Markigy: The Science of Marketing Strategy

In this episode, Leanne Dow-Weimer sits down with Jesse Harris, Senior Editor at Brand Lab, to unpack how deep audience research—not assumptions—should guide your marketing strategy.From understanding chemists’ actual content preferences to exposing the myths around AI adoption in technical fields, this conversation is packed with insights on what it really takes to connect with niche, specialized buyers.Whether you're marketing to scientists or just trying to stop your team from chasing fluffy content trends, this episode is a must-listen for B2B marketers who care about relevance, rigor, and ROI.🔍 What You’ll Learn:Why removing personal bias is essential to building customer-first contentThe difference between content that educates vs. content that convertsHow scientists prefer to consume information—and why it mattersWhat your audience’s aspirations reveal about your GTM contentSurprising data on AI skepticism in highly technical industries 🧪 Bonus Insight:Marketing to technical audiences? Whitepapers might be “unsexy,” but when done right, they’re your secret weapon.Connect with Jesse Harris:https://www.linkedin.com/in/jesse-ji-harris/Read the research:https://acsmediakit.org/blog/resources/marketing-for-chemical-sciences-survey-report/?src=BrandLab&partnerref=KitResourcePageConnect with Leanne:https://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterhttps://markigy.ck.page/ad2ef4f78e Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

🎙️ Episode Overview: Leanne Dow-Weimer sits down with Darren Lauda, CEO of Outset, to tackle one of the biggest challenges in business: breaking down silos to foster collaboration between marketing, sales, and finance. Darren shares his incredible journey from military service to becoming a tech CEO, offering a masterclass in teamwork, goal setting, and making data work for your business. If you've ever wondered how to align your teams for maximum impact, this episode is for you.🔑 Key Takeaways:The Power of Alignment: Why marketing, sales, and finance must operate as a unified team.Data-Informed Decisions: How to create cohort models to measure performance from awareness to bookings—and why finance should be in the room.Avoiding Common Pitfalls: How disjointed plans and incomplete data lead to inefficiencies (and how to fix it).Future-Proof Strategies: The importance of building scalable processes early, even if you're a small business.Candid Insights: Why "celebrating failures" can lead to faster solutions and stronger teamwork.🎧 Listen now to learn:Darren's experience with $6M in inefficient spend and the lessons learned.The role of leadership in ensuring cross-functional alignment.How AI is reshaping marketing, from outbound strategies to brand-building efforts.Why your CEO needs to roll up their sleeves and visit the "gemba."🔥 Quote of the Episode:"Don’t come to me with problems unless you’ve got solutions you’re working on." — Daren LaudaConnect with Daren:https://www.linkedin.com/in/darenlauda/www.outsetops.comConnect with Leanne:https://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterhttps://markigy.ck.page/ad2ef4f78e Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

In this episode host Leanne Dow-Weimer is joined by James Furbush, VP of Marketing at AccessOne, to explore how trust is the cornerstone of impactful marketing strategies. Drawing from his experience in healthcare marketing, James shares valuable insights on navigating complex sales cycles, creating content that resonates with diverse stakeholders, and building meaningful, long-term relationships. Trust as a Foundation in Marketing:Trust-building is a non-negotiable in healthcare marketing. With complex sales cycles often exceeding 18 months, providing consistent, educational, and empathetic content fosters long-term relationships critical for navigating intricate buyer committees.Content Strategy for Diverse Audiences:Tailoring content to different stakeholders, from C-suite executives to operational staff, James shares how finding a way to build value by focusing on the importance of professional development content in an industry often lacking clear career progression resources was foundational to a high-value, trust-building content strategy.Human-Centered Relationship Building:Authentic, non-sales-focused interactions create connections that matter. Companies can earn trust and develop lasting partnerships that drive both business and social impact by creating platforms to elevate others' voices, such as interview-based podcasts.Whether in B2B, B2C, or any industry that values authenticity, this conversation is packed with actionable advice to help elevate your marketing efforts.Connect with James:https://www.linkedin.com/in/jamesfurbush/Connect with Leanne:https://www.linkedin.com/in/leannedow/www.markigy.com MMdosBMaX0EyN9kOjTyt Get in, we're doing a newsletterhttps://markigy.ck.page/ad2ef4f78e Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

