Market Mentors

In this episode of Market Mentors, Matt Dodgson interviews Araminta Robertson, founder of Mint Studios, about the state of B2B content marketing in 2025. Despite AI disruption and tightening budgets, Araminta explains why content remains essential for sharing expertise and generating leads. They discuss:The Importance of Content Marketing in 2025Blogs and Their Evolving RoleWhere Would You Start to Create Inbound Leads?Understanding Your Audience: Beyond DemographicsHow Do You Decide What Type of Content to Produce?When Will You Start to See Results From SEO Focused ContentWhat Metrics Do You Track?Making Boring Content EngagingWhat Skill Should Content Marketers Master Today?How to Assess Content Marketers at Final Interview StageWhat AI Tools Are You Using and Recommending?Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast, you can apply here.

“People buy from people.”And that's why B2B influencer marketing actually works.In this week's podcast episode, I sat down with Vahbiz Cooper, Digital Marketing Manager at Demandbase, to dig into:What Are the Benefits of Influencer Marketing for B2B Companies?How to Find the Right Influencers?Maintaining Influencer RelationshipsEffective Channels and Content FormatsMeasuring ROI in Influencer MarketingCase Studies and Campaign ExamplesCommon Mistakes to AvoidFuture of Influencer MarketingFinal Advice for B2B Influencer Marketing“The biggest benefit is building trust. When someone with authority talks about your product, it's not just another sales post. It's a recommendation.”If you're in B2B marketing and thinking about influencer campaigns, this one's for you.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast, you can apply here.

In this episode of the Market Mentors podcast, Matt Dodgson is joined by Kartik Krishnan, a demand-generation expert with experience at Google, Onfido, CapDesk, Beamery, and Founders Factory. Kartik shares his insights on how early-stage B2B tech startups can effectively balance demand creation and demand capture, overcome marketing challenges with limited resources, and build scalable go-to-market strategies. He also dives into product-market-price fit, the role of AI in modern marketing, and how founders can structure their teams for long-term success.They discuss:Let's Get Some Demand-Gen Terms Out of the WayWhy Do Early-Stage B2B Tech Startups Struggle With Demand Generation?Focus on Finding the Right Audience or Inbound as Well?What Channels Would You Recommend?What About Qualifying Leads?Product-Market-Price-Fit – Why Is This Important?Budgeting for ExperimentationWhat Type of Marketer Should a Startup Hire First?What Will Change for B2B Marketers in the Next 12–18 Months?And so much more..Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast, you can apply here.

What's it REALLY like to search for a senior marketing role in B2B tech today?After leaving her company and looking for a job during the second half of 2024, Lisa Vecchio shares her story and insights on searching for a senior B2B marketing role in tech.We discuss:How good or bad is the job market?Did you have a clear idea of what type of job you were looking for, or did it evolve?How did you structure your day of job searching?What channels worked best?How important was candidate experience?What were some of the red flags you encountered?Final tips for job seekers.And so much more..Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast, you can apply here.

When should you hire your first marketer? It's a question a lot of B2B tech start-ups struggle with and, unfortunately, tend to get wrong. But making the right decision, not just about when to hire, but also which type of marketer to hire first, can have an enormous impact on your start-up's growth. In this episode, Emma Westley guides us through the question of when B2B tech start-ups should hire their first marketer. She also provides plenty of helpful advice for determining what kind of marketing professional to hire, and using your newly established marketing function to drive business growth. We cover: What hiring conditions we're seeing in the B2B tech market in early 2024When should a B2B tech startup hire its first marketer?What should you get your first marketing hire to focus on?What signals should founders look out for to know that marketing isn't working?Common mistakes startups make when hiring their first marketerWhat are the alternatives if you can't afford a full-time hire?And so much more..Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

2023 has thrown a bunch of tough challenges at B2B tech marketing leaders, making it one of the trickiest years in a while, maybe even in the last couple of decades. The constant pressure to do more with less can squash creativity, test the relationship between marketing and sales teams, and even make even the most confident marketers second-guess themselves. So, what's the way out of this?No single solution fits everyone, but I had a chat with Pavey Purewal, who used to be a CMO and is now an Executive Coach. And we dove into some practical tips that marketing leaders can put into action during these challenging times. We cover:What's the sentiment amongst B2B tech marketing leaders nowWhy now isn't the time to play it safe - 'small m versus big M thinking'How to approach the relationship with sales when the pressure is onGiven the instability, what should leaders be investing in to improve their performance and resilience?What it takes to be a successful B2B tech marketing leader todayAnd so much more..Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

