Episodes

  • Pro Women Athlete Sponsorships: B2B Marketing Lessons on Leveraging Athlete Ambassadors with CEO of PARITY, Leela Srinivasan

    Pro Women Athlete Sponsorships: B2B Marketing Lessons on Leveraging Athlete Ambassadors with CEO of PARITY, Leela Srinivasan
    Oct 29 2024
    There’s an athlete right now that uses, knows and loves your product. So why aren’t you partnering with them to promote your brand? The global sports sponsorship market is expected to grow to almost $108 billion by 2030.And there’s around $1.3B in projected revenue this year from pro women athlete sponsorships. Feel like you’re missing out yet? The message is clear: sponsor a pro woman athlete (or two). In this episode, we’re talking about B2B marketing lessons from professional women athlete sponsorships with the help of our special guest, PARITY CEO Leela Srinivasan.Together, we talk about experimenting with new channels, finding your match, and much more.About our guest, Leela SrinivasanLeela Srinivasan took the reins as CEO in May 2023, when Parity had amassed a network of over 800 women athletes and paid out over $2 million in sponsorships. Under her leadership, the company is poised to increase both numbers exponentially – and become a household name – as it enters its next phase in the fight against gender pay disparity in sports.Prior to joining Parity, Leela served as Chief Marketing Officer (CMO) for three-high-growth companies: digital payments provider Checkout.com; Momentive, the maker of SurveyMonkey; and recruiting software company Lever. She developed her initial passion for community, customer centricity and data-driven marketing earlier in her marketing career at LinkedIn and OpenTable. She serves on the board of Upwork and on the board of advisors for the Tuck School of Business at Dartmouth, where she earned her MBA.Leela lives in North Carolina with her husband Joel and three middle-school girls. There are no dull moments.What B2B Companies Can Learn From Pro Women Athlete Sponsorships:Experiment with new channels. Keep a budget to try new things. Whether it’s simply posting to a different social channel or sponsoring a pro athlete, the Leela says, ”As a marketer, your livelihood depends on being able to find new channels to replace channels that were once working really well that suddenly stopped working, to find ways to stand out from your competitors. Because what happens is if you're doing one thing, then six months later, everyone else is probably trying to do it too. So you have to keep things fresh. It doesn't mean you have to devote your entire budget to experimentation, of course. You need to certainly put money where you know things are working, but over time that mix is going to change as a marketer. And so I think it's smart. It's actually self preservation in some ways, to keep trying to just find ways to experiment on the edges and tap into something that can really give you a fresh perspective in the market.”Find your match. There’s an athlete out there right now who would align strongly with your brand values. Use them as the face of your brand to humanize the name. Leela says, “Find something that really feels right for the brand and allows them to kind of carve out their own space. There are so many directions that you can now run in; New leagues springing up, new sports coming to the fore, new athletes with incredibly interesting stories.Quotes*”When you get those people, those athletes, those influencers talking very naturally about something that they find joy in or that they believe in, it's just another level of awesomeness when it comes to ambassadorship or testimonial.”*”There are so many stories waiting to be told. If you're willing to be creative about the types of athlete that you work with, there are always athletes that can be within budget that can do some incredible storytelling for you.”*”I always had some money in what I called my rainy day fund or my slush fund. That budget was mine to make discretionary investments where I wanted to try things, where maybe the ROI was less proven or the path was a little less trodden but it was worth the opportunity, worth that risk to try something different because, God forbid you just become this terrible vanilla marketer that is doing the same as everybody else. You have to find ways to break through. I mean, that's the fun part of marketing. Why wouldn't you? So I always had some experimentation budget just tucked away for when these types of opportunities came up.”Time Stamps[0:55] Meet Leela Srinivasan, CEO at PARITY[2:03] Leela's Journey to PARITY[5:17] Understanding Pro Women Athlete Sponsorships[9:55] History of Pro Women Athlete Sponsorships[14:27] Current Landscape and Opportunities[24:07] The Gender Disparity in Sports[24:51] The Influence of Women Athletes on Marketing[27:00] Creative Campaigns and Athlete Partnerships[28:16] The Importance of Originality in Marketing[29:56] Investing in Women's Sports[32:38] Engaging with Brands and Athletes[35:37] The Power of Authentic Athlete EndorsementsLinksConnect with Leela on LinkedInLearn more about PARITYAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service ...
