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Marketers In Capes with G-CMO
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Marketers In Capes with G-CMO

Author: Eytan Buchman

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Marketers In Capes, hosted by Eytan Buchman, shares rapid-fire practical marketing advice. Each episode asks real marketing heroes, famous or not, how they do what they do so well....and all in just about ten minutes.

And Season 2 takes it to the next level, recording together with the G-CMO Forum, a community of Israel's top CMO's from global companies.


[Learn more at buchman.co.il]
34 Episodes
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You know the way you tell the dentist you floss every day...but the dentist knows that on a good week, you floss it once or twice? So yea, that...but account-based marketing. There are so many marketers who embrace ABM but don't necessarily go all in. Heck, I'm one of them. In this podcast, we talk to Amit Bivas, the VP Marketing at Optimove, about full-on ABM. We also talk what differentiates great segmentation from "eh" segmentation (this is literally what they do), his recipe for product-oriented ABM, the specific tools he uses (hint, you already use one of them), and more. For more, including a sample of Amit's awesome product-oriented campaigns (hi, lululemon!), a showcase of Optimove content, some of Amit's favorite marketing articles, and more, head over to the show notes at buchman.co.il/optimove
Think you're the only marketer struggling with multiple products and audiences? With dozens of decks and hundreds of personas?  You're not alone. YOU'RE NOT ALONE. Lisa Bennet, Kaltura's VP Marketing, is the glue that holds together a sprawling ecosystem of video solutions for a growing number of verticals that would make your head spin. In this episode, she walks through how they created - and validated - their core brand mission,  tips for video marketing that only a video tech company would know, relationship pointers for that sales/marketing slide deck collaboration that usually ends in catastrophe, and more.  Grab show extras in the show notes at https://www.buchman.co.il/kaltura
When was the last time you bought something online without first reading some reviews? Thought so. In this episode, Yoav Aziz, the VP Growth at Yotpo and former growth manager at Fiverr, lays down how reviews have evolved (hint, it’s really not about having a trabillion reviews on Yotpo). He also talks about how Yotpo,  hot off the heels of raising $75 million dollars, structures growth, why making an onboarding LONGER improved activation rates, and more. For more details, some of Yoav’s favorite tools and more, check out the show notes at buchman.co.il/yotpo
The most exciting marketers are in the boring industries (or at least the ones that look boring from the outside). Massive B2B budgets are thrown around for network security, which makes for a marketing strategy that absolutely must rely heavily on educating, segmenting, and nurturing. Which is where Idan Hershkovich, the VP Growth and Marketing at CATO Networks, comes in. As we talk about in S02E07, CATO combines some incredible category creation (together with Gartner, no less), with a fascinating nurture funnel approach, and, coolest of all, a survey-driven content strategy that I heard about from Merav Keren at CATO a year ago and haven't been able to shake. No spoilers but imagine a 50 question survey that drove more leads from people filling it out then the produced content itself ever needs to. More on this episode at buchman.co.il/cato
In today's saturated environment, landing a hallowed TechCrunch pickup may just be the best training ground for marketers.  In this episode, Ethan Chernofsky of Placer.ai talks about the war lessons he picked up that make for incredible B2B marketing, how those lessons set the stage for COVID-driven webinars that regularly land 500+ registrations, his outlook on PR ROI, and more. More on this episode, Ethan's approach, and a killer podcast summary post at buchman.co.il
Every B2B marketer I know is incredibly jealous of slim, streamlined B2C products that offer one service to one type of buyer. Throw in stacks of products for multiple buyers, a few acquisitions, massive B2B scaling...and the brand life for marketers gets rough. In this episode, we dive deep with Melissa Zeloof, the VP Marketing at ironSource, to understand how she navigates the brand terrain. In just under ten minutes we cover: The approach that stopped ironSource from Lowest Common Denimonator-ing themselves to death, how a brand land and expand model works , two marketing strategies she recommends to start early on in a brand's life and how ironSource took thought leadership to the next level with LevelUp+, a sprawling educational brand play that combines contributed content with podcasts, blogs, and even events. Learn more about Marketers in Capes, see Melissa's favorite marketing tools, and get some concrete examples of how she crushes it at buchman.co.il/ironsource
Superhuman has defined a new category of luxury SaaS. They take something we all use - email - and transform it into an incredible experience. And their brand reflects it. In this episode, I speak to Gaurav Vohra, a founding Superhuman team member and their Head of Growth. In just over ten minutes, we talk: The role exclusivity played in growth (275K people waitlisted and counting) How (and more importantly, why) it came about Why startups shouldn’t blindly follow launch playbooks Why marketers of tomorrow will not be just looking at marketing. You can read more about Superhuman's internal playbooks and get a list of Gaurav's top three productivity tools at: https://www.buchman.co.il/superhuman/
When a small startup is recognized at Facebook F8 for building a killer community, when mother’s share their five year old’s piano videos, and when a brand hits both Apple and Google’s app of the day, you know something's up.  That something is Nadia Hitman. She's the VP of Brand Marketing at JoyTunes...and in this episode of Marketers in Capes, she shares her persona journey from P&G to 10+ million downloads, the #1 spot in education in app stores, and $42 million in funding. And that road lies through a rock-solid understanding of brand-promises, a seriously validated community experiment, and more.  Oh, and there's more on this in the show notes at buchman.co.il/joytunes! --- Learn more about Marketers In Capes with G-CMO at buchman.co.il or follow G-CMO on LinkedIn!
