The Master Marketer Show Proofpoint Marketing

The value of creativity only gets stronger as the industry adapts to consumer needs. However, do advances in technology necessarily require more and more complexity? In many cases, it doesn’t! Even commercials on TV and streaming services are utilizing more and more vertical-style videos from the consumer’s POV. As marketers adapt to trends, so must their creative content. What are marketing teams doing? In this episode, we speak with Amrita Mathur, the VP of Marketing at Superside, on her team’s approach to creativity, and what it means for their partners. 

Her mindset on creative marketing didn’t come quickly; in fact, it wasn’t something she considered strongly before joining the Superside team. Still, her shift in mindset and her approach to marketing with Superside has landed them tremendous partnerships with big tech companies, including Meta. How does creative get a proper seat at the table?

Let’s get started!

MINDSETS:

Zooming Out on Buyer Journeys - Despite recognizing the power of creative content, there still appears to be mental blocks between creative ideas and executions in marketing sectors. Taking a step beyond “safe” measures and realizing that creative marketing isn’t a lever for specific actions, but rather for the larger scope of a brand, is important for overall growth that ensures users will advocate for your brand. 

Leave Room for Delight- It’s okay to have a formula if it works for your register stream, but how much of your marketing efforts are dedicated to a genuine attempt to surprise your customers? Be it merchandise, swag, or surprising Easter Eggs for your brand, a level of whimsy relevant to your brand should be considered in the marketing process.
Memory and Resonance - You LOVE those Big Game commercials, but do you remember what the products are for? Think about it — there are PLENTY of commercials that don’t feel relevant to the product. They may be aware of your brand name after the commercial ends, but no affinity was built, and let’s be real, you can’t buy affinity.


SKILLSETS:

Evaluating Good Creative - The idea of ‘good’ creative checks all the boxes of speed, quality, and price — but beyond that, what is truly ‘good?’ Can it be replicated? Most importantly, can it be done at scale? In many cases… it depends on your company’s needs. If you’re seeking cheaper creative, it could come at a sacrifice of time and effort. 
Framing the Problem Correctly - Problems require proper solutions — thus, they should have guardrails when it comes to approaching the solution. However, you also want workflows to be open-ended to allow for innovation. Balancing the two allows creative teams to fill in the blanks to solve problem-solving while providing parameters for them to stay on-task.
Communicating Needs - Are requests to clients or team members structured in a way that leaves them open to interpretation? If addressed too exactly, it could squander creative or innovative thought. Consider how you ask for content, and what that might be doing to the creative process – creatives very much appreciate open lines of communication.
Incorporating AI - It is very possible that how creative is made won’t matter in 5 years — as long as the creative is being made. So, understanding, learning, and embracing AI when you can is an excellent timesaver for companies. Over time, marketers and brands will have to try harder to get attention, and AI can’t be discounted. 

TOOLSETS:

Blogging
Webinars
Artificial Intelligence
Design-Ops
Company Rituals
Slack
YouTube

RESULTS:
At Superside, Amrita has been pleased to offer positive results to clients, including a reduced cost of customer acquisition, virality, product launches, and reduced cost of assets. For Amrita’s team, costs due to efficiency have been reduced dramatically, allowing room for more opportunities and innovation. One of those innovations came by chance; turning attention to the incorpora

How easy is it for a marketing company to effectively produce a video? The answer is a lot simpler than you think — of course, the effectiveness comes down to proper orchestration and thoughtful planning, but even companies equipped with nothing but a smartphone have the opportunity to put out something great. In this episode of the Master Marketer Show, we sit down with Tara Robertson, the Head of Demand Generation at Chili Piper, for a discussion on effective 

Let’s get started!

