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Emma and Ruta discuss why marketing isn't just about vibes with guest Jane Stecyk, the SVP of Marketing at Mighty Networks. They explore the challenges marketers face in articulating the value of their ideas and the importance of data-driven decision-making. They emphasise the need to move beyond subjective opinions and focus on measurable outcomes. The conversation also touches on the significance of asking the right questions, conveying messages effectively to stakeholders, and aligning marketing efforts with the wider business goals. Building relationships and effective communication are crucial in remote work.

Takeaways

- Marketing is not just about vibes; it requires data-driven decision-making and measurable outcomes.
- Marketers should focus on articulating the value of their ideas and avoid subjective opinions.
- Asking the right questions is crucial to understanding the audience and framing marketing strategies.
- Effective communication with stakeholders involves conveying key messages concisely and providing necessary context.
- Maintaining boundaries and not bringing your entire self to work is okay.

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Ruta and Emma discuss common marketing cliches and unpack their true meanings.
They explore phrases like 'Can we just...' and 'Content is king' and provide ideas on how to handle these situations. They also discuss the phrase 'It depends' and why it is important for marketers to use it. The conversation highlights the need for marketers to be honest, realistic, and focused on providing value to their audience. This is a live recording with additional points added in by the lovely audience.

Takeaways:

• Be cautious when using phrases like 'Can we just...' as it often leads to unrealistic expectations and disrespect for the marketing profession.
• Content is important, but it must be high-quality and useful to the target audience. Distribution and promotion are equally important for content success.
• Saying 'It depends' is a necessary response in marketing, as every situation is unique and requires careful consideration.
• Avoid over inflating claims of being a market leader and focus on proving the value and uniqueness of your product or service.
• Low-hanging fruit is often overrated and doesn't always lead to high-impact results.
• Efficiency in marketing requires a balance of time, cost, and resources.

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Ruta and Emma, alongside the Advocitude team discuss the importance of campaigns in marketing and the challenges that come with them. The conversation highlights the key elements of a successful campaign, including a clear message, targeted audience, and measurement metrics. Creating great campaigns comes with the benefits of consistent messaging, brand awareness, and providing valuable information to potential customers. The conversation explores the value of consistency and credibility in marketing campaigns. There's also a little Harry Potter thrown in for good measure.

Takeaways

- Campaigns are essential in marketing as they allow for a consistent message to be delivered to the target audience.
- Proper planning and execution are crucial for the success of a campaign, including defining the key idea, understanding the target audience, and setting clear measurement metrics.
- Campaigns provide numerous benefits, such as consistent messaging, brand awareness, and the opportunity to provide valuable information to potential customers.
- Stakeholder management and alignment are important to ensure the campaign's success and avoid potential roadblocks.

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Emma and Ruta are joined by Liam Currie, Content Creator, Actor and Writer to discuss the importance of injecting personality into company social media pages. They explore why many companies are hesitant to push the boundaries and showcase their true voice. The fear of getting canceled, jeopardising reputation, and dividing the audience are some of the concerns that hold companies back. The conversation highlights the benefits of building trust, engaging with the audience, and creating a unique brand identity through social media.

Takeaways

- Injecting personality into company social media pages can help differentiate the brand and build trust with the audience.
- Finding the right tone of voice starts with understanding the values and vision of the founders and senior leadership team.
- Encouraging founders to be more personable and authentic can help them connect with the audience and build trust.
- Social media is a valuable channel for showcasing the company's personality, engaging with the audience, and establishing a unique brand identity. Storytelling is an important aspect of content creation and marketing.
- Authenticity and being true to oneself are crucial in business.
- Video content is highly effective in engaging audiences.
- Podcasts offer numerous benefits, including showcasing industry expertise and facilitating conversations with experts.
- Editing is a key part of content creation, allowing for the selection of the best moments and the creation of engaging narratives.

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Emma, Ruta, and guest Jade Faulconbridge (Founder of Attributed Marketing) discuss the importance of marketing tech stack and marketing operations. They highlight the need for a holistic approach to marketing technology, including data, technology, processes, and people. They also discuss the challenges of disconnected tech solutions and the importance of marketing and sales alignment. Jade shares her insights on how to prioritise and improve marketing operations within a business.

Takeaways

- Marketing tech stack and marketing operations are crucial for effective and efficient marketing.
- A holistic approach is needed, including data, technology, processes, and people.
Integrating all systems and data provides a single customer view and valuable insights.
- Disconnected tech solutions and lack of marketing and sales alignment can hinder success.
- Prioritising and improving marketing operations requires understanding the current state, identifying gaps, and creating a roadmap for improvement.

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Ruta and Emma discuss the challenges of doing more marketing with less resources with Sam, CMO of Dealfront and Stephen, Partnerships Manager at Dealfront. Whilst marketing budgets are shrinking expectations of growth are not. We also highlight the dangers of cutting back on marketing and the importance of balancing long-term and short-term marketing strategies. As well as the value of partnerships in tough times and provide insights on how marketers can maintain calm and set realistic expectations.

Takeaways

- Regular meetings with different teams help align partnerships with business goals.
- There is a shift in metrics towards customer retention.
- Open communication and cross-team alignment are crucial for success.
- Founders need to share the burden and involve marketing in target setting.
- Realistic targets and budget allocation are essential for achieving goals.

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Emma and Ruta are joined by Matthew Wahlrab, CEO of RapidAlpha, to discuss intellectual property for marketers and the trademark 'drama' that went down over the last 12 months in regards to Blame it on Marketing itself. They discuss what marketers should know when it comes to IP and use the BIOM trademark experience to give specific pointers and actions.

Takeaways:

- Intellectual property is crucial for marketers and should be given more attention.
- Freelancers should clarify ownership of content through contracts.
- Evidence is essential in IP disputes to establish credibility and protect one's brand.
- Taking proactive steps, such as interference proceedings and freedom to operate analysis, can help protect trademarks and resolve IP disputes.
- Marketers should be aware of the legal and IP implications of their work, including copyright, trademark, and patent considerations.
- Collaborating with IP professionals and having a basic understanding of IP can help marketers navigate legal challenges and protect their organisations.

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In this episode, Jessica and Gina from MEDDICC Media discuss their roles as Chief Media Officer and Head of Media, respectively, and how they have built a media empire within their startup. They explain that media is a core part of their strategy and that they see media as an umbrella term that encompasses all aspects of their business. They emphasise the importance of providing value first and focusing on revenue as the main metric. They also discuss the balance between marketing and media, the role of freelancers, and the importance of data and metrics in their work.

Takeaways

- Media is a core part of the strategy at MEDDICC Media, and they see it as an umbrella term that encompasses all aspects of their business.

- Providing value first is a key focus for MEDDICC Media, and they believe in giving away value to build trust and establish themselves as an authority in their industry.

- Revenue is the main metric they track, and they prioritize driving revenue as a business.

- Balancing marketing and media requires collaboration and a focus on the strengths of each team member.

- Building a freelancer shortlist can be helpful for accessing production resources when you don't have them in-house.

- Data and metrics play a crucial role in tracking performance and ensuring that content is delivered on time and of high quality.

Link to part one of this collaboration with MEDDICC:
https://youtu.be/QNNWD__r0Hw?si=b6cFEVc8LXW0JE0d

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