares some invaluable pointers on scheduling this content and tells us about his “Netflix seasons” approach to podcast episodes.So, if you're ready to hear how you can up your podcast game, jumpstart audience engagement, and build a thriving community, then tune in now! In this episode we talk about:Podcast networksAudience engagementSuccess metricsTimestamps:0:00-1:44: Introduction1:45-7:23 What is The Compete Network?7:24-9:29 How it was started9:30-12:40 Building a community12:41-15:19 Metrics of success15:20-16:29 Major challenges16:30-21:50 Scheduling and distribution21:51-24:07 Diversifying content24:08-26:21 Reaching out to the audience26:22-27:31 Wrapping upConnect with Alex McQueen on LinkedIn: https://www.linkedin.com/in/adam-mcqueen-032a5b10b/While you're hereFollow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQdApple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4Stitcher: https://www.stitcher.com/s?fid=579505&refid=stprFollow me onInstagram: https://www.instagram.com/flyingcatmarketing/Facebook: https://www.facebook.com/flyingcatmarketingLinkedin: https://www.linkedin.com/company/flying-cat-marketing/

“One of the ways that you could discover whether SEO is the right channel for the business that you're working with is basically understanding two questions. First, are the potential customers of your business actually aware of the problem your business is solving? And if so, where are they actually looking to solve that problem?”Hello hello! For episode 81 of the Flying Cat Marketing podcast, we spoke with Farzad Rashidi, Lead Innovator at Respona and former Director of Marketing at Visme. He gave us the company's exclusive SEO formula, the same one that was used at Visme to help them reach 14 million users and 3 million monthly organic traffic. Farzad broke down this keyword prioritization formula, which is calculated using CPC, traffic potential, and keyword difficulty. He also explained the three types of content they publish at Respona and Visme: content for SEO purposes, link content, and conversion content. Plus, he explained how the company distributes its marketing efforts: according to Farzad, teams should be devoting 20% of their time to content creation and 80% to content promotion. Farzad explains why this approach was crucial for helping Visme achieve its success. This is just part one of two of Farzad's interviews. In the next installment, we'll be picking his brain about off-page SEO and link building. But for now, tune in to learn how to build a solid SEO content creation and distribution strategy and determine whether SEO is the right channel for your business.In this episode: How to know if you should prioritize SEO as a marketing channelThe “Opportunity Score” formula for keyword prioritizationThe three types of SEO content the Respona team createsThe importance of off-page SEO for an overall content strategyThe balance you should strike between content creation and distributionAbout the guestFarzad Rashidi is the lead innovator at Respona, the all-in-one link-building outreach software that helps businesses increase their organic traffic from Google. He previously ran the marketing efforts at Visme, where he helped the company gain over 14 million active users and pass 3M monthly organic traffic.Timestamps 1:15-4:24 How to know if SEO is the right marketing channel for your business4:25-6:31 Farzad's first attempts with SEO at Visme6:32-8:52 How Farzad and his team make SEO to work for Visme and Respona8:53-12:36 Farzad's formula for keyword prioritization, the Opportunity Score12:37-13:28 The importance of “staying in your league” when choosing keywords13:29-16:09 How to use the Opportunity Score to prioritize your keywords and plan your content strategy16:10-19:51 The three types of content Farzad and his team creates19:52-22:36 The journey to 14 million users and 3 million monthly organic traffic at Visme22:37-25:31 The importance of link building for an SEO strategy25:32-26:43 How to organize your content marketing efforts

