In this episode of Marketing Spark, Mark Evans chats with Michael Houlihan, co-founder of Barefoot Wine, about the accidental journey that led to one of the most recognizable wine brands in the world.  Michael shares how creative grassroots marketing, a commitment to listening to customers, and a unique positioning strategy helped Barefoot thrive in an industry dominated by high-end, elitist brands.  He reflects on the lessons that he and his wife, Bonnie Harvey, learned from building and...

In this episode of Marketing Spark, Mark Evans talks with Ramli John, founder of Delight Path and author of Product-Led Onboarding, about the secrets to effective onboarding and customer retention.  They explore why retention efforts often begin too late, the three pillars of customer engagement, and the pivotal role onboarding plays in fostering long-term loyalty.  Ramli shares actionable strategies for developing a retention-focused onboarding process and explains the...

In this episode of Marketing Spark, host Mark Evans dives into the transformative world of podcasting with Tom Schwab, founder and CEO of Interview Valet. As a podcasting pioneer, Tom shares his journey of building a company that helps brands amplify their messages and expand their reach through targeted podcast guest appearances.  Discover why podcast interviews are a potent marketing tool, the common mistakes companies make in leveraging podcasts, and how AI is shaping the future of...

In this episode of Marketing Spark, Mark Evans sits down with Ishveen Jolly, founder and CEO of OpenSponsorship, to explore how athlete sponsorship has been transformed by social media and digital platforms.  OpenSponsorship, a marketplace that connects brands with athletes, has helped democratize sponsorship deals, enabling even small brands to work with sports stars across various niches. Ishveen shares her journey from sports agent to tech entrepreneur, detailing how her platform has...

In this episode of Marketing Spark, Mark Evans sits down with seasoned marketer Linda Melone to explore how AI is transforming the marketing landscape.  Linda shares her personal journey, from transitioning out of the fitness industry into content writing and copywriting, to embracing AI tools like ChatGPT to streamline her workflows. She discusses the challenges and opportunities AI presents, offering insights into how she selects and utilizes various AI-powered platforms to maintain...

In this episode, I sit down with Dale Harrison to dive deep into one of the most critical—but often overlooked—aspects of customer success: onboarding.  We all know that a great first impression can make or break a relationship, and it's no different when bringing new customers on board. Dale shares his expert insights on how a well-crafted onboarding process doesn't just get customers up to speed but actively drives product usage, builds loyalty, and significantly reduces churn.  Whether...

In this episode of the Marketing Spark podcast, Mark Evans delves into the intense competition within the CRM market, highlighting the prominent players like HubSpot and Salesforce.  Mark talks to Jessica Andrews, Copper's VP of marketing, a smaller CRM company that has successfully distinguished itself through precise brand positioning and inventive marketing strategies.  Jessica describes how Copper focuses on specific industries like agencies, consulting, and financial services,...

In this episode of Marketing Spark, host Mark Evans talks with Jiaqi Pan, co-founder and CEO of Landbot, an AI-powered platform revolutionizing customer service.  Jiaqi shares Landbot's journey from a B2C service to a leading B2B SaaS solution.  Topics include recognizing unsustainable business models, effective brand positioning, and balancing AI with human interaction.  Jiaqi offers valuable advice for B2B SaaS entrepreneurs and discusses metrics for measuring AI-driven customer service...

In this episode of Marketing Spark, Mark Evans interviews Sam Dunning, a content marketing and SEO expert, to dissect the recent leaks about Google's search algorithm and the rise of AI-generated content. The conversation delves into the implications of these leaks, which reveal the ongoing importance of backlinks and brand relevance despite Google's previous statements. Sam explains the critical impact of these changes on B2B SaaS companies and shares best practices for staying competitive...

In the latest episode of Marketing Spark, host Mark Evans sits down with Matt Mireles, CEO and co-founder of Talktastic.  They dive into the transformative impact of AI on content marketing, exploring how generative AI tools like ChatGPT are reshaping the industry.  Matt shares his entrepreneurial journey, from being a paramedic and journalist to founding AI-driven companies.  He discusses Talktastic's innovative new app that transforms rambling speech into polished writing, maintaining...

In this episode of the Marketing Spark podcast, Mark Evans interviews Billy Broas, a leading messaging expert. They delve into the importance of clear, compelling messaging in marketing, discussing why it often gets overlooked in favor of more glamorous tactics.  Billy shares his insights on how effective messaging can significantly boost customer engagement and conversion rates.  He introduces his "Five Light Bulbs" framework, which helps businesses create persuasive core...

In this episode of Marketing Spark, Mark Evans talks with Drew Moffitt, head of marketing at KumoSpace, to explore the evolving landscape of remote and hybrid work.  As companies navigate the complexities of bringing employees back to the office while maintaining the flexibility of remote work, KumoSpace offers a unique solution. D rew shares how KumoSpace is redefining virtual collaboration with immersive and interactive virtual spaces, helping businesses enhance productivity, engagement,...

