I talk to the founder and CEO of ProfitWell, Patrick Campbell in episode 18 of the Marketing Mashup.Episode links:ProfitWellPatrick on TwitterVideo - Brandwagon Episode 7Blog - Pricing MethodsGuide - SaaS Pricing StrategyCoffee Subscriptions Pricing Page TeardownSlack Pricing Page TeardownZendesk Pricing Page TeardownExceptions podcast by Jay AcunzoBook - High Output ManagementSponsorThis episode is sponsored by my own company, Striqo. We've launched a new service to help content marketers start their podcast, you can find out more here. If you'd interested and would like 25% off your order, use the code 'MarketingMashup'.What we covered in this episodeIntro to PatrickWhat ProfitWell is and what they doWhy Patrick started the companyThoughts on remote workingContent production while remoteWhy they started to heavily invest in content marketingWhy does niche content work so well?How to produce a video content series for less an ebook ($10k)How to your content in front of the right peoplePatrick's thoughts on daily vloggingThe 3 biggest mistakes people make with pricingDid Patrick really give up email for 4 weeks?!ProfitWell has impressive Swag, why?What is Patrick most excited for in the future, both in business and personal life?Get in touch with meTwitterWebsite

Marketing Mashup

B2B video content at scale from the pricing experts - Patrick Campbell, ProfitWell CEO

Joe Glover is the founder of The Marketing Meetup, a community of 14,000+ marketers across 14 locations in the UK and US, with monthly events, regular podcasts, workshops and loads more.As with many founders, Joe created the Meetup as a solution to his need, which was to learn about his chosen craft and meet other marketers but in an environment which values listening and being positively lovely over sales and selfishness.As a result of the success of The Marketing Meetup, he's also started his own agency - Empath Marketing - helping companies begin to see how the marketing department can be a value driver, rather than just a cost centre.Intro to JoeLet's talk about The Marketing Meetup which has scaled into this fantastic community of marketers with events across the country (and more). Tell me more about your mission "A positively lovely community for helping marketers get better at what they do."Why is community so important? How do you make sure it's authentic and not just 'corporate community' that you mention in the Humans Come First podcast?We're currently going through a period of extreme change and uncertainty, lots of people are worried for their livelihoods and their future. It's also a very important time for brands to respond in the right way. How can brands be kind and helpful with their marketing during this crisis?How can we as marketers stay kind to one another? Can we do anything to help?Due to the circumstances, you've had to adapt The Marketing Meetup. Can you talk me through some of the changes you've made to ensure the community stays strong?Your content schedule for the next few months is fantastic, with a bunch of great events set up with people like Rory Sutherland and Dave Gerdhart. What is your process of coming up with new content and how do you ensure it's good quality and providing value for your community?Following the success of the Meetup, you've set up your own agency. When did you know it was the right time to set up that agency and what do you offer for your clients?LinksLinkedInTwitterThe Marketing MeetupEmpath Marketing

Why building a community is more important now than ever with Joe Glover

You can now support the podcast by buying me a coffee here ☕Harry is the founder of Marketing Examples.Marketing Examples TwitterHarry's TwitterWe cover a bunch of ground in this episode:What it's like being on the Indie Hackers podHarry's first endeavour turning tweets into canvas prints - 140 CanvasDoing things that don't scale, sending in handwritten letters to YouTuber mailtime'sWhy you need to market yourselfImportance of validating your ideaThe story behind Yeezy Datinghttps://thekanyestory.com/Buying billboards in Times SquareHow Harry hustled his way into Yeezy HQWorking for Crowdform. Harry lived like a 'real person' for 8-9 months...While writing for Crowdform, Harry took those examples and put them on a marketing examples first pageHow Marketing Examples was born organicallyThe importance of providing value natively on the platformPeople don't like self promotion, but if you're giving people value they'll react wellHow Harry got banned on the EntrepreneurRideAlong sub-redditWhat are the best subreddits to post in?How Harry lost 27k of BitcoinBest practices to grow a Twitter followingUsing long Twitter threads and not linking away from Twitter@NoContextHearn; @NavalRavikantBotUsing his website to bring people to TwitterWhy not having a background in marketing can make you a better marketerThe attention to detail in Marketing Examples sets it apart from anything elsePodia's Competitor PagesGrowing a very nice sized email list (13k)Utilising Product Hunt effectivelyUsing good copy to increase conversionsRefactoring UIUsing GIFs for marketing

