Marketing That Moves the Needle with Amy Higgins of Cloudflare

Misaligned teams lead to missed opportunities. In today’s episode, we’re joined by Amy Higgins, Director of Content Strategy at Cloudflare, who explores the power of integrated planning in marketing. Amy highlights the challenges of siloed strategies, the importance of sales-marketing collaboration and the need for creative experimentation within structured marketing frameworks. She also discusses how businesses can measure ROI effectively while balancing long-term and short-term marketing goals.Key Takeaways:(01:15) Integrated planning keeps teams aligned from the start.(02:14) SEO-focused content should target buyers, not just end users, to drive real conversions.(03:38) A unified company goal, such as increasing ACV, helps align all marketing efforts.(04:46) Sales must be involved throughout the marketing process.(05:32) Word choices in marketing materials impact buyer perception.(08:03) Creativity in marketing should be tested strategically within proven frameworks.(09:00) ROI should be measured beyond revenue, considering internal and external impact.(09:38) New marketing initiatives must align with business goals.(10:23) Long-term marketing efforts, like podcasting, require patience and commitment.(12:05) The future of marketing lies in building engaged communities.Resources Mentioned: Amy Higgins -https://www.linkedin.com/in/amywhiggins/Cloudflare | LinkedIn -https://www.linkedin.com/company/cloudflare/Cloudflare | Website -https://www.cloudflare.com/This episode is brought to you by Content Allies.Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking. We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business. You show up and have conversations, we handle everything else. Learn more at ContentAllies.com. #B2B #BusinessLeaders #Leadership

Amber Naslund, Senior Manager of Marketing Solutions at LinkedIn, explores the challenges and opportunities in aligning sales and marketing teams. Amber sheds light on bridging the communication gap and fostering collaboration to achieve shared business goals. She shares actionable insights into improving sales-marketing alignment, focusing on understanding customer needs, creating cohesive messaging and the importance of metrics that reflect long-term success.Key Takeaways:(01:47) Sales and marketing often clash due to misaligned goals.(02:44) Marketers need closer connections with customers.(03:35) Fieldwork with sales improves marketing strategies.(05:11) Smaller teams like HubSpot excel in alignment.(07:51) Metrics should align with long sales cycles.(08:39) Trusting the process builds long-term results.(11:13) Team collaboration sparks optimism for meaningful impact.Resources Mentioned: Amber Naslund -https://www.linkedin.com/in/ambernaslund/LinkedIn -https://www.linkedin.com/company/linkedin/HubSpot -https://www.hubspot.comZapier -https://www.zapier.comThis episode is brought to you by Content Allies.Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking. We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business. You show up and have conversations, we handle everything else. Learn more at ContentAllies.com #B2B #BusinessLeaders #Leadership

Bria Bell, Senior Marketing Strategy Associate at JPMorgan Chase & Co., shares her insights on the role of corporate influencers in marketing and the power of authentic storytelling. Bria highlights the importance of cross-collaboration in regulated industries and creating human-centric content that builds trust and emotional connections. She also emphasizes the value of vulnerability and creativity in content marketing, even in highly regulated environments, and explores future trends in the field.Key Takeaways:(01:14) Building trust through industry knowledge and thoughtful storytelling.(02:30) Sharing expertise on LinkedIn to demonstrate thought leadership.(02:54) The importance of authenticity in creating genuine connections.(05:06) Tailoring marketing strategies to meet unique client needs.(06:25) Leveraging storytelling to connect with audiences and humanize brands.(07:19) Navigating compliance creatively as a collaborative process.(09:20) Emotional and human-centric content as a differentiator in B2B marketing.(09:40) Shifting away from buzzwords to deliver genuine, impactful messages.Resources Mentioned: Bria Bell -https://www.linkedin.com/in/briabell/JPMorgan Chase & Co. | LinkedIn -https://www.linkedin.com/company/jpmorganchase/JPMorgan Chase & Co. | Website -https://www.jpmorganchase.com/This episode is brought to you by Content Allies.Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking. We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business. You show up and have conversations, we handle everything else. Learn more at ContentAllies.com #B2B #BusinessLeaders #Leadership

