Sandy Mangat, Head of Marketing at Pocus, shares her background in product marketing and the journey into her role. They discuss the concept of product-led sales, the power of naming and branding, and creating a cult following for Pocus. The conversation also covers shifting positioning to a revenue data platform, the importance of mentors and advisors, and proactive engagement for customer success.

Welcome to another insightful episode of the "Kitchen Side" series of the Long Game. Today, we delve into a thought-provoking discussion with Alex Birkett, Allie Decker, and David Ly Khim, the co-founders of Omniscient Digital. We explore various topics related to the marketing industry, with a particular focus on the role of storytelling in content marketing.They debate its significance, application in different contexts and its purpose in content marketing and touch on other topics such as CEO focus areas, hard truths in the SaaS industry, the importance of honesty and validation in marketing, the fear of failure, and taking risks, creating a culture that embraces failure, SEO tips, and the importance of understanding the reader's perspective in content creation.Listen and learn insights that will help you navigate the ever-changing landscape of digital marketing.TopicsThe Role of Storytelling in Content MarketingDebunking the Myth of Marketing as StorytellingUsing Personal Anecdotes in ContentDebating the Role of Storytelling in MarketingDefining A PlayersBuilding Systems and RedundancyThe importance of Taking Risks and Embracing FailureEncouraging Openness Around Failure in OrganizationsBalancing SEO and User ExperienceThe Challenge of Noise and Distractions in the IndustryShow LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made.As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kyle Denhoff, the Director of New Media at HubSpot, discussed the concept of every company being a media company and whether it applies to all businesses, and the challenges of applying traditional marketing strategies to new channels like podcasts and YouTube.He also touched on the potential for partnerships in the creator economy and the effectiveness of using video content for B2B brands and emphasize the importance of finding unique niches, providing value, and leveraging partnerships in the media space. This episode also talked about measurement and attribution for media properties and the importance of finding the right mix of strategies for a brand or marketer.TopicsThe Shift in Marketing StrategyThe Role of Media in Marketing Driving Demand through YouTubeStruggling with DiversificationLong-Term CommitmentThe Creator Economy and Monetization Opportunities The Potential for Growth in the Creator EconomyProductivity HackBelief about MarketingCommitting to a Marketing MixShow LinksVisit HubSpotConnect with Kyle Denhoff on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Trinity Nguyen, VP of Marketing at UserGems, discusses account-based marketing, efficient growth, and the challenges of achieving alignment in a remote work environment. She emphasizes experimentation, content syndication, differentiation in marketing, and the importance of understanding target markets. Trinity encourages a creative B2B marketing approach, focusing on lead generation, building trust through social proof, and overcoming imposter syndrome.

In this episode, we are joined by Kash Miah, the VP of Marketing at CrowdRiff. He discussed his past experiences and his current role at CrowdRiff and talked about the importance of effective communication, building partnerships, and fostering community in marketing efforts, particularly in a remote work setting.Kash also shared CrowdRiff's focus for the year, which includes shifting its positioning and messaging and establishing clear roles and responsibilities within the team. He also touched on balancing work and family life.Overall, this conversation with Kash was filled with insightful lessons and experiences. His approach to marketing, communication, and community building provides valuable insights for anyone navigating the dual-sided marketplace.TopicsThe Approach to Joining New Companies The importance of clear communication and building partnershipsThe concept of community Creating a hybrid communityThe shift towards smaller, more intimate events The return of face-to-face interactions in marketing Expanding marketing capabilities Brand campaign to change positioningSocial media as a driver for business growth The power of effective communication Show LinksVisit CrowdriffConnect with Kash Miah on LinkedIn and TwitterConnect with David Khim on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this podcast episode, Kirsty Finlayson, the Director of Product Marketing and Content Marketing at Chameleon discusses various topics related to marketing, content strategy, and user experience.Kirsty shares insights on the structure of the Chameleon marketing team, their SEO strategy, the importance of listening to customer calls, and the role of content in a product-led growth model. She also shares her experience building the marketing function at Chameleon, making website optimizations through experiments, and the unique features and integrations offered by Chameleon's platform.TopicsThe team structureTransitioning from SEO-focused content to problem-solving contentCulture of no more fluff in contentThe role of content in product-led growthThe importance of foundational boring basic thingsOptimizing and personalizing website contentThe website experimentThe benchmark reportAbstracting away featuresThe trust thing and being a good managerShow LinksVisit chameleon.ioConnect with Kirsty Finlayson on LinkedIn and TwitterConnect with David Khim on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Marketing strategists Allie Decker, Alex Birkett, and David Ly Khim discuss the importance of mastering the basics of marketing, creating quality and relevant content, and the role of subject matter expertise and tone of voice in content creation. They emphasize the misconception that viral and entertaining content is necessary for marketing success, and highlight the significance of defining objective criteria for quality content.

