พอดคาสท์ Growthmode Marketing ชั้นนำ (2024)

1
How to leverage AI in marketing: Learning & experimenting 29:45

20d ago29:45

29:45

Unlock the power of AI and how it can help marketers by embracing a mindset of continuous learning and experimentation. From understanding the basics of AI-driven platforms like ChatGPT to practical tips on how to incorporate these technologies into your marketing workflow, this session explores how to start leveraging AI effectively. Tune in to le…

1
What to think about before you cut your marketing budget 17:05

1M ago17:05

17:05

It has been a challenging couple of years for many companies in the HR tech space – as many have struggled to hit revenue targets. There have been less buyers in the market. And those that are looking to make a purchase often take longer to decide. Revenue shortfalls can put companies in the position of having to make tough decisions to keep the bu…

1
How to leverage LinkedIn to reach more HR tech buyers 32:54

2M ago32:54

32:54

Building brand awareness in the market can take many forms. One channel that has gained a lot of momentum is LinkedIn. If your buying audience hangs out on LinkedIn, it can be a prime marketing channel for your company. It can play a pivotal role in reinforcing and expanding your company’s brand. And it’s a way to consistently stay in front of pote…

1
Dialing in your marketing: The levers that impact results – marketing & sales alignment + sales processes 26:22

2M ago26:22

26:22

In past episodes, we’ve been digging into the 12 levers that we believe need to be dialed in around your marketing efforts to optimize results. In this 6th and final episode of the multi-part series, we are wrapping up with the final two levers: marketing & sales alignment AND sales processes. While the other levers are more directly owned by the m…

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Dialing in your marketing: The levers that impact results – tactics + measurement 32:50

3M ago32:50

32:50

In the ever-evolving landscape of marketing, it’s crucial to fine-tune every element to drive optimal performance. In previous episodes, we delved into the first eight essential marketing levers out of the 12 we believe need to be dialed in to optimize your marketing performance. On this episode, we're shifting our focus to the next two critical co…

1
Creating a new product category in a crowded market: Part 2 17:45

3M ago17:45

17:45

With so many options in the HR tech market, standing out can be a daunting task, especially when your technology doesn't fit neatly into an existing category. But it’s clear that while building a new product category in HR tech or work tech is challenging, it can be also a strategic move that can lead to market leadership if done well. Listen in to…

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Creating a new product category in a crowded market: Part 1 20:56

3M ago20:56

20:56

The HR tech market is extensive – with a lot of options to solve the big challenges. According to Sapient Insights, there are 7 established product categories in HR tech, with 55 application categories within the main product categories. But what do you do when your technology doesn’t fit clearly into an existing category? This is a question that a…

1
Dialing in your marketing: The levers that impact results – brand identity + awareness and content 27:38

4M ago27:38

27:38

Marketing is often described as a complex game with elusive success formulas, challenging marketers to cut through the noise and capture the attention of potential customers. This episode, part of a series exploring 12 essential marketing levers, focuses on two pivotal elements: brand identity and awareness, and content. Understanding and fine-tuni…

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Dialing in your marketing: The levers that impact results – scale & contact database 28:51

4M ago28:51

28:51

Marketing is a challenging game to play. And figuring out the magic formula to success is not an easy feat. As marketers, we’ve got a hard job: break through the clutter of a noisy market to get the attention of prospects and win them over. The reality is marketing is a very nuanced element of a company’s success. If just one component is not diale…

1
Selling AI in the HR tech market is a new frontier: Part 2 18:34

4M ago18:34

18:34

AI isn't just a buzzword. Over the last year, it's become a pivotal component in almost every HR solution, with many companies integrating AI into their technology platform to enhance their offerings. Marketers are keenly positioning AI at the forefront of their strategies, hoping to capitalize on this trend to stand out in the highly competitive H…

1
Selling AI in the HR tech market is a new frontier: Part 1 23:03

4M ago23:03

23:03

AI has been around for years, but it has really taken off in the last year within the HR tech market. It seems nearly every solution includes some level of AI baked into the capabilities. And many marketers are leading with this technology in their message positioning as everyone tries to ride this latest wave in the quest to win more market share …

1
Dialing in your marketing: The levers that impact results – strategy & budget 23:54

5M ago23:54

23:54

Effective marketing is multifaceted, requiring dialed-in alignment across various components to truly optimize your demand generation programs. Each lever is a critical piece of the marketing puzzle, capable of transforming the results of your programs. If your company is struggling to meet revenue targets, it’s crucial to examine a series of 12 st…

