marketing careers

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

That's a wrap of the Marketing Powerups Show for 2023! In this special episode, Ramli John shares clips from the top 5 best marketing powerups of the year. Download all 5 powerups cheatsheet for free: https://marketingpowerups.com/050

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🕰️ Timestamps and transcript

• [00:00:00] The 5 Best Marketing Powerups of 2023
• [00:02:02] Buying a Toilet: A Funny Story with April Dunford
• [00:12:46] The Importance of Attention with Ronnie Higgins
• [00:15:31] My Number One Recommended Growth Agency - 42 Agency
• [00:16:23] The Emotional Side of B2B Buying
• [00:18:50] The Power of Branding and Storytelling with Kevan Lee and Shannon Deep
• [00:24:15] A Defensible Content Strategy with Fio Dossetto
• [00:24:23] Leveraging Expertise for Creating Compelling Content
• [00:28:41] Customer Research with Georgiana Laudi
• [00:31:39] Top 6 Marketing Powerups Interviews

Eric Doty, Content Lead at Dock, shares his process and template for onboarding freelance writers to his team. Download the free powerups cheatsheet: https://marketingpowerups.com/049

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But smart marketers from companies like ProfitWell, Teamwork, and Hubdoc aren’t panicking! It’s because they’ve doubled down on sustainable growth, all thanks to 42/Agency (the sponsor of today's newsletter).

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🎉 About Eric Doty

Eric Doty is a content marketing leader with expertise in SEO and working with freelance writers. He currently serves as the Content Lead at Dock, a sales productivity software company.

🕰️ Timestamps and transcript

• [00:00:00] Successful Onboarding of Freelancers
• [00:00:48] Eric Doty on Onboarding Freelancers
• [00:06:52] The Benefits of Onboarding Freelance Writers Efficiently
• [00:11:10] Onboarding Guide for Freelancers at Dock
• [00:18:52] Product-led Content Strategy at Dock
• [00:20:00] 42 Agency: The Strategic Partner for B2B SaaS Companies
• [00:20:49] How to Stand Out as Freelance Writer
• [00:25:08] Defining the Audience's Expertise Level
• [00:29:53] Content Onboarding Guide and SEO Philosophy
• [00:36:49] Building an Onboarding Guide and Workflow for Writers
• [00:39:31] Dock's Content Strategy Focus on Mid-to-Bottom Funnel
• [00:45:13] Career Power Ups: The Builder Mindset
• [00:50:04] Maximizing Value through Comprehensive Leadership
• [00:51:31] Marketing Powerups Podcast Episode Overview

✨ Useful links

• Eric Doty on Linkedin - https://www.linkedin.com/in/edoty/
• Eric Doty's site - ttps://clevercontent.ca/
• LinkedIn post about onboarding freelance writers
• Dock's website - https://www.dock.us/

Christina Garnett, Principal Marketing Manager of Offline Community and Advocacy at HubSpot, shares her hierarchy fo customer delight. Download the free powerups cheatsheet: https://marketingpowerups.com/048

🏆 Sponsored powerup

B2B demand and sales these days have been sloooooow.

But smart marketers from companies like ProfitWell, Teamwork, and Hubdoc aren’t panicking! It’s because they’ve doubled down on sustainable growth, all thanks to 42/Agency (the sponsor of today's newsletter).

They've built a demand gen playbook for generating leads and closed deals for B2B SaaS companies—even during economic uncertainty!

→ Learn 42/Agency's growth playbook. 

🎉 About Christina Garnett

Christina Garnett is the principal marketing manager for offline community and advocacy at HubSpot. She's also the writer and host of the Fan of the Fans newsletter and podcast. She's been featured in AdWeek, The Next Web, Semrush, and more.