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    49 mins
  • When We Were Young Festival: B2B Marketing Lessons from the Festival to Remember with Head of Content Marketing at CoreWeave, Brooke Gocklin

    When We Were Young Festival: B2B Marketing Lessons from the Festival to Remember with Head of Content Marketing at CoreWeave, Brooke Gocklin
    Oct 22 2024
    Morrissey, Taking Back Sunday, Alkaline Trio, Streetlight Manifesto…For dedicated fans, these are bands that bring back memories of checkered Vans shoes, studded belts, and paper wrist bands from each show.But some of them haven’t toured in years.So to see them all on one festival poster 20 years after their heyday made fans think it was too good to be true. It wasn’t, and it lived up to the hype.So in this episode, we’re talking about all the good - and questionable - marketing that went into the When We Were Young Festival.With the help of our special guest, Head of Content Marketing at CoreWeave, Brooke Gocklin, we’re talking about painting the picture, building a community of advocates, and delivering on the hype.About our guest, Brooke GocklinBrooke Gocklin is the Head of Content Marketing at CoreWeave. Prior to joining the company in July 2024, she was the Editor-in-Chief at Contently, where she led content strategy and editorial direction for The Content Strategist and The Freelance Creative. Brooke is a recognized expert in content marketing, with a particular focus on the evolving role of AI in business. At Persado, an AI-language generation company, Brooke honed her skills in content creation for AI-driven solutions. Her deep understanding of technical products positioned her as a subject matter expert in the evolving AI space. Her work, featured in Adweek and Content Marketing Institute, reflects her deep understanding of how to craft impactful content strategies and engaging narratives that resonate with target audiences.What B2B Companies Can Learn From the When We Were Young Festival:Paint the picture. Show your audience what doing business with you would look like. When they’re able to visualize the tangible benefits of becoming a customer, it makes it that much easier for them to sign on the dotted line. For the When We Were Young Festival, the organizers made a poster with album covers of all of the bands who would be performing. Ian says, “[It’s] brilliant, right? You have to show people what it would look like. I have found over the years that if you can mock something up, it’s so much easier, right? It's much harder to get an idea of something in a Google doc.” So paint the picture. Mock up an idea of what your product looks like for your audience.Build a community of advocates. Bands like Fall Out Boy, My Chemical Romance and Taking Back Sunday have created communities of fiercely loyal fans. Brooke says, “And so that means that when you see all of these bands coming together, the reaction is, is this even real? But two, it gives you a sense of like, ‘Oh my gosh, I have to be there. And I have to tell my friends about this.’ And so I think that for B2B marketers, you know, really leveraging customer advocates or people who are just really excited about your product or service to amplify your message builds trust in a wider audience. So choose customers who love you, who love your product, who love your service and leverage them to tell others about you.”Deliver on the hype. You can tease about a product or service as much as you want, as long as it delivers what it promises. Brooke says, “When We Were Young created a massive buzz with a huge lineup. They also did a lot of teasers, but most importantly, they really backed it up with a well organized incredible event. Credibility is so important. So you can't just hype something up whether that's your product or service. And not have it live up to expectations. So as marketers, I think it's really crucial when you're thinking about B2B, to build trust and credibility from the get go. So whether that means that you're creating content that is factually accurate and all of the products and features, functionalities live up to what you're selling them as. That is important, right? So you need to establish your brand as a go-to resource, but you do that by being credible.”Quotes*”As far as how I think about content, it's really like connective tissue. I think it's at the core and at the center of a brand story. So, you need content to be able to bring people into the funnel. You need content as they're exploring, getting to know you. You need content when they're at that purchasing stage, or even after they become a customer, you still need them to engage with you. And you need to be putting out ideas that provoke some sort of thought and that's valuable to them.”*”Really good content marketing is about creating value for your audience and really helping them solve their problems. So my approach has always been: start with the audience. What do they care about? What are their challenges? And then craft content that speaks directly to those needs. I think that that is a key differentiator when it comes to content strategy.”Time Stamps[0:55] Meet Brooke Gocklin, Head of Content Marketing at CoreWeave[3:10] When We Were Young Festival's Unique Marketing Tactics[8:11] Nostalgia and Community Building[...
