Marketers In Capes

Marketers In Capes

By Eytan BuchmanBusiness
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Marketers In Capes episodes

  • Marketing Reviews…And Marketing With Reviews with Yoav Aziz, VP Growth @ Yotpo

    When was the last time you bought something online without first reading some reviews?

    Thought so.

    In this episode, Yoav Aziz, the VP Growth at Yotpo and former growth manager at Fiverr, lays down how reviews have evolved (hint, it’s really not about having a trabillion reviews on Yotpo). He also talks about how Yotpo,  hot off the heels of raising $75 million dollars, structures growth, why making an onboarding LONGER improved activation rates, and more.

    For more details, some of Yoav’s favorite tools and more, check out the show notes at buchman.co.il/yotpo

    14 min
  • Epic B2B Category (and Content) Creation

    The most exciting marketers are in the boring industries (or at least the ones that look boring from the outside).

    Massive B2B budgets are thrown around for network security, which makes for a marketing strategy that absolutely must rely heavily on educating, segmenting, and nurturing. Which is where Idan Hershkovich, the VP Growth and Marketing at CATO Networks, comes in.

    As we talk about in S02E07, CATO combines some incredible category creation (together with Gartner, no less), with a fascinating nurture funnel approach, and, coolest of all, a survey-driven content strategy that I heard about from Merav Keren at CATO a year ago and haven't been able to shake. No spoilers but imagine a 50 question survey that drove more leads from people filling it out then the produced content itself ever needs to.

    More on this episode at buchman.co.il/cato

    17 min
  • PR’s Marketing Lessons And Webinars Done Right with Ethan Chernofsky @ Placer.ai
    In today's saturated environment, landing a hallowed TechCrunch pickup may just be the best training ground for marketers. 
    In this episode, Ethan Chernofsky of Placer.ai talks about the war lessons he picked up that make for incredible B2B marketing, how those lessons set the stage for COVID-driven webinars that regularly land 500+ registrations, his outlook on PR ROI, and more.
    More on this episode, Ethan's approach, and a killer podcast summary post at buchman.co.il
    16 min
  • Marketing Multiple B2B Brands (Well): Melissa Zeloof, VP Marketing at ironSource
    Every B2B marketer I know is incredibly jealous of slim, streamlined B2C products that offer one service to one type of buyer. Throw in stacks of products for multiple buyers, a few acquisitions, massive B2B scaling...and the brand life for marketers gets rough.
    In this episode, we dive deep with Melissa Zeloof, the VP Marketing at ironSource, to understand how she navigates the brand terrain. In just under ten minutes we cover:
    The approach that stopped ironSource from Lowest Common Denimonator-ing themselves to death, how a brand land and expand model works
    , two marketing strategies she recommends to start early on in a brand's life and how ironSource took thought leadership to the next level with LevelUp+, a sprawling educational brand play that combines contributed content with podcasts, blogs, and even events.
    Learn more about Marketers in Capes, see Melissa's favorite marketing tools, and get some concrete examples of how she crushes it at buchman.co.il/ironsource
    10 min
  • Scaling with (Almost) Accidental Exclusivity - Gaurav Vohra, Head of Growth @ Superhuman

    Superhuman has defined a new category of luxury SaaS.

    They take something we all use - email - and transform it into an incredible experience. And their brand reflects it.

    In this episode, I speak to Gaurav Vohra, a founding Superhuman team member and their Head of Growth.

    In just over ten minutes, we talk:

    1. The role exclusivity played in growth (275K people waitlisted and counting)
    2. How (and more importantly, why) it came about
    3. Why startups shouldn’t blindly follow launch playbooks
    4. Why marketers of tomorrow will not be just looking at marketing.

      5. You can read more about Superhuman's internal playbooks and get a list of Gaurav's top three productivity tools at:

      https://www.buchman.co.il/superhuman/


      11 min
    5. The 100K Member Community-Driven Brand with Nadia Hitman from JoyTunes

      When a small startup is recognized at Facebook F8 for building a killer community, when mother’s share their five year old’s piano videos, and when a brand hits both Apple and Google’s app of the day, you know something's up. 

