The Loop
Cognism
Interviewing marketing leaders to keep you in the loop on what works - and what doesn’t - in the modern B2B landscape.
Mastering Content IP and Strategic Marketing with Brendan Hufford, Founder of Growth Sprints
In this episode of The Loop, host Joe Mclaughlin sits down with Brendan Hufford, Founder of Growth Sprints, to discuss his unique approach to content strategy, naming problems instead of categories, and why "checkbox marketing" is holding companies back. Brendan shares insights on content IP, channel-agnostic marketing, and innovative tactics like the "immortal newsletter" and AI-powered audience analysis. Tune in for actionable strategies and fresh perspectives on how to create marketing that t
Mar 4, • 42:19
Optimising websites and implementing systematic website testing with Estelle Marasigan
In this episode of The Loop Podcast, host Amy sits down with Estelle, Cognism’s Web and Design Lead, to discuss all things website optimization. Estelle shares insights from her two and a half years at Cognism, diving into the various A/B tests, design tweaks, and SEO improvements that have driven measurable results.
Feb 18, • 38:47
How we redefined our ICP with Evan Nelson, Cognism’s VP of Customer Experience
Cognism's VP of Marketing, Liam Bartholomew is joined by Evan Nelson, VP of Customer Experience to share their joined experience redefining Cognism's ICP during the CHASM project. Listen to find out how we implemented the CHASM project, the difference between true best-fit ICP and the mystifying ICP and how we’re investing in the highest impact areas.
Feb 7, • 46:04
When to localise or translate content in international organisations with Cognism’s Content Managers
Cognism’s Demand Gen Content Manager, Amy Collins chats to SEO and Content Manager (France), Charlotte de Beaumont about Cognism’s demand generation content strategy across regions. When do you translate, localise or create net new?
Jan 21, • 32:24
Marketing signals that drive results with Trinity Nguyen, CMO at Usergems
Cognism’s VP of Marketing, Liam Bartholomew speaks to CMO at Usergems, Trinity Nguyen about the power of authenticity in brand storytelling, how data-driven creativity is the future of marketing and how community is the new currency for brands.
Jan 7, • 35:22
How to scale content creation with AI (without forfeiting quality) with Vincent Plassard, Growth Lead at Userled
Cognism’s Manager, SEO Daisy Shevlin speaks to Growth Marketing Lead at Userled, Vincent Plassard about how both Cognism and Userled are implementing AI internally. And how to scale content creation using AI without losing the human element.
Dec 10, 2024 • 35:02
SEO masterclass: Identifying weak spots, generative AI and what it means to create quality SEO content with Dmitry Dragilev, Founder of Topic Ranker
Cognism’s Senior SEO Manager, Joe Barron speaks to Dmitry Dragilev, Founder of Topic Ranker about the inner workings of optimising content for search. How to identify weak spots in an SEO strategy, how to make the most of generative AI and most importantly, what it means to create QUALITY SEO content.
Nov 26, 2024 • 44:35
Expanding businesses in EMEA with Archita Fritz
Cognism's VP of Marketing, Liam Bartholomew speaks to EU expansion expert, Archita Fritz - spilling her insights on the importance of dedicated expansion plans. Playbooks from one region don't automatically work in another!
Nov 12, 2024 • 46:15
How to build a revenue driven SEO strategy with Sam Dunning, Founder of Breaking B2B
Cognism’s Senior Content Manager and SEO whizz, Joe Barron speaks to Sam Dunning, Founder of Breaking B2B about the similarities in our approaches to SEO. Cognism’s money keyword strategy and Sam’s revenue driven SEO strategy.
Oct 29, 2024 • 46:20
Demand generation and paid alignment for revenue growth with Cognism’s Senior DG Manager, Jamie Skeels and Senior Paid Acquisition Manager, Lee Gannon
Cognism’s Senior DG Manager, Jamie Skeels speaks to Senior Paid Acquisition Manager, Lee Gannon about how their two teams - demand generation and paid - work together to drive business results.
Oct 15, 2024 • 41:04
Laying the Groundwork: The Importance of Pre-Entry Marketing in New Regions with Liam Bartholomew, VP of Marketing at Cognism
Demand Generation Content Manager, Amy Collins speaks to VP of Marketing, Liam Bartholomew about Cognism's lessons expanding into EU countries. Specifically with regard to their experiences going sales-first, or marketing-first.
Oct 1, 2024 • 31:16
Mastering Product Marketing with Josh Britton, VP of Product Marketing
Cognism's Demand Generation Content Manager Amy Collins chats to VP of Product Marketing Josh Britton about how Cognism's product marketing function has evolved with him leading the charge. They discuss the extensive research Josh has carried out to understand the state of play and the early successes Josh has achieved in his short tenure since joining Cognism.
Sep 17, 2024 • 38:39
From Salesforce to Scaleup: Maura Rivera’s leadership transition to CMO at Qualified
Cognism’s CMO Alice de Courcy speaks to Maura Rivera, former Marketing Manager at Salesforce, current CMO at Qualified about how this career path shaped how she leads her marketing team.
Sep 3, 2024 • 38:53
First 160 days in seat as VP of Paid Acquisition at Cognism with Liam Collins
Cognism’s DG Content Manager, Amy Collins speaks to Liam Collins who has been at Cognism for five months as the newly appointed VP of Paid Acquisition on how he has evolved paid strategy and team set up in his first 160 days.
Aug 20, 2024 • 27:20
Creating Enterprise Demand with 1:one Account-Based Marketing with Demand Gen Lead, Tim Hughes and VP of Paid Acquisition, Liam Collins
Cognism's Demand Gen Lead, Tim Hughes speaks to VP of Paid Acquisition, Liam Collins about how we have built our own ABM playbook at Cognism - specifically selecting and targeting our 1:one accounts to drive demand.
Aug 6, 2024 • 26:07
B2B marketing doesn’t need to be boring! How we run big rock campaigns at Cognism with Senior Demand Gen Manager, Jamie Skeels and Demand Gen Content Manager, Amy Collins
Cognism’s Senior Demand Gen Manager, Jamie Skeels speaks to Demand Gen Content Manager, Amy Collins all about Cognism’s approach to what they term ‘big rock’ campaigns.
Jul 30, 2024 • 49:44
How to ACTUALLY use AI in marketing to drive demand with Kyle Coleman, CMO at Copy.ai
Cognism’s CMO Alice de Courcy speaks to Kyle Coleman, CMO at Copy.ai about how marketers can effectively use AI to stay relevant and ultimately drive demand.
Jul 23, 2024 • 36:08
Marketing to SMBs versus Enterprises using demand generation strategies with Demand Gen Team Leads, Tim Hughes and Joe Mclaughlin
Cognism and Kaspr Demand Gen Team Leads, Tim Hughes and Joe Mclaughlin get together to discuss the two very different approaches they have to take. Kaspr targeting SMBs and Cognism moving up market to target enterprises. How does this impact how they apply demand generation principles?
Jul 16, 2024 • 32:18
Adapting LinkedIn strategies to feed into create demand motions, with Brandon Redlinger VP of Marketing at Chili Piper
Cognism’s CMO Alice de Courcy, speaks to VP of Marketing at Chili Piper, Brandon Redlinger about how to create and implement a stand out LinkedIn strategy that helps to feed demand creation motions.
Jul 9, 2024 • 41:14
Managing SEO in a demand gen org with Cognism & Kaspr Manager for SEO, Daisy Shevlin and SEO Content Manager, Monika Kisielewska
Cognism & Kaspr Manager for SEO, Daisy Shevlin speaks to SEO Content Manager, Monika Kisielewska about how we have evolved our content strategy over the years and how we have started to weave demand gen and SEO together.
Jul 4, 2024 • 44:07
EU expansion marketing strategy: Beyond translating websites with Nicole Peters, Cognism’s Head of Marketing in DACH
Cognism's Global Head of Demand Den, Fran Langham speaks to Head of Marketing in DACH, Nicole Peters about Cognism's approach to expansion. Many companies draw the line at translating copy and campaigns - but Fran and Nicole explain how they've taken this a step further. Implementing demand gen principles in new regions.