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    47 mins
  • Bad Sisters: B2B Marketing Lessons from the Irish Dark Comedy with the CMO at D2L, Brian Finnerty

    Bad Sisters: B2B Marketing Lessons from the Irish Dark Comedy with the CMO at D2L, Brian Finnerty
    Oct 15 2024
    Hooking your audience is one thing, but keeping them emotionally invested in your content is another. So for this episode of Remarkable, we’re taking marketing lessons on doing just that from the Irish dark comedy, Bad Sisters.It’s a show about four sisters who plot to kill their diabolical brother-in-law, and the season starts with his funeral.Series creator, Sharon Horgan, says, “We had to keep an audience with us for 10 episodes and keep them wanting the same outcome." That is, the death of their brother-in-law, John Paul. So with the help of our special guest, D2L CMO Brian Finnerty, we’re talking about hooking your audience, knowing your target, and doing trial and error. About our guest, Brian FinnertyBrian Finnerty is a B2B marketing specialist with over 25 years experience leading enterprise marketing teams. He currently serves as CMO at D2L. His expertise includes brand strategy, B2B demand generation, and global customer acquisition from mid-market to Fortune 500. He previously served as VP of Revenue Marketing for Udacity. Prior to joining Udacity, Brian served as VP of Growth Marketing at Demandbase, where he was responsible for demand generation, field marketing, and customer marketing at Demandbase. Brian has also been a marketing leader at two ad tech companies, Marin Software and Smaato. He co-founded an e-learning startup that specialized in software developer training, with a rules-based code judging engine. He is an active Customer Advisory Board member for both 6sense and Sendoso.What B2B Companies Can Learn From Bad Sisters:Start with a hook. Bad Sisters grabs viewers’ attention because it’s about four sisters plotting to kill their brother-in-law, and it starts with his funeral. So the question is: “How did he die?” This is what drives viewers to keep watching. So how can you get your audience invested in your content? What question do you want to inspire them to ask?Know your target. This is a bit tongue-in-cheek, but just like the sisters truly knew their brother-in-law and all the ways they could potentially do him in, so should marketers get to know their audience so they can appeal to them. Brian says, “The sisters do a lot of research and they really know their target audience. Like, what does JP like to eat? What does he like to drink? If you were to poison him, how would you do that? So they really do research, like, ‘What are the ways that we can do this and get away with it, and free our sister from the prison of her marriage?’ So they really do their kind of their targeting and their research, which I think any good marketer does.”Do trial and error. Try different marketing strategies and keep dialing it in based on data you get from the tests. Brian says, “[The sisters] do that right throughout the show. Like, they're testing ways to bump this guy off. Some of them end in sort of miserable failure and some of them have some potential of succeeding and you're never quite sure. Not unlike a lot of digital campaigns, where you're trying to find that perfect balance and the right approach.”Quotes*”I think for marketers, if you're not pushing the envelope, testing new messaging and testing new approaches to your website, conversion, optimization, your customer journey, your buyer's journey, then you're not trying hard enough. You're not getting enough data from the market to optimize and improve.”*”In a B2B context, it is tough to really identify a villain. And that kind of marketing turns me off. Some companies will identify their competitors as villains and really go after them. As a marketer, I would say instead of identifying your competitors as a villain, which I think is a mistake, you look at either the cost of doing nothing, or like, ‘What is the counterpoint to your mission?’”Time Stamps[0:55] Meet Brian Finnerty, CMO at D2L[3:02] D2L and Brian's Role as CMO[4:04] How Bad Sisters was created[9:30] Authenticity and Cultural Representation[22:18] B2B Marketing Takeaways from Bad Sisters[22:21] The Importance of a Good Hook[23:00] Research and Targeting in Marketing[24:08] Trial and Error in Marketing[28:30] Creating a Great Villain[33:48] Brand and Content Strategy[36:10] Effective Content Marketing[38:34] Leveraging Content Across Teams[42:58] Favorite Campaigns and Final AdviceLinksConnect with Brian on LinkedInLearn more about D2LAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something ...