“At the end of the day, we're not trying to say we do magic. We're just trying to say, ‘we'll take all the information that you have first-party collected inside of your company, and we'll make it available for you.'”Hello, hello! In this episode of the Flying Cat Marketing podcast, we're joined by Steffen Hedebrandt, CMO and Co-Founder of Dream Data to talk about how to properly use attribution to see ROI from content and SEO.We start by discussing the question that has all of LinkedIn fired up: How accurate is attribution, really? How can you use it to get people like the CEO, or CFO, on board the content train?Steffen explains that there are two different types of content you can focus on, and if you can clearly differentiate between the two, you're able to make data-driven decisions and drive the most ROI.“There's two buckets of content. There's content that drives traffic to your website, and then there's content people look at as they're buying your product. And if we start with the articles you write for Google - where you're trying to get people to your website - the content that has the highest intent of actually making a buying decision about your product are ones you should spend time on.”So what does this actually look like in practice?Get caught up with this and more in the full episode!In this episode we talk about:Keyword 1 for this episodeSEOKeyword 2 for this episodeAttributionKeyword 3 for this episodeContentTimestamps:02:15-06:53 Are marketing attribution software worth the hype?06:54-10:21   The difference between attribution data from CRMs like Salesforce and actual attribution software10:22 The different types of attribution models and how they help track ROI13:16-14:17 Can you implement hybrid attribution models?  14:18-23:10 Steffen's biggest discoveries about content 23:11-26:23 What's one thing Steffen wishes more people knew about attribution?Connect with [Steffen Hedebrandt] on [LinkedIn]: [https://www.linkedin.com/in/steffenhedebrandt/]While you're hereFollow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQdApple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4Stitcher: https://www.stitcher.com/s?fid=579505&refid=stprFollow me onInstagram: https://www.instagram.com/flyingcatmarketing/Facebook: https://www.facebook.com/flyingcatmarketingLinkedin: https://www.linkedin.com/company/flying-cat-marketing/

His last name was difficult to pronounce, but it was extremely easy to have a valuable conversation with marketing and growth expert, Vukasin Vukosavljevic.During this interview, we chatted about which marketing interventions can lead your company to grow organically. Vuk shared insights based on his experience in his previous role as Head of Growth at Lemlist, where his initiatives leveraging the Lemlist community led the company to cross $10M in annual recurring revenue (ARR). This week's Flying Cat Marketing Podcast highlights the importance ofBuilding a community at the very beginningCreating marketing activities for each stage of the funnelRepurposing content natively for each platform and adapting pieces to each channel In this episode, we first talked about differentiating marketing activities through the different stages of the funnel and overlapping content between the bottom and middle parts of the funnel. Some of those activities can include cold outreach, blog post creation, webinars, and templates.Then, Vuk shared some actionable tasks a content marketer can address to capture prospects and get them into the top part of the funnel. Repurposing content, creating an online community, and building employees' personal brands on LinkedIn are some of those efforts.We realized it was easy to overlap initiatives at different funnel stages. But, as Vuk explained, “how you label it is less important than how it performs.”Get caught up with this and more in the full episode!In this episode we talk about:Growing businesses organicallyDifferent marketing initiatives throughout the funnelOrganic GrowthTimestamps:(01:05) Meet Vuk and his work at Lemlist(3:17) The Lemlist's organic growth strategy(4:42) How they started creating webinars and leveraging the community at the BoFu(8:54) How content plays a huge part of in-app initiatives(11:20) Content is king. How value beats highly produced content(12:25) The way you distribute content can make the same information address BoFu or MoFu (16:23) How repurposing content natively and building personal brands can attract leads at the ToFu(19:49) The process of adapting content to different channels Connect with Vukasin Vukosavljevic on LinkedIn: https://www.linkedin.com/in/vukasinvukosavljevic/ While you're hereFollow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQd Apple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4 Stitcher: https://www.stitcher.com/s?fid=579505&refid=stpr Follow me onInstagram: https://www.instagram.com/flyingcatmarketing/Facebook: https://www.facebook.com/flyingcatmarketingLinkedin: https://www.linkedin.com/company/flying-cat-marketing/

