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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

35:27

How DAOs Will Change Media In The Future with Peter Yang

Marketing Against The Grain ·

2022/06/30

Does the average user care about decentralization? Kipp and Kieran are joined by Peter Yang (Founder of Odyssey DAO) to discuss the behind-the-scenes of DAOs, the importance of ownership, what motivates a community, and answer the question: does decentralized technology matter? Who’s Peter Yang? Peter founded Odyssey DAO to onboard the next 1 million people to web3 through quality education. He is a product lead at Reddit and previously worked at Twitch, Twitter, and Facebook. Check out Peter’s

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33:58

Winning Brands Play by Different Rules

Marketing Against The Grain ·

2022/06/28

How do you change the mindset and consideration of your customers around your business? Kipp and Kieran go deep on ALL things perception around your business. They discuss how to tell a transformational brand story, how to become the dominant player in your market, the importance of differentiated perception, the core lessons to change the perception of your business, and more! Plus! We answer YOUR questions. Shout out to Kishore Kothandaraman for leaving a review! Do you want to be the next

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25:58

How to Beat the Recession

Marketing Against The Grain ·

2022/06/23

What brand was born in the recession and became one of the fastest-growing businesses in history? They turned down an offer from Google for $6 billion two years later. Kipp and Kieran go around the web and discuss the opportunities of short-form videos, best pricing strategies during a recession, tips for leaning into your best ideas, simplicity in storytelling, and more! Links: Groupon https://www.groupon.com/ Descript https://www.descript.com/ Andrew Mason, CEO of Descript

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34:19

Marketing in Web3 with DAOs, NFTs and Tokens

Marketing Against The Grain ·

2022/06/21

How do you make a marketing plan when you don’t have the final say, your community does? Kipp and Kieran are joined by Matthew Howells-Barby (CMO of Decentralized Games) to discuss the difference between being a web 2 vs. web 3 marketer, the community of ownership, what marketers need to learn to succeed in web 3, and more! Who is Matthew Howells-Barby? CMO @ Decentral Games, previously VP @ HubSpot. Investor and advisor in web3. Check out Matthew’s work: Decrypting Crypto Podcast

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29:01

Is Web 3 Coming?

Marketing Against The Grain ·

2022/06/16

Are Google and Facebook better today with the current level of advertising than they were 10 years ago? Kipp and Kieran take you on a deep dive through the future of web 3 and how it will impact the business world, the difficulty in reaching new customers (and how web 3 can help us), the importance of user experience, and more! Links: Bankless Media Interview Marc Andreessen & Chris Dixon of a16z https://www.youtube.com/watch?v=RXHITeaGB8Q Benedict Evans’ tweet on Meta

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30:55

Are You a Simplifier or a Complexifier? (The Power of...

Marketing Against The Grain ·

2022/06/14

What is a 2x2 and how can it transform your business? Kipp and Kieran chat all things 2x2! What it is, how to come up with them, how you can use 2x2s when making hiring decisions, 3 ways they can transform your business, and more! Do you have a 2x2 you love? Leave it in the apple podcasts reviews and we will give you and your 2x2 a shoutout in an upcoming episode! Links: World Bollard Association’s Twitter https://twitter.com/WorldBollard Thank you for tuning into Marketing Against The

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15:44

How Web 3 Will Impact Your Marketing

Marketing Against The Grain ·

2022/06/09

Why should marketers care about web 3? Kipp and Kieran discuss everything about web 3 and how it’ll impact your marketing and business, the opportunity of losing, how to push the envelope, how to make people care about your product (hint: solving their problems), and more! Links: Packy McCormick’s apology https://twitter.com/packyM/status/1533796764922400768 Nick Susi’s tweet on what web 2 was and what web 3 needs to be https://twitter.com/nicksusi/status/1530600672982335492 Thank you for

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40:39

The CMO Show. How to Find One. How to Be One.

Marketing Against The Grain ·

2022/06/07

The #1 question every founder asks us is: How do I hire my marketing leader? Kipp and Kieran go on a deep dive on how to categorize marketing leaders to your business needs, how to give your team the power to be successful in their roles, pitch real job postings to the audience (and give their hot takes on each), show how to pitch themselves to the founders as a candidate, and so much more! Do you have a job description that you want Kipp and Kieran to discuss (and potentially give their hot takes

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37:37

How Rationality F’s up your B2B Strategy

Marketing Against The Grain ·

2022/06/02

How do you balance rationality and irrationality as a business leader? How do you position your company and product to disrupt the market? Kipp and Kieran go on a deep dive on how playing it safe is actually hurting your business, how to know when to hire a head of marketing vs. a product marketer, using emotions to position your product, and more! Plus, We answer one of YOUR questions. Shoutout to Fanny Kuhn for leaving their review! Do you want to be the next featured listener question? Leave

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20:53

Turning a Problem into an Opportunity

Marketing Against The Grain ·

2022/05/31

As a business leader, how do you think about a recession, and what’s your approach? Hint: It’s not the strongest that will survive, but the ones who respond best to change. Kipp and Kieran give tangible advice on what will make or break your business in the next 24 months, companies that made strategic choices to grow, what happens if your targeting is too broad, and more! Plus, We answer one of YOUR questions. Shoutout to user Write.Edit.Repeat. for leaving their review! Do you want to be the

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14:59

Failing Is Key To Succeeding (Plus, News-Jacking and...

