The Content Cocktail Hour

The “Creator Pages” is launching Wednesday, making it a busy week at The Juice. Brett and Jonathan make some time to discuss the importance of market research and an article by Louis Grenier titled “How to do market research in 4 steps: a lean approach to marketing research.” Jonathan reflects on the one hundred interviews he conducted with marketers when he first started The Juice. Market research isn’t just about asking questions; it’s about asking the right questions and identifying customer pain points. 0:00 Intro 1:03 Conversation with JG 4:25 Market research 6:45 Launching Creator Pages 10:15 Article by Hotjar 13:00 Recent MDM episodes 15:00 Asking the right questions 21:24 4 steps in article 25:00 Outro How to do market research in 4 steps: a lean approach to marketing research from Hotjar 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  

Ryan Gibson is the founder of Content Lift, helping B2B marketing teams run customer research interviews that don't suck. Brett and Ryan discuss how customer investigations can transform your marketing strategy. Ryan’s stint as a TV reporter taught him how to ask the right questions and get the bottom of issues. Knowing the average buying story of your customer is invaluable knowledge for marketers to have. 0:00 Intro 0:45 Conversation with Ryan 4:30 Shift of marketers’ responsibilities 8:23 Evolving B2B marketing landscape 9:30 Background in journalism 12:45 Research and investigation 17:55 Finding the ideal buyer 20:50 Moving companies forward 24:34 Companies Ryan works with 26:00 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Ryan:| LinkedIn | WebsiteFollow Brett:| Twitter | LinkedIn 

Jonathan and Brett are fired up about an article by Janet Choi, Head of Content at Clearbit, titled “Know you hand-raisers: why marketing to your user base isn’t working anymore.” What is hand-raiser and what makes someone raise their hand? Why aren’t users also your buyers? Why is PLG (product-led growth) the future of B2B SaaS? In this episode, your favorite modern-day marketer duo tackles these complex questions.0:00 Intro 1:00 Conversation with JG 3:30 PLG (product-led growth) 8:35 Janet’s article 12:46 Mindset shift 15:52 Automation vs Manual 16:37 Cold Start Problem 18:37 Sales and marketing alignment 22:05 What makes someone raise their hand 28:24 Closing words 29:24 Outro  Know your hand raisers: why marketing to your user base isn't working anymore (Janet Choi, Clearbit) 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  

Michael Ashford is Director of Marketing at The Receptionist, a TEDX speaker, and the host of “The Follow-Up Question” podcast. With a journalism background, Michael has transferred his ability to ask the right questions in the marketing world. In this episode, Brett and Michael discuss modern-day marketing, attribution, gated content, car commercials, and much more. 0:00 Intro 1:01 Conversation with Michael 1:55 Marketing philosophy 5:15 Curiosity VS certainty 9:02 Car commercials 11:10 Resonance 12:12 Journalism background 16:30 Listening and communicating 19:08 Art of question asking 23:57 Intuition and facts 26:50 Measuring attribution 28:38 How to ask better questions 31:38 Links 32:25 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Michael:| Podcast | Website | LinkedIn | The Receptionist Follow Brett:| Twitter | LinkedIn 

Brett McGrath was inspired to write an article after reading Amanda Natividad’s article, “The Case for Permissionless Co-Marketing.” Amanda Natividad is the VP of marketing at SparkToro, an audience research tool that helps you discover people's sources of influence. “Permissionless co-marketing” is promoting/sharing/re-tweeting someone’s content, because you enjoy it and share similar philosophies. Promoting someone’s work (without asking for anything in return), leads to genuine relationships, better collaborations, and strong leads. 0:00 Intro 2:46 Discovering new artists 7:09 Curation 7:27 Amanda’s article 11:55 Content collaboration 13:30 Old, outdated, ineffective collaborations 15:40 The Juice’s marketing strategy 18:00 Brett’s article and 3 key takeaways The Case for Permissionless Co-Marketing by Amanda Natividad Why Curation is the Centerpiece of The Juice's Marketing Strategy Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Brett:| Twitter | LinkedIn  

Camela Thompson is the Director of Growth at CaliberMind, the leading B2B Data Platform for Revenue Insights you can trust. Brett and Camela discuss the tension between being a creative marketer and attribution intoxication. Executives need to be okay hearing bad news; communicate successes and be honest about your failures. Honest internal marketing is essential. 0:00 Intro 0:58 Conversation 4:00 Role at CaliberMind 7:30 Humanize marketing 10:10 Account-based marketing 13:30 Podcasting 17:30 Internal success metrics 20:06 Striking a balance 23:48 Sharing bad news 26:30 Internal marketing 28:00 Learn more 28:40 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Camela:| Twitter | LinkedIn | Website | Podcast Follow Brett:| Twitter | LinkedIn 

Brett and Jonathan discuss an article titled “How Advanced Analytics Changed My Career” by Camela Thompson, Director of Growth at CaliberMind. Having a deep understanding of advanced analytics gives marketers credibility and insight to pivot marketing efforts where it matters most. Great marketers utilize both their analytical, data-driven right brain and their creative, story-telling left brain. 0:00 Intro 1:09 Conversation 4:30 Article 8:10 Right vs left brain 10:00 Story telling 15:20 Purpose of article 18:10 Internal marketing 21:26 Intent signals 25:34 Outro How Advanced Analytics Changed My CareerJoin The JuiceSign up for The Blend (weekly newsletter from The Juice)Watch Ross Simmonds and Jimmy Day's conversation here.Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn  

Melissa Meredith is the owner of Content Creative, a full-service marketing, branding, and content agency that’s with you from strategy to execution. On this episode, Brett and Melissa discuss what is means to have a hospitality mindset in marketing. She also explains the benefits of being both authoritative and vulnerable with content. 0:00 Intro 0:51 Conversation with Melissa 4:05 Content Creative 6:04 Purpose of content marketing 9:00 Hubspot 10:45 Tips for stuck marketers 13:10 Hospitality mindset 15:30 Customer experience 19:00 Combat scarcity mindset 21:18 Authority and vulnerability 24:25 Connect with Melissa 24:55 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Melissa:| Twitter | LinkedIn | Website Follow Brett:| Twitter | LinkedIn 

Brett and Jonathan break down and discuss a recorded conversation between Jimmy Daly of Superpath and Ross Simmonds of Foundation titled “What Will Content Distribution Look Like in 2022?” The team at The Juice is thinking critically about content distribution. In the future, marketing teams could have dedicated content distributors. 0:00 Intro 1:16 Conversation with JG 6:56 Main themes of conversation 8:40 Content marketer VS content distributor 13:05 Content user fit 18:00 Community aspect 21:56 OutroJoin The JuiceSign up for The Blend (weekly newsletter from The Juice)Watch Ross Simmonds and Jimmy Day's conversation here. Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn  

Nemanja Zivkovic is the CEO and Founder of Funky Marketing, helping fast-growing B2B tech-based companies. He believes connection is the new conversion. Brett and Nemanja discuss why most B2B executives don’t understand what good marketing is, the difference between real and fake momentum, the future of modern-day marketing. 0:00 Intro 1:21 Conversation with Nemanja 6:40 Consistent content that educates 14:15 Challenge the need for leads 17:18 B2B executives don’t know good marketing 23:08 Track success of marketing efforts 26:38 Rise of individual creator 32:10 Chili Piper 34:16 Collaboration 39:05 Personalized experience- Air BnB, Netflix, Gong 43:50 Momentum, real and fake 46:40 Get connected 48:15 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Nemanja:| LinkedIn | Funky Marketing | Podcast Follow Brett:| Twitter | LinkedIn