On today’s episode, we’re joined by Michelle Ngome, Founder and President of the African American Marketing Association (AAMA) and Outreach Director of Entrepreneurship Recruitment at Goldman Sachs. From trends in content creation to strategies for building a community, Michelle brings valuable insights for marketers aiming to deepen their audience connections. She also shares the significance of thought leadership, the role of innovation in marketing and practical ways to implement short-form video in B2B contexts.Key Takeaways:(01:38) Shifting to raw, authentic content can engage audiences more effectively.(03:05) Short-form video clips are essential for social media engagement.(06:57) Thought leadership requires challenging the status quo.(07:22) Small, creative initiatives in marketing can lead to big results.(09:08) Starting a podcast can differentiate a business.(12:50) Mastering AI prompts can improve tools like ChatGPT.(15:23) Regular content audits keep websites relevant.(17:21) Sonic branding helps build a strong podcast identity.Resources Mentioned: Michelle Ngome | LinkedIn -https://www.linkedin.com/in/mngome/African American Marketing Association (AAMA) | LinkedIn -https://www.linkedin.com/company/african-american-marketing-association/African American Marketing Association | Website -https://www.aa-ma.org/Goldman Sachs | LinkedIn -https://www.linkedin.com/company/goldman-sachs/Goldman Sachs 10,000 Small Businesses | Website -https://www.goldmansachs.com/This episode is brought to you by Content Allies.Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking. We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business. You show up and have conversations, we handle everything else. Learn more at ContentAllies.com. #B2B #BusinessLeaders #Leadership

In this special episode, we’re joined by Jake Jorgovan, Founder of Content Allies, and TJ Bonaventura, Client Strategist of Content Allies, to discuss the podcast's evolution as it transitions from host David (Ledge) Ledgerwood to Jake and TJ. Jake and TJ talk about how they plan to carry forward the show’s legacy and reflect on lessons from their extensive experience in podcasting and B2B marketing. They discuss creating ROI for clients, building strong teams and aligning marketing with sales while introducing new formats and actionable insights for listeners.Key Takeaways:(01:41) The StudioPod and Content Allies merger opens doors for growth.(07:25) Listen Network enables ethical, effective podcast audience growth.(12:30) Podcasting is now essential in B2B marketing, requiring measurable ROI.(17:42) Strong teams and long-term relationships drive entrepreneurial success.(21:18) Aligning marketing and sales remains a key challenge for B2B leaders.(25:40) Content Allies is positioned as the agency of record for B2B podcasters, delivering complete solutions.(28:45) B2B companies need data-driven strategies combined with creative branding.(30:36) Misconceptions in B2B podcasting underscore the need for accurate insights.(32:16) Ledge reflects on meaningful conversations and the opportunity for aspiring podcasters to grow their shows.Resources Mentioned: Jake Jorgovan -https://www.linkedin.com/in/jakejorgovan/TJ Bonaventura -https://www.linkedin.com/in/tj-bonaventura/Content Allies | LinkedIn -https://www.linkedin.com/company/contentallies/Content Allies | Website -https://contentallies.com/Listen Network -https://listennetwork.co/This episode is brought to you by Content Allies.Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking. We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business. You show up and have conversations, we handle everything else. Learn more at ContentAllies.com #B2B #BusinessLeaders #Leadership

In today's episode, Mike Malloy, Founder and CEO of Malloy Industries, discusses the growing trend of fractional executives and how they help businesses grow, especially in B2B SaaS technology companies. Mike explains why having part-time experts can be more effective than full-time hires for many companies. He also gives practical tips on how CEOs can focus on big-picture growth while letting seasoned professionals handle daily operations. Key Takeaways:(01:20) The rise of fractional executives.(03:08) The role of emotional and psychological aspects in effective client engagement.(12:48) CEOs focus on strategic growth by delegating tasks.(16:05) The importance of building a supportive network.(25:55) Learning from past business experiences.(27:52) Managing cash flow for business sustainability.(34:00) Setting clear goals and metrics for success.(35:39) Prioritize creative work before reactive tasks.Resources Mentioned: Mike Malloy - https://www.linkedin.com/in/mwmalloy/Malloy Industries - https://www.linkedin.com/company/malloy-industries/Investopedia - https://www.investopedia.comDaily Dad - https://www.dailydad.comCliftonStrengths assessment - https://www.gallup.com/cliftonstrengths/en/home.aspxFinance cheat sheet - https://malloyindustries.com/resources/finance-cheat-sheet/Automate unlimited copy-and-paste - https://malloyindustries.com/resources/automate-unlimited-copy-and-paste/If cash is king then sales is queen - https://malloyindustries.com/resources/if-cash-is-king-then-sales-is-queen-2-0/Optimizing your schedule - https://malloyindustries.com/resources/optimizing-your-schedule-practical-strategies-for-makers-and-managers/Podcast links - https://malloyindustries.com/podMike Malloy email address - [email protected] episode is brought to you by Content Allies.Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking. We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business. You show up and have conversations, we handle everything else. Learn more at ContentAllies.com #B2B #BusinessLeaders #Leadership

