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Emma and Ruta are joined by Liam Currie, Content Creator, Actor and Writer to discuss the importance of injecting personality into company social media pages. They explore why many companies are hesitant to push the boundaries and showcase their true voice. The fear of getting canceled, jeopardising reputation, and dividing the audience are some of the concerns that hold companies back. The conversation highlights the benefits of building trust, engaging with the audience, and creating a unique brand identity through social media.

Takeaways

- Injecting personality into company social media pages can help differentiate the brand and build trust with the audience.
- Finding the right tone of voice starts with understanding the values and vision of the founders and senior leadership team.
- Encouraging founders to be more personable and authentic can help them connect with the audience and build trust.
- Social media is a valuable channel for showcasing the company's personality, engaging with the audience, and establishing a unique brand identity. Storytelling is an important aspect of content creation and marketing.
- Authenticity and being true to oneself are crucial in business.
- Video content is highly effective in engaging audiences.
- Podcasts offer numerous benefits, including showcasing industry expertise and facilitating conversations with experts.
- Editing is a key part of content creation, allowing for the selection of the best moments and the creation of engaging narratives.

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Emma, Ruta, and guest Jade Faulconbridge (Founder of Attributed Marketing) discuss the importance of marketing tech stack and marketing operations. They highlight the need for a holistic approach to marketing technology, including data, technology, processes, and people. They also discuss the challenges of disconnected tech solutions and the importance of marketing and sales alignment. Jade shares her insights on how to prioritise and improve marketing operations within a business.

Takeaways

- Marketing tech stack and marketing operations are crucial for effective and efficient marketing.
- A holistic approach is needed, including data, technology, processes, and people.
Integrating all systems and data provides a single customer view and valuable insights.
- Disconnected tech solutions and lack of marketing and sales alignment can hinder success.
- Prioritising and improving marketing operations requires understanding the current state, identifying gaps, and creating a roadmap for improvement.

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Ruta and Emma discuss the challenges of doing more marketing with less resources with Sam, CMO of Dealfront and Stephen, Partnerships Manager at Dealfront. Whilst marketing budgets are shrinking expectations of growth are not. We also highlight the dangers of cutting back on marketing and the importance of balancing long-term and short-term marketing strategies. As well as the value of partnerships in tough times and provide insights on how marketers can maintain calm and set realistic expectations.

Takeaways

- Regular meetings with different teams help align partnerships with business goals.
- There is a shift in metrics towards customer retention.
- Open communication and cross-team alignment are crucial for success.
- Founders need to share the burden and involve marketing in target setting.
- Realistic targets and budget allocation are essential for achieving goals.

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Emma and Ruta are joined by Matthew Wahlrab, CEO of RapidAlpha, to discuss intellectual property for marketers and the trademark 'drama' that went down over the last 12 months in regards to Blame it on Marketing itself. They discuss what marketers should know when it comes to IP and use the BIOM trademark experience to give specific pointers and actions.

Takeaways:

- Intellectual property is crucial for marketers and should be given more attention.
- Freelancers should clarify ownership of content through contracts.
- Evidence is essential in IP disputes to establish credibility and protect one's brand.
- Taking proactive steps, such as interference proceedings and freedom to operate analysis, can help protect trademarks and resolve IP disputes.
- Marketers should be aware of the legal and IP implications of their work, including copyright, trademark, and patent considerations.
- Collaborating with IP professionals and having a basic understanding of IP can help marketers navigate legal challenges and protect their organisations.

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In this episode, Jessica and Gina from MEDDICC Media discuss their roles as Chief Media Officer and Head of Media, respectively, and how they have built a media empire within their startup. They explain that media is a core part of their strategy and that they see media as an umbrella term that encompasses all aspects of their business. They emphasise the importance of providing value first and focusing on revenue as the main metric. They also discuss the balance between marketing and media, the role of freelancers, and the importance of data and metrics in their work.

Takeaways

- Media is a core part of the strategy at MEDDICC Media, and they see it as an umbrella term that encompasses all aspects of their business.

- Providing value first is a key focus for MEDDICC Media, and they believe in giving away value to build trust and establish themselves as an authority in their industry.

- Revenue is the main metric they track, and they prioritize driving revenue as a business.

- Balancing marketing and media requires collaboration and a focus on the strengths of each team member.

- Building a freelancer shortlist can be helpful for accessing production resources when you don't have them in-house.

- Data and metrics play a crucial role in tracking performance and ensuring that content is delivered on time and of high quality.

Link to part one of this collaboration with MEDDICC:
https://youtu.be/QNNWD__r0Hw?si=b6cFEVc8LXW0JE0d

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Emma and Ruta are joined by Tyler Lessard, ex-VP of Marketing at Vidyard, and Will Aitken, ex-Vidyard & ex-Lavender B2B Sales Influencer, to talk about brands building themselves on the backs of B2B influencers.

They talk about the change of influencers from thought leaders and the risks and rewards of hiring in-house influencers and the delicate balance between personal and corporate brand as well as the challenges influencers staying relevant.

Tyler and Will will share their views on compensating influencers and internal creators and how to ensure you set up right from the get go (rather than expecting your current sales people to become internet sensations).

Takeaways

- B2B influencer marketing has experienced significant growth due to changes in buyer behavior and the rise of social media networks.
- The shift from thought leaders to personal brands has allowed for greater audience engagement and the leveraging of trust and authenticity.
- Hiring in-house influencers carries the risk of public departures and the challenge of aligning personal and corporate brands.
- Influencers must be cautious about maintaining authenticity and avoiding the perception of being a sellout.
- Compensation of influencers vs content creators.

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Tylers LinkedIn
Wills LinkedIn

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Timi Olotu, the Chief Revenue Officer at Charlie HR, joins Emma and Ruta to discuss the role of a Chief Revenue Officer (CRO). They explore the common misconception that CROs are solely focused on sales and neglect other functions. Timi emphasises the importance of collaboration between sales, marketing, customer success, and product teams to drive revenue growth. He also highlights the need for CROs to focus on creating value for customers and understanding market dynamics. The conversation concludes with insights on metrics and accountability for CROs and the potential for CEOs to excel in the CRO role.

Takeaways

- The role of a CRO is not solely focused on sales but requires collaboration with other functions such as marketing, customer success, and product teams.
- CROs should prioritise creating value for customers and understanding market dynamics to drive revenue growth.
- Metrics should go beyond traditional sales targets and include indicators of value across functions.
- Implementing change and overcoming challenges in the CRO role requires strong leadership, communication, and a focus on long-term success.
- CEOs with a strategic mindset and experience leading multiple functions can make effective CROs.

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Emma and Ruta discuss the importance of buyer experience in B2B marketing. They highlight the challenges in prioritising buyer experience, such as the self-centered B2B sales approach and the focus on the wrong conversion rate levers.

The conversation also explores the disconnect between company messaging and customer needs, as well as the lack of collaboration between marketing and product teams. Ruta and Emma highlight the need for companies to focus on buyer experience in order to stay competitive and avoid potential business failure.

Takeaways

• Prioritising buyer experience is crucial in B2B marketing.
• Bad buyer experiences have a negative impact on advocacy and do lead to lost sales.
• Collaboration between marketing and product teams is essential in improving buyer experience.
• Building relationships and trust with buyers is key to a successful buyer experience. Prioritising buyer experience is crucial for companies to stay competitive and avoid potential business failure.
• Standing out in a saturated tech market requires providing an exceptional buying experience.
• Tracking metrics that align with buyer experience is essential for understanding and improving it.
• Companies can improve buyer experience by focusing on categories such as understanding, trust, speed, friction, and future-proofing.

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