<![CDATA[Marketing Dilemmas]]>c91bf5ee-e4e5-534a-95ce-2ce1d94fdfd7Tue, 20 Jan 2026 11:49:19 +0000Captivate.fmCognismhttps://artwork.captivate.fm/a9480fc6-6347-428b-8c56-4055a029331c/z6vc4d7FTA4Ygv3RYzo1iv0C.jpgMarketing DilemmasCognismCognismIt’s like therapy—for B2B marketers. On Marketing Dilemmas, host Liam Bartholomew unpacks one big marketing headache at a time—with help from leaders who’ve been there, failed, and figured out what works.https://the-loop.captivate.fmfalseepisodicnopodcastThe Wrap Up Dilemma: Predictions for 2026 with Amy Collins, Demand Generation Content Manager at CognismThe Wrap Up Dilemma: Predictions for 2026 with Amy Collins, Demand Generation Content Manager at CognismA special episode to kick off the year, and to close a chapter.

In this wrap-up, Liam and Amy Collins (Demand Gen Content Manager at Cognism) look back across 17 episodes of Marketing Dilemmas and pull out the three themes that kept showing up again and again:

Demand gen is the strategy… but measurement and process are still stuck in lead gen thinking.

Zero-click is changing the buyer experience - people meet your brand long before they ever hit your site.

AI is a multiplier, and it’s exposing shaky foundations in data, ownership, and workflows.

You’ll leave with the patterns, the tensions, and a set of 2026 predictions you can use to pressure-test your marketing plan, without having to listen to every episode.

]]>A special episode to kick off the year, and to close a chapter.

In this wrap-up, Liam and Amy Collins (Demand Gen Content Manager at Cognism) look back across 17 episodes of Marketing Dilemmas and pull out the three themes that kept showing up again and again:

Demand gen is the strategy… but measurement and process are still stuck in lead gen thinking.

Zero-click is changing the buyer experience - people meet your brand long before they ever hit your site.

AI is a multiplier, and it’s exposing shaky foundations in data, ownership, and workflows.

You’ll leave with the patterns, the tensions, and a set of 2026 predictions you can use to pressure-test your marketing plan, without having to listen to every episode.

]]>a6890fe2-6e7f-4e52-a72c-a41bbc3b4813Tue, 20 Jan 2026 07:00:00 +000047:57falsefull218182The video confidence dilemma: Getting your team creating in the age of AI with Lisa Vecchio, Senior Director of Marketing at VeedThe video confidence dilemma: Getting your team creating in the age of AI with Lisa Vecchio, Senior Director of Marketing at VeedIn this episode, Liam sits down with Lisa Vecchio, Senior Marketing Director at leading video platform, Veed, to unpack a growing tension: almost every marketer knows video is non-negotiable, but 1 in 3 still don’t feel confident creating it.

They dig into what’s really holding teams back (skills, workflows, brand fear, creativity pressure), how AI can lower the barrier from scripting to editing, and what marketing leaders can do to build video literacy and confidence across the whole organisation.

Check out VEED.IO's 'The Ultimate Guide to Video Marketing' here: https://bit.ly/4ptgPSS

]]>In this episode, Liam sits down with Lisa Vecchio, Senior Marketing Director at leading video platform, Veed, to unpack a growing tension: almost every marketer knows video is non-negotiable, but 1 in 3 still don’t feel confident creating it.

They dig into what’s really holding teams back (skills, workflows, brand fear, creativity pressure), how AI can lower the barrier from scripting to editing, and what marketing leaders can do to build video literacy and confidence across the whole organisation.

Check out VEED.IO's 'The Ultimate Guide to Video Marketing' here: https://bit.ly/4ptgPSS

]]>11883739-bf6e-42a4-9ceb-02f3cab3dbd9Tue, 06 Jan 2026 07:00:00 +000042:47falsefull217172The Unified AI GTM Dilemma with Brandon Redlinger, Fractional VP of MarketingThe Unified AI GTM Dilemma with Brandon Redlinger, Fractional VP of MarketingIn this episode of Marketing Dilemmas, Liam talks to fractional VP Marketing Brandon Redlinger about one of the biggest pressures facing GTM teams right now: “go do AI”, with no extra time, budget, or clear strategy.

They dig into how to build a unified, AI-driven GTM motion when every team is at a different level of maturity, why foundations (data, ops, change management) matter more than shiny tools, and how to measure success with metrics like ARR per employee and containment rate. Brandon also shares where AI is actually working today, why you should listen to builders over hype-creators, and why most marketers should give themselves more grace for “feeling behind."

]]>In this episode of Marketing Dilemmas, Liam talks to fractional VP Marketing Brandon Redlinger about one of the biggest pressures facing GTM teams right now: “go do AI”, with no extra time, budget, or clear strategy.

They dig into how to build a unified, AI-driven GTM motion when every team is at a different level of maturity, why foundations (data, ops, change management) matter more than shiny tools, and how to measure success with metrics like ARR per employee and containment rate. Brandon also shares where AI is actually working today, why you should listen to builders over hype-creators, and why most marketers should give themselves more grace for “feeling behind."

]]>d45cc13e-9e72-4e88-b54f-8ef52995ef1fTue, 16 Dec 2025 07:00:00 +000042:43falsefull216162The LinkedIn vs Google ads dilemma: Proving what actually drives B2B pipeline with Srikrishna Swaminathan, with Co-Founder and CEO of Factor.aiThe LinkedIn vs Google ads dilemma: Proving what actually drives B2B pipeline with Srikrishna Swaminathan, with Co-Founder and CEO of Factor.aiIn this episode of Marketing Dilemmas, Liam sits down with Srikrishna Swaminathan, Co-founder & CEO of Factors.ai, to tackle a question most B2B teams are quietly wrestling with: are LinkedIn ads really working, or is Google doing all the heavy lifting?

They dig into why LinkedIn so often looks “bad” in spreadsheets, how to use buyer-journey visualisation, view-throughs and incrementality testing to prove its impact, and where organic content fits into the whole system.

Sri also breaks down who should own this problem (demand gen vs marketing ops), what good measurement actually looks like, and how emerging LLM/AI discovery will change the way we think about paid, organic and attribution altogether.

]]>In this episode of Marketing Dilemmas, Liam sits down with Srikrishna Swaminathan, Co-founder & CEO of Factors.ai, to tackle a question most B2B teams are quietly wrestling with: are LinkedIn ads really working, or is Google doing all the heavy lifting?

They dig into why LinkedIn so often looks “bad” in spreadsheets, how to use buyer-journey visualisation, view-throughs and incrementality testing to prove its impact, and where organic content fits into the whole system.

Sri also breaks down who should own this problem (demand gen vs marketing ops), what good measurement actually looks like, and how emerging LLM/AI discovery will change the way we think about paid, organic and attribution altogether.

]]>367e184e-e9de-485e-9a5a-5fafa3851e09Tue, 02 Dec 2025 09:00:00 +000042:29falsefull215152The Paid vs Organic Reporting Dilemma, with Fran Langham, Director of Demand Generation at CognismThe Paid vs Organic Reporting Dilemma, with Fran Langham, Director of Demand Generation at CognismWhen reporting makes paid channels look like the clear winner and organic impact is harder to prove, how do you split your time, budget, and focus? 

In this episode, Fran Langham, Director of Demand Gen at Cog, joins Liam to tackle the paid vs organic dilemma, exploring why marketers over-index on what’s measurable, how to prove the value of long-term plays, and what it takes to rebalance your strategy without losing short-term wins.

]]>When reporting makes paid channels look like the clear winner and organic impact is harder to prove, how do you split your time, budget, and focus? 

In this episode, Fran Langham, Director of Demand Gen at Cog, joins Liam to tackle the paid vs organic dilemma, exploring why marketers over-index on what’s measurable, how to prove the value of long-term plays, and what it takes to rebalance your strategy without losing short-term wins.

]]>f6072e0b-77b8-4cc0-84ed-14da69a5528fTue, 18 Nov 2025 09:00:00 +000038:16falsefull214142The chat-based search dilemma: Is Keyword Research Obsolete? With Zak Ali, FinderThe chat-based search dilemma: Is Keyword Research Obsolete? With Zak Ali, FinderChat-based search and LLMs are blowing up the old keyword-first playbook. Zach Ali (GM, US at Finder) makes the case for “anti-SEO”: persona-led content, utility over templates, and measuring revenue and LLM visibility - not vanity traffic.

We dig into query fan-out (why many focused pages beat one pillar), how first-party data and calculators earn citations, and why today’s SEO must be a full-stack marketer across paid, video, and newsletters. Plus: a quick take on making CRO wins stick beyond the initial spike.

]]>Chat-based search and LLMs are blowing up the old keyword-first playbook. Zach Ali (GM, US at Finder) makes the case for “anti-SEO”: persona-led content, utility over templates, and measuring revenue and LLM visibility - not vanity traffic.

We dig into query fan-out (why many focused pages beat one pillar), how first-party data and calculators earn citations, and why today’s SEO must be a full-stack marketer across paid, video, and newsletters. Plus: a quick take on making CRO wins stick beyond the initial spike.

]]>11fd6777-f84e-4d7c-89bf-7b3613eadfebTue, 04 Nov 2025 07:00:00 +000044:05falsefull213132The Post-Test Drop-Off Dilemma: Why Wins Fade with Estelle Marasigan, Website and Creative Services Lead at CognismThe Post-Test Drop-Off Dilemma: Why Wins Fade with Estelle Marasigan, Website and Creative Services Lead at CognismLiam sits down with Estelle, Cognism’s Website & Creative Services Lead, to unpack a common dilemma: why “winning” A/B tests sometimes fade after rollout. They dig into a post-launch performance framework (7/30/60/90-day checks), how to control for seasonality and site changes, the role of sales/MarOps in attribution, and turning test insights into durable pipeline impact.

]]>Liam sits down with Estelle, Cognism’s Website & Creative Services Lead, to unpack a common dilemma: why “winning” A/B tests sometimes fade after rollout. They dig into a post-launch performance framework (7/30/60/90-day checks), how to control for seasonality and site changes, the role of sales/MarOps in attribution, and turning test insights into durable pipeline impact.

]]>37702257-8ca7-453c-9ed8-a5981ead7b5cTue, 21 Oct 2025 07:00:00 +000040:05falsefull212122Beyond the ICP: Rethinking Reach in B2B Marketing with Deivis RupslaukisBeyond the ICP: Rethinking Reach in B2B Marketing with Deivis RupslaukisIn this episode, Liam sits down with Deivis, Founder of DERU Digital, to explore a dilemma every B2B marketer faces: how narrow should your targeting really be?

Deivis shares his experience of discovering a vendor before he worked at an ICP company - and how that shaped his belief that brand reach needs to extend beyond account lists.

They dive into the risks of over-segmentation, why reach is often undervalued in B2B, and how to balance short-term pipeline pressure with long-term influence.

]]>In this episode, Liam sits down with Deivis, Founder of DERU Digital, to explore a dilemma every B2B marketer faces: how narrow should your targeting really be?

Deivis shares his experience of discovering a vendor before he worked at an ICP company - and how that shaped his belief that brand reach needs to extend beyond account lists.

They dive into the risks of over-segmentation, why reach is often undervalued in B2B, and how to balance short-term pipeline pressure with long-term influence.

]]>19cc01cc-6577-4dce-a7dd-e874853b3af7Tue, 07 Oct 2025 09:00:00 +000049:29falsefull211112When Performance Drops: A Marketer’s Playbook for Diagnosing Problems with Jonathan Bland, Co-founder of Omni LabWhen Performance Drops: A Marketer’s Playbook for Diagnosing Problems with Jonathan Bland, Co-founder of Omni LabJonathan Bland, Co-Founder of Omni Lab, joins the Marketing Dilemmas podcast to tackle one of the toughest questions marketers face: “Why is performance down?” He shares how to avoid knee-jerk optimisations, build a systematic process for diagnosing issues across channels, and communicate findings in a way that earns trust, even when the answer isn’t simple.

