Executive Conversations

“One of the biggest issues when you only focus on leads is that you don’t have any Marketing-Sales alignment.” 

Hello hello! For episode 72 of the Flying Cat Marketing Podcast, we sat down with Max Eiden, founder of hey.ad, to discuss why marketing should not focus on generating leads, why people are overly focused on lead gen today, and how we can change marketing to be more customer-centric. 

Hey.ad is a lead generation company based in Hamburg, Germany. They help B2B SaaS companies increase their pipeline growth, and attract qualified users with their approach to holistic marketing and focus on demand generation. 

In this episode, we deep dive into holistic approaches to marketing, lead generation, and customer-centric marketing. Marketing has always been expected to deliver leads to sales—but our responsibility in this model usually stops after we hand over those leads. Max explains why this model is broken and how we can improve our marketing to match today's B2B buyer behavior by making it more customer-centric.

According to Max, “[if marketers] only have the responsibility of generating leads, [they] don’t know how much of the pipeline [they] generated, how many qualified ops [they] generated, or how much revenue [they] generated, because [they] think it’s not [their] responsibility to be aware of this.” It’s important for marketers, salespeople, and companies to think about lead generation in new ways because they’re working from models created in previous decades. Tune in to understand how they should approach it instead, and why.


In this episode we talk about:

• Customer-centric marketing
• Holistic marketing
• Demand generation 

Timestamps 

00:00-00:46 Introduction 

00:46-06:56 Why marketers shouldn’t focus on lead generation

06:56-08:40 Lead generation touchpoints vs. marketing touchpoints 

08:40-09:16 Differences in buying intent based on channels 

09:16-10:20 Why are we still so focused on lead generation today? 

10:20-11:13 What marketers should focus on instead

11:13-13:05 How does creating content on awareness channels influence word-of-mouth marketing? 

13:05-15:10 How to get your message across more often and more effectively 

15:10-17:22 Differences in lead generation and demand generation

17:22-19:51 How sales and marketing can work better together 

19:51-21:53 How to better understand your funnels and touchpoints

21:53-26:05 How to make the buying journey more customer-centric 

26:05-27:13 Outro

Connect with Max Eiden on LinkedIn: https://www.linkedin.com/in/maximilianeidenheyadsaas/

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“A good interviewer makes sure the conversation goes down a great rabbit hole that could have never been scripted. Those candid moments, right? It's like an art, you get to pull it and play with it and make it like a beautiful shining pearl.”

Hello hello. Welcome to another episode of the Flying Cat Marketing Interview Series. For episode 73 of the Flying Cat Marketing podcast, we’re with Wil Slickers, founder of Hospitality.FM, a podcast network for hospitality businesses.

When Wil first started podcasting, he was working full-time as a hotel manager. In 2019, when his podcast started really taking off, he was doing up to 5 episode recordings after a full day’s work at the hotel. That’s when he started thinking about monetizing.

Want to know how he did it? In this episode, we talk about establishing a voice within your podcast niche and attracting paying partnerships through guest appearances. You’ll hear how Wil went from having zero content structure to running a 10-episode podcast series with top names in the vacation rental industry and hospitality tech space.

We discuss how Chili Piper’s Demand Gen Chat podcast is getting it so right, how you can use podcast interviewing strategies to get the most out of your guests, and whether content quality or production quality is more important. To wrap things up, Wil shares how he built Hospitality.FM from the mic up.

In this episode:

• The difference between a podcast as a marketing opportunity and as a business
• How to monetize a podcast
• Chili Piper’s Demand Gen Chat podcast: What makes it so good?
• When to plan your content vs allowing for candid moments
• Whether production quality is more important than interesting content
• How Wil built Hospitality.FM to support business owners

Timestamps:

02:32-04:51 When does a podcast become a business?

04:52-08:31 How Wil began to monetize his podcast

08:32-11:46 Example of a podcast doing it right: The Demand Gen Chat podcast by Chili Piper

11:47-14:08 Why choose different voices to platform on your podcast?

14:09-17:06 How much should you plan your content?

17:07-19:37 Giving space to candid moments while interviewing

19:38-21:39 Is quality production more important than interesting content?

21:40-24:12 How Wil built the Hospitality.FM network

Connect with Wil Slickers on LinkedIn: https://www.linkedin.com/in/wil-slickers 

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“Rather than hire direct salespeople, you can accelerate your sales by going through a third party who's already got a customer base. They've already got that reach. They've already got a marketing program, so they can take that product out for you really quickly.”

