Demand Doesn’t Exist Without a Brand

GTM Confessions

#MBA #Business #Marketing #Stephanie Cox

32:48

America’s Sweethearts: Dallas Cowboys Cheerleaders is back for its second season! Kay Adams welcomes the women who assemble the squad, Kelli Finglass and Judy Trammell, to the Netflix Sports Club Podcast. They discuss the emotional rollercoaster of putting together the Dallas Cowboys Cheerleaders. Judy and Kelli open up about what it means to embrace flaws in the pursuit of perfection, how they identify that winning combo of stamina and wow factor, and what it’s like to see Thunderstruck go viral. Plus, the duo shares their hopes for the future of DCC beyond the field. Netflix Sports Club Podcast Correspondent Dani Klupenger also stops by to discuss the NBA Finals, basketball’s biggest moments with Michael Jordan and LeBron, and Kevin Durant’s international dominance. Dani and Kay detail the rise of Coco Gauff’s greatness and the most exciting storylines heading into Wimbledon. We want to hear from you! Leave us a voice message at www.speakpipe.com/NetflixSportsClub Find more from the Netflix Sports Club Podcast @NetflixSports on YouTube, TikTok, Instagram, Facebook, and X. You can catch Kay Adams @heykayadams and Dani Klupenger @daniklup on IG and X. Be sure to follow Kelli Finglass and Judy Trammel @kellifinglass and @dcc_judy on IG. Hosted by Kay Adams, the Netflix Sports Club Podcast is an all-access deep dive into the Netflix Sports universe! Each episode, Adams will speak with athletes, coaches, and a rotating cycle of familiar sports correspondents to talk about a recently released Netflix Sports series. The podcast will feature hot takes, deep analysis, games, and intimate conversations. Be sure to watch, listen, and subscribe to the Netflix Sports Club Podcast on YouTube, Spotify, Tudum, or wherever you get your podcasts. New episodes on Fridays every other week.…

about a year ago 51:09

MP3•Episode home

That’s why we’re talking with Lindsay Tjepkema, founder at Human Brands Win. Lindsay is a 3x founder and visionary B2B marketing leader with 20+ years of experience. She founded venture-backed SaaS startup, Casted, the first podcast and video marketing platform for B2B brands. As CEO, she led the company to rapid growth with clients like IBM, HubSpot, and Salesforce. Now, as the founder of Human Brands Win, she helps founders build authentic, breakthrough brands. A sought-after speaker at SXSW, INBOUND, B2BMX, and more, Lindsay’s insights have been featured in Forbes, Entrepreneur, NPR, and TechCrunch. She is a Forbes Business Council member, co-leader of the Women of Pavilion Community, and a passionate advocate for founders defining success on their terms.

In this episode, Stephanie and Lindsay talk about what it takes to create a brand, the constant battle between brand and demand, how to get your CEO and board to understand the value of a brand, and so much more.

Key Takeaways:

Brand exists whether or not you invest time and money into it. It’s the summation of how people think about you and your company.
Most start-ups need to think about building a founder brand and a company brand. There will likely be some overlap between the two, but both must exist.
Demand doesn’t exist without a strong brand.
There will always be countless feedback about your company’s brand. You need to be extremely picky regarding what feedback you listen to and what you ignore.
Content creation is an integral part of building a strong brand. Most early-stage companies significantly understand the amount of content that needs to be created to establish and grow a brand.
Brand can’t be easily measured on a KPI dashboard. Instead, there are anecdotal or qualitative ways to track brand effectiveness such as social media comments about your company, speaking opportunities available to your senior leaders, etc.
It’s insane for marketing leaders to explain the importance of a brand to CEOs and VCs. Everyone should already know why it’s critical to invest in a brand and the increase in valuation that a strong brand can bring in an acquisition.
One of the best internal partners to help you advocate for investing in a brand is the sales leader. A sales leader who understands that sales becomes tremendously easier when the company has a strong brand is a marketer’s dream partner.

