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Marketing

Ground Up

Updated 5 days ago

Business
Marketing
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Ground Up is a podcast about growth, except without all the numbers.Here, we tell the stories of everything behind the numbers––the ideas, habits, and disciplines of some of the smartest marketers and business owners we know.

Read more

Ground Up is a podcast about growth, except without all the numbers.Here, we tell the stories of everything behind the numbers––the ideas, habits, and disciplines of some of the smartest marketers and business owners we know.

iTunes Ratings

31 Ratings
Average Ratings
31
0
0
0
0

Actionable and engaging

By HillGamingCompany - Feb 18 2020
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For me, when I follow a podcast I look for two things. One is a podcast episode that delivers something actionable I can take away and try in my business and two, I want to listen to speakers who engage and draw me in. John is an engaging podcast interviewer with a keen sense on how to extract the right data/key points while still keeping things conversational and light.

Open, Honest Stories

By Nellyvan - Feb 16 2018
Read more
John's a great interviewer who's able to get folks to open up and speak honnestly. 5 Stars!

iTunes Ratings

31 Ratings
Average Ratings
31
0
0
0
0

Actionable and engaging

By HillGamingCompany - Feb 18 2020
Read more
For me, when I follow a podcast I look for two things. One is a podcast episode that delivers something actionable I can take away and try in my business and two, I want to listen to speakers who engage and draw me in. John is an engaging podcast interviewer with a keen sense on how to extract the right data/key points while still keeping things conversational and light.

Open, Honest Stories

By Nellyvan - Feb 16 2018
Read more
John's a great interviewer who's able to get folks to open up and speak honnestly. 5 Stars!
Cover image of Ground Up

Ground Up

Latest release on May 07, 2020

Read more

Ground Up is a podcast about growth, except without all the numbers.Here, we tell the stories of everything behind the numbers––the ideas, habits, and disciplines of some of the smartest marketers and business owners we know.

Rank #1: 4: Jonah Lopin / Crayon's Evolution from Inspiration to Market Intelligence

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After leaving HubSpot, Jonah Lopin remembers feeling a bit unsettled at the obscurity of starting your own company. No emails. No meetings. But high expectations. Hear Lopin detail Crayon's evolution from an inspiration tool to a suite of market and competitive intelligence tools.

Nov 03 2017

39mins

Play

Rank #2: 39: Scott Belsky / The Messy Middle

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Scott Belsky discusses the ideas from his new book, The Messy Middle, about finding your way through the hardest and most crucial part of any bold venture.

Oct 05 2018

41mins

Play

Rank #3: 43: Pete Caputa & Brian Moseley / 2 Years of Sales Lessons at Databox

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On today's podcast, Caputa and Moseley walk through all of the sales lessons they've learned in the last 22 months of working together. Things like:

- What it is like to sell to companies who are already using a free product.
- How our product team helped streamline his sales process.
- How our marketing team helped position our product more effectively to new users.
- How our customer support team helps users adopt the product and buy on their own.

...and more!

Jan 22 2019

1hr 15mins

Play

Rank #4: 45: Doug Davidoff / HubSpot Sales Enterprise: The Great, The Good, The Bad and The Ugly

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Sales software savant, Doug Davidoff, joined us on Ground Up to discuss the 37 (yes, 37!) features of HubSpot Sales Enterprise.

Jan 29 2019

1hr 40mins

Play

Rank #5: 61: Dan Slagen / How (and Why) ThriveHive Went All-In On Small, Local Businesses

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ThriveHive CMO Dan Slagen joins John to discuss:
- the challenges of marketing to the SMB
- how to develop a marketing strategy for a high-churn, high CAC audience
- how to foster a better working relationship between marketing and sales, and
- how channel/partner marketing has been the key to it all

Dec 02 2019

44mins

Play

Rank #6: 59: Ryan Bonnici / Inside G2's Explosive Growth

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Ryan Bonnici, CMO at G2, checks in after 2 years at the company to share:
- how they grew the team from 5 to 80 people
- how he structures the marketing team into 3 pillars
- how the marketing team measures success
- the strategies that helped them grow monthly sessions from 500,000 to 5 million
- his aggressive approach to goal-setting and planning
- and more...

Nov 18 2019

51mins

Play

Rank #7: 50: Shane Murphy-Reuter / Intercom's SVP of Marketing On The Power of Consistent Messaging & Clear Differentiation

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On this episode of Ground Up, Shane Murphy joins John to discuss consistency in messaging, moving upmarket, and how to differentiate in a crowded market.

Sep 24 2019

39mins

Play

Rank #8: 44: Jimmy Daly / Lessons from One of the Best Content Marketers in the World

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On this episode of Ground Up, we chat with Jimmy Daly on lessons learned growing a content agency, the library vs. publication method, the connection between sales and content, and more.

