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Pros & Content Brief

Pros & Content Brief

Knotch

Knotch brings marketers to the mic for conversations about tying digital, demand and growth marketing efforts to business outcomes and ROI.

In Pros & Content, we sit down with marketing leaders to dive deep into their content journey to understand how they use audience journey strategy and metrics to accelerate business growth.

In our Data-Driven Marketing Leader series, Anda Gansca, CEO and Co-Founder of Knotch, interviews influential CMOs about the intersection of data and content.

Learn more at https://www.knotch.com/podcast

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Top 10 Pros & Content Brief Episodes

Goodpods has curated a list of the 10 best Pros & Content Brief episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to Pros & Content Brief for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite Pros & Content Brief episode by adding your comments to the episode page.

Join Anda Gansca, CEO of Knotch, as she chats with Jennifer Johnson, the CMO of CrowdStrike, about the constantly changing role of the CMO. They discuss the need for strong internal marketing, the strategic ties between marketing and finance, and how AI could reshape the marketing landscape. They also talk about the critical role of websites as key marketing tools. Tune in for insightful tips on building a coordinated growth strategy, boosting internal marketing, and using AI effectively in your marketing efforts.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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In this episode, join our host Anda Gansca, CEO of Knotch, as she delves into the captivating personal journey of Suku Krishnaraj, CMO of Sumo Logic, who transitioned from a technical background as a developer to the dynamic realm of Chief Marketing Officer. Krishnaraj shares insights into their unexpected foray into marketing, guided by a genuine passion for understanding customer behavior and market opportunities. Discover the strategic shifts that propelled them through various career stages, from product strategy to the intricacies of marketing.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Camille Trent is building momentum as Head of Content at Dooly, as well as host of the Content Logistics podcast from Motion, where she chats with B2B marketers looking to build a content engine that drives revenue. And that's the name of this episode's game: Why content marketers must look further down the funnel to make the right decisions for their audience and grow their business. We covered attribution, content's role in demand gen, and making friends with your rev ops partners, too.

In this episode:

  • About Camille and her role at Dooly
  • What to consider in order to make the right decisions as a content marketer?
  • How to speed up insights when you have limited data
  • Nothing is better than talking to customers
  • How does Camille approach attribution?
  • Those 10 touch points you can't really see
  • How do you tie content marketing to revenue if you haven't done it before?
  • What happens when attribution data from different sources doesn't match?
  • How do you share what you're doing with other teams within the organization?
  • Is your role in content marketing slowly shifting into demand generation?
  • Content needs to be data-driven
  • All content marketers should be thinking like a growth marketer
  • Career paths in content marketing
  • The Lightning Round!
  • Final Thoughts

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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In this episode, Meagen Eisenberg, CMO at Lacework, discusses marketing in the cybersecurity industry. She emphasizes understanding engineers' needs, creating high-quality content to build trust and nurture leads, and balancing creativity and data-driven approaches. Eisenberg highlights the importance of account-based marketing and measuring ROI, while addressing the impact of COVID-19 on marketing strategies. She also explores the role of marketing technologies, focusing on tools like G2 grids and account-based marketing platforms, and predicts a potential decline in virtual events' popularity.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Join Lisa Marcyes, Head of Social Media at Cohesity, as she discusses the transformative role of data, analytics, and AI in shaping marketing. She underscores the potential of employee social advocacy in enhancing brand reach, emphasizing the power of ‘people trusting people’ over brands. Lisa shares how AI expedites content creation and enables focus on strategic tasks. In contemplating the future, she predicts an increased value for video content and niche community discussions as AI-generated content proliferates. This insightful episode brings to light the need for a balanced blend of data-driven strategies and human connections in the evolving marketing landscape.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Abishek Surana Rajendra is Vice President of Organic Growth at Course Hero and he has the “Optimization” part solidly in focus. He’s made SEO relevant outside of his immediate team by incorporating it into organizational processes, and showing its impact on the business metrics.

