Marketing Corner

Following on from Growthforia , Jennifer and Casper tackle one of the most frustrating challenges for marketers: random acts of marketing. You’ll hear why: Ad hoc campaigns with no clear business link waste time and credibility The HiPPO is the most dangerous thing to your team Celebrating vanity metrics is dangerous when the business is underperforming They share their own war stories, from Queen...

After a month “off” (read: juggling work, travel, and kids home thanks to the fall break), we’re back with a bang:  Why is your LinkedIn reach suddenly tanking? In this episode, Jennifer and Casper jump into the LinkedIn mess to break down what’s really going on with the organic algorithm, and why more followers no longer means more reach. We dig into: Looking under the hood to see what's of t...

In this episode, Jennifer and Casper dive into how the mindset around demand generation on platforms like LinkedIn is shifting — and what that means for marketers. Key topics covered: Why frequency matters more than volume at the top of the funnel How video and single-image formats play different roles in the content stack The new role of engagement objectives in retargeting layers How to spot mea...

AI is everywhere in B2B right now; search, sales, customer success, RevOps. But here’s the uncomfortable truth: 95% of AI pilots deliver zero revenue impact. In this week’s Marketing Corner, Jen and Casper cut through the noise to look at what’s actually working (and not working) with AI in go-to-market. From the 13 new AI tools launched every single day to the rise of zero-click search, they unpa...

To celebrate the start of another TechBBQ (and because we had technical issues that rendered our latest episode useless), we are re-releasing our first ever live recording from where it all began - TechBBQ. For our very FIRST live episode, Casper and I returned to where it all began - TechBBQ, Scandinavia's largest startup and innovation summit. 💡 📍ICYMI: In 2020, right in front of TechBBQ H...

Funding. Everyone wants it. Few talk about what actually happens when you get it. In this “return from summer break” episode of Marketing Corner , Casper and Jen cut through the buzzwords and spill the tea on funding: First, we cover the basics: Angel vs Seed vs VC vs PE - and why do people keep thinking I work in VC, dang it! The alphabet soup of Series A, B, C, D - and what really changes at eac...

Everyone might be off on summer holidays, but we’re bringing back one of our most listened-to episodes. And that’s...unfortunate. Because it means this topic still hits close to home for many of you, all over the world, even though we first released this episode back in 2023. Toxic Leadership Whether we like it or not, toxic leadership is something many of us have faced—or will face—at some point...

We're back for another Casperless episode, Jennifer and Birte Steen (Rock Consulting, Verdane GTM Advisor). And we did it - WE DID IT, GUYS! We've finally solved the age-old issue on how to achieve Sales & Marketing alignment! Well, ok maybe not entirely, but Birte shares with us her insights gained from years as a CRO at multiple companies to help us move past blame, break down silos, and cut...

The Bowtie Funnel: Fix Your Leaky Funnel This week on Marketing Corner, Jennifer sits down with Berta Steen (Rock Consulting, Verdane GTM Advisor) to break down the real reason your funnel isn’t driving sustainable growth. We tear apart the “funnel to closed-won” mindset and show you how the bowtie helps you align marketing, sales, and CS while giving you a true data model for growth. We cover: Wh...

This week we have another Casperless episode of Marketing Corner. Jen is back with Jacco van der Kooij to unpack how AI-native companies are really growing their user base. Not only will we explore why your users are your best (but often under-recognized) pipeline, but we'll also dive into: Why AI-native companies scale faster by using users to generate pipeline The hidden math behind user-led gro...

In this summer holiday special, Jen and Casper dig into the chaotic reality of modern marketing tech stacks and why too many teams are wasting budget on tools they barely use. Sparked by the latest 2025 CMO Survey , we unpack why nearly half of marketing tools sit unused, while budgets for MarTech are set to more than double. We get into: Why 44% of tools never get used and how that happens The hi...

Is hybrid work really working… or are we all pretending it is? In this episode, Jen and Casper unpack the messy reality of hybrid, remote, and office work post-COVID. If you’ve ever wondered why your Slack is overflowing, why “culture” feels harder, or why collaboration is slower even with all your fancy tools, this one’s for you. We get into: Why hybrid work isn’t always as productive as it seems...

This episode is a full-blown rant, so if you like a rage listen, this one's for you. Inspired by the episode “Common People” from Black Mirror, Jen and Casper dissect what is wrong (and what drives us NUTS) when it comes to SaaS pricing, including: Why modern SaaS can feel more like extortion than service How “upgrade or suffer” pricing kills trust and user experience The flood of underused to...

