Open Market
Joe Zappa & Eric Franchi
Open Market is a podcast about building companies in the advertising space. This is not another news podcast. Rather, hosts Eric Franchi and Joe Zappa will dive deep into the stories of successful companies and growth strategies to help listeners understand how to replicate that success. For example, how did Eric build Undertone to a $180M exit? How would you reverse-engineer a $10M adtech exit? Why do you need a chief audience officer? Entrepreneurs, execs, and GTM professionals in advertising should walk away from each week’s episode with new ideas on how to build their companies.
Episodes
Mentioned books
5 snips
Aug 7, 2024 • 40min
Marketing Grab Bag: Attribution, Cookies, and Toad!
This week dives into the quirks of B2B marketing attribution, shedding light on how many companies misinterpret it. A humorous chat compares the joy of quirky jobs, like dressing as Toad, to typical corporate roles. Founders get actionable marketing strategies to engage audiences on a budget, while teams of 20 learn the importance of meaningful interactions. Explore the evolving landscape of marketing privacy with the shifting cookie policies and discover why traditional metrics might be missing the mark on brand loyalty.
16 snips
Jul 31, 2024 • 43min
Building Sales Orgs at Twitter and tvScientific with Chris Riedy
This week on the pod, Eric and Joe are joined by Chris Riedy, former VP of Global Sales and Marketing at Twitter and current CRO at tvScientific, to discuss how to build sales organizations. Chris has the answers to all your sales development questions, whether your business is an early-stage startup or tech behemoth.
Jul 24, 2024 • 23min
What Does Strategic Marketing Actually Look Like?
Joe gets his Bill Simmons on in this quick solo episode on how to do strategic marketing.If you go on B2B marketing LinkedIn (God help you), you'll see tons of people talking about strategic marketing. But what actually are the components of a marketing strategy? How do you put one together?Joe explains how he writes a strategic marketing plan in this episode so that you can do the same — or know what to expect from your marketing colleagues.
5 snips
Jul 17, 2024 • 1h 9min
How Eric and Mike Built Undertone to a $180M Exit
Eric Franchi and Mike Cassidy discuss their journey of building Undertone from an agency to a successful ad network, reaching $100M in revenue. They share insights on key hires, GTM strategies, and scaling the business. The podcast touches on their childhood influences, the importance of agency partnerships, adapting in the evolving ad industry, navigating competition, and the challenges of hiring and growth in building a successful business.
Jul 10, 2024 • 35min
Creating an Audio Behemoth with Vox's Ryan Pauley
Joe and Eric interview Ryan Pauley, President of Revenue and Growth at Vox Media, to uncover how the digital media company moved into audio with great success. They cover the best practices for expanding to audio, how to exploit what makes audio unique (think: talent, personality, and intimacy), and what differentiates audio as a marketing opportunity. Check out the episode to learn insider tips from someone who did it right!
4 snips
Jul 3, 2024 • 32min
4 Ways to Win with AdTech Marketing
Co-hosts delve into the four winning strategies of adtech marketing: differentiated story, original data, thought leadership, and being present and personable. They emphasize the importance of standing out, utilizing unique insights, and establishing thought leadership to grow your business.
Jun 26, 2024 • 35min
What Makes a Great AdTech CEO?
Exploring the traits that distinguish great AdTech CEOs, such as product expertise, GTM strategies, company culture, and talent acquisition. Highlighting successful CEOs and their key factors for success. Emphasizing the importance of purpose, movement, and disruption in the industry. Discussing building successful teams, prioritizing people, and facing challenges as an AdTech CEO.
Jun 19, 2024 • 33min
What to Do If Your Market Isn’t Big Enough
Co-hosts Eric Franchi and Joe Zappa cover what to do if your market is too small to achieve your business goals. For example:
How to launch a new product or enter into a new market
When and how to involve your customers in market expansion efforts
What sales/marketing and product teams need to do to get aligned
How to derisk your transition by enlisting customer champions
If you’re eyeing a pivot to retail media and/or CTV right now, this is for you!
Jun 12, 2024 • 39min
How to Grow Adtech Companies from $1M to $10M
The podcast discusses the journey of adtech startups from $1M to $10M, covering team structure, transitioning from founder-led sales to professionalized sales, hiring marketers, building brand strategies, and the evolving role of a CEO in company growth.
4 snips
Jun 5, 2024 • 39min
Why You Should Hire a Chief Audience Officer
Co-hosts discuss the importance of hiring a Chief Audience Officer in adtech companies, emphasizing audience value and customer acquisition. They explore the growth of Undertone and strategies for building industry leadership. The conversation highlights the role of a CAO in audience cultivation, maximizing online presence, and staying relevant in the digital marketing landscape.
