Ungated Marketing

Content is one of the most discussed strategies in B2B digital marketing. Despite how hard it is to trace its connection to revenue, the topic stays hot. After all, when done right, it performs marketing miracles and makes the stuff of legends for future generations.  How do you get it right, though?  Most importantly, why do most brands miss the mark? In the last episode of season one of Ungated Marketing, Fernando interviews Amanda Natividad, VP of Marketing at SparkToro, with a storied and very successful career in content marketing. She generously shares her experiences–successes and fails alike–as well as the secret recipe you need to spread contentment among your audiences.  Join us as we discuss: Permissionless co-marketing, FitBit ideas generator & other content stories How to generate and validate content ideas effectively How to relate content to business value without killing creativity Newsletter: Original content piece or just a distribution channel? Twitter, Linkedin, TikTok? How to choose your distribution network Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

A classic becomes a classic for a reason — there's something about it, whatever it is, that conveys a feeling of timeless quality or worth. If Meg Ryan and Tom Hanks make for one of the most, if not the most, classic pairings in romantic comedies, then email is easily the classic online marketing channel. No matter what comes its way, it remains untouched, even after it's been considered a dead channel many times over. What is it about email marketing that makes marketers keep gravitating toward it? In this week's episode of Ungated Marketing, I interview Rui Nunes, Founder at ​​sendXmail, an email marketing and automation agency, and Zopply, a full digital service agency, on his all-encompassing view on email marketing over the years and the dos and don'ts of building a successful email marketing strategy. Join us as we discuss: The main concepts in email marketing The future of email marketing How to get opt-ins and keep users engaged Getting personalization right Open rates and other KPIs Email marketing content tactics Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

B2B sales and marketing in all its vagueness, long sales cycles, and shiny vanity matrics can be frustrating. It's not unusual for B2B companies to get stuck between the old strategies and their need to modernize and, consequently, make an even bigger mess.  Why can't things be simple like in B2C marketing? Or can they? Gaetano DiNardi, currently a VP of Growth at Aura, a B2C digital security solution, thinks they can. As a pro who made a name for himself in B2B marketing before jumping ship and swimming towards the less frustrating horizons of B2C, he knows what he is talking about, too!  In this week's episode of Ungated Marketing, Fernando Amaral interviews Gaetano about his experiences in both B2B and B2C, the reasons behind the switch, and his beliefs that B2B needs to take a good hard look at itself if it wants to survive in the modern world and take an example from B2C. Join us as we discuss:  Critical differences in B2B and B2C marketing and sales The withering lifeline of traditional outbound marketing Overoptimization and dying power of SEO  Forums and reviews as the hot new content opportunities What B2B learn from B2C marketing Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

Building a personal brand has become common practice in the marketing world. You don't have to look very far into LinkedIn to find marketers posting about industry topics, commenting on current affairs, or advertising their content platforms like blogs or podcasts. Yet no matter how popular the practice, there's still no one-size-fits-all strategy to follow in order to jump in on the trend and build a successful personal brand. In this week's episode, I interview Daniel Murray, Marketing Operations Leader and Solutions Consultant at Clearbit, and host of The Marketing Millennials podcast, about how he's been building and growing both his personal and his podcast brands on LinkedIn. Join us as we discuss: Growing audiences on different social channels Stacking channels for best results The end goal of building a personal brand How to maintain consistency and repurpose content Audience vs. community The difficulties (and advantages) of marketing to marketers  Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

Struggling to get across what your product or service is about? Nobody said it was easy… After all, getting your messaging right is as important as the product itself. The issue is, many people do think it is easy—a narrative that creates a false sense of security and, consequently, a lot of websites that leave visitors more confused than informed. If you are stuck in a loop of feeling perpetually misunderstood by your customers and the market, tune in to this week's episode. Our host, Fernando Amaral, interviews Diane Wiredu, the founder, conversion copywriter, and brand message strategist at Lion Words, who shares her tactics for creating a fail-proof messaging playbook. Join us as we discuss: What is messaging and why does clarity matter What and who it takes to create a messaging playbook The keys to success in strategic messaging What messaging mistakes to avoid to boost copy conversion Customer research strategies Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

