Executive Conversations

“Take risks. Don't be shy. Throw every idea against the wall—you never know what's going to stick.” - Chris C. Anderson, VP, Head of Content @GleenSlate    In this episode, Maeva chats with Chris Anderson, VP Head of Content at Greenslate. They dive into the art of building executive relationships, presenting data-backed ideas, and navigating the unique challenges of different industries. Chris shares his tips on saving data from past campaigns, tailoring pitches to various stakeholders, and embracing risk in marketing. He also highlights the importance of identifying what resonates with executives and using experimentation to support new ideas. In this episode, we talk about: Content strategy Presenting data Pitching ideas Takeaways The importance of integrating experience: Chris values his CMO's extensive industry knowledge and incorporates it into his innovative ideas. Leveraging past data: Drawing from previous successful campaigns and roles helps in building strong cases for new initiatives. Experimentation for proof: Starting small with experiments to gather data can justify budget increases and gain support for larger projects. Collaborative pitching: Working with team members and leadership ensures alignment and enhances the quality of pitches. Adapting to industry changes: Navigating industry-specific challenges, such as entertainment strikes, requires flexibility and short-term focus. Time chapters [00:00] Introduction [00:50] Chris’s role at Greenslate [01:20] Building relationships in the remote workspace [02:33] How past experiences can influence current strategies [04:50] Pitching ideas and presenting data [06:26] Bridging industry differences with core principles [08:20] Experimentation as a proof point [09:58] Handling long-term initiatives with limited resources [12:02] How to condense detailed research into effective pitches [14:04] Collaboration for successful pitches [17:18] Managing short-term vs. long-term initiatives [18:37] Adapting to industry changes [21:31] Building frameworks in startups vs. established companies [25:10] Challenges in high-stakes environments like banking [27:38] Final thoughts and advice About Chris C. Anderson Chris C. Anderson is currently VP, Head of Content at GreenSlate, a Top Voice on LinkedIn with 105k followers, and he runs a newsletter called Career Forward. With over 15 years of experience in digital content, content strategy, and digital media, Chris has built and led teams, created and executed regional and global strategies, and launched and managed multiple brands and products across various industries and platforms. Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call

In this episode of Executive Conversations, Maeva talks with Jakub Rudnik, Head of Content and SEO at Softr, about the beauty of internal marketing, proving ROI for marketing initiatives, and leveraging content to drive measurable results. Jakub shares his experiences from G2, Scribe, ActiveCampaign, and Softr, highlighting the importance of effective experimentation, clear ROI demonstration, and the evolving role of content marketing in different organizational contexts. In this episode, we talk about: Content marketing ROI Internal buy-in strategies SEO and content strategy Takeaways: Proving ROI: How to demonstrate clear ROI from content marketing efforts to secure internal buy-in and budget. Internal Marketing: The need for effective internal marketing and selling strategies to get buy-in from multiple stakeholders. Experimentation: The value of running structured experiments with clear metrics to validate new marketing ideas. Adapting Strategies: Transitioning from top-of-funnel content to more targeted, bottom-of-funnel content for better conversions. Learning from Experiences: Through different companies, Jakub learned the importance of learning from past mistakes and successes to fine-tune marketing strategies Time Chapters: [01.27] Introduction  [03.30] Jakub's experience at G2 and the importance of proving ROI [06.06] Building attribution and balancing short-term and long-term strategies [10.01] The role of experimentation in marketing at Scribe [12.48] Moving to ActiveCampaign and bridging PLG with sales-led growth [16.45] Challenges and strategies in proving new marketing ideas at ActiveCampaign [21.44] Current role at Softr and the supportive culture for experimentation [24.30] Best practices for pitching marketing experiments [26.50] Wrap-up and key takeaways from the conversation About Jakub Rudnik: Jakub is the Head of Content and & SEO at Softr.io, a no-code platform for building internal tools, portals, and other apps. He previously was Head of Content at ActiveCampaign, Scribe, and G2, and he advises early stage companies on content and growth. He also teaches digital journalism and communications classes at DePaul University in Chicago where he lives. Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call

