The People of Digital Marketing

By Kenny Soto

This podcast was created to get you promoted, help you impress your boss, and eventually give you the tools and info to become your boss. I'm here to help you become a marketing leader!

In this show m... more

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1515 ratings

FAQs about The People of Digital Marketing:

How many episodes does The People of Digital Marketing have?

The podcast currently has 169 episodes available.

The People of Digital Marketing episodes:

October 03, 2024How Marketers Can Prepare Their Careers For The World of GenAI with Kristin Fracchia - Episode #165
Kristin Fracchia is a growth and marketing exec who has helped scale companies from early stage to public, including Chegg and Magoosh. She is an unabashed generalist and lifelong learner, who has flexed between roles leading marketing, growth, sales, product, finance, business development, and business operations. Her current passions are helping companies leverage AI to their advantage and mentoring early career leaders. Prior to working in tech, she obtained a PhD and dabbled in academia, earning an excellence in teaching award from the University of California.

Questions and topics we discussed in this interview include:
How Kristin is learning about new tools like Clay.com to stay adaptable as a marketer in this budding field of GenAI

How should marketers think about getting their brands more visibility on gen AI tools and chat-based search tools like ChatGPT?

What’s the business impact that obtaining AI visibility would have on business growth?

What is generative engine optimization (GEO)? And how is this field emerging and evolving?

What tools can marketers use today to determine how their marketing is being impacted by genAI?

What should marketers tell their leadership teams about how genAI search may impact their marketing strategies and how we should all start adapting

And more!

You can connect with Kristin on LinkedIn here - https://www.linkedin.com/in/kristinfracchia/
You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/

Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more.

Music for this podcast comes from www.davidcuttermusic.com
...more
36min
September 26, 2024Your Crash Course Into Experiential Marketing with Sheila Rondeau - Episode #164
Shelia Rondeau is a driven and experienced executive with expert proficiency in providing unsurpassed leadership and revenue growth in dynamic, fast-paced, competitive business environments. She’s fully capable of leading a full array of enterprise marketing responsibilities, as well as general business operations, building foundations that enable the companies she works with to scale for growth. She is currently a Fractional CMO and CEO for her company MOGXP.

Questions and topics we discussed in this interview include:
The story of how MOGXP began

What it takes to obtain big-name clients like Toyota, Budweiser, Walmart, and more.

The common marketing challenges big brands face when it comes to customer experiences

Experiential marketing defined

How college ambassador programs are a great example of experiential marketing programs (done the right way)

The current state of experiential marketing and its effectiveness as a marketing channel

And more!

You can connect with Sheila through LinkedIn here - https://www.linkedin.com/in/sheilarondeau/
You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/

Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more.

Music for this podcast comes from www.davidcuttermusic.com
...more
32min
September 09, 2024How to Succeed as You Transition Into New Leadership Roles with Pat LaCroix - Episode #163
Pat LaCroix is the EVP of marketing and commercial strategy at Seekr, a leading artificial intelligence company specializing in transparent content evaluation.
For over 20 years, Pat has worked inside major consumer brands and advertising agencies. Prior to Seekr, he held a variety of global marketing leadership roles at Bose, where he was responsible for brand marketing, media, digital, social and partnerships with relevant brands such as NFL, Amazon, Disney, and Spotify to name just to name a few. During this time, he was recognized in the “Sports Business Journal” with the “40 under 40” award.

Questions and topics we discussed in this interview include:
He explained how past roles prepared him for his leadership at Seekr

Pat provided an inside look at Seekr’s mission and explained his responsibilities within the company

He addressed the challenges he faces in his role

Pat shared insights on Seekr’s biggest marketing challenge for 2024

Pat introduces us to the PIE framework (performance, image, and exposure) that all marketers need to know if they want to get promoted
And more!

You can connect with Pat on LinkedIn here - https://www.linkedin.com/in/pat-lacroix-1883506/
You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/

Near the end of the episode, Patrick also mentions the PIE framework (performance, image, and exposure) that he used to get promotions throughout his career. If you want a deeper dive specifically into this subject, check out this article I wrote about it on Medium - https://medium.com/@KennySoto/why-doing-a-good-job-isnt-enough-here-s-a-slice-of-p-i-e-for-my-marketing-homies-dce789fc2cf6

Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more.
Music for this podcast comes from www.davidcuttermusic.com
...more
45min
August 26, 2024Secret Promotion Hack: Setting Up Customer Advisory Boards (CABs) with Andrew Petersen - Episode #162
Andrew began his career by spending seven years in newspaper journalism. He then logged five years in higher-education marketing, co-managing a college website with a focus on video storytelling and fine-tuning email messaging to 18-year-olds. For the past 7 years, he’s worked in B2B software, in marketing operations and then product marketing, with a focus on quantitative and qualitative customer research. He’s started one customer advisory board and scaled two others, both in person and virtual, and strongly believes there’s significant value in both approaches, for both customers and companies.

