Podcasts about uberflip

Kamil Rextin, Founder of 42 Agency, shares his guerrilla marketing for conferences. Download the free powerups cheatsheet: https://marketingpowerups.com/059

Listen as Sydney Mulligan and Lauren Aquilino unravel the wonderful world of Jeff Kew, a MOps legend . We dive into Jeff's fascinating journey from advertising to marketing automation, his hiatus from LinkedIn, and his passions beyond marketing operations. Get ready for an engaging convo filled with helicopter adventures, philosophical musings, and a much-needed deep dive into the allure of Uniqlo's simplicity. Tune in for this blend of humor, insights, and candid discussions that illuminate the lighter side of business and marketing. --- Send in a voice message: https://podcasters.spotify.com/pod/show/prettyfunnybusiness/message Support this podcast: https://podcasters.spotify.com/pod/show/prettyfunnybusiness/support

Summary: Skip the job title obsession and focus on work that matters to you. Learn from Tara's "The Sauce" model: pick the right channels and keep your promises for sustained engagement. Her social-first demand gen approach and simple yet creative hot sauce branding show how to resonate in today's martech scene. Use personal biases to create targeted campaigns and ignore buzzwords and rigid MQL definitions. Tara's strategy—act on active interest immediately—cuts through the noise and boosts efficiency. Whether it's career or marketing, it's all about authentic, effective action.About Tara: Tara got her start in a communications role at Polar Mobile and later transitioned to focusing on inbound marketing at ScribbleLive, a live-blogging platform based in Toronto Tara then made the move to martech joining the popular content experience platform Uberflip as Demand Gen Manager where she spent nearly 3 years and worked her way up to Director of Revenue Marketing She later transitioned to a Senior Manager of Demand Gen role at Top Hat, a higher ed learning platform For the last 2 years she's been at Chili Piper, a meeting automation platform for demand gen teams where she started as Demand Gen Manager and has recently been promoted to Head of Demand Gen At Chili Piper she's also the host of the acclaimed Demand Gen Chat podcast where she's interviewed prominent guests from companies like LinkedIn, 6sense, Refinelabs and more! The Overrated Chase for Job Titles and the Importance of Aligning Career GoalsWhen asked about the variation in job titles on her resume, Tara offers insight that runs counter to conventional career advice. Tara's journey from a director-level position at Uberflip to managerial roles at Top Hat and Chili Piper wasn't about regressing; it was about finding her fit. At Uberflip, Tara experienced rapid promotions, roughly every six months, which led her to believe in the importance of titles. However, she realized that the titles often didn't correlate with her day-to-day responsibilities. In her first role, although under the umbrella term of 'communications,' Tara juggled between answering phones, booking CEO's travels, and setting up the company's first Twitter account. Titles can be deceptive.Tara also points out the dangers of chasing managerial roles for the sake of it. At Top Hat, her role morphed into what she describes as a "middle manager." While this was somewhat fulfilling in person, the transition to remote work revealed cracks in the facade. She found herself swamped in one-on-one meetings, feeling unproductive and unmotivated. Her realization led her to seek something that resonated more authentically with what she wanted to do.So, what is Tara's advice to those hesitant to take a perceived step back in their careers due to job titles? She underscores the importance of prioritizing what you truly value in your career over a title. In all her roles, irrespective of what the title implied, she never had to take a pay cut. Her guiding lights have been the people she wants to work with and learn from, not the titles she could acquire.Key Takeaway: The fixation on job titles can be a mirage, leading professionals down paths that may not align with their true career goals or personal happiness. It's not the title, but the work and the people around you, that should guide your career decisions.People Manager or Individual Contributor: Choosing Your Marketing Career PathWhen asked about the viability of choosing to be an individual contributor over a people manager in marketing, Tara touches on a key decision point: personal motivation. If your prime motivator is financial gain, then pursuing a managerial role might offer the quickest route to that objective. However, if the allure of hands-on work, creativity, and constant learning excites you, Tara suggests thinking outside the conventional career ladder.Tara's current role, technically a people manager position, involves wearing multiple hats because her marketing team consists of just eight people. This underscores the variability of job titles and roles; what might be a managerial role in one setting could be a blend of individual contributions in another. Thus, titles can't be the sole determinant when choosing a career path.Tara emphasizes the need to introspect on what you truly enjoy doing day-to-day rather than obsessing over how your resume appears. She advises that those entering the field should experiment with both roles. Try out being an individual contributor and dabble in management, if possible, to get a real feel for where your interests and skills align.Key Takeaway: The choice between becoming a people manager or an individual contributor should hinge on your personal goals, be it financial or the type of work that genuinely engages you. Titles and job descriptions can be fluid, and what's crucial is aligning your career with what motivates you each day.Stepping Up to the Mic: How Tara Rejuvenated an Existing PodcastWhen questioned about her experience taking over as the host of the 'Demand Gen Chat' podcast, Tara gives an insider look into her decision-making process. She inherited the podcast from Kaylee, her then-manager, who had resuscitated it after a years-long hiatus. Under Kaylee and Nolan, the head of video and creative, the show saw significant improvements in production quality and gained momentum.Tara notes that when Kaylee left, the future of the podcast hung in the balance. Armed with firsthand data—Tara had been responsible for promoting the podcast and monitoring its performance—she saw a clear value in its continuation. Reception on platforms like LinkedIn was favorable, and the audience was growing. Given this, Tara felt it was crucial not only to keep the podcast alive but to continue its upward trajectory.Another aspect of Tara's decision was the composition of the Digital Team at that time, which consisted of just her. Despite discussions about other potential hosts, like co-founders, Tara felt it wouldn't be authentic to have someone not involved in day-to-day marketing activities take over the show. After all, the podcast was part of the demand generation strategy and it made the most sense for her to step into the role.Key Takeaway: Sometimes the best candidate for a job is already in the room, well-acquainted with the work's nuances and impact. Tara's decision to continue the podcast wasn't just a matter of filling a role; it was about recognizing the value the show brought and the audience it had built.Elevating a Podcast Game with Thoughtful Tweaks and AIWhen asked about how she managed to elevate the podcast, Tara offers insight into her cautious first steps and subsequent strides for improvement. Initially, Tara focused on not deviating too much from the existing format set by Kaylee, her predecessor. She recognized the value in the format that already had a solid fan following. Her primary concern was to keep the essence of what people loved about the podcast intact.The real game-changer came ahead of what they now call their fourth season. Tara and her team, including producer Nolan, took the opportunity to reassess and refine the podcast's elements. Rather than making sweeping changes, they concentrated on nuanced improvements like scripted outros and thoughtful intros. Tara takes the time post-recording to distill the essence of the episode, offering listeners upfront context, thus adding a layer of polish to the show.Another transformative factor was Nolan's use of AI tools, such as Opus, for post-production. Before the integration of AI, tasks like repurposing content for different platforms like TikTok were time-consuming and sometimes left undone due to workload. AI tools have now automated part of this process, allowing the team to create more content from each episode efficiently.Key Takeaway: Small, calculated refinements can significantly improve a product's quality and reception. Tara's cautious yet innovative approach—balancing tradition with polish and leveraging AI for efficiency—shows that you don't need to overhaul an entire system to achieve a noticeable impact.How The Sauce Newsletter Navigated Growth and RetentionWhen asked about the success of her company's newsletter "The Sauce," Tara peeled back the layers of its growth strategy. While she didn't coin the catchy name, she took the reins on scaling the subscriber base. Tara looked at multiple channels for growth, including paid placements in similar newsletters. Surprisingly, this not only yielded high-quality subscribers but also competed well with Facebook on cost-per-subscriber, compelling the team to pause Facebook lead forms due to inconsistent lead quality.Apart from focusing on sheer numbers, Tara emphasized the role of content. The newsletter serves as a retargeting audience to drive direct sales rather than just funneling leads. This approach helped maintain the content's quality, steering it clear of becoming another sales pitch masked as valuable content. This strategy allowed Tara to justify the newsletter's existence internally within her organization, establishing it as an asset rather than an overhead.However, the journey wasn't without its bumps. Eager to capitalize on high engagement rates, Tara experimented by sending the newsletter twice a month instead of once. The result? A loss in subscriber trust and numbers. The mistake was twofold: not only did it break the promise of a monthly email, but it also didn't consider testing on a smaller scale first.Key Takeaway: The story of "The Sauce" underscores the importance of aligned growth strategies and content quality. Tara's experience suggests that smart channel choices can lead to cost-effective growth, but engagement hinges on delivering what you promise to your subscribers. Always keep the value proposition front and center.Breaking the Mold in Demand GenWhen asked about the evolution of demand generation and how to strike a balance between innovation and results, Tara offered some compelling insights. The current environment, she believes, is saturated with cookie-cutter tactics, especially in B2B settings. Tara stresses the importance of venturing beyond the email nurture programs that many equate with demand gen. For her, conventional methods like these simply don't align with the way she sees technology being bought in the martech space.But innovation requires a supportive environment. Tara acknowledges her luck in working with co-founders open to experimentation. This freedom allows her team to move away from traditional methods and instead focus on engagement that resonates with today's buyers. One of the forthcoming strategies Tara revealed is a street art campaign around major trade shows. While it's a top-of-the-funnel activity not aimed at direct conversions, the primary goal is to create social buzz and brand awareness.This leads to another point Tara emphasizes: the necessity of boldness in B2B marketing. Instead of traditional trade booths, her team focuses on activities that people want to attend. From happy hours to parties, the strategy is designed to drive actual engagement, rather than forcing prospects into sterile sales meetings. In terms of content, this also allows them to gather real-time reactions and images, which can later be utilized for advertising campaigns.The upcoming experiment with what Tara calls a "less messy version of graffiti" is the epitome of the philosophy she brings to demand gen—be bold but be true to how people genuinely interact and make purchasing decisions in the martech ecosystem. It may be top-of-the-funnel, but the aim is to turn heads and initiate conversations that can eventually be steered toward meaningful engagement.Key Takeaway: The future of demand gen may lie in breaking away from traditional models that have long held sway. Tara's approach of social-first, bold, and engaging activities is more in line with how real-world purchasing decisions are made. Gone are the days when a series of emails could nurture a lead to conversion. Now, it's about creating a buzz so strong that people can't help but pay attention.The Unconventional Path to Brand ResonanceWhen the subject veered towards what some might label as "guerilla marketing," Tara admitted that while the term might be a bit played out, the concept is spot-on. Guerilla marketing or not, the goal is to create memorable, high-impact experiences that stick with your audience. And she's seen firsthand that even simple initiatives can pack a punch if executed creatively.For instance, Tara's team rolled out a branded hot sauce campaign. At first glance, sending out hot sauce might not seem groundbreaking, but it's the attention to detail that makes the difference. With engaging slogans and quality branding, they transformed an everyday item into a memorable brand touchpoint. The result? Persistent mentions and photo tags on LinkedIn, creating a low-cost but effective engagement mechanism.The challenge, Tara suggests, lies in coming up with ideas that are not just outside-the-box but also aligned with your brand's identity. In a landscape full of predictable tactics, even small surprises can make a lasting impact if they're thoughtfully tied back to your brand message or value proposition.In Tara's case, this could be as straightforward as a hot sauce bottle but executed in a way that it becomes not just a condiment but a conversation starter. It's not about being wildly different for the sake of it; it's about bringing a bit of surprise and delight into an otherwise staid B2B environment.Key Takeaway: Being unconventional doesn't necessarily mean being complex or expensive. Tara's example of branded hot sauce shows that simplicity, when paired with creative execution, can result in memorable brand interactions. In today's crowded martech scene, sometimes all it takes to stand out is a dash of unexpected creativity.Marketing to Your Own Tribe - Perks and PitfallsWhen asked about the uniqueness of marketing to a demographic that closely resembles her own profile, Tara drew a stark comparison between her current role and previous gigs. Marketing in the martech industry, for her, is like coming home; she shares common ground with her Ideal Customer Profile (ICP). This is markedly different from her past experience at Top Hat, where she was tasked with understanding a completely different mindset—professors who generally have job security for life.Tara acknowledges the potential bias in designing campaigns that mirror her own preferences but argues that a one-size-fits-all approach rarely thrills anyone. Instead, her focus is on sparking enthusiasm within segments of her ICP. The strategy? Triggering excitement in a few can generate the kind of social buzz that more generalized efforts may fail to achieve. Tara believes if you create something compelling enough for people to share socially, you're onto something that can gain traction.Regarding ideation, Tara emphasizes the importance of collaborative brainstorming sessions. In her team's case, they use tools like Figma to toss ideas into the ring. While remote brainstorming may lack the spontaneity of in-person interaction, Tara insists that a relaxed, non-judgmental atmosphere often yields the most innovative concepts. It was such brainstorming sessions that gave birth to out-of-the-box ideas like custom Pokemon cards for their Customer Advisory Board (CAB) members and the branded graffiti campaign.So