Matt Dodgson - Podcast Details

Shows

Market Mentors104. Series 4 | Episode 4. Is B2B Content Marketing Still Worth It in 2025? With Araminta Robertson, Founder & MD of Mint StudiosIn this episode of Market Mentors, Matt Dodgson interviews Araminta Robertson, founder of Mint Studios, about the state of B2B content marketing in 2025. Despite AI disruption and tightening budgets, Araminta explains why content remains essential for sharing expertise and generating leads. They discuss:The Importance of Content Marketing in 2025Blogs and Their Evolving RoleWhere Would You Start to Create Inbound Leads?Understanding Your Audience: Beyond DemographicsHow Do You Decide What Type of Content to Produce?When Will You Start to See Results From SEO Focused ContentWhat Metrics Do You Track?Making Boring Content En...2025-05-0728 min

Market Mentors102. Series 4 | Episode 2. Demand-Gen Strategies to Drive B2B Startup Success, with Kartik Krishnan, B2B GTM LeaderIn this episode of the Market Mentors podcast, Matt Dodgson is joined by Kartik Krishnan, a demand-generation expert with experience at Google, Onfido, CapDesk, Beamery, and Founders Factory. Kartik shares his insights on how early-stage B2B tech startups can effectively balance demand creation and demand capture, overcome marketing challenges with limited resources, and build scalable go-to-market strategies. He also dives into product-market-price fit, the role of AI in modern marketing, and how founders can structure their teams for long-term success.They discuss:...2025-03-0440 min

Market Mentors100. Series 3 | Episode 15. When Should B2B Tech Startups Hire Their First Marketer? With Emma Westley, VP of Marketing at Delegate CXWhen should you hire your first marketer? It’s a question a lot of B2B tech start-ups struggle with and, unfortunately, tend to get wrong. But making the right decision, not just about when to hire, but also which type of marketer to hire first, can have an enormous impact on your start-up’s growth. In this episode, Emma Westley guides us through the question of when B2B tech start-ups should hire their first marketer. She also provides plenty of helpful advice for determining what kind of marketing professional to hire, and usi...2024-02-0637 min

Market Mentors99. Series 3 | Episode 14. Is Authentic Leadership the Key for B2B Tech Marketing Leaders in 2024? With Pavey Purewal, Executive Coach, ex-CMO, VP Marketing at VMware2023 has thrown a bunch of tough challenges at B2B tech marketing leaders, making it one of the trickiest years in a while, maybe even in the last couple of decades. The constant pressure to do more with less can squash creativity, test the relationship between marketing and sales teams, and even make even the most confident marketers second-guess themselves. So, what's the way out of this?No single solution fits everyone, but I had a chat with Pavey Purewal, who used to be a CMO and is now an Executive Coach. And we dove into some...2023-12-1925 min

Market Mentors98. Series 3 | Episode 13. 5 Ways to Safely Leverage AI in B2B Content Marketing, with Giuseppe Caltabiano, VP of Marketing at Rock ContentWith the current correction in the B2B technology market, finding the right balance between creativity and efficiency is crucial for success. This is especially true for B2B content marketers, who are seeking innovative ways to engage their target audience while optimising their resources.One tool that has revolutionised this field is artificial intelligence (AI), which offers immense potential for driving both creativity and efficiency in B2B content marketing strategies.In this podcast, we’re joined by Giuseppe Caltabiano, who is VP of Marketing at Rock Content. Giuseppe has over 20 years of experience sp...2023-11-2135 min

Market Mentors97. Series 3 | Episode 12. How to Create Content to Engage the C-Suite, with Rin Hamburgh, Founder of RH&CoIn competitive markets, how can you use expertise-based positioning to help you create content that engages your audience? In this podcast, we catch up with Rin Hamburgh, a former journalist and experienced copywriter, to discuss research that her agency has conducted into what the C-suite reads. So, if you’re someone who has to engage the C-suite, or you want to create a marketing strategy that can help you differentiate your business, then tune in because we cover everything you need to know.We cover:What does it mean when someone is an e...2023-10-2433 min

Market Mentors96. Series 3 | Episode 11. How Marketers Can Leverage SDR’s to Drive Pipeline with Catarina Hoch, VP of Global Marketing at OperatixMarketers play a crucial role in generating leads, raising brand awareness, and ultimately fueling the sales engine. One often overlooked resource that marketers can leverage to maximise their pipeline is the use of sales development representatives (SDRs). And in today’s podcast, we will explore what SDRs are and how marketers can effectively utilise them to drive pipeline growth.And there's no better person to talk to about this than Catarina Hoch, VP of Global Marketing at Operatix. Not only has Catarina been an SDR previously, but Operatix provide outsourced SDR teams for B2B Tec...2023-09-2638 min

Market Mentors95. Series 3 | Episode 10. Mastering Localised Marketing in the B2B Tech Sector, with Lisa Vecchio, Global Vice President, Integrated Marketing at AircallIn today's global marketplace, the concept of localised marketing has become increasingly important for B2B tech companies. But what exactly is localised marketing? And how can it help companies succeed in a highly competitive industry? In this podcast, I explore the benefits of localised marketing, discuss when companies should consider implementing it and a whole lot more with Lisa Vecchio, Global Vice President, Integrated Marketing at Aircall. We cover:What is integrated marketing and how does it relate to localisation?What are the benefits of having a lo...2023-09-0626 min

