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PODCAST

Marketing Against The Grain

Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (Hubspot"s SVP of Marketing), lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.

business marketing

All Episodes

47:03

Live from INBOUND: Does PR Still Matter? With Katie...

Marketing Against The Grain ·

2022/09/08

In 1995 46% of Americans trusted TV news, today that’s only 11%. Join Kipp Bodnar and guest Katie Burke (CPO @ HubSpot) on this special episode live at INBOUND. Press play to find out how to win in a market with messaging discipline, how to think about investing in PR, how to approach your influencer strategy, how to know if your PR is ACTUALLY working, and more! Links: MironkoProductions.com IG: https://www.instagram.com/MIRONKOPRODUCTIONS/ Thank you for tuning into Marketing Against The

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42:35

How Community Can Accelerate Your Go-To-Market with...

Marketing Against The Grain ·

2022/09/06

How do you measure the success of your go-to community? Patrick Woods (CEO of Orbit) joins the show to dive deep into what a go-to community is, how to organize and build your own community, believe in your purpose before your product, measure the long-term community-driven investments, and more! Who is Patrick Woods? Patrick is co-founder and CEO of Orbit, the leading community growth platform. With over 10 years of marketing and customer success experience, he’s worked with business leaders from

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32:20

Is Traditional Hiring a Broken System?

Marketing Against The Grain ·

2022/09/01

Is traditional hiring a broken system? Kipp and Kieran dive into what everyone gets wrong during the hiring process - hiring for experience vs. potential, what hiring managers are doing wrong, understanding the candidate’s motivation, hiring the outliers, and if problem-solving skills are interchangeable. Shoutout to all the listeners who have sent in questions and reviews! Do YOU want to be featured in the next episode? Leave a question or review in Apple Podcasts, and we may feature you

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43:21

The Ideal Marketing Strategy For Each Stage of...

Marketing Against The Grain ·

2022/08/30

How should you think about marketing at every stage of your startup? Sumaiya Balbale, CMO at Sequoia Capital, joins the show to chat all things marketing for startups: How you’re going to position yourself relative to the customer, Articulating your value proposition & context to the customer, What most founders get wrong on product marketing, the importance of being an expert in the customer’s pain points, and more! Who is Sumaiya Balbale? Sumaiya is CMO at Sequoia Capital. Prior to that, Sumaiya

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26:41

Is a YouTube Subscriber The Most Valuable Subscriber...

Marketing Against The Grain ·

2022/08/24

Holy sh*t. YouTube has officially entered the chat for podcasts. What does this mean for marketers? Kipp and Kieran do an emergency episode to unravel the massive opportunity for podcasts - how this creates whole new discoverability for podcasts, why this will matter for your business strategy, the massive opportunities to target listeners, how this completely changes the landscape of podcasts, and so much more! Links Mentioned: YouTube podcasts page https://www.youtube.com/podcasts Thank you

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25:37

How to Leverage Intellectual Property in Marketing...

Marketing Against The Grain ·

2022/08/23

Does intellectual property help your brand differentiate? How can you use IP to extend your brand? Kipp and Kieran dive deep into the world of IP and tap into all the opportunities that will take your brand to the next level. Listen for how you can use your IP to make creative strategies for your brand, what it takes to leverage your IP, category creation for IP, and more! Links Mentioned: Tweet from Zach Weinberg

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42:51

Community-Led Growth vs. Product-Led Growth with Anu...

Marketing Against The Grain ·

2022/08/18

What is the role of community at an organization? Anu Atluru joins the show to debate the true definition of community, how community differs from a start-up to an established company, advice to leaders who want to build their own communities, and answer the question: is there a disconnect between product and go-to-market? and more! Who is Anu Atluru? Anu is a startup builder, angel investor, and writer. She’s passionate about building consumer and social products and helping early-stage teams

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27:18

The Impact of AI in Marketing (Friend or Foe?)

Marketing Against The Grain ·

2022/08/16

Will AI help marketers do better work? Kipp and Kieran dive deep into the logistics of AI and what the impact will be on the marketing world - How AI will change the way businesses market and grow, Kipp’s AI 2x2, the struggle to differentiate, where AI falls short, and more! Links Mentioned: Tweet from Sam Altman https://twitter.com/sama/status/1484950632331034625 Thank you for tuning into Marketing Against The Grain! Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never

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33:14

Why Malcolm Gladwell is Wrong about Remote Work

Marketing Against The Grain ·

2022/08/11

Why do employees choose remote work? Kipp and Kieran dive deep into Malcolm Gladwell’s (wrong) take on remote work, how remote flexibility will impact your marketing, what to focus on if your business accelerated or decelerated during the pandemic, and practical tips on how to build engaging remote teams, and more! Links Mentioned: Tweet from Ryan Denehy on managers who can only scale through headcount https://twitter.com/DenehyXXL/status/1556387871992463362 Tweet from Sheel Mohnot on Naval not

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28:58

Crystal Ball: Jobs of the Future

Marketing Against The Grain ·

2022/08/09

As the world continues to evolve, you must adapt. What does that look like in a world of ever-changing new jobs? Kipp and Kieran look deep into their crystal ball to predict the jobs of the future, what skills you need now that will skyrocket your success, roles that will diminish in the future (hint: AI), and more! Do YOU want to be featured on the next episode? if you have ideas for roles in the future that you think we’ve missed, leave your name and review, and we may feature you next! Links

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31:00

How to Build A World-Class Distribution Engine

Marketing Against The Grain ·

2022/08/04

How do you get your product or service out there in a cost-effective way? Kipp and Kieran deep dive into how YOU can build a world-class distribution playbook, taking advantage of core early ad arbitrage opportunities, the importance of video-first, choosing consumer trends that will grow, and more! Links Mentioned: Derek Thompson’s tweet on how people spend their time https://twitter.com/DKThomp/status/1549392226530332674 Anu Alturu’s article on 25 things she learned at Clubhouse

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28:12

Take Control of Your Future (Career Advice for...

