Pros & Content Brief
100 episodes - English - Latest episode: 4 months ago - ★★★★★ - 10 ratingsKnotch brings marketers to the mic for conversations about tying digital, demand and growth marketing efforts to business outcomes and ROI.
In Pros & Content, we sit down with marketing leaders to dive deep into their content journey to understand how they use audience journey strategy and metrics to accelerate business growth.
In our Data-Driven Marketing Leader series, Anda Gansca, CEO and Co-Founder of Knotch, interviews influential CMOs about the intersection of data and content.
Learn more at https://www.knotch.com/podcast
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Episodes
Marketing Mastery Unveiled: A Journey from Code to CMO, With Suku Krishnaraj, CMO of Sumo Logic
January 10, 2024 20:00 - 38 minutes - 35.6 MBIn this episode, join our host Anda Gansca, CEO of Knotch, as she delves into the captivating personal journey of Suku Krishnaraj, CMO of Sumo Logic, who transitioned from a technical background as a developer to the dynamic realm of Chief Marketing Officer. Krishnaraj shares insights into their unexpected foray into marketing, guided by a genuine passion for understanding customer behavior and market opportunities. Discover the strategic shifts that propelled them through various c...
Workshop: How to be Both Distinct and Relevant in the AI Content Arena
September 21, 2023 12:00 - 55 minutes - 50.4 MBIn this insightful panel discussion, content leaders dive into the world of AI in content creation. Explore the opportunities and concerns of language generation, discover how AI can redefine quality and efficiency, and learn how to create unique and memorable brand content. Discover how AI can enhance the financial services sector and the importance of trust in the digital marketplace. Gain valuable insights on measuring content performance, optimizing for SEO, and driving conversi...
Chantal Rapport, Chief Marketing Officer, Upstart (Data-Driven Marketing Leader)
August 29, 2023 12:00 - 34 minutes - 31.6 MBDiscover the blend of creativity and data-driven marketing in the modern era with Chantel Rapport, CMO of Upstart. As a leader at a pioneering AI company, Rapport delves into the role of AI in personalizing marketing strategies, the balance between creativity and data, and the pivotal shifts in the marketing landscape. Join host Andrew Bolton as they explore Rapport's career journey and insights on fostering a culture of debate, the balance between personalization and privacy, and t...
Harnessing AI: Revitalizing the CMO Role and Transforming Marketing | Jennifer Johnson CMO CrowdStrike (Data-Driven Marketing Leader Podcast)
August 01, 2023 17:07 - 32 minutes - 30.2 MBJoin Anda Gansca, CEO of Knotch, as she chats with Jennifer Johnson, the CMO of CrowdStrike, about the constantly changing role of the CMO. They discuss the need for strong internal marketing, the strategic ties between marketing and finance, and how AI could reshape the marketing landscape. They also talk about the critical role of websites as key marketing tools. Tune in for insightful tips on building a coordinated growth strategy, boosting internal marketing, and using AI effect...
Revitalizing the CMO Role and Transforming Marketing | Jennifer Johnson CMO CrowdStrike (Data-Driven Marketing Leader Podcast)
August 01, 2023 17:07 - 32 minutes - 30.2 MBJoin Anda Gansca, CEO of Knotch, as she chats with Jennifer Johnson, the CMO of CrowdStrike, about the constantly changing role of the CMO. They discuss the need for strong internal marketing, the strategic ties between marketing and finance, and how AI could reshape the marketing landscape. They also talk about the critical role of websites as key marketing tools. Tune in for insightful tips on building a coordinated growth strategy, boosting internal marketing, and using AI effect...
Lisa Marcyes, Head of Social Media, Cohesity (Data-Driven Marketing Leader)
July 11, 2023 12:00 - 31 minutes - 29.3 MBJoin Lisa Marcyes, Head of Social Media at Cohesity, as she discusses the transformative role of data, analytics, and AI in shaping marketing. She underscores the potential of employee social advocacy in enhancing brand reach, emphasizing the power of ‘people trusting people’ over brands. Lisa shares how AI expedites content creation and enables focus on strategic tasks. In contemplating the future, she predicts an increased value for video content and niche community discussions as...
