Value-driven Marketing

Value-driven Marketing

By Elena Iordache StoicaBusinessMarketing
Download on the App Store

Value-driven Marketing episodes

  • Running growth marketing experiments the right way in B2B with Katya Siskova, Boom & Bloom

    Everyone seems to be talking about growth marketing, but what is growth marketing exactly, and what is not?

    If you’re interested in running growth experiments to learn faster what works in your marketing but fear you're not ready or that you're behind the curve, this episode is for you.

    I invited Katya Sivkova, Founder of Boom & Bloom, a growth advisory and growth consultant, to discuss how to run experiments the right way.

    Here are some of the topics we tackle in this episode:

    • When it’s the right time in a company’s development to start running growth experiments
    • What are the foundational steps you need to take before you start experimenting
    • What are the best practices to formulate realistic hypotheses
    • How to select your channels to experiment and scale
    • Katya’s top learnings from mentoring startups & scaleups and pitfalls you want to avoid

      • Katya is the Founder of Boom & Bloom, a growth advisory. Her mission is to help tech companies grow & scale. You can find and connect with Katya via her website KatyaSivkova.com or on her Linkedin profile.

      Some of the resources mentioned by Katya:

      • Growth Tribe
      • Reforge
      • CXL
      • Growth Mentor
        • 40 min
      • Defining the right go-to-market strategy for B2B tech companies with Stefan Repin, Fractional CMO and GTM Strategist

        If you're interested in learning about Go-To-Market strategies for B2B brands, this episode is for you.

        In episode #9 I sit down to discuss with Stefan Repin, fractional CMO and GTM Strategist, everything related to GTM and working with a fractional CMO.

        Play the episode to learn:

        • When it’s the right time to hire a fractional CMO & the value one can bring
        • What elements should you take into consideration when you’re building your GTM strategy
        • What framework for experimentation can you use
        • How to measure marketing’s impact on revenue
        • How to think about hiring your first marketing people

          • You can connect with Stefan on LinkedIn where he talks about brand, content, B2B marketing, and demand generation: https://www.linkedin.com/in/stefan-repin-b2boperations/

          The resources mentioned in this episode:

          • The Mom Test: How to Talk to Customers & Learn If Your Business Is a Good Idea When Everyone Is Lying to You by Rob Fitzpatrick
          • Move: The 4-question Go-to-Market Framework by Sangram Vajre
          • Paul Graham’s article Default Dead or Default Alive
          • Wynter.io & SenseCheck.com for message testing
            • 45 min
          • Approach your marketing with a growth mindset, episode # 8 with Christopher Nault, Growth Marketing Firm

            I speak to Christopher Nault, founder of Growth Marketing Firm, a RevOps agency with offices in California and Florida.

            In this episode, we tackle:

            • how to think of your marketing strategy to grow sustainably
            • why you need a system of measurement in place to help you make informed decisions (and what tools he recommends)
            • where to look to identify potholes in your strategy
            • what is the minimum viable toolkit for your marketing and sales
            • quick win marketing tactics to explore
            • and lastly, how to best work with an agency if you decide to hire one
              • 48 min
            • How adopting a buyer-centric model enables companies to deliver value and grow better. Episode #7 with Nelson Gilliat

              Companies that win in the long run focus on providing the best buying experience for their customers. But the way (many) B2B companies sell and do marketing today is disconnected from how buyers want to buy.

              Marketing is tasked with generating contact data for sales to close. Pressured to produce leads fast, marketing teams don’t have time to focus on building valuable, informative content and a great experience for their audience. Sales then chases those leads that might not even have a real interest, just to hand over those interested buyers from one sales function to the other.

              In this setup, no one wins - or as my guest, Nelson Gilliat puts it, “companies succeed despite of these tactics, not because of them”.

              In episode #7, we flip the script and talk about what is wrong with the way B2B companies sell and do marketing today. And why Nelson advocates for the Buyer Centric Revenue Model, how it enables marketing & sales teams to do meaningful work and provides a better buying experience.

              Nelson is the author of “The Death of the SDR: And the Birth of Buyer Centric Revenue Model”. He is the founder of the Buyer Centric Revenue Model Slack community to help people discuss and implement the Buyer Centric Revenue Model.

              1 hr 29 min
            • Episode #6 with Cristina Șișcanu, Global MarCom Manager at DRUID AI

              I meet with Cristina Șișcanu, Global MarCom Manager at DRUID AI, to discover their journey to becoming one of the fastest-growing AI startups in CEE and how they think about their marketing.

              Tune in to learn:

              • What has fueled DRUID’s growth so far
              • Their future growth plans and what marketing levers they’re pulling to get there
              • Challenges and lessons learned from working in a fast-growing startup
              • Cristina’s top recommendations for other marketers

                • DRUID is a conversational AI platform that empowers employees, customers, and partners to digitally communicate with your business and enterprise systems in the most intuitive, efficient and human-like way.

                44 min
              • Episode #5 with Alexandra Mogin, TenForce

                How do grow long-term and bring value to your clients when dealing with a complex sales cycle?

                This is the main theme of episode #5. I dive deep together with Alexandra Mogin, Marketing Manager at TenForce, a Belgium-based enterprise software company in the EHSQ space.

                Here is what you’ll learn:

                • Which channels & tactics bring the best ROI for TenForce
                • How ABM helps TenForce align sales and marketing
                • How to gain customer insights when dealing with big accounts and complex sales cycles
                • How TenForce measures marketing’s impact on revenue
                  • 38 min
                • Episode#4 with Steffen Hedebrandt, Dreamdata

                  In the 4th episode, I talk to Steffen Hedebrandt, co-founder and CMO of Dreamdata, about bringing client value with a data-driven mindset.

                  Listen to the episode to learn:

                  • How long is the actual customer journey in B2B?
                  • What misconceptions do B2B marketers have around data and attribution?
                  • How do you “marry” what you can measure with things that are hard to track, to get a better understanding of what’s working in your marketing?

                    • And a lot more, from sales and marketing alignment to how Dreamdata is growing and creating value for its audience.

                    35 min
                  • Episode#3 with Vukasin Vukosavljevic, Lemlist

                    In this episode, I sit down to talk with Vukasin Vukosavljevic, Head of Growth at Lemlist. We discuss how Lemlist builds value for their clients, how they differentiate their content, how they balance user acquisition with brand building and the challenges of working with a growing bootstrapped company.

                    43 min
                  • Episode #2 with Miruna Dragomir, Planable

                    How to drive value and attention in the crowded space of marketing technology. With Miruna Dragomir, CMO at Planable, a content collaboration platform for social media teams.

                    Listen to discover:

                    • How Planable creates value for their customers and audience, through their marketing
                    • Why value creation has to intersect with what you do as a business - and how to keep your team accountable
                    • How Miruna and her team balance building for the long run with bringing short term ROI
                    • Mistakes to avoid and how you can stand out in a crowded market


                      • 35 min

                    About Value-driven Marketing

                    From the publisher's feed

                    Effective marketing is not about noise or the latest tech trend. It’s about the quiet discipline of understanding your customers and market and using that knowledge to create value for the customer at every interaction.