c209309a-32f8-5848-ae2c-1e053bdeb02aWed, 04 Dec 2024 09:10:48 +0000Captivate.fmCognismhttps://artwork.captivate.fm/334ca211-2e9f-4930-95e5-f76ccabdcb9a/BGFOJwpZhY5PcUDBCOHE275P.pngCognismCognismThis podcast diary is the second in Alice’s series of the Diary of a first-time CMO. Across 50+ entries, Alice de Courcy unpacks lessons she’s learned in the past two years since her last diary, scaling Cognism into new regions, introducing new products to market, on route to hitting the 100M mark. And it’s all available in audio format, for free, here!https://diary-of-a-first-time-cmo-volume-2.captivate.fmfalseepisodicnopodcastThe last wordYou’ve reached the end of Alice’s diary of a first time CMO volume two, thank you so much for listening.

]]>You’ve reached the end of Alice’s diary of a first time CMO volume two, thank you so much for listening.

]]>1c4958d1-e59f-44ef-989b-6e42471e5594Tue, 26 Nov 2024 08:58:00 +000000:35falsefull5858CognismFinal entry: My big betsAs the diary of a first-time CMO volume two comes to an end, Alice shares what she thinks will be important for her, the Cognism marketing team and B2B marketers in general over the coming year.

]]>As the diary of a first-time CMO volume two comes to an end, Alice shares what she thinks will be important for her, the Cognism marketing team and B2B marketers in general over the coming year.

]]>5ea34d31-5ec8-45bb-ac03-c7b5486c1421Tue, 26 Nov 2024 08:57:00 +000003:21falsefull5757CognismBonus entry 12: Distributing our contentAfter sharing our content strategy in the previous entry, this entry dives into how we distribute the content we create throughout our various channels.

]]>After sharing our content strategy in the previous entry, this entry dives into how we distribute the content we create throughout our various channels.

]]>2d8be322-f476-430e-a94d-18a47c27c7ebTue, 26 Nov 2024 08:56:00 +000002:36falsefull5656CognismEntry 38: Our updated content strategyOur content framework revolves around ‘what we want to be known for’. Listen to Alice explain our ‘content roadmap’, which feeds our media machine content and big rock content campaigns.

]]>Our content framework revolves around ‘what we want to be known for’. Listen to Alice explain our ‘content roadmap’, which feeds our media machine content and big rock content campaigns.

]]>0d2ceb3b-f0b2-46b6-8a86-ff2f9533967aTue, 26 Nov 2024 08:55:00 +000004:27falsefull5555CognismTeam entry 6: Warming up a region with marketing - LinkedIn post authored by Liam BartholomewOne of the ways you can reduce the risk of failure before entering a new region is by doing some test marketing in that region first. You can gauge the interest, create some demand - and most importantly identify any blockers early on.

]]>One of the ways you can reduce the risk of failure before entering a new region is by doing some test marketing in that region first. You can gauge the interest, create some demand - and most importantly identify any blockers early on.

]]>ba87c23e-4b24-4314-ba74-4c9ec5382933Tue, 26 Nov 2024 08:54:00 +000004:15falsefull5454CognismBonus entry 11: Finding and working with subject matter experts in new regionsWorking with SMEs is a huge part of the Cognism marketing strategy, and therefore we need to be able to identify and reach out to relevant SMEs in new regions when we have plans to expand there. This entry delves into how we manage this process.

]]>Working with SMEs is a huge part of the Cognism marketing strategy, and therefore we need to be able to identify and reach out to relevant SMEs in new regions when we have plans to expand there. This entry delves into how we manage this process.

]]>e1863c72-34fa-4190-928b-ee552b7e743bTue, 26 Nov 2024 08:53:00 +000002:49falsefull5353CognismBonus entry 10: How we nailed expanding into FranceThis entry follows on from entry 37, discussing how Alice and the Cognism team applied the lessons learned from their DACH expansion, to their French expansion.

