MarTech Podcast ™ // Marketing + Technology = Business Growth

Mattia Santin, Chief Marketing Officer at Hotjar, explores elevating product design through customer empathy. By analyzing quantitative and qualitative data, businesses can gain valuable insights to make informed product improvements and deliver value to their end-users. However, businesses incorrectly rely solely on quantitative data to inform their decision-making. Today, Mattia discusses u...

Mattia Santin, Chief Marketing Officer at Hotjar, explores elevating product design through customer empathy. Quantitative data provides a broad overview of customer behavior, while qualitative data sheds light on the "why" behind their actions. Leveraging both signals, allows for a more empathetic approach, ensuring that design decisions address real-world customer concerns, ultimately leading to...

Emily Lyman, CEO of Branch & Bramble, explores the topic of marketing for lifestyle brands. As cookies make their departure, empathy-based personas are emerging as a compelling alternative for businesses to track consumer behavior. This approach provides valuable insights into the emotional drivers behind customer decision-making and fosters stronger connections between brands and their target...

Emily Lyman, CEO of Branch & Bramble, explores the topic of marketing for lifestyle brands. Lifestyle brands stand out for their distinct focus on purpose and carefully curated experiences for customers that transcend mere product offerings. Creating meticulously crafted experiences that transcend mere product offerings. In this realm, content, words, and videos alone are insufficient, and aes...

Blake Van Leer, EVP and General Manager at Proto AI, talks about how artificial intelligence is helping evolve the eCommerce industry. Despite the widespread adoption of AI throughout several industries, the majority of eCommerce companies have not fully embraced it. However, the future seems to hold a different picture, with AI becoming an integral part of standard technology stacks for both onli...

James Mawhinney, Visionary, Investor, and Business Builder at Media.com, delves into truth in the digital age and online reputation management. The explosive growth of the internet has revolutionized how information, both accurate and misleading, spreads. Businesses now face the challenge of safeguarding their reputation across a multitude of channels, increasing the complexity of managing a brand...

James Mawhinney, Visionary, Investor, and Business Builder at Media.com, delves into truth in the digital age and online reputation management. Marketers are increasingly worried about brand safety and consumer trust in today's content. Misinformation is a rising concern, amplified by media and social networks focused on advertiser engagement and chaos for profit, compromising information integrit...

Ronald C. Pruett Jr, Managing Partner at The Boston Associates, explores the potential of live commerce on television for eCommerce brands. In the realm of live commerce, brands are becoming content creators and influencers are turning into brands. While there are multiple paths to success in this landscape, it is crucial for both brands and influencers to take the necessary steps to effectively m...

Ronald C. Pruett Jr, Managing Partner at The Boston Associates, explores the potential of live commerce on television for eCommerce brands. In the United States, the live commerce scene has been gradually gaining traction, with numerous platforms and brands exploring the potential of this emerging trend. While challenges exist, the stage is set for live commerce to flourish. Today, Robert discusse...

Chief Operating Officer of Common Room, Jake Randall, dives into the concept of community-led growth in this episode. He explains how engaging with users throughout the customer journey can drive brand awareness, product adoption, and revenue. Jake shares insights on how Common Room's platform brings together digital engagement, product usage, and customer data to unlock the power of community as...

Jake Randall, Chief Operating Officer at Common Room, explores how to successfully navigate the modern buyer’s journey. The digital age has transformed how buyers make decisions, with a growing emphasis on self-direction and online research. As a result, the traditional approach of pushing sales messages must be replaced with a focus on meeting customers where they are and adding value at the...

Amanda Cole, Chief Marketing Officer at Bloomreach, delves into the CMO’s role in the age of AI. In both B2B and B2C, CMOs are facing challenges in relation to finding the right applications and the explosion of channels like TikTok and Snapchat respectively. For CMOs, the challenge is a rapidly evolving landscape and the need for agile strategies to remain ahead. Today, Amanda discusses how CMOs...

