Shows
Attributed - A podcast by DreamdataAlice de Courcy: Using OKRs to Drive Marketing Success at Cognism (Reposted Episode)We are joined by Alice de Courcy, CMO of Cognism, as she shares how using OKRs (Objectives and Key Results) can transform your marketing strategy.As a marketing leader at one of the fastest-growing B2B SaaS companies, Alice will teach us how she aligns OKRs with business goals to drive growth, foster collaboration, and achieve measurable results.Discover how to:- Set impactful, results-focused OKRs- Align marketing OKRs with sales and product teams- Overcome common OKR challenges in marketing
2025-07-3142 min
Attributed - A podcast by DreamdataAlice de Courcy: Using OKRs to Drive Marketing Success at CognismWe are joined by Alice de Courcy, CMO of Cognism, as she shares how using OKRs (Objectives and Key Results) can transform your marketing strategy.As a marketing leader at one of the fastest-growing B2B SaaS companies, Alice will teach us how she aligns OKRs with business goals to drive growth, foster collaboration, and achieve measurable results.Discover how to:- Set impactful, results-focused OKRs- Align marketing OKRs with sales and product teams- Overcome common OKR challenges in marketing
2025-01-1442 min
Stacking Growth | The B2B Marketing PodcastExpert Session: Repurposing Website Content for Ad Creative with Matthew SciannellaIn our August Expert Session, Chris Walker and Matthew Sciannella spent an hour delivering detailed analysis, actionable feedback, and tips on repurposing website content for ad creative.
Key takeaways include:
The transition from paid search to paid social requires a deep understanding of platform user behavior and creative messaging strategies.
Existing web content like feature pages, case studies, and product updates are the best starting points for repurposing into engaging ad formats such as carousel ads and short-form videos.
Use metrics like dwell time on LinkedIn to measure the en...
2024-10-0744 min
Marketing DilemmasFrom Salesforce to Scaleup: Maura Rivera’s leadership transition to CMO at QualifiedCognism’s CMO Alice de Courcy speaks to Maura Rivera, former Marketing Manager at Salesforce, current CMO at Qualified about how this career path shaped how she leads her marketing team.
2024-09-0338 minMarketing DilemmasHow to ACTUALLY use AI in marketing to drive demand with Kyle Coleman, CMO at Copy.aiCognism’s CMO Alice de Courcy speaks to Kyle Coleman, CMO at Copy.ai about how marketers can effectively use AI to stay relevant and ultimately drive demand.
2024-07-2336 minStacking Growth | The B2B Marketing PodcastExpert Session: Scaling a Demand Engine, with Alice de CourcyIn our February Expert Session, Chris Walker was joined by Cognism’s Alice De Courcy to talk about the transformative journey of marketing strategies from lead generation to demand generation. The dialogue revolves around the pivotal shifts in B2B Go-to-Market and digital demand tactics, revealing the forward-thinking practices leading today's marketplace.
Alice unfolds the rationale behind moving from a lead gen to a demand gen strategy and emphasizes the importance of evaluating revenue-driving factors within marketing initiatives. By analyzing the revenue models and aligning with organizational targets, she expresses how Cognism made significant strides in efficiency. The...
2024-07-1545 minMarketing DilemmasAdapting LinkedIn strategies to feed into create demand motions, with Brandon Redlinger VP of Marketing at Chili PiperCognism’s CMO Alice de Courcy, speaks to VP of Marketing at Chili Piper, Brandon Redlinger about how to create and implement a stand out LinkedIn strategy that helps to feed demand creation motions.
2024-07-0941 minMarketing DilemmasInside the Minds of Revenue-Focused CMOs: With Alice de Courcy and MJ SmithCognism’s CMO Alice de Courcy, speaks to CMO at CoLab, MJ Peters about the activities she's run at CoLab that have had the biggest impact. From tightening entry criteria, to optimising product overview pages.
