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Interviews


Lee Odden

What’s Next in B2B Marketing? #MPB2B Interview with Scott Stratten @UnMarketing

Lee Odden on Sep 1st, 2014     B2B, Interviews, Marketing PR Conferences

Scott Stratten

Customer acquisition without marketing. Is that even possible in the business to business world? Not only is it possible, it’s what’s next.

If you’re a business to business (B2B) marketer, you’ve undoubtedly seen the “be human” and H2H meme. Funny thing is, humans have always been behind all those business product and service purchases. What’s not so funny are the continued fails in how B2B companies communicate, the experiences they create for business buyers and the unrealized marketing power of delivering awesome.

It’s time to shine a light on how B2B marketers can elevate their “human” approach to buyers and one of the best people to do that is Scott Stratten.

Lee Odden

Interview with Content Curation and Marketing Software Guru Pawan Deshpande of Curata

Lee Odden on Aug 28th, 2014     Content Marketing, Interviews

pawan deshpande interview

In the world of content marketing, curation plays an instrumental role for companies that want to become a single source destination for industry news and information related to their area of expertise. Interest in curation has grown significantly and to meet demand, a number of software companies have emerged.

Curata is one of the leaders in the content curation and content marketing software space, lead by Pawan Deshpande.

As the founder and CEO of Curata, Pawan is responsible for the company’s vision, management and advanced development initiatives. His work at Curata has been recognized through the 2010 Boston Business Journal’s 40 under 40 Award, and through the Massachusetts Technology Leadership Council’s 2012 Sales & Marketing Technology of the Year Award. Before founding Curata, he held software engineering positions at Microsoft, Google.

Lee Odden

Lessons on Marketing Strategy and Content Marketing ROI – Michael Brenner Interview

Lee Odden on Aug 21st, 2014     Content Marketing, Content Marketing World, Interviews

Michael Brenner interview

One of the key players and innovators in the world of content marketing is Michael Brenner. During his time at SAP as Vice President of Marketing & Content Strategy and the Managing Editor for the SAP Business Innovation site, Michael also co-created one of the most popular B2B marketing websites, Business to Community.

Today, you’ll find him working as Head of Strategy at NewsCred as well as writing for his B2B Marketing Insider blog. We’ve covered Michael’s B2B marketing presentations in the past and it was great to catch up with him for this interview.

In the lead up to Content Marketing World, our discussion with Michael touches on some of the key questions marketers are trying to tackle, from developing a strategy to growing an audience to the importance of measuring content marketing performance. Michael also shares a business lesson from one of his favorite childhood stories.

Lee Odden

A Practical Approach to Content Marketing Success – Interview with Mark Schaefer

Lee Odden on Aug 14th, 2014     Content Marketing, Content Marketing World, Interviews

Mark Schaefer interview

Today’s interview is with a guy that I’ve known for several years that brings a practical perspective to the often distracting world of digital marketing. He’s written the world’s #1 best selling book on Twitter, The Tao of Twitter, as well as several other books including Return on Influence. He publishes one of the most popular marketing blogs online, runs a successful consulting business and speaks all over the world on social media and content marketing.

On top of all that he has received seven patents for new product innovations. Who is this marvel of modern marketing?  He’s Mark Schaefer  of course.

In this interview with Mark as part of our series for Content Marketing World, we’ll find out his take on the importance of strategy with content marketing, the role of audience development, visual content and measuring ROI. We’ll also get a lesson in business from one of his favorite childhood stories.

Lee Odden

Content Marketing Interview with Brian Kardon CMO of Lattice Engines – Strategy to ROI

Lee Odden on Aug 7th, 2014     Content Marketing, Content Marketing World, Interviews

Brian Kardon interview

What if you could tap the mind of a CMO who’s led marketing organizations at companies like Eloqua and Forrester Research to capture insights about content marketing strategy and ROI? That’s a big “what if”.

Well my marketing friends, today is your content marketing birthday because today we have with us Brian Kardon, CMO at Lattice Engines. Brian was formerly CMO at both Eloqua and Forrester Research as well as SVP of Marketing at Reed Business Information – one heck of a marketing pedigree.

As part of our series of #CMWorld Content Marketing Interviews, we’re talking with a few select speakers from Content Marketing World about content marketing strategy, audience development, the role of visual content, content ROI and of course, marketing lessons learned from favorite childhood stories.

Let’s dig in:

Lee Odden

Content Marketing Interview with Jascha Kaykas-Wolff CMO of BitTorrent

Lee Odden on Jul 31st, 2014     Content Marketing, Content Marketing World, Interviews

Jascha Kaykas-Wolff interview

The power of storytelling in content marketing is unmistakable. But what is there beyond storytelling? That’s a key question being asked and answered at the upcoming Content Marketing World conference Sept 8-11th in Cleveland.

To offer insights into the advancing world of Content Marketing, CMI and TopRank Online Marketing have collaborated for the 3rd year in a row on a conference eBook project highlighting strategic and practical content marketing advice from select #CMWorld speakers. As an extension of the conference storytelling theme, this year’s project is a series of eBooks using a theme from one of the most imaginative stories of all time: Alice’s Adventures in Wonderland. We’re calling this series of eBooks, “Content Marketing in Wonderland”.

