The Content Cocktail Hour

"Product marketing involves early engagement to understand the customer's needs and priorities, build features that resonate, and ensure effective messaging and positioning for a successful launch and sales," says Justin Dorfman of AssetMule.In this episode of The Content Cocktail Hour, Justin Dorfman, founder and CEO of AssetMule, joins us. With over 15 years in the SaaS world, Justin's unique journey from sales to product marketing to founding his own company offers a wealth of knowledge. We'll explore his innovative approach to sales and marketing alignment, the crucial role of product marketing, and his journey to solving key pain points in sales collateral through AssetMule.In this episode, you’ll learn:The importance of sales and marketing alignmentPerspectives on where product marketing should sit within an organization and the rare involvement of product marketing in company processes Definition and importance of buyer enablement and comparison between B2C and B2B buying processesResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Justin on LinkedIn: https://www.linkedin.com/in/justindorfman87 Check out AssetMule: https://www.assetmule.ai/ Timestamps00:00 Experienced SaaS professional turned founder discusses product marketing06:22 Focusing on product marketers for empowerment07:02 Strategic product marketing adding value in sales12:34 Early companies relying on product marketing for sales enablement13:47 Sales enablement, training teams, and organizing and evaluating content18:13 B2B and B2C shopping behavior similarities24:02 Starting a company without needing an idea.

“A common mistake is getting excited about an event and then questioning its success. This leaves marketers relying on vague anecdotes rather than solid data,” says Kate Hammitt, CMO of SplashIn this episode of The Content Cocktail Hour, we’re joined by the CMO of Splash, Kate Hammitt, to share her career journey from being a paralegal at the US Golf Association to becoming a key player in the event marketing industry. We discuss event-led growth, event strategy and execution, and broader CMO strategies and trends. Kate also shares a fresh perspective on the evolving landscape of B2B marketing, including the impact of AI and the importance of moving beyond traditional trade show booths. Let's raise a glass and dive in.In this episode, you’ll learn:Event-led growth should be treated as an intentional, repeatable go-to-market motion that strategically integrates both virtual and in-person events to drive revenue, engagement, and expansionEffectively measuring the success of events requires aligning event goals with specific metrics, focusing on data-driven outcomes rather than anecdotal experiencesBeyond large tentpole events and trade show booths, it's crucial to meet your buyer throughout the year with educational and engaging events to sustain and grow relationshipsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Kate on LinkedIn: https://www.linkedin.com/in/kateslonaker/Check out SplashThat: https://splashthat.com/Timestamps:[05:51] Events are part of the market strategy for growth[07:04] Embracing non-scalable events drove 60% pipeline[12:19] Measuring value and satisfaction of virtual events[15:41] Assess skill sets, deploy strategy, and impact outcomes[18:01] Tracking event success is crucial for reinvestment[21:32] Trade show booths are outdated; focus broader

"There's no single way to create content. If you're building a category, use the same terminology as your customers and prospects. Create provocative thought leadership, explaining why this perspective matters. Ensure you're addressing unasked questions." says Dan Morgese, Director of Content Strategy and Research at Gong.Welcome back to another episode of The Content Cocktail Hour. In this episode, we're excited to be joined by Dan Morgese, the Director of Content Strategy and Research at Gong. Dan discusses the art of balancing quality and quantity in content marketing and shares Gong's unique approach to leveraging data-driven insights, avoiding random acts of content, and effectively internal enabling teams. Dan also offers valuable advice for smaller teams looking to get started with research-driven content and highlights the significance of creating content that resonates deeply with the target audience.In this episode, you’ll learn:The importance of creating high-quality, valuable content tailored to buyer personasThe power of experimentation with different types of content delivery and measurementThe importance of AI in operational efficiency rather than replacing creativityResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Dan on LinkedIn: https://www.linkedin.com/in/danmorgese/ Check out Gong: https://www.gong.io/ Timestamps[05:17] Planning editorial calendar based on the organization's priorities[09:34] Creating high-quality, valuable content for different buyers[15:20] Organize data strategy, assess viability, and start small[17:59] Engagement and sharing driving data visibility success[21:43] Tracking content impact through customer feedback and data