The internet today is a fierce battleground. As millions of companies fight for attention, just getting the first two or three seconds from a user is getting harder and harder.  In this interview, Hila Shitrit Nissim, the VP Communication at Promo.com and former marketer at Viola, shares how Promo.com turns internal data into media pitches, how finding internal attention grabbers - whether it's data or videos - drives brand recognition, the big picture vision necessary to complement short videos of men in tutus and more.  There's also more on this in the show notes at buchman.co.il/promo! Learn more about Marketers In Capes with G-CMO at buchman.co.il or follow G-CMO on LinkedIn!
Ran Avrahamy has grown AppsFlyer's marketing team from one - himself - to 70 strong, as the company itself grew to over 800 employees around the world. The analytics powerhouse has squarely set its goal on complete brand ubiquity, with a serious focus on offline events, driving a crazy amount of content, and socks. Lots of branded socks. In this episode, which kicks off Season 2 of Marketers in Capes with G-CMO, we take a look at how they made those brand presence aspirations come to life, how personalized events changed the game, three tips for B2B marketers getting started, and how Ran's three year old daughter inspires him to market better. Learn more about Marketers In Capes with G-CMO at buchman.co.il or follow G-CMO on LinkedIn!
In this epic podcast, Yam Regev, the cofounder of Zest, former CMO at Webydo, and expert Ouzo drinker,  shares the specifics on capturing a massive community of over 140,000 diehard marketing evangelists. We discuss the value of a retention-based framework, specific KPIs to chase, when automation doesn’t make sense, and some of processes that work at the best marketing organizations in the world. Also, Shakespeare and job referrals. Seriously. Marketers In Capes shares practical, no-fluff marketing advice in ten minutes, give or take. Hosted by a human who likes marketing, Eytan Buchman, each episode features real-life marketing heroes talking about practical tips for standing out in a saturated world. See more rapid fire insights from heroes at Drift, MixPanel, Typeform and others at Buchman.co.il.
You know when a podcast host only talks about Gilmore Girls and Pizza, while the guest sneaks in actual marketing tips? In this episode, Josh Slone, a content marketer-gone-product marketer at Gist, talks about how to bridge product development with what users actually want, user engagement (including how they got their freemium to trial rate up to 67% (yea, crazy), and an onboarding flow built on the one-two combo of segmentation and behavioral emails. We end with some thoughts on processes. It doesn’t get more exhilarating than that, ammiright? About Marketers In Capes: Marketers In Capes shares practical, no-fluff marketing advice in under ten minutes. Hosted by Eytan Buchman, each episode gets real-life marketing heroes talking about practical tips for standing out in a saturated world. See more rapid fire insights from heroes at Drift, MixPanel, Typeform and others here.
This podcast episode started when I couldn’t stop watching a video I saw on Facebook. Because Sivan Felder and her business partner (and brother!), Barak at Two Head Consulting, have gotten social media videos down to a formula.  So very much unlike my 8th grade math class self, I wanted to know the formula was. In this episode, we dive into why videos created for social media platforms are different, two important ways to start videos social media video needs to start, and how distribution and context impact each other.  Also, Harry Potter. Listen. Because you can’t watch it. About Marketers In Capes Marketers In Capes shares practical, no-fluff marketing advice in under ten minutes. Hosted by Eytan Buchman, each episode gets real-life marketing heroes talking about practical tips for standing out in a saturated world.  Learn more about Marketers In Capes Podcast
Marketers are annoying.  Since our job is getting in people’s heads, we start to feel like we know everything. But unless you’re Dr Doolittle or Mel Gibson in What Woman Want, you don’t. You really, really don’t. In episode 20 (woot!) of Marketers in Capes, I talk to Joel Gaudeul, the CMO of Mention, a SaaS powerhouse that has helped the better part of a million marketers monitor meticulously. In this short episode, we talk: Blended lifestyle social marketing (ie, your users are everywhere, why aren’t you What listening can drive (everything) How content and traction become a flywheel for distribution And more (but not so much more) Not bad for under 9 minutes. About Marketers In Capes Marketers In Capes shares practical, no-fluff marketing advice in under ten minutes. Hosted by Eytan Buchman, each episode gets real-life marketing heroes talking about practical tips for standing out in a saturated world.  Learn more about the self-crowned best marketing podcast and possible savior of mankind in the unlikely case that an alien invasion can only be stopped for some reason by the unique soundprint of these episodes here.