Lee Odden

Social Media Smarts Interview: Justin Levy, Global Social Media at Citrix

Lee Odden on Apr 14th, 2014     Interviews, Online Marketing, Social Media, Social Media Smarts

Justin Levy

When I first met Justin Levy a number of years ago, he gave me a business card for a Brazilian steakhouse and I didn’t quite make the connection with the social media conference we were at. Following him online and running into each other at numerous conferences since, I’ve learned three things about Justin:  1. He’s incredibly fit.  2. He’s an amazing cook.  3. He’s equally intelligent and passionate when it comes to social media.

In this Social Media Smarts interview, Justin covers everything from how he came in to the social media world to how marketing and PR work together with social media programs to what he really thinks of Facebook. He also offers practical tips, insights, tools and resources that he uses to stay social media fit in his role in charge of Global Social Media at Citrix.

Lee Odden

Content Strategy Interview with Jonathon Colman of Facebook

Lee Odden on Feb 3rd, 2014     Content Marketing, Interviews, Online Marketing

Jonathon Colman1.3 Billion.

As of February 2014, that’s about how many active monthly users there are of Facebook. Imagine the content that gets created amongst all those connections – updates, photos, videos, blogging and plenty of cats.

But Facebook isn’t what this post is about. Not exactly.

The subject of today’s post is Jonathon Colman, a Content Strategist at Facebook. Jonathon and I first met when I was programming a Search Marketing track for ad:tech. I had known of him through his participation in the search marketing industry and really appreciated his results focused approach to optimizing online marketing performance.

As a SEO at REI, Jonathon could not only show much revenue per keyword the company was making but also how much revenue was being lost because of slow loading web pages.  I noticed he was also very attune to customer experience and content – something many SEOs are just catching on to now.

Lee Odden

Rock & Roll Social Media & Content Marketing Interview with Jason Miller of LinkedIn

Lee Odden on Jan 20th, 2014     Content Marketing, Interviews, Social Media

Jason MillerAs Senior Manager, Content Marketing & Social Media at LinkedIn, Jason Miller is responsible for leading the content and social media marketing efforts for LinkedIn Marketing Solutions. (Disclosure: LinkedIn is a TopRank client)

Not only is Jason an avid fan of 80′s rock and roll, but he’s a marketing rockstar by any definition – with a digital marketing “catalog” that would make any marketer envious.

I can’t count how many times I’ve had discussions with industry thought leaders about creative content and high impact social where Jason’s name was volunteered to me as a go-to resource for best practices in action. But that’s no surprise, as our history with Jason goes way back.

Lee Odden

Content Plus Social is A Sweet Song to Sing – Interview with Amy Higgins of Concur

Lee Odden on Jan 15th, 2014     Content Marketing, Interviews, Online Marketing, Social Media

Amy Higgins ConcurOne of the truly great things about working at TopRank Marketing are our clients. On a daily basis we get to connect with and solve marketing problems with some of the smartest marketers on the web.

Take for example, Amy Higgins, an ex-Googler that is now the Content and Social Media Manager for Concur SMB. Concur is an automated expense tracking solution that is growing by leaps and bounds. Amy is super smart, goal and customer focused, very nice to work with and highly networked.

While I could talk about the successful engagement we’re having with Amy and Concur, this interview will instead focus on Amy and her unique and valuable insights as an accomplished content and social media marketer. We need more Amys in our world!

Lee Odden

The Newest Rules for Marketing & PR: Optimized – David Meerman Scott Interview

Lee Odden on Sep 23rd, 2013     Interviews, Marketing & PR Industry, Online Marketing

New Rules of Marketing and PRThe convergence of digital marketing and public relations has been in motion for many years, but in 2013 and onward, there’s more momentum than ever. Changes in technology and consumer behaviors in how information is discovered, consumed and acted upon has turned brands into publishers and publishers into marketers as they seek new ways to connect with audiences and monetize.

Don’t blink during this monumental shift or you’ll be left behind. That’s why it’s important to find trusted sources to guide your point of view to stay ahead in the digital marketing game.

Lee Odden

Successful Facebook Marketing Examples, Tips & A Secret from Mari Smith

Lee Odden on Jul 29th, 2013     Facebook, Interviews, Online Marketing, Social Media

Mari SmithWhen you think of social media, surely Facebook tops most people’s list as the “go to” social network. The demographics may have changed since the early years as a Harvard born startup, but there’s no question that consumers and brands are connecting on Facebook in ways that drive brand awareness and customer engagement.

While there’s  plenty of marketing opportunity, whether it’s to connect with consumers via tablet, smartphone or desktop computers, the rapid development to release new features and grow the business have kept many companies guessing on Facebook marketing best practices. It’s not enough that nearly 15% of the global population is on Facebook, businesses need to understand what’s possible and how to do it.

For this Social Spotlight interview I’ve connected with one of the most respected and authoritative Facebook Marketing experts on the social web: Mari Smith.

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