1
Dialing in your marketing: The levers that impact results – audience & positioning 20:12

5M ago20:12

20:12

The key to effective marketing is making sure your programs are dialed in to the behaviors and needs of your target market and the strategic objectives of your business. Beginning in this episode, GrowthMode Marketing introduces how we define 12 marketing levers that impact your initiatives and bottom-line results. They are: Audience Positioning St…

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When prospects go dark… and how to re-engage 21:15

5M ago21:15

21:15

The sales team is working actively with a hot prospect. They watched demos, enthusiastically engaged in communications and requested a proposal … then suddenly, nothing. They stop responding. It’s frustrating for sure, but there may be many reasons why it happens. Don’t automatically assume they went with a competitor and stop pursuing. Listen to t…

1
Uncovering buying intent to win more new business 25:18

6M ago25:18

25:18

With just 5% or less of B2B buyers in the market to buy at any given time, marketers need to get creative to drive leads and meet revenue goals. Your middle- and bottom-of-funnel prospects are the most likely audiences to have buying intent. Check out this episode for ideas on how to zero in on these prospects with informative content, nurture camp…

1
How to gear your marketing programs to today’s HR tech buyer 24:23

6M ago24:23

24:23

The GrowthMode team is hearing from many marketing leaders who say they’re struggling to figure out why their programs aren’t driving better results. The reasons can sometimes be more obvious to us because we have the luxury of looking at it from an outside-in perspective. While your internal team is naturally heads-down working hard to produce wor…

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With fewer prospects buying HR technology right now, should you slash your marketing budget? 19:10

7M ago19:10

19:10

For more than a year, there have been less prospects in the market to buy HR tech solutions. It’s estimated that only 1% of prospects are actively buying these days compared to the more typical 5%. And this trend isn’t showing signs of a rebound just yet. Maybe you’re asking yourself whether to slash your marketing budget. It’s a question we’ve bee…

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Taking creative risks with your marketing to stand out in the HR tech market | Part 2 19:45

7M ago19:45

19:45

In part 2 of our conversation with Matt Torman, content marketing pro at work tech company, Brex, we continue exploring why moving away from marketing that attempts to be “everything to everyone” helps you breakthrough and standout in a crowded HR tech market. Listen now to learn why taking calculated, creative risks with a blend of innovative idea…

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Taking creative risks with your marketing to stand out in the HR tech market | Part 1 16:05

7M ago16:05

16:05

In the very crowded HR and work tech space, too many marketers play it safe with their marketing campaigns. It creates a “sea of sameness” where businesses get lost in a multitude of messages across many different brands that blend and sound the same. Listen in to explore this topic with our guest and content marketing pro, Matt Torman. He’s the co…

1
3 challenges that consistently hinder marketing performance at HR tech companies 26:11

7M ago26:11

26:11

A lot of really good HR tech companies get lost in a crowded market. That’s because you’re vying for attention with more than 21,000 HR tech businesses selling technology platforms—with new start-ups joining the industry all the time. Listen to this episode to find out what three challenges consistently impede marketing outcomes and results for HR …

1
The product marketing perspective: Breaking through the crowded HR tech market 25:34

8M ago25:34

25:34

The HR tech market is extremely crowded – and many brands get lost in the sea of sameness. Defining your differentiation is a critical step to breaking through the clutter. But how do you go about it? This is often the job of product marketing. Listen to this episode to hear from guest Noelle Bloomfield, senior director of product marketing at HR t…

1
Why it’s critical for marketing and sales to align on shifting buyer behavior 28:57

8M ago28:57

28:57

Traditional sales processes that work a cold lead through a buyer journey defined by a HR tech businesses is fading fast. Prospects want to self-educate and be in control of their buying process and timeline. However, that doesn’t diminish the importance of the sales role and closing deals. But how and when you engage with buyers is a whole new bal…

1
Lead generation: Does it work anymore? 17:51

8M ago17:51

17:51

Are you seeing the performance of your lead generation marketing efforts dip? As prospect buying behaviors evolve, many tried and true marketing methods aren’t driving the results they once did. We’re hearing it from fellow marketing colleagues and we’re experiencing it ourselves. In this episode, we talk through why gated content and more aggressi…

1
Building your personal brand on LinkedIn to amplify your company's brand 38:05

8M ago38:05

38:05

Building brand awareness in the market can take many forms – and it doesn’t always have to come with a big price tag. As an employee, you can help amplify your company’s brand to drive bigger brand awareness in the market. One way to become a brand ambassador for your company is to use your personal brand on LinkedIn to bolster your company's profi…

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The 3 pillars to building a demand generation engine that drives bigger growth 35:50

9M ago35:50

35:50

You know that buying behaviors are changing, but are you aligning your sales and marketing strategies to meet prospects with the targeted content they want for a self-service experience? If not, remember that your competition is. And they’re just a click away. Listen to this episode to learn about both practical and revelatory ways to build a deman…

