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Direct with Corrina & Taylor is a podcast for go-to-market professionals who want to see how work really gets done. In each episode, Corrina & Taylor capture stories from individual contributors on go-to-market teams. These are the people who roll up their sleeves & make campaigns happen. Ultimately, the stories & experiences shared by guests will help inspire your next project and unlock the next step in your career.
35 Episodes
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Are you giving your buyers the IKEA experience or the Apple store buying experience?Corrina & Taylor are joined by Alfredo Salkeld, Brand Director at Sinch, for a chat on how he crafted a unique onboarding experience at a crucial stage in SimpleTexting’s buyer journey.Where do your customers encounter friction when using your solution? What's that one challenge that keeps your client success team on repeat calls, helping customers solve the same issue manually? That's exactly where you ne...
Whether you are in marketing or sales, you've likely had to sort through numerous intent signals across your target accounts. But how do you know which ones to act off of and sort through the noise?This week Corrina & Taylor are joined by Richard Grant, Account-based Marketing Manager at ITJ. Richard shares his internal framework, P.E.R.F.E.C.T., which he's implemented to determine who to target, specifically with what content and at what time.Richard shares how he used an operational len...
Been tasked with creating a community? You may want to take some tips from Matthew.Corrina Owens and Taylor Young are joined by Matthew Carnevale, Marketing Manager at exitfive. Matthew shares how their founder-led growth has developed into a community-led growth motion with over 4,000 members to date.If you've been curious about where to start or if you've been tasked by your CEO to develop a community, this episode is for you.Follow Matthew on LinkedInCheck out exitfive's communityConnect w...
Corrina & Taylor are joined by Matzen Shirley, Head of Growth & Demand at Common Room. Like our hosts, Matzen knows that at any start-up, time is money. Proving the value of new experiments is crucial. Matzen shares not only the tactics that have worked in building pipeline with outbound, but also how he built the use case internally to approach outbound differently. Get his "inside baseball" and learn how his team has built a signal-based outbound play at scale.Follow Matze...
Corrina & Taylor are joined by Dany Rastelli, Global Head of Marketing and Communications at Pole Star Global. The maritime industry has presented Dany with many opportunities to serve and educate his audience in a more modern way with a heavy emphasis on leading what value. The fundamentals of marketing that Dany speaks to are more critical now than ever.Dany fundamentally understands that you have to ship it to test it. Pun intended. Hear why Dany is so passionate about leading the...
Ever wondered how to turn your content marketing up a notch? Corrina & Taylor chat with Ashley McGovern from Realync about her innovative approach to building online courses for Realync's target audience. Ashley's content strategy helped Realync to differentiate itself by offering a modern, visually appealing way for their audience to consume information. Short-form video content proved to be more effective in driving engagement and educating their audience compared to traditional wr...
In this episode of Direct with Corrina & Taylor, our hosts, Corrina Owens and Taylor Young, discuss the good, the bad, and the ugly of micro-influencing. Inspired by the listener's question, Corrina and Taylor share what being a micro-influencer has brought them, providing valuable advice to those interested in pursuing this much-needed occupation in the B2B space. Tune in to get inspired and learn from their insights!Connect with Direct's hosts Corrina & Taylor on LinkedIn&...
Are your ABM campaigns personalized or are they using the status quo framework we've all seen? Kim Pitsko, Head of Performance and Enablement at CINC Systems, joins the show to share her playbook for tackling 1:1 ABM campaigns at scale.Kim shared the channels and tactics that are helping her go-to-market team win today by taking a highly personalized experience that shows her buyers that her brand understands their needs better than the competition.Looking to get inspired for your next 1:1 AB...
How can brands stand out with virtual events? For Jon Mazza, Head of Growth at Pitchfire, it's to be the antithesis of them. Jon shares the ins and outs of building Conference Con—the online go-to-market (GTM) conference to end all online GTM conferences. From live debates on controversial talking points to interactive backgrounds, Conference Con broke the mold for virtual events. Listen to get the blueprint for creating a virtual event that challenges the status quo. Follow Jon on ...
Partnerships can be the backbone of any business and it's no different for Grove Cookie Company. Corrina and Taylor are joined by Kalen Olson, Director of Partnerships at Grove Cookie Company. From being recognized as one of Sendoso's top vendors to partnerships with top customers and influencers, Kalen breaks down some of the more strategic campaigns that have fueled growth and enhanced brand visibility. Learn how cookies as a service has helped Grove Cookie Company come out on top.&nbs...