Market Mentors94. Series 3 | Episode 9. Turning Data into Demand for B2B Marketers, with John Webb, the Founder and CEO of Get2GrowthIn the digital age, data is king. And for B2B marketers, this treasure trove of information holds the key to unlocking new opportunities and driving demand. But how exactly can data be used to achieve these goals? In this podcast, I talk to John Webb, Founder and CEO of Get2Growth, about the power of data in the B2B market and provide actionable insights on how to leverage it effectively.We cover:What the opportunities are for B2B companies that sit on a lot of data right...2023-08-0833 min

Market Mentors93. Series 3 | Episode 8. How to Build a B2B Website That Generates Leads, with Sam Dunning, Co-Owner of Web ChoiceIn today's digital age where buyers are more informed, a well-designed and optimised website can be a powerful tool to attract and convert potential customers for your B2B tech business. But where do you start? In this podcast, I talk to Sam Dunning, Co-Owner at Web Choice about the key steps to creating a B2B website that not only looks great but also drives leads and delivers results. We cover:The single biggest mistake B2B companies make when building a new websiteWhat a lead generating website needs to hav...2023-07-2533 min

Market Mentors92. Series 3 | Episode 7. How to Turn Your Long-Form Content Into Short-Form Gold, with Anthony Leung, Founder of Mean Write HookIn today's fast-paced world, attention spans are shrinking, and the demand for quick and easily consumable content is on the rise. As a result, many companies are turning their long-form content into short-form content to cater to these changing preferences. But how?So in this podcast, I talk to Anthony Leung, the Founder of Mean Write Hook about how to do it.And as someone who's worked in social media and content marketing for B2C companies like Pret a Manger, Just Eat, and Simba Sleep, as well as B...2023-07-1129 min

Market Mentors91. Series 3 | Episode 6. How AI Is Changing Marketing, with Ian Macleod, CMO at SALESmanagoArtificial intelligence (AI) is transforming the world as we know it, and marketing is no exception. From optimising online ads to creating content, AI is revolutionising how companies can reach their target audience more effectively.And in this podcast, I talk to Ian Macleod, CMO at SALESmanago, about how AI is changing marketing. We cover:Why AI could be good for marketersWhy marketers need to be wary of AIIs marketing an art or a science?How can marketers utilise AICan AI help develop the next marketing leaders?How SALESmanago is utilising AI t...2023-06-2730 min

Market Mentors90. Series 3 | Episode 5. Creating a New Fintech Category & Being Acquired [Case Study], with Dr. Christine Bailey, Senior Director & Head of KYC Marketing, Europe and Africa at Moody’s CorporationIn the rapidly evolving world of fintech, standing out from the competition is crucial for success. One strategy that has proven to be highly effective is category creation. By defining a new category, establishing an emotional connection with customers, and aligning with the values of their target audience, fintech companies can drive growth, attract investment, and revolutionise the industry. And in this podcast, I dive into a case study on category creation with Dr. Christine Bailey. After she joined Passfort, they repositioned the company, raised a Series A, and were acquired by Moody's Corporation. Quite a...2023-06-1326 min

Market Mentors89. Series 3 | Episode 4. Why Fundamentals Matter More Than Anything Else When Marketing for a B2B Tech Startup, with Paul Berney, CMO at AnthroposNew tools, strategies, and tactics are readily available in today's marketing environment, making it easy to become distracted. Throw AI into the mix, and it’s clear to see why a lot of B2B marketers see focus as their number one challenge.And those challenges are particularly heightened for marketers who work for B2B tech startups. These jobs, by their very nature, are incredibly hard. High expectations, limited time, and stretched resources mean you have to spend your time wisely; otherwise, you risk making no impact at all.Which is...2023-05-3024 min

Market Mentors88. Series 3 | Episode 3. The Demand Generation Framework Every B2B Fintech Needs, with Rebecca Warrington and Kerry Leech, Co-Founders of Roo & EveOne of the biggest challenges for B2B fintechs in 2023 is how to create demand. With the well publicised demise of Silicon Valley Bank, rising global interest rates, and a cooling of major economies, venture capital funding in the sector is down by a whopping 83% in Q1 of 2023 compared to the same period in 2022. And this all has an impact on growth.But despite these challenges, there are real opportunities for marketers at B2B fintechs to transform how they drive demand. And in this podcast episode, I talked with Rebecca Warrington and K...2023-05-1621 min

Market Mentors87. Series 3 | Episode 2. Recruitment and B2B Marketing Parallels + Startup Marketing Advice, with Sam Kuehnle, VP of Marketing at LoxoAre there any similarities between recruitment and B2B marketing? On the surface, they may seem like different jobs requiring different skill sets, but if you look closely, you’ll find that both disciplines have more in common than meets the eye. However, as modern marketing has become more commonplace, the recruitment industry lags behind. So what can recruiters learn from the transformation B2B marketers have been through? In this podcast, we’ll dig into exactly that.Plus, as Sam Kuehnle has been hired as Loxo’s first marketer, we’ll also d...2023-05-0241 min

Market Mentors86. Series 3 | Episode 1. Using Entertaining Content in B2B to Cut Through the Noise, with Ollie Whitfield, Demand Generation Team Lead at VanillaSoftIt's no secret that B2B marketing can be difficult -- after all, you're marketing to a niche audience with often limited budgets. But the challenge of cutting through the noise and making an impact with your target market is compounded yet again in the digital era: attention spans are shorter than ever before and audiences are increasingly flooded with brand messages from multiple sources at once. So how can you make sure your message stands out? One way to help separate yourself is by using entertaining content in B2B campaigns — it will captivate your...2023-04-1831 min

