Dr. Fio Dossetto's E.A.S.Y. Content Framework

Kamil Rextin, Founder of 42 Agency, shares his guerrilla marketing for conferences. Download the free powerups cheatsheet: https://marketingpowerups.com/059

🎉 About Kamil Rextin

Kamil Rextin is the founder and CEO of 42 Agency, a demand generation and DevOps marketing agency. He has over a decade of experience in digital marketing, having previously worked at companies like Uberflip and Crowdrift. At 42 Agency, Kamil helps B2B SaaS companies generate more leads and scale their businesses through innovative marketing strategies.

🕰️ Timestamps and transcript

• [00:00:00] Guerrilla Marketing Tactics for Conferences 
• [00:07:10] Standing Out at Events: A Creative Approach by 42 Agency
• [00:10:13] The Balance Between Short-Term and Long-Term Results in Marketing
• [00:13:39] Balancing Brand Experience and Direct Sales at Events
• [00:14:56] Creating Memorable Event Experiences
• [00:17:33] Innovative Marketing Ideas from 42 Agency
• [00:21:49] Changes in the Landscape of Performance Marketing
• [00:23:09] The Shift Away from Product-Led Growth
• [00:26:24] The Future of Growth and Performance Marketing
• [00:29:09] Standing Out and Being Memorable in a Noisy Market
• [00:30:31] Career Powerups

✨ Useful links

• 42 Agency - https://www.42agency.com/
• Kamil Rextin's LinkedIn page - https://www.linkedin.com/in/kamilrextin/
• SaaStr isn't a disaster [essay] - https://www.42slash.com/p/saastr-isnt-a-disaastr-but-pitching

Katya Ryabova, Founder of SMM Headquarters, shares 3 questions most marketers don't ask their customers. Download the free powerups cheatsheet: https://marketingpowerups.com/060

🎉 About Katya Ryabova

Katya Ryabova is the founder of SMM Headquarters, a marketing consultancy focused on helping subscription-based businesses grow through customer research. She has over a decade of experience in marketing, previously serving as the marketing director for an accounting startup and working in academia as a researcher at the University of Toronto. Katya is a proponent of using customer research to challenge assumptions and gain actionable insights that fuel ethical, sustainable growth.

🕰️ Timestamps and transcript

• [00:00:00] Unlocking Growth with Customer Questions
• [00:00:44] The Power of Customer Research in Marketing
• [00:07:56] Customer Interviews and Jobs to be Done Approach
• [00:10:17] The Importance of Digging Deeper in Customer Research
• [00:14:54] Understanding the Value of a Product
• [00:20:22] Understanding the Importance of Customer Research
• [00:24:20] Tips for Conducting User Research Interviews
• [00:28:12] The Importance of Ethics in Marketing and Customer Research
• [00:32:32] Flexibility and Learning from Mistakes: Career Powerups

✨ Useful links

• SMM Headquarters - https://smmhq.ca/
• Katya's LinkedIn profile - https://www.linkedin.com/in/katyar/
• Katya's post about customer questions - https://www.linkedin.com/posts/katyar_customer-interview-life-savers-3-questions-activity-7128403372721745920-PU3X/

Masooma Memon, a freelance content marketer for Shopify, Hotjar, and Vimeo, shares her product-led content strategy. Download the free powerups cheatsheet: https://marketingpowerups.com/058

🎉 About Masooma Memon
Masooma Memon is a freelance writer and marketing consultant who helps B2B SaaS companies create compelling content that educates readers while seamlessly promoting their products. She has written for major companies such as Shopify, Vimeo, and Hotjar, leveraging her expertise in product-led content.

✨ Useful links
Masooma's website - https://inkandcopy.com/
Masooma's LinkedIn profile - https://www.linkedin.com/in/masooma-memon/
Content Workshop newsletter - https://masooma.substack.com/

Section Headlines
[00:00:00] The Power of Product-Led Content
[00:01:00] A Playground for Empowering and Educating Users
[00:06:18] The Benefits of Product-Led Content
[00:12:14] Mapping out product-led content for middle and bottom of the funnel
[00:18:27] Common Mistakes in Product-Led Content
[00:24:37] Talking About Career Growth with Masooma Memon
[00:26:05] How to Overcome the Fear of Posting Online
[00:28:39] Writing Process for LinkedIn Content

Lloyed Lobo, Founder of Boast.AI and Traction, shares his 13 rules of community-led growth. Download the free powerups cheatsheet: https://marketingpowerups.com/057

🎉 About Lloyed Lobo

Lloyed Lobo is author of the WSJ best-selling book "From Grassroots to Greatness" and co-founder of Boast.AI and Traction. Lloyed an entrepreneur, podcast host and community builder. He actually experienced the Gulf war as a young refugee in Kuwait and witnessed the strength of community and evacuating the population to safety.