With the current correction in the B2B technology market, finding the right balance between creativity and efficiency is crucial for success. This is especially true for B2B content marketers, who are seeking innovative ways to engage their target audience while optimising their resources.One tool that has revolutionised this field is artificial intelligence (AI), which offers immense potential for driving both creativity and efficiency in B2B content marketing strategies.In this podcast, we're joined by Giuseppe Caltabiano, who is VP of Marketing at Rock Content. Giuseppe has over 20 years of experience spearheading B2B and B2C operations and has produced world-class content and digital marketing strategies for companies like Schneider Electric, Google, Capgemini, and Virgin Media. We cover: Why do B2B content marketers need to leverage AI safely?How AI can, or cannot, be used during each stage of creating contentCan you tell if copy has been created by AI?AI tools that Giuseppe recommends What skills and attributes Giuseppe looks for when hiring B2B content marketers And so much more..Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

In competitive markets, how can you use expertise-based positioning to help you create content that engages your audience? In this podcast, we catch up with Rin Hamburgh, a former journalist and experienced copywriter, to discuss research that her agency has conducted into what the C-suite reads. So, if you're someone who has to engage the C-suite, or you want to create a marketing strategy that can help you differentiate your business, then tune in because we cover everything you need to know.We cover:What does it mean when someone is an expert?The research that Rin's agency has produced on C-suite reading habitsHow to approach expertise-based positioningWhat type of content should you produce? What type of content to avoid producingTips for content distributionHow should you think about ROI with this type of content? What Rin looks for when hiring B2B content marketers And so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Marketers play a crucial role in generating leads, raising brand awareness, and ultimately fueling the sales engine. One often overlooked resource that marketers can leverage to maximise their pipeline is the use of sales development representatives (SDRs). And in today's podcast, we will explore what SDRs are and how marketers can effectively utilise them to drive pipeline growth.And there's no better person to talk to about this than Catarina Hoch, VP of Global Marketing at Operatix. Not only has Catarina been an SDR previously, but Operatix provide outsourced SDR teams for B2B Tech companies, so she has a wealth of knowledge about what works and what doesn't.We cover:What does a Sales Development Representative (SDR) do?How do they fit into a typical sales team?How marketers can best work with SDR's to increase pipeline.The best metrics to track.Outsource or hire the SDR function?What are the best tools for SDR's to use?And so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

In today's global marketplace, the concept of localised marketing has become increasingly important for B2B tech companies. But what exactly is localised marketing? And how can it help companies succeed in a highly competitive industry? In this podcast, I explore the benefits of localised marketing, discuss when companies should consider implementing it and a whole lot more with Lisa Vecchio, Global Vice President, Integrated Marketing at Aircall. We cover:What is integrated marketing and how does it relate to localisation?What are the benefits of having a localised marketing strategy?At what point does a company need to think about localisation?How Lisa approached localisation when working for a Startup.When do you need to hire marketers in country?Having run integrated marketing teams for global technology businesses, what Lisa recommends doing to set those teams up for success.What skills and attributes Lisa looks for when hiring into her marketing team. And so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

A short update from us here at Market Recruitment. 

In the digital age, data is king. And for B2B marketers, this treasure trove of information holds the key to unlocking new opportunities and driving demand. But how exactly can data be used to achieve these goals? In this podcast, I talk to John Webb, Founder and CEO of Get2Growth, about the power of data in the B2B market and provide actionable insights on how to leverage it effectively.We cover:What the opportunities are for B2B companies that sit on a lot of data right nowWhy aren't B2B companies able to utilise their data?What could B2B companies be doing to capture more data in the first place?How would you suggest they turn that data from unknown to a known audience?What companies need to be aware of from a legislation point of viewHow should companies start to build a demand generation engine?How did John and the Spiceworks team utilise the data they had, and how did that influence their revenue?The skills and attributes that John believes makes someone good at demand generationAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

In today's digital age where buyers are more informed, a well-designed and optimised website can be a powerful tool to attract and convert potential customers for your B2B tech business. But where do you start? In this podcast, I talk to Sam Dunning, Co-Owner at Web Choice about the key steps to creating a B2B website that not only looks great but also drives leads and delivers results. We cover:The single biggest mistake B2B companies make when building a new websiteWhat a lead generating website needs to haveDoes the CMS it's built on really matter?Pricing page - yes or no?How to do SEO properly and rank for keywords quicklyThe reality of how long SEO takesTactics Sam is executing to drive leads into his business (which you can steal)And so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