Join Host, Leanne Dow-Weimer and special Guest VIncent Koc futurist and AI expert. During the livestream Vincent shares his groundbreaking insights on using AI as a transformative resource, shifting perspectives for future-proof strategies, and building a marketing powerhouse from the ground up. Together, we'll uncover how to bring bold ideas to life and create a resilient, agile marketing department prepared for what lies ahead based on an accurate and expert understanding of AI touching on the following takeaways: The Shift to Hyper-Personalization: Evolving from basic personalization to hyper-personalization, where artificial intelligence (AI) and machine learning enable brands to deliver genuinely one-on-one experiences. This includes adapting product recommendations and interactions based on individual preferences and behaviors, offering a deeper level of engagement than traditional segmented marketing​Privacy and Data Usage Concerns: Privacy issues associated with hyper-personalized marketing are highlighted, especially the tension between consumers' expectations for convenience and the protection of their data. Marketers must recognize the importance of balancing personalization with consent and privacy regulations, as well as the challenges of data hoarding by companiesThe Role of Cultural Differences: Cultural variations in the perception of data usage and privacy are examined, noting that attitudes toward privacy and data sharing vary widely across regions. The speakers discuss how these differences impact marketing strategies and consumer trust in various global markets​Connect with Vincent:https://www.linkedin.com/in/koconder/https://x.com/vincent_kocConnect with Leanne:https://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterhttps://markigy.ck.page/ad2ef4f78e Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

On this episode, we’re bridging people, processes, and technology with special guest Britney Young. Building on the previous episode where we looked to define MOPs, now we’re using it further into the strategic marketing zone.We'll be discussing getting marketing strategies aligned on what's possible, this is where to get things to, and how to fully utilize tools.We'll cover:Building Strategy Through Marketing Operations (MOPs): Britney emphasizes how her experience in Mops transformed her approach to digital strategy, enabling her to leverage tools and technologies to their full potential and create personalized, data-driven marketing campaigns.The Power of Personalization Beyond Basics: Advanced tools and a deep understanding of data allow dynamic, personalized email campaigns beyond basic tactics, like using the recipient's name, to establish meaningful customer connections.Maximizing Tool Potential for Efficiency: Many companies underutilize their marketing tools due to limited knowledge, and the importance of having experienced team members to fully exploit the capabilities of platforms like Marketo to improve processes and strategy execution.Whether you realize it or not, MOPs is the backbone of your marketing department’s abilities. This episode provides essential insights into the systems, talent, and strategies needed for long-term success. Grab a coffee and join us! Find Britney Young at:https://www.linkedin.com/in/britneynyoung/Find Leanne Athttps://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterhttps://markigy.ck.page/ad2ef4f78e Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

Join Leanne and this week's guest Mike Rizzo discussing Marketing Operations (MOPs), exploring its critical role in modern marketing. As businesses scale, it’s essential to think strategically about the talent and systems involved in this function.We'll cover:The key differences between Marketing and Marketing Operations—what MOPs is, and importantly, what it is not.How MOPs fits (or doesn't fit) within strategic organizations, and why it matters to leaders and marketers alike.Who should care about MOPs, and the value it brings to both growing companies and established enterprises.Real-world examples of how MOPs can elevate marketing efforts, streamline processes, and drive data-informed decisions.A forward-looking perspective on the future of MOPs and how it's evolving to meet new challenges in a fast-paced, tech-driven landscape.Whether you're a marketing leader or just discovering MOPs, this episode provides essential insights into the systems, talent, and strategies needed for long-term success. Grab a coffee and join us!Let's Connect!Find Mike Rizzo at:www.MarketingOps.comhttps://marketingops.com/mopsapalooza24/?utm_source=Markigy+Podcasthttps://www.linkedin.com/in/mikedrizzo/Find Leanne Athttps://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterhttps://markigy.ck.page/ad2ef4f78e Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

