#011: Red Drummond — How to make B2B marketing bold, creative and customer-driven

#011: Red Drummond — How to make B2B marketing bold, creative and customer-driven

Red Drummond is a senior marketing manager at Wood Mackenzie, where she focuses on demand generation for the company's power and renewables division. A seasoned B2B marketer with a strong focus on the tech sector, Red has a proven track record of driving growth. Before joining Wood Mackenzie, Red led marketing for two high-growth scale-ups: Amogy, a leader in carbon-free ammonia-to-power technology, and Ware, a robotics automation company. At both companies, she was instrumental in driving revenue growth and shaping their marketing strategies. With over eight years of experience in marketing agencies, including leading client services for Fifth Ring across the Americas, Red has developed deep expertise in creating and executing impactful campaigns for global clients. Her ability to craft and execute strategic marketing plans has made her a dynamic leader in scaling companies and elevating their brand presence in competitive markets. Timecodes 0:00 - Introduction 4:28 - Breaking Through in Sustainable Energy Marketing 7:10 - AI in Marketing: A Tool, Not a Replacement 9:05 - Why B2B Marketing Shouldn’t Be Boring 17:57 - Creativity vs. Data 20:45 - Investing in Video and Making the most of your Content Strategy 30:10 - Future of Sustainable Energy Marketing 39:32 - Wrapping Up with Final Thoughts Resources https://www.woodmac.com/ https://amogy.co/ Red’s Contact info LinkedIn: https://www.linkedin.com/in/red-drummond/ Make your product cool, engaging and crystal-clear. Raconteur makes 3D product animations that drive real results Website: http://raconteuranimation.com Email: howdy@raconteuranimation.com LinkedIn: https://www.linkedin.com/in/joerule/

#010: Kimmie Golesh — Affordable, high-impact marketing and storytelling in the space industry

Kimmie Golesh is the founder of Strategic Space Marketing, a marketing firm that caters to small space companies. She founded the company after 10 years in the industry at UP Aerospace and Paragon Space Development Corporation. We explore her journey growing up around rocket launches and how her passion for storytelling and aerospace collided to create her career. She shares the strategies she uses to make marketing affordable for small aerospace companies and why building systems ensures marketing is effective over the long-term. If you’re at a small aerospace company and are interested in how marketing might help you grow or reach important decision makers, this conversation is a must-watch. Timecodes 0:00 - Introduction 5:57 - Starting Strategic Space Marketing 6:56 - Making Marketing Affordable 8:58 - Building Systems that Last 28:39 - Networking in the Space Industry 32:49 - Bold and Edgy Space Marketing 35:54 - Space Marketing’s Unique Challenges 38:55 - Final Thoughts and Community Building Resources https://www.strategicspacemarketing.com/ https://www.paragonsdc.com/ [https://www.paragonsdc.com/] Space Marketing Group - https://www.linkedin.com/groups/14269115/ [https://www.linkedin.com/groups/14269115/] https://www.upaerospace.com/ [https://www.upaerospace.com/] Kimmie’s Contact info Website: https://www.strategicspacemarketing.com/ LinkedIn: https://www.linkedin.com/in/kimmie-golesh-20287b1b8 Raconteur Animation is a studio that helps disruptive tech and industrial hardware companies launch new products confidently with stunning 3D animations Website: http://raconteuranimation.com Email: howdy@raconteuranimation.com LinkedIn: https://www.linkedin.com/in/joerule/

#009: Joel Goobich — Tactical video marketing ROI, “Hyper Leveraged” growth and future-proof businesses

