Best PKnotch Podcasts (2024)

1
Marketing Mastery Unveiled: A Journey from Code to CMO, With Suku Krishnaraj, CMO of Sumo Logic 38:54

6M ago38:54

38:54

In this episode, join our host Anda Gansca, CEO of Knotch, as she delves into the captivating personal journey of Suku Krishnaraj, CMO of Sumo Logic, who transitioned from a technical background as a developer to the dynamic realm of Chief Marketing Officer. Krishnaraj shares insights into their unexpected foray into marketing, guided by a genuine …

1
Workshop: How to be Both Distinct and Relevant in the AI Content Arena 55:05

10M ago55:05

55:05

In this insightful panel discussion, content leaders dive into the world of AI in content creation. Explore the opportunities and concerns of language generation, discover how AI can redefine quality and efficiency, and learn how to create unique and memorable brand content. Discover how AI can enhance the financial services sector and the importan…

1
Chantal Rapport, Chief Marketing Officer, Upstart (Data-Driven Marketing Leader) 34:30

11M ago34:30

34:30

Discover the blend of creativity and data-driven marketing in the modern era with Chantel Rapport, CMO of Upstart. As a leader at a pioneering AI company, Rapport delves into the role of AI in personalizing marketing strategies, the balance between creativity and data, and the pivotal shifts in the marketing landscape. Join host Andrew Bolton as th…

1
Revitalizing the CMO Role and Transforming Marketing | Jennifer Johnson CMO CrowdStrike (Data-Driven Marketing Leader Podcast) 32:58

12M ago32:58

32:58

Join Anda Gansca, CEO of Knotch, as she chats with Jennifer Johnson, the CMO of CrowdStrike, about the constantly changing role of the CMO. They discuss the need for strong internal marketing, the strategic ties between marketing and finance, and how AI could reshape the marketing landscape. They also talk about the critical role of websites as key…

1
Lisa Marcyes, Head of Social Media, Cohesity (Data-Driven Marketing Leader) 31:56

1y ago31:56

31:56

Join Lisa Marcyes, Head of Social Media at Cohesity, as she discusses the transformative role of data, analytics, and AI in shaping marketing. She underscores the potential of employee social advocacy in enhancing brand reach, emphasizing the power of ‘people trusting people’ over brands. Lisa shares how AI expedites content creation and enables fo…

1
Khalid El Khatib, Chief Marketing Officer, Stack Overflow (Data-Driven Marketing Leader) 37:31

1y ago37:31

37:31

Khalid El Khatib, CMO at Stack Overflow, explores the dynamics of content and community marketing, AI's future role, and the rapid evolution of the marketing landscape. He emphasizes communication's importance, the optimistic influence of AI on efficiency, and the necessity for agility in a fast-paced marketing world. With practical insights on dev…

1
Udi Ledergor, Chief Evangelist, Gong (Data-Driven Marketing Leader) 39:05

1y ago39:05

39:05

In this episode of the Data-Driven Marketing Leader Podcast, host Andrew Bolton interviews Udi Ledergor, Chief Evangelist at Gong. They discuss Udi's marketing journey, the importance of building a marketing team with potential and adaptability, and the crucial alignment between sales and marketing. Udi shares insights on creating unique content st…

1
Wendy Wu, Chief Marketing Officer, SailPoint (Data-Driven Marketing Leader) 30:13

1+ y ago30:13

30:13

In this episode of the Data-Driven Marketing Leader, host Anda Gansca interviews Wendy Wu, the CMO of SailPoint, about aligning data teams and business teams, creating content that resonates with customers, and understanding the customer journey. Wu emphasizes the importance of having a data-driven mindset and clear goals for teams to be successful…

1
Meagen Eisenberg, Chief Marketing Officer, Lacework (Data-Driven Marketing Leader) 24:04

1+ y ago24:04

24:04

In this episode, Meagen Eisenberg, CMO at Lacework, discusses marketing in the cybersecurity industry. She emphasizes understanding engineers' needs, creating high-quality content to build trust and nurture leads, and balancing creativity and data-driven approaches. Eisenberg highlights the importance of account-based marketing and measuring ROI, w…

