Marketing: Behind the Curtain

On this very…unfiltered…episode of Marketing Behind the Curtain, we sit down with our friend Justin Keller, VP of Marketing at Terminus. After three years of calling them our partner, we’re pretty familiar with the clever and attention-grabbing marketing from Terminus. Their event, Break Sh!t, is no exception. Hear from Justin about why he refuses the idea that B2B marketing has to be boring.

We’ll touch on:

-Justin’s transition from working at Sigstr, to being acquired by (already friendly) Terminus

-Why passion for what you’re marketing needs to come before everything else

-Brand marketing’s value, despite less qualitative results

-Marrying your product to something that the public already loves, like dynamic email signatures x Schitt’s Creek)

-Mistakes make us human, and they can be more attention-grabbing than any campaign

Check out the Terminus event: Break Sh!t on May 19, 2021. Register here!

Like many, Vice President/CMO of Corporate/Business Development Bruce Milne, and his team at Pivot3 never could have prepared for the unique opportunities that COVID-19 would present.

However, not even a pandemic could affect the mission-critical nature of physical security and video surveillance. In the physical security market, 60% of data captured is video, and 80% of that is video surveillance. As we get a taste of what life might be like on the other side of virtual meetings and social distancing, schools and businesses of all types will only have a greater emphasis on safety and security.

With 20 years of marketing experience under his belt, Bruce gives us a peek behind the curtain when it comes to how he and his team market Pivot3’s solutions.

We’ll also touch on:

-An unmatched level of insight that comes with building an executive team who has dabbled in every other function within the organization

-Looking at marketing through the lens of art vs. science

-The power and value of marketers ability to write exceptional prose, and synthesizing content based on audience (Sounds like the team over at SealedAir!)

-Building and optimizing your solutions around real-life retrospectives on successful implementations

-Naming products after the outcomes your services will provide (Smart City, Safe Casino, Safe Airport) with vertical-based messaging

According to McKinsey, the subscription box market revenue was valued at $10 billion in 2019. John Roman, the CMO of BattlBox, has witnessed this jump from just $2.6 billion in 2016 as he closes in on his fifth year with the company. John shares with us the unique ways in which BattlBox builds their teams around a passion for the product, and what your content strategy looks like when your brand lands itself a television series.   We'll also touch on: -How running an in-house team that functions like an agency works for them -Finding ways to build and foster an online community around your product -The sheer value of influencer marketing -Inviting customers who know your product front to back to join your team

According to McKinsey, the subscription box market revenue was valued at $10 billion in 2019. John Roman, the CMO of BattlBox, has witnessed this jump from just $2.6 billion in 2016 as he closes in on his fifth year with the company. John shares with us the unique ways in which BattlBox builds their teams around a passion for the product, and what content strategy really looks like when your brand lands itself a television series.   We'll also touch on: -How running in-house team that functions like an agency works for them -Finding ways to build and foster an online community around your product -The sheer value of influencer marketing -Inviting customers who know your product front to back to join your team

On this episode of Marketing Behind the Curtain, we sit down with Justin Helmig, CMO of LifeOmic. A transformed software engineer, Justin shares just how building a talent brand is the best driver for getting A-level talent through the door.   We'll touch on:   -What goes into building a talent brand: culture, reputation, reviews, and investing in professional development   -Keeping the marketing team process-light and full of empowered and accountable individuals   -The variation between enterprise B2B and consumer-facing Martech tools   -Building a culture where it's acceptable to move quickly, make a mistake, own it, and learn from it

A grocery tech company that was born on a subway ride in Chicago by a busy mother on her commute, CEO Katie Hotze, never could have predicted that a global pandemic would leave many facing two common dilemmas: no one wants to leave their home, and everyone is running out of dinner ideas. Enter Grocery Shopii: a seamless online grocery shopping experience from meal planning through checkout.

We sat down with their Chief Marketing Officer, Louise Pritchard, who shares the importance of being able to pivot when the demand for your product sees a dramatic uptick.

We'll touch on:

• Square one should always be listening to the customer and their goals
• "No" can be the most important word when you're a small company seeing high demand, but looking to grow steadily
• As a B2B business, the value and challenge of telling your customer what their customers are thinking

On this episode of Marketing Behind the Curtain, we sit down with Tara Youngblood, CEO of Chili Technologies. Their product, the ChiliPAD, is extremely popular among professional athletes, biohackers, and trainers across the US. She'll give us the scoop on what practices have enabled her team to see such great success within the e-commerce world. We’ll also touch on:  

• Why video content is the most compelling for e-commerce
• How archetype models inform your marketing
• Production tips when it comes to video
• Good channels to start with for content marketing including Facebook, Instagram, YouTube, podcasting, and user-generated content

On this episode of Marketing Behind The Curtain, we hear from Jenn Grabenstetter, VP of Global Brand & Content Marketing at Sealed Air just down the road in Charlotte, NC. In recent, the packaging industry has garnered more interest as the public needs more reassurance than ever that the food in their kitchens has been properly protected from germs. Jenn shares how her team operates in two-week sprints, adapting an agile marketing model, and why they like to be “a little bit dangerous at everything."

We’ll also touch on:

• Starting with a deep dive into the persona of their customer: their experience, their problems, and their needs
• Building multi-functional campaigns that cater to both B2B and B2C audiences
• Reallocating funds to content production practices that are safe and more productive during a pandemic
• How every Friday afternoon is your personal ritual time at Sealed Air

In this episode of Marketing Behind the Curtain, Devin Kelley sits down with Ken Mills, CEO of IntelliSite, to get a look at the transition of leadership at this venture capital backed technology company. Having stepped into his role amidst the COVID-19 pandemic, Ken shares ways that he and his team drive accountability and communicate virtually. We’ll also touch on:

-Marketing and sales alignment as the backbone of your business

-Dedicated internal digital transformation teams

-The waiting game of making big changes that may not immediately reflect in revenue

-Hiring capable, flexible, great people & getting out of the way

 

Listen to this and all other episodes of Marketing Behind the Curtain at Apple Podcasts, Spotify, or our website.

Joe Matar, VP of Marketing at Brazen, and his team have seen an unprecedented demand for their technology in the virtual recruiting space over the last six months as many companies have moved their operations completely online. In this episode, Joe shares with us how he and his growing team are adapting to keep up with the growth they have seen in our newly remote world.

In addition, we’ll also touch on:

-Some of Joe’s favorite technology tools: HubSpot, Trello, and Asana to name a few

-Proactively looking at data to inform your marketing strategies

-The importance of detailed process, especially as teams grow

 

Listen to this and all other episodes of Marketing Behind the Curtain at Apple Podcasts, Spotify, or our website.