Hello, hello. Welcome to another episode of the Flying Cat Marketing Interview Series. Today, I'm really excited to speak to Stewart Townsend, who is the co-founder of Podcast Hawk and also works as a consultant for Channel as a Service.

Stewart is the expert on channel remarketing, and supported SaaS household name Zendesk to find resellers for its products and grow the business into new markets. He was first brought into Zendesk in 2013 to build out a channel program across Europe. One of the biggest challenges he faced at Zendesk was educating people internally on what channel remarketing really meant.

Still not sure yourself? In this episode, you’ll get the lowdown on channel remarketing, why finding resellers is a great marketing strategy for your B2B SaaS company, and the most important thing to remember when building relationships with them.

Most importantly, you’ll hear how Stewart overcame his initial challenges with Zendesk to create a channel remarketing strategy worth at least $10m of revenue.

In this episode we talk about:

• B2B marketing strategies
• Channel remarketing
• Zendesk

Timestamps:

01:00-01:34 What is channel remarketing?

01:35-02:18 Channel remarketing vs white-labeling: What’s the difference?

02:19-03:33 Channel remarketing as a business model

03:34-06:13 Why choose channel remarketing?

06:14-07:25 Can you use channel remarketing alongside other marketing activities?

07:26-13:13 Case study: How Stewart selected resellers for Zendesk

13:14-16:17 What is a reseller looking for in a partner?

16:18-18:27 How do you make the partnership successful?

18:28-20:10 How does the relationship differ from integration partners?

20:11-22:03 Stewart’s biggest challenge: Growing his brand in the reseller market

22:04-24:46 Working with Zendesk: The results

Connect with Stewart Townsend on Twitter: https://twitter.com/stewarttownsend

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“If content works, and all of the processes that support that content work, then content has this ability to have a huge impact, not just in marketing, but across the business and the brand as a whole.”

Hello hello and welcome to another episode of the Flying Cat Marketing podcast. Today we spoke with Lauren Lang, Senior Content Marketing Manager at Constructor, as a part of our SaaS leader interview series. 

Constructor is an AI platform that helps e-commerce companies personalize their site experiences. Before entering the world of B2B content, Lauren was a college English instructor, but since 2014 she has been working as a content marketer and B2B SaaS brand and content strategist. 

Lauren starts by explaining the role that content should play for a business, and why it should cut horizontally across every one of an organization’s functions. “Content is really this connective tissue, this glue, that connects all of the marketing functions, and it at least touches most of the different business functions too.” She highlights how much of an impact content can play when it’s done right and everyone in the organization participates in its creation. 

She talks about what needs to occur for a content team to be cross-functional and what types of tasks content teams need to prioritize, as well as how content marketers should talk with leadership teams to get everyone at an organization on board with a cross-functional content strategy. 

Lauren also touches on what KPIs organizations should track to determine whether or not their content is making a difference for their business, and she details some quantitative and qualitative metrics that you can look at to measure the success of your content. 

Finally, she explains how cross-functional OKRs can help content teams have success, as well as how to be strategic when getting other teams involved with the work of the content team. 

How has Lauren managed to implement a cross-functional content strategy at Constructor? How can your content teamwork with other departments for content to have success?

In this episode we talk about:

• Content marketing
• Cross-functional content 
• Cross-team collaboration

Timestamps:

0:53-3:30 The role of content in an organization and the impact it can have

3:31-5:45 How small content departments can prioritize and make content creation easier 

5:55-8:36: How content marketers can incorporate positioning and branding into their role

8:37-10:45 Lauren’s evolution into a cross-functional role as Senior Content Marketing Manager at Constructor

10:46-12:02 How Lauren directs conversations with leadership on what needs to be done to get everyone on the same page

12:03-15:57 What should an organization measure to see if their content is successful?

15:58-17:32 How (and why) other departments should invest in the content function of an organization

17:33-23:54 Constructor’s content team and how they collaborate with other departments

23:55-24:55 The importance of being strategic when getting other teams involved with content 

Connect with Lauren on LinkedIn: https://www.linkedin.com/in/asklaurenlang/

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“Marketers have always gotten the unfortunate rap of being not as impactful as sales. So now, it becomes a lot harder to get buy-in from the rest of the organization to do the things that we need to do.”

