360 episodes

The Marketer’s Journey is a podcast dedicated to learning from senior marketing executives including the career journey they’ve taken and the buyer journey they set their customers on. Each week we speak to a senior marketer and learn whether it was luck, hustle or a combo of the two that propelled them to their latest post. We then discover how they engage their current and future customers on a path that is similarly planned but adaptive. The Marketer’s Journey features amazing conversations with marketing leaders who share how to attract and convert leads with personalization for the entire buyer journey.

Each episode will cover topics like digital marketing, demand generation, account-based marketing, sales enablement, content marketing, inbound marketing, martech, leveraging technology, and content experience.

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The Marketer’s Journey is a podcast dedicated to learning from senior marketing executives including the career journey they’ve taken and the buyer journey they set their customers on. Each week we speak to a senior marketer and learn whether it was luck, hustle or a combo of the two that propelled them to their latest post. We then discover how they engage their current and future customers on a path that is similarly planned but adaptive. The Marketer’s Journey features amazing conversations with marketing leaders who share how to attract and convert leads with personalization for the entire buyer journey.

Each episode will cover topics like digital marketing, demand generation, account-based marketing, sales enablement, content marketing, inbound marketing, martech, leveraging technology, and content experience.

    Ep #132: Strategic Positioning is Key to Relevance with Customers w/ Tom Butta

    Ep #132: Strategic Positioning is Key to Relevance with Customers w/ Tom Butta

    On this episode of The Marketer’s Journey, I interview Tom Butta, CMO and Chief Strategy  Officer (CSO) at Airship. As someone who’s held almost 10 different CMO roles throughout his career, Tom’s learned a thing or two about positioning a brand in the market along the way. Tom shares his tricks of the trade from a leadership perspective and explains what it takes to be an effective CSO.


    Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!


    Key takeaways from this episode:
    Being a great CSO means taking a strategic approach to marketing. For Tom, the CSO role begins with positioning the company effectively within the market and clearly articulating its vision. The role of the CSO and the CMO, then, is to find alignment behind the company strategy, bringing it to life through each interaction within the ecosystem.Work with challenger brands. Since the beginning of his career, Tom has been drawn to working with what he calls “challenger brands,” companies that are shaking up the status quo and disrupting a space by thinking outside of the box. By doing this, he’s been able to carve his own unique career path and gain experience that sets him apart from the crowd.Walk your talk. Tom argues that excellent marketing really begins within the organization. Companies need to first ensure they’re truly delivering on their value proposition before they focus on marketing efforts because, otherwise, it’s just “fake news,” as Tom says. This is one reason why he spends so much time with the product team at Airship—so he can develop a solid understanding of the product and the value it brings to customers.

    Learn more about Airship here: https://www.airship.com/ 
    Learn more about Tom here: https://www.linkedin.com/in/tombutta/

    • 34 min
    Ep #131: Why Segmentation Starts with Brand Positioning w/ Carin Van Vuuren, CMO at Greenhouse

    Ep #131: Why Segmentation Starts with Brand Positioning w/ Carin Van Vuuren, CMO at Greenhouse

    On this episode of The Marketer’s Journey, I interview Carin Van Vuuren, CMO at Greenhouse Software, a high-growth organization operating in the recruitment space. Carin describes how when she first joined the team at Greenhouse, she was challenged with going upmarket, entering into an entirely different segment. She explains why marketers need to take a different approach depending on if they’re targeting SMBs or enterprises, and she shares the simple segmentation strategy that works for her team.


    Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!


    Key takeaways from this episode:
    C-level executives should prioritize hiring. Carin believes that hiring is the most important job for every business leader, so strong partnerships between a recruiter and a c-level executive is crucial. She recommends that CEOs and CMOs stay involved in the hiring process from beginning to end because building the right team is so essential. For any rebrand, team buy-in is essential. Carin notes that one of her first challenges as Greenhouse’s CMO was to elevate the brand to ensure it reflected the sort of company that large enterprises would feel comfortable partnering with. From the beginning, she knew that uniting the entire organization through one aligned vision and getting clear on their brand promise would be critical.Take leadership notes from the bees. As a former beekeeper, Carin says that many of the best lessons she’s learned about leadership have come from observing the behavior of bees. For example, the queen bee is first and foremost a servant leader, which means she always puts the hive first rather than prioritizing her own interests.

    Learn more about Greenhouse Software here: https://www.greenhouse.com/ 
    Learn more about Carin here: https://www.linkedin.com/in/carinvanvuuren/

    • 34 min
    Ep #130: Reinventing Your Event Strategy Post-Pandemic w/ Ran Avrahamy, CMO at AppsFlyer

    Ep #130: Reinventing Your Event Strategy Post-Pandemic w/ Ran Avrahamy, CMO at AppsFlyer

    On this episode of The Marketer’s Journey, I interview Ran Avrahamy, CMO at AppsFlyer. Our discussion reminded me that as long as you're consistently learning and challenging yourself, then being comfortable in your role isn’t always such a bad thing. One of the main themes from this episode is the need to reinvent yourself and your strategy as a marketer, and specifically, how marketers can do this with events in a post-COVID world. 


    Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!


