Market Mentors

Matt Dodgson

If you’re a B2B Tech marketer and looking to level up your skills and advance your career, then you’re in the right place. In each episode you’ll hear from some of the world's best B2B Tech marketers about tactics, tools, case studies, wins, failures, hiring, interviewing and so much more..stay tuned.. read less
BusinessBusiness

Episodes

98. Series 3 | Episode 13. 5 Ways to Safely Leverage AI in B2B Content Marketing, with Giuseppe Caltabiano, VP of Marketing at Rock Content
Nov 21 2023
98. Series 3 | Episode 13. 5 Ways to Safely Leverage AI in B2B Content Marketing, with Giuseppe Caltabiano, VP of Marketing at Rock Content
With the current correction in the B2B technology market, finding the right balance between creativity and efficiency is crucial for success. This is especially true for B2B content marketers, who are seeking innovative ways to engage their target audience while optimising their resources.One tool that has revolutionised this field is artificial intelligence (AI), which offers immense potential for driving both creativity and efficiency in B2B content marketing strategies.In this podcast, we’re joined by Giuseppe Caltabiano, who is VP of Marketing at Rock Content. Giuseppe has over 20 years of experience spearheading B2B and B2C operations and has produced world-class content and digital marketing strategies for companies like Schneider Electric, Google, Capgemini, and Virgin Media. We cover: Why do B2B content marketers need to leverage AI safely?How AI can, or cannot, be used during each stage of creating contentCan you tell if copy has been created by AI?AI tools that Giuseppe recommends What skills and attributes Giuseppe looks for when hiring B2B content marketers And so much more..Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.
90. Series 3 | Episode 5. Creating a New Fintech Category & Being Acquired [Case Study], with Dr. Christine Bailey, Senior Director & Head of KYC Marketing, Europe and Africa at Moody’s Corporation
Jun 13 2023
90. Series 3 | Episode 5. Creating a New Fintech Category & Being Acquired [Case Study], with Dr. Christine Bailey, Senior Director & Head of KYC Marketing, Europe and Africa at Moody’s Corporation
In the rapidly evolving world of fintech, standing out from the competition is crucial for success. One strategy that has proven to be highly effective is category creation. By defining a new category, establishing an emotional connection with customers, and aligning with the values of their target audience, fintech companies can drive growth, attract investment, and revolutionise the industry. And in this podcast, I dive into a case study on category creation with Dr. Christine Bailey. After she joined Passfort, they repositioned the company, raised a Series A, and were acquired by Moody's Corporation. Quite a journey! We cover;The stage Passfort was at when Christine joined and the remit of her roleCategory creation, and why Passfort landed on that as a strategy Steps Passfort went through to create a new category How Christine scaled her marketing team during this timeTips if you want to differentiate in crowded markets What skills and attributes Christine thinks makes someone good at B2B marketingAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.
89. Series 3 | Episode 4. Why Fundamentals Matter More Than Anything Else When Marketing for a B2B Tech Startup, with Paul Berney, CMO at Anthropos
May 30 2023
89. Series 3 | Episode 4. Why Fundamentals Matter More Than Anything Else When Marketing for a B2B Tech Startup, with Paul Berney, CMO at Anthropos
New tools, strategies, and tactics are readily available in today's marketing environment, making it easy to become distracted. Throw AI into the mix, and it’s clear to see why a lot of B2B marketers see focus as their number one challenge.And those challenges are particularly heightened for marketers who work for B2B tech startups. These jobs, by their very nature, are incredibly hard. High expectations, limited time, and stretched resources mean you have to spend your time wisely; otherwise, you risk making no impact at all.Which is why marketing fundamentals matter more than anything else. And in this podcast episode, it’s something that I dig into with Paul Berney, CMO at Anthropos.  We cover;What attracted Paul to work at such an early stage startupWhat marketing fundamentals are and why they're so important for success in marketing at startupsHow Paul has used marketing fundamentals to build and grow a new sector at Anthropos Tips for anyone wanting to create or refine a company's proposition What skills and traits Paul would look for if he was a CEO at a startup who was looking to hire their first marketerAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.
