Shows
The Marketing ShareBalancing Brand Integrity and Local Market Strategy with Franchise Expert Brian McHale (Ep 52)In this episode of The Marketing Share Podcast, hosts Barb VanSomeren and Alec Cheung sit down with Brian McHale, CEO of Brandience, a full-service marketing agency based in Cincinnati that helps national and franchise brands grow while staying true to their identity.Brian brings decades of experience in media, production, and brand strategy, including helping leading franchise and retail brands navigate expansion, maintain brand consistency, and build genuine local connections.During this interview, our marketing experts explore the tension every expanding brand faces. The central question: how to enter new markets without losing authenticity?
2025-11-1148 minThe Marketing ShareRethinking Go-To-Market in the Age of AI with marketing expert Chaenara O'Brien (Ep 51)In this episode of The Marketing Share, our co-hosts Barb VanSomeren and Alec Chung sit down with Chae O’Brien, GTM specialist and principal strategist at Thought Bakery, for a grounded conversation about what it really takes to build a modern go-to-market strategy.Chae has worked with leading SaaS brands like Bombora, G2, and Simulogic, helping them refine how they connect with customers and scale with purpose. She brings a mix of operational insight and marketing depth that’s rare and incredibly relevant for today’s marketing leaders.This interview covers how customer intimacy drives great...
2025-10-1648 minThe Marketing ShareBridging the Messaging Gap: Chris Silvestri on Clear, Conversion-Driven Copy (Ep 50)What if we told you that your copy isn't the problem, but your messaging is? In this episode of The Marketing Share Podcast, our co-hosts Alec Cheung and Barb VanSomeren have an insightful conversation with message market fit expert Chris Silvestri, founder of Conversion Alchemy.With a background that spans software engineering, UX design, and behavioral psychology, Chris brings a unique perspective to copywriting and messaging strategy that all marketing and C-suite leaders should take note of.He dives into the idea of the “messaging gap”, which is the disconnection between what companies think...
2025-09-3048 minThe Marketing ShareThe Future of Social Media Strategy, AI, and Marketing & Sales with Emeric Ernoult, CEO of Agorapulse (Ep 49)How do you go from corporate law to leading one of the most innovative social media management platforms? In this episode, Emeric Ernoult, CEO of Agorapulse, shares his entrepreneurial journey, the lessons learned from pivots and challenges, and the evolution of social media strategies over the years.Emeric dives into how Agorapulse transformed from running Facebook contests to pioneering the social media inbox, and explores the growing role of AI in creating personalized, effective content. He also shares practical insights on content strategy, platform selection, and how businesses can adapt to the rapidly changing social media landscape.
2025-09-1656 minThe Marketing ShareHealthcare Marketing in the Age of AI with Alex Membrillo (Ep 48)How do you scale healthcare marketing without losing patient trust?In this episode of The Marketing Share Podcast, hosts Alec Cheung and Barb VanSomeren sit with Alex Membrillo, CEO of Cardinal Digital Marketing, to unpack the fast-changing world of healthcare marketing.From the influence of private equity on multi-site practices to the evolving rules of digital advertising, Alex shares the challenges and opportunities healthcare marketers are facing today. 🔑 You’ll walk away with:How private equity is reshaping healthcare practices at scaleThe critical role of HIPAA compliance in patient trust and marketing effect...
2025-09-0244 minThe Marketing ShareMastering Website Development For Your Next Website Project with Stephanie Brooks (ep 47)In this episode of The Marketing Share Podcast, marketing experts Alec Cheung and Barb VanSomeren are joined by Stephanie Brooks, a seasoned marketing leader with a wealth of experience in website development. Together, they dive into the work it takes to build and maintain effective websites.Stephanie shares her journey from journalism to marketing, highlighting her expertise in website projects, including a notable 400-page site. The discussion covers topics such as stakeholder involvement, team assembly, and the importance of owning your website's code. She also explores the evolving landscape of content management systems, with a focus on...