In recent years, nothing has sparked as much debate in the B2B marketing world as TikTok. The video-focused platform amounted to 1 billion users in 2021; however, B2B marketers are still weary of braving their way through this still unknown territory.  Is it worth it? What does it bring to the table? Are B2B audiences even scrolling through TikTok? Todd Clouser wants to set the record straight. TikTok is definitely worth investing in, and in a year, everyone — yes, even B2B marketers — will be on there.  In this week's episode, I interview Todd Clouser, Senior Brand Marketing Manager at Refine Labs, about how he got started on TikTok and how he's been using it to leverage his presence on other platforms.  Join us as we discuss: Tips to get started on TikTok Leveraging TikTok content on LinkedIn Video experimentation and finding your content pillars How to include TikTok trends in your strategy Similarities and differences between TikTok and Youtube SDRs as B2B influencers Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

Today, positioning is everything, whether you are starting a company, launching a new product, or trying to build your personal brand. The latter might be the most difficult as things can get, well, personal when it comes to personal brand. April Dunford, a positioning consultant for growing tech companies, keynote speaker, and book author, knows all about it. She is legendary for her expertise in helping early-stage startups find their go-to-market strategy or large companies introduce new products. Yet, in this week's episode of Ungated Marketing in an interview with Fernando Amaral, she deep dives into her personal journey of positioning herself as the positioning expert. Join us as we discuss: How to position your personal brand How to reach your first clients Book as a demand generation tool The hidden potential of self-publishing Blogging as SEO in personal brand positioning Why Twitter is great for testing new ideas How to find your worth and set pricing that works for you  Resources: Book: Obviously Awesome Online Course: The Product Positioning Sprint  Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

Gone are the days when your website was just a simple web presence. A website can be a powerful marketing and sales tool. It can help build trust with your customers, showcase your best assets and value, and generate sales opportunities. In fact, if you play your cards right, your website can be your best salesperson. Or the worst, depending on how you build and design it. In this week's episode, I interview Sam Dunning, the Sales Director and Co-Owner of Web Choice, a digital agency focusing on website development and SEO solutions. An expert in all things website build and design, he shares his knowledge, tips, and best practices to take your website to the next level. Join us as we discuss: The most common website building mistakes Sam's framework for successful website design Mobile versus desktop websites Why copy should come before design The importance of pricing, contact and thank you pages Website design factors that impact SEO How to drive traffic to your website Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

Succeeding in making your brand not just appraised but unconditionally loved by your customers could be easily compared to conjuring up the Sorcerer's Stone. Sure, there are theories and speculations, but the crushing majority are nothing but charlatan whispers that are more likely to lead you astray. If you want the real thing, the proper formula, you gotta go to the master who has the facts to back up the theory. In this week's episode, I interview James Gregson, Creative Director at LEGO, the most beloved company in the world. As the person in charge of creating best-in-class product and brand advertising and content for the brand, James deconstructs Lego's journey to people's hearts, brick by brick. Join us as we discuss: Can you build brand love on purpose? Why is relevance more important than trends? How does Lego manage to conquer ever-new audiences? The power of user-generated content How to measure brand love The role of social media and communities Balancing online and offline experiences Lego in the Metaverse and brand's social responsibility Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

Going about marketing strategies and expecting consumer behaviors to be the same as in the pre-pandemic world has become insufficient. Adaptation is vital in an ever-changing world, and one of the ways to respond to consumers' new needs is through conversational marketing. In this episode, I interview Antony Chacko, the founder of Alpha Marketer, about WhatsApp marketing, the opportunities it brings to the table, and how to succeed at the conversational game. Join us as we discuss: Live chat vs. messaging apps How to drive customers to WhatsApp E-commerce and other use cases Leveraging image and video content WhatsApp measuring and attribution Pairing WhatsApp with other channels Conversation design best practices Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

The concept of community has seen a huge renaissance in the personal and business spheres. More and more companies are turning their attention towards this strategy to engage with potential or existing customers and drive growth. Yet, getting it right is no easy feat as the world of communities is riddled with endless options as well as false paths that lead to networking or one-sided fandom instead. How do you choose the community approach that's right for your company? In this week's episode, I interview Michelle Goodall, Chief Marketing Officer at Guild, a platform for professional communities and networking. With her 20+ years of online community building experience, we delve into the intricacies and challenges of community creation and management across channels. Join us as we discuss: The role of communities in marketing The evolution of online communities and their many forms How to make communities work hard for your business The difference between social vs. algorithm-free community The intrinsic and extrinsic motivations behind joining communities The impact of the pandemic on online communities and their value Never miss an episode of Ungated Marketing by subscribing with Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get our daily shot of podcast knowledge.

