The Content Cocktail Hour

Cassie Pallesen, who’s on the Content & Comms team at Dropbox, joins Brett in discussing cross functional working, the value of content marketing, and communicating that value internally to stakeholders. After marketing at several companies, Cassie saw that pumping out high volumes of content for SEO rankings wasn’t effective in the long term in finding the right customers. 0:00 Intro 0:55 Conversation with Cassie 1:30 DocSend acquisition 3:05 Value of content 8:42 Quality vs quantity 10:05 Issue with volume marketing and SEO 12:30 Driving organic growth 13:28 Tracking and dashboards 18:13 Creating VS measuring 22:39 Communicating results with stakeholders 25:00 Connecting with Cassie 26:05 Outro  Join The JuiceFollow Cassie | LinkedInFollow Brett:| Twitter | LinkedIn   

 Alaina Thompson, Growth Marketing Manager at The Juice, joins Brett on the podcast the day after their official launch. Alaina has been using The Juice platform to research specific and useful content for her job. She shares some user tips and explains the newest feature, playlists. 0:00 Intro 1:42 Conversation with Alaina 3:04 Momentum leading to launch 8:15 Using The Juice for researching 10:48 Alaina’s position 15:00 Researching email subject lines 19:00 Issues with Google and SEO 20:25 Marpipe 23:12 Tips for users 26:30 New feature, playlist 28:49 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Alaina:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn   

Scott Vaughan is the former CMO at Integrate, an experienced marketer in the B2B world, a SaaS Executive, and a Growth Accelerator. Scott shares his perspective on implementing change in the marketing space and creating more human and authentic relationships with customers. 0:00 Intro 1:00 Conversation with Scott 4:00 Marketers’ relationship with customers 7:40 Authentic connections 13:30 Marketing automation 17:05 Implement change 26:09 Print to digital 30:05 Compelling content 37:16 Program vs campaign 40:56 Short term results and long term strategy 44:04 Connect with Scott 45:15 Outro  Join The JuiceFollow Scott| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn   

This is the week. Tuesday is the official launch date of The Juice! Brett McGrath reflects on all the hard work the team has accomplished leading to this moment and thanks all the early supporters, customers, and modern-day B2B marketers who have backed up The Juice’s vision. 0:00 Intro 2:22 Shout out The Juice team 7:04 New hire, Lead Product Designer 9:00 Appreciating supporters 9:50 “B2B Marketing Sucks: Stories from the people that are helping fix it” 14:00 Insights from modern-day B2B marketers 15:24 “Using Community to Launch at B2B MarTech Company” 17:10 Shout out customers 19:40 Closing words Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Brett:| Twitter | LinkedIn   

Joe Lazauskas is the Head of Marketing at Contently, a content marketing platform for creating content better and faster. He is the co-author of The Storytelling Edge and writes a popular newsletter on LinkedIn. Joe’s recent article, Ditch the Persona and Find Your Muse, is about empathy, oxytocin, creativity, and creating the best content with one person in mind, the muse. 0:00 Intro 1:10 Conversation with Joe 3:16 Contently 6:45 Outdated data-driven marketing 11:02 Personas 15:32 Find and talk with ideal customers 20:00 Write for one person 22:38 Do the work 27:09 Joe’s course on Snow Academy 28:20 Outro Join The JuiceFollow Joe| Twitter | LinkedIn | Contently Follow Brett:| Twitter | LinkedIn   

In the final episode of “Using Community to Launch at B2B MarTech Company,” Jonathan and Brett wrap up the conversation on momentum, community, launching, and what it’s like to watch their vision turn into a live product. From the beginning, Jonathan has created their hero story of fighting the common enemy, bad outdated marketing that needs to be stopped. 0:00 Intro 1:10 Conversation with Jonathan 4:30 Vision to live product 6:00 Lenses of team members 9:30 Launch prep planning 11:30 Working with High Alpha 14:30 Making it a “we thing” 19:10 Spotlight the enemy 23:22 Launch event August 17 26:40 Post event 29:30 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn   

Ethan Beute is the Chief Evangelist at BombBomb, a video messaging tool for building relationships. He’s also the author of Re-humanize Your Business and the host of the Customer Experience Podcast. Ethan and Brett discuss his approach to content, background in television, the rise of video and social media, and the key to being an evangelist. 0:00 Intro 1:00 Conversation with Ethan 2:25 Approach to content 5:08 Curiosity and consistency 8:02 BombBomb 11:20 Background in TV 15:15 Career transition 21:30 Conversation with customer 23:22 Marketing approach 27:37 Relationships though video 33:10 Evangelism 38:10 The rise of video and new competition 42:11 Connect with BombBomb 44:30 Outro Join The JuiceFollow Ethan| Twitter | LinkedIn | Customer Experience Podcast Follow Brett:| Twitter | LinkedIn   

In part four of “Using Community to Launch at B2B MarTech Company,” Jonathan and Brett talk all about momentum, leading up to the launch and after. They share the biggest hurdle they faced while building momentum and some of the lessons they learned early in their careers. 0:00 Intro 1:00 Conversation with Jonathan 1:30 Go to market meeting 4:30 Organizing the passion 5:26 Divergent thinking, convergent action 7:12 Momentum 10:40 Social proof and building community 15:50 Lessons from early career 19:22 What has slowed momentum 24:35 After the launch 26:45 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn   

Stuart Balcombe is the Co-Founder of Procket, a company that helps busy founders and marketing teams get more mileage out of their content. Brett reached out to Stuart after reading his Twitter thread where he tweeted, “Content marketing is experiencing a Blockbuster → Netflix style shift.” 0:00 Intro 0:46 Conversation with Stuart 1:57 Twitter VS LinkedIn 5:36 Stuart’s background 8:00 Procket 8:40 Blockbuster to Netflix 14:56 Brand/company centric VS costumer/consumer centric 19:50 Steps to evolve marketing 26:16 Long-term VS short-term mindsets 30:10 Inspiration from REI and Patagonia 35:40 Use Procket 36:08 Outro Join The JuiceFollow Stuart| Twitter | LinkedIn | ProcketFollow Brett:| Twitter | LinkedIn   

In part three of “Using Community to Launch at B2B MarTech Company,” Jonathan asks Brett about building momentum and making the launch more than a single day affair. Inspired by sneaker culture and hip hop album drops, Brett has been producing hype around The Juice’s official launch date on August 17. 0:00 Intro 0:45 Conversation 3:20 Thought process behind launch 5:00 Hype 6:00 Brett’s marketing experience 10:20 No hacks, only consistency 11:50 Pros and cons of long launch 15:30 Jonathan’s vision 17:30 Inspiration from consumer brands 22:40 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn   lTWDrljkwaLvD3sVk3c2