Hello hello and welcome to another episode of the Flying Cat Marketing podcast! Today, we’re here with Ashley Levesque, VP of marketing at Banzai. We talk about building marketing and revenue teams, and why the current marketing team playbook is outdated.

Ashley Levesque grows teams and strategies that empower employees and transform businesses. In her time as a marketing and communications professional, she's built departments and functions from the ground up in industries ranging from manufacturing to SaaS. 

At Banzai, Ashley's responsible for empowering marketing teams with the skills, tools, and confidence they need to connect more deeply with their prospects and customers. 

She walks us through the current marketing playbook, why it’s outdated, and how modern marketing teams should approach their goals. 

“Marketing generates leads and kicks them over to sales. We all know that's not the way the buyer's journey works, but our organization is still set up that way.” Ashley reveals her top plays when it comes to building efficient teams, which include creating pods and bringing sales and marketing together.

Do you have the right metrics in place to measure success in your business? Are you communicating these metrics when onboarding new marketing hires? What happens if the expectations for your team aren’t laid out clearly?

During this episode, we talk about tips you can implement this month to ensure your marketing and revenue teams are going in the right direction, and with the least resistance.


In this episode: 

• Why is the playbook for creating revenue or marketing teams outdated?
• How should you approach building a marketing team?
• How knowing your weak spots can help you hire better 
• Is your onboarding process setting up your new marketing hire for success?
• Output, Outcome, Impact: What is it and how can you use the framework? 
• Meeting best practices for remote teams

About the guest:

Ashley Levesque grows teams and strategies that empower employees and transform businesses. In her time as a marketing and communications professional, she has built departments and functions from the ground up in industries ranging from manufacturing to SaaS. Her experience turning strategy into action makes her a vital asset for companies looking to grow quickly. At Banzai, Ashley is responsible for empowering marketing teams with the skills, tools, and confidence they need to connect more deeply with their prospects and customers.

Timestamps:

01:27- 02:55 How is the marketing team at Banzai structured?

02:56- 08:45 Why is the playbook for creating revenue or marketing teams outdated?

08:46- 10:01 How can you build a marketing team the right way?

10:02- 13:21 How can you set a new marketing hire up for success?

13:18- 13:22 How should you NOT go about onboarding new hires?

13:23- 15:09 The importance of documentation culture in businesses 

15:10-21:31 What is the Output, Outcome, Impact framework and how is it used?

21:32- 25:11 How to best stay on top of your goals using the red light, yellow light, green light approach

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How do you create thought leadership content at scale even if you don’t have access to leaders? 

By broadening your definition of what a thought leader is, and taking a holistic approach to content creation, that’s how.    

This week on the Flying Cat Marketing podcast, we talk to content marketer Brooklin Nash about how he takes expert voices and elevates them through B2B SaaS brands. Brooklin is a six-figure freelancer, aspiring seven-figure agency owner, and trusted by companies like Mixpanel, Skillsoft, and CloudShare, so we figure his advice is worth listening to! 

Thought leadership has become a bit of a well-worn phrase in recent years but, as Brooklin explains, genuine thought leadership is way more than CEO-driven opinion pieces. He defines it as “Putting expert voices front and center in your content that match who your audience is and who you're actually selling to, whether they're your business users, end-users of your product, or decision-makers.” 

With that out of the way, Brooklin walked us through his approach to getting time with subject matter experts, and how he makes the most of it to produce a true content web of knowledge that drives demand generation. Finally, he explained when and why content should be divorced from demand generation, and how to improve sales-marketing alignment to create sales collateral that can be used at all funnel stages.

All this and more in the full episode! 

In this episode: 

• Brooklin’s definition of what thought leadership is
• His content creation process, and how he scales it 
• How to avoid asking the same 101 questions in interviews with subject matter experts
• How to improve sales and marketing alignment 
• His experience creating content for Mixpanel and Hopin 
• How he gets time with internal and external experts 
• When and why content needs to be divorced from the product

About the guest:
Brooklin is a content marketer for B2B SaaS companies. He became an "accidental" six figure freelancer, and is now working to become a "purposeful" seven figure agency owner. He works with companies like Mixpanel, Skillsoft, and CloudShare, usually out of his home in Antigua, Guatemala.

