Claim OwnershipMarketing Corner
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© Jen Montague and Casper Rouchmann
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Marketing nerds Jen and Casper share their experiences (and mistakes) in all things Marketing.
140 Episodes
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This week on Marketing Corner, Katrine Rasmussen, CMO at Pixels, joins us to talk about what it really takes to grow enterprise deals when you're selling a high-ticket product in a niche market.We cover:What ABX is (spoiler: it's more than rebranded ABM - it's a full commercial strategy).How COVID accidentally proved the ROI of their now-flagship event strategy.Why they killed off their free trial (yes, really) and what it took internally to make it stick.How planning events with military precision is what it takes to actually drive pipeline.If you’re hunting whales but still operating a volume game, this one’s a must listen.Available wherever you listen to podcasts.
Let's get into hypotheticalsLet me hear your budget talk, your budget talkIn this episode, we ask a hypothetical, yet revealing question:If you had to shift 20% of your marketing budget tomorrow, where would it come from and where would it go?Let’s get hypothetical, hypothetical.We cover:Why “low-intent” spend is getting far more budget than it deservesWhere experimentation should really live (and why most teams dont 'protect it)Why content, AI search visibility, and brand building deserve more money — even when they’re hard to measureWhy optimising for MQLs is still one of marketing’s favourite self-inflicted woundsLets challenge some sacred cows to focus on how buyers buy - not what looks good in a dashboard.
In this episode, we ask a deceptively simple question:If you could reallocate 20% of your marketing budget tomorrow, where would you put it and what would you take it from?We cover:Why paid search and “low-intent” spend is eating far more budget than it deservesWhere experimentation should really live (and why most teams never protect it)Why content, AI search visibility, and brand building deserve more budget — even when they’re hard to measureWhy optimizing for MQLs is still one of marketing’s favorite own goalsTime to focus on how buyers actually buy — and not what looks good in a dashboard.
In this episode, Casper and Jen debrief on the first-ever Growthforia — a sold-out B2B SaaS marketing conference launched from scratch in Copenhagen.Casper shares the real story behind the event:Why they built it (and what was missing in the market)How they sold 120+ tickets without a legacy brandWhat worked, what flopped, and what they'd never do againThe not-so-glamorous reality of organizing a first-time eventLessons on community building, brand exposure, and ROI for agency-led eventsYou’ll hear honest reflections on everything from technical mishaps to slide disasters, surprising channel performance (spoiler: email wins again), and why networking needs to be more than just wine at the end.If you’re a marketer thinking about running your own event—or just curious about what goes on behind the scenes—this one’s for you.Practical, unfiltered, and packed with takeaways.
In part two of our deep-dive with Liam Bartholomew from Cognism, we go beyond theory and unpack how brand and demand gen can (and must) work together — especially in high-growth environments.We explore:Why most teams get the sequence wrong: building the brand after capturing leadsHow Cognism structures brand ownership across content, product marketing and leadershipThe difference between scaling broad awareness and going deep with the right audienceWhy treating SEO and LinkedIn as brand—not performance—channels is now criticalHow to use a content engine and messaging hierarchy to stay aligned and avoid “random acts of content”Measurement frameworks that tie content and demand back to revenue impactLiam also shares hard-earned lessons from Cognism’s journey from 50 to 500 people, and why brand reach without relevance is a fast track to burnout and missed goals.This one is a must-listen for any startup marketer trying to turn theory into execution — and make brand actually drive pipeline.Check out the ungated Demand Gen Playbook from Cognism for more.
We’re joined by Liam Bartholomew, VP of Brand & Customer Marketing at Cognism, to break down one of the biggest shifts happening in B2B marketing right now: the move from traditional lead generation to true demand generation.Cognism didn’t just tweak their funnel. They fundamentally rethought how marketing drives growth. In this episode, Liam shares the real story behind that transition: what triggered it, how they proved it internally, and what had to change across content, paid media, and sales alignment to make it work.We talk about:• Why cheap leads and high volume were holding growth back• The data that exposed the flaws in a lead-gen-first model• What actually happens when you ungate content• How demand gen changes the role of content, video, and distribution• How to keep sales onside while reducing “leads”• Why intent matters more than engagement• The fear, risk, and internal pushback no one talks aboutLiam also shares practical advice for marketers who believe in demand gen, but are stuck in lead-driven organisations, including how to start building momentum before making the big switch.Learn more about Cognism's Demand Gen playbook course hereFollow Liam on LinkedIn
We're back with Chief Advisor at PRCEPTION, Dennis Bylov Dalgaard, to unpack one of the most misunderstood parts of modern leadership: how founders and executives should communicate publicly - without blowing themselves up in the process.From technical founders who hate being on camera, to charismatic CEOs who say the wrong thing at the worst possible time, to the PR disasters that happen when “authenticity” goes unfiltered - this episode goes deep into the real dynamics of executive visibility.We explore:• Founder vs. brand: who should actually be the spokesperson?• Why charisma is an asset… until it isn’t• The difference between “authentic” and “unfiltered”• How to build a leadership persona that feels natural, not fake• Why journalists want raw honesty but brands need guardrails• How social media fits into modern executive communication (X vs. LinkedIn vs. everything else)• Why the best founders are exceptional simplifiersDennis also shares his #1 communication skill every founder should learn... Tune in to hear it!This episode is a masterclass in leadership communication, stakeholder management, and the art of showing up as your “authentic self”… without self-sabotage.