Marketing Against The Grain ·

2022/05/26

What’s a world-class brand that customers despise, but keep going back to? Hint: rhymes with Lion Air. Kipp and Kieran discuss why you need to fail to succeed, the importance of brand authenticity (with tangible examples), this founder newsjacking to showcase his company’s value props, and more! Things Mentioned: Ryan Air’s tweet mocking crypto boys https://twitter.com/Ryanair/status/1525083159725056002 Salem Ilese, Crypto Boy songwriter & artist https://twitter.com/salemilese Packy

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36:35

Leadership Lessons, Needing to Win, and Cards Against...

Marketing Against The Grain ·

2022/05/24

Today our hosts are joined by a top marketer, Hannah Fleishman, to discuss leadership and management heuristics on how you can be an effective marketing leader. They also discuss how to be a leader vs. a manager, play a round of marketing cards against humanity, and more! Things Mentioned: Elon Musk’s tweet https://twitter.com/elonmusk/status/1522609829553971200 Jon Kabat Zinn https://www.mindfulnesscds.com/ Polygon x Meta Partnership

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38:44

Marketing Monopoly

Marketing Against The Grain ·

2022/05/19

It’s Monopoly with a marketing spin. Kipp and Kieran get creative with marketing strategies for monopoly properties. They’re talking about email marketing, outbound marketing tactics, brand marketing, and more! They also discuss the future of NFTs and how it can benefit your marketing strategies for growth. Plus they answer one of YOUR questions on how to be a marketing leader through each stage of an early-stage startup (with practical tips to get you started). Shoutout to breene13 for leaving

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33:26

Using Social Dynamics to Build Community with Capri...

Marketing Against The Grain ·

2022/05/17

How do you mobilize your community as an early-stage startup? Capri Wheaton joins Kipp and Kieran to talk about how to scale a community using unscalable tactics, creating feed-based hype around your product, using social dynamics to your advantage, and how she dropped out of Berkeley to start her fashion-tech company, and more! Who is Capri Wheaton? Dressd Founder and CEO, Capri Wheaton studied at the University of California, Berkeley, before stepping away to start the app company Dressd,

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40:30

Rethinking your Market with Everette Taylor (CMO of...

Marketing Against The Grain ·

2022/05/12

How do you reduce the entry barrier for consumers as a marketer? Hint: Look at your customer touchpoints. Everette Taylor joins Kipp and Kieran to talk about making your brand more accessible, how to widen your target market, how to work with creators, and more! Who is Everette Taylor? Everette Taylor is Chief Marketing Officer for Artsy, the leading global marketplace for buying and selling art by the world's leading artists. A respected marketer, entrepreneur, and digital art-world leader, he

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43:54

Twittersode! How The Ownership Economy is going to...

Marketing Against The Grain ·

2022/05/10

Who will own the next generation of the internet? We’re talking about the ownership economy, Kipp and Kieran’s community frameworks, understanding the scarcity in utility, and more! Join hosts, Kipp Bodnar and Kieran Flanagan as they go on a Twitter deep dive on fascinating things and strategies that will help you take your business to the next. Links: From @ljin18 about “The Ownership Economy” https://twitter.com/ljin18/status/1519691235555958787 Kevin Kelly’s article “103 Bits of Advice I

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45:54

Argument Alert!: New Game Double Down, Table Stakes...

Marketing Against The Grain ·

2022/05/05

You’ve heard of this game before, now here’s the Marketing twist to it. Where Kipp and Kieran go head to head on the first Double down, table stakes, and kill game - three different marketing strategies into each bucket. Warning: It gets a little controversial. You’ll hear their takes on: Is product the best go-to-market strategy? What is the best way to have marketing leadership? Is community a good growth strategy? And more! Things mentioned: Eight Sleep https://www.eightsleep.com/ ClickUp

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46:10

Why Creators are Disrupting Marketing with Steph Smith

Marketing Against The Grain ·

2022/05/03

Why should brands care about the creator economy? Hint: There’s untapped power in independent creators for your brand. Kipp and Kieran are joined by Steph Smith to talk about all things creator economy. Plus: niche ways to target your audience, the business impact of creators, how to think about types of brand partnerships with creators, and more! Who is Steph Smith? Steph is a data-driven writer and growth marketer, with a passion for progressive, early-medium stage technology companies. Steph

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39:50

Sailing out of the Sea of Sameness

Marketing Against The Grain ·

2022/04/28

“What tips do you have for mid-level marketers to make an impact in their org this year?” We’re talking about how to get out of the sea of sameness to differentiate yourself as a marketer and as a brand to make an impact. Hint: It’s not the story, it’s how you tell it. Kipp and Kieran deep dive into this listener question on how to not tell the same story as everyone else (with actionable steps). Shoutout to Kenny Soto for leaving this question in our Apple Podcast reviews! Do you want to be the

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45:33

Framework Thinking for Success With Alex Lieberman

Marketing Against The Grain ·

2022/04/26

There are now more NFTs than pages on the internet in 2010. Kipp and Kieran discuss what this means for our society with Alex Lieberman. Plus: The importance of critical thinking as a professional/entrepreneur (and the success framework around it), what makes an entrepreneur the most successful, how to scope out the bomb-sniffing dog of business, and more! Who is Alex Lieberman? Alex Lieberman is the co-founder and Executive Chairman of Morning Brew, a multi-platform business media brand. In

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