18 afleveringen

Demand Gen U goes deep on one topic to bring you actionable, no fluff B2B marketing lessons we've learned along the way. In each episode, the Metadata team shares their successes (and failures), plus teach you what they’re doing to drive results. Get practical frameworks, tactics, and ideas you can immediately apply in your role.

Demand Gen U Metadata.io

    • Zaken en persoonlijke financiën

Demand Gen U goes deep on one topic to bring you actionable, no fluff B2B marketing lessons we've learned along the way. In each episode, the Metadata team shares their successes (and failures), plus teach you what they’re doing to drive results. Get practical frameworks, tactics, and ideas you can immediately apply in your role.

    Why You Need a Strategic Narrative and How to Create One

    Why You Need a Strategic Narrative and How to Create One

    What is your company’s strategic narrative? Don’t have one yet? It’s time to start thinking about the story your company tells.
    In this episode, Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand and Product Marketing, explain why you need a strategic narrative, and clue us in on Metadata’s journey towards building one.
    We also hear where narrative fits in with your company mission and vision, what to do with feedback, and why copy should inform design.
    Find out:
    What a strategic narrative means and why you need one
    Why story should become your company strategy
    Why your narrative needs to be led by your CEO

    Tune in to the full session to learn some tips on how to build your own strategic narrative.
    0:00 – 0:29 Introduction
    0:30 – 4:14 Metadata’s journey to build a strategic narrative
    4:14 – 9:49 What is a strategic narrative?
    9:49 – 10:50 Where a strategic narrative fits into a company’s mission and vision
    10:50 – 12:20 Why your story should be your strategy
    12:20 – 14:11 Why your narrative should come straight from your CEO
    14:11 – 15:53 Using stakes, not problems, as the focus of your narrative
    15:54 – 17:53 Why your narrative shouldn’t focus on you
    17:53 – 29:11 Metadata’s process for focusing on a strategic narrative
    29:11 – 31:50 Why it all starts with a narrative deck
    31:50 – 34:21 How to deal with feedback
    34:21 – 37:09 Building a strategic narrative framework
    37:09 – 39:12 Important lessons from building a strategic narrative
    39:12 – 42:53 Why your message needs to be consistent
    42:53 – 43:47 What you need from your sales and marketing teams
    43:47 – 45:14 Outro

    • 45 min.
    The Experimentation Framework Every Marketer Should Know

    The Experimentation Framework Every Marketer Should Know

    Experimentation isn’t everyone’s idea of a party, but it’s a necessary part of the marketing process.
    While some people are doing it, others are thinking about doing it, and the rest fall into the ‘can’t be bothered category’. That’s why Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand and Product Marketing, share their experimentation framework along with a few tips in this episode.
    Hear about the value of experimentation, and if you’re into acronyms, a full breakdown of their I.C.E framework.
    Find out:
    What experimentation is and the part it plays in marketing
    A breakdown of Metadata’s experimentation framework
    Why marketers don’t experiment

    Catch the full episode to arm yourself with all the information you need to build a solid experimentation framework, or read our blog post on The Framework You Need for Successful Marketing Experimentation: https://metadata.io/resources/blog/marketing-experimentation-framework/ (https://metadata.io/resources/blog/marketing experimentation-framework/)
    00:00 - 01-01 Intro
    01:02 - 02:41 Jason’s prior experience with experimentation
    02:42 - 04:37 Metadata’s definition of experimentation
    04:38 - 07:22 The value of experimentation
    07:23 - 08:33 The cost of not experimenting
    08:34 - 12:25 How to set up experiments in a marketing team
    12:26 - 14:29 The basis of Metadata’s experimentation framework
    14:30 - 15:36 Why it’s important to start by identifying your gaps
    15:37 - 16:40 Jason gives a brief breakdown of the I.C.E. framework
    16:41 - 20:25 How to generate ideas for your experimentation framework
    20:26 - 24:30 How to set up a hypothesis and a goal
    24:31 - 28:40 How to analyze experiments once set up
    28:41 - 35:33 Jason shares his experience running an experimental ad
    35:34 - 39:17 How to properly recap at the end of an experiment
    39:18 - 42:32 How to convince your CEO or VP of Marketing they need to experiment more
    42:33 - 45:06 Why marketers find it hard to experiment
    45:07 - 45:51 Outro

    • 45 min.
    You Need to Earn the Trust of Your CEO

    You Need to Earn the Trust of Your CEO

    There are so many relationships you’ll need to build as a marketing leader. But the most important one by far is the relationship between you and your CEO.
    It goes way beyond “yes sirs and yes ma’ams,” and that’s what Jason Widup, VP of Marketing, and Gil Allouche, CEO at Metadata, discuss on this episode of Demand Gen U.
    Find out:
    What a healthy relationship between a VP of Marketing and a CEO looks like
    The importance of honesty and accountability
    How to jumpstart a solid relationship with your CEO

