Humans of Martech

Today we are joined by the powerful Erin Blaskie. Erin is currently a fractional CMO advising startups and scaleups, currently working with Jamieson Law, Ridgebase, Heirlume and Staffy.  Before going back to freelance, Erin spent 4 years leading marketing teams at Fellow, a SaaS platform for meeting productivity as well as L-SPARK, a SaaS accelerator.  But Erin’s start in marketing goes further th...

Today's episode features a call-to-action for our listeners: take a few moments, check out Women of Martech , and share it with someone you think could benefit.  We're joined by Melissa Ledesma, Executive Director of Women of Martech. Here's an overview of her bio:  Melissa Ledesma   Director Of Content & Comms at DMS (Digital Media Solutions), a leading global ad-tech enabled performance adve...

Naomi is Director, Global Marketing Operations at EFI, a 3,000+ person tech company in the printing industry. She’s based in Vancouver but she’s been working remotely long before it was cool. She has 12+ years of experience leading high-performing global B2B demand generation teams.  Before EFI she ran Marketing Ops at Sophos a cybersecurity enterprise company. Naomi is also one of the founding me...

Ever get stuck waiting on a dev to update a small piece of code to fix a form/email/webpage? How about the confidence that comes from speaking at eye-level with development? Marketers have so much to gain from learning even a baseline of code. In this episode, JT is going to make the case on why you should learn some code, and I’m going to introduce you to a new community focused on helping market...

In this series we profile a recent marketing grad or a current student and answer some of their most pressing questions about the world of martech and how to be happy in your future marketing career. Sonya Gankina, listener and recent University of Ottawa graduate joins the show as our fourth and final #topmartechprospect. Sonya's question for us: Do you think there is still a place for Don Draper...

In this series we profile a recent marketing grad or a current student and answer some of their most pressing questions about the world of martech and how to be happy in your future marketing career. Milan Fatoric, listener and recent University of Ottawa graduate joins the show as our third featured #topmartechprospect. Milan's question for us: What are the top 3 things you would tell every marke...

In this series we profile a recent marketing grad or a current student and answer some of their most pressing questions about the world of martech and how to be happy in your future marketing career.  Augustine Karczmarczyk, listener and University of Ottawa student joins the show as our second featured #topmartechprospect. Augustine's question for us: When it comes to building a personal brand, h...

In this series we profile a recent marketing grad or a current student and answer some of their most pressing questions about the world of martech and how to be happy in your future marketing career.  Justin Silver, listener and University of Ottawa student joins the show as our first featured #topmartechprospect. Justin's question for us: What does your “starter pack” for digital marketers” look...

Steffen Hedebrandt is co-founder of Dreamdata.io . Transcripted borrowed from here . For a deep dive into attribution see this article . Phil Gamache: What's up, guys? Welcome to the Humans of MarTech podcast. His name is Jon Taylor, my name is Phil Gamache. Our mission is to future-proof the humans behind the tech so you can have a successful and happy career in marketing. Phil Gamache: Today on...

Try to send your welcome emails on behalf of coworkers who live in the same shoes as your target users. If you’re in B2B, chances are you’re using your own product, at least a coworker is. Let them write the welcome email for new users. This is especially powerful when you serve many different verticals. Example: if you sell to marketers and sales. Ask all new users to identify with sales/marketin...

We’ve got a super special guest today. Julie Beynon was born and raised in Ottawa, currently lives in Toronto. Got her start in marketing in - Kanata North’s - tech valley- with a company called Protus IP. She then spent nearly 5 years at Conceptshare, an agency startup that  pioneered creative proofing software and was acquired by Deltek.  She then freelanced for a bit, discovered the benefits of...

It's super easy to over-engineer lifecycle and to underthink sales component. JT you've done this project a ton in HubSpot & Marketo both client-side and in-house.  Who usually leads this internally (sales, marketing, other functions)? I can explain it to you but not understand it for you; this project is a distraction to sales; sales sees themselves as revenue drivers — and who in your organi...

