The Marketing Share
Running a marketing department requires expertise in many domains, from branding, media and positioning to demand generation, sales enablement, and much more. As a business leader or a new department head, you may be an expert in one or more marketing areas but usually not all of them. The Marketing Share aims to close this gap.
Co-hosts Barb VanSomeren and Alec Cheung are experienced marketing leaders who have been down the path of learning on the fly while managing a marketing team. They interview domain experts and ask the right questions so business leaders can learn what they need to know to run marketing.
Episodes
35 episodes
What CEOs Need from CMOs: How to Define Marketing Success for Your CEO (Ep. 35)
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 ali...
•
47:03
Retention Is the New Growth Engine: How Loyalty Programs Drive Revenue with Rob Reid (Ep. 34)
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 ...
•
Episode 34
•
40:48
The Infamous First 90 Days: Key Strategies for New Marketing Leaders (Ep. 33)
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-s...
•
43:41
Sales Enablement Unpacked: Haley Exum on Training, Tools, and Team Collaboration (Ep. 32)
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 market...
•
Episode 32
•
36:01
B2B Marketing Strategies Reimagined: Mike Maynard on Storytelling, PR, and ABM Mastery (Ep. 30)
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 intersect...
•
Episode 31
•
43:53
Building Better B2B Marketing: Chris Peer on ROI, Value Propositions, and KPIs that Drive Success (Ep. 30)
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 ma...
•
Episode 30
•
46:54
Marketing Goes Back to the Future: Jeff Greenfield’s Guide to Winning at Attribution in a Cookieless World (Ep. 29)
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
•
Episode 29
•
46:08
Mastering Demand Generation: Scaling Strategies with Carly Botelho (Ep. 28)
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 prac...
•
Episode 28
•
34:33
When Finance Meets Marketing: How New Marketing Leaders Can Build Strong Relationships With CFOs To Drive Company Success (Ep. 27)
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,...
•
Episode 27
•
43:48
From Chaos to Clarity: Fractional CMO Andy Culligan on Strategic Execution, SDR Teams and Company Growth (Ep. 26)
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...
•
Episode 26
•
46:04
Marketing Attribution: Friend or Foe? with Tracy Sestili (Ep. 25)
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 beca...
•
Episode 25
•
33:21
The Biggest Mistake First-Time Marketing Leaders Make (Ep. 24)
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 mark...
•
Episode 24
•
14:51
Marketing Leader Interviews: Leading for the First Time with Kyle Rutledge
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...
•
33:40
Good Creative: What to Look For & How AI Is Affecting Agencies with Matt Kuttan
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 numb...
•
50:09
Industry Specialization in Content Writing with Janine Kelbach
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...
•
31:50
Marketing Leader Series: Getting a Startup from Zero to One with Mike Harmon
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 ...
•
47:31
How Google's February 2024 Email Changes Affect Outbound Campaigns with Brandon Turnbull
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 co...
•
20:11
Developing Executive Presence with Drew Saur
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...
•
51:37
How to Measure and Track Your Brand with Jiri Boudal
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 ...
•
51:37
Connecting the Dots from Brand to Demand with Beth Hunsicker Parker
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...
•
50:43
The Marketing Recruiting Landscape
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 candidate...
•
59:10
The Evolution of ABM Through Use of Intent Data with Latane Conant
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 ha...
•
41:37
10 Ways to Risk-Free Innovation with Tom Kuczmarski and Jake Sherman
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 t...
•
50:40
Messaging for Complex Products with Marcy Freeman
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 diffe...
•
35:48
New Marketing Leader Series: Facing the Unknown w/ Jenn Guidry
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, t...
•
43:16