Do you ever feel like it's always marketing at fault? We know the feeling. We can't afford more therapy so we decided to collect all the ridiculous things that marketers hear and invite our friends to chat about them. If you want to hear us (Emma and Ruta) rant about sometimes funny sometimes serious topics this is the place for you.
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Marketing Unlocked, a brand new podcast hosted by MEDDICC CMO Jessica Walker, is where marketing meets the wider GTM team, discovering how we can deliver value at all levels. Across these discussions, Jessica dives into the good, the bad, and the ugly of MEDDIC, marketing, and beyond!
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Podcast Promo Playbook for Marketers | E62
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In this episode, Emma and Ruta get real about how Blame it on Marketing went from an idea to a podcast that’s actually, somehow, is working out. This episode serves as their complete playbook, laying out everything they’ve done so far—from costs and time investment to mistakes, tech stack, and all the hard-earned lessons along the way. They talk ab…
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Guerrilla Marketing x B2B | E61 with Maddie Barber and Megan Harber
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In this episode, Maddie and Megan talk to us about guerrilla marketing and its punchy impact on B2B brands. They’re talking about why playing it safe won’t cut it anymore, and why bold, creative, and downright unconventional tactics are the way forward. From branded beers to cheeky merch, they break down some of their campaigns that made waves and …
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The 'Boys Club' still exists in Marketing | E60 with Beth Crowe
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Emma and Ruta get real about what it's like to be a woman in the marketing industry. Joined by their guest, Beth Crowe, they tackle everything from gender bias and the motherhood penalty to the glaring lack of women in leadership. They’re spilling the tea on the double standards, sharing personal war stories, and shining a light on why diversity an…
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The Power Generalist Guide | E59 with Michelle Boland
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In this episode, Emma and Ruta dive into the world of marketing generalists with their guest, Michelle Boland. They kick things off by defining what it means to be a generalist and how it stacks up against being a specialist. Spoiler alert: specialists aren’t always the top dogs! Michelle dishes out her top 10 must-have skills for generalists, incl…
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Your Growth, Your Duty: L&D for Marketers | E58 with Robyn Hartley & Tom Blake
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We're diving into why learning and development aren't just nice-to-haves for marketers—they're our responsibility. Our fabulous guests, Robyn Hartley and Tom Blake dish on why staying sharp isn’t just for your boss's benefit but for your personal growth too. We chat about making learning intentional, carving out time for it (yes, even in your busy …
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Your video still sucks in 2024 | E57 with Jess Percival
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In this episode, we tackle the monumental shift towards video marketing and why business are still struggling to make video in 2024. Platforms like TikTok and Instagram have exploded in popularity, and Jess shares her expert insights on the hurdles businesses face in creating video content. We're talking about the fear of imperfection, the misalign…
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Why Marketing Isn't Just Vibes | E56 with Jane Stecyk
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Emma and Ruta discuss why marketing isn't just about vibes with guest Jane Stecyk, the SVP of Marketing at Mighty Networks. They explore the challenges marketers face in articulating the value of their ideas and the importance of data-driven decision-making. They emphasise the need to move beyond subjective opinions and focus on measurable outcomes…
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Unpacking marketing cliches | E55 | Live recording
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Ruta and Emma discuss common marketing cliches and unpack their true meanings. They explore phrases like 'Can we just...' and 'Content is king' and provide ideas on how to handle these situations. They also discuss the phrase 'It depends' and why it is important for marketers to use it. The conversation highlights the need for marketers to be hones…
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To campaign or not to campaign? | E54 with Kylie McIntyre and Joanne Rodgers
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Ruta and Emma, alongside the Advocitude team discuss the importance of campaigns in marketing and the challenges that come with them. The conversation highlights the key elements of a successful campaign, including a clear message, targeted audience, and measurement metrics. Creating great campaigns comes with the benefits of consistent messaging, …