🕰️ Timestamps and transcript

[00:00:00] The Hierarchy of User Delight at HubSpot
[00:00:57] Empowering HubSpot's Fandom and Building a Creator Community
[00:07:00] Building Meaningful Brand-Customer Relationships
[00:10:05] 42 Agency - Build a Predictable Revenue Engine
[00:10:54] Turn From Using the Product to The Voice of The Product
[00:11:26] Importance of Retention and Caring Deeply for Customers
[00:14:36] HubSpot: Building a Product Based on a Vibrant Community
[00:20:39] HubSpot's Hub Fans Program with Christina Garnett
[00:22:29] Balancing Automation and Human Touch in Customer Marketing
[00:28:31] UGC: An Underrated Tool for Brand Marketing
[00:29:32] The Power of Community in Driving Business Impact
[00:36:35] Community Engagement at HubSpot
[00:39:55] Understanding the Advocacy Journey
[00:41:23] CCustomer Advocacy Strategies
[00:44:13] Increasing Customer Engagement 
[00:50:09] Career Powerups and Advancement Strategies
[00:55:49] Marketing Powerups with Ramli John

✨ Useful links

• Fan of the Fans website - https://www.fanofthefans.com/
• Christina's LinkedIn Profile - https://www.linkedin.com/in/christinamgarnett/
• Christina's Twitter profile - https://twitter.com/ThatChristinaG/
• HubFans - https://offers.hubspot.com/hubfans

Neal O'Grady, Co-Founder of Demand Curve, shares his 5 C's for un-ignorable content and standing out on social platforms. Download the free powerups cheatsheet: https://marketingpowerups.com/047/

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B2B demand and sales these days have been sloooooow.

But smart marketers from companies like ProfitWell, Teamwork, and Hubdoc aren’t panicking! It’s because they’ve doubled down on sustainable growth, all thanks to 42/Agency (the sponsor of today's newsletter).

They've built a demand gen playbook for generating leads and closed deals for B2B SaaS companies—even during economic uncertainty!

→ Learn 42/Agency's growth playbook. 

🎉 About Neal O'Grady

Neal O'Grady is the co-founder of Demand Curve, a growth marketing agency, and Bell Curve, a Y Combinator-backed startup. He started his career studying mechanical engineering and working as a programmer before transitioning into marketing. 

Though he never held a full-time job, Neal taught himself the skills he needed by taking on freelance projects and continually challenging himself with uncomfortable positions that forced him to learn. This hands-on experience allowed him to develop expertise across multiple areas.  

Neal is passionate about helping others build their personal brands and online presence. He created a popular course called "Un-ignorable Challenge" which shows people how to create compelling content that captures attention. He also actively shares his own marketing and business advice on platforms like LinkedIn, where he has grown a large engaged audience.

🕰️ Timestamps and transcript

• [00:00:00] Neal O'Grady on Becoming Unignorable in Marketing
• [00:00:48] Learning from Demand Curve's Success
• [00:05:11] Credibility in Content Creation 
• [00:09:27] 42 Agency - My Number One Recommended Growth Agency
• [00:14:09] How to Celebrate Success Without Sounding Self-Centered
• [00:18:31] Maximizing the Power of Curiosity in Marketing
• [00:23:56] The Importance of the 5 Cs
• [00:32:48] Discussion on Un-Ignorable Posts 
• [00:37:27] Branding and Building Your Online Presence
• [00:42:16] Career Growth through Skill Optimization
• [00:45:38] Building your Brand Online
• [00:49:02] Unlocking the Best Marketing Frameworks

✨ Useful links

• Neal O'Grady's LinkedIn - https://www.linkedin.com/in/nealogrady/
• Neal O'Grady's Twitter - https://twitter.com/nealogrady
• The Demand Curve website - https://www.demandcurve.com/
• The Un-ignorable challenge - https://www.demandcurve.com/unignorable
• The Demand Curve Newsletter - https://www.demandcurve.com/newsletter

Talia Wolf, Founder of GetUplift, shares her emotional targeting for increasing conversions. Download the free powerups cheatsheet: https://marketingpowerups.com/046/

🏆 Sponsored powerup

B2B demand and sales these days have been sloooooow.

But smart marketers from companies like ProfitWell, Teamwork, and Hubdoc aren’t panicking! It’s because they’ve doubled down on sustainable growth, all thanks to 42/Agency (the sponsor of today's newsletter).