2024-06-1841 minMarketing DilemmasPrioritising a customer-led approach with Georgiana Laudi, Co-founder and author of Forget the FunnelCognism's CMO, Alice de Courcy makes her return to The Loop podcast after her maternity leave to speak to Georgiana Laudi, Co-founder and author of Forget the Funnel. They discuss Gia's customer-led approach and revisit the funnel concept to find out if it's still relevant to marketers today.
2024-04-2341 min
GTM LiveRV150 - Expert Session: Scaling a Demand Engine, with Alice de CourcyChris was joined by Cognism’s Alice De Courcy to talk about the transformative journey of marketing strategies from lead generation to demand generation. The dialogue revolves around the pivotal shifts in B2B Go-to-Market and digital demand tactics, revealing the forward-thinking practices leading today's marketplace. Alice unfolds the rationale behind moving from a lead gen to a demand gen strategy and emphasizes the importance of evaluating revenue-driving factors within marketing initiatives. By analyzing the revenue models and aligning with organizational targets, she expresses how Cognism made significant strides in efficiency. The episode further explores metrics and KPI...
2024-03-0545 min
PodSpot - The UK HubSpot PodcastSpotLight: What do these two business leaders share in common?Answer: HubSpot
In the latest episode of SpotLight, a show that dives deep into the archives of PodSpot, we hear from two business leaders, Alice De Courcy, Chief Marketing Officer at Cognism, and James Leavesley, former Chief Revenue Officer at TradeKart.
Taken from episodes 5 and 44, we'll be hearing about the practical realities of optimising and customising HubSpot, through the lens of enterprise level business.
Expect WordPress and Squarespace comparisons, the power of the HubSpot API and two very happy Karman Digital partners.
2023-11-0316 min
FiredUp! - The Startup Marketing PodcastAll About Attribution with Jamie HallittAttribution tools help us provide a complete picture of the customer journey and the precise touchpoints that lead to sales. On episode 07 of the FiredUp! podcast, Jamie Hallitt, Head of Growth at Ruler Analytics shares how using attribution can help us quantify the success or failure of our marketing efforts. Download A Startup’s Guide to Attribution. Learn how to track the performance of each of your marketing channels and see how they influence lead conversion. In this episode of the FiredUp! podcast, Jamie Hallitt shar...
2023-10-2640 min
The Sales Soundcheck PodcastBridging the divide between sales & marketing with Alice de Courcy @ CognismIn this episode of the Soundcheck we have Alice de Courcy the group CMO at Cognism and author of The Diary of a First Time CMO on the mic.
We'll be discussing…
The importance of collaboration between sales and marketing
Aligning sales and marketing with common goals and tackling challenges that come up when teams aren't on the same page
Practical tips to enhance communication between the two teams
Leveraging experts and measuring the success of a campaign
Alice also shares the steps Cognism took to get their sales an...
2023-10-1829 minMarketing DilemmasHow we optimised our pipeline in 2023Cognism CMO, Alice de Courcy and VP of Marketing, Liam Bartholomew talk through Cognism's marketing teams approach to optimising pipeline efficiency. From redefining what a 'good customer' looks like, to optimising ad channels - they cover many of the tactics contributing to Cognism's pipeline success.
2023-08-0839 min
Revenue Champions107: Transforming the B2B Buyer Journey (with CMO at PwC, Antonia Wade)Alice de Courcy is joined by CMO at PwC, Antonia Wade to discuss how the added complexities of the modern B2B buyer journey have rendered the marketing 'funnel' pretty useless. Instead, Antonia proposes a new way to look at the B2B buyer journey.
2023-08-0230 min
The GTMnow PodcastGTM 51: A Dream to a Nightmare, and Now a Multi Million Dollar Company with James IsilayJames Isilay founded Cognism a B2B sales intelligence company together with Stjepan Buljat in 2015. James had previously worked as a quantitative trader and analyst and studied Information Systems Engineering. Cognism helps you identify your ideal customers globally, find others like them, and reach out when they are most likely to buy.What You Will Learn:The power of networking as you build your career.The importance of making top-tier hires when scaling your business.Scaling internationally is how you win in today's market.Why SDRs should be working in the office....