how do you navigate the tightrope of being your own ICP? Tara's approach is twofold: be aware of personal biases and encourage team-wide brainstorming that allows for a multitude of perspectives.Key Takeaway: Tara's insights spotlight the advantage and complexity of marketing to an audience similar to oneself. The trick lies not in avoiding personal biases but in leveraging them to create campaigns that resonate deeply with at least a segment of your ICP. It's not about pleasing everyone; it's about electrifying a few enough to get the buzz going.Scaling to High-Level Marketing StrategiesWhen asked about the necessary groundwork for executing high-level marketing strategies, Tara emphasized the importance of operations. Tara noted that, upon joining her new team, she was fortunate to have a reliable Revenue Operations Manager who ensured that the underlying mechanisms were sound. Imagine a grand campaign falling flat because your lead forms don't function as they should. Your audience reaches a dead-end, and your campaign's ROI drops to zero. Before dreaming about high-level, complex campaigns, fix the basics.Tara also opened up about the evolving nature of brand positioning. Even her own company hasn't "completely nailed it," she confessed. There are times when her brand is misinterpreted—some LinkedIn messages even inquire if they make hot sauce. But then there are also those who fully understand and evangelize the brand. In Tara's eyes, perfecting messaging is a journey, not a destination, particularly as the competitive landscape shifts.Adding another layer to the complexity, Tara spoke about how a brand new field evolves into table stakes. When her team first introduced B2B lead routing software, it was something novel, and the challenge was to educate the market. Fast forward to today, and it's considered essential for any marketing or sales team. Now, the fight isn't about explaining what they do but differentiating themselves from an expanding pool of competitors.Tara's advice for those with willing co-founders and investment but lacking groundwork? Focus on strong operations and be ready to adapt your positioning as you grow. According to her, the core ingredients for being able to execute high-impact campaigns include a reliable ops backbone and a deep understanding of the ever-evolving market dynamics.Key Takeaway: The foundation of any high-level marketing strategy is operational excellence and agile brand positioning. Without these, even the most brilliant campaigns can fall flat. Ensure you have the basics covered before reaching for the sky.The Myth and Reality of Dark SocialWhen asked about the buzzword-heavy concept of "dark social," Tara candidly disagreed with the notion that marketers should reorient their strategies around trending terms. She did acknowledge the historical relevance of word-of-mouth marketing but pushed back on the idea that every touchpoint in a B2B journey can be meticulously measured. While attribution software may claim comprehensive metrics, Tara's experience contradicts that assertion.What really got her attention was the often misguided focus on tracking every possible interaction, to the detriment of authentic engagement. For Tara, if a marketer succeeds in capturing attention and inciting a Google search that ends in a click on their ad, that doesn't necessarily mean their Search Engine Marketing is revolutionary. It just means they've effectively grabbed that individual's attention, nothing more.In Tara's view, the B2B marketing space has developed an obsession with quantitative measurement. This fixation led many marketing teams to neglect community engagement and influencer relationships, simply because these elements were "untrackable." Tara sees this as a significant oversight, particularly in a landscape that has grown increasingly digital and where communities can provide tremendous organic reach.Tara also pointed out that while she sees the value of trying to measure impact through things like UTM links, the effort often falls flat. Customers and influencers are less likely to share these links in authentic conversations, thereby making them ineffective. Instead, she advises marketers to focus on being present in the spaces where their customers are, whether that's in Slack communities or elsewhere, rather than obsessing over tracking every interaction.Key Takeaway: The fixation on tracking and metrics has led marketers astray, downplaying the importance of community engagement and genuine relationships. While dark social might be an intriguing concept, Tara suggests it's more effective to embrace the less quantifiable aspects of marketing, which are often where the real value lies.The MQL Debate: A Fresh PerspectiveWhen asked about the state of MQLs in 2023, the year of our Lord, Tara was candid about the nuances of defining a marketing qualified lead. She admits that the importance and impact of MQLs vary based on a company's size, target audience, and the structure of their marketing and sales organization. In Tara's experience, the focus on defining MQLs often led to internal debates that, in retrospect, could have been better spent on actual lead generation efforts.Instead of fixating on what makes a lead "qualified," Tara's current approach is refreshingly straightforward. If someone actively books a demo, that lead gets immediate attention and is routed to the appropriate sales rep. No excessive segmentation, no scoring parameters—just immediate action. This pragmatic approach avoids the pitfalls of endless debates about lead quality, job titles, and activity levels, which are common in more complex setups.Tara's perspective reveals a shift in the landscape. There's a growing recognition that the granular details of what constitutes an MQL might not be as universally important as once thought. Her team's simplified process not only streamlines internal operations but also improves the experience for potential clients. When leads are ready to make a move, they do. No need for convoluted nurturing sequences.Key Takeaway: The industry's obsession with meticulously defining MQLs might be outdated and even counterproductive. Tara champions a straightforward approach: Respond immediately to active interest and bypass the qualifiers that often mire teams in endless debates. This clear-cut strategy not only enhances operational efficiency but also improves the lead experience.The Nuanced Approach to Lead QualityWhen questioned about the intricacies of lead quality and the role of scoring mechanisms, Tara offered a shift in perspective: It's not just about leads, it's about accounts. Unlike many companies that go straight into scoring leads, her team starts higher up the funnel by assessing the quality of accounts. This strategic pivot has been fairly recent but it's proving effective. The marketing budget, particularly on social channels, is now allocated towards targeting these high-quality accounts, resulting in more efficient use of resources.The operational change goes beyond budget allocation. Even outbound marketing strategies are attuned to these quality accounts. So, instead of casting a wide net on LinkedIn and other platforms, they focus on accounts already validated by the sales team as worthy targets. In essence, they're not in the business of pursuing every marketer who clicks on an ad. When a click occurs, there's no mad rush to signal Sales. Instead, the focus is on providing these select accounts with valuable content that showcases customer stories and diverse use cases.Tara's approach disrupts the traditional model of isolating lead quality as the definitive measure. Instead of spiraling into metrics and scores, her team's attention is on aligning sales and marketing efforts cohesively. This alignment creates a streamlined path from initial interest to final conversion. The result? A more coordinated, effective strategy that puts the focus back on what really matters: creating meaningful customer engagement.Key Takeaway: Forget the obsession with lead scores. Tara's methodology is a wake-up call for marketers fixated on metrics at the expense of real business outcomes. By focusing on account quality over lead quality, she's not just saving time and budget, she's also fostering a more targeted and efficient marketing approach.The Case for Account-Level Automation over Lead ScoringWhen Tara was asked about her experience with automated lead scoring tools like ChiliPiper, Mixpanel, and MadKudu, she was clear: The focus has shifted from leads to accounts. Budget often acted as a constraint when considering such tools in the past, but her current strategy incorporates an account-level tool called Good Fit. This tool evaluates the characteristics shared by their best and most promising customers. Rather than applying an opaque algorithm to individual leads, it helps them identify high-potential accounts based on common factors.What makes this approach especially potent is its adaptability. The tool isn't just a plug-and-play mechanism; it allows the team to input their own data, such as their best customers and those with the most growth potential. This creates a system tailored to their unique business needs, enhancing its predictive accuracy for future accounts. It's not about deciphering what makes a 'hot lead' anymore. It's about understanding what attributes of an account indicate a high likelihood of fruitful engagement and then acting on it.While Tara's team has yet to fully dive into lead-level scoring, the shift to an account-based model is deliberate. Before spreading their resources thin over various scoring models and tools, they want to validate this account-centric approach. And given the initial signs, it seems like a wise strategy.Key Takeaway: The spotlight is moving from lead-level automated scoring to account-based evaluations. Tara's team isn't chasing metrics; they're strategically positioning themselves to focus on high-quality accounts, all while using tools that allow for customization and in-depth analysis. It's not just a reactive play; it's a calculated move towards a more effective marketing framework.Navigating the Marketing-Data Team CollaborationWhen asked about her approach to aligning the marketing and data teams at Chili Piper, Tara offered practical insights. She's well-acquainted with the pitfalls of in-house projects like lead scoring, describing them as "never-ending" and not worth the effort unless you have a dedicated, sizable team. For Tara, the collaboration with the data team is focused on one goal: producing dashboards that offer a unified view of key metrics. These dashboards, housed in Sigma, serve as the single source of truth, streamlining reporting for diverse presentations, from all-hands meetings to board decks.It may seem basic, but having a centralized repository for data saves enormous amounts of time. Tara recalled previous experiences juggling reports from disparate platforms like Salesforce and HubSpot. But aligning all reporting into one centralized dashboard has turned out to be a game-changer. No more toggling between platforms or reconciling conflicting data. Everything is right there, in one place, for everyone to see and use.But it's not all roses. Tara cautions that establishing this kind of data foundation takes longer than most teams anticipate. The data team's knack for scrutinizing logic and questioning inconsistencies makes initial conversations lengthy and, sometimes, complex. But these discussions are crucial for defining what each metric means and ensuring everyone is literally and figuratively on the same page.Key Takeaway: The collaboration between marketing and data teams is a marathon, not a sprint. The upfront investment in building a robust, centralized data framework may take time, but it pays dividends down the line. Tara's experience underscores the immense value of patience and clarity in this collaborative endeavor: It's not just about gathering data, it's about making it comprehensible, actionable, and aligned across teams.Mastering the Work-Life Equation with TaraWhen asked about finding a balance in her multifaceted life, Tara spoke candidly. One unexpected but crucial factor in her daily routine? Her dog. The four-legged friend has inadvertently become a time management tool, forcing Tara to carve out time for morning and evening walks. These daily rituals allow her a breather from the constant buzz of her fully distributed team at Chili Piper.Tara's approach to balancing work and life goes beyond canine companionship. She practices time blocking—a technique that sounds simple but makes a world of difference. Her calendar may look crammed, but each block serves a purpose, whether it's for her podcast, her team at Chili Piper, or just a few minutes to decompress and grab a coffee. For Tara, this methodical approach to scheduling keeps her centered, even in the chaos of startup life.The importance of having scheduled 'buffers' shouldn't be underestimated. These are small windows that give Tara the time to recharge and transition between tasks. It's not just about filling every minute but about assigning moments to step away, even if it's just for five minutes to clear her head.Managing a distributed team means Tara's Slack is bustling at all hours. But instead of succumbing to the reactive nature that such platforms can foster, she emphasizes the need to be proactive with her time. She plots out her day as far in advance as possible, sidestepping the urge to let real-time demands dictate her schedule.Key Takeaway: The secret to Tara's success and happiness in her multifaceted career is a blend of structured flexibility. From dog walks that enforce screen-free time to meticulously time-blocked schedules, her approach offers a roadmap for anyone juggling multiple roles and responsibilities. These aren't complex strategies; they're thoughtful habits that make a substantial difference.Episode RecapStarting with career choices, forget the allure of job titles. Zero in on the work you love and the colleagues who make it better. Your decision to take on a managerial role or remain an individual contributor should align with what drives you daily. Once you've dialed in your personal career path, you can take notes from successful strategies for brand growth, like Tara's experience with "The Sauce."Tara's venture underscores the importance of selecting the right channels and maintaining high content quality. She shows us that the secret sauce to lasting engagement is delivering on your promises. This ethos of alignment and authenticity extends to Tara's perspectives on the changing landscape of demand generation.No longer can traditional models of demand gen hold their ground. Tara's social-first approach aligns with the dynamics of real-world purchasing decisions today. It's not about endlessly nurturing leads through emails; it's about creating genuine buzz that converts interest into action.Being unconventional doesn't have to be expensive or complicated. Tara's branded hot sauce is a lesson in the power of creative simplicity, especially in a crowded martech arena. The key is resonating with your audience, and sometimes that means looking inward.When you're marketing to an audience similar to yourself, leverage your own biases to create campaigns that hit home with a segment of your Ideal Customer Profile (ICP). It's about stirring enough excitement to make waves, without trying to be everything to everyone.Now, what about trending buzzwords like "dark social"? Tara suggests taking them with a grain of salt. While she acknowledges the power of word-of-mouth, she warns against relying on buzzwords or assuming every B2B touchpoint can be precisely measured.Finally, Tara challenges the obsession with defining Marketing Qualified Leads (MQLs). She recommends cutting through the noise by responding to active interest immediately, circumventing endless debates over qualifiers. It's a straightforward strategy that boosts efficiency and enhances the lead experience.In essence, whether you're steering your career or your next marketing campaign, focus on what truly matters: genuine engagement and effective, simple strategies. Tara's multi-faceted experience offers valuable insights on how to achieve both.Links: Demand Gen Chats Podcast The Spice Newsletter LinkedIn Twitter

