Levy defines storyline as what you do, how you’re different, and why it matters to the right people right now, positioning it as the bridge between brand and product positioning and practical messaging.

They cover how CEOs typically ask for a clearer story, the inputs and process to develop one (one-on-one stakeholder interviews, customer interviews, and competitive analysis), and how a unified storyline becomes the angle that guides content, campaigns, and executive thought leadership.

They also address AI’s role in execution versus the human work of insight and alignment, and red flags like stalled enterprise deals and “no decision” outcomes when urgency and “why now” are missing.

Rich shares why fraudulent traffic remains such a persistent problem, how B2B SaaS companies can spot warning signs, and what marketers should do to protect their campaigns, pipeline, and revenue.

For CEOs, founders, and marketing leaders, this conversation is a practical look at the hidden costs of bad traffic and why clean data is essential for smarter growth.

That does not mean users will adopt what you build.

In this episode of Marketing Spark, I talk with Karel Papik, co-founder and CEO of ProductFruits, about one of the biggest challenges facing SaaS companies today: the growing disconnect between product velocity and user adoption.

We explore why companies are shipping more features while users feel increasingly overwhelmed, why many AI tools struggle to deliver lasting value, and how onboarding has evolved from static product tours into personalized AI-driven experiences.

Karel also shares:

• Why AI products often suffer from weak retention
• The hidden friction slowing SaaS adoption
• Why companies hesitate to switch software despite dissatisfaction
• How ProductFruits competes against larger players like Pendo and WalkMe
• Why smaller SaaS companies can still win in crowded markets
• His perspective on the future of AI, product experience, and human work

This conversation is especially relevant for SaaS CEOs, founders, marketers, and product leaders trying to understand why growth becomes harder even when teams are building and shipping faster than ever.

By the time a citation appears, the buyer's frame is already locked. This means the entire content playbook built around keywords, citation tracking, and share of voice is aimed at a sliver of the funnel, while the real influence goes unmeasured.

Rudnai introduces two frameworks that reframe the problem for SaaS leaders: "information gain" (a tiered model for producing content AI considers worth incorporating, versus content it simply ignores) and "content debt" (the cumulative maintenance burden that grows with every piece published).

For any SaaS company trying to compete in a world where buyers use AI before they talk to sales, the implication is direct: influence the problem frame, or someone else will.

In this episode of the Marketing Spark podcast, host Mark Evans speaks with Javan Van Gronigen, co-founder of Donate.ly, a fundraising platform that has helped nonprofits raise hundreds of millions of dollars.

Javan shares the story behind Donate.ly and how his experience working with nonprofits revealed a major gap in fundraising technology. Many organizations struggle with complex systems and tools that slow them down instead of helping them grow. Donate.ly was built to simplify fundraising while giving organizations the flexibility to scale.

During the conversation, Javan and Mark explore:

• Why many nonprofits struggle with fundraising technology
• How campaigns like the Barstool Fund raised tens of millions of dollars for small businesses
• The marketing strategies that helped Donate.ly grow in a competitive landscape
• Why education and content marketing are essential for reaching nonprofit leaders
• How AI is transforming marketing, automation, and fundraising strategy
• Why founders and marketers need to experiment with AI now or risk falling behind

Javan also shares his perspective on the future of fundraising technology and how AI-powered systems could soon automate large parts of marketing and donor engagement.

After more than a decade at Brightcove, where she helped scale the company from startup to global public enterprise, Caren made the leap into entrepreneurship to solve a problem she experienced firsthand: the hidden time cost of managing schedules. What began as personal frustration with juggling work, travel, and family logistics evolved into a startup tackling one of the most persistent workplace inefficiencies.

Caren explains how Agenda Hero uses AI to convert text, images, and PDFs into structured calendar events across Google, Outlook, Apple and more. She shares how the breakthrough came when AI made it possible to automate tedious form filling that calendars have required for decades.

The conversation also explores:

• How to validate product-market fit before scaling marketing
• Why building a product people genuinely love is the best early marketing strategy
• Lessons learned from pivoting within her own product
• How she approached raising venture funding for the first time
• The role of influencer and advocacy marketing in early-stage growth
• Why founders need conviction and the right believers around them

You’ll learn how chain prompting changes how we use AI tools, why top-of-funnel SEO is dying, how to build a personal brand that stands out in an AI-saturated world, and what marketers can do right now to catch up and stay ahead. Whether you're AI-curious or all-in, this episode delivers a roadmap for future-proofing your marketing strategy.

Topics We Cover:

• The AI wake-up call that changed Dan’s career path
• What most marketers still misunderstand about chain prompting
• The “30-30-30” framework for becoming a trusted voice in any niche
• How AI is reshaping SEO, blogging, and brand trust
• The 5 categories of essential AI tools every marketer should use
• How to stand out when everyone is using the same tools

In a data-driven world, data doesn’t deliver all the answers. Marketing is an unpredictable and often surprising creature.

Last year, a lot of B2B wanted to de-risk marketing. They pulled back on spending, chopped staff, and counted every dollar.

But that approach only works for so long. At some point, you need to get back in the game and take risks to succeed.

On the Marketing Spark podcast, Mano Guiragossian talks about how he has navigated the risk journey with clients.

Slowly but surely, B2B brands are establishing a presence, although it's far from bandwagon jumping.

In this episode of Marketing Spark, Sales Feed's Will Aitken talks about why now is the time for B2B brands to embrace TikTok and the power of video.

From insight into attracting 39,500 followers Sales Feed's TikTok channel, Will offers advice on how companies can get started and the keys to success.

There's no lack of advice, guidance, content, and coaches to establish a personal brand within a competitive landscape. 

Michelle Griffin has some great insight into creating a strategic plan for personal branding.

We talk about why personal branding is important for entrepreneurs and CEOs, and how to get started on platforms like LinkedIn.

He says much of marketing, which is nearly 100% tactical activities, isn't marketing but communications or promotions.

As a result, marketing within the organization is relegated to a sales support function.

The culprit for efficient marketing

The C-Suite and how marketing is seen as an economic activity in which everything needs to be quantified and measured.

Words aren't sexy or glitzy. 

But they do matter. Words provide the information, the context, and the guidance for customers to take action.

In this episode, I talk with Eden Bidani, a conversion copywriter for SaaS, tech, and direct to consumer brands.

One of the things that struck me is Eden's suggestion that the best copy takes time to create and a lot of the time is not writing, but research. 

In this episode, Amrita Gurney, VP, Marketing & Community with CrowdRiff, talks about the company has heavily focused on engaging and nurturing its customers over the past six months.

Amrita has great insight on best practices to develop a vibrant and active community, as well as thoughts on whether to use a platform.

It could be that LinkedIn is getting busier and/or that people see potential to make connections on places like Twitter, Tik Tok, and Instagram.

To get an insider's view of the landscape, I talked with Marcus Schaller, who recently shifted some of his social media time to Twitter. 

Most interesting is how Marcus is taking some of the key lessons from LinkedIn and applying them to Twitter.

Some companies want to go a step further. They want to compete in a new category.

They embrace a concept called category design in which they define and lead a new market.

In this episode of Marketing Spark, Josh Lowman offers insight into the definition of category design and how one of his clients embraced the concept.

Powered by a steady stream of value-added content and relentless engagement with a growing network, Jason Vana has become one of the highest-profile marketers on LinkedIn.

In this conversation, Jason talks about how he approaches LinkedIn and why he sees it as an effective platform to drive leads and make money.

But there are fundamental mistakes at these companies make that undermine their marketing activities.

Dev Basu, chief experience officer with Powered by Search, said SEO delivers when companies create research-driven content that meets the needs of target audiences.

You need a good foundation and infrastructure and a nice facade.

You need to have a clear understanding of the best keywords that will attract readers to content and determine the most relevant channels to publish content.

But creation should only account for 20% of your time.

80% should be devoted to promotion and distribution, as well as updating and refreshing existing content.

That's the formula for content marketing success.

Long-time marketer Mike Birt talks about the differnet approaches that marketers can take to gain customer insight.

In this episode of Marketing Spark, we talk about the importance of rewarding and nurturing customers rather than simply focusing on customer acquisition.

And Mike offers some suggestions on how to identify customer intentions and signals.

But the reality is it's just beginning.

Ross Simmonds says one of the keys to content marketing success is distribution. Without it, he says all you're doing is building a content library.

In this episode of Marketing Spark, Ross talks about:

- Why so many companies and marketers struggle with content distribution

- How to kick-start a content distribution plan

- How to repurpose content on multiple platforms

- Why it's important to focus on quality, not quantity

- How to create content that's valuable and SEO-friendly.

While many brands are struggling to keep their heads above water, the strongest brands are already thinking about what needs to be done outflank rivals with marketing that engages consumers in new and different ways.

On the Marketing Spark podcast, Ron Tite provides insight into how brands can build marketing momentum to pull away from the competition.

You call your own shots. You're the master/mistress of your own domain.

It's an ideal way to make a living.

Well, that's the perception.

The reality is that entrepreneurship is stressful. It's a 24/7 activity that takes blood, sweat, and tears.

In this episode of Marketing Spark, Luc Bohunicky and I explore the ups and downs of entrepreneurship, and what entrepreneurs must do to develop products and attract an audience.

We discuss the challenges marketers face to drive marketing execution and the need for efficient tools to free up time for strategy and creativity.

One of the ways to generate content is to hire freelancers and contractors.

In this episode of Marketing Spark, Brooklin Nash and I talk about:

- The pros and cons of in-house content marketers and outsourced.

- How to hire contractors and freelancers.

- Gated vs. ungated content, and 

- Long-form content vs. short-term.

We also talk about Brooklin's approach to Twitter and how he's increased his follower count to 7,000 from 600 in the past year.

Do you hire the best talent or put together a cohesive team that features people with different talents?

"Of course, all-stars," says Mitch Solway, a fractional CMO for startups, who I interviewed for the Marketing Spark podcast. "But all-star doesn't necessarily mean the top talent."

Mitch says one of the keys to success is hiring people focused on the right goals and, as important, people who can fit into the corporate culture.

Vahagn shares his unique journey from full-stack developer to marketing leader and dives into the strategies behind Krisp's emergence as a category-defining brand. He explains how Krisp went from a simple noise-cancellation tool to a comprehensive AI-powered communication platform used by millions, including enterprise clients like call centers and Discord. 

This conversation explores agile marketing, product-led growth, community-driven innovation, and how aligning closely with customers can fuel brand loyalty and expansion. 

You’re hoping their expertise and experience fills gaps and make things happen.

But a lot of consulting engagements don’t work as well as expected.

- There’s misalignment on expectations.

- A lack of engagement and collaboration (no partnership)

- Not enough clarity about what success looks like.

- A lack of commitment to actually do marketing (more talk than walk)

When I lost a client recently, some of these issues reared their ugly heads.

To get some more perspective, I talked to Kevin Whelan, who helps marketing consultants improve their businesses.

A key theme was how companies need to hire consultant and, as important, how and when consultants should take on clients.

Consulting is a two-way street.

Both parties need to agree to work together. It’s there’s a good fit, that’s a great start.

From identifying the best markets for recruitment to overcoming legal and cultural hurdles, Nick provides actionable insights for businesses looking to build diverse, high-performing teams across borders. 

You'll also hear real-world examples, common mistakes to avoid, and strategies to position your company as a top choice for global talent.

He discusses the challenges of balancing short-term results with long-term brand building, fostering effective collaboration, and navigating the impact of AI on marketing. 

Blaine's extensive experience in both roles provides valuable insights for aligning expectations, embracing innovation, and adapting to the rapid change in the marketing landscape.

Adam Levinter operates in the eye of the hurricane as a subscription economy consultant, podcaster, and author.

In this episode of Marketing Spark, Adam and I explore why the subscription economy is growing so fast, the sectors seeing the most momentum, and how companies can embrace a subscription business. 

We also take a look at how the subscription economy will impact marketing, which will focus on customer acquisition and, as important, customer nurturing.

Seemingly, everyone you turn, someone is offering personal branding advice and consulting.

Is the focus/obsession with personal branding due to the gig economy, the ubiquity of social marketing, or the reality that people will work for multiple employers so a personal brand is important, if not necessary?

On this episode of Marketing Spark, Rich Cardona and I dive into personal branding, why it matters, and how to build a personal brand. 

We also discuss the importance of content marketing and why, like many people, his time on Clubhouse has gone way down.

The conversation covers the evolution of Drift's brand messaging and the complexities of marketing in a rapidly changing business environment.

Emily talks about the importance of the CEO-marketing leader relationship and the collaborative dynamic within Drift's senior management team, particularly during challenging market conditions.

She shares insights on aligning marketing strategies with company goals, the impact of AI in marketing, and the importance of internal communication in driving success.

In 2021, business was booming, venture capital was flowing, and the focus was customer acquisition and growth.

Today, the economic landscape is bumpy, venture capital has evaporated, and customer retention is paramount.

In this episode of Marketing Spark, Lately.ai CEO Kate Bradley Chernis talks about her professional challenges and how she's navigating the B2B SaaS waters.

She also talks about Lately's struggles to raise venture capital and Lately's bootstrapped approach to marketing.

They invest so much time and money to acquire new customers but not nearly enough to keep them happy and loyal?

In this episode of the Marketing Spark podcast, Jack Fussell talks about why knowing your customers and communicating with them is so important.

"We should be customer-centric all the time. We should have in-depth insight into what our customers want, what their fears are, their aspirations, and their  goals."

Jack, the managing partner with Campfire Social and a fractional CMO, also talks about the importance of branding at a time when many companies sound and look the same, as well as the rise of fractional C-suite executives.

But as the economies recover in many countries, companies are beginning to spend more on marketing. 

The question is whether companies will rebuild marketing teams or look for ways to outsource marketing by using agencies, contractors, and freelancers.

Jamie Stenhouse, an Australian digital marketer, says outsourcing is an increasingly popular way to drive tactical execution.

Jamie outsources a lot of his agency's work and sells a program to many companies on how they outsource their marketing.

They dive into the transformative impact of AI on content marketing, exploring how generative AI tools like ChatGPT are reshaping the industry. 

Matt shares his entrepreneurial journey, from being a paramedic and journalist to founding AI-driven companies. 

He discusses Talktastic's innovative new app that transforms rambling speech into polished writing, maintaining the user's authentic voice. 

The conversation also delves into the ethical considerations of AI in content creation and the future of AI as a tool for enhancing human communication. 

This episode provides valuable insights for marketers on integrating AI effectively while preserving creativity and authenticity.

Some companies are attempting to replicate the in-person experience but many of these efforts are, at best, mediocre.

Clio, which offers software to law firms, however, appears to have discovered the recipe for success.

Its recent virtual conference attracted 4,500 paid (yes, paid!) attendees from 46 countries.

In this Marketing Spark episode, Clio's Alex Shipillo offers a behind-the-scenes look into:

- why and how the event was so successful

- why it charged people to attend, and

- what one sponsor did to make an impact. 

She highlights the pivot from a startup to a successful business, focusing on maintaining authenticity while growing a global user base.

Ivana shares insights into LinkedIn's evolving role in content marketing and the challenges of content creation on the platform. 

The episode also explores AuthoredUp's alignment with LinkedIn's policies, its transition from a free beta to a paid service, and the importance of community engagement in business growth.

It's a great way to demonstrate thought leadership, attract a bigger audience, and get speaking gigs.

But Juliet Clark says writing a business book isn't for everyone, particularly if you don't have a large audience.

Clark, who helps authors self-publish their books, says writing a book isn't for everyone. It takes a lot of work, not only to write a book but, as important, promote it.

From personal experience, writing a book is a labor of love. The ROI is being able to differentiate yourself in a crowded marketplace.

Someone wants to end a relationship.

They want you out of their lives.

It’s not them, it’s you…and your newsletter.

But is the unsubscribe really that bad?

Should marketers, in fact, celebrate unsubscribes?

When you step back, someone disconnecting from a newsletter means they’re not your target audience.

The effort invested to create a newsletter isn’t resonating with them. 

So, it’s perfectly fine for both sides to move on.

On the Marketing Side podcast, Jules Dan said it’s more important to focus on the people who want your email marketing. 

“I sometimes encourage people to unsubscribe.”

OpenSponsorship, a marketplace that connects brands with athletes, has helped democratize sponsorship deals, enabling even small brands to work with sports stars across various niches.

Ishveen shares her journey from sports agent to tech entrepreneur, detailing how her platform has evolved from a simple idea to a tech-enabled agency working with global icons like LeBron James and Tiger Woods. 

She provides insights into the shifting dynamics of the sports sponsorship industry, emphasizing how athletes are no longer just the faces of brands but partners in building powerful, authentic campaigns.

We talk about how video can be used at every stage of the sales funnel, from initial pitches to product demos and beyond. 

We also dive into best practices for creating effective video content, including tips for scripting, filming, and editing. 

Whether you're a startup or an established B2B SaaS company, we will give you the tools you need to use video to drive growth and increase conversions. 

Join us for an in-depth discussion on how to harness the power of video and take your B2B SaaS business to the next level.

In this episode of Marketing Spark, Brad Smith, CEO with Wordable, offers in-depth insight into:

• How companies should approach content marketing
• The importance of focusing on keywords that can be ranked for in the short term.
• How to build a content marketing team and how to assess its performance
• How to never run out of content ideas
• How to effectively distribution content once it's been published.

Title: The Evolution of Podcasting: A Deep Dive with Zencastr's CEO Josh Nielsen

In this episode of Marketing Spark,  Mark Evans talks with Zencastr's CEO, Josh Nielsen, about the dynamic world of podcasting. 

Josh shares his journey from a software engineer with a passion for the startup ecosystem to founding Zencastr, a platform that revolutionizes podcast recording, editing, and hosting. 

He discusses podcasters' challenges with traditional recording methods and how Zencastr addressed these issues by leveraging browser capabilities for high-quality audio capture. 

Josh reflects on the podcast industry's evolution, highlighting the impact of major events like Serial and the COVID-19 pandemic on podcast popularity and creator growth. 

He emphasizes the untapped potential in podcasting, citing the low creator-to-consumer ratio compared to other social platforms and the role of AI in reducing production barriers and enhancing content discovery. 

Josh touches on Zencastr's commitment to supporting the podcast community through advanced editing tools, education, and fostering connections within the ecosystem. 

They build the product but struggle to spread the word so people can discover and use it.

In this episode of Marketing Spark, Verb Data's Dave Hurt talks about the steps he and his co-founder took to dip their toes in the marketing waters and some of the experiments they conducted along the way.

It's great insight into how, in many respects, marketing involves taking a deep dive into what your customers want and how they articulate their needs.

We discuss why traditional SaaS pricing models fall short, the mistakes companies make when introducing AI-powered features, and why a hybrid subscription-usage model may be the best approach. James also shares insights from his new book, Capturing Value, and reveals how AI companies can stay competitive while maximizing revenue.

Tune in for expert pricing strategies that can help SaaS and AI founders future-proof their monetization models.

But Coherent Path CEO James Glover contends that retailers should use email marketing to build stronger relationships and help consumers discover new opportunities, and, yes, drive sales.

He calls this approach "engagement farming". It's based on the idea that customers should look forward to getting email because it engages and deliver values. If they also buy something, that's great. 

 For more about James and this episode of Marketing Spark, check out the show notes. 

Avoma CEO Aditya Kothadiya provides first-hand insight into the process that he recently took to hire a director of marketing.

Aditya says one of the keys to success is hiring the right person based on a company's growth stage. 

Once a marketing leader comes on board, Aditya said it is important to align around expectations and goals so the rules of engagement are established.

As a fractional CMO, I've been seeing more interest and more people embracing the title.

In this episode of Marketing Spark, I talk with David Poulos, a fractional CMO, about why there is growing interest, when and why to hire a FCMO, how to establish the rules of engagement, and how long a FCMO should stick around. 

Their campaigns and activities are measured by how many email addresses are collected and fed to an army of business development and sales reps.

Nelson Gilliat believes there's a better way.

The "Buyer-centric revenue" model allows marketers to do good and creative marketing that drives brand awareness and generates customer interest in your products.

At the same time, the buyer-centric revenue model eliminates a lot of the prospecting done by B2B SaaS companies.

It's cold outreach and cold-calling that bother prospects rather than engage and educate.

Nelson is the author of "Death of the SDR: Birth of Buyer Centric Revenue" 

In this episode of Marketing Spark, Peep Laja talks about why brand differentiation matters and why companies are afraid to stand apart from the crowd.

He also looks at the growing attraction of outsourcing marketing, something Peep describes as "vendor management". 

They’re widely used by B2B companies to engage and convert customers but they’re not seen as sexy. 

To get some insight into the world of newsletters, I saw down with Ashley Guttuso, Director of Marketing at Simple Focus Software and the author of the Opt-in Weekly newsletter. 

We talked about:

- Best practices and mistakes to avoid

- HubSpot's acquisition of The Hustle

- How and when to use curated content within newsletters.

Linda shares her personal journey, from transitioning out of the fitness industry into content writing and copywriting, to embracing AI tools like ChatGPT to streamline her workflows. She discusses the challenges and opportunities AI presents, offering insights into how she selects and utilizes various AI-powered platforms to maintain authentic, high-quality content for her clients. 

The conversation dives into the importance of personalizing marketing in an AI-driven world, the balance between automation and human touch, and predictions for the future of AI in marketing. 

Whether you’re new to AI or already experimenting, this episode offers valuable perspectives on how to navigate this fast-evolving space.

Most of us probably overdose on reading, watching, and listening to content.

There’s so much great content available that it’s hard to resist.

I would argue that most of us need to be more structured, disciplined, and focused.

Nemanja Zivkovic has an interesting approach.

He’s on a “content diet”.

Nemanja consumes content selectively and judiciously and relies on a few go-to resources but tries to stay above the fray.

It allows him to be strategic about content consumption as opposed to gorging out at the content buffet.

Given the platform’s growth, it’s a fascinating question.

Of course, Clubhouse has time given it just raised more VC.

But, at some point, Clubhouse will embrace monetization.

Mallory Lee says the possibilities are endless.

She believes the options include:

- Advertising

- Sponsored rooms

- Private rooms for companies looking to connect employees via audio rather than video

Personally, I think podcasting a huge opportunity for Clubhouse.

I see a lot of it on LinkedIn – my social media platform of choice.

There are marketers who create text posts, videos, carousels, and, of course, polls.

But, believe it or not, there is life beyond LinkedIn for B2B marketers.

And one of the more intriguing places is TikTok. Yeah, TikTok.

It’s no longer just a social media platform for goofy videos but a place where B2B marketers can successfully leverage.

A marketer who appears to have cracked TikTok is Stephen Pope, who runs SGP Labs in L.A.

In this episode of Marketing Spark, Stephen talks about why he embraced TikTok and his tactical approach to making videos that attract prospects.

The company, which offers catering to remote teams, reaped the benefits and transformed itself into a high-growth entity.

But as more people start going back to the office, PizzaTime has to re-strategize.

In this episode of Marketing Spark, Matthew Carnevale talks about the different marketing growth tools being applied.

This includes doubling down on customers and referrals, leveraging a blog and newsletter, and talking to customers on a regular basis.

They discuss the psychology behind effective copy, how to blend storytelling with data, and practical strategies B2B marketers can use to drive engagement and sales. 

Tune in to gain actionable insights that will transform the way you approach messaging and marketing.

Armed with $135 million in Series C financing, the Barcelona-based company is aggressively expanding its marketing activities to drive brand awareness and cement its industry leadership.

In this episode of Marketing Spark, Typeform CMO Carrie Sanderson talks about:

- How Typeform works to ensure that its positioning and messaging stay fresh, relevant, and current

- How to deal with the realities of the Dark Web and Dark Social given a lot of activities can't be quantified.

- How it conducts market research to identify new competitors and challengers.

- How Typeform plans to better leverage LinkedIn.

- Her biggest accomplishments over the past year and plans to make more people and businesses aware of Typeform.

In reality, they often operate in silos.

The result? Sales complain that marketing gives them crappy leads. Marketing counters that sales can’t close deals.

How do you address this conundrum? The answer may be field marketing.

While it may not be the best-known marketing term, field marketers quarterback sales and marketing activities. 

In this episode, Nick Bennett offers insight into field marketing; what it is, how it works, and why it is so effective.

Among the most successful is Joel Lalgee , a professional recruiter, who has more than 73,000 followers. 

In this episode of Marketing Spark, Joel looks at how LinkedIn has evolved and how his approach to LinkedIn has changed.

It's great insight from someone who has clearly seen huge ROI from LinkedIn.

Joel also talks about the "Great Resign" movement that has dominated the work landscape, as well as the challenges and opportunities of working from home. 

In this episode of Marketing Spark, Zaheer Merali—founder, investor, and executive coach—shares what he’s learned from two decades of advising entrepreneurs and navigating his own personal reinvention. We dig into:

• Why overthinking and overworking plague founders
• How to break free from the addiction to hustle culture
• The power of pausing, pivoting, and uncovering your true passion
• Why aligning your inner compass is more important than any revenue target

This isn’t about working harder. It’s about working better—on your terms.

In this episode of Marketing Spark, Gwen Lafage (who has worked for agencies and as a B2B SaaS marketing leader) talks about how to hire and get value from top-quality suppliers.

We also talk imposter syndrome and how B2B SaaS marketers can be creative to break out of the box.

The best salespeople combine personality, insight, research and time to engage people and convince them to make purchases.

In this episode of Marketing Spark, SellX's Steve Schmidt talks about:

- How salespeople should operate given the economic landscape

- What makes for a great sales person beyond sales

- How sales and marketing can work together effectively

- The biggest mistakes made by salespeople on LinkedIn 

- Why Steve has enthusiastically embraced TikTok

- The link between sales and demand generation.

We discuss the importance of planning, messaging, and design when building or relaunching a website. 

Sam shares his insights on how to optimize the homepage, product page, pricing page, about page, and call-to-actions (CTAs) on a website. 

We also get into the signs that a company needs to redesign its website and where listeners can learn more about Sam and his work.

But marketing can be an up and down situation. Sometimes, marketing works. Sometimes, it doesn't.

On this episode of the podcast, Yaag Ganesh talks about why revenue marketing is an approach that ROI and predictability. 

It's about focusing on marketing that works and then developing structures and workflows to "shampoo, rinse, and repeat."

Yaag and I also talked about:

- The rise of Clubhouse and why he's been spending a lot of time on the audio-only platform

- Building a personal brand as an international marketer.

It’s about tactical optimization and doing things differently.

But often marketers are addressing symptoms, not root problems.

Sometimes, bad marketing is caused by a rotten foundation.

Marketing execution stumbles when it’s not underpinned properly.

Michelle Tresemer describes this problem as “compounding defects”, a term that she borrowed from the construction industry.

Compounding defects happen when there is no strategic vision or purpose.

This leads to marketing that isn’t focused, structured, or aligned.

Michelle says that “by the time you to tactics, there are no guardrails or no direction. Everyone is just doing what they think is best and it doesn't work”. 

In the physical world, compounding defects is what happens when a skyscraper’s foundations are slightly off. 

As the building is constructed the foundational flaws are magnified and exacerbated.

In the marketing world, compounding defects can involve a lack of leads or sales, or content that a CMO finds difficult to approve because it’s somehow off the mark.

There is a risk to embrace a platform or product that isn't popular or perhaps not ready for prime time.

In 2017, Michael David Chapman walked away from his job. 

With no backup plan, he started to post on LinkedIn - sometimes three or four times a day - about his personal and professional challenges.

This is way before LinkedIn emerged as a vibrant content platform.

As an early adopter, Michael capitalized on a huge opportunity by doing what other people weren't doing.

His posts generated huge audiences and Michael has attracted 276,000 followers.

In this episode of Marketing Spark, we talk about Michael's LinkedIn journey and how he sees the platform evolving. 

We also do a rapid-fire session on all things LinkedIn.

It’s the CTA on every B2B SaaS website.

But what happens after the click?

How do companies educate, and delight prospects?

In many ways, the demo is almost taken for granted within the marketing process.

Marketers are focused on messaging, value propositions and content to attract and engage.

The demo belongs to sales.

But that’s the wrong approach.

The demo should be a coordinated effort between sales and marketing.

A demo is a golden opportunity to encourage, inspire and showcase your product in the right way.

If marketing isn’t involved in this crucial process, that’s a mistake. 

That's a blunt assessment from Charlie Whyman, a LinkedIn trainer and "marketing momentum builder".

In this episode, Charlie and I explore some of the ways that LinkedIn evolved in 2020 and what she expects will happen in 2021. This includes:

- Analytics for personal accounts; probably not going to happen.

- More use of Stories as conferences and events come back to life.

- Improve content discovery tools through the use of tags. 

- Better corporate pages

Charlie also offers insight into automation tools (they're evil) and how marketers are ruining LinkedIn by using these tools to drive leads and Website traffic.

Many people didn't think twice about flying hundreds of miles to a meeting and returning the same day.

At one time, Andrew Deutsch was a hard-core road warrior.

He flew as much as 300,000 miles a year. Andrew visited a lot of places but eventually decided it was an unsustainable lifestyle.

Today, Andrew does most of its selling and from home via Zoom or virtual conferences.

On the Marketing Spark podcast, Andrew and I talk about the new age of sales and marketing, and how new in-person business activities could emerge post-COVID.

They like the idea of media coverage to drive brand awareness and new business, but they're not sure how PR works and how to approach it.

In this episode, Crackle PR's Parry Headrick provides great insight into the inner workings of technology PR and how companies can create win-win partnerships with PR agencies.

We also talk about why entrepreneurs don't understand PR, why PR (and marketing) are among the early budget victims, and why Parry is excited about the work from home revolution.

Like a lot of people, Liam Darmody jumped hard into LinkedIn last year. You only have to look at the 530+ posts that he published to understand his enthusiasm.

In this episode of Marketing Spark, Liam and I talk about how and why LinkedIn changed last year, how he approaches the platform from a content and connection perspective, and how LinkedIn will develop in 2021.

It's a high-level, strategic conversation about a platform that many people discovered or rediscovered and, in the process, saw amazing ROI.

If you're on LinkedIn, check out Liam's recently launched LinkedInthusiasts! page.

Alex challenges the status quo, believing strategy should be motivating and straightforward rather than complex and dull. 

He illustrates how simplicity and inspiration can lead to incredible business achievements through captivating stories and real-life examples. 

This episode is more than just a deep dive into strategic theories; it's a thought-provoking discussion filled with Alex's enthusiasm and practical insights; it's perfect for B2B and SaaS business and marketing leaders looking to revitalize their approach to strategy. 

They discuss the value of customer testimonials, with a special focus on the undeniable impact of video testimonials on the buyer's journey.

Mark and Dustin delve deep into the various aspects of video testimonials and their unique ability to connect with potential customers on a profound level. They discuss how video testimonials foster trust, build credibility, and serve as persuasive tools throughout the buyer's journey, from awareness to consideration and, ultimately, the purchase decision.

Through real-world examples, Dustin provides tips to capture authentic customer experiences, elicit genuine emotions and effectively showcase the value of your products or services. 

From scripting and production to distribution and measurement, Dustin offers solid advice and best practices to help businesses unlock the full potential of video testimonials.

We discussed how a product, specifically Irish whiskey, can expand its market and attract new customers across the ocean.

Echlinville has become a renowned brand in the Irish whiskey market, with its high-quality and award-winning products expanding to 27 countries worldwide. 

But how does it differentiate itself from other Irish whiskeys and break into new markets with limited marketing and sales dollars? Let's dive into the marketing strategies of Echlinville and learn from their success.

One of the key strategies of Echlinville is building brand loyalty through its heritage, tradition, history, and craft, as well as having really good liquid. 

They rely on influencers, bloggers, and writers to promote their brand online, but they also emphasize the importance of face-to-face marketing in breaking through the noise of digital marketing. 

The conversation covers the definition of ABM, its benefits, and best practices. Paul explains the four pillars of executing demand or ABM effectively and the importance of intent data in ABM campaigns.

Mark and Paul also discuss the common mistakes that B2B companies make when implementing ABM strategies and the challenges of generating leads in a tough economic climate.

Paul says that among the keys to ABM's success is the need for marketing and sales alignment and building strong relationships with potential clients.

I read the first 25 pages before a book loses its appeal. The writing is dense, the topic doesn't warrant a book, or I quickly get the point.

Laura Valvasori has developed a new and interesting way for people to get more value from business books. 

She recently launched the Business Book Collective, a virtual community that combines a Mastermind group and a book club. 

Each month, you read a book and share your thoughts and take-aways with like-minded people. 

It's a brilliant concept because you're held accountable to finish the book and you benefit from the collective wisdom of the community.

Laura literally stumbled upon the idea a few months ago. But unlike many ideas that come and go, she embraced it and launched in January.

At just 22 years old, Zechariah Thomas is rewriting the rules with Swift Hockey—an elite stick brand that's affordable, player-first, and unapologetically bold. 

In this episode, Zechariah shares how he turned a personal frustration into a fast-growing startup, his roots in drop shipping, and what it takes to stand out against CCM, Bauer, and Reebok. 

From starting at 12 -years-old by re-selling products purchased at the Dollar Store hats to being featured on Dragon’s Den, his journey is a masterclass in speed, resilience, and scrappy entrepreneurship.

Michael shares how creative grassroots marketing, a commitment to listening to customers, and a unique positioning strategy helped Barefoot thrive in an industry dominated by high-end, elitist brands. 

He reflects on the lessons that he and his wife, Bonnie Harvey, learned from building and scaling Barefoot, the challenges of distribution, and how they turned social advocacy into a powerful marketing tool.

Michael also discusses life after Barefoot, including the creation of The Barefoot Spirit, a business adventure book and audio theater series. 

Tune in to discover Michael’s advice for entrepreneurs navigating today’s competitive markets and his insights on climate change-driven opportunities for the next generation of innovators.

Dock.us's Eric Doty delivers excellent insights that come from first-hand experience.

In this episode of Marketing Spark, Eric shares his thoughts on leveraging the power of connections and underscores the importance of striking while the iron is hot – capitalizing on the unique perspective, excitement, and unbiased outlook that newcomers bring to the table.

We discuss quick wins and how to attain them. 

Eric dives deep into strategies and techniques that will help you make a splash and garner measurable success, even in the early stages of your journey.

Whether you are a start-up looking to set up a marketing department or a seasoned marketer planning to go solo, this conversation with Eric will equip you with the tools and motivation to succeed.

It's even more challenging when you're the lone marketer.

You need to strategize, coordinate, tactically execute, and organize. 

In other words, you have to be a multi-task player.

On the Marketing Spark podcast, Nancy Kwan talks about life as a solo marketer.

One of her biggest pieces of advice: "Don't become a yes person. Be comfortable saying no."

Nancy says that solo marketers need to be strategic and ask tough questions before committing to anything.

On this episode of the Marketing Spark podcast, Huckabuy's Geoff Atkinson talks about the impact that Google's next major update, Page Experience, will have on content marketing and SEO. 

On the podcast, Geoff and I talked about how B2B companies need to look beyond keyword optimization to drive SEO. They need to focus on technical elements such as dynamic rendering, page speed, and structured data. We also talked about why many companies are wasting time and money on content marketing.

They’re not personalized.

Clearly, no research has been done.

They’re frequently off-topic.

And sometimes they use the wrong name.

Agencies using these types of agencies are getting bad deals.

It’s hard to get a guest on podcast, so you can't use a company that does a poor job.

Having received so many bad podcast guest pitches, I asked Jakub Zajicek from Speak on Podcasts for insight and advice on how and when to use a podcast agency.

Since launcing in 2020, Speak on Podcasts has booked more than 2,000 guests and represents companies like @gong and @paddle.

The key to finding the right partner is simple: research and being clear about your point of view and who’s going to do the talking.

As important, companies need a strategic plan that integrates how podcasts will fit into the marketing and sales mix.

We discuss the definition of buyer personas, how to extract insights from customers and prospects, and the value of buyer personas in messaging, prioritization, and business performance.

Jim explains the process of developing buyer personas and the key elements that make them effective. 

Jim emphasizes the importance of talking to recent buyers who have made the exact buying decision that a company is trying to influence rather than relying on existing customers. 

We dive into the evolving role of AI in content creation, uncover strategies to break through the digital clutter, and talk about the importance of consistency—without sacrificing creativity or risking burnout. 

Erin shares her go-to methods for smashing writer’s block, offers fresh perspectives on thought leadership and brand voice, and reveals how she measures success beyond clicks and likes. 

Finally, she looks ahead to what content marketing might look like in 2025 and offers the one skill that marketers need to own the future. 

If you’re hungry for practical tips, big-picture insights, and a spark of inspiration, this episode is a must-listen!

They delve into the importance of clear, compelling messaging in marketing, discussing why it often gets overlooked in favor of more glamorous tactics. 

Billy shares his insights on how effective messaging can significantly boost customer engagement and conversion rates. 

He introduces his "Five Light Bulbs" framework, which helps businesses create persuasive core messaging. 

They also explore the common mistakes companies make with their messaging and how to avoid them. 

This episode is packed with practical advice for marketers looking to improve their messaging strategies.

Amidst a sea of competitors in the CRM space, Parma stands out with its streamlined features: contacts, notes, reminders, and nothing more. 

Mark Kofman discusses the strategic choice of entering a saturated market by focusing on minimalism to appeal to businesses that don't require complex tools. 

We delve into the challenges of positioning a unique product against feature-rich giants like Salesforce and HubSpot. 

Mark also highlights Parma's approach to growth, emphasizing customer-centric development and strategic partnerships to foster a community of users and developers.

Shay shares his expert perspective on the future of owned data, the  role of email marketing in a world overflowing with information, and ActiveCampaign’s strategic acquisition of Postmark.

Shay explains how the importance of owned data is growing in marketing strategies, allowing businesses to create personalized and efficient experiences for their customers. 

Diving into the acquisition of Postmark, Shay sheds light on how this strategic move aligns with ActiveCampaign’s vision and goals. 

He explains how Postmark’s strengths in transactional email delivery complement ActiveCampaign’s focus on customer experience automation, resulting in a synergy that promises to redefine industry standards.

In this episode, Braydan joins Mark Evans to talk about the evolution of personalization in B2B, how Sendoso capitalized on perfect timing and deep buyer pain, and why he believes the next wave of sales and marketing will be fueled by peer-to-peer trust and real conversations.

He shares lessons from scaling a startup through hypergrowth, raising $160M (including from SoftBank), navigating culture through the chaos of rapid hiring and remote work, and the “aha” moment that made him leave it all behind to start fresh.

If you’re thinking about how to truly differentiate in a crowded market—or wondering whether your next big idea is worth pursuing—this episode is packed with insight and inspiration.

In this conversation, David talks about the shift from turning emotion into music to building products that preserve memory, support healing, and explore how technology can actually make us more human. We dig into:

• Why creativity is a transferable methodology across art, writing, and coding
• How his mother’s Alzheimer’s diagnosis inspired Second Echo
• The ethical edge between digital preservation and digital imitation
• Why over-reliance on AI threatens our writing and thinking muscles
• The rise of “human spaces” and why connection still matters
• What AI is doing to music, artistry, and the business model behind it

It’s a wide-ranging conversation about art, identity, AI, and the future of human experience — from someone who’s lived at the intersection of creativity and technology for decades.

For some companies, virtual events have provided opportunities to connect. But many people have complained about the lack of interactivity and engagement.

For commonsku, which sells software to promotional product companies, in-person events have been a key part of its marketing and sales efforts.

As important, events have propelled Commonsku's community.

With in-person conferences off the table, commonsku has successfully leveraged virtual events to stay connected to customers and nurture prospects.

In this episode of Marketing Spark, Mark Graham, commonsku's co-founder and chief brand officer, talks about why and how virtual events have worked so well. 

I'm not talking about social networks but establishing connections with people professionally and personally.

A lot of things in life happen due to relationships. It's how we develop trust, empathy, and connections.

Marc Angelos is a long-time Wall St. salesman who intimately understands the power of value of networking.

In this episode of Marketing Spark, Marc takes a deep dive into the keys to success networking and how to make it happen in a digital world.

Sweet Fish Media's James Carbary says there are huge opportunities for B2B companies to leverage podcasts to drive marketing, sales, and relationships with prospects and customers.

“There are one million podcasts live now. There are 30 million YouTube channels and a ubiquitous number of blogs.

But no company is saying ‘no, we don’t want to do video or we don’t want to do written content’. So, there's so much opportunity left in podcasting”.

Sweet Media Media produces podcasts for B2B and SaaS companies and offers a growing library of business podcasts.

These days, it's all digital all the time. But print hasn't disappeared. It's still important and a key part of the marketing mix.

In this episode of Marketing Spark, Joanne Gore, an experienced B2B marketer, talks about how print and digital can form a beautiful marriage to drive marketing success.

To learn more about Joanne and why print still matters, visit the show notes.

A lot of their "shotgun" tactics (e.g. email marketing, content marketing, social media) aren't working.

It explains why they are turning to account-based marketing (ABM) to focus on a defined group of prospects.

In this edition of Marketing Spark, Nadia Milani talks about how her ABM campaigns have succeeded and, as important, what to avoid.

For more about Nadia and the podcast, check out the show notes.

They explore why retention efforts often begin too late, the three pillars of customer engagement, and the pivotal role onboarding plays in fostering long-term loyalty. 

Ramli shares actionable strategies for developing a retention-focused onboarding process and explains the "hyper-personalization" potential of AI in creating tailored customer journeys. 

Tune in to learn how to keep your customers excited, engaged, and loyal beyond the initial sale.

We explore how positioning is about finding a unique place in the market and creating a memorable connection with customers.

We talk about the importance of clear and effective positioning in order to stand out in a competitive market and avoid being lost in the crowd.

We also discuss improving a company's positioning, including understanding customers, analyzing competition, and developing an offering that aligns with customer needs.

We also touch upon the key deliverables of the brand positioning process and how to measure the ROI of the work done.

Kaminski shared his journey into the world of product marketing, emphasizing the non-linear path that led him to co-found Fletch PMM. He provided a rich context for understanding the evolving landscape of product marketing, particularly in the realm of B2B SaaS startups. His insights offered a valuable perspective on how companies can navigate the challenges of establishing a strong market presence amidst fierce competition.

The core discussion of the podcast revolved around the critical role of specificity in positioning and messaging for startups. Kaminski highlighted the common pitfalls that early-stage companies encounter, such as a lack of clarity and a tendency to overgeneralize their value propositions. He explained how Fletch PMM helps these companies refine their messaging by developing a clear, specific framework that aligns with their product development and market strategy. 

An engaging part of the conversation was his emphasis on the homepage as a crucial marketing asset, arguing that it should reflect the company’s unique value proposition and serve as the first chapter in their brand story.

, Kaminski shared a compelling case study of Levity.ai, demonstrating how a focused positioning strategy can transform a startup’s market approach. He also delved into the importance of understanding buyer personas and the ‘jobs to be done’ framework, which are essential for developing effective messaging that resonates with the target audience. 

They're seen as people who like telling other people what to do, but they don't do the actual work.

But consultants can play a key role in helping companies fill gaps and seize opportunities. The right consultant at the right time can deliver huge ROI.

On the Marketing Spark podcast, I talk with Faheem Moosa, who helps consultants drive higher revenue.

Faheem and I look at the consulting landscape amid volatile economic times, the role of content in marketing and sales, and the keys to launching a successful consulting business.

If you're a consulting, thinking about getting into the business, or looking to hire a consultant, Faheem delivers great insight.

They're impersonal, irrelevant, and ineffective.

They often don't reflect a prospect's interests or needs.

Lavender wants to change that with AI-powered technology that lets salespeopole write better emails.

On this episode of Marketing Spark, Lavender co-founder Will Allred talks about why salespeople struggle with email and how they can be more successful.

We also explore the new sales landscape and the adjustments that salespeople needed to make during COVID when they couldn't meet with prospects of attend conferences.

And we talk about Lavender's use of LinkedIn and TikTok to connect with customers.

Mark talks to Jessica Andrews, Copper's VP of marketing, a smaller CRM company that has successfully distinguished itself through precise brand positioning and inventive marketing strategies. 

Jessica describes how Copper focuses on specific industries like agencies, consulting, and financial services, emphasizing relationships and non-linear sales cycles. 

The podcast discusses Copper's brand evolution, the impact of economic conditions, and the strategic importance of aligning product and marketing efforts. 

Jessica provides insights into Copper's marketing strategy adjustments, including leveraging LinkedIn for thought leadership and experimenting with new channels like Reddit.

 The conversation also covers the challenges and techniques involved in convincing corporate leadership to engage on social media and the continuous process of monitoring and adapting brand positioning.

Thanks to Leadfeeder for sponsoring this episode. Know who’s coming to your website, convert more leads and get a free trial at Leadfeeder.com/try

He’s a high-profile B2B marketing thought leader.

His LinkedIn posts generate huge engagement.

His agency, Refine Labs, is red-hot.

But here’s the interesting thing: 

Not that long ago, Chris wasn’t the belle of the B2B ball.

Many of his ideas about B2B marketing were dismissed.

Hard to believe, right?

On the Marketing Spark podcast, Chris said:

“For the first five to seven years of my career, everyone thought my marketing ideas were not smart, and they didn’t want me to do the things that I was doing like podcasts. 

They were heavily scrutinized at all the companies that I worked for.”

Chris’ frustration and appetite to do the marketing he wanted led to the creation of Refine Labs. 

It's what drives and differentiates their marketing and sales.

But developing and delivering stories that make an impact is a challenge.

In this episode of Marketing Spark, Jordan Bower and I take an in-depth look at how companies can approach storytelling and why storytelling has everything to do with the customers and the experiences that a product or brand delivers.

There is so much competition that standing out is really difficult.

Lindsay Tjepkema, CEO with Casted, says that podcasts are the way that B2B companies can create content that resonates.

Podcasts offer companies the ability to connect with experts (customers, employees, analysts, media, investors) to have conversations that deliver amazing insight and information. 

These conversations can, of course, be turned into podcasts. But, as important, they offer great content for blog posts, eBooks, social media, and sales collateral.

Casted is a SaaS service that allows companies to manage, activate, and measure podcasts from end-to-end while engaging their audience,s increasing sales alignment, and quantifying podcast value with metrics that matter.

There are so many options that it’s almost paralysis by analysis.

In many cases, companies do too much.

They believe that more channels or campaigns equal more success.

It’s better to focus on doing a small number of things really well.

Pick a channel and run hard with it.

A key part of Jordan Behan ’s approach to getting started with marketing is: One Big Thing.

Pick a marketing tactic like an eBook, Webinar, video, or course to stand out.

I like the idea of One Big Thing because it establishes realistic expectations, structure, and focus.

We discuss marketing leaders' challenges as they strive to attract prospects while dealing with budget pressures.

It's how software is developed more efficiently and iteratively.

But agile is also being embraced by organizations looking to make their marketing more successful.

Michael Seaton says agile fundamentally changes how marketer think and work. 

It's about making marketing more structured, focused and effective.

It's about giving marketing teams the psychological safety to test and learn without getting sent to the penalty box if they make mistakes.

In this episode of Marketing Spark, Steve Watt, V.P, Marketing with Grapevine6, talks about the importance of branding, messaging, and positioning as important foundational elements that underpin marketing and sales success. 

A highlight of the conversation was how content such as eBooks, case studies, and Webinars should be un-gated (no email addresses required) to drive distribution as widely as possible.

For more about Steve and this Marketing Spark episode, check out the show notes.

For years, the focus has been data, KPIs, and quantifying anything under the sun.

But marketing success happens in different and sometimes mysterious ways. 

Some of it is measured while other marketing isn’t directly attributable. 

Many marketers have embraced data because there are so many tools to access analytics and insights, scale, and automate processes.

When technology makes it easy to reach a global audience, it’s easy to not spend as much time on fundamentals or first principles.

But it appears like marketers are starting to focus more on fundamentals. In my business, I’m seeing more interest in positioning and messaging.

Zineb Layachi said technology makes marketers forget about the reality they are trying to connect with people.

While tools allow marketers to amplify their efforts, she says the marketing pillars are important.

“How can you connect with target audiences and do marketing? What makes an impact? 

People are at the center of that. I keep talking about the fundamentals when you get the fundamentals right, you scale on solid foundations.” 

They allow companies to connect with prospects, customers, and influencers and generate a ton of content (blog posts, social media updates, videos).

But podcasts can be a hard sell for marketers. One of the challenges is that the value and ROI of a podcast are more than data-driven.

When a marketer is asked by a CEO about how to measure a podcast's success, the answer is "a podcast can be quantified but many of the benefits aren't visible".

To get insight into the B2B podcast landscape, I connect with Tom Hunt , founder of Fame.

We talked about:

- Whether companies are still enthiastic about podcasts

- How to sell a podcast to. CEO or CMO

- The role and value of an internal podcast for employees

- Whether CEOs really understand their customers, and how a podcast and creating content is a great way to discover valuable insight.

But words and writing are often under-appreciated, particularly by people who aren't writers or marketers. 

In this episode of the Marketing Spark podcast, Sam Howard talks about why words matter and best practices for using them to drive Website conversions.

Sam embraces a research-driven copywriting approach involving interviews with employees, customers and a competitive audit.

We talk about:

• Whether copy or design should come first when developing a Website
• Best practices for copy and structure of homepages
• Three killers tips for Website conversions
• How to create better CTAs, demo pages, and About pages.

The algorithm is a well-kept secret and there are rules that should be followed to stay onside and attract engagement on the platform.

In other words, it's not as simple as writing a post and clicking "publish".

Moritz Lang is a Swedish digital marketer who has emerged as a LinkedIn "guru". 

On LinkedIn, he posts frequently on best practices and how to do the right things to create engaging content but also establish a strong presence.

For anyone looking to raise their LinkedIn game, this podcast is a must-listen.

It’s definitely a nice problem to have. Who wouldn’t want to ride a rocket?

Managing growth is a major challenge for Ruth Zive, who has led marketing at Ada for nearly three years.

Earlier this year, the Toronto-based company raised $130 million.

Ruth, who has headed up marketing at Ada for nearly three years, says momentum and capital have allowed her to take a different approach to marketing, 

“We have the wind in our sails and we are well-capitalized. So, now we can take a breath and be a lot more thoughtful and strategic about the future,” Ruth said on my podcast.

“In the past, we would make decisions from month to month. Now, we very deliberately planning for one or two years out.”

The disappearance of conferences (a go-to channel for B2B companies) has been a game-changer, forcing marketers to embrace virtual events, high-quality content, newsletters, and social media.

Who better to provide perspective on marketing today and where it’s heading (as well as how business is transforming) than Mitch Joel, an entrepreneur, investor, author, and trusted advisor.

In this episode of Marketing Spark, Mitch and I discuss:

- The domination of the advertising landscape by Google and Facebook

- The growing importance of storytelling

- How and when in-person conferences will return

- The future of LinkedIn and Clubhouse.

We all know that a great first impression can make or break a relationship, and it's no different when bringing new customers on board.

Dale shares his expert insights on how a well-crafted onboarding process doesn't just get customers up to speed but actively drives product usage, builds loyalty, and significantly reduces churn. 

Whether running a SaaS company or offering a complex service, this conversation will give you actionable strategies to turn first-time users into long-term advocates.

If you want to boost retention, improve customer satisfaction, and nail that all-important first experience, you won’t miss this episode.

This episode was sponsored by LeadFeeder - https://bit.ly/3ySLl4o

These are people who thrive at in-person events but now they have to present digitally. There's no stage and no audience sitting in front of them.

Now, that's a huge challenge.

Andrew Churchill has seen his consulting business explode as more people look to become better, more dynamic virtual speakers.

In this episode of Marketing Spark, Andrew talks about the tricks and techniques that speakers need to deploy to keep people focused, interested, and interacting.

One good piece of advice is to stand up when presenting virtually rather than sitting down. It's simple but, when you think about it, makes a lot of sense.

As a result, they adopt a DIY approach that often goes badly.

Tara Hunt experienced the small business marketing challenge while running a digital marketing agency.

Work easily done as a freelancer no longer made economic sense.

But rather than walking away from marketing-hungry entrepreneurs, Tara did something different.

She and her team at Truly created a program called Phlywheel, a marketing platform that combines DIY lessons, templates, coaching, and community.

It allows entrepreneurs to do marketing without spending a lot of money.

There are new channels, tools, and approaches.

But it feels like we’ve entered uncharted territory for digital marketing amid global economic growth.

The rising tide that lifted many, if not all, ships has disappeared. And there’s increasing pressure on digital marketers to perform and do marketing that converts.

I couldn’t think of a better person to offer insight and perspective about digital marketing than Andy Crestodina, who has been operating in the digital world since 2000.

On the podcast, we talk about:

- How blogs can rank in search

- How to use GA4

- The effectiveness of "Get a Demo"

- Why so much homepage messaging is unclear

- Whether AI-powered writing tools will make an impact

Sales complains that marketing delivers crappy leads while marketing claims sales can't close deals.

In an ideal world, sales and marketing operate as a cohesive team that collaborates to effectively attract and engage prospects.

On the Marketing Spark podcast, April Palmer provides insight into how startups and entrepreneurs can create powerful marketing and sales teams.

As well, she talks about the mistakes that many companies make when hiring a sales leader, and how to build a sales organization in the right way.

For companies looking for sales help, April has advice on how to hire a third-party sales organization.

At 11-years-old, he had a newsletter business. In middle school, he was reselling sticks of gum bought at Costco.

While working for Trend, a B2B startup last year, Jay came upon a problem: how to collect content from around the Web for future reference.

One thing led to another and Jay created Swpely, which he describes as Pinterest for B2B. It's a free service that makes it easy to collect digital content, social media, updates, videos, and photos.

In this episode of Marketing Spark, Jay talks about the transition from full-time employee to entrepreneur, and how he plans to grow Swpely into a full-featured content aggregation platform.

Why only 15 minutes?

I'm a big advocate for micro-marketing: marketing that quickly delivers insight and information. It's micro-podcasts, 30-second videos, and 200-word LinkedIn posts. 

Marketing Spark will feature marketers and entrepreneurs in the trenches, who will talk about their successes and failures.

Here's where you can more on the back story of starting this podcast.

If you have questions, ideas for guests, or looking for help with B2B marketing, let's connect. Contact me or send a message via LinkedIn.

As companies navigate the complexities of bringing employees back to the office while maintaining the flexibility of remote work, KumoSpace offers a unique solution. D

rew shares how KumoSpace is redefining virtual collaboration with immersive and interactive virtual spaces, helping businesses enhance productivity, engagement, and team culture.

Drew also delves into best practices for hiring, onboarding, and managing remote teams, providing practical advice for navigating the challenges of the modern workplace.

They explore the future of SEO, discussing how evolving algorithms and user behaviors shape strategies for visibility. 

Benji shares his expertise on the power of brand positioning in content marketing, emphasizing its impact on engagement and conversion. 

A thought-provoking segment questions the role of AI in content creation, pondering whether it could ever replace human creativity. 

The conversation then shifts to crafting effective content for the bottom of the sales funnel, providing actionable insights for converting prospects. F

inally, they tackle the delicate balance between leveraging AI for content creation while maintaining the unique spark of human creativity. 

He discusses his daring transition from academia to marketing and the struggles of imposter syndrome that often accompany such transitions. Moro emphasizes the importance of messaging and positioning, arguing that it influences every aspect of an organization, from marketing and sales to product development, customer success, and capital raising.  

Vince shares insights into the debate of brand awareness versus quantifiable marketing, highlighting the value of ROI.

Vince also explains marketers' challenges, such as measuring success and crafting compelling messages. He delves into the importance of narrative in marketing and the role of market research in boosting confidence in a product or service.  

Lastly, he critically evaluates popular marketing figures like Chris Walker and Gary Vaynerchuk, suggesting that their personal branding success does not necessarily translate to their ability to provide effective marketing services for other businesses. 

Mark Evans, seasoned B2B/SaaS marketer and ex-journalist, sits down with Nima Olumi, one of the co-founders of PR Monkey. 

As they unpack the challenges of modern PR, you'll gain insight into how technology is shaping the future of communications, branding, and storytelling. 

Whether you're a PR professional, an aspiring entrepreneur, or just curious about the world of tech-driven communications, it is a conversation that delivers a big-time knowledge and inspiration. 

We discuss the evolution of Wordtune and its positioning in the market, the emergence of chat GPT as a content creation tool, and the importance of using AI as an assistant rather than a content creation machine. 

We also talk about the changing landscape of content distribution and reach, the potential for AI to help content creators succeed in their businesses, and the challenges of spam and fake news. 

This episode emphasizes the importance of creating high-quality content that stands out and is curated by people.

Bill explains why brands can’t afford to ignore the platform that powers both Google search and AI tools like ChatGPT, and how companies can ethically and effectively manage their presence. 

From the pitfalls of “learned helplessness” to the opportunities of Wikidata, Bill reveals why a Wiki strategy is now a marketing imperative.

From content creation to strategic decision-making, Mitch explains why the question isn’t if AI will take our jobs, but what we’re doing in case it does. 

This conversation explores what it means to stay relevant, creative, and human in a world where machines can mimic expertise in seconds. Y

ou’ll also hear about Mitch’s journey from agency founder to digital futurist, and how Thinkers One is reshaping access to thought leadership.

They have buyer personas and ideal customer profiles.

But these tools barely scratch the surface.

The only way to know your customers is to talk to them.

Yet many marketers don’t do it because:

- They claim to have no time

- They have bigger priorities

- They’re afraid doing hard work

- They don’t get why it matters

That’s not good enough.

Ryan Gibson not only believes in the value of talking to customers, but he pivoted his consulting business to focus on “customer investigations”.

It is insightful and often surprising, he says, what customers and prospects will tell you if you ask them questions.  

But when marketers catch prospects, the game’s over. They quickly forget about these newly-minted customers….because prospects are sexier.

It shouldn’t be this way. 

Prospects shouldn’t be engaged separately by sales, marketing, and customer success. The three groups should be working together to attract, capture, and serve customers.

John McTigue argues that silos create friction, which drives customer unhappiness and churn. 

He believes a unified approach is a win for B2B companies and customers. 

Discover why podcast interviews are a potent marketing tool, the common mistakes companies make in leveraging podcasts, and how AI is shaping the future of on-demand content. 

Whether you're looking to boost your brand's visibility, build stronger relationships, or drive audience engagement, Tom’s insights provide actionable takeaways to maximize podcasting’s impact for any business. 

In this episode of Marketing Spark, Mitch Fanning provides insight into what it takes to build a team that drives marketing success.

One of the things that Mitch likes in a marketing hire is "grit", which is the ability to get the job done even when things are challenging.

Mitch also talks about how to create a partnership with a CEO to ensure that marketing gets the support it needs, as well as his marketing HR priorities.

For whatever reason, virtual events have been unable to replicate in-person conferences, which likely won't happen for another six to 12 months, conservatively speaking.

But Narrative Science has cracked the nut. Its most recent virtual event attracted 3,000 (yes, 3,000 registrations).

In this Marketing Spark episode, Cassidy Shield, Narrative Science's VP, Marketing, talks about how the company has approached virtual events and made them a core part of its marketing activities.

In other words: is less more or is more more?

Dan Sanchez firmly falls into the quantity content camp. He believes that marketing success is driven by brands willing to create lots of content as way to perfect production.

Dan also talked about the importance of brand positioning as a pillar for marketing success, and how podcasts are one of the best ways to connect with prospects.

It has transformed into a platform dominated by content and connections rather than a place where HR professionals troll for talent and people look for new opportunities.

In short order, many people have decided to embrace LinkedIn as the social platform to drive their personal profiles and careers.

From doubling-down on the platform over the past seven months, I've seen first-hand the power of LinkedIn to drive my fractional CMO business.

I've made new connections with people around the world and had dozens of conversations, including Camille Trent, a brand and digital marketing specialist with Texas Citizens Bank.

I reached out to Camille because she has established an engaged following since jumping hard into LinkedIn in August. I want to learn first-hand about how someone leverages LinkedIn effectively.

It's the idea that you can someone with skills and experience but not on a full-time basis. It's an intriguing model for companies looking to fill gaps economically.

In this episode of Marketing Spark, I sit down with Malcolm Lewis to explore the fractional CMO (FCMO) model.

We look at the definition of FCMO, what they do, how to hire one, and how to define the rules of engagement.

Malcolm also talk about the value of positioning as a pillar of the B2B marketing foundation.

Learn more about how I help B2B SaaS companies with positioning.

The conversation delves into the implications of these leaks, which reveal the ongoing importance of backlinks and brand relevance despite Google's previous statements.

Sam explains the critical impact of these changes on B2B SaaS companies and shares best practices for staying competitive in this volatile landscape.

They also discuss the future of SEO, emphasizing the shift towards bottom-of-the-funnel content and the diminishing value of top-funnel, AI-overviewed content.

The podcast highlights the importance of understanding high-intent prospects, leveraging detailed customer research, and creating content that genuinely resonates with target audiences.

As AI continues to transform SEO and content marketing, Sam offers practical advice on adapting strategies to maintain visibility and drive leads.

Thanks to this week’s sponsor, Landbot, AI Chatbot Generator for Conversational Experiences.

That's Marketing 101.

As marketing attribution becomes increasingly more challenging, companies will need new tools to identify and engage prospects.

Getting this type of customer intelligence will allow them to make better and faster marketing, advertising, and sales decisions.

On the Marketing Spark podcast, Clearbit CMO Kevin Tate talks about how companies can use technology to identify their ideal customer profiles (ICPs), how to gain insight into what customers and prospects are thinking and the questions being asked, and how to identify Website visitors who don't provide any contact information.

We also took a look at Clearbit's marketing activities - content marketing and free tools.

What's it like to raise $56-million in venture capital in a relatively short period of time?

In this episode of Marketing Spark, Walnut.io CEO Yoav Vilner talks about the interactive demo software company's rapid growth and how it raised major venture capital, including a $35 million Series B round in January.

Yoav and I also talked about:

- How B2B SaaS companies can attract their first 100 customers

- When sales teams should be scaled.

- When to hire your first full-time marketer and what type of marketer to hire

- The new world of networking.

Kacy Maxwell is taking a different and effective approach with a concept called sketchnotes that combines notetaking, doodling, and drawing.

It's a user-friendly and quick way to communicate ideas at a time when multi-tasking people scan rather than read.

In this episode of Marketing Spark, Kacy and I talked about:

- Why he embraced sketchnotes

- How B2B companies can embrace brand storytelling

- The marketing outlook for 2022

- Gated content

- His annual solitude trips.

The problem is few people know about them.

These companies struggle with a lack of money to do marketing. There's too much competition, or they're product-based.

Andrew Grubb is experiencing this first-hand. 

As the CEO of ThinkSound, which makes earphones and headphones, Andrew heads up a company that has loyal customers....but not enough of them.

In this episode of Marketing Spark, Andrew talks about the challenges of attracting the spotlight and how Think Sounds plans to leverage community and influencers to drive sales.

Should prospects cough up an email address to access content?

It’s a question that I’ve asked many marketers in recent months.

And most of them believe that gated content is disappearing.

In theory, gated content is a great way to attract MQLs and justifying/quantifying marketing investments.

In practice, however, getting email addresses is increasingly challenging.

On the Marketing Spark podcast, Jonathan Bland suggests that marketers need to look at content differently.

Rather than it being about email farming, the focus should be brand awareness and funnel development.

“It’s about getting maximum reach,” Jonathan says.

The decision to un-gate can be a difficult pill to swallow but the digital marketing landscape has changed.

There’s so much good content that a company simply can’t afford to create a barrier or friction.

In this episode of Marketing Spark, John Rougeux goes into depth about what category design involves and the features it delivers to companies looking to differentiate what they do to drive marketing and sales.

Rougeux, VP, Marketing Strategy at BombBomb, provides first-hand insight into how to implement a category design process and, as important, how to get key stakeholders on board.

BombBomb is video email platform for medium and large enterprise companies.

Louis explains his unique approach to marketing and the Bullseye Marketing framework, which has received positive feedback from readers worldwide. 

Mark and Louis also discuss the process of writing a second edition of a book, the current state of the marketing landscape, and the effectiveness of brand marketing versus lead generation marketing. 

The conversation highlights the importance of brand and lead generation marketing while acknowledging the different skill sets required for each.

We talk about why YouTube has become the top discovery platform for podcasts, the essential strategies to optimize for engagement, and why executive-led shows get 6x more views. Whether you’re just launching your show or looking to grow faster, this episode is your tactical blueprint for B2B video podcast success.

Topics include:

• Why B2B brands can’t ignore YouTube anymore
• How to structure and format your show for better discoverability
• Tips on thumbnails, titles, and short-form content
• How to measure ROI (without obsessing over downloads)
• The rise of executive-hosted podcasts and commentary-style formats

In this episode of Marketing Spark, Mark Evans talks to Pedro Cortes about the intricacies of SaaS messaging, revealing why many companies struggle with branding and often end up with muddled messaging.

Cortes highlighted two main reasons for the widespread struggle with messaging among SaaS companies. 

First, many businesses tend to emulate the strategies of larger corporations, which can afford to be less clear due to their existing brand awareness. 

Second, SaaS founders are typically product people who geek out on the products and features they're building, often neglecting to translate their language into customer-centric messaging.

For anyone interested in my brand positioning and messaging workshop on Nov. 24, you can register here: https://lu.ma/6ugc7nu4

On this episode of Marketing Spark, Mike Diaz talks about the different ways that companies can leverage data and information to keep customers in the fold.

Allyson, the author of "Standout Startup," shares her extensive experience in helping startups navigate the complex landscape of product marketing. She emphasizes how startups often inadvertently become their own first product marketers, highlighting the importance of crafting messages that resonate with their ideal audience to fuel growth.

Allyson offers a deep dive into the common pitfalls startups face, such as focusing too heavily on product features instead of benefits and the value they bring to customers. She stresses the significance of understanding your audience and using this knowledge to guide the development of compelling, high-converting content.

The conversation covers practical advice on creating a marketing strategy that not only attracts but also retains customers by continuously adapting messaging to reflect product evolution and market dynamics.

Podcasts can also help generate a lot of content by extracting insight about multiple topics, which can be useful for content marketing efforts. 

However, it can be challenging for marketers to convince senior executives to invest in a podcast because it can be difficult to measure return on investment (ROI). 

In this episode of Marketing Spark, Connversa Podcasting CEO Jeremy Shere, talks to Mark Evans about:

- How companies should quantify ROI

- Why podcasts continue to be embrace amid tough economic conditions

- The biggest reasons why companies shy away from podcasts

- The reasons why companies jump on the podcast bandwagon; podcasts done by competitors being one of biggest factors.

- Why consistency is the key to podcast success

- The role of podcasts within the sales process

But Jay Palter, a social media strategic and personal brand expert, contends senior leaders can successfully leverage social media by delivering insight and value while avoiding the pitfalls. 

In this episode of Marketing Spark, Jay offers pragmatic advice on how senior leaders should use social networks like LinkedIn and how success can be defined.

For more details about Jay and the podcast, check out the show notes. 

The company was working with startups and needed better ways to support buyer personas and other marketing activities

It launched a few templates that resonated and then realized that there was more than enough demand to pivot the business.

In this episode of Marketing Spark, xtensio CEO Alper Cakir talks about the journey and how it has leveraged content marketing to drive brand awareness and inbound traffic.

It is interesting that xtensio doesn't have a marketing department. Instead, it relies on Cakir and in-house employees to create most of the content.

If you cannot talk about your product and why it matters clearly, it's like operating with one hand tied behind your back.

In this episode of Marketing Spark, Diane Wiredu talks about how to develop messaging, the deliverables (more than a document or guide) and how to quantify the success of messaging engagements.

We also talk about the difference between messaging and position

There's huge value in being able to target people by their physical addresses. As important, brands that leverage direct mail marketing are seeing impressive ROI.

In this episode of Marketing Spark, Postie CEO Dave Fink talks about why direct mail is viable option for many brands and how it liberates marketers from dealing with tech giants like Facebook and Google.

Dave also talk about his experiences as one of the first investors in Dollar Shave Club and what it was like to work with founder Michael Dubin.

After a career in advertising, Alexis joined Unata, which built an e-commerce platform for the grocery business. 

Clarfield-Henry says one of the keys to success when hiring your first marketer is a willingness to think about of the box rather than someone who has done it before. 

“In terms of who they need to look for, that person needs to be flexible, able to roll with punches, willing to learn new things, willing to test and learn, and pivot." 

For more details about Alexis and the podcast, check out the show notes.

Lately is an exception to the rule. When I learned what it can do, it resonated as a game-changer.

The company turns content (blog posts, eBooks, video) into social media posts. It takes the painful, time-consuming work out of creating updates for multiple social media networks.

Imagine the ROI from being able to create social media content at scale effortlessly.

In this episode of Marketing Spark, I spoke with Lately co-founder and CEO Kate Chernis about her journey from popular DJ to marketing to SaaS entrepreneur.

We explored the personal struggles that Kate endured in the music industry, why she backed away from raising money because she believed the VCs weren't treating her in the same way as male entrepreneurs, and how to operate a business remotely. 

Marketers love MQLs and revelling in sexy metrics how about well they are performing.

But once a prospect turns into a customer, marketers move on to the next shiny prospect.

A customer becomes the responsibility of customer success or customer service.

Linda Komisak, CEO of Upturn Consultants, believes this is the wrong approach.

Not marketing to customers, she says, means you're:

- not making enough of an effort to keep them happy and loyal

- not educating to get more value from your product

- not creating opportunities to expand their business with you.

In this Marketing Spark podcast, Linda talks about how marketing to customers matters and why "trusted advisors" play a key role in making sure customers are served properly. 

It's about a laser-focused approach to marketing and sales.

Behind the scenes, however, a lot needs to happen. It includes ensuring that marketing and sales work together to attract, engage, and nurture prospects.

On this episode of Marketing Spark, Andrei Zinkevich also points out that ABM also involves determining the customers that you don't want as much as the customers you do want.

Andrei goes into depth about how his company, Full Funnel, helps B2B SaaS companies leverage ABM to drive leads and revenue growth.

When customers directly engage with you, relationships are established and, as important, the sales journey is jump-started.

On this episode of Marketing Spark, Mark Kilens, Drfit's VP of Content & Community, talks about how conversation marketing gained momentum last year at a time when conferences disappeared.

Drift pioneered conversation marketing with the introduction of an AI-powered chatbot that attempts to engage, understand and recommend solutions.

Mark and I also talk about Drift's approach to content marketing, the importance of content distribution, and some of the metrics used to assess content marketing success.

Kirk shares his journey from Wave's early days, detailing the inspiration behind the company and the challenges faced while growing it into a successful business.

Key highlights include:

• Origins of Wave Accounting: Kirk and his co-founder James Lochrie's vision was to simplify financial management for small business owners, inspired by Mint’s innovative approach to personal finance.
• Challenges and Successes: The duo faced initial struggles with funding and market penetration but eventually succeeded through strategic positioning and a fortunate feature in the Google Chrome app store.
• Free Model and Product Development: The advantages and pitfalls of offering a free product and the importance of continuously improving the product to meet user expectations.
• Venture Capital Journey: Insights into raising venture capital, the adrenaline and focus it requires, and the importance of telling a compelling business story.
• Acquisition by H&R Block: The process and emotions involved in the acquisition, including the challenges of transitioning from a startup to an acquired company.
• New Ventures: Kirk's latest entrepreneurial endeavour, GoConfirm, is an identity verification platform to enhance trust in peer-to-peer transactions, particularly in marketplaces like Facebook.

Kirk’s story is a testament to the rollercoaster ride of entrepreneurship, highlighting both the highs and lows and offering valuable lessons for aspiring entrepreneurs.

Key topics include the inception of Joel's company, Case Study Buddy, and its unique approach to crafting case studies. 

We delve into the challenges and potential of case studies, emphasizing storytelling, strategy, and the integration of various marketing elements. 

We also talk about tactics for leveraging case studies in marketing campaigns and sales, the importance of customer stories, and methods for extracting value from case studies. 

Joel shares insights on customer intelligence gathering, the identification of ideal case study candidates, and measuring the ROI of case studies. 

Decisions are heavily (overly?) influenced by KPIs and metrics. The numbers don’t lie, right?

But here’s something exciting (at least to me): B2B companies are starting to rediscover the value of brand and branding.

In a noisy, ultra-competitive landscape, it is critical to stand out from the crowd.

A brand has to be differentiated, compelling, memorable, and interesting.

Otherwise, you’re just another company battling for attention, even if your product is amazing.

Karen O’Mahoney says many B2B companies are starting to focus on the fundamentals and what really makes them different.

They’re focusing on how they want customers, prospects, and employees to see the brand and what it offers.

Karen, CEO of Brandlucent, says developing a brand strategy is not a one-and-done exercise. It’s about making sure that a brand evolves and changes as a company grows, pursues new opportunities and markets.

Your brand should be your “North Star” that propels your company forward and allows you to boldly and distinctly stand out from the crowd.

Jiaqi shares Landbot’s journey from a B2C service to a leading B2B SaaS solution. 

Topics include recognizing unsustainable business models, effective brand positioning, and balancing AI with human interaction. 

Jiaqi offers valuable advice for B2B SaaS entrepreneurs and discusses metrics for measuring AI-driven customer service success.

 Tune in for practical insights into leveraging AI, driving leads, and enhancing customer experience. 

Connect with Jiaqi on LinkedIn and learn more about Landbot at landbot.io

Laura talks about how she approached the sport after being hired by USA Pickleball to overhaul its brand, Website, and logo.

We discuss how pickleball has attracted celebrities like Lebron James and why it has become so popular.

But the landscape has dramatically changed. 

A lot of digital marketing can't be tracked or attributed. People see content but never click, or they learn about products on the Dark Web.

Spark Toro CEO Rand Fishkin says marketers need to return to the days of creativity and ingenuity to attract and engage customers. 

He says they need to make leaps of faith when making marketing decisions as opposed to depending on data to lead the way strategically and tactically. 

It's an insightful conversation with someone who's been in the digital trenches for a long time. 

But Michael Maximoff, co-founder of Belkins, believes it doesn’t have to be that way. In this episode, Michael breaks down why most outbound strategies fail, how to rethink outreach as a marketing function (not just sales), and why relevance beats personalization every time. 

He shares lessons from scaling Belkins into a global powerhouse, the role of AI in creating hyper-relevant buyer journeys, and why CEOs should be their company’s best marketers. 

If you want to transform cold outreach from a numbers game into a trust-building engine, this conversation is for you.

In this episode of Marketing Spark, Chris Roche talks about the benefits of demand gen and how companies can get started or ramp up their efforts.

We also talk about how B2B SaaS brands can leverage LinkedIn and experiment with TikTok.

He talks about how companies will focus on revenue growth rather than brand awareness, the future of conferences (smaller and more intimate), best practices for ABM, and how companies should approach customer retention and churn.

Does everyone need a personal brand?

DP Knudten has some great insight into why a personal brand is a key part of how to operate professionally and personally.

He looks at the keys to success and the mistakes made by people along the way. 

As well, DP talks about his Non-Fiction Brand approach to personal branding.

A growing number of B2B and SaaS leaders are realizing that marketing can effectively attract, engage, and nurture prospects.

Marketing is no longer supporting sales but driving sales.

And, in the process, marketing is getting more respects and budget.

In this episode of Marketing Spark, Shiv Narayanan gets into the different roles that marketing is playing.

We explore the growing importance of content marketing and how CMOs and CFOs need to establish close working relationships.

Florian's insights are gold whether you're looking to build your brand, network effectively, or supercharge your content engagement. 

Discover the dos and don'ts of posting, tactical advice to maximize engagement, and the secrets behind a standout LinkedIn profile. 

If LinkedIn is on your radar (and it should be!), this is an episode you won't want to miss.

How do free trials and freemium play within the pricing equation?

In this episode of Marketing Spark, Dan Balcauski and I explore the pricing landscape.

We look at who should be responsible for pricing, know when prices have to be increased and know when your pricing is working.

Pricing may not get the attention it deserves so Dan has great insight into its role and how to think about it.