A passion for jumping proves useful in today’s world of hurdles

Dave Hunt, CEO and Founder of Crossrope, gives us the low down on how he built the most efficient fitness experience on the market. With a circumstantial rise in demand for at-home fitness, “sometimes better lucky than good” has new meaning for Dave and his team.

In addition to how his team has adapted to record-level sales, we’ll touch on:

-Creating a buildable & sustainable business model by always ”striving for continuous improvement”

-Balancing eCommerce strategies while maintaining brand integrity

-Leveraging thought leadership and content marketing as its own revenue stream

-The value of building a high-aptitude team over a high-skilled team

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

Most people change jobs every 5 years. 

And most have a favorite tech tool, but they don’t cancel it when they leave. 

Suddenly you have four digital ad tools when you only need one.

On this episode, I interview Jeremy Middleton, Head of Marketing Strategy & Operations at Kenna Security, about drowning in tech tools.

On this episode, he discusses:

• Why siloism causes a glut of tech tools.
• The process for knowing whether you need to buy tech tools or not.
• Explaining context when you share your vision.
• Proper transition planning.

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

We all can use a funny cat video now and then.

But, when you think about it, video as a means of communication has so much more potential.

Vidyard’s VP of Marketing, Tyler Lessard, fills us in on the power and versatility video can have in every stage of the buyer’s journey.

Plus, he talks about:

• Using video to educate.
• How Vidyard is working to create a market category.
• Tips for marketers just getting into video.

To listen to this episode and more like it, subscribe to Marketing: Behind the Curtain on Apple Podcasts, Stitcher, or tune in on our website.

Transitioning to ABM doesn’t happen overnight.

In fact, it never really ends. 

But don’t let that scare you.

Todd McCormick, CRO at Terminus, fills us in on what it really takes to successfully shift to an ABM program. (If anyone knows ABM, it’s Todd!)

In this episode, we cover:

• Sales and marketing alignment
• Measuring ROI
• Addressing obstacles on the road to ABM

Stuck between making small sales and trying to develop your marketing strategy?

You know your product could hit it big if you had the right investors supporting you.

Kelly Ford Buckley, Growth Equity Investor and Go-to-Market Expert at Edison Partners, gives us the lowdown on what growth investors really care about.

In this episode - live from B2B SMX - we cover:

• Marketing specialization
• Deploying the right tech with the right strategy
• Aligning technology with the desired outcome
• Speaking the language of a growth equity investor

To listen to this episode and more like it, subscribe to Marketing: Behind the Curtain on Apple Podcasts, Stitcher, or tune in on our website.

What’s the hardest part about scaling your business?

Is it your sales and marketing teams squabbling for resources? 

Maybe it’s the realignment of old and new employees?

In this episode of Marketing: Behind the Curtain, we have the opportunity to speak about scalability with Supermetric’s Marketing Director, Edward Ford. He gives us crucial insight into scaling a business using an agile marketing model.

If you’re in B2B, you’re also a tech company. 

If you sell jewelry, you’re a tech company.

If you sell cars, you’re also a tech company.

See the trend?

That’s John Lane’s marketing insight #1.

He’s the VP of Marketing at Charles & Colvard, Ltd., where they sell to both businesses and consumers through their e-commerce presence. He’s learned a thing or two about marketing. 

On this episode, he discusses:

• Having a single brand message when marketing to both B2C & B2B
• When to systemize your process, and when to use creativity
• Why every company is now a technology company

If you don’t know about Drift yet, start paying attention.

They’re on a mission to do things differently.

Most companies build a product growth team, then a performance marketing team, and finish out with brand.

Not Drift.

They started by creating a brand people love. They brought in product teams around that brand and now they’re amplifying their branding efforts with a demand gen team.

So, how have they stayed so successful while doing things so differently?

And how are they maintaining the “Drift way” of doing things, even as they make a return to more traditional marketing tactics?

Bill King is currently running demand generation for Drift and on this episode of Marketing: Behind the Curtain, we sat down with him to get an inside look at how Drift is making it all happen.

PrecisionHawk does some awesome work with drones—but you won’t see a lot of attention drawn to this in their marketing.

Generally, people aren’t looking for “drone solutions.” So PrecisionHawk doesn’t look to identify those types of searchers; instead, they’re looking for people with a problem set.

By getting down into the data to find what people really care about and are searching for, the company can steer clear of tire-kickers who would take up their time with minimal return (and who PrecisionHawk wouldn’t be able to help anyway).

Our guest today is Nathan Cavicchi. He’s the Marketing Manager of Demand Generation at PrecisionHawk.

In this episode, he lets us behind the curtain to see how a unique company’s marketing team navigates the balance between showing off their product and speaking to what buyers are looking for.

Your brand can be summarized in three categories: people, processes, and technology.

Today, we’re going to be looking at the process side of things.

We invited Method Savvy’s CEO, Jake Finkelstein, on the show to talk about the origins of the company as well as the five phases you can go through to get from where your brand is today to where you want it to be.