2023-08-0145 min
B2B GrowthThe 10% Mindset“Anyone can always do/give 10% more.”In this episode, James and Benji discuss the easiest way to continue to advance your career and become invaluable to your organization. Discussed in this Episode:How habits compound over timeThe necessity of honing your craftThe ability to be content yet always work to improveLink to Post: https://www.linkedin.com/posts/alice-de-courcy-5205516a_b2bmarketing-demandgeneration-activity-6973185564585967616-09J-?utm_source=share&utm_medium=member_desktopConnect with us: James: https://www.linkedin.com/in/jamescarbary/
2023-07-2018 min
Revenue Champions104: Running successful brand awareness campaigns (with Andrew Davies, CMO at Paddle)CMO of Cognism, Alice de Courcy speaks to CMO at Paddle, Andrew Davies about his recent brand awareness campaigns including sending Paddle merch into orbit!
2023-07-1228 min
Cheat Codes: Play The Marketing Game On Easy ModeThe Lost Episodes, Part 1: All The Generic Advice You Hear is TrueRecorded in April 2023. We discuss how we created The Easy Mode Framework, how we ended up implementing it at Cognism (and being mentioned in Alice de Courcy's first book!), and how we were able to throw together a promising and fun side-gig.
2023-07-0427 min
Marketing DilemmasBehind the scenes of the CMO diary campaignCMO, Alice de Courcy speaks to the Demand Gen campaign manager and brains behind the highly successful CMO diary launch campaign - Jamie Skeels. They chat about how the diary came to be, how Jamie went about planning the campaign, and some behind the scenes insights about the last minute changes impacted the campaign.
2023-06-2743 min
Revenue Champions99: Should marketers be tied to revenue? (with Darryl Praill, CMO at Agorapulse)Cognism’s CMO, Alice de Courcy interviews Agorapulse’s CMO, Darryl Praill. Discussing how important being tied to revenue is as a B2B marketer and the benefits this responsibility to revenue can bring.
2023-06-0734 minMarketing DilemmasTransforming the B2B Buyer Journey with CMO at PwC, Antonia WadeAlice de Courcy is joined by CMO at PwC, Antonia Wade to discuss how the added complexities of the modern B2B buyer journey have rendered the marketing 'funnel' pretty useless. Instead, Antonia proposes a new way to look at the B2B buyer journey.
2023-05-3030 min
Marketing DilemmasRunning successful brand awareness campaigns with Andrew Davies, CMO at PaddleCMO of Cognism, Alice de Courcy speaks to CMO at Paddle, Andrew Davies about his recent brand awareness campaigns including sending Paddle merch into orbit!
2023-05-2328 min
Marketing DilemmasShould marketers be tied to revenue? With Darryl Praill, CMO at AgorapulseCognism’s CMO, Alice de Courcy interviews Agorapulse’s CMO, Darryl Praill. Discussing how important being tied to revenue is as a B2B marketer and the benefits this responsibility to revenue can bring.
2023-05-0936 min
Attributed - A podcast by DreamdataIlluminating the B2B buying journeyOn this episode of Attributed Steffen Hedebrandt is a guest on the Loop Podcast hosted by Alice de Courcy Group CMO at Cognism.B2B Buying behavior has changed tremendously during the last few years. It has shifted toward omnichannel, B2C-like experiences and personalization.Steffen and Alice discuss those changes and how can we use attribution to illuminate the multitude of touch points within that journey.For more episodes got to the Loop Podcast: https://podcasts.apple.com/gb/podcast...