Joel Goobich is an expert in video marketing, entrepreneurship and executive management. With a career that spans more than 35 years, He’s started multiple businesses, held executive management positions and advised startups, SMBs, enterprise-level and international companies. Along this journey he’s worn almost every hat in the businessman’s closet; operations, marketing, business development, sales, product development, financial and accounting - you name it – He’s probably had a finger in it. In particular I took an interest in Joel’s experience as the head of marketing at ThinkMojo—a leading video marketing agency. This and other experiences gave Joel some unique insights into the value of video for marketing including some interesting “hot takes” A few of my personal highlights are: * Hyperleverage - his business growth philosophy  * How quality doesn’t matter for ROI on video marketing - its in the implementation. * Some things to help with “fluffy” KPIs on video marketing and long time horizons before seeing results. Timecodes 0:32 - Introduction 3:35 - Hyperleverage 10:00 - Hyperleverage Marketing 11:39 - Growing Thinkmojo 15:14 - Podcasting for business growth 19:35 - ROI from video marketing 32:07 - Short form storytelling 35:46 - AI and marketing 40:08 - Leveraging video marketing 42:14 - Hyperleverage revisited 49:55 - Closing Resources Joel’s Website - https://joelgoobich.com/ Hyperleverage Book https://www.amazon.com/HyperLeverage-More-What-Exceptional-Results-ebook/dp/B081DC16TK/ref=sr_1_1?crid=2H7BQSN8T05UE&keywords=joel+goobich+books&qid=1578849189&sprefix=JOEL+GOOBI%2Caps%2C162&sr=8-1 Thinkmojo - https://www.thinkmojo.com/ Joel’s Contact info Website: https://joelgoobich.com/ Email: joel@joelgoobich.com LinkedIn: https://www.linkedin.com/in/joelgoobich/ Raconteur Animation is a studio that helps disruptive tech and industrial hardware companies launch new products confidently with stunning 3D animations Website: http://raconteuranimation.com Email: howdy@raconteuranimation.com LinkedIn: https://www.linkedin.com/in/joerule/

#008: Sarah O’Sell — Sustainability, Systems Thinking and Storytelling for Startup Founders

Sarah O’Sell is the Principal Consultant and Founder of Anim8 Collective. She is a technology, communications, and circular economy strategist focused on investment, curiosity, and stewardship to shape future realities. She is an award-winning, ambitious systems innovator with over 10yrs experience in entrepreneurship, community growth, and has impacted $MMs in business development for transformational companies. Sarah is one of the most brilliant people I’ve ever met and the way she sees business and marketing is extremely insightful and creative but also very easy to understand. In particular I found her perspective on systems thinking particularly compelling. She tends to approach building a business (or solving environmental problems) from a wholistic approach that involves many factors instead of the binary give-and-take that we’re used to in other thinking frameworks. She shares some great wisdom for founders of early stage startups to help them get traction with their storytelling. Her company, Anim8, and the free systems thinking canvas can help founders get clarity and implement the right stories in the right places. Timecodes 0:00 - Intro and Cats 3:45 - Growing up in Washington 7:10 - What are Planetary Boundaries? 9:20 - Systems Thinking, sustainability and the supply chain 13:10 - Implementing Systems Thinking in a startup 19:08 - Practicing Systems Thinking 22:00 - Storytelling at every customer touchpoint 28:25 - The awareness phase in a marketing funnel 31:55 - Founders’ Storytelling Struggles  33:46 - What is Anim8 and Growth Lab 36:25 - Sarah’s Systems Thinking Canvas Resources Planetary boundaries - https://www.science.org/doi/10.1126/sciadv.adh2458 Breaking Boundaries: The Science of our Planet - https://www.netflix.com/title/81336476 Donut Economics - https://www.amazon.com/Doughnut-Economics-Seven-21st-Century-Economist/dp/1603586741 https://doughnuteconomics.org/ Circular economy - https://en.wikipedia.org/wiki/Circular_economy Systems Thinking - https://en.wikipedia.org/wiki/Systems_thinking Systems Thinking Canvas - https://www.anim8co.com/growth-lab-small-business-development-consultant-tools-sustainable-inclusive Ideal Customer Profile - https://pipeline.zoominfo.com/marketing/ideal-customer-profile Western Washington University - https://www.wwu.edu/ Regenerative farming - https://en.wikipedia.org/wiki/Regenerative_agriculture Paul Stamets - https://paulstamets.com/ Women in 3D printing - https://womenin3dprinting.com/ Customer lifecycle - https://blog.hubspot.com/service/customer-lifecycle-management Sixth Sense ABM - https://6sense.com/ Sarah’s Contact info Website: https://www.anim8co.com Email: sarah.osell@anim8co.com LinkedIn: https://www.linkedin.com/in/circular-economy/ Raconteur Animation is a studio that helps disruptive tech and industrial hardware companies launch new products confidently with stunning 3D animations Website: http://raconteuranimation.com Email: howdy@raconteuranimation.com LinkedIn: https://www.linkedin.com/in/joerule/