88. Series 3 | Episode 3. The Demand Generation Framework Every B2B Fintech Needs, with Rebecca Warrington and Kerry Leech, Co-Founders of Roo & Eve
May 16 2023
88. Series 3 | Episode 3. The Demand Generation Framework Every B2B Fintech Needs, with Rebecca Warrington and Kerry Leech, Co-Founders of Roo & Eve
One of the biggest challenges for B2B fintechs in 2023 is how to create demand. With the well publicised demise of Silicon Valley Bank, rising global interest rates, and a cooling of major economies, venture capital funding in the sector is down by a whopping 83% in Q1 of 2023 compared to the same period in 2022. And this all has an impact on growth.But despite these challenges, there are real opportunities for marketers at B2B fintechs to transform how they drive demand. And in this podcast episode, I talked with Rebecca Warrington and Kerry Leech, Co-Founders of Roo & Eve, about a framework they created in partnership with Nottingham Trent University for content marketing within the context of demand generation. This framework aims to help fintechs create content that aligns with where buyers are in their journey, and it can be a game-changer for fintechs looking to create and capture demand.We cover;Why content is particularly important for B2B fintechs right now An overview of their demand generation frameworkImplementation advice for marketersWhat types of content to use in the framework Suggested metrics to track the success of thisThe two biggest opportunities for B2B fintech marketers today And so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.
86. Series 3 | Episode 1. Using Entertaining Content in B2B to Cut Through the Noise, with Ollie Whitfield, Demand Generation Team Lead at VanillaSoft
Apr 18 2023
86. Series 3 | Episode 1. Using Entertaining Content in B2B to Cut Through the Noise, with Ollie Whitfield, Demand Generation Team Lead at VanillaSoft
It's no secret that B2B marketing can be difficult -- after all, you're marketing to a niche audience with often limited budgets. But the challenge of cutting through the noise and making an impact with your target market is compounded yet again in the digital era: attention spans are shorter than ever before and audiences are increasingly flooded with brand messages from multiple sources at once. So how can you make sure your message stands out? One way to help separate yourself is by using entertaining content in B2B campaigns — it will captivate your audience's attention, differentiate your material from competitors, reach a larger & wider set of prospects and engage them on different levels.And in this podcast, we’re going to unpack, ‘Emailing with the Stars’, a series of entertaining webinars led by Ollie Whitfield, Demand Generation Team Lead at VanillaSoft.We cover;The challenges of creating engaging content todayHow the idea for 'Emailing with the Stars' came aboutThe process of creating a webinar like thisTips to help you come up with creative ideasWhat Ollie does to promote his webinarsThe metrics he tracks..And so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.
84. Series 2 | Episode 47. Marketing in a Recession - Expert Tips, with David Fallarme, Fractional CMO / ex-Head of Marketing at Hubspot
Jan 17 2023
84. Series 2 | Episode 47. Marketing in a Recession - Expert Tips, with David Fallarme, Fractional CMO / ex-Head of Marketing at Hubspot
Whether we’re in a recession right now or not is a debate for people who are far more informed than me.However, what can’t be denied is there’s been a shift in a lot of technology companies recently from a ‘grow at all costs’ mentality to one that’s focussed on ‘efficient growth’. Inevitably that shift brings about change, which could mean redundancies or reduced budgets. But with every headwind there comes a tailwind and for every challenge there’s an opportunity. So how should B2B marketers approach marketing in a recession?I was delighted when David Fallarme took up my offer to tackle this question head on.  And as someone who worked at HubSpot during the last downturn, he’s got some great advice for us. We cover;Tips to reduce the marketing budget without impacting marketing's effectiveness Ideas to improve efficiency How you can adapt to the changing pain points of your ICP (Hubspot example)David's 'triple A framework' for metrics How to handle redundancies Where the opportunities are in times like thisAnd so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.