Radically Transparent May 18, 2023
See you in September 2023!
Hello World! Hope you’ve been enjoying the Radically Transparent Podcast! We’re taking a short break and look forward to returning with new episodes in September 2023.
Until then, you can binge all episodes here. And naturally, if you're a marketing or sales leader and would like to be a guest on the show, please be in touch at firstname.lastname@example.org.
See you in September!
Winning Advocacy Strategies and Embracing AI with Rhonda Hughes
There’s no denying that AI is reshaping how marketers approach their content strategy. While some debate the drawbacks of these widespread tools, our upcoming guest believes that it's actually helping content professionals stand out and break through the noise!
In this episode of Radically Transparent, Rhonda Hughes, Vice President of Corporate Marketing for Mural, shares her positive outlook on AI tools like Chat GPT while emphasizing the importance of media literacy.
With over 17 years of marketing experience, she not only shares her perspective on how AI is impacting content as a whole but delves into where it plays a role in social strategy. As many social media professionals do not have formal copywriting training, these platforms can offer handy copywriting skills and different perspectives.
Having launched 4 successful employee advocacy programs, Rhonda even breaks down what makes a winning program. She believes you must remain employee-centric and view advocacy as a means of helping your employees find relevant content that will be interesting and valuable in their feeds.
"The way I've always gone into it is how do we build a program that's going to help the business, but also help employees build themselves up professionally.”
She wraps the show by discussing the several ways she likes to measure advocacy, including total social actions, which she explains as engagements, plus all the other things. Highlighting the importance of analyzing what action is coming from the content we are putting into the world.
Hot Topics of this Episode Include:
- Where AI fits in content and social media marketing
- The common denominators in winning employee advocacy programs
- How you should be measuring the impact of your employee advocacy efforts
How to Create Content that Stands Out and Performs
In today's highly competitive content landscape, marketers are faced with the challenge of not only creating content that stands out but performs.
There is a solution– one that educates your audience, sets you apart from the competition, and positions you in the market as a thought leader. Joining the Radically Transparent podcast to unpack the ins and outs of surveys is the expert himself, Ramel Levin, Chief Survey Master at Global Surveyz.
Especially today, everyone is trying to be unique, and Ken believes that you have to do content differently! He reveals exactly how to find the content sweet spot by focusing on the content that’s high-performance and hard to create, like surveys, podcasts, and videos. Unlike content that is high-performance and easy to create because the majority are already doing it!
As a senior marketing executive for over 20 years, Ramel shares his best-kept secrets of content marketing and creating strong surveys. He explains when and why you should launch a survey, the necessity of always including red herring questions, and the importance of starting with the end. He even shares how to know if it’s the right time to publish a survey and his rollout process that has allowed him never need to “kill” a survey.
Hot Topics of this Episode Include:
- The best-kept secrets of creating strong surveys
- How to find the “content sweet spot” and create content that stands out
- Why, when launching a survey, you shouldn’t start with the question but rather the story you’d like to tell
How Marketing Leaders Can Maximize Revenue Generation
In this episode of the Radically Transparent podcast, Ken Powell, Chief Revenue Officer at K1X, shines a light on the connection point between marketing, sales, product, and client success. With his comprehensive 5 part operating system, he reveals the steps to create a frictionless experience for all corners of the organization.
Ken believes it's not just about selling a product–it's about offering a unique perspective that aligns with the market. Emphasizing the importance of positioning and a differentiated story, he highlights the significance of speaking directly with customers.
With his 25+ years of experience and unique background in the public, private equity, and venture capital space, Ken walks through the key aspects of successful marketing leaders. One being the ability to execute fast while being financially, strategically, and data-focused.
Stay until the end to hear how he incorporates employees to be part of the brand and encourages the wider organization to be thought leaders across social.
Hot Topics of this Episode Include:
- The 3 key aspects of successful marketing leaders
- Creating operating systems to create a frictionless experience between departments
- The differences between operating as a private equity and being in a public company
David Kung on Managing Priorities, Projects & Tactics with Limited Resources
“One step forward and two steps back is a great strategy when you’re walking the plank”, says David as he explains some of the slogans he uses to motivate his team and keep the needle moving forward.
He also dives into how he is balancing the minimum effective dose to find the things that require the least amount of effort, with the greatest impact. David also reveals why focus is key when prioritizing projects, and tactics and how it helps his team stay mindful of what is working. He talks about the importance of measuring initiatives and gaining insights in order to craft the next creative endeavor.
With a unique background in technology and storytelling, David even discloses what he has learned from past experiences working at Disney, what he has learned about how people process vision, and how the power of visual content can help take your content strategy to new heights.
Hot topics of this episode include:
- Using visuals to maximize inspiration, collaboration, and insights
- Finding the minimum effective dose to define the initiatives that require the least amount of effort but will drive the maximum impact
- A marketing leader’s best-kept secrets on motivating a team when resources are limited
Sarah Emmott on How Social Listening Paves the Way for a Winning Social Strategy
Sarah Emmott, Head of Brand for Work Management by Atlassian, one of Fast Company’s “Most Innovative Companies in the Workplace” joins the Radically Transparent podcast. She reveals how a deep dive into social listening paved the way for her organizations marketing milestones and successes. As well as how a social listening audit discovered why YouTube should be included in their social strategy, and how Sarah is using it to be strategic with her influencer campaigns.
