The Marketing Share: What leaders need to know to run marketing

The Power of Compound Messaging: How Marketing Builds Lasting Impact

Tue, 13 Oct 2026 05:00:00 -0400

Marketing teams can spend their time and budget on campaigns, content, and channels without necessarily moving the business forward. So how do you know what deserves your attention, and what actually makes marketing work?

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren welcome Dave Mastovich, founder of Mass Solutions and author of No Bullshit Marketing, to explore what marketing leaders need to understand about strategy, messaging, and business growth.

The conversation also tackles the limits of marketing ROI, the challenge of working inside organizations that don't fully understand marketing, and how AI-generated content can leave brands sounding polished but indistinguishable from everyone else.

If you're a CMO, Marketing Director, or first-time marketing leader looking to sharpen your marketing strategy, connect your work to business outcomes, and make smarter decisions about where to focus, this episode is worth your time.

TIMESTAMPS:

00:00 Introducing Dave Mastovich
07:50 Taking on tough challenges as a marketing leader
13:25 Why marketers need sales experience and financial acumen
23:45 How to stop busy work and focus on what matters
33:45 Compound messaging: why repetition works
37:45 The hidden cost of generic AI content
40:30 How to make marketing ROI more realistic
47:00 Define marketing by understanding your audience

Connect with Dave Mastovich

👉 LinkedIn: https://www.linkedin.com/in/davemastovich/
👉 Website: https://massolutions.biz/

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast? Send us your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our Podcast Manager will get back to you.

How to Build a B2B Social Media Strategy That Actually Drives Business Results

Tue, 29 Sep 2026 06:00:00 -0400

Picture this: your CEO says, “We need to do more on social media.” But what does “more” actually mean? More posts? More followers? More video? More engagement? And most importantly, what is any of it supposed to accomplish for the business?

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with Kat O'Leary, founder of Knockout Creative and former social media leader at McKinsey & Company, about how marketing leaders can build a B2B social media strategy that goes beyond simply posting consistently.

Kat breaks down why every social strategy should start with a clear business objective, what social media can realistically accomplish for B2B companies, and why awareness, expertise, and trust can be more meaningful than trying to connect every LinkedIn interaction directly to revenue.

The conversation also gets into what is changing on LinkedIn right now, why executive and employee voices are becoming increasingly important, which social media metrics Kat actually pays attention to, and why marketers shouldn't automatically assume that video is the best-performing format.

And, of course, there's AI. Kat shares why she's cautious about using AI to generate social content, why audiences are increasingly looking for human voices, and how marketing leaders can use AI without handing over the personality and perspective that make their content worth reading in the first place.

If you're a CMO, Marketing Director, or marketing leader wondering whether your company's social media is actually contributing to the business, this conversation will give you a much clearer framework for deciding what to do, what to measure, and what may no longer be worth doing.

TIMESTAMPS:

00:00 Why B2B social media needs a strategy
02:30 Meet Kat O'Leary
07:30 Why human voices are winning on social media
11:30 Your CEO wants “more social.” Now what?
14:00 What should B2B social media actually accomplish?
19:00 The attribution problem with B2B social media
22:00 Why executives matter more on LinkedIn
26:00 Which social media metrics actually matter?
30:00 Is AI generated content hurting your reach?
35:00 How to use AI without losing your voice
38:00 Does video actually work on LinkedIn?
43:00 Social media, GEO and AI discoverability

Connect with Kat O'Leary: https://www.linkedin.com/in/kathleenboleary/

How to Make Your Brand Discoverable in ChatGPT, Claude, Gemini and other LLMs

Tue, 15 Sep 2026 06:00:00 -0400

When someone asks ChatGPT, Claude, Gemini, or another LLM for the best solution in your category, does your company show up in the answer?

And if it doesn't, how do you figure out why?

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren welcome back marketing consultant David Kirkdorffer for a deep dive into how LLMs are changing brand discoverability and what marketing leaders can actually do about it.

When David joined the podcast in 2025, the conversation focused heavily on the technical side of getting discovered by LLMs, including website structure, schema, citations, and other elements happening behind the scenes. Those things still matter. But as David explains in this conversation, they aren't enough.

The words on the page matter too.

David explains why clear positioning, strategic narrative, and buyer enablement are becoming increasingly important as people turn to LLMs to research products, compare vendors, and make buying decisions.

Drawing from the frameworks of Andy Raskin, April Dunford, and Hank Barnes, he breaks down how marketers can make it easier for both buyers and LLMs to understand what their company does, who it's for, how it's different, and why its claims should be trusted.

The conversation also gets into a challenge many established brands may not be thinking about yet: their "narrative wake." Old positioning, outdated company descriptions, previous messaging, and third-party listings can continue influencing how LLMs understand a brand long after the company itself has moved on.

If you're a CMO, Marketing Director, or marketing leader trying to understand GEO, AEO, AI search, or how your brand can earn greater visibility in LLM-generated answers, this episode offers a practical way to think about what actually matters.

TIMESTAMPS

00:00 Introducing David Kirkdorffer and the evolution of LLM discoverability
05:00 Why the fundamentals of B2B marketing still matter in AI search
10:00 How the way buyers use LLMs changes what marketers need to communicate
15:00 Buyer enablement and the questions prospects want answered
24:00 Why your brand may not appear when someone searches your category
30:00 The "narrative wake" your old messaging leaves behind
39:00 Keeping your messaging consistent across marketing teams
48:00 What CMOs should prioritize for better AI discoverability
51:00 Schema helps LLMs find you, but your content determines what they can use

Connect with David Kirkdorffer: https://www.linkedin.com/in/davidkirkdorffer/

How Sales and Marketing Can Actually Work Together and Avoid Friction with Chief Revenue Officer Paul Huffman

Tue, 01 Sep 2026 06:00:00 -0400

Sales and marketing alignment sounds like an intuitive thing to have in place in a business, but in practice, it can be one of the hardest things for a growing company to get right.

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with Paul Huffman, Chief Revenue Officer at EMP Claims, about what happens when sales and marketing stop working as separate functions and start operating toward the same goals.

Paul shares what marketers need to understand about the sales side of the business, why constant feedback matters, how to identify where the funnel is actually breaking, and why metrics and messaging are two of the most important pieces of the puzzle.

The conversation also explores how AI is changing the way lean teams approach marketing and sales, why you shouldn't try to automate everything, and how Paul is using AI to build more efficient workflows while keeping humans involved where strategic judgment matters most.

If you're a marketing leader or a founder, working to improve sales and marketing alignment, build a leaner team, or create a more effective revenue engine, this episode has plenty to take away.

TIMESTAMPS:

00:00 Introduction: Aligning Sales and Marketing CRO perspective
02:55 Why sales and marketing struggle to work together
04:06 Why companies often build sales and marketing at different times
07:31 Should sales and marketing report to the same leader?
10:05 What marketers need to understand about sales
18:34 Building the right foundation before using AI
20:19 Using AI to understand customers and manage workflows
24:04 Why sales and marketing need shared definitions and metrics
26:05 Where the sales and marketing funnel actually breaks
27:26 Getting a real feedback loop between sales and marketing
31:53 Why you shouldn't automate everything
39:39 How to diagnose a broken sales and marketing engine
41:08 Metrics + messaging: the key to alignment
41:38 The mistake founders make with their first sales hire
43:16 When fractional and outsourced leadership makes sense

Loved this episode?

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

Connect with Paul
👉 Paul Huffman: https://www.linkedin.com/in/paul-huffman-healthcare/

How CMOs Should Present Marketing Results to the Board

Tue, 18 Aug 2026 06:00:00 -0400

CMOs spend a lot of time talking about marketing performance, but what happens when it’s time to present those results to the board?

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with Casey Carey about what CMOs need to keep in mind before they walk into a board meeting.

Casey shares the lessons, the mistakes, and his best approach to presenting marketing results and forecasts to the board successfully.

And he doesn't gatekeep! He also walks through his four-box framework for presenting marketing performance, his six rules for building a board presentation, and why every marketing story should have a clear line of sight to revenue and growth.

If you're a CMO or marketing leader preparing for your next board meeting, there is a lot to take away from this one.

TIMESTAMPS

00:00 Intro: board presentations can determine the course of your career
03:00 The biggest mistake CMOs make when presenting to the board
08:30 Understanding your board: financial leaders, operators, and marketers
09:30 Casey’s four box framework for presenting marketing results
14:10 Turning marketing initiatives into a strategic story
15:50 Casey’s six rules for presenting to the board
18:20 How to prepare for a board meeting without making it a quarterly fire drill
21:30 Presenting bad news, attribution, and building credibility with the board
29:30 What boards actually care about: bookings, ARR, and free cash flow
30:55 Which marketing metrics belong in the board conversation?
33:15 Managing aggressive growth expectations with realistic marketing investment
41:00 How AI is changing marketing teams and their economics
43:30 Casey’s advice for marketers: learning, earning, and giving

Loved this episode?

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

Connect with Casey Carey:
👉LinkedIn - https://www.linkedin.com/in/caseykcarey/
👉 Email: CCAREY@TCPsoftware.com

What Great Performance Marketing Actually Looks

Tue, 04 Aug 2026 06:00:00 -0400

How do you know where to put your budget, which channels are actually working, and whether you're measuring the right things in the first place?

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with Matthew Simpson, founder of Pitch Blend, about what it really takes to build a performance marketing strategy that connects to the bigger picture of the business.

Matthew has spent his career on both sides of the table, working in-house and at agencies. He brings that perspective to a conversation about what agencies often misunderstand about marketing leaders, why performance marketing needs a strong foundation behind it, and why "set it and forget it" is a myth.

The conversation gets into some of the questions marketers are constantly trying to answer: How much should you actually spend on paid media? Which channels make sense for B2B? How do you know when a campaign isn't working?