Timestamps
01:37: Brooklin’s definition of what thought leadership is

03:29: His content creation process, and how he scales it 

04:01: How to avoid asking the same 101 questions in interviews with subject matter experts

07:40: How to improve sales and marketing alignment 

11:03: His experience creating content for Mixpanel and Hopin 

14:36: How he gets time with internal and external experts 

16:41: When and why content needs to be divorced from the product

Connect with Brooklin Nash on LinkedIn: https://www.linkedin.com/in/brooklin-nash/


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Hello hello! We’re about to show you that account-based marketing (ABM) can also be done without fancy technology.

While at the beginning you might need to focus on every single detail to get accounts to convert, ABM can be highly scalable.

In this episode, we invited the Director of Evangelism at B2B gifting company Alyce, Nick Bennett, who grew their whole business by following an ABM approach. He definitely knows a thing or two about targeted marketing. 

ABM has become a buzzword, and people are calling it all different kinds of names. Some refer to it as targeted, outbound, or account-based marketing. But it all amounts to the same thing: getting to know the person behind each account you want to close. 

This means finding out who they are at work, but crucially what they like to do after they close their laptops: what Nick calls the “five to nine”. And then, working those marketing qualified accounts (MQA) when they’re almost ready to convert. 

Whether you’re approaching accounts on a one-to-one, one-to-few, or one-to-many basis,  ABM, is much more than making targeted events or buying them gifts. It’s about really targeting those people, “we have a blueprint for every single account. And we know exactly what type of messaging to use,” Nick explains.

Doing ABM without an expensive tech stack to make personalized messages at a larger scale can be exhausting but not impossible. Nick explains how he made over 30 personalized landing pages by himself to close accounts, and how they’re doing it differently at Alyce today. 

To get a better understanding of how ABM works even without a lot of dedicated resources, don’t miss Nick Bennett’s episode.

In this episode we talk about:

• Account-based marketing
• Scalable ABM
• Targeted marketing that converts

Timestamps:

• 00:52 What does ABM really mean? 
• 08:24 Focusing on all the parts of the funnel
• 10:00 An alternative to measuring MQLs. 
• 13:06 Alyce’s ABM set up walkthrough
• 14:30 Actually setting up an ABM process can help CAC
• 16:03 Making ABM scalable
• 22:41 Insights on Nick’s new role as director of evangelism

Connect with Nick Bennet on LinkedIn

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“Readers are smart and they're doing their own research. So if you just give them a copy-paste approach to comparison pages, they're going to call you on that.”

Hello hello! In this week’s episode of the Flying Cat Marketing interview series, we’re here with Federico Jorge. Federico is the founder of Stack Against, delivering SEO-optimized comparison pages for SaaS businesses.

Federico tells us all about his best practices for creating competitor pages that drive revenue and challenge the status quo.

We discuss the best ways to distribute competitor pages, what mistakes to avoid, and how you can establish yourself as a thought-leader in your industry by devising the correct strategy.

Federico walks us through the exact workflow he and his team use at StackAgainst to create personalized competitor pages for companies like Cloudways, a cloud hosting platform. “We first created five comparison pages, which now have a combined lead count of 993 free trials and 926 sales.

How exactly did Federico and his team achieve these results? What can you learn from Stack Against’s workflow and strategy and how can you implement your findings?

In this episode we talk about:
- Competitor pages
- Comparison pages
- Strategy


Timestamps:

0:36 What are competitor comparison pages?
02:10 The different kinds of competitor pages
03:33 A new way to look at competitor comparisons: challenging the status quo
07:27 Examples of successful competitor pages: classic vs. roundup articles
11:32 How to best distribute comparison pages
14:06 Stack Against’s workflow for making competitor pages stand out
18:30 What to avoid when creating a new competitor page
20:42 Best practices for creating competitor comparison landing pages


Connect with Federico on LinkedIn: https://www.linkedin.com/in/federicojorge/


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“Product-let growth is basically just putting your product at the center of all that you do… In the product-led world, you’re letting the customer choose what’s the best journey for them.”

Hello hello and welcome back to the Flying Cat Marketing podcast! In this episode, we had a conversation with Breezy Beaumont, Head of Growth at Correlated, on what product-led marketing is all about, how the role of a marketing team shifts within a product-led organization, and how you can make it work for your company. 