Market Mentors85. Series 2 | Episode 48. From Startup to Scaleup, with Victoria Hatcher, Global Head of Marketing at ProximieThe startup to scaleup journey is a tough one, even more so in the current climate as investors become more cautious. But there are lessons to be learned from successful startups that have achieved success.I’m pleased to be talking to Victoria Hatcher, who works from one of those businesses. In 2022, Proximie, only six years after they were established, raised an $80m Series C, taking their overall investment to over $130m. And in this podcast we’re going to dig into that journey. We cover;As a marketing leader when Pr...2023-01-3123 min

Market Mentors84. Series 2 | Episode 47. Marketing in a Recession - Expert Tips, with David Fallarme, Fractional CMO / ex-Head of Marketing at HubspotWhether we’re in a recession right now or not is a debate for people who are far more informed than me.However, what can’t be denied is there’s been a shift in a lot of technology companies recently from a ‘grow at all costs’ mentality to one that’s focussed on ‘efficient growth’. Inevitably that shift brings about change, which could mean redundancies or reduced budgets. But with every headwind there comes a tailwind and for every challenge there’s an opportunity. So how should B2B mar...2023-01-1724 min

Market Mentors83. Series 2 | Episode 46. How Marketers Should Impact More Than Just the Pipeline, with Kristina Jaramillo, President at Personal ABMToday’s B2B tech marketers aren’t short of metrics to track. Being able to do this has enabled marketers to improve the effectiveness of the marketing they do, and ultimately the impact they have within their companies.But sometimes marketers can focus too much on the pipeline. Classic lead generation has always been centred around marketing qualified leads (MQLs) which in many cases will never turn into revenue.So what’s a better approach?I’m joined by Kristina Jaramillo to discuss this very topic. And while Kristina isn’t suggesting the MQL is...2023-01-0326 min

Market Mentors82. Series 2 | Episode 45. Using Positioning and Messaging to Improve Customer Engagement and Increase Sales for Your B2B Tech Company, with Margie Agin, Founder and Chief Strategist for Centerboard MarketingFor a B2B tech company, your positioning in the market, and the messaging you use to communicate with customers, are absolutely critical to your success. But when there’s so much competition from so many similar products and services today, it’s difficult to stand out from the crowd. So, how can you ensure your messaging is unique and impactful enough to grab the attention of your customers? In this episode, Margie Agin, Founder and Chief Strategist for Centerboard Marketing, explains how to find the right positioning and messaging to improve your engagement with your t...2022-12-1318 min

Market Mentors81. Series 2 | Episode 44. Developer Marketing - Expert Tips to Make a Success of It, with Christie Fidura, Director - Salesforce Developer Community at SalesforceDeveloper marketing can be quite challenging for a lot of B2B marketers. Not only do developers dislike being ‘marketed to’, but they can often be a tough audience to reach.So how can you make a success of it?Today I’m joined by Christie Fidura, a developer marketing expert and someone who’s been doing developer marketing for over a decade. We talk all about developer marketing: why it’s regarded as hard to dohow you can find out more about what your developer audience wantsexamples of what resonates with that audienc...2022-11-2934 min

Market Mentors80. Series 2 | Episode 43. How to Get Your First 100 Customers and Grow Your B2B Start-Up, with Asia Orangio, CEO & Founder of DemandMavenAs an early stage B2B tech start-up, getting your first 100 customers is a significant task. Not only is the technology market incredibly competitive these days, but customer acquisition costs are going through the roof. And if that wasn’t enough, there’s growing economic uncertainty.The obvious solution is to hire a demand generation focussed marketer and start to run a wide variety of campaigns. Putting some budget behind things like this will start to get everything moving.Unfortunately, that doesn’t always set you up for success. And it can often lead to frustr...2022-11-1545 min

Market Mentors79. Series 2 | Episode 42. How to Achieve Effective Personalised Marketing at Scale with a Small Budget and Limited Resources, with Kevin Tate, CMO at ClearbitIn the B2B tech space, personalisation is becoming increasingly important as your customers’ preferences for marketing continue to evolve. However, launching a highly personalised strategy such as account-based marketing, can often be very expensive and resource heavy. In this week’s episode, Kevin Tate, CMO at Clearbit, explains how you can achieve effective personalised marketing at scale with a small budget and limited resources.We cover;Why it's the right time to be thinking about less expensive marketing programsWhat a fully-blown ABM program looks like in comparisonThe first step to cr...2022-11-0123 min

Market Mentors78. Series 2 | Episode 41. Product-Led Growth - Tips to Emulate Some of the Fastest Growing SaaS Companies, with Wes Bush, CEO of ProductLedIf your company is trying to market and sell a B2B tech product, embracing a product-led growth strategy could enable you to drastically improve customer acquisition, experience, and retention.But what is product-led growth, really, and how do you determine whether a strategy like this is the right fit for your business? In this podcast, Wes Bush, CEO of ProductLed, chats to Matt Dodgson about his experience using a product-led strategy to increase revenue and accelerate growth in B2B tech companies.They cover;What is product-led growth?Why companies adopt...2022-10-1824 min

Market Mentors77. Series 2 | Episode 40. The Secret to Building a Successful Marketing Career, with Maya Grossman, Peak Performance Career Coach & 2x VP Marketing | Ex Google, MicrosoftGoing to work every day, and working on your marketing career, are two very separate things. But it’s easy to become so consumed by your day job that you neglect your long-term ambitions and lose sight of what you want to achieve in the future. Thankfully, this week’s guest has a wealth of in-depth guidance to help you solve those challenges. In this episode, Maya Grossman, Peak Performance Career Coach & 2x VP Marketing, provides a proven formula for taking control of your career and accelerating yourself on the journey towards success. We cover;What...2022-10-0428 min

