In this episode of the WeMarketers Podcast, Andrew Demianenko sits down with Michelle Wols, Senior Product Marketing Manager at Beyond Product, to break down what Account-Based Marketing actually looks like in practice.

Michelle runs B2B marketing campaigns for IT and cybersecurity. Markets where the target audience is small, sales cycles are long, and a generic LinkedIn campaign is the fastest way to burn budget. She has built ABM playbooks from scratch for multiple clients and learned the hard way which parts of the process get skipped.

Most ABM advice is generic. This episode is the opposite. Michelle walks through the mechanics: how to build the account list, how to test messaging with paid prospect interviews, when to run a one-on-one campaign for a single company, and where the handoff to sales tends to fall apart.

One key takeaway: ABM is not a marketing tactic. It is a coordination problem between marketing, sales, and the events you show up at. Run it alone and even the best campaign will stall.

⏱️ Chapters

01:19 Michelle's background: from history to cybersecurity marketing

04:40 What ABM really means in practice

07:00 Where to start with an ABM campaign

09:17 How to prioritize accounts on the spreadsheet

11:08 Why Michelle skips account tiers

13:24 The €180 one-on-one campaign for a single government organization

16:50 Choosing which people inside the account to target

17:35 Channels beyond LinkedIn: Meta, Reddit, and the K12 Sysadmin community

19:51 The most intimidating part of ABM: the sales handoff

23:48 Measuring success of ABM campaigns

24:57 Paying prospects €100 for messaging interviews

27:20 The mistake: a cease-and-desist letter for using a target's logo

29:58 Two failure modes: wrong messaging vs. wrong channel

32:24 Michelle's one piece of advice for marketers starting with ABM

____________

Connect with Michelle Wols: https://www.linkedin.com/in/-michelle-wols-457a256b/

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

WeMarketers Podcast Website: wemarketerspodcast.com

____________

WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml

____________

Would you like to become the next guest? Do you know someone who could be a great fit? Drop me a line at [email protected]

Content marketing used to feel predictable.

Find the right keywords, publish blog posts, rank on Google, and gradually attract traffic.

But that playbook is changing fast.

In this episode of the WeMarketers Podcast, Andrew Demianenko sits down with Albert Mercadé, Marketing Manager at TalentUp.io, to discuss how the explosion of AI is reshaping the entire content marketing landscape.

Today, marketers are no longer competing with just other companies. They are competing with massive volumes of AI-generated content, AI search engines, and platforms that summarize information without sending users to the original source.

So the question becomes: how do you stay visible and relevant in this new environment?

In this conversation, Andrew and Albert explore:

• Why traditional SEO and blog-driven strategies are becoming less effective

• How AI search is changing the way users discover content

• Why marketers need to move beyond blog posts and diversify content formats

• The power of high-value resources like reports and benchmarks

• Why in-person events and real human connections are becoming more important than ever

• How to build a content ecosystem instead of relying on a single channel

• Why consistency and patience still matter in marketing

One key takeaway: marketing isn’t about getting thousands of visitors tomorrow. It’s about building trust, staying visible over time, and reaching the right people at the right moment.

⏱️ Chapters

01:29 The biggest challenge for content marketers today

04:33 Declining visibility in Google search

06:04 Why relying on one channel is dangerous

06:26 The return of face-to-face marketing and events

07:44 Optimizing content for AI search engines

10:09 How search behavior is changing

11:28 Are blogs still effective today?

14:03 Building a content ecosystem

16:30 Turning subscribers into customers

19:08 The real goal of marketing: revenue

21:21 Measuring marketing impact and attribution

23:34 Why consistency matters in marketing

23:58 Marketing strategies for the rest of 2026

25:30 The rise of agentic AI

____________

Connect with Albert Mercade: https://www.linkedin.com/in/albertmercad%C3%A9laborda/

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

WeMarketers Podcast Website: wemarketerspodcast.com

____________

WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml

____________

Would you like to become the next guest? Do you know someone who could be a great fit? Drop me a line at [email protected]

In this episode of the WeMarketers Podcast, I sat down with Carolina Rodriguez, VP of Marketing at World Emblem, the world’s largest patch and emblem manufacturer.

