42/
26 episodes - English - Latest episode: almost 2 years ago -42/ is a show of the 42/ media network. Subscribe at 42slash.com
Homepage Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Episodes
Conversation: Media Marketing and Content with Ronnie Higgins
August 08, 2022 19:23 - 52 minutes - 119 MBIn this episode, we chat with Ronnie Higgins, a content marketing professional with decades of experience. Among the many topics we discuss, we discuss the importance of Content and Media and how it has evolved in the last few years. We also discuss Ronnie's background and journey. (0:30) Media vs. Content? and how SEO impacted the transmission of information online. (6:30) Media and the new chapter of content marketing. (20:05) The importance of media to influence users' purchase behavi...
Conversation: Marketing functions and frameworks with Emily Kramer
April 12, 2022 16:52 - 41 minutes - 94.2 MBFrom war to climate change, from Ukraine to Yemen, different parts of the world are hurting right now. 42 Agency is asking our community to consider donating to registered charities that help those affected by these unfortunate current events (Red Cross Canada, UNICEF, etc.) In this episode, we chat with Emily Kramer, the co-founder at MKT1. Among the many subjects we touch upon, we discuss the fine line between free being "too good" or "useless," how looking at category leaders for inspira...
Conversation: Aligning Sales and Marketing for Growth with Katie Paterson
March 17, 2022 17:41 - 32 minutes - 73.4 MBFrom war to climate change, from Ukraine to Yemen, different parts of the world are hurting right now. 42 Agency is asking our community to consider donating to registered charities that help those affected by these unfortunate current events (Red Cross Canada, UNICEF, etc.) If you donate and send us your receipt at [email protected] by March 18, 2022, we will match your donation dollar-to-dollar, up to $2,000. In this episode, we chat with Katie Paterson, VP of Marketing at Nudge. Amo...
Conversation: Communication and Communities with Janessa Lantz
March 10, 2022 15:43 - 41 minutes - 94.5 MBFrom war to climate change, from Ukraine to Yemen, different parts of the world are hurting right now. 42 Agency is asking our community to consider donating to registered charities that help those affected by these unfortunate current events (Red Cross Canada, UNICEF, etc). If you donate and send us your receipt at [email protected] by March 18, 2022, we will match your donation dollar-to-dollar, up to $2,000. In this episode, we chat with Janessa Lantz, VP of Marketing at dbt Labs. A...
Conversation: Financial KPIs and Marketing with Dave Bunce
February 24, 2022 00:00 - 38 minutes - 88 MBIn this episode, we chat with Dave Bunce, CEO at Morphio. Among the many subjects we touch upon, we discuss the importance of understanding financial metrics as a marketer. Making sense of attribution in the ad-blocker scenario and how an agency business differs from a SaaS business. Timestamps: - A little bit of the early days of his work at Arcane. (0:15) - The moment he joined the Arcane team. (3:25) - The importance of delegation for agencies. (5:35) - The importance of getting th...
Brand Marketing for B2B SaaS by Amrita Gurney
February 17, 2022 19:04 - 34 minutes - 79.9 MBIn this episode, we chat with Amrita Gurney, Head of Marketing at Float. Among the many subjects we touch upon, we thoroughly discuss the tension of brand and performance to drive recognition and revenue. Marketing departments and functions are evolving, and as Amrita argues, brand+performance is a much better equation than brand vs. performance. Some of the topics we discuss are: - What is Amrita currently doing at Float. (1:25) - The Coinbase ad and the importance of brand marketing. (4...
Conversation: Brand Marketing for B2B SaaS by Amrita Gurney
February 17, 2022 19:04 - 34 minutes - 79.9 MBIn this episode, we chat with Amrita Gurney, Head of Marketing at Float. Among the many subjects we touch upon, we thoroughly discuss the tension of brand and performance to drive recognition and revenue. Marketing departments and functions are evolving, and as Amrita argues, brand+performance is a much better equation than brand vs. performance. Some of the topics we discuss are: - What is Amrita currently doing at Float. (1:25) - The Coinbase ad and the importance of brand marketing. (4...
In-depth ABM with Dave Rigotti.
February 14, 2022 18:18 - 42 minutes - 34.3 MBIn this episode, we chat with Dave Rigotti, Co-founder, and CEO at Inflection.io. We discuss how he moved from Microsoft to the startup world, pipeline marketing, attribution, ABM, and PLG. We also cover his experience leading the Productled.marketing Community - a great place to learn about PLG playbooks. Some of the topics we discuss: Pipeline marketing. (2:40) Media companies and community. (4:30) How have his views on attribution evolved? (6:50) Marketing from the MadMen era to the ...