Email marketing. With zero research and likely-misplaced confidence, I’m comfortable calling it one of the oldest but most successful forms of digital marketing.  Like a pterodactyl with lasers, it’s stayed on top by evolving. So in this episode of Marketers in Capes, we speak to David Charest, the Director of Content at ConstantContact, the marketing platform that’s been driving emailing marketing since back whenWindows 95 was the cutting edge. Good times.  We talk about how successful email automation works, the role of outstanding content in scaling, and one very big mistake that email marketers make. Once. About Marketers In Capes Marketers In Capes shares practical, no-fluff marketing advice in under ten minutes. Hosted by Eytan Buchman, each episode gets real-life marketing heroes talking about practical tips for standing out in a saturated world.  Learn more about the Marketers In Capes podcast
Between Q2 and Q3 of 2019, Gong.io grew their LinkedIn followers by 70%. And it’s hard to find any conversation across sales or marketing professionals on LinkedIn that doesn’t reference them. Because their content is that good. It scrolls though like an intense sales crash-course. I’m a marketer that cringes from the idea of getting on a sales call…but their videos still had me (briefly) reevaluate my career. And the amazing educational material is just one of the ways that Udi Ledergor, the VP of Marketing at Gong.io, has catapulted the company into the spotlight. So in this episode, Udi unpacks the cold marketing truth that makes our lives harder, how to get around it, three key tips for trade shows, a content hack for outbound, and more.  Links: Udi @ LinkedIn Gong.io’s Amazing LinkedIn page Clearbit profile on Gong’s inbound stack Udi’s book on The 50 Secrets of Trade Show Success(Amazon) --- About Marketers In Capes Marketers In Capes (formally Two Minute Marketing) shares rapid-fire practical marketing advice. In less than ten minutes, each episode asks real marketing heroes, famous or not, how they do what they do so well. Learn more at buchman.co.il
Show Notes Intercom, Slack, Hubspot, LinkedIn and other phenomenal B2B companies all have a new role. And it has to do with story-telling. In this episode, we talk to Aleph VC’s new head of marketing and messaging, Erica Marom, a BBC journalist gone tech storyteller, about how great brands rely on even better storytellers. Check out the six minute episode in its full glory to hear why video are made for storytelling, what journalists tap into to differentiate with storytelling,  and why some of the best tech inventors in the world fail to tell a goosebump-worthy story. --- About Marketers In Capes Marketers In Capes (formally Two Minute Marketing) shares rapid-fire practical marketing advice. In less than ten minutes, each episode asks real marketing heroes, famous or not, how they do what they do so well. Learn more at buchman.co.il
Hello, Ladies. If you were alive and online in 2010, you know the Old Spice ad. I'm on a horse, right? I grew up with that ad and it was one of my key inspirations for getting into the marketing space.  Which is why I was so pumped to host Eric Kallman, co-founder of Erich&Kallman and one of the main creative brains behind the entire ad campaign. In this episode, I speak to Eric: Why grandiose messaging can be trumped by directness The (very rapid!) creative process behind the Old Spice ad and its 180+ video strong social campaign What creating a breakthrough ad is really all about Tune in, this was a great episode. --- About Marketers In Capes Marketers In Capes (formally Two Minute Marketing) shares rapid-fire practical marketing advice. In less than ten minutes, each episode asks real marketing heroes, famous or not, how they do what they do so well. Learn more at buchman.co.il
My guest this week is Austin Ried, the COO and Co-Founder of Morning Brew. Morning Brew is an incredible business email newsletter that packs great information with a very unique brand voice (that’s my favorite part). In this episode, Austin explains why Morning Brew’s go-to market strategy relied on email, how a friend attending a Facebook F8 conference gave them a huge first-to-market Instagram advantage, their internal guidance for staying on brand, and more. When you’re done, head over here to sign up for Morning Brew. --- About Marketers In Capes Marketers In Capes (formally Two Minute Marketing) shares rapid-fire practical marketing advice. In less than ten minutes, each episode asks real marketing heroes, famous or not, how they do what they do so well. Learn more at buchman.co.il
Mo money, more videos?  What if you could drop over $100,000 to test if video production value  impacts ROI? And if it's not all about production, what else drives views, reads, and sales? I got Andrew Capland, Wistia's marketing director, to dive deep on a  a hella expensive experiment they ran that did just that, how he optimizes growth funnels, some killer video ad distribution tips, and more.  And it's all crammed into 7:30 minutes of pure insights (and another 10 seconds of me goofing off). I'm what you may call a biased audience...but this is good episode.
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