Paris Talks Marketing

In this episode of Paris Talks Marketing, host Paris dives deep into the entrepreneurial journey of Chris Heffernan, founder and CEO of Dlivrd, a logistics platform connecting brands with independent contract delivery drivers in the U.S. and Canada. Chris shares his early days of doing unscalable tasks to differentiate from competitors, the importance of personal touch in the gig economy, strategies for driver recruitment and retention, and marketing techniques that have helped Dlivrd carve its niche. --Links:https://www.linkedin.com/in/theheff/https://www.dlivrd.ioMore about:Explore: https://hop.online/Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/--Timestamps:00:00 Introduction02:14 What is Dlivrd?05:11 Dlivrd's Unique Selling Proposition11:23 The Strategy Behind Driver Recruitment and Retention16:43 Market Differences22:46 How Dlivrd Connects with Local Businesses25:34 Building Brand Awareness and Market Strategy29:02 Chris's Entrepreneurial Journey38:50 Customer Support and the Role of AI in Streamlining Operations40:25 Embracing Non-scalable Actions for Growth

In this episode of Paris Talks Marketing, host Paris dives into the world of SaaS marketing strategies with guest Megan Bowen, CEO of Refine Labs, a leading B2B demand generation agency that helps B2B companies transform their marketing strategies to generate revenue. Paris and Megan discuss the importance of balancing organic and paid content distribution, Megan's journey from account manager to CEO, and the evolution of Refine Labs under her leadership. The conversation covers key insights on B2B marketing, leveraging AI, and adapting to changing buying behaviors in the digital landscape. --Links:https://www.linkedin.com/in/meganwhitebowen/https://www.refinelabs.comMore about:Explore: https://hop.online/Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/--Timestamps:00:00 Introduction02:18 Megan Bowen's Journey to CEO of Refine Labs09:44 Refine Labs' Unique Approach to B2B Marketing19:42 The Power of Paid and Organic Strategies Combined24:26 Software Attribution vs. Self-Reported Attribution Insights28:53 The Impact of LinkedIn on Organic Traffic29:39 Bidding on Brand Names in Google Ads36:55 Navigating Long Sales Cycles39:01 CRM Optimization46:24 Embracing AI in Marketing53:40 Final Thoughts

In this episode of Paris Talks Marketing, host Paris delves into the world of SaaS marketing strategies with guest Arun Lal, a seasoned marketing executive. Arun Lal has 18+ years of experience as a Marketing Executive across enterprises: Microsoft, VMware, and multiple startups: Productiv, Climate (Unicorn acquired by Bayer), Contiq (as Co-founder). He has a track record of taking products from 0 to 1. Currently, he is the VP of Product Marketing at Culture Amp, an all-in-one intuitive employee experience platform. Arun has been voted as one of the Top 100 Influencers in Product Marketing for 2023 by the Product Marketing Alliance community.He introduces the 'B Mantra' framework, a comprehensive strategy for SaaS product marketing and go-to-market strategies, and discusses the impact of AI and the trend towards consolidation in the SaaS industry. Additionally, Arun provides insights into the challenges and opportunities in the HR tech space, specifically around employee experience platforms and the role of generative AI in transforming SaaS marketing and product strategies.--Links:https://www.linkedin.com/in/arun-lal-pmm/https://www.cultureamp.comMore about:Explore: https://hop.online/Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/--Timestamps:00:00 Introduction02:38 Arun Lal's Journey to Product Marketing12:58 The B Mantra Framework: Revolutionizing Go-to-Market Strategies26:12 Cracking the Code on Buyer Intent Signals30:12 B Mantra Continued34:30 How to Apply the B Mantra Framework for Startups39:06 Navigating the Crowded Landscape of HR Tech41:31 Embracing AI as Part of the Future of HR Tech45:22 Final Thoughts

This episode of Paris Talks Marketing delves into the strategies behind demand generation versus lead generation, particularly in the competitive SaaS market with Liam Bartholomew, the VP of Marketing at Cognism. Having been there for the last 4.5 years, he helped the company grow its marketing team from 4 to now over 40 people! Liam is passionate about demand generation and shaking up B2B marketing to move it away from traditional lead gen. Demonstrating how we can all do more fun, advanced and buyer centric marketing.In his conversation with Paris he shares his thoughts on ungating content, targeting specific bottom-of-funnel keywords and utilizing competitor comparisons to capture high-intent traffic. The two also discuss the evolving landscape of content marketing in the face of AI and strategies to adapt and thrive in a crowded and competitive digital market.--Links:https://www.linkedin.com/in/liam-bartholomew-90004b83/https://www.cognism.comMore about:Explore: https://hop.online/Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/--Timestamps:00:00 Introduction02:40 The Evolution of Cognism's Marketing Team05:27 Cognism's Unique Position in the Sales Intelligence Market07:29 Navigating GDPR and Data Utilization Strategies09:25 Why You Should Ungate Content and Its Impact13:20 The Future of Content Marketing in the AI Era20:57 Demand Gen vs. Lead Gen27:23 Capturing High-Intent Traffic and Leveraging Competitor Analysis36:01 Final Thoughts