]]>Jonathan Bland, Co-Founder of Omni Lab, joins the Marketing Dilemmas podcast to tackle one of the toughest questions marketers face: “Why is performance down?” He shares how to avoid knee-jerk optimisations, build a systematic process for diagnosing issues across channels, and communicate findings in a way that earns trust, even when the answer isn’t simple.

]]>2a1bc5e6-f3a9-41fb-b237-1dc030479edfTue, 23 Sep 2025 07:00:00 +000049:47falsefull210102The differentiation dilemma: How do you really stand out? With Sarah Breathnach, VP of Marketing at HuntersThe differentiation dilemma: How do you really stand out? With Sarah Breathnach, VP of Marketing at HuntersIn this episode of Marketing Dilemmas, Liam sits down with Sarah Breathnach, VP of Marketing at Hunters and Founder of the Demand Gen London community. Together they unpack one of the toughest challenges in B2B right now: how to stand out in a crowded, copycat market without falling into the trap of gimmicks or feature wars.

Sarah shares lessons from the cybersecurity industry, her “small teams, big impact” positioning, and why true differentiation comes from clarity, consistency, and customer experience - not monster trucks or marketing hype.

]]>In this episode of Marketing Dilemmas, Liam sits down with Sarah Breathnach, VP of Marketing at Hunters and Founder of the Demand Gen London community. Together they unpack one of the toughest challenges in B2B right now: how to stand out in a crowded, copycat market without falling into the trap of gimmicks or feature wars.

Sarah shares lessons from the cybersecurity industry, her “small teams, big impact” positioning, and why true differentiation comes from clarity, consistency, and customer experience - not monster trucks or marketing hype.

]]>ab5f0257-a76c-4950-8dae-5b4db5cf8eddTue, 09 Sep 2025 09:00:00 +000048:50falsefull2992The Comfort Trap Dilemma with Michael MaximoffThe Comfort Trap Dilemma with Michael MaximoffToo many marketing teams fall into the comfort trap - sticking with what’s “always worked” and avoiding change until results dip.

In this episode, Michael challenges that mindset head-on. He shares why waiting for a downturn before testing new channels or formats is a risky move, how to run small experiments alongside BAU, and the mindset shift needed to keep performance growing in a fast-changing market.

]]>Too many marketing teams fall into the comfort trap - sticking with what’s “always worked” and avoiding change until results dip.

In this episode, Michael challenges that mindset head-on. He shares why waiting for a downturn before testing new channels or formats is a risky move, how to run small experiments alongside BAU, and the mindset shift needed to keep performance growing in a fast-changing market.

]]>4ccbd4f5-ed98-42dd-8865-14c2936d662eTue, 26 Aug 2025 07:00:00 +000049:10falsefull2882The zero-click search dilemma, with Tom Mansell, VP of Organic Performance at CroudThe zero-click search dilemma, with Tom Mansell, VP of Organic Performance at CroudWhat happens when your SEO strategy stops delivering clicks? Tom Mansell, VP of Organic Performance at Croud, joins Marketing Dilemmas to unpack the radical shift in search behavior. From AI-powered search engines to plummeting click-through rates, Tom explains why traditional SEO metrics no longer tell the full story - and what forward-thinking marketers should do instead.

]]>What happens when your SEO strategy stops delivering clicks? Tom Mansell, VP of Organic Performance at Croud, joins Marketing Dilemmas to unpack the radical shift in search behavior. From AI-powered search engines to plummeting click-through rates, Tom explains why traditional SEO metrics no longer tell the full story - and what forward-thinking marketers should do instead.

]]>e9c03727-86fd-440b-ab43-ecfc0b5868dcTue, 12 Aug 2025 07:00:00 +000049:25falsefull2772The new market penetration dilemma with Adina Apachitei, Global Director of Best Practices ProgrammeThe new market penetration dilemma with Adina Apachitei, Global Director of Best Practices ProgrammeAdina, Global Director of Best Practice Programs at AVEVA, joins Marketing Dilemmas to unpack one of the hardest challenges in enterprise marketing: how do you effectively penetrate new markets when you’re juggling long sales cycles, complex portfolios, and competing internal priorities? From thought leadership to funnel strategy and outbound alignment - this episode breaks down the real blockers to driving growth in new segments.

]]>Adina, Global Director of Best Practice Programs at AVEVA, joins Marketing Dilemmas to unpack one of the hardest challenges in enterprise marketing: how do you effectively penetrate new markets when you’re juggling long sales cycles, complex portfolios, and competing internal priorities? From thought leadership to funnel strategy and outbound alignment - this episode breaks down the real blockers to driving growth in new segments.

]]>d21e0327-e9ab-4e12-8eb3-58a621ad134aTue, 29 Jul 2025 07:00:00 +000053:06falsefull2662The innovator’s dilemma: Risking a successful product to chase new heights with Maura Rivera, CMO at QualifiedThe innovator’s dilemma: Risking a successful product to chase new heights with Maura Rivera, CMO at QualifiedWhat do you do when AI creates both your biggest opportunity and your biggest risk? In this episode, Maura Rivera, CMO at Qualified, shares how her team made the bold decision to pivot away from their successful flagship product and reposition entirely around an AI-powered SDR agent. It’s a story of product bets, internal resistance, and how to go all in - before the market catches up.

]]>What do you do when AI creates both your biggest opportunity and your biggest risk? In this episode, Maura Rivera, CMO at Qualified, shares how her team made the bold decision to pivot away from their successful flagship product and reposition entirely around an AI-powered SDR agent. It’s a story of product bets, internal resistance, and how to go all in - before the market catches up.

]]>0ea67674-e4ff-4bfb-8dc9-65c0215f8130Tue, 15 Jul 2025 07:00:00 +000048:45falsefull2552Marketing the marketing team with Florian Frese, Marketing Director at WireMarketing the marketing team with Florian Frese, Marketing Director at WireIn this episode of Marketing Dilemmas, Liam is joined by Florian Frese, Marketing Director at Wire. Together, they unpack a challenge every marketer faces but few talk about: internal marketing. From building trust across teams to avoiding the dreaded “marketing in a silo” trap, Florian shares candid insights into what it really takes to get internal buy-in, show marketing’s value, and foster cross-functional alignment. Plus, how sharing updates on LinkedIn can double as your best internal comms hack.

]]>In this episode of Marketing Dilemmas, Liam is joined by Florian Frese, Marketing Director at Wire. Together, they unpack a challenge every marketer faces but few talk about: internal marketing. From building trust across teams to avoiding the dreaded “marketing in a silo” trap, Florian shares candid insights into what it really takes to get internal buy-in, show marketing’s value, and foster cross-functional alignment. Plus, how sharing updates on LinkedIn can double as your best internal comms hack.

]]>afdc12d8-9478-4650-927f-047a4324496cTue, 01 Jul 2025 09:00:00 +000042:16falsefull2442Trapped by the Ideal Customer Profile with Ben Smith, Marketing Director at ReachdeskTrapped by the Ideal Customer Profile with Ben Smith, Marketing Director at ReachdeskIn this episode of Marketing Dilemmas, Liam sits down with Ben Smith, Marketing Director at Reachdesk to tackle a growth challenge many scale-ups face: what to do when you’ve nailed your ICP but are starting to hit a ceiling.

They unpack how Reachdesk refined their targeting, improved win rates, and now face the next big question - how to expand without losing focus. Expect insights on ABM signals, scrappy tactics, first-party data, and the true power of gifting in B2B.

]]>In this episode of Marketing Dilemmas, Liam sits down with Ben Smith, Marketing Director at Reachdesk to tackle a growth challenge many scale-ups face: what to do when you’ve nailed your ICP but are starting to hit a ceiling.

They unpack how Reachdesk refined their targeting, improved win rates, and now face the next big question - how to expand without losing focus. Expect insights on ABM signals, scrappy tactics, first-party data, and the true power of gifting in B2B.

]]>b298c0ca-cc33-4d3c-81b1-9430322067f4Tue, 17 Jun 2025 09:00:00 +000048:38falsefull2332The Demand Gen Marketer’s Call to Product Marketing Arms with Tas Bober, Founder of The Scroll LabThe Demand Gen Marketer’s Call to Product Marketing Arms with Tas Bober, Founder of The Scroll LabB2B marketing isn't just campaigns and channels - it's understanding your product like a PMM.

In this episode, Tas Bober (Founder at Scroll Lab) shares how realising her weakest link - product marketing - led her to build a lightweight, scalable framework every demand gen marketer can use to bridge the gap, run faster, and never rely on a last-minute slide again.

She breaks down:

  • Why most campaigns fail from a lack of product context
  • How she built a mini-PMM process from scratch
  • Why this framework will save you (and your sales team) hours

Whether you’re in-house or agency-side, this is your blueprint for becoming a deeper generalist - and making better marketing decisions.

]]>B2B marketing isn't just campaigns and channels - it's understanding your product like a PMM.

In this episode, Tas Bober (Founder at Scroll Lab) shares how realising her weakest link - product marketing - led her to build a lightweight, scalable framework every demand gen marketer can use to bridge the gap, run faster, and never rely on a last-minute slide again.

She breaks down:

  • Why most campaigns fail from a lack of product context
  • How she built a mini-PMM process from scratch
  • Why this framework will save you (and your sales team) hours

Whether you’re in-house or agency-side, this is your blueprint for becoming a deeper generalist - and making better marketing decisions.

]]>d4e77723-cd3d-4f6f-8531-4dae3dbb3b57Tue, 03 Jun 2025 07:00:00 +000057:47falsefull2222The art of nurturing: When is a prospect really ready? With Steffen Hedebrandt, CMO at DreamdataThe art of nurturing: When is a prospect really ready? With Steffen Hedebrandt, CMO at DreamdataIn this episode, Liam is joined by Steffen, CMO and co-founder of DreamData, to unpack one of B2B marketing’s trickiest challenges: how to bridge the gap between awareness and sales readiness without jumping the gun.

They dive into the dilemma of where marketing should focus its energy in the funnel - top, middle, or bottom - and explore what it really takes to turn passive awareness into high-intent engagement.

From AI-led outreach to benchmark reports and one-to-one dinners, it’s a conversation about timing, touchpoints, and finding the sweet spot before the demo.

]]>In this episode, Liam is joined by Steffen, CMO and co-founder of DreamData, to unpack one of B2B marketing’s trickiest challenges: how to bridge the gap between awareness and sales readiness without jumping the gun.

They dive into the dilemma of where marketing should focus its energy in the funnel - top, middle, or bottom - and explore what it really takes to turn passive awareness into high-intent engagement.

From AI-led outreach to benchmark reports and one-to-one dinners, it’s a conversation about timing, touchpoints, and finding the sweet spot before the demo.

]]>ccea291c-66cf-4f0b-b7b4-5a2bf2a0093eTue, 20 May 2025 09:00:00 +000050:35falsefull2112Evolving an ABM strategy that actually works, with Cognism’s Tim Hughes and Liam CollinsEvolving an ABM strategy that actually works, with Cognism’s Tim Hughes and Liam CollinsIn this episode of The Loop, Tim and Liam reunite six months after their first ABM deep dive to share how their program at Cognism has matured into a high-performing machine.

From refining their ICP and working hand-in-hand with sales to building an account prioritisation engine and embracing out-of-the-box 1:1 tactics, this conversation is packed with actionable insights for any team trying to scale ABM without overspending on tools.

]]>In this episode of The Loop, Tim and Liam reunite six months after their first ABM deep dive to share how their program at Cognism has matured into a high-performing machine.

From refining their ICP and working hand-in-hand with sales to building an account prioritisation engine and embracing out-of-the-box 1:1 tactics, this conversation is packed with actionable insights for any team trying to scale ABM without overspending on tools.

]]>b8407a7b-8040-431e-9624-6f45433088d1Tue, 22 Apr 2025 07:00:00 +000032:04falsefull192921How Cognism is scaling upmarket with Cognism’s VP of Paid Acquisition, Liam CollinsHow Cognism is scaling upmarket with Cognism’s VP of Paid Acquisition, Liam CollinsIn this episode of The Loop, Joe McLaughlin sits down with Liam Collins, VP of Paid Acquisition at Cognism, for an inside look at how the marketing team is driving Cognism’s shift into the mid-market and enterprise space.

