Beyond the Brief

Model B
  • 5.0 (3)
  • Marketing

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. 9h ago

    Why Cybersecurity, Government, and Formula One All Fit Under One Keeper

    In this episode, Anne Cutler, VP of Global Communications at Keeper Security, shares her unique journey from television journalism to cybersecurity and discusses how Keeper is transforming cybersecurity communications and sponsorship, including its innovative approach to Formula One sponsorship and global market strategies. Keywords cybersecurity, PR, global communication, Formula One, cybersecurity sponsorship, Keeper Security, cybersecurity marketing, international markets, AI in PR, cybersecurity campaigns Key topics Anne's background in journalism and transition to cybersecurityKeeper Security's evolution from consumer to enterprise solutionsThe role of authentic sponsorships in brand trustGlobal market adaptation and localization strategiesThe impact of AI on PR and content creationThe significance of cybersecurity in government and enterprise sectors Chapters 00:00 Introduction and Anne's Background in Journalism 01:47 Transition from TV to Cybersecurity at DHS 05:52 Keeper Security's Evolution and Core Offerings 09:57 Shifting from Consumer to Enterprise Focus 15:02 Why Formula One Sponsorship Fits Keeper Security 19:53 Global Communication Strategies and Localization 29:49 The Role of AI in Modern PR 39:59 Authentic Influencer Partnerships in B2B Marketing 48:49 Future Initiatives and Content Strategy Resources Keeper Security Official Website - https://www.keepersecurity.com/ Guest’s LinkedIn - https://www.linkedin.com/in/anne-cutler-31282253/

  2. Jul 27

    The Art of Experience: Hayden Kwast on Wine, Music, and Marketing That Moves People

    Summary In this episode, Hayden Kwast shares his journey from coffee trading to leading digital marketing at City Winery, exploring how data, branding, and innovative customer engagement strategies drive success in the hospitality and entertainment industry. Keywords City Winery, digital marketing, customer engagement, data-driven, hospitality, wine, live music, brand strategy Key  topics Data-driven marketing and customer insightsBrand building and organizational cultureCustomer loyalty and lifetime value (LTV)Event programming and recency effect in marketingPartnerships and co-marketing in entertainmentSensory branding and experience design Sound bites "Creating a moat is about unique approaches." "Remarketing shows and private events are key." "Trust is essential to win customers' rotation." Chapters 00:00 Introduction to Hayden Kwast and His Journey 02:53 The Evolution of City Winery 05:49 Understanding City Winery's Unique Business Model 08:45 Marketing Strategies and Customer Engagement 12:01 Target Audience and Customer Segmentation 15:01 E-commerce and Digital Marketing Integration 18:02 Partnerships and Co-Marketing Efforts 20:57 Customer Feedback and Metrics 23:46 Future Aspirations and Industry Challenges 26:33 Cultural Relevance and Community Engagement 29:28 Personal Insights and Mentorship 32:30 Conclusion and Final Thoughts Resources City Winery Official Website - https://citywinery.com SEY Coffee in Brooklyn - https://seycoffee.com

  3. Jul 22

    From Data to Belief: Winning Hearts in a Changing Market with Laurie Ehrbar

    Summary In this episode, Laurie Ehrbar, CMO of Clari + Sales Loft, shares her journey from politics to tech, the art of leading mergers with empathy, and how data and human connection drive revenue success. Keywords Sales Loft, Mergers, Revenue Technology, Data, Leadership, Empathy, AI, Sales Enablement, Private Equity, Organizational Culture Key topics Laurie Ehrbar's career path from politics to techStrategies for leading mergers with empathyThe role of data and telemetry in salesBuilding a human-centric sales cultureThe future of AI and revenue technologyNavigating complex buying committeesThe importance of storytelling in marketingPartnership ecosystems and industry collaborationBalancing build vs. connect in platform strategy Guest name Laurie Ehrbar Sound bites "Leading mergers with empathy is key" "Data and human connection drive revenue" "Storytelling helps win hearts and minds" Chapters 00:00 Introduction to Laurie Ehrbar's Journey 03:02 Transitioning from Politics to Marketing 05:50 Navigating Mergers and Acquisitions with Empathy 09:03 Building Relationships in a New Organization 11:55 Understanding the Product and Its Superpowers 14:55 The Role of Partnerships in Tech 18:04 Decoding the Buying Committee Dynamics 21:26 Sales Optimization Strategies by Market Segmentation 23:54 Navigating Sales Relationships and Knowledge Transfer 26:27 Building Social Proof in a Confidential World 28:47 Leveraging Telemetry Data for Business Success 31:27 Future Innovations and AI Integration 33:03 The Importance of Storytelling in Marketing 35:55 Career Advocacy and Personal Growth 38:51 Personal Insights and Future Aspirations Resources Clari - https://www.clari.com/ Sales Loft - https://salesloft.com LinkedIn - https://www.linkedin.com/in/lpehrbar/

  4. Jul 14

    How to Build a Brand People Trust When the Product, the Market, and the Rules Keep Changing

    Summary In this episode, Brittany Couch, CMO of the Corporate Finance Institute, shares her journey from diverse industries to leading a global e-learning platform. Discover how CFI is democratizing finance education, leveraging AI, and maintaining high-quality standards across 180 countries. Keywords Finance Education, E-learning, AI in Finance, Certification, Global Markets, Digital Banking, Fintech, Career Development Key topics CFI's mission to democratize finance educationGlobal market adaptation and cultural awarenessAI integration in finance training and marketingBuilding credible and recognized certificationsStrategies for high-quality content delivery Sound bites "We care deeply about our customers as people." "Always commit to the bit." "Intellectual curiosity drives innovation." Chapters 00:00 Brittany Couch's Journey to Marketing 02:14 Corporate Finance Institute: Mission and Offerings 05:16 Global Market Adaptation and Cultural Sensitivity 07:46 Navigating Competition in the Education Space 10:18 Embracing AI in Finance Education 13:32 Business Model: Individual vs. Enterprise Sales 14:48 SEO Strategies and Market Visibility 16:25 AI's Role in Marketing Practices 19:19 Building a Supportive Company Culture 20:30 Translating DTC Experience to CFI 22:17 Brand Resiliency in Challenging Times 24:20 Understanding Customer Attribution 25:18 Tracking Customer Satisfaction 26:41 CFI's Unique Value Proposition 28:02 Recognizing Employee Contributions 29:34 Quantifying Success Stories 31:06 Iterative Briefs and Team Collaboration 33:24 Influential Mentors and Their Impact 35:10 Marketing Integration and Success Factors 36:52 Closing Thoughts and Future Plans Resources Corporate Finance Institute - https://corporatefinanceinstitute.com/FMVA Certification - https://courses.corporatefinanceinstitute.com/collections/fmvaAI for Finance Certification - https://courses.corporatefinanceinstitute.com/collections/ai-for-financeCSU Global Partnership - https://csuglobal.edu/Brittany Couch LinkedIn - https://linkedin.com/in/brittanycouch

  5. Jun 30

    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

  6. Jun 29

    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

  7. Jun 16

    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/

  8. Jun 10

    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

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Ratings & Reviews

5
out of 5
3 Ratings

About

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.

Information

  • Creator
    Model B
  • Years Active
    2025 - 2026
  • Episodes
    45
  • Rating
    Clean
  • Copyright
    © 2026 Model B
  • Show Website
    Beyond the Brief