Beyond the Brief

Model B
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The Beyond the Brief podcast connects with the world's most interesting marketers to dig into where they find unique insights and work through real-world problems on their path to producing great work that works.

  1. 30. jun.

    G2's Strategic Edge: Harnessing Customer Voice in B2B Software & AI

    Unlock how G2 leverages customer reviews as a strategic pillar in the fast-evolving B2B landscape. Palmer Houchens, VP of Marketing, shares insights on trust signals, recency and clarity in reviews, internal team alignment, and innovative partnerships shaping market influence. In this episode: Palmer’s journey from music entertainment to B2B SaaS marketing leadershipThe origin story of G2 and its mission to build customer trust through reviewsHow recency and clarity of reviews influence B2B decision-makingNavigating corporate policies on reviews and testimonialsThe role of customer reviews in post-sale retention and renewal insightsIntegrating buyer intent data with customer reviews for sales optimizationBuilding and leveraging partner ecosystems to enhance market presenceThe significance of real-time, bottoms-up feedback versus traditional researchG2’s strategic acquisitions to expand review volumes and category coverageEmerging tools like G2’s API integration to boost data accessibility Timestamps: 00:00 - Introduction to Palmer Houchens and G2’s mission 02:28 - Palmer’s career path from journalism to marketing leadership 05:11 - Lessons from the music and entertainment industry 09:54 - The origin of G2 and its customer trust philosophy 12:30 - Importance of recency and clarity in reviews 15:06 - Handling corporate compliance and testimonial policies 17:22 - Using reviews for customer retention and early warning signals 19:11 - Managing negative reviews and feedback response 20:04 - The marketing buying committee and ‘social proof’ influence 21:50 - Building internal advocacy through review insights 29:50 - G2’s competitive stance versus traditional research firms 32:13 - Partner ecosystem and integrations with other platforms 35:21 - Impact of AI models on trust signals and reviews 39:33 - Recent acquisitions and their strategic impact 41:59 - Launch of G2's new API product for review integration 42:49 - Closing thoughts and ways to connect with Palmer Resources & Links: G2 Official WebsitePalmer Houchens LinkedInG2 API PlatformCapterraG2 Acquisition Announcement

    44 min.

  2. 29. jun.

    Navigating Global Growth and Brand Differentiation with Paula Mejia of WIX

    Discover how WIX's Vice President of Marketing, Paula Mejia, leverages agility, product innovation, and cultural insights to drive global growth and brand strength. This episode offers a behind-the-scenes look at marketing strategies that are adaptable, data-driven, and deeply customer-centric. In this episode: Paula's unconventional career path from international relations to tech marketingHow WIX stays nimble and responsive in a fast-changing marketplaceThe importance of product-led marketing and brand positioning beyond price competitionThe organization’s approach to cross-functional collaboration without traditional processesUnique insights into localizing marketing efforts for diverse markets like Japan and GermanyStrategies for cultivating community and user-generated content at scaleThe evolving role of AI and LLMs in SEO, website visibility, and customer insightsHow WIX manages brand perception across social platforms and review sitesThe significance of experimentation, speed, and data in marketing decisionsMentors and personal experiences shaping Paula's leadership journey Timestamps:  00:00 - Introduction to Paula Mejia and her role at WIX 01:15 - Paula's journey from academia to marketing leadership 03:30 - Transition from strategic consulting to tech marketing 06:00 - The essence of WIX's agility and market responsiveness 09:45 - Building a strong brand beyond price competition 13:00 - Collaboration and alignment within WIX’s organizational structure 16:00 - Localized marketing strategies for Japan and Europe 20:00 - Community building and leveraging user stories 23:30 - The impact of AI and search optimization on WIX’s ecosystem 26:00 - Creative campaigns and the role of Harmony AI tools 29:00 - Data-driven experimentation and fast iteration in marketing 32:15 - Managing brand perception on social and review platforms 36:00 - Cultural nuances and market-specific branding in Japan and Germany 39:00 - Partner programs and community engagement strategies 41:00 - The role of memberships and communities like Harley Owners Group 44:00 - Embracing AI evolution and supporting the shift in website visibility 48:00 - Upcoming initiatives and leadership lessons from Paula 50:00 - Closing thoughts and personal insights from Paula Resources & Links: WIX Official WebsitePaula Mejia - LinkedIn

    52 min.

  3. 16. jun.

    Promise, Deliver, Repeat: Hillery Shay's Case for Owning the Whole Experience

    Summary In this episode, Hillery Shay, Chief Marketing & Experience Officer at Children's Minnesota, shares her journey from fine arts photography to healthcare marketing, emphasizing the importance of storytelling, experience, and community engagement in healthcare. Discover how her innovative strategies and leadership are transforming pediatric care and hospital branding. Keywords Healthcare Marketing, Pediatric Care, Experience Design, Community Engagement, Brand Strategy, Children's Minnesota, Storytelling, Patient Experience, Healthcare Leadership Key  topics Hillery Shay's career journey from photography to healthcare marketing The importance of storytelling and experience in healthcare Strategies for community engagement and brand differentiation in pediatric care Sound bites "Kids are not little adults; they go through transformations." "Experience in healthcare is about what people feel and live." "Look through every lens in the bag to see every perspective." Chapters 00:00 The Journey of a Storyteller 02:49 Children's Minnesota: An Independent Pediatric Care Provider 05:46 Navigating Challenges Post-Pandemic 08:41 Building a Culture of Experience and Equity 11:54 The Role of Marketing in Pediatric Care 14:47 Establishing Expertise and Community Trust 22:51 Navigating Pediatric Healthcare: The Importance of Wayfinding 27:45 Transforming Marketing in Healthcare: A New Approach 30:31 Building Relationships with Physicians: Effective Communication 35:02 The 'Raise Them Up' Campaign: Unifying Community Efforts 40:18 Devotion to Children: The Next Phase of Engagement 41:53 Mentorship and Leadership: Lessons Learned Resources Children's Minnesota - https://www.childrensMN.org/ Haverford College Special Collections - https://www.haverford.edu/ Hillery Shay’s LinkedIn - https://www.linkedin.com/in/hilleryshea/

    1 min.

  4. 10. jun.

    The Learner Is the Story: Kyle Lacy on the Reframe That Unlocked Docebo's Brand

    In this episode, Kyle Lacy, Chief Marketing Officer at Docebo, shares his incredible journey from digital design to leading a public learning platform. He explores how organizations can unlock human potential through hyper-personalized, scalable learning ecosystems powered by AI, and the importance of shifting from traditional training models to continuous, context-aware development. Whether you're in HR, learning & development, or marketing, this episode offers sharp insights into future-proofing talent in an AI-driven world. Chapters 00:00 - Introduction to Kyle Lacy and his journey  01:30 - Transition to ExactTarget and SaaS leadership  02:50 - Growth at Lessonly and Seismic, and transition to Docebo  03:45 - Docebo’s mission and focus on skills development  04:50 - Kyle’s thoughts on writing books and their relevance today  06:07 - The evolution of marketing and the value of credibility via authorship  07:49 - Reflection on outdated marketing books and current tech landscape  09:05 - The origin of Docebo’s name and cultural ties  09:56 - Market segmentation for learning platforms  10:48 - Understanding the client’s buying committee  12:06 - The concept of skills currency and workforce planning  13:12 - The inadequacy of traditional talent management systems  14:49 - The importance of hyper-personalized learning paths  15:47 - Strategic messaging: industry focus and core value proposition  16:16 - The role of AI in creating and licensing content  17:35 - Managing external content and tracking informal learning  18:26 - Supporting organizational culture through personalized learning  19:11 - UX considerations and content delivery strategies 20:50 - Simplifying messaging: “Never stop learning”  21:20 - Building competitive advantage through human capital  22:22 - Making learning content inclusive (universities, non-profits) 23:51 - Improving creative briefs through real-time insights  25:02 - The learner as the core story of brand transformation  26:04 - Learning happening everywhere: practical examples  27:26 - The ongoing nature of learning beyond formal education 30:14 - The power of human-first campaigns  31:25 - Maintaining human impact amid speed and technology  32:15 - The key to relevant marketing: experience and human connection  32:55 - The importance of service and trust in customer relationships  33:17 - Kyle’s reflections on youth, mentorship, and community building  36:01 - Acknowledging mentors and the value of community  37:12 - Upcoming initiatives at Docebo, including Inspire conference  38:06 - Kyle’s fun fact about his books’ success abroad 40:05 - Closing thoughts: embracing continuous learning and community Links: Kyle’s Book: “Branding Yourself”Docebo’s Official WebsiteKyle’s LinkedInKyle's Twitter

    41 min.

  5. 3. jun.

    Proof of You: Ariel Wengroff on Ownership in the Age of AI

    Summary In this episode, Ariel Wengroff, EVP of Communications and Marketing at Ledger, shares her unconventional career journey from politics to media to blockchain. She discusses the importance of digital identity, ownership, and control in the evolving digital landscape, and how Ledger is shaping the future of secure digital assets and identity management. Keywords Digital Identity, Blockchain, Ledger, Creator Economy, Digital Ownership, AI, Cryptocurrency, Digital Security, Innovation, Future of Tech Key  topics Digital identity and ownership Ledger's role in securing digital assets The creator economy and blockchain AI's impact on scarcity and control Chapters 00:00 Ariel Wengroff's Journey to Ledger 05:12 The Evolution of Digital Identity and Ownership 09:44 The Intersection of AI and Blockchain 15:10 Understanding Ledger's Customer Base 20:05 Connecting the Creative Community 24:59 Rebranding Ledger for a Broader Audience 25:29 Building a Brand with Authority and Legacy 26:51 Cultural Relevance and Authentic Marketing 28:37 Embracing Mistakes and Iteration in Marketing 31:45 The Role of AI in Brand Innovation 33:06 Global Strategies with Local Relevance 35:05 Creative Collaborations and Community Engagement 39:28 Partnerships and Authentic Brand Representation 42:45 Exciting Future Announcements for Ledger

    46 min.

  6. 20. maj

    Beyond the Speeds and Feeds: Alexis Crowell on Solving the "Rock Potato" AI Problem

    Summary Join us as Alexis Crowell, Chief Marketing Officer & General Manager of the Americas at Axelera AI, shares details about her rich international career, insights into leadership, AI, and cultural nuances in global markets, and how to build successful businesses. Discover how her diverse experiences shape her approach to innovation and market strategy. Keywords AI, leadership, global markets, business strategy, innovation, cultural intelligence, inference technology, community building, tech industry, Beyond the Brief Key  topics Alexis Crowell's international career journey The role of cultural understanding in global markets AI inference technology and edge computing Building community and partnerships in tech Leadership lessons from a global tech executive Guest Name - Alexis Crowell Chapters 00:00 Introduction to Alexis Crowell 04:26 Alexis's Journey and Career Path 09:14 Lessons from Sports and Resilience 12:00 Transitioning from Intel to Axelera AI 18:11 Understanding the Market and Customer Needs 24:01 Building Community and Partnerships 27:34 Cultural Nuances in Global Marketing 32:20 The Future of Inference in AI 38:56 Understanding AI's Role in Business 44:11 Navigating AI Implementation Challenges 49:16 Reflections on Career and Growth Resources Axelera AI - https://www.Axelera.ai Ohio Northern University - https://www.onu.edu University of Pittsburgh Katz Graduate School of Business - https://www.katz.pitt.edu Intel - https://www.intel.com Guest link LinkedIn - https://www.linkedin.com/in/alexiscrowell

    53 min.

  7. 18. maj

    The Death of Gated Content and the Rise of AI-Optimized B2B Marketing

    Summary In this episode, Londonne Corder, Chief Marketing Officer at Outrider, shares insights on autonomous yard operations, the evolution of marketing strategies in emerging tech, and the importance of responsible innovation. Discover how Outrider is transforming logistics with electric and autonomous vehicles, and learn key lessons from Londonne's diverse career journey. Keywords autonomous yard operations, logistics innovation, electric vehicles, marketing strategy, emerging tech, supply chain, AI, B2B marketing, safety in automation, partnership ecosystem Key topics Autonomous yard operations and safety Electric vehicle integration and sustainability Evolving marketing strategies in emerging tech Guest name Londonne Corder Sound bites "Londonne, welcome to the show." "The buying committee is evolving rapidly." "A semi-competitive gymnast in my past." Chapters 00:00 Introduction to Londonne Corder and Outrider 02:54 Londonne's Unique Marketing Journey 05:59 Understanding Distribution Yards and Automation 09:05 Safety First: Lessons from Autonomous Vehicles 11:57 Evolving Buyer Committees and Sales Strategies 14:49 Responsible Deployment of Autonomy 18:09 Electric Vehicle Integration and Partnerships 20:48 ROI and Customer Testimonials 23:33 Partner Ecosystem and Integration 26:54 Marketing Focus and Sales Enablement 29:55 Website Evolution and AI Integration 32:34 Brand Identity and Messaging 35:39 Company Origins and Future Directions 38:47 Mentorship and Giving Back 41:45 Personal Insights and Closing Remarks Resources Outrider Official Website - https://www.outrider.com Lewis and Clark Expedition - https://en.wikipedia.org/wiki/Lewis_and_Clark_Expedition Guest link LinkedIn - https://www.linkedin.com/in/LondonneCorder

    47 min.

  8. 8. maj

    How Torani Turns Moments Into Flavor - Insights from Dean Veurink 

    How Torani Turns Moments Into Flavor - Insights from Dean Veurink  Summary Join us as Dean Veurink, VP of Marketing and Product Innovation at Torani, shares his 25-year journey in food and beverage marketing. Discover how strategic insights, segmentation, and experiential marketing drive innovation and growth in the flavor industry. Keywords food and beverage marketing, product innovation, consumer insights, flavor industry, brand growth, experiential marketing, segmentation, Torani, foodservice, retail Key  topics Consumer segmentation and insights for innovation Role of experiential marketing and brand experiences Strategic growth and scaling in the food and beverage industry Sound bites "Marketing works when done right" "Listening and iterating with consumers" "Thicker sauces add mouthfeel to beverages" Chapters 00:00 Introduction to Dean Veurink and Torani 00:29 Dean's Career Journey in Food and Beverage Marketing 05:14 Insights on Market Research and Consumer Needs 10:28 Innovation Strategies and Product Development 14:26 Understanding Torani's Product Range and Market Positioning 19:17 The Importance of Packaging and Consumer Experience 21:08 Building Brand Awareness and Consumer Engagement 24:00 Target Audience and Evolving Consumer Preferences 25:19 Navigating Hyper Growth and Strategic Changes 27:20 Experiential Marketing and Brand Activations 31:00 Partnerships and Collaborations in the Beverage Industry 35:50 The Torani Brand Story and Future Vision Resources & Guest Links Torani Official Website - https://Torani.com LinkedIn - https://linkedin.com/in/deanveruink Twitter - https://twitter.com/deanveruink

    45 min.
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Om

The Beyond the Brief podcast connects with the world's most interesting marketers to dig into where they find unique insights and work through real-world problems on their path to producing great work that works.

Oplysninger

  • Skaber
    Model B
  • Aktive år
    2025 - 2026
  • Episoder
    41
  • Vurdering
    Ikke anstødeligt
  • Copyright
    © 2026 Model B
  • Websted for serie
    Beyond the Brief
  • Leverandør