If you're responsible for paid media, performance marketing, demand generation, or marketing strategy, this episode is packed with ideas for making better decisions with your budget, your data, and your channels.

TIMESTAMPS:

00:00 Meet Matthew Simpson
02:15 What agencies misunderstand about marketing leaders
07:05 Can paid media actually work for B2B?
11:44 How Matthew approaches paid media
13:36 What to do when your paid media isn't working
16:13 Three ways to find the right marketing insight
21:48 Why “set it and forget it” is a myth
28:21 Smarter decisions with a limited media budget
34:14 The problem with multi-channel attribution
42:08 Performance marketing can increase business value

Loved this episode?

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

Connect with our guest:
👉Matthew Simpson: https://www.linkedin.com/in/directmarketing/
👉 Pitchblende: https://www.pitchblende.net/

How Great CMOs Lead Through Change with Lauren Esposito (Ep 65)

Tue, 30 Jun 2026 06:00:00 -0400

Sooner or later, every marketing leader will have to guide their organization through a major change.

Whether it's repositioning a brand, launching a new product, or helping a company navigate growth, those moments require much more than a solid marketing strategy. They demand alignment, trust, and the ability to bring the entire organization along for the journey.

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren are joined by Lauren Esposito, CMO at Asymbl and former marketing leader at Salesforce, to explore what it really takes to lead marketing during periods of transformation.

Lauren has an incredible track record of leading product and brand initiatives at one of the world's most recognizable technology companies. From that experience, she shares how successful CMOs balance long-term brand building with business outcomes, communicate change internally, and help customers understand why change matters in the first place.

Throughout the conversation, Lauren also covers other important topics to keep in mind:

The importance of customer centricity
Cross-functional leadership
Building trust across the organization

If you're a CMO, VP of Marketing, or an aspiring marketing executive leading a company through growth or transformation, this episode is a must-listen.

Timestamps:

00:00 Introduction
02:15 Meet Lauren Esposito and her journey from Salesforce to Asymbl
06:40 Why brand transformation is never just a marketing project
11:20 Leading brand changes inside large organizations
16:45 Building alignment across marketing, product, sales, and leadership
21:35 Keeping customers at the center during periods of change
26:50 Balancing long term brand building with short term business goals
31:40 How marketing leaders earn credibility inside the executive team
36:55 Lessons Lauren brought from Salesforce into her CMO role
42:10 Advice for marketers preparing for executive leadership

Loved this episode?

Connect with Lauren over LinkedIn and tell her you came from The Marketing Share Podcast!

How to Stand Out in the Sea of AI Content with David J Ebner (Ep 64)

Tue, 16 Jun 2026 06:00:00 -0400

The million-dollar question right now is this: what separates memorable content from the growing flood of AI-generated marketing? That's exactly what this episode explores.

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with David J. Ebner, founder of Content Workshop, about why human-led content is more important than ever in today's marketing landscape.

Throughout the conversation, David explains why the customer should always be the hero of the story, how marketers can use AI without sacrificing quality, and why producing more content isn't the same as creating better content.

He also shares practical advice on evaluating content quality, building AI workflows that actually work, adapting content strategies for AI search, and deciding what content should and shouldn't be gated.

If you've been wondering how content marketing is changing in the age of AI, or how your content can stand out in an ocean of sameness, this episode is for you.

Timestamps

00:00 Introduction to David J. Ebner and Content Workshop
02:00 From creative writing to content marketing
04:00 Why customers should be the hero of your story
07:00 What "story first marketing" actually means
09:00 How to recognize great content
12:00 Fighting the sea of AI generated content
16:00 The ROI conversation around AI and content teams
20:00 How marketers should really use AI
24:00 Building AI workflows that improve quality
26:00 Why more content doesn't mean better results
30:00 How AI search is changing content strategy
33:00 Should marketers still gate content?
39:00 Informational vs educational content
44:00 The most important lesson for marketers today
46:00 David's final advice and where to connect

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

Connect with our guest:
👉David J Ebner: https://www.linkedin.com/in/davidjebner/
👉 Content Workshop: https://contentworkshop.com/

This is What Sales Teams Actually Need From Marketing (Ep 63)

Tue, 02 Jun 2026 06:00:00 -0400

What does it actually take for marketing to earn influence inside a business?

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with Saurabh Kothari about one of the biggest challenges modern marketing leaders face: proving impact while building alignment across sales, product, and leadership teams.

Drawing from his experience leading marketing across enterprise organizations, agencies, and high-growth companies, Saurabh shares why marketing cannot operate in isolation anymore and why the best CMOs know how to combine data, storytelling, and persuasion to move the business forward.

The conversation explores the tension many marketers still feel with sales teams, why attribution alone rarely tells the full story, and how marketing leaders can better communicate their value internally.

They also unpack the balance between creativity and analytics in modern B2B marketing, what makes certain marketing leaders more influential than others, and why strong communication is often the difference between a marketing team that gets ignored and one that drives strategic decisions.

If you work in B2B marketing, lead generation, demand generation, or marketing leadership, this episode offers a practical look at how modern CMOs think about growth, influence, and business alignment.

Timestamps

00:00 Introduction
02:17 Meet Saurabh Kothari
05:12 Why marketing and sales often misalign
09:46 The challenge of proving marketing impact
14:03 The balance between creativity and data
18:27 Why persuasion matters in marketing leadership
22:41 Building stronger alignment across teams
27:18 What modern CMOs need to prioritize
31:54 The role of storytelling inside organizations
36:22 Why attribution alone is not enough
40:11 Final thoughts and advice for marketing leaders

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

Connect with our guest:
👉 Sourabh Kothari: https://www.linkedin.com/in/sourabhkothari/

AI, Outsourcing, and Modern Marketing Leadership with CMO Lisa Cole (Ep 62)

Tue, 19 May 2026 06:00:00 -0400

What happens when marketing becomes responsible for everything, but doesn’t have the systems, workflows, or structure to keep up?

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with Lisa Cole, CMO of 2X, about what modern marketing leadership actually looks like inside today’s B2B organizations.

Lisa has spent her career helping marketing teams transform from overwhelmed “order takers” into revenue-driving functions. After advising CMOs for more than 16 years and leading multiple marketing transformations herself, she now helps companies rethink how marketing work gets done in the age of AI.

The conversation explores why many marketing teams are still stuck in outdated operating models, how AI is changing both the buyer journey and the way campaigns are executed, and why workflows, not just tools, are becoming the real competitive advantage.

Lisa also shares practical frameworks for deciding what marketing teams should own internally, what can be outsourced, and where AI can actually create meaningful impact without creating more chaos.

If you’re leading marketing, building a team, or trying to figure out how AI fits into your organization beyond the hype, this episode is for you!

Timestamps

00:00 Introduction
02:55 Lisa’s path from sales to CMO leadership
05:45 Why marketers struggle with outsourcing
08:00 The growing complexity of modern marketing
11:10 From “order taking” to revenue-driving marketing
15:00 The hidden work consuming marketing teams
18:35 Why workflows matter more than org charts
21:15 How AI is reshaping marketing operations
24:05 The problem with “random acts of AI”
26:20 Lisa’s “Own, Outsource, Automate” framework
28:00 How AI is changing buyer behavior and search
30:45 The new importance of community and credibility
32:10 Why PR and thought leadership matter again
37:10 What companies misunderstand about AI costs
42:15 Where outsourcing and AI work best together
45:10 What 2X actually does for marketing teams

How Great CMOs Lead Marketing Today with Karl Van den Bergh (Ep. 61)

Tue, 21 Apr 2026 05:00:00 -0400

What does it actually take to succeed as a CMO today?

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren continue with the Marketing Leader Series, and this time they are joined by Karl Van Den Bergh, CMO at Illumio, about the reality behind one of the most complex roles in the C-suite.

Karl’s path into marketing wasn’t traditional. From physics and computer science to product, strategy, and eventually the CMO seat, his perspective challenges how most people think about marketing leadership.

Early in the conversation, he introduces a concept that sticks: the “complexity to appreciation ratio.” Marketing sits at the top of that scale, which helps explain why the role is both powerful and often misunderstood.

From there, the conversation moves into what great CMOs actually do differently.

Karl breaks down how he has led his role as a Chief Market Officer in Illumio from a technical category into a clear, market-facing story. He also shares why simplicity matters more than ever in complex industries, and how marketing leaders can better connect their work to real business outcomes.

If you're leading marketing, stepping into a CMO role, or working toward it, this episode will give you a clearer picture of what the job really demands.

Timestamps

00:00 Introduction to Karl Van Den Bergh
02:30 From physicist to CMO: an unconventional path
05:00 Why the CMO role is so complex (and misunderstood)
08:00 Chief Marketing Officer vs Chief Market Officer
10:30 Repositioning Illumio: from technical to clear storytelling
15:00 Why simplicity wins in complex markets
18:30 Bringing sales rigor into marketing (pipeline, forecasting, bookings)
23:30 How to prove marketing’s value to the board
27:00 Why brand still matters (and how to justify it)
31:00 The power of storytelling inside your company
34:00 A simple marketing planning framework (plan on a page)
37:00 How Karl is implementing AI across his team
43:30 Advice for first-time CMOs and marketing leaders

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

Connect with our guest:
👉Karl Van den Bergh: https://www.linkedin.com/in/karlvandenbergh/

How to Turn Customer Reviews into Revenue with George Swetlitz (Ep. 60)

Tue, 07 Apr 2026 05:00:00 -0400

To all marketers leading GEO SEO:

What if we told you that reviews are actually one of the most powerful marketing and conversion channels out there?

In this episode of The Marketing Share Podcast, Alec Cheung and Barb VanSomeren talk with George Swetlitz, co-founder of Right Response AI and former CEO of a multi-location healthcare business, about how reviews really influence buying decisions, especially in B2C environments where trust is everything.

George breaks down how reputation management and the key role the responses from companies play when it comes to driving revenue from reviews.

You’ll also hear how personalized responses can increase conversion, why generic replies actually hurt trust, and how AI can help teams turn reviews into something far more strategic than just customer support.

This interview also dives into the reality of managing reputation across multiple locations, how to think about competition at a local level, and why reviews can act as an early warning system for deeper business problems.

If you’re in a B2C business, managing multiple locations, or just trying to understand how AI is changing the way customers make decisions, this episode will change how you think about reviews.

Connect with George via LinkedIn

How AI Is Reshaping the Role of the CMO with Kate Johnson (Ep 59)

Wed, 25 Mar 2026 05:00:00 -0400

AI is reshaping marketing as we know it, and its impact is reaching the CMO role.

In this episode of The Marketing Share, our co-hosts Alec Cheung and Barb VanSomeren talk with Kate Johnson, CMO at Dscout, about her transition from VP of Marketing to CMO, and why that shift looks very different today than it did even a year ago.

Kate dives into her experience as a first-time CMO in the era of AI, and how this new technology is reshaping everything at once: how teams operate, how products are built, how fast companies move, and how marketing shows up in the business.

If you're stepping into a leadership role or already in one, this episode offers a grounded look at what’s actually changing behind the scenes, and what it takes to keep up.

Timestamps

00:00 Introduction, Alec and Barb
02:00 Kate Johnson’s journey from VP of Marketing to CMO
05:40 What surprised her most about becoming a CMO
10:00 How AI is changing marketing, products, and customer expectations
13:00 AI inside the marketing team: faster product cycles, new bottlenecks
16:00 Using AI tools in real workflows (automation, research, sales enablement)
20:00 Decision-making as a CMO when you’re not the expert
24:00 Hiring for new roles and evaluating talent outside your experience
28:00 What she had to let go of moving into the CMO role
36:00 Navigating brand messaging in an AI-driven market
40:00 Final thoughts and where to connect with Kate

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

Connect with our guest:
👉Kate Jhonson: https://www.linkedin.com/in/kateathmer/
👉 Sign up to be a Scout and get paid to participate in research! https://www.dscout.com/participate-in-research-studies

How Startup Founders Should Think About Marketing with Mark Donnigan (Ep 58)

Tue, 10 Mar 2026 05:00:00 -0400

What happens when a company has great technology but struggles to explain why it matters?

In this episode of The Marketing Share, our co-hosts Alec Cheung and Barb VanSomeren explore, in a conversation with Virtual CMO Mark Donnigan, what tends to break down when technical companies try to scale their marketing.

In this interview, they unpack the reality many founder-led companies face: they know their product deeply, but that doesn’t always translate into a clear story for the market.

Mark shares what he looks for when stepping into these environments and why the first step is often helping teams reconnect with the real problems their customers are trying to solve.

Along the way, the conversation touches on why marketing execution matters more than marketing theory, how small teams can move faster than large organizations, and why many companies still rely too heavily on outdated lead generation tactics.

If you're a founder, a first marketing hire, or a marketing leader working inside a technical company, this episode gives you a practical perspective on how to turn product expertise into messaging that resonates with the market.

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

Connect with our guest:
👉Mark Donnigan: https://www.linkedin.com/in/markdonnigan/

Becoming a CMO: What You Learn in Your First Year as a Marketing Leader (Ep 57)

Tue, 10 Feb 2026 05:00:00 -0500

Welcome back to The Marketing Share Podcast.

In this kickoff interview episode of 2026, hosts Alec Cheung and Barb VanSomeren are joined by Michael Barber, CMO at StarTech, to talk about what it’s really like stepping into a CMO role for the first time.

Michael brings a unique perspective shaped by an entire career on the agency side, with experience across creative, media, and account strategy.

After years of advising brands from the outside and working early in his career alongside Jay Baer, Michael recently made the transition into an in-house executive role and is now navigating the realities of leading marketing from the inside.

This episode unpacks the real challenges of marketing leadership, especially for those newly stepping into the CMO seat. You’ll hear:

What changes when you move from agency partner to internal marketing leader
How broad agency experience across creative, media, and strategy shows up in a CMO role
The mindset shift required when you go from advising to owning outcomes
Early reflections from Michael’s first year as a CMO
Why more marketing leaders are navigating similar transitions today

This episode is a must-listen if you’re a first-time CMO or considering a move in-house as the next stage of your career as a marketing leader.

The Future of Marketing Leadership Explained | Trends for 2026 (Ep 56)

Tue, 13 Jan 2026 06:00:00 -0500

As we kick off 2026, co-hosts Alec Cheung and Barb VanSomeren take the stage to reflect on the biggest lessons from 2025 and what those lessons are telling us about the year ahead.

This episode has been shaped by dozens of interviews with CMOs, business founders, marketing experts, strategists, and growth leaders over the past year.

In this half an hour of value-packed content, Alec and Barb share with us why the most effective leaders in 2026 won’t be the ones who claim to have everything figured out, but the ones who know how to learn in public, adapt in real time, and make thoughtful trade-offs as the landscape keeps shifting.

You’ll hear their perspective on:

• The continued rise of fractional, interim, and advisory CMOs and why this model is expanding beyond marketing into the broader C-suite
• Why sizing marketing investments correctly is becoming one of the most valuable leadership skills
• Why the CMO CFO relationship is no longer optional and how it elevates marketing’s influence
• What’s really happening with AI in marketing, from search behavior to internal team adoption
• Why 2026 will reward leaders who embrace continuous learning over chasing expertise

Whether you’re a CMO, a VP of Marketing, a founder, or a growth leader navigating change, this conversation will help you think more clearly about what matters most in 2026.

Timestamps

00:00 Welcome to 2026 and why this episode is different
01:30 Reflecting on 2025 and the themes that kept coming up
02:05 The rise of fractional, interim, and advisory CMOs
06:00 Why sizing marketing investment is now a critical skill
08:20 Building a portfolio of marketing leadership skills
09:05 Marketing inside PE and VC owned companies
12:30 The growing importance of the CMO CFO relationship
15:45 Why CMOs still have the shortest C-suite tenure
17:20 AI in marketing: search impact vs internal adoption
19:00 Writing for humans again in an AI-driven world
21:45 From AI hype to measured evaluation
24:00 Creating a culture of continuous learning
26:40 Tool sprawl, ROI, and smarter tech adoption
28:40 Final thoughts and what excites us about 2026

How AI Is Reshaping SEO in Digital Health with Noah Goldfarb (Ep 55)

Tue, 30 Dec 2025 06:00:00 -0500

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren have a conversation with returning guest Noah Goldfarb, Head of SEO at Fire and Spark, to unpack what’s actually happening to SEO in an AI-driven world, especially in digital health and B2C-heavy industries.

Noah shares insights from two recent studies: The Telehealth 20 and Fire and Spark’s AI Search in Digital Health report.

With this wealth of data, he explores why many fast-growing telehealth brands are still over-invested in traffic-driven SEO, under-invested in conversion-focused pages, and increasingly exposed to AI-powered search results that satisfy intent without sending clicks.

This conversation reframes SEO around a core shift:
websites are moving away from being information hubs and toward becoming decision-making environments.

You’ll hear why:

Traffic from Google is declining, while conversions are holding steady
AI and LLM-driven traffic converts at a significantly higher rate
Informational content alone is no longer a sustainable growth strategy
Diversification across SEO, AI search, brand, and conversion paths matters more than ever

Noah also breaks down what winning teams are doing differently, from fundamentals like UX, internal linking, and expert-led content, to more advanced strategies like programmatic SEO, branded AI search monitoring, and aligning marketing content with real sales and enrollment questions.

If you’re a CMO or growth leader navigating declining traffic, rising AI summaries, and pressure to prove business impact, this episode offers a grounded, data-backed framework for where SEO is headed — and how to adapt without chasing hype.

Becoming an Indispensable CMO: Finance, Alignment & AI Advice with Alan Gonsenhauser (Ep 54)

Tue, 16 Dec 2025 05:00:00 -0500

Welcome back to The Marketing Share Podcast.

This week, we're excited to present Part 2 of our conversation with Alan Gonsenhauser, where we dig into what it takes to move from VP of Marketing to an effective, indispensable CMO.

Alan lays out practical advice on speaking the language of business, aligning with the CFO, and leading cross-functional teams for measurable impact.

What you’ll learn in this episode:

How to focus on the three priorities that actually move the needle, and why “less is more.”
The difference between activity metrics and business outputs, and how to present marketing as a financial contributor.
Tactical steps for assessing a new marketing organization: relationship-first audits, six-week assessments, and the infrastructure checklist.

🔗 Connect with Alan Gonsenhauser
Website: demandrevenue.com
LinkedIn: linkedin.com/in/alangonsenhauser
Email: ag@demandrevenue.com

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

The Growing Demand for Fractional CMOs with Advisor Alan Gonsenhauser (Ep 53)

Tue, 02 Dec 2025 06:00:00 -0500

In this episode of The Marketing Share Podcast, Alec Cheung and Barb VanSomeren have an exciting conversation with Alan Gonsenhauser, interim CMO, advisor, and trusted voice in the CMO Coffee Talk community.

Alan has decades of experience guiding marketing leaders and stepping into complex growth environments, and he brings his expertise to the show to explore why fractional and interim CMOs have become essential in today’s rapidly shifting market.