]]>This entry follows on from entry 37, discussing how Alice and the Cognism team applied the lessons learned from their DACH expansion, to their French expansion.

]]>d70fd8b8-a2f9-4804-af64-6b037fb8f0c1Tue, 26 Nov 2024 08:52:00 +000004:36falsefull5252CognismEntry 37: Mistakes we made expanding into DACHNot every venture is immediately successful. However, the lessons we learn from doing things the wrong way, teach us a lot about how to do things next time. This entry goes into details on what went wrong in our DACH expansion, and how we used this to launch effectively into France.

]]>Not every venture is immediately successful. However, the lessons we learn from doing things the wrong way, teach us a lot about how to do things next time. This entry goes into details on what went wrong in our DACH expansion, and how we used this to launch effectively into France.

]]>d6092ce2-45ba-4966-b8be-699b907b4e85Tue, 26 Nov 2024 08:51:00 +000005:48falsefull5151CognismEntry 36: Implementing AI in marketingAlice and Cognism’s CEO are keen to be one of the first adopters of new AI tech that can help the company become more efficient in its processes. This entry delves into a few of the ways in which we are already utilising AI tools. 

]]>Alice and Cognism’s CEO are keen to be one of the first adopters of new AI tech that can help the company become more efficient in its processes. This entry delves into a few of the ways in which we are already utilising AI tools. 

]]>6439b2f9-56a7-4b7a-8fe0-db72b861e95fTue, 26 Nov 2024 08:50:00 +000009:06falsefull5050CognismBonus entry 9: How we use the Cognism product for marketing internallyMost people know Cognism for its sales use case, but internally, we drink our own champagne and utilise the Cognism product for our own marketing. This entry shares how.

]]>Most people know Cognism for its sales use case, but internally, we drink our own champagne and utilise the Cognism product for our own marketing. This entry shares how.

]]>2874c141-37e2-420a-8138-7682800a4b13Tue, 26 Nov 2024 08:49:00 +000002:42falsefull4949CognismEntry 35: Kaspr’s growth journeyHow do you apply the Cognism demand generation approach in a smaller company? This entry deep dives how Alice adjusted the Kaspr set up to incorporate demand generation.

]]>How do you apply the Cognism demand generation approach in a smaller company? This entry deep dives how Alice adjusted the Kaspr set up to incorporate demand generation.

]]>aa677888-639c-4ae9-a502-5791fea17d77Tue, 26 Nov 2024 08:48:00 +000004:30falsefull4848CognismTeam entry 5: Kaspr versus Cognism positioning - LinkedIn post authored by James IsilayCognism and Kaspr are two very similar products, but two very different audiences. When bringing Kaspr into the Cognism family, we had to think carefully about how we position each in a way that helps both companies to thrive next to one another. This entry explains that positioning. 

]]>Cognism and Kaspr are two very similar products, but two very different audiences. When bringing Kaspr into the Cognism family, we had to think carefully about how we position each in a way that helps both companies to thrive next to one another. This entry explains that positioning. 

]]>0b1cc097-5cdd-41a8-84ea-ef04e57f4468Tue, 26 Nov 2024 08:47:00 +000004:28falsefull4747CognismEntry 34: Valued I hire forOne of the biggest investments you make as a marketing leader is who you hire. How do you make sure each hire is just as strong as the last? This entry dives into the key values Alice looks for when hiring for the marketing team at Cognism.

]]>One of the biggest investments you make as a marketing leader is who you hire. How do you make sure each hire is just as strong as the last? This entry dives into the key values Alice looks for when hiring for the marketing team at Cognism.

]]>0dc4f9d1-7261-44c8-90a5-e7eabf645aa4Tue, 26 Nov 2024 08:46:00 +000003:22falsefull4646CognismEntry 33: A deep dive into Cognism’s 1:1 ABM tacticsThis entry is part three of Cognism’s ABM strategy, specifically looking at how we build towards identifying our 1:1 targets and then how we try to reach said target accounts.