World Emblem is a 30-year-old manufacturing business. Carolina joined five years ago and helped modernize the brand by upgrading creative, building a behind-the-scenes storytelling engine, and aligning marketing and sales around shared outcomes. We also discuss how executive thought leadership on LinkedIn became a powerful growth lever, and what it looks like to scale a marketing team across regions while adopting lean operating principles.

Timecodes:

1:38 Intro to Carolina Rodriguez and what this episode covers

5:09 Rebrand execution, elevated creative, and bold unboxing kits

6:56 Internal buy-in, autonomy, KPIs, and sales alignment

7:46 Biggest challenge, translating customer needs into technical storytelling

8:58 Fixing marketing vs sales with the commercialization team

10:05 Scaling the marketing team from 8 to 18

10:48 Using lean principles for structure and performance

12:41 Why LinkedIn is their strongest channel

14:21 Executive storytelling and leadership presence on LinkedIn

15:23 The 360 approach across LinkedIn, PR, and ads

16:39 Why emblems are everywhere and how that reframed the category

19:59 Brand recognition growth and impact on sales

21:31 Carolina’s learning system, podcasts, team, and agencies

23:23 What they outsource in marketing

24:15 The challenge of SEO and evolving algorithms

25:07 Investing over 2M in AI to improve the buying experience

26:24 Advice on modernizing a legacy brand

27:29 How to connect with Carolina on LinkedIn

About the guest

Carolina Rodriguez is Vice President of Marketing at World Emblem, the world’s largest patch and emblem manufacturer. With over 20 years of experience across luxury, retail, and manufacturing, she has led high-impact campaigns, managed multimillion-dollar budgets, and driven digital transformation in the US and Latin America. At World Emblem, Carolina leads multi-brand, multi-market strategy, modernizing a 30-year-old manufacturing business through creative storytelling, distinctive packaging, and executive thought leadership that turns branding into measurable growth. You can connect with her on LinkedIn.

Connect with Carolina on LinkedIn: https://www.linkedin.com/in/carorod/

____________

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

WeMarketers Podcast Website: wemarketerspodcast.com

____________

WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml

____________

Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at [email protected]

What does it really take to turn a large conference into a year-round marketing and community engine?

In this episode of the WeMarketers Podcast, Andrew sits down with Ivana Spiridonovic, B2B Marketing Manager at WeAreDevelopers, to break down how one of Europe’s largest tech events is marketed before, during, and long after the event days are over.

This is a practical conversation for marketers who work with events, content, or community and want to get more long-term impact from limited resources.

Timecodes:

01:22 – Meet Ivana Spiridonović and the scale of WeAreDevelopers

02:44 – How WeAreDevelopers grew from meetups to a 15,000-attendee conference

05:12 – How marketing is organized behind a large-scale tech event

07:45 – What happens after the event ends: staying relevant all year

09:30 – Turning 500+ sessions into content people actually consume

12:24 – Using video, social, and speakers to extend event momentum

13:53 – Key lessons from running a first large-scale event

15:10 – Why event success depends on team trust and preparation

18:25 – Handling the unexpected (weather, scheduling, live chaos)

20:20 – How event agendas are built: audience-first vs speaker-led

23:54 – Getting speakers to commit to topics early (and how to push back)

26:14 – Why events feel different from traditional marketing work

28:55 – The hardest part of event marketing no one talks about

32:23 – Practical advice for in-house teams running events with limited budgets

35:11 – How to connect with Ivana and closing thoughts

About the guest

Ivana Spiridonović is a B2B Marketing Manager at WeAreDevelopers, where she helps shape large-scale tech events and initiatives like the HR Leaders Summit, connecting developers, HR leaders, and employers through content, community, and live experiences.

Connect with Ivana on LinkedIn: https://www.linkedin.com/in/ivana-spiridonovic-929177174/

____________

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

WeMarketers Podcast Website: wemarketerspodcast.com

____________

WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml

____________

Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at [email protected]

What if winning in marketing has nothing to do with originality?

In this episode, we dive deep into competitive insights -how smart marketers copy what works, spot hidden opportunities, use competitor data for ideas, and focus on leads, not likes.

