Conversation: Financial KPIs and Marketing with Dave Bunce

Conversation: Media Marketing and Content with Ronnie Higgins

In this episode, we chat with Ronnie Higgins, a content marketing professional with decades of experience. Among the many topics we discuss, we discuss the importance of Content and Media and how it has evolved in the last few years. We also discuss

• Ronnie's background and journey. (0:30)
• Media vs. Content? and how SEO impacted the transmission of information online. (6:30)
• Media and the new chapter of content marketing. (20:05)
• The importance of media to influence users' purchase behavior. (24:20)
• Content marketing is a branch of Media marketing. (26:30)
• Media marketing plugs directly into the habits of potential users (30:05)
• What type of formats are Content and why? (32:20)
• The importance of industry-related media content for your audience and how to strategically connect it to your brand (38:00)
• Example of a tangent industry-related content piece that works (40:30)
• What's next for Ronnie? What's next in the media world? (45:00)

Conversation: Marketing functions and frameworks with Emily Kramer

From war to climate change, from Ukraine to Yemen, different parts of the world are hurting right now. 42 Agency is asking our community to consider donating to registered charities that help those affected by these unfortunate current events (Red Cross Canada, UNICEF, etc.)

In this episode, we chat with Emily Kramer, the co-founder at MKT1. Among the many subjects we touch upon, we discuss the fine line between free being "too good" or "useless," how looking at category leaders for inspiration may not be the best for early-stage startups, her transition from operator to consultant, and much more.

• Emily's time in Asana back in 2013. (1:00)
• Features vs. Benefits. (3:50)
• Asana going upmarket. (7:10)
• Free to paid, packaging, and the importance of triggers. (9:00)
• The fine line between free being "too good" or "useless" (11:10)
• The relationship between marketing and product. (13:30)
• Emily's experience at Carta (17:00)
• Her transition from operator to angel consultant. (24:03)
• Her newsletter and her writing process. (32:50)
• Top 5 marketing pet peeves. (35:18)
• Brand vs. Performance Marketing. (37:40)

Are there any definitions in the marketing space that bother you? Drop it in the comments.

Conversation: Aligning Sales and Marketing for Growth with Katie Paterson

From war to climate change, from Ukraine to Yemen, different parts of the world are hurting right now. 42 Agency is asking our community to consider donating to registered charities that help those affected by these unfortunate current events (Red Cross Canada, UNICEF, etc.) If you donate and send us your receipt at [email protected] by March 18, 2022, we will match your donation dollar-to-dollar, up to $2,000.

In this episode, we chat with Katie Paterson, VP of Marketing at Nudge. Among the many subjects we touch upon, we discuss the importance of aligning sales and marketing to push revenue forward. We also discuss attribution and how caring about setting up the right data collection systems is paramount, gating content, and much more.

Timestamps:

• The relationship between sales and marketing. (1:05)
• Outbound at Nudge. (8:00)
• The importance of aligning sales and marketing. (9:00)
• Attribution and why it matters. (11:10)
• The importance of understanding data beyond attribution. (16:10)
• To gate or not to gate your content. (18:00)
• Why gating content is not the same as buying leads. (23:00)
• Sales cycles in enterprise and why data is crucial (27:15)

Are there any definitions in the marketing space that bother you? Drop it in the comments.

Conversation: Communication and Communities with Janessa Lantz

From war to climate change, from Ukraine to Yemen, different parts of the world are hurting right now. 42 Agency is asking our community to consider donating to registered charities that help those affected by these unfortunate current events (Red Cross Canada, UNICEF, etc). If you donate and send us your receipt at [email protected] by March 18, 2022, we will match your donation dollar-to-dollar, up to $2,000.

In this episode, we chat with Janessa Lantz, VP of Marketing at dbt Labs. Among the many subjects we touch upon, we discuss the importance of understanding communications and their role for organizations. We also discuss several GTM approaches: community-led, product-led, and much more—a fantastic episode to learn more about how to strategize and harmonize your marketing and communication efforts.

Timestamps:

• Her career and some of the things she has learned along the way. (1:30)
• What are communications? And what do people get wrong about them?. (5:25)
• The relationship between PR and brand. (9:40)
• How to balance customer acquisition. (13:30)
• How the PLG commercial motion works at dbt Labs. (15:45)
• The importance of community for dbt's GTM strategy. (17:50)
• How to properly manage communities. (21:00)
• Community dept and Marketing dept. (22:40)
• Why pushing communities does not work and might hurt your brand. (25:00)
• How does their GTM change as a result of marketing to developers? (32:00)

We hope you enjoy it.

Conversation: Financial KPIs and Marketing with Dave Bunce

In this episode, we chat with Dave Bunce, CEO at Morphio. Among the many subjects we touch upon, we discuss the importance of understanding financial metrics as a marketer. Making sense of attribution in the ad-blocker scenario and how an agency business differs from a SaaS business.  

Timestamps:

- A little bit of the early days of his work at Arcane. (0:15)
- The moment he joined the Arcane team. (3:25)
- The importance of delegation for agencies. (5:35)
- The importance of getting the structures for growth in place when you are small. (7:20)
- The moment they started building Morphio. (9:25)
- Operating profit on Arcane to fund Morphio. (11:25)
- The importance of separating the agency business from the product business. (15:40)
- Financial metrics marketers should 100% keep in mind (24:20)
- The attribution dilemma. (34:00)

We hope you enjoy it!