Pros & Content Brief

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 factorConnect with Perla Virgen-SilvaConnect with Ellen SchwartzeFollow Knotch on LinkedInSee 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. 00:39 - Abishek's background and journey to Course Hero02:47 - How to prioritize a long list of SEO projects05:24 - Evangelizing for SEO internally08:18 - Building a culture that embraces SEO as a strategic part of growth11:29 - SEO is working within a system, not trying to trick it or hack it15:21 - Even with SEO, what matters is the traffic is qualified and driving business17:53 - How Abishek motivated a team of engineers to care about SEO23:18 - How to construct an ideal SEO tech stack (listed below)24:29 - How to run an A/B test to improve SEO strategy27:25 - Key SEO metrics to track — and where organizations fail30:53 - Where you can begin, improve, and excel with SEOSoftware/Services mentioned:To measure primary success metrics: Google Analytics or AmplitudeCrawl and indexation trackers: Google Search ConsoleTrack rankings: SEMRushOverall health of technical SEO: BotifyDomain health: AhrefsSee 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 valueConnect with Abbey JoyceConnect with Ellen SchwartzeFollow Knotch on LinkedInSee 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 analyticalSee 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.(01:30) - Kristy runs the Digital Intelligence & Optimization Team(02:23) - Key goals the organization aligns to at F5(04:04) - How does Kristy know what is or isn't working along the customer journey?(08:27) - It's easy to be misled by web data without organizational context(10:03) - How do you take marketing data to other teams?(12:57) - Showing forward progress (not just closed/won deals))(16:09) - How do marketing teams earn buy-in and confidence from your internal stakeholders?(18:06) - How do marketers know what content is working or not working?(21:32) - Building the full view of the customer journey feels big, but is accomplished in small steps and conversationsLearn more about KnotchSee 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.(00:47) - Tucker Stoffers' background in digital marketing(03:22) - The benefits of working at a marketing agency before going client-side(07:34) - Business goals as a growth marketer(09:37) - How Divvy is shifting budget ahead of a recession(12:53) - How to approach the funnel from a customer advocate perspective(15:11) - When do paid and organic strategy diverge?(19:18) - What's shifting in Tucker's paid media strategy in the next 12 months(21:36) - The further into the funnel you can look, the more impact you can make(23:33) - Quick wins for ad retargeting(26:14) - Quick wins for keyword monitoring and optimizing(28:30) - Over-communicate goals with internal teams. Set expectations.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. (00:42) - Brian's background and path to Udacity(03:11) - Marketing is storytelling and communication to reach an audience in an authentic way(03:54) - It's really hard to run a demand gen engine without high-quality content(05:45) - High-quality content in the absence of in-person is the best way to engage with your buying committee(09:50) - Mapping content to the funnel is the gift that keeps on giving(19:07) - What team creates and tracks KPIs?(21:35) - What metrics guide Udacity's marketing tactics?(24:01) - Finding the balance between beautiful work and generating pipeline(26:47) - How Udacity is looking to be more efficient in 2023(28:45) - While facing down a recession, focus on progressing pipeline and keeping happy customers(30:57) - Brian Finnerty's advice to an early-career marketer: Don't freak out!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:Kim Roman, TalkDesk: Do a demo data deep-dive for increased conversionsChris Kohler, Box, on Data-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 contributionsSee 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. 03:46 - Our audience's predictions for 202304:59 - How the recession prompts better data10:48 - Will lead volume be a key marker of success in 2023?12:06 - Prediction #1: Death of the cheap acquisition15:48 - The importance of organic growth (and content's role in it)17:43 - Marketers have struggled with the wrong metrics19:49 - You have to align on business strategy first23:38 - Prediction #2: Brand budgets will be cut28:11 - Prediction #3 - Every marketing dollar will be scrutinized30:34 - The most important priority for marketers right now is delivering the same growth with less investment33:04 - GPT-3 and the next six months of marketing34:31 - A lean marketing team can't chase red herrings35:15 - Traditional analytics don't measure growth KPIs37:08 - Four ways to prove your marketing ROISee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.