From laying strong strategic foundations to aligning sales and marketing around a single North Star, Joe and Liam unpack the planning, data modeling, messaging evolution, and ABM initiatives behind the move. A must-listen for marketers looking to scale smart and go upmarket with impact.

]]>In this episode of The Loop, Joe McLaughlin sits down with Liam Collins, VP of Paid Acquisition at Cognism, for an inside look at how the marketing team is driving Cognism’s shift into the mid-market and enterprise space.

From laying strong strategic foundations to aligning sales and marketing around a single North Star, Joe and Liam unpack the planning, data modeling, messaging evolution, and ABM initiatives behind the move. A must-listen for marketers looking to scale smart and go upmarket with impact.

]]>7e760bba-4684-43f1-8eb0-0d85bf43f6e0Mon, 07 Apr 2025 09:00:00 +000031:04falsefull191911Why big brands win, and how you can compete, with Dale HarrisonWhy big brands win, and how you can compete, with Dale HarrisonCognism’s Senior Demand Generation Manager, Joe Mclaughlin speaks to Dale Harrison, brand marketing and commercial strategy expert about the slow movement of market share, the importance of brand awareness, and why companies must balance brand and performance marketing for long-term success.

]]>Cognism’s Senior Demand Generation Manager, Joe Mclaughlin speaks to Dale Harrison, brand marketing and commercial strategy expert about the slow movement of market share, the importance of brand awareness, and why companies must balance brand and performance marketing for long-term success.

]]>4a504be3-3fba-4f37-8f1e-16a29d8bbea7Tue, 18 Mar 2025 09:00:00 +000057:40falsefull190901Mastering Content IP and Strategic Marketing with Brendan Hufford, Founder of Growth SprintsMastering Content IP and Strategic Marketing with Brendan Hufford, Founder of Growth SprintsIn this episode of The Loop, host Joe Mclaughlin sits down with Brendan Hufford, Founder of Growth Sprints, to discuss his unique approach to content strategy, naming problems instead of categories, and why "checkbox marketing" is holding companies back. Brendan shares insights on content IP, channel-agnostic marketing, and innovative tactics like the "immortal newsletter" and AI-powered audience analysis. Tune in for actionable strategies and fresh perspectives on how to create marketing that truly resonates.

]]>In this episode of The Loop, host Joe Mclaughlin sits down with Brendan Hufford, Founder of Growth Sprints, to discuss his unique approach to content strategy, naming problems instead of categories, and why "checkbox marketing" is holding companies back. Brendan shares insights on content IP, channel-agnostic marketing, and innovative tactics like the "immortal newsletter" and AI-powered audience analysis. Tune in for actionable strategies and fresh perspectives on how to create marketing that truly resonates.

]]>762cfe3e-c74b-4a88-b545-7f0834bfd108Tue, 04 Mar 2025 07:00:00 +000042:19falsefull189891Optimising websites and implementing systematic website testing with Estelle MarasiganOptimising websites and implementing systematic website testing with Estelle MarasiganIn this episode of The Loop Podcast, host Amy sits down with Estelle, Cognism’s Web and Design Lead, to discuss all things website optimization. Estelle shares insights from her two and a half years at Cognism, diving into the various A/B tests, design tweaks, and SEO improvements that have driven measurable results.

]]>In this episode of The Loop Podcast, host Amy sits down with Estelle, Cognism’s Web and Design Lead, to discuss all things website optimization. Estelle shares insights from her two and a half years at Cognism, diving into the various A/B tests, design tweaks, and SEO improvements that have driven measurable results.

]]>cf5c1587-61f1-4a97-b55e-fde5a5036284Tue, 18 Feb 2025 09:00:00 +000038:47falsefull188881How we redefined our ICP with Evan Nelson, Cognism’s VP of Customer ExperienceHow we redefined our ICP with Evan Nelson, Cognism’s VP of Customer ExperienceCognism's VP of Marketing, Liam Bartholomew is joined by Evan Nelson, VP of Customer Experience to share their joined experience redefining Cognism's ICP during the CHASM project. Listen to find out how we implemented the CHASM project, the difference between true best-fit ICP and the mystifying ICP and how we’re investing in the highest impact areas.

]]>Cognism's VP of Marketing, Liam Bartholomew is joined by Evan Nelson, VP of Customer Experience to share their joined experience redefining Cognism's ICP during the CHASM project. Listen to find out how we implemented the CHASM project, the difference between true best-fit ICP and the mystifying ICP and how we’re investing in the highest impact areas.

]]>83d385f1-3b0b-41c4-89b3-262808daa65eFri, 07 Feb 2025 09:00:00 +000046:04falsefull187871When to localise or translate content in international organisations with Cognism’s Content ManagersWhen to localise or translate content in international organisations with Cognism’s Content ManagersCognism’s Demand Gen Content Manager, Amy Collins chats to SEO and Content Manager (France), Charlotte de Beaumont about Cognism’s demand generation content strategy across regions. When do you translate, localise or create net new?

]]>Cognism’s Demand Gen Content Manager, Amy Collins chats to SEO and Content Manager (France), Charlotte de Beaumont about Cognism’s demand generation content strategy across regions. When do you translate, localise or create net new?

]]>225e343e-8569-4d02-8c46-ff711e72a84aTue, 21 Jan 2025 09:00:00 +000032:24falsefull186861Marketing signals that drive results with Trinity Nguyen, CMO at UsergemsMarketing signals that drive results with Trinity Nguyen, CMO at UsergemsCognism’s VP of Marketing, Liam Bartholomew speaks to CMO at Usergems, Trinity Nguyen about the power of authenticity in brand storytelling, how data-driven creativity is the future of marketing and how community is the new currency for brands.

]]>Cognism’s VP of Marketing, Liam Bartholomew speaks to CMO at Usergems, Trinity Nguyen about the power of authenticity in brand storytelling, how data-driven creativity is the future of marketing and how community is the new currency for brands.

]]>33b2d11d-de7b-4129-b95c-5f1c9eb15923Tue, 07 Jan 2025 09:00:00 +000035:22falsefull185851How to scale content creation with AI (without forfeiting quality) with Vincent Plassard, Growth Lead at UserledHow to scale content creation with AI (without forfeiting quality) with Vincent Plassard, Growth Lead at UserledCognism’s Manager, SEO Daisy Shevlin speaks to Growth Marketing Lead at Userled, Vincent Plassard about how both Cognism and Userled are implementing AI internally. And how to scale content creation using AI without losing the human element.

]]>Cognism’s Manager, SEO Daisy Shevlin speaks to Growth Marketing Lead at Userled, Vincent Plassard about how both Cognism and Userled are implementing AI internally. And how to scale content creation using AI without losing the human element.

]]>0ba67ec7-6aa6-4448-9dc4-8af63206155aTue, 10 Dec 2024 07:00:00 +000035:02falsefull184841SEO masterclass: Identifying weak spots, generative AI and what it means to create quality SEO content with Dmitry Dragilev, Founder of Topic RankerSEO masterclass: Identifying weak spots, generative AI and what it means to create quality SEO content with Dmitry Dragilev, Founder of Topic RankerCognism’s Senior SEO Manager, Joe Barron speaks to Dmitry Dragilev, Founder of Topic Ranker about the inner workings of optimising content for search. How to identify weak spots in an SEO strategy, how to make the most of generative AI and most importantly, what it means to create QUALITY SEO content.

]]>Cognism’s Senior SEO Manager, Joe Barron speaks to Dmitry Dragilev, Founder of Topic Ranker about the inner workings of optimising content for search. How to identify weak spots in an SEO strategy, how to make the most of generative AI and most importantly, what it means to create QUALITY SEO content.

]]>fbd20e01-a6e5-4f1b-9a2d-ec090d92c9dcTue, 26 Nov 2024 07:00:00 +000044:35falsefull183831Expanding businesses in EMEA with Archita FritzExpanding businesses in EMEA with Archita FritzCognism's VP of Marketing, Liam Bartholomew speaks to EU expansion expert, Archita Fritz - spilling her insights on the importance of dedicated expansion plans. Playbooks from one region don't automatically work in another!

]]>Cognism's VP of Marketing, Liam Bartholomew speaks to EU expansion expert, Archita Fritz - spilling her insights on the importance of dedicated expansion plans. Playbooks from one region don't automatically work in another!

]]>db6f97cb-82b8-4f8f-b069-1405fd363a37Tue, 12 Nov 2024 07:00:00 +000046:15falsefull182821How to build a revenue driven SEO strategy with Sam Dunning, Founder of Breaking B2BHow to build a revenue driven SEO strategy with Sam Dunning, Founder of Breaking B2BCognism’s Senior Content Manager and SEO whizz, Joe Barron speaks to Sam Dunning, Founder of Breaking B2B about the similarities in our approaches to SEO. Cognism’s money keyword strategy and Sam’s revenue driven SEO strategy.

]]>Cognism’s Senior Content Manager and SEO whizz, Joe Barron speaks to Sam Dunning, Founder of Breaking B2B about the similarities in our approaches to SEO. Cognism’s money keyword strategy and Sam’s revenue driven SEO strategy.

]]>ff97a941-b654-495e-8316-807672bf15cdTue, 29 Oct 2024 07:00:00 +000046:20falsefull181811Demand generation and paid alignment for revenue growth with Cognism’s Senior DG Manager, Jamie Skeels and Senior Paid Acquisition Manager, Lee GannonDemand generation and paid alignment for revenue growth with Cognism’s Senior DG Manager, Jamie Skeels and Senior Paid Acquisition Manager, Lee GannonCognism’s Senior DG Manager, Jamie Skeels speaks to Senior Paid Acquisition Manager, Lee Gannon about how their two teams - demand generation and paid - work together to drive business results.

]]>Cognism’s Senior DG Manager, Jamie Skeels speaks to Senior Paid Acquisition Manager, Lee Gannon about how their two teams - demand generation and paid - work together to drive business results.

]]>b4f63007-2113-47ea-945e-f71674e23e2eTue, 15 Oct 2024 09:00:00 +000041:04falsefull180801Laying the Groundwork: The Importance of Pre-Entry Marketing in New Regions with Liam Bartholomew, VP of Marketing at CognismLaying the Groundwork: The Importance of Pre-Entry Marketing in New Regions with Liam Bartholomew, VP of Marketing at CognismDemand Generation Content Manager, Amy Collins speaks to VP of Marketing, Liam Bartholomew about Cognism's lessons expanding into EU countries. Specifically with regard to their experiences going sales-first, or marketing-first.

]]>Demand Generation Content Manager, Amy Collins speaks to VP of Marketing, Liam Bartholomew about Cognism's lessons expanding into EU countries. Specifically with regard to their experiences going sales-first, or marketing-first.

]]>213c254b-4f6a-4764-8189-9c93bb69c499Tue, 01 Oct 2024 07:00:00 +000031:16falsefull179791Mastering Product Marketing with Josh Britton, VP of Product MarketingMastering Product Marketing with Josh Britton, VP of Product MarketingCognism's Demand Generation Content Manager Amy Collins chats to VP of Product Marketing Josh Britton about how Cognism's product marketing function has evolved with him leading the charge. They discuss the extensive research Josh has carried out to understand the state of play and the early successes Josh has achieved in his short tenure since joining Cognism.

]]>Cognism's Demand Generation Content Manager Amy Collins chats to VP of Product Marketing Josh Britton about how Cognism's product marketing function has evolved with him leading the charge. They discuss the extensive research Josh has carried out to understand the state of play and the early successes Josh has achieved in his short tenure since joining Cognism.

]]>5720b6d6-9844-4e11-a5a9-a6e64885d920Tue, 17 Sep 2024 07:00:00 +000038:39falsefull178781From Salesforce to Scaleup: Maura Rivera’s leadership transition to CMO at QualifiedFrom Salesforce to Scaleup: Maura Rivera’s leadership transition to CMO at QualifiedCognism’s CMO Alice de Courcy speaks to Maura Rivera, former Marketing Manager at Salesforce, current CMO at Qualified about how this career path shaped how she leads her marketing team.

]]>Cognism’s CMO Alice de Courcy speaks to Maura Rivera, former Marketing Manager at Salesforce, current CMO at Qualified about how this career path shaped how she leads her marketing team.

]]>47405829-b948-4d97-b932-ff7a0b630d64Tue, 03 Sep 2024 07:00:00 +000038:53falsefull177771First 160 days in seat as VP of Paid Acquisition at Cognism with Liam CollinsFirst 160 days in seat as VP of Paid Acquisition at Cognism with Liam CollinsCognism’s DG Content Manager, Amy Collins  speaks to Liam Collins who has been at Cognism for five months as the newly appointed VP of Paid Acquisition on how he has evolved paid strategy and team set up in his first 160 days.

]]>Cognism’s DG Content Manager, Amy Collins  speaks to Liam Collins who has been at Cognism for five months as the newly appointed VP of Paid Acquisition on how he has evolved paid strategy and team set up in his first 160 days.

]]>5d9999dd-da59-4cda-b5b2-a0476b27dc91Tue, 20 Aug 2024 07:00:00 +000027:20falsefull176761Creating Enterprise Demand with 1:one Account-Based Marketing with Demand Gen Lead, Tim Hughes and VP of Paid Acquisition, Liam CollinsCreating Enterprise Demand with 1:one Account-Based Marketing with Demand Gen Lead, Tim Hughes and VP of Paid Acquisition, Liam CollinsCognism's Demand Gen Lead, Tim Hughes speaks to VP of Paid Acquisition, Liam Collins about how we have built our own ABM playbook at Cognism - specifically selecting and targeting our 1:one accounts to drive demand.

]]>Cognism's Demand Gen Lead, Tim Hughes speaks to VP of Paid Acquisition, Liam Collins about how we have built our own ABM playbook at Cognism - specifically selecting and targeting our 1:one accounts to drive demand.

]]>68aaf21e-2ba7-4b5a-aeb8-7caa556ff865Tue, 06 Aug 2024 09:00:00 +000026:07falsefull175751B2B marketing doesn’t need to be boring! How we run big rock campaigns at Cognism with Senior Demand Gen Manager, Jamie Skeels and Demand Gen Content Manager, Amy CollinsB2B marketing doesn’t need to be boring! How we run big rock campaigns at Cognism with Senior Demand Gen Manager, Jamie Skeels and Demand Gen Content Manager, Amy CollinsCognism’s Senior Demand Gen Manager, Jamie Skeels speaks to Demand Gen Content Manager, Amy Collins all about Cognism’s approach to what they term ‘big rock’ campaigns.

]]>Cognism’s Senior Demand Gen Manager, Jamie Skeels speaks to Demand Gen Content Manager, Amy Collins all about Cognism’s approach to what they term ‘big rock’ campaigns.

]]>1b4dd350-9bdd-405d-b607-05091e7e8679Tue, 30 Jul 2024 09:00:00 +000049:44falsefull174741How to ACTUALLY use AI in marketing to drive demand with Kyle Coleman, CMO at Copy.aiHow to ACTUALLY use AI in marketing to drive demand with Kyle Coleman, CMO at Copy.aiCognism’s CMO Alice de Courcy speaks to Kyle Coleman, CMO at Copy.ai about how marketers can effectively use AI to stay relevant and ultimately drive demand.

]]>Cognism’s CMO Alice de Courcy speaks to Kyle Coleman, CMO at Copy.ai about how marketers can effectively use AI to stay relevant and ultimately drive demand.

]]>40601461-879c-4433-b4c9-847710375c3aTue, 23 Jul 2024 09:00:00 +000036:08falsefull173731Marketing to SMBs versus Enterprises using demand generation strategies with Demand Gen Team Leads, Tim Hughes and Joe MclaughlinMarketing to SMBs versus Enterprises using demand generation strategies with Demand Gen Team Leads, Tim Hughes and Joe MclaughlinCognism and Kaspr Demand Gen Team Leads, Tim Hughes and Joe Mclaughlin get together to discuss the two very different approaches they have to take. Kaspr targeting SMBs and Cognism moving up market to target enterprises. How does this impact how they apply demand generation principles?

]]>Cognism and Kaspr Demand Gen Team Leads, Tim Hughes and Joe Mclaughlin get together to discuss the two very different approaches they have to take. Kaspr targeting SMBs and Cognism moving up market to target enterprises. How does this impact how they apply demand generation principles?

]]>6dc0595b-071d-493c-86d5-b9b789b77488Tue, 16 Jul 2024 09:00:00 +000032:18falsefull172721Adapting LinkedIn strategies to feed into create demand motions, with Brandon Redlinger VP of Marketing at Chili PiperAdapting LinkedIn strategies to feed into create demand motions, with Brandon Redlinger VP of Marketing at Chili PiperCognism’s CMO Alice de Courcy, speaks to VP of Marketing at Chili Piper, Brandon Redlinger about how to create and implement a stand out LinkedIn strategy that helps to feed demand creation motions.

]]>Cognism’s CMO Alice de Courcy, speaks to VP of Marketing at Chili Piper, Brandon Redlinger about how to create and implement a stand out LinkedIn strategy that helps to feed demand creation motions.

]]>c58d9bbb-4ea6-4595-827f-14040cf8c00bTue, 09 Jul 2024 09:00:00 +000041:14falsefull171711Managing SEO in a demand gen org with Cognism & Kaspr Manager for SEO, Daisy Shevlin and SEO Content Manager, Monika KisielewskaManaging SEO in a demand gen org with Cognism & Kaspr Manager for SEO, Daisy Shevlin and SEO Content Manager, Monika KisielewskaCognism & Kaspr Manager for SEO, Daisy Shevlin speaks to SEO Content Manager, Monika Kisielewska about how we have evolved our content strategy over the years and how we have started to weave demand gen and SEO together.

]]>Cognism & Kaspr Manager for SEO, Daisy Shevlin speaks to SEO Content Manager, Monika Kisielewska about how we have evolved our content strategy over the years and how we have started to weave demand gen and SEO together.

]]>0687a60e-d151-43ae-b497-6ebe69cec9a2Thu, 04 Jul 2024 09:00:00 +000044:07falsefull171711EU expansion marketing strategy: Beyond translating websites with Nicole Peters, Cognism’s Head of Marketing in DACHEU expansion marketing strategy: Beyond translating websites with Nicole Peters, Cognism’s Head of Marketing in DACHCognism's Global Head of Demand Den, Fran Langham speaks to Head of Marketing in DACH, Nicole Peters about Cognism's approach to expansion. Many companies draw the line at translating copy and campaigns - but Fran and Nicole explain how they've taken this a step further. Implementing demand gen principles in new regions.


]]>Cognism's Global Head of Demand Den, Fran Langham speaks to Head of Marketing in DACH, Nicole Peters about Cognism's approach to expansion. Many companies draw the line at translating copy and campaigns - but Fran and Nicole explain how they've taken this a step further. Implementing demand gen principles in new regions.


]]>88645c75-5b56-4ae8-b299-4c9fa74ac95cTue, 25 Jun 2024 09:00:00 +000037:32falsefull170701Inside the Minds of Revenue-Focused CMOs: With Alice de Courcy and MJ SmithInside the Minds of Revenue-Focused CMOs: With Alice de Courcy and MJ SmithCognism’s CMO Alice de Courcy, speaks to CMO at CoLab, MJ Peters about the activities she's run at CoLab that have had the biggest impact. From tightening entry criteria, to optimising product overview pages.

]]>Cognism’s CMO Alice de Courcy, speaks to CMO at CoLab, MJ Peters about the activities she's run at CoLab that have had the biggest impact. From tightening entry criteria, to optimising product overview pages.

]]>16bbc255-2af9-4ed7-a313-af7fd02ac054Tue, 18 Jun 2024 09:00:00 +000041:02falsefull169691Fix Your Funnel with Cognism’s VP of Marketing, Liam Bartholomew and Marketing Operations Manager, Simon HeckhuisFix Your Funnel with Cognism’s VP of Marketing, Liam Bartholomew and Marketing Operations Manager, Simon HeckhuisIf your team is struggling with lead quality, routing, funnel analysis, automation, grading models, lead qualification or just alignment between marketing and ops… then this is the episode for you. Liam and Simon explore the various optimisations and fixes they've made over the years to Cognism's funnel that has resulted in 70% year on year growth. If you want more information on how we achieved this, check out the Fix Your Funnel Resource Hub! https://www.cognism.com/fix-your-funnel

]]>If your team is struggling with lead quality, routing, funnel analysis, automation, grading models, lead qualification or just alignment between marketing and ops… then this is the episode for you. Liam and Simon explore the various optimisations and fixes they've made over the years to Cognism's funnel that has resulted in 70% year on year growth. If you want more information on how we achieved this, check out the Fix Your Funnel Resource Hub! https://www.cognism.com/fix-your-funnel

]]>c9805b22-adfe-4593-81f5-7478e0e92058Tue, 11 Jun 2024 08:00:00 +000037:29falsefull168681Effective account based marketing with Bill MacaitisEffective account based marketing with Bill MacaitisCognism's Global Head of Demand Gen, Fran Langham speaks to marketing unicorn, Bill Macaitis on how he ran ABM at enterprises such as Slack, Salesforce and Zendesk.

]]>Cognism's Global Head of Demand Gen, Fran Langham speaks to marketing unicorn, Bill Macaitis on how he ran ABM at enterprises such as Slack, Salesforce and Zendesk.

]]>987bb5b4-5d62-4f1c-88bb-20aa61a33cc3Tue, 21 May 2024 09:00:00 +000044:40falsefull167671How B2B buyers purchase software with Palmer Houchins, VP and Head of Marketing at G2How B2B buyers purchase software with Palmer Houchins, VP and Head of Marketing at G2Cognism’s VP of Marketing, Liam Bartholomew speaks to Palmer Houchins, VP and Head of Marketing at G2 about how important reviews and brand reputation are in the buyer process.

]]>Cognism’s VP of Marketing, Liam Bartholomew speaks to Palmer Houchins, VP and Head of Marketing at G2 about how important reviews and brand reputation are in the buyer process.

]]>c8b88dae-b798-48c4-a219-2ebd00120027Tue, 14 May 2024 08:00:00 +000039:11falsefull166661Nailing SEO strategy with Lashay Lewis, Content Strategy Advisor and Founder of Authority PlugNailing SEO strategy with Lashay Lewis, Content Strategy Advisor and Founder of Authority PlugCognism’s SEO Content Manager, Monika Kisielewska speaks to Lashay Lewis, Content Strategy Advisor and Founder of Authority Plug. They discuss how SEO marketers can utilise AI, how aggressively you can sell on landing pages and much more.

]]>Cognism’s SEO Content Manager, Monika Kisielewska speaks to Lashay Lewis, Content Strategy Advisor and Founder of Authority Plug. They discuss how SEO marketers can utilise AI, how aggressively you can sell on landing pages and much more.

]]>7a70d64b-dc81-4e50-87bd-405a3f6f533eTue, 07 May 2024 08:00:00 +000049:53falsefull165651Cognism’s paid ads philosophy with Demand Gen Team Lead, Tim Hughes and Senior Demand Gen Manager, Jamie SkeelsCognism’s paid ads philosophy with Demand Gen Team Lead, Tim Hughes and Senior Demand Gen Manager, Jamie SkeelsEver wanted to know how Cognism runs their paid ads? We are going to reveal all! Cognism’s Senior Demand Gen Manager Jamie Skeels chats to Demand Gen Team Lead, Tim Hughes about our ad philosophy, where we've seen success and much more.

]]>Ever wanted to know how Cognism runs their paid ads? We are going to reveal all! Cognism’s Senior Demand Gen Manager Jamie Skeels chats to Demand Gen Team Lead, Tim Hughes about our ad philosophy, where we've seen success and much more.