Conversation: In-depth ABM with Dave Rigotti.
February 14, 2022 18:18 - 42 minutes - 34.3 MBIn this episode, we chat with Dave Rigotti, Co-founder, and CEO at Inflection.io. We discuss how he moved from Microsoft to the startup world, pipeline marketing, attribution, ABM, and PLG. We also cover his experience leading the Productled.marketing Community - a great place to learn about PLG playbooks. Some of the topics we discuss: Pipeline marketing. (2:40) Media companies and community. (4:30) How have his views on attribution evolved? (6:50) Marketing from the MadMen era to the ...
Conversation: Bottoms-up marketing with Stella Garber
January 27, 2022 17:11 - 30 minutes - 69.4 MBIn this episode, we chat with Stella Garber, former Head of Marketing at Trello. This episode is fantastic to learn more about bottoms-up adoption, what worked for Trello, what changed when Atlassian acquired them, and how Stella led the team to build a fantastic product. Why is messaging important in marketing strategies? And how did Trello manage to become such a horizontal product? (4:30) The importance of focusing your marketing strategy on verticals. (8:00) How did Trello monetize wi...
Conversation: Intent data with Tukan Das
January 20, 2022 20:25 - 30 minutes - 41.4 MBIn this episode, we chat with Tukan Das, CEO at LeadSift. We discuss intent, what works and what does not with intent data, and his overall experience and journey as an entrepreneur. Some of the topics we discuss: Leadsift and the way they pivoted to an exit. (1:00) The untold story of Leadsift and how $10.83 is a symbolic number for them (3:05) What is next for LeadSift? (6:20) What is data intent? And why is it more than you may think? (10:30) Why first-party intent is also relevant ...
Conversation: All about Demand Gen with Jillian Dixon
January 10, 2022 16:36 - 38 minutes - 37.3 MBIn this episode we chat with Jillian Dixon, Director of Demand Generation at Sprout Social, about Marketing Ops. We discuss attribution, brand vs. performance, managing revenue teams, product-led growth, and the fallacy of "dead" things in marketing, among other subjects. Brand vs. Performance. (2:10) Sales and marketing and the lead scoring process at Sprout Social. (4:05) Lead scoring model at Sprout Social. (7:00) Are MQLs dead? (8:50) Brand and Performance teams at Sprout Social. (...
Conversation: Marketing Bubbles and Dark Funnels with Tara Robertson
December 14, 2021 18:23 - 28 minutes - 64.3 MBIn the episode, we chat with Tara Robertson, Demand Generation Manager at Chili Piper, about attribution and how complex it has become. We also discuss how jumping into the new marketing trends and getting over the gated content accessible via email is crucial for companies today. Attribution - and how tracking everything may not be possible (and why that is not necessarily bad). How to qualify leads (and why lead scoring is not always the right way to go). What to do with all of the lead...
Conversation: Performance vs. Brand with Rob Sobers.
December 06, 2021 20:46 - 40 minutes - 91.8 MBIn the episode, we chat with Rob Sobers, VP of marketing at Varonis. We discuss high-level marketing strategies, funnels, content, PLG, brand vs. performance, and a lot more. Listen to this ep if you want to learn more about: Why do the traditional marketing funnels still work today? The importance of understanding your ICP and how to reach them. Brand vs. Demand - and why doing both is probably the best route. Showing up where your potential buyers are and providing value is key for gr...
Conversation: Stop buying leads with Gia Laudi
November 29, 2021 20:53 - 30 minutes - 69.9 MBIn the episode, we chat with Georgiana Laudi (aka Gia), co-founder of forgetthefunnel.com, about growth. We also discuss some of the myths, truths, and hard truths growth leaders face to take their SaaS to the next level. Some of the topics we touch upon: Why is paying for leads a mistake when you don't know why your existing customers chose you? What does talking to your customers mean? Why is there such an intense addiction to lead acquisition? Is it a positive way to grow? Buying lea...
Conversation: Category stories with Josh Garofalo
November 18, 2021 14:00 - 45 minutes - 104 MBIn this episode of 42/, we have the pleasure of talking with Josh Garofalo, SaaS Consultant & Copywriter for clients such as HubSpot, Wave, and Unbounce at swaycopy.com. In this episode, we discuss: What are categories? Are they essential for products? What are categories in the SaaS space? Categories grouped by features and categories grouped by Jobs to be Done. What role does storytelling play around category creation? How to interview users to find more insightful ideas? We hope yo...