Have you heard of the 80/20 rule? Corrina and Taylor's guest, Jolie Shapiro, might have. It's the idea that 20% of your work can get you 80% of your results.Jolie breaks down her proactive method to job hunting which incorporates things most marketers incorporate in their jobs today—AI and the highly-targeted and personalized outreach. She shares several strategic plays that have not only landed her first interviews but also job offers!If you're feeling overwhelmed with job hunting, this epis...
Corrina and Taylor are joined by Sue Keith, Corporate Vice President of Ceres Talent, for a special episode. Given the challenges marketers face in today's competitive job landscape, Corrina and Taylor sought to spotlight an expert to share her perspective on how to stand out in a crowded field. Sue provides practical tips that any job seeker can implement immediately to separate yourself from the pack and secure the position.If you're seeking a concise guide on how to emerge as a leading can...
86% of buyers have already made their decision before ever filling out a form. Corrina and Taylor are joined by Dilara Cossette, practitioner turned founder of Focus Image Pro, for a chat on how she transformed a client's lead and demand generation strategies.By adopting a holistic approach and closely collaborating with the sales and executive team, she gained a comprehensive understanding of the lead sources and their quality. This collaborative strategy enabled her to make effective change...
You might be wondering, why are we chatting about ebooks still in 2024? Corrina and Taylor are joined by Lee Moskowitz for a chat about how ebooks can still be effective lead-generation assets and how to get the most out of them.Lee talks through the creation of the RevOps Salary Guide, which came by way of social listening and research. He recognized this was a topic that his audience was craving but wasn't being served. Lee's strategic approach involved both gated and ungated content, as we...
Corrina and Taylor are joined by Ben Regier, who heads up Community Marketing at Commsor. You've likely heard of Ben or at the very least seen him around LinkedIn. He's the Networking Guy, often dressed head to toe in Dino gear.Ben shares his journey through his career shift from sales to marketing—unpacking his values and principles when it comes to building his personal brand and his approach to building relationships in B2B. He shares how his time as a US Marine to being a Starbucks store ...
Corrina and Taylor are joined by Molly Bruckman, Head of Growth Marketing at Mutiny, to chat about her first campaign as a marketer, Surv-ai-vor, a binge-worthy content game series created for B2B marketers to learn more about AI. Molly breaks down how this campaign came to life, as well as the ins and outs of creating a digital game for B2B marketers, from how to promote it, how to design it, how to drive sponsorships, and how to repurpose it. Mutiny tries not to think like a B2B company, an...
Corrina & Taylor welcome Madeleine Work, Product Marketing Manager at Chili Piper, to the pod for a chat about all things positioning. Madeline dives into the core of Chili Piper's marketing ethos—experimentation. This approach not only fosters a culture of creativity but also serves as a testament to the company's commitment to transparency and community engagement. This also inspired her to create an entirely new way to collect feedback on Chili's upcoming product release, which narrows...
It's a podcast crossover! This episode mash-up features female B2B podcast hosts for a recap on how they met at a recent GTM 2023 event hosted by Pavilion. Hear from these women in B2B marketing on how they're planning on elevating their event strategy in 2024 and what they expect to see more of from communities in the New Year.Connect with 2 Pizza Marketing hosts, Melissa Moody & Ashley McGovernConnect with Women in B2B Marketing host, Jane SerraConnect with Direct's hosts, Corrina &...
Corrina and Taylor are joined by Ryan Quindlen of Laudable for a chat about how to punch above your weight when it comes to creating compelling content that breaks through the noise.They share how empowering employees to take risks and advocating for a culture of innovation and creativity can lead to groundbreaking ideas and strategies.As we all know, B2B doesn’t have to be boring. Get inspired and walk away with ideas on how to shake up traditional content strategies and adopt unconventional...
Get ready to TikTok and roll in the latest episode of Direct with Corrina & Taylor! They're joined by the TikTok trailblazer Chris Lazo from HG Insights, who dishes out his journey from YouTube to the land of snappy content.Hold on tight as they navigate the TikTok challenge of storytelling in a bite-sized format where every second counts, in contrast to the YouTube long-form scene.They also explore TikTok's untapped potential in the realm of B2B marketing! Connect with ChrisFo...
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