Shows
Marketing CornerEpisode 138: Growthforia Review: What It Really Takes to Launch a B2B Marketing ConferenceIn this episode, Casper and Jen debrief on the first-ever Growthforia — a sold-out B2B SaaS marketing conference launched from scratch in Copenhagen.Casper shares the real story behind the event:Why they built it (and what was missing in the market)How they sold 120+ tickets without a legacy brandWhat worked, what flopped, and what they'd never do againThe not-so-glamorous reality of organizing a first-time eventLessons on community building, brand exposure, and ROI for agency-led eventsYou’ll hear honest reflections on every...
2026-01-2137 min
Attributed - A podcast by Dreamdata2026 B2B Marketing: Trends, Tactics, and PredictionsWhat breakthrough trends will redefine success for marketers in 2026?Which high-impact tactics will separate market leaders from the rest?And how should your strategy evolve to keep up with AI, hyper-personalization and demand creation?Join us for a panel featuring top B2B SaaS marketing leaders where we answer these questions.The panelists:Francesca Pavan, Demand Generation Director at LegoraCasper Emil Sciuto Rouchmann, Founder at SparkForceHugo Pereira Fractional CMO at Frends...
2026-01-2055 minMarketing CornerEpisode 130: Random Acts of MarketingFollowing on from Growthforia, Jennifer and Casper tackle one of the most frustrating challenges for marketers: random acts of marketing.You’ll hear why:Ad hoc campaigns with no clear business link waste time and credibilityThe HiPPO is the most dangerous thing to your teamCelebrating vanity metrics is dangerous when the business is underperformingThey share their own war stories, from Queen of England tribute posts to failed pizza giveaways, and why early-career marketers often fall into these traps without realizing it.But more importantly, th...
2025-11-0525 minMarketing CornerEpisode 129: 👻 Happy Algo-ween! What’s Haunting Your LinkedIn Reach?After a month “off” (read: juggling work, travel, and kids home thanks to the fall break), we’re back with a bang: Why is your LinkedIn reach suddenly tanking?In this episode, Jennifer and Casper jump into the LinkedIn mess to break down what’s really going on with the organic algorithm, and why more followers no longer means more reach.We dig into:Looking under the hood to see what's of the LinkedIn algorithm has changedWhy likes are out, and signals like comments, saves, and DMs now matter mo...
2025-10-2929 minMarketing CornerEpisode 128: The New Demand Gen Blueprint 2026In this episode, Jennifer and Casper dive into how the mindset around demand generation on platforms like LinkedIn is shifting — and what that means for marketers.Key topics covered:Why frequency matters more than volume at the top of the funnelHow video and single-image formats play different roles in the content stackThe new role of engagement objectives in retargeting layersHow to spot meaningful leading indicators when direct attribution breaks downWhy most marketers still underestimate the power of content sequencing and storytellingYo...
2025-09-2426 minMarketing CornerEpisode 127: The Current State Of AI in B2B GTMAI is everywhere in B2B right now; search, sales, customer success, RevOps.But here’s the uncomfortable truth: 95% of AI pilots deliver zero revenue impact.In this week’s Marketing Corner, Jen and Casper cut through the noise to look at what’s actually working (and not working) with AI in go-to-market.From the 13 new AI tools launched every single day to the rise of zero-click search, they unpack why most companies are still just slapping “AI” on top of bad processes and why that’s a recipe for...
2025-09-1826 minMarketing CornerEpisode 126: From the Vault: Live at TechBBQ 🍖 2024To celebrate the start of another TechBBQ (and because we had technical issues that rendered our latest episode useless), we are re-releasing our first ever live recording from where it all began - TechBBQ.For our very FIRST live episode, Casper and I returned to where it all began - TechBBQ, Scandinavia's largest startup and innovation summit. 💡📍ICYMI: In 2020, right in front of TechBBQ HQ, the idea for Marketing Corner was born. 4 years, 3 children, 87 episodes, and 8,000+ listeners later, we were invited back to record in front of a LIVE audien...
2025-08-2741 minMarketing CornerEpisode 125: Funding 101Funding. Everyone wants it. Few talk about what actually happens when you get it.In this “return from summer break” episode of Marketing Corner, Casper and Jen cut through the buzzwords and spill the tea on funding:First, we cover the basics:Angel vs Seed vs VC vs PE - and why do people keep thinking I work in VC, dang it!The alphabet soup of Series A, B, C, D - and what really changes at each stage.Then, we cover the stuff they leave out of the fund...
2025-08-2037 minMarketing CornerEpisode 120: Getting the Most Out of Your MarTech StackIn this summer holiday special, Jen and Casper dig into the chaotic reality of modern marketing tech stacks and why too many teams are wasting budget on tools they barely use.Sparked by the latest 2025 CMO Survey, we unpack why nearly half of marketing tools sit unused, while budgets for MarTech are set to more than double.We get into:Why 44% of tools never get used and how that happensThe hidden cost of bad procurement and security processesWhy fancy tools don’t...