1
Shiv Singh, Chief Marketing Officer, LendingTree (Data-Driven Marketing Leader) 47:07

1+ y ago47:07

47:07

Shiv Singh joined Anda Gansca to discuss his global upbringing and how that helped shape his career, building buy-in with your management team on a full-funnel marketing strategy, and looking at your job scope like a portfolio when deciding where and when to take risks. See Privacy Policy at https://art19.com/privacy and California Privacy Notice a…

1
Building 'discoverability' for successful demand gen | Perla Virgen-Silva (Mixpanel) 30:11

1+ y ago30:11

30:11

Perla Virgen-Silva (Senior Global Demand Generation Manager at Mixpanel), frames demand gen work as a bet on “discoverability," making the work more tangible and customer-centric. We also dive into getting data right in order to align the org to a common goal. (01:15) - Perla's background and journey to Mixpanel (04:06) - What's the difference betw…

1
Organic growth through strategic SEO at scale | Abishek Surana Rajendra (Course Hero) 31:59

1+ y ago31:59

31:59

Abishek Surana Rajendra is Vice President of Organic Growth at Course Hero and he has the “Optimization” part solidly in focus. He’s made SEO relevant outside of his immediate team by incorporating it into organizational processes, and showing its impact on the business metrics. 00:39 - Abishek's background and journey to Course Hero 02:47 - How to…

1
Convey compelling qualitative ROI for social media | Abbey Joyce, SmartBear 26:46

1+ y ago26:46

26:46

Abbey Joyce, Brand Marketing Program Manager at SmartBear, activates social media internally to bring value to the organization. Notably, she tracks and communicates value to other teams, but that value is not tied directly to revenue. It’s showing up in engagement metrics, employee satisfaction, and other areas that have been proven to be valuable…

1
Data-informed content marketing is the undeniable future | Kimberly Anderson-Mutch 22:32

1+ y ago22:32

22:32

This episode's guest is Kimberly Anderson-Mutch, a content leader with a head for data. She’ll tell you she’s a writer at heart, which a lot of content marketers can relate to, but right now—and probably forever—C-suites are asking marketers to show them the numbers, and content marketers don’t get to shrug that off. Kimberly has seen success using…

1
Smooth out the customer journey with holistic data | Kristy Morrison, F5 23:13

1+ y ago23:13

23:13

Kristy Morrison sits in a role that brings together data from multiple teams at F5. Her team takes a holistic view of this customer journey data in order to smooth out the process for potential customers — AKA, increase journey velocity. (01:30) - Kristy runs the Digital Intelligence & Optimization Team (02:23) - Key goals the organization aligns t…

1
Quality customers start at the top of the funnel | Tucker Stoffers (Divvy, Bill.com) 32:43

1+ y ago32:43

32:43

In this episode, Ellen Schwartze interviews Tucker Stoffers, Senior Director of Growth Marketing at Bill.com/Divvy. His experience in digital, demand gen, and now growth marketing provide a great canvas for chatting through his approach to optimizing the whole customer journey to create great customers. (00:47) - Tucker Stoffers' background in digi…

1
Data-Driven Marketing Leader: Brian Finnerty, Udacity 28:19

1+ y ago28:19

28:19

Anda Gansca (CEO, Knotch) interviews Brian Finnerty (VP of Marketing, Udacity) about content, growth, demand generation, and what's next in marketing. (00:42) - Brian's background and path to Udacity (03:11) - Marketing is storytelling and communication to reach an audience in an authentic way (03:54) - It's really hard to run a demand gen engine w…

1
Content's Juxtaposition: Scaling in the run-up to a recession (Marriott, GEICO, and Savills UK) 52:27

1+ y ago52:27

52:27

This episode is a recording from our recent event, Content's Juxtaposition: Creating a scalable content future in the run-up to a recession. Our panelists were Robin Bennefield from Marriott, Rebecca Coats from Savills UK, Jay Fonville, formerly from GEICO, and David Brown, Knotch's SVP, Director of Strategy. It was moderated by Pros and Content ho…

1
Fuel growth by breaking SEO out of its silo | Kevin Indig 36:38

1+ y ago36:38

36:38

We're back at it and excited to bring you our first episode of 2023. Kevin Indig is an alum of Shopify, G2, and Atlassian, and contributed to each with SEO strategy to fuel growth. Now in an advisory role, Kevin advocates for breaking SEO out of its silo, capitalizing on its low cost but high-intent audience, and tying it to the full marketing stra…

