"We try to do as much as we can to really elevate customer voice and let the customer voice do the talking for us, which is something that we suggest companies do," says Kristi Gamboni, Sr. Integrated Marketing Manager at TrustRadiusIn this episode of The Content Cocktail Hour, Kristi Gamboni, Senior Integrated Marketing Manager at TrustRadius, shares her insights on creating impactful B2B marketing content that effectively engages audiences without breaking the bank. Kristi talks about leveraging user-generated content, the importance of non-promotional, thought-out content, and innovative approaches like the 'Reviews After Dark' project. She also highlights the significance of brand awareness and cost-effective strategies in both physical and virtual events, advocating for creative and lean marketing practices to enhance brand visibility and engagement.In this episode, you’ll learn:The importance of creating non-promotional, thoughtful content to engage audiences Whether it's a high-profile event or a lean, strategic initiative, maximizing exposure can be achieved on any budgetSuccess in social media and events often comes down to the power of collaboration Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Kristi on LinkedIn: https://www.linkedin.com/in/kristigamboni/Check out TrustRadius' website: https://www.trustradius.com/Timestamps:(00:00) How to create non-promotional content that engages(02:50) TrustRadius’ use of software reviews for B2B content success(05:58) The power of events in marketing(10:11) How to measure success in content and events(15:03) Inside TrustRadius’ 'Reviews After Dark' series(19:52) How to make a big impact on a small budget

"If you build that brand trust, everything else is going to start to follow," says Carol Howley, Chief Marketing Officer at ExclaimerIn this episode of The Content Cocktail Hour, Carol Howley, CMO at Exclaimer, discusses the essential role of brand and content in B2B marketing. Drawing from her extensive experience in both demand generation and brand marketing, Carol highlights how Exclaimer navigated a challenging market to double its ARR in two years. She and Adam explore the strategic value of rebranding, building trust, and balancing brand with demand. Carol also addresses the evolving role of content in marketing and shares insights into the underinvestment in brand due to its historically difficult ROI justification.In this episode, you’ll learn:Content drives both brand and demand generation, powering all marketing effortsBuilding trust and emotional connections boosts buyer confidence and long-term successGathering insights through tools, events, and community refines your strategy for better resultsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Carol on LinkedIn: https://www.linkedin.com/in/carolhowley/Check out Exclaimer: https://exclaimer.com/Timestamps:(00:00) How Exclaimer doubled ARR with brand and demand strategy(04:02) Balancing brand and demand(06:55) The importance of brand investment(10:31) Content as the foundation of marketing(15:02) The rebranding journey at Exclaimer

"It's that fun balancing act of which one do we want to succeed versus which one is succeeding? And then taking a look and saying, do we need to promote more the one that we want to succeed?" says Matt Lyman, VP of Demand Generation at LeanDataIn this episode of The Content Cocktail Hour, Matt Lyman, VP of Demand Generation at LeanData, draws from his diverse background in marketing, project management, and theater to enhance his demand generation and brand-building strategies. We talk about his controversial views on Marketing Qualified Leads (MQLs), discussing why they shouldn’t be the primary KPI, and the role of actionable playbooks in event management. Matt also share his insights on balancing demand generation with brand integration, highlighting effective content strategies, repurposing, and customer engagement.In this episode, you’ll learn:Use MQLs as signals, not primary KPIs. Focus on leads, account interactions, pipeline, and revenue for better performance tracking.Efficient demand generation boosts brand visibility, and strong branding enhances demand efforts. Both should work together seamlessly.Continuous iteration and repurposing of content, informed by data, can significantly improve engagement. Try different formats to see what resonates best.Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattlyman/Check out LeanData’s website: https://www.leandata.com/Timestamps:(00:00) How brand and demand gen work together for business growth(03:25) LeanData's approach to efficient marketing(13:43) The synergy between brand and demand generation(18:22) The importance of content in deal cycles(19:28) How to repurpose content for better engagement(23:24) Leveraging playbooks for strategic positioning(25:13) Why MQLs aren't dead in B2B marketing