]]>This entry is part three of Cognism’s ABM strategy, specifically looking at how we build towards identifying our 1:1 targets and then how we try to reach said target accounts.

]]>52e5fb10-a4a8-4da1-a6b0-87301b1f6871Tue, 26 Nov 2024 08:45:00 +000007:21falsefull4545CognismEntry 32: ABM early resultsThis entry is part two of Cognism’s ABM strategy, plus some of the results we’ve managed to achieve from our ABM activity so far.

]]>This entry is part two of Cognism’s ABM strategy, plus some of the results we’ve managed to achieve from our ABM activity so far.

]]>22b8edc8-1dba-4ec5-81e1-b9d822d6f45dTue, 26 Nov 2024 08:44:00 +000002:31falsefull4444CognismEntry 31: Developing an ABM strategyCognism has gone from zero ABM strategy to an ABM strategy pulling in 300k opps in a matter of weeks. Listen to Alice deep dive what we do for ABM.

]]>Cognism has gone from zero ABM strategy to an ABM strategy pulling in 300k opps in a matter of weeks. Listen to Alice deep dive what we do for ABM.

]]>abca9349-0090-4651-aa7d-eaeecd2d340fTue, 26 Nov 2024 08:43:00 +000007:07falsefull4343CognismEntry 30: How to manage wide scale company reporting as you scaleSeparate to OKR reporting, how do you track BAU targets? Especially as you grow and have a lot more to have oversight on as a marketing leader… This is how we manage reporting at Cognism.

]]>Separate to OKR reporting, how do you track BAU targets? Especially as you grow and have a lot more to have oversight on as a marketing leader… This is how we manage reporting at Cognism.

]]>d7bb9892-b49f-4dd5-b44a-a32021a0360bTue, 26 Nov 2024 07:42:00 +000006:27falsefull4242CognismBonus entry 8: How we work with agencies and freelancersWhich roles should you have in house, and which can you outsource to someone external? This entry explains Alice’s strategy and philosophy for freelancers and agencies.

]]>Which roles should you have in house, and which can you outsource to someone external? This entry explains Alice’s strategy and philosophy for freelancers and agencies.

]]>f3aadfc7-6c2b-4ac1-8565-57f41d8f1799Tue, 26 Nov 2024 07:41:00 +000002:05falsefull4141CognismEntry 29: 5 years investment in SEO, now a Hubspot competitorWhen others zig, you should zag. Cognism’s SEO strategy has always looked at the long game, focusing on quality - and not on programmatic SEO. Despite a lot of advisors telling us otherwise. This approach has resulted in a website that competes along with the likes of Hubspot.

]]>When others zig, you should zag. Cognism’s SEO strategy has always looked at the long game, focusing on quality - and not on programmatic SEO. Despite a lot of advisors telling us otherwise. This approach has resulted in a website that competes along with the likes of Hubspot.

]]>cd86e2b2-ea83-4ed8-9dde-fffe802cca03Tue, 26 Nov 2024 07:40:00 +000003:47falsefull4040CognismEntry 28: When to translate, and when not to translate - that is the question 💀When expanding into new regions, when can you translate existing content - and when should you create something new? Listen to find out how we balance the low hanging fruit content translation opportunities, versus creating dedicated regional content.

]]>When expanding into new regions, when can you translate existing content - and when should you create something new? Listen to find out how we balance the low hanging fruit content translation opportunities, versus creating dedicated regional content.

]]>f6fd29d1-d4f9-40e9-9ed8-5cbdd17d7bd9Tue, 26 Nov 2024 07:39:00 +000005:59falsefull3939CognismBonus entry 7: Bringing a new product to market: A PMM perspectiveWhat happens in PMM when a new product is brought to market? This entry offers you an insight into the behind the scenes activity which took place for Cognism’s Enrich launch.

]]>What happens in PMM when a new product is brought to market? This entry offers you an insight into the behind the scenes activity which took place for Cognism’s Enrich launch.