In this episode of Executive Conversations, Maeva interviews Gustav Wallberg, B2B Marketing Lead & Partner at Republiken. They explore how marketing leaders navigate conversations with CEOs, CFOs, and boards to bring their ideas to life. Gustav shares his experiences and pain points in aligning marketing and sales, balancing short-term and long-term goals, and building brand recognition. They discuss the importance of collaboration, earning trust, and finding the right initiatives to focus on. Gustav emphasizes the need for marketers to understand the strengths of their company and leverage them to achieve growth and he shares his journey from B2C to B2B marketing. Marketing alignment B2B marketing Sales collaboration Takeaways: Aligning marketing and sales: Gustav emphasizes the importance of working closely with the sales team, ensuring both departments are moving in the same direction and achieving common goals. Executive buy-in: Getting buy-in from both the CEO and the Head of Sales, with a focus on collaboration and presenting a united front. Balancing short-term & long-term goals: Practical tips for balancing immediate performance metrics with long-term brand-building efforts. Transitioning from B2C to B2B: Insights into the challenges and learnings from moving from a B2C marketing approach to a B2B strategy. Leveraging internal experts: Utilizing internal experts as brand spokespeople to build trust and credibility within the target market. Time chapters: [00:06] - Introducing Gustav Wallberg [01:12] - The pain points of marketing alignment [03:03] - Reporting structure at Alva Labs [04:06] - Importance of sales alignment over CEO buy-in [05:31] - Transitioning from B2C to B2B marketing [07:17] - Marketing’s role in go-to-market strategies [09:55] - Collaborative goal-setting with sales [12:42] - Adjusting marketing strategies based on company strengths [15:04] - Balancing short-term and long-term marketing goals [18:39] - Leveraging internal experts for brand building [20:04] - Practical execution of marketing initiatives [22:55] - Long-term vs. short-term demand gen strategies [24:25] - How to build trust incrementally [27:07] - Wrap-up About Gustav Wallberg: Gustav is a digital marketer at heart, first stepping into a CMO role in a high-volume B2C venture before transitioning into B2B SaaS. At Alva Labs, a Swedish tech scaleup in the HR space, he built the marketing function & GTM strategy, helping them grow ARR by 5x over the last 3 years. CTA Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call

"You shouldn't wait until you're in a leadership position before you start going deeper into the operational aspect of a business"- Julien Sauvage In this episode of Executive Conversations, Maeva chats with Julien Sauvage, who shares his journey from creative marketer to an accomplished data-driven executive at Clari. Julien discusses the importance of balancing creativity with operational excellence, strategies for getting buy-in from executives, and the impact of effective category design. Julien talks about the need for marketers to understand and use data to measure the success of their campaigns and navigate executive conversations effectively. In this episode, we talk about: Marketing budgets Category design Operations Takeaways Balancing Creativity with Data: How to combine creative ideas with solid data to ensure successful campaigns and win stakeholder support. Operational Excellence: Understanding and managing the operational side of marketing, including data analysis, budget management, and process optimization. Executive Buy-In: Strategies for securing executive buy-in by presenting clear, data-driven arguments and committing to long-term goals. Category Design: The role category design plays in ensuring consistent messaging and educating the market. Brand Measurement: How to measure the impact of brand campaigns using tools like conversation intelligence platforms and social media metrics. Time chapters [00:06] Introduction  [02:42] Julien's journey in developing executive skills [04:39] The importance of tying ideas to targets and budget [06:09] Operational excellence in marketing [08:07] Navigating executive conversations and getting buy-in [10:25] Implementing category design across the organization [12:25] Challenges in executing long-term brand plays [15:30] Getting buy-in from executives vs. team members [17:28] Convincing executives with data and peer validation [19:23] Mindset shifts in marketing [21:26] Measuring the impact of brand & category campaigns [24:29] Successful brand measurement strategies [27:31] Balancing short-term results with long-term brand goals [30:58] Introduction to marketing mix models [32:43] Wrap-up About Julien Sauvage Julien Sauvage is the GVP of Marketing at Clari, leading a dynamic team of exceptional marketers. With over 15 years in tech, including 10 in marketing, his focus is on revenue and AI technologies. He has worked with companies like Salesforce, Gong, and Talend. His goal is simple yet ambitious – to create awareness around Clari’s category, generate a steady inbound flow, and drive the go-to-market strategy. He aims for his products to become essential for customers. Beyond that, he’s involved in mentoring and teaching. And, he admits, he has a soft spot for 🥖 too.Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call