🕰️ Timestamps and transcript
[00:00:00] Lloyd Lobo's 13 Rules of Community-Led Growth
[00:00:37] Building Iconic Brands with Community-Led Growth
[00:06:07] Building Community at Every Stage of Life
[00:10:24] Creating Community-Led Growth
[00:11:17] The Four Types of Comminuties
[00:13:28] The Camper Framework
[00:16:34] Building Communities to Inspire and Energize
[00:22:02] Building a Community Around Your Product
[00:25:05] Building an Audience and Creating Content
[00:29:35] Finding Your Ideal Customer Profile (ICP)
[00:34:35] Building a Community from Grassroots to Greatness
[00:38:40] Career Power Ups: Community, Communication, Creation, and Consistency
[00:41:55] Marketing Power Ups with Lloyed Lobo

✨ Useful links

• Follow Lloyed on LinkedIn: https://www.linkedin.com/in/lloyedlobo/
• Check out Lloyed's website: https://www.lloyedlobo.com/
• Check out Lloyed's book, "From Grassroots to Greatness:" https://www.lloyedlobo.com/

Stella Garber, Co-Founder and CEO of Hoop, shares her flipped communication strategy. Download the free powerups cheatsheet: https://marketingpowerups.com/056

🎉 About Stella Garber

Stella Garber is the co-founder and CEO of Hoop, a software company focused on helping teams collaborate effectively in distributed work environments. She was previously the first marketing hire and eventually Head of Marketing at Trello, where she helped grow the company from 5 to over 100 employees prior to its acquisition by Atlassian. Stella is a passionate advocate for asynchronous communication and remote work, drawing on her experience scaling high-performing distributed teams at Trello and Atlassian.

🕰️ Timestamps and transcript

• [00:00:00] How to Flip Your Communication Pyramid 
• [00:00:47] Why remote work increases productivity
• [00:04:09] The Best Way to Be Creative
• [00:05:47] Trello's Remote Work Influence in Atlassian
• [00:09:08] Lessons learned from managing a remote marketing team
• [00:14:33] Prioritizing Asynchronous Communication for Creatives
• [00:23:33] Implementing a 4-Day Work Week
• [00:29:32] Solving the Problem of Endless Chats
• [00:33:43] Career Power Ups: Investing in Relationships and Working with Integrity
• [00:35:49] Unlocking Your Career Power Ups with Stella Garber

✨ Useful links

• Stella Garber on LinkedIn
• Stella's LinkedIn post on communication pyramid

Gaetano DiNardi, Growth Advisor for Cognism, Wagepoint, and more, shares his value-based content strategy. Download the free powerups cheatsheet: https://marketingpowerups.com/055

🎉 About Gaetano DiNardi

Gaetano DiNardi is a growth advisor and marketing leader who has worked with high-growth tech companies like Gong, Cognism, and Nextiva. He brings over a decade of experience driving growth for B2B brands. Gaetano is skilled at developing data-driven growth strategies encompassing content, SEO, paid acquisition, and lifecycle marketing. He excels at getting into the trenches with marketing teams to set audacious goals and achieve outstanding results. Gaetano also shares his marketing insights publicly, building an engaged audience and personal brand.

✨ Useful links

• Follow Gaetano on LinkedIn:  https://www.linkedin.com/in/officialg/
• Gaetano's article on why the SaaS Marketing funnel no longer works: https://www.cognism.com/blog/saas-marketing-funnel
• Gaetano's LinkedIn post on website visitor intent: https://www.linkedin.com/posts/officialg_knowing-serving-your-website-visitors-activity-7067122093359800321-XRr5?

Mariya Delano, Founder of Kalyna Marketing, shares her fan-based marketing strategy. Download the free powerups cheatsheet: https://marketingpowerups.com/054

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🎉 About Mariya Delano

Mariya Delano is the founder of Kalyna Marketing, a boutique marketing agency. She is passionate about using content and audience engagement to build strong connections between brands and their fans.

🕰️ Timestamps and transcript

• [00:00:00] Harnessing the Power of Fans with Maria Delano
• [00:00:40] Fan-Driven Marketing with Mariya Delano
• [00:01:20] The Importance of Fan-Driven Marketing Strategy
• [00:03:33] Building Customer Loyalty
• [00:08:54] Building a Fan-Driven Flywheel for Your Business
• [00:14:35] Understanding Your Audience
• [00:15:17] Sparktoro's Fan-Driven Flywheel
• [00:20:27] The Power of Fan Driven Marketing
• [00:25:14] Mariya's Career Power-Up

✨ Useful links

• Follow Mariya on LinkedIn: https://www.linkedin.com/in/ria-delano/
• Kalyna Marketing: https://kalynamarketing.com/
• Mariya's SparkToro case study: https://kalynamarketing.com/blog/sparktoro-case-study
• Search Engine Land article about fan-driven marketing: https://searchengineland.com/fan-driven-marketing-brand-love-431929
• SparkToro and fan-driven case study: https://www.admdnewsletter.com/marketing-to-feel-alive/

Fab Giovanetti, Founder of Alt Marketing School, shares her course-based content strategy. Download the free powerups cheatsheet: https://marketingpowerups.com/053

🎉 About Fab Giovanetti

Fab Giovanetti is the founder and CEO of Alt Marketing School, a company focused on making marketing more human through education and training. With over 15 years of experience across various industries, Fab is passionate about helping marketers thrive by teaching them to market from the heart. Known for her high energy and fun approach to education, Fab has helped countless students and clients achieve success.