]]>ecfc5232-853b-49d2-b65c-18a941b22242Tue, 26 Nov 2024 07:38:00 +000007:03falsefull3838CognismEntry 27: OKRs, sprints and Asana tasksAs the Cognism marketing team - and entire organisation - grew larger, we needed a system to hold us accountable to company goals. This entry explains what system we landed on.

]]>As the Cognism marketing team - and entire organisation - grew larger, we needed a system to hold us accountable to company goals. This entry explains what system we landed on.

]]>50443b55-2fc4-4a1d-bbad-21e8d549d235Tue, 26 Nov 2024 07:37:00 +000004:11falsefull3737CognismEntry 26: Cognism’s in-person events strategyAlice’s swings back and forth on in-person events and how to run them. But this year, we’ve landed on an in-person events strategy we’re happy with - and is working.

]]>Alice’s swings back and forth on in-person events and how to run them. But this year, we’ve landed on an in-person events strategy we’re happy with - and is working.

]]>92c77221-6802-4752-8d86-4142b32f6d7cTue, 26 Nov 2024 07:36:00 +000004:38falsefull3636CognismTeam entry 4: Paid ads wins - LinkedIn post authored by Liam CollinsListen to Alice’s take on our new VP of Paid Acquisition’s post about his quick wins from his early days in seat at Cognism.

]]>Listen to Alice’s take on our new VP of Paid Acquisition’s post about his quick wins from his early days in seat at Cognism.

]]>2593cbae-4613-4a14-92e9-e3d912ca176eTue, 26 Nov 2024 07:35:00 +000005:53falsefull3535CognismEntry 25: Hiring mindset over skill setIt’s much easier to teach someone a new skill, than it is to teach them a new way of thinking… That’s why Alice prefers to bring people in who are already bought into the demand generation mindset.

]]>It’s much easier to teach someone a new skill, than it is to teach them a new way of thinking… That’s why Alice prefers to bring people in who are already bought into the demand generation mindset.

]]>ce2236f0-433c-4df6-bde7-97e5f2bf05f4Tue, 26 Nov 2024 07:34:00 +000004:00falsefull3434CognismEntry 24: How to launch a DG campaign the Cognism wayHow do we run demand generation content campaigns ‘the cognism way’? This entry runs through a real life campaign example from Fix Your Funnel, a huge campaign that was launched in a matter of weeks.

]]>How do we run demand generation content campaigns ‘the cognism way’? This entry runs through a real life campaign example from Fix Your Funnel, a huge campaign that was launched in a matter of weeks.

]]>45c5db4e-0df2-441b-8074-72fe1b8e2595Tue, 26 Nov 2024 07:33:00 +000008:56falsefull3333CognismEntry 23: Growth is hidden in your current processesThis entry details three ways in which we have optimised our internal processes to become more efficient during an efficiency phase of Cognism’s growth.

]]>This entry details three ways in which we have optimised our internal processes to become more efficient during an efficiency phase of Cognism’s growth.

]]>d03270d3-1645-4966-8a25-7ade4e7e172eTue, 26 Nov 2024 07:32:00 +000005:03falsefull3232CognismEntry 22: Building a team of agenciesCognism’s team setup might be a little unusual… Listen to Alice explain why she wants Cognism’s marketing team to work together as agencies.

]]>Cognism’s team setup might be a little unusual… Listen to Alice explain why she wants Cognism’s marketing team to work together as agencies.

]]>1ef23e9f-84d3-4737-b12f-3328811e4c43Tue, 26 Nov 2024 07:31:00 +000004:03falsefull3131CognismBonus entry 6: Working with my CEOWorking with your CEO is a very important aspect of being a marketing leader. And so knowing what they care about and how to best present information to them is a crucial thing to understand.

]]>Working with your CEO is a very important aspect of being a marketing leader. And so knowing what they care about and how to best present information to them is a crucial thing to understand.