Throughout the episode, Sarah reveals some of Atlassian’s social strategy that is contributing to their fast-growing and impressive social presence, as well as the difference between “share of voice” and “share of mind” and where both fit into a content marketing strategy.
Hot Topics of this Episode Include:
- How Social Listening paved the way for a winning social media strategy
- Measuring the impact of social media in a product-led growth organization to prove value and keep budgets
- Why YouTube is a powerful channel for influencer marketing and why it’s often the most over-looked by B2B marketers
David Delaney Mayer on How B2B Video Strategies are Evolving
CEO of Elemmir, Forbes 30-under-30, and Emmy-nominated documentary filmmaker and poet David Delaney Mayer unravels the radically transparent truths behind modern-day B2B video marketing. He calls out why in a world where Chat GPT and AI are taking over messaging, it is more important than ever to show a human face to the brand.
Throughout this episode, David reveals how to find the big opportunities to tell specific pieces of your brand story, your customer story, and your employee story using video– fit for any budget and any medium.
He dives into how video marketing is becoming increasingly personalized, why short-form video works best for quick and engaging content across social and how B2B video marketing has evolved to focus more on storytelling, with companies using video to tell compelling stories that resonate with their audience and build brand loyalty.Hot Topics of this Episode Include:
- What it takes to tell a compelling story that resonates with your target audience
- Top tips for brands filming videos with limited resources
- How a brand can frame a narrative when they are no longer in control
Lauren Gumport on the Secrets Top PR Professionals Use to Get Media Coverage
She calls out how media professionals are busy people and why it’s up to marketers to make their job easier. One of the ways Lauren suggests marketers can build an outstanding relationship is by creating custom pitches for each journalist. Taking pitching to the next level requires you to connect with the person, not just a stranger who happens to be a journalist. Remember, you're pitching to a person, not a publication.
Throughout the episode, Lauren confirms that if you want top-tier coverage, you have to ditch the “spray and pray” method when connecting with journalists. Instead, define fifty to one-hundred reporters who matter to your space and build these relationships over time.
In addition, Lauren even dives into the type of content that matters, why social media managers should live in-house, and how she is measuring media relations' impact on the brand.Hot Topics of this Episode Include:
- Why social media should live in-house
- How to get top-tier coverage for a brand nobody has heard of
- Building measurement plans to measure public relations effectively
Joe Morris on How Companies Win with Employee Advocacy
Throughout the episode, Joe dives into how he has rolled out a successful employee advocacy program at Capgemini. He confesses that maintaining an advocacy program isn’t always smooth sailing, how to keep engagement up, and even reveals a few of the ongoing challenges he’s facing getting his colleagues to want to be part of such an initiative.
Joe also explains why it’s important to get the business to support, understand and prioritize the program from a top-down approach.Hot Topics of this Episode Include:
- The biggest challenge when leading an advocacy program and how to overcome it
- How to measure the success and impact of an advocacy program on the business
- Powerful reporting methods to share with employee advocates to keep them engaged quarter over quarter
Eytan Buchman on Balancing Strategy and Tactics
Eytan Buchman serves as the CMO of Freightos, a B2B platform that is revolutionizing the trillion-dollar logistics industry with an online freight marketplace, heading up full marketing stack operations, from positioning and branding to digital and traditional marketing channels.
Leading the marketing team, Eyal takes a data-driven marketing approach, with an emphasis on content marketing, analyst relations, press engagements, and online customer journeys.
He is renowned for building the marketing at Freightos from scratch, driving enterprise-grade leads at an incredibly low ROI, dominating the industry attention by combining data marketing and story-telling, and, most importantly, building and scaling an acquisition and retention machine for Freightos’ flagship product, the Freightos Marketplace.
Eytan has even been seen making freight look sexy enough for the WSJ, TechCrunch, The Verge, and CNBC.Hot Topics of this Episode Include:
- The key to finding a balance between fulfilling today’s expectations and planning for tomorrow’s demands
- How to hold yourself accountable to move the needle forward and make an impact
- Keeping strategic work out of the “do later” pile
Dani Peterman on Are Social Media Managers Future CMOs?
Meet Dani Peterman, Brand Marketing Lead at Coho AI and a rising LinkedIn influencer with 7K followers. He joins the Radically Transparent podcast to talk about the evolution of organic social media and why social media marketing is so much more than content creation.
He reveals the modern day career path of a B2B social media manager and what it will take for them to become the next generation of CMOs. He even lists some of the top skills social media managers currently have that make them an ideal candidate for becoming a marketing leader. Dani doesn’t miss a beat as he even dives into some of the latest trends, like Chat GPT, and how social media managers must be dynamic to avoid becoming obsolete.Hot Topics of this Episode Include:
- How not to pigeon-hole your career as a social media manager
- The evolution of organic social media and the future of B2B social media management
- Why social media managers are the next generation of CMOs
Talia Schmidt on How to Create and Boast a Brand Customers Trust
In this episode, Talia unravels why at the very core of understanding the effectiveness of brand trust is data. She battles with why it’s often easier to measure lead generation campaigns than branding and reveals where organizations can focus when it comes to figuring out a good way to measure effectiveness of brand campaigns over a period of time.
Throughout the episode, Talia reminds marketers that brand marketing is a long play. She's also transparent about why regardless of company size brand marketing is an essential and important part of any marketing function.Hot Topics of this Episode Include:
- How to build brand trust that ignites meaningful relationships
- Understanding if what you’re doing for the brand is actually effective
- How marketers can prove the value of brand marketing through data
Cidney Falk on How Collaboration Creates Economic Opportunity for the Global Workforce
Cidney Falk, a leader in LinkedIn's Channel Partnerships team within the LinkedIn Marketing Solutions business stops by to share how she is flipping the script on what it means to show up to work and accomplish more with less - while staying sane in the process.
