The Purposeful Marketing Podcast

Welcome to a special episode of the Purposeful Marketing Podcast, where marketing and parenting collide! Join Aaron, James, and Mary as they tackle a fundamental question: Should you maximize growth or prioritize learning within your business? They explore the trade-offs and challenges of striking the right balance between these two priorities. Is it possible to grow and learn, or do you need to make sacrifices? What happens when growth activities overshadow learning and knowledge sharing? The hosts share their insights and experiences, shedding light on the pros and cons of different approaches. In this episode, you'll discover how to navigate the delicate dance between growth and learning in your marketing endeavors. Whether you're part of a startup, an agency, or an in-house marketing team, valuable wisdom can be gleaned from the hosts' discussions. Subscribe to the ⁠Purposeful Marketing Podcast.⁠ Connect with the hosts: ⁠Mary Keough⁠ ⁠Aaron Weekes⁠ ⁠James Boeckmann

In this episode of the Purposeful Marketing podcast, hosts Aaron, Mary & James are joined by SEO expert Sara Taher, SEO Manager at Assembly, to discuss whether businesses can still find growth through SEO in today's evolving digital landscape. They cover high-level SEO strategy, analyzing when SEO does and doesn't make sense for a business, ways to continually upskill in SEO, and more. Listeners can expect to come away with a deeper understanding of holistic SEO approaches beyond one-off tactics. Key Discussion Points: - "SEO is not dead, the tactics and old ways just don't work anymore. SEO still exists and is important across platforms where people search, like Google, YouTube, and TikTok" - Sara, 00:02:27 - "SEO is a medium to long term strategy, not something to expect quick wins from each month" - Sara, 00:10:10 - "In B2B, search volume is low but customer value is high. Focus on the keywords that will bring the most value" - Sara, 00:15:28 - "You need to have a side project to test new SEO approaches before trying them with client websites" - Sara, 00:23:04 - "Whatever you do, you have to like it, because if you don't like it, you won't survive it" - Sara, 00:26:19 Subscribe to the ⁠⁠Purposeful Marketing Podcast.⁠⁠ Connect with the guest: Sara Taher Connect with the hosts: ⁠⁠Mary Keough⁠⁠ ⁠⁠Aaron Weekes⁠⁠ ⁠⁠James Boeckmann

In this episode of the Purposeful Marketing Podcast, Aaron, Mary, and James discuss what would happen if marketers were braver. They tackle big questions around goals, strategy, tactics, communication, and picking your battles as a marketer to drive long-term success. Key Discussion Points: - The importance of committing to a long-term marketing strategy and avoiding short-term distractions (00:03:54) - Owning your narrative as a marketer - your strategy and tactics - to influence stakeholders (00:09:49) - Battling for the right things as a marketer - strategy, tactics and narrative vs. just goals and data (00:08:57) - Picking your battles as a marketer and fighting the long game (00:18:49) - Dealing with requests for short-term results without losing sight of the long-term (00:19:24) Subscribe to the ⁠Purposeful Marketing Podcast.⁠ Connect with the hosts: ⁠Mary Keough⁠ ⁠Aaron Weekes⁠ ⁠James Boeckmann

In this episode of the Purposeful Marketing Podcast, hosts Aaron Weekes and Mary Keough converse with Mike Rizzo, founder of a Marketing Operations Community, MarketingOps.com. They discuss common misconceptions and pain points for the marketing operations job function, how marketing operations can provide strategic value, and how to build a community of practice. Listeners can gain insights into the importance of Marketing Ops and building collaborative communities. They discuss: - Common misconceptions about Marketing Ops professionals (they only handle tactics/integrations, not strategy) - Pain points for MOPs people - not brought into strategic conversations early enough, hard to measure the impact. - Letting MOPs get involved in leadership and strategy leads to better outcomes. - Building a community of practice - created by and for Mops professionals "The reality is that there is no amount of marketing ops work that isn't somehow strategic." (Mike Rizzo, [00:04:27]) "When you're in Marketing Ops, you get to help dictate what actually goes out to people and how frequently, and help control that customer experience in a way that really drives revenue." (Mike Rizzo, [00:16:22]) "Let MOPs be involved in leadership strategy and the execution implementation. You're going to get better outcomes." (Aaron Weekes, [00:24:12]) Subscribe to the Purposeful Marketing Podcast. Connect with the hosts: Mary Keough Aaron Weekes James Boeckmann