]]>3c93d003-53ee-4167-a05d-334d4b24442bTue, 26 Nov 2024 07:30:00 +000002:06falsefull3030CognismEntry 21: The evolution of the demand generation content managerWhat is our DG content set up? How do we decide what content we’re going to work on next? And how do we make sure we are always outputting, even when working on ‘big rocks’?

]]>What is our DG content set up? How do we decide what content we’re going to work on next? And how do we make sure we are always outputting, even when working on ‘big rocks’?

]]>d80014b3-0f77-47ad-b017-0d17cac22652Tue, 26 Nov 2024 07:29:00 +000006:13falsefull2929CognismEntry 20: Launching long form content that isn’t a gated eBookDownloading content doesn’t equal intent to buy. Which is why we don’t create gated content anymore. That doesn’t mean we don’t create long form content, however. Listen to find out how we put out long form content, without gates.

]]>Downloading content doesn’t equal intent to buy. Which is why we don’t create gated content anymore. That doesn’t mean we don’t create long form content, however. Listen to find out how we put out long form content, without gates.

]]>04add4df-fef0-4339-823d-f9a8aa3817deTue, 26 Nov 2024 07:28:00 +000003:32falsefull2828CognismBonus entry 5: Wearing many hats, strategic versus operationHistorically, Alice has been a very operational marketer. She likes being able to get into the weeds and do things for herself. However, as a CMO, her biggest role is as a strategic thinker. Click to listen to how Alice has found the balance.

]]>Historically, Alice has been a very operational marketer. She likes being able to get into the weeds and do things for herself. However, as a CMO, her biggest role is as a strategic thinker. Click to listen to how Alice has found the balance.

]]>0eab6c7e-3c8e-4615-a17c-fcf62065caceTue, 26 Nov 2024 07:27:00 +000001:23falsefull2727CognismEntry 19: Improve user experience with enrichmentEnrichment has a wide variety of benefits, which is why we use it a lot at Cognism to reduce the amount of data we need prospects to give us, and to keep the data up to date.

]]>Enrichment has a wide variety of benefits, which is why we use it a lot at Cognism to reduce the amount of data we need prospects to give us, and to keep the data up to date.

]]>e0be33dd-ab4d-4939-86b6-70e5c37caa54Tue, 26 Nov 2024 07:26:00 +000003:43falsefull2626CognismEntry 18: Marketing and parenthood aren’t one-size-fits-allEveryone's an expert when it comes to two things… marketing, and parenthood. Listen to Alice’s experiences learning to ‘nod along’ to advice from either kind of ‘expert’.

]]>Everyone's an expert when it comes to two things… marketing, and parenthood. Listen to Alice’s experiences learning to ‘nod along’ to advice from either kind of ‘expert’.

]]>fa105750-fe18-4be8-b26e-7f6b7a6f58e7Tue, 26 Nov 2024 07:25:00 +000002:21falsefull2525CognismBonus entry 4: Driving pipeline and revenue with aligned demand gen and paid teamsMisalignment between demand gen and paid teams can cause chaos. If DG managers are creating ads that are then being applied in a way they didn’t intend, or vice versa, DG managers aren’t creating what paid needs to get results… well it’s all a mess. Click to hear how our DG and paid teams are structured, and how they work together.

]]>Misalignment between demand gen and paid teams can cause chaos. If DG managers are creating ads that are then being applied in a way they didn’t intend, or vice versa, DG managers aren’t creating what paid needs to get results… well it’s all a mess. Click to hear how our DG and paid teams are structured, and how they work together.

]]>2e276cd3-20cf-4457-a73d-51d0061402abTue, 26 Nov 2024 07:24:00 +000003:12falsefull2424CognismEntry 17: Fresh paid acquisition leadershipWhat did our new VP of Paid Acquisition get done in his first 160 days of being in seat at Cognism? Click to find out.

]]>What did our new VP of Paid Acquisition get done in his first 160 days of being in seat at Cognism? Click to find out.