Welcome to Executive Conversations, where we explore how GTM leaders navigate executive discussions, market internally to gain support, and secure buy-in for long-term GTM strategies. In this episode of Executive Conversations, Maeva talks with Ran Yosef, VP of Marketing at Glassix. Ran Yosef had extensive experience in various marketing roles before becoming VP of Marketing. He discusses the challenges of gaining executive buy-in, particularly for long-term strategies like SEO. Ran emphasizes understanding your executive team, showcasing the value of proposed marketing strategies, and building trust within your organization. He also provides tips on how to best align your marketing and sales teams to achieve cohesive and effective results. In this episode, we talk about: Data-Driven Marketing SEO marketing Sales alignment Takeaways: Building Trust: Ran talks about establishing trust and how it’s crucial for getting buy-in for new ideas and strategies. Understanding Executive Preferences: Tailoring presentations to the executive team’s preferences increases approval rate. Proving Long-Term Value: Demonstrating the long-term benefits of strategies like SEO helps in gaining support. Collaborative Effort: Working closely with sales and other departments to align. Industry Knowledge: Knowing your industry and competitors make for a strong case when proposing new initiatives. Time Chapters: [00:07.202] Introduction [00:58.467] Ran's journey and how he built buy-in for SEO initiatives  [01:55.454] How to apply SEO as a primary marketing strategy [02:54.174] The importance of understanding executive teams for successful buy-in [05:15.838] How to tailor information to different exec’s preferences [07:42.814] Evaluating tech stacks [10:15.682] Aligning marketing and sales teams [13:01.854] Implementing tools to improve processes [16:38.11] How to pitch long-term marketing strategies [17:33.886] Demonstrating the long-term value of SEO to executives [20:09.374] Strategic SEO: Knowing your personas and crafting effective content [24:08.61] Building trust within your organization [27:40.354] Closing remarks About Ran Yosef: Ran Yosef, Glassix’s VP of Marketing, is a leading figure in AI-enhanced customer communication. With over a decade of innovative marketing strategies under his belt, Ran has significantly contributed to the growth of several startups. From SEO to PPC, Demand Generation, and Marketing Ops, Ran has helped numerous companies thrive in highly competitive markets. Hosting the Glassix Spotlight, a leading CX & AI podcast, Ran is deeply committed to the art of storytelling, believing in its power to engage and inspire. Ran’s visionary leadership and unwavering dedication not only drive Glassix’s success but also significantly influence the evolving landscape of AI-driven customer communications. Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call

“What I learned is that the farther up the chain I went, the more difficult it was to get things done for an end result. I was so used to being at the end result. I didn’t get to see all of the pieces that go into play in the beginning, which of course starts with marketing budget.”- Mick Essex Welcome to the very first episode of Executive Conversations, where we explore how GTM leaders navigate executive discussions, market internally to gain support, and secure buy-in for long-term GTM strategies. In this episode of Executive Conversations, Maeva speaks with Mick Essex, Head of Growth & Partnerships at POWR.   Mick shares his journey from journalism to sales and marketing, highlighting the importance of detailed planning and setting realistic, yet ambitious OKRs. He discusses the challenges of securing marketing budgets, achieving buy-in from leadership, and strategically planning marketing efforts. Mick discusses the need to align marketing goals with the total addressable market. Mick also talks about the importance of planning campaigns and having contingencies in place, as well as the unique challenges of working in a highly regulated industry. He also offers ideas for creating effective marketing strategies with limited budgets.     In this episode, we talk about: Marketing budgets Executive buy-in Strategy   Takeaways: Importance of Detailed Planning: Mick emphasizes the need for thorough planning and having contingencies for marketing campaigns. Securing Buy-In: Effective strategies for getting executive and cross-departmental buy-in for your marketing initiatives. Budgeting Challenges: Presenting realistic marketing budgets based on category benchmarks and your total addressable market (TAM). Marketing in SaaS: Unique aspects of marketing in the SaaS industry, such as tackling free and freemium models. Using Data Effectively: Harnessing Google Analytics and other tools to understand traffic, conversions, and optimize your marketing efforts. Chapters: [00:07] - Introduction [00:55] - Mick’s journey from journalism to marketing [03:46] - The challenges of getting budget approval [05:11] - Getting buy-in marketing campaigns [08:06] - Aligning marketing goals with the Total Addressable Market (TAM) [09:46] - Strategic planning and creating contingencies for campaigns [12:06] - Unique SaaS marketing challenges and strategies [14:12] - How to be effective with limited marketing budgets and resources [17:07] - Learning lessons from previous roles and applying them to current strategies [18:40] - Challenges within the healthcare industry [21:08] - The importance of proving your value early [24:21] - Setting and achieving your OKRs [26:23] - Closing remarks   Mick Essex is the Head of Growth & Partnerships at POWR where he has been for the past 2 years. POWR works with small businesses and solopreneurs across the world providing them with no-code marketing and sales website tools to help grow their business online. Connect with Mick Essex on LinkedIn. Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call