Khalid El Khatib, Chief Marketing Officer, Stack Overflow (Data-Driven Marketing Leader)
June 06, 2023 19:57 - 37 minutes - 34.4 MBKhalid El Khatib, CMO at Stack Overflow, explores the dynamics of content and community marketing, AI's future role, and the rapid evolution of the marketing landscape. He emphasizes communication's importance, the optimistic influence of AI on efficiency, and the necessity for agility in a fast-paced marketing world. With practical insights on developers' excitement for AI, effective marketing approaches, and Gen Z's optimism for work-life balance, the episode provides a succinct o...
Udi Ledergor, Chief Evangelist, Gong (Data-Driven Marketing Leader)
May 04, 2023 13:57 - 39 minutes - 35.8 MBIn this episode of the Data-Driven Marketing Leader Podcast, host Andrew Bolton interviews Udi Ledergor, Chief Evangelist at Gong. They discuss Udi's marketing journey, the importance of building a marketing team with potential and adaptability, and the crucial alignment between sales and marketing. Udi shares insights on creating unique content strategies that engage and educate customers throughout the buyer's journey, and offers a sneak peek into the upcoming Gong Engage product....
Wendy Wu, Chief Marketing Officer, SailPoint (Data-Driven Marketing Leader)
April 11, 2023 18:15 - 30 minutes - 27.7 MBIn this episode of the Data-Driven Marketing Leader, host Anda Gansca interviews Wendy Wu, the CMO of SailPoint, about aligning data teams and business teams, creating content that resonates with customers, and understanding the customer journey. Wu emphasizes the importance of having a data-driven mindset and clear goals for teams to be successful. She also emphasizes the importance of creating content that speaks to customers and understanding their journey to drive revenue and gr...
Meagen Eisenberg, Chief Marketing Officer, Lacework (Data-Driven Marketing Leader)
March 28, 2023 18:25 - 24 minutes - 22 MBIn this episode, Meagen Eisenberg, CMO at Lacework, discusses marketing in the cybersecurity industry. She emphasizes understanding engineers' needs, creating high-quality content to build trust and nurture leads, and balancing creativity and data-driven approaches. Eisenberg highlights the importance of account-based marketing and measuring ROI, while addressing the impact of COVID-19 on marketing strategies. She also explores the role of marketing technologies, focusing on tools l...
Shiv Singh, Chief Marketing Officer, LendingTree (Data-Driven Marketing Leader)
March 07, 2023 14:00 - 47 minutes - 43.1 MBShiv Singh joined Anda Gansca to discuss his global upbringing and how that helped shape his career, building buy-in with your management team on a full-funnel marketing strategy, and looking at your job scope like a portfolio when deciding where and when to take risks. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Building 'discoverability' for successful demand gen | Perla Virgen-Silva (Mixpanel)
March 07, 2023 13:00 - 30 minutes - 27.6 MBPerla Virgen-Silva (Senior Global Demand Generation Manager at Mixpanel), frames demand gen work as a bet on “discoverability," making the work more tangible and customer-centric. We also dive into getting data right in order to align the org to a common goal. (01:15) - Perla's background and journey to Mixpanel (04:06) - What's the difference between demand gen and growth marketing? Keep reading: Emily Kramer’s LinkedIn post about growth marketing (07:34) - Do you start with a...
Organic growth through strategic SEO at scale | Abishek Surana Rajendra (Course Hero)
February 28, 2023 13:00 - 31 minutes - 29.3 MBAbishek Surana Rajendra is Vice President of Organic Growth at Course Hero and he has the “Optimization” part solidly in focus. He’s made SEO relevant outside of his immediate team by incorporating it into organizational processes, and showing its impact on the business metrics. 00:39 - Abishek's background and journey to Course Hero 02:47 - How to prioritize a long list of SEO projects 05:24 - Evangelizing for SEO internally 08:18 - Building a culture that embraces SEO as a st...