In this episode, Cidney talks about the creation of “Strength WithIn,” a program she implemented across LinkedIn. "Strength WithIn" aims to create space for LinkedIn employees who are interested in strength sports to connect, both in-person and virtually, to build meaningful relationships, work better, and become more resilient.
Cidney’s innovative employee-led program creates a virtuous cycle within LinkedIn’s core value of #OneLinkedIn: the idea that across every business line, there are always ways that peers can be collaborating together to bring the best outcomes to LinkedIn clients.Hot Topics of this Episode Include:
- How a startup mindset can benefit any organization in times of uncertainty
- LinkedIn’s core values, and why encouraging employee-led programs to succeed is the key to collaboration
- The secret to creating space for your employees to connect both in person and virtually to build meaningful relationships, work better, and become more resilient
Reducing Advocacy Friction: Bringing Your Program Where Your Advocates Are
Swastik Das, Senior Product Manager at Microsoft, and Shanie Zimerman, Strategic Partnerships at Oktopost, stop by to talk through some of the best-kept secrets of Microsoft Teams and Oktopost integration. Tune in to learn how marketing and sales teams are benefiting from it, and what we can expect between Microsoft Teams and Oktopost in 2023.Hot Topics of this Episode Include:
- What you need to know to bring advocacy content to where your team members are
- The best-kept secrets of the Microsoft Teams and Oktopost integration
- How marketing and sales teams are benefiting from the integration, specifically when it comes to social selling
Nish Veer on the Rise of Corporate Trolling in Social Media
Nish Veer, Director of Growth at MediaMonks reflects on companies like Pizza Hut UK, RyanAir, and others who have changed their strategy to become professional trolls in order to gain momentum and an audience. He dives into what B2B organizations can learn from a corporate troll strategy and how to examine your own social channels against competitors to tastefully do social media better.Hot Topics of this Episode Include:
- Why businesses are turning to corporate troll marketing
- How to effectively use troll marketing to improve your brand
- The fine line between funny and offensive social posts and the key to trolling right
People-First Tactics: How to Quell Quiet Quitting?
Kelly Pronek, VP of Marketing at PriceFX, and Daniel Kushner, CEO of Oktopost, examine how to best retain top talent at a time when there is more demand than supply. Together, they tackle how leaders can quell quiet quitting and what to do if you suspect you have a few quiet quitters on your team.Hot Topics of this Episode Include:
- How marketing leaders can inspire, motivate, and retain top talent
- Why putting your people first is the secret to nipping quiet quitting in the bud
- How to balance the massive demand for marketing functions with a scarce pool of talent
Jamie Shanks on what sets Social Selling apart from Social Media Marketing
In this episode, Jamie reveals that the key to creating the perfect social selling storm happens when a balance is struck between decision makers conducting due diligence online and the sales professional being seen as a helpful resource that can guide the buyer towards their ideal solution. He also dives into how easy it is for sales professionals to get trapped in “random acts of social” instead of using social as a means of engagement to drive revenue-- and how to overcome it.Hot Topics of this Episode Include:
- The key differences between social selling and social media marketing
- Selling as a means of engagement and how not to get stuck in “random acts of social”
- Bridging the gap between sales and marketing with essential guidance on selling to the modern-day buyer
How to Successfully Market to a New Demographic
Meet Andrea Zoellner, VP of Marketing at Kinsta, and this week's Radically Transparent podcast guest. She recently led her entire organization to successfully reach a new customer demographic. (Which as many of us know -- is never easy!)
Andrea exposes the radically transparent truths behind marketing to a new demographic without changing what current customers already love about the brand. She opens up about the concerns they had, how they positioned themselves, as well as how they addressed future feature development for both new and existing demographics.
Andrea even opens up about the “discovery” phase of the new personas– the self-assessment and the moment the brand realized they needed to expand their audience to go behind creators and include developers and CTOs.
Hot Topics of this Episode Include:
- Reaching new customer demographics without abandoning your current one
- Insight into the fractured world of website development and a fascinating discussion on why marketers today need to be an expert on the products they write about
- The “ah-ha” moment when it’s time to expand your customer audience
Why Good B2B Marketers Don’t Discredit Facebook
VP Marketing, Melinda Cormier of LumApps uncovers what and how she is keeping her pipeline filled with quality leads and maintaining a healthy pipeline-to-spend ratio. However, she takes the conversation for a unique twist as she discloses how she is diversifying her B2B social media strategy to successfully include Facebook-- a social network that has usually become 3rd in the strategic line-up behind LinkedIn and Twitter for B2B marketers. Good marketing requires a diversified model to succeed, and for many, when it comes to social media, marketers are simply not “diversifying enough.” This episode will change the way you think about filling your pipeline, and how to flawlessly handle the ever-changing demands of B2B marketing.Hot Topics of this Episode Include: - Pipeline-to-spend ratio and how to rely on data to meet the ever-changing demands of demand generation - The power of understanding your ICP’s career plan and how to use it to bolster your pipeline - Why B2B marketers shouldn’t forget Facebook despite LinkedIn being the holy grail for all things B2B
The Unspoken Truths Behind Customer Segmentation
There is no such thing as a ‘one size fits all’ approach to customer segmentation. In this episode of Radically Transparent, host Jennifer Gutman of Oktopost examines what data the modern-day digital marketer is missing to be able to effectively deliver a customized experience to every single individual customer.
