Marketers In Capes, hosted by Eytan Buchman, shares rapid-fire practical marketing advice. Each episode asks real marketing heroes, famous or not, how they do what they do so well....and all in just about ten minutes.
And Season 2 takes it to the next level, recording together with the G-CMO Forum, a community of Israel's top CMO's from global companies.
[Learn more at buchman.co.il]
Embracing the "And" with Lisa Bennet, Kaltura
Think you're the only marketer struggling with multiple products and audiences? With dozens of decks and hundreds of personas?
You're not alone. YOU'RE NOT ALONE.
Lisa Bennet, Kaltura's VP Marketing, is the glue that holds together a sprawling ecosystem of video solutions for a growing number of verticals that would make your head spin.
In this episode, she walks through how they created - and validated - their core brand mission, tips for video marketing that only a video tech company would know, relationship pointers for that sales/marketing slide deck collaboration that usually ends in catastrophe, and more.
Grab show extras in the show notes at https://www.buchman.co.il/kaltura
Turning Your Users Into Marketers with Jonny Steel, VP Global Marketing @ Payoneer
Okay, not to get too deep into your marketing budget but what if you could hire two million marketers? That's exactly what Payoneer did.
In a world of platforms - Airbnbs, Ubers, Amazons and Alibabas - sellers need to get paid.
And powering a shocking number of these sales is Payoneer, a unicorn that got started early and never stopped. In this episode of Marketers in Capes with GCMO, we host Jonny Steel, Payoneers' VP Marketing, to dive into the early days of Payoneer and how a killer combo of localization, community, and events transformed their users into their best marketers.
We also explore how an event strategy that included 30+ events annually pivoted to digital, how virtual events are different than physical ones (it's not just because you're not wearing pants), dealing with crisis communication, and more.
Learn more about Jonny and Payoneer in the show notes at buchman.co.il/payoneer
Marketing Reviews…And Marketing With Reviews with Yoav Aziz, VP Growth @ Yotpo
When was the last time you bought something online without first reading some reviews?
In this episode, Yoav Aziz, the VP Growth at Yotpo and former growth manager at Fiverr, lays down how reviews have evolved (hint, it’s really not about having a trabillion reviews on Yotpo). He also talks about how Yotpo, hot off the heels of raising $75 million dollars, structures growth, why making an onboarding LONGER improved activation rates, and more.
For more details, some of Yoav’s favorite tools and more, check out the show notes at buchman.co.il/yotpo
Epic B2B Category (and Content) Creation
The most exciting marketers are in the boring industries (or at least the ones that look boring from the outside).
Massive B2B budgets are thrown around for network security, which makes for a marketing strategy that absolutely must rely heavily on educating, segmenting, and nurturing. Which is where Idan Hershkovich, the VP Growth and Marketing at CATO Networks, comes in.
As we talk about in S02E07, CATO combines some incredible category creation (together with Gartner, no less), with a fascinating nurture funnel approach, and, coolest of all, a survey-driven content strategy that I heard about from Merav Keren at CATO a year ago and haven't been able to shake. No spoilers but imagine a 50 question survey that drove more leads from people filling it out then the produced content itself ever needs to.
More on this episode at buchman.co.il/cato
PR’s Marketing Lessons And Webinars Done Right with Ethan Chernofsky @ Placer.ai
In today's saturated environment, landing a hallowed TechCrunch pickup may just be the best training ground for marketers.
In this episode, Ethan Chernofsky of Placer.ai talks about the war lessons he picked up that make for incredible B2B marketing, how those lessons set the stage for COVID-driven webinars that regularly land 500+ registrations, his outlook on PR ROI, and more.
More on this episode, Ethan's approach, and a killer podcast summary post at buchman.co.il
Marketing Multiple B2B Brands (Well): Melissa Zeloof, VP Marketing at ironSource
Every B2B marketer I know is incredibly jealous of slim, streamlined B2C products that offer one service to one type of buyer. Throw in stacks of products for multiple buyers, a few acquisitions, massive B2B scaling...and the brand life for marketers gets rough.
In this episode, we dive deep with Melissa Zeloof, the VP Marketing at ironSource, to understand how she navigates the brand terrain. In just under ten minutes we cover:
The approach that stopped ironSource from Lowest Common Denimonator-ing themselves to death, how a brand land and expand model works
, two marketing strategies she recommends to start early on in a brand's life and how ironSource took thought leadership to the next level with LevelUp+, a sprawling educational brand play that combines contributed content with podcasts, blogs, and even events.
Learn more about Marketers in Capes, see Melissa's favorite marketing tools, and get some concrete examples of how she crushes it at buchman.co.il/ironsource