29 episodes

Demand Doesn’t Exist Without a Brand

GTM Confessions

published about a year ago

MP3•Episode home

Key Takeaways:

Brand exists whether or not you invest time and money into it. It’s the summation of how people think about you and your company.
Most start-ups need to think about building a founder brand and a company brand. There will likely be some overlap between the two, but both must exist.
Demand doesn’t exist without a strong brand.
There will always be countless feedback about your company’s brand. You need to be extremely picky regarding what feedback you listen to and what you ignore.
Content creation is an integral part of building a strong brand. Most early-stage companies significantly understand the amount of content that needs to be created to establish and grow a brand.
Brand can’t be easily measured on a KPI dashboard. Instead, there are anecdotal or qualitative ways to track brand effectiveness such as social media comments about your company, speaking opportunities available to your senior leaders, etc.
It’s insane for marketing leaders to explain the importance of a brand to CEOs and VCs. Everyone should already know why it’s critical to invest in a brand and the increase in valuation that a strong brand can bring in an acquisition.
One of the best internal partners to help you advocate for investing in a brand is the sales leader. A sales leader who understands that sales becomes tremendously easier when the company has a strong brand is a marketer’s dream partner.

29 episodes

#MBA #Business #Marketing #Stephanie Cox

All episodes

GTM Confessions

1
GTM Advice with David Galante 2:20

8 weeks ago2:20

2:20

In this GTM Advice episode, David Galante, Senior Director of Product Management for Channels at ActiveCampaig, answers a fast round of questions and shares her go-to-market advice with you. Check out how David answered the following questions: What is the biggest go-to-market challenge today? How would you tackle this challenge? Where would you focus your efforts if you had limited resources and had to drive immediate results? How do you ensure there is alignment across all go-to-market functional teams? (i.e. sales, marketing, product, and customer success) What’s the one “dirty little secret” in go-to-market that nobody talks about, but everyone needs to know? What do you think is the biggest misconception about having a career in go-to-market? What is one skill that all GTM professionals need to have mastered to be successful? What is one thing you wish you knew sooner? What is one piece of advice you would give to someone looking to grow their career in go-to-market?…

GTM Confessions

1
Evolving Roles of Product Management and Product Marketing 48:23

8 weeks ago48:23

48:23

Whether or not we’d like to admit it, software has become more commoditized in the last five years than ever before. It’s extremely easy for a competitor to quickly steal your market share by offering only a portion of your functionality at a significantly cheaper cost. Plus, every software company seems to be using convoluted messaging that doesn’t clearly articulate what their product actually does. Combine that with the challenges and opportunities that AI brings and it becomes more critical than ever before for your product management and product marketing teams to be top-notch. That’s why we’re talking with David Galante, Senior Director of Product Management for Channels at ActiveCampaign. He and his team manage AC’s channel products which include SMS, transactional email (Postmark) and new marketing platforms such as WhatsApp. The team is focused on the delivery of new products and features to empower ActiveCampaign customers to grow their digital presence. He has more than 20 years of product management and software development experience from past roles at Motorola, ExactTarget, Salesforce, Oracle, and App Annie/data.ai. In this episode, Stephanie and David talk about the challenges of product management, misconceptions around product MVPs, the role of product marketing, and so much more. Note: The views, thoughts, and opinions expressed are the speaker’s own and do not represent the views, thoughts, and opinions of ActiveCampaign.…

GTM Confessions

1
GTM Advice With Rachel Elsts Downey 3:33

9 weeks ago3:33

3:33

In this GTM Advice episode, Rachel Elsts Downey, Founder and CEO at Share Your Genius, answers a fast round of questions and shares her go-to-market advice with you. Check out how Rachel answered the following questions: What is the biggest go-to-market challenge today? How would you tackle this challenge? Where would you focus your efforts if you had limited resources and had to drive immediate results? How do you ensure there is alignment across all go-to-market functional teams? (i.e. sales, marketing, product, and customer success) What’s the one “dirty little secret” in go-to-market that nobody talks about, but everyone needs to know? What do you think is the biggest misconception about having a career in go-to-market? What is one skill that all GTM professionals need to have mastered to be successful? What is one thing you wish you knew sooner? What is one piece of advice you would give to someone looking to grow their career in go-to-market?…