Correlated is a product-led revenue platform targeted towards teams who want to expand through PLG and gain a better understanding of where to focus their efforts. Breezy walked us through the basics of product-led marketing (a strategy we’ve been hearing plenty about recently) and gave us some tips on the types of strategies you should employ when taking a product-led approach. 

Breezy revealed her top product-led growth plays, such as social selling, product virality, and post-conversion tracking and we also talked about the link between a community-led and product-led approach. 

Plus, she dove a bit deeper into the concept of social selling and how you can encourage your whole team to get involved when utilizing this method as a growth strategy. Finally, she touched on how to ease into a PLG strategy if you aren’t currently a product-led organization. 

If you’ve been seeing product-led growth pop up all over the place recently but still don’t fully understand what it’s about, you do not want to miss this episode. 

In this episode: 

• What product led-growth is
• When PLG can work
• How marketing strategies and roles shift in a product-led company
• What is social selling
• How to get your whole team involved in a social-selling initiative 

Timestamps 

0:47-2:02 What is product-led growth?

2:03-4:44 Differentiating your messages based on your brand vs. your product, and when product-led growth can work

4:45-7:08 Where does marketing fall in a product-led company? Do PLG companies still need sales and marketing teams? 

7:09-9:55 How the role of a marketing team shifts in a PLG company

9:56-12:05 Preparing yourself for success in a product-led organization and what types of marketing strategies/skills are essential in product-led company

12:06-13:49 Breezy’s best PLG plays

13:50-17:17 What is social selling and how do you encourage your whole team to get involved?

17:18-18:25 Is there a tie between a community-led and product-let strategy?

18:26-19:19 How to ease into a product-let growth strategy

19:20-20:19 Where to find Breezy and how to access Correlated resources


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How do you manage a large remote team while motivating your employees to take great care of your customers? By treating them as you’d like them to treat your customers, of course.  

In this week’s episode of the Flying Cat Marketing podcast series, we catch up with Adam Harris. He’s the CEO of property management software company Cloudbeds and tells us all about his experience virtualizing human connection while managing a remote team.

Adam walks us through the challenges of managing and scaling an entirely remote global team of 600+ people. He also lets us in on how to build an award-winning company culture that’ll set you apart in a crowded marketplace.

According to Adam, it all comes down to creating a community where people feel valued, celebrated, and supported. This results in fired-up employees who are not only aligned with the company mission and inspired to support each other, but also motivated to take excellent care of their customers. “Your number one asset is your people,” Adam says, “so you better take care of that greatest asset, develop it, give it things that lead to additional incentive.”

Adam goes on to explain how he gets people to “bleed blue” right from their very first interview, and shares his tips for hiring smart, motivated, and humble people for the Cloudbeds team.

To wind things up, he walks us through how he handles the challenges of juggling multiple tools and communications channels, and why prioritizing open, two-way communication ensures company values are transmitted directly to employees.

In this episode:

• How Cloudbeds went from a team of 3 to 600+ in 10 years
• How their processes and communication strategies have evolved along the way
• How to build a company culture that gets people fired up and aligned with your mission while setting you apart from competitors
• How to match people with environments that will make them thrive
• How to hire for the qualities you want in your team
• Why the C-suite has to be on board with your company culture
• How Cloudbeds handles the challenges of managing and communicating with an entirely remote team

About the guest:
Adam is the CEO and Co-fouder of Cloudbeds. He has a diversified finance, transmedia marketing, and web technologies background ranging from being a technology investment banker, a technology consultant to emerging business, and the founder of numerous technology startups. 

Timestamps:
00:52: How Cloudbeds got started
01:51: How their processes and communication strategies have evolved along the way
03:47: How Adam defines the Cloudbeds culture
05:14: How and why the Cloudbeds team has grown over the years
05:48: How to build a company culture that gets people fired up and aligned with your mission
08:32: How to match people with environments that will make them thrive
10:26: What self-care resources Cloudbeds makes available to their employees
11:39: How to hire for the qualities you want in your team and transmit your values in the interview process
12:26: Why the C-suite has to be on board with your company culture
15:25: How Cloudbeds’ company culture sets it apart from competitors
17:58: How Cloudbeds handles the logistics of managing and communicating with an entirely remote team
21:35: Cloudbeds’ approach to building their tech stack and collaborating internally
22:23: What’s next for Cloudbeds

Connect with Adam Harris on LinkedIn

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