Marketing Revisited

Marketing attribution has always been hot topic, but it was usually all about how much more data you could get. There's a new school of thought becoming popular now that attribution is misleading, distracting, and in some cases, impossible. So who better to talk to than the CMO and co-founder of an attribution platform, but also a marketer who understands the dark funnel and dark social - Steffen Hedebrandt.

Acquiring a company, and indeed being acquired by one, is one of the great branding challenges for marketing leaders.There are lots of considerations, and even more moving parts.On this episode, I spoke with Gwen Lafage, VP of Brand and Content at Sinch, who talks about what happens, and what should happen, from a brand perspective.With 4 acquisitions made by Sinch in just the last year alone, she had incredible experience and perspective to share.

Community is a term that's used so often in marketing that is can sometimes feel a little meaningless. In real marketing terms, what is it? How can you build one? And what does it drive for your business?There may be nobody more qualified (and passionate) to talk to the topic than Todd Clouser, Lead Brand Marketing Manager at Refine Labs.

What it means to research your audience has changed a lot in digital marketing over the years, and we've allowed a lot of that audience understanding to be done by ad platforms and algorithms. So what does it mean to do audience research properly, then? I spoke with Rand Fishkin, CEO and cofounder of audience research tool Sparktoro, to get the answers.

It's a hot topic right now to be a media company, but what does it mean to build one? I spoke with someone who is actively doing it to learn more. Mikhail Myzgin, VP Marketing at Slice broke it down with the detail and precision that only he could. It was a true masterclass of an episode.

Building a brand that people know and love is all the rage in B2B now, but what does that process actually look like? What better way to find out than talking to someone who was part of building an incredible B2B tech brand - Attentive. I spoke with Brooke Burdge, SVP of Brand Marketing, and founding member, at Attentive to get the insider view of building an amazing brand.

It's been known for a long time that video is format that brands need to be investing in, and yet we're still seeing the same hurdles at play in B2B - trying to be too serious, not being agile, overly polished at the expense of volume. So we revisited video with one of the most impactful video creators on LinkedIn right now, Chris Bogue, who talked through all of the ins and outs.

How well do you understand your customers? Most marketers will say plenty, but if you're not conducting real, thoughtful research, you could be making assumptions that are completely off. To talk through this, I spoke with Ryan Paul Gibson, founder of content lift, and we discussed it in detail.

When it comes to demand generation, enterprise marketing is a different beast. There is more complexity, longer sales cycles, and a much deeper history of lead generation and MQL dependency.So how do you make the shift to modern demand gen in this segment? I spoke to Fran Langham, Head of Enterprise Marketing at Cognism to find out.

Brand in B2B rarely gets the priority it deserves, let alone dedicated owners and budget. But that's changing.I spoke with Mark Huber, the Head of Brand & Product Marketing at Metadata, to learn how they're focusing on brand so effectively.