Market Mentors76. Series 2 | Episode 39. 5 Proven Demand Generation Tactics to Increase Your ARR, with Adam Holmgren Head of Demand Generation at GetAcceptAs there becomes more noise and evidence that economies around the world are moving towards a recession, the pressure to generate demand for B2B tech marketers mounts.So in this episode, Adam Holmgren, Head of Demand Generation at GetAccept, shares the five tactics he's used at GetAccept to help skyrocket demand. We cover;GetAccept's business and GTMWhy they moved focus from lead generation and what's working better How they were able to differentiate their solutions in a crowded market The move from sales led to product led, and how they're now blending the two...2022-09-2024 min

Market Mentors75. Series 2 | Episode 38 How B2B Content Marketers Can Elevate Their Impact Through Product Marketing, with Emily Dumas, Senior Content Marketing Manager at EvernoteAre you a B2B content marketer that's looking to have more impact within the business you work for?One way of doing that is to get more involved in product marketing. Because, amongst other things, doing that enables you to participate in more strategic conversations across the business.But how do you do that?Well today's guest has done exactly this. Emily Dumas, Senior Content Marketing Manager for Evernote talks to Matt Dodgson about her experience in content marketing and how she's been able to have more impact by getting involved in...2022-09-0621 min

Market Mentors74. Series 2 | Episode 37 A How-To Guide for Launching a Product Marketing Function in Your B2B Tech Start-Up, with Ashley Wood, VP of Marketing at LANDRThis week’s guest has a proven track record of successfully launching and managing product marketing functions from scratch, which is a challenge many business leaders are currently struggling with. In this episode, Ashley Wood, VP of Marketing at LANDR, provides a helpful how-to guide for launching a product marketing function in your B2B tech start-up. We cover;If you don't have a product marketing function, why should you start building one nowWhat needs to happen before you start a product marketing functionWhat kind of product marketer Ashley suggests hiring as your...2022-08-1619 min

Market Mentors73. Series 2 | Ep 36 Product Marketing Metrics - How to Measure and Communicate Success, with Kirsten Jepson, Senior Director of Product Marketing at TELUS InternationalToday, product marketing is a crucial function for companies in the B2B tech industry. A great product marketer will create cohesion between your sales, marketing, and product development teams, while also ensuring each one is doing their job as well as possible.But when it comes to product marketing metrics, how do you measure and communicate the success product marketing has? In this episode, Kirsten Jepson, Senior Director of Product Marketing at TELUS International, shares some fascinating insights on this from her 15 years of experience working in product marketing. She also provides us...2022-08-0225 min

Market Mentors72. Series 2 | Ep 35 Making a Success of Being a B2B Tech Start-up's First Marketer, with Pinja Dodik, Marketing Manager at SwarmiaThe very first marketing role in a high-growth start-up is an extremely important one. As that person comes into the business to raise brand awareness, generate demand, build a sales pipeline, and drive revenue growth, it’s obvious to see why. Of course, with modern B2B marketing involving so many different aspects, having just one person responsible for juggling everything – while consistently hitting their targets – is no mean feat. In this episode, Pinja Dodik talks to Matt Dodgson about her experience as the first marketing hire for Swarmia. Not only did she successfully adapt to worki...2022-07-1930 min

Market Mentors71. Series 2 | Ep 34 How to Set Up Marketing Operations in Your B2B Tech Company, with Emily Gravel, Lead Marketing Operations Manager at VMwareHaving a marketing operations function within your marketing team is becoming critical, not just for large enterprises but for businesses of all sizes. Why? Because it keeps everything running smoothly and enables the rest of the team to excel in their own roles. In this episode, Emily Gravel provides useful advice for setting up a marketing operations function that will make your marketing team more effective and drive increased business growth. We cover;How does Emily define what marketing ops isCommon triggers for needing a marketing operations function in the first placeWhat the company sh...2022-07-0525 min

Market MentorsMid-Season 2 Update From Matt DodgsonIt's been a crazy busy year for so many of us, so I'm currently away on holiday enjoying some downtime. Hence there's no episode this week, but I wanted to take the opportunity to give you a short update on what we've got in the pipeline.Have a great week everyone and catch you soon.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd...2022-06-2801 min

Market Mentors70. Series 2 | Ep 33 How Cognism Quadrupled its Inbound Pipeline by Shifting from Lead Generation to Demand Generation, with Liam Bartholomew, Global Head of Demand GenerationMany modern marketing strategies are prioritising demand generation over lead generation, taking a far more customer-centric approach, and achieving great success. An example of this is Cognism, a company that has recently increased its inbound pipeline four times over by embracing demand generation. In this episode, Liam Bartholomew, Global Head of Demand Generation, tells us the story of how Cognism has quadrupled its inbound pipeline by shifting from lead gen to demand gen. They cover;Why Cognism wanted to shift from lead generation to demand generation in the first placeThe concerns senior lea...2022-06-2139 min

Market Mentors69. Series 2 | Ep 32 An Expert Guide to Event Attribution for B2B Marketers, with Jon Kazarian, Founder and CEO of AcceleventsEvents have long been an important part of a well-rounded marketing strategy, especially in the B2B space. But as technology has evolved, and the global trend of remote working has emerged, B2B events have changed a great deal over the last few years. So with this change and the emergence of hybrid events, how should you tackle event attribution?In this week’s podcast episode, Jon Kazarian shares valuable guidance on how to tackle event attribution to help you achieve your marketing and sales goals, and grow your business.We c...2022-06-1419 min

