Marketing Together
Logan Lyles
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Welcome to The Market[ing] Together podcast with Logan Lyles. Marketing has changed. Ads are more expensive, standing out in a flooded inbox is so much harder, and the funnel isn’t a fun buying experience. If you want to solve the problems you’re facing as a marketer, it’s time to build a new playbook. Each episode of the Marketing Together podcast will feature an expert guest who shares their insights on topics such as content marketing, influencer marketing, evangelism, affiliates, and more. Learn how to gain trust when you're not in the buyer's seat, how to market with people who have been there, and how to create value for your customers. Join us as we explore a new era of marketing. Don't miss an episode by following the Market[ing] Together podcast and subscribe to the weekly newsletter to get bite-sized takeaways from each episode. The Market[ing] Together podcast is a part of the PartnerHacker network.
Available episodes
Newest first
Oldest first
9 hours ago
The 5 Phases of Marketing Together (& Why You Need to Start Now)
Logan shares a framework he’s put together based on everything he’s learned from hosting Marketing Together so far. He shares background about the term ‘nearbound’ and explains how it connects to the framework he developed.
The framework helps you understand how connecting with and activating partners, advisors, customers, and employees can help you to surround your ideal buyers with relevant information from trusted sources. Logan shares tactics for making this play work, such as how to evaluate who to work with and how to educate them on content creation.
Check out the PartnerHacker manifesto here: https://partnerhacker.com/the-partnerhacker-manifesto-trust-is-the-new-data/
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Jun 2, 2023
Forget Employee Advocacy (Do This Instead) | Zoë Hartsfield
Zoë Hartsfield, Head of Marketing at Swantide, joins the show to discuss the right way to go about employee evangelism campaigns. She shares strategies that have led the Swantide team to get 500,000 to a million LinkedIn impressions across all employee posts for particular campaigns.
Zoë breaks down creating unique content for different people to post, making it simple for lots of people to participate, encouraging those wary of social media, getting people to engage with each other's posts, and tracking analytics.
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May 26, 2023
The 3 Marketer Personas Of the Future
Logan shares his take on where hiring lists may be headed in the near future. Logan argues one of the three personas, buyers, can allow marketing teams to strategically ‘reach into the market.’ He adds color to the discussion with various comments he got on a LinkedIn post covering the same topic.
You can check out that LinkedIn post here: https://www.linkedin.com/posts/loganlyles_b2b-marketing-journalism-activity-7058500155452379136--B9S?utm_source=share&utm_medium=member_desktop
Check out a previous Marketing Together episode covering a similar topic with guest Brandon Redlinger:
https://youtu.be/bBitQQrOP2A
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May 19, 2023
New LinkedIn Ad Feature That Changes the Game (for Marketing with Employees) | Tim Davidson & Bryttney Blanken
Tim Davidson, Senior Director of Marketing at Directive, and Bryttney Blanken, Senior Demand Gen Manager at Metadata, discuss a new feature allowing companies to sponsor employee LinkedIn posts. This allows you to boost the performance of organic content.
Bryttney shares her promising results from participating in the beta trial.
Check out Bryttney’s LinkedIn post here: https://www.linkedin.com/feed/update/urn:li:activity:7061419529368715265/
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May 12, 2023
The Total Account Checklist (& Why You Need One) | Isaac Morehouse
Isaac Morehouse, co-founder of PartnerHacker and CMO at Reveal, joins the show to discuss his total account checklist. He covers the process he and the team at Reveal are using to foster organic relationships with partners and customers at every step of the way.
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May 5, 2023
5 Steps to Webinars that Don't Suck | Casey Hill
Let’s make webinars suck less! Casey Hill, Head of Growth at Bonjoro, joins the show to share what he’s learned about making webinars uniquely valuable. He shares strategies for combining pre-recorded content with a live audience as well as tips and tricks for personalized follow-ups at scale.
What if you’re a smaller brand partnering on a webinar with a larger company? How can you assess what about your team and audience will be valuable to the larger company even though you’ve got a bit less human-power? No matter the size of each team, what’s a good framework for setting expectations from the get? Tune in for all this and more before Zoom-fatigue kills your sucky webinars.