In this episode, we sit down with Chief Advisor at PRCEPTION, Dennis Dalgaard, to talk about how AI is changing PR.We dig into:- Why traditional earned media still matters (and what even is it?)- What “AI relations” means for your comms strategy- How LLMs are reshaping how stories spread online- Why most startups get PR wrong and how to fix itIf you’re still thinking of PR as nothing more than press releases and media lists, this one’s for you!Connect with Dennis on LinkedInFind out more about PRCEPTION
So relevant it bears repeatingEvery marketer knows the drill:Someone pitches a “fun idea,” everyone smiles… and none of it actually moves the business forward.In this episode, we talk about why great marketing leadership sometimes means being the Fun Police 👮 - the one who says,“Cool idea, but absolutely not.”We dig into:• How to spot the difference between fun work and impactful work• Why prioritization is a discipline, not a group brainstorm• ICE vs. BRASS: the models we actually use to keep teams focused• How to push back on stakeholder pet projects without setting the building on fire• Why saying “no” is often the most strategic thing a marketer can doIf you’ve ever felt like you’re running a daycare for rogue ideas, this one’s for you.Available wherever you listen to podcasts.
We're back in the vault this week to discuss creativity at work:Most teams say they want creativity.Very few create the conditions for it.In this episode, we break down why creative thinking dies inside fast-moving companies — and how to actually keep it alive. We get into:• Why creativity comes from consistency, not once-a-year Post-it workshops• The real (and usually unspoken) reasons good ideas never make it past the meeting• How the HiPPO quietly suffocates innovation — and how to push back without starting a war• Small structural shifts that make creativity a weekly, repeatable habit• A handful of exercises that look odd on paper but genuinely unlock better thinkingIf you’re tired of treating creativity like a “special event” instead of a core operating skill, this is your reset.Available wherever you get your podcasts 🎧
Following on from Growthforia, Jennifer and Casper tackle one of the most frustrating challenges for marketers: random acts of marketing.You’ll hear why:Ad hoc campaigns with no clear business link waste time and credibilityThe HiPPO is the most dangerous thing to your teamCelebrating vanity metrics is dangerous when the business is underperformingThey share their own war stories, from Queen of England tribute posts to failed pizza giveaways, and why early-career marketers often fall into these traps without realizing it.But more importantly, they get into the how:Why strategy is your best weapon for saying “no”How to map marketing efforts to real business objectivesUsing the bowtie model (aka full customer journey) to think beyond acquisitionHow cross-functional task forces can break silos and improve outcomesAnd what to do if YOU are the HiPPO in the roomThis is a must-listen for marketers ready to move from chaotic campaigns to systems that actually drive business value.Key takeaway:Busy ≠ effective. If your marketing isn’t tied to strategy and outcomes, you’re just making noise.
After a month “off” (read: juggling work, travel, and kids home thanks to the fall break), we’re back with a bang: Why is your LinkedIn reach suddenly tanking?In this episode, Jennifer and Casper jump into the LinkedIn mess to break down what’s really going on with the organic algorithm, and why more followers no longer means more reach.We dig into:Looking under the hood to see what's of the LinkedIn algorithm has changedWhy likes are out, and signals like comments, saves, and DMs now matter moreHow timing, dwell time, and even profile visits are shaping reachWhy comments might be the most powerful content you createThe formats (and emojis) that are hurting your posts’ reachAs a bonus, Casper shares his personal hack for systematizing engagement (without sounding like a robot)If LinkedIn is part of your marketing mix, this is the episode you need to make sense of what’s working, what's not, and how to adapt.
In this episode, Jennifer and Casper dive into how the mindset around demand generation on platforms like LinkedIn is shifting — and what that means for marketers.Key topics covered:Why frequency matters more than volume at the top of the funnelHow video and single-image formats play different roles in the content stackThe new role of engagement objectives in retargeting layersHow to spot meaningful leading indicators when direct attribution breaks downWhy most marketers still underestimate the power of content sequencing and storytellingYou’ll also hear:Why measuring success purely by form fills is misleadingHow shifting to platform-native metrics can surface higher-quality opportunitiesA real-world case where changing campaign structure led to 15% more meetings and a 76% increase in pipelineThis episode challenges the “lead gen first” mindset and pushes you to rethink how you approach content, measurement, and retargeting in 2025.