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Marketing Unlocked: How Sales And Marketing Must Collab With Mandira Mehra
27:26
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In this episode of Marketing Unlocked, Jessica is joined by Mandira Mehra, CMO at MRI Software. They took a deep dive into Mandira’s experience with MEDDPICC implementation from a marketing perspective, as well as a walkthrough of what brought Mandira to her current role as CMO, and what she’s learned. When marketers embrace MEDDPICC, it smoothes c…
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Why your company LinkedIn page is sh*t | E53 with Liam Currie
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Emma and Ruta are joined by Liam Currie, Content Creator, Actor and Writer to discuss the importance of injecting personality into company social media pages. They explore why many companies are hesitant to push the boundaries and showcase their true voice. The fear of getting canceled, jeopardising reputation, and dividing the audience are some of…
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All the tech no marketers or process | E52 with Jade Faulconbridge
27:01
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Emma, Ruta, and guest Jade Faulconbridge (Founder of Attributed Marketing) discuss the importance of marketing tech stack and marketing operations. They highlight the need for a holistic approach to marketing technology, including data, technology, processes, and people. They also discuss the challenges of disconnected tech solutions and the import…
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Doing more with less | E51 with Sam O'Brien and Stephen Brennan
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34:56
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Ruta and Emma discuss the challenges of doing more marketing with less resources with Sam, CMO of Dealfront and Stephen, Partnerships Manager at Dealfront. Whilst marketing budgets are shrinking expectations of growth are not. We also highlight the dangers of cutting back on marketing and the importance of balancing long-term and short-term marketi…
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Trademark Drama and IP for Marketers | E50 with Matthew Wahlrab
52:25
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Emma and Ruta are joined by Matthew Wahlrab, CEO of RapidAlpha, to discuss intellectual property for marketers and the trademark 'drama' that went down over the last 12 months in regards to Blame it on Marketing itself. They discuss what marketers should know when it comes to IP and use the BIOM trademark experience to give specific pointers and ac…
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Chief Media Officer in SaaS? | E49 with Jessica Walker and Gina Randle
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In this episode, Jessica and Gina from MEDDICC Media discuss their roles as Chief Media Officer and Head of Media, respectively, and how they have built a media empire within their startup. They explain that media is a core part of their strategy and that they see media as an umbrella term that encompasses all aspects of their business. They emphas…
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Marketing Unlocked: Blame It on Marketing with Emma Davies and Ruta Sudmantaite
33:17
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In this episode of Marketing Unlocked, Jessica is really among her people as she is joined by Emma Davies and Ruta Sudmantaite, hosts of the podcast, Blame It on Marketing. Emma and Ruta share their podcast origin story, and their individual routes to marketing. They give their tips on getting back to a baseline with marketing strategy, and how bes…
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Instant Brands using B2B Influencers | E48 with Tyler Lessard and Will Aitken
55:03
55:03
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Emma and Ruta are joined by Tyler Lessard, ex-VP of Marketing at Vidyard, and Will Aitken, ex-Vidyard & ex-Lavender B2B Sales Influencer, to talk about brands building themselves on the backs of B2B influencers. They talk about the change of influencers from thought leaders and the risks and rewards of hiring in-house influencers and the delicate b…
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Marketing: Unlocked! 🔓 - Episode - Strategic Marketing with Peter Sumpton
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In this episode of Marketing Unlocked, Jessica reunites with her former mentor, Peter Sumpton, founder of buildDifferent marketing agency. Marketing ties into everything the business does, so it’s essential to have a clear marketing strategy with clear goals to be the most effective. Peter shares a few examples of how that can be done, as well as s…
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What a Chief Rev Officer should be! | E47 with Timi Olotu
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Timi Olotu, the Chief Revenue Officer at Charlie HR, joins Emma and Ruta to discuss the role of a Chief Revenue Officer (CRO). They explore the common misconception that CROs are solely focused on sales and neglect other functions. Timi emphasises the importance of collaboration between sales, marketing, customer success, and product teams to drive…