On this episode of Markigy: The Science of Marketing Strategy, host Leanne Dow-Weimer is joined by Jonathan (Jon) Moran, global marketing leader for SAS’s marketing solutions, to explore ethical data use in modern marketing technology- including the inputs and outputs of things like genAI and contemporary platforms. They'll discuss how marketing teams can responsibly harness the power of MarTech and customer analytics to build trust, reduce risks, and create lasting value. Key Takeaways:Responsible Use of Martech and Data Stewardship: Marketers must be transparent and responsible with customer data, ensuring trust is built between the brand and consumers. Trust is critical, as many consumers will avoid interacting with brands that they do not trustBalancing Generative AI with Traditional AI: The discussion highlights the value of using generative AI in marketing but also underscores that traditional AI remains more reliable for solving specific problems. Brands should avoid overindexing on generative AI and focus on combining both forms of AI in their strategiesFuture of Marketing Focused on Consumer Empathy: The future of marketing lies in becoming more customer-centric, understanding consumers’ preferences, and delivering personalized experiences. Brands that prioritize empathy, listen to customer needs, and provide transparency will stand out in a crowded marketTune in as they share insights on navigating the ethical challenges of data-driven marketing, drawing from decades of experience and real-world case studies Additional Resource:sas.com/genai-marketingGet in touch with Jon Moran: www.linkedin.com/in/jonathanmoran/Leanne Dow-Weimerwww.linkedin.com/in/leannedow/www.Markigy.comwww.LeanneDowWeimer.com   Get in, we're doing a newsletterhttps://markigy.ck.page/ad2ef4f78e Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

Michele Nieberding, Product Marketing Director at MetaRouter and a prominent voice in the product marketing community, dives deep into transforming complex product features into compelling stories. She discusses the art of creativity and authenticity in technical marketing, emphasizing engaging messaging and relatability. Michele shares insights on navigating product marketing challenges, the importance of continuous learning, and the evolving skills needed to thrive in today's landscape. Her personal experiences underline the emotional stakes tied to effective strategies.

Today's guest Matt Johnson helps us answer "How do we use the neuroscience perspective to marketing to enable teams and brands to better understand consumers"?  Matt is sharing his expertise as a consultant, author, speaker, and professor who unveils powerful insights into how to these concepts to boost brand loyalty, and ultimately favor with consumersKey Takeaways from this episode:The Importance of Brand as a Constant Effort: Branding is a continuous process. Maintaining brand relevance requires consistent effort, even for well-established brands like Nike and Disney.Neuroscience and Branding: Brands are deeply ingrained in consumers' minds as a constellation of neural connections. These connections, however, are not permanent and require ongoing reinforcement through deliberate and relevant consumer touchpoints.Balancing Product and Brand Development: Organizations need to balance between product development and brand investment. For most startups, establishing product-market fit should precede significant brand investment, except in cases where the brand itself is the primary value driver, such as in luxury or lifestyle brands.Whether you’re a Fortune 500 or a startup, these neuromarketing insights will change the way you think about your business, the branding, and the relationships you’re creating with consumers.Connect with Matt JohnsonLinkedin: www.linkedin.com/in/mattjohnsonismeWebsite: www.neuroscienceof.comConnect with Leanne Dow-Weimerhttps://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterhttps://markigy.ck.page/ad2ef4f78e Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

In this episode, Kerry Guard CEO of MKG Marketing joins to discuss how to move to making impactful marketing decisionsHere are three key takeaways:Building Brand Trust:The importance of shifting from traditional lead generation to building long-lasting brand trust and authenticity, especially in complex industries like cybersecurity and data management.Quality over Quantity in Leads: Why focusing on high-quality leads is more effective than chasing large numbers, and shares strategies to identify and nurture these valuable leads.Role of AI in Human Connection: How AI can support marketing efforts without replacing the human touch, emphasizing the need for maintaining personal connections and understanding your audience.Tune in to learn more about how to enhance your marketing strategies by focusing on genuine relationships and optimizing your efforts for maximum impact. Be sure to Like, Follow, Review and Subscribe!Connect with Kerry:LinkedIn: https://www.linkedin.com/in/kerryguard/Website: https://mkgmarketinginc.com/Connect with Leanne:LinkedIn: www.linkedin.com/in/leannedow/Website: www.Markigy.com Get in, we're doing a newsletterhttps://markigy.ck.page/ad2ef4f78e Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved