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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)

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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.

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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.

--- Send in a voice message: https://anchor.fm/42-agency/message

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.

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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!

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In this episode, we chat with Amrita Gurney, Head of Marketing at Float. Among the many subjects we touch upon, we thoroughly discuss the tension of brand and performance to drive recognition and revenue. Marketing departments and functions are evolving, and as Amrita argues, brand+performance is a much better equation than brand vs. performance.

Some of the topics we discuss are:

- What is Amrita currently doing at Float. (1:25)
- The Coinbase ad and the importance of brand marketing. (4:10)
- Salesforce ad in the Superbowl. (6:30)
- Superbowl mass-market advertising and how it works for brands. (8:15)
- Positioning and brand in B2B SaaS. (14:15)
- The link between brand and product marketing. (17:10)
- How to balance brand and long-term goals vs. direct response efforts and short-term goals. (18:30)
- Brand and demand. (21:00)
- Shopify and its branding strategy. (23:00)
- Product marketing is more than functional stories. (25:50)
- What do marketers get wrong? (26:35)
- Building personal brands vs. a company´s brand. (28:00)
- Attribution and why do marketers get it wrong. (30:30)

We hope you enjoy it!

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In this episode, we chat with Dave Rigotti, Co-founder, and CEO at Inflection.io. We discuss how he moved from Microsoft to the startup world, pipeline marketing, attribution, ABM, and PLG. We also cover his experience leading the Productled.marketing Community - a great place to learn about PLG playbooks.  Some of the topics we discuss: Pipeline marketing. (2:40) Media companies and community. (4:30) How have his views on attribution evolved? (6:50) Marketing from the MadMen era to the DataDriven era. (8:40) Marketo buying Visible. (11:10) What is ABM? (14:40) How did the BDR team work at Visible? (16:40) The importance of better lists to do ABM. (18:00) Direct mail, cupcakes, and chocolates. (19:40) Dave´s favorite ABM campaign. (22:10) Billboards in ABM campaigns. (24:50) How to measure brand awareness in ABM? (27:25) Is attribution brand awareness? (30:25) Dave´s journey from Marketo to Adobe to Inflection.io (32:40) Product-led models. (35:30) The Productled.marketing Community. (38:10) We hope you enjoy it! --- Send in a voice message: https://anchor.fm/42-agency/message

In this episode, we chat with Stella Garber, former Head of Marketing at Trello. This episode is fantastic to learn more about bottoms-up adoption, what worked for Trello, what changed when Atlassian acquired them, and how Stella led the team to build a fantastic product.

• Why is messaging important in marketing strategies? And how did Trello manage to become such a horizontal product? (4:30)
• The importance of focusing your marketing strategy on verticals. (8:00)
• How did Trello monetize with their bottoms-up strategy? (10:10)
• Brand vs. Demand at Trello? (12:40)
• Content at Trello (14:00)
• Acquisition by Atlassian and what changed (16:30)
• How did the marketing team at Trello operate (18:50)
• Blockchain, NFTs, and new tech (20:30)
• Stella´s experience as an investor/advisor (25:50)
• What is the one thing people get wrong about marketing (26:30)

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In this episode, we chat with Tukan Das, CEO at LeadSift. We discuss intent, what works and what does not with intent data, and his overall experience and journey as an entrepreneur.

Some of the topics we discuss:

• Leadsift and the way they pivoted to an exit. (1:00)
• The untold story of Leadsift and how $10.83 is a symbolic number for them (3:05)
• What is next for LeadSift? (6:20)
• What is data intent? And why is it more than you may think? (10:30)
• Why first-party intent is also relevant when you think about the category (14:10)
• Intent leads and how warm are they (15:50)
• Intent is not a silver bullet (18:10)
• Other ways to think and measure intent (20:00)
• Customer churn and why inaction of the data is the main problem with intent (23:00)
• Intent by itself will not work (25:50)

We hope you enjoy it!

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In this episode we chat with Jillian Dixon, Director of Demand Generation at Sprout Social, about Marketing Ops.

We discuss attribution, brand vs. performance, managing revenue teams, product-led growth, and the fallacy of "dead" things in marketing, among other subjects.

• Brand vs. Performance. (2:10)
• Sales and marketing and the lead scoring process at Sprout Social. (4:05)
• Lead scoring model at Sprout Social. (7:00)
• Are MQLs dead? (8:50)
• Brand and Performance teams at Sprout Social. (12:10)
• Trial funnel vs. Sales funnel and how to balance them. (15:40)
• What does attribution look like at Sprout Social? (17:40)
• How going public changed marketing at Sprout Social. (19:10)
• Controversial marketing conversations on socials (20:35)
• Sprout Social's evolution from self-service to outbound efforts. (23:40)
• Conversational forms and why forms might be enough. (26:35)
• What is the actual job of marketers? (30:30)
• Is ABM a buzzword? (32:30)
• What is Product-led growth? Does it make sense? (35:30)

We hope you enjoy it!

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