Marketing Corner

"Overheard in..." You know the format. People overhear unhinged things in elevators, at conferences, in boardrooms, on the metro. Someone submits. It gets published. Everyone cringe-laughs. Repeat. This week, Casper and I did our own version — except it's the unhinged things people have actually said to us over the years in marketing. Some funny. Some baffling. Some that still keep u...

The eternal tension: everything needs to go out yesterday, and everything needs to be perfect. Both are impossible at the same time. So what do you actually do? Casper and I got into this one properly — approval processes, legal reviews, AI-generated slop, and the campaign that went through every single layer of leadership... and still had a spelling mistake. Because of course it did. We cover: Wh...

Dublin has become the Silicon Valley of Europe, home to the European headquarters of tech giants like Google, HubSpot, LinkedIn, and Meta. A few weeks ago, we both found ourselves there - Jen at LinkedIn HQ and Casper at HubSpot HQ - so this week we're comparing notes on what we learned from two of the biggest players in B2B tech. In this episode, we discuss: • How B2B companies can better lev...

We've all been there: pipeline's thin, the board wants more logos, and suddenly that off-ICP deal doesn't look so bad. But shortcuts have a funny way of catching up with you. This week we dig into the GTM moves that feel like a good idea at the time but quietly kill your growth in the long run. Between us, we've probably seen hundreds — maybe thousands — of companies make the same...

After a month away, we’re back with a topic marketers need on their radar: ChatGPT Ads. Casper shares early learnings from testing OpenAI’s new ad platform across B2B clients. The verdict? It’s a black box. Reporting is limited. Optimization is unclear. But early signals look promising. We unpack: What ChatGPT Ads actually look like Why the CPCs are surprisingly low How AI search is changing buyer...

What better way to celebrate our 150th episode than with a hypothetical about AI... How would you build a SaaS business that doesn’t get swallowed by AI? In this episode, we cover what founders, marketers, and operators should be thinking about now if they want to stay relevant as AI changes the rules faster than ever, including: Why some SaaS companies are losing product-market fit almost overnig...

In this week’s episode, we dive into applying a growth mindset, in both work and our lives, including: What growth mindset actually looks like in how we think, talk to ourselves, and approach challenges A few common traps that can keep teams and individuals stuck in limiting beliefs Why mindset matters so much at work , especially when testing new ideas and navigating change Simple ways to build i...

In this episode, we dig into what personality and talent profiles actually say about how people work, lead, and collaborate. We compare our own results (some painfully accurate), and unpack how different strengths shape everything from big ideas to actually getting things done. We cover: • Why some people are wired to start things, while others finish them • What gives you energy at work vs. what...

Listener request alert 🚨 Every villain needs an origin story. The same goes for marketing nerds, we guess 🤷🏻‍♀️ In this episode, we share our marketing origin stories and unpack the moments, mistakes, and lucky breaks that shaped our careers. From customer support and telemarketing to blogging, gaming, and speaking on stage, we reflect on how small decisions and unexpected opportunities stacked...

In this episode, we follow Jen into her first week as a brand-new VP of Marketing, armed with a 90-day plan and just enough restraint to not flip the table on day one. We cover: Why you need a 90-day plan (unless chaos is your strategy) The difference between diagnosing, learning, and actually doing something How to avoid the classic mistake of moving way too fast and breaking everything Getting e...

In this episode, we crack open a GTM insights report and react to the trends inside. Which findings hold up? Which ones need context? Which insights are the ones we can't ignore? And which ones deserve our patetned hot take? If the latest GTM trends are making your spidey sense tingle and you’re wondering whether it’s just you or something bigger going on, this episode is for you. The report w...

OK. That's it. We're done being diplomatic. This is the episode where we say what most marketers only vent about in Slack DMs. We call out: - Marketers who make the rest of us look bad - Leaders who have champagne taste on a tap water budget - Teams hiding behind AI buzzwords instead of fixing stuff - Companies that “go enterprise” by just raising prices - Strategy whiplash every six months - “Mak...

In their careers, Jen and Casper have looked under the hoods of plenty of companies. And after a while, some patterns start to emerge... In this episode, they share the yellow, orange, and red flags that signal a marketing function might have some serious challenges. Some of the warning signs covered include: When the ICP really means “I Can Pay” and nothing more When the data foundation is shaky,...

