Markigy: The Science of Marketing Strategy

In this edition, we're delving into the world of marketing strategies without the safety net of a massive budget. Joining us is the brilliant Brian Kotlyar, VP of Marketing and Growth at Hightouch.Brian, with a rich background in delivering results for renowned companies, shares his invaluable insights on achieving genuine, research-backed growth. Whether it's leading global demand through the acquisition phase or scaling publicly traded companies, Brian's bold strategies and hard work create awe-inspiring case studies.In our conversation, we tackle pressing topics, including:🚀 Translating the needs and abilities of a big marketing department for startup success.👂 Listening to customers to uncover their unspoken needs.📊 Avoiding data myths and focusing on real, not perceived, competition.💡 Succeeding in the current market landscape.Brian and I dive deep into these areas, providing practical advice and real-world examples. Join us as we navigate the intricacies of strategic marketing without unlimited resources. Don't miss out—subscribe to Markigy with Leanne Dow-Weimer for more insights and expert conversations. Let's get into it! 🌟Bonus:Head over to leadfeeder.com and sign up for a 14-day (no strings attached) free trial https://www.leadfeeder.com/?utm_source=podcast&utm_medium=body&utm_campaign=markigy Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

In this episode, our host, Leanne Dow-Weimer, dives deep into the strategic mindset and approach to account-based marketing (ABM) with our guest, Corrina Owens. In a thought-provoking conversation with Corrina, they discuss the nuances and challenges of ABM, emphasizing the need for genuine customer understanding and the dangers of overreliance on technology and tools in marketing. From the evolving landscape of the CMO role to the importance of personal well-being in professional performance, this episode will explore the intersection of marketing strategies, personal growth, and redefining success. Stay tuned for a captivating discussion that offers insights into the future of marketing and the power of perseverance.In this episode, our host, Leanne Dow-Weimer, dives deep into the strategic mindset and approach to account-based marketing (ABM) with our guest, Corrina Owens. In a thought-provoking conversation with Corrina, they discuss the nuances and challenges of ABM, emphasizing the need for genuine customer understanding and the dangers of overreliance on technology and tools in marketing. From the evolving landscape of the CMO role to the importance of personal well-being in professional performance, this episode will explore the intersection of marketing strategies, personal growth, and redefining success. Stay tuned for a captivating discussion that offers insights into the future of marketing and the power of perseverance.Timestamps00:02:26 Entrepreneurial journey from marketing to tech space.00:06:19 Recognized the value of organizational alignment.00:08:49 Wine and gifts as experimental marketing tactic.00:11:54 B2B organizations need systematic feedback process.00:15:28 People jumped into ABM without understanding fundamentals.00:18:30 Desire for new team structures and strategies.00:22:40 Trusting intuition leads to seizing opportunities confidently.00:26:28 Maintain professionalism, but prioritize self-care.00:28:17 Marketing should integrate with customer interactions for success.00:33:12 Redefining success, asking important questions, unique perspective.00:37:01 Saying no in marketing is fundamental for innovation.00:38:36 Expresses gratitude and signs off with contact details. Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

True leadership is about listening.You need to listen to your customers, your employees, and all your stakeholders if you want to succeed in any business.And that’s especially true at the startup stage — and doubly so when engaging in category creation.That’s something our  latest guest, Crystal Black, understands all too well. Across her wealth of experience with early-stage category creators, she has learned that success stems from a solid understanding of the stories that matter in a business — and using that understanding to cultivate an environment where everyone can bring their full selves to the table, showing up authentically and honestly.In this episode of Markigy, Crystal and Leanne discuss:How marketers can benefit from listening and learningThe importance of value-alignmentHow to cultivate customer relationships and lead more effectivelyHow to embrace customer stories and level up your marketingWhy DEI builds stronger organizationsThe importance of defining “good” in the workplaceThe actionable takeaways mentioned in this episode are:Listening to your customers and key stakeholders is the key to long-term success DEI efforts aren’t just for show — it’s the secret to stronger businesses and better outcomes for everyone involvedSmaller organizations need to capitalize on their nimbleness advantageTo learn more subscribe to Markigy with Leanne Dow-Weimer.This episode was produced and brought to you by Reignite Media. Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