In today's fast-paced world, attention spans are shrinking, and the demand for quick and easily consumable content is on the rise. As a result, many companies are turning their long-form content into short-form content to cater to these changing preferences. But how?So in this podcast, I talk to Anthony Leung, the Founder of Mean Write Hook about how to do it.And as someone who's worked in social media and content marketing for B2C companies like Pret a Manger, Just Eat, and Simba Sleep, as well as B2B brands like Rackspace and Rentokil Initial, he's worth listening to. We cover:Why companies should be thinking about turning long-form content into short-form goldWhy some companies struggle with thisWhere people should start with something like thisHow people should distribute short-form contentRecommended tools to create this type of contentWhat metrics to measure and whyAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Artificial intelligence (AI) is transforming the world as we know it, and marketing is no exception. From optimising online ads to creating content, AI is revolutionising how companies can reach their target audience more effectively.And in this podcast, I talk to Ian Macleod, CMO at SALESmanago, about how AI is changing marketing. We cover:Why AI could be good for marketersWhy marketers need to be wary of AIIs marketing an art or a science?How can marketers utilise AICan AI help develop the next marketing leaders?How SALESmanago is utilising AI to help solve the problems of their customers?Has AI become a key part of Ian's focus moving forward? When hiring B2B marketers, what traits Ian looks forAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

In the rapidly evolving world of fintech, standing out from the competition is crucial for success. One strategy that has proven to be highly effective is category creation. By defining a new category, establishing an emotional connection with customers, and aligning with the values of their target audience, fintech companies can drive growth, attract investment, and revolutionise the industry. And in this podcast, I dive into a case study on category creation with Dr. Christine Bailey. After she joined Passfort, they repositioned the company, raised a Series A, and were acquired by Moody's Corporation. Quite a journey! We cover;The stage Passfort was at when Christine joined and the remit of her roleCategory creation, and why Passfort landed on that as a strategy Steps Passfort went through to create a new category How Christine scaled her marketing team during this timeTips if you want to differentiate in crowded markets What skills and attributes Christine thinks makes someone good at B2B marketingAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

New tools, strategies, and tactics are readily available in today's marketing environment, making it easy to become distracted. Throw AI into the mix, and it's clear to see why a lot of B2B marketers see focus as their number one challenge.And those challenges are particularly heightened for marketers who work for B2B tech startups. These jobs, by their very nature, are incredibly hard. High expectations, limited time, and stretched resources mean you have to spend your time wisely; otherwise, you risk making no impact at all.Which is why marketing fundamentals matter more than anything else. And in this podcast episode, it's something that I dig into with Paul Berney, CMO at Anthropos.  We cover;What attracted Paul to work at such an early stage startupWhat marketing fundamentals are and why they're so important for success in marketing at startupsHow Paul has used marketing fundamentals to build and grow a new sector at Anthropos Tips for anyone wanting to create or refine a company's proposition What skills and traits Paul would look for if he was a CEO at a startup who was looking to hire their first marketerAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

One of the biggest challenges for B2B fintechs in 2023 is how to create demand. With the well publicised demise of Silicon Valley Bank, rising global interest rates, and a cooling of major economies, venture capital funding in the sector is down by a whopping 83% in Q1 of 2023 compared to the same period in 2022. And this all has an impact on growth.But despite these challenges, there are real opportunities for marketers at B2B fintechs to transform how they drive demand. And in this podcast episode, I talked with Rebecca Warrington and Kerry Leech, Co-Founders of Roo & Eve, about a framework they created in partnership with Nottingham Trent University for content marketing within the context of demand generation. This framework aims to help fintechs create content that aligns with where buyers are in their journey, and it can be a game-changer for fintechs looking to create and capture demand.We cover;Why content is particularly important for B2B fintechs right now An overview of their demand generation frameworkImplementation advice for marketersWhat types of content to use in the framework Suggested metrics to track the success of thisThe two biggest opportunities for B2B fintech marketers today And so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Are there any similarities between recruitment and B2B marketing? On the surface, they may seem like different jobs requiring different skill sets, but if you look closely, you'll find that both disciplines have more in common than meets the eye. However, as modern marketing has become more commonplace, the recruitment industry lags behind. So what can recruiters learn from the transformation B2B marketers have been through? In this podcast, we'll dig into exactly that.Plus, as Sam Kuehnle has been hired as Loxo's first marketer, we'll also discuss his first 90 days and his advice for making a success of a role like his. We cover;B2B Marketing and Recruiting: The Surprising SimilaritiesTransforming Recruiting: Lessons from the Evolution of B2B MarketingThe 90-Day Reality of Being a Startup's First MarketerNo Playbook Exists for Growing a Marketing TeamAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

It's no secret that B2B marketing can be difficult -- after all, you're marketing to a niche audience with often limited budgets. But the challenge of cutting through the noise and making an impact with your target market is compounded yet again in the digital era: attention spans are shorter than ever before and audiences are increasingly flooded with brand messages from multiple sources at once. So how can you make sure your message stands out? One way to help separate yourself is by using entertaining content in B2B campaigns — it will captivate your audience's attention, differentiate your material from competitors, reach a larger & wider set of prospects and engage them on different levels.And in this podcast, we're going to unpack, ‘Emailing with the Stars', a series of entertaining webinars led by Ollie Whitfield, Demand Generation Team Lead at VanillaSoft.We cover;The challenges of creating engaging content todayHow the idea for 'Emailing with the Stars' came aboutThe process of creating a webinar like thisTips to help you come up with creative ideasWhat Ollie does to promote his webinarsThe metrics he tracks..And so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