1
LegalZoom's VP of Growth Daniel Lysaught (Data-Driven Marketing Leader) 47:37

1+ y ago47:37

47:37

Daniel Lysaught (Vice President of Growth, LegalZoom) and Anda Gansca discuss how data has to be the deciding factor for the experiments marketers run. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

1
Predictions 2023: You need to prove ROI (here are four ways) 31:40

1+ y ago31:40

31:40

Your hosts Ellen Schwartze and Anda Gansca discuss how marketers can prepare for 2023, including proving marketing ROI through a recession. 03:46 - Our audience's predictions for 2023 04:59 - How the recession prompts better data 10:48 - Will lead volume be a key marker of success in 2023? 12:06 - Prediction #1: Death of the cheap acquisition 15:48…

1
Season Summary: How to Prove Marketing ROI 25:26

1+ y ago25:26

25:26

This season we heard several examples of how marketers prove the return on investment for their marketing programs, vids, demos -- you name it. Phoebe Noce and Maddie Kessel join Ellen to review some of the most tangible takeaways. As marketers stare down warnings of a recession, it's crucial we get the data right to garner trust within the org and…

1
Season Summary: How to Measure the Unmeasurable 23:10

1+ y ago23:10

23:10

We've hosted an incredible season of demand generation, growth, and content marketers. Host Ellen Schwartze and Phoebe Noce (Director of Content, Knotch) review and summarize what we learned about measuring what matters in marketing. (02:08) - Middle-journey marketing metrics are a complex topic (06:56) - The right measurement framework sets the st…

1
Data-Driven CMO: Chris Koehler (CMO, Box) 39:48

1+ y ago39:48

39:48

Chris Koehler (CMO, Box) and Anda Gansca discuss the intersection of data and content, and how to use both to fuel organizational growth. Chris's experience in B2B and B2C provides a unique perspective. (03:41) - Chris Koehler's path to CMO wasn't traditional (09:01) - What is the hardest thing to explain to non-marketers? (11:24) - Of all the func…

1
Know your demand gen funnel performance (with the data to prove it) | Ashley Emery, SVP, Demand Generation 33:22

1+ y ago33:22

33:22

A demand generation marketer has to know how their funnel is functioning, with indisputable data sets. Within her first few answers you’ll hear Ashley Emery, SVP of Demand Gen, is completely driven by data, and how to look under the hood of every stage of your customer acquisition funnel. (00:56) - Ashley's path to SVP of Demand Generation (02:54) …

1
Data-Driven CMO: Justin Steinman (CMO, Definitive Healthcare) 40:33

1+ y ago40:33

40:33

Justin Steinman (CMO, Definitive Healthcare) & Anda Gansca (CEO, Knotch) discuss the intersection of data and content, and how to use both to move a business forward. 01:02 - Justin Steinman's path to CMO 07:45 - The importance of creating options in your career 09:20 - How Justin built products at Aetna post-CVS acquisition 12:00 - Taking Definiti…

1
Live and breathe your growth marketing metrics | Avi Bhatnagar, VP of Growth 21:23

1+ y ago21:23

21:23

Ellen Schwartze is joined by Avi Bhatnagar, VP of Growth at Metallic. They discuss how marketers can claim their seat at the table; tying marketing to revenue and shared outcomes; and the tenacity a growth marketer needs to succeed. (02:16) - Marketers now have a seat at the revenue table, and must track success against business KPIs (04:18) - You …

1
Data-Driven CMO: Kim Caldbeck (CMO, Coursera) 36:39

1+ y ago36:39

36:39

(00:56) - About Kim's journey to being CMO (03:53) - Leading marketing at Coursera through IPO (07:28) - The most important thing to explain to non-marketers (15:33) - Deciding when to centralize on content (19:57) - How do you measure your own performance with data? (23:39) - The usability of data products (24:25) - Distinguishing the different fu…

1
Growing strategically using an ideation workshop | Meredith Overmyer, Springframe 24:52

1+ y ago24:52

24:52

Meredith Overmyer is a growth marketing consultant at Springframe. She and Ellen Schwartze chat about common misconceptions around the term “growth marketing”, her outline for a marketing ideation workshop to brainstorm and prioritize the next best thing to scale your business, and documenting your success metrics. (02:52) - Growth is not hacking; …

