Marketing Spark (The B2B Marketing Podcast)

In this episode, Gee Ranasinha suggests that B2B marketing is in crisis because "effective" marketing is sidelined in favour of what he calls "efficient" marketing.

He says much of marketing, which is nearly 100% tactical activities, isn't marketing but communications or promotions.

As a result, marketing within the organization is relegated to a sales support function.

The culprit for efficient marketing

The C-Suite and how marketing is seen as an economic activity in which everything needs to be quantified and measured.

In this episode of Marketing Spark, we talk with Gil Allouche about Metadata.io, a platform that helps companies streamline and automate marketing processes. 

We discuss the challenges marketers face to drive marketing execution and the need for efficient tools to free up time for strategy and creativity.

In this episode, we sit down with Shay Howe, Chief Marketing Officer of ActiveCampaign, to delve into the ever-evolving landscape of digital marketing. 

Shay shares his expert perspective on the future of owned data, the  role of email marketing in a world overflowing with information, and ActiveCampaign’s strategic acquisition of Postmark.

Shay explains how the importance of owned data is growing in marketing strategies, allowing businesses to create personalized and efficient experiences for their customers. 

Diving into the acquisition of Postmark, Shay sheds light on how this strategic move aligns with ActiveCampaign’s vision and goals. 

He explains how Postmark’s strengths in transactional email delivery complement ActiveCampaign’s focus on customer experience automation, resulting in a synergy that promises to redefine industry standards.

In this episode of Marketing Spark, we dive deep into the world of LinkedIn with Florian Decludt, a renowned strategist who's been guiding entrepreneurs on leveraging this powerful platform. 

Florian's insights are gold whether you're looking to build your brand, network effectively, or supercharge your content engagement. 

Discover the dos and don'ts of posting, tactical advice to maximize engagement, and the secrets behind a standout LinkedIn profile. 

If LinkedIn is on your radar (and it should be!), this is an episode you won't want to miss.

In this episode of Marketing Spark, Mark Evans talks to Mitch Solway, a fractional CMO for startups, about the volatile and ever-changing B2B and SaaS marketing landscapes.

We discuss marketing leaders' challenges as they strive to attract prospects while dealing with budget pressures.

This episode takes a dive deep into the intersection of technology, innovation, and public relations. 

Mark Evans, seasoned B2B/SaaS marketer and ex-journalist, sits down with Nima Olumi, one of the co-founders of PR Monkey. 

As they unpack the challenges of modern PR, you'll gain insight into how technology is shaping the future of communications, branding, and storytelling. 

Whether you're a PR professional, an aspiring entrepreneur, or just curious about the world of tech-driven communications, it is a conversation that delivers a big-time knowledge and inspiration. 

In this episode of Marketing Spark, Mark Evans sits down with Dustin Tysick, VP of Revenue, with Testimonial Hero.

They discuss the value of customer testimonials, with a special focus on the undeniable impact of video testimonials on the buyer's journey.

Mark and Dustin delve deep into the various aspects of video testimonials and their unique ability to connect with potential customers on a profound level. They discuss how video testimonials foster trust, build credibility, and serve as persuasive tools throughout the buyer's journey, from awareness to consideration and, ultimately, the purchase decision.

Through real-world examples, Dustin provides tips to capture authentic customer experiences, elicit genuine emotions and effectively showcase the value of your products or services. 

From scripting and production to distribution and measurement, Dustin offers solid advice and best practices to help businesses unlock the full potential of video testimonials.

Ever wondered how to single-handedly run a marketing department? 

Dock.us's Eric Doty delivers excellent insights that come from first-hand experience.

In this episode of Marketing Spark, Eric shares his thoughts on leveraging the power of connections and underscores the importance of striking while the iron is hot – capitalizing on the unique perspective, excitement, and unbiased outlook that newcomers bring to the table.

We discuss quick wins and how to attain them. 

Eric dives deep into strategies and techniques that will help you make a splash and garner measurable success, even in the early stages of your journey.

Whether you are a start-up looking to set up a marketing department or a seasoned marketer planning to go solo, this conversation with Eric will equip you with the tools and motivation to succeed.

In this podcast episode, Mark Evans and Ben Pines, Director of Content at Wordtune and AI 21 Labs, discuss the impact of AI on content marketing. 

We discuss the evolution of Wordtune and its positioning in the market, the emergence of chat GPT as a content creation tool, and the importance of using AI as an assistant rather than a content creation machine. 

We also talk about the changing landscape of content distribution and reach, the potential for AI to help content creators succeed in their businesses, and the challenges of spam and fake news. 

This episode emphasizes the importance of creating high-quality content that stands out and is curated by people.

In this week's episode of Marketing Spark, I had the pleasure of speaking with Jarlath Watson, the principal at the Echlinville Distillery in Northern Ireland. 

We discussed how a product, specifically Irish whiskey, can expand its market and attract new customers across the ocean.

Echlinville has become a renowned brand in the Irish whiskey market, with its high-quality and award-winning products expanding to 27 countries worldwide. 

But how does it differentiate itself from other Irish whiskeys and break into new markets with limited marketing and sales dollars? Let's dive into the marketing strategies of Echlinville and learn from their success.

One of the key strategies of Echlinville is building brand loyalty through its heritage, tradition, history, and craft, as well as having really good liquid. 

They rely on influencers, bloggers, and writers to promote their brand online, but they also emphasize the importance of face-to-face marketing in breaking through the noise of digital marketing.