AI is everywhere in B2B right now; search, sales, customer success, RevOps.But here’s the uncomfortable truth: 95% of AI pilots deliver zero revenue impact.In this week’s Marketing Corner, Jen and Casper cut through the noise to look at what’s actually working (and not working) with AI in go-to-market.From the 13 new AI tools launched every single day to the rise of zero-click search, they unpack why most companies are still just slapping “AI” on top of bad processes and why that’s a recipe for chaos, not growth.The conversation dives into:⚡ Why “plus AI” thinking keeps failing (and what “AI plus” really means)⚡ How bad data is 10x’ing chaos instead of results⚡ Why AI isn’t replacing humans anytime soon (hello, Klarna & Duolingo)⚡ The new playbook for discoverability in AI-driven searchIf you’re feeling overwhelmed by the hype cycle and want a grounded take on how to actually use AI in your GTM motion, this episode’s for you.
To celebrate the start of another TechBBQ (and because we had technical issues that rendered our latest episode useless), we are re-releasing our first ever live recording from where it all began - TechBBQ.For our very FIRST live episode, Casper and I returned to where it all began - TechBBQ, Scandinavia's largest startup and innovation summit. 💡📍ICYMI: In 2020, right in front of TechBBQ HQ, the idea for Marketing Corner was born. 4 years, 3 children, 87 episodes, and 8,000+ listeners later, we were invited back to record in front of a LIVE audience 👥In this special double-episode, we dive deep into a topic many companies struggle with: Go-To-Market Strategies. We’ll cover: 🔑 What a GTM really is 🎯 Who does what📊 How to measure successAnd 👏 so 👏 much 👏 more 😮💨
Funding. Everyone wants it. Few talk about what actually happens when you get it.In this “return from summer break” episode of Marketing Corner, Casper and Jen cut through the buzzwords and spill the tea on funding:First, we cover the basics:Angel vs Seed vs VC vs PE - and why do people keep thinking I work in VC, dang it!The alphabet soup of Series A, B, C, D - and what really changes at each stage.Then, we cover the stuff they leave out of the funding brochure:That shiny investment isn’t free money — it’s a loan you will have to pay back one way or another.Who actually calls the shots once the deal is signed (hint: not always your CEO)?Overnight target shifts that could make you cryCulture creep - no matter how good yours is, it will change.The revolving door of talent, because the people who got you here aren’t always the ones to get you there.We strip away the glitter and give you the marketer’s-eye view of the funding process. Messy? Yes. Political? Definitely. Manageable? Absolutely — if you know what’s coming.
Everyone might be off on summer holidays, but we’re bringing back one of our most listened-to episodes.And that’s...unfortunate.Because it means this topic still hits close to home for many of you, all over the world, even though we first released this episode back in 2023.Toxic LeadershipWhether we like it or not, toxic leadership is something many of us have faced—or will face—at some point in our careers.In this episode, we dig into:How to spot toxic behaviors earlyStrategies for managing toxic leadersWhat to do when you’re asked to execute a bad ideaKnowing when to stay and when it’s time to cut your lossesAnd a lot more.What would you add to this list? Tell us about your shitty bosses.
We're back for another Casperless episode, Jennifer and Birte Steen (Rock Consulting, Verdane GTM Advisor).And we did it - WE DID IT, GUYS! We've finally solved the age-old issue on how to achieve Sales & Marketing alignment!Well, ok maybe not entirely, but Birte shares with us her insights gained from years as a CRO at multiple companies to help us move past blame, break down silos, and cut it with the NMFP attitudes to show how alignment creates a scalable, repeatable revenue engine.Here’s what we cover:Why most alignment efforts fail (and how to fix it)How a shared data model turns arguments into actionUsing micro-moments to drive pipeline togetherWhy incentives, culture, and coaching matter more than toolsHow marketing can make outbound easier (and more effective)If you’re tired of finger-pointing and want your teams celebrating together, this episode is for you.
The Bowtie Funnel: Fix Your Leaky FunnelThis week on Marketing Corner, Jennifer sits down with Berta Steen (Rock Consulting, Verdane GTM Advisor) to break down the real reason your funnel isn’t driving sustainable growth.We tear apart the “funnel to closed-won” mindset and show you how the bowtie helps you align marketing, sales, and CS while giving you a true data model for growth.We cover:Why the traditional funnel is killing your NRR (and ultimately your CAC)How the bowtie creates a common language across teamsThe overlooked metrics that actually drive repeatable, scalable growthUsing “micro-moments” to optimize your funnel starting todayWhy your bowtie should live inside your financial model, not just a slide deckIf you want to scale without scaling chaos, this episode will change how you think about your GTM.
This week we have another Casperless episode of Marketing Corner. Jen is back with Jacco van der Kooij to unpack how AI-native companies are really growing their user base.Not only will we explore why your users are your best (but often under-recognized) pipeline, but we'll also dive into:Why AI-native companies scale faster by using users to generate pipelineThe hidden math behind user-led growth most teams overlookPractical ways to tier and activate your users tomorrowWhy Scandinavian SaaS needs a different playbook than Silicon ValleyHow to operationalize dark funnel word-of-mouth into measurable pipelineThe mindset shift your CEO needs to stop wasting budget on stale acquisition tactics.Hold on to your headphones and prepare to see pipeline generation with fresh eyes.
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