1
Data-Driven CMO: Tony Weisman (former CMO, Dunkin') 40:48

1+ y ago40:48

40:48

How did Tony get started in marketing? You need a broad understanding of all the stakeholders at your business Don't look for data to validate what you've already done. Senior leaders need to blend data and judgement. "I don't need data; I need insights. Tell me what I don't know." It takes courage and skill to gather data in a coherent way For low…

1
Efficient sales cycles; from ABM to SDRs | Corrina Owens (Gong) and Matt Cross (Knotch) 32:17

2y ago32:17

32:17

As two pros who have spanned the full marketing-to-sales spectrum, Corrina Owens (ABM Manager, Gong) and Matt Cross (Growth Marketing, Knotch) discuss when, where, and how to use content strategically and efficiently to support the sales cycle. 02:03 - What is — and isn't — ABM (account-based marketing)? 05:24 - What makes for a strong marketing an…

1
Data-Driven CMO: Vineet Mehra (CMO, Chime) 27:20

2y ago27:20

27:20

01:55 - Vineet's journey to CMO 05:00 - Marketing is growth. 07:23 - How to approach the work you can't measure 09:12 - How does data function in your team 12:15 - How do you think about the interplay between data, content, and decision-making 15:02 - Who is responsible for optimizing the full customer journey? 17:08 - Think of content relative to …

1
Do a demo data deep-dive to increase conversions | Kim Roman, Sr. Director of Demand Generation 30:27

2y ago30:27

30:27

Kim Roman & Ellen Schwartze discuss strategies around one of the most important pieces in a conversion journey: the demo. Are the right people watching? Is it providing value for your potential customers and—of course—your business? Kim joined us to discuss strategy, data, efficacy, and on-demand ideas for web-based demos. (PS, if you’re not in a b…

1
Data-Driven CMO: Aimee Johnson (formerly Starbucks and Zillow) 32:24

2y ago32:24

32:24

Discussion from this episode includes... Where did Aimee's journey to CMO begin? Combining structure with creativity to build teams and a career Hiring the right people for a balance You have to be excited about what you're doing to have a fulfilling career It's not about the funnel, it's about the human on the other end What's the hardest thing to…

1
Tracking content's attribution | Camille Trent, Head of Content 33:20

2y ago33:20

33:20

Camille Trent is building momentum as Head of Content at Dooly, as well as host of the Content Logistics podcast from Motion, where she chats with B2B marketers looking to build a content engine that drives revenue. And that's the name of this episode's game: Why content marketers must look further down the funnel to make the right decisions for th…

1
Data-Driven CMO: Carla Hassan (CMO, JPMorgan Chase) 35:27

2y ago35:27

35:27

Skip to… (01:12) - How did Carla start her journey as a marketer? (03:59) - How has Carla navigated the career transition from CPG to the financial industry? (05:57) - Put the customer at the heart of marketing to make an impact. (07:16) - What's the hardest thing to explain to non-marketers about marketing? (08:02) - Marketing doesn't exist if it …

1
Repurposing content for growth, not channels | Brooklin Nash and Sam Hembree, Beam Content 34:00

2y ago34:00

34:00

When you hear "repurpose your content" - do you think about pushing to multiple channels? Turns out, it can be deeper than that. Brooklin Nash and Sam Hembree, co-founders of Beam Content, explain how a solid piece of rock content can work up and down the funnel, with multiple goals and KPIs, for multiple audiences. We also touch on the Great Gate …

1
Data-Driven CMO: Steve Gross (CMO, University of Phoenix) 40:52

2y ago40:52

40:52

(00:42) – Steve’s background and career (04:53) – The shift from CMO to CEO (and back again) (07:55) – Marketing is shifting from depending on an agency to in-house analytics (10:49) – Difference of marketing high- vs low-consideration purchases (13:25) – Marketing analytics functions are critical (15:03) – How long is the customer journey? (18:06)…

1
Full-Funnel Podcasting | Tara Robertson, Sr. Manager, Demand Gen 34:28

2y ago34:28

34:28

Tara Robertson joins us for the most meta topic this season: a podcast episode about podcasting! As host of Demand Gen Chat over at Chili Piper, Tara hosts her own stellar lineup of marketers. On this episode of Pros & Content, she and Ellen Schwartze get nerdy about the ins and outs of podcast production: inviting the right guests, building a foll…

