The Content Cocktail Hour

It can be difficult to convey what a B2B software tech start-up does to someone who is unfamiliar with the field. Jonathan and Brett have an open and honest discussion about some of The Juice's product marketing and positioning challenges. They stay calm and collected by having a great support system at home and constantly keeping the big picture in mind. 0:00 Intro 0:55 Conversation 2:07 Support system 4:50 Product messaging 7:50 Spotify for B2B recourses 8:28 Nominated for startup of the year 10:04 Audience pain points 15:24 Gaps in the business 18:24 Vision 20:55 Data-driven goals 26:00 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn  

Corey Haines is the founder of Swipe Files, a SassS marketing community and personal media company. On today's episode, Corey discusses the crawl, walk, and run approach to marketing like a media company, as well as some examples of companies doing an excellent job at it. SaaS marketing is more competitive and difficult to measure than ever before; having awesome content and trustworthy personalities (like a media company) is critical to stand out from the competition. 0:00 Intro 0:54 Introducing Corey 2:00 Swipe Files 3:43 Entrepreneurship 5:11 Market like a media company 9:50 Rented vs owned platform 11:50 Build brand 15:13 Media personalities 20:05 Seeking Wisdom Podcast 22:22 Repurposing content 24:50 Traditional performance metrics 29:22 Examples of companies killing it 32:10 Connect with Corey 33:15 Outro Join Swipe Files (50% discount using "MODERNDAYMARKETING")Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Corey: |Website | Twitter | LinkedIn Follow Brett:| Twitter | LinkedIn 

This episode is inspired by an article from Nicole Miller, the Director of People at Buffer, titled “The 10 Questions I’ve Been Asked the Most in 400+ Values Screening Interviews.” For the first time publicly, Jonathan reveals The Juice’s four core values, what they signify, and how they were chosen. With these four carefully considered core values, which took over a year to fully flesh out, The Juice is positioning itself for success. 0:00 Intro 1:10 Conversation with JG 2:40 Six operating principles 7:53 The Juice’s four core values 10:45 Weekly application, EOS 12:42 Building culture remotely 15:00 Career growth 17:40 Ownership 20:43 Work hours expectations 23:02 Value of time 25:16 Outro The 10 Questions I’ve Been Asked the Most in 400+ Values Screening InterviewsJoin The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn  

Mitchell Causey is the co-founder and CEO of Demandwell, an SEO software company that helps B2B SaaS marketers turn organic search into repeatable revenue. Mitchell is an SEO expert who debunks some common misconceptions about the field. They also talk about Google as the world's largest human experiment, the distinction between quantity and quality in terms of content, and the future of SEO. 0:00 Intro 0:54 Conversation with Mitch 4:16 Lessonly 5:20 Starting his own company 6:30 SEO to build brand 8:30 Google is a human experiment 10:50 Negative side of SEO 15:12 SEO stigma 17:40 Demandwell’s customers 19:30 Quality VS quantity 24:40 SEO progress/results 28:38 Future of SEO, Human Experience 33:28 Share of Search Report 34:24 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Mitch:| Twitter | LinkedIn | Demandwell Follow Brett:| Twitter | LinkedIn 

Brett and Jonathan share their thoughts after listening to the Humans of Saas podcast, hosted by Ben Winn at Catalyst. The episode was titled “Give Before You Take” with Lloyed Lobo, Co-founder and President of Boast AI. Reciprocity is so important when building a brand and creating community. Short-term marketing efforts that are solely revenue-motivated are a recipes for disaster. 0:00 Intro 1:30 Conversation with JG 3:52 Humans of SaaS podcast 7:00 Be personal 8:40 Give before you take 9:55 Permissionless co-marketing 11:45 Jonathan’s philosophy 14:26 Rise of PLG 15:28 Customers want an outcome, not software 22:00 Revenue motivated 24:53 Outro Give Before You Take (with Lloyed Lobo, Co-Founder and President of Boast.AI) Content from CatalystJoin The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn  

Holly Enneking is the VP of Marketing at Lev, the premier Salesforce consultancy for marketers. In this episode, she discusses the art of marketing people in contrast to marketing products. Holly shares what she’s learned moving from a B2B SaaS marketing role to now working for a services-led business. Lev is hosting the Ultraviolet Conference on April 12th-13th and registration closes April 1st! 0:00 Intro 0:50 Conversation with Holly 5:00 Career path 6:30 Services-led business VS product marketing 11:10 Content with value 14:20 Rallying content team 17:18 Salesforce 21:48 Brand building 24:47 Advice to marketers 27:00 Ultraviolet Conference 29:00 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Register for Ultraviolet Conference 2022 Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Holly:| Twitter | LinkedIn | Lev Follow Brett:| Twitter | LinkedIn 

Brett and Jonathan unpack an article titled“Want to Build a Successful B2B Community? Take a SoulCycle Class,” from Latané Conant. Latané is the CMO at 6sence, an account engagement platform helps B2B organizations achieve predictable revenue growth. She writes that marketers can learn a lot from SoulCycle and lists six rules of community building.Want to Build a Successful B2B Community? Take a Soul Cycle Class (6sense) 0:00 Intro 0:45 Conversation with JG 3:10 Latané Conant 4:45 Article 7:40 Rules of community building 10:24 Audience is the content 12:24 Give people what they want 16:40 Surprise and delight 18:40 Do the work 21:47 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn  

In addition to a full-time position in B2B tech, Mel Yap is a freelance copywriter who helps clients create engaging content that aligns with their values, tone of voice, and core message. In this episode, she discusses her writing process, who her ideal client is, and what brands need to figure out and focus on first before hiring freelance creatives. 0:00 Intro 0:47 Conversation with Mel 1:50 Copywriting mindset 4:40 Brand voice & content pillars 8:30 Coaching brands & tone of voice 12:00 Foundation first 13:30 Freelance pricing and process 15:22 Ideal client 17:30 Freelance network 19:30 Storytelling & distribution 22:36 Connect with Mel 22:58 OutroJoin The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Mel:| Twitter | LinkedIn | Website Follow Brett:| Twitter | LinkedIn  

This week, Brett and Jonathan listened to a podcast episode titled “How to Use Freemium Products to Gain Paying Customers” from Correlated, the leading platform for product-led revenue. The episode is a conversation between Breezy Beaumont, Head of Growth at Correlated, and David Rostan, founder of Calendly and Head of Revenue at Stonly. Calendly has been extremely successful with the freemium model. Jonathan plans to experiment with PLG and freemium models as they grow and build on momentum.0:00 Intro1:13 Conversation with JG3:20 Key takeaways from episode7:30 Why PLG works9:00 Marketing vs Sales process10:05 Growth roles15:05 Experimentation17:15 What’s paid, what’s free?20:10 Freemium model24:42 PLG at The Juice28:55 OutroHow to Use Freemium Products to Gain Paying Customers (Correlated)Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn  

Allie Dyer Bluemel is the newly promoted Director of Developer Marketing at Census, an operational analytics platform. With Brett, she discusses the steps of growing and measuring communities and approaches to sharing valuable content. Building a healthy and positive B2B community takes the active mind of a modern-day marketer. 0:00 Intro 0:48 Conversation with Allie 1:45 New role 2:29 Give away your Legos 7:20 B2B community 10:10 Writing for people vs SEO 14:15 Shifts in B2B marketing 15:20 Steps to build community 18:30 Approach to sharing content 19:50 Signs of a healthy community 22:12 Get connected 23:00 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Allie:| Twitter | LinkedIn | Census | Operational Analytics ClubFollow Brett:| Twitter | LinkedIn