Marketing Corner

In this episode, Casper and Jen cover high intent vs low intent and what it means from a practical standpoint, including: - What does it actually mean? - How you can incorporate it into your strategy - What (relatively inexpensive) tools can I use to get started - How to work around the "Attribution Monsters" And 👏 so 👏 much 👏 more 👏

We're BACK with a new(ish) look but the same content you love. After a brief hiatus welcoming a new little Rouchmann to the world, we're back with an episode following up from Jen's panel at TechBBQ. For those of you who didn't get to attend TechBBQ, or even know what a TechBBQ is, we're presenting a deeper dive than what was shared on stage: When Are You Ready To Conquer New Markets? Most markete...

In this episode, Casper and Jen get a bit spicy as they share all the things they hate about marketing, including: marketing bullsh*t bingo, ridiculous expectations, and "ninjas". We'd love to hear what's on your list! Be sure to get in touch via LinkedIn.

In this episode, Jen and Casper discuss how to have an impact when starting a new job, including: what core areas to focus on, what you need from your employer to make informed decisions, and whose backs you need to scratch to get sh*t done. The core areas Jen covers in more depth include: 1. Culture: onboarding, company structure, company processes 2. Space & Product: Sales calls/ emails, industr...

That is the question! In this episode, Casper and Jen have yet another healthy, civilized debate over whether or not you should implement lead scoring, including: what lead scoring actually is, what its intended purpose is, how easily it can take your team off the rails, and what - if you decide to implement it - is the best way to do so.

In this episode, Jen and Casper attempt to define the latest Demand Generation Movement, including: What the hell is it? How is it different to branding? And what is with this new thing called Demand Capture and how is it different from lead generation? Follow us on a journey as our definitions change in real time the more we talk about it!

In this episode, Casper and Jen cover the pros and cons of going with agencies vs keeping things in-house including: what tasks they think are best for outsourcing, why others are better kept in-house, and what to look for in selecting the right agency for the right job.

In this episode, Jen and Casper discuss what you should look for in a good boss. During this time of the "Great Resignation", there are lots of opportunities out there, but how do you know if you're jumping out of the frying pan and into the fire? We'll cover: key characteristics to look for in a general boss as well as a marketing leader, questions to ask during interviews, and red flags that sho...

In this episode, Jen and Casper cover content cluster strategies, including: what the heck is it, how to determine what kinds of content you should be creating, incorporating PR and Google Ads, effectively distributing that winning content once it's ready, and more.

In this *double episode*, we have a little gift for our listeners as Jen and Casper share their top tips for succeeding on LinkedIn, including: how to know if LinkedIn is right for you, targeting and segmentation tricks - including Casper's infamous B2B technology infiltration hack, campaign best practice, ad formats, future LinkedIn features to look forward to, and more.

Another listener request! In this episode, Jen and Casper share their marketing f*ckup stories. No one's perfect, least of all us - so we share how we majorly f*cked up during our careers, where we "gained a lot of chest hair", and what we learned - because ultimately, the biggest f*ckup of all is not learning from your mistakes. Listener warning : as the title might suggest, we say f*ck a record...

In this episode, Casper and Jen discuss social selling, including: What the heck is it? How the heck do you do it? What are the benefits and pitfalls to watch for when navigating your way to thought-leadershipdom? Jen also manages to sneak in another reference from The Office. 

In this episode, Casper and Jen discuss how to come up with your 2022 marketing strategy, including: aligning your marketing strategy and tactics with company goals, the 6 core areas your strategy should cover, how often you should revisit your strategy, and the difference between your marketing strategy and your go to market strategy.

In this episode, Jen and Casper discuss the pros and cons of translating your website, including: the importance of consistency throughout the value chain, covering the UK vs US English debate, and how to engage your Customer Support team into this marketing initiative.

In this episode, Jen and Casper discuss the technique and science behind writing ad copy that converts, including Dan Kennedy's “10 Smart Market Diagnosis and Profiling Questions", the FBY model for ad copy writing, and the neuroscience behind "typoglycaemia" and how you can leverage it to your advantage. Dan Kennedy's 10 Questions can be found here: https://www.entrepreneur.com/article/294042

In this episode, Casper and Jen cover Apple's new iOS 15 update, including: what exactly is it, how will it affect marketers and what can we do about it. As an added bonus, Jen goes into a red-faced rant over email etiquette that you don't want to miss!

In this episode, Jen, Casper, and Casper's shiny new microphone discuss ABM (account-based marketing), including its fundamental core pillars, how to know if you're ready for ABM, 3 types of ABM to fit your resources and needs, their pros and cons, and pitfalls to avoid during implementing an ABM program. Casper's ABM webinar we discuss can be accessed at this link: https://www.youtube.com/watch?v...

In this episode, Jen and Casper cover the methods we use to keep our marketing skills sharp. We'll also share what specific resources we rely on to stay up to date on all things marketing.

In this episode, Jen and Casper discuss how to ensure you're not only aligned with your team, but also the wider business so everyone is on the same page. We'll cover the importance of wish lists, how letting visionaries do what they do best can make your life easier, and how knowing your KPIs can help keep you focussed. As a bonus, we also throw in some tips for non-marketers on the best way to p...

In this episode, Jen and Casper cover KPIs that every marketing team should use to measure their performance and overall business impact. Topics include aligning Marketing KPIs with overall company goals, using a reverse calculation to establish metrics that are both achievable and aligned with business objectives, and how to measure marketing-sourced weighted pipeline.

In this episode, Casper and Jen discuss how they structure their marketing teams, from early stage startup to more established scale-up. How do we separate tasks and decide what positions we need to hire? What happens when you start off as a generalist but the team grows to the point where you need specialists? We cover our own experiences in these very situations, and the steps we took to work ou...

In this episode, Casper and Jen work to dispel the belief that you can't do effective B2B targeting on Facebook. We cover strategies we use in our day-to-day, such as reframing the awareness funnel, audience segmentation, lead gen form parameters, layered lookalikes, video retargeting, split testing and more (taking into account the tracking changes we covered in episode 8) to be more effective wi...

In this episode, Casper and Jen discuss the recent changes to tracking, from ITP to iOS 14. What exactly are these changes and how will they impact the future of B2B marketing? Most importantly, we'll also cover what B2B marketers can do to overcome these changes. DISCLAIMER: Neither Casper, nor Jen, are cookie tracking experts! What we share in this episode is purely based on our understanding of...

In this episode, Casper and Jen discuss the importance of understanding and simplifying the buyer journey from lead to won customer. We cover ways to break down silos with Sales in order to map out the buyer journey, helping to identify leaks and opportunities for reactivation. We'll also discuss how implementing a proactive approach with Sales (as opposed to a responsive approach) can help remove...

Another listener request! In this episode, Casper and Jen cover that all important question: What should every MarTech stack include? We'll break down what tools we use across all major stages of the funnel: 1. attract 2. engage 3. analyze & optimize and separate the "must haves" from the "nice to haves". The MarTech7000 slide that Jen mentions can be accessed here: https://cdn.chiefmartec.com...