1
Data-Driven CMO: Jill Kramer (CMCO, Accenture) 37:55

2y ago37:55

37:55

(01:29) - Jill Kramer's journey to CMCO at Accenture (07:16) - One key lesson: Different people are driven by different things. (10:00) - What's the hardest thing to explain to non-marketers? (12:16) - Don't let marketing's contribution be over-simplified. (14:47) - What role does data play and who do you share it with? (17:35) - Look outside of ma…

1
3 stages of an organization’s shift to demand generation | Blake Strozyk, Sr. Demand Gen Manager 34:01

2y ago34:01

34:01

Blake Strozyk’s work in demand generation stems from his experience at Refine Labs, arguably a LinkedIn titan of thought leadership. Now at Transfix, he’s taking what he learned and sharing it with us. We discuss the three stages a marketer might find themselves in when launching a new demand generation program: Stage 1: Excitement Stage 2: Apprehe…

1
How to conduct a demand generation audit | Eric Martin, VP of Demand Gen 30:49

2y ago30:49

30:49

Eric Martin has an impressive playbook for a demand gen audit, which he ran at SalesLoft, and was the first thing he conducted as Vice President of Demand Generation at Stack Overflow. He and Ellen Schwartze talk about how to understand the value you bring to your customers as you scale; partnering not only with sales, but with finance, too; and ho…

1
"Data defends what marketing does." | Brandee Sanders, VP of Growth 30:35

2y ago30:35

30:35

In our first episode back, Ellen Schwartze (Sr. Director, Demand Gen) interviews Brandee Sanders, Vice President of Growth at Observe.ai. Brandee has connected her marketing programs to revenue data for years, moving beyond MQLs and “Mad Men” creative to tie initiatives to ROI and revenue in order to prove the value of her team and the business. Us…

1
New host, new season, new series. P&C returns! 1:52

2y ago1:52

1:52

Knotch is back with two incredible series: the tried-and-true Pros & Content, and a new series, Data-Driven CMO. In Pros & Content, new host Ellen Schwartze interviews marketing leaders who are using audience journey strategies to drive growth and improve ROI at their companies. Guests from Gong, Stack Overflow, Metallic.io, Jobvite, and more join …

1
Content-Fueled Growth with Zillow, Chime, Nielsen, Dropbox, and Paul Hastings 43:24

2y ago43:24

43:24

Modern leaders recognize that a holistic content strategy not only connects data, product, sales, and marketing, but also helps reduce customer acquisition costs while fueling demand generation and growth. Hear from five growth leaders from different industries as they share how they make content-driven growth the core of their strategies (and how …

1
Keith Barber (Director of Digital Customer Experience, Tyson) 40:34

2+ y ago40:34

40:34

Joining us on this episode is Keith Barber, Director of Digital Customer Experience at Tyson, specifically within food services, which supplies Tyson products to large-scale food service providers like restaurants or school districts. He turned to data to understand what part of the purchaser's journey could be owned by his team. Especially during …

1
David Parker (Vice President of Digital & Solution Design, Phillip Morris International) 52:08

2+ y ago52:08

52:08

David Parker's career has connected content, data, and tech, both at PMI and previous roles. It's crucial that content and marketing teams realize the lens and feedback data provides can inform content, and content should enhance your data. Find more great stories at ProsAndContent.co David is no longer an active employee at Phillip Morris Internat…

1
Alex Moore (Global Head of Content, Dropbox) 35:25

3+ y ago35:25

35:25

We are proud to welcome Alex Moore, the Global Head of Content at Dropbox to Pros & Content. Leading editorial efforts and top of funnel content, Alex brings Dropbox’s mission to life with passionate storytelling - especially as those stories pertain to how we think about work, and the shape work might take in the future. He talks with us about mea…

1
Wylie Kain (Head of Brand Marketing, American Century Investments) 28:26

3+ y ago28:26

28:26

Joining the show today is Wylie Kain, the Head of Brand Marketing at American Century Investments. American Century stands above other private investment management firms in its commitment to fighting for the greater good. 40% of profits go directly to funding cures for gene-based diseases. This altruism directs all of Wylie’s work. She believes in…

1
Marc Appel (Managing Director, Global Brand Content, Accenture) 35:50

3+ y ago35:50

35:50

Our content leader today is Marc Appel - the Managing Director of Global Brand Content at Accenture, a professional services org that really does it all. Thanks to their wide range of clients & partners, Accenture requires a tremendous amount of content. Marc diligently surveys each business line and finds hidden connections among them - crossing s…

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