GTM Confessions

1
Power of Podcasting for Companies and Personal Brands 46:54

9 weeks ago46:54

46:54

It seems like every B2B company has a podcast…but that’s not actually the case. Podcasting is still a blue ocean and only a fraction of podcasts exist compared to blogs. So, how do you know if it makes sense for your company to launch a podcast? What does it entail? How should you think about measuring podcast effectiveness? Should you consider a podcast for your personal brand? That’s why we’re talking with Rachel Elsts Downey, Founder and CEO at Share Your Genius. She’s been in podcasting for almost a decade and helps major B2B brands launch, produce, and optimize their podcasting strategies. She’s also an experienced content marketer who believes it’s never just a podcast and believes every episode should fuel your content engine to build trust, create impact, and drive measurable growth. In this episode, Stephanie and Rachel chat about the purpose of podcasting, how to know if a podcast makes sense for your business or personal brand, how to get started and measure effectiveness, and so much more.…

GTM Confessions

1
GTM Advice with Ryan O'Hara 6:04

10 weeks ago6:04

6:04

In this GTM Advice episode, Ryan O’Hara, Founder and CEO at Pitchfire, answers a fast round of questions and shares her go-to-market advice with you. Check out how Ryan answered the following questions: What is the biggest go-to-market challenge today? How would you tackle this challenge? Where would you focus your efforts if you had limited resources and had to drive immediate results? How do you ensure there is alignment across all go-to-market functional teams? (i.e. sales, marketing, product, and customer success) What’s the one “dirty little secret” in go-to-market that nobody talks about, but everyone needs to know? What do you think is the biggest misconception about having a career in go-to-market? What is one skill that all GTM professionals need to have mastered to be successful? What is one thing you wish you knew sooner? What is one piece of advice you would give to someone looking to grow their career in go-to-market?…

GTM Confessions

1
Creativity Is Key: Breaking Free from Marketing Norms 53:37

10 weeks ago53:37

53:37

When did B2B marketing get so boring? It seems like every company is using the same old tactics with the same messaging structure making it impossible for anyone to stand out. In fact, creativity and marketing and sales tactics are often frowned upon by some companies. Every go-to-market professional seems to have a story about when they were told to not use a specific word, change or take down their LinkedIn post, or asked why they thought it was a good idea to use humor in their outreach. That’s why we’re talking with Ryan O’Hara, founder and CEO at Pitchfire, who has been breaking the marketing norms with his creative social media strategy and marketing tactics. He was the first BDR at Dyn and helped build their client lists to the thousands while doing sales training there from 3-100+ reps. They were acquired by Oracle in 2016 for north of $600m. He loves startups and has a soft spot in his heart for them. After Dyn, Ryan was the first business hire at LeadIQ, where he led go-to-market, scaling the company from 4-8 figures in revenue. In this episode, Stephanie and Ryan talk about the lack of creativity in B2B marketing, why people need to stand out more on social media, the major challenges in prospecting, and so much more.…

GTM Confessions

1
GTM Advice with Kara Smith Brown 4:57

11 weeks ago4:57

4:57

In this GTM Advice episode, Kara Smith Brown, CEO at Lead Coverage, answers a fast round of questions and shares her go-to-market advice with you. Check out how Kara answered the following questions: What is the biggest go-to-market challenge today? How would you tackle this challenge? Where would you focus your efforts if you had limited resources and had to drive immediate results? How do you ensure there is alignment across all go-to-market functional teams? (i.e. sales, marketing, product, and customer success) What’s the one “dirty little secret” in go-to-market that nobody talks about, but everyone needs to know? What do you think is the biggest misconception about having a career in go-to-market? What is one skill that all GTM professionals need to have mastered to be successful? What is one thing you wish you knew sooner? What is one piece of advice you would give to someone looking to grow their career in go-to-market?…