2025-08-1948 min
Renegade Marketers UniteThe CMOs Playbook for the Coldest Seat in the C-Suite The CMO role is not for the faint of heart. Growth targets loom large. Every dollar and decision gets second-guessed. MarTech keeps stacking up until it threatens to topple over. Drew calls it the coldest seat in the C-suite. It is also the most dynamic, the one that rewards clear thinking, fearless collaboration, and a readiness to shake up the playbook. In this episode, Drew sits down with hosts Alec Cheung and Barb VanSomeren of The Marketing Share podcast to share wisdom from his own career and from hundreds of CMOs inside CMO Huddles. Together...
2025-08-1254 minThe Marketing ShareGet Off Your (M)ass: Breaking Marketing Silos with Co-Authors Tanya and Tony Thorson (Ep 46)In this episode of The Marketing Share Podcast, co-hosts Alec and Barb welcome a dynamic marketing duo—Tanya and Tony Thorson, co-authors of the refreshingly bold book, Get Off Your (M)ass. Together, they unpack how marketing must evolve in the age of automation, AI, and customer overload.Drawing from their combined B2C, B2B, and B2A (Business to Anyone) experiences, the Thorsons break down how to move beyond mass marketing and lean into resonance, personalization, and emotional intelligence. From storytelling to silo-busting, this episode is packed with actionable insights and a to...
2025-08-0546 minThe Marketing ShareHow AI Is Changing the Way Marketers Think & Build with Liza Adams (Ep 45)Is AI your teammate or just another tool?In this episode, marketing leader and AI strategist Liza Adams joins Alec Cheung and Barb VanSomeren to reframe how marketing teams think about AI. With decades of experience in tech and SaaS, Liza brings a deeply strategic lens to AI’s evolving role—not just in campaigns, but in how teams collaborate, operate, and drive outcomes.From rethinking workflows to reshaping messaging, Liza urges marketers to see AI not as a tool, but as a transformative teammate. She shares how lean teams can scale faster by working diff...
2025-07-2250 minThe Marketing ShareFrom SEO to LLMs: How to get your brand in AI Search Results with David Kirkdorffer (Ep 44)Are LLMs your new buyers' first touchpoint? In this episode, B2B marketing strategist David Kirkdorffer joins Alec Cheung and Barb VanSomeren to unpack how AI is reshaping buyer enablement—and why your content might be invisible to large language models like ChatGPT, Gemini, and Claude.David breaks down how marketers can adapt from traditional SEO to what he calls “AI enablement”—from restructuring site content to ensuring your messaging is consistent and crawlable across the web. He also explains why accessibility standards matter more than ever (yes, even for your image alt text and headers...
2025-07-0857 minThe Marketing ShareCMOs in the Huddle: Leading Through AI, PE Pressure & Chaos with Drew Neisser (Ep 43)Is the CMO role the coldest seat in the C-suite?In this episode, Drew Neisser, founder of CMO Huddles and author of Renegade Marketing, joins Alec Cheung and Barb VanSomeren to unpack why today's marketing leaders are under more pressure than ever… and how to lead through the chaos with clarity, courage, and just a bit of fun.From launching a CMO community during the height of the pandemic to advising marketing execs navigating AI and private equity pressures, Drew shares the tactics and mindset shifts that can help CMOs survive—and thrive—in the modern...
2025-06-2453 minThe Marketing ShareNavigating the New SEO Landscape with AI and LLMs – with Noah Goldfarb (Ep 42)Is SEO still SEO… in the age of AI?In this episode, SEO strategist Noah Goldfarb from Fire and Spark joins Alec Cheung and Barb VanSomeren to unpack how search is shifting under the weight of AI and large language models—and what marketing leaders should actually do about it.From the early days of backlink chasing to today’s era of AI-powered overviews, Noah’s seen the evolution firsthand. He shares how authenticity, evidence-based content, and community engagement are becoming the new SEO power moves.Whether you're building an SEO strategy...