Convey compelling qualitative ROI for social media | Abbey Joyce, SmartBear
February 21, 2023 13:00 - 26 minutes - 24.5 MBAbbey Joyce, Brand Marketing Program Manager at SmartBear, activates social media internally to bring value to the organization. Notably, she tracks and communicates value to other teams, but that value is not tied directly to revenue. It’s showing up in engagement metrics, employee satisfaction, and other areas that have been proven to be valuable to a successful company. (01:25) - Abbey's background and journey to SmartBear (04:02) - SmartBear's big social shift: match messagin...
Data-informed content marketing is the undeniable future | Kimberly Anderson-Mutch
February 14, 2023 12:00 - 22 minutes - 20.6 MBThis episode's guest is Kimberly Anderson-Mutch, a content leader with a head for data. She’ll tell you she’s a writer at heart, which a lot of content marketers can relate to, but right now—and probably forever—C-suites are asking marketers to show them the numbers, and content marketers don’t get to shrug that off. Kimberly has seen success using data to guide her work, from blog posts to a full website relaunch, and she knows how to communicate that value to the organization and ...
Smooth out the customer journey with holistic data | Kristy Morrison, F5
February 07, 2023 20:30 - 23 minutes - 21.3 MBKristy Morrison sits in a role that brings together data from multiple teams at F5. Her team takes a holistic view of this customer journey data in order to smooth out the process for potential customers — AKA, increase journey velocity. (01:30) - Kristy runs the Digital Intelligence & Optimization Team (02:23) - Key goals the organization aligns to at F5 (04:04) - How does Kristy know what is or isn't working along the customer journey? (08:27) - It's easy to be misled by web d...
Quality customers start at the top of the funnel | Tucker Stoffers (Divvy, Bill.com)
January 24, 2023 16:39 - 32 minutes - 30 MBIn this episode, Ellen Schwartze interviews Tucker Stoffers, Senior Director of Growth Marketing at Bill.com/Divvy. His experience in digital, demand gen, and now growth marketing provide a great canvas for chatting through his approach to optimizing the whole customer journey to create great customers. (00:47) - Tucker Stoffers' background in digital marketing (03:22) - The benefits of working at a marketing agency before going client-side (07:34) - Business goals as a growth ma...
Data-Driven Marketing Leader: Brian Finnerty, Udacity
January 17, 2023 13:00 - 28 minutes - 25.9 MBAnda Gansca (CEO, Knotch) interviews Brian Finnerty (VP of Marketing, Udacity) about content, growth, demand generation, and what's next in marketing. (00:42) - Brian's background and path to Udacity (03:11) - Marketing is storytelling and communication to reach an audience in an authentic way (03:54) - It's really hard to run a demand gen engine without high-quality content (05:45) - High-quality content in the absence of in-person is the best way to engage with your buying co...
Content's Juxtaposition: Scaling in the run-up to a recession (Marriott, GEICO, and Savills UK)
January 12, 2023 13:00 - 52 minutes - 48 MBThis episode is a recording from our recent event, Content's Juxtaposition: Creating a scalable content future in the run-up to a recession. Our panelists were Robin Bennefield from Marriott, Rebecca Coats from Savills UK, Jay Fonville, formerly from GEICO, and David Brown, Knotch's SVP, Director of Strategy. It was moderated by Pros and Content host, Ellen Schwartze. Marketing teams are being asked to meet ambitious demands to scale while budgets are shrinking with the foreshadow...
Fuel growth by breaking SEO out of its silo | Kevin Indig
January 10, 2023 10:00 - 36 minutes - 33.6 MBWe're back at it and excited to bring you our first episode of 2023. Kevin Indig is an alum of Shopify, G2, and Atlassian, and contributed to each with SEO strategy to fuel growth. Now in an advisory role, Kevin advocates for breaking SEO out of its silo, capitalizing on its low cost but high-intent audience, and tying it to the full marketing strategy. Check out these Pros & Content episodes, referenced in the discussion: Kim Roman, TalkDesk: Do a demo data deep-dive for increas...