Welcome back to The Purposeful Marketing podcast. In this episode, hosts Aaron, Mary, and James speak with Ellen Schwartze, a marketing powerhouse who previously launched and hosted a podcast for a SaaS company. They discuss strategies and considerations around starting a podcast specifically for B2B SaaS startups, including defining your "why", setting goals, tracking metrics, promoting, and more. Listeners will gain valuable advice and lessons learned for leveraging podcasting to support their SaaS business. Whether you're a seasoned marketer or new to the field, this conversation provides valuable takeaways for your purposeful marketing journey. Guest Bios: - Ellen Schwartze is an independent marketing contractor who has worked in various marketing roles since 2010, after graduating college in 2008. She fell into SaaS marketing and worked at a content analytics SaaS company where she ran their podcast. Ellen has extensive experience using podcasting in her B2B marketing strategy. Key Discussion Points: - The importance of having a clear "why" or purpose behind your podcast from the start (00:00:42) - Using podcasting specifically for lead gen vs. brand building (00:03:48, 00:05:11) - Setting proper expectations around pipeline and revenue generated from a podcast (00:05:25, 00:13:41) - Developing personas and niches for your podcast audience (00:19:55) - Tracking metrics beyond downloads like % listening through, repeat listeners, social shares (00:14:16) - Promoting your podcast through email kits, clips, guest posting (00:24:49) - Managing podcasting amidst your other marketing responsibilities (00:29:29) Subscribe to the Purposeful Marketing Podcast. Connect with the hosts: Mary Keough Aaron Weekes James Boeckmann

Today on the Purposeful Marketing podcast we dive deep into the world of Marketing Operations (MOPs) with our guest, Sydney Mulligan, co-founder of EMMIE Collective—a women-led marketing and revenue operations consultancy. Sydney Mulligan takes the floor to introduce herself and share her decade of experience in marketing ops, particularly in Marketo. Sydney also hosts the "Pretty Funny Business" podcast, which offers an entertaining look at our marketing world filled with humor and laughs. To frame the episode, hosts Aaron and Mary introduce their approach to recent guest interviews, which combines tactical implementations with big ideas. They emphasize starting with the "why" and exploring profound questions to gain insights and truths that can enhance your marketing strategies. The central question for this episode is: "What is the right and wrong way to enter a lead into your CRM or MOPs software?" Sydney emphasizes the importance of aligning marketing operations with your organization's goals and sales processes for data accuracy and efficiency. Aaron shares his experience, highlighting the challenges of inheriting a complex marketing tech stack and the importance of setting clear goals. Sydney further elaborates on common pain points in marketing ops. The conversation turns to lead generation, with Sydney discussing high-intent leads and the efficient operationalization of lead qualification processes. Sydney also shares insights into the freelance market for marketing operations professionals, describing how Emmie Collective supports businesses seeking MOPs expertise. In conclusion, this episode offers a comprehensive exploration of the world of marketing operations, emphasizing strategic alignment, data management, and expert collaboration. Whether you're a seasoned marketer or new to the field, this conversation provides valuable takeaways for your marketing journey. You can tune in and find out about the purposeful side of marketing operations.

