The Marketing Share: What leaders need to know to run marketing

What does it take to thrive in today’s fast-changing B2B marketing landscape?

In this episode of The Marketing Share, hosts Barb VanSomeren and Alec Cheung sit down with Mike Maynard, CEO of Napier Group, to explore the evolving intersection of PR, storytelling, and Account-Based Marketing (ABM).

Mike draws on decades of experience in the B2B sector to share actionable strategies for navigating challenges like measuring PR effectiveness, building brand credibility, and connecting with customers on a deeper level. He highlights how ABM levels the playing field for smaller companies, why diversity in marketing teams drives innovation, and how storytelling transforms customer engagement.

Mike also discusses the growing overlap between marketing and sales in shaping the customer journey and shares insights into crafting targeted marketing approaches that deliver measurable results.

If you're looking to understand how PR complements ABM, sharpen your storytelling skills, and rethink your marketing strategy for sustainable growth, this episode is packed with ideas and examples you can put into practice today.

Connect with Mike: https://www.linkedin.com/in/mikemaynard/

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

What does it take to craft marketing strategies that truly resonate in the B2B manufacturing space?

In this episode of The Marketing Share, we sit down with Chris Peer, founder of SyncShow, to explore the power of ROI-driven marketing and how a well-defined value proposition can set your business apart.

Chris shares his insights from his years of experience working with manufacturing clients, highlighting the shift from relationship-based to transactional marketing and why this evolution demands a robust infrastructure. 

With engaging case studies, Chris reveals the transformative impact of customer-focused strategies and shows how setting clear KPIs can help gauge success and steer strategic decision-making.

From managing client expectations to cultivating customer relationships that last, this episode is filled with actionable advice to strengthen your B2B marketing efforts.

If you’re aiming to boost ROI, build a reliable marketing foundation, and gain deeper insights into B2B marketing for manufacturing, tune in for expert guidance from one of the industry's most respected voices!

Want to connect with Chris?

Check Chris's website and LinkedIn profile

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

What does the future of marketing look like in a world with fewer cookies and heightened privacy concerns? 

In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung interview Jeff Greenfield marketing expert and CEO of Provalytics to unpack the challenges and strategies reshaping today’s marketing attribution.

Jeff shares his insights from years in the advertising industry, diving into how marketers can adapt to evolving attribution methods across digital and traditional media. He discusses why impressions may matter more than clicks, how AI is transforming attribution accuracy, and how storytelling is still key to building lasting brand loyalty. 

Jeff also highlights what the transition to a cookieless environment means for marketing strategy and why marketers need a fresh approach to understanding ROI.

From aligning impressions to sales to navigating new technologies, this episode is packed with practical advice and real-world examples that will help you stay ahead in the changing world of marketing attribution. If you're looking to balance upper and lower funnel strategies and rethink your approach to measuring success, this conversation has you covered!

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

Are you struggling to scale your demand generation efforts? 

In this episode of The Marketing Share, our hosts Alec Cheung and Barb VanSomeren chat with Carly Botelho, Director of Demand Generation at Intellimize, about practical tips on building and scaling demand generation from the ground up.

Carly breaks down the key steps to get demand generation running smoothly, from setting up the right tools and infrastructure to executing campaigns that drive results. She also talks about how to strategically place your marketing bets, when to experiment, and how to adapt as your company grows.

If you’re a marketing leader looking to improve your demand gen strategy, this episode is packed with real-world examples, expert advice, and actionable insights to help you grow faster and smarter.

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

As a new marketing leader, how do you ensure your creative vision aligns with the financial health of your company? 

In this episode, hosts Alec Cheung and Barb VanSomeren dive deep into the answer to this question with Darren Ferry, a fractional CFO and former GM, with over 20 years of experience working with startups and scale-ups across North America. 

In this conversation, our marketing and finance experts unpack the critical role of a strong CFO-CMO relationship, and why you should keep this in mind as a new marketing leader, fractional CMO, or marketing team who wants to grow in their career. 