]]>bb8e71e7-7b46-4785-ba1e-b9291711bcccTue, 26 Nov 2024 07:23:00 +000003:33falsefull2323CognismEntry 16: Making enterprise specific contentWhat should you do when trying to attract enterprise targets with content? We assumed that we’d have to create dedicated content just for them. Turns out we were wrong. Listen to hear where we landed with enterprise content.

]]>What should you do when trying to attract enterprise targets with content? We assumed that we’d have to create dedicated content just for them. Turns out we were wrong. Listen to hear where we landed with enterprise content.

]]>7c7f2823-d550-4a58-9093-f3c45c47c765Tue, 26 Nov 2024 07:22:00 +000004:20falsefull2222CognismBonus entry 3: C-suite dynamicsWhat does the C-suite team day-to-day look like? How do they make sure they’re aligned? How often do they get together to make decisions? Listen as Alice breaks it down.

]]>What does the C-suite team day-to-day look like? How do they make sure they’re aligned? How often do they get together to make decisions? Listen as Alice breaks it down.

]]>fa85f672-270d-4734-899b-7766d6050715Tue, 26 Nov 2024 07:21:00 +000001:20falsefull2121CognismEntry 15: The demand gen playbookBehind the scenes of creating the most complete demand generation course to teach marketers about how to do demand gen like we do.

]]>Behind the scenes of creating the most complete demand generation course to teach marketers about how to do demand gen like we do.

]]>6b81528a-529a-4c0c-9868-df9eb5f6cb80Tue, 26 Nov 2024 07:20:00 +000003:51falsefull2020CognismTeam entry 3: Being a woman in the C-suite in a fast moving start upWhat’s it like being a female leader of marketing in a very fast moving organisation - especially when you take a step away to become a mother? Click to here Alice’s account.

]]>What’s it like being a female leader of marketing in a very fast moving organisation - especially when you take a step away to become a mother? Click to here Alice’s account.

]]>2b97819e-8a13-4521-a17c-6191beeb3eceTue, 26 Nov 2024 07:19:00 +000002:26falsefull1919CognismEntry 14: Minimal viable tests and minimal viable productsDone is better than perfect! Listen to find out Alice’s philosophy on how to validate ideas before you’ve spent any time or money on projects.

]]>Done is better than perfect! Listen to find out Alice’s philosophy on how to validate ideas before you’ve spent any time or money on projects.

]]>1d8b64e0-5df6-4227-825f-f36deb1408e3Tue, 26 Nov 2024 07:18:00 +000002:32falsefull1818CognismEntry 13: Build your own B2B marketing playbookIf only there was a silver bullet when it comes to marketing playbooks. But that just isn’t the case. Listen to Alice’s advice on building a process around finding the right playbook for any situation.

]]>If only there was a silver bullet when it comes to marketing playbooks. But that just isn’t the case. Listen to Alice’s advice on building a process around finding the right playbook for any situation.

]]>33eebcdb-fe1d-4271-b399-23d71f1a9198Tue, 26 Nov 2024 07:17:00 +000003:18falsefull1717CognismEntry 12: Diary of a first-time CMO campaign pivotThe original CMO diary campaign plan is not actually what any one externally would have ended up seeing… listen to find out what happened, and how we pivoted quickly.

]]>The original CMO diary campaign plan is not actually what any one externally would have ended up seeing… listen to find out what happened, and how we pivoted quickly.

]]>6d8ea87e-ffc6-45e1-9393-a53e63baba48Tue, 26 Nov 2024 07:16:00 +000003:17falsefull1616CognismEntry 11: How to reach the modern B2B buyerOn one episode of The Loop podcast, Antonia Wade, CMO of PwC joined Alice to discuss their various solutions to the evolved buyer journey. In this episode, Alice breaks down Antonia’s approach.

]]>On one episode of The Loop podcast, Antonia Wade, CMO of PwC joined Alice to discuss their various solutions to the evolved buyer journey. In this episode, Alice breaks down Antonia’s approach.