LegalZoom's VP of Growth Daniel Lysaught (Data-Driven Marketing Leader)
December 20, 2022 14:16 - 47 minutes - 43.6 MBDaniel Lysaught (Vice President of Growth, LegalZoom) and Anda Gansca discuss how data has to be the deciding factor for the experiments marketers run. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Predictions 2023: You need to prove ROI (here are four ways)
December 13, 2022 15:45 - 31 minutes - 29 MBYour hosts Ellen Schwartze and Anda Gansca discuss how marketers can prepare for 2023, including proving marketing ROI through a recession. 03:46 - Our audience's predictions for 2023 04:59 - How the recession prompts better data 10:48 - Will lead volume be a key marker of success in 2023? 12:06 - Prediction #1: Death of the cheap acquisition 15:48 - The importance of organic growth (and content's role in it) 17:43 - Marketers have struggled with the wrong metrics 19:49 - Yo...
Season Summary: How to Prove Marketing ROI
November 22, 2022 22:05 - 25 minutes - 23.3 MBThis season we heard several examples of how marketers prove the return on investment for their marketing programs, vids, demos -- you name it. Phoebe Noce and Maddie Kessel join Ellen to review some of the most tangible takeaways. As marketers stare down warnings of a recession, it's crucial we get the data right to garner trust within the org and support our work when budget talks heat up. At some point someone will come to you and ask, "Is it working?" and marketers need to repl...
Season Summary: How to Measure the Unmeasurable
November 15, 2022 17:06 - 23 minutes - 21.2 MBWe've hosted an incredible season of demand generation, growth, and content marketers. Host Ellen Schwartze and Phoebe Noce (Director of Content, Knotch) review and summarize what we learned about measuring what matters in marketing. (02:08) - Middle-journey marketing metrics are a complex topic (06:56) - The right measurement framework sets the strategy (09:18) - Marketing campaigns are like spaghetti in two ways (13:46) - Self-reported attribution vs other models (17:26) - H...
Data-Driven CMO: Chris Koehler (CMO, Box)
November 10, 2022 14:30 - 39 minutes - 36.4 MBChris Koehler (CMO, Box) and Anda Gansca discuss the intersection of data and content, and how to use both to fuel organizational growth. Chris's experience in B2B and B2C provides a unique perspective. (03:41) - Chris Koehler's path to CMO wasn't traditional (09:01) - What is the hardest thing to explain to non-marketers? (11:24) - Of all the functions Chris has run, which was the hardest? (13:09) - A CMO has to proactively reinvent and disrupt processes (15:29) - What prompts...
Know your demand gen funnel performance (with the data to prove it) | Ashley Emery, SVP, Demand Generation
November 08, 2022 14:55 - 33 minutes - 30.6 MBA demand generation marketer has to know how their funnel is functioning, with indisputable data sets. Within her first few answers you’ll hear Ashley Emery, SVP of Demand Gen, is completely driven by data, and how to look under the hood of every stage of your customer acquisition funnel. (00:56) - Ashley's path to SVP of Demand Generation (02:54) - You cannot optimize for things you cannot measure. (05:03) - You can't do the fun stuff without money, and you can't get the money ...
Data-Driven CMO: Justin Steinman, Definitive Healthcare
November 03, 2022 12:00 - 40 minutes - 37.1 MBJustin Steinman (CMO, Definitive Healthcare) & Anda Gansca (CEO, Knotch) discuss the intersection of data and content, and how to use both to move a business forward. (01:02) - Justin's path to CMO (07:45) - The importance of creating options in your career (09:20) - How Justin built products at Aetna post-CVS acquisition (12:00) - Taking Definitive Healthcare through IPO (15:45) - How Justin retained his entire team through an IPO (18:13) - Explaining marketing to non-markete...
Data-Driven CMO: Justin Steinman
November 03, 2022 12:00 - 40 minutes - 37.1 MB01:02 - Justin Steinman's path to CMO 07:45 - The importance of creating options in your career 09:20 - How Justin built products at Aetna post-CVS acquisition 12:00 - Taking Definitive Healthcare through IPO 15:45 - How Justin retained his entire team through an IPO 18:13 - Explaining marketing to non-marketers 19:23 - Why are marketers questioned about the value of marketing? 22:37 - A CMO needs to have clear, open metrics 25:46 - Maximizing a marketing budget for efficient growth...