1
Create demand in the market to create high growth 26:56

9M ago26:56

26:56

Just a small portion of your target audience is ever in-market to buy at any given time. Investing in lead generation programs that focus only on this sliver of the market (about 5%) puts you behind in a fiercely competitive situation where companies are busy building awareness about their capabilities and solutions. In this episode, we help you re…

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Uncover the key to growth: Approaching marketing like an engineer 27:50

10M ago27:50

27:50

Engineers analyze and solve problems using systematic, iterative processes. It’s an approach that avoids making costly assumptions. While many B2B marketers measure data to prove marketing program ROI, often the data doesn’t tell the whole story and can actually hinder the drive for results. Listen to this episode to hear guest Omer Maman, Vice Pre…

1
A confused brand limits market demand 20:45

10M ago20:45

20:45

A brand that lacks consistency and clear positioning leads to a confused audience. And that makes it difficult for you to build awareness, trust and market demand with the HR tech buyer audience. Chris Outlaw, host of the Unified Brand Podcast, is our guest on this episode. He shares examples of “confused brands” and the impact it can have on audie…

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Get started: Taking the first step to bigger marketing results 32:08

11M ago32:08

32:08

Growth can be a hard-fought journey – especially in this economy. And sometimes it is hard to know where to even begin with amping up efforts to improve revenue results. In this episode, we are joined by fellow demand generation expert, Mary Keough, to talk about an initial step you can take to get on your way to the path that moves the needle and …

1
How random acts of marketing limit growth potential 20:04

11M ago20:04

20:04

The biggest threat to your growth and revenue goals is letting random acts of marketing dominate how your company goes to market. It’s the result of letting the loudest or most powerful voices win over a well-conceived plan that connects activities and executes a strategy backed by customer analysis and tested marketing methods. It's truly a trap y…

1
Why glossing over the marketing strategy doesn’t work 19:13

11M ago19:13

19:13

Do random acts of marketing have you bouncing off the walls? I think we’ve all been there. Chasing the next big thing that’s sure to be a game changer. But the reality is that approach sucks you into a cycle that leaves you with lackluster, disconnected marketing. It doesn’t help you build your brand, give you message consistency or clarity, nor do…

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Why demand generation + account based marketing is a powerful combination 25:15

12M ago25:15

25:15

Demand generation marketing (engaging prospects) and account-based marketing (nurturing target accounts on a 1:1 level) are an incredibly powerful combination. Yet these approaches are rarely considered as strategies that work hand in hand. Join us as we explore this topic with our guest, Kristina Jaramillo, president of Personal ABM, to dig in on …

1
Are trade shows worth the investment? 27:22

12M ago27:22

27:22

It’s fall trade show season—and a great time to evaluate your investment and performance in this marketing channel. What are the pros and cons of exhibiting at HR tech industry shows? How do you choose events that align to your target audience? How do you stand out from competitors? Listen to this episode to hear the GrowthMode team talk through im…

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Driving revenue growth through 3rd-party audiences 31:22

1y ago31:22

31:22

Using third party channels to reach your ideal customers where they already hang out is a no brainer, right? Yes! But, like anything in your demand generation long game, building brand awareness and credibility with 3rd-party audiences won’t happen overnight. In this episode, Zach Jones, chief revenue officer at TechnologyAdvice joins us to share h…

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You’ve hired a demand generation agency. Now what? 23:31

1y ago23:31

23:31

You hired a marketing agency that specializes in demand generation to level up your marketing game with a long-term approach that drives growth. It’s an exciting step! Now, you just need to sit back and let them work their magic, right? Not exactly. Creating the most effective program requires working hand-in-hand with your agency. They need your t…

1
Create more targeted marketing to drive bigger growth with this strategy plan 33:26

1y ago33:26

33:26

None of us have the time, treasure and talent to reach everybody. These are wise words from our guest on this episode, CEO and Author, Kirby Hasseman of Hasseman Marketing. Listen to this information-packed session to learn why reaching the right buyers and narrowing your focus is absolutely the right thing to do. Also, learn how to overcome fears …

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Blending into the sea of sameness: Your differentiators are not different 20:29

1y ago20:29

20:29

Are your differentiators truly your differentiators? Or are you touting strengths that are really just tables stakes? Listen to this episode of the podcast to hear what strategies can help set your company apart in an increasingly crowded marketplace. With more than 21,000 HR technology vendors, for example, the competition for a share of HR tech b…

1
5 B2B content marketing mistakes to avoid 23:24

1y ago23:24

23:24

Are you making content marketing mistakes that actually weaken your efforts? If you're publishing random and disconnected content that doesn't tie back to a strategy, chances are your approach is ripe for a revamp. In this episode, the GrowthMode team talks about the most common mistakes and how to avoid them by refocusing your efforts on content t…

