Funnel Vision

We sat down with Jeremy Jones, Executive Creative Director of Wink at Intuit Mailchimp, and Mark Lodwick, Senior Director of Integrated Marketing and Advertising, to learn how they built a brand that captured the most skeptical audience on the planet: marketers.

In this episode of Funnel Vision, we discuss how humans make decisions (hint: it's not always rational), the super-effective way Intuit Mailchimp operationalizes team brainstorms, and how to balance both long-term and short-term goals.

Listen in, then see how their strategies and insights could apply to your own work as a marketer.

There’s a good chance your marketing team is sitting on a goldmine of data—the question is, what will you do with it?

In this episode of Funnel Vision, Eytan Buchman, CMO at Freightos, shares how he uses data to tell stories that boost brand familiarity, increase trust, and garner press. And that’s from both legacy publications like The New York Times and niche outlets in Freightos’ target demo.

The key is knowing how to identify a good story and committing to the long-game. Listen here to learn exactly how to make storytelling a central part of your marketing strategy—and why you should in the first place.

You already know that brands work with creators. But how can brands tap into a creator mindset to better engage audiences on their own platforms?

That's what we discuss with Brandon Smithwrick, Director of Content at Kickstarter, in this episode of Funnel Vision.

Brandon works with creators who have different voices, passions, and values, but they have a few important things in common: they lead with value and tell captivating stories that engage real people. And they do this over and over and over.

The most successful brands do the same.

Tune in to learn how to embody this approach on your own marketing team, plus how to stay ahead of different changes in platforms, algorithms, and industry trends.

In this episode of Funnel Vision, Ari Yablok, Head of Brand at Island, shares exactly how he used compelling storytelling to build not just a new brand but an entirely new category - the enterprise browser.

Ari - who had the honor of naming Island - also explains the importance of doing strategy work before jumping into creative work, the holistic way he measures the impact of brand, and exactly how he makes Island stand out in a competitive enterprise space.

Be warned, you won’t be able to listen to it without considering a rebrand of your own. But don’t worry, he addresses that, too.

In this episode of Funnel Vision, Tal Kapulnik, Head of Marketing at Eon, discusses her career transition from B2C to B2B marketing, and the often overlooked piece that ties them together: people.

Tal shares her journey from agency life, to Youtube, then Lemonade, and now heading the marketing team at Eon, a cloud back up startup determined not to look like a regular cloud back up startup. Tal shares how she uses data to relentlessly measure, how she builds content teams and what she looks for when hiring, and how she is connecting with customers to bring a refreshing and personal approach to her work at Eon.

Underscoring all this is Tal’s unique perspective on what B2B marketing can learn from B2C. Tal rightly calls it “H2H marketing,” or human-to-human, and it will change how you market any product to any audience. There's just one rule: no boring content.

In this episode of Funnel Vision Benn Moore, VP Product Marketing and Charlie Gilbert, VP Marketing Communications at Volt discuss building a brand and product marketing function at one of the hottest fintech startups in the UK.

Discover how Volt's content and product marketing strategies coalesce to create a seamless experience, and what it means to be a truly product-first brand. Benn and Charlie share their insights on how their marketing strategy evolved from one primed to reach investors at the early stage of the company to one that must cater to multiple stakeholders, including end users via their partner network of global payment providers.

And, they outline how sometimes the right decision is in the actions you don’t take, how they knew it was time to bring in a dedicated product marketing leader, how they’re learning to effectively collaborate with sales, their thoughts on whether product marketing belongs with product or marketing, and why established players entering the same space can actually be positive for the business.