Data-Driven CMO: Justin Steinman (CMO, Definitive Healthcare)
November 03, 2022 12:00 - 40 minutes - 37.1 MBJustin Steinman (CMO, Definitive Healthcare) & Anda Gansca (CEO, Knotch) discuss the intersection of data and content, and how to use both to move a business forward. 01:02 - Justin Steinman's path to CMO 07:45 - The importance of creating options in your career 09:20 - How Justin built products at Aetna post-CVS acquisition 12:00 - Taking Definitive Healthcare through IPO 15:45 - How Justin retained his entire team through an IPO 18:13 - Explaining marketing to non-marketers ...
Live and breathe your growth marketing metrics | Avi Bhatnagar, VP of Growth
November 01, 2022 12:00 - 21 minutes - 19.6 MBEllen Schwartze is joined by Avi Bhatnagar, VP of Growth at Metallic. They discuss how marketers can claim their seat at the table; tying marketing to revenue and shared outcomes; and the tenacity a growth marketer needs to succeed. (02:16) - Marketers now have a seat at the revenue table, and must track success against business KPIs (04:18) - You have to constantly analyze what's happening. (05:10) - What are the "deep funnel" metrics Avi looks at? (06:58) - How can marketing ...
Data-Driven CMO: Kim Caldbeck (CMO, Coursera)
October 27, 2022 10:00 - 36 minutes - 33.6 MB(00:56) - About Kim's journey to being CMO (03:53) - Leading marketing at Coursera through IPO (07:28) - The most important thing to explain to non-marketers (15:33) - Deciding when to centralize on content (19:57) - How do you measure your own performance with data? (23:39) - The usability of data products (24:25) - Distinguishing the different functions of data (27:19) - Rollout of Coursera's Marketing Academy (29:27) - Making Coursera free for universities during COVID-19 was the...
Growing strategically using an ideation workshop | Meredith Overmyer, Springframe
October 25, 2022 11:30 - 24 minutes - 22.8 MBMeredith Overmyer is a growth marketing consultant at Springframe. She and Ellen Schwartze chat about common misconceptions around the term “growth marketing”, her outline for a marketing ideation workshop to brainstorm and prioritize the next best thing to scale your business, and documenting your success metrics. (02:52) - Growth is not hacking; it's a process (06:53) - Document your hypothesis before you launch (12:12) - Get unstuck by running an ideation workshop (17:57) - P...
Data-Driven CMO: Tony Weisman (former CMO, Dunkin')
October 20, 2022 12:00 - 40 minutes - 37.4 MBHow did Tony get started in marketing? You need a broad understanding of all the stakeholders at your business Don't look for data to validate what you've already done. Senior leaders need to blend data and judgement. "I don't need data; I need insights. Tell me what I don't know." It takes courage and skill to gather data in a coherent way For low-consideration purchases, it's about delight, not loyalty. What can you do to make a less-loyal customer visit you one more time? How hav...
Efficient sales cycles; from ABM to SDRs | Corrina Owens (Gong) and Matt Cross (Knotch)
October 18, 2022 12:00 - 32 minutes - 29.6 MBAs two pros who have spanned the full marketing-to-sales spectrum, Corrina Owens (ABM Manager, Gong) and Matt Cross (Growth Marketing, Knotch) discuss when, where, and how to use content strategically and efficiently to support the sales cycle. 02:03 - What is — and isn't — ABM (account-based marketing)? 05:24 - What makes for a strong marketing and sales relationship? 06:36 - Be aligned on objectives between marketing and sales. Don't create separate goals. 08:24 - How did ABM ...
Data-Driven CMO: Vineet Mehra (CMO, Chime)
October 13, 2022 10:00 - 27 minutes - 25 MB01:55 - Vineet's journey to CMO 05:00 - Marketing is growth. 07:23 - How to approach the work you can't measure 09:12 - How does data function in your team 12:15 - How do you think about the interplay between data, content, and decision-making 15:02 - Who is responsible for optimizing the full customer journey? 17:08 - Think of content relative to the part of the funnel you are trying to activate, and create appropriate goals 18:03 - What's going to change tactically in the next 12 m...