]]>c76b9401-af48-4e06-97b0-ed2d1e15093fTue, 30 Apr 2024 08:00:00 +000035:35falsefull164641Prioritising a customer-led approach with Georgiana Laudi, Co-founder and author of Forget the FunnelPrioritising a customer-led approach with Georgiana Laudi, Co-founder and author of Forget the FunnelCognism's CMO, Alice de Courcy makes her return to The Loop podcast after her maternity leave to speak to Georgiana Laudi, Co-founder and author of Forget the Funnel. They discuss Gia's customer-led approach and revisit the funnel concept to find out if it's still relevant to marketers today.

]]>Cognism's CMO, Alice de Courcy makes her return to The Loop podcast after her maternity leave to speak to Georgiana Laudi, Co-founder and author of Forget the Funnel. They discuss Gia's customer-led approach and revisit the funnel concept to find out if it's still relevant to marketers today.

]]>87999e15-846b-4243-abed-5ed67c3fab20Tue, 23 Apr 2024 08:00:00 +000041:22falsefull163631Data centric, integrated campaigns with James de Feu, Sr. Director, Demand Generation & Lifecycle at ZapierData centric, integrated campaigns with James de Feu, Sr. Director, Demand Generation & Lifecycle at ZapierCognism’s Global Head of Demand Gen, Fran Langham speaks to James de Feu, Sr. Director, Demand Generation & Lifecycle at Zapier. They discuss the importance of learning over any other marketing outcome, how to run data centric campaigns and much more.

]]>Cognism’s Global Head of Demand Gen, Fran Langham speaks to James de Feu, Sr. Director, Demand Generation & Lifecycle at Zapier. They discuss the importance of learning over any other marketing outcome, how to run data centric campaigns and much more.

]]>15778cc1-0dfa-432a-8397-376559cd1e84Tue, 16 Apr 2024 08:00:00 +000047:59falsefull162621Running marketing experiments with Casey Hill, Senior Growth Manager at ActiveCampaignRunning marketing experiments with Casey Hill, Senior Growth Manager at ActiveCampaignCognism's Global Head of Demand Gen, Fran Langam, speaks to Casey Hill, Senior Growth Manager at ActiveCampaign about the long list of experiments he has run. From podcasting to social amplification - we dive into it all!

]]>Cognism's Global Head of Demand Gen, Fran Langam, speaks to Casey Hill, Senior Growth Manager at ActiveCampaign about the long list of experiments he has run. From podcasting to social amplification - we dive into it all!

]]>a94b65b9-6092-401d-8add-8c340d704996Tue, 09 Apr 2024 08:00:00 +000056:04falsefull161611What to do as a new Head of Marketing with Mary Keough Director of Product and Content Marketing at CoLab SoftwareWhat to do as a new Head of Marketing with Mary Keough Director of Product and Content Marketing at CoLab SoftwareCognism’s VP of Marketing, Liam Bartholomew speaks to Mary Keough Director of Product and Content Marketing at CoLab Software. One of Mary's viral LinkedIn posts covered what she was going to do as a new marketing leader. But how did this plan go, what would she do now - and what can new marketing leaders learn from her experiences? Listen to find out.

]]>Cognism’s VP of Marketing, Liam Bartholomew speaks to Mary Keough Director of Product and Content Marketing at CoLab Software. One of Mary's viral LinkedIn posts covered what she was going to do as a new marketing leader. But how did this plan go, what would she do now - and what can new marketing leaders learn from her experiences? Listen to find out.

]]>37d68e50-c119-4adc-a934-5b785d0af51fTue, 02 Apr 2024 08:00:00 +000045:41falsefull160601Challenging the meaning of brand campaigns with John James, Founder of HybrencyChallenging the meaning of brand campaigns with John James, Founder of HybrencyCognism’s Senior DG Manager, Jamie Skeels speaks to John James, Founder of Hybrency about his view on brand marketing - and how lots of people are thinking about it wrong!

]]>Cognism’s Senior DG Manager, Jamie Skeels speaks to John James, Founder of Hybrency about his view on brand marketing - and how lots of people are thinking about it wrong!

]]>aee24f06-cd85-4ade-955d-1fb90023d749Tue, 26 Mar 2024 08:00:00 +000043:08falsefull159591Brand strategy, budget allocation, and channel prioritisation with Pavel Teslenko Global Brand IMC Lead at Miro // ex-NikeBrand strategy, budget allocation, and channel prioritisation with Pavel Teslenko Global Brand IMC Lead at Miro // ex-NikeGlobal Head of Demand Gen at Cognism, Fran Langham chats to Pavel Teslenko Global Brand IMC Lead at Miro about the intricacies of brand marketing, what we can learn from B2C companies and much more. Listen now!

]]>Global Head of Demand Gen at Cognism, Fran Langham chats to Pavel Teslenko Global Brand IMC Lead at Miro about the intricacies of brand marketing, what we can learn from B2C companies and much more. Listen now!

]]>9f90ddf9-519b-4047-a6eb-11019661d694Tue, 19 Mar 2024 08:00:00 +000041:29falsefull158581Building demand through founder brand, podcasts and content with Mikkel Plæhn, Head of Demand at GrowblocksBuilding demand through founder brand, podcasts and content with Mikkel Plæhn, Head of Demand at GrowblocksCognism’s Global Head of Demand Gen, Fran Langham speaks to Mikkel Plæhn, Head of Demand at Growblocks. What do you market when you don't have a product? Well... the founder, of course! This episode dives into the unique approach Mikkel and Growblocks founder have taken to building an audience.

]]>Cognism’s Global Head of Demand Gen, Fran Langham speaks to Mikkel Plæhn, Head of Demand at Growblocks. What do you market when you don't have a product? Well... the founder, of course! This episode dives into the unique approach Mikkel and Growblocks founder have taken to building an audience.

]]>49389614-d6a1-4902-b2db-fd38decc911eTue, 12 Mar 2024 08:00:00 +000036:52falsefull157571How to build B2B landing pages (that don’t suck) with Tas Bober, Founder of Delphinium SolutionsHow to build B2B landing pages (that don’t suck) with Tas Bober, Founder of Delphinium SolutionsCognism’s Demand Gen Manager, Jamie Skeels talks to Tas Bober, Founder of Delphinium Solutions about the ins and outs of creating landing page experiences that actually get results!

]]>Cognism’s Demand Gen Manager, Jamie Skeels talks to Tas Bober, Founder of Delphinium Solutions about the ins and outs of creating landing page experiences that actually get results!

]]>23c26faf-40c8-4528-bfd4-9405a8ecd7cdTue, 05 Mar 2024 07:00:00 +000046:26falsefull156561Bonus episode: Measuring eBook campaignsBonus episode: Measuring eBook campaignsIn the final episode of our eBook mini series, Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are talking measurements. If you're utilising eBooks under a new strategy with revised philosophy, how do you go about measuring success?

]]>In the final episode of our eBook mini series, Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are talking measurements. If you're utilising eBooks under a new strategy with revised philosophy, how do you go about measuring success?

]]>09c21f64-9711-47e7-b2df-abcf62d0f5f8Thu, 29 Feb 2024 07:00:00 +000012:23falsefull155551How to effectively deploy an ABM strategy for enterprise targets with Corrina Owens ex Gong enterprise ABM ManagerHow to effectively deploy an ABM strategy for enterprise targets with Corrina Owens ex Gong enterprise ABM ManagerCognism’s Global Head of Demand Gen, Fran Langham interviews Corrina Owens, ex Gong enterprise ABM Manager and Chief Evangelist of Purple Cork. They cover when to use ABM, what tools are Corrina's favourite and much more.

]]>Cognism’s Global Head of Demand Gen, Fran Langham interviews Corrina Owens, ex Gong enterprise ABM Manager and Chief Evangelist of Purple Cork. They cover when to use ABM, what tools are Corrina's favourite and much more.

]]>31c7c243-5cc4-462b-a639-91e607db4cc2Tue, 27 Feb 2024 09:00:00 +000040:19falsefull154541Bonus episode: nurture sequences post eBook content downloadBonus episode: nurture sequences post eBook content downloadCognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are back to chat eBooks for the penultimate episode in this mini series. In this episode, they're talking all things nurtures.

]]>Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are back to chat eBooks for the penultimate episode in this mini series. In this episode, they're talking all things nurtures.

]]>0170c40e-83f8-4633-926f-0648b48e37a7Thu, 22 Feb 2024 07:00:00 +000008:23falsefull153531How to effectively craft messaging for targeting different sizes of organisations with Anthony Pierri, Co-founder of FletchHow to effectively craft messaging for targeting different sizes of organisations with Anthony Pierri, Co-founder of FletchCognism’s Head of Product Marketing, Verche Karafiloska interviews Anthony Pierri, product marketing whizz and Co-founder of Fletch. They cover common mistakes to avoid, how often to be doing messaging work and how to go about messaging for different sized orgs!

]]>Cognism’s Head of Product Marketing, Verche Karafiloska interviews Anthony Pierri, product marketing whizz and Co-founder of Fletch. They cover common mistakes to avoid, how often to be doing messaging work and how to go about messaging for different sized orgs!

]]>61b52d07-4161-4999-b79b-69624d428154Tue, 20 Feb 2024 07:00:00 +000048:33falsefull152521Bonus episode: Taking eBook content distribution to the next levelBonus episode: Taking eBook content distribution to the next levelCognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew get together for a third episode in this mini series all about eBooks and long form content. In this episode, they discuss the best ways to distribute this content.

]]>Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew get together for a third episode in this mini series all about eBooks and long form content. In this episode, they discuss the best ways to distribute this content.

]]>29320aaf-1172-4468-b9c0-2f6c355f0a10Thu, 15 Feb 2024 07:00:00 +000010:16falsefull151511Effectively measuring marketing activity with Ben Dutter, Chief Strategy Officer with Power Digital MarketingEffectively measuring marketing activity with Ben Dutter, Chief Strategy Officer with Power Digital MarketingCognism’s VP of Marketing, Liam Bartholomew chats to Ben Dutter, Chief Strategy Officer at Power Digital Marketing about one simple thing you can to do improve LTV, how to avoid the biggest mistakes Ben observes from agency life and much, much more.

]]>Cognism’s VP of Marketing, Liam Bartholomew chats to Ben Dutter, Chief Strategy Officer at Power Digital Marketing about one simple thing you can to do improve LTV, how to avoid the biggest mistakes Ben observes from agency life and much, much more.

]]>c16f6774-90f3-447d-81f3-9b7df410f090Tue, 13 Feb 2024 08:00:00 +000047:18falsefull150501Bonus episode: Creating top tier content for eBooks and other long form assetsBonus episode: Creating top tier content for eBooks and other long form assetsCognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are back to chat eBooks. This time, discussing why prioritising high quality content is the only way forwards when producing long form assets.

]]>Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are back to chat eBooks. This time, discussing why prioritising high quality content is the only way forwards when producing long form assets.

]]>2c7e9e9e-7677-483f-89a7-4a21c14bbc38Thu, 08 Feb 2024 07:00:00 +000012:07falsefull149491Strategic marketing for social impact with Amy Woodward, Director of Marketing at BenevityStrategic marketing for social impact with Amy Woodward, Director of Marketing at BenevityCognism's Global Head of Paid, Canberk Beker speaks to Benevity's Director of Marketing, Amy Woodward about how to market a social impact product to a B2B market.

]]>Cognism's Global Head of Paid, Canberk Beker speaks to Benevity's Director of Marketing, Amy Woodward about how to market a social impact product to a B2B market.

]]>17f781f5-303a-4a48-a33d-5e950acc1c21Tue, 06 Feb 2024 07:00:00 +000036:50falsefull148481Bonus episode: eBook and long form content philosophy and mindsetBonus episode: eBook and long form content philosophy and mindsetCognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew get together to discuss their changed philosophy and mindset on producing eBooks and other long form content.

]]>Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew get together to discuss their changed philosophy and mindset on producing eBooks and other long form content.