Welcome to another episode of The SEO Growth Podcast! This time, we talk with Alex Ross, a Content Marketing Head, about the tenets for the success of a company newsletter. Today we chat with Alex Ross about getting your newsletter to feel like a magazine off a shelf. Alex chats to us about her time at Clearbit and how she contributed to the wide success of their monthly newsletter. Alex provides us with practical tips for creating a newsletter that resonates with your audience like lacing in pop culture references, having catchy subject lines, and keeping it light and fun. Alex also shares her process for producing newsletters, like ensuring there is an editor that goes through everything with a fine-toothed comb and injects the company’s tone of voice into the piece. She also discusses the importance of receiving and incorporating reader feedback. She shares the importance of switching up topics and seeing what becomes most popular with your readers. Tune in to find out how to write the perfect company newsletter! In this episode, we talk about: B2B Newsletter Content Marketing Tone of voice Timestamps: [00:08] Introduction [01:10] Alex’s time at Clearbit [02:08] The wide success of Clearbit’s newsletter [05:44] The process for writing a great newsletter [08:19] Coming up with ideas for writing [12:00] How to engage with your subscribers [13:08] Understanding what resonates with your audience [19:50] Improving your B2B newsletter game [23:09] Wrap Up About Alex Ross Alex Ross has been in content marketing since blogs were ranking with just a couple hundred words. Working with several B2B startups throughout her career, Alex is no stranger to building content systems from the ground up. Alex is a Senior Content Marketing Manager for B2B companies.  When she’s not creating content, you can find the San Diego native exploring her city through tacos, craft beer, and Padres baseball. Connect with Alex Ross on LinkedIn: https://www.linkedin.com/in/alexandra-suarez-ross/  Join the Flying Cats Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊 Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic in a sustainable and predictable way. Website: https://www.flyingcatmarketing.com/ LinkedIn: https://www.linkedin.com/company/flying-cat-marketing

"Everyone internally talks about what we do differently, and that translates to how they communicate their values externally. Anytime there's disarray inside the house, you can always feel it outside the house." Welcome to another episode of The SEO Growth Podcast! This time, we discuss with Aaron Janmohamed, VP of Marketing at BoostUp AI, about the transformative potential of a strategic narrative. In this episode, we chat with Aaron Janmohamed about the development of a strategic narrative and its impact on marketing strategy and organizational success. Aaron shares insights into the process of reviewing and revamping BoostUp AI's strategic narrative, emphasizing the importance of aligning messaging with the target audience's needs and creating internal alignment. He highlights the significance of customer interviews in shaping the narrative and discusses the role of the CEO in driving its adoption across the company. The episode provides valuable lessons for marketers and business leaders seeking to enhance their strategic narrative and effectively communicate their value proposition. Tune in to gain insights into aligning messaging with audience needs, fostering internal alignment, and effectively communicating value propositions. In this episode, we talk about: -strategic narrative -marketing strategy -organizational success Timestamps: [00:00:00] Discussing Strategy Development and Proper Marketing with BoostUp AI's Marketing Manager, Aaron Janmohamed [00:00:53] BoostUp AI's a strategic narrative review [00:03:02] Aligning marketing through a strategic narrative [00:06:56] Creating a strategic narrative from ICP conversations [00:10:46] Making adjustments to the engineering roadmap through customer feedback [00:12:33] Revamping business narrative and strategy [00:17:17] Mastering strategic narrative development [00:22:29] Building a marketing narrative [00:24:45] Strategic narrative review: Principles and guidelines [00:27:29] Wrap Up About Aaron Janmohamed Aaron is a seasoned marketing leader who left behind a successful career in enterprise sales to become a driving force in the tech startup world. With expertise in building high-performing teams, crafting strategic narratives, and creating desirable brands, Aaron excels in helping Series B and C startups reach new heights. His extensive experience in digital demand, product marketing, content strategy, brand development, and more, combined with his 10+ years in sales, making him a versatile and impactful marketer. Beyond his professional pursuits, Aaron is also a skilled writer, podcaster, and avid skier. Connect with Aaron on LinkedIn: https://www.linkedin.com/in/aaronjanmohamed/ Join the Flying Cats Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊 Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic sustainably and predictably. Website: https://www.flyingcatmarketing.com/ LinkedIn: https://www.linkedin.com/company/flying-cat-marketing