Market Mentors68. Series 2 | Ep 31 How to Master Attribution and Improve Your Marketing Performance in the B2B Tech Sector, with Steffen Hedebrandt, Co-Founder and CMO at DreamdataIn the current B2B tech sector, your customer journeys are often long, complex, and happening across a variety of different channels and touch-points. As a result, marketing attribution has become increasingly challenging, but also increasingly important in helping us understand where our marketing strategies are succeeding or failing. In this episode, Steffen Hedebrandt, Co-Founder and CMO of Dreamdata, discusses with Matt Dodgson how to use attribution to improve your marketing performance in the B2B tech sector. They cover;Why attribution is so important for B2B marketers todayWhat's wrong with h...2022-06-0722 min

Market Mentors67. Series 2 | Ep 30 What it Takes to Succeed with Product Marketing Today, with Ashruti Singh, Global Director of Product Marketing for SAPFrom early-stage start-ups to large enterprises, B2B tech companies are currently investing heavily in product marketing, whether that’s hiring their first person or building a whole team. But many of those businesses – and the candidates they’re hiring – are still unsure how to get product marketing right, especially in such a fast-moving, competitive tech landscape. In this podcast, Ashruti Singh, Director of Product Marketing at SAP, shares some valuable advice and guidance to help you succeed with product marketing today.They cover;Why product marketing is exploding right nowHow the responsi...2022-05-3125 min

Market Mentors66. Series 2 | Ep 29 How to Win the Case to Start a Product Marketing Function and Make a Success of It, with Liza Collin, Strategy & Commercialization Director at VismaIn a recent podcast episode, one of our guests defined product marketing as, “The function that helps you carve out a space for your business or product to compete in.”Sounds important, right? Well, most of the companies currently leading the way in the B2B tech sector would agree. That’s why we’ve seen a steep rise in tech businesses hiring for product marketing roles recently, demonstrating the growing value of this relatively new discipline.Today’s guest, Liza Collin, named one of the world's 50 most influential product marketeers by the Product Marketing Alliance...2022-05-2423 min

Market Mentors65. Series 2 | Ep 28 How to Start a Podcast to Build an Audience and Grow Your B2B Tech Company, with Tom Hunt, CEO & Founder at Fame.soPodcasts have been around for a long time now, and yet they’re still growing in popularity with each passing year. In fact, over the past three years, the number of podcast listeners in the UK has reportedly increased from 13.3 million in 2019 to 21.2 million in 2022. But a more recent trend has seen B2B tech companies using podcasts as a form of content marketing, leveraging them to build relevant audiences and generate demand for their products or services. In this episode, Tom Hunt - CEO / Founder of Fame.so, shares in-depth guidance to help you la...2022-05-1725 min

Market Mentors64. Series 2 | Ep 27 How to Hire and Retain a Winning Marketing Team When Working Remotely, with George Kapellos, Regional Head of Marketing at DiDiThe COVID-19 pandemic has changed the way we work forever. We all know that plenty of challenges arose during lockdown. But, even today, many businesses are still struggling to hire and retain top talent following the global shift to remote working. To help you solve some of those recruitment challenges, George Kapellos, Regional Head of Marketing at DiDi, spoke to Matt Dodgson about how to hire and retain a winning marketing team when working remotely.They cover;How hiring changed once George's marketing team was fully remoteThe key learnings from hiring people i...2022-05-1024 min

Market Mentors63. Series 2 | Ep 26 Hiring and Building a Growth Team - A Guide for B2B Tech Companies, with Andrew Capland, Founder of Delivering Value and former growth lead at Postscript, Wistia & HubSpotA growth manager who focuses on making your product more successful is a role that’s becoming increasingly important for B2B tech companies, especially as business models continue shifting to prioritise self-service for customers.But ‘growth’ in this context should not be confused with growth marketing, nor can the two roles be combined or shoe-horned together, despite what many people assume.In this episode, Andrew Capland, Founder of Delivering Value and former growth lead at Postscript, Wistia and HubSpot, explains exactly what it means to be responsible for product-focused growth today and also talks us thr...2022-05-0327 min

Market Mentors62. Series 2 | Ep 25 If Your Customer isn’t at the Core of Your Content Marketing Strategy, You’re Doing Something Wrong, with Skyler Reeves, CEO at Ardent GrowthDespite the huge growth in popularity of B2B content marketing in recent years, far too many businesses are still making the critical mistake of focusing on themselves first, rather than focusing on what really matters – the customer. In this episode, Skyler Reeves, CEO of Ardent Growth, talks to Matt Dodgson about the importance of placing your target audience, or ideal customer, at the core of your content marketing strategy to ensure it’s successful. They cover;why content marketing is so important for B2B companies right nowthe common reasons B2B companies don't...2022-04-2624 min

Market Mentors61. Series 2 | Ep 24 Why Event Marketing Should be a Key Component of Your B2B Marketing Strategy in a Post-Pandemic World, with Julius Solaris, HopinAfter a year or so of uncertainty during the pandemic, event marketing has begun to re-establish itself as a key component of a modern B2B marketing strategy. However, the B2B events industry has obviously changed a lot since the start of the 2020 lockdowns. While technology has opened up new channels for events, that has also created plenty of new challenges as well.In this episode, Julius Solaris discusses the technology driving the recent evolution of event marketing, and shares his advice for making your own B2B events successful today. They c...2022-04-1926 min