"I owe it to my community and the sales industry to gather data on women's compensation and promotion in sales. There's a lack of comprehensive surveys and sufficient input on these issues," says Alexine Mudawar of Women in Sales.In this episode of The Content Cocktail Hour, we’re joined by CEO of Women in Sales, Alexine Mudawar. Women in Sales is a thriving community that's shaking up the traditional revenue models by making membership completely free and finding innovative ways to fund their initiatives through corporate sponsorships. Alexine shares her journey from a successful tech sales executive to leading an impactful community, the evolution and role of community-led growth, and the challenges and rewards of venturing on your own.In this episode, you’ll learn:The state of women in sales and industry trends and challengesHow organizations should find ways to make revenue from companies, not individual membersChallenges of working independently, whether through budgeting, taxes, and lack of team supportResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Alexine on LinkedIn: https://www.linkedin.com/in/alexine-mudawar/ Check out Simple Strat: https://www.women-in-sales.com/ Timestamps:[00:00] Challenges and opportunities of building community into business[05:59] Women in sales and diverse career topics[07:26] Insufficient data for women's compensation in sales[12:36] Company-led communities prioritizing product-led growth and user connections[14:51] Launch slowly, build your nest egg, then soar[18:40] Big organizations and the need to prioritize profits wisely

"As long as you're confident in your interpretation and willing to share your methodology, there's great value in sharing even the basics. Don't be intimidated; there's always more we can improve in our creations," says Ryan Law, Director of Content Marketing at Ahrefs.In this episode of The Content Cocktail Hour, we’re thrilled to welcome Ryan Law, a content marketer with a fascinating journey through the marketing world, from his early days at university to his current role at Ahrefs. Join host Jonathan Gandolf and Ryan as they discuss Ryan’s extensive use of generative AI in content creation, the importance of proprietary data in developing standout marketing content, and the evolving landscape of SEO amidst the rise of AI.In this episode, you’ll learn:Ryan’s content marketing philosophy, the emphasis on research-driven content, and the importance of proprietary dataUsing data to enhance content credibility and challenges and methodologies in data collectionThe role of AI in content marketing and how it can take your business to the next levelResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Ryan on LinkedIn: https://www.linkedin.com/in/thinkingslow/ Connect with Ryan on his website: https://ryanlaw.me/ Timestamps[06:08] Effective content marketing balances effort and impact[07:52] Data-driven trend reports inform ongoing decision-making[10:35] Balancing data support with content creation challenges[14:40] AI’s impact on SEO[19:24] Quality is not always necessary in content marketing[20:40] Overcoming fears and learning from experience

"Content marketing and strategy are essential foundations for any business. They are not just additional tasks but critical efforts that demonstrate to your audience why your business deserves a seat at the table," says Elizabeth IrvineIn this episode of The Content Cocktail Hour, we're joined by Elizabeth Irvine, the VP of Marketing and Customer Success at MarketMuse, to dive into the evolving role of AI in marketing, the importance of aligning customer success with marketing efforts, and the unique challenges and strengths of being an introvert in a marketing role. Elizabeth shares her journey from crafting email copy to leading dual teams, offers tips on leveraging AI technologies, and advises marketers looking to get closer to their customers.In this episode, you’ll learn:Why it is necessary to be in continuous engagement with customers beyond the initial saleHow impactful real-time adjustments to marketing efforts due to customer language and feedback areBeing an introvert can have both challenges and advantages in marketing and professional settingsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Elizabeth on LinkedIn: https://www.linkedin.com/in/elizabethdunlea/Check out MarketMuse: https://www.marketmuse.com/Timestamps:[06:05] Generating AI aids in content creation and automation[11:37] Allocate time to customer calls[16:06] Marketing's impact beyond revenue[18:33] Overcoming shyness through smaller work environments[22:23] Rising investment needed for quality content marketing[24:31] Personalized marketing's effectiveness

