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The Marketer's Journey

Latest episodes

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Jan 17, 2023 • 34min

Ep #131: Why Segmentation Starts with Brand Positioning w/ Carin Van Vuuren, CMO at Greenhouse

On this episode of The Marketer’s Journey, I interview Carin Van Vuuren, CMO at Greenhouse Software, a high-growth organization operating in the recruitment space. Carin describes how when she first joined the team at Greenhouse, she was challenged with going upmarket, entering into an entirely different segment. She explains why marketers need to take a different approach depending on if they’re targeting SMBs or enterprises, and she shares the simple segmentation strategy that works for her team.Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!Key takeaways from this episode:C-level executives should prioritize hiring. Carin believes that hiring is the most important job for every business leader, so strong partnerships between a recruiter and a c-level executive is crucial. She recommends that CEOs and CMOs stay involved in the hiring process from beginning to end because building the right team is so essential. For any rebrand, team buy-in is essential. Carin notes that one of her first challenges as Greenhouse’s CMO was to elevate the brand to ensure it reflected the sort of company that large enterprises would feel comfortable partnering with. From the beginning, she knew that uniting the entire organization through one aligned vision and getting clear on their brand promise would be critical.Take leadership notes from the bees. As a former beekeeper, Carin says that many of the best lessons she’s learned about leadership have come from observing the behavior of bees. For example, the queen bee is first and foremost a servant leader, which means she always puts the hive first rather than prioritizing her own interests.Learn more about Greenhouse Software here: https://www.greenhouse.com/ Learn more about Carin here: https://www.linkedin.com/in/carinvanvuuren/
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Jan 10, 2023 • 30min

Ep #130: Reinventing Your Event Strategy Post-Pandemic w/ Ran Avrahamy, CMO at AppsFlyer

On this episode of The Marketer’s Journey, I interview Ran Avrahamy, CMO at AppsFlyer. Our discussion reminded me that as long as you're consistently learning and challenging yourself, then being comfortable in your role isn’t always such a bad thing. One of the main themes from this episode is the need to reinvent yourself and your strategy as a marketer, and specifically, how marketers can do this with events in a post-COVID world. Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!Key takeaways from this episode:Strike a balance between growth and comfort. Ran points out that the term “comfort zone” tends to come along with some negative connotations, but it’s not necessarily a terrible thing to be comfortable in your role. It’s best to find the balance between feeling comfortable and consistently learning new things so you can continue progressing throughout your career.Reinvent yourself at least once a year. As we head into 2023, there’s no better time to take stock of your life and determine what you need to change in order to improve as a marketer. Ran says he commits to reinventing himself every year, which can mean pushing yourself professionally—or seeking fresh inspiration in your personal life.When it comes to events, it’s all about impact. Ran mentions that a core pillar of AppFlyer’s strategy in 2023 will be events, and they’re likely to make a big comeback in the new year. That said, he cautions listeners that it’s not always about the size or scale of an event. The quality of your impact and the connections you make with your audience is often more important.Learn more about AppsFlyer here: https://www.appsflyer.com/ Learn more about Ran here: https://www.linkedin.com/in/ranavrahamy/?originalSubdomain=il
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Jan 3, 2023 • 32min

Ep #129: How to Target the Right Audience by Unifying Customer Data w/ Megan McDonagh

On this episode of The Marketer’s Journey, I interview Megan McDonagh, CMO at Amperity, a customer data platform (CDP). Having spent more than 20 years at Intel Corporation, Megan had some wise words to share about the different opportunities she’s encountered throughout her career that have led her to her role as CMO today. Megan also unpacks the need for marketers to unify and understand our buyers and their diverse channel interactions to deliver a more personalized experience.Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!Key takeaways from this episode:Consider your impact. When Megan was looking to make the jump into her next CMO role, she prioritized choosing a company solving big problems on a big scale. It was important to take a glimpse into the future to understand the company’s growth trajectory and just how she could make a powerful impact as CMO.Unify customer data. At Amperity, Megan works with lots of B2C companies that tend to be owned by a single parent company. In cases like these, there’s a strong need to unify their customer data from multiple sources, so they can market to different customers across various brands. That’s where a CDP like Amperity comes in as a clutch tool for helping them understand their customers inside and out. Prioritize personalization. One of the major themes that emerged from my conversation with Megan was personalization. Customers today expect a personalized experience that demonstrates a brand’s commitment to understanding them and their needs. Marketers should be focused on creating a tailored experience with every piece of content they share.Learn more about Amperity here: https://amperity.com/ Learn more about Megan here: https://www.linkedin.com/in/meganmcdonagh/
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Dec 20, 2022 • 35min

