Market Mentors

Developer 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 rega...

As 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...

In 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...

If 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 h...

Going 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 Car...

As 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 GTM Why they moved focus from lead...

Are 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 Marke...

This 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 prod...

Today, 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,...

The 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 h...

Having 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...

It'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 R...

Many 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...

Events 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 shar...

In 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 Dr...

From 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 Sing...

In 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...

Podcasts 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 relevan...

The 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...

A 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...

Despite 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 o...

After 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 Solar...

Account-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 Dem...

Codeless 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...

In 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...