They've built a demand gen playbook for generating leads and closed deals for B2B SaaS companies—even during economic uncertainty!

→ Learn 42/Agency's growth playbook. 

🎉 About Talia Wolf

Talia Wolf is the founder of GetUplift, a full-service consultancy that works with fast-growing, profitable companies like Teamwork, Social Media Examiner, Athlon, and Sprout Social.

She is listed as one of the most influential experts in conversion optimization. She has trained companies all over the world and has taught on stages such as Google, MozCon, CTAconf, Search Love, and many more.

She is an expert in emotional targeting, persuasion, messaging, landing page optimization, mobile optimization, customer experience, customer research, eCommerce optimization, emotional conversion optimization, growth, optimization & analysis.

🕰️ Timestamps and transcript

• [00:00:00] The Role of Emotions in Purchase Decisions
• [00:01:02] B2B Decisions Are Based on Emotion
• [00:04:06] Emotional Triggers in B2B Purchases Decisions
• [00:07:59] Carving Out A Niche In A Crowded Market
• [00:09:29] 42 Agency - My Number One Recommended Growth Agency
• [00:12:09] Discussing Emotional Connection with Product Brands
• [00:14:29] Applying Emotional Targeting in Marketing 
• [00:19:37] Insight Mining Process with Talia Wolf
• [00:22:27] Exploring the Career Journey of Talia Wolf
• [00:29:10] Marketing Powerups Newsletter and Podcast Promotion

✨ Useful links

• Talia's LinkedIn - https://www.linkedin.com/in/taliagw
• The GetUplift website - https://getuplift.co/
• The ultimate guide to emotional targeting - https://getuplift.co/emotional-marketing-and-conversion-rates/

Ty Magnin, CEO at Animalz, shares his 3-tier content strategy that's driven by AI. Download the free powerups cheatsheet: https://marketingpowerups.com/045/

🏆 Sponsored powerup

I want to thank the sponsor of this episode, 42/Agency.

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🎉 About Ty Magnin

Ty Magnin is the CEO of Animalz, a leading content agency. Ty is a software marketing leader with over a decade of experience leading marketing teams at SaaS startups from $0-10M ARR twice. Prior to Animalz, Ty served as Director of Marketing at UiPath, leading the company from $40M to over $1B in revenue and through a successful IPO. He also led marketing at Appcues, establishing the growth flywheel that propelled the company to become a leader in user onboarding. Ty is obsessed with all things marketing, growth and content.

🕰️ Timestamps and transcript

• [00:00:00] AI in Content Creation: A Discussion with Ty Magnin
• [00:00:53] The Power of AI in Content Marketing
• [00:07:57] Discussing SEO Content and the Role of Generative AI
• [00:12:32] 42 Agency - My Number One Recommended Growth Agency
• [00:14:20] Evolution of Content Strategy in Startups
• [00:18:39] Discussing the Content Program at Appcues
• [00:19:40] Discussion on content distribution in SaaS
• [00:20:34] Scaling Content Production at UIPath
• [00:26:08] From Centralized to Decentralized: Content Creation at Appcues
• [00:27:20] Discussion on Three Tiers of Content in B2B Marketing
• [00:28:13] Content Scaling Strategy at UiPath
• [00:29:49] Scaling Up Content Programs
• [00:31:07] Managing Content Programs in a Tech Company
• [00:36:51] Career Powerups with Ty Magnin
• [00:38:57] Balancing career and life with Ty Magnin

In this episode, our host, Leanne Dow-Weimer, dives deep into the strategic mindset and approach to account-based marketing (ABM) with our guest, Corrina Owens. In a thought-provoking conversation with Corrina, they discuss the nuances and challenges of ABM, emphasizing the need for genuine customer understanding and the dangers of overreliance on technology and tools in marketing. From the evolving landscape of the CMO role to the importance of personal well-being in professional performance, this episode will explore the intersection of marketing strategies, personal growth, and redefining success. Stay tuned for a captivating discussion that offers insights into the future of marketing and the power of perseverance.