Jun 25, 2024 • 37:32
Inside the Minds of Revenue-Focused CMOs: With Alice de Courcy and MJ Smith
Cognism’s CMO Alice de Courcy, speaks to CMO at CoLab, MJ Peters about the activities she's run at CoLab that have had the biggest impact. From tightening entry criteria, to optimising product overview pages.
Jun 18, 2024 • 41:02
Fix Your Funnel with Cognism’s VP of Marketing, Liam Bartholomew and Marketing Operations Manager, Simon Heckhuis
If your team is struggling with lead quality, routing, funnel analysis, automation, grading models, lead qualification or just alignment between marketing and ops… then this is the episode for you. Liam and Simon explore the various optimisations and fixes they've made over the years to Cognism's funnel that has resulted in 70% year on year growth. If you want more information on how we achieved this, check out the Fix Your Funnel Resource Hub! https://www.cognism.com/fix-your-funnel
Jun 11, 2024 • 37:29
Effective account based marketing with Bill Macaitis
Cognism's Global Head of Demand Gen, Fran Langham speaks to marketing unicorn, Bill Macaitis on how he ran ABM at enterprises such as Slack, Salesforce and Zendesk.
May 21, 2024 • 44:40
How B2B buyers purchase software with Palmer Houchins, VP and Head of Marketing at G2
Cognism’s VP of Marketing, Liam Bartholomew speaks to Palmer Houchins, VP and Head of Marketing at G2 about how important reviews and brand reputation are in the buyer process.
May 14, 2024 • 39:11
Nailing SEO strategy with Lashay Lewis, Content Strategy Advisor and Founder of Authority Plug
Cognism’s SEO Content Manager, Monika Kisielewska speaks to Lashay Lewis, Content Strategy Advisor and Founder of Authority Plug. They discuss how SEO marketers can utilise AI, how aggressively you can sell on landing pages and much more.
May 7, 2024 • 49:53
Cognism’s paid ads philosophy with Demand Gen Team Lead, Tim Hughes and Senior Demand Gen Manager, Jamie Skeels
Ever wanted to know how Cognism runs their paid ads? We are going to reveal all! Cognism’s Senior Demand Gen Manager Jamie Skeels chats to Demand Gen Team Lead, Tim Hughes about our ad philosophy, where we've seen success and much more.
Apr 30, 2024 • 35:35
Prioritising a customer-led approach with Georgiana Laudi, Co-founder and author of Forget the Funnel
Cognism's CMO, Alice de Courcy makes her return to The Loop podcast after her maternity leave to speak to Georgiana Laudi, Co-founder and author of Forget the Funnel. They discuss Gia's customer-led approach and revisit the funnel concept to find out if it's still relevant to marketers today.
Apr 23, 2024 • 41:22
Data centric, integrated campaigns with James de Feu, Sr. Director, Demand Generation & Lifecycle at Zapier
Cognism’s Global Head of Demand Gen, Fran Langham speaks to James de Feu, Sr. Director, Demand Generation & Lifecycle at Zapier. They discuss the importance of learning over any other marketing outcome, how to run data centric campaigns and much more.
Apr 16, 2024 • 47:59
Running marketing experiments with Casey Hill, Senior Growth Manager at ActiveCampaign
Cognism's Global Head of Demand Gen, Fran Langam, speaks to Casey Hill, Senior Growth Manager at ActiveCampaign about the long list of experiments he has run. From podcasting to social amplification - we dive into it all!
Apr 9, 2024 • 56:04
What to do as a new Head of Marketing with Mary Keough Director of Product and Content Marketing at CoLab Software
Cognism’s VP of Marketing, Liam Bartholomew speaks to Mary Keough Director of Product and Content Marketing at CoLab Software. One of Mary's viral LinkedIn posts covered what she was going to do as a new marketing leader. But how did this plan go, what would she do now - and what can new marketing leaders learn from her experiences? Listen to find out.
