The People of Digital Marketing

Georgiana is a strategic advisor, author and speaker who's passionate about turning customer value into revenue-generating outcomes. Marketing online since 2000, she began her track record as a marketing executive and product growth advisor in 2010 working with high-growth, B2B SaaS like Unbounce, Sprout Social, Bitly, Appcues, SparkToro, Invoice Simple and more. Questions and topics we covered in this interview include: * The origins of Forget The Funnel (and why funnels are bad for business) * What Customer-Led Growth is and why it comes before all other growth models (like product-led, sales-led, marketing-led, or community-led) * How do marketers begin to learn from their customers?  * What’s the best way to collect product feedback? * What’s the best way to implement that feedback? + How does marketing champion and facilitate this process with other departments? * You’re a prolific advisor to several big name startups, what does it take to become one? * Georgiana’s advice on how to become a startup advisor And more! Important Links You can say hello to Georgiana on LinkedIn here - https://www.linkedin.com/in/georgianalaudi/ [https://www.linkedin.com/in/georgianalaudi/] You can find me on LinkedIn here- https://www.linkedin.com/in/kennysoto [https://www.linkedin.com/in/kennysoto]  Get her book on Customer-Led Growth™ here - https://www.forgetthefunnel.com/customer-led-growth/book [https://www.forgetthefunnel.com/customer-led-growth/book] Check out her podcast with cofounder Claire Suellentrop here - https://pod.link/1713510690 [https://pod.link/1713510690] Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com [http://www.davidcuttermusic.com]

Kate Guerrero helps early stage startups solve positioning and messaging challenges, and translates strategy to a crystal clear homepage. She's a 2x small business owner, a 2x mom, and the author of an award-winning manuscript. Questions and topics we covered in this interview include: * Fletch’s philosophy around product marketing * How product positioning lays the groundwork for all other forms of marketing collateral a business will need to make and deploy * How to sell the work of product positioning internally * How the size of a business’s product portfolio affects positioning exercises and GTM strategy * The core differences between brand marketing and product marketing * The actual step-by-step process Fletch takes to update a B2B SaaS company’s homepage and product positioning   * How to identify what differentiates a product from the rest of the market * Why it’s okay to actually talk about the competition in your positioning  And more! Important Links Learn more about Fletch PMM’s positioning and product marketing services here - https://www.fletchpmm.com [https://www.fletchpmm.com/] You can say hello to Kate on LinkedIn here - https://www.linkedin.com/in/kate-guerrero-🖋%EF%B8%8F-42b56348/ [https://www.linkedin.com/in/kate-guerrero-%F0%9F%96%8B%EF%B8%8F-42b56348/] You can find me on LinkedIn here- https://www.linkedin.com/in/kennysoto [https://www.linkedin.com/in/kennysoto]  Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com [http://www.davidcuttermusic.com]

Shelagh Dolan is the Content Marketing Manager at Quora, where she has led the content strategy for Quora for Business, the platform’s advertising division, since June 2022. With over a decade of experience, Shelagh has a proven track record of crafting content strategies that align with sales goals and drive growth for global B2B brands. Before joining Quora, she held key roles as the Director of Content Marketing at eMarketer and Senior Content Marketing Manager at Business Insider. Topics and questions we covered in this episode include: * The key skills every entry-level content marketer should focus on developing in 2025 * The things that HAVEN’T changed in marketing (and probably won’t) * Shelagh’s process for launching new product features * How to prove that content is bringing in revenue and ROI? * Shelagh’s advice for finding (and getting) great marketing jobs * The challenges people don’t talk about when it comes to managing a team And more! Important Links You can say hello to Shelagh on LinkedIn here - https://www.linkedin.com/in/shelaghdolan/ [https://www.linkedin.com/in/shelaghdolan/] You can find me on LinkedIn here- https://www.linkedin.com/in/kennysoto [https://www.linkedin.com/in/kennysoto]  Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com [http://www.davidcuttermusic.com]

Nikki Lindgren, founder and managing partner of Pennock, is a leader in scaling DTC businesses through paid ads with a focus on helping female-led beauty brands. With expertise in digital media management exceeding $100 million, Nikki and her team leverage strategic advantages for impressive MER and ROAS. Questions and topics we covered in this episode include: * Nikki shares her story of how she founded Pennock * When and how marketers should deploy ads to grow eCommerce businesses * The nuances that come when doing any type of performance marketing campaigns for beauty products * What constitutes a strong ad strategy in today’s market? * The metrics that truly matter when it comes to doing media buying well * The “learning phase” is defined (in as simple a way as possible) * How to measure ad fatigue/campaign decay * How much should brands spend on ads, where should that money go, and what should be the expected returns? * What are your predictions for the future of DTC and performance marketing? And more! You can connect with Nikki on LinkedIn here - https://www.linkedin.com/in/nikkilindgren/ [https://www.linkedin.com/in/nikkilindgren/] You can connect with me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ [https://www.linkedin.com/in/kennysoto/] Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com [http://www.davidcuttermusic.com]

Kristin Fracchia is a growth and marketing exec who has helped scale companies from early stage to public, including Chegg and Magoosh. She is an unabashed generalist and lifelong learner, who has flexed between roles leading marketing, growth, sales, product, finance, business development, and business operations. Her current passions are helping companies leverage AI to their advantage and mentoring early career leaders. Prior to working in tech, she obtained a PhD and dabbled in academia, earning an excellence in teaching award from the University of California.    Questions and topics we discussed in this interview include: * How Kristin is learning about new tools like Clay.com [http://Clay.com] to stay adaptable as a marketer in this budding field of GenAI * How should marketers think about getting their brands more visibility on gen AI tools and chat-based search tools like ChatGPT? * What’s the business impact that obtaining AI visibility would have on business growth? * What is generative engine optimization (GEO)? And how is this field emerging and evolving? * What tools can marketers use today to determine how their marketing is being impacted by genAI? * What should marketers tell their leadership teams about how genAI search may impact their marketing strategies and how we should all start adapting And more! You can connect with Kristin on LinkedIn here - https://www.linkedin.com/in/kristinfracchia/ [https://www.linkedin.com/in/kristinfracchia/] You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ [https://www.linkedin.com/in/kennysoto/] Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com [http://www.davidcuttermusic.com]