In this episode, we're thrilled to have Kristine Englert, Director of Customer Marketing at Mirakl, sharing her wealth of experience in the dynamic realm of marketing. Our host, Chris, dives into Kristine's journey, shedding light on impactful campaigns that transcend marketing channels. Kristine kicks off by unveiling the secret behind her most successful campaign — a data-driven initiative that became a versatile asset across various marketing facets. Emphasizing the pivotal role of understanding your audience, after all it’s the linchpin between success and failure in marketing. We discus ..read more

We consider the existential future of content on this week’s episode, with Phyllis Davidson — VP, Principal Analyst at Forrester — who doesn’t hold back in her Provocative Statement of the Day. We also cover everything from content experimentation and strategy to the future of the content landscape and role of generative AI, in this insightful interview with a content celebrity! Primary and derivative content creation takes center stage as Phyllis unravels the success story behind the best content campaign she’s been involved in. Phyllis sheds light on why this model continues to be a game-ch ..read more

With such a crowded digital marketplace, how can your organization cut through the noise and build relationships with your messaging? Amanda Proscia has the answers in this episode of WordBirds. This week we dive into the world of public relations (PR) and marketing with the Co-founder of Lightspeed PR/Marketing and bestselling author of PR Confidential: Unlocking the Secrets to Creating a Powerful Public Image, Amanda Proscia. With over 30 years of experience, Amanda shares her wealth of knowledge on the intricate dance between PR and marketing. One key take away is the crucial role PR plays ..read more

How can we get customers to share their stories with us? For this conversation, Chris spoke to Christine Bottagaro, Chief Marketing Officer at Alviere.  We delve into the strategies behind unlocking the invaluable narratives of happy customers and how to transform them into compelling case studies and brand advocacy. And here’s a hit, it’s all about working with your customers instead of asking them for favors! There’s an art to enticing customers to share their stories authentically and the significance of weaving these stories into the fabric of your organization. Christine also explain ..read more

This week’s guest, Chip Rodgers, Chief Partner Officer at WorkSpan, believes that content is all about community. You have to know your target audience to engage them and build meaningful connections. So how do you create content that cultivates community? Chip has the answers in our interview and educational content has a big role to play — especially in terms of how it can drive conversions.  Chip also draws from his extensive background in marketing to explore the intersection of marketing strategies with partnership initiatives, shedding light on the synergies that help you meet your ..read more

Branding is more than just a logo or a catchy slogan; it's the personality and identity of a company. It's what distinguishes your brand from your competitors and connects you with your target audience. In today's episode, Julie Kaplan (Senior Vice President, Marketing and Revenue Operations at CareMetx) explains how at the heart of effective branding lies consistent content. Consistent content is critical for brand success and strong brand identity — you have to be more than visually consistent to establish brand recognition with your potential customers. Julie also suggests that the worst co ..read more

In today's conversation, we delve into the evolving dynamics between long-form and short-form content, guided by the expertise of our guest, Isabelle Papoulias — SVP Global Marketing at BackBox. Isabelle sheds light on a fundamental shift in the way today’s consumers engage with content, especially during the era of information overload. The conversation centers on the value, or perhaps the lack thereof, of long-form content. Isabelle's insights and experiences offer a fresh perspective on the never-ending quest to strike a balance between content quantity and quality, a topic that every marke ..read more

How do we move from guesswork to governance in the AI generated content era? How can we ensure the quality and relevance of content while harnessing the power of AI to scale production? For this episode, we’re turning the tables on our host, Christopher Willis, who will be the guest and our producer Charlotte Baxter-Read steps in to host (and quiz) Christopher. Be prepared to discuss the ever-evolving landscape of content creation, AI content creation tools, and the pivotal role of governance in shaping the future of high quality content. Christopher, who holds the unique roles of CMO (Chief ..read more

Is it time to rethink the value of press releases? And what if marketing reported to communications instead of the other way around? In this episode, we delve deep into the intricate world of communications and marketing strategy. Our guest, Nikki Festa O’Brien — President of the brand marketing and PR agency Greenough — challenges conventional thinking and offers a fresh perspective on corporate hierarchy. Nikki argues that, rather than marketing being at the forefront of corporate strategy, communications should take the lead. Her reasoning is rooted in the pivotal role that communications ..read more

In the ever-evolving landscape of B2B marketing, we want to know: Is the primary goal of content marketing to generate leads and conversions, or does it encompass a more profound awareness mission?  We dive into this topic with Flora Felisberto, Senior Director, Global Growth Marketing & Operations at OutSystems, someone who’s not afraid to challenge the status quo. Flora believes thought leadership should take center stage in the realm of content marketing. We explore one of Flora’ successful thought leadership campaigns that served as a conversation and lead catalyst and why great ..read more