The startup to scaleup journey is a tough one, even more so in the current climate as investors become more cautious. But there are lessons to be learned from successful startups that have achieved success.I'm pleased to be talking to Victoria Hatcher, who works from one of those businesses. In 2022, Proximie, only six years after they were established, raised an $80m Series C, taking their overall investment to over $130m. And in this podcast we're going to dig into that journey. We cover;As a marketing leader when Proximie raised its Series C, what Victoria was thinking and feelingWhat Proximie did as a Startup to help them scaleHow the marketing team has evolved - structure and rolesManaging expectations and priorities What Victoria looks for when hiring into her teamAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Whether we're in a recession right now or not is a debate for people who are far more informed than me.However, what can't be denied is there's been a shift in a lot of technology companies recently from a ‘grow at all costs' mentality to one that's focussed on ‘efficient growth'. Inevitably that shift brings about change, which could mean redundancies or reduced budgets. But with every headwind there comes a tailwind and for every challenge there's an opportunity. So how should B2B marketers approach marketing in a recession?I was delighted when David Fallarme took up my offer to tackle this question head on.  And as someone who worked at HubSpot during the last downturn, he's got some great advice for us. We cover;Tips to reduce the marketing budget without impacting marketing's effectiveness Ideas to improve efficiency How you can adapt to the changing pain points of your ICP (Hubspot example)David's 'triple A framework' for metrics How to handle redundancies Where the opportunities are in times like thisAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Today's B2B tech marketers aren't short of metrics to track. Being able to do this has enabled marketers to improve the effectiveness of the marketing they do, and ultimately the impact they have within their companies.But sometimes marketers can focus too much on the pipeline. Classic lead generation has always been centred around marketing qualified leads (MQLs) which in many cases will never turn into revenue.So what's a better approach?I'm joined by Kristina Jaramillo to discuss this very topic. And while Kristina isn't suggesting the MQL is dead, she does talk about a proven approach to help marketers and companies increase their revenue.We cover;Why focussing on pipeline can be a problemWhat metrics marketers should focus on instead, and whyHow ABM can help companies increase revenue How marketing teams should be structured When you should start thinking about MarTech to support youWhat skills and attributes Kristina looks for when hiring B2B tech marketers And so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

For a B2B tech company, your positioning in the market, and the messaging you use to communicate with customers, are absolutely critical to your success. But when there's so much competition from so many similar products and services today, it's difficult to stand out from the crowd. So, how can you ensure your messaging is unique and impactful enough to grab the attention of your customers? In this episode, Margie Agin, Founder and Chief Strategist for Centerboard Marketing, explains how to find the right positioning and messaging to improve your engagement with your target audience, boost your marketing performance, and drive increased sales. We cover;Common reasons some marketers struggle to get traction with their messaging The first step to start to improve traction How you can improve your messaging What you can track to see if your marketing is landing or notAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Developer marketing can be quite challenging for a lot of B2B marketers. Not only do developers dislike being ‘marketed to', but they can often be a tough audience to reach.So how can you make a success of it?Today I'm joined by Christie Fidura, a developer marketing expert and someone who's been doing developer marketing for over a decade. We talk all about developer marketing: why it's regarded as hard to dohow you can find out more about what your developer audience wantsexamples of what resonates with that audience.If you're in developer marketing or want to become better at it, this isn't an episode you want to miss.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

As an early stage B2B tech start-up, getting your first 100 customers is a significant task. Not only is the technology market incredibly competitive these days, but customer acquisition costs are going through the roof. And if that wasn't enough, there's growing economic uncertainty.The obvious solution is to hire a demand generation focussed marketer and start to run a wide variety of campaigns. Putting some budget behind things like this will start to get everything moving.Unfortunately, that doesn't always set you up for success. And it can often lead to frustrations between the founding team and the marketer(s), which in turn leads to people getting despondent about marketing altogether.So what's a better way to get your first 100 customers?Today I'm joined by Asia Orangia, CEO & Founder of DemandMaven, Board member @ Moz (successfully acquired in 2021), and previously at two 10x startups, who talks to me about the proven steps she goes through when working with early stage B2B tech start-ups on customer acquisition. We cover;The common reasons Founders struggle to get their first customersWhat stage your B2B tech start-up needs to be at before investing in marketingThe foundations that need to be in place before you launch campaigns How to decide what channels to use Proven marketing strategies that Asia has seen work at B2B tech start-ups The metrics you should be trackingThe various options for Founders wanting to build a marketing engine (pros & cons)The marketing stack Asia recommends for B2B tech start-ups And so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

