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

Should I hire a good writer who can learn my industry, or turn an industry expert into a good writer? This is a common question many marketers face. In this episode, Janine Kalbach, owner of WriteRN, shares her insights on writing and marketing, particularly in specialized industries like hers (healthcare). Janine discusses her unique background as a nurse turned writer and the journey that led her to start her own content marketing agency. She explains why industry specialization in writing is important in her field, and how it benefits her clients. Janine also provides valuable tips on identifying good writers, the role of an editor, and the use of AI in content creation.

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. 

One of the big draws to working at an early stage startup is getting to build the marketing function from ground zero. However, the challenges are also significant. Competition is high, awareness is low, and winning often depends on a few good moves and the right focus. In this installment of our Marketing Leader Series, we speak with Mike Harmon, a 4X founding-level marketer at venture-backed companies. MIke shares his perspective on how best to generate marketing traction early on. Mike talks about the two different kinds of startups and how they differ, the role of brand and messaging at this stage, his views on PR and why it's often overplayed, what to focus on for martech, and more!

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. 

This February 2024, Google (and Yahoo) will be implementing changes that affect email deliverability, especially to personal accounts. While B2B users won't be quite as impacted, these changes are good indicators of how large email providers continue to work to reduce spam. To help marketing leaders understand the impact of these changes on outbound marketing and how best practices should be updated, we bring back to The Marketing Share our previous emai marketing expert, Brandon Turnbull of Outbound Scale.

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. 

Managing a department requires more than broad functional or technical knowledge. You also need to convey intangible qualities such as leadership, authority, and influence. These often get described as “having executive presence.” However, what does this term really mean and how do you know if you have it? If you don't, how can you work to improve your executive presence? This episode’s guest is Drew Saur, an executive career coach who has developed a concrete definition of what executive presence is and how to develop it in yourself to improve your managerial and career success.

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. 

Few leaders would argue the value of having a strong brand. Yet for CMOs, tying brand investment to performance has always been a challenge.  We have used measures like aided and unaided awareness, but these can feel soft and at odds with the ground level priorities of an organization. Plus, many companies with low overall awareness have strong businesses, especially in niche markets. So, how can we improve the tracking and measurement of brand? In this second of two episodes on brand and demand, Jiri Boudal, President of Behaio Labs, sheds light on how new technology helps marketers do this - and without breaking the bank either.

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. 

Branding is usually an understood and accepted marketing objective at the C-level. At the same time, demand metrics such as pipeline performance and funnel optimization are what most marketing leaders are measured against. Can marketing do both? Should they, especially if the company is earlier stage? In this first of two episodes on brand and demand, we speak with Beth Hunsicker Parker, founder of Dotmap Marketing Partners and an expert brand marketer. Beth describes how brand building is not a separate activity but a system that ultimately leads to demand.

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. 

Building out your team is one of the most important things you’ll do as a marketing leader. Recruiters – whether internal or external – play a key role in the hiring process because of their direct involvement in finding and screening candidates as well as their general knowledge of the labor market. In this episode, we speak to Wes Lieser, a VP and marketing recruiter as Versique Search. Wes shares his perspectives on the current state of the job market for marketers, how to best work with recruiters as a department leader, and some tips for when YOU are the one looking for your next role.

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. 

The ability to monitor for purchase intent is changing how marketers identify and engage with potential customers. Latane Conant, CMO of 6sense and author of "No Forms. No Spams. No Cold Calls." joins us to discuss how the use of intent data has not only elevated account-based marketing (ABM) but led to better marketing all around. She also shares her advice on some of the more challenging aspects of marketing leadership such as the role of revenue operations, knowing your metrics and how to have a more strategic voice at the leadership table.

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. 

Innovation is essential for successful companies. Yet, most struggle to prioritize innovation because of risk aversion and the fear of failure.

As a leader, cultivating a culture of innovation requires that you develop resilience and a tolerance for risk.  In marketing, this could look like entering a new segment where you have no brand recognition; recommending a new campaign approach or undergoing a strategic re-brand even though current market awareness is strong. In all these examples, the fear of failure - of making the wrong call - is a real hurdle.

So how do leaders push through this hurdle? In this episode, our guests Tom Kuczmarski and Jake Sherman of Chicago Innovation, provide a proven blueprint to help. Tom and Jake are also authors of a new book titled “Risk-Free Innovation: 10 Ways to Manage Uncertainty” in which they provide a framework to help leaders confidently manage uncertainty in innovation.

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. 

One of the toughest tasks in marketing is crafting compelling messaging for complex products or services. Message too high and your audience will get mired in technical speak. Message too low and your audience will miss what's special and differentiated about your solution. Either way, the result is the same - low engagement and an under appreciation of product value.

While messaging complexity is a characteristic of many industry segments, it's especially prevalent in healthcare. Our guest, Marcy Freeman, is an expert in healthcare product management and marketing.  She helps her clients with messaging for all role types, from advanced audiences like providers, key opinion leaders (KOLs) and technicians to lay audiences like patients and end users.  

An expert communicator - and now also a burgeoning comedian on the side! - Marcy explains her approach to connecting with R&D and technical teams to glean the right talk tracks for both doctors and patients so everyone understands at the level that is right for them.

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.