Pros & Content
Arts & Culture Podcasts
Knotch brings marketers to the mic for conversations about tying digital, demand, and growth marketing efforts to business outcomes and ROI.
In Pros & Content, Ellen Schwartze, Sr. Director of Demand Generation, sits down with marketing leaders to dive deep into their content journey to understand how they use audience journey strategy and metrics to accelerate business growth.
In our Data-Driven Marketing Leader series, Anda Gansca, CEO and Co-Founder of Knotch, interviews influential CMOs about the intersection of data and content.
Learn more at https://www.knotch.com/podcast
Location:
United States
Genres:
Arts & Culture Podcasts
Description:
Knotch brings marketers to the mic for conversations about tying digital, demand, and growth marketing efforts to business outcomes and ROI. In Pros & Content, Ellen Schwartze, Sr. Director of Demand Generation, sits down with marketing leaders to dive deep into their content journey to understand how they use audience journey strategy and metrics to accelerate business growth. In our Data-Driven Marketing Leader series, Anda Gansca, CEO and Co-Founder of Knotch, interviews influential CMOs about the intersection of data and content. Learn more at https://www.knotch.com/podcast
Twitter:
@KnotchInc
Language:
English
Episodes
Meagen Eisenberg, Chief Marketing Officer, Lacework (Data-Driven Marketing Leader)
3/28/2023
In this episode, Meagen Eisenberg, CMO at Lacework, discusses marketing in the cybersecurity industry. She emphasizes understanding engineers' needs, creating high-quality content to build trust and nurture leads, and balancing creativity and data-driven approaches. Eisenberg highlights the importance of account-based marketing and measuring ROI, while addressing the impact of COVID-19 on marketing strategies. She also explores the role of marketing technologies, focusing on tools like G2...
Duration:00:24:04
Shiv Singh, Chief Marketing Officer, LendingTree (Data-Driven Marketing Leader)
3/7/2023
Shiv Singh joined Anda Gansca to discuss his global upbringing and how that helped shape his career, building buy-in with your management team on a full-funnel marketing strategy, and looking at your job scope like a portfolio when deciding where and when to take risks.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:47:07
Building 'discoverability' for successful demand gen | Perla Virgen-Silva (Mixpanel)
3/7/2023
Perla Virgen-Silva (Senior Global Demand Generation Manager at Mixpanel), frames demand gen work as a bet on “discoverability," making the work more tangible and customer-centric. We also dive into getting data right in order to align the org to a common goal.
(01:15) - Perla's background and journey to Mixpanel
(04:06) - What's the difference between demand gen and growth marketing?
Keep reading: Emily Kramer’s LinkedIn post about growth marketing
(07:34) - Do you start with a campaign...
Duration:00:30:11
Organic growth through strategic SEO at scale | Abishek Surana Rajendra (Course Hero)
2/28/2023
Abishek Surana Rajendra is Vice President of Organic Growth at Course Hero and he has the “Optimization” part solidly in focus. He’s made SEO relevant outside of his immediate team by incorporating it into organizational processes, and showing its impact on the business metrics.
Software/Services mentioned:
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:31:59
Convey compelling qualitative ROI for social media | Abbey Joyce, SmartBear
2/21/2023
Abbey Joyce, Brand Marketing Program Manager at SmartBear, activates social media internally to bring value to the organization. Notably, she tracks and communicates value to other teams, but that value is not tied directly to revenue. It’s showing up in engagement metrics, employee satisfaction, and other areas that have been proven to be valuable to a successful company.
(01:25) - Abbey's background and journey to SmartBear
(04:02) - SmartBear's big social shift: match messaging to...
Duration:00:26:46
Data-informed content marketing is the undeniable future | Kimberly Anderson-Mutch
2/14/2023
This episode's guest is Kimberly Anderson-Mutch, a content leader with a head for data. She’ll tell you she’s a writer at heart, which a lot of content marketers can relate to, but right now—and probably forever—C-suites are asking marketers to show them the numbers, and content marketers don’t get to shrug that off. Kimberly has seen success using data to guide her work, from blog posts to a full website relaunch, and she knows how to communicate that value to the organization and...
Duration:00:22:32
Smooth out the customer journey with holistic data | Kristy Morrison, F5
2/7/2023
Kristy Morrison sits in a role that brings together data from multiple teams at F5. Her team takes a holistic view of this customer journey data in order to smooth out the process for potential customers — AKA, increase journey velocity.