This episode of Paris Talks Marketing features Marc Rutzen, CEO and co-founder of HelloData.ai, discussing the impact of generative AI on SEO strategies. Marc shares his journey from founding his company, achieving profitability without external funding, to leveraging AI for efficient real estate data analysis. The conversation also touches on the sustainability of SEO practices in the age of AI, the company's approach to product development, and marketing strategies that have contributed to their success.HelloData.ai uses AI and machine learning tools to help real estate investors and property managers instantly analyze multifamily rent and expense comps, optimize rental pricing, benchmark expenses, and improve deal flow in any market. --Links:https://www.linkedin.com/in/marcrutzen/https://www.hellodata.aiMore about:Explore: https://hop.online/Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/--Timestamps:00:00 Introduction02:36 The Journey of HelloData.ai: From Startup to Market Fit04:42 The Impact of AI on Real Estate Data Analysis13:54 HelloData.ai's Marketing Strategy18:08 Unlocking SEO Success with AI 23:56 Leveraging AI for Content Creation29:14 Exploring the Future of Search and SEO36:18 Final Thoughts

In this episode of Paris Talks Marketing, Paris interviews Andres Klaric, co-founder and co-CEO of Fuse, a company revolutionizing loan origination software for financial institutions with a next-gen loan origination system (LOS) that simplifies lending through self-serve customization, a low-code API builder, and a personalized agent portal.Over the last decade, Andres worked on Wall Street, investing in tech and business services. This gave him an acute awareness of the issues slowing down lenders from achieving their highest potential, ultimately leading to starting Fuse with his cofounder, Marc Escapa.Drawing from his background, Andres shares his entrepreneurial journey, the challenges of transitioning from banking to SaaS, and the insights that led to the creation of Fuse. The discussion covers the significance of referrals, the inception of outbound marketing efforts, and the role of conferences in growing the business. Andres elaborates on the major issues tackled by Fuse, including the cumbersome legacy systems in loan origination, and how their solution provides efficiency, customization, and improved user experience for financial institutions. They also discuss the sales and marketing strategies essential for reaching enterprise customers and the future of inbound marketing for Fuse.--Links:https://www.linkedin.com/in/andresklaric/https://www.fusefinance.comMore about:Explore: https://hop.online/Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/--Timestamps:00:00 Introduction02:12 Andres Klaric's Journey: From Wall Street to SaaS Entrepreneurship07:44 How to Select the Perfect Co-founder?09:37 Introducing Fuse: Revolutionizing Loan Origination15:41 Navigating the Challenges of Enterprise Sales and Go-to-Market Strategies24:29 Leveraging Technology and Personalization in Sales Outreach27:30 The Role of Inbound Marketing and Website Optimization31:16 Exploring Paid Search and SEO Strategies33:34 Final Thoughts

This episode of Paris Talks Marketing features Roshan Cariappa, a marketing leader at Vymo, discussing the evolution and contemporary strategies in SaaS marketing, particularly in sales engagement.Roshan Cariappa is an engineer turned founder turned marketer - he has spent the last 15 years with early stage tech startups, doing the zero to one across sales, product, and marketing. He heads Marketing at Vymo - the Sales Engagement Platform of choice for the World's leading Financial Institutions and also runs The Startup Operator podcast, which curates wisdom from India's best founders, operators, and investors. He lives in Bangalore with his wife and is a recovering writer and musician in his free time. Stay tuned for more episodes of Paris Talks Marketing, where we continue to explore cutting-edge strategies and insights from industry leaders.--Links:https://www.linkedin.com/in/cariappack/https://vymo.comMore about:Explore: https://hop.online/Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/--Timestamps:00:00 Introduction01:39 Busting Myths in Sales Engagement and Marketing04:24 The Art of Enterprise Marketing10:01 How to Create a Successful Marketing Campaign?13:52 Navigating Global Markets20:39 LinkedIn and Reducing Dependency on Paid Channels22:46 Embracing AI: The Future of Marketing and Sales Engagement29:25 The Creative Side of a Marketer30:39 What the Future Holds for Vymo?