Ep #128: Fun Is Key to Creating Engaging Brand Experiences w/ Kevin Marasco, CMO at Tebra

On this episode of The Marketer’s Journey, I interview Kevin Marasco, CMO of Tebra, a company specializing in healthcare marketing. One of the running themes of this episode is fun—why marketing should be fun and why so many brands tend to forget this. Kevin has years of experience working for several amazing brands, so he has plenty of marketing wisdom to share throughout the episode.Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!Key takeaways from this episode:The ceiling is getting higher. In recent years, the tech landscape has grown so much that the expectations for companies in the healthcare space have skyrocketed. This has opened up a whole new world of possibilities, which is why Kevin is constantly looking towards the company’s vision or north star to stay focused.Step outside your comfort zone. If he could give his younger self one piece of advice, Kevin says it would be to learn as much as possible in as many different areas of the marketing world as possible. By remaining constantly curious and eager to learn, you’ll become a more well-rounded marketer with the ability to bring much more value to your team.Build an approachable brand. Finally, Kevin shares his tips for building a brand that feels approachable and authentic to your customers. Avoid using too much jargon and instead opt for plain language to ensure you’re connecting with customers in a way that feels human. Trust is everything today, so it’s essential that your brand is relatable at every touchpoint.Learn more about Tebra here: https://www.tebra.com/ Learn more about Kevin here: https://www.linkedin.com/in/kmarasco/
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Dec 13, 2022 • 35min

Ep #127: Breaking Down the Barriers Between GTM Teams w/ Amanda Bird Malko, CMO at G2

On this episode of The Marketer’s Journey, I interview Amanda Bird Malko, CMO at G2, a software marketplace that reaches more than 60 million software buyers each year. Amanda discusses the importance of bringing teams and various stakeholders together to work towards one shared vision. She offers tangible and tactical tips for breaking down the silos among various teams like marketing, engineering and product so everyone can work together more symbiotically. Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!Key takeaways from this episode:Marketing is a blend of sales and creativity. Amanda mentioned that she was initially drawn to the marketing world because it lies at the intersection of creative selling and achieving tangible business results. In particular, she’s passionate about the art of creative persuasion combined with generating revenue in a way that provides maximum value to the customer.Building a brand that benefits all stakeholders within an ecosystem is challenging but worth it. Amanda said that one of the main aspects that attracted her to her role at G2 was the complexity of the ecosystem and the many stakeholders that were involved in the process. To truly benefit all parties within the ecosystem, Amanda and her team work on creating “flywheels” or “growth loops” that leverage one another to build connections and keep the momentum going across the business.Build trust. Whether you’re buying something on Amazon or investing in expensive software, Amanda believes that buyers are becoming increasingly empowered by leveraging the voices of peers and people they trust—all through a frictionless customer experience. In other words, there’s never been a better time to build a trusted brand and offer a credible source of information in a competitive marketplace. Learn more about G2 here: https://www.g2.com/ Learn more about Amanda here: https://www.linkedin.com/in/lisa-hart-campbell/
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Dec 6, 2022 • 33min

Ep #126: The Best Question to Ask Your Company’s Experts w/ Lisa Campbell, CMO at OneTrust

On this episode of The Marketer’s Journey, I interview Lisa Campbell, CMO at OneTrust. Lisa shares her perspective on making the jump from Autodesk, a massive company where she was also CMO, to a smaller-scale operation, including tips for managing your own expectations. She also reveals her perspective on content, data, building customer trust, and much more. Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!Key takeaways from this episode:Get in the right mindset. Lisa notes that when making the move to a smaller one, it’s important to be prepared to do more with less. Larger companies tend to have more infrastructure and resources in place, so preparing your mindset to make the best use of what’s available in a smaller company is key. Lisa shares a few ways you can do this by preparing your mindset in advance.Balance paved roads with dirt roads. Lisa provides a great analogy about learning to strike a balance between paved and dirt roads, knowing when to rely on more structure and rigor versus going with the flow. For some marketing  activities, such as brand positioning, a more structured approach is required, whereas for others, an experimental approach makes more sense. Be curious. Whether you’re an expert in your field or you’ve just launched a career in a new sector, it’s important to keep a curious attitude and remember that we can all be lifelong learners if we choose to be. Lisa recommends spending time with the experts and asking plenty of questions to learn the ropes, especially “what have I not asked you about that I should know?” Because you don’t know what you don’t know.Learn more about OneTrust here: https://www.onetrust.com/ Learn more about Lisa here: https://www.linkedin.com/in/lisa-hart-campbell/
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Nov 29, 2022 • 35min