“You need to know all extraneous variables affecting your audience’s pain point and use the LEMA framework to build content around that.”Lily introduces us to the LEMA Framework, which stands for Logic, Explicitness, Memorability, and Actionability. She explains that remarkable content needs to engage readers, be clear and explicit, leave a lasting impression, and provide actionable steps for the audience.Throughout the episode, Lily provides insights on how to apply the LEMA Framework to content creation. She highlights the importance of defining the search intent and target audience, crafting headings and subheadings that address the readers' knowledge level, and creating a thesis with novel ideas. Lily also emphasizes the significance of providing clear actions, breaking down complex information into digestible pieces, and using visuals to enhance understanding.Tune in to discover how to use the LEMA Framework to create content that captures your audience's attention and delivers value!In this episode, we talk about:Content strategyLema frameworktarget audienceTimestamps:[00:05] Introduction[01:20] Exploring the LEMA Framework: Logic, Explicitness, Memorability, and Actionability[06:37] Coined concepts, novelty, and relatability[09:45] Analyzing a blog post breakdown and defining search intent[15:00] Understanding the audience's needs and goals[17:17] Creating an outline tailored to audience interests[19:34] Crafting clear and specific H2s[24:50] Applying the LEMA Framework and tailoring content to different audiences[27:20] Wrap UpAbout Lily UgbajaLily Ugbaja is a Content Marketing Consultant who's helped brands like WordPress, Hubspot, and Zapier win more of their best buyers with content. She runs 3 blogs of her own and previously worked as a Content Marketing Manager at Animalz helping brands like SimpleLegal grow traffic by over 500%.Connect with Lily Ugbaja on LinkedIn: https://www.linkedin.com/in/lilyugbaja/  Join the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic in a sustainable and predictable way.Website: https://www.flyingcatmarketing.com/LinkedIn: https://www.linkedin.com/company/flying-cat-marketing

“Google is attached to fresh content that includes all the latest nuances in information. We focused on our keywords, and made sure that all the reoptimised pieces were up to date with the latest information, as well as the best graphics, latest use cases, SMEs and quotes.”Welcome to another episode of The SEO Growth Podcast! This time, we chat with Justyna Dzikowska, Head of Marketing at Brand 24, about effective SEO strategies, targeted keywords, and understanding the customer journey for successful digital marketing.In this episode, we dive into the world of SEO with Justyna as she shares valuable insights and strategies for creating an effective SEO strategy. Emphasizing simplicity and a narrow focus, Justyna provides practical tips to optimize your website and content, improve rankings, and drive organic traffic. Discover the role of understanding the customer journey, the limitations and benefits of AI-generated content, and gain actionable SEO recommendations for tailored strategies based on your business context.Learn how to optimize your online presence, enhance user experience, and achieve sustainable growth. With a focus on simplicity, tailored approaches, and understanding the customer journey, you'll be equipped to drive organic traffic, improve rankings, and create valuable content. Don't miss out on these practical tips for optimizing your SEO strategy and staying ahead in the digital landscape.Tune in to find out expert insights, practical tips, and actionable advice that will empower you to optimize your SEO efforts and achieve remarkable growth in the digital landscape!In this episode, we talk about:SEO StrategyTargeted KeywordsCustomer JourneyTimestamps:[00:00] Introduction[00:57] Importance of tailoring SEO strategy to the customer journey and products[02:42] SEO opportunities and growth in keyword ranking[04:52] Focusing on what converts and optimizing existing content[09:20] Monitoring performance, updating older articles, and tracking metrics[13:37] Benefits and limitations of AI-generated content in SEO[19:18] Balancing AI and human input in content creation[24:43] SEO tips for creating an effective strategy[25:44] Wrap-upAbout Justyna DzikowskaJustyna Dzikowska is an accomplished marketing professional with nearly a decade of experience in the field. With a talent for transforming sales pitches into compelling stories and tech products into effective solutions, Justyna has honed her expertise in various marketing tools, strategies, and approaches. Recognizing the power of content, Justyna firmly believes in the mantra "Content is King," constantly adapting to its ever-evolving nature within the rapidly changing IT industry. Her deep understanding of the industry's dynamics and integration with areas like data, social media, and video has enabled her to achieve remarkable results, focusing not only on views but also on ROI.Connect with Justyna Dzikowska on LinkedIn: https://www.linkedin.com/in/justyna-dzikowska-content-marketing-digital-pr/ Join the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊Website: https://www.flyingcatmarketing.com/LinkedIn: https://www.linkedin.com/company/flying-cat-marketing