Market Mentors60. Series 2 | Ep 23 How to Use an Account-Based Marketing Strategy to Build Your Sales Pipeline and Drive Business Growth, with Leanne Chescoe, Senior Field Marketing Manager EMEA at DemandbaseAccount-based marketing is a strategic approach to marketing that targets individual customer ‘accounts’ with campaigns specifically aimed at them. And this is becoming increasingly popular in today’s business landscape, especially in the B2B Tech space where marketers are under more pressure than ever to deliver results.In this podcast, Leanne Chescoe, Senior Field Marketing Manager EMEA at Demandbase, provides detailed guidance for implementing an ABM strategy of your own to help drive pipeline and significant growth for your business. We cover;What you should do first if you're looking to increas...2022-04-1231 min

Market Mentors59. Series 2 | Ep 22 An Exclusive Look Inside the Content Marketing Strategy Driving Hyper-Growth for Monday.com, with James Scherer, VP Growth at CodelessCodeless is a content production company that supports fast-growing B2B tech businesses. And as VP of Growth at Codeless, one of James Scherer’s most notable recent projects has been delivering a large-scale content marketing strategy for tech giant Monday.com. In this podcast, James gives us an exclusive insight into how Codeless has driven significant growth for Monday.com and helped position the brand as a leader in the B2B SaaS market.We cover;Why Monday.com brought onboard CodelessHow Codeless scaled to meet Monday.com's content needsMonday.com's content str...2022-04-0537 min

Market Mentors58. Series 2 | Ep 21 The Secret to Start-Up Success? Focus on Building a Strong Brand from Day One, with Yoav Vilner, CEO at WalnutIn today’s digital marketing landscape, every company has a platform online to make noise and promote their own products or services. With that in mind, your Startup’s brand could be the point of differentiation that allows you to cut through that noise and gain an advantage over your competition.In this episode, Yoav Vilner, CEO of Walnut, talks to Matt Dodgson about how he’s achieved success founding and scaling a number of start-ups by focusing on building a strong brand from the very first day. They cover;What is Startup...2022-03-2916 min

Market Mentors57. Series 2 | Ep 20 How to Develop a Successful B2B Tech Marketing Career Based on Several Different Specialist Disciplines, with Laura Hauser, VP Marketing at GriffinWhen hiring B2B marketers, some businesses tend to put too much emphasis on finding people with experience specific to the position in question. This week’s guest is here to demonstrate why you should always give marketers the chance to transfer their skills and knowledge into new roles or industries.In this episode, Laura Hauser tells Matt Dodgson about how she’s built a successful marketing career by mastering several specialist disciplines at different stages of her development.They cover;How moving from a marketing agency to a client side role for B2B Te...2022-03-2228 min

Market Mentors56. Series 2 | Ep 19 Exploring the Role of a CMO in Today’s Marketing Landscape, with Kate Owen CMO at UPPA Chief Marketing Executive (CMO) is the top of the food chain, as far as marketing roles go. But many of our readers often ask us what it takes to get there, what the role involves, and what influence a CMO can have on their wider business? In this episode, Kate Owen gives us a fascinating insight into her career and how it led her to her current role of CMO at UPP. We cover;What is a CMO responsible for that a VP or marketing director isn’tThe biggest learning curve in her job...2022-03-1535 min

Market Mentors55. Series 2 | Ep 18 What is Revenue Operations? Understanding the Growing Importance of RevOps for Businesses Today, with Lorena Morales, Director of Global Digital Marketing Revenue Operations at JLLWhat is Revenue Operations? Well, RevOps, as it's more commonly known, is a fairly new concept for most of us, but it’s a growing discipline that’s helping many leading B2B tech companies improve their customer acquisition, increase sales, and accelerate growth.In this podcast, Lorena Morales talks to Matt Dodgson about all things RevOps, including how and when to get started, and how to set yourself up for success. They cover;what revenue operations iswhy revenue operations is so important for the success of B2B tech companies todaywhat type of B2B t...2022-03-0830 min

Market Mentors54. Series 2 | Ep 17 How to Develop Your Own Playbook for B2B Marketing Success, with Nick Roberts, Marketing Director at VeB2B marketers will be all too familiar with the concept of a playbook, often positioned as a silver bullet solution for achieving growth and driving greater results.But, in order to be effective, this week’s guest believes you have to create your own playbook specific to your business, your product, and your target audience. In this podcast, Nick Roberts talks to Matt Dodgson about how B2B marketers can - and should - develop their own unique playbooks to achieve success.They cover;Why marketers are obsessed with playbooksThe downsides of...2022-03-0122 min

Market Mentors53. Series 2 | Ep 16 A B2B Tech Marketer’s Guide to Finding Your Career Path in 2022, with Mark Larwood, Head of Strategic Customer Marketing & ABM at O2With so many different roles, responsibilities, skills, trends, and technologies to navigate these days, it can be overwhelming trying to carve out your ideal career path.In this week’s episode, Mark Larwood talks in detail about all the various options available to B2B Tech marketers today, to help you understand the best approach for you personally.He covers;Can being a specialist B2B marketer harm your career in the long term?What skills do B2B marketers need to master today to be successful?How marketers can take charge of their ca...2022-02-2225 min