In the alphabet soup of marketing’s many acronyms and initialisms, it’s all too easy for a marketer's message to get lost in translation. Joining the show today to spell out the true meaning of marketing is Peter Wheeler, proven innovator in GTM & product revenue growth.Learn about his entrepreneurial journey from starting his first business at the age of 16 to his many sales and marketing leadership roles throughout his career — and how he’s moving beyond the acronyms and initialisms to define product led growth in a more meaningful way.This episode explores how marketers can do more by leaning into empathy, better understanding their business and kicking their initialism habit to better define their goals and purposeIn this episode of Markigy, Peter and Leanne discuss:Why initialisms and acronyms are often just laziness in disguise.How to foster a stronger relationship between marketing and sales.Marketing metrics and when a marketer should want a quota. Marketing leadership and getting more from your teamsThe actionable takeaways mentioned in this episode are:Referrals are worth a thousand hours of research. Results matter more than labels — acronyms are often laziness disguised as innovation.Accurate language and clear communication is essential for building trust.Empathy empowers marketers and sales teams alike to take greater ownership of their shared goals.Marketers should be eager for quotas, but only when they understand the entire customer journey and their role in it. To learn more subscribe to Markigy with Leanne Dow-Weimer.This episode was produced and brought to you by Reignite Media. Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

At the backbone of any customer relationship is direct communication. The most underutilized or misaligned strategy for fueling a dialogue to further the relationship is email marketing. in this ever-evolving landscape, it's easy to be swayed by the newest platforms and trends. But amid the unpredictable tides of shifting algorithms and corporate buyouts, there's one medium that has consistently stood the test of time: email.Yet, despite its longevity and the freedom it affords, many marketers struggle to reap the full benefits of email.Casey Hill, Sr. Growth Manager at ActiveCampaign returns to the show to share the many secrets to successful email marketing.In this episode of Markigy: The Science of Marketing Strategy, Casey and Leanne discuss:The evolution of email marketingThe importance of optimizing your owned channelsCrafting the perfect subject lineThe value of curationThe key to successful email marketing partnershipsThe actionable takeaways mentioned in this episode are:Make your subject lines more specific and maximize your ROIDon’t confuse your reader with too many CTAsEmail marketing partnerships aren’t one-and-done; they are long-term plays predicated on building trust To learn more subscribe to Markigy with Leanne Dow-Weimer.This episode was produced and brought to you by Reignite Media. Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

For every marketing problem, there are multiple solutions. Your job is to find the best solution for your organization. Ryan Williams is the Head of Demand Generation at Nucleus Healthcare, where he draws upon his engineering background to find the marketing solutions that build the best bridges to the customer.He joins the show to share how marketers can home in on the best solutions for their organization, using the full palette of options available to them. In this episode of Markigy, Ryan and Leanne discuss:Integrated Approach to Marketing: Both Ryan and Leanne discuss the interconnectedness of different aspects of marketing. They emphasize the importance of integrating strategies, such as SEO and demand gen, rather than viewing them as isolated tasks.Demand Generation's Evolving Role: Ryan highlights how the role of demand gen has expanded over the years. What was once a specific job has now become an all-encompassing role, mirroring what a marketing manager did in previous times.Diverse Skill Set Requirement: Both speakers touch upon the necessity for marketers to possess a varied skill set. Whether it's SEO, paid media, content distribution, or CRM management, modern marketers need to be well-rounded.Value of Problem Solving: Stemming from Ryan's STEM background, there's a strong emphasis on viewing marketing challenges as problems to be solved. This analytical and problem-solving approach is presented as invaluable in the marketing field.Company Personalities & Custom Solutions: Leanne introduces the idea that companies have unique personalities, backgrounds, and needs. Hence, one-size-fits-all solutions often don't work, and strategies should be tailor-made.Growth and Strategy Balance: Ryan's role is centered on both immediate problem-solving (micro-level tasks) and long-term organizational impact (macro-level tasks). The theme here is the importance of balancing immediate needs with long-term strategy.The actionable takeaways mentioned in this episode are:Diversify Skills: In the evolving digital world, expertise in a single area isn't enough. Constantly broaden your skills, from SEO to CRM, for adaptability.Tailor Strategies: Avoid generic approaches. Understand your company's unique needs and craft specific strategies for the best results.Use Attribution Tools: For clear ROI insights on campaigns, invest in accurate tracking tools like UTM parameters.Embrace Integrated Marketing: Rather than isolating marketing components, view them as interlinked. Combined efforts, like SEO and content, often yield greater results.To learn more subscribe to Markigy with Leanne Dow-Weimer.This episode was produced and brought to you by Reignite Media. Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

