The People of Digital Marketing

As SaaS marketers, we often struggle to pick the right go-to-market (GTM) strategy. I mean...it can seem like there are too many to pick from. Should we double down on product-led growth? Build a sales-led motion? Or focus on community-led engagement? With so many options, it’s easy to feel stuck—and hard to know which strategy will truly drive results. That's why in the latest episode of The People of Digital Marketing, I brought Georgiana Laudi to help us unpack the strengths and weaknesses of various GTM strategies, including engineering-led, marketing-led, and more. She also explains why a Customer-Led Growth foundation is essential for any approach and how incorporating the Jobs-To-Be-Done framework ensures that her clients can meet the real needs of their customers. Some topics we cover: • Why Customer-Led Growth should guide your GTM strategy • The pros and cons of product-led, sales-led, and other GTM approaches • How Jobs-To-Be-Done helps uncover key customer insights to fuel growth If you’re navigating SaaS growth challenges, this episode offers clarity on building a strategy that truly resonates. Tune in now: https://lnkd.in/g2Yp4K9k #digitalmarketing #marketing #b2b #gtmstrategy

Content marketers, here’s a truth that hasn’t changed despite all the tech, trends, and tools: You need to talk to your sales team. It’s easy to get swept up in the latest content tactics and platform updates, but at the core of effective content marketing is understanding what actually moves the needle. And the best way to get that insight? Regular and open conversations with your sales team. In my latest episode, I talked with Shelagh Dolan, Global Content Marketing Lead at Quora for Business, who’s mastered the art of aligning content strategy with sales goals. We discuss why connecting with sales is crucial and how it can transform your content from "nice-to-have" into a strategic driver for revenue. Listen to this episode to learn: • How sales insights can strengthen your content and help you hit the right messaging • The things that haven’t changed (and won’t) in content marketing strategy • Shelagh’s approach to measuring content’s impact on revenue And more! If you’re serious about making content that matters, this episode will remind you why your sales team should be one of your most important partners. Check it out on all podcast apps today, or click this link: https://lnkd.in/gUrrh3XC #ContentMarketing #SalesAlignment #MarketingStrategy #ContentThatConverts

Struggling to show that your content actually drives business results? You’re putting in the hours, and creating content, but the connection between your work and revenue feels...blurry? You’re not alone. Proving ROI in content marketing is one of the toughest challenges for marketers today. And providing that your function matters to the business can be even harder. But what if you could get clear, actionable strategies that tie your efforts directly to business outcomes? What if you can get career advice that you can use immediately—to get yourself noticed (and in a good way)? That’s exactly what Shelagh Dolan, Global Content Marketing Lead, Quora for Business, shares in my latest episode of The People of Digital Marketing. With over a decade of experience, Shelagh knows what works—and what doesn’t—when it comes to content strategies that engage audiences and grow revenue. In this episode, we dive into: • The top skills content marketers need to prioritize for 2025 • The things that HAVEN’T changed in marketing and why they still matter • How Shelagh tracks content performance to prove ROI If you want to make an impact with your content and show its value, you won’t want to miss this conversation: https://lnkd.in/gUrrh3XC #Marketing #ContentStrategy #ContentMarketing

If you’ve worked in performance marketing, you know the drill. You’ve been there—watching your ad campaigns skyrocket at first, only to see them stall over time. The same old strategies don’t yield the same results anymore. Ad fatigue sets in, your ROAS starts to slip, and now the pressure’s on to explain what went wrong… and fix it fast. In this episode of The People of Digital Marketing, I chat with Nikki Lindgren, founder of Pennock, who’s managed over $100 million in paid media for DTC brands. Nikki dives deep into the nuances of scaling eCommerce businesses, especially in the highly competitive beauty space. Here’s what you’ll learn: • The nuances of running performance marketing campaigns for beauty products • The “learning phase” explained in simple terms • How much should brands spend on ads, and where should that money go? If you’re ready to revamp your approach and scale smarter, this episode is for you. And more! 🎙 Listen now: https://lnkd.in/gd__5zse #mediabuying #performancemarketing #paidadvertising #paidsocial #marketing #digitalmarketing

Getting promoted in marketing isn’t just about doing a good job. It’s about being seen as a leader, creating impact across teams, and having the right story in place to explain how marketing is working for the organization (internal marketing). But how do you position yourself for that next big role? In this week’s episode of The People of Digital Marketing, I had the opportunity to chat with Pat LaCroix, EVP of Marketing at Seekr Technologies, who has built an impressive career across top brands like Bose. Here’s what we cover in this week's episode: • How Pat’s past experiences prepared him for success at Seekr • The biggest marketing challenges on the horizon for 2024 and how to stay ahead • Pat’s introduction to the PIE framework (Performance, Image, Exposure), and why it’s essential for anyone aiming to get promoted • The critical skills and mindset shifts that help you navigate new leadership roles Whether you're looking to step into a leadership position or want to position yourself for a promotion, this episode has valuable takeaways that you can apply immediately. Listen to the full episode here: https://lnkd.in/gpgggK5T #marketing #leadership #promotion #careergrowth #marketingstrategy #podcast

A new episode of the podcast is out now!

Getting laid off was tough, but it’s given me a new perspective on the job search. Instead of just sending out resumes and cover letters, I decided to try something different—this video. I wanted to share my story and highlight what I bring to the table as a #marketer driven by curiosity and a love for this profession. With 9 years of experience helping startups grow, I’ve led successful campaigns, scaled businesses, and stayed ahead of industry trends. If you’re looking for someone who understands more than just acquisition but also knows how to drive retention, monetization, and advocacy, I’d love to connect. Check out the video and let’s see how we can create growth opportunities together. A link to my resume is at the end of the video. If you're not hiring but, still want to support—I'd appreciate a repost! #opentowork #lookingforwork #marketing #digitalmarketing

In today’s fast-paced world of franchising, performance marketing can make or break a growing business. Imagine diving into the entrepreneurial world at just 18, turning down college scholarships, and buying your first company. That’s exactly what Aren Johnstone did, and his journey only gets more fascinating from there. In our latest episode of The People of Digital Marketing, we chat with Aren, the President and Owner of Franchise Ramp. From selling t-shirts in high school to co-founding a media buying agency and leading Franchise Ramp to serve thousands of franchise locations, Aren’s story is a masterclass in scaling businesses with innovative marketing strategies. Here’s a sneak peek of what you’ll learn: • The beginnings of Aren’s entrepreneurial journey • His entry into Facebook advertising back in 2015 • Unique challenges in marketing franchise businesses • Mastering “hyper-local” ad targeting • Key differences between e-commerce and franchising in paid media • Essential skills for a top-tier media buyer • Insights on creating high-performing performance creative • Must-know changes in performance marketing happening in 2024 And more! Aren’s passion for entrepreneurship and real-world problem-solving shines through in this episode. Click the link to listen now and unlock the secrets to scaling franchise businesses with performance marketing: https://lnkd.in/guNNqwjQ #DigitalMarketing #FranchiseMarketing #PerformanceMarketing #Entrepreneurship #MarketingStrategy #MarketingPodcast

I've got some great news today! On the newest episode of The People of Digital Marketing, I had the pleasure of speaking with Amir Shahzeidi, Head of Demand Generation at Uscreen and host of the Beyond the Funnel podcast. In today's interview, Amir dives deep into: • The unique challenges of being the first marketing hire • Defining and measuring demand generation effectively • Steps to take after demand is generated • Short-term marketing tactics to avoid • Recognizing and avoiding vanity metrics • Lessons marketers can learn from creators • Key factors contributing to his success at Uscreen • What he looks for in new team members And more! Here's a clip of our conversation. You can listen to the full episode by visiting www.kennysoto.com/podcast #marketing #demandgeneration #careeradvice

Today we're excited to share the latest episode of The People of Digital Marketing featuring Amir Shahzeidi, Head of Demand Generation at Uscreen and host of the Beyond the Funnel podcast. In this episode, Amir discusses: • The unique challenges of being the first marketing hire • How to define and measure demand generation effectively • What to do after demand is generated • Short-term marketing tactics that create the wrong incentives • Lessons marketers can learn from creators • And more! Here's a clip of the newest episode below. If you're interested, you can listen to the full interview by clicking any of the links below: 🕸️The PODM Site - https://lnkd.in/gyNJTcjn 🟢Spotify - https://lnkd.in/gfd9DXm4 🍎Apple - https://lnkd.in/gweiJVVN 🛒Amazon Music - https://lnkd.in/gr-uT2Ef