Questions and topics we discussed in this interview include:
What are the basics of customer research that marketers need to understand as they grow in their careers?

When proposing the idea of a Customer Advisory Board (CAB), is it mainly to inform product marketing initiatives? Are there other areas of marketing and business overall that can benefit from the investment in a CAB?

How should marketers identify and select the right members and determine the correct size for a Customer Advisory Board?

What strategies can marketers use to keep CAB members engaged and active?

How should the feedback process with CAB members be structured to ensure it's productive and actionable?

What are some other common challenges businesses face when managing CABs, and how should marketers address them?

How can marketers measure the success and impact of a Customer Advisory Board on product marketing initiatives?

How do the role and operation of a CAB differ in startups versus established SaaS companies? Is there a specific stage in a business’s life cycle where a CAB is more beneficial?

How is the role of CABs expected to evolve in the next 5 to 10 years?

And more!

You can say hi to Andrew on LinkedIn here - https://www.linkedin.com/in/andrewgpetersen/
You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/

Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more.

Music for this podcast comes from www.davidcuttermusic.com
...more
54min
August 12, 2024The Holistic Approach To B2B Marketing You Need To Adopt with Marina Krivonossova - Episode #161
Marina is a Content Marketing Specialist & Founder of the B2B Content Marketing agency Retold. With an extensive background in marketing, including content, social media, branding, and more, Marina opted for the agency approach after working in marketing leadership roles with companies in a number of different verticals. Today, she is passionate about bringing the power of storytelling and innovation into the world of content marketing to help companies solidify strategies that get results.

Questions and topics we discussed in this interview include:
The hardest part about being a marketing manager that people don’t talk about enough

Does written content still have a place in a marketing strategy (within video-first world)?

What do people get wrong about thought leadership? How can marketers make it an effective part of a strategy?

How to get your CEO featured in the media

Skills Marina thinks marketers should focus on learning this year if they want to get better at B2B marketing

What’s been Marina’s approach to collaborating with other content creators?

And more!

You can connect with Marina on LinkedIn here - https://www.linkedin.com/in/marina-krivonossova/
You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/

Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more.

Music for this podcast comes from www.davidcuttermusic.com
...more
33min
August 06, 2024Scaling Franchise Businesses Using Performance Marketing with Aren Johnstone - Episode #160
Aren Johnstone is the President and Owner of Franchise Ramp, a leading marketing agency in the franchising industry that partners with the world's top fitness and wellness franchise brands. During his senior year of high school at the age of 18, Aren bypassed multiple full-ride college scholarships to purchase his first company, an ecommerce business. By 19, he ventured into marketing and software consulting, hiring his first employee. By the age of 20, his team had grown to five, and he co-founded an agency specializing in media buying for top ecommerce brands, overseeing more than $100M in ad spend.
In 2019, Aren joined Franchise Ramp to introduce cutting-edge marketing strategies from the Ecommerce world to the franchise industry. Since then, Franchise Ramp has served thousands of franchise locations and has been recognized on the Inc 5000 list for two consecutive years, achieving a notable #49 ranking in 2022. He is passionate about entrepreneurship and committed to developing products and businesses that address real-world challenges.
Aren’s story of how he got started in business during his high school years by selling t-shirts and apparel in Tulsa and then by purchasing an online figure-staking store at 18 years old

Aren’s journey into Facebook advertising back in 2015

The specific challenges that come from marketing franchise businesses

The basics of “hyper-local” ad targeting

Ecomm vs franchising: the main differences in paid media strategies

The essential skills needed to be a great media buyer

The nuances behind high-performing performance creative (*now that’s a mouthful hehe)

Changes in performance marketing that brands need to be aware of

And more!
Here’s the episode I mentioned about MasterMind groups, featuring Liz Scully - https://www.kennysoto.com/podcast/interview-liz-scully-could-a-mastermind-group-elevate-your-marketing-ep-14/

You can connect with Aren via email here - [email protected]
You can say hi on LinkedIn here - https://www.linkedin.com/in/aren-johnstone/
You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/

Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more.

Music for this podcast comes from www.davidcuttermusic.com
...more
49min
August 02, 2024The Basics of Live Event Marketing with Lindsay McGuire - Episode #159
Over her career, Lindsay McGuire has contributed to the content functions at the largest credit union in Alabama, the most well-known nonprofit brand in the world, and a SaaS company that made five acquisitions within two years. Now as the Associate Director of Content & Campaigns at Goldcast, her days are spent overseeing and creating content around how B2B marketers can use events as one of their top revenue-driving channels.
Her diverse background across various industries makes Lindsay a well-rounded content leader and a strategist who knows how to create a content engine, build relationships across teams, integrate holistic messaging, and think creatively while staying laser-focused on business goals.