Market Mentors52. Series 2 | Ep 15 How Oren Greenberg Used Strategic Growth Marketing to Help Drive a 10x Increase in Kite’s RevenueIn this week’s episode, Oren Greenberg tells us about how he took Kite on a growth journey, helping to build out the marketing function from scratch and scale the business with a 10x increase of revenue. He covers;Why Kite needed Oren's expertiseThe first steps he took to put the right foundation for growth in placeHow he decided which growth experiments to runThe channels they used and whyThe metrics he was tracking The tech stack he used What results he achieved for KiteThe key learnings And so much more...Market Mentors is brough...2022-02-1536 min

Market Mentors51. Series 2 | Ep 14 How to Create Content That Your Buyers Actually Care About, with Mark Colgan, Co-Founder & CEO at Speak on PodcastsTo be successful with your content marketing strategy these days, it’s essential that you create high quality content that your buyers really care about. Why? Well, that’s exactly what this week’s guest has joined us to discuss. In this episode, Mark Colgan talks about the tactics and techniques he uses to create content that buyers actually care about. He covers;Why it's so important to create content today that buyers care aboutWhere to get started with thisHow to maximise the value you get from what you produceHow to increase output gi...2022-02-0826 min

Market Mentors50. Series 2 | Episode 13 Lessons Learned Helping Supermetrics Grow From $10m to $50m ARR in Just Three Years, with Edward Ford, Demand Gen Director at SupermetricsWith such fierce competition in virtually every category today, being a B2B tech marketer is more challenging now than ever before. With that in mind, it can often be useful to look at the companies leading the way for examples of how to succeed. In this episode, Edward Ford shares some of the key lessons he’s learned along the way to scaling Supermetrics’s annual recurring revenue from $10 million to nearly $50 million in just three years.Edward covers;How the role of a B2B tech marketing leader is evolvingWhat the challenges are...2022-02-0135 min

Market Mentors49. Series 2 | Ep 12 Working with B2B Copywriters to Maximise the Value Your Tech Business Gains From Content Marketing, with David McGuire, Co-Owner at Radix CommunicationsB2B content writing has experienced a boom period over the past two years, as the global shift to remote working has changed the way buyers interact with marketing and sales. In this episode, David McGuire, Co-Owner & Creative Director of Radix Communications talks to Matt Dodgson about how B2B companies can work strategically with their writers to maximise the value gained from content marketing. They cover;- Why it's so hard to hire quality B2B Tech writers right now- What you should include in a brief to engage a...2022-01-2532 min

Market Mentors48. Series 2 | Ep 11 Why Marketing Operations Should be Seen as the Foundation of a Successful Marketing Team, with Karla Wentworth, Founder & MD at Vantage CleverAs marketing technology continues to evolve at a rapid pace, marketing operations has also evolved into an important specialist role. And this week’s guest believes businesses must begin to take marketing ops more seriously if they want their wider marketing team to reach its full potential. In this episode, Karla Wentworth talks to Matt Dodgson about why marketing operations should be seen as the foundation of any successful marketing team today.They cover;- What is marketing operations?- Why is marketing operations so important for businesses right now?2022-01-1824 min

Market Mentors47. Series 2 | Ep 10 A Content Marketing Masterclass for B2B Tech Marketers, with Rand Fishkin, CEO at SparkToroContent marketing is always evolving, but many B2B tech marketers are still stuck in their old ways, spending time and money on outdated activities which actually hold them back. In this episode, Rand Fishkin gives a content marketing masterclass where he shares some of the unique ideas and perspectives that have made him one of the most influential marketing experts in the world. They cover;Is creating persona's a waste of time?Why keyword research can be limiting and what you should do instead How to optimise content for different social channels Why usin...2022-01-1137 min

Market Mentors46. Series 2 | Ep 9 How to Become a Better B2B Tech Marketer, with Jason Bradwell, Senior Director, Group Marketing and Communications at DeltatreB2B tech marketers today face an almost endless selection of technologies, tools, channels, and tactics to navigate on a daily basis. When we also consider the pressure to deliver almost-immediate results in a start-up environment, things can sometimes feel slightly overwhelming. Thankfully, this week’s guest has some valuable advice to help ease those challenges.In this episode, Jason Bradwell talks with Matt Dodgson about a strategic approach to B2B tech marketing which will help set you up for success.They cover;How difficult is it being a stand alone mar...2022-01-0430 min

Market Mentors45. Series 2 | Ep 8 Expert Advice to Increase the Success Rates of Your Cold Outreach, with Kristina Finseth, Outbound Growth Marketing at GreenhouseIt seems today that a lot of marketers are far more focused on inbound marketing than outbound.But this week’s guest is a firm believer that, with the right approach, cold outreach is a great way to significantly boost the number of sales meetings you’re generating for your team. In this episode, Kristina Finseth talks to Matt Dodgson about all her tips, tricks, and trade secrets with cold outreach to help you improve your results. They cover;Why cold outreach is still an effective play for B2B marketers todayHow you sho...2021-12-2133 min

Market Mentors44. Series 2 | Ep 7 How to Use the Science Behind Storytelling to Make B2B Marketing More Effective, with Leslie Talbot, SVP Marketing at Corporate VisionsGood storytelling is essential for marketers to connect with our target customers, influence their behaviour, and inspire them to take action. In this episode, Leslie Talbot, SVP of Strategic Marketing at Corporate Visions talks to Matt Dodgson about the fascinating science behind storytelling and how it can be used to make marketing more effective.We cover;- How B2B buying behaviour has changed- The #1 factor that influences B2B buyer behaviour today- Four factors you can use in your marketing to influence B2B buyers And...2021-12-1429 min