MINDSETS:

“Can this be a video?” - Even six years ago, video didn’t have the impact it does now. Especially with TiKTok’s strength and prominence, when you’re at work, ask yourself whether or not what you’re doing is video worthy.
Embracing Scrappiness - Do videos have to be polished? NO! At least at the start, video production is a learning journey, and your audience will stick with it for as long as you do. Expert content developers may seek something “polished,” but consumers are always seeking something “real.”
Organic-Looking Assets - Why spend more money to reach the same audience? Review your data and question whether spending more money on video production will actually get you the results you need.


SKILLSETS:

Embrace Kickoff Meetings - When a new project is starting up, don’t limit ideas to the marketing team. Creativity extends to everyone, and being open to ideas is a leadership skill that can’t be discounted.  

Master the Process - Chili Piper often is able to produce 5 videos a week. That comes from a streamlined process that includes focus on storytelling, recognizing audience channels (TikTok v. LinkedIn), and testing EVERYTHING along the way. If you stick to the process, it not only becomes easier over time — the consistency will also be noticed by your audience.

Understanding Your Audience - Video is certainly a skill, but content is an undeniable necessity no matter the venue. Understand, first, what your audience is even seeking. If you’re spending resources on video for an audience that’s best served by blogging, you’re wasting your time. 

Storytelling - Before beginning video production, ask yourself: do you have something interesting to say? And if the answer is “no,” are you able to pivot? Being able to self-edit plays a large role in the success of content creation.
Get to the Point - Algorithms reward retention. Knowing when to cut a video short plays an important role in viewership completion and, in effect, how the algorithm of any given media venue treats your content. 

TOOLSETS:

Podcasting
Video Production & Storytelling
Demand Gen Softwares
Paid & Organic Social Media
Riverside 
Gong
Spreadsheets
Chili Piper Calendar Booking Links
Logitech Webcam
Shure Microphones
Lighting Equipment

RESULTS:
How has a focus on video production played out for Tara & the team at Chili Piper? Recently, their efforts have amassed them over 1,000 subscribers on YouTube — that’s no easy feat! They’ve also expanded their following to over 50,000 followers on LinkedIn, and 50,000 total podcast streams (and counting!). Video has become a crucial touchpoint for everything from blogging to customer support, and the team is roughly able to attribute nearly $3 million in the Chili Piper pipeline to video production. 

A bit more about Tara:
Tara Robertson is the Head of Demand Generation at Chili Piper, the only complete Meeting Lifecycle Automation platform built for teams. With a career in marketing dating back to 2009, Tara has expertly adapted to the business environment and curated the leadership skills that many of us dream of. As a B2B marketer with over 10 years experience in various marketing roles. Tara also works to connect with B2B marketers by writing newsletters and hosting the official Chili Piper podcast Demand Gen Chat.

Connect with Tara:

https://www.linkedin.com/in/taraarobertson
https://www.chilipiper.com/resources/podcast
https://www.youtube.com/@Chili_Piper

Con

It’s a hot take to say B2B is boring, but when compared to the glitzy nature of B2C, we can see the concern. Unlike the commercials intended for consumers (the ones with the A-List celebrities that are on 100 times a day), B2B marketing is not exactly glamorous by comparison.

Fret not, for our latest guest can confirm that B2B does NOT have to be boring! In this episode, we sit down with Tim Davidson, Senior Manager of Digital Marketing at Directive Consulting, for an insightful discussion on content creation in B2B Marketing. A champion of the B2B market, Tim has repeatedly asserted that no matter what you think about B2B, it’s the PEOPLE behind the marketing that makes it unique. 

How do you hire the right people in B2B, and what role does the influencer play in B2B marketing strategies? And more specifically, what role does personal branding play in your career as a whole?

Let’s get started!