🎙 Guest: Taylor Trusty Co-Founder & CRO at Newslever, a competitive intelligence platform used by 24,000+ marketers at companies like Nasdaq, Deloitte, Toyota, Airbus and more.

You’ll learn why:

• Deleted ads reveal more than ad libraries
• Quiet B2B content outranks viral content in results
• Long-form videos outperform short-term hype
• Copying is a strategy, not a sin

Timecodes:

01:36 — Who is Taylor Trusty?

05:27 — From agency trap to building a SaaS platform

09:37 — What competitive insights actually are

13:21 — Who really needs competitive intelligence tools?

17:05 — The RIGHT way to use competitor data (not clone campaigns)

20:03 — Copying vs. stealing: how to do it smart

21:13 — Biggest mistakes marketers make with competitor intel

23:50 — Hidden signals most marketers overlook

24:13 — Deleted ads = the truth your competitors hide

29:40 — Best advice: follow quiet signals, not viral noise

31:27 — Why long B2B videos convert even with 26 views

____________

Connect with Taylor Trusty:

https://www.linkedin.com/in/taylortrusty/

https://taylortrusty.com/

____________

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

WeMarketers Podcast Website: wemarketerspodcast.com

____________

WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml

____________

Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at [email protected]

In this episode of the WeMarketers Podcast, Andrew discusses the future of artificial intelligence in marketing with Maximilian vom Eyser, a senior digital growth strategist at Google's EMEA headquarters. They delve into the opportunities and risks associated with AI, the importance of not over-relying on AI tools, and the need for marketers to maintain emotional intelligence and manual skills.

Additionally, they explore changing customer behaviors, the unpredictable nature of user interactions, and how marketers can stay ahead of the curve. Maximilian shares his insights on balancing personalized experiences with data privacy, staying up-to-date with AI advancements, and leveraging AI for practical tasks.

Timecodes:

01:42 Welcome to the WeMarketers Podcast

02:24 Maximilian vom Eyser on AI in Marketing

03:00 The Risks of Overreliance on AI

11:53 Changing Customer Behaviors with AI

19:56 Balancing Personalization and Data Privacy

24:53 Transparency in AI Usage by Brands

31:36 Maximilian's Personal Approach to Staying Ahead in AI

37:46 Essential Skills for Marketers in the Age of AI

42:43 Conclusion and Contact Information

____________

Connect with Maximilian vom Eyser: https://www.linkedin.com/in/maximilian-vom-eyser/

____________

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

WeMarketers Podcast Website: wemarketerspodcast.com

____________

WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml

____________

Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at [email protected]

In this episode of the WeMarketers Podcast, Andrew sits down with Adriaan Kolff to discuss the profound impact of networking on personal and professional success. Adriaan shares his journey and how his network has been instrumental in his entrepreneurial endeavors. From sharing personal stories to providing practical advice on how to build and leverage networks, this episode is a must-watch for marketers and entrepreneurs looking to expand their reach and influence.

Adriaan provides insights into the importance of moving out of one’s comfort zone, the power of giving without expecting anything in return, and the benefits of building a personal brand. Whether you’re just starting out or looking to take your career to the next level, this conversation offers valuable lessons on the power of networking.

Timecodes:

01:46 Intro

02:15 Adriaan's Networking Journey

07:52 The Importance of Moving for Growth

11:17 Building Networks from Scratch

15:24 Organizing Effective Networking Events

25:43 Creating a Sense of Belonging

29:30 Generosity in Networking

30:42 The Real Estate Broker's Unconventional Strategy

32:05 The Power of Being a Super Connector

32:38 Networking Success Stories

36:57 Building and Expanding Your Network

37:30 Overcoming Networking Doubts and Fears

38:46 Effective Networking Techniques

45:36 Leveraging LinkedIn for Networking

47:34 The Importance of Personal Branding

51:19 Final Thoughts and Future Plans

____________

Connect with Adriaan Kolff: https://www.linkedin.com/in/adriaankolff/

____________

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

WeMarketers Podcast Website: wemarketerspodcast.com

____________

WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml

____________

Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at [email protected]

In this episode of the WeMarketers Podcast, Andrew sits down with Sam O'Brien, VP of Marketing at Dealfront, to discuss the complexities of modern marketing. They delve into the importance of balancing short-term results with long-term brand building, the role of data-driven decision making, and the benefits of programmatic demand generation.