2025-06-1048 minThe Marketing ShareTeam Building for CMOs: AI, Agencies & the ‘Jack of All Trades’ Dilemma (Ep 41)In this episode of The Marketing Share, co-hosts Alec Cheung and Barb VanSomeren tackle one of marketing’s most persistent dilemmas: Should you hire hyper-focused specialists or versatile generalists? Spoiler: The answer isn’t black-and-white—it’s buried in your budget, your storytelling, and how you use AI.From debating the pitfalls of “full-service” agencies to navigating AI’s role as a digital intern, Alec and Barb break down how CMOs can harmonize chaos and avoid becoming the overworked conductor of a disjointed orchestra.Explore the video content of each podcast episode on YouTube
2025-05-2717 minThe Marketing ShareWhen Brands Go South with Todd Allard (Ep 40)What separates a brand flop from a phoenix-worthy comeback? (Spoiler: It’s not just a logo swap.)Fractional CMO and brand reinvention expert Todd Allard joins Barb VanSomeren and Alec Chung to unpack how brands pivot from public missteps to powerhouse reputations. From rebooting Lumber Liquidators after a multi-million dollar scandal over tainted wood imports to renaming Everest University post-60 Minutes exposé, Todd reveals how to diagnose brand breakdowns and engineer trust-building comebacks.Key Takeaways:🔑 Why rebranding starts with pruning customers.🔑 How Todd convinced the boards to kill legacy color schemesExpl...
2025-05-1350 minThe Marketing ShareMetrics that Matter with Fractional CMO Monique Olan ( Ep. 39)Ever feel like your marketing metrics are just… noise?In this episode, fractional CMO and growth strategist Monique Olan joins co-hosts Alec Cheung and Barb VanSomeren to cut through the clutter. We’re talking about how to ditch vanity metrics, align KPIs with real business outcomes, and turn data into your team’s storytelling superpower.Monique shares her battle-tested framework for diagnosing growth bottlenecks (hint: it starts with playing customer detective), why the first 30 days in any leadership role should feel more like a listening tour than a sprint, and how to fix the marketing-sales “blame ga...
2025-04-2939 minThe Marketing ShareGame-Changing Tech for Real-Time Marketing (Ep. 38)In this episode of The Marketing Share, our cohosts Alec Cheung and Barb VanSomeren sat down with Scott Cate—a tech veteran who’s been building software since the days of floppy disks—to chat about one of marketing’s most overlooked headaches: broken links.Scott’s company, 301.Pro, helps marketers like you turn those frustrating “404 errors” into opportunities. Imagine QR codes that actually work, links that update themselves, and campaigns that adapt to weather, time, or even a user’s location—no coding required.We geeked out about:👉 Why Scott’s team built a tool to save ma...
2025-04-0844 minThe Marketing ShareCRM Mastery: Aligning Marketing & Sales, Lead Nurturing, and Data Hygiene Secrets with Jason Kramer (Ep 37)Is your CRM actually helping you close more deals—or just creating more headaches?In this episode of The Marketing Share, we sit down with Jason Kramer, CEO of Cultivize, to uncover the biggest mistakes businesses make with CRM systems—and how to fix them.Jason, known as The Yoda of CRM, shares how businesses can bridge the gap between marketing and sales, clean up messy data, and turn “dead” leads into real revenue.With a background in graphic design and marketing automation, Jason has helped companies unlock the full potential of their CRMs by...
2025-03-1854 minThe Marketing ShareSEO vs. AI: Future-Proofing Digital Marketing Strategies with Corey Morris (Ep. 36)What does it take to future-proof your marketing strategy as Google evolves, AI reshapes search, and zero-click searches rise?In this episode of The Marketing Share, hosts Alec Cheung and Barb VanSomeren chat with Corey Morris—CEO of Voltage Agency and **author of The Digital Marketing Success Plan—to unpack SEO’s evolution, zero-click searches, and Google’s volatile AI updates.The pivotal challenges facing marketing leaders today? Adapting to AI-driven search, avoiding outdated “checklist SEO,” and aligning tactics with ROI-driven goals. Corey reveals his 5-step START Framework to future-proof your strategy.Highlights:Why Google...