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Self-educated buyers now conduct independent research before contacting sales reps. Thus, it's crucial for marketing and sales teams to coordinate their content efforts to attract and guide these buyers through the sales funnel. Today, Randy discusses marketing to self-educated buyers. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Self-educated buyers now conduct independent research before contacting sales reps. Thus, it's crucial for marketing and sales teams to coordinate their content efforts to attract and guide these buyers through the sales funnel. Today, Randy discusses marketing to self-educated buyers. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Due to the high levels of personalization provided by platforms such as Netflix, Spotify, and Amazon, consumers now expect a similar level of personalization from B2B and B2C brands. To meet these expectations, companies need to adapt by providing relevant and personalized content that can guide consumers through the buying journey. Today, Randy discusses what personalization actually means. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Due to the high levels of personalization provided by platforms such as Netflix, Spotify, and Amazon, consumers now expect a similar level of personalization from B2B and B2C brands. To meet these expectations, companies need to adapt by providing relevant and personalized content that can guide consumers through the buying journey. Today, Randy discusses what personalization actually means. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Consumers today have come to expect personalization when dealing with businesses, but if you don't have the right content to solve their problems, they'll move on to the next website. Content marketing's biggest issue currently is that content isn't being used effectively to push prospects through the buyer journey. Today, Randy discusses how to avoid the go-to-market trap. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Consumers today have come to expect personalization when dealing with businesses, but if you don't have the right content to solve their problems, they'll move on to the next website. Content marketing's biggest issue currently is that content isn't being used effectively to push prospects through the buyer journey. Today, Randy discusses how to avoid the go-to-market trap. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, Bozidar speaks with Randy Frisch, Chief Brand Officer and Co-Founder at Uberflip.