Darren shares his unique career journey, insights into the evolving collaboration between finance and marketing, and how these two departments can work together to drive growth.

You'll learn how to recognize when it’s time to bring in a fractional CFO and the telltale signs your company needs one. Darren dives into the key ingredients for a successful CFO-CMO partnership—communication, transparency, and mutual respect—and why marketing leaders should marry creativity with metrics and financial literacy to thrive in this ever-changing career path.

If you're looking to level up your leadership game, encourage better collaboration with your finance team, and bring a fresh perspective to your marketing role, this episode is for you.

Want to connect with Darren and explore the possibilities of teaming up with him on the Fractional CFO level? 

Connect with him on LinkedIn or explore his website at: www.thethoughtfulcfo.com 

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

In this episode of The Marketing Share, hosts Alec and Barb sit down with seasoned fractional CMO, Andy Culligan, to explore the complexities of modern marketing leadership. 

Andy breaks down why building an effective marketing team is more challenging than ever. With specialties like paid ads, content creation, and marketing ops under the marketing umbrella, it’s unrealistic to expect one person to handle everything—a mistake many companies make.

Andy shares his experience helping companies avoid burnout and underperformance by focusing on execution over constant rebranding or restructuring. He emphasizes working with existing resources to deliver quick wins that impress CEOs and accelerate growth. 

Drawing from his work with companies of all sizes, Andy offers actionable advice on assessing teams, identifying gaps, and strategically filling roles, whether by hiring or optimizing talent. He also stresses the importance of assembling the right team of specialists to avoid overloading marketers with unrealistic expectations.

Listeners will hear Andy’s stories of success, from quadrupling revenue for a U.S. company by shifting to a high-ticket model to building an SDR team that doubled pipeline generation. 

His practical approach to marketing leadership, focused on sales enablement and execution, offers a fresh perspective for CMOs looking to enhance their teams and drive real business results.

This episode is packed with insights on how to navigate the challenges of modern marketing leadership, execute effectively, and build sustainable teams that perform at their best.

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

Attribution in marketing refers to the process of assigning credit to various touchpoints along a consumer's journey that contribute to a desired outcome, such as a purchase or conversion.

It's crucial for CMOs to grasp this concept because it provides clarity on which marketing efforts are most effective and justifies budget allocations. When CEOs inquire about attribution, they seek data-driven insights to understand ROI and optimize resource allocation.

CMOs equipped with attribution knowledge can confidently demonstrate the impact of marketing initiatives, align strategies with business goals, and drive informed decision-making. This proactive approach not only enhances credibility but also enables agile adaptation in competitive landscapes where accurate measurement is key to sustained growth and market leadership.

Watch this podcast episode on YouTube.

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

There's a very common mistake that first-time marketing leaders tend to make. Unfortunately, you don't realize you're doing it till you find yourself on the defensive. 

In this episode, we talk between ourselves as co-hosts and marketing leaders ourselves about what we've learned regarding this blind spot, including why it happens and how to avoid it. 

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

In this Marketing Leader Interviews episode, meet Kyle Rutledge, a digital marketing professional with over a decade of experience across in-house, agency, and contract roles. Kyle shares his journey from a self-taught video producer to leading the marketing department of a seed stage SaaS startup. He offers valuable insights into the fast-paced world of agency work, the challenges of transitioning to a leadership role, and the critical importance of understanding marketing math. Whether you're looking to enhance your PPC campaigns or align your marketing strategies with business goals, Kyle’s experience provides actionable tips and strategies.

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

What exactly does a Creative Director do? And when should I consider hiring a marketing agency? In this episode, we get answers to these questions from Matt Kuttan, a creative director who has worked at many top marketing agencies and on a number of well-known brands. Matt discusses the Chief Creative Officer role and how marketing agencies have changed over the years. He explains a key industry shift that has kept agencies competitive and adaptable. He also shares his thoughts on how AI has the potential to upend creative work. Finally, we talk to Matt about the growth of multi-culturalism in advertising and why this is likely to become even more prevalent.

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you.