]]>f3e11c6c-b0c9-4e57-ae61-f9113953e924Tue, 26 Nov 2024 07:15:00 +000003:03falsefull1515CognismTeam entry 2: Less about revenue growth, more about retention - LinkedIn post authored by Liam BartholomewThere’s no point filling a bucket that has holes in it. And rather than trying to patch the holes - only to see another spring up… Alice and the team instead chose to apply their knowledge from the CHASM project to reinforce GTM motions and fix leaks at the source.

]]>There’s no point filling a bucket that has holes in it. And rather than trying to patch the holes - only to see another spring up… Alice and the team instead chose to apply their knowledge from the CHASM project to reinforce GTM motions and fix leaks at the source.

]]>e80a3d20-5c12-4ad4-9112-ad9147349d09Tue, 26 Nov 2024 07:14:00 +000004:59falsefull1414CognismBonus entry 2: ICP deep divingIf you don’t have your ICP right, everything else is going to fall like dominos. That’s why Cognism undertook the CHASM project. To check in on our ICP and ensure our GTM motions fit.

]]>If you don’t have your ICP right, everything else is going to fall like dominos. That’s why Cognism undertook the CHASM project. To check in on our ICP and ensure our GTM motions fit.

]]>5e8d1918-2aeb-4713-aee2-f3318bea77d1Tue, 26 Nov 2024 07:13:00 +000003:23falsefull1313CognismEntry 10: Marketing is only effective if it’s memorableWhat’s the point in spending ages crafting a marketing campaign, only for it to be forgotten in a matter of seconds… that’s not going to drive any lasting results. Which is why being memorable is one of the most important things you can do as a marketer.

]]>What’s the point in spending ages crafting a marketing campaign, only for it to be forgotten in a matter of seconds… that’s not going to drive any lasting results. Which is why being memorable is one of the most important things you can do as a marketer.

]]>1b71ee77-c3eb-458f-ba9a-af11e8aa4ea5Tue, 26 Nov 2024 07:12:00 +000007:24falsefull1212CognismEntry 9: The endless benefits of tying yourself to revenueAlignment with sales, easier budget conversions, and much easier decision making on where to focus. These are just some of the benefits Alice’s discusses that resulted from tying herself to a revenue number.

]]>Alignment with sales, easier budget conversions, and much easier decision making on where to focus. These are just some of the benefits Alice’s discusses that resulted from tying herself to a revenue number.

]]>6ecfa8f1-94e8-4143-b6e7-4407ef550d4fTue, 26 Nov 2024 07:11:00 +000003:13falsefull1111CognismEntry 8: How we make our content outperform our biggest competitorNo matter the type of content, our content strategy is about quality, rather than quantity. We don’t want to cut corners, as that only goes against you in the long run.

]]>No matter the type of content, our content strategy is about quality, rather than quantity. We don’t want to cut corners, as that only goes against you in the long run.

]]>464c5894-f852-4506-8254-faabacdb1334Tue, 26 Nov 2024 07:10:00 +000003:58falsefull1010CognismBonus entry 1: The team's favourite toolsHaving already covered Alice’s favourite tools in entry 3, this time, it’s the teams turn to give their top tech recommendations. 

]]>Having already covered Alice’s favourite tools in entry 3, this time, it’s the teams turn to give their top tech recommendations. 

]]>6ab4cd7d-8a1b-43b7-bfef-d5b64f042730Tue, 26 Nov 2024 07:09:00 +000004:11falsefull99CognismEntry 7: Proof that demand gen worksAlice breaks down the 4 key ways in which Cognism has seen success from implementing demand generation-led activity, proving our approach with demand gen has been a successful switch.

]]>Alice breaks down the 4 key ways in which Cognism has seen success from implementing demand generation-led activity, proving our approach with demand gen has been a successful switch.

]]>756da3fe-1b97-464c-89e4-2cf526599f10Tue, 26 Nov 2024 07:08:00 +000009:51falsefull88CognismEntry 6: Keeping up with the cutting edgeBuyer behaviour has changed, and so too do marketers. Buyers won’t buy unless they have a business need. So your marketing should reflect that fact.