Do a demo data deep-dive to increase conversions | Kim Roman, Sr. Director of Demand Generation
October 11, 2022 12:52 - 30 minutes - 27.9 MBKim Roman & Ellen Schwartze discuss strategies around one of the most important pieces in a conversion journey: the demo. Are the right people watching? Is it providing value for your potential customers and—of course—your business? Kim joined us to discuss strategy, data, efficacy, and on-demand ideas for web-based demos. (PS, if you’re not in a biz with demos, there’s still tons of value here. Pretend that instead of demo we're saying “freemium trial”, “product video”, “get a q...
Data-Driven CMO: Aimee Johnson (formerly Starbucks and Zillow)
October 06, 2022 09:00 - 32 minutes - 29.7 MBDiscussion from this episode includes... Where did Aimee's journey to CMO begin? Combining structure with creativity to build teams and a career Hiring the right people for a balance You have to be excited about what you're doing to have a fulfilling career It's not about the funnel, it's about the human on the other end What's the hardest thing to explain to non-marketers? Do you think tech is behind in understanding the importance of marketing? How do you use content to ex...
Tracking content's attribution | Camille Trent, Head of Content
October 04, 2022 08:30 - 33 minutes - 30.5 MBCamille Trent is building momentum as Head of Content at Dooly, as well as host of the Content Logistics podcast from Motion, where she chats with B2B marketers looking to build a content engine that drives revenue. And that's the name of this episode's game: Why content marketers must look further down the funnel to make the right decisions for their audience and grow their business. We covered attribution, content's role in demand gen, and making friends with your rev ops partners...
Data-Driven CMO: Carla Hassan (CMO, JPMorgan Chase)
September 29, 2022 08:00 - 35 minutes - 32.5 MBSkip to… (01:12) - How did Carla start her journey as a marketer? (03:59) - How has Carla navigated the career transition from CPG to the financial industry? (05:57) - Put the customer at the heart of marketing to make an impact. (07:16) - What's the hardest thing to explain to non-marketers about marketing? (08:02) - Marketing doesn't exist if it doesn't drive growth (09:23) - What is growth for a large brand? (12:22) - How Carla Hassan handled the Toys R Us bankruptcy while...
Repurposing content for growth, not channels | Brooklin Nash and Sam Hembree, Beam Content
September 27, 2022 08:30 - 34 minutes - 31.1 MBWhen you hear "repurpose your content" - do you think about pushing to multiple channels? Turns out, it can be deeper than that. Brooklin Nash and Sam Hembree, co-founders of Beam Content, explain how a solid piece of rock content can work up and down the funnel, with multiple goals and KPIs, for multiple audiences. We also touch on the Great Gate Debate (working title 😏)—aka, whether content lives behind a form to generate leads—while possibly preventing otherwise-interested, earl...
Data-Driven CMO: Steve Gross (CMO, University of Phoenix)
September 22, 2022 08:30 - 40 minutes - 37.4 MB(00:42) – Steve’s background and career (04:53) – The shift from CMO to CEO (and back again) (07:55) – Marketing is shifting from depending on an agency to in-house analytics (10:49) – Difference of marketing high- vs low-consideration purchases (13:25) – Marketing analytics functions are critical (15:03) – How long is the customer journey? (18:06) – The difference in data vs analytics functions (21:37) – What’s the North Star business KPI? (24:34) – Content shines by creating a val...
Full-Funnel Podcasting | Tara Robertson, Sr. Manager, Demand Gen
September 20, 2022 08:30 - 34 minutes - 31.6 MBTara Robertson joins us for the most meta topic this season: a podcast episode about podcasting! As host of Demand Gen Chat over at Chili Piper, Tara hosts her own stellar lineup of marketers. On this episode of Pros & Content, she and Ellen Schwartze get nerdy about the ins and outs of podcast production: inviting the right guests, building a following, and amplifying the content. Plus how to determine the right metrics to prove the ROI of a podcast. (00:58) – Tara’s background ...
Data-Driven CMO: Jill Kramer (CMCO, Accenture)
September 15, 2022 09:30 - 37 minutes - 34.7 MB(01:29) - Jill Kramer's journey to CMCO at Accenture (07:16) - One key lesson: Different people are driven by different things. (10:00) - What's the hardest thing to explain to non-marketers? (12:16) - Don't let marketing's contribution be over-simplified. (14:47) - What role does data play and who do you share it with? (17:35) - Look outside of marketing data to drive confidence. (19:46) - Business data is less debatable than marketing data alone. (22:34) - You deserve the r...
