Modern Day Marketer

CEO Jonathan Gandolf sits down with Jeff Rohrs, VP of Brand Marketing at Active Campaign, one of the best marketers in the world, and a recovering attorney and former radio DJ. The two discuss the evolution of B2B marketing and executing on crazy ideas. Jeff’s latest ambitious venture is a 29-hour digital event. Learn to be a more efficient marketer by registering for free for The Active Campaign Leap Day Extravaganza. Link below!

0:00 Introducing Jeff and Active Campaign

7:00 The Active Campaign Leap Day Extravaganza

11:08 Executing on crazy ideas

20:00 Past life as DJ

22:25 Evolution of B2B marketing

29:50 Register for free and get connected

Show Links:

• Register for the ActiveCampaign Leap Day Extravaganza
• Connect with Jeff
• Learn more about ActiveCampaign
• Audience: Marketing in the Age of Subscribers, Fans, and Followers
• Connect with Jonathan
• Learn more about The Juice

Greg Wise is the Co-Founder and Chief Customer Officer at OneScreen.AI. OneScreen helps marketers select, purchase, and measure out-of-home advertising. Today with Jonathan, Greg shares everything he knows about measuring out-of-home advertising and his predictions for B2B marketing in 2024. They also discuss OneScreen’s recent article, "9 Priorities for the Modern B2B Marketer in 2024." Greg will be a speaker at “The Active Campaign Leap Day Extravaganza” on February 29th, and the free registration link is below!

0:00 Introducing Greg and One Screen AI

3:38 Measuring out-of-home advertising

10:16 9 Priorities for the Modern B2B Marketer in 2024

14:50 HubSpot’s playbook

19:13 Testing channels, future of B2B marketing

Show links:

• Connect with Greg Wise
• Learn more about OneScreen.ai
• 9 Priorities for the Modern B2B Marketer in 2024
• The Active Campaign Leap Day Extravaganza
• Connect with Jonathan Gandolf
• Learn more about The Juice

Christian Burne is a WCM Implementation Expert, a Technical Architect, and the CTO and Product Development Manager at Oshyn. He’s been building websites for over twenty years. Oshyn, is a website developing company that specializes in composable DXPs, or digital experience platforms. Christian explains the technical benefits a of composable DXP.

3:10 What is DXP

5:35 Adobe acquisitions

8:00 Defining composable

12:35 Aligning teams

14:35 Benefits of being composable

19:18 Outro

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Follow Christian: | LinkedIn | Oshyn

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Rachel Downey is the CEO and Founder of Share Your Genius, an end-to-end podcast production company that helps brands refine their media strategy. Her tagline is, 'It’s never just a podcast.' Podcasts, the modern-day business card, function as both a channel and content. When devising a media strategy,

consider your primary objective—building a brand, expanding an audience, or generating demand. Once you have clarity on your focus, you can drive the podcast forward accordingly.

2:26 Share Your Genius

4:00 Media-led growth

6:36 Distribution activator

9:35 Strategize based on one focus

14:35 Driving demand with a podcast

18:12 Building a brand with a podcast

23:55 Metrics of success

25:35 Strategies that scale

30:55 Advice to aspirational podcasters

31:41 Outro

Read: The State of Gated vs Ungated Content Report

Follow Rachel: | LinkedIn | Share Your Genius

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Tommy Walker is the Founder of Content Studio, a consultancy for high-growth B2B startups and enterprises. He defines his three axioms of content marketing: premise, content is social currency, and decisions are made in Slack. It's vital that marketers both research their audience's wants and needs and avoid writing condescending content. With a career rich in experience, Tommy is a wealth of knowledge when it comes to B2B marketing done right.

Read: The State of Gated vs Ungated Content Report

Follow Tommy: | LinkedIn | The Content Studio

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What’s the best way to overcome the hurdle of creating video content? To answer this in depth, Brett invites Julia Enthoven. Julia is the CEO and Co-founder of Kapwing, a creative software company that helps companies produce videos. Julia advises hiring a dedicated team member for video, focusing on quantity over quality, creating systems and processes, and seeing what’s working for other companies.

Between AI and other automation tools, there’s lots of ways to expedite the video production process.

1:30 Conversation with Julia

4:51 Growing Kapwing’s channels

5:36 Video quality

8:52 Rise of video and TikTok

15:13 Hiring for video content role

17:00 Overcoming disappointing views

22:01 Scaling up video production

25:50 Role of AI and automation

30:08 Comfortable in front of camera

31:40 Successful integrated strategy

34:23 Outro

Follow Julia: | LinkedIn | Kapwing

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How has personalization has ruined marketing? Let’s chat with Nick Zeckets to find out. Nick is the CEO and Co-Founder at Air Traffic Control, an AI-powered personalization engine that integrates seamlessly with HubSpot. Unfortunately, there’s a lot of vague non-sense when it comes to “personalized” emails. It’s time we take the time to treat prospects like humans and use empathy to truly connect in the business world.