Ep #125: Getting Schooled in Market Segmentation w/ Quinn O'Brien

In this episode, Quinn O'Brien, CMO at Carnegie Learning, shares his journey from marketing agency receptionist to brand marketer. He discusses the complexities of market segmentation in the education industry and the importance of understanding each segment's pain points. Quinn also emphasizes the significance of following your passion and finding fulfillment in your career.
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Nov 22, 2022 • 31min

Ep #124: Adapting to a virtual-first market to serve customers better w/ Jennifer Griffin Smith

On this episode of The Marketer’s Journey, I interview Jennifer Griffin Smith, CMO of Brightcove. Jennifer is in her sixth CMO role so far, so she has plenty of words of wisdom to share about what it takes to be a great marketing leader. She also shares her perspective on the realities of virtual engagement today, including advice for adapting to this digital-first landscape and ever-shrinking attention spans.Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Podcasts! Key takeaways from this episode:Jennifer truly takes a holistic approach to internal collaboration. Work closely with engineering and product leads within your organization to develop a solid understanding of what the market needs, what the customers want, and how the team can develop a value proposition that sets you apart from the competition.The traditional buyer's journey has evolved dramatically in recent years. Now, the funnel has flipped, which means marketers are tasked with targeting their audience using unique messages and creating advocates. Accomplishing this requires a different technology stack, different resources, and a different mindset overall.The average attention span has changed. Jennifer reminds us that over the past few years, the typical buyer’s behavior, daily routines and expectations have shifted dramatically. For this reason, the entire buyer journey needs to be easily accessible, quick, and to-the-point.Learn more about Brightcove here: https://www.brightcove.com/en/ Learn more about Jennifer here: https://www.linkedin.com/in/jennifergriffinsmith/ 
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Nov 15, 2022 • 39min

Ep #123: Gong's CMO Encourages You to ACT NOW in a Market Downturn w/ Udi Ledergor, CMO at Gong

On this episode of The Marketer’s Journey, I interview Udi Ledergor, CMO at Gong. Udi gets vulnerable about the challenges he's faced helping to scale the organization to over $7 billion in value and over 1,200 employees—60 of whom are marketers—as marketer number one. He discusses some of the obstacles and realities of each growth stage, including self-doubt, marketing in a downturn, and more.Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Podcasts!Key takeaways from this episode:Get inside your buyer’s head. As someone who has been a marketing leader at five different companies throughout his career, Udi has learned that he always does his best work when he can truly get into the shoes of the company’s buyer persona. From that perspective, he says, it’s much easier to understand what the buyer’s day looks like, why they might care about the product, and how the company can add value to their life.Know when to delegate. As a leader, Udi is wise enough to know that he’s not going to be the right fit for every single project, campaign, or function within the company’s marketing team. He’s big on recognizing his own weaknesses, and he delegates work when he feels someone else will be more skilled or passionate in the role.Be well-rounded. Udi believes a good CMO should balance an analytical mindset with creativity and out-of-the-box thinking. Maintaining a strategic perspective is another key to success: marketers need to be able to see the big picture and take a long-term view of the journey—beyond the current quarter or year. Learn more about Gong here: https://www.gong.io/ Learn more about Udi here: https://www.linkedin.com/in/udiledergor/
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Sep 13, 2022 • 34min

Ep #122: Leading with a Story Formed from Data w/ Venkat Nagaswamy

In this episode of The Marketer’s Journey, I interview Venkat Nagaswamy, EVP and CMO at telecommunications company Mitel. As someone who's held roles as a CEO, an analyst, a sales executive, and currently as a CMO throughout his 30-year career, Venkat has plenty of perspective, experience and wisdom to impart. Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!Key takeaways from this episode:Focus your efforts. According to Venkat’s philosophy, one of the greatest risks most companies face is trying to compete with too many different players at once. In his role at Mitel, Venkat has made it his mission to focus their marketing efforts in just one market (in their case, the U.S.) in order to optimize outcomes and avoid spreading themselves too thin.Tell customer stories. Another big focus of Venkat’s when it comes to his role as CMO includes identifying and sharing Mitel’s most inspiring customer stories. By weaving great storytelling into the majority of their marketing plans, the team is better positioned to connect with new prospects and communicate the value of their products succinctly.Market the way you’d like to be marketed to. Venkat mentioned that part of his mission as CMO is to do away with negative stigmas surrounding marketing, and instead create the kind of marketing campaigns that truly add value to audiences. By making use of the abundance of data we have at our fingertips today, Venkat believes we can become more targeted in our efforts and therefore, reach people in a way that resonates.Learn more about Mitel here: https://www.mitel.com/en-ca Learn more about Venkat here: https://www.linkedin.com/in/venkatnagaswamy/

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