3 stages of an organization’s shift to demand generation | Blake Strozyk, Sr. Demand Gen Manager
September 13, 2022 10:30 - 34 minutes - 31.1 MBBlake Strozyk’s work in demand generation stems from his experience at Refine Labs, arguably a LinkedIn titan of thought leadership. Now at Transfix, he’s taking what he learned and sharing it with us. We discuss the three stages a marketer might find themselves in when launching a new demand generation program: Stage 1: Excitement Stage 2: Apprehension Stage 3: Decision Time Skip to... (03:27) - What are the three stages of starting a new demand generation program? (09:14) - ...
How to conduct a demand generation audit | Eric Martin, VP of Demand Gen
September 13, 2022 10:00 - 30 minutes - 28.2 MBEric Martin has an impressive playbook for a demand gen audit, which he ran at SalesLoft, and was the first thing he conducted as Vice President of Demand Generation at Stack Overflow. He and Ellen Schwartze talk about how to understand the value you bring to your customers as you scale; partnering not only with sales, but with finance, too; and how to take ownership of the work you’re doing to grow your marketing programs. (01:49) - Eric's background and career path, from customer...
"Data defends what marketing does." | Brandee Sanders, VP of Growth
September 13, 2022 09:00 - 30 minutes - 28 MBIn our first episode back, Ellen Schwartze (Sr. Director, Demand Gen) interviews Brandee Sanders, Vice President of Growth at Observe.ai. Brandee has connected her marketing programs to revenue data for years, moving beyond MQLs and “Mad Men” creative to tie initiatives to ROI and revenue in order to prove the value of her team and the business. Using data to defend what marketing is doing is a sound strategy during budget cuts, economic slowdowns, or simply assessing which campaign...
New host, new season, new series. P&C returns!
September 07, 2022 09:00 - 1 minute - 1.71 MBKnotch is back with two incredible series: the tried-and-true Pros & Content, and a new series, Data-Driven CMO. In Pros & Content, new host Ellen Schwartze interviews marketing leaders who are using audience journey strategies to drive growth and improve ROI at their companies. Guests from Gong, Stack Overflow, Metallic.io, Jobvite, and more join us for practical conversations on how they do it. In Data-Driven CMO, Anda Gansca interviews CMOs who are ahead of the curve when it co...
Content-Fueled Growth with Zillow, Chime, Nielsen, Dropbox, and Paul Hastings
May 09, 2022 13:51 - 43 minutes - 39.7 MBModern leaders recognize that a holistic content strategy not only connects data, product, sales, and marketing, but also helps reduce customer acquisition costs while fueling demand generation and growth. Hear from five growth leaders from different industries as they share how they make content-driven growth the core of their strategies (and how they tackle top-down mandates in their day-to-day). PANELISTS Anda Gansca | Co-Founder and CEO, Knotch (Moderator) Lindsay Chastain ...
Keith Barber (Director of Digital Customer Experience, Tyson)
March 10, 2022 15:15 - 40 minutes - 37.1 MBJoining us on this episode is Keith Barber, Director of Digital Customer Experience at Tyson, specifically within food services, which supplies Tyson products to large-scale food service providers like restaurants or school districts. He turned to data to understand what part of the purchaser's journey could be owned by his team. Especially during the early days of the COVID-19 pandemic, Keith saw an opportunity to build trust and loyalty using Tyson's content. He wanted to influenc...
David Parker (Vice President of Digital & Solution Design, Phillip Morris International)
February 18, 2022 18:00 - 52 minutes - 47.7 MBDavid Parker's career has connected content, data, and tech, both at PMI and previous roles. It's crucial that content and marketing teams realize the lens and feedback data provides can inform content, and content should enhance your data. Find more great stories at ProsAndContent.co David is no longer an active employee at Phillip Morris International, and the opinions expressed in this interview are solely his and do not necessarily reflect those of PMI. See Privacy Policy at ...