11 episodes

The Changemakers podcast is a series of chats with leading marketers across Europe and the US at what we like to call changemaker brands - businesses on a mission to change the world for the better through technology. We want to find out the role that creativity plays in helping them to communicate the benefits of their technology.

Hosted by creative agency, Shaped By.

Don't forget to subscribe and follow us on social!

LinkedIn - https://www.linkedin.com/company/shaped-by
Twitter - https://twitter.com/shaped_by_
Instagram - https://www.instagram.com/shaped_by_/

The Changemakers Shaped By

    • Business
    • 5.0 • 1 Rating

The Changemakers podcast is a series of chats with leading marketers across Europe and the US at what we like to call changemaker brands - businesses on a mission to change the world for the better through technology. We want to find out the role that creativity plays in helping them to communicate the benefits of their technology.

Hosted by creative agency, Shaped By.

Don't forget to subscribe and follow us on social!

LinkedIn - https://www.linkedin.com/company/shaped-by
Twitter - https://twitter.com/shaped_by_
Instagram - https://www.instagram.com/shaped_by_/

    Why a culture of creativity really matters: Lee Mincy, Gong

    Why a culture of creativity really matters: Lee Mincy, Gong

    Lee is Director of Brand and Creative at Gong, a revenue intelligence platform used by over 2000 companies including Paychex, PayPal, Hubspot, LinkedIn, MuleSoft, Shopify, Slack, SproutSocial, Twilio, and Zillow.
    Our conversation comes at an exciting time creatively for Gong, having recently undergone a rebrand and ran a Super Bowl ad!
    We talk about the challenges and rewards of working in creative for a tech company, the reasoning behind Gong’s recent rebrand, and much more…
    Listen as we discuss:
    The importance of building a brand framework
    Why Gong chose to rebrand and the rebranding process
    How Gong’s creative team developed its Super Bowl ad
    Using storytelling to differentiate your marketing
    Why B2B marketing doesn’t have to be boring



    Timestamps
    (02:37) – Lee’s career to date
    (05:08) – The challenges of working in creative at a tech company
    (06:58) – What attracted Lee to his role at Gong?
    (08:25) – What was the reason for the Gong rebrand?
    (10:31) – Gong's rebranding process
    (11:42) - Limiting the number of rebrand decision-makers
    (12:22) - The evolution of logos in tech
    (14:26) – Gong’s Super Bowl ad
    (16:46) – Are B2B brands becoming more open to using humour in their marketing?
    (20:10) – Using LinkedIn to be provocative
    (22:20) – What is Gong?
    (24:05) – How challenging is it to create a visual identity that differentiates a brand in the marketplace?
    (28:32) – The importance of differentiating your brand
    (29:42) – Is there a set rebrand process or is every case different?
    (35:05) – A project or campaign Lee is more proud of than any other…


    Follow Lee on LinkedIn: https://www.linkedin.com/in/leemincy/


    Don’t forget to subscribe to our Changemaker podcast for new episodes.


    If you’re interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

    • 37 min
    Crossing the sales and marketing divide: Ben Bulpett, SailPoint

    Crossing the sales and marketing divide: Ben Bulpett, SailPoint

    In this episode, we speak to a man who has bravely crossed the divide between sales and marketing. So are there similarities? What makes each department tick? How can they get on better?
    Ben is EMEA Marketing Director at SailPoint, a market leader in identity security for the modern enterprise.


    He has over 30 years of experience in customer and partner success within the Cybersecurity and Enterprise Software arena, and his work has taken him across Europe, the Middle East, Africa and America. Having worked at enterprise companies like Oracle and Symantec, as well as start-ups, it’s safe to say he knows his stuff.


    Tune in to hear Ben talk about his son wanting him to sponsor the England football team, how he bridges the gap between sales and marketing, being scared witless at accepting the role, building his knowledge, balancing intent intelligence with customer understanding, the power of un-gating your content and much more.



    Timestamps
    (00:46) - Who is Ben Bulpett
    (04:15) – Selling services and consultancy vs product and licenses
    (05:41) – The SailPoint journey
    (08:36) – Involving sales leaders on the marketing journey and getting buy-in
    (10:21) – Making the leap from sales to marketing leadership
    (15:02) – How the B2B buying process has changed the relationship between sales and marketing
    (17:33) – Balancing intent intelligence and understanding your buyer
    (19:47) – Un-gating your content increases demand and rapport
    (30:11) – How to build those close relationships with sales
    (32:41) – The benefits of immersing yourself in other areas of the business
    (38:58) – What is one campaign or project that you are most proud of?


    Follow Ben on LinkedIn: https://www.linkedin.com/in/benbulpett/


    Don’t forget to subscribe to our Changemaker podcast for new episodes.

    • 41 min
    The power of personas: Frida Ahrenby, GetAccept

    The power of personas: Frida Ahrenby, GetAccept

    Frida Ahrenby is CMO at GetAccept, a digital sales room platform on a mission to radically redefine the way companies run sales. In her role, she’s responsible for the company’s global marketing strategy and execution in all markets.
    Having grown the marketing team from three people to 25 over the past two and a half years, our chat with Frida comes at a really exciting time for GetAccept. It’s a wide-ranging chinwag, covering category creation, personal branding, and - most importantly - the power of hyper-relevant customer personas.
    Listen as we discuss:
    • How to create detailed customer personas
    • Learning and evolving personas for your marketing
    • How brand creates demand
    • Encouraging employee advocacy and personal branding
    • What makes an effective leader in the B2B SAAS world
    Follow Frida on LinkedIn: https://www.linkedin.com/in/frida-ahrenby-215353/


    Don’t forget to subscribe to our Changemakers podcast for new episodes.


    If you’re interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

    • 40 min
    The B2B marketing content conundrum: Ardath Albee, Marketing Interactions

    The B2B marketing content conundrum: Ardath Albee, Marketing Interactions

    Ardath is CEO and B2B Marketing Strategist at Marketing Interactions.
    She is a titan in the B2B marketing world with over 30 years of experience in business management and marketing as well the author of two books. It’s a journey that took her from starting as a consultant for her sister's marketing tech platform to now working with enterprise tech companies like Gong, Cisco Meraki and Dell Secureworks.
    Ardath helps them with the thorny issue of content marketing, specifically with the goal of creating something that resonates. She argues that technology has wrestled back the power of buyers to customers in the way they buy. You need to create deeper connections with customers and generate higher demand from qualified, sales-ready prospects thanks to highly targeted, hard-hitting, personalised communications.
    In this episode, we dive into the world of content and specifically what makes it good. We discuss how multiple pieces of it weave together to form a narrative that engages people and helps to drive momentum.
    Listen as we also discuss:
    How to break down internal silos and get different marketing teams all pulling in the same direction
    Why we need to "get out of our own way" and create content that truly solves buyers' problems
    The art of connecting a specific problem to part of the buying process
    How selling tech is different from selling services – a more contextual relationship
    The challenges at enterprise level of layers and approvals for marketing
    Why you're giving your customers "whiplash" by separating out brand and demand-gen content

    Follow Ardath on LinkedIn:
    https://www.linkedin.com/in/ardathalbee/ (https://www.linkedin.com/in/ardathalbee/)
    Check out her Marketing Interactions blog:
    https://marketinginteractions.com/blog/ (https://marketinginteractions.com/blog/)
    And lastly don’t forget to subscribe or follow our Changemaker podcast for new episodes.
    If you’re interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

    • 37 min
    Balancing brand and creativity: Kathryn Thomas, Box

    Balancing brand and creativity: Kathryn Thomas, Box

    Kathryn is Director of EMEA Marketing at Box.
    She has risen through the ranks in the marketing department at Box and has 10 years of experience working in tech marketing in the US and UK. Before joining Box, she worked at Dell EMC and also agency side as a B2B marketing specialist giving her a view of processes and areas she recreated at Box.
    Box is a Cloud Content Management company that can call 68% of the Fortune 500 and 97,000 companies their customers. One of their values is to blow their customers’ minds every day, and this helps to create an environment of experimentation and creativity.
    At a time of growth over the last few years, we talk about how you can encourage creativity while controlling it, how marketers can get too tech happy, and the fundamentals marketers need to focus on for success.


    Listen as we also discuss:
    • How Field Marketing has evolved
    • The nuances, maturity, and challenges of different markets
    • Some of the issues that a demand gen approach and educating the market
    • How customer understanding is pivotal to success as a marketer, and how they launched a research team internally
    • The balance of experimentation and creativity while protecting the brand
    • The skills she values in her marketing team


    Follow Kathryn on LinkedIn:
    https://www.linkedin.com/in/kathryn-thomas-415b1a4b/


    Don’t forget to subscribe to our Changemaker podcast for new episodes.


    If you’re interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

    • 34 min
    Social media for B2B brands: Luke Brynley-Jones, OST Marketing

    Social media for B2B brands: Luke Brynley-Jones, OST Marketing

    Luke is the founder and managing director of OST Marketing, a B2B social media agency.
    With a wealth of experience, Luke is an expert B2B social media strategist. From creating an online community for people with epilepsy to launching his own social networks and even running conferences across the US and Europe, featuring many of the early leaders in social media - Luke is a leader in his field.
    OST Marketing is a multi-award-winning team behind some of the world’s most successful B2B brands on social media. Operating in eight countries and languages, their current client roster includes Salesforce, Gett, Bayer, and Infosys.
    Listen as we discuss:
    • The differences between B2B and B2C approaches to social media
    • How important personal brands are on social channels
    • Trends that B2B marketers should be aware of
    • The value of community and staff advocacy
    • Setting a meaningful social measurement framework that works for you
    Follow Luke on LinkedIn: https://www.linkedin.com/in/lukebrynleyjones/
    Don’t forget to subscribe and review the Changemaker podcast!
    If you’re interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

    • 26 min

Customer Reviews

5.0 out of 5
1 Rating

1 Rating

Top Podcasts In Business

Steven Bartlett
TED Audio Collective / Youngme Moon, Mihir Desai, & Felix Oberholzer-Gee
HBR Presents / Muriel Wilkins
This is Money
Tim Ferriss: Bestselling Author, Human Guinea Pig
TED