There is no point in filling your funnel if it leaks like a sieve. Just like your cybersecurity, your marketing needs to be free from any holes.Clark Barron is a 3x Cybersecurity Marketing Leader, focusing on Demand Gen, where he often unconventionally tests marketing strategies and tactics to find these holes and fill them.He joins the show to share the insights marketers can glean from cybersecurity to craft an impenetrable marketing strategy that achieves results. He points to the many many gaps present in most B2B marketing and presents the best ways to close them.In this episode of Markigy, Clark and Leanne discuss:How to test your marketing with surprising and clever strategiesThe dangers of cramming your ICP in too small a box.The importance of marketing to the practitioner and not just the C-suite.Dark social and learning the cold, hard truth about your brand.Customer data and how to use it.The number one question every marketer needs to ask themselves.The actionable takeaways mentioned in this episode are:You need to test your marketing the same way you test security.Market as much to the end-user as you do to the key decision maker. The future of marketing is brand.Go beyond what your customer thinks and learn how they think.To learn more subscribe to Markigy: The Science of Marketing Strategy with Leanne Dow-Weimer.This episode was produced and brought to you by Reignite Media. Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

Being a stellar marketing leader is not just about external success, it’s about becoming a change agent within your organization.Nobody knows this better than the guest of this episode, fractional CMO and seasoned marketing leader Andrew Bolis. Andrew brings 15 years of experience in advising Series A to E companies on how to get to growth. He has built and led global teams of up to 20 people across North America and Europe, and managed global expansions.Along the way, Andrew has gathered a wealth of knowledge and actionable insights on all things B2B marketing.He joins Markigy to unpack this all. Let’s get into it.So, you landed that new role. You’re joining the company, it’s day one. What do you do? According to Andrew, two things: Ask the questions nobody else is and build rapport with people who matter.Why? After the first 30 days, you’re expected to start delivering results, so use the first month to build relationships with the C-level and other key stakeholders across the organization.Understanding the business, competitors, the organization, and the challenges is paramount. That allows you to see what others don’t, start suggesting changes that will lean on insights, and deliver results. Andrew knows a thing or two about this and how it helps marketers jump off the hamster wheel of completing tasks to shift towards a more strategic way of working.But that’s not all, Andrew also has a lot to say on the subject of soft skills in marketing. And what a fascinating take that is.In this episode of Markigy, Andrew and Leanne dive deep into the following topics:Why the first 30 days are essential for success (and what happens after that!).Weaving your personality into your professional life.Real-life case studies of shifting marketing strategy on-the-fly.How to approach personal branding the right way.The actionable takeaways mentioned in this episode are:Relationship building is your first task in a new marketing role.Question how things are done early-on. Be curious!You can’t market a product or service without a compelling narrative.Don’t go too granular if you don’t have the resources to execute.To learn more subscribe to Markigy with Leanne Dow-Weimer.This episode was produced and brought to you by Reignite Media. Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