Alan shares what’s driving the surge in interim CMO demand among private equity–backed companies, how leadership gaps affect momentum, and why many organizations rely on seasoned strategic operators during periods of acquisition, transition, or stalled growth. You’ll also hear how he evaluates organizations, keeps teams aligned during uncertain transitions, and uses his deep network to stabilize and accelerate marketing functions.

🔗 Connect with Alan Gonsenhauser

Website: demandrevenue.com
LinkedIn: linkedin.com/in/alangonsenhauser
Email: ag@demandrevenue.com

Balancing Brand Integrity and Local Market Strategy with Franchise Expert Brian McHale (Ep 52)

Tue, 11 Nov 2025 06:00:00 -0500

In this episode of The Marketing Share Podcast, hosts Barb VanSomeren and Alec Cheung sit down with Brian McHale, CEO of Brandience, a full-service marketing agency based in Cincinnati that helps national and franchise brands grow while staying true to their identity.

Brian brings decades of experience in media, production, and brand strategy, including helping leading franchise and retail brands navigate expansion, maintain brand consistency, and build genuine local connections.

During this interview, our marketing experts explore the tension every expanding brand faces. The central question: how to enter new markets without losing authenticity?

This episode covers what it is like to manage brand integrity, prepare your operations for growth, and adapt to AI-driven marketing and generative search (GEO).

You’ll learn:
🔹 How agencies can embody the brand while entering new markets
🔹 Why franchisees’ local insights are invaluable for brand success
🔹 How to align marketing and operations during expansion
🔹 What generative search (GEO) means for SEO and web design

Whether you’re leading a marketing expansion, managing franchise growth, or navigating AI’s impact on brand visibility, this episode is a masterclass in marketing leadership and adaptability.

🔗 Connect with Brian McHale

👉 Website: https://www.brandience.com/
👉 LinkedIn: https://www.linkedin.com/in/bmchale/
🎙️ Podcast: Go Beyond by Brandience

Rethinking Go-To-Market in the Age of AI with marketing expert Chaenara O'Brien (Ep 51)

Thu, 16 Oct 2025 06:00:00 -0400

In this episode of The Marketing Share, our co-hosts Barb VanSomeren and Alec Chung sit down with Chae O’Brien, GTM specialist and principal strategist at Thought Bakery, for a grounded conversation about what it really takes to build a modern go-to-market strategy.

Chae has worked with leading SaaS brands like Bombora, G2, and Simulogic, helping them refine how they connect with customers and scale with purpose. She brings a mix of operational insight and marketing depth that’s rare and incredibly relevant for today’s marketing leaders.

This interview covers how customer intimacy drives great GTM decisions, why understanding your ICP matters more than ever, and how AI is reshaping the way marketing teams think, work, and lead.

Whether you’re stepping into your first marketing leadership role or guiding a team through change, Chae’s practical perspective will help you think more clearly about how to adapt, differentiate, and build momentum that lasts.

🎯 Key Takeaways:

Know your customer deeply. Understanding what a day in their life looks like is the foundation of great marketing.
Use AI thoughtfully. It’s not about faster content — it’s about freeing time for deeper strategy and connection.
Differentiate through value. Messaging matters, but the real edge comes from how your product creates impact.
Community is a growth pillar. Collaboration and shared learning are essential parts of a modern GTM approach.
Leadership drives change. Teams need space to learn, experiment, and build new skills as the market evolves.

Resources:

Substack: Understanding Your GTM Floor

🔗 Connect with Chae O'Brian
👉 LinkedIn: https://www.linkedin.com/in/chaenara/

Connect with our Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Bridging the Messaging Gap: Chris Silvestri on Clear, Conversion-Driven Copy (Ep 50)

Tue, 30 Sep 2025 05:00:00 -0400

What if we told you that your copy isn't the problem, but your messaging is?

In this episode of The Marketing Share Podcast, our co-hosts Alec Cheung and Barb VanSomeren have an insightful conversation with message market fit expert Chris Silvestri, founder of Conversion Alchemy.

With a background that spans software engineering, UX design, and behavioral psychology, Chris brings a unique perspective to copywriting and messaging strategy that all marketing and C-suite leaders should take note of.

He dives into the idea of the “messaging gap”, which is the disconnection between what companies think they’re saying and what customers actually hear. Chris explains how to spot the gap, why clarity and differentiation matter as much as emotion, and how aligning product, sales, and marketing narratives leads to conversions.

The conversation also dives into practical frameworks, psychological principles, and how AI can supercharge (but never replace) thoughtful messaging.

Whether you’re a CMO, marketing leader, or CEO frustrated with “meh” conversions, this episode will help you sharpen your message, align your teams, and connect with customers on a deeper level.

🔑 You’ll walk away with:

How to spot the “messaging gap” inside your organization
The 3 pillars of great messaging: clarity, emotion, differentiation
Why AI is a powerful tool but never a replacement for human reasoning.

🎧 Subscribe to The Marketing Share Podcast for more unfiltered conversations with marketing leaders on growth, AI, and what’s next.

🔗 Connect with our Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

🔗 Connect with Chris Silvestri
👉 LinkedIn: https://www.linkedin.com/in/christophersilvestri/
🌐 Website: https://christophersilvestri.com/

The Future of Social Media Strategy, AI, and Marketing & Sales with Emeric Ernoult, CEO of Agorapulse (Ep 49)

Tue, 16 Sep 2025 05:00:00 -0400

How do you go from corporate law to leading one of the most innovative social media management platforms? In this episode, Emeric Ernoult, CEO of Agorapulse, shares his entrepreneurial journey, the lessons learned from pivots and challenges, and the evolution of social media strategies over the years.

Emeric dives into how Agorapulse transformed from running Facebook contests to pioneering the social media inbox, and explores the growing role of AI in creating personalized, effective content. He also shares practical insights on content strategy, platform selection, and how businesses can adapt to the rapidly changing social media landscape.

🔑 You’ll walk away with:

Why pursuing passion over comfort can redefine your career path

How Agorapulse’s innovation and adaptability fueled its success

Ways AI is reshaping social media management for efficiency and personalization

The importance of useful, engaging content to build a loyal audience

How to select the right social media platforms for your business goals

🔗 Connect with Emeric Ernoult:
👉 LinkedIn: https://www.linkedin.com/in/ernoult/

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

Connect with your hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Healthcare Marketing in the Age of AI with Alex Membrillo (Ep 48)

Tue, 02 Sep 2025 05:00:00 -0400

How do you scale healthcare marketing without losing patient trust?

In this episode of The Marketing Share Podcast, hosts Alec Cheung and Barb VanSomeren sit with Alex Membrillo, CEO of Cardinal Digital Marketing, to unpack the fast-changing world of healthcare marketing.

From the influence of private equity on multi-site practices to the evolving rules of digital advertising, Alex shares the challenges and opportunities healthcare marketers are facing today.

🔑 You’ll walk away with:

How private equity is reshaping healthcare practices at scale
The critical role of HIPAA compliance in patient trust and marketing effectiveness
How digital advertising in healthcare is evolving
How technology and CRM systems improve patient engagement
Future trends: AI, personalization, and the patient experience

🎧 Subscribe to The Marketing Share Podcast to get the unfiltered conversations marketing leaders are having about AI, growth, and the future of customer engagement.

🔗 Connect with Alex Membrillo:
👉 LinkedIn: linkedin.com/in/alexmembrillo

Mastering Website Development For Your Next Website Project with Stephanie Brooks (ep 47)

Tue, 19 Aug 2025 06:00:00 -0400

In this episode of The Marketing Share Podcast, marketing experts Alec Cheung and Barb VanSomeren are joined by Stephanie Brooks, a seasoned marketing leader with a wealth of experience in website development. Together, they dive into the work it takes to build and maintain effective websites.

Stephanie shares her journey from journalism to marketing, highlighting her expertise in website projects, including a notable 400-page site. The discussion covers topics such as stakeholder involvement, team assembly, and the importance of owning your website's code. She also explores the evolving landscape of content management systems, with a focus on WordPress and other popular platforms.

Whether you're a marketing leader or a newcomer to website projects, this episode provides practical guidance to help you succeed in the digital realm.

👉Connect with Stephanie Brooks: https://www.linkedin.com/in/sbrooksms/

Get Off Your (M)ass: Breaking Marketing Silos with Co-Authors Tanya and Tony Thorson (Ep 46)

Tue, 05 Aug 2025 05:00:00 -0400

In this episode of The Marketing Share Podcast, co-hosts Alec and Barb welcome a dynamic marketing duo—Tanya and Tony Thorson, co-authors of the refreshingly bold book, Get Off Your (M)ass.

Together, they unpack how marketing must evolve in the age of automation, AI, and customer overload.

Drawing from their combined B2C, B2B, and B2A (Business to Anyone) experiences, the Thorsons break down how to move beyond mass marketing and lean into resonance, personalization, and emotional intelligence.

From storytelling to silo-busting, this episode is packed with actionable insights and a ton of personality.

You’ll walk away with fresh ways to think about content, organizational structure, and how to create genuine customer connections—without sounding like a robot.

Key Takeaways:

Resonance > Reach: Ditch the mass blasts and build connections that actually land.
B2A Is the Future: Whether B2B or B2C, marketing is human-to-human—period.
Break the Funnel Formula: Customers don’t move in straight lines, and your strategy shouldn’t either.
Emotional Intelligence Wins: Personalization without empathy? That’s just creepy.
Curiosity Drives Strategy: Stay curious and your brand stays relevant.
Omnichannel with Intention: Match message, tone, and timing to the channel.
Marketing = Business Leadership: Marketers must demand their seat at the strategy table.
POISE Framework: Personalization, Omnichannel, Innovation, Strategy, and EQ—modern marketing's new pillars.

👥 Connect with the Guests:

Tanya Thorson: LinkedIn
Tony Thorson: LinkedIn

📚 Grab their book, Get Off Your (M)ass, on Amazon.