2025-03-0450 minThe Marketing ShareWhat CEOs Need from CMOs: How to Define Marketing Success for Your CEO (Ep. 35)Ready to decode the CEO-CMO relationship and ramp up your company’s growth? In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung sit down with John Short—founder of Compound Growth Marketing—to uncover how aligning with your CEO’s vision can fuel real, sustainable results.John shines a spotlight on why understanding your CEO’s perception of marketing—whether it’s brand building, demand gen, or sales enablement—makes all the difference. He also explains how your average contract value (ACV) should guide your entire marketing approach and breaks down the art of segmentin...
2025-02-1847 minThe Marketing ShareRetention Is the New Growth Engine: How Loyalty Programs Drive Revenue with Rob Reid (Ep. 34)How can loyalty programs become your most powerful tool for growth and retention?In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung sit with Rob Reid, a leader in B2B retention and loyalty programs, managing over $200 million in business for hearing and audiology practices.Rob shares how he scaled Sonova’s loyalty program from 100 to nearly 900 members and reveals why retention is the ultimate growth strategy in today’s market.Rob dives into the evolution of loyalty programs—from traditional rewards to data-driven, value-added services—and explains how pers...
2025-01-1440 minThe Marketing ShareThe Infamous First 90 Days: Key Strategies for New Marketing Leaders (Ep. 33)What does it take for a new marketing leader to succeed in the first 90 days?In this episode of The Marketing Share, hosts Alec Cheung and Barb VanSomeren tackle the pivotal early weeks of a marketing leadership role—from setting a pre-start game plan and conducting thorough “forensics,” to managing leadership expectations and quickly identifying performance gaps. They draw on personal experiences to share actionable strategies for building trust with stakeholders, understanding the customer journey, and avoiding costly “random acts of marketing.”Barb and Alec also discuss the importance of cross-functional collaboration—whether it’s ensuring...
2025-01-0143 minThe Marketing ShareSales Enablement Unpacked: Haley Exum on Training, Tools, and Team Collaboration (Ep. 32)In this episode of The Marketing Share Podcast, co-hosts, Alec Cheung and Barb VanSomeren, chat with Haley Exum about the importance of sales enablement. Haley shares her unique career journey and explains why sales and marketing need to work together more than ever.Together they dive into the essential role of sales training and why small businesses should be focusing on the right tools to level up their sales game.They also talk about how creating real, authentic connections within teams can drive success, and why ...
2024-12-1736 minThe Marketing ShareB2B Marketing Strategies Reimagined: Mike Maynard on Storytelling, PR, and ABM Mastery (Ep. 30)What does it take to thrive in today’s fast-changing B2B marketing landscape?In this episode of The Marketing Share, hosts Barb VanSomeren and Alec Cheung sit down with Mike Maynard, CEO of Napier Group, to explore the evolving intersection of PR, storytelling, and Account-Based Marketing (ABM).Mike draws on decades of experience in the B2B sector to share actionable strategies for navigating challenges like measuring PR effectiveness, building brand credibility, and connecting with customers on a deeper level. He highlights how ABM levels the playing field for smaller companies, why diversity in ma...
2024-11-2643 minThe Marketing ShareBuilding Better B2B Marketing: Chris Peer on ROI, Value Propositions, and KPIs that Drive Success (Ep. 30)What does it take to craft marketing strategies that truly resonate in the B2B manufacturing space? In this episode of The Marketing Share, we sit down with Chris Peer, founder of SyncShow, to explore the power of ROI-driven marketing and how a well-defined value proposition can set your business apart.Chris shares his insights from his years of experience working with manufacturing clients, highlighting the shift from relationship-based to transactional marketing and why this evolution demands a robust infrastructure. With engaging case studies, Chris reveals the transformative impact of customer-focused strategies and s...
2024-11-1246 minThe Marketing ShareMarketing Goes Back to the Future: Jeff Greenfield’s Guide to Winning at Attribution in a Cookieless World (Ep. 29)What does the future of marketing look like in a world with fewer cookies and heightened privacy concerns? In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung interview Jeff Greenfield marketing expert and CEO of Provalytics to unpack the challenges and strategies reshaping today’s marketing attribution.Jeff shares his insights from years in the advertising industry, diving into how marketers can adapt to evolving attribution methods across digital and traditional media. He discusses why impressions may matter more than clicks, how AI is transforming attribution accuracy, and how storytelling is...
2024-11-0546 minThe Marketing ShareMastering Demand Generation: Scaling Strategies with Carly Botelho (Ep. 28)Are you struggling to scale your demand generation efforts? In this episode of The Marketing Share, our hosts Alec Cheung and Barb VanSomeren chat with Carly Botelho, Director of Demand Generation at Intellimize, about practical tips on building and scaling demand generation from the ground up.Carly breaks down the key steps to get demand generation running smoothly, from setting up the right tools and infrastructure to executing campaigns that drive results. She also talks about how to strategically place your marketing bets, when to experiment, and how to adapt as your company grows.
2024-10-2234 minThe Marketing ShareWhen Finance Meets Marketing: How New Marketing Leaders Can Build Strong Relationships With CFOs To Drive Company Success (Ep. 27)As a new marketing leader, how do you ensure your creative vision aligns with the financial health of your company? In this episode, hosts Alec Cheung and Barb VanSomeren dive deep into the answer to this question with Darren Ferry, a fractional CFO and former GM, with over 20 years of experience working with startups and scale-ups across North America. In this conversation, our marketing and finance experts unpack the critical role of a strong CFO-CMO relationship, and why you should keep this in mind as a new marketing leader, fractional CMO, or marketing team who wa...
2024-09-0343 minThe Marketing ShareFrom Chaos to Clarity: Fractional CMO Andy Culligan on Strategic Execution, SDR Teams and Company Growth (Ep. 26)In this episode of The Marketing Share, hosts Alec and Barb sit down with seasoned fractional CMO, Andy Culligan, to explore the complexities of modern marketing leadership. Andy breaks down why building an effective marketing team is more challenging than ever. With specialties like paid ads, content creation, and marketing ops under the marketing umbrella, it’s unrealistic to expect one person to handle everything—a mistake many companies make.Andy shares his experience helping companies avoid burnout and underperformance by focusing on execution over constant rebranding or restructuring. He emphasizes working with existing resources to de...
2024-08-2046 minThe Marketing ShareMarketing Attribution: Friend or Foe? with Tracy Sestili (Ep. 25)Attribution in marketing refers to the process of assigning credit to various touchpoints along a consumer's journey that contribute to a desired outcome, such as a purchase or conversion.It's crucial for CMOs to grasp this concept because it provides clarity on which marketing efforts are most effective and justifies budget allocations. When CEOs inquire about attribution, they seek data-driven insights to understand ROI and optimize resource allocation. CMOs equipped with attribution knowledge can confidently demonstrate the impact of marketing initiatives, align strategies with business goals, and drive informed decision-making. This proactive approach not only...
2024-08-0633 minThe Marketing ShareThe Biggest Mistake First-Time Marketing Leaders Make (Ep. 24)There's a very common mistake that first-time marketing leaders tend to make. Unfortunately, you don't realize you're doing it till you find yourself on the defensive. In this episode, we talk between ourselves as co-hosts and marketing leaders ourselves about what we've learned regarding this blind spot, including why it happens and how to avoid it. Explore the video content of each podcast episode on YouTube Want to be a guest on The Marketing Share Podcast? Send us your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our Podcast Ma...
2024-07-2414 minThe Marketing ShareMarketing Leader Interviews: Leading for the First Time with Kyle RutledgeIn this Marketing Leader Interviews episode, meet Kyle Rutledge, a digital marketing professional with over a decade of experience across in-house, agency, and contract roles. Kyle shares his journey from a self-taught video producer to leading the marketing department of a seed stage SaaS startup. He offers valuable insights into the fast-paced world of agency work, the challenges of transitioning to a leadership role, and the critical importance of understanding marketing math. Whether you're looking to enhance your PPC campaigns or align your marketing strategies with business goals, Kyle’s experience provides actionable tips and strategies.Explore th...
2024-05-3133 minThe Marketing ShareGood Creative: What to Look For & How AI Is Affecting Agencies with Matt KuttanWhat exactly does a Creative Director do? And when should I consider hiring a marketing agency? In this episode, we get answers to these questions from Matt Kuttan, a creative director who has worked at many top marketing agencies and on a number of well-known brands. Matt discusses the Chief Creative Officer role and how marketing agencies have changed over the years. He explains a key industry shift that has kept agencies competitive and adaptable. He also shares his thoughts on how AI has the potential to upend creative work. Finally, we talk to Matt about the growth of...
2024-05-0750 minThe Marketing ShareIndustry Specialization in Content Writing with Janine KelbachShould I hire a good writer who can learn my industry, or turn an industry expert into a good writer? This is a common question many marketers face. In this episode, Janine Kalbach, owner of WriteRN, shares her insights on writing and marketing, particularly in specialized industries like hers (healthcare). Janine discusses her unique background as a nurse turned writer and the journey that led her to start her own content marketing agency. She explains why industry specialization in writing is important in her field, and how it benefits her clients. Janine also provides valuable tips on identifying good...
2024-02-2931 minThe Marketing ShareMarketing Leader Series: Getting a Startup from Zero to One with Mike HarmonOne of the big draws to working at an early stage startup is getting to build the marketing function from ground zero. However, the challenges are also significant. Competition is high, awareness is low, and winning often depends on a few good moves and the right focus. In this installment of our Marketing Leader Series, we speak with Mike Harmon, a 4X founding-level marketer at venture-backed companies. MIke shares his perspective on how best to generate marketing traction early on. Mike talks about the two different kinds of startups and how they differ, the role of brand and messaging...
2024-01-2447 minThe Marketing ShareHow Google's February 2024 Email Changes Affect Outbound Campaigns with Brandon TurnbullThis February 2024, Google (and Yahoo) will be implementing changes that affect email deliverability, especially to personal accounts. While B2B users won't be quite as impacted, these changes are good indicators of how large email providers continue to work to reduce spam. To help marketing leaders understand the impact of these changes on outbound marketing and how best practices should be updated, we bring back to The Marketing Share our previous emai marketing expert, Brandon Turnbull of Outbound Scale.Explore the video content of each podcast episode on YouTube Want to be a guest on...
2024-01-1020 minThe Marketing ShareDeveloping Executive Presence with Drew SaurManaging a department requires more than broad functional or technical knowledge. You also need to convey intangible qualities such as leadership, authority, and influence. These often get described as “having executive presence.” However, what does this term really mean and how do you know if you have it? If you don't, how can you work to improve your executive presence? This episode’s guest is Drew Saur, an executive career coach who has developed a concrete definition of what executive presence is and how to develop it in yourself to improve your managerial and career success.Explore the vi...
2023-11-2151 minThe Marketing ShareHow to Measure and Track Your Brand with Jiri BoudalFew leaders would argue the value of having a strong brand. Yet for CMOs, tying brand investment to performance has always been a challenge. We have used measures like aided and unaided awareness, but these can feel soft and at odds with the ground level priorities of an organization. Plus, many companies with low overall awareness have strong businesses, especially in niche markets. So, how can we improve the tracking and measurement of brand? In this second of two episodes on brand and demand, Jiri Boudal, President of Behaio Labs, sheds light on how new technology helps marketers do t...
2023-11-0751 minThe Marketing ShareConnecting the Dots from Brand to Demand with Beth Hunsicker ParkerBranding is usually an understood and accepted marketing objective at the C-level. At the same time, demand metrics such as pipeline performance and funnel optimization are what most marketing leaders are measured against. Can marketing do both? Should they, especially if the company is earlier stage? In this first of two episodes on brand and demand, we speak with Beth Hunsicker Parker, founder of Dotmap Marketing Partners and an expert brand marketer. Beth describes how brand building is not a separate activity but a system that ultimately leads to demand.Explore the video content of each podcast...
2023-10-2650 minThe Marketing ShareThe Marketing Recruiting LandscapeBuilding out your team is one of the most important things you’ll do as a marketing leader. Recruiters – whether internal or external – play a key role in the hiring process because of their direct involvement in finding and screening candidates as well as their general knowledge of the labor market. In this episode, we speak to Wes Lieser, a VP and marketing recruiter as Versique Search. Wes shares his perspectives on the current state of the job market for marketers, how to best work with recruiters as a department leader, and some tips for when YOU are the one lo...
2023-10-1159 minThe Marketing ShareThe Evolution of ABM Through Use of Intent Data with Latane ConantThe ability to monitor for purchase intent is changing how marketers identify and engage with potential customers. Latane Conant, CMO of 6sense and author of "No Forms. No Spams. No Cold Calls." joins us to discuss how the use of intent data has not only elevated account-based marketing (ABM) but led to better marketing all around. She also shares her advice on some of the more challenging aspects of marketing leadership such as the role of revenue operations, knowing your metrics and how to have a more strategic voice at the leadership table.Explore the video content...
2023-09-2641 minThe Marketing Share10 Ways to Risk-Free Innovation with Tom Kuczmarski and Jake ShermanInnovation is essential for successful companies. Yet, most struggle to prioritize innovation because of risk aversion and the fear of failure.As a leader, cultivating a culture of innovation requires that you develop resilience and a tolerance for risk. In marketing, this could look like entering a new segment where you have no brand recognition; recommending a new campaign approach or undergoing a strategic re-brand even though current market awareness is strong. In all these examples, the fear of failure - of making the wrong call - is a real hurdle.So how do leaders p...
2023-09-1250 minThe Marketing ShareMessaging for Complex Products with Marcy FreemanOne of the toughest tasks in marketing is crafting compelling messaging for complex products or services. Message too high and your audience will get mired in technical speak. Message too low and your audience will miss what's special and differentiated about your solution. Either way, the result is the same - low engagement and an under appreciation of product value.While messaging complexity is a characteristic of many industry segments, it's especially prevalent in healthcare. Our guest, Marcy Freeman, is an expert in healthcare product management and marketing. She helps her clients with messaging for all role t...
2023-09-0835 minThe Marketing ShareNew Marketing Leader Series: Facing the Unknown w/ Jenn GuidryWhen you step into that first marketing leadership role, it can be a bit like, “Great, I made it but… now what??” Because even if you’ve been working towards taking on leadership for some time and have been preparing for it, once you make it, there are many (even among experienced marketing leaders) who think, “Am I really ready for this? How am I going to figure this out?” In this episode, Jenn Guidry, a marketing director, walks us through her scrappy, figure-it-out journey to marketing leadership and the work, wins and attitude that propel marketing leaders to ‘get r done.’
2023-08-0143 minThe Marketing ShareHow Marketers Gain "Unfair Mindshare" w/ Derek WeeksDerek Weeks, CMO and community-led marketing expert, joins us to share a sneak preview of his new book, Unfair Mindshare. The book is a comprehensive guide to integrating three essential marketing orbits (product, brand, and community) to build engaging communities and generate exponential business growth. In the book, Derek recounts how he led a movement that created a thriving community of over 100,000 software development professionals that continues today.Derek also talks about some real-world community-led marketing examples and sample playbooks that he details in his book. He provides practical advice for fellow CMOs and marketing leaders on...
2023-07-1853 minThe Marketing ShareBuilding an Authentic Community w/ Matt Heinz of Heinz MarketingCommunities can be such a rich asset to companies and marketing teams. The challenge is how to build one that feels authentic and engaging to members while still being valuable to the community’s creators or sponsors. In this episode, we hear from Matt Heinz from Heinz Marketing about how he started and manages CMO Coffee Talk, a community for Chief Marketing Officers that began in 2020 and now has 2,400 members. About Matt Heinz / Heinz Marketing: - Website: https://www.heinzmarketing.com/ - LinkedIn Company Page: https://www.linkedin.com/company/heinz-marketing-inc/ - Link...
2023-06-2039 minThe Marketing ShareYour First Marketing Hire w/ Kenny MazurskyFor startups and early-stage companies, the question of when to bring on the first marketing hire can be a difficult one. Many founders have remarked that they probably should have hired marketing sooner. And when a marketing leader is eventually hired, that same leader faces a similar question - when to make the next hire and what role. Our guest, Kenny Mazursky, has been a startup founder, a fractional marketing lead and currently runs a marketing agency. He shares his valuable insights on this strategically important issue that can dramatically influence a company's success.Explore the video c...
2023-06-0639 minThe Marketing ShareThe Skinny on Paid SearchPaid Search is one of the most used digital ad strategies for driving traffic to a website. In this episode, we talk with Rob Bunting, a paid search specialist who has run these programs for hundreds of clients. We cover key aspects marketing leaders need to know such as when it makes sense to use PPC; how to estimate what kind of spending is needed; results you can expect; and how to use in conjunction with organic search. Explore the video content of each podcast episode on YouTube Want to be a guest on The M...
2023-06-0649 minThe Marketing ShareUnderstanding Generative AI for Marketers w/ Nicole LefferGenerative AI looks to be the latest technological advancement that could dramatically disrupt the way we live and work. Marketing leaders want to know how new tools like ChatGPT can and should be used, their impact on productivity and how best to guide their team members in developing their AI skill set. We talk with Nicole Leffer, a CMO with expertise in generative AI. Nicole answers questions like how generative AI is best utilized for marketing, its current limitations, and the importance of learning how to interact with the AI for best results. Explore the video content o...
2023-05-1647 minThe Marketing ShareOutbound Email Marketing w/ Brandon TurnbullBelieve it or not, sending cold emails can be quite effective at generating leads for the top of your funnel. But using email in this way is quite different than using it for nurturing or drip campaigns. We talked with Brandon Turnbull, an email specialist who has been running outbound email campaigns to generate leads for years. We cover the key things you'll want to know if you're going to use this channel, such as typical success rates, minimum requirements, how to ensure email deliverability, and more.Explore the video content of each podcast episode on YouTube
2023-05-0147 minThe Marketing ShareQuiet Hiring for Growth MarketingThe term Quiet Quitting captured the silent but detrimental phenomenon of employees feeling so disengaged, disconnected and undervalued at work that they resort to performing only the bare minimum to meet their assigned responsibilities. It also spawned a correlating effect termed Quiet Hiring, where companies ask employees to temporarily take on new responsibilities beyond their current job description. However, the term also encompasses the expanded use of contractors or freelancers to more quickly fill skill gaps. In this episode, we focus on this latter definition in our conversation with Marian Temesvary and Martha Porter-Fiszer of Health Mavens, a C-suite...
2023-04-0528 minThe Marketing ShareIntro to The Marketing Share PodcastRunning a marketing department requires expertise in many domains, from positioning to demand generation to branding to martech and much more. As a business leader or a new department head, you may be an expert in one or more of those domains but usually not all of them. The Marketing Share podcast is meant to help close that gap. Listen to our first episode to learn why we've jumped into the podcasting world and how we're going to help marketing leaders be more successful.Explore the video content of each podcast episode on YouTube Want...
2023-04-0505 minThe Marketing ShareNavigating CrisisAlmost every company, at some point in time, will face a crisis situation, whether it be internally or externally triggered. While some companies have a dedicated communications or public relations department, it's not uncommon for marketing leaders to have these responsibilities fall under their domain. What can or should you do then when a crisis situation unfolds but you have no formal communications training? Andrew Moore, a communications expert from Narrative Public Affairs, shares his insights and best practices on how best to prepare and respond.Explore the video content of each podcast episode on YouTube
2023-04-0550 minThe Marketing ShareSecret to Sales and Marketing SuccessFor B2B marketers, one of the most important internal relationships to manage is with sales. While it is becoming more commonplace for marketing teams to have their performance tied in part to revenue, simply putting this metric in place isn’t enough. Having an impact on revenue requires strategic and tactical alignment with your sales counterpart. In this episode, we speak with CMO, Kyle Hamer, about what it takes to achieve a successful partnership with sales.Explore the video content of each podcast episode on YouTube Want to be a guest on The Marketing Sh...
2023-04-0545 min