In the B2B tech space, personalisation is becoming increasingly important as your customers' preferences for marketing continue to evolve. However, launching a highly personalised strategy such as account-based marketing, can often be very expensive and resource heavy. In this week's episode, Kevin Tate, CMO at Clearbit, explains how you can achieve effective personalised marketing at scale with a small budget and limited resources.We cover;Why it's the right time to be thinking about less expensive marketing programsWhat a fully-blown ABM program looks like in comparisonThe first step to creating personalisation at scale without the high costHow to optimise for intentTips to target the right people within the focus accountsHow to tackle messaging at scale without losing the personalisationTools you need to execute a strategy like thisWhat Kevin looks for when hiring ABM marketers And so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

If your company is trying to market and sell a B2B tech product, embracing a product-led growth strategy could enable you to drastically improve customer acquisition, experience, and retention.But what is product-led growth, really, and how do you determine whether a strategy like this is the right fit for your business? In this podcast, Wes Bush, CEO of ProductLed, chats to Matt Dodgson about his experience using a product-led strategy to increase revenue and accelerate growth in B2B tech companies.They cover;What is product-led growth?Why companies adopt a strategy like thisIs product-led growth right for your business?Where to start when adopting a product-led growth strategyHow you should structure your marketing team to support this Metrics to trackPitfalls and how to avoid themAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Going to work every day, and working on your marketing career, are two very separate things. But it's easy to become so consumed by your day job that you neglect your long-term ambitions and lose sight of what you want to achieve in the future. Thankfully, this week's guest has a wealth of in-depth guidance to help you solve those challenges.  In this episode, Maya Grossman, Peak Performance Career Coach & 2x VP Marketing, provides a proven formula for taking control of your career and accelerating yourself on the journey towards success. We cover;What it takes to achieve success in marketing, or your career in generalWhy so many people - who have great skills and are willing to work hard - stay stuck in their careersThe first step to skyrocket your careerWhat you can do to get closer to a 'goal job'Skills versus mindset, and what you can do to build confidence and resilienceWhat people can do to eliminate or quieten imposter syndrome What you can do to consistently stay on track to achieve your career goalsMaya's view on the core aspects that B2B Tech marketers need to master in order to succeed in their careerAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

As there becomes more noise and evidence that economies around the world are moving towards a recession, the pressure to generate demand for B2B tech marketers mounts.So in this episode, Adam Holmgren, Head of Demand Generation at GetAccept, shares the five tactics he's used at GetAccept to help skyrocket demand. We cover;GetAccept's business and GTMWhy they moved focus from lead generation and what's working better How they were able to differentiate their solutions in a crowded market The move from sales led to product led, and how they're now blending the two and entering mid-market and enterprise segmentsThe power of building a community And so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Are you a B2B content marketer that's looking to have more impact within the business you work for?One way of doing that is to get more involved in product marketing. Because, amongst other things, doing that enables you to participate in more strategic conversations across the business.But how do you do that?Well today's guest has done exactly this. Emily Dumas, Senior Content Marketing Manager for Evernote talks to Matt Dodgson about her experience in content marketing and how she's been able to have more impact by getting involved in product marketing.In this episode they discuss;What being a 'traditional' B2B content marketer meant to EmilyWhen she first started to get involved in product marketingHow Evernote structures its content marketing teamWhat content marketing activities Emily gets involved in now she's focussing more on product marketing Tips to shift your focus more from traditional content marketing into product marketingWhat value your business can gain from you making this shift How this shift can impact your careerWhere Emily has gone to learn more about product marketingA recent campaign Emily's been involved in What skills and attributes Emily looks for when hiring B2B content marketers And so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

This week's guest has a proven track record of successfully launching and managing product marketing functions from scratch, which is a challenge many business leaders are currently struggling with. In this episode, Ashley Wood, VP of Marketing at LANDR, provides a helpful how-to guide for launching a product marketing function in your B2B tech start-up. We cover;If you don't have a product marketing function, why should you start building one nowWhat needs to happen before you start a product marketing functionWhat kind of product marketer Ashley suggests hiring as your first product marketerWhat areas a CEO should discuss with a product marketer to get them excited about a job like thisHow to prioritise things as a 'first in' product marketerThe key 2 or 3 things to get done first to set yourself up for successWhen it's time to start hiring more people into the functionCommon pitfalls to avoid And so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Today, product marketing is a crucial function for companies in the B2B tech industry. A great product marketer will create cohesion between your sales, marketing, and product development teams, while also ensuring each one is doing their job as well as possible.But when it comes to product marketing metrics, how do you measure and communicate the success product marketing has? In this episode, Kirsten Jepson, Senior Director of Product Marketing at TELUS International, shares some fascinating insights on this from her 15 years of experience working in product marketing. She also provides useful guidance for any businesses looking to get started with a product marketing function, or to gain more value from their existing product marketing team. She covers;What product marketing is to Kirsten and what it provides a businessHow the TELUS International product marketing team communicates with each other and keeps track of what everyone is working onHow each product marketers' performance is measuredWhat's reported back to internal stakeholdersWhat metrics you should track if you're in a product marketing team of oneWhat backgrounds you should hire product marketers fromAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

