This is a podcast about brand marketing at SaaS startups. Across the three major functions of SaaS marketing -- product marketing, demand generation, and brand -- brand is consistently the least understood. There are a lot of marketing podcasts out there, but this is where marketers show up to discuss how to think about, and invest in, brand marketing at each stage of your startup's growth.
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Framework is a podcast about the process of researching, planning and building that goes into bringing a product to market.
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In this last episode of Season 2, Janessa and Amrita take a look back at key themes from this past season. They cover: - How CMOs build brand teams - Memorable brand campaigns - The intersection of brand and demand And much more. Thanks for listening! Thanks for listening!By Amrita Gurney and Janessa Lantz
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Join Janessa Lantz as she interviews Shafqat Islam, the CMO of Optimizely. Shafqat discusses his unique marketing approach focused on speed, creativity, and risk-taking and shares details of Optimizely's bold campaign at the Adobe Summit. Shafqat also shares his journey from founding Welcome to leading marketing at Optimizely, offering insights int…
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Dave Kellogg is well-known in B2B marketing circles thanks to his popular and sometimes contrarian blog Kellblog. In this episode, Dave emphasizes the importance of building trust and maintaining professional consistency in brand presentation. He discusses the significance of "hygiene" in branding, stressing the need for professional-looking materi…
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In this insightful episode, we sit down with Roger, the CMO at #paid, to delve into the intricacies of influencer marketing, brand reputation, and creating memorable customer experiences. Roger, a prominent figure in the greater Toronto tech community, shares his journey and strategies for building and maintaining a strong brand from the ground up.…
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Angela Singhal Whiteford - CMO, Corvus Insurance
41:01
41:01
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Angela Whiteford, a repeat CMO with multiple exits, discusses her approach to brand and communications in Series C or D stage startups. Angela highlights the importance of having a strong point of view and leveraging partnerships to build a brand. She shares examples from her career, such as working with Intel to validate technology claims, which b…
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Meagen Eisenberg is the CMO at Lacework, former CMO at TripActions and MongoDB, and advisor to multiple successful startups. Her career spans 19 successful exits since 2011 as an operator and advisor, including 3 IPOs and 16 mergers and acquisitions. In today's episode, Meagen shares how the brand leader's job is to get everyone aligned and consist…
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Jamie Barnett - Advisor and board member to high-tech startups
37:11
37:11
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As an advisor and board member to high-technology startups, Jamie Barnett has taken on leadership roles in marketing, product, and customer success across top startups in cybersecurity, AI, DevOps, and IoT sectors. In this interview Jamie shares Which roles that are important in brand work The evolution of the role of visual identity in the last 10…
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Meghan Keaney Anderson, Head of Marketing at Jasper
40:33
40:33
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This conversation with veteran marketing leader Meghan Keaney Anderson explores the importance of brand in marketing and the challenges of integrating brand and performance marketing. It highlights the role of values in shaping a company's brand and the need for goal alignment within marketing teams. Finally, Meghan shares her observations on the s…
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In this episode, we interview Tom Wentworth, CMO of Recorded Future and former CMO at high growth startups including Acquia and Optimizely. Tom shares his thoughts on everything from building internal brand teams to building brand as a strategic asset to why standout brands go beyond marketing teams to bring together a truly integrated approach to …
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Maya Spivak - Brand Builder ex Segment, Gretel and Mux
49:20
49:20
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Maya Spivak is a seasoned marketer who has built multiple beloved developer brands, most recently as the VP of Marketing at Gretel, as well as Mux, the video infrastructure platform, and Segment, joining when the company was only 60 people and leaving shortly after its 10x growth in size and ARR, when it was acquired by Twilio for $3.2B. In this ep…
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On today’s episode we are interviewing Jess Iandiorio, a repeat startup CMO currently at StarTree, and previously at unicorns including Starburst, Mirakl and Acquia. She covers how to budget for brand, why brand design matters, and how brand fuels demand. You can learn more by following us on LinkedIn using the links below: Jess Iandiorio StarTree.…
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Welcome to Season 2! Today I mix things up with a solo episode, sharing my experience launching my first out of home (OOH) campaign. I cover: When and why to consider running a brand campaign How we launched our first OOH campaign for Float What I learned, and what I would do differently in future Thanks for listening!…
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Building a brand team with Moly Milosovic
29:14
29:14
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Moly leads the Brand Marketing and Communications team at Jobber, one of Canada’s fastest growing companies. She manages a team of 12 people dedicated to growing awareness of Jobber and building a global community of passionate and supportive home service entrepreneurs. In today's episode Moly shares how she built the brand team to include communit…
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Being CMO at a public company with Kathy Bryan
27:43
27:43