Marketing Against The Grain ·

2022/08/02

How can smaller marketing teams positively affect change in organizations that don’t believe in spending money on marketing? Kipp and Kieran dive deep into the world of career growth - The mental models & frameworks to build on your career, applying your knowledge to your marketing work (with Kipp’s learning hacks), the importance of working at organizations that value marketing, and more! Shoutout to Jake McConnel for sending in his review and question! Do YOU want to be featured in the next

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27:33

Leadership That Drives Growth (Insights from Kipp and...

Marketing Against The Grain ·

2022/07/28

It’s not just about your marketing strategy and skills, it’s about your ability to lead. Kipp and Kieran go all in on leadership - how to manage and empower your team, balancing iterative vs. exponential goals, relinquishing ownership as a leader, demystifying OKR models, and more! Links Andrew Gazdecki’s tweet on billboards for MicroAcquire https://twitter.com/agazdecki/status/1548666709317300224 Sundar Pichai’s tweet on OKRs https://twitter.com/sundarpichai/status/1543328071532523521 If you

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33:03

Turn Your Solid Business into Big Business...

Marketing Against The Grain ·

2022/07/26

Go behind the scenes with Kipp and Kieran as they brainstorm fresh marketing ideas for real-life companies on how they can move their business forward with creative growth strategies and outside-of-the-box campaign ideas for Lemon.io and Bonjoro. Should we keep doing half-baked marketing ideas? Leave it in the reviews and let us know! Links Tim Urban’s tweet https://twitter.com/waitbutwhy/status/1546185857719205895 Lemon.io https://lemon.io/ Bonjoro https://www.bonjoro.com/ Carrd

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32:25

The Secrets of TikTok Revealed w/ Salem Ilese

Marketing Against The Grain ·

2022/07/21

How do you get maximum output from a single idea? Salem Ilese (singer and songwriter) joins the show to discuss how to grow your brand via TikTok, how to feed the algorithm, the importance of knowing your audience, and how to apply current trends to your content for higher reach, and more! Who is Salem Ilese? 22-year-old, Singer / Songwriter, Salem Ilese, has honed her craft of songwriting and performing for over half of her life and has found success as an artist in doing that with well over 1B

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16:31

Listener Q&A with HubSpot CMO and SVP, Kipp Bodnar...

Marketing Against The Grain ·

2022/07/19

How do you market to a difficult target audience? Do you market to the buyer or end user? Kipp and Kieran answer YOUR marketing questions on how to tailor a 2x2 for your business, using a series C content strategy as an early-stage startup, and more. Do you want your question to be featured in a future episode? Leave a review in Apple Podcasts with your question, name, and Twitter handle - and we may feature YOU next! Links Next Health https://www.next-health.com/ Katie Hardy

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39:56

Growing Your Brand Through Inbound Media with Patrick...

Marketing Against The Grain ·

2022/07/14

How do you get started in media as a founder? Kipp and Kieran are joined by Patrick Campbell (Founder of Profitwell, CSO at Paddle) to discuss how to sell the marketing-first ideology to your founder, thinking about the editorial taste for your media company, creating interest in your product, and more! Who is Patrick Campbell? CSO at Paddle.com after recently founding and selling ProfitWell.com. Background in Economics and math. Started career working at NSA and Google before jumping into the tech

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27:07

Customer Acquisition Has Changed: A New Approach For...

Marketing Against The Grain ·

2022/07/12

Where will consumer behavior go in the future? Kipp and Kieran go on a deep dive on all the ways you want to think about acquiring differently in the future, how to use your business model as a growth driver in the future, leveraging freemium businesses, and more! If you like this episode, check out our episode with Yuliya Bel, where we go deep into community-led growth! https://link.chtbl.com/r0sU4-CX Links: Tascha’s tweet on tokenomics

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41:04

Becoming a Community-Driven Company with Yuliya Bel

Marketing Against The Grain ·

2022/07/07

Why should tech companies be media companies? Kipp and Kieran are joined by Yuliya Bel (CEO and Co-Founder of Notus) to discuss (and debate) the importance of investing in good content & distribution, doubling down on the definition of community, answer the question - is community a tool for engagement or acquiring new customers? And more! Who is Yuliya Bel? founder/CEO of Notus, passionate about cult-like growth and long walks in nature. Check out Yuliya’s work! Twitter

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25:53

The Future of Marketing, Disruptive Business Models,...

Marketing Against The Grain ·

2022/07/05

Is community-led growth an opportunity in the future? Kipp and Kieran get a tad bit controversial with their hot takes and tangible tips on company growth hacks, doing things you can’t directly measure in marketing (and how it can help you differentiate yourself), the number one thing that marketers today don’t know but will be everything in the future, and more! Plus! We answer YOUR questions. Do you want to be the next featured listener question? Leave your questions in the reviews and we may

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