In this episode, we take on one of the most misunderstood workplace trends right now: quiet quitting. Is it really disengagement? Or just healthy boundary-setting? Is that necessarily a bad thing? Or are we missing something deeper? We challenge the mainstream definition and offer a sharper one. We also introduce a related but very different concept: quiet cracking. If you lead a team, manage peop...

In this episode, we unpack a major shift in B2B software discovery. G2 is acquiring Capterra, Software Advice, and GetApp, bringing four of the biggest review platforms under one owner. We cover: Is this a good thing or bad thing for Marketers? What does this mean for consumers? The real risk of monopoly pricing, pay-to-play dynamics, and fewer alternatives. Why review sites are under pressure as...

Let's get into hypotheticals Let me hear your budget talk, your budget talk In this episode, we ask a hypothetical, yet revealing question: If you had to shift 20% of your marketing budget tomorrow, where would it come from and where would it go? Let’s get hypothetical, hypothetical. We cover: Why “low-intent” spend is getting far more budget than it deserves Where experimentation should reall...

In this episode, we ask a deceptively simple question: If you could reallocate 20% of your marketing budget tomorrow, where would you put it and what would you take it from? We cover: Why paid search and “low-intent” spend is eating far more budget than it deserves Where experimentation should really live (and why most teams never protect it) Why content, AI search visibility, and brand building d...

In this episode, Casper and Jen debrief on the first-ever Growthforia  — a sold-out B2B SaaS marketing conference launched from scratch in Copenhagen. Casper shares the real story behind the event: Why they built it (and what was missing in the market) How they sold 120+ tickets without a legacy brand What worked, what flopped, and what they'd never do again The not-so-glamorous reality of org...

In part two of our deep-dive with Liam Bartholomew from Cognism, we go beyond theory and unpack how brand and demand gen can (and must) work together — especially in high-growth environments. We explore: Why most teams get the sequence wrong: building the brand  after  capturing leads How Cognism structures brand ownership across content, product marketing and leadership The difference between sca...

We’re joined by Liam Bartholomew, VP of Brand & Customer Marketing at Cognism , to break down one of the biggest shifts happening in B2B marketing right now: the move from traditional lead generation to true demand generation. Cognism didn’t just tweak their funnel. They fundamentally rethought how marketing drives growth. In this episode, Liam shares the real story behind that transition: wha...

We're back with Chief Advisor at PRCEPTION, Dennis Bylov Dalgaard, to unpack one of the most misunderstood parts of modern leadership: how founders and executives should communicate publicly - without blowing themselves up in the process. From technical founders who hate being on camera, to charismatic CEOs who say the wrong thing at the worst possible time, to the PR disasters that happen whe...

In this episode, we sit down with Chief Advisor at PRCEPTION, Dennis Dalgaard, to talk about how AI is changing PR. We dig into: - Why traditional earned media still matters (and what even is it?) - What “AI relations” means for your comms strategy - How LLMs are reshaping how stories spread online - Why most startups get PR wrong and how to fix it If you’re still thinking of PR as nothing more th...

So relevant it bears repeating Every marketer knows the drill: Someone pitches a “fun idea,” everyone smiles… and none of it actually moves the business forward. In this episode, we talk about why great marketing leadership sometimes means being the Fun Police 👮 - the one who says, “Cool idea, but absolutely not.” We dig into: • How to spot the difference between fun work and impactful work • Why...

We're back in the vault this week to discuss creativity at work: Most teams say they want creativity. Very few create the conditions for it. In this episode, we break down why creative thinking dies inside fast-moving companies — and how to actually keep it alive. We get into: • Why creativity comes from consistency, not once-a-year Post-it workshops • The real (and usually unspoken) reasons g...

Some stories are so wild, they deserve a reboot. We’re bringing back an episode that didn't get the attention it deserved: Rippling vs Deel — the alleged corporate espionage saga. Inside, we break down: • The employee who allegedly flipped sides and fed intel • The Slack searches that were anything but discreet • A bathroom confrontation that would be hilarious if it weren’t real • And what do...