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Buying Experience (BX) is the new Demand Gen | E46
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Emma and Ruta discuss the importance of buyer experience in B2B marketing. They highlight the challenges in prioritising buyer experience, such as the self-centered B2B sales approach and the focus on the wrong conversion rate levers. The conversation also explores the disconnect between company messaging and customer needs, as well as the lack of …
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Small but MIGHTY marketing teams | E45 (Part 2) with 2 Pizza Marketing
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In this episode Emma and Ruta are joined by the '2 Pizza Marketing' Podcast hosts Ashley McGovern and Melissa Moody. We discuss efficient small marketing teams and the importance of balancing workload and priorities. Ashley and Melissa share tips on how to manage time and tasks effectively, including using systems and processes, setting boundaries,…
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Landing your first Marketing Job | E44 with Brian Fraser
42:08
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Ruta and Emma are joined, again, by Brian Fraser to discuss the difficulty of landing a first marketing job and provide tips for success. We emphasise the importance of doing research, networking, and tailoring CVs to stand out in a competitive market. We also highlight the value of portfolios and side hustles in showcasing marketing skills and exp…
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In-house vs. Agency Marketer Smackdown | E43 with Marketing Dribble
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In this episode, Emma and Ruta are joined by Rob Boyle and Jonny Kenyon from the Marketing Dribble Podcast to discuss the difference between in-house marketers and external marketers. They explore the reasons for conflict between the two groups, including differences in perspective and goals, also the pros and cons of both in-house and external mar…
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All the traffic, no leads > CRO in 2024 | E42 with Greg Landon
49:09
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Emma and Ruta discuss conversion rate optimisation (CRO) with Greg Landon, Head of Marketing at Leadoo. They explore the importance of CRO in 2023 and why it is often overlooked by marketers. They also discuss the tension between SEO and CRO and how they can work together. Greg highlights the role of personalisation, ease, and interactivity in CRO …
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What are we selling here?! | E41 with Clark Barron
42:12
42:12
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Emma and Ruta are joined by guest Clark Barron, Founder of Demand Gen Therapy, to tackle the issues around marketing becoming sales. They try to decipher what marketers are really selling and the importance of the 'why' in marketing. The conversation emphasizes the need for marketers to demand a seat at the table and advocate for themselves, ensuri…
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Owning your niche in marketing and business! | E40 with Lea 🌈 Turner
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35:32
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Ruta and Emma welcome Lea Turner, a LinkedIn expert and trainer with over 160k followers. Lea shares her unique journey, evolving from a small business owner to a LinkedIn marketing specialist. The discussion centers around the significance of niching down in marketing and the balance between being a generalist and a specialist. Lea emphasises the …
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More Pipeline RIGHT now! E39 with Marisa Kacary & Ollie Sharpe
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Join us for a rollercoaster of revelations as we dive deep into the world of sales and marketing pipelines! Marisa Kacary, Global CMO in the proffesional services industry and Ollie Shape, VP of Sales at Abicum, help us explore the tension between quantity and quality in pipeline building. Say goodbye to the notion of a 5x pipeline. We'll also shin…
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When Brand isn't enough | E38 with Paul Devoy
21:04
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Paul Devoy, CEO of Investors in People (IIP) joins Emma and Ruta to talk about brand. Although both Emma and Ruta find it a hard topic to stomach, Paul shares his experience of being a very well known brand and why that wasn't enough to make Investors in People the success it is today! This is an interesting episode since most brands have the oppos…
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Marketing Unlocked 🔓 - Episode 2 - People-first GTM with Mark Kilens and Nick Bennett
28:23
28:23
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People-first is the future! That’s what Tack’s co-founders, Mark Kilens and Nick Bennett, share with Jessica in this episode of Marketing Unlocked. They built Tack around six people-first Go-To-Market principles - conveniently spelling PEOPLE. If you want to find out exactly what those are, this is definitely the episode for you. Tack’s goal is to …