CCO, CRO, CMO - what’s the difference, and who should actually lead growth? In this episode, Casper and Jen untangle the chaos of commercial leadership titles in startups and scaleups. Whether you’re hiring your first C-level or stuck between Sales and Marketing turf wars, this episode brings clarity (and a few spicy takes 🌶️). We cover: Why most CROs and CCOs don’t come from marketing, and why th...

Are you scaling your GTM motion… or just hiring more salespeople and hoping for the best? How’s that working out for you❓ In this Caper-less 😭 episode, Jennifer sits down with Jacco van der Kooij , founder of Winning by Design , and Birte Steen , GTM advisor and founder of Rock Consulting, to unpack why growth needs to be designed - not improvised: In this conversation, Jacco, Birte, and Jen exp...

This week, Katrine Rasmussen , CMO at Pixels, returns to break down how her team built a revenue engine disguised as an event strategy - and why ABX isn’t a tech stack, it’s a mindset. We cover: How Pixels went from ad hoc event execution to a disciplined, cross-functional program built for scale. How the right team supports alignment across marketing, sales, and customer teams around one cohesive...

This week on Marketing Corner, Katrine Rasmussen, CMO at Pixels, joins us to talk about what it really takes to grow enterprise deals when you're selling a high-ticket product in a niche market. We cover: What ABX is (spoiler: it's more than rebranded ABM - it's a full commercial strategy). How COVID accidentally proved the ROI of their now-flagship event strategy. Why they killed off...

In our last episode, Kamma Luise helped us map the current state of Product Marketing. This time, we look ahead: What does the future of Product Marketing actually look like? Yes, AI plays a major role - but this isn’t just another “AI will change everything” conversation. We explore why the future belongs to PMMs who know how to enable their teams: the ones who build the foundations and create th...

It's one of the most sought after, and often misunderstood, positions in the marketing team: Product Marketing. In this week's episode, we sit down with our favorite “Woo Girl”, and all around lovely human, Kamma Luise Rodian - Head of Marketing at UnitedFintech and Product Marketing master. Kamma shares her unique perspective on what Product Marketing really is, where it fits in the org, and why...

If your leads drop in summer or your Q4 pipeline looks magical - it's not random. Seasonality impacts B2B marketing more than most teams admit. So let's talk about it. In this episode, we cover: What seasonality in B2B actually looks like How marketing performance shifts across the calendar Ways to align your campaigns with buyer behavior and timing Why adjusting your strategy by season is...

Creativity isn’t just for designers - it’s an essential business survival skill. In this episode, we dive into why creative thinking is so hard to sustain inside fast-moving teams, and how most companies get it wrong. Why creativity needs consistency and not annual offsites with Post-its The hidden reasons good ideas never get off the ground How the HIPPO quietly kills creativity (and what to do a...

When Brands Collide: Marketing Through M&A. What happens to your brand when your company gets acquired - or you're the one doing the acquiring? (Hint: It’s more than just slapping logos together and calling it a day.) In this episode, Jen and Casper tackle the real branding and marketing chaos that comes when two brands collide during M&A, including: Merge, separate, or blend brands? What...

🔥 Most ads are forgettable. These weren’t. In this episode, Jen and Casper share the best ads (in their humble opinions) - the ones that made them laugh, cry, or say “WTF?” But here’s the kicker: What make these brands stick in our brains? Do we remember the brand or just the vibe ? And what can you steal from them to make ads that actually land? As always, they share their hot takes and what you...

So you're looking to sell your company in 12–18 months? Congrats! 🥂 How can Marketing help your business achieve exit-ready status? This week on the pod, we’re joined once again by Shiv Narayanan, Founder of How To SaaS and author of Post-Acquisition Marketing and Exit-Ready Marketing.  Shiv’s the expert private equity firms, founders, and CEOs call when it's time to maximize valuation fa...

You just raised a round. Congrats 🥂 Now what? This week on the pod, we’re joined by Shiv Narayanan , Founder of How To SaaS , bestselling author of Post-Acquisition Marketing and Exit-Ready Marketing, and the person PE firms, founders, CEOs, and revenue leaders call when they need to grow enterprise value fast. We asked him: 👉 How do you evolve from scrappy growth to structured, scalable marketi...