The Content Cocktail Hour

Abby Borden is the VP of Marketing at Lexer, a Customer Data and Experience Platform that helps retailers better understand their customers. Abby and Brett discuss her career path from Customer Success to the VP of marketing. A truly great customer experience can lead to advocacy. 1:04 Conversation with Abby 3:00 Who is Lexer 4:15 Role in Customer Success 7:22 Advocacy 8:36 Transition to marketing 10:15 Team building 13:00 Marketing surprises 17:52 Gong 19:06 Advice to marketers 20:28 Lexer and The Juice partnership 21:25 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow Abby| Twitter | LinkedIn | Lexer Follow Brett:| Twitter | LinkedIn    

Freshly back from paternity leave, Brett is reflecting on the traits of a modern-day marketer. Part of marketing is storytelling. In this story, the modern-day marketer is the hero and the villain is outdated, SEO-crazed, gated, and manipulative marketing tactics. 0:00 Intro 0:10 Paternity leave 3:10 Real Marketers Podcast 6:10 Modern-day Marketer Miniseries 7:18 Visual identity 10:00 Traits of hero 16:00 Final words Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Brett:| Twitter | LinkedIn 

Araminta Robertson is a FinTech Content Marketer at Mint Studios and the host of Market like a FinTech Podcast. Her approach to content marketing is becoming an expert in a field she genuinely likes. Brett and Araminta discuss the puzzling lack of marketers in the FinTech space, her three pillars, and connecting with fellow marketers. 0:00 Intro 0:55 Conversation 2:15 Career in FinTech 7:20 Be an expert 8:20 Three pillars— education, trust, customer experience 11:30 Researching the field and its customers 14:15 Newsletters, Twitter, podcasts 17:30 Lack of marketers in FinTech 22:48 Connect with Araminta 23:38 Outro Join The JuiceFollow Araminta| Twitter | LinkedIn | Mint StudiosFollow Brett:| Twitter | LinkedIn    

The fourth and final episode of the Modern-day Marketers Miniseries is about moving away from comarketing to community building. Modern-day marketers, Jonathan and Brett knew that nurturing one to one to one relationships with like-minded individuals in the marketing field would be an invaluable step in getting The Juice off the ground. 0:00 Intro 0:56 Conversation starts 2:00 Paternity leave 4:10 Marketing community 8:10 Keep sales out of it 11:10 Bad co-marketing 15:35 Transactional mindset VS long game 18:00 Example of genuine co-marketing 22:55 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn 

Devin Reed is the Head of Content Strategy at Gong, a revenue intelligence platform and one of the most popular B2B brands out there. Since transitioning from sales to content, Devin has created some of the best sales content on the internet. On this episode, Brett and Devin discuss domain expertise, brand tone, teams with diverse talent, and the secret sauce of Gong’s success. 0:00 Intro 1:17 Conversation starts 3:40 Who is Gong 4:50 Career path 8:52 Sales background 11:30 3 pillars 14:35 Brand tone 15:05 Domain expertise 18:15 Team of diverse talent 21:30 Gong’s secret sauce 23:48 Gong data in content 26:20 Cursing 28:25 Advise 31:46 Outro Join The JuiceFollow Devin| Twitter | LinkedIn | Newsletter | Gong Follow Brett:| Twitter | LinkedIn    

The third episode of the Modern-day Marketer Miniseries is about removing roadblocks and creating a better buyer experience. Nobody wants to feel manipulated, tricked, or treated like a lead. The Modern Day Marketer is self-aware, builds community, posts gate-free content, and forms genuine relationships. 0:00 Intro 0:53 Conversation starts 3:10 Experience 9:08 No one wants to be a lead 12:04 Stuck marketers 16:44 Consumer habits 18:44 Can’t trick marketers 19:32 Discovery meetings 21:50 Example of creating a positive experience 27:37 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn 

Sophia Solanki is the Founder of Narrato, a platform that streamlines the processes involved in content creation and collaboration, based in Australia. By consolidating processes and limiting obstacles, content creators have more time to be creative. Sophia wants to eliminate the unnecessary hurdles that content creators have been putting up with for too long. 0:00 Intro 2:18 Sophia’s background 6:40 Passion for content marketing 8:32 Role of content marketer 10:08 Obstacles to creativity 13:38 Signs of time wasted 15:35 Balancing process, production and creative time 18:00 Collaboration internally and externally 20:10 Result of streamline approach 21:30 Connect with Narrato 22:05 Outro Join The JuiceFollow Sophia | Twitter | LinkedIn | NarratoFollow Brett:| Twitter | LinkedIn    

On the second episode of the Modern-day Marketer Miniseries, Jonathan and Brett talk about writing for people, not machines. It’s perfectly fine to have an SEO strategy, but it’s more important to ensure the content you publish is actually useful and valuable for real humans to read and appreciate. Additionally, there needs to be a solid distribution strategy in order to reach the right audience. 0:00 Intro 1:02 Episode begins 4:00 AI and content marketing 7:32 B2B buying cycle 9:24 Marketing budgets 13:20 Content strategy 16:30 Marketers with journalism experience 20:00 Get leaders on board with chance 23:35 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn 

Chae O’Brien is the Founder and Head of Strategy at Thought Bakery, a growth marketing content studio that helps technology companies launch successful products with personalized customer experiences. Chae shares her perspective on community-led marketing, internal alignment, customer research, and growth. An important question B2B marketers should ask is— how do our products influence a person’s professional ability on a personal level? 0:00 Intro 1:02 Episode begins 2:10 Background in oil 4:02 Pain points of clients 6:14 Roadblocks to building community 7:53 Ideal customer 12:06 Internal alignment 16:10 Apple and Lego 23:20 Focus and intent 29:52 Scaling and growth 34:50 Final advice on building community 39:30 Connect with Thought Bakery Join The JuiceFollow Chae| Twitter | LinkedIn | Thought Bakery Follow Brett:| Twitter | LinkedIn    

On the first episode in the Modern-day Marketer Miniseries, Jonathan and Brett discuss sobering up from “attribution intoxication.” Rather than generating as many leads as possible by any means necessity, the modern-day marketer measures success with their North Star metric. Jonathan is more metric and numbers-driven and Brett is driven by creativity, but they both agree on quality over quantity when it comes to producing valuable content. 0:00 Intro 1:26 Episode begins 4:50 Attribution intoxication 7:30 Cookie cutter metrics 11:30 Attribution and content syndication 13:08 Direct competition 15:55 Relevancy vs volume 18:25 Intent behind content 23:44 North Star metric 27:08 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn