Welcome to Demand Bites, the podcast where B2B demand generation leaders discover the strategies they need to grow.

In this episode, host Ross Howard, Director of Insights at Inbox Insight, sits down with Mike Hicks, CMO of AppSpace, to explore the art of category creation, balancing short-term and long-term marketing goals, and the strategic mindset needed to scale a marketing team.

Mike shares valuable insights on the importance of category creation and how AppSpace is redefining the workplace experience platform space. He also goes on to explain the best way to navigate the strategic vs. operational divide as a marketing leader. Mike finishes off the episode by providing advice for aspiring marketing leaders looking to take the next step in their careers.

If you’re looking for practical strategies to refine your marketing approach and scale your team, this episode is a must-listen.

If you enjoyed this episode, don’t forget to subscribe to Demand Bites on your favorite podcast platform and leave us a review!

Chapter Markers:

(00:00) Introduction & Welcome 

(00:59) Mike Hicks’ Career Journey: From Agency to CMO 

(03:15) What is AppSpace & the Importance of Category Creation 

(05:32) Balancing Short-Term Wins vs. Long-Term Strategy 

(07:40) How to Level Up as a Demand Gen Leader 

(10:19) The Power of Asking the Right Questions 

(10:37) Outsourcing vs. In-House: Making the Right Call

Useful Links:

Learn more about AppSpace: www.appspace.com

Connect with Mike Hicks on LinkedIn: https://www.linkedin.com/in/mike-hicks-159b292/

Follow Ross Howard on LinkedIn: https://uk.linkedin.com/in/rhcontentmarketing

Discover more insights from InboxInsight: www.inboxinsight.com