In this episode, Bozidar speaks with Randy Frisch, Chief Brand Officer and Co-Founder at Uberflip.

In Episode 8 we speak with Jason Oakley - founder of productive PMM and founding product marketing lead at amazing SaaS companies like Klue, Chili Piper, and Uberflip. We talk all about product launches - how to make them successful and pitfalls to avoid. Specifically, we cover: 1) Which sales reps are best to work with for product launches and enablement 2) Sales frustrations around lack of visibility into product launches and roadmaps 3) Whether or not you should incentivize or spiff product launches 4) Understanding the different pressures each team faces during product launches 5) Ways to get sales involved earlier through beta testing or engineering demos 6) How to have more empathy for team members during launches Jason drinks Any Day IPA from local brewery Side Launch

Learn: About Randy and his work by visiting his websiteRead: All the latest on Uberflip's blogFollow Randy: On Twitter and LinkedInFollow Aprimo: On Twitter and LinkedInSubscribe: www.aprimo.com/studios/cheat-codes/Leave us a review!Want to be a guest or have feedback for our team? Let us know!Learn more about Aprimo

Kamil Rextin is the General Manager of 42 Agency, a B2B Agency that helps SaaS companies scale Demand Generation & build RevOps infrastructure. He has worked in RevOps Growth & Demand Gen for the last 12+ years at companies like CrowdRiff & Uberflip.He uses a scientific approach when it comes to marketing. So rather than believing whatever is trending, he experiments, and whatever proves to be effective is what matters to him.Outside of work, Kamil enjoys hiking and reading, especially comics.In the episode we cover:00:00 - Intro01:08 - What Is Demand Generation?02:48 - The Relation Between Demand Generation & Brand Marketing06:03 - Top Mistakes When Implementing Dem Gen & RevOps09:08 - Demand Generation Through LinkedIn12:41 - Performance Branding14:01 - First Steps To Start Doing Performance Marketing17:05 - Kamil's Favorite Activity To Get Into a Flow State17:37 - Kamil's Piece of Advice for His 20 Years Old Self18:22 - Kamil's Biggest Challenges at 42Agency19:05 - Instrumental Resources For Kamil's Success20:41 - What Does Success Means for Kamil Today21:25 - Get In Touch With KamilGet in Touch With Kamil:Kamil's LinkedInKamil's Twitter42 Agency WebsiteMentions:Emily KramerTara RobertsonBooks:Creativity Inc. by Ed Catmull & Amy WallaceWorking Backwards by Colin Bryar & Bill Carr Tag Us & Follow:FacebookLinkedInInstagramMore About Akeel:TwitterLinkedInBest Rated SaaS Podcasts

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Self-educated buyers now conduct independent research before contacting sales reps. Thus, it's crucial for marketing and sales teams to coordinate their content efforts to attract and guide these buyers through the sales funnel. Today, Randy discusses marketing to self-educated buyers. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Self-educated buyers now conduct independent research before contacting sales reps. Thus, it's crucial for marketing and sales teams to coordinate their content efforts to attract and guide these buyers through the sales funnel. Today, Randy discusses marketing to self-educated buyers. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Due to the high levels of personalization provided by platforms such as Netflix, Spotify, and Amazon, consumers now expect a similar level of personalization from B2B and B2C brands. To meet these expectations, companies need to adapt by providing relevant and personalized content that can guide consumers through the buying journey. Today, Randy discusses what personalization actually means. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Due to the high levels of personalization provided by platforms such as Netflix, Spotify, and Amazon, consumers now expect a similar level of personalization from B2B and B2C brands. To meet these expectations, companies need to adapt by providing relevant and personalized content that can guide consumers through the buying journey. Today, Randy discusses what personalization actually means. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Consumers today have come to expect personalization when dealing with businesses, but if you don't have the right content to solve their problems, they'll move on to the next website. Content marketing's biggest issue currently is that content isn't being used effectively to push prospects through the buyer journey. Today, Randy discusses how to avoid the go-to-market trap. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Consumers today have come to expect personalization when dealing with businesses, but if you don't have the right content to solve their problems, they'll move on to the next website. Content marketing's biggest issue currently is that content isn't being used effectively to push prospects through the buyer journey. Today, Randy discusses how to avoid the go-to-market trap. Show NotesConnect With:Randy Frisch: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Much like the spirits who brought Ebeneezer Scrooge back through time, co-hosts Klaudia Tirico and Kelly Lindenau are doing the same for the B2B marketing community — just in a nicer, more educational way. Episode nine of the #B2BMX podcast takes listeners through a year in review, as Klaudia and Kelly revisit the best sessions and trendiest topics from the 2022 #B2BMX series. With insights from some of the industry's finest minds — such as Uberflip's Randy Frisch, Forrester's Amy Hawthorne and Salesforce's Juliet Randall, to name a few — the co-hosts walk marketers through the biggest trends of '22 and touch upon universal ideals practitioners must carry into the new year. Plus, as a little holiday present from the team, podcast listeners can receive 25% off their ticket to the upcoming #B2BMX event in Scottsdale, Ariz. Simply check out the event's website and enter the code PODCAST25.RELATED LINKS Register for the 2023 B2B Marketing Exchange! B2BSMX will be back in Boston August 2023!  Dive deeper into all the trends and tips 2022 had to offer. 

Here's a flashback from the B2BMX stage in Boston, where Randy Frisch discussed why mapping content through the buyer and customer journey closes more deals. If you missed out on this live session, don't worry, co-hosts Klaudia Tirico and Kelly Lindenau got you covered!Uberflip's Randy Frisch walks marketers through how to avoid the go-to-market trap. Here are his three simple steps to follow: Identify your target audience, usually with some sort of data source; Attract people with various channels, social, email or whatever you're hot on; and Find a destination where customers control what they want to do next. Frisch also dives deeper into the importance of content tagging, as well as creating personalized experiences. If you've never heard Randy speak before, don't miss this opportunity to hear from one of the best! RELATED LINKS Register for #B2BMX in Scottsdale Uberflip 

Being an entrepreneur doesn't necessarily mean starting your own business. It's about owning what's in front of you. Today's guest for Coffee with Closers strongly believes in it. When you start taking that approach with your role, whether it's a company that you're working with or the company that you own, you learn to think about the business in a more wholesome way. Meet Randy Frisch - Chief Evangelist for Content Experience and Co-founder & President of Uberflip. He's the best-selling author and a host of Marketer's Journey Podcast. Stay tuned for our conversation with Randy where he shares practical advice for marketers to think beyond content creation and focus on the overall content experience. Coming up: ►How do you build a successful team where everyone owns their roles? ►What are some helpful tips for creating and promoting your content? ►What are the three areas to focus on in content marketing for your organization? ►How has email marketing changed and how to use it to serve our customers better? ►How do you prove the ROI of your content experience? Enjoy!

