Audience research can be challenging. Surveys only reveal so much, and it can be difficult to get folks in your target audience to commit to interviews. Kathleen Booth, SVP of Marketing at Tradewell has discovered that podcasts can be a goldmine of audience information if you know how to mine them. In this episode, we explore how she’s used podcasts to glean invaluable audience insights to guide her team. ✨  Transcript with Key Takeaways ✨  Connect with Kathleen on LinkedIn ✨  Tradeswell ..read more

Successful marketing is fueled by the ability to step into prospects’ shoes and the ability to generate fresh ideas to engage. Both of those things can be hard to do if you’re operating from your own perspective. Being intentional about seeking other perspectives can really help. I’m thrilled to bring Catherine Dummit on the show today to talk about diversity and inclusion. Catherine is the VP of Marketing at Narvar, and she’s sharing the story that brought her to value diversity and some practical tips on how leadership teams and individual team members can promote diversity and create inclus ..read more

Supporting a product launch is a huge undertaking. But the process can be simplified by having a strong framework that gets the product and marketing teams working together. Today I'm talking with Jessica Shafer, VP of Marketing, and Michael Gonzales, Executive Vice President of Growth & Strategy at Marathon Health. Marathon Health launched a software product called Marathon Health Anywhere, and in this episode, we get to hear about the product launch process and the marketing the team is doing to support it. Jessica and Michael have several great tips to share, and I know you'll enjoy the ..read more

B2B is a bit of a misnomer since all marketing is people marketing to people. B2B buying teams are individuals with personal interests, goals, and needs who are also looking for business value to move their companies forward. The best B2B marketing is a blend of personal engagement and education, brand-building and demand generation. In today’s episode, I’m talking with Camille Trent, who is Head of Content at Dooly, a connected workspace for revenue teams. Dooly does an amazing job of bringing B2C tactics to B2B marketing, and Camille has plenty of insights for SaaS marketers looking to bring ..read more

Messaging helps customers and prospects understand a company’s value and values—how it can help and what it believes in. It describes the brand promise and generates desire for the company’s products and services. The best messaging gets people excited and rallies them together around a common cause. Today I’m talking with Mark Huber, Director of Growth at Metadata, a demand generation platform. Mark led the Metadata team through a messaging process that has been really successful, and he has some fantastic insights to share.  ✨ Find the episode transcript with key takeaways here. Mention ..read more

Today, we’re talking about customer experiences as fuel for content. We all know the power of customer stories, but it’s sometimes challenging to come up with ways to weave them into different content formats. Alfredo Deambrosi, Content Marketing Manager at Perspectium, is doing some really interesting things with customer stories, and I know you’ll get some great ideas from what he has to share. For key takeaways and show notes, visit ideallymarketing.com/saaspodcast. For more on Perspectium, check out their website at perspectium.com ..read more

In this episode, we're talking about a dilemma that's common to nearly every marketer: long-term brand building vs. short-term lead gen. My guest today is Andy Smith, who is the VP of Marketing at PowerReviews. And he’s sharing his team’s strategy for long-term vs. short-term, and also his insights on brand building. And I know that you're going to enjoy this episode! For key takeaways and show notes, visit ideallymarketing.com/saaspodcast. For more on PowerReviews, check out their website ..read more

Welcome to Episode Six of What's Working Now. Today we're talking about thought leadership and ranking content and search engines. We all know on some level that ranking content is not enough to land new customers. The search engine results are packed with competitors' content. To get prospects’ attention, you must stand out and give them a reason to dive in further.  To do this, your content needs to demonstrate thought leadership and a compelling point of view. Today, I have Julian Alvarado joining us who is the senior manager of content marketing at Sigma, a data analytics software.&nb ..read more

Alayna Giesting of FMX shares how she successfully piloted a rebrand ..read more

  I have a fantastic guest for Episode 3 of What's Working Now: Tim Whiting, who is the VP of Marketing at Label Insight. Label Insight is a product attribute data platform for CPG, and they're doing some really interesting things related to original data reports. So we're going to dive into their strategy around the reports, the results that they're seeing, and the advice that Tim has to share with SaaS companies who want to start creating original data reports or improve the strategy around their existing reports.   Key Takeaways   (5:52) Focus on listening to and meeting the ..read more