Hot Topics of this episode include:
- Why the more data from social media you have, the more effective you can be at segmenting your database and delivering engaging content
- How to build sophisticated segments based on what your audience clicks on social media, and customize content accordingly
- Instead of sending the same generic email to all contacts, how you can deliver highly-targeted emails that are aligned with your leads’ interests
You can find all resources mentioned throughout the episode here:
Making Social Engagement Data Work for You: How to Nurture Leads Effectively
At its core, lead nurturing is rooted in data. The more data you have on leads, the better you can craft engaging content and messaging.
But it’s not enough to base your conversations on your audience’s website and email activity only – what about social media?
In this episode, host Jennifer Gutman of Oktopost reveals that buyers are actually spending an average of 116 minutes on social networks each day, making it the ideal channel for marketers to leverage when nurturing leads.
In addition, you can find all resources mentioned throughout the episode below:
Why the Best Lead Scoring Models Incorporate Social Engagement Data
If you don’t have access to a stack of cherry-picked magnificent leads, how do you know which of the leads coming into your business are relevant, and which of those leads are junk?
In this episode of Radically Transparent, Jennifer Gutman of Oktopost takes on how marketers can identify which leads should be pushed to sales and which may require further nurturing using social engagement data, and specifically examines lead scoring using social engagement data.
You can find all the additional resources mentioned in this episode here:
Leveraging Social Data for Better Engagement
With less than 25% of leads being sales-ready when they first come in, the question remains how we, as modern-day digital marketers, can actually know at what point a lead is defined as “sales-ready”? In this episode, Jennifer Gutman, Director of Customer Marketing at Oktopost examines how B2B marketers can:
- Leverage social engagement data for better engagement
- Integrate social engagement data into marketing automation and why this simple step will secure your seat at the strategy table and
- ACHIEVE True attribution– using social engagements to improve lead scoring, nurturing, and overall attribution
Get ready to get radically transparent about social engagement data.
Barney O'Kelly on Where Psychology Fits into an Employee Advocacy Launch
Barney O’Kelly, Digital Marketing Director at Alix Partners, a financial advisory and global consulting firm best known for its work in the turnaround space, reveals what Alix Partners did differently when building the framework of their advocacy program, and why he went to great lengths to truly understand the personas that made up the program.
According to Barney, marketing is too important to be left only to the marketing department. If you want to tap into creating brand evangelists, you need to understand your employees, the same way you understand your customers.
Barney tackles the tremendous level of insight he has gained while leading an advocacy program. He even opens up about some of the psychology he’s learned about the type of people who work at Alix Partners, why not all people want to share content, and how to help his colleagues overcome their fear of thought leadership on LinkedIn.
Hot Topics of this Episode Include:
- The psychology behind why your advocates may not be participating in your advocacy program, and how you can easily overcome it
- How to mobilize an entire organization to be marketing for your brand
- Barney’s top tips to ensure the extraordinary work your team is doing every day doesn’t become ordinary
Matt Bailey on What is Good Engagement Rate?
Matt Bailey is known for turning data into action and has been recently named by Oktopost in The Top 10 LinkedIn Influencers (LinkedInFluencers) to Follow. Matt helps complex organizations and teams take the data, find the story, and use communication to write the next chapter. Often consulting for companies like IBM, Google, and Microsoft, Matt works with the best of the best, leading the top thinkers in their industry through exercises to maximize their digital reach.
Matt’s humorous edge makes everything he says easier to listen to. He is an expert in deciphering what works and what doesn’t when it comes to digital marketing. His reliance on data ensures that everything he says is backed up by numbers, which is huge when there are so many voices in the space.
As Matt puts it, when you have to justify what you are doing, most likely it means you are showing up to meetings with data that isn’t impressive.
So what data IS impressive to share if you are reporting on social media?
Tune in to find out.Hot Topics of this episode include:
- Why every marketer needs to be a generalist, stay clear of trends, and practice both digital and media literacy
- How to define a social media insight and come to meetings with data that matters to the business
- Why looking at social media engagement rate is actually a disservice to proving your value as a social media manager
Has marketing lost the ability to tell a great story? With Peter Bell.
Peter Bell, Adobe's Senior Director UKI Enterprise & EMEA Commercial Marketing makes the case that B2B marketers today have lost the ability to tell a great story. For many, it seems the discipline of focusing on their brand's narrative: something that has anchored the brand in people’s hearts and minds and has kept it there, has disappeared.
In this episode, Peter and Jen take a look back at some of the greatest marketing stories of all time and talk through what made these specific campaigns stand out. Together, they tackle the thorny issue of why brands today are no longer in control of the stories they tell and how to break through the noise to get the important messages across. Peter also reveals to Jen why it’s imperative for brands today to have a narrative arc to carry their story – regardless of how many channels and platforms marketing is spread across.
Employee Advocacy: Should Gamification Include Rewards? With Yara Malalane.
Listen to Yara Malalane and Jennifer Gutman of Oktopost talk about employee advocacy and how to determine if gamification of your program should include rewards. Yara is a specialist in social media publishing and employee advocacy technology and has worked with organizations across the globe to roll out and scale successful employee advocacy programs of all sizes. You can also check out some B2B Employee Advocacy Best Practices to increase your brand value and reach: https://www.oktopost.com/blog/b2b-employee-advocacy-best-practices/
Ben Beeching on Why Your Social Media Matters in Your MarTech Stack
You’ve probably heard of Mega International – the global SaaS software company for Enterprise Architecture, Business Process Analysis, Governance, Risk and Compliance, and Data Governance. But have you ever wondered how their marketing team is able to build compelling customer journeys that impact pipeline and speak so accurately to their buyer personas?