Jan 29 2019

40mins

Play

Rank #9: 55: Kieran Flanagan / How HubSpot Instilled a Culture of Growth That Expanded Well Beyond Marketing

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Kieran Flanagan, HubSpot's VP of Marketing, talks about the early days of freemium at HubSpot, instilling a growth discipline that expanded well beyond the marketing team, managing cross-functional teams, and more.

Oct 21 2019

41mins

Play

Rank #10: 8: Joanna Wiebe / The Copyhackers Founder on Launching Airstory to Help Make Writing Better

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Joanna Wiebe tells the story of how, through years of writing high-converting copy for companies like Buffer, Wistia, Invision, and Shopify, she was inspired to launch software to help everyone that writes for a living create better work.

Dec 11 2017

26mins

Play

Rank #11: 60: Maria Pergolino / How ActiveCampaign Grew to 80k Customers By Focusing On Product First

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ActiveCampaign's CMO, Maria Pergolino, joins Ground Up to share:
- how the company netted 80,000 customers by focusing more on product and less on marketing
- why she's joined the company now and how marketing will continue to fuel growth, and
- why they're leaning into brand and an already established community to grow

Nov 25 2019

44mins

Play

Rank #12: 57: Elle Woulfe / Building a Content Engine, Brand-Centric Demand Gen, & The Importance of Left Brain/Right Brain Marketers

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Elle Woulfe, a martech veteran with over 12 years working in SaaS for companies like Eloqua, Lattice Engines, and Path Factory shares her experiences in:
- building a content marketing engine
- hiring and structuring a marketing team
- aligning your team around metrics/goals/plans
- the most important skills a marketer needs in 2020 (and beyond)
- and more...

Nov 04 2019

45mins

Play

Rank #13: 31: Nick Francis / Inside Help Scout's Mission to Optimize for the Customer Experience First

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They’ve grown to 75 employees in 50+ cities, have been profitable since year 2, and have raised $12 million as a tool to further their mission–here’s the story of everything in between.

Jun 01 2018

40mins

Play

Rank #14: 34: Recruiting, Hiring, & Onboarding Talent

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John sits down with Tettra’s Kristen Craft to talk about a new report on the challenges of recruiting, hiring, and onboarding talent. Special guest: Remington Begg, CEO at Impulse Creative.

Check out the full report referenced in this episode here: https://databox.com/agency-recruiting-and-hiring

Jul 18 2018

35mins

Play

Rank #15: 3: John & Pete / Finding Your First 100 Customers

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Databox CEO Pete Caputa has played a key role in generating the first 100 customers (and more) for 3 different startups. In this episode, we chat about lessons from each that can be applied to any business.

Oct 26 2017

20mins

Play

Rank #16: 58: Andy Cook / Inside Tettra’s Long, Winding, and Persistent Path Toward Achieving Profitability

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Andy Cook, cofounder and CEO at Tettra––a company wiki and internal knowledge base software––shares the company's journey from "Ramen profitability" to actual profitability over the course of several years. On this episode, he shares details around:
- how he and his cofounder cut expenses to avoid going out of business
- how a failed round of funding made profitability a necessity
- how launching a freemium plan helped Tettra increase acquisition and adoption
- how the team sets, prioritizes, and aligns around goals in order to stay on track

Nov 11 2019

48mins

Play

Rank #17: 32: Hiten Shah / The Story Behind Successfully Bringing FYI to Market

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Hiten Shah details the successful research, development, and launch of his newest tool, FYI.

Jun 11 2018

46mins

Play

Rank #18: 54: Joe Martin / How CloudApp Grew to 3 Million Users Without a Marketer on Staff

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On this episode of Ground Up, Joe Martin shares:

- CloudApp's journey to becoming a thought leader in customer experience, productivity, and collaboration.
- How to get the marketing right for your freemium product (leveraging organic growth and referrals)
- The role of historical data in building your marketing engine from scratch
- And more!

Oct 14 2019

44mins

Play

Rank #19: 42: Chris Savage / Wistia's Moment of Clarity

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On this episode of Ground Up, Wistia's co-founder and CEO, Chris Savage, shares the details of what led to the decision to raise debt and buy out investors and why they decided to spend $111,000 to film a documentary.

Nov 13 2018

43mins

Play

Rank #20: 47: Jeanne Hopkins / Building Lola.com's Marketing Engine from Scratch

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Jeanne Hopkins sits down with John to discuss building a marketing engine when you have no historical data/context, building a strong team, nurturing relationships, team accountability, and more.