2:00 Conversation with Nick

5:53 Air Traffic Control

8:40 Journey to thesis

18:16 Example of bad marketing

22:19 Empathy

27:34 Strategies

35:05 Evolution of personalization

40:18 Fixing the infection

43:56 Outro

Follow Nick: LinkedIn | Air Traffic Control

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Janet Mesh is the CEO + Co-Founder of Aimtal, a remote integrated marketing agency based in Boston. She’s an expert on how B2B marketers can use YouTube video content to execute an integrated marketing strategy. Producing high quality videos that drive traffic might feel like an overwhelming task, but ripping off the bandaid and rolling with the punches is the best way to start. Alternatively, you can hire an agency like Aimtal to help you on your way!

0:00 Intro

1:40 Janet’s background

6:40 Shifts in video and social

12:20 Getting started

15:20 SparkToro

17:08 How YouTube works

21:10 Integrative video strategy

23:30 Setting expectations

27:50 Adapting to change

30:20 Audience research

36:04 Outro

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Follow Janet: LinkedIn | Aimtal

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There is a right and wrong way to distribute your content in communities. Katarina Andrejević tell us the right way. Katarina is the Customer Advocate at Userlist, an email marketing automation platform for for product-led growth. She shares how she tracks the success of organic traffic, online discussions and community building. Remember—never spam your community and keep the reader in mind.

0:00 Introduction

1:20 Conversation with Katarina

5:25 Roadblocks in distribution

9:00 Keep reader in mind

11:55 Communities

15:40 The right and wrong way

19:40 Tracking

23:05 Success story

27:10 Outro

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Follow Katarian: LinkedIn | Twitter | Userlist

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Jared Robin is the Co-Founder of RevGenius, a large and mighty community of revenue generating sales, marketing, customer success, and revops professionals. Today, he explains how SaaS leaders should think about community. To bring people together and lead a movement, you first need to identify a gap. Jared started RevGenius while he was job hunting and meeting online friends at digital events. He created a LinkedIn group for these like-minded professionals that quickly grew to what it is today. Communities are built on trust and transcend platforms. Having one is the most powerful way to grow a brand.

0:00 Introduction

1:23 Conversation with Jared

4:26 Debunking community building

7:20 Building blocks

10:50 Meeting friends online

15:10 LinkedIn to Slack

16:40 Apollo VS ZoomInfo

20:56 The long game

27:45 Crawl, walk, run

30:00 Sign of success

32:14 Outro

Sign up for RevCon for free on 10/18-10/19

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Follow Jared: LinkedIn | RevGenius

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Sam Holzman is the Content Marketing Manager at Spiff Marketing, a commission-automation platform. Today, he shares how to connect when writing for a new persona, get more engagement, and infuse information with personality. Brett and Sam also discuss his background in journalism and the importance of research and authenticity. Great content should start conversations, spark new ideas, and offer value to the reader.

0:00 Intro

1:25 Introducing Sam and Spiff

3:50 Journalism background

8:50 Writing with personality

14:20 Different personas

16:10 Research

21:10 What does the person want out of this?

26:30 Engagement

29:30 Outro

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Follow Sam: LinkedIn | Spiff

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Michael Londgren is a hyper-growth CMO with an impressive resume that includes Apple, Adobe, Blue Martini, Docusign, Nasdaq, and Seismic. Most recently, he became the CMO at Responsive, formerly RFPIO. Michael explains his reasoning to drive this big rebrand. A company name needs to be memorable and encompass their value proposition. The rebrand went much deeper than a name change, he also recognized a need to align the sales team. Change can be scary, so careful planning and execution were key.

0:00 Intro

1:36 Episode starts

5:12 Michael’s background

6:50 Proposing a rebrand

10:45 Timing, vision, alignment

13:35 Listen to sales team

16:10 Choosing “Responsive”

19:35 Internal to external activation

24:10 Roadblocks and goals of rebrand

30:33 Outro

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Follow Michael: LinkedIn | Responsive

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Emir Atli is the Co-Founder & CRO of HockeyStack, a rapidly growing company that’s standing out from competition in a crowded space. HockeyStack provides revenue attribution analytics for B2B SaaS

companies and currently has 40 customers. Today he shares how he leveraged LinkedIn to scale the company in a short amount of time. He also reveals what he’s looking for in new hires, as they continue

to grow.

0:00 Introduction

1:22 Conversation with Emir

3:04 Attribution

5:35 Navigating feedback & sales demos

8:00 Attribution tracking on LinkedIn

12:20 Advice to marketers

13:00 Networking

15:55 Hiring

16:20 Framework for success

19:23 Outro

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Follow Emir:| LinkedIn | HockeyStack

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Brett invites a SaaS SEO expert who he met through a Jay Acunzo masterclass, Viola Eva. Viola is the Founder and Head of SEM of Flow SEO. She and her team of 14 create SEO strategies to ensure that valuable content doesn’t end up in internet purgatory and gets seen by the addressable market. Today with Brett, they discuss the evolution of AI in search marketing. She also explains “EEAT” and breaks down the 3 pillars of SEO: good technical infrastructure, relevant content, and links for authority.