How AI Is Changing the Way Marketers Think & Build with Liza Adams (Ep 45)

Tue, 22 Jul 2025 06:00:00 -0400

Is AI your teammate or just another tool?

In this episode, marketing leader and AI strategist Liza Adams joins Alec Cheung and Barb VanSomeren to reframe how marketing teams think about AI. With decades of experience in tech and SaaS, Liza brings a deeply strategic lens to AI’s evolving role—not just in campaigns, but in how teams collaborate, operate, and drive outcomes.

From rethinking workflows to reshaping messaging, Liza urges marketers to see AI not as a tool, but as a transformative teammate. She shares how lean teams can scale faster by working differently (not just harder), how content quality is more important than ever, and why strategy—not just speed—is what separates noise from impact.

Whether you’re leading a team, building one, or reimagining how to work smarter in the age of AI, this conversation will reshape your perspective.

🔑 You’ll walk away with:

How to elevate your strategic voice as a marketer using AI
Why AI should be integrated into your team—not just your tech stack
The new playbook for lean teams: workflows, not just outputs
Why rethinking processes must come before automation
How AI exposes content weaknesses—and what to do about it
The shift from silos to outcomes: a new model for the future of work
Real talk on using AI to enhance creativity, not replace it

🔗 Connect with Liza Adams:

👉 LinkedIn: linkedin.com/in/lizaadams
🌐 Website: growthpath.net

🎧 Subscribe to The Marketing Share Podcast and be the first to get the unfiltered conversations marketing leaders are having about AI, growth, and what's next.

Connect with your hosts:
👉 Barb VanSomeren: linkedin.com/in/barbvansomeren
👉 Alec Cheung: linkedin.com/in/aleccheung

From SEO to LLMs: How to get your brand in AI Search Results with David Kirkdorffer (Ep 44)

Tue, 08 Jul 2025 05:00:00 -0400

Are LLMs your new buyers' first touchpoint?

In this episode, B2B marketing strategist David Kirkdorffer joins Alec Cheung and Barb VanSomeren to unpack how AI is reshaping buyer enablement—and why your content might be invisible to large language models like ChatGPT, Gemini, and Claude.

David breaks down how marketers can adapt from traditional SEO to what he calls “AI enablement”—from restructuring site content to ensuring your messaging is consistent and crawlable across the web. He also explains why accessibility standards matter more than ever (yes, even for your image alt text and headers) and how PR is making a comeback in the AI era.

Whether you're trying to win LLM search results or just keep your brand from disappearing into digital oblivion, this conversation is packed with practical steps to future-proof your content.

You’ll walk away with:

🔑 How LLMs chunk and prioritize content (and how to optimize for it)
🔑 Why consistent messaging across the web is more important than ever
🔑 How to structure your website so AI actually sees your content
🔑 What PR and brand authority have to do with LLM visibility
🔑 How to future-proof your SEO strategy for AI-powered search

Connect with David:

👉 LinkedIn: linkedin.com/in/davidkirkdorffer
👉 Read David’s article: "How to Get AIs Like ChatGPT and Gemini to Mention Your B2B Solutions in Responses to Buyer Queries"

CMOs in the Huddle: Leading Through AI, PE Pressure & Chaos with Drew Neisser (Ep 43)

Tue, 24 Jun 2025 06:00:00 -0400

Is the CMO role the coldest seat in the C-suite?

In this episode, Drew Neisser, founder of CMO Huddles and author of Renegade Marketing, joins Alec Cheung and Barb VanSomeren to unpack why today's marketing leaders are under more pressure than ever… and how to lead through the chaos with clarity, courage, and just a bit of fun.

From launching a CMO community during the height of the pandemic to advising marketing execs navigating AI and private equity pressures, Drew shares the tactics and mindset shifts that can help CMOs survive—and thrive—in the modern boardroom.

Whether you’re dealing with PE-backed expectations, AI fatigue, or sky-high performance targets, this conversation gives you a roadmap for staying relevant and resilient.

Some takeaways from this episode:
🔑 Why pipeline obsession can kill innovation, and what to do instead
🔑 How to turn AI into your "triple threat": content accelerator, workflow optimizer, and CEO whisperer.
🔑 The “CMO Plus” mindset—and why owning strategy or CX boosts your boardroom credibility.
🔑 How quick wins buy time to solve real business problems
🔑 Why fun is a leadership tactic.
🔑 The case for owning go-to-market (not just marketing) to earn your seat at the table

Connect with Drew:
👉 LinkedIn: linkedin.com/in/drewneisser
👉 Explore CMO Huddles: cmohuddles.com

Navigating the New SEO Landscape with AI and LLMs – with Noah Goldfarb (Ep 42)

Tue, 10 Jun 2025 06:00:00 -0400

Is SEO still SEO… in the age of AI?

In this episode, SEO strategist Noah Goldfarb from Fire and Spark joins Alec Cheung and Barb VanSomeren to unpack how search is shifting under the weight of AI and large language models—and what marketing leaders should actually do about it.

From the early days of backlink chasing to today’s era of AI-powered overviews, Noah’s seen the evolution firsthand. He shares how authenticity, evidence-based content, and community engagement are becoming the new SEO power moves.

Whether you're building an SEO strategy from scratch or wondering how to adapt to Google's latest AI-driven SERP changes, this conversation offers a practical lens on what matters now—and what doesn’t.

You’ll walk away with:
🔑 Why SEO is still alive—but only if you redefine it
🔑 How AI overviews are changing the SEO game (and what to do about it)
🔑 Why backlinks matter… but not like they used to
🔑 How to build content that connects across the funnel
🔑 Real talk on measuring what actually drives growth—not just traffic
🔑 Why quality and transparency win trust (and conversions) in 2025
🔑 How to shift SEO budgets from link-building to strategic PR

Connect with Noah: Follow him on LinkedIn or explore more of his insights on LinkedIn

🎧 Subscribe to The Marketing Share Podcast to stay ahead of marketing trends with real-world advice from leaders across the industry.

Team Building for CMOs: AI, Agencies & the ‘Jack of All Trades’ Dilemma (Ep 41)

Tue, 27 May 2025 05:00:00 -0400

In this episode of The Marketing Share, co-hosts Alec Cheung and Barb VanSomeren tackle one of marketing’s most persistent dilemmas: Should you hire hyper-focused specialists or versatile generalists?

Spoiler: The answer isn’t black-and-white—it’s buried in your budget, your storytelling, and how you use AI.

From debating the pitfalls of “full-service” agencies to navigating AI’s role as a digital intern, Alec and Barb break down how CMOs can harmonize chaos and avoid becoming the overworked conductor of a disjointed orchestra.

When Brands Go South with Todd Allard (Ep 40)

Tue, 13 May 2025 05:00:00 -0400

What separates a brand flop from a phoenix-worthy comeback? (Spoiler: It’s not just a logo swap.)

Fractional CMO and brand reinvention expert Todd Allard joins Barb VanSomeren and Alec Chung to unpack how brands pivot from public missteps to powerhouse reputations. From rebooting Lumber Liquidators after a multi-million dollar scandal over tainted wood imports to renaming Everest University post-60 Minutes exposé, Todd reveals how to diagnose brand breakdowns and engineer trust-building comebacks.

Key Takeaways:
🔑 Why rebranding starts with pruning customers.
🔑 How Todd convinced the boards to kill legacy color schemes

Metrics that Matter with Fractional CMO Monique Olan ( Ep. 39)

Tue, 29 Apr 2025 05:00:00 -0400

Ever feel like your marketing metrics are just… noise?

In this episode, fractional CMO and growth strategist Monique Olan joins co-hosts Alec Cheung and Barb VanSomeren to cut through the clutter. We’re talking about how to ditch vanity metrics, align KPIs with real business outcomes, and turn data into your team’s storytelling superpower.

Monique shares her battle-tested framework for diagnosing growth bottlenecks (hint: it starts with playing customer detective), why the first 30 days in any leadership role should feel more like a listening tour than a sprint, and how to fix the marketing-sales “blame game” once and for all.

Spoiler: it’s all about trust, shared goals, and metrics that make both teams look like heroes.

You’ll walk away with:
🔑 How fractional CMOs drive impact—without the full-time price tag
🔑 Why “middle funnel meltdowns” tank pipelines (and how to fix them)
🔑 The one question every marketer should ask their CEO before reporting metrics
🔑 Real talk on bridging the gap between “marketing activity” and boardroom priorities

Connect with Monique: Grab her free resources on metrics and team alignment at PivotalPitch.com or find her on LinkedIn.

🎧 Subscribe to The Marketing Share Podcast and be the first to get notified when new episodes drop. This show is designed for marketing experts stepping into leadership roles—packed with insights to help you lead with clarity and confidence.

Game-Changing Tech for Real-Time Marketing (Ep. 38)

Tue, 08 Apr 2025 07:00:00 -0400

In this episode of The Marketing Share, our cohosts Alec Cheung and Barb VanSomeren sat down with Scott Cate—a tech veteran who’s been building software since the days of floppy disks—to chat about one of marketing’s most overlooked headaches: broken links.

Scott’s company, 301.Pro, helps marketers like you turn those frustrating “404 errors” into opportunities. Imagine QR codes that actually work, links that update themselves, and campaigns that adapt to weather, time, or even a user’s location—no coding required.

We geeked out about:

👉 Why Scott’s team built a tool to save marketers 5+ hours a week (and how a $250K postcard campaign proved its worth).
👉 Real-world stories: Restaurants switching menus at dinner time, car dealerships routing scans to local shops, and why Bitly can’t keep up.
👉 Simple fixes for outdated webinar links, billboard QR codes, and footer graveyards (we’ve all been there, right?).

Oh, and Scott’s a gem—he even shared a special discount for our listeners:
Use code TMS at 301.pro to try 301.Pro for 50% off your first 2 months.

CRM Mastery: Aligning Marketing & Sales, Lead Nurturing, and Data Hygiene Secrets with Jason Kramer (Ep 37)

Tue, 18 Mar 2025 07:00:00 -0400

Is your CRM actually helping you close more deals—or just creating more headaches?

In this episode of The Marketing Share, we sit down with Jason Kramer, CEO of Cultivize, to uncover the biggest mistakes businesses make with CRM systems—and how to fix them.

Jason, known as The Yoda of CRM, shares how businesses can bridge the gap between marketing and sales, clean up messy data, and turn “dead” leads into real revenue.

With a background in graphic design and marketing automation, Jason has helped companies unlock the full potential of their CRMs by focusing on processes over tools—because software alone won’t save you.

You’ll learn:

Why CRM implementation often fails (and how to do it right)
The key to aligning marketing and sales for higher conversion rates
How data hygiene protects your email deliverability and domain reputation
Affordable CRM solutions for startups and small businesses
How podcasting can fuel lead generation and build trust with your audience

If your CRM feels more like a data graveyard than a sales engine, this episode is packed with actionable strategies to get it back on track.

Timestamps:

00:00 - Intro
00:46 - Welcome
03:18 - Meet Jason Kramer & the story behind Cultivize
06:45 - Why most CRMs fail (and how to make yours work)
12:10 - Case study: Closing $800K+ with CRM nurturing
18:40 - Marketing vs. sales alignment: Stop the blame game!
27:55 - Data hygiene: Clean your CRM or lose $$$
38:20 - Best free CRM tools for startups & small businesses
47:30 - How podcasting fuels lead generation

SEO vs. AI: Future-Proofing Digital Marketing Strategies with Corey Morris (Ep. 36)

Tue, 04 Mar 2025 06:00:00 -0500

What does it take to future-proof your marketing strategy as Google evolves, AI reshapes search, and zero-click searches rise?

In this episode of The Marketing Share, hosts Alec Cheung and Barb VanSomeren chat with Corey Morris—CEO of Voltage Agency and **author of The Digital Marketing Success Plan—to unpack SEO’s evolution, zero-click searches, and Google’s volatile AI updates.

The pivotal challenges facing marketing leaders today? Adapting to AI-driven search, avoiding outdated “checklist SEO,” and aligning tactics with ROI-driven goals. Corey reveals his 5-step START Framework to future-proof your strategy.

Highlights:

Why Google’s AI Overviews demand a new playbook (plus Barb’s Copilot vs. Chrome debate).
How small shifts—like repurposing content across platforms—drive outsized results.

Key moments:

3:18 - Corey’s journey: Why Voltage ditched “full-service” to dominate SEO/paid search.
12:34 - The START Framework: Strategy → Transformation.
24:00 - Diversify traffic sources now—or wait?
39:53 - Hiring SEO talent: Spot adaptability vs. outdated thinking.

If you’re looking for actionable steps to navigate SEO’s evolution and avoid costly missteps, this episode is your roadmap.

Explore the video version of this episode on YouTube

Connect with Corey here.

What CEOs Need from CMOs: How to Define Marketing Success for Your CEO (Ep. 35)

Tue, 18 Feb 2025 06:00:00 -0500

Ready to decode the CEO-CMO relationship and ramp up your company’s growth? In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung sit down with John Short—founder of Compound Growth Marketing—to uncover how aligning with your CEO’s vision can fuel real, sustainable results.

John shines a spotlight on why understanding your CEO’s perception of marketing—whether it’s brand building, demand gen, or sales enablement—makes all the difference. He also explains how your average contract value (ACV) should guide your entire marketing approach and breaks down the art of segmenting for both quick wins and big-ticket enterprise deals. Plus, you’ll hear why keeping a close eye on AI and LLM-driven trends is now mission-critical for protecting and projecting your brand.

Highlights from the conversation include:

The three types of CEOs and how to tailor your marketing strategy accordingly
Why ACV dictates your demand gen tactics and sales enablement approach
Real-world examples of boosting ROI through smarter paid ad segmentation
The impact of AI on brand perception and customer touchpoints
Actionable ways to align your go-to-market strategy with evolving business goals

Tune in for a wealth of practical tips to navigate today’s rapidly shifting marketing landscape.

Want to connect with John? Click here to find him on LinkedIn.

Retention Is the New Growth Engine: How Loyalty Programs Drive Revenue with Rob Reid (Ep. 34)

Tue, 14 Jan 2025 06:00:00 -0500

How can loyalty programs become your most powerful tool for growth and retention?

In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung sit with Rob Reid, a leader in B2B retention and loyalty programs, managing over $200 million in business for hearing and audiology practices.

Rob shares how he scaled Sonova’s loyalty program from 100 to nearly 900 members and reveals why retention is the ultimate growth strategy in today’s market.

Rob dives into the evolution of loyalty programs—from traditional rewards to data-driven, value-added services—and explains how personalization and customer engagement are reshaping the loyalty landscape. He highlights how B2B companies can build “partnership programs” that prioritize customer success over discounts, driving long-term relationships and repeat business.

You’ll learn:

- Why loyalty programs are no longer just about points and perks
- How B2B brands can create loyalty without relying on discounts
- The importance of listening to your customers and adapting fast
- Simple, cost-effective ways small businesses can implement loyalty strategies

If you’re looking to strengthen customer relationships, improve retention, and turn loyalty into a growth engine, this episode is packed with insights you can put into action.

The Infamous First 90 Days: Key Strategies for New Marketing Leaders (Ep. 33)

Wed, 01 Jan 2025 07:00:00 -0500

What does it take for a new marketing leader to succeed in the first 90 days?

In this episode of The Marketing Share, hosts Alec Cheung and Barb VanSomeren tackle the pivotal early weeks of a marketing leadership role—from setting a pre-start game plan and conducting thorough “forensics,” to managing leadership expectations and quickly identifying performance gaps.

They draw on personal experiences to share actionable strategies for building trust with stakeholders, understanding the customer journey, and avoiding costly “random acts of marketing.”

Barb and Alec also discuss the importance of cross-functional collaboration—whether it’s ensuring visibility into current processes, linking marketing efforts to revenue goals, or defining what success truly looks like for the team.

Along the way, they highlight how small changes can have a big impact, from refining messaging for a more cohesive brand to establishing a strong relationship with sales.

If you’re looking for a roadmap to guide your first three months on the job and set yourself up for ongoing success, this episode is packed with insights you can put into practice right away.

Sales Enablement Unpacked: Haley Exum on Training, Tools, and Team Collaboration (Ep. 32)

Tue, 17 Dec 2024 06:00:00 -0500

In this episode of The Marketing Share Podcast, co-hosts, Alec Cheung and Barb VanSomeren, chat with Haley Exum about the importance of sales enablement.

Haley shares her unique career journey and explains why sales and marketing need to work together more than ever.

Together they dive into the essential role of sales training and why small businesses should be focusing on the right tools to level up their sales game.

They also talk about how creating real, authentic connections within teams can drive success, and why leadership plays a huge part in making sales enablement work.

Whether you're in a small business or a growing company, this episode is packed with tips and strategies that will help you build a stronger, more effective sales team and improve your overall business growth.

Tune in for practical advice on everything from team collaboration to customer engagement and marketing automation.

B2B Marketing Strategies Reimagined: Mike Maynard on Storytelling, PR, and ABM Mastery (Ep. 30)

Tue, 26 Nov 2024 05:00:00 -0500

What does it take to thrive in today’s fast-changing B2B marketing landscape?

In this episode of The Marketing Share, hosts Barb VanSomeren and Alec Cheung sit down with Mike Maynard, CEO of Napier Group, to explore the evolving intersection of PR, storytelling, and Account-Based Marketing (ABM).

Mike draws on decades of experience in the B2B sector to share actionable strategies for navigating challenges like measuring PR effectiveness, building brand credibility, and connecting with customers on a deeper level. He highlights how ABM levels the playing field for smaller companies, why diversity in marketing teams drives innovation, and how storytelling transforms customer engagement.

Mike also discusses the growing overlap between marketing and sales in shaping the customer journey and shares insights into crafting targeted marketing approaches that deliver measurable results.

If you're looking to understand how PR complements ABM, sharpen your storytelling skills, and rethink your marketing strategy for sustainable growth, this episode is packed with ideas and examples you can put into practice today.

Connect with Mike: https://www.linkedin.com/in/mikemaynard/

Building Better B2B Marketing: Chris Peer on ROI, Value Propositions, and KPIs that Drive Success (Ep. 30)

Tue, 12 Nov 2024 07:00:00 -0500

What does it take to craft marketing strategies that truly resonate in the B2B manufacturing space?

In this episode of The Marketing Share, we sit down with Chris Peer, founder of SyncShow, to explore the power of ROI-driven marketing and how a well-defined value proposition can set your business apart.

Chris shares his insights from his years of experience working with manufacturing clients, highlighting the shift from relationship-based to transactional marketing and why this evolution demands a robust infrastructure.

With engaging case studies, Chris reveals the transformative impact of customer-focused strategies and shows how setting clear KPIs can help gauge success and steer strategic decision-making.

From managing client expectations to cultivating customer relationships that last, this episode is filled with actionable advice to strengthen your B2B marketing efforts.

If you’re aiming to boost ROI, build a reliable marketing foundation, and gain deeper insights into B2B marketing for manufacturing, tune in for expert guidance from one of the industry's most respected voices!

Want to connect with Chris?

Check Chris's website and LinkedIn profile

Marketing Goes Back to the Future: Jeff Greenfield’s Guide to Winning at Attribution in a Cookieless World (Ep. 29)

Tue, 05 Nov 2024 06:00:00 -0500

What does the future of marketing look like in a world with fewer cookies and heightened privacy concerns?

In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung interview Jeff Greenfield marketing expert and CEO of Provalytics to unpack the challenges and strategies reshaping today’s marketing attribution.

Jeff shares his insights from years in the advertising industry, diving into how marketers can adapt to evolving attribution methods across digital and traditional media. He discusses why impressions may matter more than clicks, how AI is transforming attribution accuracy, and how storytelling is still key to building lasting brand loyalty.

Jeff also highlights what the transition to a cookieless environment means for marketing strategy and why marketers need a fresh approach to understanding ROI.

From aligning impressions to sales to navigating new technologies, this episode is packed with practical advice and real-world examples that will help you stay ahead in the changing world of marketing attribution. If you're looking to balance upper and lower funnel strategies and rethink your approach to measuring success, this conversation has you covered!

Mastering Demand Generation: Scaling Strategies with Carly Botelho (Ep. 28)

Tue, 22 Oct 2024 06:00:00 -0400

Are you struggling to scale your demand generation efforts?

In this episode of The Marketing Share, our hosts Alec Cheung and Barb VanSomeren chat with Carly Botelho, Director of Demand Generation at Intellimize, about practical tips on building and scaling demand generation from the ground up.

Carly breaks down the key steps to get demand generation running smoothly, from setting up the right tools and infrastructure to executing campaigns that drive results. She also talks about how to strategically place your marketing bets, when to experiment, and how to adapt as your company grows.

If you’re a marketing leader looking to improve your demand gen strategy, this episode is packed with real-world examples, expert advice, and actionable insights to help you grow faster and smarter.

When Finance Meets Marketing: How New Marketing Leaders Can Build Strong Relationships With CFOs To Drive Company Success (Ep. 27)

Tue, 03 Sep 2024 11:00:00 -0400

As a new marketing leader, how do you ensure your creative vision aligns with the financial health of your company?

In this episode, hosts Alec Cheung and Barb VanSomeren dive deep into the answer to this question with Darren Ferry, a fractional CFO and former GM, with over 20 years of experience working with startups and scale-ups across North America.

In this conversation, our marketing and finance experts unpack the critical role of a strong CFO-CMO relationship, and why you should keep this in mind as a new marketing leader, fractional CMO, or marketing team who wants to grow in their career.

Darren shares his unique career journey, insights into the evolving collaboration between finance and marketing, and how these two departments can work together to drive growth.

You'll learn how to recognize when it’s time to bring in a fractional CFO and the telltale signs your company needs one. Darren dives into the key ingredients for a successful CFO-CMO partnership—communication, transparency, and mutual respect—and why marketing leaders should marry creativity with metrics and financial literacy to thrive in this ever-changing career path.

If you're looking to level up your leadership game, encourage better collaboration with your finance team, and bring a fresh perspective to your marketing role, this episode is for you.

Want to connect with Darren and explore the possibilities of teaming up with him on the Fractional CFO level?

Connect with him on LinkedIn or explore his website at: www.thethoughtfulcfo.com

From Chaos to Clarity: Fractional CMO Andy Culligan on Strategic Execution, SDR Teams and Company Growth (Ep. 26)

Tue, 20 Aug 2024 06:00:00 -0400

In this episode of The Marketing Share, hosts Alec and Barb sit down with seasoned fractional CMO, Andy Culligan, to explore the complexities of modern marketing leadership.

Andy breaks down why building an effective marketing team is more challenging than ever. With specialties like paid ads, content creation, and marketing ops under the marketing umbrella, it’s unrealistic to expect one person to handle everything—a mistake many companies make.

Andy shares his experience helping companies avoid burnout and underperformance by focusing on execution over constant rebranding or restructuring. He emphasizes working with existing resources to deliver quick wins that impress CEOs and accelerate growth.

Drawing from his work with companies of all sizes, Andy offers actionable advice on assessing teams, identifying gaps, and strategically filling roles, whether by hiring or optimizing talent. He also stresses the importance of assembling the right team of specialists to avoid overloading marketers with unrealistic expectations.

Listeners will hear Andy’s stories of success, from quadrupling revenue for a U.S. company by shifting to a high-ticket model to building an SDR team that doubled pipeline generation.

His practical approach to marketing leadership, focused on sales enablement and execution, offers a fresh perspective for CMOs looking to enhance their teams and drive real business results.

This episode is packed with insights on how to navigate the challenges of modern marketing leadership, execute effectively, and build sustainable teams that perform at their best.

Marketing Attribution: Friend or Foe? with Tracy Sestili (Ep. 25)

Tue, 06 Aug 2024 06:00:00 -0400

Attribution in marketing refers to the process of assigning credit to various touchpoints along a consumer's journey that contribute to a desired outcome, such as a purchase or conversion.

It's crucial for CMOs to grasp this concept because it provides clarity on which marketing efforts are most effective and justifies budget allocations. When CEOs inquire about attribution, they seek data-driven insights to understand ROI and optimize resource allocation.

CMOs equipped with attribution knowledge can confidently demonstrate the impact of marketing initiatives, align strategies with business goals, and drive informed decision-making. This proactive approach not only enhances credibility but also enables agile adaptation in competitive landscapes where accurate measurement is key to sustained growth and market leadership.

Watch this podcast episode on YouTube.

The Biggest Mistake First-Time Marketing Leaders Make (Ep. 24)

Wed, 24 Jul 2024 13:00:00 -0400

There's a very common mistake that first-time marketing leaders tend to make. Unfortunately, you don't realize you're doing it till you find yourself on the defensive.

In this episode, we talk between ourselves as co-hosts and marketing leaders ourselves about what we've learned regarding this blind spot, including why it happens and how to avoid it.

Marketing Leader Interviews: Leading for the First Time with Kyle Rutledge

Fri, 31 May 2024 14:00:00 -0400

In this Marketing Leader Interviews episode, meet Kyle Rutledge, a digital marketing professional with over a decade of experience across in-house, agency, and contract roles. Kyle shares his journey from a self-taught video producer to leading the marketing department of a seed stage SaaS startup. He offers valuable insights into the fast-paced world of agency work, the challenges of transitioning to a leadership role, and the critical importance of understanding marketing math. Whether you're looking to enhance your PPC campaigns or align your marketing strategies with business goals, Kyle’s experience provides actionable tips and strategies.

Good Creative: What to Look For & How AI Is Affecting Agencies with Matt Kuttan

Tue, 07 May 2024 07:00:00 -0400

What exactly does a Creative Director do? And when should I consider hiring a marketing agency? In this episode, we get answers to these questions from Matt Kuttan, a creative director who has worked at many top marketing agencies and on a number of well-known brands. Matt discusses the Chief Creative Officer role and how marketing agencies have changed over the years. He explains a key industry shift that has kept agencies competitive and adaptable. He also shares his thoughts on how AI has the potential to upend creative work. Finally, we talk to Matt about the growth of multi-culturalism in advertising and why this is likely to become even more prevalent.

Industry Specialization in Content Writing with Janine Kelbach

Thu, 29 Feb 2024 14:00:00 -0500

Should I hire a good writer who can learn my industry, or turn an industry expert into a good writer? This is a common question many marketers face. In this episode, Janine Kalbach, owner of WriteRN, shares her insights on writing and marketing, particularly in specialized industries like hers (healthcare). Janine discusses her unique background as a nurse turned writer and the journey that led her to start her own content marketing agency. She explains why industry specialization in writing is important in her field, and how it benefits her clients. Janine also provides valuable tips on identifying good writers, the role of an editor, and the use of AI in content creation.

Marketing Leader Series: Getting a Startup from Zero to One with Mike Harmon

Wed, 24 Jan 2024 09:00:00 -0500

One of the big draws to working at an early stage startup is getting to build the marketing function from ground zero. However, the challenges are also significant. Competition is high, awareness is low, and winning often depends on a few good moves and the right focus. In this installment of our Marketing Leader Series, we speak with Mike Harmon, a 4X founding-level marketer at venture-backed companies. MIke shares his perspective on how best to generate marketing traction early on. Mike talks about the two different kinds of startups and how they differ, the role of brand and messaging at this stage, his views on PR and why it's often overplayed, what to focus on for martech, and more!

How Google's February 2024 Email Changes Affect Outbound Campaigns with Brandon Turnbull

Wed, 10 Jan 2024 11:00:00 -0500

This February 2024, Google (and Yahoo) will be implementing changes that affect email deliverability, especially to personal accounts. While B2B users won't be quite as impacted, these changes are good indicators of how large email providers continue to work to reduce spam. To help marketing leaders understand the impact of these changes on outbound marketing and how best practices should be updated, we bring back to The Marketing Share our previous emai marketing expert, Brandon Turnbull of Outbound Scale.

Developing Executive Presence with Drew Saur

Tue, 21 Nov 2023 09:00:00 -0500

Managing a department requires more than broad functional or technical knowledge. You also need to convey intangible qualities such as leadership, authority, and influence. These often get described as “having executive presence.” However, what does this term really mean and how do you know if you have it? If you don't, how can you work to improve your executive presence? This episode’s guest is Drew Saur, an executive career coach who has developed a concrete definition of what executive presence is and how to develop it in yourself to improve your managerial and career success.

How to Measure and Track Your Brand with Jiri Boudal

Tue, 07 Nov 2023 08:00:00 -0500

Few leaders would argue the value of having a strong brand. Yet for CMOs, tying brand investment to performance has always been a challenge. We have used measures like aided and unaided awareness, but these can feel soft and at odds with the ground level priorities of an organization. Plus, many companies with low overall awareness have strong businesses, especially in niche markets. So, how can we improve the tracking and measurement of brand? In this second of two episodes on brand and demand, Jiri Boudal, President of Behaio Labs, sheds light on how new technology helps marketers do this - and without breaking the bank either.