Apr 2, 2024 • 45:41
Challenging the meaning of brand campaigns with John James, Founder of Hybrency
Cognism’s Senior DG Manager, Jamie Skeels speaks to John James, Founder of Hybrency about his view on brand marketing - and how lots of people are thinking about it wrong!
Mar 26, 2024 • 43:08
Brand strategy, budget allocation, and channel prioritisation with Pavel Teslenko Global Brand IMC Lead at Miro // ex-Nike
Global Head of Demand Gen at Cognism, Fran Langham chats to Pavel Teslenko Global Brand IMC Lead at Miro about the intricacies of brand marketing, what we can learn from B2C companies and much more. Listen now!
Mar 19, 2024 • 41:29
Building demand through founder brand, podcasts and content with Mikkel Plæhn, Head of Demand at Growblocks
Cognism’s Global Head of Demand Gen, Fran Langham speaks to Mikkel Plæhn, Head of Demand at Growblocks. What do you market when you don't have a product? Well... the founder, of course! This episode dives into the unique approach Mikkel and Growblocks founder have taken to building an audience.
Mar 12, 2024 • 36:52
How to build B2B landing pages (that don’t suck) with Tas Bober, Founder of Delphinium Solutions
Cognism’s Demand Gen Manager, Jamie Skeels talks to Tas Bober, Founder of Delphinium Solutions about the ins and outs of creating landing page experiences that actually get results!
Mar 5, 2024 • 46:26
Bonus episode: Measuring eBook campaigns
In the final episode of our eBook mini series, Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are talking measurements. If you're utilising eBooks under a new strategy with revised philosophy, how do you go about measuring success?
Feb 29, 2024 • 12:23
How to effectively deploy an ABM strategy for enterprise targets with Corrina Owens ex Gong enterprise ABM Manager
Cognism’s Global Head of Demand Gen, Fran Langham interviews Corrina Owens, ex Gong enterprise ABM Manager and Chief Evangelist of Purple Cork. They cover when to use ABM, what tools are Corrina's favourite and much more.
Feb 27, 2024 • 40:19
Bonus episode: nurture sequences post eBook content download
Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are back to chat eBooks for the penultimate episode in this mini series. In this episode, they're talking all things nurtures.
Feb 22, 2024 • 8:23
How to effectively craft messaging for targeting different sizes of organisations with Anthony Pierri, Co-founder of Fletch
Cognism’s Head of Product Marketing, Verche Karafiloska interviews Anthony Pierri, product marketing whizz and Co-founder of Fletch. They cover common mistakes to avoid, how often to be doing messaging work and how to go about messaging for different sized orgs!
Feb 20, 2024 • 48:33
Bonus episode: Taking eBook content distribution to the next level
Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew get together for a third episode in this mini series all about eBooks and long form content. In this episode, they discuss the best ways to distribute this content.
Feb 15, 2024 • 10:16
Effectively measuring marketing activity with Ben Dutter, Chief Strategy Officer with Power Digital Marketing
Cognism’s VP of Marketing, Liam Bartholomew chats to Ben Dutter, Chief Strategy Officer at Power Digital Marketing about one simple thing you can to do improve LTV, how to avoid the biggest mistakes Ben observes from agency life and much, much more.
Feb 13, 2024 • 47:18
Bonus episode: Creating top tier content for eBooks and other long form assets
Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are back to chat eBooks. This time, discussing why prioritising high quality content is the only way forwards when producing long form assets.
Feb 8, 2024 • 12:07
Strategic marketing for social impact with Amy Woodward, Director of Marketing at Benevity
Cognism's Global Head of Paid, Canberk Beker speaks to Benevity's Director of Marketing, Amy Woodward about how to market a social impact product to a B2B market.
Feb 6, 2024 • 36:50
Bonus episode: eBook and long form content philosophy and mindset
Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew get together to discuss their changed philosophy and mindset on producing eBooks and other long form content.
Feb 1, 2024 • 11:37
How to successfully lead a business up market while increasing revenue with Bill Macaitis, ex Slack, Salesforce and Zendesk
Cognism's VP of Marketing, Liam Bartholomew speaks to marketing whizz, Bill Macaitis about his experiences taking Zendesk to a $1.7B IPO, how to take a business up market successfully and how to test your ABM strategy is working.