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Ruta and Emma go through many confessions that B2B marketers left on their stand during the two day B2B Marketing Expo at the Excel. They include PPC mistakes, sales annoyances and also wrong email to wrong people. They also pick a winner to recieve a podcast headphone and microphone! Join the Blame it on Marketing community! Get in touch for spons…
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A Podcast about Making Podcasts | E36 with Nina Müller
28:42
28:42
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Nina Müller, Director at Ethical Commerce Alliance (and podcast host) joins Emma and Ruta for a meta episode about making podcasts. They discuss some of the stats around podcasts and that it takes to be in the 1% of podcast publishers, as well as all the tips and tricks you should consider before diving in. Whether you want to start a podcast for y…
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Customers are your pipeline | E35 with Alice Edwards + Klenda Martinez-Gasbarro
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Alice Edwards, Director of Customer Success and Klenda Martinez-Gasbarro, Customer Marketing Manager joins Emma and Ruta for an episode to talk everything customers! They discuss why companies are so reluctant to invest in customer marketing, even though its proven to be a great source of revenue, why customer marketing goes wrong and why there's f…
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PR - Ego vs. Reality | E34 with Courtney Glymph
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Courtney Glymph, PR Legend and Founder of YourStoryPR joins Emma and Ruta for an episode to talk the realities of PR in B2B businesses. We discuss what makes for interesting PR and how that can be achieved in B2B, where ego fits in or gets in the way of good work, and how to work together with a PR agency to get the most out of your investment. Joi…
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Social Selling isn't a marketing activity | E33 with Tom Boston
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Tom Boston, Brand Awareness Manager at Salesloft joins Emma and Ruta for an episode to talk about social selling from a sales persons perspective. We discuss what the future of working in sales is, what you can do to start social selling, how marketing should be involved (and be useful) and most importantly the leadership and accountability support…
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Marketing Unlocked 🔓 - Episode 1 - Elevate your GTM Strategy with Nina Sandy
38:25
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In this debut episode of Marketing Unlocked, Jessica is joined by experienced enablement professional Nina Sandy. Having recently founded Araña GTM Consulting with colleague (and friend of MEDDICC) Wendy Bissonnette, Nina is dedicated to breaking down silos and encouraging collaboration between Go-To-Market teams. As she says, Go-To-Market encompas…
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CEO that gets marketing | E32 with Stuart Hearn
42:13
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Stuart Hearn, Founder of Clear Review joins Emma and Ruta for an episode to talk about what happens when a CEO gets marketing. Stuart shares his experience with marketing in his previous business and why he knew starting early at Clear Review was the right call. He also shares his tips on leadership when it comes to working with other functions. Jo…
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Shooting your startup in the foot | E31 with Lottie Unwin
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Lottie Unwin, Founder of Up World & Brand Hackers joins Emma and Ruta for an episode to talk about marketing foundations, specifically when it comes to startups. They discuss two scenarios where this happens, typically right at the beginning of a marketing effort and then once expansion starts. There's lots of personal tips for marketers to ensure …
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Marketers aboard the AI Train! | E30 with Dan Lubetsky
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Dan Lubetsky, Product Marketing, GTM, and AI Consultant at Sky Strategies , joins Emma and Ruta for an episode to talk about AI! The scary scary world of AI in marketing. Just jesting we actually talk about how to utilise AI in your marketing teams to do more of the right things and new things that you were previously unable to do. Whilst we don't …
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Shaking the PPC Money tree | E29 with Jonathan Bland
44:55
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Jonathan Bland, Co-founder of Omni Lab Consulting, joins Emma and Ruta for an episode to talk about the world of PPC advertising specifically in the B2B space. We talk about the expectations senior leaders often have when it comes to PPC performance, proper measurement and what are some of the common mistakes marketers make. Join the Blame it on Ma…
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Ruta and Emma take turns in triggering each other with marketing scenarios – based on real life events. We talk about TAM, not being able to do your job, bad sales and marketing alignment and more. All this accompanied by some light drinking. This is a really fun and light episode if you need a good giggle. Join the Blame it on Marketing community!…