MINDSETS:

Stick With It! - Authority building doesn’t happen in a day. Tim tried and failed three times before gaining a large LinkedIn Following. By sticking with it, he was suddenly exposed to a series of communications that he may have never had if he quit posting on LinkedIn. 
Just Post - Simple enough, right? Not really! If you get stuck on releasing content, keep in mind that every post you make is a test of effectiveness. It won’t be perfect the first time, and it won’t necessarily be original, but it WILL help you find your audience more than radio silence.
The Community Aspect - Are you seeking influencers, or are you seeking community? There are plenty of people with influence who have interns making their content, but there are also plenty of businesses that are creating content, educating, and building community. It’s the latter that will build the community you need to thrive. 
Open Communication - If you’re questioning if something is out of your realm, or if a piece of content may be perceived as inappropriate, ask! Open communication produces relevant feedback and offers a very important perspective for your work moving forward. 


SKILLSETS:

Building a Following - Companies are making the transition to authority building on social media. Even more so, workers seeking executive roles are also taking the “influencer play” into consideration as they build both their corporate and personal brands. Tim predicts that those who work on their brand will succeed in commerce.
Post Twice a Day - Algorithms aside, your social media is a tool that needs to be nurtured, and those who stick with posting twice a day are likely to see their social nurturing rewarded. And NEVER discount the benefit of active engagement with comments on any content you post!\
Long-Term Consistency - Critical thinking, reaction to feedback, and intentionality all play into your success as a content creator. Are you open and willing to change? Are you able to find ideas and connect the dots? You might not know, but sticking to a consistent schedule and setting goals will get you there. 
The Big Picture - As an executive, are you in tune with your goals? In the creator landscape, do you understand the importance of non-revenue generating content, and what it means to keep at the top-of-mind of all potential customers? Evaluating the big picture as a corporate leader, especially in the influencer era of marketing, is crucial to aiding the success of all marketing campaigns.
TOOLSETS:

LinkedIn
TikTok
Video Production
Podcasts
Cell Phones

Capcut (Video Editing)
Apple Notes App
Gong

RESULTS:
Before taking action, Tim found himself watching LinkedIn and TikTok content that took a unique twist on user engagement, leading him to the unique production style that he implements today. From his perspective, being an influencer is not just about authority, it’s about building community and keeping consistent. 

Since assuming his position at Directive, Tim has overseen over $500,000 in new business revenues and over $1 million in

How much weight are you putting behind your branding? Is it the core of your marketing, or are you hoping that your product speaks for itself? Branding is a time-consuming process, and many companies don’t have the budgets or teams to successfully manage branding efforts. However, that doesn’t change the fact that branding is an investment into your product’s effectiveness in the global market. 

Today, we speak to Lauren Lynch, the Director of Marketing at Set Solutions, a Houston-based cybersecurity consulting company, on her approach to branding and building awareness, and thriving within the parameters of small teams. 

Are her strategies replicable? Can Lauren’s tactics apply to your business?

Let’s get started!

MINDSETS:


The DIY Approach - When Lauren first started with Set Solutions, there was a clear, established goal to build a podcast, but it wasn't “all engines go” from the start. During the 2020 lockdown, Lauren & Set Solutions turned their attention to the podcast with much more enthusiasm. Their DIY approach led to some stumbling and mistakes along the way, but they kept with it, and it evolved into the effective marketing tool they have today. DIY will always get you further than you think— just trust the process. 


Choosing Your Format - There are many specialized podcasts, so how can yours be used effectively? First things first: you need to choose your format. For Lauren, this meant looking at the entire cybersecurity industry and recognizing that, with so many current events to be discussed, a news-style format would work best for the podcast.

Explore Alternative Funding - Should only marketing revenues be used to fund marketing opportunities? Not when there are alternatives! Get creative with your funding efforts — crowdfunding is always an option, but for Lauren, it was co-branding and channel marketing funds (usually used for events) that worked as a catalyst for podcast development.


SKILLSETS:


Value Propositions - Gathering channel partners to fund a podcast wasn’t easy, but it was necessary. For that reason, Lauren worked hard and came prepared to meet-ups by providing pricing sheets with dollar amounts tied to podcasts, webinars, and other forms of digital media. Establishing value (and results) played a large role in making channel partners comfortable with the venture.