Sep 16 2019

40mins

Play

74: JD Sherman / HubSpot's COO On How Its Mission Has Inspired Growth Through The Years

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JD Sherman, HubSpot's COO for the past 8 years, joined the podcast a few weeks ahead of his announcement that he will be leaving HubSpot in July of '21. Here, he talks about his working relationship with CEO Brian Halligan, how HubSpot's leadership team approaches strategy and planning, and how that translates to various teams and departments, HubSpot's decision to go wide as a platform rather than deep and upmarket as an automation tool, and much more.

May 07 2020

43mins

Play

73: Patrick Shea / How HubSpot Built A Community of Thriving Partners & What SMBs Can Learn from Enterprise (& Vice Versa)

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An old friend Patrick Shea joins the pod to discuss the early days of HubSpot's partner program, how they went about building a powerful and thriving partner community, his transition to enterprise and what SMB marketers can learn from the enterprise playbook (and vice versa) and much more.

Apr 15 2020

1hr 5mins

Play

72: John & Pete / How Databox Uses Live Chat For Sales & Support (& Why It Took So Long To Roll It Out)

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Today Pete Caputa joins the podcast to talk about how Databox is leveraging live chat + email in both the sales and support functions, how the approach differs from the traditional sales approach, and why it took Databox so long to roll it out (thoughtfully) over the last year.

Mar 18 2020

38mins

Play

71: April Dunford / Product Positioning Has a Positioning Problem––Here's How to Solve It

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April Dunford joins the podcast to discuss her surprise (at least to her) hit book, Obviously Awesome. On this episode, we dig into some of the core product positioning lessons that April discusses in the book and coaches clients on, including:

- How to tell if you have weak positioning
- Where positioning should fall on a marketer's/executive's priority list
- How the approach to positioning changes depending on the stage of your company
- The 10-step process for defining your positioning, and...
- The most important positioning lessons that April has learned throughout her career

Enjoy.

Mar 10 2020

45mins

Play

70: Benji Hyam / Inside Grow & Convert's Content Marketing Framework for Growing Traffic, Leads, & Sales Through Content

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Benji Hyam shares his experience running content marketing for a few companies in San Francisco and how that inspired him to start 2 companies––Wordable and Grow and Convert. The latter, a content marketing agency he's run for over 4 years, takes a unique approach to offering services around content marketing. Hear about their 4-step content framework for getting client's results no matter the industry.

Mar 04 2020

54mins

Play

69: Lindsay Tjepkema / Will Casted Become The HubSpot for Podcasts? Inside the First Podcast Platform for B2B

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On this episode, Casted CEO and cofounder Lindsay Tjepkema joins the show to talk about its recent public launch and round of funding, how the company is growing and what's been working so far, and why genuine and helpful conversations are the next big thing for B2B brands to leverage as a driver for growth.

Feb 25 2020

38mins

Play

68: Meghan Keaney Anderson / A Decade(ish) of Marketing at HubSpot

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Meghan Keaney Anderson, VP of Marketing at HubSpot, joins the pod to provide what is essentially an oral history of marketing at HubSpot. Anderson has been with HubSpot for 9 years, and in her words, it's like being with 3 different companies during that span due to all the different phases of growth.

In this episode, Meghan provides all the details behind what makes HubSpot's marketing engine move, including:

- how the team is structured
- how their planning process works
- how they set goals and cascade them down to the individual contributor
- how they stay flexible to make adjustments, improve efficiencies, etc.
- the channels they're investing more in, the ones that have evolved, etc.

Enjoy!

Feb 18 2020

45mins

Play

67: Wes Bush / Why Product-Led Growth Is Outperforming Traditional Marketing & Sales Teams

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In this episode, Wes Bush, author of Product-Led Growth, sits down with John to discuss all things PLG, including how it's different from marketing + sales-led organizations, the key levers for transitioning to product-led, how teams can get started, and much more.

Feb 11 2020

30mins

Play

66: Devin Bramhall / How Animalz Produces The World's Best Content

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Today we're joined by Devin Bramhall, VP of Marketing at Animalz and previously head of content at Help Scout. Animalz is a content marketing services company that works with some of the most well-known companies in SaaS––Intercom, Wistia, ProfitWell, Zendesk, and Clearbit just to name a few.

Here, Devin takes us through her process and outlook for creating great content. Hint: It doesn't involve writing. (At least, not exclusively.)

Feb 04 2020

42mins

Play

65: Daniel Waas / Lessons from 10 Years of Growing GoToWebinar

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Daniel Waas spent 10 years managing and working on the same product––GoToWebinar. First with Citrix and later, after an acquisition, with LogMeIn, Waas's strength was perfecting and marketing a product that he himself knew better than anyone after hosting more than 500 webinars over the last 10 years.

Here, Waas shares lessons learned after spending more than 10 years growing with the same company.