Welcome to another exciting episode of The Purposeful Marketing Podcast. Aaron takes the helm in this special edition as Mary and James are off on exciting adventures, including getting married! Congratulations to James! Aaron starts the show by addressing the feedback from their listeners who wanted more tactical expertise. To meet this demand, he invites a special guest, Janelle Amos, Founder and Chief Strategist of Elevate Growth, to delve into the world of Go-to-Market (GTM) strategy. But before diving into the tactical aspects of marketing, Aaron and Janelle share some personal insights about the challenges of balancing work and parenthood. They offer valuable tips and encouragement for those navigating the delicate balance between career and family. Then, the conversation shifts to the core of the episode: the subjectivity of marketing, specifically in the realm of demand generation. Janelle shares her experiences and insights about how marketing strategies can be highly subjective and dependent on various factors. Aaron emphasizes the importance of framing marketing strategies around clients' specific needs and how owning a subjective narrative can help businesses stand out in a crowded market. The discussion also touches on critical elements of a successful GTM strategy, including market analysis, messaging, channels, products, and, most importantly, people. They stress the significance of aligning marketing efforts with business objectives and avoiding the common mistake of diving into tactics without a solid strategy. In the end, Aaron invites listeners to engage with the show, share their thoughts, and consider becoming guests to explore high-level marketing questions and gain tactical expertise. Tune in to this episode to gain insights into the subjectivity of marketing, effective GTM strategy, and tips for balancing work and family life. You can find The Purposeful Marketing Podcast on all major podcast platforms. Resources: Janelle Amos LinkedIn Elevate Growth Demand Gen Made Simple podcast hosted by Janelle Amos

Welcome back to the Purposeful Marketing Podcast! Hosts Aaron, Mary, and James are back with a thought-provoking episode featuring special guest Caleb Rule, Rule Marketing Group. The hosts and Caleb explore the differences in creating inbound strategies for SaaS and manufacturing industries. The conversation revolves around the core components of successful inbound strategy, emphasizing the importance of customer interviews, understanding customer behavior, and aligning marketing efforts with sales teams. From SaaS to manufacturing, the conversation delves into the key elements and key questions that make an inbound strategy successful. Whether you're a seasoned marketer or just starting out, this episode offers a wealth of knowledge to enhance your marketing strategy. Don't miss this episode's actionable tips and strategies for crafting impactful inbound motions. Listen on Spotify, YouTube, or your favorite podcast platform.

Welcome back to the Purposeful Marketing Podcast with your hosts, Aaron, Mary, and James. .Today, we have a special guest, Bob Kahns, Performance Marketing Manager at Proofpoint Marketing. Bob joins us to dive deep into performance marketing and discuss the evolution of paid media with his wealth of experience across various stages of his career. Our conversation focuses on the enduring aspects of paid media (budget, targeting, creative, analysis) marketing that stand the test of time. As we explore the evolution of strategies amidst ever-changing platforms and trends, Bob's invaluable insights offer a rich perspective with lessons learned from real-world encounters. The hosts then shift gears to discuss growing a demand gen team. Mary asks Bob whether to hire a content specialist or a demand generation expert to grow her team. The deliberation reveals the dynamic role each plays in the marketing landscape and how this decision hinges on maximizing impact. Thanks for tuning in on Spotify, YouTube, or your preferred platform. Don't forget to share your thoughts with a review. Here's to meaningful marketing insights and a great day ahead. Thank you for being part of our community of listeners!

Welcome back to the Purposeful Marketing Podcast with hosts Aaron and Mary, along with their guest, a friend of the program and TikTok aficionado Kevin McClary. This episode marks the third installment of TikTok's marketing potential for the B2B industry. The hosts dive into the pivotal mindset shift that B2B marketers need today: understanding where their audience is and adapting accordingly. With TikTok's explosive popularity, and continued adoption, the question arises – should you be on TikTok? Kevin McClary recounts his TikTok journey ignited during the pandemic. From a passive consumer to a creative force, Kevin harnessed TikTok's green screen feature to revolutionize content creation. Sharing diverse topics from pop culture to business insights, Kevin's approach has amassed over 80,000 followers. The hosts stress the simplicity of initiating a TikTok presence. Kevin's advice dispels the myth of elaborate setups; authenticity triumphs over complexity. Both hosts emphasize the value of relatability and authenticity in content creation – mirroring real-life interactions to engage viewers effectively. Whether you're a B2B marketer intrigued by TikTok's potential or an individual seeking authentic self-expression, this episode holds invaluable insights. Tune in to glean wisdom from Aaron, Mary, and Kevin, and unravel the art of impactful TikTok content creation – driven by authenticity, passion, and the sheer delight of sharing what you love.