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    47 mins
  • The Wager: B2B Marketing Lessons from the Epic True Story of the Shipwrecked HMS Wager with Former Director of Content Marketing at Authentic8, Shannon Ragan

    The Wager: B2B Marketing Lessons from the Epic True Story of the Shipwrecked HMS Wager with Former Director of Content Marketing at Authentic8, Shannon Ragan
    Oct 8 2024
    “Each man carried, along with a sea chest, his own burdensome story.” - Excerpt from The Wager, by David GrannThis is true not only for the men that sailed on the HMS Wager, but your audience and customers (minus the sea chests). Just as David Grann took those burdensome stories from journal entries to write The Wager, so too can you use the burdensome stories of your customers in your marketing.This is one of the things we’re talking about in this episode of Remarkable with the help of our special guest, former Director of Content Marketing at Authentic8, Shannon Ragan.Together, we draw marketing lessons from David Grann’s book, The Wager, including going to the source, shaping your stories as stranger than fiction, and sourcing those stories from the smallest footnote.About our guest, Shannon RaganShannon Ragan is the former Director of Content Marketing at Authentic8. She joined the company in September 2020 as Content Marketing Senior Manager. She is also a producer and co-host of NeedleStack: the OSINT podcast. She previously served as Senior Marketing Communications Manager at Skybox Security. She has been blogging in the cybersecurity industry for ten years and vows to never write another Patch Tuesday update again.What B2B Companies Can Learn From The Wager:Go to the source. Talk to your customers to understand what matters most to them. And use that in your messaging. Shannon says, “Experience it yourself, as authentically as you can. I think that is a huge thing in content marketing. I feel like there is often a lot of gatekeeping between sales and marketing to customers that it's like, ‘No, I don't want the marketing team to talk to my customers.’ It's the practitioners, the people using your tool, your product, that you need to talk to the most. And so any amount of time that you can get with them [is valuable].” In The Wager, David Grann actually sailed the same route that the crew of the HMS Wager did to see what it was really like. That was the only way he could write authentically about the experience.Shape your stories as stranger than fiction. When you do talk to your audience or your customers, get their war stories about the struggles they’ve had that your product will solve. Shannon says that having a podcast has been a great platform for sharing those stories. She says, “I think the true stories are the most interesting. And so getting people that live it, walk the walk, do it every day to kind of tell their war stories and their learnings along the way, and be able to share those with our audience under our brand without really having to talk too much about ourselves has just been a great brand builder and gotten people into our orbit. And then once they know us and like us and love us, then it's really easy to be like, ‘By the way, we have this great product I think you'll like.’” It’s like how The Wager is a true story that, in David Grann’s telling, feels closer to fiction because of the detail and expressive voices he includes. And he was able to do that through the use of primary sources. So use your primary sources - your audience and customers - to write your marketing messages. Stories can start with the smallest footnote. When David Grann was doing research for The Wager, he was looking through lists of people who boarded the ship. And next to many names, he saw “DD,” which he discovered meant “Dispatched Dead.” It was through researching the deeper story behind this two-letter abbreviation that he uncovered stories of scurvy and the overall human toll of the voyage. Look for the small footnotes that could tell you a much deeper story for use in your marketing.Quotes*”Kill your darlings. It is the thing that is most difficult to do to your own work, because it's the thing that you're like, ‘But I grew this babe in my womb. I can't get rid of it.’ And it's like, you do it in service of the rest of the thing that you have tended and grown. And it's such a hard lesson to learn and you have to teach it to yourself over and over again. Like David Grann had to teach it to himself again. But it makes a good writer.” - Shannon Ragan*”One of my biggest pieces of advice is that part of your strategy should be co-creating content with your prospects and customers. Like, that should be a pillar of your strategy. And all of the people who can't give you testimonials, who aren't legal approved to give you a quote, who can't do all that stuff, can come on your podcast and talk about everything but the thing.” - Ian Faison*”Think about where you want to end up. Like, do you want people to thank you for your content marketing? And if so, how do you build the path to get there? So yeah, think about where you want to end up, and then build your strategy and your editorial path to get there.” - Shannon RaganTime Stamps[0:55] Meet Shannon Ragan, former Director of Content Marketing at Authentic8[3:50] Content Marketing Insights from ...
