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"Over the past decade, marketing has become more of a finance position and less of a creative position. A lot of marketers, today, forget how to be creative,” says Greg Wise, Co-Founder and Chief Customer Officer at OneScreen.AI.
In this episode, we’re raising our glasses with OneScreen.AI’s Greg Wise on The Content Cocktail Hour for a discussion on how leading companies are leveraging out-of-home advertising to hit real-world targets effectively. Greg shares the relevance and opportunities of out-of-home advertising, the power of creativity in marketing, measurement and evaluation of OOH campaigns, and OneScreen.AI’s role and resources for marketers.
In this episode, you’ll learn:
Out-of-home advertising is increasingly valuable for B2B marketers seeking new, impactful ways to reach and engage target audiences in real-world settingsMeasuring the effectiveness of out-of-home campaigns is evolving, with greater use of data and technology such as AI and machine learning to enhance targeting and ROI assessmentsCreative execution is crucial, emphasizing the need for bold and memorable visuals that capture attention and provoke discussion among consumersResources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregwise/Check out OneScreen.AI: https://www.onescreen.ai/Timestamps:
[06:05] Defining audience and human connection in marketing
[06:47] Many people pay to block ads online
[10:50] Enhancing conference presence with creative out-of-home marketing
[14:54] Out-of-home advertising offers new opportunities
[22:23] Differences between digital and static billboards
[24:28] Campaign grading system rates billboard inventory
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"Content isn't just king. It's the whole kingdom when you're talking about digital transformation.”
These are the words from content expert Angus Edwardson, Co-founder at GatherContent by Bynder.
In this episode of The Content Cocktail Hour, Host Jonathan Gandolf and Angus discuss the evolution of content operations, particularly focusing on the impact that content strategy has had on digital transformation, the role it plays in business at the strategic C-suite level, and how treating content as a strategic investment has become a prominent consideration for large enterprises. Tune in to learn the steps to revolutionizing your content strategy for success.
In this episode, you’ll learn:
Embrace a ‘content first’ strategy by prioritizing an understanding of your business and its information architecture to align content with design effectivelyAnalyze your current content operations to identify inefficiencies and adapt operating practices similar to those of product and technology teams to foster agility and speed in content deliveryLeverage AI for operational efficiencies and automation, while focusing on creating real human connections and utilizing proprietary data for unique marketing strategiesResources:
Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Angus on LinkedIn: https://www.linkedin.com/in/angusedwardson/Check out GatherContent by Binder: https://www.bynder.com/Timestamps:
[05:29] Digital transformation, content evolution, design bias
[07:48] Content seen as product and changing content teams
[10:24] Challenges in content process and technology integration
[14:34] Mapping content origin to identify inefficiencies for improvement
[18:42] AI aids marketing and allows strategic focus
[20:08] Short-term focus: Human connection, unique ideas
[23:29] A look into Binder's customer scale and support
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Saknas det avsnitt?
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What people want is a big outcome.
And the only way you get a big outcome is to take a big swing and be bold.
Welcome to The Content Cocktail Hour, the show hosted by The Juice’s Jonathan Gandolf and Clayton Stobbs that squeezes out the deepest secrets of modern B2B marketing professionals on pushing your brand to the forefront of the industry.
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CEO Jonathan Gandolf sits down with Jeff Rohrs, VP of Brand Marketing at Active Campaign, one of the best marketers in the world, and a recovering attorney and former radio DJ. The two discuss the evolution of B2B marketing and executing on crazy ideas. Jeff’s latest ambitious venture is a 29-hour digital event. Learn to be a more efficient marketer by registering for free for The Active Campaign Leap Day Extravaganza. Link below!
0:00 Introducing Jeff and Active Campaign
7:00 The Active Campaign Leap Day Extravaganza
11:08 Executing on crazy ideas
20:00 Past life as DJ
22:25 Evolution of B2B marketing
29:50 Register for free and get connected
Show Links:
Register for the ActiveCampaign Leap Day ExtravaganzaConnect with JeffLearn more about ActiveCampaignAudience: Marketing in the Age of Subscribers, Fans, and FollowersConnect with JonathanLearn more about The Juice -
Greg Wise is the Co-Founder and Chief Customer Officer at OneScreen.AI. OneScreen helps marketers select, purchase, and measure out-of-home advertising. Today with Jonathan, Greg shares everything he knows about measuring out-of-home advertising and his predictions for B2B marketing in 2024. They also discuss OneScreen’s recent article, "9 Priorities for the Modern B2B Marketer in 2024." Greg will be a speaker at “The Active Campaign Leap Day Extravaganza” on February 29th, and the free registration link is below!
0:00 Introducing Greg and One Screen AI
3:38 Measuring out-of-home advertising
10:16 9 Priorities for the Modern B2B Marketer in 2024
14:50 HubSpot’s playbook
19:13 Testing channels, future of B2B marketing
Show links:
Connect with Greg WiseLearn more about OneScreen.ai9 Priorities for the Modern B2B Marketer in 2024The Active Campaign Leap Day ExtravaganzaConnect with Jonathan GandolfLearn more about The Juice -
Christian Burne is a WCM Implementation Expert, a Technical Architect, and the CTO and Product Development Manager at Oshyn. He’s been building websites for over twenty years. Oshyn, is a website developing company that specializes in composable DXPs, or digital experience platforms. Christian explains the technical benefits a of composable DXP.
3:10 What is DXP
5:35 Adobe acquisitions
8:00 Defining composable
12:35 Aligning teams
14:35 Benefits of being composable
19:18 Outro
Register: The State of Gated vs Ungated Virtual Event
Read: The State of Gated vs Ungated Content Report
Follow Christian: | LinkedIn | Oshyn
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Rachel Downey is the CEO and Founder of Share Your Genius, an end-to-end podcast production company that helps brands refine their media strategy. Her tagline is, 'It’s never just a podcast.' Podcasts, the modern-day business card, function as both a channel and content. When devising a media strategy,
consider your primary objective—building a brand, expanding an audience, or generating demand. Once you have clarity on your focus, you can drive the podcast forward accordingly.
2:26 Share Your Genius
4:00 Media-led growth
6:36 Distribution activator
9:35 Strategize based on one focus
14:35 Driving demand with a podcast
18:12 Building a brand with a podcast
23:55 Metrics of success
25:35 Strategies that scale
30:55 Advice to aspirational podcasters
31:41 Outro
Read: The State of Gated vs Ungated Content Report
Follow Rachel: | LinkedIn | Share Your Genius
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Tommy Walker is the Founder of Content Studio, a consultancy for high-growth B2B startups and enterprises. He defines his three axioms of content marketing: premise, content is social currency, and decisions are made in Slack. It's vital that marketers both research their audience's wants and needs and avoid writing condescending content. With a career rich in experience, Tommy is a wealth of knowledge when it comes to B2B marketing done right.
Read: The State of Gated vs Ungated Content Report
Follow Tommy: | LinkedIn | The Content Studio
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What’s the best way to overcome the hurdle of creating video content? To answer this in depth, Brett invites Julia Enthoven. Julia is the CEO and Co-founder of Kapwing, a creative software company that helps companies produce videos. Julia advises hiring a dedicated team member for video, focusing on quantity over quality, creating systems and processes, and seeing what’s working for other companies.
Between AI and other automation tools, there’s lots of ways to expedite the video production process.
1:30 Conversation with Julia
4:51 Growing Kapwing’s channels
5:36 Video quality
8:52 Rise of video and TikTok
15:13 Hiring for video content role
17:00 Overcoming disappointing views
22:01 Scaling up video production
25:50 Role of AI and automation
30:08 Comfortable in front of camera
31:40 Successful integrated strategy
34:23 Outro
Follow Julia: | LinkedIn | Kapwing
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How has personalization has ruined marketing? Let’s chat with Nick Zeckets to find out. Nick is the CEO and Co-Founder at Air Traffic Control, an AI-powered personalization engine that integrates seamlessly with HubSpot. Unfortunately, there’s a lot of vague non-sense when it comes to “personalized” emails. It’s time we take the time to treat prospects like humans and use empathy to truly connect in the business world.