How Marketing Examples Breaks The Rules of Traditional Marketing with Founder, Harry Dry

Paul is the co-founder of ad agency Mellor&Smith and also started the event series #TakeFuckingRisks as a side hustle - which is now one of the biggest creative events in London.Support this podcast by buying me a coffee (or 3...)We covered plenty of ground in this episode!Should you specialise or be well roundedThe state of the advertising industry today89% of ads that people see are forgotten - can you imagine if this was any other industry?"As an industry we are fucking terrible at our jobs"What do we need to do to fix the industry?First admit there is a problem - although this doesn't serve the industryHaving a backbone and standing up to clientsStop being addicted to digital and short termismStop being fixated on dataMake advertising based on what people do rather than what the algorithm saysWhy clients don't trust agencies and what we can do about itThe public don't trust brands, we need to rebuilt thatIs the market research and insight industry broken too?Serial focus groupersGet down to the supermarket and see how people actually actWhy we shouldn't approach B2B differentlyThey are still people, it's just not their money they are spendingAny B2B brand using traditional media is going to winHow do you get clients to take risks?Why social media metrics are bullshitIs traditional media the most effectiveIs it the fact that the advertising as bad or is traditional media broken?Why influencer marketing is a conThe role of advertising is to get you noticed, not to make salesWhat is "Take Fucking Risks"?Why there is a lack of honesty in our industryWhy we need more trouble makersHow do you deal with disagreements with clients?If you're so good at this, why are you only 11 people?LinksFollow Mellor&Smith on TwitterPaul's LinkedInFollow me on Twitter  