In this episode of The Marketer's Journey, I interview Randi Barshack, CMO of RollWorks, a division of NextRoll, an account-based marketing platform for B2B marketing and sales, and one of Uberflip's partners. Randi runs a team that is all about meeting the buyers where they are, prioritizing authenticity, and understanding what you need to continue progressing along your own career trajectory. Check out this and other episodes of The Marketer's Journey on Apple Podcasts, Spotify, Stitcher, and Google Podcasts!Key takeaways from this episode:Optimize for personal happiness. When it comes to choosing your next gig as a marketing professional, it's important to take a strategic approach that considers the role from a variety of diverse perspectives. For Randi, prioritizing her own personal happiness is a must when making career moves, because it can be next to impossible to predict what the market will do next or how the financial situation will look in a few years' time.Believe in your product. For any marketer, it's an essential part of the role to have a solid understanding of the product you're selling, and truly believe in its value. To really get on board with the product you'll be marketing, Randi recommends taking the time to understand it inside and out so you can ignite your own passion and ultimately influence others to do the same.Meet the buyer where they are. When it comes to relating to your buyer, their needs and their unique perspective on your product, Randi believes it's important to learn how to meet the buyer where they are so they can visualize exactly where it will fit into their lives and add value. By taking this approach, marketers will have a better chance at forming an authentic relationship with the buyer and therefore, influencing their decisions. Learn more about RollWorks here: https://www.rollworks.com/ Learn more about Randi here: https://www.linkedin.com/in/randi-barshack-431a72/

Experiences are powerful. Good or bad, impactful experiences can stay with you forever. In our personal lives, they shape who we are and the things we choose to do. In our professional lives, they determine how we work and who we trust. So, what do you do if your customer is having a bad experience with your company and its threatening to sink the relationship? It comes down to three fundamental lifesavers. Uberflip Co-Founder and Chief Evangelist, Randy Frisch, was on a vacation in Costa Rica with his family when a relaxing boat ride off the coast turned into a harrowing experience (we have surreal video footage to show it). Long story short, combine flames, lifejackets, and a sinking boat along with Randy and his family swimming toward shore in shock and confusion –– you'd forgive them for writing off the vacation as a total disaster. But what followed was a defining experience for Randy that allowed him to look back on Costa Rica with fondness. It was there he witnessed first-hand the power of these lifesaver experience fundamentals, proving we have the power to turn even the most dreadful experiences into positive outcomes. Since then, he's applied those successfully to his own company, Uberflip, and you can too. In this session, Frisch will share these lessons and how they apply to life, business and the marketing industry in particular. Specifically, attendees will learn: • Why you don't have to spin your wheels in so many areas when improving the experience you deliver, but rather focus on a critical few. • The intersection of relationships, trust and brand promise that overlap to create what we think of as our “experience” and how it's at the heart of everything in life and business.• What you must do when one of the three lifesavers (relationships, trust and brand promise) are lacking. • 3 actionable steps you can take today to lock down these fundamentals and deliver an enriching experience worth remembering.Check out upcoming DigiMarCon Digital Marketing, Media and Advertising Conferences & Exhibitions Worldwide at https://digimarcon.com/events/

Content Experiences for GTM Personalization.

Today on the show we have a veteran of the SaaS marketing industry, we're joined by Kamil Rextin. After moving from Islamabad, he worked in Karachi for 2 years at P&G and completed an MBA at Waterloo University. He got his start wearing many different hats like Growth, Demand Gen and Ops at early/mid stage SaaS companies in Montreal and Toronto including Breather, Pressly, Uberflip and CrowdRiff.In 2018, he took the entrepreneurial plunge and went out on his own and started an agency called 42Agency. 4 years later, Kamil's agency counts more than 5+ full time team members providing demand gen, marketing ops and ABM services. He's worked with top brands like ProfitWell, Hubdoc, Sproutsocial, Knak and many more scaling B2B saaS companies.Kamil's a father, a founder, a podcaster, a community moderator, the author of the 42/ newsletter, a neurodivergent advocate… but most of his time is shamelessly spent on memes and hot takes on Twitter. Kamil – we're pumped to chat with you today, thanks for taking the time.Questions and topicsKamil, I've dived into your twitter feed over the past year and there's a ton of hot takes that we can dive into that I'd love longer than 280 character take on. Recently you did an AMA on the B2B marketing community on Twitter, I pegged you with a bunch of questions and wanted to let you expand on some of those – maybe we can start there.Running an agency vs in-houseFor guests that have gone the in-house and agency route, I love asking the pros and cons of both of them. You're even more fascinating because not only did you do agency… you founded an agency from scratch and have been running it for more than 4 years now. What's the biggest upside/downside of running an agency vs being an in-house marketer? What are some of your early learnings from starting your own agency?Future-proofed marketing skillsWhether they end up in-house or at an agency, if you were mentoring a fresh marketing grad, you said that you would recommend them to specialize in the technical side of marketing. Why do you think the quantitative side of marketing is where a lot of opportunity is?Technical marketingLet's dive into that a bit more, I think people generously add technical marketing to their skillsets. What does it mean to you? Is it anything that has to do with reporting and integrations or using martech or is it more technical than that? Like how to manipulate data and build basic models or building a Data Warehouse?Analytics and Tracking in 2022From a quantitative marketing standpoint, the tracking analytics world is weird in 2022. The industry is moving away from session based tracking and with Apple and others making a big business out of privacy and with click based tracking only getting harder with cross browser tracking, what should marketers be relying on in 2022 and beyond? Is it incremental testing? Is it statistical models or ML?Martech buyer's guide – Wirecutter for SaaSI actually discovered you 4 years ago when I stumbled upon some of your early martech buyer's guide work. You were building the wirecutter for SaaS, I think the first one you did was on CMS, can't remember how favoroubly you talked about WP (lol) but what happened to this project, are you going to pick it back up one day?https://twitter.com/kamilrextin/status/1338536972608999425 Dark socialSome influencers have denigrated tracking and attribution to the point where many recommend just ignoring it and trusting your gut. One of the main culprits of this is the rise of dark social. WTF is dark social, is it just a buzzword for offline referrals like in group chats or in Slack threads and forums, and do you buy into all of this hype? How much do you hate this term?SaaS companies should be a media company narrativeSticking to some of your hot twitter takes here, there's a few more I'm excited to dive in with you. One of them is this idea that many influencers proliferate that SaaS companies should be a media company narrative. Why do you think this is bullshit?https://twitter.com/kamilrextin/status/1362544724813430786 Personal brandsAnother of my favorite twitter takes is your disdain for personal branding. A quick look at LinkedIn and Twitter reveals that building a personal brand has been dry humped to death. Every influencer is only an expert at self promotion. There's a total lack of receipts and actual experience. It's all about 24/7 self aggrandizement. Twitter screenshots on LinkedIn and nothing but dolphin claps and clicks. How do you really feel about building a personal brand?-- Twitter https://twitter.com/kamilrextin  LinkedIn: https://www.linkedin.com/in/kamilrextin/recent-activity/shares/   https://www.fourtytwo.agency/   https://www.42slash.com/  ✌️--Intro music by Wowa via UnminusCover art created by SLB

Every week on Demand Gen Visionaries we sit down with marketing leaders from some of the world's largest and fastest-growing companies to uncover the demand gen strategies that have been fundamental to their skyrocketing success.In each episode, we ask our marketing-leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this special mini-series to hear the budget items our CMO guests can't live without!Find parts one, two, three, four, five & six---Part seven of this special mini-series features 9 CMOs and marketing leaders from some of the world's fastest-growing companies, including:*(03:51) Suzanne Konkle - CMO, Deloitte*(05:14) Randy Frisch - Chief Evangelist Content Experience, Uberflip*(10:50) Daniel Incandela - CMO, Reachdesk*(14:18) Maura McCormick Rivera - CMO, Qualified*(18:02) Meagen Eisenberg - CMO, TripActions *(21:36) Jamie Gier - CMO, Ceros*(24:16) Daniel Rodriguez - CMO, Simplr *(26:24) Anna Kostroun - CMO, NewRocket*(29:31) Micha Hershman - VP of Marketing, Envoy---SponsorDemand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksFollow Ian on TwitterConnect with Ian on LinkedInCaspian Studios

 This episode features an interview with Randy Frisch, Co-Founder and Chief Evangelist for Content Experience at Uberflip, a content experience platform & software that enables marketers to create digital experiences with content for every stage of the buyer journey. Randy has led the content experience movement, prompting marketers to think beyond content creation and focus on the overall destination, The Content Experience. In this episode, Randy shares his insights into why demand gen marketers are leading content curation, how personalization is being used to drive business and gain customer trust, and the power of marketing content to reflect what people care about.---“What we need to be thinking more about in marketing is what do people actually care about? That's the content we should create. That's the content you should package.” - Randy Frisch, Co-Founder and Chief Evangelist for Content Experience, Uberflip---Episode Timestamps:*(03:12) - Randy's Role at Uberflip*(03:19) - Segment: Trust Tree*(11:31) - Personalization and putting the right content in front of people *(16:39) - Uberflips overall marketing strategy*(20:39) - Organizing and updating assets for maximum value*(25:26) - Gathering data and gaining customer trust *(29:56) - Why demand gen marketers are content curators*(31:48) - Segment: The Playbook*(40:23) - Segment: Quick Hits---SponsorDemand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Randy on LinkedInConnect with Ian on LinkedInLearn more about Uberflipwww.caspianstudios.com

We're joined by Randy Frisch, Co-Founder of Uberflip, a platform that empowers marketers to create content experiences at every stage of the buyer's journey.