]]>a63a83a1-c1e5-436f-a935-7ed555b1fdf9Thu, 01 Feb 2024 07:00:00 +000011:37falsefull147471How to successfully lead a business up market while increasing revenue with Bill Macaitis, ex Slack, Salesforce and ZendeskHow to successfully lead a business up market while increasing revenue with Bill Macaitis, ex Slack, Salesforce and ZendeskCognism's VP of Marketing, Liam Bartholomew speaks to marketing whizz, Bill Macaitis about his experiences taking Zendesk to a $1.7B IPO, how to take a business up market successfully and how to test your ABM strategy is working.

]]>Cognism's VP of Marketing, Liam Bartholomew speaks to marketing whizz, Bill Macaitis about his experiences taking Zendesk to a $1.7B IPO, how to take a business up market successfully and how to test your ABM strategy is working.

]]>f5b9be3f-4269-4f83-9503-ff33743d82e8Tue, 30 Jan 2024 09:00:00 +000039:18falsefull146461How to create and distribute memorable marketing media with Kyle Denhoff, Director of Marketing (Media) at HubspotHow to create and distribute memorable marketing media with Kyle Denhoff, Director of Marketing (Media) at HubspotLiam Bartholomew, Cognism’s VP of Marketing interviews Hubspot’s Director of Marketing (Media), Kyle Denhoff. They discuss what makes marketing media memorable, how to associate yourself with category entry points and effective strategies for staying front of mind.

]]>Liam Bartholomew, Cognism’s VP of Marketing interviews Hubspot’s Director of Marketing (Media), Kyle Denhoff. They discuss what makes marketing media memorable, how to associate yourself with category entry points and effective strategies for staying front of mind.

]]>8f606062-42ec-4726-9ef6-9a2893bbc678Tue, 23 Jan 2024 09:00:00 +000045:44falsefull145451Scaling ABM with Isaac Ware, Director of Demand Generation at UserGemsScaling ABM with Isaac Ware, Director of Demand Generation at UserGemsCognism's Global Head of Paid chats to Director of Demand Generation at UserGems about the secrets of running ABM plays at scale, creating a media engine and much more.

]]>Cognism's Global Head of Paid chats to Director of Demand Generation at UserGems about the secrets of running ABM plays at scale, creating a media engine and much more.

]]>080c9ae5-aaf0-4ea0-8dab-180860cb854dTue, 16 Jan 2024 07:00:00 +000039:47falsefull144441Prioritising forward thinking marketing and risk taking with Steve Armenti, Demand Gen Lead at GooglePrioritising forward thinking marketing and risk taking with Steve Armenti, Demand Gen Lead at GoogleCognism's Global Head of Demand Gen, Fran Langham speaks to Demand Gen Lead at Google, Steve Armenti about what demand gen means in the context of Google, how to get gifting campaigns within ABM right and lots more!

]]>Cognism's Global Head of Demand Gen, Fran Langham speaks to Demand Gen Lead at Google, Steve Armenti about what demand gen means in the context of Google, how to get gifting campaigns within ABM right and lots more!

]]>c8221d8c-7208-4871-8940-ebb346516bfbTue, 09 Jan 2024 07:00:00 +000050:19falsefull143431The ultimate brand experiment with Edward Ford, Demand Gen Director at SupermetricsThe ultimate brand experiment with Edward Ford, Demand Gen Director at SupermetricsCognism's Global Head of Paid, Canberk Beker interviews Edward Ford, Demand Gen Director at Supermetrics about measuring brand impact, running brand tests and using data to make the right marketing decisions.

]]>Cognism's Global Head of Paid, Canberk Beker interviews Edward Ford, Demand Gen Director at Supermetrics about measuring brand impact, running brand tests and using data to make the right marketing decisions.

]]>e2c9068f-3640-4fbf-a51a-d29616740bb7Wed, 20 Dec 2023 09:00:00 +000048:46falsefull142421The impact of data and AI on marketing and sales into the future with Joshua GiardinoThe impact of data and AI on marketing and sales into the future with Joshua GiardinoCognism’s growth advisor Gaetano DiNardi interviews growth hacker and software engineer, Joshua Giardino about first party vs third party data, the cool things you can do with highly accurate contact data - and what the future of marketing and sales might look like with AI

]]>Cognism’s growth advisor Gaetano DiNardi interviews growth hacker and software engineer, Joshua Giardino about first party vs third party data, the cool things you can do with highly accurate contact data - and what the future of marketing and sales might look like with AI

]]>36fd7676-7898-4ea2-bae0-1a26a3cdfc67Tue, 12 Dec 2023 09:00:00 +000052:46falsefull141411Why emotions and memory are so important in B2B marketing with Drew Leahy, Head of Product Marketing at HockeyStackWhy emotions and memory are so important in B2B marketing with Drew Leahy, Head of Product Marketing at HockeyStackGetting remembered in buying situations is the key to success with modern B2B buyers. Drew Leahy, Head of Product Marketing at HockeyStack, joins Cognism's Senior DG Campaign Manager to discuss exactly this. How do marketers become more memorable? And what part does emotion play in this process?

]]>Getting remembered in buying situations is the key to success with modern B2B buyers. Drew Leahy, Head of Product Marketing at HockeyStack, joins Cognism's Senior DG Campaign Manager to discuss exactly this. How do marketers become more memorable? And what part does emotion play in this process?

]]>c193ea5c-58e7-4e16-b17a-f26366c82044Tue, 05 Dec 2023 07:00:00 +000001:07:47falsefull140401Compelling B2B Messaging Strategies and Growing Wynter with Peep Laja CEO at WynterCompelling B2B Messaging Strategies and Growing Wynter with Peep Laja CEO at WynterCognism’s growth advisor Gaetano Di Nardi interviews Peep Laja, CEO at Wynter about the importance of a CEO who understands marketing, running online communities, and how to craft messaging that makes an impact.

]]>Cognism’s growth advisor Gaetano Di Nardi interviews Peep Laja, CEO at Wynter about the importance of a CEO who understands marketing, running online communities, and how to craft messaging that makes an impact.

]]>052aa282-67d8-464a-bf85-ddd7624bb4cbTue, 28 Nov 2023 07:00:00 +000028:48falsefull139391Lessons in marketing to recruiters with Kieron Mayers, Head of Marketing at PaigerLessons in marketing to recruiters with Kieron Mayers, Head of Marketing at PaigerCognism's Global Head of Paid, Canberk Beker speaks to Kieron Mayers, Head of Marketing at Paiger about his wealth of experience marketing in the recruitment industry. How does it differ to marketing to marketing and sales personas? And what are the common mistakes made? Listen to today's episode to find out.

]]>Cognism's Global Head of Paid, Canberk Beker speaks to Kieron Mayers, Head of Marketing at Paiger about his wealth of experience marketing in the recruitment industry. How does it differ to marketing to marketing and sales personas? And what are the common mistakes made? Listen to today's episode to find out.

]]>201ba318-a80a-49eb-a8ab-855a145cf946Tue, 21 Nov 2023 07:00:00 +000045:48falsefull138381How to build successful demand generation campaigns with Kristina Papilion, Global Campaigns Marketing Manager at Calm BusinessHow to build successful demand generation campaigns with Kristina Papilion, Global Campaigns Marketing Manager at Calm BusinessCognism’s Senior DG Manager, Jamie Skeels interviews Kristina Papilion, Calm’s Senior Global Campaigns Marketing Manager at Calm Business. They talk about how to set up a DG campaign and what it means to truly do ABM.

]]>Cognism’s Senior DG Manager, Jamie Skeels interviews Kristina Papilion, Calm’s Senior Global Campaigns Marketing Manager at Calm Business. They talk about how to set up a DG campaign and what it means to truly do ABM.

]]>f4fe11fc-821c-4497-b56b-4ce5fbb9cef6Tue, 14 Nov 2023 07:00:00 +000027:07falsefull137371Getting departmental alignment for marketing with Andrei Zinkevich, co-founder of Fullfunnel.ioGetting departmental alignment for marketing with Andrei Zinkevich, co-founder of Fullfunnel.ioCognism’s Growth Advisor, Gaetano DiNardi speaks to Andrei Zinkevich, co-founder of Fullfunnel.io about how he is thinking about demand creation and capture. Plus how to drive alignment between departments for maximum impact.

]]>Cognism’s Growth Advisor, Gaetano DiNardi speaks to Andrei Zinkevich, co-founder of Fullfunnel.io about how he is thinking about demand creation and capture. Plus how to drive alignment between departments for maximum impact.

]]>5065dee2-65b6-49af-8c54-c059235b9988Tue, 07 Nov 2023 07:00:00 +000029:45falsefull136361Marketing Reporting: Metrics, Analytics, and ROI Insights with Fran Langham and Liam BartholomewMarketing Reporting: Metrics, Analytics, and ROI Insights with Fran Langham and Liam BartholomewCognism's VP of Marketing, Liam Bartholomew and Global Head of Demand Gen, Fran Langham sit down to chat metrics. What are we measuring, how do we get a clear picture of our activity and how are we deciding what to do next? Find out in this episode.

]]>Cognism's VP of Marketing, Liam Bartholomew and Global Head of Demand Gen, Fran Langham sit down to chat metrics. What are we measuring, how do we get a clear picture of our activity and how are we deciding what to do next? Find out in this episode.

]]>8fc19e65-be4c-47d2-8be6-d77adaa4f5baTue, 31 Oct 2023 07:00:00 +000040:02falsefull135351Creating demand in a new category with Sam Kuehnle, Vice President of Marketing at LoxoCreating demand in a new category with Sam Kuehnle, Vice President of Marketing at LoxoGrowth advisor, Gaetano DiNardi speaks to Sam Kuehnle, Vice President of Marketing at Loxo about his experiences growing in a new category. How do you create demand and educate a market that hasn’t experienced a product like this before?

]]>Growth advisor, Gaetano DiNardi speaks to Sam Kuehnle, Vice President of Marketing at Loxo about his experiences growing in a new category. How do you create demand and educate a market that hasn’t experienced a product like this before?

]]>0c58f57c-81ff-4124-8c47-a3983f1b124eTue, 24 Oct 2023 07:00:00 +000026:47falsefull134341Responding to buyer behaviour with Amber Bogie, Sr Director Global Growth Marketing at ReachdeskResponding to buyer behaviour with Amber Bogie, Sr Director Global Growth Marketing at ReachdeskGrowth advisor, Gaetano DiNardi interviews Sr Director Global Growth Marketing at Reachdesk, Amber Bogie about how we should be responding to buyer behaviour. Meeting buyer where they are, not where it’s convenient for marketers.And yes please, whenever we are combining footage/briefing snippets it will be the episode too - then just give me a shout when you need a title and description and I can provide.

]]>Growth advisor, Gaetano DiNardi interviews Sr Director Global Growth Marketing at Reachdesk, Amber Bogie about how we should be responding to buyer behaviour. Meeting buyer where they are, not where it’s convenient for marketers.And yes please, whenever we are combining footage/briefing snippets it will be the episode too - then just give me a shout when you need a title and description and I can provide.

]]>93608252-8963-4d09-b169-860616af5e9dTue, 17 Oct 2023 09:00:00 +000018:23falsefull133331Lead gen to demand gen in an enterprise org with Helen Gillbe, EMEA Demand Generation Director at ProofpointLead gen to demand gen in an enterprise org with Helen Gillbe, EMEA Demand Generation Director at ProofpointDriving change is always hard, but especially hard in large enterprises. Helen Gillbe, EMEA Demand Generation Director at Proofpoint explains how she has led the charge towards a demand generation model despite the challenges that come with being in a large org.

]]>Driving change is always hard, but especially hard in large enterprises. Helen Gillbe, EMEA Demand Generation Director at Proofpoint explains how she has led the charge towards a demand generation model despite the challenges that come with being in a large org.

]]>19cb4000-4c18-40d2-aebf-1614c03f4cc1Tue, 10 Oct 2023 07:00:00 +000041:48falsefull132321Doing long form content and ebooks the right way with Tom Bangay, Senior Director of Content and Community at JuroDoing long form content and ebooks the right way with Tom Bangay, Senior Director of Content and Community at JuroeBooks are alive and well - with many B2B marketers still using them. But how can we bring the eBook into 2024? Tom Bangay, Senior Director of Content and Community at Juro explains how they're using eBooks. Hint - it's not the traditional approach!