Connecting the Dots from Brand to Demand with Beth Hunsicker Parker

Thu, 26 Oct 2023 08:00:00 -0400

Branding is usually an understood and accepted marketing objective at the C-level. At the same time, demand metrics such as pipeline performance and funnel optimization are what most marketing leaders are measured against. Can marketing do both? Should they, especially if the company is earlier stage? In this first of two episodes on brand and demand, we speak with Beth Hunsicker Parker, founder of Dotmap Marketing Partners and an expert brand marketer. Beth describes how brand building is not a separate activity but a system that ultimately leads to demand.

The Marketing Recruiting Landscape

Tue, 10 Oct 2023 21:00:00 -0400

Building out your team is one of the most important things you’ll do as a marketing leader. Recruiters – whether internal or external – play a key role in the hiring process because of their direct involvement in finding and screening candidates as well as their general knowledge of the labor market. In this episode, we speak to Wes Lieser, a VP and marketing recruiter as Versique Search. Wes shares his perspectives on the current state of the job market for marketers, how to best work with recruiters as a department leader, and some tips for when YOU are the one looking for your next role.

The Evolution of ABM Through Use of Intent Data with Latane Conant

Tue, 26 Sep 2023 15:00:00 -0400

The ability to monitor for purchase intent is changing how marketers identify and engage with potential customers. Latane Conant, CMO of 6sense and author of "No Forms. No Spams. No Cold Calls." joins us to discuss how the use of intent data has not only elevated account-based marketing (ABM) but led to better marketing all around. She also shares her advice on some of the more challenging aspects of marketing leadership such as the role of revenue operations, knowing your metrics and how to have a more strategic voice at the leadership table.

10 Ways to Risk-Free Innovation with Tom Kuczmarski and Jake Sherman

Tue, 12 Sep 2023 10:00:00 -0400

Innovation is essential for successful companies. Yet, most struggle to prioritize innovation because of risk aversion and the fear of failure.

As a leader, cultivating a culture of innovation requires that you develop resilience and a tolerance for risk. In marketing, this could look like entering a new segment where you have no brand recognition; recommending a new campaign approach or undergoing a strategic re-brand even though current market awareness is strong. In all these examples, the fear of failure - of making the wrong call - is a real hurdle.

So how do leaders push through this hurdle? In this episode, our guests Tom Kuczmarski and Jake Sherman of Chicago Innovation, provide a proven blueprint to help. Tom and Jake are also authors of a new book titled “Risk-Free Innovation: 10 Ways to Manage Uncertainty” in which they provide a framework to help leaders confidently manage uncertainty in innovation.

Messaging for Complex Products with Marcy Freeman

Fri, 08 Sep 2023 16:00:00 -0400

One of the toughest tasks in marketing is crafting compelling messaging for complex products or services. Message too high and your audience will get mired in technical speak. Message too low and your audience will miss what's special and differentiated about your solution. Either way, the result is the same - low engagement and an under appreciation of product value.

While messaging complexity is a characteristic of many industry segments, it's especially prevalent in healthcare. Our guest, Marcy Freeman, is an expert in healthcare product management and marketing. She helps her clients with messaging for all role types, from advanced audiences like providers, key opinion leaders (KOLs) and technicians to lay audiences like patients and end users.

An expert communicator - and now also a burgeoning comedian on the side! - Marcy explains her approach to connecting with R&D and technical teams to glean the right talk tracks for both doctors and patients so everyone understands at the level that is right for them.

New Marketing Leader Series: Facing the Unknown w/ Jenn Guidry

Tue, 01 Aug 2023 16:00:00 -0400

When you step into that first marketing leadership role, it can be a bit like, “Great, I made it but… now what??” Because even if you’ve been working towards taking on leadership for some time and have been preparing for it, once you make it, there are many (even among experienced marketing leaders) who think, “Am I really ready for this? How am I going to figure this out?” In this episode, Jenn Guidry, a marketing director, walks us through her scrappy, figure-it-out journey to marketing leadership and the work, wins and attitude that propel marketing leaders to ‘get r done.’

How Marketers Gain "Unfair Mindshare" w/ Derek Weeks

Tue, 18 Jul 2023 13:00:00 -0400

Derek Weeks, CMO and community-led marketing expert, joins us to share a sneak preview of his new book, Unfair Mindshare. The book is a comprehensive guide to integrating three essential marketing orbits (product, brand, and community) to build engaging communities and generate exponential business growth. In the book, Derek recounts how he led a movement that created a thriving community of over 100,000 software development professionals that continues today.

Derek also talks about some real-world community-led marketing examples and sample playbooks that he details in his book. He provides practical advice for fellow CMOs and marketing leaders on organizing, investing, staffing, measuring, and assessing the health of community-led marketing efforts.

Whether you're a CMO looking to transform your marketing strategy or build a loyal customer base, you’ll want to check out our latest episode with Derek Weeks.

Building an Authentic Community w/ Matt Heinz of Heinz Marketing

Tue, 20 Jun 2023 13:00:00 -0400

Communities can be such a rich asset to companies and marketing teams. The challenge is how to build one that feels authentic and engaging to members while still being valuable to the community’s creators or sponsors. In this episode, we hear from Matt Heinz from Heinz Marketing about how he started and manages CMO Coffee Talk, a community for Chief Marketing Officers that began in 2020 and now has 2,400 members.

About Matt Heinz / Heinz Marketing:

- Website: https://www.heinzmarketing.com/

- LinkedIn Company Page: https://www.linkedin.com/company/heinz-marketing-inc/

- LinkedIn Profile: https://www.linkedin.com/in/mattheinz/

The Skinny on Paid Search

Tue, 06 Jun 2023 11:00:00 -0400

Paid Search is one of the most used digital ad strategies for driving traffic to a website. In this episode, we talk with Rob Bunting, a paid search specialist who has run these programs for hundreds of clients. We cover key aspects marketing leaders need to know such as when it makes sense to use PPC; how to estimate what kind of spending is needed; results you can expect; and how to use in conjunction with organic search.

Your First Marketing Hire w/ Kenny Mazursky

Tue, 06 Jun 2023 11:00:00 -0400

For startups and early-stage companies, the question of when to bring on the first marketing hire can be a difficult one. Many founders have remarked that they probably should have hired marketing sooner. And when a marketing leader is eventually hired, that same leader faces a similar question - when to make the next hire and what role. Our guest, Kenny Mazursky, has been a startup founder, a fractional marketing lead and currently runs a marketing agency. He shares his valuable insights on this strategically important issue that can dramatically influence a company's success.

Understanding Generative AI for Marketers w/ Nicole Leffer

Tue, 16 May 2023 10:00:00 -0400

Generative AI looks to be the latest technological advancement that could dramatically disrupt the way we live and work. Marketing leaders want to know how new tools like ChatGPT can and should be used, their impact on productivity and how best to guide their team members in developing their AI skill set. We talk with Nicole Leffer, a CMO with expertise in generative AI. Nicole answers questions like how generative AI is best utilized for marketing, its current limitations, and the importance of learning how to interact with the AI for best results.

Outbound Email Marketing w/ Brandon Turnbull

Mon, 01 May 2023 15:00:00 -0400

Believe it or not, sending cold emails can be quite effective at generating leads for the top of your funnel. But using email in this way is quite different than using it for nurturing or drip campaigns. We talked with Brandon Turnbull, an email specialist who has been running outbound email campaigns to generate leads for years. We cover the key things you'll want to know if you're going to use this channel, such as typical success rates, minimum requirements, how to ensure email deliverability, and more.

Secret to Sales and Marketing Success

Wed, 05 Apr 2023 06:00:00 -0400

For B2B marketers, one of the most important internal relationships to manage is with sales. While it is becoming more commonplace for marketing teams to have their performance tied in part to revenue, simply putting this metric in place isn’t enough. Having an impact on revenue requires strategic and tactical alignment with your sales counterpart. In this episode, we speak with CMO, Kyle Hamer, about what it takes to achieve a successful partnership with sales.

Navigating Crisis

Wed, 05 Apr 2023 06:00:00 -0400

Almost every company, at some point in time, will face a crisis situation, whether it be internally or externally triggered. While some companies have a dedicated communications or public relations department, it's not uncommon for marketing leaders to have these responsibilities fall under their domain. What can or should you do then when a crisis situation unfolds but you have no formal communications training? Andrew Moore, a communications expert from Narrative Public Affairs, shares his insights and best practices on how best to prepare and respond.

Quiet Hiring for Growth Marketing

Wed, 05 Apr 2023 06:00:00 -0400

The term Quiet Quitting captured the silent but detrimental phenomenon of employees feeling so disengaged, disconnected and undervalued at work that they resort to performing only the bare minimum to meet their assigned responsibilities. It also spawned a correlating effect termed Quiet Hiring, where companies ask employees to temporarily take on new responsibilities beyond their current job description. However, the term also encompasses the expanded use of contractors or freelancers to more quickly fill skill gaps. In this episode, we focus on this latter definition in our conversation with Marian Temesvary and Martha Porter-Fiszer of Health Mavens, a C-suite and growth advisory firm for health-related brands.

Intro to The Marketing Share Podcast

Wed, 05 Apr 2023 06:00:00 -0400

Running a marketing department requires expertise in many domains, from positioning to demand generation to branding to martech and much more. As a business leader or a new department head, you may be an expert in one or more of those domains but usually not all of them. The Marketing Share podcast is meant to help close that gap. Listen to our first episode to learn why we've jumped into the podcasting world and how we're going to help marketing leaders be more successful.