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What is like to lead marketing at a public company? Kathy Bryan, EVP and Head of Marketing at Electives joins me today. She shares her experience joining a company as the first marketing leader and through their acquisition and IPO. In this episode Kathy shares her path to CMO, how she thinks about marketing stakeholders, and how she thinks about b…
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Building a Challenger Brand with Marissa Homère
41:29
41:29
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Marissa Homère, VP Marketing at Irwin is a true revenue-focused marketer. She shares lessons learned along her career journey covering everything from marketing leadership titles, where brand building fits in the life of a newer brand, and how to build trust and respect with your finance counterparts. You can find Marissa at: https://www.linkedin.c…
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Coaching marketing leaders with Mitch Solway
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35:02
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Mitch Solway was one of Canada's first marketing leaders to achieve repeat success building startup brands like Freshbooks, Lavalife and Vidyard. Today he is a respected fractional CMO and coach to other marketing leaders. In this episode we talk about: Whether you should work for a CEO who doesn't "get" marketing Common mistakes startup marketing …
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Becoming a well rounded brand builder with Nadia Milani, VP Marketing at Proposify
26:00
26:00
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Marketing today is a broad function. Most marketing leaders start their career in one area of marketing - like demand gen, and then as they progress into leadership roles, they are responsible for brand, demand, product marketing, and sometimes in-house creative. My guest today, Nadia Milani, VP Marketing at Proposify, has done it all, and shares h…
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Bringing big brand experience to startups with Sean Mathews
26:42
26:42
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What can startups learn from their bigger brand counterparts? That’s one of the questions I posed to Sean Mathews, who left agency life to join RBC Ventures and work with their portfolio of startups. We cover everything from defining brand strategy to putting together your first brand budget. I hope you enjoy this episode. Show Notes: Sean Mathews …
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Joining a startup as the first marketer with Manuela Bárcenas
33:06
33:06
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Being marketer #1 at a startup is not for the faint of heart. I describe it as trying to plant the roots of a new tree while standing in the middle of a tornado. Manuela Bárcenas knows exactly what I mean, as someone who joined Fellow as not just the first marketer, but also the first non-technical employee outside of its founders. In this episode …
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Building a brand from scratch with Jared Henriques, Founder of Renga
31:50
31:50
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In our first episode of Standout Startup Brands, I interview Jared Henriques, the founder and CEO of Renga, a brand strategy and design agency in Toronto. Jared shares valuable insights on what it’s like to build a brand from scratch, how has an investment in brand pays off for early stage teams and some common pitfalls that marketers and founders …
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Learn how to build a brand that gets noticed, drives revenue and fosters retention in this podcast for marketers and founders at startups in the Seed to Series B stages of growth. Every episode will feature an in-depth interview with a startup marketing leader, and answer your burning questions about what it takes to build a standout startup brand.…
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This has been Framework, where we dig into the research, planning and building that goes into bringing products to market. We've had a great run but we both decided it was time to tell different stories. Huge thanks to everyone to who joined us over the last couple of years, and thanks to you for listening. The show owes a lot to The Spec Network f…
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Wes Bos is a full stack developer from Canada. He creates free and paid online training courses for web developers and co-hosts the popular web development podcast Syntax.fm. Wes on the Web Personal website Master GatsbyBy Spec
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Justin is the co-founder of Transistor.fm. They do podcast hosting for folks like Basecamp, Indie Hackers, and VH1. You can hear about their journey on the Build your SaaS podcast. He also runs MegaMaker (a community for bootstrappers). Justin on the Web Personal website Transistor How to start a podcast Sponsors Webflow outputs HTML, CSS, and java…
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Amrita Gurney is the Vice President of Marketing & Community at CrowdRiff, where she leads a team responsible for marketing, brand design and customer community. She is a frequent speaker at travel and tourism events around the globe. CrowdRiff is the leading visual marketing platform used by 800 travel and hospitality brands to discover and delive…
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Paul Jarvis is a designer and writer who makes simple and humane products. His latest book, Company of One, explores why bigger isn’t always better in business. He’s the cofounder of Fathom Analytics – a privacy-focused website analytics software that’s bootstrapped, independent and fully self-funded. Paul on the Web Personal website Fathom Analyti…
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Emily is a product manager, developer, and civic action enthusiast, currently working at Shopify on internal tools that help the company scale. She started her career in the public service, building tooling to support the City of Toronto’s multi-billion dollar budget process. She is also an avid community organizer, and co-founded Rails Girls TO an…
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Elizabeth Allen is a UX researcher, cognitive psychologist, and sporadic banjo-player based in Toronto, Canada. She is the founder of Brazen, a UX research consultancy that helps clients such as Mozilla, Shopify, and Wealthsimple identify and solve critical UX problems in digital and physical products. Before taking the leap and starting Brazen two…