“So these were super important milestones that we were able to achieve thanks to this combination of real strategic SEO and really high-quality content, that our sales team had a direct impact on with their advice.” Hello hello! For episode 78 of the Flying Cat Marketing podcast, we sat down with Andrea Skarica, Growth Marketing Manager at Mixmax, to discuss Mixmax's collaboration with Flying Cat Marketing, and the results they were able to achieve through combining subject matter expertise with an SEO framework for predictable growth.Mixmax is a fast-growth sales engagement tool that allows sales professionals to automate and personalize their cold email outreach and win more replies and meetings by turning email from a static experience into a more interactive one.In this episode, we deep dive into how, through their collaboration with Flying Cat Marketing, Mixmax was able to Define their tone of voice.Create enjoyable content their Ideal Customer Profile could relate to.Increase and improve their SEO profile.Increase their sales-related keywords.According to Andrea, “[Mixmax is] ranking on page one for Outreach alternatives, SalesLoft alternatives, and some other [keywords] like email sequence software, even best sales engagement platforms.”“So when I arrived [to Mixmax,]” says Andrea, “I had quite a small budget, [and I was told] "Okay, so what are you gonna do to improve our growth organically rather than investing in paid?”...I decided; Okay, let's go and build a content strategy backed by SEO."By collaborating with Mixmax's own sales team and gathering their Subject Matter Expert advice, we were able to achieve results like a 548% increase in sessions.Tune in to learn more about combining SEO and thought leadership content can achieve huge results for businesses.In this episode we talk about:SEO Organic content marketing Subject matter expertise Timestamps:00:35-04:11 Mixmax and Flying Cat Marketing: Where it all started 04:12-06:10 Building thought leaderships content distributed through SEO and social media06:11-11:40 What results did Mixmax achieve through organic content marketing?11:41-13:47 The importance of understanding the ICP pain points 13:48-16:11 Why was nailing down the tone of voice a priority for Mixmax?16:12-17:49 How to set your sales content apart from competitors 17:50-22:31 How Mixmax and Flying Cat Marketing built a seamless subject matter expert process22:32-26:25 How to use LinkedIn to connect with your ICPConnect with Andrea Skarica on LinkedIn: https://www.linkedin.com/in/andreaskarica/While you're hereFollow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQdApple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4Stitcher: https://www.stitcher.com/s?fid=579505&refid=stprFollow me onInstagram: https://www.instagram.com/flyingcatmarketing/Facebook: https://www.facebook.com/flyingcatmarketingLinkedin: https://www.linkedin.com/company/flying-cat-marketing/

Is customer retention the new acquisition? You betcha, says Firaas Rashid, CEO & Founder of Hook, a predictive data platform that empowers customer success teams. This week, the Flying Cat Marketing podcast caught up with Firaas to learn about customer-led growth and how to upsell for success. Firaas kicked off by outlining the challenges inherent in “low-risk” SaaS subscription models in terms of customer retention and building relationships. That makes retention rates increasingly interesting for investors as an indicator of future revenue, especially in the current tech downturn. He then shared his tips for marketing to existing customers and maximizing revenue from them. Run targeted marketing campaigns to large accounts to sell into new departments. Incentivize adoption with competitions. Use customer advocacy to generate new leads by hooking your champions up with other potential customers. Next, he identifies the need for startups to create relevant, useful content beyond just plugging your product. “Your customers aren't buying your product,” he explains, “they're buying the solution to a business problem. Your product is a tech delivery platform to make that happen, and they're interested in how you can facilitate other solutions to that problem” Finally, Firaas explained why companies should use in-app data to identify customers at risk of churning or ripe for upselling to a new feature or plan. And how Hook helps you do that. “We find that product behaviors can predict about 85% the likelihood of someone spending more money, without including any other data,” he says.  All this and more in the full episode! In this episode we talk about:Keyword 1 for this episodeCustomer-led growthKeyword 2 for this episodeSaaS upselling Keyword 3 for this episodeCustomer retention Timestamps:03:03 Why upselling and retention are essential in SaaS06:30 How to upsell with account-based marketing 07:15 How to incentivize adoption08: 15 How to use customer advocacy to generate new leads10:00 Why startups need to create more useful content for customers 12:05 How in-app data can identify customers at risk of churning or ripe for upselling13:14 The difference between product-led and customer-led growth   17:02 Why simple data points are best to measure customer-led growth  Connect with Firaas Rashid on: https://www.linkedin.com/in/firaasrashid/While you're hereFollow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQdApple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4Stitcher: https://www.stitcher.com/s?fid=579505&refid=stprFollow me onInstagram: https://www.instagram.com/flyingcatmarketing/Facebook: https://www.facebook.com/flyingcatmarketingLinkedin: https://www.linkedin.com/company/flying-cat-marketing/

