Marketing Dilemmas
Cognism
It’s like therapy—for B2B marketers. On Marketing Dilemmas, host Liam Bartholomew unpacks one big marketing headache at a time—with help from leaders who’ve been there, failed, and figured out what works.
Episodes
Mentioned books
Feb 7, 2025 • 46min
How we redefined our ICP with Evan Nelson, Cognism’s VP of Customer Experience
Cognism's VP of Marketing, Liam Bartholomew is joined by Evan Nelson, VP of Customer Experience to share their joined experience redefining Cognism's ICP during the CHASM project. Listen to find out how we implemented the CHASM project, the difference between true best-fit ICP and the mystifying ICP and how we’re investing in the highest impact areas.
Jan 21, 2025 • 32min
When to localise or translate content in international organisations with Cognism’s Content Managers
Cognism’s Demand Gen Content Manager, Amy Collins chats to SEO and Content Manager (France), Charlotte de Beaumont about Cognism’s demand generation content strategy across regions. When do you translate, localise or create net new?
Jan 7, 2025 • 35min
Marketing signals that drive results with Trinity Nguyen, CMO at Usergems
Cognism’s VP of Marketing, Liam Bartholomew speaks to CMO at Usergems, Trinity Nguyen about the power of authenticity in brand storytelling, how data-driven creativity is the future of marketing and how community is the new currency for brands.
Dec 10, 2024 • 35min
How to scale content creation with AI (without forfeiting quality) with Vincent Plassard, Growth Lead at Userled
Cognism’s Manager, SEO Daisy Shevlin speaks to Growth Marketing Lead at Userled, Vincent Plassard about how both Cognism and Userled are implementing AI internally. And how to scale content creation using AI without losing the human element.
Nov 26, 2024 • 45min
SEO masterclass: Identifying weak spots, generative AI and what it means to create quality SEO content with Dmitry Dragilev, Founder of Topic Ranker
Cognism’s Senior SEO Manager, Joe Barron speaks to Dmitry Dragilev, Founder of Topic Ranker about the inner workings of optimising content for search. How to identify weak spots in an SEO strategy, how to make the most of generative AI and most importantly, what it means to create QUALITY SEO content.
Nov 12, 2024 • 46min
Expanding businesses in EMEA with Archita Fritz
Cognism's VP of Marketing, Liam Bartholomew speaks to EU expansion expert, Archita Fritz - spilling her insights on the importance of dedicated expansion plans. Playbooks from one region don't automatically work in another!
Oct 29, 2024 • 46min
How to build a revenue driven SEO strategy with Sam Dunning, Founder of Breaking B2B
Cognism’s Senior Content Manager and SEO whizz, Joe Barron speaks to Sam Dunning, Founder of Breaking B2B about the similarities in our approaches to SEO. Cognism’s money keyword strategy and Sam’s revenue driven SEO strategy.
Oct 15, 2024 • 41min
Demand generation and paid alignment for revenue growth with Cognism’s Senior DG Manager, Jamie Skeels and Senior Paid Acquisition Manager, Lee Gannon
Cognism’s Senior DG Manager, Jamie Skeels speaks to Senior Paid Acquisition Manager, Lee Gannon about how their two teams - demand generation and paid - work together to drive business results.
Oct 1, 2024 • 31min
Laying the Groundwork: The Importance of Pre-Entry Marketing in New Regions with Liam Bartholomew, VP of Marketing at Cognism
Demand Generation Content Manager, Amy Collins speaks to VP of Marketing, Liam Bartholomew about Cognism's lessons expanding into EU countries. Specifically with regard to their experiences going sales-first, or marketing-first.
Sep 17, 2024 • 39min
Mastering Product Marketing with Josh Britton, VP of Product Marketing
Cognism's Demand Generation Content Manager Amy Collins chats to VP of Product Marketing Josh Britton about how Cognism's product marketing function has evolved with him leading the charge. They discuss the extensive research Josh has carried out to understand the state of play and the early successes Josh has achieved in his short tenure since joining Cognism.