GTM Confessions

1
Mastering Go-to-Market Strategy 55:48

11 weeks ago55:48

55:48

Go-to-market strategy. Everyone talks about its importance. It’s typically a key portion of every all-hands call, board meeting, etc. But what does it take to really craft a go-to-market strategy that can work for your business? Who do you need to get on board with you with GTM strategy? What should your ICP look like? When do you chase “whales”? Where does intent data fit in? Should you mimic what your competitors are doing or try to stand out? What can you learn from the GTM strategies in other industries? And the list goes on and on. That’s why we’re talking with Kara Smith Brown, CEO and Founder at LeadCoverage, and a recognized supply chain, logistics, and technology thought leader. Her book, The Revenue Engine: Fueling a B2B High Octane Pipeline, is an Amazon Bestseller and offers readers effective revenue-generating strategies. In this episode, Stephanie and Kara discuss why companies struggle with their go-to-market strategy, the importance of having an ideal customer profile that looks like your existing customers, how to effectively use intent data, and so much more.…

GTM Confessions

1
GTM Advice with Leslie Greenwood 3:27

12 weeks ago3:27

3:27

In this GTM Advice episode, Leslie Greenwood, Co-founder at Wednesday Women, answers a fast round of questions and shares her go-to-market advice with you. Check out how Leslie answered the following questions: What is the biggest go-to-market challenge today? How would you tackle this challenge? Where would you focus your efforts if you had limited resources and had to drive immediate results? How do you ensure there is alignment across all go-to-market functional teams? (i.e. sales, marketing, product, and customer success) What’s the one “dirty little secret” in go-to-market that nobody talks about, but everyone needs to know? What do you think is the biggest misconception about having a career in go-to-market? What is one skill that all GTM professionals need to have mastered to be successful? What is one thing you wish you knew sooner? What is one piece of advice you would give to someone looking to grow their career in go-to-market?…

GTM Confessions

1
What It Takes to Build and Manage an Engaged Community 46:47

12 weeks ago46:47

46:47

What does it take to build an engaged community? It seems simple enough initially. Bring people together with similar interests and provide them with a way to engage with each other. If only it were that simple. In fact, community creation and long-term management are far from simple. It’s highly complex and takes significantly more resources than most companies expect. That’s why we're talking with Leslie Greenwood, co-founder of Wednesday Women, on this week’s episode of GTM Confessions. Leslie has extensive experience in building and managing effective global communities. In this episode, Stephanie and Leslie discuss what it really takes to create a community, how to know if your company is ready to build one, the level of investment involved, and so much more.…

GTM Confessions

1
GTM Advice With Sam Smith 5:21

13 weeks ago5:21

5:21

In this GTM Advice episode, Sam Smith, Technical Advisor at Neighbor Serve, answers a fast round of questions and shares her go-to-market advice with you. Check out how Sam answered the following questions: What is the biggest go-to-market challenge today? How would you tackle this challenge? Where would you focus your efforts if you had limited resources and had to drive immediate results? How do you ensure there is alignment across all go-to-market functional teams? (i.e. sales, marketing, product, and customer success) What’s the one “dirty little secret” in go-to-market that nobody talks about, but everyone needs to know? What do you think is the biggest misconception about having a career in go-to-market? What is one skill that all GTM professionals need to have mastered to be successful? What is one thing you wish you knew sooner? What is one piece of advice you would give to someone looking to grow their career in go-to-market?…