You once told me you don’t care about the tools. I remember when I started working with you, we talked about pardot and marketo and hubspot, and you said you’d use carrier pigeons and smoke signals if that’s all you had.  We’re Martech geeks -- of course you’re going to say to deploy a lead scoring model -- but why is it important to imagine a universe without one?  It’s important to understand th...

Okay, you’ve got everyone to agree on a flow chart; you look like a wizard for building it all out, now the easy part, right?  Is it the easy part? It should be the easy part but what I’ve often seen is that folks deploying lifecycle are doing it for the first time; often they are unsupported except some high level guides from vendors. Once you get it down, it can be highly formulaic.  As a market...

You want to keep your project neatly scoped and deliver this project on time. Give a skinny MVP and build upon it rather than starting with a complex model that no one will ever use. We've seen these types of projects be it scoring or lifecycle go into dark rabbit holes and never emerge. You build a 5 step process, but somewhere in the depths of the definition of a picklist value in step 1.15 has...

Main takeaway: Set yourself up for long term success with a solid Lifecycle program. Not only does it help you exert control and mastery over your reporting, it provides a framework for having tough discussions between sales & marketing. It opens up career opportunities - average salary according to glassdoor and others for lifecycle marketing manager is $80-$120K - yeah, you unlock big value...

Our guest today is Jonathan Simon. Jonathan is Director of Marketing and Professor of Digital Marketing at Telfer School of Management - University of Ottawa. He teaches an undergrad and a master’s level course. Before that, he also taught at Algonquin college for almost 4 years.  So he’s been teaching marketing for a while, since 2014. But he hasn’t always been a prof…  He’s worked in-house befor...

- MOPs is an amazing career, and the number 1 skill you need is curiosity. Nick got his start owning a Marketo instance and rapidly acquired the skills required to be a MOPs leader in one of Canada’s hottest startups - From a strong foundation in-house, Nick has moved consulting side, and will compare notes about why the switch may be one you should think about in your career Nick is a highly tale...

Marketers are wasting energy deciding the ideal CTA to add to a landing page. Let’s vote on it, or let’s test it. The ideal CTA is based on who the visitor is and where they are in their lifecycle, not what your A/B tests are showing or your internal debates. Instead of obsessing about picking the best CTA per page for all your visitors, you should be serving different CTAs to different visitors....

It’s a funny visualization but I find it always grounds me in what matters: why am I at work, what is really important to me, and why being happy is more important to us than anything else. It’s easy to let work get to you and invade your happy space; I’m going to share my strategies for staying happy wherever I work. Work / Life Boundary Clear boundaries between work & life Disconnect all wor...

You reached out to us to come on and talk about the world of open source martech and other than knowing that Mautic was an OS automation tool, I didn’t really know much else about the space. So I’ve gotten down some rabbit holes prepping for this episode so pumped to dive in with you today. Why don’t we start with the big differences between martech and open source martech. I know that normal soft...

Gating vs ungating isn't something we're going to get into today. There's arguments to both, I prefer not gating as much as possible. But it's a necessary evil. Always trying to be buyer centric instead of seller centric, don't push sales too much at the top of the funnel, let leads show you when they are ready. What are some of your favorite lead magnets? Tools, quizzes, website grader. Email cou...

Describe the opposite of sales & marketing alignment Sales is pushing hard to meet their number (revenue, arpu, customer count). Marketing is pushing hard to meet their targets (marketing qualified leads). Not talking to each other and working as a single unit. There is a big discrepancy in what types of leads convert and become workable by sales. The lack of alignment equates to marketing dol...

Ditch your keyboard as often as possible. Make handwriting your default medium even when it’s counter-intuitive Meetings: * Ditch your phone/laptop if and when we get back to office life Remote: * Turn off all your other apps, including and especially slack and email * No other tabs open * Video-on, hands off mouse and keyboard Write a landing page by hand; write an email nurture by hand; write ou...

We’re not responsible enough to have unregulated internet usage. We need to be deliberate about our tool usage. We use the tool, not the other way around. One of the main points Cal Newport makes in his book DM is that the key to thriving in our high-tech world is to spend much less time using technology. A carpenter uses a hammer, the hammer doesn’t use them. Is the same true of digital marketers...