Jan 30, 2024 • 39:18
How to create and distribute memorable marketing media with Kyle Denhoff, Director of Marketing (Media) at Hubspot
Liam Bartholomew, Cognism’s VP of Marketing interviews Hubspot’s Director of Marketing (Media), Kyle Denhoff. They discuss what makes marketing media memorable, how to associate yourself with category entry points and effective strategies for staying front of mind.
Jan 23, 2024 • 45:44
Scaling ABM with Isaac Ware, Director of Demand Generation at UserGems
Cognism's Global Head of Paid chats to Director of Demand Generation at UserGems about the secrets of running ABM plays at scale, creating a media engine and much more.
Jan 16, 2024 • 39:47
Prioritising forward thinking marketing and risk taking with Steve Armenti, Demand Gen Lead at Google
Cognism's Global Head of Demand Gen, Fran Langham speaks to Demand Gen Lead at Google, Steve Armenti about what demand gen means in the context of Google, how to get gifting campaigns within ABM right and lots more!
Jan 9, 2024 • 50:19
The ultimate brand experiment with Edward Ford, Demand Gen Director at Supermetrics
Cognism's Global Head of Paid, Canberk Beker interviews Edward Ford, Demand Gen Director at Supermetrics about measuring brand impact, running brand tests and using data to make the right marketing decisions.
Dec 20, 2023 • 48:46
The impact of data and AI on marketing and sales into the future with Joshua Giardino
Cognism’s growth advisor Gaetano DiNardi interviews growth hacker and software engineer, Joshua Giardino about first party vs third party data, the cool things you can do with highly accurate contact data - and what the future of marketing and sales might look like with AI
Dec 12, 2023 • 52:46
Why emotions and memory are so important in B2B marketing with Drew Leahy, Head of Product Marketing at HockeyStack
Getting remembered in buying situations is the key to success with modern B2B buyers. Drew Leahy, Head of Product Marketing at HockeyStack, joins Cognism's Senior DG Campaign Manager to discuss exactly this. How do marketers become more memorable? And what part does emotion play in this process?
Dec 5, 2023 • 1:07:47
Compelling B2B Messaging Strategies and Growing Wynter with Peep Laja CEO at Wynter
Cognism’s growth advisor Gaetano Di Nardi interviews Peep Laja, CEO at Wynter about the importance of a CEO who understands marketing, running online communities, and how to craft messaging that makes an impact.
Nov 28, 2023 • 28:48
Lessons in marketing to recruiters with Kieron Mayers, Head of Marketing at Paiger
Cognism's Global Head of Paid, Canberk Beker speaks to Kieron Mayers, Head of Marketing at Paiger about his wealth of experience marketing in the recruitment industry. How does it differ to marketing to marketing and sales personas? And what are the common mistakes made? Listen to today's episode to find out.
Nov 21, 2023 • 45:48
How to build successful demand generation campaigns with Kristina Papilion, Global Campaigns Marketing Manager at Calm Business
Cognism’s Senior DG Manager, Jamie Skeels interviews Kristina Papilion, Calm’s Senior Global Campaigns Marketing Manager at Calm Business. They talk about how to set up a DG campaign and what it means to truly do ABM.
Nov 14, 2023 • 27:07
Getting departmental alignment for marketing with Andrei Zinkevich, co-founder of Fullfunnel.io
Cognism’s Growth Advisor, Gaetano DiNardi speaks to Andrei Zinkevich, co-founder of Fullfunnel.io about how he is thinking about demand creation and capture. Plus how to drive alignment between departments for maximum impact.
Nov 7, 2023 • 29:45
Marketing Reporting: Metrics, Analytics, and ROI Insights with Fran Langham and Liam Bartholomew
Cognism's VP of Marketing, Liam Bartholomew and Global Head of Demand Gen, Fran Langham sit down to chat metrics. What are we measuring, how do we get a clear picture of our activity and how are we deciding what to do next? Find out in this episode.