#007: Jillian Childs — Marketing an industrial greentech startup, life as a solo-marketer, leveraging luxury brand techniques in the B2B space and all things AI marketing

In this episode Joe speaks with Jillian Childs, the VP of marketing at Turntide Technologies. Jillian Childs is a dynamic and forward-thinking marketing leader with a wealth of experience in sustainability and trending innovations. With a career spanning top-tier companies like Tesla and Turntide Technologies, Jillian has consistently demonstrated her ability to drive impactful marketing strategies and initiatives in complex B2B and B2C global industries. Her expertise lies in blending luxury marketing principles with startup agility, ensuring brands not only capture attention but also foster lasting customer loyalty. Currently serving as a key figure in Turntide Technologies, Jillian's work emphasizes the importance of motor technology and the electrification of all things that move. She is a strong advocate for collaboration and knowledge sharing, always seeking innovative ways to enhance brand visibility and drive revenue growth. Jillian's dedication to her craft and her ability to navigate complex marketing landscapes make her an invaluable asset to any team. Whether crafting compelling marketing messages or leading strategic initiatives, Jillian brings a unique blend of creativity, strategic thinking, and a passion for sustainability and people to every project she undertakes. Jillians message in this episode could be summed up as, “connect with more people”. Joe had lots of questions for her about channels, strategies, impact, positioning, AI, being a solo marketer and she always directed it back to—communicate, connect, listen. Which is fitting with everything that’s happening in the year this was recorded, 2024. There are tons of gems in this episode for anyone building or marketing a B2B industrial or tech company. A few topics include building a customer-centric brand, using luxury brand tactics in industrial B2B, the Turntide social media and video strategy, how to be effective as a solo marketer and of course, all things AI.  Timecodes 0:00 Intro and Greetings 3:17 Jillian's Journey to Turntide 4:32 Turntide's Focus on Electrification 6:42 Building a Customer-Centric Brand and Positioning 8:30 Bringing Luxury Brand Tactics to Industrial B2B 12:00 The Turntide Social Media and Video Strategy 17:00 The Rise of the Solo-Marketer 22:38 Recommended AI Marketing Tools 26:55 How to differentiate an AI-designed brand 30:28 The Importance of Connecting with Customers 38:08 Final Thoughts and Contact Information Resources Turntide https://turntide.com/ Tesla https://www.tesla.com/ Sotheby’s International Realty https://www.sothebysrealty.com/eng Indigo Ag https://www.indigoag.com/ Tier One OEMs https://www.techtarget.com/searchitchannel/definition/tier-1-vendor SRM Motor https://en.wikipedia.org/wiki/Switched_reluctance_motor AGVs https://en.wikipedia.org/wiki/Automated_guided_vehicle iVT Expo https://www.ivtexpo.com/usa/en/ TOFU https://www.tofuhq.com/ Hootsuite https://www.hootsuite.com/ HubSpot https://www.hubspot.com/ Pardot https://www.salesforce.com/marketing/b2b-automation/ Salesforce https://www.salesforce.com/ Canva https://www.canva.com/ ChatGPT https://chatgpt.com/ JasperAI https://www.jasper.ai/ AdobeAI (Firefly) https://www.adobe.com/products/firefly.html DSLR Revolution https://origmedia.com/short-history-dslr-video-revolution/ Seth Godin https://www.sethgodin.com/ Purple Cow https://www.amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/014101640X The Courage to be Disliked https://www.amazon.com/Courage-Be-Disliked-Phenomenon-Happiness/dp/1501197274 Donut for Slack https://www.donut.com/ Website: https://turntide.com/ Work Email: jillian.percella@turntide.com  Personal Email: jillianmorganchilds@gmail.com LinkedIn: https://www.linkedin.com/in/jillianmchilds/ Raconteur Animation helps disruptive tech companies launch new products confidently with stunning 3D animations Website: http://raconteuranimation.com Email: howdy@raconteuranimation.com LinkedIn: https://www.linkedin.com/in/joerule/