Let’s not sugarcoat it.
Every single B2B marketer is currently overwhelmed by the amount of potential marketing technology tools at their disposal. Moreover, when you’ve selected the right technology to include in your matech stack, how do you know which sets of data to rely on to make informed decisions? What technology plays nicely together?
Are you using the right social media management solutions to increase the impact of your organization’s social media campaigns on the business?
In this episode of the Radically Transparent podcast, Ben and Jen tackle what goes into producing the right content across different channels and stages of the funnel to build trust with buyers. Ben opens up about why it’s so easy to lose the humanization aspect in marketing – and what B2B marketers can learn from their B2C counterparts when it comes to connecting with customers.
Ben even explains how he is using social data to make informed decisions and impact the buyer journey, along with the rest of the technology in his martech stack.
An episode not to be missed if you’ve ever found yourself questioning how to use social media to build personas and help take buyers down the funnel.
Kevin Lau on Why We’ve Lost the Ability to Humanize the Customer Experience
Renowned for his time at Adobe as Global Head of Customer Advocacy and now serving as Senior Director of Customer Advocacy at F5, Kevin Lau unpacks the balance between successfully driving revenue and acquiring new customers all while maintaining an existing customer base.
This episode is jam-packed with insights into the world of customer marketing from the perspective of a legend who has started from scratch to build world-beating customer experiences at some of the industry’s leading organizations: Google, Marketo, and Adobe.
It’s an episode you most certainly won’t want to miss.Hot Topics of this Episode Include: - How to bridge the great divide between demand generation, driving revenue, and maintaining the existing customer base in a SaaS model - The success behind Marketo’s Marketing Nation and what brands must remember about their customers - In his own words – Kevin’s story on his acquisition journey from Marketo to Adobe (the one that you won’t find in the 2018 press releases!)
Colin Day on Social Media Governance: Harnessing B2B Social Media Opportunity
Colin Day, Managing Director of EMEA and APAC at Oktopost unravels social media governance and why it should be on every marketers agenda of discussion when building a social media strategy. Whether you're a small business or a large multi-national company operating globally, risk management and compliance needs a rethink when it comes to social media.
Hot Topics of this Episode Include:
- The biggest struggles that companies are facing today when it comes to social media governance (both in regulated and non-regulated industries)
- How marketing, legal and compliance teams can come together to create a safe and practical social media policy
- How B2B organizations are prioritizing social governance efforts, especially in regulated industries– and where Oktopost can help
- Colin’s biggest lesson learned post-recovery after he had to hit the big red button to stop all social media
10 Key Areas Holding Back your Advocacy Program with Jennifer Gutman
Oktopost's Director of Customer Marketing, Jennifer Gutman, is hosting solo. If you’re a long-time listener, you know that what keeps her up at night professionally is launching, maintaining, and creating highly engaged employee advocacy programs. In this episode, she zooms in on the 3 key areas that may be holding your employee advocacy program back.
Hot Topics of this Episode Include:
- The essential items to include in your internal communication plan when rolling out advocacy and access to my very own internal comms advocacy launch roll-out plan for you to download here.
- How to ensure new employees are successfully integrated into your advocacy program
- The #1 workshop to run in the first 60 days of launching your program
How Any B2B Business Can Grow a Podcast with Tom Hunt
Tom Hunt, Founder/CEO of Fame wisely enlightened us that “there is a formula to becoming famous. It’s used by everyone from the likes of Taylor Swift to Salesforce to Donald Trump. First, you create amazingly good content around a specific niche, and second, you are seen around other famous people in that niche.”
Tune in now for an extraordinary episode of Radically Transparent that will change the way you podcast.
Hot Topics of this episode include:
- The 3 things marketers do wrong when starting a podcast – and how to make sure to avoid them!
- How to measure a podcast and get a 10x ROI from your show
- The secret sauce to flawless podcast promotion to increase listenership
The Cure for Imposter Syndrome as a Marketer with Chedva Kleinhandler
Chedva Kleinhandler, CEO and Founder of Rooms and Words, gets radically transparent in this episode about her unconventional career path. Starting as a translator in an ultra-orthodox Jewish community, she became a wildly successful, award-winning serial founder, featured on Forbes, BBC, Wired, Thrive Global, and more.
Chedva also candidly unravels how she tackled imposter syndrome throughout her career, and what she is doing now as a leader to ensure her team overcomes any feelings of fraud. She even reveals the questions she asks her team to help get them out of their comfort zone and into their “Genius Zone” (originally coined by Gay Hendricks in his book, The Big Leap) in order to unlock their highest potential.
For Chedva, there is no room for imposter syndrome! Yet, she does acknowledge that it’s a completely normal feeling to have at any stage of your career. The cure? You’ll have to listen to find out!
Adam Clarke on Making Employee Experience a Burning a Priority
Serving as the Head of Marketing at Zest, Adam Clarke, stopped by the Radically Transparent podcast to disclose how challenging it can be as a marketing leader to keep up with the advances of technology. He opens up about self-pressure and doomscrolling and emphasizes the importance of how an employee advocacy program gives employees the opportunity to feel confident with their peers and customers – which is a key component to creating a positive employee experience.