Oct 31, 2023 • 40:02
Creating demand in a new category with Sam Kuehnle, Vice President of Marketing at Loxo
Growth advisor, Gaetano DiNardi speaks to Sam Kuehnle, Vice President of Marketing at Loxo about his experiences growing in a new category. How do you create demand and educate a market that hasn’t experienced a product like this before?
Oct 24, 2023 • 26:47
Responding to buyer behaviour with Amber Bogie, Sr Director Global Growth Marketing at Reachdesk
Growth advisor, Gaetano DiNardi interviews Sr Director Global Growth Marketing at Reachdesk, Amber Bogie about how we should be responding to buyer behaviour. Meeting buyer where they are, not where it’s convenient for marketers.And yes please, whenever we are combining footage/briefing snippets it will be the episode too - then just give me a shout when you need a title and description and I can provide.
Oct 17, 2023 • 18:23
Lead gen to demand gen in an enterprise org with Helen Gillbe, EMEA Demand Generation Director at Proofpoint
Driving change is always hard, but especially hard in large enterprises. Helen Gillbe, EMEA Demand Generation Director at Proofpoint explains how she has led the charge towards a demand generation model despite the challenges that come with being in a large org.
Oct 10, 2023 • 41:48
Doing long form content and ebooks the right way with Tom Bangay, Senior Director of Content and Community at Juro
eBooks are alive and well - with many B2B marketers still using them. But how can we bring the eBook into 2024? Tom Bangay, Senior Director of Content and Community at Juro explains how they're using eBooks. Hint - it's not the traditional approach!
Oct 3, 2023 • 32:17
ABM 101: How to run successful ABM plays with Laura Lidster, Head of Marketing at Advanced
ABM is fast growing in popularity, especially when targeting enterprise or large value accounts. Laura Lister, Head of ABM at Advanced shares her insights and experience in today's episode!
Sep 26, 2023 • 43:09
Crafting cohesive product messaging with Ashley Faus, Director of Integrated Product Marketing at Atlassian
How do you maintain coherent brand identity when you are a large org with multiple products, departments or regions? That’s what this podcast seeks to uncover! Interviewing Ashley Faus, Director of Integrated Product Marketing at Atlassian.
Sep 20, 2023 • 24:47
How to drive strategic change in a large organisation with Jenna Quigley, Head of Marketing Strategy at Netskope
Liam Bartholomew, VP of Marketing at Cognism speaks to Jenna Quigley, Head of Marketing Strategy at Netskope to unpack the ‘how’ behind driving new or different ideas forward in an organisation where things traditionally might be harder, slower or have more resistance due to company size.
Sep 12, 2023 • 36:42
Digital marketing: Enterprise vs. Startups with Borys Khodan
Cognism’s Global Head of Paid, Canberk Beker talks to Head of Paid Media at Synthesia, Borys Khodan about how Synthesia became a unicorn in 2023, and the differences between marketing in enterprise orgs versus start ups.
Sep 5, 2023 • 51:21
How to use customer interviews and insights to fix broken fantasy funnels with Andrei Faji, Director of Marketing at PandaDoc
Cognism’s Global Head of Demand Gen, Fran Langham speaks to Director of Marketing at PandaDoc, Andrei Faji about maximising customer interviews. How can you make sure you get the most out of these interactions, and how do you apply it to give a more reflective customer experience?
Aug 29, 2023 • 47:56
How to use product-led and BOFU content to reach the modern buyer with Si Quan from Ahrefs
Senior Content Marketer at Ahrefs, Si Quan joins Cognism’s Growth Advisor, Gaetano DiNardi to chat all things content. Specifically, how can you use product-led and bottom of funnel content to reach the new age of buyer? Listen to find out.
Aug 22, 2023 • 26:33
Marrying SEO with the Easy Mode Framework with Obaid Durrani
Cognism’s Growth Advisor and SEO expert, Gaetano DiNardi speaks to Co-founder of Easy Mode, Obaid Durrani about how to go about getting integrating narrative driven content with optimising for search.
Aug 15, 2023 • 26:47
How we optimised our pipeline in 2023
Cognism CMO, Alice de Courcy and VP of Marketing, Liam Bartholomew talk through Cognism's marketing teams approach to optimising pipeline efficiency. From redefining what a 'good customer' looks like, to optimising ad channels - they cover many of the tactics contributing to Cognism's pipeline success.
Aug 8, 2023 • 39:41
Implementing a new SEO strategy: Money keywords with Gaetano DiNardi
VP of Marketing at Cognism, Liam Bartholomew speaks to SEO guru, Gaetano DiNardi about how he helped Cognism to upgrade SEO using the Money Keywords Strategy.
Aug 1, 2023 • 39:57
The evolution of B2B paid marketing with Adi Hagag, Metadata
Cognism's Global Head of Paid, Canberk Beker speaks to Adi Hagag from Metadata about how paid marketing has evolved - from the number of tools available on the market, to the increasing number of touch points.
Jul 25, 2023 • 48:12
Reaching audiences and influencing sales conversations with Co-founders of Storybook Marketing
Global Head of Demand Gen at Cognism is joined by Liam Maroney and Graceanne MacDonald, co-founders of Storybook Marketing. Each advocates for demand gen, they discuss the impact demand gen can have on reaching and building relationships with core audiences.
Jul 18, 2023 • 46:49
Declared intent vs assumed intent with Pete Lorenco, VP of Marketing at HYCU
Cognism's growth adviser, Gaetano DiNardi is joined by VP of Marketing at HYCU, Pete Lorenco to talk all things buyer intent. If declared intent trumps assumed intent, why aren't we all optimising for declared intent?
Jul 11, 2023 • 27:58
Death of the AIDA model with Barry Nyhan, Head of Growth at Workvivo
Cognism Growth Adviser, Gaetano DiNardi is joined by Head of Growth at Workvivo, Barry Nyhan to discuss the buyer journey. Specifically, how the traditional AIDA model is no longer reflective of how modern buyers actually behave.
Jul 4, 2023 • 20:47
Behind the scenes of the CMO diary campaign
CMO, Alice de Courcy speaks to the Demand Gen campaign manager and brains behind the highly successful CMO diary launch campaign - Jamie Skeels. They chat about how the diary came to be, how Jamie went about planning the campaign, and some behind the scenes insights about the last minute changes impacted the campaign.
Jun 27, 2023 • 43:53
The top mistakes B2B marketers make on paid channels with Diego Oquendo, Performance Marketing Manager at Catalyst Consulting
Global Head of Paid at Cognism, Canberk Beker speaks to Diego Oquendo, Performance Marketing Manager at Catalyst Consulting about the biggest mistakes marketers make on paid channels.
Jun 20, 2023 • 48:37
Paid experimentation: How marketers can try a new approach with Andrew Harder, Senior Paid Manager at Cisco
Cognism's Global Head of Paid, Canberk Beker talks to Andrew Harder, Senior Paid Manager at Cisco about how paid marketers can experiment to find better ways to get results. Specifically looking at how paid marketers can switch from a lead gen approach, into a demand gen model.
Jun 13, 2023 • 50:18
Using content to drive declared intent with Alina Benny, Head of Content and SEO at Aura
Cognism's growth advisor, Gaetano DiNardi speaks to Alina Benny, Head of Content and SEO at Aura about all things content and SEO. Specifically, how to use content as a mechanism to drive more declared intent.
Jun 6, 2023 • 23:28
Transforming the B2B Buyer Journey with CMO at PwC, Antonia Wade
Alice de Courcy is joined by CMO at PwC, Antonia Wade to discuss how the added complexities of the modern B2B buyer journey have rendered the marketing 'funnel' pretty useless. Instead, Antonia proposes a new way to look at the B2B buyer journey.
May 30, 2023 • 30:54
Running successful brand awareness campaigns with Andrew Davies, CMO at Paddle
CMO of Cognism, Alice de Courcy speaks to CMO at Paddle, Andrew Davies about his recent brand awareness campaigns including sending Paddle merch into orbit!
May 23, 2023 • 28:59
The growing importance of brand as a differentiator with Gwen Lafage, VP of Brand and Content at Sinch
VP of marketing, Liam Bartholomew is joined by Gwen Lafage, VP of Brand and Content at Sinch, one of the fastest growing tech companies in the world. Sinch This podcast episode will discuss the changing nature of B2B buying behaviour and how more than ever, B2B marketers need to focus on brand as a differentiator. In this new era, how must marketers approach change? How must marketers view brand building?
May 16, 2023 • 52:54
Should marketers be tied to revenue? With Darryl Praill, CMO at Agorapulse
Cognism’s CMO, Alice de Courcy interviews Agorapulse’s CMO, Darryl Praill. Discussing how important being tied to revenue is as a B2B marketer and the benefits this responsibility to revenue can bring.
May 9, 2023 • 36:23
B2B performance marketing masterclass with Silvio Perez
Cognism's Global Head of Paid is joined by B2B performance marketing expert, Silvio Perez to talk through his favourite tips for reaching modern buyers. From unconventional channels, to tracking - you don't want to miss this episode!
May 2, 2023 • 53:23
The role of sales and marketing as B2B buyer behaviour shifts with Louis Vandommele, Head of Demand Gen at Sunday
Cognism’s Global Head of Demand Gen, Fran Langham, is joined by guest Louis Vandommele, Head of Demand Gen at Sunday. Having worked through the ranks in sales, before transitioning into a marketing leadership role, Louis has a unique perspective on the role of sales and marketing as B2B buyer behaviour changes.
Apr 25, 2023 • 42:52
Bonus episode: The Loop Live - Marketers should be more than just sales support
The Cognism team presents the first episode of The Loop Live. The series bringing marketers 'in the loop' on the changing B2B buyer behaviour and what marketers need to be doing to succeed in this new world. In today's instalment, Alice (CMO) and Liam (VP of Marketing) discuss how marketers need to break free of the sales support role in order to best serve the modern buyer
Apr 19, 2023 • 52:58
Create vs. capture demand: Getting the balance right, with Olga Denisova, VP of Global Marketing at Semrush
Cognism’s VP of Marketing, Liam Bartholomew, joined by guest Olga Denisova, VP of Global Marketing at Semrush to discuss the delicate balance between create and capture demand. Why B2B marketers need to be creating demand, and not just capturing it. And how this approach better fits the way modern buyers buy.
Apr 18, 2023 • 31:15
Getting personal branding * right * for demand creation with Tim Davidson, Senior Marketing Director at Directive
Cognism's Global Head of Demand Gen, Fran Langham, is joined by guest Tim Davidson, Senior Marketing Director at Directive. Talking all things branding in modern marketing and how to output effective personal brand activity that can benefit a create demand strategy.
Apr 11, 2023 • 42:04
Effective Paid and Demand Gen collaboration with Cognism's Head of Paid Acquisition, Canberk Beker
Cognism's Global Head of Demand Gen, Fran Langham interviews Cognism's Head of Paid Acquisition, Canberk Beker. Talking about how to get synergy between the DG and paid functions, what success in paid at Cognism looks like, and how DG and paid work together to improve ad performance over time.
Apr 4, 2023 • 50:29
The importance of marketing to out-of-market buyers with Amrita Marthur, VP of Marketing at Superside
Cognism’s VP of marketing, Liam Bartholomew speaks to VP of marketing at Superside, Amrita Marthur about the changing nature of B2B buying behaviour. In this era where buying journeys start way before a buyer speaks to sales, how can and why should marketers influence buyer behaviour before they’re ready to buy?
Mar 28, 2023 • 41:17
Getting CEO buy-in for marketing decisions with Ethan Aaron, CEO at Portable
CMO Alice de Courcy speaks to Ethan Aaron, CEO at Portable - an ELT tool for your modern data stack - about his understanding of the marketing function, why it’s important for CEOs to understand the role of marketing and what CEO’s care about when having the final say on marketing decisions.
Mar 21, 2023 • 32:13