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    45 mins
  • Doctor Who: B2B Marketing Lessons from the Long-Running BBC Show with the CEO of WorkProud & Online Rewards, Michael John Levy

    Doctor Who: B2B Marketing Lessons from the Long-Running BBC Show with the CEO of WorkProud & Online Rewards, Michael John Levy
    Oct 1 2024
    Doctor Who has been around for over 60 years and attracted over 12 million viewers.In our book, that makes it ripe with marketing lessons. Because wouldn’t you also want your brand to be around for over 60 years, and to have that many eyes on your content at once?So in this episode, we’re talking about the long-running show with a cult following, Doctor Who.Together with the help of our special guest, CEO of WorkProud & Online Rewards, Michael John Levy, we’re talking about keeping the essence of your branding through the years, using jingles, and using time travel in your storytelling.About our guest, Michael John LevyCEO Michael Levy leads both Online Rewards and WorkProud and has achieved 13 consecutive years on the Inc. 5000 Fastest-Growing Companies list. His company is a leading provider of workplace culture and people success solutions who believe employees are a company’s greatest asset.What B2B Companies Can Learn From Doctor Who:Keep the essence of your branding through the years. As your company ages, refine and modernize your content. But keep the essence of what makes your brand or company unique. Ian says, “There's an importance of continuity that is a great lesson for Doctor Who, which is like, there's certain things that can change, and there's certain things that don't. And once you establish it, then that needs to be the way it is.” It’s like how the evil robotic beings, the Daleks, first appeared on Doctor Who in the 1960s. But then Michael says, “they then continued to exist like a multiverse, and they kept appearing over time. And as modern production techniques continued to improve and various doctors would appear, they would still, however, be stuck with the original form of the Dalek suit from the 1960s.” But they became iconic as part of the Doctor Who brand. So decide what is unchangeable, and what you can continue to dial in, refine and improve.Use jingles. Jingles aren’t used that much in B2B marketing, but in Doctor Who, music is an important part of the show. Michael says, “A small melody snippet as part of the intro and closure was a key anchor component.” And Ian adds, “Jingles are like one of the most underused marketing devices of our modern era. Back in the day, everything had a jingle.” The more senses you appeal to, the deeper, more multifaceted your brand identity becomes, and the more easily your audience will recall your company when making a purchasing decision.Elicit nostalgia through time travel. Send the characters of your marketing back in time and invite your audience to relive the good old days. Ian says, “We always talk about wanting to elicit nostalgia. Why not make a character, make your key persona, you know, CHRO, and send them back in time. Send them back five years ago. Send them back 10 years. You need someone who is doing the traveling to these other places so that they can experience it. It's ripe for discussion and you don't need to land the plane like you do like Marvel had to land the plane when they did the Multiverse and went back in time. As a marketer, you don't need to finish the story. You just need to start the conversation.”Quotes*”WorkProud is a 22-year-plus company of which this concept of recognition and appreciation and the corresponding tools that we've built have been a backbone of the culture of the organization. It's so foundational that there are eyes on that stream and that feed on a daily basis with an expectation that you will read some positive things about somebody's joined the company, somebody's had an accomplishment, somebody completed training, somebody's celebrating some birthdays. We have a positive place inside the business and that is part of the culture.” - Michael John Levy*”Once you've built that positive place where people can go, it's about capturing and accelerating the telling of those stories by helping them get crafted, and then sharing them. And ideally, those people want to share those things on third party sites or to their friends, in private group chats, or whatever it is. But as a marketing team, if you can help as the crafter of stories, it can help with retention. It can help with recruiting.” - Ian FaisonTime Stamps[0:55] Meet Michael John Levy, CEO of WorkProud and Online Rewards[2:32] Michael Levy's Journey with Online Rewards and WorkProud[4:02] The Power of Storytelling in Business[8:42] The Origins of Doctor Who[15:06] The Evolution of Doctor Who's Characters and Branding[19:47] Comparing Doctor Who to Modern Brands[27:31] Exploring Doctor Who's Production[29:24] The Power of Soundtracks in Marketing[30:39] The Impact of Jingles in Advertising[33:12] Time Travel in Marketing[51:48] The Role of Storytelling in MarketingLinksConnect with Michael John LevyLearn more about Online Rewards and WorkProudAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and ...