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Outbound to the Rescue | E27 with Matthew Feenan
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Matthew Feenan, Sales Development Director at Revcelerate, joins Emma and Ruta for an episode to talk about the wonderful world of outbound sales, specifically to meeting booking function that SDR's play. We talk about the importance of both outbound and marketing collaborating for optimal results, what happens when one or the other is dropped and …
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Subject Matter Expert Drama | E26 with Amira Kohler
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Amira Kohler, Performance and Change Management Expert, joins Emma and Ruta for an episode to talk about the conflict that arose when they worked together at Clear Review due to the different expectations and experiences between marketers and SME's. Ruta and Amira candidly speak about their fall out during their time working together and what they …
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Marketing Motion doomed to fail | E25 with Justin Rowe
30:24
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Justin Rowe, Founder and CMO at Impactable, joins Emma and Ruta for an episode to talk about why some marketing projects, jobs or initiatives are just doomed to fail. Emma and Justin share their experiences and what they have done to mitigate risks both from a marketer and a senior leader perspective. We touch on marketing specialisation, skills, c…
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Marketing Role Red Flags | E24 with Brian Fraser
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Brian Fraser, Head of Marketing and Digital Recruitment at Nine Twenty Recruitment, joins Emma and Ruta for an episode to talk about red flags when looking for a new marketing role or hiring a new marketer. He tells us more about the current hiring market as well as sharing his tips on what to look out for and do if you're looking for a new job. In…
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Orthodontist for Sales and Marketing | E23 with Liam Bartholomew
34:02
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Liam Bartholomew, VP of Marketing at Cognism, joins Emma and Ruta for an episode to talk about how we get marketing and sales aligned. Liam shares all the work they did at Cognism to ensure that the sales and marketing team are working on the same goals and for the same team. The answer to much of this is Revenue. If you ever felt the need to impro…
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Customer Advocacy is it even Marketing? | E22 with Dana Alvarenga
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Dana Alvarenga , VP of CX at SlapFive, joins Emma and Ruta for an episode that is really just one big advocacy session for customer advocacy. It's sometimes known as customer marketing or potentially 'the people who can give us a reference' but it's so much more than that. Dana together with Emma really focus on how to start a great customer advoca…
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Product Marketing Nirvana | E21 with Alina Vandenberghe
32:23
32:23
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Alina Vandenberghe, Co-founder and CMO at Chili Piper, joins Emma and Ruta for an episode that explores the 'new' world of product led growth and marketing. Alina breaks down the ways they have been implementing product led growth in Chili Piper and her best advice on how to take back that elusive Product 'P' (4Ps of marketing). Watch this if you a…
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Short-lived CMO's and Impressing Investors | E20 with Kiran Mehta
28:43
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28:43
Kiran Mehta, VC Investor at Mercia Asset Management, joins Emma and Ruta for an episode that digs into what the board and investors want to see from marketing and why senior marketing positions are often short lived in SaaS startups. Kiran shares his tips and experiences on how to impress your board members as well as some things for both marketers…
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Why we still need to talk about Demand Gen | E19 with Vladimir Blagojević
45:27
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Vladimir Blagojević, Co-Founder of FullFunnel.io, joins Emma and Ruta for an episode that might seem to most marketers like 'old news' and that's because it's on the topic of Demand Generation. BUT most companies are still not doing demand generation and are stuck in lead generation programmes so we must be missing something. Vlad shares his best p…
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Emma and Ruta celebrate their birthdays with 'marketing presents' and also talk about the notion of marketing being a 'fun squad' and what that means when it comes to events. They share their stories on great and horrible event experiences and give some perspective into 'why does marketing get stuck with all the events'. We also share some tips on …
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