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Apr 28, 2023
The YouTube Strategy that Actually Works in B2B | Gaetano DiNardi
How can you display your product and expertise in a compelling, engaging way? While TikTok is gaining attention in B2B, today’s guest, Gaetano DiNardi, formerly the VP of Growth at Aura and currently a growth advisor to many brands, argues YouTube is the better choice. It allows for in-depth product-showcasing as well as being a great place to target key search terms.
While some brands ignore YouTube because it’s cumbersome to produce video content, Gaetano reminds us that viewers aren’t looking for incredible production quality. “They want someone who knows their problem. And who can come across as intelligent and confident on camera.” Gaetano suggests ideas for a long form video strategy. Mixing longer comprehensive videos explaining a specific topic with shorter videos like “top 5 trends” in a particular area works well. Gaetano proposes listening to Gong calls to come up with a list of target keywords.
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Apr 21, 2023
How Strategic Advisors Help You Live In Market | Brandon Redlinger
Do you have strategic advisors in your corner or are trying to bring some on board? Today’s episode features Brandon Redlinger, VP of Marketing at Crosschq. We unpack how to approach advisors to get them on board as well as how to engage them once they’ve started working with you.
Gain insights about how to position the networking opportunity of becoming a strategic advisor, approaches to vesting schedules, where to leverage advisors’ domain expertise on content strategy, and how to run effective ‘working session’ calls to keep advisors updated and engaged.
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Apr 14, 2023
6 Do's & Don'ts of Partner Marketing You Can't Ignore | Jen Spencer
Jen Spencer, CEO of SmartBug, a full-service revenue-driving digital agency, shares her essential tips and tricks for partner marketing.
She gives insights that will help you learn how to effectively map out the conversion process early with partners, bring multiple partners together, and understand the success or failure of a co-marketing campaign. If you’re trying to figure out how to effectively add partner marketing to your strategy to further extend the reach of your brand, this episode will give you strategies you can implement now.
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Apr 7, 2023
How to Leverage the Weirdos on your Partnerships Team | Cory Snyder
Got a few weirdo’s on your partnerships team? Often us partnerships folks are our own unique blend of sales, marketing, and other previous experience. We can take that mixture, super charge it with a bit of training and connections to other smart partner professionals, and apply it to solve problems in unique ways, figuring out how to slot partners into sales and marketing plays.
As Cory Snyder, VP of Partnerships at Sendoso, says, “bringing in different partners is like getting to pull different levers.” It can allow you to have greater reach while spending less money, extending the power of your brand. Cory dives into all the tactical aspects of leading a killer partner department, from attribution to metrics of success, to ways to increase solid communication across internal departments.
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Mar 31, 2023
The 7-State Jeep Tour That was Partner-Powered | Nick Capozzi
A 30 day Jeep tour?!? Recently, guest Nick Capozzi embarked on a tour around the western United States where he partnered with various brands and influencers. He and his team made content along the way, capturing video of raw, authentic moments and bringing fresh scenery to people’s LinkedIn feeds.
Nick is head of storytelling at Demostack. With a background in sales, Nick discusses the activation step that marketers sometimes miss. He covers what went well on the Jeep tour, what he’d do differently next time, and marketing and outreach tactics he’s seen others using that have gotten him to engage.
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Mar 24, 2023
Understanding the Will of Your Users’ Existing Communities | Jen Allen
Jen Allen does community growth at Lavender. Lavender has had success using fresh marketing and community engagement tactics to leverage social media to better understand their target users and get them excited about the Lavender product.
On today’s show, Jen discusses how her background in sales and being an online creator prepared her for her current community growth role. (Or, as Lavender likes to call it, “area,” instead of “role.”)
How do you find the communities your target users (not buyers, a distinction we highlight throughout this episode) are hanging out in? Where are they going to ask questions peer-to-peer? Where do they feel safe to ask questions and find resources? Wherever that might be, go hang out with them there. But, before you do, listen in for some tips from Jen as to how to fit-in when you’re “lurking” the community and be a value-add so that they don’t feel like there’s a “stranger in the room.”
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Mar 17, 2023
Not Your Grandma’s Co-Marketing Campaign | Rachel Gianfredi
Rachel Gianfredi, Sr. Manager of Partner and Product Marketing at G2, joins us to discuss a recent co-marketing campaign she and the team at G2 executed with ZoomInfo. Rachel covers how to secure executive buy-in, the importance of understanding the priorities of each of the members of your external and internal teams, and the fact that partnerships are not one-off projects, but long-term strategies and relationships.
The campaign for the G2 and ZoomInfo integration utilized a wait list, which has been somewhat unusual thus far in partner marketing. We dive into all the strategies the G2 team used during that campaign and what Rachel would prioritize differently next time around. As you can see in the title, this was not your grandma’s co-marketing campaign.
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Mar 10, 2023
Market Together with Creators Who Already Know Your Audience | Nick Bennett
We know that we go further faster when we’re marketing together. But, marketing with who? How do we evaluate strategic groups and individuals in the market and figure out how to partner with them in ways which make both parties feel like they’re winning?
In today’s episode, we dive into the nuts and bolts of influencer marketing, from how to evaluate potential people to work with, to understanding their motivations, to how to structure incentives and deals in ways that lead to long-term relationships, more creative ideas, and better end products. How do you build your brand into one creators are jumping out of their seats to work with?
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Mar 3, 2023
B2B Influencer Campaigns that Actually Work | Arthur Castillo
Are you thinking about implementing an influencer marketing strategy? You may be wondering which influencers to approach, how to approach them, and how to structure the deal in a way that actually leads to results. If you’ve already started using this lucrative strategy, you’re probably trying to figure out which metrics are most important and how to analyze and share results to make the partnership stronger next time ‘round.
Today’s guest, Arthur Castillo, is head of evangelism and dark social at Chili Piper. We dive into how Chili Piper has approached influencer marketing differently and how that’s enabled them to see real advantages and results.
Another topic up for discussion today is cross-community evangelism, a new way to partner with people who are trying to reach the same audience as you on micro, in-person events. As always, this episode will break down what Arthur has tried, what he’s seen work, and what he’d skip next time to help you add better marketing to…
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Feb 24, 2023
Why you shouldn't go it alone on events┃Mark Kilens
Today, CMO of Airmeet Mark Kilens joins me to talk about using events to drive your marketing.
Events are not about you and your business. Events are about your customers!
During the episode, we touch on how you can go further and faster with an event-led growth strategy. Events can bring in leads - of course. But great events are about playing the long game, building a reputation, and creating trust.
Create a great experience for them that builds trust with you and your brand.
If you want a bite-sized summary of each episode delivered straight to your inbox, subscribe here: https://podcasts.partnerhacker.com/marketing-together
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Feb 17, 2023
Building a Brand with Zero Network┃James Carbary
Welcome to the second-ever episode of Market[ing] Together!
Today, Sweet Fish Media Founder James Carbary joins me to talk about the category he came up with, content-based networking.
During the episode, we touch on how he uses content to build relationships, the 3 content marketing motions every B2B brand should hold, and why his company has gone from marketing together with lots of individuals that fit their buyer persona, to fewer more strategic relationships.
If you want a bite-sized summary of each episode delivered straight to your inbox, subscribe here: https://podcasts.partnerhacker.com/marketing-together
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Feb 10, 2023
Why Scaling Your Content Engine Requires You to Market like a Journalist┃Pete Caputa
Welcome to the first-ever episode of Market[ing] Together!
Today, Databox CEO Pete Caputa joins me to talk about content marketing. His small team of marketers managed to ship over 1,000 articles and bring together over 30,000 contributors. That's not easy.
Today, Pete's giving us an inside look into the system that made that possible.
Pete shares Databox's process for creating a scalable content engine, how they managed to involve so many people in their content, why marketers need to think like journalists, and much more.
I hope you enjoy the episode!
If you want a bite-sized summary of each episode delivered straight to your inbox, subscribe here: https://podcasts.partnerhacker.com/marketing-together
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Feb 6, 2023
Welcome to the Market[ing] Together Podcast
You may have heard it said that your marketing should position your company as a guide, rather than the hero of the story.
Your Prospects are the hero and you're the guide. You're the Obi wan to their Luke Skywalker, the Gandalf to their Frodo or my personal favorite, the Dumbledore to their Harry Potter.
But what if you don't have the experience to actually be that guide? What do you do then?
You see a lot of marketing leaders right now are trying to position their brand as that guide, wizard, staff, lightsaber and all, but they don't have the actual experience within their marketing team, or even within their walls that provide that guidance.
But what if you could partner with those who were qualified? What if you could create 1000s of pieces of blog content co authored by practitioners in your market? What if you could partner with influencers and content creators in your niche to resonate with your ideal audience?
On this show, we share the stories and unpack the strategies t…
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