In this episode, Randy Frisch—the co-founder, CMO & President of Uberflip, joins us to discuss 'how to create a personalized content experience to drive demand and improve customer engagement.' He was named one of the Top 50 Fearless Marketers globally by Marketo. Through this episode, Randy throws light on: --> Why he's mad about the way content marketing is generally done in B2B SaaS? --> What are some common mistakes that SaaS content marketers do? --> What is meaningful content personalization? And how to achieve it at scale in the context of creating relevant content experience? --> Should you control the content experience? Does it truly make sense to take people to a content hub? --> Content experience framework -- what are the components and how can you apply it today, and a lot more...

Matthew Desrosiers is the newly hired Director of Content Marketing at Uberflip, a content experience platform that empowers marketing and sales teams to make relevant and engaging content. Matthew says the link between journalism and B2B marketing is natural curiosity. You don't need to be an expert in a subject to write about or market it. Brett and Matthew discuss the steps in evaluating content marketing strategies, buyer journeys, and collaboration in this valuable conversation. 0:00 Intro 0:57 Conversation with Matthew 1:45 Journalism to marketing 3:30 Uberflip 4:40 Natural curiosity 7:26 Marketing a marketing product 8:50 Shift of focus at Uberflip 12:04 Interview process 15:10 A-ha moment 18:29 B2B VS B2B 22:15 The “now what” moment, make it easy 26:20 Relevance over volume 30:00 Data Enrichment 30:58 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow Matthew | Twitter | LinkedIn | UberflipFollow Brett:| Twitter | LinkedIn    

#SalesEngineering is a weird role. We don't go to school or university to learn about it. Most people who do it started their careers doing something else. Today we talk to Andrew who finds SEs in the strangest of places as well. Check out the shownotes: https://wethesalesengineers.com/show185

Today we are super excited to have our second guest stop by the podcast. Randy Frisch is Co-Founder, CMO & President of Uberflip, and author of the excellent book F#ck Content Marketing: Focus on Content Experience to Drive Demand, Revenue & Relationships.  We all know what content creation is, but are you familiar with Content Experience? The role of most content marketers is not necessarily associated with the distribution of the content. They're great at creating content at scale, however what's the point in investing in all that content if you don't use it? That's where content experience comes in. Tune-in to this episode to learn how to ensure all that content you've created is consumed by thinking strategically about the environment, structure, and ways we get people to engage in our content. About the Guest: Connect with Randy on LinkedIn: https://www.linkedin.com/in/frischrandy Follow Randy on Twitter: https://twitter.com/randyfrisch Learn more about Uberflip: https://www.uberflip.com Buy F#ck Content Marketing book: https://www.amazon.com/Content-Marketing-Experience-Revenue-Relationships-ebook/dp/B07NPDQR4F/ Follow the Hosts on LinkedIn: Jordan Henderson (Director of Revenue Operations) Brandon Redlinger (Sr. Director of Product Marketing) Jonathan Stevens (Sr. Marketing Operations & Automation Manager) Sponsored by: ringDNA | Transform your sales team into a high-performing revenue engine | www.ringDNA.com Explore the ringDNA Podcast Universe: Sales Enablement Podcast Selling with Purpose Podcast RevOps Podcast

In this episode of SaaS Connect, your host Sunir Shah, President of Cloud Software Association, speaks with Adrienne Coburn, Partner Program Manager at Shopify, and Brian Jambor, who at the time of this show was Head of Partnerships at Sendoso (he is now Head of Partnerships at Nacelle; see his LinkedIn profile for more info.) These two SaaS partnership leaders have built partnership teams from nothing by convincing leadership to invest more and more. What makes the discussion particularly fascinating is that the responses from the two are so varied. Brian Jambor (previously from Sendoso, now at Nacelle) has over ten years of experience building partnership programs. He convinced Sendoso to invest in partnerships by laying out a strong case for additional revenue. Adrienne Coburn of Shopify built the service partner program at Uberflip and recently joined Shopify to scale their strategic partner program. At Uberflip, she found success focusing on what customer problems partners could solve. What worked? What didn't? Why? And what can we learn by comparing the different approaches? Included in the discussion are the following topics: How do you convince the CEO to invest in partnerships? Do you lead with revenue or building ecosystems? What motivates agencies to partner and how the different industries impact motivation Sendoso's critical shift and its impact How the partner programs got traction. For Shopify, the biggest reason was providing the lowest barrier to entry possible. For Sendoso, it was promoting partners across their customer base. Scaling the visibility of agency partners without spamming customers Using agencies to deliver part of integrations How long it took to start driving real revenue from agencies Why invest in partnerships to build ecosystems, and how to sell the value and ecosystem beyond generating leads and gross revenue Recommended KPIs and tracking metrics How Sendoso got investors The strategy to pull revenue out of an ecosystem of partners Resources Mentioned: Yodel Uberflip Staples Promotional Products Salesforce Keep Web.com Marketo Oracle Crossbeam Thank you to our amazing podcast team at Content Allies. Want to launch your own B2B revenue-generating podcasts? Contact them at https://ContentAllies.com

In the final episode of The Top Tech You Need to Scale series, Sophie is tackling all things content!Today's episode is packed with awesome apps and software that help you create an endless stream of attention-getting, engaging content. You'll get great recommendations on content generators, content tools, and content curation apps.We're looking at the best features of content generators like:●        Uberflip●        Contently●        Cohley●        PopularPaysPlus, you'll get the highlights of over a dozen content creation and curation tools that help you bring the best to your audience! 

In today's episode of Demand Gen Chat, I had the opportunity to chat with Randy Frisch the co-founder and CMO at Uberflip. We talk about going deeper on personalization. 10 years ago, "knowing" someone's first name was enough, but we have to continue to evolve. The buying experience is also critical, it will set you apart from your competitors. Show Notes: Uberflip - https://www.uberflip.com/ Snowflake - https://www.snowflake.com/ Amber Bogey - Degreed - https://www.linkedin.com/in/amber-bogie/ F#ck Content Marketing - https://www.amazon.com/Content-Marketing-Experience-Revenue-Relationships-ebook/dp/B07NPDQR4F Kyle Lacey - CMO Lessonly - https://www.linkedin.com/in/kylelacy/ Follow Randy: https://www.linkedin.com/in/frischrandy/ The Marketer's Journey Podcast - https://podcasts.apple.com/us/podcast/the-marketers-journey/id958284714 Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/ Learn more about Chili Piper: https://www.chilipiper.com/ Demand Gen Chat is a Chili Piper podcast hosted by Kaylee Edmondson. Join us as we sit down with leaders in marketing to discover the key to driving B2B revenue. If you want benchmarks or insights on trends in the market, this podcast is for you!

There are CMOs and then there are founders. But Randy Frisch? He's a CMO AND a co-founder at Uberflip. On this episode, Tricia sits down with Randy to discuss what it's like to do two roles at once and how he helps his team weave storytelling into everything (yes, everything), they do. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Randy on Twitter @triciagellman @randyfrisch @DriftPodcastsFor more learnings from Tricia, check out her quarterly newsletter, The Path to CMO 3.0 https://www.drift.com/insider/learn/newsletters/chief-marketing-officer/