🕰️ Timestamps and transcript

• [00:00:00] Building in Public: Creating Content and Courses
• [00:00:58] Building Courses in Public: A Strategy for Education-Focused Content
• [00:05:35] Creating a System for Content Creation
• [00:07:28] Building a Course in Public
• [00:12:27] Building in Public: A Directional Approach to Marketing
• [00:18:34] The Importance of Being Honest in Marketing
• [00:21:02] Building Courses in Public with Fab Giovanetti
• [00:24:46] Alt Marketing School CEO on the Power of Distraction
• [00:25:18] The power of networking and cultivating relationships
• [00:31:25] Alt Marketing School: Building the Next Generation of Marketers

✨ Useful links

• Check out Fab's Alt Marketing School: https://altmarketingschool.com/
• Follow Fab on LinkedIn: https://www.linkedin.com/in/fabgiovanetti/
• Ship 30 for 30: https://www.ship30for30.com/

Chris LoDolce, Founder of SaaS Academy Advisors, shares his transformative customer education strategy. Download the free powerups cheatsheet: https://marketingpowerups.com/052

🎉 About Chris LoDolce

Chris LoDolce is the founder of SaaS Academy Advisors, where he helps SaaS companies build their own academies. He was previously the Director of HubSpot Academy, where he helped grow it into a transformational education program. With over a decade of experience in marketing, Chris is an expert in leveraging academies and educational content to drive business growth, transform learners, and build passionate communities.

🕰️ Timestamps and transcript

• [00:00:00] Chris LoDolce on Transforming Customer Education
• [00:00:44] HubSpot Academy and SaaS Academy Advisors
• [00:06:51] Building a Training Program for a SaaS Company
• [00:12:19] The Evolution of HubSpot's Education Methodology 
• [00:17:26] The Importance of Educating Users on the Value of Product Features
• [00:20:17] Transformational Education in SaaS
• [00:24:26] The Power of Transformative Educational Experiences
• [00:28:18] Metrics for Measuring the Impact of a SaaS academy
• [00:34:28] The Power of Education in SaaS and HubSpot Academy
• [00:41:57] Building Community and Academy at HubSpot
• [00:52:25] Career Power Ups: Get 100 Transformative Experiences with People
• [00:59:48] How HubSpot Helps SaaS Companies Scale

✨ Useful links

• Check out Chris's company, SaaS Academy Advisors: https://www.saasacademyadvisors.com
• Follow Chris on LinkedIn: https://www.linkedin.com/in/chrislodolce/

Jimmy Daly, Founder of Superpath, shares his community-led content strategy. Download the free powerups cheatsheet: https://marketingpowerups.com/051

🎉 About Jimmy Daly

Jimmy Daly is the Co-Founder and CEO of Superpath, one of the largest online communities for content marketers with over 15,000 members. He was previously the VP of Growth at Animalz and Editor-in-Chief at QuickBooks. With over a decade of marketing experience, Jimmy is dedicated to advocating for content marketers and helping them further their careers. Through Superpath, he provides a platform for peer-to-peer conversations, facilitates the sharing of knowledge, and offers transparency into content marketing salaries and career paths.

🕰️ Timestamps and transcript

[00:00:00] The Power of Community in Content Marketing
[00:02:08] How Community Powers Up Content
[00:06:43] Exploring Career Paths in Content Marketing
[00:09:17] Legitimizing the Field of Content Marketing
[00:11:08] The Power of Building Community for Content Marketing
[00:17:12] Building and Nurturing a Content Community
[00:23:03] The Benefits of a Paid Community for Superpath
[00:27:48] The Power of Personal Branding and Content Marketing
[00:30:24] The Power of Publishing Content with Deep Subject Matter Expertise
[00:34:17] The Impact of Content Authority on Sales Calls
[00:35:51] Embrace the Challenges: Advice for Younger Marketers
[00:39:25] Unlocking the Power of Content Marketing

✨ Useful links

• Learn more about the content marketing space with Superpath:https://superpath.co/
• Connect with Jimmy on Linkedin: https://www.linkedin.com/in/jimmydaly/
• Follow Jimmy on Twitter: https://twitter.com/jimmy_daly
• Listen to the Superpath Podcast: https://superpath.co/blog/tag/podcast