2025-07-1639 minMarketing CornerEpisode 119: The Hybrid DilemmaIs hybrid work really working… or are we all pretending it is?In this episode, Jen and Casper unpack the messy reality of hybrid, remote, and office work post-COVID.If you’ve ever wondered why your Slack is overflowing, why “culture” feels harder, or why collaboration is slower even with all your fancy tools, this one’s for you.We get into:Why hybrid work isn’t always as productive as it seemsThe hidden cost of remote flexibility on speed and cultureWhy over-communication isn’t optional if yo...
2025-07-0932 minMarketing CornerEpisode 118: Black Mirror, But Make It SaaS: Subscriptions Gone WildThis episode is a full-blown rant, so if you like a rage listen, this one's for you.Inspired by the episode “Common People” from Black Mirror, Jen and Casper dissect what is wrong (and what drives us NUTS) when it comes to SaaS pricing, including:Why modern SaaS can feel more like extortion than serviceHow “upgrade or suffer” pricing kills trust and user experienceThe flood of underused tools draining budgets in startupsWhy usage-based pricing might be the reset SaaS needsAnd yes, they compare Netflix...
2025-07-0222 minMarketing CornerEpisode 117: Too Many Chiefs in the KitchenCCO, CRO, CMO - what’s the difference, and who should actually lead growth? In this episode, Casper and Jen untangle the chaos of commercial leadership titles in startups and scaleups. Whether you’re hiring your first C-level or stuck between Sales and Marketing turf wars, this episode brings clarity (and a few spicy takes 🌶️).We cover:Why most CROs and CCOs don’t come from marketing, and why that mattersWhen to hire a CMO, and the costly mistake founders make by doing it too early (or too late)The real reason...
2025-06-2531 minMarketing CornerEpisode 109: When Brands Collide: Marketing Through M&AWhen Brands Collide: Marketing Through M&A.What happens to your brand when your company gets acquired - or you're the one doing the acquiring?(Hint: It’s more than just slapping logos together and calling it a day.)In this episode, Jen and Casper tackle the real branding and marketing chaos that comes when two brands collide during M&A, including:Merge, separate, or blend brands? What actually works?Real-world M&A wins and where others went sideways - IT WAS CALLED HIPSTAMATIC! (IYKYK)Aligning teams and processes without creating chaosWhy cu...
2025-04-2327 minMarketing CornerEpisode 108: Our Favorite Ads EVER🔥 Most ads are forgettable. These weren’t.In this episode, Jen and Casper share the best ads (in their humble opinions) - the ones that made them laugh, cry, or say “WTF?”But here’s the kicker:What make these brands stick in our brains?Do we remember the brand or just the vibe?And what can you steal from them to make ads that actually land?As always, they share their hot takes and what you can steal to make your ads memorable. What are some of your favorite ad...
2025-04-1629 minMarketing CornerEpisode 104: Events-Led Growth (ELG)🔥 Notorious ELG! 🔥Events-Led Growth (ELG) is one of those strategies that when it works, it *really* works. And when it doesn’t… well, you’ll certainly feel it.In this episode, Casper and Jen are stepping out of their comfort zone to talk about events as the primary revenue engine. Love them or hate them, events can be a real game-changer - or a budget-crunching money pit.Whether you're dabbling in events, or it's your biggest revenue driver, this episode is for you. We cover:When is it best to go all-in on...
2025-03-1924 minMarketing CornerEpisode 103: LinkedIn CrackdownAs you regular listeners may be aware, LinkedIn is ramping up enforcement against scraping tools, including banning accounts and in some cases, taking legal action. Most recently, Apollo and Seamless AI have been banned from LinkedIn.In this episode of Marketing Corner, Casper and Jen cover:- Who this is most likely to impact the most- What the implications are for people using data that has been scraped (spoiler alert, it ain't good)- Why is this actually happening?- What Can You Do Instead?
2025-03-1220 minMarketing CornerEpisode 102: Getting Laid OffIt’s a conversation no one wants to have, but it’s one we need to normalize. So let's talk about it.Layoffs happen. A lot. To pretty much everyone. And while it stings, it’s not the end of the world.In this episode, Jen and Casper get real about their own experiences with layoffs: what helped, what they wish they had done differently, and how they turned frustration into momentum, including:- The very, very real 7 stages of grief- Focussing on what you can control when everything feels lost
2025-03-0531 minMarketing CornerEpisode 101: Strategy FundamentalsIn this episode, Jen and Casper break down something every marketer thinks they have nailed - but often haven't: Marketing Strategy Fundamentals.They cover:- The building blocks of a strong strategy (hint: one starts with IC and ends with P).- Different strategy models and how to apply them- Turning strategy into action, so it’s not just a slide deck- How strategy helps you say no (goodbye to taking orders, hello to driving revenue!)- Connecting marketing strategy to the wider business strategy- Why marketing your ow...
2025-02-2629 minMarketing Corner🎉 Episode 100: Life Lessons🎉 100 episodes of Marketing Corner! And to celebrate… we’re not talking about marketing!In this special episode, Casper and I take our collective 70+ years of life experience and share some of the biggest lessons we've learned along the way. From embracing who you are and the power of saying no, to the compounding nature of kindness and the secret to contentment. This one feels like a big warm hug in your ears.Thank you for being part of this journey. Here’s to the last four years and the next 100...
2025-02-1938 minMarketing CornerEpisode 99: Are We Still Starting With "Why"?Are we still starting with Why?In this episode of Marketing Corner, Casper and Jen channel their inner Simon Sinek to ask: are people still starting with their why? And if not, why not? We cover:Leaning into your purpose (aka Why)Helping decision-making by activating different parts of the brain.Establishing an emotional connectionHow toilet repair services can align with your own personal values.And so much more!What about you? Do you start with why?
2025-02-1227 minMarketing CornerEpisode 97: Michael Aagaard, CRO Expert and Storyteller ExtraordinaireIn this episode, Jen and Casper sit down with the top-rated public speaker and Conversion Rate Optimization (CRO) expert, Michael Aagaard, as he shares his journey to mastering the art of engaging audiences and driving conversions, including:
- His remarkable CRO journey
- Dealing with negative feedback
- Storytelling techniques to truly connect with your audience
- How Danish band Michael Learns to Rock 🎸 facilitates international networking
And 👏 so 👏 much 👏more 😮💨
2025-01-2935 minMarketing CornerEpisode 96: Generative Engine Optimization (GEO): The Future of Search in the AI EraMarketing Corner is kicking off 2025 with a doozy: Generative Engine Optimization (GEO).
In this episode, Jen and Casper dive into the "future" of Search, which is very much here, including:
- What is it?
- How is it different from SEO?
- How can marketers prepare for it?
And so much more 😮💨
While there's not much information on actionable steps to optimize for GEO, we've collected some insights from experts to help you and your team better start preparing as much as possible - because the AI train is full steam ahead an...
2025-01-2229 minMarketing CornerEpisode 95: Our Review of 2024In this episode of Marketing Corner, Casper and Jen revisit what we saw in 2024, including:
What trends were big (hint hint it starts with A and ends with I)?
What trends weren't as big as expected?
What did we learn along the way
What will we bring with us into 2025
And 👏 so 👏 much 👏 more 😮💨
2025-01-0827 minMarketing CornerEpisode 93: Prioritization in MarketingIn this episode, Jen and Casper discuss how they decide what marketing initiatives they prioritize, and what they decide to scrap, including:
Determining what will help our team have an impact
Pros and cons of ICE vs BRASS models
Politely managing stakeholders' wishes
Dealing with being the "fun police" by saying no to things that may be fun, but won't move the business forward.
And so much more!
2024-11-2729 minMarketing CornerEpisode 92: What Does It Take To Be a "Data-Driven Marketer"?You hear it all the time, but what does it all mean?
In this episode, Jen and Casper dissect what it means to be a "data-driven" marketer, and how you can become one, including:
What does it mean to be "data-driven"?
How does one become "data-driven"?
What are the pitfalls of being "data-driven" and how do we overcome them?
How do we ensure stakeholders understand the data we present?
And so much more! Available wherever you listen to podcasts!
2024-11-1331 minMarketing CornerEpisode 91: LinkedIn Product Roadmap UpdateAfter a quick trip to LinkedIn HQ, our very own Casper is excited to share with our listeners the latest product updates that we can look forward to from LinkedIn, including updates to:
🎯 Targeting options (did someone say "AI"?)
🎨 Ad formats & placements changes
📏 New methods for measuring performance
Be sure to tune in to hear what's coming up and how it will impact your day-to-day work on LinkedIn!
2024-10-3031 minMarketing CornerEpisode 87: LIVE at TechBBQ 🍖In their very first live episode, Casper and Jen return to where Marketing Corner first began: TechBBQ - the largest startup and innovation summit in all of Denmark.
4 years ago, Jen and Casper were invited to speak at TechBBQ and literally in front of the venue, the idea for Marketing Corner was born.
4 years, over 8000 listeners and 87 episodes later, the team was invited back to TechBBQ for a live recording of Marketing Corner.
In this special double-episode, Jen and Casper cover something a lot of companies get wrong: Go To Market Strategies...
2024-10-0241 minMarketing CornerEpisode 86: Revenue Attribution Reporting on LinkedInWe are marketers, hear us RAR!In this episode, Jen and Casper share a new(ish) feature in LinkedIn: the Revenue Attribution Report, including:- What is it?- How do you get it?- Should you trust it?- What are the limitations of the tool? (Is an impression *really* a "touch"?)We'll also go through Casper's 4 pillars of attribution to make sure we get the best picture as possible of what is working.Are you using LinkedIn's Revenue Attribution Reporting? What are you thoughts?
2024-09-2527 minMarketing CornerEpisode 85: More Isn't Always BetterIn this episode, Jen and Casper dive into the real impact AI is having on marketing efficiency.
A 2023 Harvard Business Review article claims marketers are seeing a 40% boost in productivity thanks to AI, but is this true? And if so, what are marketers actually doing with all that extra time?
In this episode, we discuss:
- Where are we really seeing efficiency gains thanks to AI (spoiler alert: it's not what the hype suggests)
- What are we actually spending our new found time on?
- Are these even...
2024-09-1826 minMarketing CornerEpisode 84: Crisis CommsIn this episode Jen and Casper discuss something that is super crucial yet often overlooked: crisis communications.
Whether it's a PR scandal or technical disaster, we break down how companies (and marketers) can prepare for and navigate crises without losing trust or customers, including:
- Proactive vs reactive approaches to handling public backlash.
- Just how transparent should you be?
- Internal alignment to ensure consistent comms.
- Exactly who does when when the shit hits the fan.
And so much more.
2024-09-1223 minMarketing CornerEpisode 83: Being Bold with Ad CopyIs your product "probably" the best in the world?
If you can read tihs, you wlil uendrstand the last blulet pnoit.
In this episode, Casper and Jen dive into being bold with your ad copy, including:- The line between "bold' and "safe"
- Who does bold really well?
- What role do cultural differences play in how we talk about our products?
- Should our "boldness" change with persona?
- Waht is "typoglycemia" and how can we oevrcome it?
And so much more!
2024-09-0427 minMarketing CornerEpisode 77: Sticking to our Marketing RootsAs 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...
2024-04-2430 minMarketing CornerEpisode 75: SparkForce's Frederik Saabye Møller - part 1In 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 curves
And because we all love a fuckup, Frederik shares with us his own fuckup story.
2024-04-1028 minMarketing CornerEpisode 73: Motivating Your TeamIn 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...
2024-03-0628 minMarketing CornerEpisode 72: The Demand Generation FrameworkIn 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!
2024-02-2826 minMarketing CornerEpisode 70: A Chat with Planday's "Growth Janitor", Fred LinfjärdIn 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!
2024-02-1422 minMarketing CornerEpisode 69: Role ModelsEver 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.
2024-02-0729 minMarketing CornerEpisode 68: How To Get The Most Out Of Your AgencyLots 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?
2024-01-3129 minMarketing CornerEpisode 67: 1 Year of Sparkforce: What Have We Learned?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.
2024-01-2432 minMarketing CornerEpisode 66: What We Learned in 2023 And Will Bring Into 2024Everyone'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 c...
2024-01-1723 minMarketing CornerEpisode 65: Business Metrics Pt IICarrying 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 Ferrari
And so 👏 much 👏 more 😮💨
2023-11-2229 minMarketing CornerEpisode 64: Business Metrics Pt IIn 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 😮💨
2023-11-1526 minMarketing CornerEpisode 63: Managing a Budget 💰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!
2023-10-1826 minMarketing CornerEpisode 62: Speaking Gigs 🎤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 selfie
And 👏 so 👏 much 👏 more!
2023-10-1128 minMarketing CornerEpisode 61: B2B Product Launches 🚀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
2023-10-0424 minMarketing CornerEpisode 60: Marketing Dogsh*t 💩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).
2023-09-2725 minMarketing CornerEpisode 59: Building a Network in a New CountryStatistics 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...
2023-09-2025 minMarketing CornerEpisode 58: Measuring Brand AwarenessWho 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!
2023-09-1320 minMarketing CornerEpisode 53: LinkedIn Thought Leader AdsFresh off the press with the latest developments in LinkedIn!
Christmas has come early for many of us marketers as LinkedIn has *finally* introduced thought leadership ads... that's right, boys and girls, now you can finally sponsor ads from your company's thought leaders with actual spend and targeting 😱
This is a huge development and plays nicely into episode 45 where we covered thought leadership in general.
Lucky for us, Casper and his team at SparkForce have been testing them out and he has some interesting insights and tips for making the most of this new...
2023-07-1927 minMarketing CornerEpisode 52: Community-Led Growth (CLG)In this episode, Jen and Casper cover another trendy topic: Community-Led Growth (CLG), including:- The pros and cons of different community platforms- When communities start to suck (spoiler alert: filler + selling 👎)- How when it comes to communities, bigger does not always mean better- Applying a performance marketing model to CLG- Incentivizing lurkers to become your championsAnd so much more!
2023-06-2830 minMarketing CornerEpisode 51: Free TrialsIn this episode, Jen and Casper cover what many marketers believe could be the holy grail of leads - free trials - including:- Pros and cons of a free trial- Creating cross-functional task forces to launch a free trial- Believe it or not, Product aren't just sitting around waiting for you to give them stuff to do! So how do you compromise to meet in the middle to get something out of the door that a) helps Marketing and b) can fit in Product's roadmap.- Examples of free trials that rock...
2023-06-2227 minMarketing CornerEpisode 49: Productivity HacksWe're podcasters, parents to 2 small kids, executives / entrepreneurs, relatively decent partners, AND have hobbies. How do we do it?In this episode, Casper and Jen give an exclusive glance at their tried and tested productivity hacks, including:- When to "take off the armor"- Eating the frog- The importance of just saying "no"- The new "to do" list (spoiler, it's not about what "to do") to make sure you can go home happy- Why delegation is one of the hardest, but most important, tasks you can do as a...
2023-05-3129 minMarketing CornerEpisode 48: Soft ConversionsIn this episode, Casper and Jen cover integrating soft conversions into your marketing strategy, including:
- The difference between hard conversions and soft conversions.
- Why should you even care about soft conversions?
- Pitfalls to avoid when setting up your soft conversions.
- Examples of soft conversion pages and behaviors (ie. high intent behavior).
- How to use reverse engineering to allocate value to different soft conversions.
And so much more!
Despite a small domestic dispute between your favorite podcasting duo, Jen aaaaaalmost gets Casper on board with lead scoring. Almost.
2023-05-2420 minMarketing CornerEpisode 47: Becoming Subject Matter Experts OvernightWe marketers tend to change industries quite often. But a major part of our job is to understand painpoints, write compelling copy, target the right ICP, and deeply understand value propositions. How can marketers can become "subject matter experts" in a super short time to provide value, execute quickly and effectively?In this episode, Jen and Casper discuss some our tips and tricks to learn new products and spaces in no time, including:- Internal processes to be closer to Sales and CS calls- Creating a library of external resources for your team to rely on- Conducting interviews - Carving...
2023-05-1723 minMarketing CornerEpisode 46: Learnings From 6 Months of ChaosIn this episode, Casper gives us some of his top learnings 6 months after having embarked on his entrepreneurial journey. He'll share with us:- His philosophy on deals falling through- The importance of relationship-building- Balancing having a life and running your business (it's not as easy as you may think)- The perspective you gain from walking a mile in Sales' shoes- Outsourcing the tasks that drain so you can use your energy where it counts- The importance of getting sh*t doneAnd so much more!
2023-05-1028 minMarketing CornerEpisode 45: Thought LeadershipIn this episode of Marketing Corner, Casper and Jen cover thought leadership. You're probably thinking, "but Jen, you already covered social selling in episode 19". You're RIGHT - and thank you for being a fan - but in this episode we are talking about building your brand through promoting your founders / C-levels as thought leaders. Including:
What (good things) can we learn from Elon?
When it comes to trust, people > brands
That time I was in Wired
Finding a spokesperson who speaks to your ICP
Determining your thought leadership strategy
Turning thought leadership from something "fluffy" to something measurable
Our true...
2023-03-2931 min
Marketing CornerEpisode 43: A Chat with Leah Tharin, PLG Queen Bee, Part 1Our first guest EVER!
And what a guest to start with! In this episode, Jen and Casper welcome the PLG Queen Bee herself, Leah Tharin from ProducTea to cover all kinds of fun stuff, including:
- What exactly is PLG (this week)
- How Marketers can go "beyond Marketing" (hint, it's PLG)
- Great examples of doing PLG right
- How can small companies dip their toes into PLG to get the ball rolling
- Metrics that matter for true PLG
And so much more!
And if you're no...
2023-03-1529 minMarketing CornerEpisode 42: Followers: Vanity Metrics?In this episode, Casper and Jen, once again dive into another debate: are followers on social platforms still considered a "vanity metric"? Including:
- Casper changes his tune
- What we can learn from OnlyFans
- What's better: your people having more followers or your company page?
- If you're not following us on LinkedIn - WHAT GIVES?
AND SO MUCH MORE.
2023-03-0821 minMarketing CornerEpisode 41: Prices on a Pricing Page!? 😱In this episode, Jen and Casper dive into a somewhat hotly debated topic in SaaS: do you put pricing on a pricing page? And if not, why not? And if so, how do you balance out the pros and the cons? We cover this and more, including:
- First, why don't more SaaS companies put prices on their pricing page?
- Running growth hacking experiments to find the right pricing model
- Using pricing as a qualification method
- Is there danger in being seen as the "cheapest"?
We would LOVE to hear your thoughts on this, especially the last...
2023-03-0122 min
Attributed - A podcast by DreamdataGrowth Channels: Should you diversify or stick to one that works?Are you putting all your eggs in one basket??A lot of companies do - They try to find ‘The One channel that brings all the money and then just stick with it.With the constant changes in the digital space and the way we do Sells it might not be the best approach. In today’s episode our guest Casper Emil Sciuto Rouchmann the Founder of SparkForce talks about why you should be diversifying your marketing strategy.Connect with Casper Emil Sciuto Rouchmann: https://www.linkedin.com/in/casper-rouchmann-growth-hacker/
2023-02-2338 minMarketing CornerEpisode 39: AI Part II: AI ToolsIn this episode, Casper and Jen cover AI tools out there that are absolute game-changers, how they can level up your marketing game, and tools that teeter towards the creepy. Some of these include:
Jasper
Synthesia
Midjourney
Otter
Browse AI
Krisp
Oh, and we talk a little bit about otters 🦦
2023-02-1525 minMarketing CornerEpisode 38: LinkedIn Ad FormatsIn this episode, Casper and Jen return to one of Casper's favorite topics: LinkedIn Ads - but with a twist - this time we're talking formats!
What formats do you use for what part of the funnel
The good, the bad and the ugly of lead gen forms
How you can leverage formats to get more insight into consumer behavior
Casper's latest experiment with text ads - hear him out, guys!
Something to do with cows....
2023-02-0126 minMarketing CornerEpisode 37: AI in MarketingWe did it. We jumped on the ChatGPT bandwagon. In this episode, Casper and Jen will discuss ChatGPT, as well as the other AI tools out there. But don't take our word for it. Here's what ChatGPT had to say about our latest episode:
"I just listened to the latest episode of the Marketing Corner podcast with Jen and Casper and holy f*ck, it was packed with valuable insights on AI in marketing. These two know their stuff and aren't afraid to drop a swear word or two while discussing the latest industry trends. They have...
2023-01-2528 minMarketing CornerEpisode 36: Physical EventsIn part 2 of our events series, Casper and Jen talk about physical events, including: how do you decide the topic, how to you set them up, how do you measure if they have been successful, and crucially, what do you do to follow-up? Jen also shares her first "interaction" with Casper (which Casper hears for the first time live).... And 👏 so 👏 much 👏 more 👏
2023-01-1821 minMarketing CornerEpisode 35: Virtual EventsIn this episode, Jen and Casper break down virtual events: how do you decide the topic, how to you set it up, and crucially, what do you do to follow-up? And 👏 so 👏 much 👏 more 👏
2023-01-1125 minMarketing CornerEpisode 34: 6 Month Work UpdateIn episode 27 (available in the archives), we promised you an update 6 months into my new job. Those 6 months are up and here's your update. Including:
- How has the Growth Team grown
- How has the Growth Team been structured internally
But most importantly - Casper has a bomb to drop!
No spoilers! Tune in to find out!
2022-12-1422 minMarketing CornerEpisode 33: Twitter Hot TakeCasper had a lot on his mind when we got to the studio, so we turned on the mics and cameras and went for it for perhaps one of our most topical episode to date:
Twitter Hot Takes
Where we cover:
How one tweet can cost a company billions
The dangers of social media echo chambers
Layoffs with empathy vs whatever Elon is doing
Lame dad jokes
Let that sink in...
2022-12-0714 minMarketing CornerEpisode 32: Managing Your Team: What to Use and When To Meet?Asana, Monday, Linear, Notion, Hive, Jira, Trello, Basecamp, Dasher, Dancer, Prancer, Vixen, Comet, Cupid, Donner and Blitzen... if you're like us, you've tried every project management tool out there. So we thought, why not share our experiences with our listeners :)
In this episode, Casper and Jen cover the ways they manage their teams, including:
- What tools we use for task management
- How we set those tools up and use them to keep our teams on track
- When best to meet with your team as a group and individually
2022-10-1924 minMarketing CornerEpisode 31: "Make it go viral": PR StrategiesIn this episode, Jen and Casper discuss PR Strategies, including:
1. Can you do PR in-house or with an agency?
2. What do you need to know before entering the PR arena?
3. Best practice to get more PR bang for your buck
4. What the hell is an "embargo agreement"?
And so much more.
Remember, we made the mistakes so you don't have to!
2022-10-1224 minMarketing CornerEpisode 30: High Intent vs Low IntentIn this episode, Casper and Jen cover high intent vs low intent and what it means from a practical standpoint, including:
- What does it actually mean?
- How you can incorporate it into your strategy
- What (relatively inexpensive) tools can I use to get started
- How to work around the "Attribution Monsters"
And 👏 so 👏 much 👏 more 👏
2022-10-0522 minMarketing CornerEpisode 29: When Are You Ready To Conquer New Markets?We're BACK with a new(ish) look but the same content you love. After a brief hiatus welcoming a new little Rouchmann to the world, we're back with an episode following up from Jen's panel at TechBBQ. For those of you who didn't get to attend TechBBQ, or even know what a TechBBQ is, we're presenting a deeper dive than what was shared on stage: When Are You Ready To Conquer New Markets?
Most marketers have heard it before: "We want to conquer [insert market here but it's probably America]!"... but how do you know you're really ready to scale...
2022-09-2827 min
Marketing CornerEpisode 28: Things We Hate About MarketingIn this episode, Casper and Jen get a bit spicy as they share all the things they hate about marketing, including: marketing bullsh*t bingo, ridiculous expectations, and "ninjas". We'd love to hear what's on your list! Be sure to get in touch via LinkedIn.
2022-06-0828 minMarketing CornerEpisode 27: Having an Impact in a New JobIn this episode, Jen and Casper discuss how to have an impact when starting a new job, including: what core areas to focus on, what you need from your employer to make informed decisions, and whose backs you need to scratch to get sh*t done.
The core areas Jen covers in more depth include:
1. Culture: onboarding, company structure, company processes
2. Space & Product: Sales calls/ emails, industry space, product features, use cases, ICP, competitor landscape, USP
3. Customers: High LTV, buying experience, decision makers, feedback
4. Growth Plan: definitions, coordinate resources, execution, revenue funnel optimization
2022-06-0125 minMarketing CornerEpisode 26: To Lead Score or Not to Lead ScoreThat is the question! In this episode, Casper and Jen have yet another healthy, civilized debate over whether or not you should implement lead scoring, including: what lead scoring actually is, what its intended purpose is, how easily it can take your team off the rails, and what - if you decide to implement it - is the best way to do so.
2022-05-1826 minMarketing CornerEpisode 25: Defining the Demand Generation MovementIn this episode, Jen and Casper attempt to define the latest Demand Generation Movement, including: What the hell is it? How is it different to branding? And what is with this new thing called Demand Capture and how is it different from lead generation? Follow us on a journey as our definitions change in real time the more we talk about it!
2022-05-1225 minMarketing CornerEpisode 25: Defining the Demand Generation MovementIn this episode, Jen and Casper attempt to define the latest Demand Generation Movement, including:- What the hell is it? - How is it different to branding? - And what is with this new thing called Demand Capture and how is it different from lead generation? Follow us on a journey as our opinions change in real time the more we talk about it!
2022-05-1125 minMarketing CornerEpisode 24: In-house vs AgencyIn this episode, Casper and Jen cover the pros and cons of going with agencies vs keeping things in-house including: what tasks they think are best for outsourcing, why others are better kept in-house, and what to look for in selecting the right agency for the right job.
2022-03-0921 minMarketing CornerEpisode 23: What To Look For In a Good BossIn this episode, Jen and Casper discuss what you should look for in a good boss. During this time of the "Great Resignation", there are lots of opportunities out there, but how do you know if you're jumping out of the frying pan and into the fire? We'll cover: key characteristics to look for in a general boss as well as a marketing leader, questions to ask during interviews, and red flags that should tell you to run a mile.
2022-03-0228 minMarketing CornerEpisode 22: Content ClustersIn this episode, Jen and Casper cover content cluster strategies, including: what the heck is it, how to determine what kinds of content you should be creating, incorporating PR and Google Ads, effectively distributing that winning content once it's ready, and more.
2022-03-0224 minMarketing CornerEpisode 21: LinkedIn Paid AdsIn this *double episode*, we have a little gift for our listeners as Jen and Casper share their top tips for succeeding on LinkedIn, including: how to know if LinkedIn is right for you, targeting and segmentation tricks - including Casper's infamous B2B technology infiltration hack, campaign best practice, ad formats, future LinkedIn features to look forward to, and more.
2022-01-2638 minMarketing CornerEpisode 20: Marketing F*ckup StoriesAnother listener request! In this episode, Jen and Casper share their marketing f*ckup stories.
No one's perfect, least of all us - so we share how we majorly f*cked up during our careers, where we "gained a lot of chest hair", and what we learned - because ultimately, the biggest f*ckup of all is not learning from your mistakes.
Listener warning: as the title might suggest, we say f*ck a record number of times in this episode. If you're too delicate for that kind of language, this isn't the episode for...
2022-01-1924 minMarketing CornerEpisode 19: Social SellingIn this episode, Casper and Jen discuss social selling, including: What the heck is it? How the heck do you do it? What are the benefits and pitfalls to watch for when navigating your way to thought-leadershipdom? Jen also manages to sneak in another reference from The Office.
2021-12-0828 minMarketing CornerEpisode 18: How to Create Your Marketing Strategy for 2022In this episode, Casper and Jen discuss how to come up with your 2022 marketing strategy, including: aligning your marketing strategy and tactics with company goals, the 6 core areas your strategy should cover, how often you should revisit your strategy, and the difference between your marketing strategy and your go to market strategy.
2021-12-0125 minMarketing CornerEpisode 17: When to Translate Your WebsiteIn this episode, Jen and Casper discuss the pros and cons of translating your website, including: the importance of consistency throughout the value chain, covering the UK vs US English debate, and how to engage your Customer Support team into this marketing initiative.
2021-11-2423 minMarketing CornerEpisode 16: Converting Ad CopyIn this episode, Jen and Casper discuss the technique and science behind writing ad copy that converts, including Dan Kennedy's “10 Smart Market Diagnosis and Profiling Questions", the FBY model for ad copy writing, and the neuroscience behind "typoglycaemia" and how you can leverage it to your advantage.
Dan Kennedy's 10 Questions can be found here: https://www.entrepreneur.com/article/294042
2021-11-1025 minMarketing CornerEpisode 15: Track To The Future II: iOS 15In this episode, Casper and Jen cover Apple's new iOS 15 update, including: what exactly is it, how will it affect marketers and what can we do about it. As an added bonus, Jen goes into a red-faced rant over email etiquette that you don't want to miss!
2021-11-0321 minMarketing CornerEpisode 14: To ABM or Not To ABMIn this episode, Jen, Casper, and Casper's shiny new microphone discuss ABM (account-based marketing), including its fundamental core pillars, how to know if you're ready for ABM, 3 types of ABM to fit your resources and needs, their pros and cons, and pitfalls to avoid during implementing an ABM program. Casper's ABM webinar we discuss can be accessed at this link: https://www.youtube.com/watch?v=FRlnxtISLHg
2021-10-2732 minMarketing CornerEpisode 13: Keeping SharpIn this episode, Jen and Casper cover the methods we use to keep our marketing skills sharp. We'll also share what specific resources we rely on to stay up to date on all things marketing.
2021-10-0626 minMarketing CornerEpisode 12: Stakeholder Management in MarketingIn this episode, Jen and Casper discuss how to ensure you're not only aligned with your team, but also the wider business so everyone is on the same page. We'll cover the importance of wish lists, how letting visionaries do what they do best can make your life easier, and how knowing your KPIs can help keep you focussed. As a bonus, we also throw in some tips for non-marketers on the best way to provide feedback to marketers on marketing initiatives.
2021-09-2225 minMarketing CornerEpisode 11: KPIs to Measure Marketing PerformanceIn this episode, Jen and Casper cover KPIs that every marketing team should use to measure their performance and overall business impact. Topics include aligning Marketing KPIs with overall company goals, using a reverse calculation to establish metrics that are both achievable and aligned with business objectives, and how to measure marketing-sourced weighted pipeline.
2021-09-1528 minMarketing CornerEpisode 10: Your Marketing Org ChartIn this episode, Casper and Jen discuss how they structure their marketing teams, from early stage startup to more established scale-up. How do we separate tasks and decide what positions we need to hire? What happens when you start off as a generalist but the team grows to the point where you need specialists? We cover our own experiences in these very situations, and the steps we took to work our way from marketing generalists to marketing specialists to marketing leaders.
2021-08-1926 minMarketing CornerEpisode 9: B2B Facebook TargetingIn this episode, Casper and Jen work to dispel the belief that you can't do effective B2B targeting on Facebook. We cover strategies we use in our day-to-day, such as reframing the awareness funnel, audience segmentation, lead gen form parameters, layered lookalikes, video retargeting, split testing and more (taking into account the tracking changes we covered in episode 8) to be more effective with our B2B Facebook targeting.
2021-08-1128 minMarketing CornerEpisode 8: Track To The FutureIn this episode, Casper and Jen discuss the recent changes to tracking, from ITP to iOS 14. What exactly are these changes and how will they impact the future of B2B marketing? Most importantly, we'll also cover what B2B marketers can do to overcome these changes.
DISCLAIMER: Neither Casper, nor Jen, are cookie tracking experts! What we share in this episode is purely based on our understanding of the changes and what we're seeing in the market. Please don't sue us.
2021-08-0421 minMarketing CornerEpisode 7: KISS The Buyer's Journey (Keep It Simple, Stupid)In this episode, Casper and Jen discuss the importance of understanding and simplifying the buyer journey from lead to won customer. We cover ways to break down silos with Sales in order to map out the buyer journey, helping to identify leaks and opportunities for reactivation. We'll also discuss how implementing a proactive approach with Sales (as opposed to a responsive approach) can help remove obstacles and get more "yups" rather than "waits" from prospects.
The Harvard Business Review study Jen mentions can be found here: https://hbr.org/2017/03/the-new-sales-imperative
2021-07-2823 minMarketing CornerEpisode 6: MarTech Stack 101Another listener request! In this episode, Casper and Jen cover that all important question: What should every MarTech stack include?
We'll break down what tools we use across all major stages of the funnel: 1. attract 2. engage 3. analyze & optimize and separate the "must haves" from the "nice to haves".
The MarTech7000 slide that Jen mentions can be accessed here:
https://cdn.chiefmartec.com/wp-content/uploads/2020/04/martech-landscape-2020-martech5000-slide.jpg
2021-07-2129 minMarketing CornerEpisode 5: Targeting Specific ICPs: Do's and Don'tsOur first listener request! In this episode, Casper and Jen cover how to identify your ICP (ideal customer profile), as well as the all-important differentiation between ICP and buyer persona. We'll also cover how to attract your ICP via your buyer personas (hint hint: content is king), and finish up with a discussion on best ways to target those ICPs on any budget.
As a special bonus, Jen also shares with listeners her very "on brand" dream. You don't wanna miss it.
2021-07-1431 minMarketing CornerEpisode 4: Marketing During CoronaIn this episode, Casper and Jen cover how marketing will look post-covid. How will Marketers need to adapt to the "new normal" of a hyper-digitalized, hybrid remote working world? How can we overcome tracking challenges, build brand loyalty, and make sure you capitalize on the trust you built during the crisis to carry your brand forward?
The McKinsey report Jen mentions can be accessed here: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/reimagining-marketing-in-the-next-normal#
2021-07-0724 minMarketing CornerEpisode 3: Attribution: Marketing's Pandora's BoxIn this episode, Jen and Casper discuss different attribution modelling, their benefits and their pitfalls. How can you use your attribution data intelligently to optimize efforts without drowning in data? What is the perfect attribution model and will we ever achieve it?
Update: since recording this episode, at Dixa we implemented a W-shape attribution model where we give a majority of our attribution to first, middle and last touches.
2021-06-3020 minMarketing CornerEpisode 2: Leads Ads vs BrandingIn this episode, Jen and Casper discuss the differences between lead ads and branding, how many resources should go into each, and how important they are in the overall marketing and sales cycles.
The Binet & Field report Casper mentions can be found here: https://ipa.co.uk/news/binet-and-field-outline-key-formulas-for-brand-building-in-context
2021-06-2223 minMarketing CornerEpisode 1: Review Sites: The Good, The Bad, The UglyCasper and Jen kick off their podcasting debut covering the topic of review sites. Are they worth the money? What is the best way to use them? Which providers would they recommend and why?
2021-06-1520 min