Questions and topics we covered include:
Lindsay’s method to recover from layoffs

Ways marketers can improve their confidence on camera

The lessons Lindsay has learned about marketing events and webinars by working at Goldcast?

What’s the right strategy for promoting and repurposing events?

What are the keys to strong customer interviews? How can marketers leverage them to improve their brand’s storytelling?
And more!

You can connect with Lindsay on LinkedIn here - https://www.linkedin.com/in/lindsayladeroute/
And you can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/

Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more.

Music for this podcast comes from www.davidcuttermusic.com
...more
56min
July 31, 2024What Marketers Can Learn From Creators & How To Get Recognized (Internally) with Amir Shahzeidi - Episode #158
Amir Shahzeidi, Head of Demand Generation at Uscreen.tv and Host of the Beyond the Funnel podcast, combines deep SEO roots with a passion for driving growth. His expertise empowers brands and creators to thrive in the digital landscape, through strategic, revenue-centric marketing approaches.
Questions and topics we covered in this episode include:
The unique challenges you’ll face when you’re the first marketing hire

How does Amir define demand generation and how to properly measure it

What does a marketer need to do after demand is generated?

Examples of short-term marketing tactics that create the wrong incentives for businesses…

Examples of vanity metrics we need to avoid as marketers and some of them aren’t that obvious…

What can marketing teams learn from creators?

What has contributed the most to Amir’s success at UScreen?

What does Amir look for in new team members?
And more!

Connect with Amir on LinkedIn - https://www.linkedin.com/in/amir-shahzeidi/
You can say hello to me on LinkedIn at - https://www.linkedin.com/in/kennysoto/

Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more.

Music for this podcast comes from www.davidcuttermusic.com
...more
38min
July 19, 2024Here’s How to Learn The Skill of Linkbuilding with Dave Schneider - Episode #157
Two years after graduating from Harvard with a degree in Applied Math, I quit my corporate job to travel the world with my then girlfriend for 5 years. Together we visited over 60 countries. During that time I launched and exited from my first SaaS, NinjaOutreach, an influencer marketing platform. Nowadays I run Shortlist.io, a boutique digital marketing agency. Our team is 20 people strong and we work on cool problems.
I've been on dozens of podcasts and my style is always to be engaging, energetic, and transparent - often focusing more on the realities and the failures than the highlights.

Questions and topics we covered include:
The story of NinjaOutreach and what lessons do you take from that experience into the agency you manage today?

The latest trends in link building, whether or not link building is still an effective way to increase rankings

How to select websites (what's a good target what's a bad target)

Behind the scenes look at your data from building thousands of links

What to expect in terms of results (how long does it take to rank)

When linkbuilding is most effective and who it's most effective for

Google Generative Search experience, thoughts on how it will affect marketers?

Go to SEO and MarTech tools…
And more!

Connect with Dave on LinkedIn - https://www.linkedin.com/in/dave-schneider-8a693115/
You can say hello to me on LinkedIn at - https://www.linkedin.com/in/kennysoto/

Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more.

Music for this podcast comes from www.davidcuttermusic.com
...more
37min
July 08, 2024Advice every marketer needs to know before joining a new team with Allie Smith - Episode #156
Allie is currently the Growth Marketing Lead (formerly the Content Marketing Lead at the recording of this episode) at Sequel.io, a webinar platform that allows you to host events directly on your website. She lives and breathes SaaS start-up marketing after falling into the space while overseas and diving deeper into the realm of content.
Over the years she has become a huge advocate for killing bad B2B marketing and bringing life into every relationship, campaign, and content piece. Connect with her on LinkedIn for marketing insights & the best coffee beans to fuel your day!

Questions and topics we covered include:
The qualities in a team/company that Allie looks at before deciding to join them…

Why it’s ok to (and how to) evaluate a company's leadership team before accepting an offer

What are the pros and cons of working directly under the founder/CEO?

Why is it important to make yourself visible at work?

How to do “Self Check-Ins”

Why it’s important to evaluate the product or service that a company is selling before accepting a job offer

Should marketers specialize or be generalists?
And more!

Connect with Allie on LinkedIn - https://www.linkedin.com/in/alexandra-smith223/
You can say hello to me on LinkedIn at - https://www.linkedin.com/in/kennysoto/

Bonus Resources
Check out Allie’s Job Search Tracker template: https://l.linklyhq.com/l/1jeDq
Check out her Career Goals template: https://l.linklyhq.com/l/1jeq5
Work Results template: https://l.linklyhq.com/l/1jeq1

Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more.

Music for this podcast comes from www.davidcuttermusic.com
...more
35min

FAQs about The People of Digital Marketing:

How many episodes does The People of Digital Marketing have?

The podcast currently has 169 episodes available.

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