  • 00:39 - Abishek's background and journey to Course Hero
  • 02:47 - How to prioritize a long list of SEO projects
  • 05:24 - Evangelizing for SEO internally
  • 08:18 - Building a culture that embraces SEO as a strategic part of growth
  • 11:29 - SEO is working within a system, not trying to trick it or hack it
  • 15:21 - Even with SEO, what matters is the traffic is qualified and driving business
  • 17:53 - How Abishek motivated a team of engineers to care about SEO
  • 23:18 - How to construct an ideal SEO tech stack (listed below)
  • 24:29 - How to run an A/B test to improve SEO strategy
  • 27:25 - Key SEO metrics to track — and where organizations fail
  • 30:53 - Where you can begin, improve, and excel with SEO

Software/Services mentioned:

  • To measure primary success metrics: Google Analytics or Amplitude
  • Crawl and indexation trackers: Google Search Console
  • Track rankings: SEMRush
  • Overall health of technical SEO: Botify
  • Domain health: Ahrefs

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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In this episode of the Data-Driven Marketing Leader, host Anda Gansca interviews Wendy Wu, the CMO of SailPoint, about aligning data teams and business teams, creating content that resonates with customers, and understanding the customer journey. Wu emphasizes the importance of having a data-driven mindset and clear goals for teams to be successful. She also emphasizes the importance of creating content that speaks to customers and understanding their journey to drive revenue and growth for the business. Lastly, Wu suggests staying current with the latest industry developments in order to capitalize on new opportunities.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Kristy Morrison sits in a role that brings together data from multiple teams at F5. Her team takes a holistic view of this customer journey data in order to smooth out the process for potential customers — AKA, increase journey velocity.

  • (01:30) - Kristy runs the Digital Intelligence & Optimization Team
  • (02:23) - Key goals the organization aligns to at F5
  • (04:04) - How does Kristy know what is or isn't working along the customer journey?
  • (08:27) - It's easy to be misled by web data without organizational context
  • (10:03) - How do you take marketing data to other teams?
  • (12:57) - Showing forward progress (not just closed/won deals))
  • (16:09) - How do marketing teams earn buy-in and confidence from your internal stakeholders?
  • (18:06) - How do marketers know what content is working or not working?
  • (21:32) - Building the full view of the customer journey feels big, but is accomplished in small steps and conversations

Learn more about Knotch

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Perla Virgen-Silva (Senior Global Demand Generation Manager at Mixpanel), frames demand gen work as a bet on “discoverability," making the work more tangible and customer-centric. We also dive into getting data right in order to align the org to a common goal.

(01:15) - Perla's background and journey to Mixpanel

(04:06) - What's the difference between demand gen and growth marketing?

Keep reading: Emily Kramer’s LinkedIn post about growth marketing

(07:34) - Do you start with a campaign or start with available channels?

(11:22) - Think of demand generation as 'discoverability'

(14:36) - Discoverability depends on a solid distribution plan

(16:50) - Customer-centric thinking opens up creative channels

(22:27) - Data is a crucial investment for marketing teams

(28:23) - Use your customers and audience as a guiding factor

Connect with Perla Virgen-Silva

Connect with Ellen Schwartze

Follow Knotch on LinkedIn

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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In our first episode back, Ellen Schwartze (Sr. Director, Demand Gen) interviews Brandee Sanders, Vice President of Growth at Observe.ai. Brandee has connected her marketing programs to revenue data for years, moving beyond MQLs and “Mad Men” creative to tie initiatives to ROI and revenue in order to prove the value of her team and the business. Using data to defend what marketing is doing is a sound strategy during budget cuts, economic slowdowns, or simply assessing which campaigns are really working.

It’s a theme we’ve anchored into this season, and one that should set the tone for any mature marketing team.

Skip to...

(01:33) - Brandee’s background and career path

(05:56) - “It's not Mad Men anymore; we need programmatic measuring.”

(07:01) - What prompted Brandee to dig deeper than the MQL?

(09:01) - Data defends what marketing does.

(12:31) - Lead volume doesn't mean you're delivering on your promise to your sales team.

(15:44) - Where do you start? How do you tie marketing metrics to business results?

(18:13) - How do you communicate across your organization?

(25:56) - How does growth marketing help a business weather a recession?

(27:12) - Lightning round! Favorite marketing campaign, best place you've traveled, pandemic cliché.

(32:06) - What do you want people to take away from this conversation?

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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FAQ

How many episodes does Pros & Content Brief have?

Pros & Content Brief currently has 97 episodes available.

What topics does Pros & Content Brief cover?

The podcast is about Society & Culture, Marketing, Social Media, Content Marketing, Cmo, Content Strategy, Creative, Podcasts, Digital Marketing, Business, Content and B2B.

What is the most popular episode on Pros & Content Brief?

The episode title 'Workshop: How to be Both Distinct and Relevant in the AI Content Arena' is the most popular.

What is the average episode length on Pros & Content Brief?

The average episode length on Pros & Content Brief is 42 minutes.

How often are episodes of Pros & Content Brief released?

Episodes of Pros & Content Brief are typically released every 7 days.

When was the first episode of Pros & Content Brief?

The first episode of Pros & Content Brief was released on Aug 27, 2019.

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