2023-04-2440 min
Revenue Champions91: Getting CEO buy-in for marketing decisions (with Ethan Aaron, CEO at Portable)CMO Alice de Courcy speaks to Ethan Aaron, CEO at Portable about his understanding of the marketing function, why it’s important for CEOs to understand the role of marketing and what CEO’s care about when having the final say on marketing decisions.
2023-04-1231 min
Revenue Champions89: Illuminating the B2B buying journey (with Steffen Hedebrandt, CMO and co-founder at Dreamdata)Alice de Courcy, Cognism CMO chats to Steffen Hedebrandt, CMO and co-founder of Dreamdata about the changing nature of B2B buying behaviour. In this era where buying journeys start way before a buyer speaks to sales, how can we use attribution to illuminate the multitude of touch points within that journey?
2023-03-2240 min
Marketing DilemmasGetting CEO buy-in for marketing decisions with Ethan Aaron, CEO at PortableCMO Alice de Courcy speaks to Ethan Aaron, CEO at Portable - an ELT tool for your modern data stack - about his understanding of the marketing function, why it’s important for CEOs to understand the role of marketing and what CEO’s care about when having the final say on marketing decisions.
2023-03-2132 min
Revenue Champions88: Bonus Episode: CMO Diary launch partyDiary of a first time CMO author, Alice de Courcy is joined by marketing whizz, Gaetano Dinardi to discuss some burning questions surrounding Alice’s highly anticipated CMO diary launch. Breaking down her three biggest takeaways from the diary.- Building a CMO mindsetHow to scale a team from 3-39 How I built a demand gen strategy that scaled past $50m+ ARR
2023-03-1551 min
Marketing DilemmasIlluminating the B2B buying journey with Steffen Hedebrandt, CMO and Co-founder at DreamdataAlice de Courcy, Cognism CMO chats to Steffen Hedebrandt, CMO and co-founder of Dreamdata about the changing nature of B2B buying behaviour. In this era where buying journeys start way before a buyer speaks to sales, how can we use attribution to illuminate the multitude of touch points within that journey?
2023-03-1040 min
Diary of a first-time CMOEntry 1: Put yourself in their shoesAlice de Courcy tells the story of spending the day cold calling to get in the shoes of her sales team. Hear the lessons she learned on buying intent, sales/marketing alignment and customer research.
2023-02-0104 min
Revenue Champions77: Demandism: learnings from 2022 (with Cognism Marketing Leaders)Welcome to Revenue Champion’s ninth episode of Demandism. Where Cognism marketing leaders Alice De Courcy, Liam Bartholomew and Fran Langham give actionable tactics behind executing a demand generation first strategy that delivers month on month marketing revenue growth. This episode of Demandism focuses on reflecting on Cognism’s marketing team’s key learnings and lessons from 2022. This includes a review of the inbound and pipeline growth, paid social account structure, testing new ideas and experiments and more.
2022-12-2155 min
Revenue Champions76: What is declared intent and how to drive more of it (with Gaetano DiNardi, Growth Advisor at Cognism)This week, Alice de Courcy, CMO @Cognism is joined by Gaetano DiNardi, Growth Advisor @Cognism to talk about the problems with assumed intent and how to grow declared intent. In this episode, Alice and Gaetano discuss what is declared intent, benefits of ungating your content, marketing predictions for 2023 and more.
2022-12-1440 min
Le Grand Débat – Radio Notre DameAlice Neel, au Centre Pompidouavec Mélina de CourcyHébergé par Audiomeans. Visitez audiomeans.fr/politique-de-confidentialite pour plus d'informations.
2022-12-1226 min
Culture Club – Radio Notre DameAlice Neel, au Centre Pompidouavec Mélina de CourcyHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
2022-12-1226 min
Revenue Champions61: Demandism: content distribution 101 (with Cognism Marketing Leaders)Welcome to Revenue Champion’s sixth episode of Demandism. Where Cognism marketing leaders Alice De Courcy, Liam Bartholomew and Fran Langham give actionable tactics behind executing a demand generation first strategy that delivers month on month marketing revenue growth. This episode of Demandism focuses on content distribution and features a special guest, Binal Raval, SEO & Content Executive and mastermind behind Cognism’s social channels. Alice, Liam, Fran and Binal discuss scaling your company LinkedIn, paid video ads, distribution in demand generation and more.
2022-08-3155 min
Revenue Champions58: Demandism: building a media machine for B2B (with Cognism Marketing Leaders)Welcome to Revenue Champion’s fifth Demandism episode. A series where Cognism marketing leaders Alice De Courcy, Liam Bartholomew and Fran Langham give actionable tactics behind executing a demand generation first strategy that delivers month on month marketing revenue growth. This episode focuses on Cognism’s strategy for building a media machine for B2B. Alice, Liam and Fran talk through how to scale a media machine, content that gives buyers an advantage, how Cognism use ungated experiences and more.
2022-08-1057 min
Revenue Champions52: Demandism: how to successfully launch a rebrand (with Cognism Marketing Leaders)Welcome to Revenue Champion’s forth Demandism episode. A series where Cognism marketing leaders Alice De Courcy, Liam Bartholomew and Fran Langham give actionable tactics behind executing a demand generation first strategy that delivers month on month marketing revenue growth. This episode focuses on Cognism’s recent rebrand strategy. Alice, Liam and Fran talk through getting out of brand limbo, pre-kick off work needed for a rebrand project, learnings from Cognism’s rebrand and more.
2022-06-2952 min
Revenue Champions50: Driving demand for B2B marketing (with Todd Clouser, Senior Brand Marketing Manager at Refine Labs)Alice de Courcy, CMO @Cognism talks to Todd Clouser, Senior Brand Marketing Manager @ Refine Labs about driving demand to keep up with the modern buyer. Alice and Todd discuss growing an audience with the emergence of new channels like TokTok, the content creating process at Refine Labs, top metrics to measure demand and more.
2022-06-1547 min
Marketing-Led GrowthWhy Companies Should Be Marketing-Led And Marketing Is The Vanguard Of ProgressThe rise and maturity of the internet, social media, mobile phones, and advances in marketing technology and know-how have changed how buyers want to be marketed and sold to.
Beforehand, buyers had limited access to information from Marketing, or from their peers to become aware of and to evaluate vendors. Most of the information a buyer needed was “gated” behind Sales. Back then, Sales was responsible for influencing most of the buyer’s decision to purchase.
Now, buyers have an abundance of information from Marketing that drives them to the website, to speak to Sales, and to...
2022-06-1009 minMarketing-Led GrowthCognism Liberated Marketing From Sales Development To Unlock Growth and Profit | Case StudyWhy and how Cognism liberated Marketing from Sales Development to unlock growth and profit. Specifically, by liberating Marketing from having to generate contact info of uninterested buyers (MQLs) so SDRs can spam buyers, to Marketing generating real leads: website demo requests.
Cognism is a software company with 270 employees as of 2022. In 2019, they brought in Alice de Courcy as the CMO to build a predictable and scalable marketing revenue engine, including marketing to big companies, and to deliver 55% of new business revenue every month. Alice transitioned Cognism’s Marketing from primarily generating MQLs for Sales Development, to generating we...
2022-06-1015 minMarketing-Led GrowthMarketing Is Harmed By Sales DevelopmentMarketing is harmed by Sales Development: handcuffed, preempted, counteracted, and crowded out.
Handcuffed:
→constantly generating a high quantity of contact information of uninterested buyers (MQLs, MQL Hamster Wheel) via gated content or list purchases–so SDRs can burn through it by spamming buyers with telemarketing, email spam, LinkedIn spam, physical mail spam, and bribery via gift cards. “Lead Generation” refers to Marketing having to generate MQLs for SDRs rather than website demo requests or Sales-ready leads–which are real leads.
→creating lousy content because the purpose is to capture contact information–not generate real website de...
2022-06-0919 min
Revenue Champions47: Demandism: building a content engine to power demand (with Cognism Marketing Leaders)Welcome to Revenue Champion’s third episode of Demandism. Where Cognism marketing leaders Alice De Courcy, Liam Bartholomew and Fran Langham give actionable tactics behind executing a demand generation first strategy that delivers month on month marketing revenue growth. This episode of Demandism focuses on building a content engine to power demand and features a special guest, James Sutton, Cognism’s Campaign Manager and brains behind Cognism’s subject matter expert. Alice, Liam, Fran and James discuss content and demand generation collaboration, content bucketing, subject matter expert and more.
2022-05-2557 min
Revenue Champions42: Demandism: how to balance demand gen and traditional marketing practices (with Alice De Courcy, CMO at Cognism, Liam Bartholomew, Global Head of Demand Generation at Cognism and Fran Langham, Head of Enterprise Marketing at Cognism)Welcome to Revenue Champion’s second episode of Demandism. Where Cognism marketing leaders Alice De Courcy, Liam Bartholomew and Fran Langham give actionable tactics behind executing a demand generation first strategy that delivers month on month marketing revenue growth. This episode focuses on how to balance the requirement for modern demand gen tactics with a new look approach to some of the more prehistoric marking practices including how you can approach blog content to build demand, SEO in demand gen, email nurtures and more.
2022-04-2051 min
GTM Live270 - How To Transition From Lead Gen to Demand Gen | Alice de CourcyA lot of marketers are sold on modern demand gen, but they don't know how to institute change internally. We know this because the most asked question we get is, "How do you transition from lead gen to demand gen?" If that sounds like you, you're in luck. We invited Alice de Courcy, CMO at Cognism, to talk about how she implemented this change internally. What makes this even more powerful is that Alice is a recent convert from lead gen to demand gen herself. In this episode, she will go into why she decided it was time to m...
2022-04-0845 min
Revenue Champions39: Demandism: how to make the move from lead gen to demand gen (with Alice De Courcy, CMO at Cognism, Liam Bartholomew, Global Head of Demand Generation at Cognism and Fran Langham, Head of Enterprise Marketing at Cognism)Welcome to the first episode of Revenue Champion’s Demandism. A new series aiming to give you actionable tactics to execute a demand generation first strategy to deliver month-on-month marketing revenue growth. Join Cognism’s marketing leaders Alice De Courcy, Liam Bartholomew and Fran Langham as they discuss gated vs ungated content, structuring paid campaigns for success, measuring the impact of demand gen and more.
2022-03-3052 min
Revenue Champions29: Why demand gen? (with Adam Holmgren, Head of Demand Generation at GetAccept)Welcome to the third episode of Revenue Champion’s Marketing Hall of fame. Alice de Courcy talks to Adam Holmgren, Head of Demand Generation @GetAccept about his marketing strategy for GetAccept for 2022. In this episode, Alice and Adam discuss planning for 2022, the demand generation movement, globalisation and more.
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2022-01-1929 min
Revenue Champions28: How to grow a marketing podcast (with Fernando Amaral, VP of Marketing at Landbot)Welcome to the third episode of Revenue Champion’s Marketing Hall of fame. Alice de Courcy talks to Fernando Amaral, VP of Marketing @Landbot about his own podcast success with Ungated Marketing, achieving 10,000 podcast listeners in just 30 days. In this episode, Alice and Fernando discuss how to plan a podcast, important metrics to track, attributes of a successful podcast and more.
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2022-01-1233 min
Revenue Champions27: Intent data fuelled marketing (with Robin Izsak-Tseng, VP of Revenue Marketing at G2)Welcome to the second episode of Revenue Champion’s Marketing Hall of Fame. Alice de Courcy talks to Robin Izsak-Tseng, VP of Revenue Marketing @G2 about intent data fuelled marketing. In this episode, Alice and Robin discuss ABM, social proof, events, outsourcing content and more.
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2022-01-0533 min
Ungated ConversationsBreaking the Gates — From Lead to Demand Generation with Alice de CourcyThe way people research, find and purchase products and solutions is changing. Traditional sales funnels are failing, often capturing leads who are not ready to buy. Alice de Courcy, CMO at Cognism leads the way out of the tangled maze of misalignment and wasted resources between marketing and sales. In this episode, I interview Alice about how she successfully transformed her B2B marketing playbook by focusing on content-fueled demand generation instead of collecting MQLs. Join us as we discuss:Why Alice stopped delivering MQLs to the sales teamWhy it’s important to op...
2021-12-0934 min
Revenue Champions24: Constructing your tailor-made marketing mix (with Mark Huber, Director of Growth at Metadata.io)This is the first episode of Revenue Champion’s Marketing Hall of Fame. Alice de Courcy, CMO @Cognism speaks to Mark Huber, Director of Growth @Metadata.io on constructing your tailor-made marketing mix. Alice and Mark discuss what strategies from B2C are successful in B2B, how to create a strong rebrand, the dark funnel and more.
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2021-11-2433 min
Revenue Champions21: Bespoke marketing leadership with Doug Bell, CMO @LeanDataAlice de Courcy, CMO @Cognism speaks to Doug Bell, CMO @LeanData about marketing leadership. In this episode, Alice asks Doug about his focus for his first 90 days at LeanData, how to approach marketing and sales alignment when you come in new to an organisation, movement from lead generation to demand generation and more.
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2021-09-2921 min
Revenue Champions20: Scaleup Marketing: maximise performance with Pete Van Neste, Head of Marketing @PinpointAlice de Courcy, CMO @Cognism and Pete Van Neste, Head of Marketing @Pinpoint talk about all the tips and techniques when it comes to scaling your marketing team. Alice and Pete discuss how to reduce customer acquisition cost, building a strong marketing team, KPIs for account growth and reducing churn and more.
00:00 Intro
02:55 Maintaining rate of growth
05:52 Customer Acquisition Cost
07:03 How to reduce CAC
08:35 Should you split inbound and outbound?
11:32 Building a strong marketing team to reach revenue targets
13: 54 KPIs for account growth and reducing churn
16:59 Channel saturation
22:55 Gated vs. ungated content
25:40 How targeted should your content...
2021-09-1549 min
For RealLibrary Treasure HuntThis week Alice and Kim browse the library and find some surprising nonfiction reads.
Follow For Real using RSS, Apple Podcasts, Spotify, or Stitcher.
For more nonfiction recommendations, sign up for our True Story newsletter, edited by Alice Burton.
This content contains affiliate links. When you buy through these links, we may earn an affiliate commission.
Nonfiction in the News
Blood, labs and fraud: Theranos’s Elizabeth Holmes is about to go on trial [Washington Post]
New Nonfiction
Seeing Ghosts: A Memoir by Kat Chow
...
2021-08-3148 min
Revenue Champions18: Scaleup Marketing: Prioritisation with Francesca Rock, Content Marketing Manager @kleene.aiAlice de Courcy, CMO @Cognism and Francesca Rock, Content Marketing Manager @kleene.ai discuss the best practice for scaling marketing. Alice and Francesca discuss partner marketing, which channels to prioritise when scaling B2B SaaS, measuring content success and more.
03:50 - Partner marketing
05:05 - Prioritisation
17:44 - Retargeting campaigns
22:18 - Tech stack
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2021-08-1839 min
Revenue Champions17: Breaking down silos: integrating sales and marketing with Alice de Courcy, CMO and Jonathon Ilett, Global Head of Sales @CognismAlice de Courcy, CMO @Cognism speaks to Jonathon Ilett, Global Head of Sales @Cognism all about the ways they integrate sales and marketing at Cognism. Alice and Jon discuss the ways sales and marketing can learn from each other, Marketing Development Representatives bridging the gap between sales and marketing, RevOps and more.
Podcast Slides: https://f.hubspotusercontent00.net/hubfs/2340453/Breaking%20Down%20Silos-1.pdf
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2021-08-0437 min
Breaking B2B - SaaS Marketing and B2B Marketing Podcast#131 STOP Scattergun Marketing & Make Your Revenue Predictable 🔫 - Alice de Courcy👉 The differences between a scattergun & a predictable marketing approach!
Alice is Chief Marketing Officer at Cognism. Cognism enable revenue teams with their key go to market movements, underpinned by leading globally compliant b2b contact and company data, delivering insights on not only who to target, but also when.
👉 Listen to Alice & Sam discuss their experiences as they provide tips and tools that you can utilise, to skyrocket your own sales & biz! - In this episode they cover:
👉 How to get predictable with your marketing and what that really means?
👉 Kicking off your content marketing strategy: from SEO, to your blog, though...
2021-03-2824 min
Revenue Champions2: "Why growth hacking is BS" with Aazar Ali Shad @UserpilotIn this episode, Cognism CMO, Alice de Courcy, talks to Aazar Ali Shad @Userpilot to debunk the myths around growth hacking. Alice dives into Aazar’s approach of “why growth hacking is BS”, why it is not one hack that will grow your business, how there isn’t just one experiment that will be your silver bullet to short term success and how you can stop copying and pasting tactics and really start to innovate.
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2020-10-2142 min
Revenue Champions1: "The eBook is dead" with Chris Walker, CEO @Refine LabsIn episode 1, Cognism CMO, Alice de Courcy, talks to Chris @Refinelabs about the things he does differently to avoid getting stuck in the performance marketing lead generation hamster wheel.
Alice digs into the reasons behind why Chris believes the “eBook is dead”, how to drive revenue rather than leads and what metrics to use to measure marketing efforts in a way that will contribute to your bottom line.
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2020-10-0747 min
Revenue Champions0: Introducing Revenue Champions, the ultimate B2B podcastThe ultimate B2B podcast, brought to you by Cognism.
Hosted by Alice De Courcy, Chief Marketing Officer and Jonathon Ilett, Sales Director.
A podcast where we interview leaders, experts, and entrepreneurs in the B2B space
Giving you the tips, tricks, and hacks for you to grow and scale your B2B business.
Our aim is to share insightful knowledge so you can implement practical strategies in your journey to accelerate your revenue growth.
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2020-09-2400 min
What's New With AdvertisingWhy Growth Hacking is BS & What Should You Do InsteadIn this episode, Alice (CMO at Cognism) & I discussed:
Why Growth Hacking is BS?What is good growth marketing?What is pain-point SEO?How I think about pain-point SEO?What are some low effort and high impact tactics that marketers aren't doing right now?What metrics we should follow as a growth marketer?
Connect with Alice De Courcy on LinkedIn
2020-09-1942 minGTM Live56 - The E-Book is Dead | Alice de Courcy (CMO, Cognism)Chris Walker joined Alice de Courcy (CMO, Cognism) for a fireside chat about e-books. He shared his thoughts on what marketers should be channeling their time and energy into instead of the traditional e-book and suggests other methods of tracking past the initial download for those that still choose to produce them. Alice and Chris have differing thoughts on the use and effectiveness of the e-book and both make a compelling case for when and how they should be used in conjunction with other tactics in a marketing strategy.
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2020-09-1252 min
Let’s talk ABM4. Accelerate pipeline with data | CognismIn this episode of Let's Talk ABM Declan chats to Alice de Courcy, Head of Marketing at Cognism. Alice has built a predictable growth marketing model at Cognism that has seen Cognism grow from $2.5m to $7m in ARR in 2019.
Here's what they cover:
- How Cognism has built a predictable revenue model
- The role of Cognism in your ABM tech stack
- How data is revolutionising ABM
- How to move a prospect effectively through the funnel
2020-04-0719 min