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    55 mins
  • Spotify Wrapped: B2B Marketing Lessons from the Viral Marketing Campaign with the Head of Marketing at Postman, Justine Davis

    Spotify Wrapped: B2B Marketing Lessons from the Viral Marketing Campaign with the Head of Marketing at Postman, Justine Davis
    Sep 24 2024
    What if you created a campaign so good, so coveted, that users looked forward to it every year? And what’s more, non-users convert just to be a part of it.We’re referring to the viral marketing campaign, Spotify Wrapped, and how they made their marketing masterpiece.We’re doing it all with the help of our special guest, Head of Marketing at Postman, Justine Davis.Together, we talk about making or buying exclusive content, sharing insights about your customers, and much more.About our guest, Justine DavisJustine Davis is Head of Marketing at API platform Postman. She previously served as Head of Marketing for Atlassian’s Agile and DevOps suite of products. With over 9 years experience working with DevOps teams and tools, Justine is passionate about solving needs for customers. Outside of work Justine is a mom, avid reader, and loves to close the move goal rings in sunny Scottsdale, AZ on her Apple Watch.What B2B Companies Can Learn From Spotify Wrapped:Make or buy exclusive content. It’s like how you can only get your own Spotify Wrapped if you subscribe to Spotify. The campaign got people to convert from Apple Music and other streaming services just because they wanted to get their own Spotify Wrapped at the end of the year. Having exclusive content will get people to convert to your platform. Justine says, “Their strategy was: ‘Build for audio and not music.’ This was the HBO model a little bit, which is they acquired podcasts that were with them exclusively. So like, if you wanted to listen to them - and love them or hate them, Joe Rogan is one of the biggest in the game and it was exclusive on Spotify for a long time - you had to go sign up for Spotify. So it worked very well for them.”Share interesting insights about your customers. You’re gathering tons of data about your customers. Feed it back to them as interesting and informative insights. It can be useful or even entertaining for them. It’s like how Spotify made billboards highlighting unusual playlist names, and even how often someone listened to a particular song. Ian says, “You're finding data about your customers that is really funny and weird and interesting and unique. You're sharing that with other people. You're putting it on a billboard or somewhere, and then you're taking photos of it and then sharing the photos of the billboards all over.” Just those few data points make for a myriad of opportunities to share with customers who then will want to share with the world.Quotes*”Spotify Wrapped is the perfect piece of serialized content. You get to come out with it every year. People know what's coming. They know what to expect and they're looking to you, not only to tell them what their Spotify Wrapped is, but also to make funny jokes about all the other people who made ridiculous stuff.” - Ian Faison*”You have to place your bets in a lot of different areas to grab attention. And understand that the user may hear it on repeat. So have that message be consistent across channels and in different formats.” - Justine Davis*”We've invested very heavily in community as well as a big piece of brand marketing, because there's no better advocate than your customers.” - Justine Davis*“The nirvana for someone doing content marketing is to create a little mini franchise, little mini brand of their marketing that people look forward to. I don't care at all about any other content that Spotify makes, but I care about Spotify Wrapped. It’s a perfect encapsulation of how your brand can be, where it's like people can care just about one thing that you make and not anything else. But the fact that you make that one thing is super valuable to them.” - Ian FaisonTime Stamps[0:55] Meet Justine Davis, Head of Marketing at Postman[12:16] Postman and API Marketing[14:23] The Origin and Evolution of Spotify Wrapped[22:29] The Power of Billboard Campaigns[27:04] Spotify Wrapped: A Marketing Masterpiece[27:53] Using Spotify Wrapped for Team Building[29:21] Integrated Marketing Campaigns[34:41] Investing in Podcasts[38:58] Postman: Content and Brand Strategy[47:14] Upcoming Postman FeaturesLinksConnect with Justine on LinkedInLearn more about PostmanAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.