"I think one of the misconceptions around research is that it's got to be this long, formalized process that takes months and maybe a lot of budget. And I think that just kind of scares people away from the idea, or at least makes it something that you just want to put off indefinitely," says Clay Ostrom, Founder and Brand Strategist at Map & FireIn this episode of The Content Cocktail Hour, Clay Ostrom, Founder and Brand Strategist at Map & Fire, talks about the importance of customer research, debunking myths about it being costly or time-consuming, and shares practical examples from his career. He shares his insights on why external perspectives are crucial for effective brand positioning and discusses the value of "how-to" content in engaging audiences. Plus, we talk about practical applications of Artificial Intelligence in business, specifically how AI can optimize narrow, binary tasks.In this episode, you’ll learn:Create "how-to" content tailored to specific job functions to boost engagement and click-through ratesUtilize external consultants for brand positioning to overcome internal biases and gain deeper insightsBegin with targeted customer research to shape content and positioning strategies efficientlyResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Clay on LinkedIn: https://www.linkedin.com/in/clayostrom/Check out Map & Fire: https://mapandfire.com/Timestamps:04:46 Boosting your brand with celebrity endorsements09:20 The crucial role of research and customer understanding17:39 Insights from diverse brand research19:24 The impact of AI on marketing24:30 Effective B2B content strategies27:50 The Importance of external perspective

"And through that phase really saw the power of what happy users and customers can bring the organization in terms of growth and effective and efficient growth," says Jeff Reekers, Co-Founder and CEO of Champion.In this episode of The Content Cocktail Hour, Jeff Reekers, Co-founder and CEO of Champion, shares his journey as a marketer turned CEO. Jeff discusses his unique insights on customer-led growth, the journey from 1 to $150 million in revenue at Aircall, and the power of happy customers in driving business growth. We also explore the concept of "growth hacks" and why Jeff believes they're often just good marketing rebranded. Plus, Jeff reveals how Champion is revolutionizing customer marketing by making it a strategic part of organizations. In this episode, you’ll learn:The critical importance of focusing on customer experiences for sustainable growthBuilding genuine relationships with customers can provide exponential returns, such as referrals and long-term loyaltyUsing AI to centralize customer marketing, quickly identify happy customers, and engage them at the right timeResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffreekers/Check out Champion’s website: https://www.championhq.com/Check out Champion’s LinkedIn: https://www.linkedin.com/company/champion-hq/Timestamps:(00:00) Leveraging customer satisfaction for business growth(04:43) How to cultivate a customer-focused culture(08:15) Building an effective referral program (09:28) Reevaluating customer attribution metrics(15:42) How to scale customer marketing(16:49) Utilizing AI to engage customers effectively(21:33) Debunking growth hacks labeled as marketing tactics

"In the era of AI, video is where you can be more human. We advocate that AI always needs a human handler. The role that video plays in modern marketing is crucial; it allows for natural, engaging human-to-human connections," says Lindsay McGuire, Associate Director of Content and Campaigns at Goldcast.In this episode of The Content Cocktail Hour, Lindsay McGuire, Associate Director of Content and Campaigns at Goldcast, shares her insights on the challenges and opportunities of marketing to marketers, drawing from her experience in both tech and content marketing. We talk about the evolving landscape of video marketing and discuss why it's crucial for companies to embrace webinars and virtual events as part of their broader content strategy.Lindsay also shares her unconventional views on SEO practices like cold outreach link building and why she believes it might be time to rethink our efforts there. Plus, we explore how Goldcast has transitioned from a virtual events platform to a comprehensive video platform, enhancing the way marketers leverage video across the customer journey. In this episode, you’ll learn:How to harness the full potential of virtual events and webinars by repurposing them into valuable video contentFrom improving brand recall to creating more human connections, video content outperforms text-based contentLeveraging your deep understanding of the marketer persona to create impactful content that resonatesResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Lindsay on LinkedIn: https://www.linkedin.com/in/lindsayladeroute/Check out Goldcast: https://www.goldcast.io/(00:00) The Strategic shift of Goldcast(07:24) How to leverage video in marketing strategies(10:30) Important tools and tips for video content(15:10) Measuring success in video marketing(22:18) Challenges of marketing to marketers(26:01) Why cold outreach link building is inefficient and unnecessary