Some businesses rely on product-led growth alone to reach millions in annual sales. But just because letting your product lead the way is a successful strategy, it doesn't mean all customers are happy to go down a self-service path to acquire a product. In this episode, I interview Edward Ford, Director of Demand Generation at Supermetrics, about his role in helping the company transition from a product-led growth motion to a sales-assisted funnel. Join us as we discuss: When and why to hire a sales team The difference between product-led growth and self-service Managing self-serve and sales-assisted funnels Free trials vs. freemium models Collaboration between marketing, sales, and customer service The future of marketing attribution measurement  Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

Conquering social media is an inexact science many marketers, especially in B2B, struggle to master. However, there are brands that seem to engage users and amplify their presence almost effortlessly. In this episode, I interview Olga Andrienko, VP of Brand Marketing at Semrush, a B2B brand known for its playful and very effective approach to social engagement with hundreds of thousands of followers and an active community across all major channels. Join us as we discuss: The importance of localisation The power of listening, humor and memes How TikTok can work for B2B How SEMrush won over Instagram with educational content Discussion prompts and virality   Never miss an episode of Ungated Marketing by subscribing with Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get our daily shot of podcast knowledge.

Over the last ten years, the number of SaaS players in the market has increased exponentially. However, if you look at any business category, you'll see that the top tools offer the same services with exactly the same features. More than ever, messaging and positioning have become key elements in marketing to make businesses stand out from the competition and acquire more customers. In this episode, I interview Peep Laja, the founder of CXL, Speero and Wynter, about why he shifted his attention to messaging and everything that goes with it. Join us as we discuss: Differentiation in SaaS Strategic Narrative design Positioning and choosing your customer Messaging and copywriting Message testing in B2B Buyer intelligence and research Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

Struggling to stand out among the crowd? Then take the word of advice from The Word Man! In this episode, I interview Dave Harland, a freelance copywriter legendary for his no-bullshit approach and unique brand of humor that attracted clients the likes of Emirates, Jaguar, Nespresso, Red Bull and the BBC and many others. Join us as we discuss: The role of humor in advertising Piggybacking on celebrities Linkedin as a self-promotion channel The origins of Uncle Tony Fundamentals of good copywriting  Never miss an episode of Ungated Marketing by subscribing with Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get our daily shot of podcast knowledge.

Events have changed a lot since the pandemic, with many businesses shifting to putting on virtual events instead of in-person ones. But even the virtual alternatives don't come without their own sets of challenges such as attendee engagement and proving their business value. In this episode, I interview Mark Huber, Head of Brand & Product Marketing at Metadata.io, about DEMAND — the company's first big (virtual) event — the planning and strategy behind it, and the lessons they learned along the way. Join us as we discuss: When and why to put on a virtual event Choosing topics and inviting the right speakers Event promotion on company's and employees' social accounts A virtual event's behind the scenes How to keep attendees engaged Measuring an event's success and ROI Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

Sending the right message to the right person at the right time is a top priority in the marketing world. But knowing what will resonate better with customers isn't always a clear or easy task. That's why running experiments is essential for marketers. In this episode, I interview Phil Gamache, Director of Growth Marketing at WordPress.com/Auttomatic, Podcast Co-host for Humans of Martech, about why experimentation is critical to marketing success, especially when it comes to targeting customers with the right messaging throughout their lifecycle. Join us as we discuss: Growth marketing vs. simply marketing Lifecycle marketing and the importance of understanding users How to run marketing experiments Approaching experimentation in startups vs. bigger companies Balancing creativity and data Creating a personalized experience at scale   Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

The way people research, find and purchase products and solutions is changing. Traditional sales funnels are failing, often capturing leads who are not ready to buy. Alice de Courcy, CMO at Cognism leads the way out of the tangled maze of misalignment and wasted resources between marketing and sales. In this episode, I interview Alice about how she successfully transformed her B2B marketing playbook by focusing on content-fueled demand generation instead of collecting MQLs. Join us as we discuss: Why Alice stopped delivering MQLs to the sales team Why it's important to optimizing for content consumption, not conversion How to select and tracking metrics without MQLs & gated content How long it takes to create and see results of a demand generation engine Internal changes brought about by the new playbook Check out these resources we mentioned during the podcast: Episode 1 with Rand Fishkin Episode 2 with Chris Walker Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

Despite claims that its golden age is over, SEO still has an unparalleled power of driving tremendous amounts of traffic. The problem with it is that people have been framing and using it wrong. It's the same with conversational marketing — implementing a chatbot on a website isn't going to cut it if it ends up being underutilized. In this episode, I interview Brendan Hufford, Founder at Growth Sprints and SEO for the Rest of Us, about his experience with and thoughts on pairing SEO and conversational marketing. Join us as we discuss: SEO then vs. now The 4 levels of keyword research Chatbot mistakes companies are making How to start a conversation The importance of talking to customers Check out these resources we mentioned during the podcast: The Growth Decoded podcast The SEO for the Rest of Us podcast Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