Sam shares his unique approach to market segmentation, the use of AI in marketing, and the significance of effective collaboration between sales and marketing teams. Tune in for practical insights and real-life experiences from a seasoned marketing leader.

Timecodes:

01:45 Introduction to Sam O'Brien and the Topic of Broken Marketing

02:28 The Dilemma of Data-Driven Marketing vs. Brand Building

03:05 Exploring Long-Term Marketing Strategies

03:52 Connecting Marketing Efforts to Sales Impact

05:35 Dealing with Management Pressure on ROI

06:29 Effective Demand Generation and Brand Building

07:48 Challenges in B2B Marketing and Long Sales Cycles

09:03 Strategies for Market Penetration and Growth

21:17 The Role of ABM in Modern Marketing

26:25 Leveraging AI and Automation in Marketing

32:26 The Structure and Collaboration of Marketing Teams

36:16 Conclusion and Final Thoughts

____________

Connect with Sam O'Brien: https://www.linkedin.com/in/samuelwobrien/

____________

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

WeMarketers Podcast Website: wemarketerspodcast.com

____________

WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml

____________

Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at [email protected]

In this episode of the WeMarketers Podcast, Andrew interviews Kristina Vukas, Fractional CMO and founder of Plot Twist, to discuss effective content marketing strategies for 2025 and beyond. Kristina shares her journey from being a singer and actress to a successful marketer. They delve into the importance of personal branding, the shift towards authenticity in content, and the use of AI as an assistant rather than a creator.

Kristina emphasizes the need for companies to be transparent and human-centric in their marketing efforts. The conversation also covers the evolving consumer behavior, the role of different marketing channels, and practical strategies for balancing AI and human-created content. Kristina shares her data-driven approach to predicting ROI and her vision for the future of content marketing.

Timecodes:

01:35 Kristina Vukas' Journey in Marketing

03:10 Effective Content Marketing in 2025

05:06 Shifts in Consumer Behavior

07:48 Content Strategy and Performance

14:20 Balancing AI and Human-Centric Content

17:20 Encouraging Team-Generated Content

20:40 Collaborating with Sales Teams

22:00 Content Marketing for Different Company Sizes

23:22 Measuring Content Marketing Success

27:47 Future of Content Marketing

29:54 Favorite Tools for Content Creation

32:12 Conclusion and Contact Information

____________

Connect with Kristina Vukas:

Linkedin: https://www.linkedin.com/in/kristina-vukas/

Instagram: https://www.instagram.com/kristinavukas/?hl=en

____________

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

WeMarketers Podcast Website: wemarketerspodcast.com

____________

WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml

____________

Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at [email protected]

In this episode of the WeMarketers Podcast, Andrew welcomes Ora Gittsovich to delve into effective anti-crisis B2B marketing strategies. They discuss the importance of concentrating on high-value accounts, integrating marketing and sales efforts, and leveraging data to navigate market disruptions.

Ora shares insights on maintaining communication and consistency, aligning marketing activities with buying cycles, and building resilient strategies to manage crises. She also emphasizes the role of customer success, reengagement, and the use of tools and automation to enhance performance during challenging times. Tune in for practical tips on surviving and thriving in a crisis, straight from a seasoned marketing expert.

Timecodes:

01:26 Meet Ora Gittsovich

04:14 Defining Crisis in Business

06:05 Aligning Marketing and Sales During Crisis

09:21 Customer Success and Acquisition Channels

10:59 Metrics and Data-Driven Decisions

16:56 Anti-Crisis B2B Marketing Strategies

23:41 Preparing for Future Crises

35:21 The Role of a Fractional CMO

38:27 Final Thoughts and Farewell

____________

Connect with Ora Gittsovich: https://www.linkedin.com/in/cmora-gittsovich/

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

WeMarketers Podcast Website: wemarketerspodcast.com

____________

WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml

____________

Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at [email protected]