Amanda Cole, Chief Marketing Officer at Bloomreach, delves into the CMO’s role in the age of AI. The CMO role has shifted from traditional branding to a data-centric, analytical domain, demanding a blend of business metrics and performance marketing expertise. However, as technology like AI levels the playing field, CMOs will need to balance data-driven approaches with storytelling for success. To...

Vice President of Market Research at G2, Chris Voce, dives into B2B software buying and how it affects marketers. B2B software buyers today are more self-reliant than ever before and prefer not to engage with sales until the final stages of the funnel. Marketers must adapt by delivering precisely what customers want, providing detailed information about their product's features, benefits, and impl...

Vice President of Market Research at G2, Chris Voce, dives into B2B software buying and how it affects marketers. B2B software buying has undergone transformative changes, influencing the way businesses approach technology investments. Understanding the factors driving these changes is essential for marketers seeking success in this competitive environment. Today, Chris discusses the five fac...

Elizabeth Cholawsky, CEO of HG Insights, delves into how to unleash the potential of technology intelligence. When it comes to growth, companies must strategically leverage various tools and approaches to stay competitive and thrive in a rapidly evolving market. Mergers and acquisitions (M&A) enable B2B companies to expand their market reach, diversify their offerings, and tap into new opportu...

Elizabeth Cholawsky, CEO of HG Insights, delves into how to unleash the potential of technology intelligence. In the context of today's B2B space, it is critical that companies innovate with their products. However, figuring out where to innovate requires data-driven insights and analysis to identify market fit, understand customer needs, and stay ahead of competitors. Today, Elizabeth discusses d...

Elizabeth Cholawsky, CEO of HG Insights, delves into how to unleash the potential of technology intelligence. When HG Insights coined the term technographics13 years ago, it was narrowly defined as a technology installation at a company. Fast forward to the present and technology intelligence is helping businesses gain insights into market trends, competition, empowering decision-makers to make in...

Rob Freedman, Head of Growth at Zuper, talks about how SaaS companies are leveraging the power of artificial intelligence to not just grow exponentially, but strategically. Field Ops provides businesses with the unique opportunity to engage in one-to-one marketing by tapping into individual customer interactions. Through field service technicians, companies can gather valuable feedback, personaliz...

Rob Freedman, Head of Growth at Zuper, talks about how SaaS companies are leveraging the power of artificial intelligence to not just grow exponentially, but strategically. While SaaS growth in the past employed a “grow at all costs” approach, sustainable growth today looks drastically different. The challenge for marketers today is maintaining the balance between a cost-effective customer acquisi...

Rob Freedman, Head of Growth at Zuper, talks about how SaaS companies are leveraging the power of artificial intelligence to not just grow exponentially, but strategically. Generative AI tools like ChatGPT have become indispensable for marketers, serving them daily in tasks such as content ideation and keyword research. However, the true power of AI lies in its ability to process massive volumes o...

Sebastian Hamann, Co-Founder and Co-CEO at Shopware, explores how artificial intelligence is impacting eCommerce. In today's interconnected world, consumers value the opinions and experiences of others more than ever before. Online communities provide a platform where like-minded individuals can come together, and share their thoughts, reviews, and recommendations about products and services....

Sebastian Hamann, Co-Founder and Co-CEO at Shopware, explores how artificial intelligence is impacting eCommerce. AI is revolutionizing the world of eCommerce by injecting excitement and innovation into the shopping experience. In addition to the benefits for consumers, AI is helping eCommerce owners be more efficient and enabling them to provide more personalized shopping experiences to their cus...

Nataly Kelly, Author of Take Your Company Global, explores international digital marketing strategies. Understanding the best digital strategy for international expansion requires a nuanced approach. It's not just about assuming global platforms work uniformly in every country, and it goes beyond translating all the content on your website into the new market’s language. Today, Nataly discusses ho...

Nataly Kelly, Author of Take Your Company Global, explores international digital marketing strategies. In the digital age, expanding into global markets has become more accessible for companies. However, unlike the past, today's approach requires an incremental process to expand your presence in a new market, making a market intensification strategy crucial. Today, Nataly discusses why you need a...