      That something is Nadia Hitman.

      She's the VP of Brand Marketing at JoyTunes...and in this episode of Marketers in Capes, she shares her persona journey from P&G to 10+ million downloads, the #1 spot in education in app stores, and $42 million in funding.

      And that road lies through a rock-solid understanding of brand-promises, a seriously validated community experiment, and more. 

      Oh, and there's more on this in the show notes at buchman.co.il/joytunes!

      ---

      Learn more about Marketers In Capes with G-CMO at buchman.co.il or follow G-CMO on LinkedIn!

      13 min
    6. Data, Video and the Battle for Attention [Hila Shitrit Nissim @ Promo.com]
      The internet today is a fierce battleground. As millions of companies fight for attention, just getting the first two or three seconds from a user is getting harder and harder. 
      In this interview, Hila Shitrit Nissim, the VP Communication at Promo.com and former marketer at Viola, shares how Promo.com turns internal data into media pitches, how finding internal attention grabbers - whether it's data or videos - drives brand recognition, the big picture vision necessary to complement short videos of men in tutus and more. 
      There's also more on this in the show notes at buchman.co.il/promo!
      Learn more about Marketers In Capes with G-CMO at buchman.co.il or follow G-CMO on LinkedIn!
      14 min
    7. Marketing like a Three Year Old with Ran Avrahamy, CMO at Appsflyer

      Ran Avrahamy has grown AppsFlyer's marketing team from one - himself - to 70 strong, as the company itself grew to over 800 employees around the world. The analytics powerhouse has squarely set its goal on complete brand ubiquity, with a serious focus on offline events, driving a crazy amount of content, and socks. Lots of branded socks.

      In this episode, which kicks off Season 2 of Marketers in Capes with G-CMO, we take a look at how they made those brand presence aspirations come to life, how personalized events changed the game, three tips for B2B marketers getting started, and how Ran's three year old daughter inspires him to market better.

      Learn more about Marketers In Capes with G-CMO at buchman.co.il or follow G-CMO on LinkedIn!

      12 min
    8. Building a Zesty, Retention-Focused Movement with Yam Regev of Zest
      In this epic podcast, Yam Regev, the cofounder of Zest, former CMO at Webydo, and expert Ouzo drinker,  shares the specifics on capturing a massive community of over 140,000 diehard marketing evangelists. We discuss the value of a retention-based framework, specific KPIs to chase, when automation doesn’t make sense, and some of processes that work at the best marketing organizations in the world. Also, Shakespeare and job referrals. Seriously.
      Marketers In Capes shares practical, no-fluff marketing advice in ten minutes, give or take. Hosted by a human who likes marketing, Eytan Buchman, each episode features real-life marketing heroes talking about practical tips for standing out in a saturated world. See more rapid fire insights from heroes at Drift, MixPanel, Typeform and others at Buchman.co.il.
      13 min
    9. Pizza, Product Rosetta Stones, and Freemium Conversions
      You know when a podcast host only talks about Gilmore Girls and Pizza, while the guest sneaks in actual marketing tips?
      In this episode, Josh Slone, a content marketer-gone-product marketer at Gist, talks about how to bridge product development with what users actually want, user engagement (including how they got their freemium to trial rate up to 67% (yea, crazy), and an onboarding flow built on the one-two combo of segmentation and behavioral emails.
      We end with some thoughts on processes. It doesn’t get more exhilarating than that, ammiright?
      About Marketers In Capes:
      Marketers In Capes shares practical, no-fluff marketing advice in under ten minutes. Hosted by Eytan Buchman, each episode gets real-life marketing heroes talking about practical tips for standing out in a saturated world.
      See more rapid fire insights from heroes at Drift, MixPanel, Typeform and others here.
      11 min

    About Marketers In Capes

    From the publisher's feed

    Marketers In Capes, hosted by Eytan Buchman, shares rapid-fire practical marketing advice. Each episode asks real marketing heroes, famous or not, how they do what they do so well....and all in just about twenty minutes.