Hot Topics of this Episode Include:
- The top tools in Adam’s MarTech stack that have been essential to his success as a marketing leader (Yes –Oktopost is one of them!)
- How employee advocacy is positively impacting colleagues, the workplace, and workplace culture with the confidence to impact an organization’s bottom line in both revenue and headcount
- Why now is the time to make employee engagement a burning priority; and the role content plays in it to keep the momentum going
Keith Messick on Why Great B2B Marketing Comes Down to People and Math
Keith Messick, CMO at LaunchDarkly reveals the one thing keeping him up at night professionally and it's far from actual marketing. It's people and math.
What does he even mean by that?!
Talking through some of a CMO’s greatest dilemmas, such as how everyone wants the title, but nobody wants the job, the non-existent playbook, and how to spot good marketing versus marketing BS, Keith highlights how a successful CMO can impact an organization both in revenue and growth while implementing the highest levels of innovation.Hot Topics of this Episode Include:
- The daily ratio Keith relies on to neither micromanage nor undermanage his team
- The essentials of codifying a decision-making framework and why it’s important to be transparent about how you make decisions as a leader
- Good marketing versus BS and the secrets behind achieving continued growth
Lisa Marcyes on Creating Value for a Global Audience
Oracle's Director of Global Social Media, Lisa Marcyes, stops by the Radically Transparent podcast to discuss what social media leaders are doing differently to forge intimate relationships with customers, cater to new expectations, and give their audiences an authentic view of the people behind their product.
She shares her opinions on why content that is relatable, personable, and showcases the humans behind the handle resonates best with a global audience and how the power of speaking to audiences across social as if they were at a backyard BBQ – which she adheres to today -- is a tone that resonates well with most audiences. Her number one rule when it comes to social content? No highly produced copy!
This approach has completely shifted the way B2B social media is perceived in the marketplace and is proving to transcend across all languages and cultures – which comes in handy for Lisa as she is responsible for communication to over 11 million followers.
This episode will have you at the edge of your seat as Lisa dives into some of her most wild moments leading the Oracle social team. Listen to what she’s learned along the way, and even a few tips and tricks when thinking about your own social media strategy.
Hot Topics of this episode:
- How B2B brands can meet audience expectations in the social advocacy arena to stand up and make a difference as they respond to amazing moments in history – and what to do if you don’t always get it right
- Why LinkedIn Newsletters are the engagement hack you didn’t know you needed – and other ways to add value across social media
- How she's creating a personalized experience for 11 million followers in a meaningful way
Matthew Balcerek on the Secret to Creating Hyper-personalization in Banking
Forbes 30-Under-30 and Marketing Leader at Debbie, the first debt payoff platform that rewards borrowers for adopting healthy financial habits, Matthew Balcerek stops by the Radically Transparent podcast to reveal to Jennifer Gutman of Oktopost the secrets behind achieving hyper-personalized experiences in banking and what marketers and customer experience teams need to do in order to be goal-oriented with personalization as the primary goal.
Matthew even opens up about his experience in the entertainment space (Act III Productions (Sony Pictures), Unique Features, FANMADE) and what it has taught him about creating unique bonds between brand and customer in the fintech space– that every marketer in banking should hear.
Listen, learn, and don’t forget, if you are looking to pay off your debt, Debbie can help!
Get Early Access -> https://www.joindebbie.com/
Dr. Jeff Pooley on the Key to Finding Balance between Authenticity & Performance on Social Media
Jeff also addresses the current gap between higher education and professional training: how students who want practical skills and professors who want to teach critical media thinking can come together for students to excel in the professional world.
Listen and learn!
Shoshana Kordova on Why Product Marketing at Datarails Owns Twitter
Meet Shoshana Kordova, Director of Product Marketing at Datarails. She stops by Oktopost's Radically Transparent podcast to reveal why her product marketing team owns Twitter and how product marketing is incorporating social media (both paid and organic) into their Go-To-Market and Product Launch Processes.
For starters, Shoshana suggests that since most product marketing teams lead market research, it makes sense for product marketers to own the company Twitter handle. This gives the team the ability to learn from customers and competitors by easily listening to what is being said across social. This research can oftentimes support and inform product and can even influence a product roadmap.
With listening being a critical part of the job, Shoshana leans on social listening to learn from her customers and competitors, and even uses the social network to go beyond “primary” research.
Taking listening to new levels, Shoshana even breaks down how she built an “Interdisciplinary Squad”, a team of people who come together to listen to one another and work towards reaching shared goals rather than duplicating efforts across departments.Hot Topics of this Episode:
- How social listening is playing a significant role in the Go-To-Market and Product Launch Processes; and why product marketing owns Twitter
- Shoshana’s revolutionary initiative, coined “the interdisciplinary squad,” that’s being used to bring the right teams together to reach shared goals without duplicating efforts
- Why product marketing should incorporate both paid and organic social media into their product launch processes
Inbar Yagur on What Makes Thought Leadership Content Convert
“Good thought leadership happens when you have an intersection between something that is newsworthy and a value proposition that brings your company forward.”
Throughout the episode, Inbar challenges listeners to find the “moments that spark”– and guides us on how to use those moments to create meaningful thought leadership content that breaks through the noise and converts.