We had the pleasure of talking with the talented Moira van den Akker, formerly the Senior Manager of Demand Generation at Trimble. Formerly, because since this recording Moira has changed jobs and is now Senior Manager, Demand Generation at Demandbase. In this episode, we talk about ABM—Account Based Marketing—something that's all the rage these days. Take a listen to learn what real ABM orchestration looks like. In Moira's case, her ABM pilot drove 3 new pipeline opportunities (out of 15 named accounts) in the first 30 days.  What you'll learn in this episode:  There is a difference between account-based campaigns and account-based marketing, where you have real alignment with sales, going after shared targets. How to pitch an ABM effort to senior leadership, and who the stakeholders should be How to measure account-based efforts How to curate and personalize content for each account Perfect is the enemy of the good - how to launch quickly and iterate as you go You need the right market intelligence and messaging to make the tech and targeting work well. Here's what Moira's ABM campaign execution looked like: 20 total accounts were identified for the pilot They used Uberflip to spin up custom curated landing pages for each account They sent personalized emails to account contacts They leveraged LinkedIn ads They leverage programmatic display ads via 6Sense, along with 6Sense intent data  Here are the tips and things to keep in mind for your next ABM campaign: Get real insights from your sales teams about each account. This will help when the time comes to create and curate content personalized for these people. Make sure you really partner with sales, and understand their pain - where in the funnel are you trying to make an impact. Don't overcomplicate it. Don't worry about having the perfect content or the perfect tech stack at launch. Focus on launching and quickly tweaking as assets are in-market.  You'll need to listen to the full episode if you want to hear the Lightning Round, but here are a few highlights: Moira is a revenue marketer at heart, so marketing sourced revenue is her north star. Moira has a top notch B2B marketing blog, which you should definitely check out!  Proofpoint's POV: ABM is a buzzword these days and can be very overwhelming to figure out due to how much martech vendors have really pushed it over the past few years. As Moira so aptly stated, there is a difference between ABM campaigns and real account based marketing. There are three main components to it: The targeting - choosing which accounts to go after and then targeting them via a variety of platforms and tools. The content curation and personalization - you have to do this otherwise, there is no point in spending the extra time and money for targeting. The orchestration with your sales team - you can't just have this be a marketing effort.  The problem these days though is that the various martech vendors out there have really made it seem like you aren't doing real ABM unless you are using an ABM platform - they have built a category and done great marketing. That simply isn't true though.  If the accounts you are targeting are large enough, with many stakeholders, then you can target them directly in LinkedIn for example, without a tool. If you are focused on only a few particular contacts, then you are much better to use “hand-to-hand combat “methods to get in front of them. Again, no need for a tool. And if you do use a tool, especially if you leverage any type of “intent driven programmatic display” we recommend that you have a control group where you don't use this channel because while view-through and engagement metrics are great, neither of those really shows causality. There are two main issues that we generally see marketing teams make when doing ABM: They believe that ABM is the only way to do things and treat it as their saving grace when their inbound efforts aren't working. The problem is that in many cases the inbound efforts aren't working, not because of the targeting or the absence of curated account-based content, but because they are still following the gated content lead generation playbook.Before jumping into ABM you need to ensure that you have your messaging, demand generation and brand down pat. They measure the wrong things when executing campaigns. You even heard a bit of that in this episode where Moira discussed the view-through and engagement metrics. The good thing is that she and her team still stayed with their north star and focused on marketing sourced pipeline as the main metric.  A bit more about Moira: Moira has over 10 years of marketing experience and specializes in B2B demand orchestration and revenue marketing. She is a Forbes Communication Council member and contributor, and is passionate about helping women in B2B marketing find their sense of creativity and purpose, foster an innovative approach and to maximize their potential – in and out of the workplace.  Helpful Links & Resources: Moira''s LinkedIn Profile: https://www.linkedin.com/in/moiravandenakker/ Moira's Blog: https://www.moiravandenakker.com/ Connect with Mike & Gaby at Proofpoint: Mike's LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/ Gaby's LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/ LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llc Proofpoint Website: www.proofpoint.marketing

We had the pleasure of talking with the talented Moira van den Akker, formerly the Senior Manager of Demand Generation at Trimble. Formerly, because since this recording Moira has changed jobs and is now Senior Manager, Demand Generation at Demandbase. In this episode, we talk about ABM—Account Based Marketing—something that's all the rage these days. Take a listen to learn what real ABM orchestration looks like. In Moira's case, her ABM pilot drove 3 new pipeline opportunities (out of 15 named accounts) in the first 30 days.  What you'll learn in this episode:  There is a difference between account-based campaigns and account-based marketing, where you have real alignment with sales, going after shared targets. How to pitch an ABM effort to senior leadership, and who the stakeholders should be How to measure account-based efforts How to curate and personalize content for each account Perfect is the enemy of the good - how to launch quickly and iterate as you go You need the right market intelligence and messaging to make the tech and targeting work well. Here's what Moira's ABM campaign execution looked like: 20 total accounts were identified for the pilot They used Uberflip to spin up custom curated landing pages for each account They sent personalized emails to account contacts They leveraged LinkedIn ads They leverage programmatic display ads via 6Sense, along with 6Sense intent data  Here are the tips and things to keep in mind for your next ABM campaign: Get real insights from your sales teams about each account. This will help when the time comes to create and curate content personalized for these people. Make sure you really partner with sales, and understand their pain - where in the funnel are you trying to make an impact. Don't overcomplicate it. Don't worry about having the perfect content or the perfect tech stack at launch. Focus on launching and quickly tweaking as assets are in-market.  You'll need to listen to the full episode if you want to hear the Lightning Round, but here are a few highlights: Moira is a revenue marketer at heart, so marketing sourced revenue is her north star. Moira has a top notch B2B marketing blog, which you should definitely check out!  Proofpoint's POV: ABM is a buzzword these days and can be very overwhelming to figure out due to how much martech vendors have really pushed it over the past few years. As Moira so aptly stated, there is a difference between ABM campaigns and real account based marketing. There are three main components to it: The targeting - choosing which accounts to go after and then targeting them via a variety of platforms and tools. The content curation and personalization - you have to do this otherwise, there is no point in spending the extra time and money for targeting. The orchestration with your sales team - you can't just have this be a marketing effort.  The problem these days though is that the various martech vendors out there have really made it seem like you aren't doing real ABM unless you are using an ABM platform - they have built a category and done great marketing. That simply isn't true though.  If the accounts you are targeting are large enough, with many stakeholders, then you can target them directly in LinkedIn for example, without a tool. If you are focused on only a few particular contacts, then you are much better to use “hand-to-hand combat “methods to get in front of them. Again, no need for a tool. And if you do use a tool, especially if you leverage any type of “intent driven programmatic display” we recommend that you have a control group where you don't use this channel because while view-through and engagement metrics are great, neither of those really shows causality. There are two main issues that we generally see marketing teams make when doing ABM: They believe that ABM is the only way to do things and treat it as their saving grace when their inbound efforts aren't working. The problem is that in many cases the inbound efforts aren't working, not because of the targeting or the absence of curated account-based content, but because they are still following the gated content lead generation playbook.Before jumping into ABM you need to ensure that you have your messaging, demand generation and brand down pat. They measure the wrong things when executing campaigns. You even heard a bit of that in this episode where Moira discussed the view-through and engagement metrics. The good thing is that she and her team still stayed with their north star and focused on marketing sourced pipeline as the main metric.  A bit more about Moira: Moira has over 10 years of marketing experience and specializes in B2B demand orchestration and revenue marketing. She is a Forbes Communication Council member and contributor, and is passionate about helping women in B2B marketing find their sense of creativity and purpose, foster an innovative approach and to maximize their potential – in and out of the workplace.  Helpful Links & Resources: Moira''s LinkedIn Profile: https://www.linkedin.com/in/moiravandenakker/ Moira's Blog: https://www.moiravandenakker.com/ Connect with Mike & Gaby at Proofpoint: Mike's LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/ Gaby's LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/ LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llc Proofpoint Website: www.proofpoint.marketing

In the third episode of Book 4 of the Explain This Book To Me podcast, host Josh Lipstone sits down with co-author of The Visual Sale, Tyler Lessard. They continue their discussion of the buyer's journey and how to use video in the Consideration, Decision, and Post-Sale stage. We also learn about a mutual hatred for cooking blogs. Episode Highlights: Tyler gives a piece of advice to those who are considering writing a book. (1:13) Tyler shares a story about Uberflip and how to best utilize explainer videos. (5:48) What are some examples of calls to action that have higher conversion rates? (9:12) Tyler shares his thoughts about pricing transparency. (15:43) Tyler discusses why someone may decide not to move forward with a call to action. (19:04) Tyler gives an example of a great subject line and a generic subject line. (22:10) What are Tyler's thoughts on using emojis in subject lines? (23:31) Why can't we embed videos into the email, and what's preventing it from happening? (25:15) Tyler shares the video and business benchmark report that VDR does annually. (32:43) Tyler shares a story about a small tech company called Buck. (34:58) Tyler explains why filming and production are the most important stages. (41:04) Tyler outlines helpful tools that Vidyard offers. (55:01) Key Quotes: “First and foremost, if you're worried about your competitors learning about what you really do... Rest assured; they already know. To think that your competitors aren't doing research on you, they don't have somebody who signed up for an account and gave it a try...That's just not reality.” - Tyler Lessard “The opportunity to have a video as your call to action...is that opportunity to be different, to be unique, to stand out and to offer them a type of action that feels more natural to them, as opposed to something that is going to require effort or action.” - Tyler Lessard “I do find that in today's marketplace, it is simply an expectation of audiences, and there is very little tolerance for not having closed captions. So, I do think it's something that we need to consider not just for the convenience, but also for true accessibility for different audience members.” - Tyler Lessard Resources Mentioned: Joshua Lipstone LinkedIn Lipstone Insurance Group Tyler Lessard LinkedIn The Visual Sale

Uberflip is acquiring SnapApp, bringing together two startups that promise help marketers use their content more effectively. President and Chief Marketing Officer Randy Frisch argued that Uberflip focuses on content experience, not content marketing. In other words, it's not selling productivity and workflow tools for marketers to write blog posts and and create videos. Instead, it helps them present their existing content in a smarter and more personalized way.