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Cracking the code: Engaging elusive B2B buyers 29:40

1y ago29:40

29:40

B2B prospect buying behaviors are changing. That means your marketing strategies need to adapt to effectively drive pipeline and achieve revenue goals. In this episode, we talk to guest Eric Eden about how to reach prospects who want to engage on their own timeline before ever talking to a sales rep. Eric is a seasoned B2B CMO and an executive in r…

1
Revenue is down: Do you change your marketing strategy or stay the course? 25:05

1y ago25:05

25:05

A sluggish economy and the ongoing debate about whether we’ll dip into a recession contributes to a slow market for B2B buying, including in the HR tech space. If your revenue is dipping or stagnant, chances are the pressure is on for your marketing team. Listen to this episode to hear about important considerations on how to adjust, how not to los…

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Build a bigger online presence to support the way prospects want to buy 28:05

1y ago28:05

28:05

If your digital presence isn’t strong, you need to pour your focus into building it. Otherwise, you face a stark reality — you’re not on the map for most B2B buyers. There’s extensive data that supports the need for a robust digital presence including a Gartner report that finds 80% of B2B sales interactions will be via digital channels by 2025. Fe…

1
The steps to identify and map out your company’s unique point of view 29:22

1y ago29:22

29:22

What makes your company unique apart from your logo and visual identity? If you go to your website and cover up your logo and brand colors, what are you saying that makes you different from your competitors? Developing your unique point of view is easily one of the most difficult aspects of marketing and demand generation. In this week’s episode we…

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Convincing your boss it is time to invest in demand generation 28:36

1y ago28:36

28:36

A new study by Tourial offers up yet more data on how B2B buying is changing. One of the most compelling findings is that 84% of the software buyers surveyed said they’re frustrated by being forced to talk to sales reps before they can see a product demo. If that’s your company’s approach, you know full well that your playbook is dated and it’s tim…

1
Accelerate word of mouth to build greater brand awareness and trust in the market 23:05

1+ y ago23:05

23:05

How do you get people talking about your company? Word of mouth is the oldest tactic in the marketing playbook. It’s also a smart and cost-effective way to engage in ways that help your company proliferate and prosper in a crowded marketplace. In this episode, Rhea Allen joins us to talk about “The 5 R’s” to boost awareness and word of mouth chatte…

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Selling demand generation to your sales team: Building trust and shifting mindsets 21:06

1+ y ago21:06

21:06

Are your marketing and sales teams aligned? Gaining common ground is difficult, but ultimately, it’s what you need to do to help your company grow and sell more. The biggest disconnect between sales and marketing is the immediate view vs. the longer-term view. With sales compensated on meeting monthly or quarterly quotas, the “more leads now” drum …

1
4 ways to drive brand awareness and demand on a shoe-string budget 30:38

1+ y ago30:38

30:38

You’re not alone if your company has ambitious growth goals with a comparatively small marketing budget. It’s a conundrum that requires outside-the-box thinking. In this episode, our friend and fellow B2B growth marketer, Andrew Bolis, joins us to talk about how to get traction and results even when your budget is tight. Hear about ways to get crea…

1
Hire or outsource: What’s the best way to build a demand generation engine? 29:50

1+ y ago29:50

29:50

You made the business case with company leaders and got the green light and budget to establish a demand generation program. Nice work! Now, how do you staff up and get the skills you need to move forward? The all-important answer is … it depends. In this episode, we have a plethora of possibilities to help you determine what’s best for your situat…

1
Lead generation vs. demand generation: What's the difference? 18:45

1+ y ago18:45

18:45

Lead generation and demand generation. These terms basically mean the same thing, right? Wrong. In a recent guest appearance on The Thoughtful Entrepreneur podcast, GrowthMode Marketing’s CEO, Deanna Shimota, sheds light on the crucial differences between these marketing strategies, debunking the misconception that they are interchangeable terms. T…

1
Building a marketing technology stack to support demand generation 34:16

1+ y ago34:16

34:16

A strong strategy should always come before building out a complex marketing technology stack for your organization. But once you’ve got that down, it definitely makes sense to look at how technology can help enhance and streamline your marketing programs. But where should you start? There are thousands of software options out there to build out a …

1
Finding the low hanging fruit: Uncovering in-market leads for revenue growth 29:30

1+ y ago29:30

29:30

You’re working on a demand gen marketing strategy that speaks to your company’s buyers across funnel stages. It has key themes and messages you think will resonate with buyers like never before. Then, your email pings. It’s a meeting request from Sales. Yup, they need more leads. It’s the classic squeeze. How do you strike the right balance between…

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