Avsnitt
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As we advance in our marketing careers and transition into leadership roles, we often find ourselves shifting from hands-on tasks to overseeing strategies and people management. This often means spending less time on direct marketing activities.
For example, in a typical week, I might spend 37 hours in meetings, yet only 3 of those hours are devoted to actual marketing.
In this episode, Jen and Casper cover:
What do we miss about being hands-on marketers?
How do we stay sharp in marketing given we don't really "do" it daily?
How can we keep our focus with so many new tasks?
How do we stay updated on marketing best practice?
Spoiler alert: we don't really have all the answers, so while this episode acts as a sort of "therapy" session, we'd love to hear your tips on balancing the demands of leadership with the passion to continually improve our marketing skills. What do you do to stay sharp? And what do you leaders miss most about marketing while being in leadership?
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We're once again joined by Sparklehorse partner, Frederik Saabye Møller. In this episode, the gang share some of the most common B2B marketing mistakes they come across, including:
Over-emphasis on what "looks good" rather than what "is good". Breaking content's 60-20-20 rule Being too "extreme" with initiatives Not dividing your ICP into sub-ICPsAnd so much more!
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Saknas det avsnitt?
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In this episode, we speak with Sparklehorse partner Frederik Saabye Møller. We learn about his entrepreneurial journey to becoming a Partner with our very own Casper. Including:
Going from telemarketing to starting his own agency Finding your perfect pricing point Avoiding the "immediate results promise" trap Navigating steep learning curvesAnd because we all love a fuckup, Frederik shares with us his own fuckup story.
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Attention job hunters! We have both reviewed (probably) thousands of applications and interviewed lots of wonderful (and some not-so-wonderful) candidates in our careers. So in this episode, we cover the stuff that gets our pulses racing to meet you now, and the stuff that perhaps makes us take a hard pass, including:
- Making the most of the 15-30 seconds you get of the recruiter's attention.
- To cover letter or not to cover letter (and what to put in said cover letter).
- The initial red flags 🚩 that automatically make us click the "disqualify" button.
- Generalists vs Specialists and the importance of telling us what you're gonna bring to the table.
HOT TIP: track your numbers NOW so you have them when you need them LATER.
And 👏 so 👏 much 👏 more!
Available wherever you listen to podcasts 🎧.ARE YOU HIRING? Adding this blurb to the end of our job ads helped increase the diversity and range of skills of our applicants, so maybe it can help you, too!
Don't meet every single requirement? Studies have shown that women and people of color are less likely to apply to jobs unless they meet every single requirement outlined in the job description. Here at [company name], we are dedicated to building a diverse, inclusive, and authentic workspace, so if you're excited about this role but your experience doesn't align perfectly with every qualification in the job description, we encourage you to apply anyway. You may be the right candidate for this or other roles!
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In this episode, Jen and Casper cover motivating your Marketing Team, including:
- Balancing under-communicating to avoid tons of questions vs over-communicating and having to teach everyone how marketing works.
- Different motivation tactics for different personality types- Setting up realistic KPIs so people feel they are contributing and are valued.
- Asking the right questions to make sure you're on the same page as your team
- And remember: your manager needs feedback as much as you do!
Bonus: Jen breaks out her field hockey analogy one more time, in case you haven't had a chance to hear it 🏑
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In this episode, Casper and Jen cover a standard demand generation framework, including:
- The different goals at each level of the funnel
- Preferred ad formats for each level
- Separating high intent from low intent campaigns
- Where retargeting and lead gen fit into all this
And 👏 so 👏 much 👏 more!
Remember, when it comes to campaigns, slow and strategic outperform quick and panicked any day of the week!
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In the second installment of our chat with Planday's Fred Linfjärd, we dive deep into all things Growth marketing with the "Growth Janitor" himself. If you want to know why he's the "Growth Janitor", check out part 1.
Here we'll cover:
- Why did Planday go from Sales-Led to Product-Led?
- Using product signals to better align with Sales
- The Growth function and structure within the Planday org chart
- Getting C-level buy-in to remove obstacles to do "growth" better
And so much more! -
In this episode, Jen and Casper get to sit with Planday's "Growth Janitor", Fred Linfjärd. In part 1, he shares with us his journey to Growth stardom, including the pros of cons of:
- Rapid experimentation
- Where Growth sits in an organization
- Being the "annoying person who keeps picking at things"
And so much more! -
Ever wake up one morning and realize that, to someone somewhere, you're a role model?