2:00 Conversation with Nick
5:53 Air Traffic Control
8:40 Journey to thesis
18:16 Example of bad marketing
22:19 Empathy
27:34 Strategies
35:05 Evolution of personalization
40:18 Fixing the infection
43:56 Outro
Follow Nick: LinkedIn | Air Traffic Control
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Janet Mesh is the CEO + Co-Founder of Aimtal, a remote integrated marketing agency based in Boston. She’s an expert on how B2B marketers can use YouTube video content to execute an integrated marketing strategy. Producing high quality videos that drive traffic might feel like an overwhelming task, but ripping off the bandaid and rolling with the punches is the best way to start. Alternatively, you can hire an agency like Aimtal to help you on your way!
0:00 Intro
1:40 Janet’s background
6:40 Shifts in video and social
12:20 Getting started
15:20 SparkToro
17:08 How YouTube works
21:10 Integrative video strategy
23:30 Setting expectations
27:50 Adapting to change
30:20 Audience research
36:04 Outro
Check out The State of the B2B Podcast Listener report
Sign up for Modern Day Marketer (the newsletter)
Follow Janet: LinkedIn | Aimtal
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There is a right and wrong way to distribute your content in communities. Katarina Andrejević tell us the right way. Katarina is the Customer Advocate at Userlist, an email marketing automation platform for for product-led growth. She shares how she tracks the success of organic traffic, online discussions and community building. Remember—never spam your community and keep the reader in mind.
0:00 Introduction
1:20 Conversation with Katarina
5:25 Roadblocks in distribution
9:00 Keep reader in mind
11:55 Communities
15:40 The right and wrong way
19:40 Tracking
23:05 Success story
27:10 Outro
Check out The State of the B2B Podcast Listener report
Sign up for Modern Day Marketer (the newsletter)
Follow Katarian: LinkedIn | Twitter | Userlist
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Jared Robin is the Co-Founder of RevGenius, a large and mighty community of revenue generating sales, marketing, customer success, and revops professionals. Today, he explains how SaaS leaders should think about community. To bring people together and lead a movement, you first need to identify a gap. Jared started RevGenius while he was job hunting and meeting online friends at digital events. He created a LinkedIn group for these like-minded professionals that quickly grew to what it is today. Communities are built on trust and transcend platforms. Having one is the most powerful way to grow a brand.
0:00 Introduction
1:23 Conversation with Jared
4:26 Debunking community building
7:20 Building blocks
10:50 Meeting friends online
15:10 LinkedIn to Slack
16:40 Apollo VS ZoomInfo
20:56 The long game
27:45 Crawl, walk, run
30:00 Sign of success
32:14 Outro
Sign up for RevCon for free on 10/18-10/19
Check out The State of the B2B Podcast Listener report: Exclusively on The Juice
Sign up for Modern Day Marketer (the newsletter)
Follow Jared: LinkedIn | RevGenius
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Sam Holzman is the Content Marketing Manager at Spiff Marketing, a commission-automation platform. Today, he shares how to connect when writing for a new persona, get more engagement, and infuse information with personality. Brett and Sam also discuss his background in journalism and the importance of research and authenticity. Great content should start conversations, spark new ideas, and offer value to the reader.
0:00 Intro
1:25 Introducing Sam and Spiff
3:50 Journalism background
8:50 Writing with personality
14:20 Different personas
16:10 Research
21:10 What does the person want out of this?
26:30 Engagement
29:30 Outro
Check out The State of the B2B Podcast Listener report: Exclusively on The Juice
Sign up for Modern Day Marketer (the newsletter)
Follow Sam: LinkedIn | Spiff
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Michael Londgren is a hyper-growth CMO with an impressive resume that includes Apple, Adobe, Blue Martini, Docusign, Nasdaq, and Seismic. Most recently, he became the CMO at Responsive, formerly RFPIO. Michael explains his reasoning to drive this big rebrand. A company name needs to be memorable and encompass their value proposition. The rebrand went much deeper than a name change, he also recognized a need to align the sales team. Change can be scary, so careful planning and execution were key.