In this episode, our host, Leanne Dow-Weimer, dives deep into the strategic mindset and approach to account-based marketing (ABM) with our guest, Corrina Owens. In a thought-provoking conversation with Corrina, they discuss the nuances and challenges of ABM, emphasizing the need for genuine customer understanding and the dangers of overreliance on technology and tools in marketing. From the evolving landscape of the CMO role to the importance of personal well-being in professional performance, this episode will explore the intersection of marketing strategies, personal growth, and redefining success. Stay tuned for a captivating discussion that offers insights into the future of marketing and the power of perseverance.

Timestamps

00:02:26 Entrepreneurial journey from marketing to tech space.

00:06:19 Recognized the value of organizational alignment.

00:08:49 Wine and gifts as experimental marketing tactic.

00:11:54 B2B organizations need systematic feedback process.

00:15:28 People jumped into ABM without understanding fundamentals.

00:18:30 Desire for new team structures and strategies.

00:22:40 Trusting intuition leads to seizing opportunities confidently.

00:26:28 Maintain professionalism, but prioritize self-care.

00:28:17 Marketing should integrate with customer interactions for success.

00:33:12 Redefining success, asking important questions, unique perspective.

00:37:01 Saying no in marketing is fundamental for innovation.

00:38:36 Expresses gratitude and signs off with contact details.

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Stewart Hillhouse, Head of Content at Mutiny, shares his conference content playbook. Download free powerups cheatsheet: https://marketingpowerups.com/044/

🏆 Sponsored powerup

I want to thank the sponsor of this episode, 42/Agency.

When you're in scale-up mode, and you have KPIs to hit, the pressure is on to deliver demos and signups.

And it's a lot to handle: demand gen, email sequences, revenue ops, and more! That’s where 42/Agency, founded by my friend Kamil Rextin, can help you.

They’re a strategic partner that’s helped B2B SaaS companies like ProfitWell, Teamwork, Sprout Social and Hubdoc build a predictable revenue engine.

If you’re looking for performance experts and creatives to solve your marketing problems at a fraction of the cost of in-house, look no further.

Go to https://www.42agency.com/ to talk to a strategist to learn how you can build a high-efficiency revenue engine now.

🎉 About Stewart Hillhouse

Stewart Hillhouse is the Head of Content at Mutiny, where he oversees content strategy and creation. With years of experience in B2B marketing, Stewart is passionate about leveraging content and media to drive business results. 

Prior to joining Mutiny, Stewart led content and communications at DemandCurve. He has extensive expertise across content formats, from long-form writing to podcasts, videos, and more. Stewart firmly believes in the power of content to capture attention, change minds, and strengthen relationships. 

🔖 Timestamps
[00:00:00] Maximizing Conference Content with Stuart Hillhouse,
[00:01:09] Modern Content Consumption Patterns and Marketing Strategies
[00:07:29] The Process of Creating Event Interview Style Content for B2B Company
[00:13:26] Leveraging Mobile Devices and Social Strategies for B2B Event Marketing
[00:19:35] The Power of Content Marketing and Creativity in Brand Storytelling
[00:22:54] How to Edit Videos for LinkedIn
[00:24:47] Using Tried and True Techniques From Entertainment for Short Form Video
[00:28:14] Repurposing Content into New Formats
[00:32:42] The Importance of Building a Marketing Skill Set and Network
[00:37:48] Networking and Career Progression
[00:40:45] The Role of Fun and Relationships in Marketing
[00:49:53] Marketing Powerups Episode Wrap Up

✨ Useful links

• Stewart's website: https://stewarthillhouse.com/
• The Mutiny website: https://www.mutinyhq.com/
• Stewart's LinkedIn profile: https://www.linkedin.com/in/stewarthillhouse
• Mutiny's LinkedIn page: https://www.linkedin.com/company/mutinyhq/

Becky Pierson Davidson, Founder of BPD Strategy, shares her community retention playbook that she used to decrease Bossbabe's course refund rate by 6%. Download this episode's powerups cheatsheet.

🏆 Sponsored powerup

I want to thank the sponsor of this episode, 42/Agency.