In this episode, we dive into product-led growth (PLG) and the effectiveness of content marketing strategies in the SaaS industry with our guest Emilia Korczynska, the head of marketing at UserPilot.Emilia is the Head of Marketing at Userpilot, a Product-Growth Platform for SaaS companies. She’s especially interested in product-led growth, product marketing, and content marketing in SaaS companies. Emilia highlights the adverse effects of companies pivoting away from PLG due to economic downturns and stresses the importance of maintaining a product-led mindset in growth strategies. We discuss how product-led strategies can enhance acquisition, activation, retention, and expansion, even in an enterprise context.With a staggering output of over 130 blog posts a month, Emilia also unveils the secrets behind UserPilot's content marketing success. She explains their dual approach, combining original, human-led content with programmatic SEO to dominate search engine rankings and drive organic traffic.Stay tuned for more episodes of Paris Talks Marketing, where we continue to explore cutting-edge strategies and insights from industry leaders.--Links:https://www.linkedin.com/in/emiliakorczynska/https://userpilot.com/More about:Explore: https://hop.online/Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/--Timestamps:00:00 Introduction02:07 The State of Product-Led Growth05:39 Understanding the User Journey in Product-Led Growth10:11 UserPilot's Marketing Efforts15:40 The Power of Content Marketing23:04 How GA4 Changed the Digital Marketing Space30:56 The Future of SEO and Content Marketing

In this episode, we dive into the forefront of SaaS marketing strategies with Caya, CEO of Slidebean. Caya Jose Cayasso, a seasoned entrepreneur with a flair for storytelling, currently spearheads Slidebean, a venture-backed startup established in 2014, as the CEO. Nestled in the heart of New York City, Slidebean assists founders in pitching to investors through its innovative SaaS product and specialized consulting agency.Since stepping into the role of host for the company's YouTube channel in 2018, Caya has navigated the brand to become one of the platform’s most-watched startup-centric channels, fast-approaching the 500,000 subscriber milestone.Caya shares insights on leveraging AI in content creation without incurring Google's penalties, debunking common marketing myths, and the transformative journey of Slidebean's marketing approach from focusing on SEO to producing impactful YouTube content. --Links:https://www.linkedin.com/in/caya/https://slidebean.com/More about:Explore: https://hop.online/Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/--Timestamps:00:00 Introduction03:24 Busting Marketing Myths: AI Generated Content06:45 From 0 to 150,000 Monthly Website Visits13:14 Slidebean's Marketing Team for Their SEO Strategy17:27 The Future of Content Creation: AI and Human Collaboration21:45 The Power of Video Content for Creating a Media Company30:22 Advice for B2B SaaS Marketers on Creating YouTube Video Content32:52 The Role of TikTok in B2B Marketing35:44 Final Thoughts and Advice

In this podcast episode, we spoke with Andreea Stefan, the SEO Lead at Planable, a social media content collaboration and approval platform. Andreea Stefan has spent the last 8 years in marketing agencies and client-side, creating and executing SEO strategies, building SEO teams, and managing resources for organic growth. Now, she is the SEO Lead @ Planable.io.In the last 2 years at Planable, her focus has been building their topical authority from the ground up, setting up a healthy SEO foundation, and scaling content production without sacrificing quality. They started this year with 30,000 monthly organic visits, and they're now at 80,000+. They've doubled the number of revenue-generating blog posts, and they've seen a 250% increase in ARR from organic traffic.We discussed the approach Andreea took in driving a 250% increase in ARR and doubling organic traffic to Planable's website by focusing on a thorough SEO foundation and effectively strategizing content. We covered several pivotal components of their strategy, such as: Content pruningProper keyword and persona researchCreating detailed content briefsLeveraging AI but also capitalizing on expert opinions for a unique content touchAnd collaborative efforts among freelance writers and in-house team.With their focus on quality over quantity and a spectrum of content that caters to the different stages of their customers' journey, Planable has created a recipe for a winning organic strategy.--Links:https://www.linkedin.com/in/andreea-stefan/https://planable.io/More about:Explore: https://hop.online/Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/--Timestamps:00:00 Intro03:14 Busting SEO Myths: The Power of Internal Linking07:44 The Importance of High-Converting Blog Posts09:48 The secret behind Planable's Organic SEO Growth11:35 The Process of Content Pruning and Refreshing/20:31 Building a Comprehensive Keyword Mapping & Persona Research23:00 Introducing Planable: A Content Collaboration Tool28:28 The Content Editorial Calendar30:27 The Art of Keyword Research and Intent33:51 How to Write Successful Content Briefs37:40 The Impact of AI on Content Creation42:05 Planable's Content Promotion Strategy