This week, Brett and Jonathan discuss a video and blog from Alyce titled “How to Build a B2B Brand that Stands Out,” a conversation between Dave Gerhardt and Pete Lorenco. Jonathan asks Brett what he’s done at The Juice to make them stand out. It’s an exciting time as they launch the Creator Pages, build on momentum, and grow the modern-day marketer community.

0:00 Intro
1:09 Conversation with JG
2:00 Launching Creator Pages beta
5:50 Waitlist
7:55 Article from Alyce
10:40 How to stand out
15:10 Brand is reputation
17:35 Rise of individual creator
21:38 Momentum
26:45 What is good marketing
28:25 Outro

Hot to Build a B2B Brand That Stands Out from Alyce

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Ellen Schwartze is the Senior Director of Digital Demand Generation at Knotch, a content intelligence platform. In this episode, she talks about flipping formats in marketing, humanizing demand gen, and the benefit of synergy between revenue, brand, and marketing teams. Modern-day marketers, like Ellen, are team players, experimenters, and challengers of the status quo. 

0:00 Intro 
0:45 Conversation with Ellen 
3:30 Vanity metrics 
7:50 Resistance to change 
10:20 Reporting to revenue 
17:13 Flipping the format, virtual event example 
23:00 Brand VS demand 
26:54 Connect with Knotch 
27:45 Outro 

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The “Creator Pages” is launching Wednesday, making it a busy week at The Juice. Brett and Jonathan make some time to discuss the importance of market research and an article by Louis Grenier titled “How to do market research in 4 steps: a lean approach to marketing research.” Jonathan reflects on the one hundred interviews he conducted with marketers when he first started The Juice. Market research isn’t just about asking questions; it’s about asking the right questions and identifying customer pain points.

0:00 Intro
1:03 Conversation with JG
4:25 Market research
6:45 Launching Creator Pages
10:15 Article by Hotjar
13:00 Recent MDM episodes
15:00 Asking the right questions
21:24 4 steps in article
25:00 Outro

How to do market research in 4 steps: a lean approach to marketing research from Hotjar

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Ryan Gibson is the founder of Content Lift, helping B2B marketing teams run customer research interviews that don't suck. Brett and Ryan discuss how customer investigations can transform your marketing strategy. Ryan’s stint as a TV reporter taught him how to ask the right questions and get the bottom of issues. Knowing the average buying story of your customer is invaluable knowledge for marketers to have. 

0:00 Intro 
0:45 Conversation with Ryan 
4:30 Shift of marketers’ responsibilities 
8:23 Evolving B2B marketing landscape 
9:30 Background in journalism 
12:45 Research and investigation 
17:55 Finding the ideal buyer 
20:50 Moving companies forward 
24:34 Companies Ryan works with 
26:00 Outro 

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Jonathan and Brett are fired up about an article by Janet Choi, Head of Content at Clearbit, titled “Know you hand-raisers: why marketing to your user base isn’t working anymore.” What is hand-raiser and what makes someone raise their hand? Why aren’t users also your buyers? Why is PLG (product-led growth) the future of B2B SaaS? In this episode, your favorite modern-day marketer duo tackles these complex questions.

0:00 Intro
1:00 Conversation with JG
3:30 PLG (product-led growth)
8:35 Janet’s article
12:46 Mindset shift
15:52 Automation vs Manual
16:37 Cold Start Problem
18:37 Sales and marketing alignment
22:05 What makes someone raise their hand
28:24 Closing words
29:24 Outro
 
Know your hand raisers: why marketing to your user base isn't working anymore (Janet Choi, Clearbit)

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Michael Ashford is Director of Marketing at The Receptionist, a TEDX speaker, and the host of “The Follow-Up Question” podcast. With a journalism background, Michael has transferred his ability to ask the right questions in the marketing world. In this episode, Brett and Michael discuss modern-day marketing, attribution, gated content, car commercials, and much more. 

0:00 Intro 
1:01 Conversation with Michael 
1:55 Marketing philosophy 
5:15 Curiosity VS certainty 
9:02 Car commercials 
11:10 Resonance 
12:12 Journalism background 
16:30 Listening and communicating 
19:08 Art of question asking 
23:57 Intuition and facts 
26:50 Measuring attribution 
28:38 How to ask better questions 
31:38 Links 
32:25 Outro 

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Brett McGrath was inspired to write an article after reading Amanda Natividad’s article, “The Case for Permissionless Co-Marketing.” Amanda Natividad is the VP of marketing at SparkToro, an audience research tool that helps you discover people's sources of influence. “Permissionless co-marketing” is promoting/sharing/re-tweeting someone’s content, because you enjoy it and share similar philosophies. Promoting someone’s work (without asking for anything in return), leads to genuine relationships, better collaborations, and strong leads.

0:00 Intro
2:46 Discovering new artists
7:09 Curation
7:27 Amanda’s article
11:55 Content collaboration
13:30 Old, outdated, ineffective collaborations
15:40 The Juice’s marketing strategy
18:00 Brett’s article and 3 key takeaways

The Case for Permissionless Co-Marketing by Amanda Natividad
Why Curation is the Centerpiece of The Juice's Marketing Strategy 

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Camela Thompson is the Director of Growth at CaliberMind, the leading B2B Data Platform for Revenue Insights you can trust. Brett and Camela discuss the tension between being a creative marketer and attribution intoxication. Executives need to be okay hearing bad news; communicate successes and be honest about your failures. Honest internal marketing is essential.

0:00 Intro
0:58 Conversation
4:00 Role at CaliberMind
7:30 Humanize marketing
10:10 Account-based marketing
13:30 Podcasting
17:30 Internal success metrics
20:06 Striking a balance
23:48 Sharing bad news
26:30 Internal marketing
28:00 Learn more
28:40 Outro

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Brett and Jonathan discuss an article titled “How Advanced Analytics Changed My Career” by Camela Thompson, Director of Growth at CaliberMind. Having a deep understanding of advanced analytics gives marketers credibility and insight to pivot marketing efforts where it matters most. Great marketers utilize both their analytical, data-driven right brain and their creative, story-telling left brain.

0:00 Intro
1:09 Conversation
4:30 Article
8:10 Right vs left brain
10:00 Story telling
15:20 Purpose of article
18:10 Internal marketing
21:26 Intent signals
25:34 Outro

How Advanced Analytics Changed My Career

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Watch Ross Simmonds and Jimmy Day's conversation here.

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Melissa Meredith is the owner of Content Creative, a full-service marketing, branding, and content agency that’s with you from strategy to execution. On this episode, Brett and Melissa discuss what is means to have a hospitality mindset in marketing. She also explains the benefits of being both authoritative and vulnerable with content.

0:00 Intro
0:51 Conversation with Melissa
4:05 Content Creative
6:04 Purpose of content marketing
9:00 Hubspot
10:45 Tips for stuck marketers
13:10 Hospitality mindset
15:30 Customer experience
19:00 Combat scarcity mindset
21:18 Authority and vulnerability
24:25 Connect with Melissa
 24:55 Outro

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