The very first marketing role in a high-growth start-up is an extremely important one. As that person comes into the business to raise brand awareness, generate demand, build a sales pipeline, and drive revenue growth, it's obvious to see why. Of course, with modern B2B marketing involving so many different aspects, having just one person responsible for juggling everything – while consistently hitting their targets – is no mean feat. In this episode, Pinja Dodik talks to Matt Dodgson about her experience as the first marketing hire for Swarmia. Not only did she successfully adapt to working as a stand-alone marketer, but she has been one of the driving forces behind a period of strong growth for the company. They cover;What attracted Pinja to join a Start-up as their first marketerThe reasons why Swarmia were ready to hire their first marketer What being a 'self-starter' actually meansHow to prioritise what to do, when there's so much to doKey challenges of a role like thisHow to manage expectationsWhen you should hire your second marketerThe questions you should ask before joining a Start-up as their first marketerWhat its like being a marketer for a Start-up versus a more established companyAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Having a marketing operations function within your marketing team is becoming critical, not just for large enterprises but for businesses of all sizes. Why? Because it keeps everything running smoothly and enables the rest of the team to excel in their own roles. In this episode, Emily Gravel provides useful advice for setting up a marketing operations function that will make your marketing team more effective and drive increased business growth. We cover;How does Emily define what marketing ops isCommon triggers for needing a marketing operations function in the first placeWhat the company should do before hiring someoneWhat type of candidate they should hire as their first dedicated MOps personWhat you should focus on in your first 90 days when setting up the functionWhat you can put in place to define and measure your successIf you're looking for a new marketing operations job - what Emily thinks should be the top 2 or 3 to understand before you move forward on itRed flags to look out for in the interview processWhat marketing operations candidates can do at interview to better position themselves for the jobAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

It's been a crazy busy year for so many of us, so I'm currently away on holiday enjoying some downtime. Hence there's no episode this week, but I wanted to take the opportunity to give you a short update on what we've got in the pipeline.Have a great week everyone and catch you soon.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Many modern marketing strategies are prioritising demand generation over lead generation, taking a far more customer-centric approach, and achieving great success. An example of this is Cognism, a company that has recently increased its inbound pipeline four times over by embracing demand generation. In this episode, Liam Bartholomew, Global Head of Demand Generation, tells us the story of how Cognism has quadrupled its inbound pipeline by shifting from lead gen to demand gen. They cover;Why Cognism wanted to shift from lead generation to demand generation in the first placeThe concerns senior leadership had with shifting focus away from pure lead generationHow the day to day role of the Demand Gen team changed with this shiftThe metrics Cognism now tracksThe results they've seen from this shiftWhat the team are working on now to improve their results furtherWhat the first few hires Liam would make into a marketing team to execute a demand gen strategy like Cognism doesWhat skills and attributes a demand generation marketer need to be a success [Cognism are currently recruiting]And so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Events have long been an important part of a well-rounded marketing strategy, especially in the B2B space. But as technology has evolved, and the global trend of remote working has emerged, B2B events have changed a great deal over the last few years. So with this change and the emergence of hybrid events, how should you tackle event attribution?In this week's podcast episode, Jon Kazarian shares valuable guidance on how to tackle event attribution to help you achieve your marketing and sales goals, and grow your business.We cover;Why events are still a great play for B2B companies looking to grow and win more businessWhat the problem has been with event attribution in the pastFor anyone about to run an event - what sort of data should they be collecting and why?How Jon recommends marketers focus on attributing leads and revenue to eventsThe biggest mistakes people make when trying to attribute revenue to eventsThe types of events that are seeing the most success right now Tools or tech that you'd recommend to event marketers to help with attribution?The skills and attributes Jon would look for if he was hiring for an events marketer in the B2B Tech spaceAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

In the current B2B tech sector, your customer journeys are often long, complex, and happening across a variety of different channels and touch-points. As a result, marketing attribution has become increasingly challenging, but also increasingly important in helping us understand where our marketing strategies are succeeding or failing. In this episode, Steffen Hedebrandt, Co-Founder and CMO of Dreamdata, discusses with Matt Dodgson how to use attribution to improve your marketing performance in the B2B tech sector. They cover;Why attribution is so important for B2B marketers todayWhat's wrong with how some B2B companies tackle attributionThe drawbacks for B2B companies of relying on Google Analytics for attribution The key aspects you need to get right to improve attributionSteffen's views on how tracking might be affected now cookies are being restrictedHow to approach dark social when trying to report on metrics The demand generation tactics that are working well for Dreamdata right nowWhat skills and experience Steffen looks for when hiring into his teamAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

From early-stage start-ups to large enterprises, B2B tech companies are currently investing heavily in product marketing, whether that's hiring their first person or building a whole team. But many of those businesses – and the candidates they're hiring – are still unsure how to get product marketing right, especially in such a fast-moving, competitive tech landscape. In this podcast, Ashruti Singh, Director of Product Marketing at SAP, shares some valuable advice and guidance to help you succeed with product marketing today.They cover;Why product marketing is exploding right nowHow the responsibilities of product marketers is evolvingWhat product marketing can bring to a company that doesn't already have itWhat's important to product marketing job seekersWhat the 'red flags' are for product marketing job seekersWhat jobs people could transition into product marketing more easily fromInterview tips for product marketersHow product marketers should position their contribution in interviewsAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

In a recent podcast episode, one of our guests defined product marketing as, “The function that helps you carve out a space for your business or product to compete in.”Sounds important, right? Well, most of the companies currently leading the way in the B2B tech sector would agree. That's why we've seen a steep rise in tech businesses hiring for product marketing roles recently, demonstrating the growing value of this relatively new discipline.Today's guest, Liza Collin, named one of the world's 50 most influential product marketeers by the Product Marketing Alliance, talks to Matt Dodgson about how to create and win the case to start a product marketing function in your business, and how to make sure it succeeds.They cover;Why your B2B Tech company should have a dedicated product marketing function in the first placeHow product marketers at Visma are trained up and supported in their roles so they make the impact they canWhat a product marketer at Visma is responsible forWhat background and experience Liza recommends your first product marketing hire should haveTips for marketing generalists when interviewing product marketing specialistsHow to setup your first product marketer for successChallenges with measuring a product marketers success in the jobReasons why product marketing can fail and how to avoid itAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Podcasts have been around for a long time now, and yet they're still growing in popularity with each passing year. In fact, over the past three years, the number of podcast listeners in the UK has reportedly increased from 13.3 million in 2019 to 21.2 million in 2022. But a more recent trend has seen B2B tech companies using podcasts as a form of content marketing, leveraging them to build relevant audiences and generate demand for their products or services. In this episode, Tom Hunt - CEO / Founder of Fame.so, shares in-depth guidance to help you launch a successful podcast that will attract more customers and grow your business.  They cover;The benefits of starting a podcast todayHow to decide on the topic or theme to base your podcast aroundThe equipment Tom suggests to buy that sounds great but doesn't break the bankHow to book guests onto your newly launched podcastWhat podcast format works bestPractical tips to grow your listenersStrategies to help your podcast be more profitableTom's No.1 Tip for existing podcasters And so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

The COVID-19 pandemic has changed the way we work forever. We all know that plenty of challenges arose during lockdown. But, even today, many businesses are still struggling to hire and retain top talent following the global shift to remote working.  To help you solve some of those recruitment challenges, George Kapellos, Regional Head of Marketing at DiDi, spoke to Matt Dodgson about how to hire and retain a winning marketing team when working remotely.They cover;How hiring changed once George's marketing team was fully remoteThe key learnings from hiring people into remote marketing jobsWhat you can do to help your remote marketing team to feel connectedHow to assess whether candidates will be productive and suited to remote marketing jobsHow prevent overworking and burnout And so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

A growth manager who focuses on making your product more successful is a role that's becoming increasingly important for B2B tech companies, especially as business models continue shifting to prioritise self-service for customers.But ‘growth' in this context should not be confused with growth marketing, nor can the two roles be combined or shoe-horned together, despite what many people assume.In this episode, Andrew Capland, Founder of Delivering Value and former growth lead at Postscript, Wistia and HubSpot, explains exactly what it means to be responsible for product-focused growth today and also talks us through the steps you need to take to build a successful growth team in your company. We cover;what the difference is between growth and growth marketingwhy growth teams exist right nowthe foundations you need in place before hiring someone into a growth rolethe skills and experience you should look for when hiring someone into a growth roleother jobs people could transition from into growth roleshow to be successful as a company's first growth hire how to scale a growth teamthe playbooks the best growth teams are implementing right nowwhere to go to find out more about growthAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Despite the huge growth in popularity of B2B content marketing in recent years, far too many businesses are still making the critical mistake of focusing on themselves first, rather than focusing on what really matters – the customer. In this episode, Skyler Reeves, CEO of Ardent Growth, talks to Matt Dodgson about the importance of placing your target audience, or ideal customer, at the core of your content marketing strategy to ensure it's successful. They cover;why content marketing is so important for B2B companies right nowthe common reasons B2B companies don't succeed in content marketinghow a business model influences a content strategy how to decide which content to produce first when you focus on a search driven content strategyhow to optimise and maximise each piece of content produced are content marketing frameworks like 'hub and spoke; still relevant todaywhat content marketing metrics Skyler tracks for his clients what content marketing tools his agency uses what skills and attributes makes someone good at content marketingAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

After a year or so of uncertainty during the pandemic, event marketing has begun to re-establish itself as a key component of a modern B2B marketing strategy. However, the B2B events industry has obviously changed a lot since the start of the 2020 lockdowns. While technology has opened up new channels for events, that has also created plenty of new challenges as well.In this episode, Julius Solaris discusses the technology driving the recent evolution of event marketing, and shares his advice for making your own B2B events successful today. They cover;With everything that's gone on recently, why running events is still an important part of any B2B marketing strategyHow running a B2B event will be different to what is was two years agoWhat you should be doing before, during and after an event to drum up excitementAn event Julius has attended that he's been really impressed with and whyIf he was hiring someone to run B2B events, what skills and attributes he would look forIf he had an extra $1m to spend on a B2B event, what he would spend it onAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Account-based marketing is a strategic approach to marketing that targets individual customer ‘accounts' with campaigns specifically aimed at them. And this is becoming increasingly popular in today's business landscape, especially in the B2B Tech space where marketers are under more pressure than ever to deliver results.In this podcast, Leanne Chescoe, Senior Field Marketing Manager EMEA at Demandbase, provides detailed guidance for implementing an ABM strategy of your own to help drive pipeline and significant growth for your business. We cover;What you should do first if you're looking to increase your pipelineAccount Based Experience. What it is and how you can implement itHow to align sales & marketing with 'Shark Week'The metrics Demandbase's demand gen marketing team track Challenges with implementing an ABM strategyThe MarTech stack Leanne recommendsMore about the Women in B2B Network and recommendations for better gender equality and inclusionAdvice for ambitious young women to find companies that can help them achieve their career goalsAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Codeless is a content production company that supports fast-growing B2B tech businesses. And as VP of Growth at Codeless, one of James Scherer's most notable recent projects has been delivering a large-scale content marketing strategy for tech giant Monday.com. In this podcast, James gives us an exclusive insight into how Codeless has driven significant growth for Monday.com and helped position the brand as a leader in the B2B SaaS market.We cover;Why Monday.com brought onboard CodelessHow Codeless scaled to meet Monday.com's content needsMonday.com's content strategyHow to execute a hub and spoke strategy properlyHow each piece of web content was optimised for searchWhat you can do to make each piece of content stand outThe tools that James recommends content marketers should check outWhere most B2B content strategies go wrong and what to do insteadQuality versus quantity and the use of AI tools What James looks for when hiring content marketers And so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

In today's digital marketing landscape, every company has a platform online to make noise and promote their own products or services. With that in mind, your Startup's brand could be the point of differentiation that allows you to cut through that noise and gain an advantage over your competition.In this episode, Yoav Vilner, CEO of Walnut, talks to Matt Dodgson about how he's achieved success founding and scaling a number of start-ups by focusing on building a strong brand from the very first day. They cover;What is Startup Branding and why it's particularly important todayWhat a Startup needs from day one to get its branding rightTactics to focus on to create a great brandSignals to look for to measure the impact of brandingThe type of marketer Walnut hired as their first marketer to help with thisHow Walnut have scaled their marketing team through Series A & BAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

When hiring B2B marketers, some businesses tend to put too much emphasis on finding people with experience specific to the position in question. This week's guest is here to demonstrate why you should always give marketers the chance to transfer their skills and knowledge into new roles or industries.In this episode, Laura Hauser tells Matt Dodgson about how she's built a successful marketing career by mastering several specialist disciplines at different stages of her development.They cover;How moving from a marketing agency to a client side role for B2B Tech Startup as their first marketer helped shape her careerWhether or not specialising or being a generalist B2B marketer is better for your long term careerWhat it was like working for a true Scaleup, Atlassian Laura's insights from growing her team at Adaptavist from herself to 45 people over four yearsHow Griffin, a Fintech Startup, attracted Laura to work for them How important it is for companies to hire B2B marketers with experience of their domainWhat it's like to go back to working for a Startup to set up their marketingAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

A Chief Marketing Executive (CMO) is the top of the food chain, as far as marketing roles go. But many of our readers often ask us what it takes to get there, what the role involves, and what influence a CMO can have on their wider business? In this episode, Kate Owen gives us a fascinating insight into her career and how it led her to her current role of CMO at UPP. We cover;What is a CMO responsible for that a VP or marketing director isn'tThe biggest learning curve in her job as a first time CMOExamples of how Kate is elevating marketing at board level as a new CMOTips for ambitious marketers to become a CMOIf you want to become a CMO in the future, is better to specialise in marketing or be a generalistTips for setting up ABM from someone who's done it in her last four jobsHow the pandemic has impacted B2B and B2C marketingWhere Kate goes to learn more about marketing and stay sharp And so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.