"But that's a beautiful thing around a people-first approach. You build things with other people in a very public way, and that helps you do your marketing and sales in a more efficient way," says Mark Kilens from TACK.In this episode of The Content Cocktail Hour, we are joined by special guests Nick Bennett and Mark Kilens from TACK. Nick and Mark discuss the evolution of building a community and audience with a people-first approach to business. They share practical strategies to prioritize transparency and authenticity and uncover how transparent pricing, personal marketing emails, and educational, value-based content can revolutionize how you connect with your audience.Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Nick on LinkedIn: https://www.linkedin.com/in/nickbennett1/Connect with Mark on LinkedIn: https://www.linkedin.com/in/markkilens/ Check out TACK: https://www.tackgtm.com/ See the TACK Network: https://tacknetwork.com/Timestamps:[00:00] Market and customer behaviors[06:05] Using storytelling, relationships, and partnerships to sell[07:37] Diversified funnel and community building[11:18] Leveraging demand[16:40] Experimenting with podcast and video-based content[17:24] Transitioning from on-prem to cloud[20:28] Unlocking opportunities with a well-defined strategy[25:01] Customer acquisition and growth strategy[27:42] Generational shift impacting market and consumption habits

Join Ali Schwanke, Founder of Simple Strat, as she discusses the importance of understanding audience behavior and leveraging the right channels for marketing success. She shares insights on practical AI in marketing, video production, and building trust through consistent content creation. Learn about brand investment, personal branding, and the power of quality content distribution in engaging with audiences.

"One of the most interesting and fun aspects we're focusing on is the word 'fun' itself. The idea that B2B brands can and should be more playful and exhibit their personality in their branding to catch consumers’ attention in a more meaningful way,” says David Kavanagh, Chief Marketing Officer at Jebbit.In this episode of The Content Cocktail Hour, we’re joined by the Chief Marketing Officer at Jebbit, David Kavanagh, to share why companies should embrace their weirdness and try different branding strategies. David also explores the challenges marketers face today, from technological advancements to shrinking budgets, and how to cut through the noise to create genuine connections with customers. Listen in as David emphasizes the importance of foundational work, improving marketing operations, and refreshing your brand to stand out. So, grab your favorite drink, and let’s get down to business.In this episode, you’ll learn:Brands need to balance the investment in data collection with compliance with privacy legislation and the fear of third-party cookies going awayMarketers should focus on creating great personalized experiences and being good stewards of customer dataLeveraging the plethora of available tools and content can help data-driven marketers build effective data strategies and connections with customersResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with David on LinkedIn: https://www.linkedin.com/in/dmkavanagh/?originalSubdomain=caCheck out Jebbit: https://www.jebbit.com/Timestamps:[06:06] Facing data challenges in a cultural landscape[07:44] Brands on privacy and consumer data[12:13] The basic human element in marketing[19:45] How to do strategic positioning for a new brand launch[22:53] The unpredictability of marketing[26:06] Should B2B brands embrace fun?

"We often talk about marketing as if we're addressing robots, using playbooks to tenfold our growth, stuck in the early 2000s mindset of click funnels. Too many people are still in that space,” says Luke Frazier, Chief Growth Officer at GOOD Agency.In this episode, we are joined by GOOD Agency’s Luke Frazier to discuss the authenticity of marketing, the evolution of B2B content, and the importance of creativity amidst data-driven strategies. Luke also brings a unique perspective on content marketing that challenges traditional B2B practices. From Luke's viral 'Sauna Series' to his insights on building genuine connections, this conversation uncovers the secrets behind successful content marketing. In this episode, you’ll learn:Prioritize listening to your customers to better tailor your marketing strategiesHaving a flexible and fun approach to content creation can yield meaningful engagementUsing detailed brand strategy and market research as the foundation is crucial for effective marketingResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Luke on LinkedIn: https://www.linkedin.com/in/lukefrazier/Check out GOOD Agency: www.goodagency.comTimestamps:[03:48] Marketing insights in the sauna[08:51] Seeking community engagement in an AI-driven, inauthentic world[12:59] CMOs in the tech industry[14:36] Marketers fighting for value[18:40] Emotional involvement and a better company culture[21:23] Market research, strategy, and authenticity[24:27] Do constraints breed creativity?