    Check out the full episode for tips, advice, and real-life situations that’ll help bridge the gap between marketers and CEOs.
    00:00 - 00:41 Intro
    00:41 - 02:00 Jason and Gil set some context for their relationship
    02:01 - 04:01 Gil talks about his background
    04:02 - 07:16 What a healthy relationship between a Head of Marketing and a CEO looks like
    07:17 - 11:13 How to build trust with your CEO
    11:14 - 13:31 What causes an unhealthy relationship from a CEO’s perspective
    13:32 - 15:26 What causes an unhealthy relationship from a marketer’s perspective
    15:23 - 20:51 Common mistakes marketers make and why
    20:55 - 27:30 How to jumpstart a good relationship with your CEO
    27:31 - 31:03 The benefits of working closely with data
    31:04 - 37:60 How to maintain the relationship from a CEO’s veiwpoint
    37:61 - 40:36 How to maintain the relationship from a marketers perspective
    40:37- 43:37 Gils advice for CEO’s and lead marketers
    43:38 - 44:15 Conclusion

    • 45 min.
    Hiring Our Marketing Team: The Good, the Bad, and the Ugly

    Hiring Our Marketing Team: The Good, the Bad, and the Ugly

    Hiring is anything but a simple process. It’s a delicate balance of finding the right candidates, trawling through resumes, and marketing your brand to attract the best talent.
    Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand and Product Marketing, have managed their fair share of hiring processes. In this episode, they talk about the challenges of hiring, compare different processes, and explore the idea of marketing your brand to attract the best of the best.
    Find out:
    How to attract the best candidates through branding
    What to look out for that you won’t see on a resume
    The biggest challenges and common recruitment mistakes

    Tune in to the full session to hear about the best (and worst) ways to hire a marketing team.
    0:00 – 0:17 Introduction
    0:17 – 5:57 Why you should start thinking about what roles you need first
    5:57 – 9:26 Why you need to sell a role to get the best talent
    9:26 – 13:42 How to market your brand towards candidates
    13:42 – 14:32 Write to candidates like you’re writing a cold marketing email
    14:33 – 17:23 How to find the right candidates and look beyond resumes
    17:24 – 19:41 Why personal branding is more important than resumes
    19:41 – 29:46 How to find an interview process that works
    29:46 – 35:08 How to track outbound marketing efforts when recruiting
    35:08 – 38:32 Experimenting to find what works (and what doesn’t)
    38:32 – 41:29 The biggest mistakes to avoid in the hiring process
    41:29 – 42:47 Outro

    • 42 min.
    Develop Strong Positioning and Messaging (And Make it Stick)

    Develop Strong Positioning and Messaging (And Make it Stick)

    How can you create a brand narrative and messaging that both resonates and sticks with your audience? It’s no easy feat, and it’s something that leaves all marketers scratching their heads at some point.
    Jason Widup, VP of Marketing, and Mark Huber, Head of Brand and Product Marketing at Metadata, join forces to break down the best ways to think about positioning and messaging for your brand. They share a few pointers and lessons learned from Metadata’s own marketing strategies (both the successful and the not-so-successful).
    Find out:
    Why positioning and messaging shouldn’t just fall down to the marketing team
    Why you should start with positioning and messaging before focusing on your website
    How to change your narrative (and when to do it)

    Check out the full episode for more tips and lessons on developing positioning and messaging for your brand.
    0:00 – 0:38 Introduction
    0:38 – 3:44 Why inconsistent messaging and positioning are bad news
    3:44 – 10:35 What positioning and messaging really mean
    10:35 – 12:37 Frameworks and templates to help you
    12:38 – 14:26 When is it time to think about positioning and messaging?
    14:26 – 21:11 How Metadata approached positioning and messaging in the early days
    21:12 – 23:57 How to start changing your process
    23:58 – 24:57 How to apply positioning and messaging to your website
    24:57 – 27:47 Why positioning and messaging are never a one-and-done thing
    27:48 – 32:57 How Metadata has learned from past mistakes
    32:57 – 33:48 How often should you be revisiting your messaging?
    33:48 – 35:06 The best way to test messaging
    35:06 – 36:18 Outro

    • 36 min.
    How to Use a Demand Model to Hit Your Revenue Targets

    How to Use a Demand Model to Hit Your Revenue Targets

    Generating leads is an important part of marketing, but it doesn’t end there. Those leads need to end up driving revenue before you can confidently say you’ve met your goals.
    So, how do you map out a strategy that will deliver optimum marketing performance?
    Jason Widup, VP of Marketing, and Mark Huber, Head of Brand and Product Marketing at Metadata, discuss how you can build a demand model that’ll ultimately connect your leads to revenue.
    Find out:
    What a demand model is and why you need it
    Goals needed to make a demand model work
    The role of historical data in building a demand model

    Check out the full episode for practical takeaways that’ll help you build a demand model and improve marketing performance.
    00:00 - 00:30 Intro
    00:34 - 01:54 Opening remarks on Metadata’s demand model
    01:55 - 03:43 How Jason got his start building demand models
    03:44 - 05:27 What a demand model is and how to use it
    05:28 - 07:18 Benefits of building a demand model from the top-down and the bottom-up
    07:19 - 09:36 How to get started building a demand model
    09:37 - 12:45 Five big inputs needed to build a demand model
    12:46 - 13:10 Why the length of your sales cycle is vital
    13:11 - 16:19 Goals needed to make a demand model work
    16:20 - 19:16 How often you should look at a demand model
    19:17 - 22:37 The dynamics of the marketer-sales team relationship
    22:38 - 25:43 How Metadata know when to sound the alarm based on their demand model
    25:44 - 30:17 How to adjust a demand model over time
    30:18 - 35:45 How Metadata’s demand model has changed over time
    35:46 - 38:02 Building a demand model without historical data
    38:03 - 38:48 Outro

    • 38 min.

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