    Key takeaways from this episode:
    Strike a balance between growth and comfort. Ran points out that the term “comfort zone” tends to come along with some negative connotations, but it’s not necessarily a terrible thing to be comfortable in your role. It’s best to find the balance between feeling comfortable and consistently learning new things so you can continue progressing throughout your career.Reinvent yourself at least once a year. As we head into 2023, there’s no better time to take stock of your life and determine what you need to change in order to improve as a marketer. Ran says he commits to reinventing himself every year, which can mean pushing yourself professionally—or seeking fresh inspiration in your personal life.When it comes to events, it’s all about impact. Ran mentions that a core pillar of AppFlyer’s strategy in 2023 will be events, and they’re likely to make a big comeback in the new year. That said, he cautions listeners that it’s not always about the size or scale of an event. The quality of your impact and the connections you make with your audience is often more important.

    Learn more about AppsFlyer here: https://www.appsflyer.com/ 
    Learn more about Ran here: https://www.linkedin.com/in/ranavrahamy/?originalSubdomain=il

    • 30 min
    Ep #129: How to Target the Right Audience by Unifying Customer Data w/ Megan McDonagh

    Ep #129: How to Target the Right Audience by Unifying Customer Data w/ Megan McDonagh

    On this episode of The Marketer’s Journey, I interview Megan McDonagh, CMO at Amperity, a customer data platform (CDP). Having spent more than 20 years at Intel Corporation, Megan had some wise words to share about the different opportunities she’s encountered throughout her career that have led her to her role as CMO today. Megan also unpacks the need for marketers to unify and understand our buyers and their diverse channel interactions to deliver a more personalized experience.


    Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!


    Key takeaways from this episode:
    Consider your impact. When Megan was looking to make the jump into her next CMO role, she prioritized choosing a company solving big problems on a big scale. It was important to take a glimpse into the future to understand the company’s growth trajectory and just how she could make a powerful impact as CMO.Unify customer data. At Amperity, Megan works with lots of B2C companies that tend to be owned by a single parent company. In cases like these, there’s a strong need to unify their customer data from multiple sources, so they can market to different customers across various brands. That’s where a CDP like Amperity comes in as a clutch tool for helping them understand their customers inside and out. Prioritize personalization. One of the major themes that emerged from my conversation with Megan was personalization. Customers today expect a personalized experience that demonstrates a brand’s commitment to understanding them and their needs. Marketers should be focused on creating a tailored experience with every piece of content they share.

    Learn more about Amperity here: https://amperity.com/ 
    Learn more about Megan here: https://www.linkedin.com/in/meganmcdonagh/

    • 31 min
    Ep #128: Fun Is Key to Creating Engaging Brand Experiences w/ Kevin Marasco, CMO at Tebra

    Ep #128: Fun Is Key to Creating Engaging Brand Experiences w/ Kevin Marasco, CMO at Tebra

    On this episode of The Marketer’s Journey, I interview Kevin Marasco, CMO of Tebra, a company specializing in healthcare marketing. One of the running themes of this episode is fun—why marketing should be fun and why so many brands tend to forget this. Kevin has years of experience working for several amazing brands, so he has plenty of marketing wisdom to share throughout the episode.


    Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!


    Key takeaways from this episode:
    The ceiling is getting higher. In recent years, the tech landscape has grown so much that the expectations for companies in the healthcare space have skyrocketed. This has opened up a whole new world of possibilities, which is why Kevin is constantly looking towards the company’s vision or north star to stay focused.Step outside your comfort zone. If he could give his younger self one piece of advice, Kevin says it would be to learn as much as possible in as many different areas of the marketing world as possible. By remaining constantly curious and eager to learn, you’ll become a more well-rounded marketer with the ability to bring much more value to your team.Build an approachable brand. Finally, Kevin shares his tips for building a brand that feels approachable and authentic to your customers. Avoid using too much jargon and instead opt for plain language to ensure you’re connecting with customers in a way that feels human. Trust is everything today, so it’s essential that your brand is relatable at every touchpoint.

    Learn more about Tebra here: https://www.tebra.com/ 
    Learn more about Kevin here: https://www.linkedin.com/in/kmarasco/

    • 35 min
    Ep #127: Breaking Down the Barriers Between GTM Teams w/ Amanda Bird Malko, CMO at G2

    Ep #127: Breaking Down the Barriers Between GTM Teams w/ Amanda Bird Malko, CMO at G2

    On this episode of The Marketer’s Journey, I interview Amanda Bird Malko, CMO at G2, a software marketplace that reaches more than 60 million software buyers each year. Amanda discusses the importance of bringing teams and various stakeholders together to work towards one shared vision. She offers tangible and tactical tips for breaking down the silos among various teams like marketing, engineering and product so everyone can work together more symbiotically. 


    Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!


    Key takeaways from this episode:
    Marketing is a blend of sales and creativity. Amanda mentioned that she was initially drawn to the marketing world because it lies at the intersection of creative selling and achieving tangible business results. In particular, she’s passionate about the art of creative persuasion combined with generating revenue in a way that provides maximum value to the customer.Building a brand that benefits all stakeholders within an ecosystem is challenging but worth it. Amanda said that one of the main aspects that attracted her to her role at G2 was the complexity of the ecosystem and the many stakeholders that were involved in the process. To truly benefit all parties within the ecosystem, Amanda and her team work on creating “flywheels” or “growth loops” that leverage one another to build connections and keep the momentum going across the business.Build trust. Whether you’re buying something on Amazon or investing in expensive software, Amanda believes that buyers are becoming increasingly empowered by leveraging the voices of peers and people they trust—all through a frictionless customer experience. In other words, there’s never been a better time to build a trusted brand and offer a credible source of information in a competitive marketplace. 

    Learn more about G2 here: https://www.g2.com/ 
    Learn more about Amanda here: https://www.linkedin.com/in/lisa-hart-campbell/

    • 34 min

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