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    50 mins
  • WWE: B2B Marketing Lessons from Randy Savage, Hulk Hogan and More with the US Market Brand Evangelist at GetResponse, Carlos Gil

    WWE: B2B Marketing Lessons from Randy Savage, Hulk Hogan and More with the US Market Brand Evangelist at GetResponse, Carlos Gil
    Sep 17 2024
    John Cena says that in the early days of his career, he struggled to break through as a WWE superstar.Cena says that’s because “people didn’t know who I was. They couldn’t connect to John Cena coming out in different tights and boots every time. No one could attach to who I was.”He says, “As entertainers, we kinda want to attach. You try to work on your character so people will relate to them and want to attach to them.”And when we talk about edu-taining, entertainment is half of that. Getting your consumer to attach to you is what we’re all about on Remarkable. So in this episode, we’re helping you become marketing superstars and drive that brand attachment with your consumers.To do that, we’re looking at parallels between the WWE and marketing. With the help of our special guest, US Market Brand Evangelist, Carlos Gil, we’ll talk about evolving with your consumer, giving your content personality, and much more.About our guest, Carlos GilCarlos Gil is a marketing expert with over 15 years of corporate digital and social media experience, and the bestselling author of ‘The End of Marketing’. Specializing in driving ROI through cost-effective, organic growth marketing strategies aimed at fostering customer loyalty and leading digital innovation for organizations. As a trusted subject matter expert, Carlos provides impactful marketing strategies for C-suite executives and corporate brands seeking provocative approaches to stand out in today’s crowded digital ecosystem.As the Brand Evangelist at GetResponse, Carlos leads strategic initiatives to boost the brand's visibility and foster partnerships in the U.S. Leveraging his expertise in brand building, digital marketing, and growth strategies.What B2B Companies Can Learn From WWE:Evolve with your consumer. Adjust your brand messaging and content to fit your target consumer. Aim to resonate not just with them, but with the cultural zeitgeist of the time and place. Carlos says, “You've got to evolve in business or your brand is going to cease to exist long term. And the reason for that is because your consumer is not going to be around forever. I love how WWE has this magical appeal to bring back like the vets, right? Like The Rock, John Cena, Undertaker. Like every time they bring these guys back, they're bringing them back strategically to appeal to an older consumer. Same thing happens in the world of brand marketing, you know, brands find ways to connect with older audiences or audiences that maybe have left them. They do remarketing campaigns or retargeting campaigns.”Give your content personality. If your brand was a wrestler, what would they be like? What would their signature moves be? Don’t be afraid to be different, loud, and have catch phrases. Carlos says, “Randy Savage was one of my favorite wrestlers because he was out there. He was loud. He was larger than life and he had a very distinctive voice. He had the catchphrase, ‘Oh yeah!’ He was just different as a wrestler. And to stand out in today's noisy digital ecosystem, you have to be loud. You have to find ways to be different. You can't say the same thing that everyone's saying. Your content can't look like every other brand.” Quotes*”I'm not a proponent of, ‘You have to go to my Twitter account to see a tease of a piece of content to then click outside of Twitter to then go to a website to give me your information to then get an email with a downloadable PDF that you really can't do anything with.’ It's too many steps. Remove the friction. Make content easily accessible to your audience.”*”If your content looks like every other brand out there that you're competing with, you're going to just get lost. You're going to get lost in the noise.”Time Stamps[0:55] Meet Carlos Gil, US Market Brand Evangelist at GetResponse[3:01] Wrestling's Storytelling and Marketing Parallels[6:55] Evolution of WWE and Business Lessons[8:48] Carlos’ Role at GetResponse[10:53] Understanding WWE and Its History[14:49] WWE's Business Model and Media Strategy[19:26] Content Marketing Lessons from WWE[26:52] The Art of Storytelling in Wrestling[31:49] Marketing Lessons from Wrestling[33:38] The Power of Storytelling in Business[43:40] Be Different: Marketing Like a Pro WrestlerLinksConnect with Carlos on LinkedInLearn more about GetResponseAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Meredith Gooderham, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the...