Julia Nimchinski is the CEO and Co-Founder of Hard Skill Exchange, the world’s first B2B marketplace where sales professionals trade best practices, strategies, and techniques to drive growth and crush quotas.This serial entrepreneur and go-to-market maven joins Markigy to discuss how she decided to found Hard Skill Exchange. This platform and community helps B2B companies grow revenue by connecting like-minded sales professionals.In this episode, you’ll hear about Julia’s unique approach to market research that is rooted in finding the human connection and having authentic conversations.Julia’s vision for Hard Skill Exchange is to help top professionals learn from the best in the industry. Not the ones that necessarily get the most likes on LinkedIn or are household names but experts who really know what they’re doing in the realm of B2B. She shares her unabashed take on the state of B2B marketing today and details the pitfalls marketers typically fall into.Another concept that has really taken the B2B industry by storm lately is Go-To-Market strategy and planning. It seems that everyone and their mother has GTM in their LinkedIn headlines. So who really is an expert? Julia, for one. As a true GTM leader who has been talking about this and crafted GTM strategies long before it was a hype word, Julia pulls back the cover, outlining what GTM should really be about..In this episode of Markigy, Julia and Leanne discuss:How sales enablement and GTM have evolved throughout the years.The benefits of having deeper business and financial understandingWhat B2B marketing is lacking today compared to B2C.Addressing the gap between industry courses and expert advice for what is actually useful to drive meetings and sales.How to be a successful founder.The actionable takeaways mentioned in this episode are:In market research, building relationships is all about human connection, not titles.Human centric marketing requires conversations with people, not just surveys.Taking more risks and being more fun in marketing is a huge opportunity in B2B.Prioritize actionable sales and customer success training over theory.To learn more subscribe to Markigy: The Science of Marketing Strategy with Leanne Dow-Weimer.This episode was produced and brought to you by Reignite Media. Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

B2B brands are hungry for growth - but are they approaching LinkedIn and other paid channels the right way?Justin Rowe is the CMO of Impactable, a bonafide LinkedIn marketing expert, and a startup founder whose B2B marketing agency was acquired in 2021 after serving over 1,000 clients in 30+ countries. Learn about his journey from the restaurant business to B2B marketing, and how a side hustle turned into a full-fledged LinkedIn outreach agency that ultimately pivoted into paid media offerings and sold for seven figures. Being scrappy and figuring things out for himself has followed Justin through his journey, and it has been quite an eventful one! This episode dives into what happened when LinkedIn threatened to sue his agency and suspended their ad account. As a result, Justin changed the company name and ultimately repositioned the agency brand and narrative.Spoiler alert: they came out successful on the other side!Justin’s agency also went through a major business pivot, switching from outreach services to driving most of its revenue from paid media services. Success doesn’t always come in the form of linear growth, it ebbs and flows. Justin discusses what he’s learned along the way, sharing what he would have done differently in retrospect.Finally, this episode breaks down what it really takes to drive growth on digital and how brands should be looking at different channels (hint: never put all your eggs in the same basket!).In this episode of Markigy, Justin and Leanne discuss:Startup life and the genesis of Justin’s agency.Navigating turbulence and challenges throughout the founder journey.Investing into people and teams for long-term success.How most people view LinkedIn and why it needs to shift.Tips and tricks on driving growth on LinkedIn and beyond.The actionable takeaways mentioned in this episode are:No matter what you’re selling, it’s a people business, so invest in them.Rebrands have a huge impact on business if done right: be meaningful and relatable.Own your data sets and invest in quality CRM.Being successful on LinkedIn likely requires a mindset shift.Diversify your channels across organic and paid.To learn more subscribe to Markigy with Leanne Dow-Weimer.This episode was produced and brought to you by Reignite Media. Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved