Marketing Revisited

Marketing attribution has always been hot topic, but it was usually all about how much more data you could get. There's a new school of thought becoming popular now that attribution is misleading, distracting, and in some cases, impossible. So who better to talk to than the CMO and co-founder of an attribution platform, but also a marketer who understands the dark funnel and dark social - Steffen Hedebrandt.

Acquiring a company, and indeed being acquired by one, is one of the great branding challenges for marketing leaders.There are lots of considerations, and even more moving parts.On this episode, I spoke with Gwen Lafage, VP of Brand and Content at Sinch, who talks about what happens, and what should happen, from a brand perspective.With 4 acquisitions made by Sinch in just the last year alone, she had incredible experience and perspective to share.

Community is a term that's used so often in marketing that is can sometimes feel a little meaningless. In real marketing terms, what is it? How can you build one? And what does it drive for your business?There may be nobody more qualified (and passionate) to talk to the topic than Todd Clouser, Lead Brand Marketing Manager at Refine Labs.

What it means to research your audience has changed a lot in digital marketing over the years, and we've allowed a lot of that audience understanding to be done by ad platforms and algorithms. So what does it mean to do audience research properly, then? I spoke with Rand Fishkin, CEO and cofounder of audience research tool Sparktoro, to get the answers.

It's a hot topic right now to be a media company, but what does it mean to build one? I spoke with someone who is actively doing it to learn more. Mikhail Myzgin, VP Marketing at Slice broke it down with the detail and precision that only he could. It was a true masterclass of an episode.

Building a brand that people know and love is all the rage in B2B now, but what does that process actually look like? What better way to find out than talking to someone who was part of building an incredible B2B tech brand - Attentive. I spoke with Brooke Burdge, SVP of Brand Marketing, and founding member, at Attentive to get the insider view of building an amazing brand.

It's been known for a long time that video is format that brands need to be investing in, and yet we're still seeing the same hurdles at play in B2B - trying to be too serious, not being agile, overly polished at the expense of volume. So we revisited video with one of the most impactful video creators on LinkedIn right now, Chris Bogue, who talked through all of the ins and outs.

How well do you understand your customers? Most marketers will say plenty, but if you're not conducting real, thoughtful research, you could be making assumptions that are completely off. To talk through this, I spoke with Ryan Paul Gibson, founder of content lift, and we discussed it in detail.

When it comes to demand generation, enterprise marketing is a different beast. There is more complexity, longer sales cycles, and a much deeper history of lead generation and MQL dependency.So how do you make the shift to modern demand gen in this segment? I spoke to Fran Langham, Head of Enterprise Marketing at Cognism to find out.

Brand in B2B rarely gets the priority it deserves, let alone dedicated owners and budget. But that's changing.I spoke with Mark Huber, the Head of Brand & Product Marketing at Metadata, to learn how they're focusing on brand so effectively.

We've been getting PR wrong for some time now. The media landscape changed drastically over the last 10 years, but, in the last couple, it's only changed more rapidly. Now brands must apply a considered strategy to communities, social media, as well as traditional earned media. In this episode, I spoke with Parry Headrick, the founder of Crackle PR, to learn what the 'new rules' of PR are and how we need to best adopt them.

Content marketing has been an established practice in marketing for long enough now, yet it feels like there's as much confusion about it as ever. What is and isn't 'content'. How much do we need to produce? How should you measure it?To get to the real truth, I talked to a man who is the face of content marketing on social - Ross Simmonds, CEO of Foundation. We got tactical, philosophical, and honest. It was a great conversation - enjoy!

There are few areas of marketing where the 'best practices' have been rejected quite as much as demand generation in favor of a new philosophy. And nobody is leading that charge more than Chris Walker and Refine Labs. In this episode, we revisit demand generation with the raw, honest perspectives that only Chris could deliver.

Marketing success starts at the top, and the leadership that marketing receives really matters. But not all marketing leadership looks the same. And not all organizations need the same leadership. In today's episode, I spoke to Kathleen Booth, who exemplifies marketing leadership, to learn what leadership looks like.

ABM has become a confused and even controversial term in recent years. On one hand, it feels like it's become owned by ABM vendors and is now seen as a technology strategy, while on the other it's waved off like it's just another name for 'old-fashioned marketing'.So I talked to the smartest ABM marketer I know - Corrina Owens, who is the Senior ABM Manager at Gong. We talked about everything from ABM misunderstandings, how to set expectations, and what the role of technology really looks like.

On the first episode of Marketing Revisited, I spoke with Nick Bennett, the Director of Field, Community, and Partner Marketing at Alyce.We talked about everything from Field Marketing misconceptions, the rise of community, and how covid has shaped the function.

Intro