Market Mentors43. Series 2 | Ep 6 Using Strategic Marketing to Scale Your B2B SaaS Start-Up, with Scott Vaughan, CMO & GTM AdvisorMarketing plays an instrumental role in the growth and success of B2B SaaS start-ups today. But making mistakes when building a marketing team could have a damaging impact on the business.In this episode, Scott Vaughan talks to Matt Dodgson about some useful marketing strategies you can use to scale your early-stage SaaS start-up. They cover;Why marketing for a SaaS businesses is differentHow to approach marketing as the first marketer into a SaaS StartupHow to know when your SaaS Startup has product-market fitChallenges marketers face when a business achieves product-market fi...2021-12-0735 min

Market Mentors42. Series 2 | Ep 5 Understanding Demand Generation and Modern Marketing’s Relationship with Sales, with Andy Culligan, Fractional CMODemand generation is a popular trend in modern marketing because of the way it supports sales teams and enables them to be more successful.But many businesses overlook the fundamentals of good demand generation, and consequently run into challenges or fail to meet their revenue targets.In this episode, Andy Culligan talks to Matt Dodgson about the most effective techniques he’s learned for successful demand generation over the past 10 years. They cover;What components you need to build a demand generation engineWhat should you do in your first 90 daysHow to balance the...2021-11-3031 min

Market Mentors41. Series 2 | Ep 4 How to Master B2B SaaS Marketing with Alan Gleeson, CMO / Marketing Consultant at Work With AgilityB2B SaaS marketing is a complex challenge which most companies struggle with in their early stages. Faced with conflicting priorities, tight budgets, and pressure to deliver fast results, it’s unsurprising that tech marketing is so hard to get right. In this episode, Alan Gleeson provides valuable advice for how B2B SaaS companies should approach their marketing to achieve long-term success.We cover;Why SaaS marketing is so different When an early stage SaaS business should start thinking about marketing What sort of marketer your SaaS business should hire as its...2021-11-2334 min

Market Mentors40. Series 2 | Ep 3 The Increasing Importance of Product Marketing for Tech Companies Today with Vakis Rigas, VP Marketing at ShyppleIt seems that ambitious start-ups are launching innovative new tech products every day. And as the tech landscape becomes more competitive, the demand for outstanding product marketing is also on the rise. In this episode, Vakis Rigas joins Matt Dodgson to discuss the increasing importance of product marketing for businesses today. We cover;What product marketing isWhen a company should hire its first product marketer What a product marketer should focus on in the first 90 days of a new jobHow the focus should change after those first 90 days What skills and attributes you should look...2021-11-1630 min

Market Mentors39. Series 2 | Ep 2 Shifting an entire marketing approach to ABM - the why, the how and the now with Amit Bivas, VP Marketing at OptimoveAccount based marketing is one of the best strategies to help drive demand and pipeline from a select list of accounts. But to rip up the current marketing approach and go 'all in' on ABM is another thing altogether. Join Amit Bivas, VP Marketing at Optimove, as we discuss why they decided to ignore most of their market and follow this new approach. We cover;What the trigger was to go 'all in' on ABMHow the leadership team reacted to the ideaWhat the first step was to implementing this new approachHow he adapted his marketing team t...2021-11-0925 min

Market Mentors38. Series 2 | Ep 1 How marketing can help a B2B Tech Startup scale with Kartik Krishnan, New Markets Expansion Lead at BeameryUsing marketing is one of the most powerful ways to help a Startup scale, yet it's one of the hardest to execute well. Join Kartik Krishnan, growth marketing expert, as we discuss how to use marketing to help your B2B Tech Startup scale. We cover;Why is it important for Startups in particular to use marketing to help them scale?When should Startups hire their first marketer?What type of marketer should they hire?What should the marketer be focussing on in the short term to drive growth?What are some common issues that marketers w...2021-11-0228 min

Market Mentors37. Series 1 | Ep 37 - How martech can forge a path to the role of CMO with Scott BrinkerListen as Scott Brinker, VP Platform Ecosystem at HubSpot and Editor at chiefmartec.com, talks about how you can forge your marketing career if you come from a martech background. We also talk about the changing landscape of martech, how to stay ahead of the pack in a fast moving tech landscape and so much more..Market Mentors is brought to you by Fiona Jensen, Director at Market Recruitment- a recruitment agency that connects ambitious B2B Tech businesses with ROI focussed marketers to ignite growth and happiness.Market Mentors is brought...2020-02-2731 min

Market Mentors36. Series 1 | Ep 36 - Should events be a lever to growth? Find out why and what ROI to expect with Jane Culcheth BeardWho better to speak to about B2B events, than Jane Culcheth Beard. After over 10 years in events marketing roles at HP, Jane talks us through why events has to be included in your B2B marketing plan to maximise your success. We also talk about;What ROI to expect from B2B eventsHow to decide what sort of event to do Ideas for Startups with smaller audiences Where it can all go wrong and how to avoid thatHow to develop your career in B2B eventsMarket Mentors is brought to you by Fiona Jensen, Director at...2020-02-0653 min

Market Mentors35. Series 1 | Ep 35 - How a CEO can use marketing to help them scale with Ross ChapmanIf you're the CEO or Founder of a B2B Technology business, how do you use marketing to help you scale?In this episode, join Ross Chapman, Marketing Director at Portswigger Web Security, as he talks through his no-nonsense advice to help you get value from marketing and scale.We cover;Outsourcing marketing v having it in-houseWhen it's the right time to hire your first marketer and at what levelWhat a CEO / Founder needs to talk about to excite a senior level marketer What your first 30 days should look like as the first senior marketer i...2020-01-1653 min