Pros & Content

In this episode of the Data-Driven Marketing Leader Podcast, host Andrew Bolton interviews Udi Ledergor, Chief Evangelist at Gong. They discuss Udi's marketing journey, the importance of building a marketing team with potential and adaptability, and the crucial alignment between sales and marketing. Udi shares insights on creating unique content strategies that engage and educate customers throughout the buyer's journey, and offers a sneak peek into the upcoming Gong Engage product. Tune in to learn valuable tips on hiring, content creation, and staying ahead in the ever-evolving world of marketing. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of the Data-Driven Marketing Leader, host Anda Gansca interviews Wendy Wu, the CMO of SailPoint, about aligning data teams and business teams, creating content that resonates with customers, and understanding the customer journey. Wu emphasizes the importance of having a data-driven mindset and clear goals for teams to be successful. She also emphasizes the importance of creating content that speaks to customers and understanding their journey to drive revenue and growth for the business. Lastly, Wu suggests staying current with the latest industry developments in order to capitalize on new opportunities. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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 grids and account-based marketing platforms, and predicts a potential decline in virtual events' popularity. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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.

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 or start with available channels? (11:22) - Think of demand generation as 'discoverability' (14:36) - Discoverability depends on a solid distribution plan (16:50) - Customer-centric thinking opens up creative channels (22:27) - Data is a crucial investment for marketing teams (28:23) - Use your customers and audience as a guiding factor Connect with Perla Virgen-Silva Connect with Ellen Schwartze Follow Knotch on LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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.

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 audience motivation (07:48) - Positive results from the social shift, and communicating the success (10:28) - Showing the value of organic social media beyond revenue (14:17) - You have to communicate value in ways your internal audience cares about and understands (16:20) - How to share marketing campaigns internally for social posting (20:24) - Addressing concerns and building confidence in qualitative data (22:29) - Advocating for the time you need to do it right (25:04) - Don't be afraid to think bigger than quantitative data to show value Connect with Abbey Joyce Connect with Ellen Schwartze Follow Knotch on LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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 leadership. (01:59) - Data-informed writing is the most effective way to write for a digital space (04:40) - The difference between a content writer and a content strategist (06:25) - Content marketers should buddy up with demand generation marketers (09:54) - How Kimberly used data to execute a successful website relaunch, centered on content (14:26) - How to track progress from first touch to conversion (16:16) - Organic audiences are more ready to convert. What resonates for them? (18:08) - Data a content marketer should have to prove value to the organization (20:44) - Content marketers can learn to be strategic and analytical See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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.

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.

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.

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 recession. How do we move forward in these competing environments? We discussed creating a distinct point of view for your brand, how customer journey data can improve content performance, the impact of tools like chat GPT on the future of marketing. And finally, how the role of the content leader has changed and will change. Thanks for listening, and remember to subscribe! Watch video from this event at https://knotch.com/events/workshop-content-juxtaposition/ See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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 CMO (02:54) - Let's break SEO out of its silo and make it a team sport. (06:51) - SEO is low cost, high intent. You really can do more with less. (10:41) - How does your organization fit into the competitive landscape? (12:59) - SEO works at all stages, not only top-of-funnel (14:49) - Make it easy for someone to find you - good or bad (16:55) - A big missed opportunity in SEO (18:37) - Two solutions to a core SEO problem: explaining its value to the business (21:04) - It's critical to tie SEO to pipeline (23:18) - Customer journeys are messy (26:17) - Audience trust is built by taking them on a journey, not selling immediately. (29:50) - Demand gen marketers are up against a much more savvy buyer now (34:21) - The best brands understand how to harvest attention to move customers faster along their journey (38:21) - SEO is impacted — and can impact — lots of things. (39:56) - The TL;DR: SEO marketers need to get loud about their contributions See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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.

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.

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 metrics that align to the organization's goals. Interviews referenced in this episode... Avi BhatnagarCorrina OwensBlake Strozyk Listen to more podcasts where you found this one, or visit knotch.com/podcast See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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.

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.

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.

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.