While she candidly admits breaking through the digital noise is still something that is keeping her up at night, she also shares the radically transparent truths behind how she is doing it leading an agile marketing team, along with how difficult it can be to strike the right balance between sparking creativity and managing tasks that will ultimately drive business results.Hot Topics of this Episode:
- The formula for impactful and meaningful thought leadership content that converts
- Finding balance as a marketing leader in an agile marketing team
- Staying focused on pipeline while keeping a pulse check on creativity
Maya Sweiry on the Place of Employer Branding for Growing Companies
Maya Sweiry, Vice President of Human Resources at Oktopost stops by the podcast to talk about the importance of employer branding and how Marketing and HR need to work together to differentiate the employee experience.
Similar to the way organizations compete for customers by driving value of their products and services, businesses today also need to compete for talent by showcasing authentic company culture.
As Maya suggests throughout the episode, an important piece to this is employer branding – the unwritten story of your organization and often, what people are saying about you when you are not in the room.
Employer branding helps bring a company’s culture to life and human resources cannot go at it alone. According to Maya, Marketing and HR need to partner together to play an active role in creating, building, and maintaining the organization’s story and messaging as it pertains to current employees and potential candidates.Hot Topics of this Episode:
- The importance of Marketing and HR working together to impact the Employer Brand
- Maya’s perspective on where Marketeers can lean better into Human Resources to tell the unwritten story of their organization
- How to create and nurture a positive company culture that continually grows the talent you have, and attracts the talent you need
Christopher Willis on What it Means to Create “Fit Content”: A Story of Brand Identity
Throughout the episode, Chris opens up about a former rebrand that happened to coincide with a magic quadrant where the organization he was leading at the time was being tracked. That specific year, there was no product launch or major product innovation, yet they moved up and right (which is the direction you want to move on a quadrant!) but the question remained, how did they do that?
Christopher attributes the move in the right direction to all the work the team had done in rebranding around defining the true identification of the brand. He even opens up about the multiple challenges of category creation, and some of the biggest obstacles he’s facing today as he creates a new category while trying to align everything together.Hot Topics of this Episode:
- Going beyond the product and how to talk about all the things that matter to the outside world about your organization
- Christopher’s biggest challenge when it comes to category creation and what he would have done sooner to make the concept of content governance easier to consume
- How to get your competitors to speak the same language as you, so your audience understands and sees value in both you and your category
Andrew Wood on How Social Media is a Talent Acquisition Game-Changer
As a buyers-market so to speak, with the employee poised as the savvy buyer, companies attempting to sell their exciting new roles have to work harder to attract and retain great employees.
Today, HR is more like marketing than ever before – and social media is a key player in making sure an employer brand is communicated. Flipping the script on recruitment marketing, Andrew leaves no question unanswered as Natalie Binns, Oktopost's VP of Marketing grills him on the state of talent acquisition.
During the episode, Andrew, who has over 11 years in the recruitment industry, gets radically transparent about the biggest challenges facing brands today looking to sign talent. He reveals trends across candidates who over the last few years have increased their level of consciousness about the type of company they would like to join, and reveals where brands struggle to recruit good talent.Hot Topics of this Episode:
- How to ensure your employer brand message across social media is authentic and reflective of your true company culture
- Why social media has incredible power to disrupt your recruitment efforts and what you can do to fix it
- The importance of consistent brand messaging to gain trust from your audience, customers, and future employees
Lee Odden on Getting the Most Out of Influencer Marketing
Lee Odden, CEO, and Co-Founder of TopRank Marketing joins the Radically Transparent podcast to uncover the truths behind influencer marketing and if it “actually works”. As an influencer himself, with over 130,000 followers on LinkedIn and 105.6K on Twitter, Lee dives into what marketing leaders need to know about influencer marketing in 2022.
Throughout the entire episode, Lee drops his best tips on how B2B organizations can work with influencers, and how to lead a successful influencer marketing campaign. He gets candid about why, before reaching out to any influencer, you must:
- Do your research to find out what they want to achieve.
- Find where there is common ground in terms of shared goals.
Without missing a beat, Lee even discloses his thoughts on being CEO and his responsibility to set a high standard with TopRank Marketing in the B2B Industry. He highlights how he often considers the best ways to keep his remote team motivated, inspired and on task. As a marketing leader, it’s important to elevate the culture in creative ways so they can continue to grow.Hot Topics of this Episode:
- Lee Odden’s BEST tip on working with influencers and why it’s important to focus on what the influencer will get out of the experience, rather than what the brand wants from the individual.
- How to avoid the biggest buzzkill in influencer outreach – which as Lee puts it is “an irrelevant ask”
- What to consider before hiring an influencer and what type of research is critical before even making the ask to an industry expert
Paige Lewin on Crafting a Flawless Marketing and Sales Culture
Once you are in the position of leadership, how do you create the environment that you wish you had while simultaneously exceeding results? Hindsight is always 20/20. How do you, as a leader, do better?
Paige Lewin, Netcore Cloud’s Head of UK Strategy stops by the Radically Transparent podcast to reveal how a former cut-throat sales culture has led her on a mission to balance and build new processes between the sales and marketing functions. She’s an open book about the strong company culture she has built. Her secret? Aligning the CRO, CMO, and CEO.
According to Lewin, these three roles form the three pillars of an incredibly powerful business foundation. With these relationships intertwined, their teams will follow suit and a beautifully crafted culture between sales and marketing will form across the organization. Paige even suggests a few different tactics to get these teams communicating and collaborating to bridge any gaps, She stresses the need to keep sales and marketing “joined at the hip” to continue to deliver a high level of excellent performance.