]]>Buyer behaviour has changed, and so too do marketers. Buyers won’t buy unless they have a business need. So your marketing should reflect that fact.

]]>ff46776a-2eed-4922-9441-4cbf580c96dbTue, 26 Nov 2024 07:07:00 +000003:29falsefull77CognismTeam entry 1: Trusting in my team - LinkedIn post authored by Liam BartholomewAlice reflects on the period of time when she had to take a back seat from Cognism during her maternity leave. But her gratitude to be able to do so, because she could trust her team to take the reins in her absence.

]]>Alice reflects on the period of time when she had to take a back seat from Cognism during her maternity leave. But her gratitude to be able to do so, because she could trust her team to take the reins in her absence.

]]>99a3bc23-9377-42f0-933c-a50bdcd7ab84Tue, 26 Nov 2024 07:06:00 +000002:59falsefull66CognismEntry 5: The Ice Queen of marketingWhat do ice baths have to do with marketing, you might ask. But for Alice, this is one of her secrets to being a calm and resilient leader for her team.

]]>What do ice baths have to do with marketing, you might ask. But for Alice, this is one of her secrets to being a calm and resilient leader for her team.

]]>bda12cbb-094e-4dcf-8487-b9de081578bcTue, 26 Nov 2024 07:05:00 +000002:50falsefull55CognismEntry 4: Acting as a subject matter expertGenerally speaking, audiences are far more willing to engage with posts and updates from people, verses from businesses. This ultimately comes down to the trust that we have in those subject matter experts. That’s why SMEs are a crucial part of Cognism’s strategy.

]]>Generally speaking, audiences are far more willing to engage with posts and updates from people, verses from businesses. This ultimately comes down to the trust that we have in those subject matter experts. That’s why SMEs are a crucial part of Cognism’s strategy.

]]>97e7b0ba-4e3e-4e09-85d5-22317809e41eTue, 26 Nov 2024 07:04:00 +000004:11falsefull44CognismEntry 3: Powering demand generation with technologyWhen times are tough and purse strings are tight, choosing the right tools is vital. Listen to find out which three tools Alice would choose over any others.

]]>When times are tough and purse strings are tight, choosing the right tools is vital. Listen to find out which three tools Alice would choose over any others.

]]>84ca2bb1-2e4c-4ef9-b19a-2fc6e8bb8846Tue, 26 Nov 2024 07:03:00 +000008:00falsefull33CognismEntry 2: Implementing the Easy Mode frameworkContent strategies so often talk about the content you’re going to create and when. But Easy Mode, that taught the process of how to think about content. Then how to execute on it.

]]>Content strategies so often talk about the content you’re going to create and when. But Easy Mode, that taught the process of how to think about content. Then how to execute on it.

]]>f6c2bc1f-0dec-42b5-8d63-3d9e2ef7261aTue, 26 Nov 2024 07:02:00 +000003:41falsefull22CognismEntry 1: Validating an ideaWhen Alice had the idea to create the original idea, she made the important decision to share the project with her LinkedIn followers before building. This was a small but vital step that changed the course of the campaign for the better.

]]>When Alice had the idea to create the original idea, she made the important decision to share the project with her LinkedIn followers before building. This was a small but vital step that changed the course of the campaign for the better.

]]>9a0bd131-e894-41ee-9b87-31ee22bfbb19Tue, 26 Nov 2024 07:01:00 +000002:44falsefull11CognismIntroductionAlice is back for volume 2 of her diary of a first-time CMO. In this introductory chapter, Alice explains why she wanted to update her diary, and explain a bit about what is to come.

]]>Alice is back for volume 2 of her diary of a first-time CMO. In this introductory chapter, Alice explains why she wanted to update her diary, and explain a bit about what is to come.

]]>c46c93e2-a798-47bc-9a22-5be9a88cc9adWed, 20 Nov 2024 07:42:00 +000001:14falsefullCognism