The Content Cocktail Hour

A free one-day virtual SaaS marketing summit is being held this Wednesday, October 12 by Corey Haines of Swipe Files. The summit will feature five discussions with popular marketers, and The Juice is one of the sponsors. In anticipation for the day, Jonathan and Brett discuss customer acquisition, the founder track, and influencer marketing. To sign up for the free summit, visit https:// www.swipefiles.com/summit. 0:00 Introduction 1:23 Conversation with JG 4:50 Working with influencers 9:59 Customer acquisition 13:35 Product market fit 18:50 Churn 20:45 Fundraising 22:55 Measuring success 25:24 Outro SaaS Marketing Summit (Register for free)Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn 

Nicole Kahansky is the Senior Content Marketing Manager at Hypercontext, a tool helping managers manage better. Today, Brett and Nicole discuss how content marketing could be the key to customer retention. Rather than trying to reach as many people as possible, Hypercontext wants to reach the right people. To do this, Nicole and her team produce and distribute specific, high-quality, and value-packed content.0:00 Intro0:52 Conversation with Nicole1:40 Who is Hypercontext3:10 Content and retention6:00 Balancing SEO and value10:00 Quantity and quality traffic15:54 Retention17:23 Content process19:06 Distribution22:14 Advice to marketers25:20 OutroJoin The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Nicole: | LinkedIn | Hypercontext Follow Brett:| Twitter | LinkedIn 

Alaina Thompson, Head of Growth, has been at The Juice since its beginning with Brett. Today, they discuss all things growth marketing and what is and isn’t working. Alaina’s role has evolved with the company and she's focused not only on acquiring members, but also retention and monetization. A true modern-day marketer, Alaina isn’t afraid of a little experimentation to get the ball rolling. 0:00 Intro 0:51 Conversation with Alaina 1:50 Sponsorships/partnerships 5:57 Alaina’s role 8:46 Infrastructure 11:06 Product and engineering teams 14:12 Experimenting 16:47 Personalization and paid ads 20:30 Advice 22:30 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Alaina:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn   

After reading an article titled User Generated Content: What It Is and How to Use It on The Juice, Brett invited the author on the podcast to learn more. Tamilore is a content writer at Buffer, an affordable and intuitive social media marketing software. She describes UGC and what it means for B2C and B2B brands. It all comes down to developing trust and genuine engagement, she explains. 0:00 Introduction 0:53 Conversation with Tamilore 5:15 Story-telling/narrative-based content 9:30 User-generated content 13:10 UGC related to B2B 19:00 Benefits of UGC 22:40 Example of brand doing good UGC 26:30 Getting started organically 31:26 Internal employee engagement 33:20 Connect with Buffer 34:55 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Tamilore: | LinkedIn | Buffer Follow Brett:| Twitter | LinkedIn 

Brett is joined by Kate VanLue, Director of Sales at The Juice. She shares some of the challenges and advantages of selling at The Juice and how her sales process has evolved. Some marketers understand the value of The Juice right away and are easy to onboard, while other marketers need more time or have constraints in budget or from leadership. 0:00 Intro 1:09 Conversation with Kate 2:30 Selling a new product 4:53 Sales process at The Juice 7:00 Communicating value 10:30 Quality over quantity 15:10 Profile of The Juice user 17:40 Challenges from leadership 21:45 Price 25:00 Breaking through to new customer 27:18 Outro Join The JuiceTo learn more about Category Pages, visit app.thejuicehq.com/categoriesFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Kate:| LinkedIn |Talk with KateFollow Brett:| Twitter | LinkedIn 

Christina Garnett is in charge of community and advocacy at HubSpot, a CRM platform that’s designed to help companies grow better. As a community builder and advocacy strategist, Christina is an expert at audience research on social, native searching, social listening, and being receptive to feedback both good and bad. By truly listening to users on a variety of channels, HubSpot continues to improve and grow a stronger community. 0:00 Intro 1:20 Conversation with Christina 5:38 Role at HubSpot 9:02 Audience research 13:10 Social listening between channels 16:12 Accounting for dark social 17:50 Shifts in sentiment 20:25 Outcome of audience research 22:30 Advice 27:30 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Christina: | Twitter | LinkedIn | HubSpotFollow Brett:| Twitter | LinkedIn 

Jonathan and Brett take some time to discuss content distribution. Most marketers are thinking more critically about content distribution these days, as they try to get their message to the right audience. They discuss various distribution channels, The Juice’s solutions, outbound marketing, inbound marketing, SEO and narrative-drive content, and the evolving role of the content marketer. 0:00 Introduction 0:58 Conversation with JG 4:30 Measuring impact of marketing 6:14 SEO VS narrative-driven 10:50 Who’s responsible for distribution 12:38 Comparing to football 15:30 Channel selection 17:18 Finding audience 21:50 Internal marketing 23:44 The Juice hub 26:05 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn 

Dan Balcauski is the Founder and Chief Pricing Officer at Product Tranquility, a consulting firm that helps B2B SaaS CEOs define pricing and packaging for new products. On the podcast today, he outlines the three core value drivers (functional, emotional, social) and delves into the psychology of value. He shares why freemium models almost never work and why he hates the term “product market fit.” 0:00 Intro 1:02 Dan’s background 5:55 Value and pricing 7:15 3 core value drivers 8:00 Value cascade 11:55 Brand and Positioning 18:48 Pricing 21:15 Product market fit 22:10 Packaging 26:30 Who’s responsible 29:10 Rolling out internally 33:42 Freemium 42:18 Connect with Dan 42:45 Closing words Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Dan: | LinkedIn | Website Follow Brett:| Twitter | LinkedIn 

Brett has met some truly amazing marketers while hosting this podcast, sparking connections and collaborations at The Juice. Today, he takes a moment to reflect and share his personal approach to seeking out and "hunting down" exceptional guests. His chats with Janet Granger, Darryl Praill, and Benyamin Elias are a few recent highlights that have resonated with him. 0:00 Intro 2:00 Curating and collaborating 3:25 Finding podcast guests 8:50 Hunting for killer content 11:40 Episode highlights 15:52 Closing words Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Brett:| Twitter | LinkedIn  

Janet Granger is the CEO of Marketing Career Mentor, providing online mentoring and community to early career marketers. She gives young professionals the knowledge she wishes she had earlier on in her marketing career. Brett and Janet define professional development, discuss the role of content in professional development, and identify common qualities of young professionals. Her new book, OK Boomer! Revelations of a Baby Boomer Working With Millennials, explores age gaps and digital divides in the workplace. 0:00 Introduction 0:50 Conversation with Janet 5:06 Early marketing careers 7:47 Defining “professional development” 10:22 Career trajectory 12:40 Disconnect in marketing orgs 17:25 Communication 19:57 Advice to young marketers 22:16 Content, mentorship, learning 26:16 Foundational elements of marketing 30:05 Outro Join The JuiceOK Boomer! Revelations of a Baby Boomer Working With Millennials (Book)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Janet: | Twitter | LinkedIn | Marketing Career Mentor Follow Brett:| Twitter | LinkedIn