Conversation: Data vs. Qualitative: A conversation with Jon Itkin
November 04, 2021 22:24 - 43 minutes - 99.1 MBIn this episode of 42/, we have the pleasure of talking with Jon Itkin, Director of Creative, Content, and Customer Insight at Odaseva. In this episode, we discuss: What is marketing? What are its functions? Can we measure all marketing efforts? Some books and concepts that have helped Jon in his career. The tension between data and human insight? What is a category? And why category creators probably did not start with that objective in mind. We hope you enjoy it. Jon: linkedin.com/...
Essay: The hidden principles of Product-Led Growth in B2B
October 25, 2021 17:40 - 14 minutes - 13.1 MBAfter chatting with Clair Byrd from Wing.VC we were inspired to create this entry (originally an article on our blog). There are all types of takes on what Bottoms Up (BU) & Product Led Growth (PLG) is. It seems to be such a loaded concept that if you ask ten different people what PLG means, they will probably come up with ten definitions and some matching keywords in between. In this episode we deep-dive into what PLG is, how it is not a GTM strategy, and why it does not contradict sales ...
A conversation with Andrew Allsop
October 21, 2021 17:21 - 39 minutes - 91.3 MBIn this new episode of our podcast 42/ we talk with Andrew Allsop from Wunderkind Agency about what it takes to grow a #SaaS business. Insightful conversation. --- Send in a voice message: https://anchor.fm/42-agency/message
How to grow a SaaS business by understanding your ICPs - A conversation with Andrew Allsop
October 21, 2021 17:21 - 39 minutes - 91.3 MBIn this new episode of our podcast 42/ we talk with Andrew Allsop from Wunderkind Agency about what it takes to grow a #SaaS business. Insightful conversation. --- Send in a voice message: https://podcasters.spotify.com/pod/show/42-agency/message
Fullfunnel.io B2B Marketing Summit Audio
October 12, 2021 22:26 - 19 minutes - 17.9 MBOur General Manager, Kamil Rextin had the chance to participate in the Fullfunnel.io B2B Marketing Summit. Here is the audio with his webinar. We hope you enjoy it. If you have any questions or comments, feel free to reach out at [email protected] --- Send in a voice message: https://podcasters.spotify.com/pod/show/42-agency/message
GTM & Tech Adoption Curve
September 22, 2021 15:04 - 20 minutes - 46.3 MBSubscribe at 42.substack.com --- Send in a voice message: https://podcasters.spotify.com/pod/show/42-agency/message
Ep04 Demand Generation | LeadSift | Webinar Audio
June 04, 2019 14:33 - 43 minutes - 78.9 MBThis is the audio of a webinar I did with LeadSift. LeadSift is an intent data solution for B2B companies to uncover their 'hidden' funnel. You can watch the full webinar or download the slides. If marketing were easy, you wouldn’t be reading this text. Lead generation requires a delicate mix of technology, strategy, and techniques – all in equal balance. If you tilt the scales, you make no sales. In this webinar, Kamil and Tukan put forth a reliable recipe and easy to replicate s...
Ep03 Revenue Operations | Product Marketing & Acquisition by Xero with Hubdoc
April 29, 2019 14:15 - 31 minutes - 58.4 MB⚡️ On this Episode - What is Revenue Operations & Product Marketing. Why Hubdoc as a Sales team for a $20/mo product, some background on the Hubdoc $70M acquisition by Xero & expanding the Hubdoc footprint outside of North America. Comments and feedback - please send a note to [email protected] On this Episode: - Geoff Gualano Director of Marketing at Hubdoc - Uriel Elituv Director of Revenue Operations at Hubdoc Shameless Plug to Yoseph West of Relay Financial - turbocharged b...
Ep02 - Technical SEO | TOFU vs BOFU Content | LTV vs payback period
March 17, 2019 21:10 - 47 minutes - 44 MB⚡️ On this episode - Do you check your SERP for SEO. Can Google Crawl Javascript? Should you be creating top of funnel content or focus on bottom of the funnel first? When do you start measuring LTV or should you even measure LTV if you haven't been in business long enough. Measure payback period instead. Is Google doing another algorithm Update? Comments and feedback - please send a note to [email protected] On this episode: - Jess Joyce (Jess Joyce SEO Consultant) - Asia Matos (Deman...
Ep01 Category Creation | Quality Content | Brand Risks
February 20, 2019 21:39 - 48 minutes - 45 MB⚡️ What defines a new category in B2B SaaS? Is there any such thing as a new category or does every new product simply add on top of existing behaviors. A lot of companies are trying to create new categories of software but we think they are actually create a niche within an existing category. What defines quality content? How do you measure it? Why are brands afraid to take risks? Is marketing becoming too analytical that we're losing the creative side? Podcast notes This this episod...