As their careers and followings have grown, Casper and Jen have also had this realization. And holy sh*t.
In this episode, they share when they realized that there are people out there who look up to them - and share the people that they look up to and how they pick their role models.
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Lots of Marketers out there use agencies - but how do you make sure you get the most out of your agency?
In this episode, Jen and Casper share insights from both sides of the coin: in-house using agencies, and agencies who work with clients - on how to choose the right agency for you (and red flags to watch for!).
Also, once you've selected your agency, how to make sure you get the most out of them?
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Ask and ye shall receive.
You told us you wanted to hear Casper's learnings 1 year after starting SparkForce.
You asked, we delivered.
In this episode, Casper shares the good, the bad and the ugly of 1 full year of running his own marketing agency. He'll share his learnings, warts and all, and insights for those of you who are looking to, or have already, started your own journey.
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Everyone's talking about Marketing trends and predictions in 2024, but how many are looking back at what they learned in 2023 and what they plan to carry into 2024?
WE ARE! 👋
In this episode, Casper and Jen cover the things they learned in 2023 and how they will influence what they do in 2024, including:
- What we saw in 2023 that will separate the good marketers from the great marketers in 2024.
- Staying efficient in times when funding is limited and we want our cash to last as long as possible.
- Moving more towards a customer-centric model to drive MRR
- What does PLG have to do with any of this?And 👏 so 👏 much 👏 more!
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Carrying on from last week's episode, once you have all your data and metrics, what do you actually do with it?
In this episode, Jen and Casper cover just that, including:
- In-house reporting vs agency reporting
- Actionable insights vs death by data
- How to pick the right metrics to track
- The power of visualizing (and celebrating) your wins
- Don't stress over building a FerrariAnd so 👏 much 👏 more 😮💨
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In this episode, Casper and Jen cover the 5 business metrics every marketer should know (because it's the ones your CFO probably cares about the most), including:- Net New MRR- CAC (customer acquisition cost)- LTV: CAC ratio- CAC payback- Marketing-sourced weighted pipeline
And so 👏 much 👏 more 😮💨 -
In this episode, Jen and Casper cover managing budgets, including:
- Putting your budget in different "buckets"
- Increasing your team's autonomy and preventing bottlenecks.
- Negotiating budget with your CFO
- Managing a budget from an employee POV vs an owner POV
- Our hot take on the dreaded "what campaigns will you run next year?" question.
👏 much 👏 more 😮💨
What are your buckets? We wanna know! -
In this episode, Casper and Jen talk about speaking gigs, including:
- How to get them
- How to get ready for them
- The benefits of public speaking
- How to handle feedback
- The power of the crowd selfieAnd 👏 so 👏 much 👏 more!
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In this episode, Jen and Casper cover B2B product launches, including:
- How does it differ from B2C launches- Dream timelines vs reality- The Campfire Launch (shout out to Kvadrant Consulting for that one!)- Pivoting properly when the sh*t hits the fan (as it tends to do)- Measuring the impact of a B2B product launch
And... just to stay on trend, Taylor Swift.#swiftyeffect
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In this episode, Casper and Jen talk about the stuff none of us marketers like talking about: marketing dogsh*t 💩.
In other words - what activities are we B2B marketers doing, or being asked to do, that are complete bullsh*t and a waste of time and money, IN OUR HUMBLE OPINION.
Bring your milk, cause this one's a bit spicy 🌶️ as we share our 🔥 takes on marketing trends that are complete and utter dogsh*t (for B2B). -
Statistics suggest that 85% of jobs are filled via networking with personal and professional connections. With that in mind, how do you build your network when you've just arrived in a new country?
This episode comes from a listener request (shout out to Nathalie Bassanesi 🙌).
Casper (or shall I say, "the guy from Lost" - IYKYK) and Jen cover their experiences building networks in new countries, including:
- Wearing your "yes hat"
- Going to events heavily attended by foreigners
- Using your native language as your super power
- Realizing many jobs might not even be advertised
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Who makes metrics fun?
WE DO!
In this episode, Jen and Casper cover some metrics that can help you measure the performance of your band awareness initiatives, including:
Correlations between brand awareness and brand search frequencies
Gauging sentiment across social media
Assessing both inbound AND outbound sales velocity
When your competitors see you as a threat
And so 👏 much 👏 more 👏
What did we miss? Hit us up on LinkedIn to share your ways of measuring brand awareness success!
- Visa fler