"Content distribution is more important than the actual content," says Mollie Kuramoto, Director of Marketing at High Alpha.In this episode, we’re joined by Mollie Kuramoto, Director of Marketing at High Alpha, to discuss the making of the highly anticipated 2024 B2B SaaS Benchmark Report. Mollie shares her journey, from her early days at a marketing agency to leading brand-building initiatives at High Alpha. She also reveals the intricate process behind creating this influential report, the importance of proprietary data, and why consistent, bold marketing trumps constant experimentation. Plus, Mollie drops an eyebrow-raising hot take on content distribution that you won't want to miss.In this episode you’ll learn:Building a trusted resource like the SaaS Benchmark Report takes years of consistency and marketing effortsWorking with partners can significantly amplify the reach and impact of your contentFocusing on content distribution is more crucial than creating exceptional content Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect Mollie on LinkedIn: https://www.linkedin.com/in/molliekuramoto/Check out High Alpha: https://www.highalpha.com/Take the 2024 SaaS Benchmarks Survey: https://www.highalpha.com/2024-saas-benchmarks-surveyTimestamps:(00:00) Why experiments are overrated in marketing strategies(00:53) The 2024 B2B SaaS Benchmark Report(07:05) Key insights on industry trends and benchmarks(20:52) The Importance of content distribution

"AI will never replace good content, that you will never get the human out of it, and that people are already starting to discern," says Dr. Amy Cook, Co-Founder and CMO at Fullcast.In this episode, we’re joined by Dr. Amy Cook, co-founder and CMO of Fullcast, to discuss her journey from academia to the C-suite, the role of content in the buyer's journey, and how AI will never replace the human touch in content creation. She also shares her insights on integrating AI for operational efficiency and the importance of aligning marketing closely with revenue goals.In this episode, you’ll learn:The significance of content in influencing 60% to 75% of the buyer’s journeyHow AI can be used to enhance content creation without replacing the human elementWhy closely aligning marketing efforts with revenue is crucial for successResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Dr. Amy on LinkedIn: https://www.linkedin.com/in/amyosmondcook/Check out Fullcast: https://www.fullcast.com/Timestamps:(00:00) Writer turned marketer finds success in tech industry(05:35) The role of AI in content creation(09:25) How Fullcast revolutionizes go-to-market teams(13:33) Why content is king in marketing strategy(15:48) The fulfillment of creating real impact in startups

"Do not say anything that doesn't need to be said. Keep it as simple as possible," says Erica Schneider, Founder of Cut the FluffIn this episode, we’re joined by Erica Schneider, founder of Cut the Fluff, to discuss why LinkedIn might not be for everyone, the art of effective editing, and the power of building a personal brand. Erica also shares her innovative concept of "content sparring" and how she transformed her passion for editing into a thriving business.In this episode, you’ll learn:The importance of self-editing to enhance the overall quality of content and reduce endless feedback loopsThe importance of authenticity and consistency in building an engaged and loyal audienceThe concept of "content sparring" which is a collaborative, live editing process designed to improve content quality in real-timeResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Erica on LinkedIn: https://www.linkedin.com/in/erica-schneider66/Connect with Erica on X: https://x.com/ericasmyname?lang=enCheck out Cut the Fluff: https://cut-the-fluff.ck.page/Timestamps:(00:00) Erica’s career journey to solopreneurship (05:01) The importance of editing content(11:39) How to create and sell successful courses(17:05) “Content sparring” and its benefits to social writing(20:07) Why LinkedIn is not for everyone

"CEOs often push to market without securing internal engagement, but full internal commitment is essential to transforming a company into a well-oiled machine," says Perttu Ojansuu, CEO and Co-founder at HappeoIn this episode, we’re joined by Perttu Ojansuu, CEO and Co-founder of Happeo, to discuss knowledge management and its profound impact on organizational productivity. Perttu brings his unique lens as a CEO and a knowledge management provider to share how internal marketing, knowledge sharing, and organizational alignment can dramatically influence a business’s success. He also explores the specific challenges remote and hybrid organizations face and offers practical solutions for managing knowledge effectively in such environments.In this episode, you’ll learn:Efficient internal knowledge management is critical for organizational productivityAI can significantly enhance organizational productivity by assisting in creating the necessary knowledge and bringing it to the entire organizationInternal marketing and knowledge sharing are foundational to external marketing successResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Perttu on LinkedIn: https://www.linkedin.com/in/perttuojansuu/Check out Happeo: https://www.happeo.com/Timestamps:00:00 AI and its contribution to productivity02:58 The importance of internal marketing04:25 When to start knowledge management06:22 Impact of remote work on knowledge management11:39 AI's role in marketing and brand12:18 CEO’s perspective on brand and marketing