When you're in scale-up mode, and you have KPIs to hit, the pressure is on to deliver demos and signups.

And it's a lot to handle: demand gen, email sequences, revenue ops, and more! That’s where 42/Agency, founded by my friend Kamil Rextin, can help you.

They’re a strategic partner that’s helped B2B SaaS companies like ProfitWell, Teamwork, Sprout Social and Hubdoc build a predictable revenue engine.

If you’re looking for performance experts and creatives to solve your marketing problems at a fraction of the cost of in-house, look no further.

Go to https://www.42agency.com/ to talk to a strategist to learn how you can build a high-efficiency revenue engine now.

🎉 About Becky Pierson Davidson

Becky Pierson Davidson is a community-driven product strategist and founder of BPD Strategy. She was previously the Head of Product at bossbabe, which served 1000s of ambitious entrepreneurs through courses and their coaching membership. Becky teaches UX Design at General Assembly, leads strategic workshops for product founders, and publishes a weekly newsletter about the intersection of community + product at https://www.beckypierson.com/.

✨ Useful links

• Becky Pierson Davidson's website and newsletter - https://www.beckypierson.com/
• Becky's newsletter issue about brand, consistency, and identity - https://www.beckypierson.com/community-essays/18-grow-your-business-with-a-consistent-brand-experience
• Becky's newsletter issue about retention failure at Bossbabes - https://www.beckypierson.com/community-essays/26-the-retention-fail-i-made-at-bossbabe
• Becky Pierson Davidson on LinkedIn - https://www.linkedin.com/in/beckypierson/
• Becky Pierson Davidon on Instagram - https://www.instagram.com/beckypierson/

Dr. Fio Dossetto, Sr. Content Strategist at Float.com and Founder of the contentfolks newsletter, shares her E.A.S.Y. content framework. Download the free powerups cheatsheet: https://marketingpowerups.com/042

🏆 Sponsored powerup

I want to thank the sponsor of this episode, 42/Agency.

When you're in scale-up mode, and you have KPIs to hit, the pressure is on to deliver demos and signups.

And it's a lot to handle: demand gen, email sequences, revenue ops, and more! That’s where 42/Agency, founded by my friend Kamil Rextin, can help you.

They’re a strategic partner that’s helped B2B SaaS companies like ProfitWell, Teamwork, Sprout Social and Hubdoc build a predictable revenue engine.

If you’re looking for performance experts and creatives to solve your marketing problems at a fraction of the cost of in-house, look no further.

Go to https://www.42agency.com/ to talk to a strategist to learn how you can build a high-efficiency revenue engine now.

🎉 About Fio Dossetto

Dr. Fio Dossetto is the Senior Content Strategist at Float.com and Creator of the contentfolks newsletter.  She has over a decade of experience in content strategy, branding, and marketing. She has worked at companies like Hotjar, ActiveCampaign Postmark, and more. At these companies, she helped set the strategy and ensured content quality across writers and creators. 

🕰️ Timestamps and transcript

• [00:01:03] Discussing Common Mistakes in Content Marketing 
• [00:07:38] Approaching Content Marketing through Expert Interviews
• [00:13:10] 42 Agency — my number one recommended growth agency
• [00:13:52] Riverside FM — my number one recommended video recording call
• [00:14:40] Interview with Fio Dossetto: How to Create Unique and Defensible Content
• [00:17:36] Making Content More Actionable
• [00:22:46] Achieving Simplicity in Content Writing
• [00:27:57] Making Content Distinctiveness
• [00:35:48] The Importance of Building a Network in Content Marketing
• [00:42:05] Fio Dossetto on Building a Professional Network
• [00:46:35] Marketing Powerups Newsletter

✨ Useful links

• Fio's website: https://contentfolks.com/
• LinkedIn: https://www.linkedin.com/in/fiorenzadossetto/
• The contentfolks newsletter: https://contentfolks.substack.com/
• The EASY Content Framework: https://contentfolks.substack.com/p/the-easy-framework
• How to interview customers: https://contentfolks.substack.com/p/how-to-interview-experts