Learn more about Knotch
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:23:13
Quality customers start at the top of the funnel | Tucker Stoffers (Divvy, Bill.com)
1/24/2023
In this episode, Ellen Schwartze interviews Tucker Stoffers, Senior Director of Growth Marketing at Bill.com/Divvy. His experience in digital, demand gen, and now growth marketing provide a great canvas for chatting through his approach to optimizing the whole customer journey to create great customers.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:32:43
Data-Driven Marketing Leader: Brian Finnerty, Udacity
1/17/2023
Anda Gansca (CEO, Knotch) interviews Brian Finnerty (VP of Marketing, Udacity) about content, growth, demand generation, and what's next in marketing.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:28:18
Content's Juxtaposition: Scaling in the run-up to a recession (Marriott, GEICO, and Savills UK)
1/12/2023
This episode is a recording from our recent event, Content's Juxtaposition: Creating a scalable content future in the run-up to a recession. Our panelists were Robin Bennefield from Marriott, Rebecca Coats from Savills UK, Jay Fonville, formerly from GEICO, and David Brown, Knotch's SVP, Director of Strategy. It was moderated by Pros and Content host, Ellen Schwartze.
Marketing teams are being asked to meet ambitious demands to scale while budgets are shrinking with the foreshadowed...
Duration:00:52:27
Fuel growth by breaking SEO out of its silo | Kevin Indig
1/10/2023
We're back at it and excited to bring you our first episode of 2023.
Kevin Indig is an alum of Shopify, G2, and Atlassian, and contributed to each with SEO strategy to fuel growth. Now in an advisory role, Kevin advocates for breaking SEO out of its silo, capitalizing on its low cost but high-intent audience, and tying it to the full marketing strategy.
Check out these Pros & Content episodes, referenced in the discussion:
Do a demo data deep-dive for increased conversionsData-Driven...
Duration:00:36:38
LegalZoom's VP of Growth Daniel Lysaught (Data-Driven Marketing Leader)
12/20/2022
Daniel Lysaught (Vice President of Growth, LegalZoom) and Anda Gansca discuss how data has to be the deciding factor for the experiments marketers run.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:47:37
Predictions 2023: You need to prove ROI (here are four ways)
12/13/2022
Your hosts Ellen Schwartze and Anda Gansca discuss how marketers can prepare for 2023, including proving marketing ROI through a recession.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:31:40
Season Summary: How to Prove Marketing ROI
11/22/2022
This season we heard several examples of how marketers prove the return on investment for their marketing programs, vids, demos -- you name it. Phoebe Noce and Maddie Kessel join Ellen to review some of the most tangible takeaways. As marketers stare down warnings of a recession, it's crucial we get the data right to garner trust within the org and support our work when budget talks heat up.
At some point someone will come to you and ask, "Is it working?" and marketers need to reply with...
Duration:00:25:23
Season Summary: How to Measure the Unmeasurable
11/15/2022
We've hosted an incredible season of demand generation, growth, and content marketers. Host Ellen Schwartze and Phoebe Noce (Director of Content, Knotch) review and summarize what we learned about measuring what matters in marketing.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:23:10
Data-Driven CMO: Chris Koehler (CMO, Box)
11/10/2022
Chris Koehler (CMO, Box) and Anda Gansca discuss the intersection of data and content, and how to use both to fuel organizational growth. Chris's experience in B2B and B2C provides a unique perspective.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:39:48
Know your demand gen funnel performance (with the data to prove it) | Ashley Emery, SVP, Demand Generation
11/8/2022
A demand generation marketer has to know how their funnel is functioning, with indisputable data sets. Within her first few answers you’ll hear Ashley Emery, SVP of Demand Gen, is completely driven by data, and how to look under the hood of every stage of your customer acquisition funnel.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:33:22
Data-Driven CMO: Justin Steinman, Definitive Healthcare
11/3/2022
Justin Steinman (CMO, Definitive Healthcare) & Anda Gansca (CEO, Knotch) discuss the intersection of data and content, and how to use both to move a business forward.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:40:33
Data-Driven CMO: Justin Steinman (CMO, Definitive Healthcare)
11/3/2022
Justin Steinman (CMO, Definitive Healthcare) & Anda Gansca (CEO, Knotch) discuss the intersection of data and content, and how to use both to move a business forward.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:40:33
Live and breathe your growth marketing metrics | Avi Bhatnagar, VP of Growth
11/1/2022
Ellen Schwartze is joined by Avi Bhatnagar, VP of Growth at Metallic. They discuss how marketers can claim their seat at the table; tying marketing to revenue and shared outcomes; and the tenacity a growth marketer needs to succeed.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Duration:00:21:23