]]>eBooks are alive and well - with many B2B marketers still using them. But how can we bring the eBook into 2024? Tom Bangay, Senior Director of Content and Community at Juro explains how they're using eBooks. Hint - it's not the traditional approach!

]]>99be2488-0d1f-429a-8564-73516f9df6d0Tue, 03 Oct 2023 09:00:00 +000032:17falsefull131311ABM 101: How to run successful ABM plays with Laura Lidster, Head of Marketing at AdvancedABM 101: How to run successful ABM plays with Laura Lidster, Head of Marketing at AdvancedABM is fast growing in popularity, especially when targeting enterprise or large value accounts. Laura Lister, Head of ABM at Advanced shares her insights and experience in today's episode!

]]>ABM is fast growing in popularity, especially when targeting enterprise or large value accounts. Laura Lister, Head of ABM at Advanced shares her insights and experience in today's episode!

]]>7cc0446a-44f2-459e-8fd4-8d77f1835aabTue, 26 Sep 2023 09:00:00 +000043:09falsefull130301Crafting cohesive product messaging with Ashley Faus, Director of Integrated Product Marketing at AtlassianCrafting cohesive product messaging with Ashley Faus, Director of Integrated Product Marketing at AtlassianHow do you maintain coherent brand identity when you are a large org with multiple products, departments or regions? That’s what this podcast seeks to uncover! Interviewing Ashley Faus, Director of Integrated Product Marketing at Atlassian.

]]>How do you maintain coherent brand identity when you are a large org with multiple products, departments or regions? That’s what this podcast seeks to uncover! Interviewing Ashley Faus, Director of Integrated Product Marketing at Atlassian.

]]>5dbdb929-a7c8-4f92-b09a-925e1a8532c7Wed, 20 Sep 2023 09:00:00 +000024:47falsefull129291How to drive strategic change in a large organisation with Jenna Quigley, Head of Marketing Strategy at NetskopeHow to drive strategic change in a large organisation with Jenna Quigley, Head of Marketing Strategy at NetskopeLiam Bartholomew, VP of Marketing at Cognism speaks to Jenna Quigley, Head of Marketing Strategy at Netskope to unpack the ‘how’ behind driving new or different ideas forward in an organisation where things traditionally might be harder, slower or have more resistance due to company size.

]]>Liam Bartholomew, VP of Marketing at Cognism speaks to Jenna Quigley, Head of Marketing Strategy at Netskope to unpack the ‘how’ behind driving new or different ideas forward in an organisation where things traditionally might be harder, slower or have more resistance due to company size.

]]>4f03a152-d0b8-4c52-8755-e9c69a735df4Tue, 12 Sep 2023 07:00:00 +000036:42falsefull128281Digital marketing: Enterprise vs. Startups with Borys KhodanDigital marketing: Enterprise vs. Startups with Borys KhodanCognism’s Global Head of Paid, Canberk Beker talks to Head of Paid Media at Synthesia, Borys Khodan about how Synthesia became a unicorn in 2023, and the differences between marketing in enterprise orgs versus start ups.

]]>Cognism’s Global Head of Paid, Canberk Beker talks to Head of Paid Media at Synthesia, Borys Khodan about how Synthesia became a unicorn in 2023, and the differences between marketing in enterprise orgs versus start ups.

]]>4a29684c-1fd5-4e7b-bd35-80ab30cac88fTue, 05 Sep 2023 07:00:00 +000051:21falsefull127271How to use customer interviews and insights to fix broken fantasy funnels with Andrei Faji, Director of Marketing at PandaDocHow to use customer interviews and insights to fix broken fantasy funnels with Andrei Faji, Director of Marketing at PandaDocCognism’s Global Head of Demand Gen, Fran Langham speaks to Director of Marketing at PandaDoc, Andrei Faji about maximising customer interviews. How can you make sure you get the most out of these interactions, and how do you apply it to give a more reflective customer experience?

]]>Cognism’s Global Head of Demand Gen, Fran Langham speaks to Director of Marketing at PandaDoc, Andrei Faji about maximising customer interviews. How can you make sure you get the most out of these interactions, and how do you apply it to give a more reflective customer experience?

]]>49b72737-6a7a-4168-97fb-6ba4eb2c338cTue, 29 Aug 2023 07:00:00 +000047:56falsefull126261How to use product-led and BOFU content to reach the modern buyer with Si Quan from AhrefsHow to use product-led and BOFU content to reach the modern buyer with Si Quan from AhrefsSenior Content Marketer at Ahrefs, Si Quan joins Cognism’s Growth Advisor, Gaetano DiNardi to chat all things content. Specifically, how can you use product-led and bottom of funnel content to reach the new age of buyer? Listen to find out.

]]>Senior Content Marketer at Ahrefs, Si Quan joins Cognism’s Growth Advisor, Gaetano DiNardi to chat all things content. Specifically, how can you use product-led and bottom of funnel content to reach the new age of buyer? Listen to find out.

]]>0ff3502f-3b67-4635-83cc-e27300e5ae08Tue, 22 Aug 2023 07:00:00 +000026:33falsefull125251Marrying SEO with the Easy Mode Framework with Obaid DurraniMarrying SEO with the Easy Mode Framework with Obaid DurraniCognism’s Growth Advisor and SEO expert, Gaetano DiNardi speaks to Co-founder of Easy Mode, Obaid Durrani about how to go about getting integrating narrative driven content with optimising for search.

]]>Cognism’s Growth Advisor and SEO expert, Gaetano DiNardi speaks to Co-founder of Easy Mode, Obaid Durrani about how to go about getting integrating narrative driven content with optimising for search.

]]>8bb0e7d6-2199-476a-bb93-8e4ecc8e20c8Tue, 15 Aug 2023 09:00:00 +000026:47falsefull124241How we optimised our pipeline in 2023How we optimised our pipeline in 2023Cognism CMO, Alice de Courcy and VP of Marketing, Liam Bartholomew talk through Cognism's marketing teams approach to optimising pipeline efficiency. From redefining what a 'good customer' looks like, to optimising ad channels - they cover many of the tactics contributing to Cognism's pipeline success.

]]>Cognism CMO, Alice de Courcy and VP of Marketing, Liam Bartholomew talk through Cognism's marketing teams approach to optimising pipeline efficiency. From redefining what a 'good customer' looks like, to optimising ad channels - they cover many of the tactics contributing to Cognism's pipeline success.

]]>51f3a745-7281-4f35-b7a5-5c4069cfb505Tue, 08 Aug 2023 07:00:00 +000039:41falsefull123231Implementing a new SEO strategy: Money keywords with Gaetano DiNardiImplementing a new SEO strategy: Money keywords with Gaetano DiNardiVP of Marketing at Cognism, Liam Bartholomew speaks to SEO guru, Gaetano DiNardi about how he helped Cognism to upgrade SEO using the Money Keywords Strategy.

]]>VP of Marketing at Cognism, Liam Bartholomew speaks to SEO guru, Gaetano DiNardi about how he helped Cognism to upgrade SEO using the Money Keywords Strategy.

]]>983c2fe8-7d51-48b1-9df1-ba502cd0ba70Tue, 01 Aug 2023 07:00:00 +000039:57falsefull122221The evolution of B2B paid marketing with Adi Hagag, MetadataThe evolution of B2B paid marketing with Adi Hagag, MetadataCognism's Global Head of Paid, Canberk Beker speaks to Adi Hagag from Metadata about how paid marketing has evolved - from the number of tools available on the market, to the increasing number of touch points.

]]>Cognism's Global Head of Paid, Canberk Beker speaks to Adi Hagag from Metadata about how paid marketing has evolved - from the number of tools available on the market, to the increasing number of touch points.

]]>dd4d879d-6fc3-485a-803a-28ce019f70fcTue, 25 Jul 2023 07:00:00 +000048:12falsefull121211Reaching audiences and influencing sales conversations with Co-founders of Storybook MarketingReaching audiences and influencing sales conversations with Co-founders of Storybook MarketingGlobal Head of Demand Gen at Cognism is joined by Liam Maroney and Graceanne MacDonald, co-founders of Storybook Marketing. Each advocates for demand gen, they discuss the impact demand gen can have on reaching and building relationships with core audiences.

]]>Global Head of Demand Gen at Cognism is joined by Liam Maroney and Graceanne MacDonald, co-founders of Storybook Marketing. Each advocates for demand gen, they discuss the impact demand gen can have on reaching and building relationships with core audiences.

]]>5145d386-a661-4694-9f5d-02a451f7f90eTue, 18 Jul 2023 07:00:00 +000046:49falsefull120201Declared intent vs assumed intent with Pete Lorenco, VP of Marketing at HYCUDeclared intent vs assumed intent with Pete Lorenco, VP of Marketing at HYCUCognism's growth adviser, Gaetano DiNardi is joined by VP of Marketing at HYCU, Pete Lorenco to talk all things buyer intent. If declared intent trumps assumed intent, why aren't we all optimising for declared intent?

]]>Cognism's growth adviser, Gaetano DiNardi is joined by VP of Marketing at HYCU, Pete Lorenco to talk all things buyer intent. If declared intent trumps assumed intent, why aren't we all optimising for declared intent?

]]>a181c160-7cbb-4cbc-a2ac-a22b4ac87174Tue, 11 Jul 2023 07:00:00 +000027:58falsefull119191Death of the AIDA model with Barry Nyhan, Head of Growth at WorkvivoDeath of the AIDA model with Barry Nyhan, Head of Growth at WorkvivoCognism Growth Adviser, Gaetano DiNardi is joined by Head of Growth at Workvivo, Barry Nyhan to discuss the buyer journey. Specifically, how the traditional AIDA model is no longer reflective of how modern buyers actually behave.

]]>Cognism Growth Adviser, Gaetano DiNardi is joined by Head of Growth at Workvivo, Barry Nyhan to discuss the buyer journey. Specifically, how the traditional AIDA model is no longer reflective of how modern buyers actually behave.

]]>c3546180-bdbc-4a24-a496-da627b8d8cb8Tue, 04 Jul 2023 07:00:00 +000020:47falsefull117171Behind the scenes of the CMO diary campaignBehind the scenes of the CMO diary campaignCMO, Alice de Courcy speaks to the Demand Gen campaign manager and brains behind the highly successful CMO diary launch campaign - Jamie Skeels. They chat about how the diary came to be, how Jamie went about planning the campaign, and some behind the scenes insights about the last minute changes impacted the campaign.

]]>CMO, Alice de Courcy speaks to the Demand Gen campaign manager and brains behind the highly successful CMO diary launch campaign - Jamie Skeels. They chat about how the diary came to be, how Jamie went about planning the campaign, and some behind the scenes insights about the last minute changes impacted the campaign.

]]>8f48eb3e-0447-4dc0-9822-c0126f7f557eTue, 27 Jun 2023 07:00:00 +000043:53falsefull116161The top mistakes B2B marketers make on paid channels with Diego Oquendo, Performance Marketing Manager at Catalyst ConsultingThe top mistakes B2B marketers make on paid channels with Diego Oquendo, Performance Marketing Manager at Catalyst ConsultingGlobal Head of Paid at Cognism, Canberk Beker speaks to Diego Oquendo, Performance Marketing Manager at Catalyst Consulting about the biggest mistakes marketers make on paid channels.

]]>Global Head of Paid at Cognism, Canberk Beker speaks to Diego Oquendo, Performance Marketing Manager at Catalyst Consulting about the biggest mistakes marketers make on paid channels.

]]>74956a40-6b6f-4b3d-869b-35ccf2cfc307Tue, 20 Jun 2023 07:00:00 +000048:37falsefull115151Paid experimentation: How marketers can try a new approach with Andrew Harder, Senior Paid Manager at CiscoPaid experimentation: How marketers can try a new approach with Andrew Harder, Senior Paid Manager at CiscoCognism's Global Head of Paid, Canberk Beker talks to Andrew Harder, Senior Paid Manager at Cisco about how paid marketers can experiment to find better ways to get results. Specifically looking at how paid marketers can switch from a lead gen approach, into a demand gen model.