0:00 Introduction

1:11 Conversation with Viola

3:04 Growing Flow SEO

5:20 Leadership and team dynamic

8:10 Content strategist

11:00 SEO

17:26 3 pillars

18:22 AI

21:00 EEAT—experience, Expertise, Authority, Trust

23:10 New AI tools

30:17 Outro

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Follow Viola:| LinkedIn | Flow SEO

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Scrolling through LinkedIn, it feels like everyone in marketing is transitioning jobs, but what makes a great candidate stand out? Today, Kyle Lacy tells you how to turn left when everyone else is turning right. Kyle Lacy is the CMO at Jellyfish and has an extensive history in marketing and has hired dozens of marketers. Candidates should think creatively, use numbers in their resume, find connections in common, and reach out thoughtfully and intentionally. He shares examples of candidates who went the

extra mile. Approach the job search like you approach accounts based marketing and don’t you dare be boring!

0:00 Introduction

1:42 Conversation with Kyle

3:30 Taking a break

7:08 Job search post

9:00 Successful example

10:30 Hiring process

12:00 Strategies to differentiate

16:20 Best practices and standouts

21:00 Outro

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Follow Kyle:| LinkedIn | Jellyfish

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How can we (the marketers) keep our creativity alive when everything around us tries to kill it? Endless meetings, financial pressures, and time constrains really suck the fun out of work. Luckily, Lindsay McGuire has a tip or two to help. Lindsay is the Associate Director of Content and Campaigns at

Goldcast, a digital events platform. She’s new to the company, but not new to the Indy marketing scene. To stay creative, she does her best to automate repetitive tasks and uses monday.com to stay organized.

Understand your coworkers as people and learn their preferred method of communication. Respect one another’s time and give yourself space to think freely, without distractions.

1:54 Conversation with Lindsey

4:20 Defining creativity

8:20 Standardize your process with tools

13:00 Automate, automate, automate

14:46 Roadblocks to creativity

19:15 Protect your time

22:50 Avoiding conflict

25:55 Making a creative environment

31:48 Closing out

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Follow LindsayI | LinkedIn | Goldcast

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Brett invites Warren Daniels to discuss the criticality of content in the digital economy. Warren is the Chief Marketing Officer at Bynder, a leading digital asset management platform. According to research done at Bynder, 3/4 of tech marketing leaders have either maintained or increased their investment in content this year. The two discuss playing the long game, leveraging AI, roadblocks in content creation, relevancy and consistency, and aligning internally.

1:54 Conversation with Warren

3:50 Career path

7:30 Investing in content

11:00 Playing the long game

13:40 Content operations

17:36 Relevancy and consistency

20:00 AI

23:10 Current challenges, ROI

25:48 Advice to marketer

27:53 Outro

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Follow Warren: | LinkedIn | Bynder

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Sit down and get comfortable for some B2B marketing therapy with local Indianapolis marketer, Justin Keller. Justin is the SVP of Marketing at Drift, an AI-powered conversational platform. After getting an MBA, he helped build up the iconic brand of Sigstr. Today, he discusses the mindset shift from brand to revenue marketing. With the rise of AI automating the revenue pipeline, it will become more important for companies to focus on building brand with the help of creative marketers. Don’t be afraid of being

provocative, creative, and weird.

1:18 Introduction

3:00 Justin’s career

7:10 Building brand at Sigstr

9:20 Driving pipeline

11:45 Justifying brand marketing efforts

13:00 Pivoting at Drift

15:24 Brand VS revenue marketing

16:50 Message to CEOs

20:12 Be provocative, get weird

23:52 In closing

Follow Justin: | LinkedIn | Twitter | Drift

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Palmer Houchins is the Head of Marketing at G2, the largest and most trusted software marketplace. There’s a lot of competition in the B2B software space, so it’s essential to clearly frame and define your ROI story for your customers, both qualitatively and quantitatively. To do this, you need to truly understand who your ideal customer is and their goals. Palmer suggests creating an ROI calculator and

obtaining social proof. Define the ROI story. Align internally. Then, go tell it externally.

1:01 Introducing

3:45 Software-buying behavior

5:25 Timeline

7:45 Internal collaboration

9:42 Committee approach

11:15 Qualitative & quantitative

14:00 Internal & external approach

15:50 Social proof

17:54 Feedback

19:15 Specific examples

24:16 Outro

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Follow Palmer: | LinkedIn | G2

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Jonathan Gandolf gives his CEO perspective on vision setting and the idea of “curation over creation.” Brands that pump out new content every day or week can prevent their work from getting buried in “internet purgatory” by utilizing The Juice. Rather than focusing on quantity and speed, focus instead on quality, specificity, curation, seasonality, and repurposing. Brett and Jonathan also talk about AI, NRR

(Net Revenue Retention), and the long-game.

0:00 Introduction

0:59 Conversion with JG

4:55 Curation

8:00 Brands

11:25 Slow down

13:10 From Boring to Binge-able

15:40 NRR (Net Revenue Retention)

19:10 Short term (Google ads) VS long game (curation)

23:10 Road map and AI

25:00 Outro

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Follow Jonathan: | LinkedIn | Twitter

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Follow Brett:| Twitter | LinkedIn