Don’t Devalue Google - Don’t know something? Look it up! This isn’t a “fake it ‘til you make it” industry. It’s important to go and learn what you don’t know ASAP — and that’ll help you gain a lot more skills than faking it.

Podcast Distribution - Distribution can make Production feel like a walk in the park. Finding a partner in the field that can get your podcast onto the major platforms & automate the process for you is just as important as finding your next guest.
TOOLSETS:

Podcasts & Equipment (Lighting, Cameras, Microphones, Sound Dampening Boards)
Google
Adobe Creative Suite
AI Tools

Buzzsprout (Podcast Hosting)
RESULTS:
Lauren sees the majority of her results from LinkedIn Livestreams (though not in real-time — viewership tends to grow after the podcast is complete). Effectively, these results are coming in the form of engagement, and as we all know, more engagement means more visibility, and visibility is crucial for branding. It gets trickier when it comes to trackability — after all, channel partners want & deserve tangible results. For this reason, Lauren is pivoting to include paid ads campaigns in her podcasting efforts so that Set Solutions can determine where podcast viewers are coming from, and their qualifications as leads. So long as these metrics add value, Lauren looks forward to continued success with her partners in the podcasting space.

A bit more about Lauren:
Lauren Lynch is the Director of Marketing at Set Solutions. After a 7-year stint in the restaurant industry, Lauren pivoted to IT marketing and operations with astute management and customer

What’s your philosophy? Is it kindness, excellence, tenacity, or a mixture of multiple ideologies?

Whatever your philosophy, how does it apply to your business, and better yet, your position as a leader? Philosophies curate your environment, in that how you choose to lead may greatly help or hinder your efforts in your business operations. 

In this episode, we welcome CMO & Go-To-Market Advisor Jamey Heinze to the Master Marketer Show! One look at his resume, and you’ll understand why we’re so thankful to have fit into his schedule for a thoughtful discussion on the philosophies behind effective, results-driven marketing leadership.

Let’s get started!

MINDSETS:

The Tom Sawyer Approach - Early on, Jamey recognized the motivators for success largely rested around diplomacy – something he considers “80% of the battle.” With that comes the genuine authenticity required to encourage others to take part in initiatives that may not be fun, but will be effective. 
Marketing is Fun! - Jamey often reminds himself: you only get to live this life once. Smile, make a joke, and have fun! Marketers aren’t surgeons - mistakes are okay, and the journey is bound to make you a better marketer as long as you stick with it.
It’s Not a Science - Automation has its place, but many of the intricacies of marketing aren’t yet replacing the standard worker. Approaching marketing from a holistic approach — one that lifts the uniqueness of workers, and aids in the balance of metrics and authenticity. 
Live Your Core Values - Did you attach core values to your company? You best be implementing them into every aspect of your business. A poster on your wall isn’t enough - team members need to see their leaders walking the talk.


SKILLSETS:

Communication & Expression - A good project manager, to Jamey, comes with a person who can write — in his journey, Jamey found that C-Suite and Executive leaders may not have the time or the skill to write, and people who hold excellent communication skills have an upper hand in the industry.
Risk as a GTM Strategy - Consider this: with the many AI software options that have come out over the years, why is ChatGPT on everyone’s mind? In their GTM strategy, they made the initial software free to users. That was a risk, considering AI software of the past used a subscription strategy. Risk, when done wisely, gets you noticed.
Empathy - The cultural component of your brand becomes more and more important as you take on leadership roles in a business. “360 empathy,” as Jamey calls it, implores leaders to find an empathetic structure so that everybody in a company is on the same page regarding what they need, and what distinct competencies will fulfill those needs.
Driving Revenue-Focused Opportunities - What makes it easier for executives to spend money on marketing initiatives? RESULTS. Single out what’s working and move forward with it to prevent waste and open up larger opportunities for your brand.