Why is it important to "chase moments" both personally and professionally? Seyar Karimi is a Senior Business Development Representative at Uberflip. Seyar wrote a piece for the #FlipMyFunnel blog that you can find here: https://flipmyfunnel.com/chasing-moments-and-talking-to-strangers/    

We talk a lot about using marketing and sales tactics that re-humanize B2B and make it personal. This episode isn't just a one scoop of B2B sales and marketing tactics. It's the full ice cream sundae. Three phenomenal guest speakers gave a fast-fire panel from our #FlipMyFunnel Conference, and we have it all right here. They offered simple, down-to-Earth, best sales and marketing practices you can use today, at the office, right now. They each unpacked their version of re-humanizing B2B, talked about video, AI, and how to equip your entry-level employees. Don't miss this buffet of thought leadership. Katie Cantwell — Director of Sales at Showpad. Previously, Director of Sales at Oracle, and Owner of Loyalty at Audi. Tyler Lessard — Fearless 50 Marketer and VP of Marketing at Vidyard. Randy Frisch — Co-founder, CMO, and president of Uberflip. The moderator for this panel was the rockstar Bob Perkins, founder and chairman of the AA-ISP (American Association of Inside Sales Professionals).

I was recently lucky enough to attend Conex, a content experience conference put on by UberFlip. It was 3 days of incredible speakers, life lessons, and even a little axe throwing (if you've never done axe throwing, I highly recommend it.) Once I was finally able to come home and decompress, I sat down with one of the show's producers for a discussion on my biggest takeaways from the event. I learned a ton and wanted to make sure I got it all down. So without further adieu, here are my 5 big takeaways from the Conex conference.

Your marketing team writes thought provoking blogs, creates educational webinars, and polished white papers, but what good is all that content if it's not being activated? Have you considered how your buyers are interacting with your content? Is your content organized by format or by the problems your buyers could have? A Speaker, Author, Host of the Content Experience, and Co-Founder & CMO of Uberflip, Randy Frisch, challenges marketers to be intentional about the content experience they are creating for their customers. Don't miss this episode and learn how to activate your content marketing!   Takeaways: The goal of content marketing is to drive profitable customer action. A content marketer needs to consider what type of content experience they want to put in front of their buyers. The buyers are already having an experience with the content, whether the marketer is intentional about this experience or not, is the difference. “70% of the content that we're creating is going unused.”-Randy Frisch referencing Sirius Decisions Think about the content as a nurture campaign. After the buyer interacts with your content, what is the next piece of content that they should be looking at to move them along in their buyer's journey. How do buyers experience content in real life? For example, if someone is watching a Netflix show, they are not waiting for a week before seeing the next episode. How can your content be a series of information to help solve the buyer's problem? There are three areas of content marketing: content creation, content distribution, and content experience. The difference between content distribution and content experience is that distribution is just about sending out the content. The experience considers where people will see the content and what content they should be given next. There are three keys to creating a good content experience: structure, environment, and engagement. How is the content structured to give to the right people, at the right time? Is the content visually appealing and easy to navigate? How do we personalize the content and serve the next piece? There is a five-step framework to creating a good content experience: centralize, organize, personalize, distribute, and generate results. When organizing content, do not categorize by format, sort by the solution that your content solves, for the problem the buyer has. Earn your way and make sure that you understand what your customers are experiencing first, before diving too deep into the marketing world. “The more that we can start to solve with content the same way that we solve for people those real life problems, versus, ‘Here are my products, what do you want?' That's really how we have to start shifting our thinking.” - Randy Frisch   Links: LinkedIn: https://www.linkedin.com/in/frischrandy/ Twitter: @randyfrisch Website: https://b-rand.com/ Content Experience Framework: https://www.uberflip.com/content-experience/ CoNEx Conference: https://conex.uberflip.com/ Book-F#ck Content Marketing: https://www.amazon.com/Content-Marketing-Experience-Revenue-Relationships/dp/154451364X/ref=sr_1_1?crid=2DXA5B0TH68NH&keywords=f+ck+content+marketing&qid=1558578799&s=gateway&sprefix=f%23ck+cont%2Caps%2C145&sr=8-1-spell    Busted Myths Content marketing is simply creating content. The concept goes beyond this, a content marketer has to consider how the content is valuable, relevant, and consistent to the audience they are trying to reach. Does the content help to solve the problem the buyer has? Organizing content by format is best practice. The format is not what solves the buyer's problem. The buyer should not have to search and sift through a company's blogs, webinars, and white papers to find information about the solution to their problem. Consider your buyers and their journey when deciding how to organize content.   Shout Outs Ann Handley - 3:27 G2Crowd - 19:26 Drew Davis - 24:49

On this episode of The Backbone, I chat with Samiksha about: - Her path into technology and comparing working in large companies with fast-growing tech companies. We also chat about her international experiences in Melbourne and Auckland. - Uberflip and what it's all about. - Lessons learned from Uberflip's $32M growth financing round led by Updata Partners and what it means to balance raise process with day-to-day responsibilities as the VP Finance and Ops. - The symbiotic relationship between Finance and Operations. - The importance of the finance function at a technology company. We close things off with a quickfire round: - Your go to online resource for all things startup finance related - Your favourite productivity hack - Tech jargon that makes you cringe - The best advise you've received - One thing you don't leave the office before finishing --- Send in a voice message: https://anchor.fm/backbone/message

Cross the oceans of content and account based marketing with digital marketing devotee Heidi Vandermeer, ABM Manager at Uberflip! Determine what exactly account based marketing is, how to use sales to help with marketing efforts, the importance of promoting content marketing, and which myths bite the dust! Takeaways Validate the story that data tells with your sales team Content marketing does not fuel inbound marketing; market your content! Account based marketing = concentrating on a defined list of target accounts Step beyond the page & connect with people to learn Test it out with ABM segmentation to see what resonates Content is a catalyst for change; there should be value for the person at the end! Links Uberflip: https://www.uberflip.com/ LinkedIn: https://www.linkedin.com/in/heidivandermeer / Twitter: @heidivandermeer Toronto ABM Pioneers Meetup: https://www.meetup.com/Toronto-Account-Based-Marketing-Pioneers/?_cookie-check=ATZ3Xq3IZf-Ytxy4

Matt's guest in this episode is Shannon Dougall, Vice President of Marketing at Uberflip. They just returned from the annual Content to Conversion Conference in Scottsdale, AZ. It combines content and demand generators together. What are you seeing in the field and trends? Seeing overall that B2B marketers believe that content is more important than ever. 84% of B2B marketers are looking to increase their investment in content this year. 55% of marketing budgets are spent in content investment. But they are saying their content is under-performing. Why? Possible answers are: 1. Their content isn't very good. 2. The experience surrounding the content isn't peforming. 3. OR they are not able to see the results to properly measure the success. For content to be successful, it definitely needs to be engaging. To do this, need to consider the medium - read, interact - either way, it needs to be insightful, relevant and something other than what the "other guys" are producing. The content has to be action-oriented. You have to have a piece of content that you expect something to happen at the end. This should be common sense, but it is often forgotten in the rush to meet the content quota and flood the venues. Get an actionable list of insights from Shannon from the full episode. Listen now.   About our guest: Shannon Dougall has been called, “a marketer of the future.” She is an adventurer, scientist, and artist in the field of marketing. She had been compared to a Swiss Army Knife, using her experiences and learnings towards an all-in-one type of demand generation and customer acquisition that includes storytelling, blogging, lifecycle marketing, digital marketing, SEO, paid advertising, email marketing, social media marketing, positioning, pre-product/product marketing, app store marketing, content marketing, growth hacking, and analytics just to name a few. Shannon's true north is to help business' transform to realize their true potential.

Matt's guest in this episode is Shannon Dougall, Vice President of Marketing at Uberflip. They just returned from the annual Content to Conversion Conference in Scottsdale, AZ. It combines content and demand generators together. Some of the points they are covering are: Results from research highlighting the most important content features Examples of successful, sales-converting content campaigns Key B2B content trends for 2017 What are you seeing in the field and trends? Seeing overall that B2B marketers believe that content is more important than ever. 84% of B2B marketers are looking to increase their investment in content this year. 55% of marketing budgets are spent in content investment. But they are saying their content is under-performing. Why? Possible answers are: 1. Their content isn't very good. 2. The experience surrounding the content isn't performing. 3. OR they are not able to see the results to properly measure the success. For content to be successful, it definitely needs to be engaging. To do this, need to consider the medium - read, interact - either way, it needs to be insightful, relevant and something other than what the "other guys" are producing. The content has to be action-oriented. You have to have a piece of content that you expect something to happen at the end. This should be common sense, but it is often forgotten in the rush to meet the content quota and flood the venues. Get an actionable list of insights from Shannon from the full episode. Listen now.   About our guest: Shannon Dougall has been called, “a marketer of the future.” She is an adventurer, scientist, and artist in the field of marketing. She had been compared to a Swiss Army Knife, using her experiences and learnings towards an all-in-one type of demand generation and customer acquisition that includes storytelling, blogging, lifecycle marketing, digital marketing, SEO, paid advertising, email marketing, social media marketing, positioning, pre-product/product marketing, app store marketing, content marketing, growth hacking, and analytics just to name a few. Shannon's true north is to help business' transform to realize their true potential.