Hot Topics of this Episode:
- The biggest barrier in building new processes and how to conquer “the fear of change”
- The mindset, toolset, and skillset required for sales and marketing to understand joint responsibilities
- Top tactics to get CROs, CMOs, and CEOs aligned and how to trickle that synergy down the hierarchy to bridge gaps and communicate better.
Oliver Pilgerstorfer on Scaling Sustainably
It’s hard to do the same things over and over in marketing and expect massive growth.
Join Oliver Pilgerstorfer, CMO of IFS, on the Radically Transparent podcast as he discloses the growth mindset required to impact business in a meaningful way. Throughout the episode, Oliver discloses how he spends a lot of time considering if the work they are doing today can scale tomorrow, and walks through some of the ways he approaches strategy from a macro level in order to understand all the elements crucial to their success. As a billion-dollar revenue business with over 5,000 employees, keeping pace with this growth can be a challenge. Oliver even talks through a few different initiatives, including employee advocacy, that are being used to support a rapidly scaling organization.Hot Topics of this Episode:
- Data is important, but only if you use it—learn how to lean on your data to uncover whether or not it’s accurate before making effective decisions
- Why having clarity on your goals gives you the ability to play to your brand's strengths and grow YoY
- How IFS is using employee advocacy to tell an authentic story in a meaningful way
Avnita Gulati: Why Building Your Own Marketing Methodology Sets You Up for Success
Meet Avnita Gulati, Senior Director, Global Marketing at VISA, with over 12 years of experience in the B2B industry. In this episode of Radically Transparent, Avnita explains her strategy around ABM, how to get buy-in from leadership, and how to plan an ABM strategy effectively for long-term success.
Not only that—Avnita shares her Go-To-Market ABM rollout template right on the show which is all based on her experience and designed so that she can then apply it over and over.Hot Topics of this Episode:
- Account-based marketing: how to apply it properly with buy-in from the whole team.
- How to develop your own marketing methodology and improve it over time.
- The challenges of marketing in a sector balancing between constant regulation changes and innovation.
Kirsty Dawe Underscores the Importance of ICP in Marketing
CEO of Webeo, Kirsty Dawe-- someone with customers constantly on her mind, discusses customer-centricity with host, Jennifer Gutman of Oktopost, and highlights where your ideal customer profile (ICP) should fit into your marketing and sales strategies. She even shares her best tips on how to keep your ICP top-of-mind across everything that you do.
Throughout this episode, Kirsty proves that actions speak louder than words because it’s one thing to say you’re customer-centric, it’s quite another to live and breathe customer-centricity every day. Many brands like to talk about putting the customer first, but what does that actually mean in practice?
Kirsty reveals that in order to be successful at customer marketing, you have to be obsessed with your customers. Is your message truly resonating with your customers? How can you get in front of your ideal customers in the right way, at the right time?
Kirsty and Jen discuss it all.
Hot Topics of this Episode:
- What it really means to be customer-obsessed, and the impact that can have on your business.
- Tips for transforming your site into your best salesperson, and how powerful messaging can resonate with your customer.
- How to go beyond the demo—what’s the best way to personalize all messaging to your customer, and does your ICP find itself in your content?
- How you can strategize around your ICP—even down to the choice of who your ICP actually is.
Oktopost is a B2B social engagement suite that includes social media management, employee advocacy, social listening, social advertising, and comprehensive reporting. Built specifically for B2B organizations, we arm companies such as ACI Worldwide, Snowflake, and Fujitsu with the tools to fully manage and optimize social media to drive their businesses forward in a scalable and measurable way.
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Stephanie Carls on Creating the Fool-proof Formula for Employee Advocacy Success
Meet Stephanie Carls, Director of Social Media and Digital Content at Corel Corporation, brand voice expert, and employee advocacy rock star, as she speaks with host, Jennifer Gutman of Oktopost, about the trials and tribulations of undergoing a rebranding campaign, and how to align what was with what will be. In this episode of Radically Transparent, Stephanie uncovers the “why” behind being on social media, how social fits into the larger picture, and how employee advocacy can help pave the way for success.
As a bonus, she also gives her best tips on how to roll out an advocacy program. She should know—she’s done it across three different teams!Hot Topics of this Episode:
- How to spearhead an employee advocacy program—even if you’re the only one running it.
- Tips for creating your own employee advocacy program, and how to set it up for success from the start.
- How to transform a community and build a new brand voice while catering to your existing community.
- Defining the “Why” behind your social presence—and living that reason in every social post you create.
Nicole Wojno Smith Confronts the Role of Brand in the Modern Customer Journey
Tackle.io’s VP Marketing, Nicole Wojno Smith stops by the Oktopost’s Radically Transparent podcast to talk through the challenges of B2B marketing in a modem customer journey that isn’t always measurable. With the rise of the dark funnel, and the increasing reliance of customers on their peers to make purchase decisions, it becomes harder to measure and replicate success. In a world where the B2B customer journey has changed—far from the linear funnel most of us love to draw, customers are taking charge and leading the sales process. They’re savvy, sophisticated, and they don’t want to be advertised to. They don’t want to hear from brands they’ve never heard of and haven’t been recommended by their peers. So how can we reach them?Hot Topics of this Episode:
- The dark funnel, or dark social, and how the sales funnel is changing.
- How to adapt marketing initiatives to influence a customer journey that’s becoming less and less measurable.
- Where word-of-mouth and branded marketing fits into the modern customer journey.