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Natalie is the co-founder and head of product at Cover where she is responsible for setting the direction for design and customer experience. Prior to Cover, Natalie co-founded Stylekick––an e-commerce fashion app––which was acqui-hired by Shopify in 2015. Natalie is a Y Combinator Fellow and Alumnus, and she was selected for the Forbes 30 under 30…
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Tori Hinn is a creative director and designer living in San Francisco, California. She is currently the creative director of Figma, a collaborative and browser-based design tool. She also founded Women of Graphic Design, a project focused on exploring issues of gender-equality in education provided by design institutions and exhibiting the contribu…
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Andréa Crofts is an award-winning product design leader, illustrator, and speaker with a deep love for creating exceptional human-centered experiences. By day, she's the Director of Design at League, where she’s focused on humanizing healthcare. Before League, Andréa was a Senior Product Designer at TWG where she worked with clients like RBC, Wealt…
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Emily is the Head of Growth at Voiceflow – a platform that helps designers, developers, and creators build voice apps without any code. Before Voiceflow, Emily was the second growth hire at Clio, introducing growth experimentation and hypothesis driven processes to the org. Before joining Clio, Emily led product growth at PartnerStack (formerly Gro…
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Ben Sehl is a co-founder of Kotn, an apparel company that creates premium essentials, with a portion of proceeds funding social and environmental impact projects for their partners. Having started with a simple, soft, plain white t-shirt 5 years ago, Kotn now has a full range of clothing for men and women. Ben is also the co-founder of Ordinary Sup…
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Tucker Schreiber is a co-founder of Ivy, a productivity tool focused on helping people get things done in a stress-free way. Prior to founding Ivy, Tucker was a Product Manager at Wealthsimple. Tucker started his career at Shopify, where he worked in customer success, marketing, and product. Tucker on the Web Ivy LinkedIn Sponsors Linode : Instantl…
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Meg is a Design Lead at Manifold, a cloud-native marketplace for developer tools and services. With a passion for inclusive, democratic technology, Meg is excited about Manifold’s ability to empower developers by meeting them where they already work. Meg on the Web Twitter Website Sponsors GitPrime : GitPrime is offering listeners a free book: 20 P…
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Pansy has worked in the tech industry for over 15 years and her diverse interests have led to a diverse career. She has held marketing, product management and design roles at Microsoft, IBM, Deloitte and Intuit. She is currently the Director of Product and Design at Maple Leaf Sports and Entertainment where she and her team work on bringing the bes…
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Jason Field is the Founder & CEO of BrainStation, the global leader in digital skills training and workforce transformation. BrainStation offers diploma programs, certificate courses, events and corporate training through online and in person learning in state-of-the-art campuses in cities such as New York, Chicago, Toronto, Boston and Vancouver. J…
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Nora is the founder of Bright + Early, a modern HR consultancy on a mission to craft the world's best workplaces. Bright + Early works with startups and creative companies to design cutting-edge people programs and policies. Passionate about inclusion in tech, she's also a frequent writer and a contributor to projects like the Parenting Playbook. N…
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Alec is a co-founder and Director of Partnerships at The UXR Collective, the creators of the UXR Conference. For his day job, Alec is Head of Product at Finaeo, a Toronto-based startup building the tech to power the individual life and health insurance industry. In this episode, we talk about what it takes to get a conference off the ground, and ho…
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Alisha Kassam is the founder of Side by Side Collective, a not-for-profit that’s effecting change within the technology industry in Toronto by providing women with goal-oriented mentorship and support. Alisha is especially interested in how design can be used as a tool to create social and organizational change. She’s currently a Senior Design Stra…
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Emily Nguyen is a Product Manager at Wattpad, currently working on building the future of storytelling with Tap. Previously, Emily lead Wattpad's discovery/search product team.By Rob Hayes and Tom Creighton
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Lindsie Canton is Director of Product Design at Bridge and a Product Designer at Rangle. She uses human-centred design to build ethical products. She puts this into practice at Bridge, an inclusive platform for women, agender, and non-binary folks in tech to succeed.By Rob Hayes and Tom Creighton
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Huda Idrees is the Founder and CEO of Dot Health, a real-time personal health data platform. With a background in engineering from the University of Toronto and a prolific career at some of Toronto's best known startups, her latest venture is transforming the way people access and control their own health information for good. In this episode we ta…
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Preet Singh is a product designer with a background in civil engineering and management. Preet is passionate about building communities and is the founder of DesignX, Torontoʼs largest UX & design community. In this episode we talk about what it takes to get a new community off the ground.By Rob Hayes and Tom Creighton
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Eric Puigmarti is a Product Designer helping startups and established companies design human-centered digital experiences. In this episode we talk about his work on Payment Schedules at Freshbooks.By Rob Hayes and Tom Creighton
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