This week, Dustin chats with Gianna Scorsone, Co-Founder and Chief Operating Officer at ChampionHQ, about the concept of “Customer Marketing 3.0.” They delve into its evolving role, the importance of tracking and attribution, and why it often gets overlooked during budget cuts. Gianna shares insights on integrating customer marketing with customer success to boost NRR and explores how AI can streamline the process.

If you have any questions or thoughts, you can reach out to Gianna through LinkedIn. Also, check out ChampionHQ's website to learn more about their work.

Talia Wolf, Founder and CEO of Getuplift, joins Dustin on this week's episode to discuss the importance of using emotion in copywriting and conversion optimization. She explains that understanding how people make decisions and the emotions that drive those decisions is crucial for effective conversion optimization. She also discusses the balance between repetition and depth in messaging and the importance of a customer-centric approach. Talia concludes by addressing the role of AI in copywriting and conversion optimization, noting that while AI can assist in the process, it is the human touch and understanding of emotions that truly sets businesses apart.

You can reach out to Talia via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Getuplift's website to learn more about their work.

In this episode, Sam Shepler, CEO of Testimonial Hero, steps in for Dustin and he’s joined by Joel Klettke and Jen Enns, Founders of Case Study Buddy (acquired by Testimonial Hero in March 2024). They delve into the founding story and growth of Case Study Buddy, discuss the importance of customer storytelling, and share valuable tips from their experience as entrepreneurs. They also discuss overcoming early challenges, the significance of investing in quality talent, and strategic tips for creating impactful customer stories.

If you have any questions or thoughts, you can reach out to Joel and Jen through LinkedIn.

In this episode, Mason Cosby, Founder of Scrappy ABM, joins Dustin to talk about the different types of podcasts and how to measure their success. They explore the idea of content engines, account-based podcasts, and public figure podcasts. Mason provides insights on structuring content, curating thought leadership, and using podcasts as sales enablement tools. They also discuss common mistakes companies make when starting a podcast and share practical tips on repurposing existing content.

If you have any questions or thoughts, you can reach out to Mason through LinkedIn. Also, check out Scrappy ABM's website and podcast to learn more about their work.

AJ Bruno, Co-Founder & CEO at QuotaPath, joins Dustin in this episode to explain why starting a new software company in the current environment is challenging. They discuss the rapid changes in marketing, sales, product engineering, and the complexities of today's world, including the role of AI and venture capital. AJ shares insights on the evolution of sales tech, the importance of simple and effective compensation plans, and the necessity of adapting to ongoing technological advances. Tune in to learn how AJ navigates these challenges and what strategies QuotaPath employs to stay ahead.

If you have any questions or thoughts, you can reach out to AJ through LinkedIn. Also, check out QuotaPath's website to learn more about their work.

In this episode, Dustin welcomes Julia Winn, Head of Marketing at Air Traffic Control, to discuss the intricacies of aligning sales and marketing teams. They explore where the alignment often goes wrong versus where it can excel, emphasizing the importance of dropping egos and focusing on collaboration. Julia shares her experiences, both good and bad, with alignment and talks about effective strategies, such as avoiding over-reliance on outbound efforts and ensuring cohesive communication between teams.

You can reach out to Julia via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Air Traffic Control's website to learn more about their work.

Jordan Scheltgen, Founder & CEO at Cave., joins Dustin on this week's episode to chat about the content commodity trap, the challenges of content creation and the importance of original content. They also discuss the current role of personal branding, the need for a strategic approach to content creation, and the challenges of measuring marketing ROI.

If you have any questions or thoughts, you can reach out to Jordan through LinkedIn. Also, check out Cave's website to learn more about their work.

Kevin White, Head of Marketing at Common Room, joins Dustin on this week's episode to talk about the role of AI in the world of SDRs. They explore the impact of AI on SDRs, how to use signals instead of intent, and the future of SDR organizations. The conversation delves into the balance between AI automation and human intervention, the use of signals for personalized outreach, and the evolving role of SDRs in the modern marketing landscape.

This week, Dustin chats with Ollie Whitfield, a demand generation leader, all about webinars. They discuss the common mistakes made in webinars and how to improve them, the importance of creating engaging and valuable content, and the pros and cons of live webinars versus on-demand distribution. Ollie shares strategies for keeping attendees engaged and interested after the webinar, and they also explore different webinar formats, including panel discussions and debate-style formats.

You can reach out to Ollie via his LinkedIn profile if you have any questions or insights on the topics discussed today.

Victoria Sakal, Head of Growth at Wonder, joins Dustin on this week's episode to chat about lowercase r research. It refers to smart and informed research that professionals can conduct using various tools and solutions, and it's less time-consuming and costly than traditional big R research. She emphasizes the importance of ongoing research and ad hoc projects to gather insights and make informed decisions. Victoria shares the key components of a research framework, including internal data, primary and secondary research, and external sources. She finally highlights the importance of objectivity in research and suggests using a combination of qualitative and quantitative methods.

You can reach out to Victoria via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Wonder's website to learn more about their work and find a summary of helpful mindset shifts for building a more agile, always-on research engine.