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.
134 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.
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.
In this summer holiday special, Jen and Casper dig into the chaotic reality of modern marketing tech stacks and why too many teams are wasting budget on tools they barely use.Sparked by the latest 2025 CMO Survey, we unpack why nearly half of marketing tools sit unused, while budgets for MarTech are set to more than double.We get into:Why 44% of tools never get used and how that happensThe hidden cost of bad procurement and security processesWhy fancy tools don’t replace strategy or internal alignmentHow to build a stack that actually works across marketing, sales, and ITThe real cost of not auditing your tech stack or training your teamIf you’ve ever fought for tool access, been sold a fake integration, or wondered why your “AI-powered” platform adds zero value, this one’s for you.And yes, they do suggest you ask yourself: Would I buy this tool with my own money?
Is hybrid work really working… or are we all pretending it is?In this episode, Jen and Casper unpack the messy reality of hybrid, remote, and office work post-COVID.If you’ve ever wondered why your Slack is overflowing, why “culture” feels harder, or why collaboration is slower even with all your fancy tools, this one’s for you.We get into:Why hybrid work isn’t always as productive as it seemsThe hidden cost of remote flexibility on speed and cultureWhy over-communication isn’t optional if you want hybrid to workWhat actually works for marketing teams that need to move fastIs hybrid the future? Yes. But it’s messier, costlier, and requires more intention than you think.If you're learning a team and want to embrace a productive and efficient hybrid work culture, this is a must-listen.The book we refer to, The World Is Your Workplace, by Raj Choudhury, is available here.
This episode is a full-blown rant, so if you like a rage listen, this one's for you.Inspired by the episode “Common People” from Black Mirror, Jen and Casper dissect what is wrong (and what drives us NUTS) when it comes to SaaS pricing, including:Why modern SaaS can feel more like extortion than serviceHow “upgrade or suffer” pricing kills trust and user experienceThe flood of underused tools draining budgets in startupsWhy usage-based pricing might be the reset SaaS needsAnd yes, they compare Netflix bloat to enterprise software creep.Is SaaS dead? No. But it’s bloated, messy, and overdue for a reckoning. Tune in to hear why the next big shift won’t come from the biggest players - and why that’s a good thing.
CCO, CRO, CMO - what’s the difference, and who should actually lead growth? In this episode, Casper and Jen untangle the chaos of commercial leadership titles in startups and scaleups. Whether you’re hiring your first C-level or stuck between Sales and Marketing turf wars, this episode brings clarity (and a few spicy takes 🌶️).We cover:Why most CROs and CCOs don’t come from marketing, and why that mattersWhen to hire a CMO, and the costly mistake founders make by doing it too early (or too late)The real reason your pipeline isn’t converting and why more sales hires won’t fix itHow Customer Success is overlooked, and why that’s killing your revenue scalabilityWhy your GTM motion - not your headcount - should decide your leadership structureIf you’re drowning in vanity C-level titles with serious overlap and not sure if you're getting enough bang for your C-level buck, this one's for you 🫵
Are you scaling your GTM motion… or just hiring more salespeople and hoping for the best?How’s that working out for you❓In this Caper-less 😭 episode, Jennifer sits down with Jacco van der Kooij, founder of Winning by Design, and Birte Steen, GTM advisor and founder of Rock Consulting, to unpack why growth needs to be designed - not improvised:In this conversation, Jacco, Birte, and Jen explore:Why most companies stall - not because of product or market - but because of broken GTM execution.How the Bowtie Model reframes marketing’s role beyond just acquisition.The difference between a process and a framework (and why most teams confuse the two).What a “revenue production line” looks like in PLG, enterprise, or hybrid motions.Who actually owns the GTM architecture (spoiler: it’s not your head of sales).The three stages of growth: scalable, sustainable, and durable - and why so few companies get past stage one.And so much more!If you're in B2B and tired of GTM chaos, misaligned motions, and shooting from the hip, this one’s for you 🫵
In our last episode, Kamma Luise helped us map the current state of Product Marketing. This time, we look ahead: What does the future of Product Marketing actually look like?Yes, AI plays a major role - but this isn’t just another “AI will change everything” conversation.We explore why the future belongs to PMMs who know how to enable their teams: the ones who build the foundations and create the conditions for go-to-market success, including:Why AI is just a tool and not the work itselfHow to use AI to buy back time and go deeper where it matters mostHow to create a digital twin of your ideal buyer (or even your HIPPO)The new PMM skillset: AI-literate, insight-led, commercially awareUsing strategic messaging maps and behavioral intel to spot gaps and drive product and GTMHow the Marketing Leader is the one responsible for creating space for PMMs to thriveTL;DR: The next-gen PMM will be your team’s most AI-literate member: curating the best sources, mastering the right tools, and connecting the dots faster than anyone else.
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