This week, the Flying Cat Marketing podcast caught up with Kate Erwin, Head of Content at Contractbook, to learn three ways to use social media for organic B2B growth.Kate kicked off by telling us how she makes the fleeting nature of social media work for her by using it as a testing ground for content ideas and formats. And why she believes conversation starters are more important than likes. She went on to explain why you don't have to be a teen to use TikTok, before telling us how she leverages content partnerships to grow her audience. And how you can totally punch above your weight by leaning in on partnerships with bigger fish. She finished up by explaining how she uses social listening to validate keyword research and get topic ideas, and how to find the right people and grow your network.   All this and more on the SaaS Marketing Podcast. Don't miss it! In this episode we talk about:Social media Content partnerships Social listening Timestamps:1:17- 6:57 How to use social media as a content testing ground 6:58-8:17 Why conversation starters are more important than likes 8:18-9:57 How social media can help you figure out what type of content to create9:58-18:17 How to leverage content partnerships18:18-22:11 How to use social listening to validate keyword research 22:12- 25:08 How to find influencers and build your network on social media Connect with Kate Erwin on LinkedIn: https://www.linkedin.com/in/kateerwin/ While you're hereFollow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQdApple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4Stitcher: https://www.stitcher.com/s?fid=579505&refid=stprFollow me onInstagram: https://www.instagram.com/flyingcatmarketing/Facebook: https://www.facebook.com/flyingcatmarketingLinkedin: https://www.linkedin.com/company/flying-cat-marketing/

“Marketers have always gotten the unfortunate rap of being not as impactful as sales. So now, it becomes a lot harder to get buy-in from the rest of the organization to do the things that we need to do.”Hello hello and welcome to another episode of the Flying Cat Marketing podcast! Today, we're here with Ashley Levesque, VP of marketing at Banzai. We talk about building marketing and revenue teams, and why the current marketing team playbook is outdated.Ashley Levesque grows teams and strategies that empower employees and transform businesses. In her time as a marketing and communications professional, she's built departments and functions from the ground up in industries ranging from manufacturing to SaaS. At Banzai, Ashley's responsible for empowering marketing teams with the skills, tools, and confidence they need to connect more deeply with their prospects and customers. She walks us through the current marketing playbook, why it's outdated, and how modern marketing teams should approach their goals. “Marketing generates leads and kicks them over to sales. We all know that's not the way the buyer's journey works, but our organization is still set up that way.” Ashley reveals her top plays when it comes to building efficient teams, which include creating pods and bringing sales and marketing together.Do you have the right metrics in place to measure success in your business? Are you communicating these metrics when onboarding new marketing hires? What happens if the expectations for your team aren't laid out clearly?During this episode, we talk about tips you can implement this month to ensure your marketing and revenue teams are going in the right direction, and with the least resistance.In this episode: Why is the playbook for creating revenue or marketing teams outdated?How should you approach building a marketing team?How knowing your weak spots can help you hire better Is your onboarding process setting up your new marketing hire for success?Output, Outcome, Impact: What is it and how can you use the framework? Meeting best practices for remote teamsAbout the guest:Ashley Levesque grows teams and strategies that empower employees and transform businesses. In her time as a marketing and communications professional, she has built departments and functions from the ground up in industries ranging from manufacturing to SaaS. Her experience turning strategy into action makes her a vital asset for companies looking to grow quickly. At Banzai, Ashley is responsible for empowering marketing teams with the skills, tools, and confidence they need to connect more deeply with their prospects and customers.Timestamps:01:27- 02:55 How is the marketing team at Banzai structured?02:56- 08:45 Why is the playbook for creating revenue or marketing teams outdated?08:46- 10:01 How can you build a marketing team the right way?10:02- 13:21 How can you set a new marketing hire up for success?13:18- 13:22 How should you NOT go about onboarding new hires?13:23- 15:09 The importance of documentation culture in businesses 15:10-21:31 What is the Output, Outcome, Impact framework and how is it used?21:32- 25:11 How to best stay on top of your goals using the red light, yellow light, green light approachWhile you're hereFollow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQdApple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-mar