In this episode of Marketing Spark, Mark Evans sits down with Kirk Simpson, co-founder of Wave Accounting, which was sold to H&R Block for $537 million in 2019.  Kirk shares his journey from Wave's early days, detailing the inspiration behind the company and the challenges faced while growing it into a successful business. Key highlights include: * Origins of Wave Accounting: Kirk and his co-founder James Lochrie's vision was to simplify financial management for small business owners,...

In this episode of Marketing Spark, I chat with Mark Kofman, CEO of Parma—a minimalist CRM designed to simplify relationship management.  Amidst a sea of competitors in the CRM space, Parma stands out with its streamlined features: contacts, notes, reminders, and nothing more.  Mark Kofman discusses the strategic choice of entering a saturated market by focusing on minimalism to appeal to businesses that don't require complex tools.  We delve into the challenges of positioning a unique...

In this episode of Marketing Spark, Blaine Mathieu, a seasoned CEO and marketing leader, shares his unique perspectives on the evolving relationship between CEOs and CMOs in the B2B SaaS industry.  He discusses the challenges of balancing short-term results with long-term brand building, fostering effective collaboration, and navigating the impact of AI on marketing.  Blaine's extensive experience in both roles provides valuable insights for aligning expectations, embracing innovation, and...

In this episode of Marketing Spark, host Mark Evans sits down with Benji Hyam, co-founder of Grow and Convert, to explore the fast-changing content marketing landsscape. They explore the future of SEO, discussing how evolving algorithms and user behaviors shape strategies for visibility.  Benji shares his expertise on the power of brand positioning in content marketing, emphasizing its impact on engagement and conversion.  A thought-provoking segment questions the role of AI in content...

Podcast Summary: Title: The Evolution of Podcasting: A Deep Dive with Zencastr's CEO Josh Nielsen In this episode of Marketing Spark,  Mark Evans talks with Zencastr's CEO, Josh Nielsen, about the dynamic world of podcasting.  Josh shares his journey from a software engineer with a passion for the startup ecosystem to founding Zencastr, a platform that revolutionizes podcast recording, editing, and hosting.  He discusses podcasters' challenges with traditional recording methods and how...

In this episode of the Marketing Spark podcast, Mark Evans sits down with Allyson Letteri to delve into the crucial role of strategic messaging and positioning for startups.  Allyson, the author of "Standout Startup," shares her extensive experience in helping startups navigate the complex landscape of product marketing. She emphasizes how startups often inadvertently become their own first product marketers, highlighting the importance of crafting messages that resonate with their ideal...

In this episode of Marketing Spark, Emily Singer, VP and Head of Marketing at Drift, joins Mark Evans to discuss her journey and experiences in marketing leadership. The conversation covers the evolution of Drift's brand messaging and the complexities of marketing in a rapidly changing business environment. Emily talks about the importance of the CEO-marketing leader relationship and the collaborative dynamic within Drift's senior management team, particularly during challenging market...

In this episode of Marketing Spark, Mark Evans talks to Joel Klettke about the significance and strategic use of case studies in B2B marketing.  Key topics include the inception of Joel's company, Case Study Buddy, and its unique approach to crafting case studies.  We delve into the challenges and potential of case studies, emphasizing storytelling, strategy, and the integration of various marketing elements.  We also talk about tactics for leveraging case studies in marketing campaigns...

In this "AuthoredUp" podcast episode, Ivana Todorovic discusses her entrepreneurial journey and the creation of AuthoredUp, a tool enhancing LinkedIn content creation.  She highlights the pivot from a startup to a successful business, focusing on maintaining authenticity while growing a global user base. Ivana shares insights into LinkedIn's evolving role in content marketing and the challenges of content creation on the platform.  The episode also explores AuthoredUp's alignment with...

In the latest episode of Marketing Spark, we talked to Robert Kaminski, an expert in product marketing and co-founder of Fletch PMM.  Kaminski shared his journey into the world of product marketing, emphasizing the non-linear path that led him to co-found Fletch PMM. He provided a rich context for understanding the evolving landscape of product marketing, particularly in the realm of B2B SaaS startups. His insights offered a valuable perspective on how companies can navigate the challenges...

In this episode of Marketing Spark, we're excited to have Alex Smith, the i author of "No B******t Strategy" and the founder of BasicArts.org.  Alex challenges the status quo, believing strategy should be motivating and straightforward rather than complex and dull.  He illustrates how simplicity and inspiration can lead to incredible business achievements through captivating stories and real-life examples.  This episode is more than just a deep dive into strategic theories; it's a...

In the ever-evolving B2B SaaS landscape, clear messaging and strategic positioning are vital for standing out in the crowded marketplace. In this episode of Marketing Spark, Mark Evans talks to Pedro Cortes about the intricacies of SaaS messaging, revealing why many companies struggle with branding and often end up with muddled messaging. Cortes highlighted two main reasons for the widespread struggle with messaging among SaaS companies.  First, many businesses tend to emulate the...