In theory, everyone knows a great customer experience is beyond important. Yet, in practice, most brands come out lacking. What is fueling this massive disparity between this widely-accepted marketing philosophy and the everyday reality of salesy or misleading content? In this episode, I interview content expert Yaag Ganesh, Director of Marketing at Avoma — host of the ABM Conversations Podcast, author of eight books, and TEDx speaker. We dive deep into the power of a positive content experience and the crucial role of understanding your customers in creating it. Listen to us discuss: The role of customers in keeping blogging relevant The inherent fault of the content funnel Content experience State of ABM & the importance of understanding customers Podcast content, metrics, and growth strategies   Check out these resources we mentioned: Watch Yaag's TEDx talk Read Yaag's piece on How to do SAAS pricing?   Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

Positioning and messaging are everything when it comes to marketing. And yet, so many companies still struggle to make their value clear — or simply explain what they do — to their customers. In this episode, I interview Emma Stratton, Founder & Chief Strategist at Punchy.co and host of Adventures in Messaging, about why positioning and messaging are the linchpins of marketing, sales, and, dare we say, business. Join us as we discuss: Recognizing positioning as the core of marketing The struggle to clearly and simply state your value as a business Why finding your segment beats creating a new category Understanding your prospects' pain and speaking to it Emma's tips for writing better — and clearer — copy Check out these resources we mentioned: Obviously Awesome by April Dunford Power Your Campaigns With Positioning and Messaging by Mark Huber (Metadata) Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts,Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

The amount of resources is no longer a straightforward indicator of success. Small companies and startups rise to the top through "back-alley" organic strategies, such as community involvement and nurture, the giants tend to overlook. So, how can you drive traffic and revenue without paid ads and a robust marketing team? In this episode, I interview Kalo Yankulov, Growth Marketer and Co-founder at Encharge.io, about the ins and outs of community marketing and other growth hacks that led his two SaaS startups to success. Join us as we discuss: Generating word-of-mouth & finding shortcuts to visibility Why and how to do community marketing right The positive side of negative comments The trends transforming email marketing Importance of quality data  Never miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

The way that companies measure marketing is still incredibly flawed, mostly because they don't measure what's important — customer feedback. But where are B2B customers really hanging out? You won't find out by sticking to the old playbook. In this episode, I interview Chris Walker, CEO at Refine Labs, about why businesses need to change their mindset so that marketing can upgrade from outdated tactics and find customers where they really are. Join us as we discuss: Why gated content, MQLs, and other marketing tactics are outdated How B2B buyers have changed and where they are getting their information from Having a point of view and communicating it to customers The biggest mistakes in software attribution and metrics measurement Leveraging employees social media presences (yes, even TikTok) to sell your product What B2B should learn from B2C   Check out these resources we mentioned during the podcast: Refine Labs' State of Demand Gen podcast Refine Labs on YouTube   Never miss an episode of Ungated Marketing by subscribing with Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get our daily shot of podcast knowledge.

Still slamming your head against the content and SEO wall while all you get in return is a headache? Then you might like to know there's another, more “influential” way. In this episode, I interview Rand Fishkin, Co-founder & CEO at SparkToro, about the extraordinary inbound marketing strategy that involves “virtually no SEO whatsoever.” Join us as we discuss: The end of the Golden Age of SEO Creating less content for more reach Influential sources and influential people Can you track sources of influence? Does it matter? Influence map: How to pick the right amplifiers?         Check out these resources we mentioned during the podcast: Lost & Founder by Rand Fishkin         Never miss an episode of Ungated Marketing by subscribing onApple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.

We love marketing, and we love building stuff. That's why we've created a place for you to gain inspiration and knowledge from conversations with people who share what's working and not working in the marketing world. In this trailer episode of Ungated Marketing, producer Rita Richa interviews host Fernando Amaral, VP of Marke ting at Landbot, about what listeners should expect from the podcast. Join Fernando and Rita to learn about: Our guests: marketers with successes and failures to learn from Our themes: campaigns, experiments, channels, tools, and more Our audience: anyone who wants to go beyond the old marketing playbook Keep connected with us by subscribing on Apple Podcasts, Spotify, or our website, or search for Ungated Marketing in your favorite podcast player. Feedback or ideas for the show? Email us at ungatedmarketing@landbot.io.