]]>Cognism's Global Head of Paid, Canberk Beker talks to Andrew Harder, Senior Paid Manager at Cisco about how paid marketers can experiment to find better ways to get results. Specifically looking at how paid marketers can switch from a lead gen approach, into a demand gen model.

]]>3a8414ea-9c1f-4a3a-a665-5928d884a12dTue, 13 Jun 2023 07:00:00 +000050:18falsefull114141Using content to drive declared intent with Alina Benny, Head of Content and SEO at AuraUsing content to drive declared intent with Alina Benny, Head of Content and SEO at AuraCognism's growth advisor, Gaetano DiNardi speaks to Alina Benny, Head of Content and SEO at Aura about all things content and SEO. Specifically, how to use content as a mechanism to drive more declared intent.

]]>Cognism's growth advisor, Gaetano DiNardi speaks to Alina Benny, Head of Content and SEO at Aura about all things content and SEO. Specifically, how to use content as a mechanism to drive more declared intent.

]]>90293cb7-b2ad-460d-8857-8f3e1ee1f25bTue, 06 Jun 2023 07:00:00 +000023:28falsefull113131Transforming the B2B Buyer Journey with CMO at PwC, Antonia WadeTransforming the B2B Buyer Journey with CMO at PwC, Antonia WadeAlice de Courcy is joined by CMO at PwC, Antonia Wade to discuss how the added complexities of the modern B2B buyer journey have rendered the marketing 'funnel' pretty useless. Instead, Antonia proposes a new way to look at the B2B buyer journey.

]]>Alice de Courcy is joined by CMO at PwC, Antonia Wade to discuss how the added complexities of the modern B2B buyer journey have rendered the marketing 'funnel' pretty useless. Instead, Antonia proposes a new way to look at the B2B buyer journey.

]]>0850f080-3180-400c-8d50-56397cfa8589Tue, 30 May 2023 07:00:00 +000030:54falsefull112121Running successful brand awareness campaigns with Andrew Davies, CMO at PaddleRunning successful brand awareness campaigns with Andrew Davies, CMO at PaddleCMO of Cognism, Alice de Courcy speaks to CMO at Paddle, Andrew Davies about his recent brand awareness campaigns including sending Paddle merch into orbit!

]]>CMO of Cognism, Alice de Courcy speaks to CMO at Paddle, Andrew Davies about his recent brand awareness campaigns including sending Paddle merch into orbit!

]]>081f10c6-78e7-419e-95ee-6a7a2e098ec1Tue, 23 May 2023 07:00:00 +000028:59falsefull111111The growing importance of brand as a differentiator with Gwen Lafage, VP of Brand and Content at SinchThe growing importance of brand as a differentiator with Gwen Lafage, VP of Brand and Content at SinchVP of marketing, Liam Bartholomew is joined by Gwen Lafage, VP of Brand and Content at Sinch, one of the fastest growing tech companies in the world. Sinch This podcast episode will discuss the changing nature of B2B buying behaviour and how more than ever, B2B marketers need to focus on brand as a differentiator. In this new era, how must marketers approach change? How must marketers view brand building?

]]>VP of marketing, Liam Bartholomew is joined by Gwen Lafage, VP of Brand and Content at Sinch, one of the fastest growing tech companies in the world. Sinch This podcast episode will discuss the changing nature of B2B buying behaviour and how more than ever, B2B marketers need to focus on brand as a differentiator. In this new era, how must marketers approach change? How must marketers view brand building?

]]>f0331e13-05cf-4f13-9582-33ffed4b4df7Tue, 16 May 2023 07:00:00 +000052:54falsefull110101Should marketers be tied to revenue? With Darryl Praill, CMO at AgorapulseShould marketers be tied to revenue? With Darryl Praill, CMO at AgorapulseCognism’s CMO, Alice de Courcy interviews Agorapulse’s CMO, Darryl Praill. Discussing how important being tied to revenue is as a B2B marketer and the benefits this responsibility to revenue can bring.

]]>Cognism’s CMO, Alice de Courcy interviews Agorapulse’s CMO, Darryl Praill. Discussing how important being tied to revenue is as a B2B marketer and the benefits this responsibility to revenue can bring.

]]>aaec1c44-ab72-4e22-98a6-2e0d9bbc360dTue, 09 May 2023 07:00:00 +000036:23falsefull1991B2B performance marketing masterclass with Silvio PerezB2B performance marketing masterclass with Silvio PerezCognism's Global Head of Paid is joined by B2B performance marketing expert, Silvio Perez to talk through his favourite tips for reaching modern buyers. From unconventional channels, to tracking - you don't want to miss this episode!

]]>Cognism's Global Head of Paid is joined by B2B performance marketing expert, Silvio Perez to talk through his favourite tips for reaching modern buyers. From unconventional channels, to tracking - you don't want to miss this episode!

]]>23164c1e-8258-479e-bbfa-e9445bbf1bceTue, 02 May 2023 07:00:00 +000053:23falsefull1881The role of sales and marketing as B2B buyer behaviour shifts with Louis Vandommele, Head of Demand Gen at SundayThe role of sales and marketing as B2B buyer behaviour shifts with Louis Vandommele, Head of Demand Gen at SundayCognism’s Global Head of Demand Gen, Fran Langham, is joined by guest Louis Vandommele, Head of Demand Gen at Sunday. Having worked through the ranks in sales, before transitioning into a marketing leadership role, Louis has a unique perspective on the role of sales and marketing as B2B buyer behaviour changes.

]]>Cognism’s Global Head of Demand Gen, Fran Langham, is joined by guest Louis Vandommele, Head of Demand Gen at Sunday. Having worked through the ranks in sales, before transitioning into a marketing leadership role, Louis has a unique perspective on the role of sales and marketing as B2B buyer behaviour changes.

]]>c414935f-fb22-4799-ad39-adf8d68fa34bTue, 25 Apr 2023 07:00:00 +000042:52falsefull1771Bonus episode: The Loop Live - Marketers should be more than just sales supportBonus episode: The Loop Live - Marketers should be more than just sales supportThe Cognism team presents the first episode of The Loop Live. The series bringing marketers 'in the loop' on the changing B2B buyer behaviour and what marketers need to be doing to succeed in this new world. In today's instalment, Alice (CMO) and Liam (VP of Marketing) discuss how marketers need to break free of the sales support role in order to best serve the modern buyer

]]>The Cognism team presents the first episode of The Loop Live. The series bringing marketers 'in the loop' on the changing B2B buyer behaviour and what marketers need to be doing to succeed in this new world. In today's instalment, Alice (CMO) and Liam (VP of Marketing) discuss how marketers need to break free of the sales support role in order to best serve the modern buyer

]]>5f4e3d24-133f-46f8-a770-5fc86033bea6Wed, 19 Apr 2023 07:00:00 +000052:58falsebonus1661Create vs. capture demand: Getting the balance right, with Olga Denisova, VP of Global Marketing at SemrushCreate vs. capture demand: Getting the balance right, with Olga Denisova, VP of Global Marketing at SemrushCognism’s VP of Marketing, Liam Bartholomew, joined by guest Olga Denisova, VP of Global Marketing at Semrush to discuss the delicate balance between create and capture demand. Why B2B marketers need to be creating demand, and not just capturing it. And how this approach better fits the way modern buyers buy.

]]>Cognism’s VP of Marketing, Liam Bartholomew, joined by guest Olga Denisova, VP of Global Marketing at Semrush to discuss the delicate balance between create and capture demand. Why B2B marketers need to be creating demand, and not just capturing it. And how this approach better fits the way modern buyers buy.

]]>46a075b9-6438-4e94-b6ca-2380af71935dTue, 18 Apr 2023 06:00:00 +000031:15falsefull1661Getting personal branding * right * for demand creation with Tim Davidson, Senior Marketing Director at DirectiveGetting personal branding * right * for demand creation with Tim Davidson, Senior Marketing Director at DirectiveCognism's Global Head of Demand Gen, Fran Langham, is joined by guest Tim Davidson, Senior Marketing Director at Directive. Talking all things branding in modern marketing and how to output effective personal brand activity that can benefit a create demand strategy.

]]>Cognism's Global Head of Demand Gen, Fran Langham, is joined by guest Tim Davidson, Senior Marketing Director at Directive. Talking all things branding in modern marketing and how to output effective personal brand activity that can benefit a create demand strategy.

]]>06172b30-d802-4919-b7ed-7d046af62442Tue, 11 Apr 2023 06:00:00 +000042:04falsefull1551Effective Paid and Demand Gen collaboration with Cognism's Head of Paid Acquisition, Canberk BekerEffective Paid and Demand Gen collaboration with Cognism's Head of Paid Acquisition, Canberk BekerCognism's Global Head of Demand Gen, Fran Langham interviews Cognism's Head of Paid Acquisition, Canberk Beker. Talking about how to get synergy between the DG and paid functions, what success in paid at Cognism looks like, and how DG and paid work together to improve ad performance over time.

]]>Cognism's Global Head of Demand Gen, Fran Langham interviews Cognism's Head of Paid Acquisition, Canberk Beker. Talking about how to get synergy between the DG and paid functions, what success in paid at Cognism looks like, and how DG and paid work together to improve ad performance over time.

]]>2ebfe49e-8ceb-4d09-863c-062d3b319ad3Tue, 04 Apr 2023 06:00:00 +000050:29falsefull1441The importance of marketing to out-of-market buyers with Amrita Marthur, VP of Marketing at SupersideThe importance of marketing to out-of-market buyers with Amrita Marthur, VP of Marketing at SupersideCognism’s VP of marketing, Liam Bartholomew speaks to VP of marketing at Superside, Amrita Marthur about the changing nature of B2B buying behaviour. In this era where buying journeys start way before a buyer speaks to sales, how can and why should marketers influence buyer behaviour before they’re ready to buy?

]]>Cognism’s VP of marketing, Liam Bartholomew speaks to VP of marketing at Superside, Amrita Marthur about the changing nature of B2B buying behaviour. In this era where buying journeys start way before a buyer speaks to sales, how can and why should marketers influence buyer behaviour before they’re ready to buy?

]]>e57c4794-c7a4-49cc-b8b2-b9f87729adb2Tue, 28 Mar 2023 06:00:00 +000041:17falsefull1331Getting CEO buy-in for marketing decisions with Ethan Aaron, CEO at PortableGetting CEO buy-in for marketing decisions with Ethan Aaron, CEO at PortableCMO Alice de Courcy speaks to Ethan Aaron, CEO at Portable - an ELT tool for your modern data stack - about his understanding of the marketing function, why it’s important for CEOs to understand the role of marketing and what CEO’s care about when having the final say on marketing decisions.

]]>CMO Alice de Courcy speaks to Ethan Aaron, CEO at Portable - an ELT tool for your modern data stack - about his understanding of the marketing function, why it’s important for CEOs to understand the role of marketing and what CEO’s care about when having the final say on marketing decisions.

]]>911e874e-2ea5-4549-9f89-b4ecc4e5bad3Tue, 21 Mar 2023 07:00:00 +000032:13falsefull1221Illuminating the B2B buying journey with Steffen Hedebrandt, CMO and Co-founder at DreamdataIlluminating the B2B buying journey with Steffen Hedebrandt, CMO and Co-founder at DreamdataAlice de Courcy, Cognism CMO chats to Steffen Hedebrandt, CMO and co-founder of Dreamdata about the changing nature of B2B buying behaviour. In this era where buying journeys start way before a buyer speaks to sales, how can we use attribution to illuminate the multitude of touch points within that journey?

]]>Alice de Courcy, Cognism CMO chats to Steffen Hedebrandt, CMO and co-founder of Dreamdata about the changing nature of B2B buying behaviour. In this era where buying journeys start way before a buyer speaks to sales, how can we use attribution to illuminate the multitude of touch points within that journey?

]]>0732e589-7e72-4f30-9aa3-a200d0f06581Fri, 10 Mar 2023 08:00:00 +000040:16falsefull1111