TOOLSETS:

The Responsibility Assignment Matrix (RACI)
Pivot Tables
CRM
Automation Tools
A/B Testing

RESULTS:
A company (and its leadership) thrive in spaces where its intentions are made clear, and most often intentions are made clear by solid, easy-to-understand core values. Jamey advocates for big and bold icons for core values. Much like a brand logo, core values must be easy to identify. Work is work at the end of the day, but marketing work leaves room for innovation, exploration, and fun, and a company that abides by core values by displaying them prominently every day is bound to see its workers succeed at a much greater rate. Authenticity is key, though, and if you feel like you’re “faking” through developing core values, it’s time to reconsider. 

A bit more about Jamey:
Jamey Heinze is the CMO and Go-To-Market Advisor for HUVR and Waterloo Data, as well as the Go-To-Market Advisor for Five By Five and The Cortado Group. If you’re surprised by Jamey’s busy r

We’re excited to welcome Ashley Estilette to the Master Marketer Show! As the Chief Marketing Officer at Mitratech since 2021, Ashley has overseen some of the most transformational workplace moments of our lifetime. 

With the effects of the pandemic still looming over many businesses, and many companies continue to navigate the “in-office v. remote” discussions, one thing is for sure: it is more important than ever for leaders to actively listen and stay in tune with their teams, AND to evaluate the needs of potential hires.

In this episode, we discuss culture shifts and effective business leadership as the possibility of a recession continues to loom over businesses across the world. How does a leader effectively lead the charge as pressure mounts, and what does that mean for their teams?

Let’s get started!

MINDSETS:


Understanding Your Culture - What is the culture you want to build for your company? Many companies are recognizing the shift to remote work as a necessity, which can LARGELY reshape recruiting efforts. Understand the culture you want to portray, and own it — authenticity is SO important.
Intentional Leaders - Remote work pushes “water cooler talk” to extinction. So… how do you keep your team engaged? Active leadership, and celebrating wins of any caliber, keep even the most unconventional of workspaces engaged.
Transparency - If your company is fast-paced, be forthright about it in the application process. Get to know your applicants, and get granular on their interests. Understanding their motivations and their ideal work environments will help develop that symbiotic relationship that workspaces need; remote work may not be for you, and that’s okay!
Navigating Meetings - While not always the case, companies who made the shift to remote sought to use meetings as a means of control. It’s not EXACTLY that beneficial. Rather, two team members may be better served to work concurrently in a live document. Meetings are NOT the end all, be all of the remote work.
Trickle Down Information - If you’re responsible for attending board meetings, it’s SUPER important to trickle that information down to your team, both for transparency and motivation. And if the board is happy, celebrate your team!


SKILLSETS:

Speed and Agility - Sure, speed as a skill makes more room for tasks, which if effective leads to revenue — like the urgency in certain salespeople. It’s harder to coach. Too much speed, as we all know, can lead to its own trouble, like sloppy results. 
Controlling the Calendar -TIme maintenance is, in itself, a time suck – time blocking and scheduling is just as crucial as performing your tasks, and in the autonomous world of remote work, proper time management can be one of the most important keys to success.
Leading by Example - Above all, don’t be a hypocrite - As leaders, we want to instill good practices in our team, but if we don’t practice what we preach (like time blocking and sticking to a schedule), your team may not feel as empowered. 

TOOLSETS:

Calendars & Time-Blocking Software
Email 
Live Documents Like Google Drive

Team Chats like Slack

Team Happy Hours

MentiMeter (Anonymous Q&A’s)

RESULTS:

For Ashley, keeping her team in the know on initiatives, successes, and failures has been tantamount to her success as a leader. When a board of executives is excited about a new initiative, she shares that excitement with her team. We are creatures of reward, in that we like to see positive results from our hard work. Ashley has been cognizant of that for her whole career, and it’s brought her to where she is today. With the remote environment unintentionally leading to some levels of isolation, it is more important than ever for leaders to trickle down as much information as possible so that regardless of the economic situation looming over many businesses, team members will continue to see the value of their work at a larger scale. 

A bit more about Ashl