GTM Confessions

1
Balancing GTM Needs from a Product Perspective 1:02:44

13 weeks ago1:02:44

1:02:44

One of the functional areas that have to balance the needs of the entire go-to-market team the most is product. They are constantly trying to achieve their product vision while dealing with countless requests from sales, customer success, the CEO, and more. It’s almost impossible for them to make everyone happy. That’s why we’re talking with Sam Smith, Technical Advisor at Neighbor Serve. Sam is a technical cofounder and startup veteran who’s spent the last 15+ years turning early-stage ideas into real, revenue-generating products. He’s helped scale multiple SaaS companies from the ground up, including as Co-founder & CTO of Demandwell, CTO at Backstroke, and Chief Architect at Sigstr. Sam thrives in the scrappy, ambiguous early days, where shipping fast, aligning cross-functional teams, and obsessing over customer outcomes matter most. In this episode, Stephanie and Sam talk about balancing product priorities, what it’s like to be part of a company that’s acquired and one that shuts down operations, the biggest misconceptions about using AI in product development, and so much more.…

GTM Confessions

1
GTM Advice with Lindsay Tjepkema 3:59

14 weeks ago3:59

3:59

In this GTM Advice episode, Lindsay Tjepkema, Founder at Human Brands Win, answers a fast round of questions and shares her go-to-market advice with you. Check out how Lindsay answered the following questions: What is the biggest go-to-market challenge today? How would you tackle this challenge? Where would you focus your efforts if you had limited resources and had to drive immediate results? How do you ensure there is alignment across all go-to-market functional teams? (i.e. sales, marketing, product, and customer success) What’s the one “dirty little secret” in go-to-market that nobody talks about, but everyone needs to know? What do you think is the biggest misconception about having a career in go-to-market? What is one skill that all GTM professionals need to have mastered to be successful? What is one thing you wish you knew sooner? What is one piece of advice you would give to someone looking to grow their career in go-to-market?…

GTM Confessions

1
Demand Doesn’t Exist Without a Brand 51:09

14 weeks ago51:09

51:09

Every marketer knows the importance of building and investing in a brand, but that’s not usually the case for the rest of the company. Many CEOs, board members, and VCs, often challenge marketing leaders about investing in building a brand especially when the company is first starting. They prefer that all marketing activity be focused on demand generation. This sets up the eternal battle of brand vs demand. That’s why we’re talking with Lindsay Tjepkema, founder at Human Brands Win. Lindsay is a 3x founder and visionary B2B marketing leader with 20+ years of experience. She founded venture-backed SaaS startup, Casted, the first podcast and video marketing platform for B2B brands. As CEO, she led the company to rapid growth with clients like IBM, HubSpot, and Salesforce. Now, as the founder of Human Brands Win, she helps founders build authentic, breakthrough brands. A sought-after speaker at SXSW, INBOUND, B2BMX, and more, Lindsay’s insights have been featured in Forbes, Entrepreneur, NPR, and TechCrunch. She is a Forbes Business Council member, co-leader of the Women of Pavilion Community, and a passionate advocate for founders defining success on their terms. In this episode, Stephanie and Lindsay talk about what it takes to create a brand, the constant battle between brand and demand, how to get your CEO and board to understand the value of a brand, and so much more. Key Takeaways: Brand exists whether or not you invest time and money into it. It’s the summation of how people think about you and your company. Most start-ups need to think about building a founder brand and a company brand. There will likely be some overlap between the two, but both must exist. Demand doesn’t exist without a strong brand. There will always be countless feedback about your company’s brand. You need to be extremely picky regarding what feedback you listen to and what you ignore. Content creation is an integral part of building a strong brand. Most early-stage companies significantly understand the amount of content that needs to be created to establish and grow a brand. Brand can’t be easily measured on a KPI dashboard. Instead, there are anecdotal or qualitative ways to track brand effectiveness such as social media comments about your company, speaking opportunities available to your senior leaders, etc. It’s insane for marketing leaders to explain the importance of a brand to CEOs and VCs. Everyone should already know why it’s critical to invest in a brand and the increase in valuation that a strong brand can bring in an acquisition. One of the best internal partners to help you advocate for investing in a brand is the sales leader. A sales leader who understands that sales becomes tremendously easier when the company has a strong brand is a marketer’s dream partner.…

GTM Confessions

1
GTM Advice with Connie Glover 8:08

15 weeks ago8:08