In today’s episode, we’re joined by Justin Michael, Executive Coach. Justin shares his insights into the changing world of sales and marketing, focusing on new techniques and the importance of personal connections.Key Takeaways:(01:20) Justin’s method for pattern interrupt in sales.(02:52) Making business development techniques mobile-friendly.(05:01) The growth of sales tech and SDR strategies.(08:13) The importance of hyper-personalization in outreach.(09:50) Using omni-channel approaches to get noticed.(12:08) The need for real human-to-human conversations.(13:47) Tips for getting in touch with decision-makers.(16:15) The role of persistence and creativity in sales.(20:58) The impact of calm confidence in sales.(22:10) Focusing on the prospect’s needs and priorities.Resources mentioned:Justin Michael -https://www.linkedin.com/in/michaeljustin/This episode is brought to you by Content Allies.Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking. We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business. You show up and have conversations, we handle everything else. Learn more at ContentAllies.com. #B2B #BusinessLeaders #Leadership

In today’s episode, we’re joined by Steve Mordue, CEO of RapidStart Global, formerly Forceworks. Steve talks about managing a global team and the future of AI and remote work. He discusses his journey from starting Forceworks to adapting to new technologies, highlighting the need to stay ahead in the tech industry.Key Takeaways:(00:54) Slowing down and effectively delegating tasks is vital.(05:25) Transitioning from Salesforce to Microsoft and creating RapidStart apps.(10:50) The benefits of remote work and its early adoption.(15:40) How AI is transforming CRM systems and business applications.(20:15) Embracing machine learning and AI in business early on.(25:35) Moving to a subscription-based service model.(34:00) Balancing work and life as an entrepreneur.(45:00) The evolving role of technology in business.Resources Mentioned: Steve Mordue - https://www.linkedin.com/in/stevemordue/RapidStart Global | LinkedIn - https://www.linkedin.com/company/rapidstartglobal/RapidStart Global | Website - https://rapidstart.com/This episode is brought to you by Content Allies.Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking. We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business. You show up and have conversations; we handle everything else. Learn more at ContentAllies.com. #B2B #BusinessLeaders #Leadership

On today’s episode, we talk with Jason Radisson, CEO and Founder of Movo. Jason explains Movo’s use of gig economy ideas to improve how large companies manage their frontline workers with human capital management software.He also talks about how AI and machine learning improve workforce management, the challenges of automating traditional work processes and the future of work with AI.Key Takeaways:(01:13) Movo’s mission is to optimize human capital management for frontline workers.(02:56) The importance of real-time optimization and scheduling in managing large workforces.(03:57) Differences between traditional employment and gig economy platforms.(04:44) The impact of AI and machine learning on workforce productivity and management.(08:00) Challenges and solutions in automating processes within enterprises.(10:12) The future of work with AI and the importance of adapting to new technologies.(20:45) Jason’s insights on the psychology of entrepreneurship and lessons learned from his journey.Resources Mentioned:Jason Radisson - https://www.linkedin.com/in/jason-radisson/Movo | LinkedIn - https://www.linkedin.com/company/movohq/Movo’s | Website - https://movo.coContent Allies brought this episode to you.Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking. We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business. You show up and have conversations, we handle everything else. Learn more at https://contentallies.com/. #B2B #BusinessLeaders #Leadership

In today’s episode, we're joined by Erika Klics, Job Search Strategist, who discusses the evolving landscape of job searching in 2024. Erika emphasizes the importance of networking, being specific in your job search and understanding how to position yourself effectively in the current market.Erika shares insights on reflecting on your career goals, articulating your experience from a broader perspective and leveraging your network for referrals. She provides practical advice for job seekers, especially those who last updated their résumés years ago, and highlights the key strategies for standing out in a competitive job market.Key Takeaways:(02:18) The challenges of job searching in 2024 and the importance of a strategic approach.(03:00) The necessity of outreach and networking in the current job market.(06:45) Reflecting on past experiences to better articulate your career goals.(11:34) The significance of tailoring your résumé to fit your desired job.(16:28) The value of taking a bold stance during interviews.(24:07) The effectiveness of using referrals to reduce hiring risks.(29:00) Leveraging LinkedIn for job search success.Resources Mentioned:Erika Klics - https://www.linkedin.com/in/erikaklics/Erika Klics Job Search Company - https://erikaklics.com/This episode is brought to you by Content Allies.Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking. We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business. You show up and have conversations; we handle everything else. Learn more at ContentAllies.com. #B2B #BusinessLeaders #Leadership