0:00 Intro
1:36 Episode starts
5:12 Michael’s background
6:50 Proposing a rebrand
10:45 Timing, vision, alignment
13:35 Listen to sales team
16:10 Choosing “Responsive”
19:35 Internal to external activation
24:10 Roadblocks and goals of rebrand
30:33 Outro
Check out The State of the B2B Podcast Listener report: Exclusively on The Juice
Sign up for Modern Day Marketer (the newsletter)
Follow Michael: LinkedIn | Responsive
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Emir Atli is the Co-Founder & CRO of HockeyStack, a rapidly growing company that’s standing out from competition in a crowded space. HockeyStack provides revenue attribution analytics for B2B SaaS
companies and currently has 40 customers. Today he shares how he leveraged LinkedIn to scale the company in a short amount of time. He also reveals what he’s looking for in new hires, as they continue
to grow.
0:00 Introduction
1:22 Conversation with Emir
3:04 Attribution
5:35 Navigating feedback & sales demos
8:00 Attribution tracking on LinkedIn
12:20 Advice to marketers
13:00 Networking
15:55 Hiring
16:20 Framework for success
19:23 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
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Follow Emir:| LinkedIn | HockeyStack
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Brett invites a SaaS SEO expert who he met through a Jay Acunzo masterclass, Viola Eva. Viola is the Founder and Head of SEM of Flow SEO. She and her team of 14 create SEO strategies to ensure that valuable content doesn’t end up in internet purgatory and gets seen by the addressable market. Today with Brett, they discuss the evolution of AI in search marketing. She also explains “EEAT” and breaks down the 3 pillars of SEO: good technical infrastructure, relevant content, and links for authority.
0:00 Introduction
1:11 Conversation with Viola
3:04 Growing Flow SEO
5:20 Leadership and team dynamic
8:10 Content strategist
11:00 SEO
17:26 3 pillars
18:22 AI
21:00 EEAT—experience, Expertise, Authority, Trust
23:10 New AI tools
30:17 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
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Follow Viola:| LinkedIn | Flow SEO
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Scrolling through LinkedIn, it feels like everyone in marketing is transitioning jobs, but what makes a great candidate stand out? Today, Kyle Lacy tells you how to turn left when everyone else is turning right. Kyle Lacy is the CMO at Jellyfish and has an extensive history in marketing and has hired dozens of marketers. Candidates should think creatively, use numbers in their resume, find connections in common, and reach out thoughtfully and intentionally. He shares examples of candidates who went the
extra mile. Approach the job search like you approach accounts based marketing and don’t you dare be boring!
0:00 Introduction
1:42 Conversation with Kyle
3:30 Taking a break
7:08 Job search post
9:00 Successful example
10:30 Hiring process
12:00 Strategies to differentiate
16:20 Best practices and standouts
21:00 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
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Follow Kyle:| LinkedIn | Jellyfish
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How can we (the marketers) keep our creativity alive when everything around us tries to kill it? Endless meetings, financial pressures, and time constrains really suck the fun out of work. Luckily, Lindsay McGuire has a tip or two to help. Lindsay is the Associate Director of Content and Campaigns at
Goldcast, a digital events platform. She’s new to the company, but not new to the Indy marketing scene. To stay creative, she does her best to automate repetitive tasks and uses monday.com to stay organized.
Understand your coworkers as people and learn their preferred method of communication. Respect one another’s time and give yourself space to think freely, without distractions.
1:54 Conversation with Lindsey
4:20 Defining creativity
8:20 Standardize your process with tools
13:00 Automate, automate, automate
14:46 Roadblocks to creativity
19:15 Protect your time
22:50 Avoiding conflict
25:55 Making a creative environment
31:48 Closing out
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Follow LindsayI | LinkedIn | Goldcast
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Brett invites Warren Daniels to discuss the criticality of content in the digital economy. Warren is the Chief Marketing Officer at Bynder, a leading digital asset management platform. According to research done at Bynder, 3/4 of tech marketing leaders have either maintained or increased their investment in content this year. The two discuss playing the long game, leveraging AI, roadblocks in content creation, relevancy and consistency, and aligning internally.
1:54 Conversation with Warren
3:50 Career path
7:30 Investing in content
11:00 Playing the long game
13:40 Content operations
17:36 Relevancy and consistency
20:00 AI
23:10 Current challenges, ROI
25:48 Advice to marketer
27:53 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
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Follow Warren: | LinkedIn | Bynder
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