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    49 mins
  • Disney: B2B Marketing Lessons from the Magical Media Empire with Domo CMO Mark Boothe

    Disney: B2B Marketing Lessons from the Magical Media Empire with Domo CMO Mark Boothe
    Sep 10 2024
    Ask yourself: “What is the magic of my brand?” Every brand has it. It’s the special offering your company has that no other one does.That’s where you focus the message of your content. And it’s one of the things we’re talking about today.In this episode, we’re learning from the magic of the world of Disney. With the help of our special guest, Domo CMO Mark Boothe, we’ll talk about working your magic, focusing on feeling, and the power of distribution.About our guest, Mark BootheMark Boothe is Chief Marketing Officer at Domo. Mark brings over 15 years of diverse marketing experience and is passionate about driving Domo’s business growth through marketing initiatives. His mission is to empower all Domo customers and prospects with the insights and tools they need to make better business decisions and achieve their goals. In his previous role as VP of Community, Partner, and Field Marketing, Mark and his teams established new and strengthened existing programs to address customer pain points and create a greater sense of community. They also executed campaigns, programs and events that showcase the value of the Domo platform.Before joining Domo, Mark spent more than 10 years working in customer relations and marketing at Adobe and worked at Instructure as its senior director of customer marketing. He received his MBA from Utah State University and a bachelor’s degree from Brigham Young University. Outside of work, Mark enjoys spending time with his family and traveling.What B2B Companies Can Learn From Disney:Work your magic. Whatever the magic is that your brand has, that magic that sets you apart from competitors - make that the focus of your content. Mark says, “For Domo specifically, what's our magic? We're really, really good at helping people to use data effectively. We can help them make accessible interactions and interactive automations and simple integrations. We help people get value out of their data. And so for us, that's what the magic is. So we have to make that simple. We have to make it easy. We may have to make it understandable and the product has to work. That's what remembering the magic looks like for a software company that's selling visualization and BI and automation software.”Focus on feeling. Does your content feel like it’s part of the brand? Does it all evoke the same feeling? Ian says, “One of the things that Disney understands so well is the importance of the property fitting into their overall brand, but that the properties all are standalones. And I think that this is not something that we really understand in marketing. Like, we get obsessed with the colors or the style. We obsess over making it look right instead of feel right. But Disney, the brand is all about the way it makes you feel.”Have a distribution plan for your content. Before you make any content, make sure you have a plan to get it out in the world, and in front of the right people. Mark says, “For so long the phrase has been content is king. But my fight would be that distribution is emperor. Yes, content is really, really important. And it's amazing what you can do with really good content, but you can do a heck of a lot more with really good content that has exceptional distribution behind it. I can do really good things with really bad content that has exceptional distribution strategies and tactics put behind it. The key is, how do you make sure that you're developing and creating and synthesizing really good content that you can then put the right kind of resources behind so that you get it in front of the people that you really care about?”Quotes*”For so long the phrase has been content is king. But my fight would be that distribution is emperor.”*”I'm a big fan of test, test, test, test, test, test, and learn. But you live in a world today where you can make micro optimizations to pieces of content and things. So use the technology and the things that are in place to be able to make the micro changes you need to make content work.”*”Content is everyone's responsibility at this point. No matter what discipline you are in within marketing, you are a content marketer. We get so caught up sometimes then, ‘Hey, this quarter we're going to do X number of blog posts.’ Why? To what end? ‘We're going to create this many YouTube videos.’ Okay, ‘we're going to create a whole bunch of stuff on TikTok.’ Great! Like, what's the purpose? And backing up enough to say, Who's the audience? If your ICP is for a certain amount of these accounts that look like this, and these people who buy like this and need these things, and yet you're talking to all of them in the same way, you're going to fail.”*”Take the time to create really, really good content. We're not in the days anymore of ‘If you build it, they will come.’ There is more content generated right now than in any other time. So just to build good content doesn't get the job done. Building good ...
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    42 mins