Co-founder of Translated, Isabelle Andrieu, shares the unconventional journey of building one of the world’s top translation companies—from hacking early SEO with the Simpson or celebrities content, to launching an AI-powered SaaS tool, and branding through a global sailing regatta. A powerful story of resilience, creativity, and believing in humans in the age of AI.

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AI is top of mind for everyone right now, and this is especially true for tech companies who are adding AI features in their products. At CEGID, this is a major topic as AI is added to all their products to deliver more value to customers and help them save time everyday. But questions arrise : how to communicate this in brand? How to emerge from the crowd of all companies adding AI in their products? How to connect the brand promise with business outcomes? And how to use AI tools to create campaigns and assets that will have an impact on the right audiences? In this topic we tried to answer all those questions with Meigge Sauvaget, Brand Global team lead at Cegid with whom we had the pleasure to sit for an episode during the last B2Believe event in Paris. If you have AI features and you wonder how to proove their value to your customers and how to integrate them in your brand, this episode is for you!

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It's not every day that you get to record a podcast episode with a LinkedIn Top Voice to talk about LinkedIn marketing strategies! And we were not disappointed by this great discussion with Joshua Stout, Director of Advertising at Influent Social, and maybe one of the most prominent LinkedIn Ads experts. In this episode, we wanted to talk about measurement and how CMOs can show their successes with LinkedIn to their CFO or CEO. We discussed synergies with other platforms, the state of digital marketing, ROI and reporting, best practices and of course ended with the new Conversion API. Joshua explained how CAPI not only helps with understanding campaign performances but also helps set up even more effective campaigns with retargeting and predictive audiences. If you are a CMO or marketing expert who needs to prove the impact of your LinkedIn campaigns, if you don't know exactly where to position LinkedIn in your campaigns, then this episode is definitively for you!!

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In this new episode of Market'In, we have decided to discuss the latest report of the B2B Institue, by Derek Yueh, "How B2B Tech Brands Grow" with two LinkedIn Ads experts, who have been working with hundreds of companies to help them build a sustainable growth with LinkedIn.
Despite marketing's critical role in B2B technology companies, marketing leaders (particularly brand) don’t always get to exert the same influence as their peers in product. Exacerbating this imbalance over the past few years is the popular GTM strategy of “Product-Led Growth” (PLG), a theory that promises brands outsized growth by leveraging product as the main vehicle to drive acquisition, retention, and expansion. So, do PLG strategies deliver substantially different outcomes compared to traditional GTM strategies for B2B tech brands?

In this episode, we explore the situations where a PLG approach is interesting, but also the limits it can have to build a sustainable growth. We also talked about the role of investors, VFOs or CEOs in implementing those strategies and how marketers can talk with them to balance a short term approach with building mental availability for your brand in the long term.

If you are solely relying on "sign up for a free demo" CTAs, you might find this discussion interesting, or even eye opening!

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Welcome back in this new episode of Market'In! And we're happy to discuss a topic that is top of mind in many organizations: sales and marketing alignment, with Ekaterina Bovkun, Cloud Marketing Lead at Dassault Systèmes.

Together with Ekaterina we discussed the reasons why should marketing and sales work very close and the value they can get from that, but also went into very practical advices on how to do that. We discussed best ways to work together between sales and marketing and the different topics that they should be aligned on, including KPIs, contents and more.

If you are trying to get the most from both teams and increase effectiveness in your entire organization, this episode is for you!

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In this new episode of Market'In, we had the chance to discuss with Cedric from CEGID about the way they have redesigned their website, starting from an audience perspective, and not a product one. In this episode he explains us how they decided to start from pain / gain for clients to show them the right contents that would really matter to them and help them in their buying process.

With multiple business lines and very different audiences, the challenge was really huge and the team had to adapt and think about several dimensions in order to deliver the best experience, the one that would also drive quality leads, from the website, but also from a paid perspective, on LinkedIn.

In this episode, Cedric goes through all the steps the challenges and decisions that had to take place to make this strategy a reality. If you need inspiration for your website and your lead gen strategy, this is definitively an episode for you!

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For this new episode of Market'In, we wanted to know what is coming for marketers in 2024. To discuss this, we thought Ioana Erhan, who is leading the French and Italian sales teams for LinkedIn Marketing Solutions, was the perfect person to invite! She is talking with many clients from different industries, company size and countries and knows exactly what is top of mind for them.

In this episode we have discussed influence on LinkedIn, and the importance of relying on people to have the best results. We talked about "AI everywhere" and how it will help marketers be more productive and get more results. And we also discussed the urgency of measurement in a difficult context where being part of the shortlist is top of mind for everyone.

So what will 2024 be made of? Wait no more and jump in this episode!

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Welcome to this new episode of Market'In! We are happy to welcome our first guest in this podcast, and what an amazing guest! Al as a strong experience in the tech industry and has worked with many top companies on their B2B marketing strategies. And good news for you, he is here with us to share all the best practices he has learn over the years!

In this episode we discussed about the pressure for short term results that more and more CMOs are getting and how to respond to it. We talked about the importance of sales and marketing alignement, the way brand is impacting leadgen and how to create retargeting pools that will convert!

A lot of goodness here, and we look forward to present you our next amazing guests!

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In this new episode of Market'in, and the last one for our summer special (but don't worry, we'll be back very soon with amazing guests and content), we have decided to focus on Thought Leadership. According to a 2022 Edelman x LinkedIn study 61% of decision-makers say that an organization’s thought leadership can be more effective than traditional product-oriented marketing. This study also states that in times of economic downturns 46% of decision-makers say they are less receptive to sales calls and marketing outreach. So doing ads is great, and necessary, but there must be more to add to your usual marketing strategies.

We hope you'll enjoy this new episode, and that we'll see you soon on the next episode!

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Did you know that 71% of B2B ads are expected to generate no sales, because of a lack of creativity? Are you building your B2B ads with those 3 elements: voice over, stock image and logo reveal at the end? Then this episode is for you!

In this new episode of Market'in, we discuss what creativity means for B2B and how you can use it in your ads to impact your sales and grow your business. We talk about a few creative examples and share best practices to include in your upcoming creatives, including emotions, character and relatability.

If you want to have a chance to win the B2B price at the Cannes Lion festival next year, this episode is for you!

Ads mentionned in this episode:

- Time Fighters (Renault): https://youtu.be/JuvGvWmIXpc?si=bydcdjK63W2w_oVT

- Orange Cyberdefense: https://youtu.be/RHzAEKGWn_0?si=v8qsMAA7CunN-ivm

- LinkedIn CRM Cereals / Panda: https://youtu.be/v-S9QsMk_Vw?si=HAuzoyfZ0yEvb325

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