Jan 28 2020

51mins

Play

64: David Rostan / Calendly's Approach to Freemium & How Competition Sharpened Its Positioning

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David Rostan, former VP of Sales & Marketing at Calendly, joins the pod to talk about how freemium helped shape Calendly's go-to-market approach and how growing market competition in the effort to own your calendar only sharpened Calendly's positioning.

Jan 21 2020

37mins

Play

63: John & Pete / Company Performance Is Not A Passive Sport

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We’re back! In this episode, John and Pete return for some friendly banter and conversation around how Databox approaches reporting on company performance including what gets measured, the cadence of sharing and updating others on performance, individual and team responsibilities, and much more.

Jan 06 2020

52mins

Play

62: Melissa Matlins / Vimeo’s Journey to Full-Service SaaS & 1M Paying Subscribers

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Vimeo's VP of Marketing, Melissa Matlins, dives deep into Vimeo's journey to become a full-service video platform and how they're repositioning the brand to support that.

Dec 09 2019

38mins

Play

61: Dan Slagen / How (and Why) ThriveHive Went All-In On Small, Local Businesses

Podcast cover
Read more
ThriveHive CMO Dan Slagen joins John to discuss:
- the challenges of marketing to the SMB
- how to develop a marketing strategy for a high-churn, high CAC audience
- how to foster a better working relationship between marketing and sales, and
- how channel/partner marketing has been the key to it all

Dec 02 2019

44mins

Play

60: Maria Pergolino / How ActiveCampaign Grew to 80k Customers By Focusing On Product First

Podcast cover
Read more
ActiveCampaign's CMO, Maria Pergolino, joins Ground Up to share:
- how the company netted 80,000 customers by focusing more on product and less on marketing
- why she's joined the company now and how marketing will continue to fuel growth, and
- why they're leaning into brand and an already established community to grow

Nov 25 2019

44mins

Play

59: Ryan Bonnici / Inside G2's Explosive Growth

Podcast cover
Read more
Ryan Bonnici, CMO at G2, checks in after 2 years at the company to share:
- how they grew the team from 5 to 80 people
- how he structures the marketing team into 3 pillars
- how the marketing team measures success
- the strategies that helped them grow monthly sessions from 500,000 to 5 million
- his aggressive approach to goal-setting and planning
- and more...

Nov 18 2019

51mins

Play

58: Andy Cook / Inside Tettra’s Long, Winding, and Persistent Path Toward Achieving Profitability

Podcast cover
Read more
Andy Cook, cofounder and CEO at Tettra––a company wiki and internal knowledge base software––shares the company's journey from "Ramen profitability" to actual profitability over the course of several years. On this episode, he shares details around:
- how he and his cofounder cut expenses to avoid going out of business
- how a failed round of funding made profitability a necessity
- how launching a freemium plan helped Tettra increase acquisition and adoption
- how the team sets, prioritizes, and aligns around goals in order to stay on track

Nov 11 2019

48mins

Play

57: Elle Woulfe / Building a Content Engine, Brand-Centric Demand Gen, & The Importance of Left Brain/Right Brain Marketers

Podcast cover
Read more
Elle Woulfe, a martech veteran with over 12 years working in SaaS for companies like Eloqua, Lattice Engines, and Path Factory shares her experiences in:
- building a content marketing engine
- hiring and structuring a marketing team
- aligning your team around metrics/goals/plans
- the most important skills a marketer needs in 2020 (and beyond)
- and more...

Nov 04 2019

45mins

Play

56: Ellie Mirman / From HubSpot to Toast to Crayon: The Evolution of the Inbound Marketing Playbook

Podcast cover
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Ellie Mirman, CMO at Crayon, shares details on the early days of building the inbound marketing playbook at HubSpot, how the channels and mediums have changed, and how she’s successfully employed that inbound playbook at 2 other early-stage SaaS companies.

Oct 28 2019

48mins

Play

55: Kieran Flanagan / How HubSpot Instilled a Culture of Growth That Expanded Well Beyond Marketing

Podcast cover
Read more
Kieran Flanagan, HubSpot's VP of Marketing, talks about the early days of freemium at HubSpot, instilling a growth discipline that expanded well beyond the marketing team, managing cross-functional teams, and more.

Oct 21 2019

41mins

Play

iTunes Ratings

31 Ratings
Average Ratings
31
0
0
0
0

Actionable and engaging

By HillGamingCompany - Feb 18 2020
Read more
For me, when I follow a podcast I look for two things. One is a podcast episode that delivers something actionable I can take away and try in my business and two, I want to listen to speakers who engage and draw me in. John is an engaging podcast interviewer with a keen sense on how to extract the right data/key points while still keeping things conversational and light.

Open, Honest Stories

By Nellyvan - Feb 16 2018
Read more
John's a great interviewer who's able to get folks to open up and speak honnestly. 5 Stars!