Market'in

#17 How to think bold to build brand in a highly competitive environment, with Isabelle Andrieu, co-founder @ Translated

Co-founder of Translated, Isabelle Andrieu, shares the unconventional journey of building one of the world’s top translation companies—from hacking early SEO with the Simpson or celebrities content, to launching an AI-powered SaaS tool, and branding through a global sailing regatta. A powerful story of resilience, creativity, and believing in humans in the age of AI. Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

#16 How to communicate about AI and integrate it in your brand, with Meigge Sauvaget, Brand Global team lead @ CEGID

AI is top of mind for everyone right now, and this is especially true for tech companies who are adding AI features in their products. At CEGID, this is a major topic as AI is added to all their products to deliver more value to customers and help them save time everyday. But questions arrise : how to communicate this in brand? How to emerge from the crowd of all companies adding AI in their products? How to connect the brand promise with business outcomes? And how to use AI tools to create campaigns and assets that will have an impact on the right audiences? In this topic we tried to answer all those questions with Meigge Sauvaget, Brand Global team lead at Cegid with whom we had the pleasure to sit for an episode during the last B2Believe event in Paris. If you have AI features and you wonder how to proove their value to your customers and how to integrate them in your brand, this episode is for you! Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

#15 How to best leverage and measure LinkedIn for full funnel strategies, with Joshua Stout, Director of Advertising @ Influent Social

It's not every day that you get to record a podcast episode with a LinkedIn Top Voice to talk about LinkedIn marketing strategies! And we were not disappointed by this great discussion with Joshua Stout, [https://www.linkedin.com/in/joshua-stout/] Director of Advertising at Influent Social, and maybe one of the most prominent LinkedIn Ads experts. In this episode, we wanted to talk about measurement and how CMOs can show their successes with LinkedIn to their CFO or CEO. We discussed synergies with other platforms, the state of digital marketing, ROI and reporting, best practices and of course ended with the new Conversion API. Joshua explained how CAPI not only helps with understanding campaign performances but also helps set up even more effective campaigns with retargeting and predictive audiences. If you are a CMO or marketing expert who needs to prove the impact of your LinkedIn campaigns, if you don't know exactly where to position LinkedIn in your campaigns, then this episode is definitively for you!! Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

#14 How B2B Tech Brands Grow - Balancing product led growth and brand building. With Derek Yueh, AJ Wilcox and Roman Krs

In this new episode of Market'In, we have decided to discuss the latest report of the B2B Institue, by Derek Yueh, "How B2B Tech Brands Grow" [https://business.linkedin.com/marketing-solutions/b2b-institute/how-b2b-tech-brands-grow]with two LinkedIn Ads experts, who have been working with hundreds of companies to help them build a sustainable growth with LinkedIn. Despite marketing's critical role in B2B technology companies, marketing leaders (particularly brand) don’t always get to exert the same influence as their peers in product. Exacerbating this imbalance over the past few years is the popular GTM strategy of “Product-Led Growth” (PLG), a theory that promises brands outsized growth by leveraging product as the main vehicle to drive acquisition, retention, and expansion. So, do PLG strategies deliver substantially different outcomes compared to traditional GTM strategies for B2B tech brands? In this episode, we explore the situations where a PLG approach is interesting, but also the limits it can have to build a sustainable growth. We also talked about the role of investors, VFOs or CEOs in implementing those strategies and how marketers can talk with them to balance a short term approach with building mental availability for your brand in the long term. If you are solely relying on "sign up for a free demo" CTAs, you might find this discussion interesting, or even eye opening! Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

#13 The Power of Alignment: Enhancing Sales and Marketing Effectiveness. With Ekaterina Bovkun, Cloud Marketing Lead @ Dassault Systèmes

Welcome back in this new episode of Market'In! And we're happy to discuss a topic that is top of mind in many organizations: sales and marketing alignment, with Ekaterina Bovkun [https://www.linkedin.com/in/ekaterinamuzeaux/], Cloud Marketing Lead at Dassault Systèmes. Together with Ekaterina we discussed the reasons why should marketing and sales work very close and the value they can get from that, but also went into very practical advices on how to do that. We discussed best ways to work together between sales and marketing and the different topics that they should be aligned on, including KPIs, contents and more. If you are trying to get the most from both teams and increase effectiveness in your entire organization, this episode is for you! Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.