In this episode, we are joined by Lani Assaf, a startup marketer and marketing lead at Maven. We delve into various topics including user psychology, behavioral design, marketing, learning, and education. Lani shares her background as a dancer and how it influences her approach to marketing. Lani emphasizes the importance of understanding the customer's journey and motivations, and they explore the impact of cohort-based courses versus self-guided courses on completion rates and also touch on the role of storytelling in marketing and the importance of setting goals and accountability in the learning process. The conversation concludes with insights on prioritization, low-hanging fruit in marketing, and Lani's career choices.TopicsThe Definition of Lifecycle Marketing The Foundational Layer of Lifecycle Marketing The Power of Cohort-Based Courses The Effectiveness of Active Learning Just-in-Time Learning vs. Aspirational Learning Imposing Accountability and Goals in the Learning ProcessMarketing as Storytelling The Concept of Storytelling in Marketing The Importance of Impact Over the Effort in Growth Teams Low-Hanging Fruit and Competitive Advantage Infusing AI-Powered Recommendations Asking for HelpChanging Your Mind Show LinksVisit MavenConnect with Lani Assaf on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this podcast episode of Kitchen Side, Alex Birkett, Allie Decker, and David Khim,  founders of Omniscient Digital discuss various topics related to marketing. They start by exploring the idea that creating demand is not always effective for startups and small businesses, and it's often better to meet people where they are and provide solutions to existing problems. They also touch on the concept of creating a new category or terminology to differentiate a product or service.The conversation then shifts to the importance of understanding the dichotomy between creating demand and capturing demand, and the challenges of reaching customers at different stages of awareness. They discuss the role of educational content, the effectiveness of different marketing tactics, and the challenges of building a strong brand in the B2B landscape.TopicsCreating Demand vs. Capturing DemandCreating New Problems and DemandEducational Content in B2B MarketingThe Importance of a Cohesive Content ProgramContent Promotion and DistributionThe Complexity of Gartner ChartsBlaming Marketing for Core Business ProblemsThe Barbell StrategyThe Meetup StrategyThought Experiments and Looking BackwardConnecting with People on New PlatformsThe Shift Towards Niche CommunitiesShow LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this podcast episode, Mariya Delano, founder of Kalyna Marketing, a marketing agency for B2B technical brands, discussed the evolving nature of the internet and how platforms like Twitter, Mastodon, and LinkedIn are changing and also explored the influence of AI on content and communities, specifically focusing on marketers and their approach to content distribution and personal brand building. The conversation touches on alternative platforms, data security concerns, and the potential fragmentation of the internet. We also discussed the stages of platform development and the importance of finding meaning and purpose in work.TopicsThe Changing Nature of the InternetThe Birth of a New InternetThe return of niche spaces The appeal of decentralized platforms The lack of new voices and opportunities on Threads Stage progression of platforms Content distribution strategies The "So What" Framework Writing for a Skeptical ReaderFinding joy and purpose in work during difficult timesShow LinksVisit Kalyna MarketingFollow Mariya DelanoConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/