Why the advertising industry is broken with Paul Mellor, MD of Mellor&Smith

Chris Savage is the co-founder and CEO of Wistia, a video sharing and hosting company (and pioneers of the brand affinity movement). After graduating from Brown University with a degree in Art-Semiotics, Chris and his co-founder, Brendan Schwartz, started Wistia in Brendan’s living room in 2006. Wistia has since grown into a multi-million dollar business with over 150 employees (including 1 labradoodle). Before Wistia, Chris helped produce an Emmy Award-winning feature-length documentary and was named a Top Young Entrepreneur by BusinessWeek. I've been following Wistia's journey for the past few years and I'm delighted to welcome Chris to the podcast.Support this podcast by buying me a coffee (or 3...) ☕What is Wistia?How did it start?How did Wistia originally position in the market?They were a private video sharing site and then pivoted to embeddable website videos. Then had to make the decision to fully focus on marketing videos.They then switched back to offering everything as people had lots of different use cases for Wistia, which was a mistake because then they struggled on where to focus and innovate. They had no differentiator.When did Wistia take it's first set of investment?Took a year to focus on private video sharing - huge companies. They noticed they were onto something big so took investment and hired 2 people. They then started loosing $30k a month, which felt horrible!Stayed at 4 people for another 3 years.The greatest mistake they could make was not thinking long-term.Their last funding round was in 2010, what have they done for the past decade to grow?As they got more profitable they took more risksInvested in content marketing and company cultureThey got to £10m in revenue with a few million in profitPeople were saying 'if you're profitable then you're probably not growing fast enough'Thought they were missing out on growthWent from being profitable to running at a loss, hiring people, running ad campaignsOutside the business it seemed like they were doing great but internally they were creating a ton of complexity and a situation was bad.Lost the ability risks because of itForced everything to be short termCompounding affect of losing $300k a monthAt the point where you were haemorrhaging money, going further and further into the red, what were you thinking? What was next?This was the point where 3 life changing offers where on the table. Their intention was never to sell Wistia, but it got to the point where they were considering it.But they felt that if they sell, they would be failing.Then they started thinking about what they would do if they sold.Start a new companyIdea of the brand, the people, the problems they'd want to solve"If we want to build another company, we'd build another Wistia back to the £10m days and we wouldn't have screwed it up by putting the throttle down so hard"How has Wistia been since raising the debt? Is it back to being a happy company?As soon as the debt was raised, there was about 6 months of turmoil with staff leaving etc, then they built back up to profitability, really quickly.It was a huge turnaround as they went from a $0.5m loss in 2017 to $6m profit in 2018It gave them profitable confidence again! Wistia could start to take creative risks again, such as One, Ten, One-Hundred and 16 weeks parental leave policy.Is it possible to grow a successful business, like Wistia, without taking external funding?Depends on the mindset of the founderYou need persistence, lots of persistenceYou need to have the right market, one that is growing. If the market is not ready for your product, if you don't have funding it will be very hard to keep going.One, Ten, One-Hundred is one of my favourite bits of B2B marketing I've ever seen. What was the thought process behind making it?Was born out of a conversation with Sandwich Video founder, Adam Lisago.They had done a big ad campaign the year before, this was to try and build brand awareness, which didn't work at all. One, Ten, One-Hundred was an opportunity to document this ad creation process with Sandwich.What they found with this series is that time spent with brand was up massively, brand search was up and ultimately brand affinity increased.Why does long form content work so well?Time with brand is such a hard thing to come by if you think about the amount of touchpoint customers have with your brand currently - cumulatively it doesn't add up to much.A key to any relationship is building trust and the more time you can get people to spend with you brand, the better.It was something people actually wanted to watch. It was entertaining and educational.How did it perform?$10k video performed the best, but they all performed different jobs.The $1k video shows how you can make a creative video that showcases your product well, it doesn't need to break the bank.The $10k video showcases the sweet spot of how much you could spend to get a really high performing ad.The $100k video proves that if you need your brand to be this polished and have the money to spend to reflect that, then it is worth it.It didn't just stop there with Wistia's long form content. What is Brandwagon?Ended up having conversations about brand, which sparked the idea of creating a talk show which let's the Wistia personality come through.The format means it is repeatable and they know exactly what they are doing, which makes for more efficient production.Patrick Campbell of ProfitWell said on another podcast episode that they have got their production of their video series down to about $10k, which is the equivalent to the spend to create an ebook. If it's that cheap to do, why isn't every B2B marketer doing it?Patrick and the team are pioneersSome people don't understand the impact it can haveThey are looking at how a campaign can go viral, as opposed to thinking about how they can build brand affinity.The biggest brands are now figuring out that making good content that interests people really does workA place we're really seeing this taking off is with Podcasts. Podcasting is one of the most personalised, intimate ways a person or brand can communicate with you. You're building a relationship with your customer.Is Wistia going to keep going with the long-form content? If so, what's next?"We're shooting lots at the moment but I can't get into too much detail"Wistia didn't have a sales team until 3 years ago. Why didn't you for so long, and what made you create one?It's based on focus. When they started, of course they were doing sales, but they wanted to keep the business self-service and seamless with onboarding. They'd built Wistia up pretty big without any sales team.But things change! They started speaking to different companies and finding some that had bad experiences with Wistia! This was because there were people who liked speaking to people before buying, they need someone to help them through the buying process. This actually was damaging, especially upmarket. A huge pre-customer experience gap.From the outside it looks like everyone is happy and Wistia has a great culture - which I don't doubt. But obviously throughout any journey you're going to have to make difficult decisions within the team, how do you stay grounded when making these decisions and how has that changed as you've grown?Sometimes they felt they were holding people back and they won't be fulfilled in staying with Wistia.

CEO of Wistia, Chris Savage, talks brand affinity, raising debt and long-form content

The social media marketing landscape is constantly changing, which I why I got an expert in to chat about it. Ellie Hernaman is the CEO of Truffle Social, a London-based social media agency. Ellie has been running Truffle for almost the last decade so it's safe to say she knows her stuff when it comes to social. In this episode I sit down and talk to Ellie about why she started Truffle, the challenges of growing an agency, her favourite campaigns and more.Support this podcast by buying me a coffee (or 3...) ☕Things we talked about:Ellie's time at Red BullWhat does Truffle do?Why did you start Truffle?How did you get your first clients?How has social media marketing changed since you started Truffle, and how do you make sure you're adapting and staying on top of trends etc?What makes an effective social media strategy in 2019?Favourite campaigns and why?Favourite campaigns you've worked on and why?What excites you most about the future with Truffle, business, life?Mental health in socialFollow Ellie on TwitterFollow Truffle on TwitterFollow me on Twitter

CEO of Truffle Social, Ellie Hernaman, on what makes a good social media strategy

Paul Jacobs is the Managing Partner at Wax/On and oversees the day-to-day running of the agency. Previously, he was Business Lead at Karmarama working with brands such as BT and Porsche and more recently a Director at Edelman, where he led the set-up of their creative services, working on global projects for Microsoft, Asics and Nestle. He also makes sure we all get enough sleep!Support this podcast by buying me a coffee (or 3...) ☕What we cover in this episode:Paul's career, from Ogilvy in Australia to Business Lead at Karmarama (acq. Accenture 2016)Why did he (and his 3 other co-founders) start Wax/On?What does Wax/On do?Why Paul is passionate about startupsPaul's startup community with The Drum NetworkWhat makes a good podcastWhy Dave Buonaguidi and James Connelly are inspiring as entrepenuersSome of the best campaigns Paul has worked on (and some he hasn't)Follow me on Twitter.

Managing Partner at Wax/On, Paul Jacobs, talks startups, podcasts and the best marketing campaigns

Gareth is the guy responsible for making Bulldog Digital Media happen. Way back in 2013, he sat down with the idea of creating an agency which could make a difference in the digital marketing world - and that's exactly what he did! When he isn’t working (which isn’t often), Gareth likes to see new places, go to the gym, and end his days with a Nando's.Support this podcast by buying me a coffee (or 3...) ☕What we cover in this episode:Gareth's backgroundWhy did he start an agencyWhy he admires freelancersHow to stay healthy as an entrpenuerStarting an ecommerce businessWhy it's important to have different revenue streamsNot being afraid to let money go as an entrepenuerCreating a personal brand and putting a face on an agencyFollow me on TwitterFollow Gareth on TwitterEmail OctopusBulldog Digital Media

Founder of Bulldog Digital Media, Gareth Bull, talks agencies, entrepreneurship and building a successful business

Grey Baker is the co-founder and CEO of Dependabot which is a service that makes it easy for developers to keep the third-party dependencies their code uses up-to-date.Grey has had an interesting career, starting out at McKinsey to then helping grow GoCardless from 6 to 100 people before embarking on a 7 month cycle tour around the world and then settling back in the UK to build Dependabot to $14k MRR. It wasn't quite as easy as that though! In this episode, we talk about Grey's ups and downs of building a bootstrapped SaaS business, as well as a little bit of insight into his time at GoCardless.Support this podcast by buying me a coffee (or 3...) ☕DependabotGrey's TwitterMy Twitter

4 years at GoCardless, cycled round the world, then built a company to $14k MRR (and sold it)

You probably know Brian Halligan as the co-founder and CEO of HubSpot. Or as the person who coined the term ‘inbound marketing’. Brian is one of the B2B world’s most sought-after CEOs. He took HubSpot from a scrappy startup to a profitable (and enduring) public company. He knows what it takes to not only build a great company, but transform an industry in the process.Support this podcast by buying me a coffee (or 3...) ☕In our conversation we cover a lot of ground talking all things marketing. We start off with a whistlestop tour of Brian's career and why he started HubSpot, to then getting into the weeds of marketing in 2019.0:01 - Intro0:47 - Brian's background and career2:02 - Why did Brian (and Dharmesh) start HubSpot?4:00 - How Brian met his co-founder Dharmesh5:48 - What is the dynamic like between Dharmesh and Brian7:18 - Do you need to find a co-founder with complimentary skills?9:19 - How did HubSpot get the early customers? Brians FOB.10:50 - Was Inbound a thing before they started HubSpot?11:56 - What is inbound?13:05 - It's so cheap to start making content these days13:43 - What was it like introducing a brand new category?15:51 - Is it still a good strategy to start your own category?17:25 - Is there marketing buzzword fatigue in 201918:33 - The agency partner program - why did HubSpot put so much emphasis on it?20:36 - Build out an in house team or use agencies?21:33 - What does the future marketer look like?22:39 - All marketers should learn how to code23:33 - Why we're living in a great age for learning24:28 - The HubSpot Academy. Why did they invest in the acedemy? Give away a lot and use that content to pull people in25:38 - What are Brian's thoughts on Freemium?27:30 - You'd be batshit crazy not to use HubSpot27:47 - What is next for HubSpot?31:07 - When did HubSpot start to shift to an all-on-one-platform?33:00 - Adding value to HubSpot instead of competing with tools. "You're either a Hub or a Spoke"33:58 - How does HubSpot stay agile to compete with smaller companies, or are they trying to work with them?35:18 - Does inbound marketing still work?36:47 - Success in marketing is very much the width of your brain, not the width of your wallet.37:59 - How can new companies use content marketing to grow. It's a quality over quantity game.40:05 - Why did HubSpot retire the funnel and introduce the flywheelScott Brinker GraphicTwitter: https://twitter.com/jmckinvenBrains's Twitter: https://twitter.com/bhalligan

HubSpot's CEO Brian Halligan on Inbound, what's next in marketing and more

Arron is the co-founder of social and influencer agency 'The Goat Agency', along with his former colleagues Nick Cooke and Harry Hugo. The Goat Agency are a leaders in influencer marketing with offices in London, New York, Singapore and Monaco working with everyone from start-up companies to global brands such as UEFA, Lidl and British Airways.Support this podcast by buying me a coffee (or 3...) ☕In this episode we cover:What is influencer marketing?What does The Goat Agency do?Guaranteeing results as an agencyHow to consistently deliver resultsHow to hire the best young talentWhy starting a vlog in 2019 can be so effectiveCan influencers be used in B2B?You can find their Daily Vlog here.Arron's LinkedIn.Follow me.

What is influencer marketing and starting a daily company vlog - Arron Shepherd

I'm joined by Mark Runacus for this episode of the Marketing Mashup podcast. Mark is the co-founder and Planning Partner of Wax/On, a new kind of hybrid creative and media agency. Previously he was one of the owners of Karmarama, the UK's leading independent creative agency. Mark is a man of many hats, alongside his creative and media agency he champions best practice in digital and data-driven marketing in his role as Non Executive Chair of the DMA (UK) Group. He is also the President of PrideAM, the world's first advertising LGBT+ network, lobbying for LGBT+ diversity in marketing and advertising.Support this podcast by buying me a coffee (or 3...) ☕As Mark puts on his PrideAM hat, we talk about the need for diversity and over representation in advertising and marketing. We tackle the issues that are sometimes overlooked in our industry. Mark cites that 54% of 18-24 year old are not 100% straight from a recent study, which is why brands need to change the way that they are approaching their marketing. However, sometimes change isn't quite as easy as we make out, so we also talk about how you can champion change from within your organisation.There are some great initiatives that Mark and PrideAM are running, from their Outvertising v2, brand makeovers and more.Here are some of the things we spoke about in this episode:Rowse Three Bears CampaignPrideAMLloyds C4 AdNike Chris Mosier AdChip Shop AwardsWaxOnFollow Mark on LinkedIn:https://www.linkedin.com/in/mark-runacus-2249091/Follow me on TwitterFollow me on InstagramConnect with me on LinkedIn

Why we need more diversity in marketing - Mark Runacus

Today, Chris and I talk about one of our favourite brands and a company that has a hugely refreshing approach to marketing, that is Monzo. Both of us have been Monzo users from the start and love how good their product is, it has fully turned us into brand ambassadors. We dive into their marketing efforts as we feel the secret to their success is having such a great product, excellent customer service and unique approach to building a community.Support this podcast by buying me a coffee (or 3...) ☕

Monzo are really good at marketing - Chris Smith

What's it like being a HubSpot partner? Chris Higgins started his own HubSpot Partner agency called Electric Monk. In this episode we talk to Chris about what it's like being a HubSpot partner and some of the changes we'd love to see HubSpot implement with an open letter to Christopher O'Donnell, the SVP of Product at HubSpot. Not only do we talk about our favourite things about HubSpot and the new features we'd love, but we dive into our thoughts on the Inbound conference and our favourite new tools in the martech space.Support this podcast by buying me a coffee (or 3...) ☕Links referenced in this episode:HubSpotElectric MonkDriftHyperGrowthInboundRight MessageWistiaOne, Ten, One-Hundred

What it's like starting a marketing consultancy (and an open letter to HubSpot) - Chris Higgins

In this episode I chat with Jack Gaisford, Jack is the founder and managing director of V21, a video marketing agency based in Kent. He also makes some excellent content on LinkedIn, building an audience of businesses, brands and influencers that engage with his content on a weekly basis. One of my favourite things about Jack is his perspective on video marketing and content in general, which focuses on quality, consistent video content as opposed to the one-off, corporate content we're all used to seeing online in which Jack says is not the way forward. This is an awesome chat where we cover a whole range of video marketing topics from how to utilise LinkedIn as a video platform, why you need to be authentic with video and the difference between video production and video marketing. Enjoy.

Video marketing doesn't work unless you're authentic - Jack Gaisford

The weekly marketing and entrepreneurship podcast where I jump into interviews with some of the most interesting people I have met throughout my career. From CMOs and agency founders to social media executives and freelancers, you'll hear their different perspectives on marketing and how to build a brand.

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