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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

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

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

Data-Driven CMO: Kim Caldbeck (CMO, Coursera)

10/27/2022
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Duration:00:36:39

Growing strategically using an ideation workshop | Meredith Overmyer, Springframe

10/25/2022
Meredith Overmyer is a growth marketing consultant at Springframe. She and Ellen Schwartze chat about common misconceptions around the term “growth marketing”, her outline for a marketing ideation workshop to brainstorm and prioritize the next best thing to scale your business, and documenting your success metrics. (02:52) - Growth is not hacking; it's a process (06:53) - Document your hypothesis before you launch (12:12) - Get unstuck by running an ideation workshop (17:57) - Prioritize...

Duration:00:24:52

Data-Driven CMO: Tony Weisman (former CMO, Dunkin')

10/20/2022
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Duration:00:40:48

Efficient sales cycles; from ABM to SDRs | Corrina Owens (Gong) and Matt Cross (Knotch)

10/18/2022
As two pros who have spanned the full marketing-to-sales spectrum, Corrina Owens (ABM Manager, Gong) and Matt Cross (Growth Marketing, Knotch) discuss when, where, and how to use content strategically and efficiently to support the sales cycle. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Duration:00:32:17

Data-Driven CMO: Vineet Mehra (CMO, Chime)

10/13/2022
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Duration:00:27:20

Do a demo data deep-dive to increase conversions | Kim Roman, Sr. Director of Demand Generation

10/11/2022
Kim Roman & Ellen Schwartze discuss strategies around one of the most important pieces in a conversion journey: the demo. Are the right people watching? Is it providing value for your potential customers and—of course—your business? Kim joined us to discuss strategy, data, efficacy, and on-demand ideas for web-based demos. (PS, if you’re not in a biz with demos, there’s still tons of value here. Pretend that instead of demo we're saying “freemium trial”, “product video”, “get a quote”,...

Duration:00:30:27

Data-Driven CMO: Aimee Johnson (formerly Starbucks and Zillow)

10/6/2022
Discussion from this episode includes... See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Duration:00:32:08