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PODCAST

Best Story Wins

Welcome to “Best Story Wins,” a podcast for marketing and branding professionals looking to unlock their growth potential. Hosted by Column Five—a B2B marketing agency that specializes in brand and content marketing for SaaS companies—each episode features insightful conversations with industry leaders who are winning customers’ hearts and minds by building world-class brands. Tune in to hear expert insights, hard-won lessons, and key strategies to take your own marketing efforts to the next

business marketing

All Episodes

52:01

Ep. 49 Chris Ollier of Bonterra

Best Story Wins ·

2024/10/31

When your customers don’t speak tech, how do you help them choose wisely—and trust you along the way?In this episode, we welcome Chris Ollier, Senior Director of Demand Generation at Bonterra, to tackle the challenges of brand and digital strategy in the nonprofit sector.With a wealth of experience ranging from Fortune 100 companies like Verizon and the NFL to independent projects, Chris shares his journey through diverse roles in creative design and tech startups. He discusses Bonterra's mission to

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34:25

Ep. 48 Stephanie Paturzo Swingle of Instacart

Best Story Wins ·

2024/10/24

In this episode we host Stephanie Paturzo Swingle, B2B Marketing leader at Instacart. We uncover how she’s using innovative strategies—like AI-powered smart carts and dynamic co-marketing campaigns—to transform Instacart’s partnerships with CPG and retail brands, all in the name of (and informed by) the ambitious company vision of powering every grocery transaction. We discuss the power of brand, the role of content marketing in brand-building, and what it’s like to have a multi-sided brand and

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42:57

Ep. 47 Kira Klaas of Later

Best Story Wins ·

2024/10/17

Great companies don’t just sell products—they leverage their brand to create connections that resonate. In this episode, we’re thrilled to welcome Kira Klaas, VP of Corporate Marketing at Later, to share her expert insights on how to make those connections truly count. Kira walks us through her strategic approach to aligning content with audience interests, the pivotal role a full-time copywriter plays in creating cohesive messaging, and how embracing diverse perspectives can help leaders overcome

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35:58

Ep. 46 Travis Keith of JP Morgan

Best Story Wins ·

2024/10/10

“Sales enablement is the bridge between marketing and closing deals."For this episode of Best Story Wins, we’re joined by Travis Keith, VP of Strategic Client Content at JP Morgan, to explore the essential balance between sales and marketing integration. Travis shares a fresh perspective on uniting sales and marketing through authentic, help-first strategies. Tune in to hear Travis’ insights on the evolving role of social media in shaping purchasing decisions and how aligning sales and marketing

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41:30

Ep. 45 Alan Roll of Airtable

Best Story Wins ·

2024/10/03

The world of content is constantly changing, and only the best marketers can adapt to these evolving trends. In today’s episode, we’re joined by Alan Roll, Head of Brand Creative at Airtable. Alan’s journey from crafting narratives to leading innovation at Airtable is nothing short of inspiring. In a fast-paced market, he drives brand strategy through experiential content while leading a small but fiercely creative team. Alan reveals how Airtable has evolved in customer perception, gained a

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50:50

Ep. 44 Radu Ranga of C1

Best Story Wins ·

2024/09/26

The differentiation of the brand and the owning of the brand comes by making sure everything is aligned.In this episode, we are joined by Radu Ranga, Senior Director, Brand Creative at C1. He discusses how his creative journey—from agency life to his pivotal role in branding for UFC and C1—has shaped his approach to branding and marketing. Radu shares insights on how to align visual identity with core messaging, the importance of understanding the emotional and rational sides of brand decisions, and

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57:03

Ep. 43 Christopher Clarke of Intuit

Best Story Wins ·

2024/09/19

Is your brand talking at people, or with them?In this episode, we dive deep into the mind of Christopher “Toph” Clarke, Executive Creative Director at Intuit, the brand behind TurboTax. From his journey in creative leadership to teaching the next generation of advertising talent at ONE School, Toph shares insights into how brands can stay relevant by connecting with real people.We will explore how personal stories, cultural immersion, and the power of authenticity can transform a business—and a

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48:08

Ep. 42 Gretchen Leslie of I Will Teach You To Be Rich

Best Story Wins ·

2024/09/12

What does being rich mean to you? Is it just hitting a number? In this episode we are joined by Gretchen Leslie, President at I Will Teach You To Be Rich, as she shares how she and her team are empowering people to become rich, whatever that means to each individual. Gretchen talks about her hands-on approach to brand storytelling, the challenges of SEO in a volatile market, and the evolution from meticulous content creation to streamlined success.We also discuss: How overcoming apathy by promoting

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30:14

Ep. 41 Dorian Stewart of Federato

Best Story Wins ·

2024/09/05

Branding isn’t about your appearance to your audience — it’s about the experience you cultivate for your audience.This week, we’re joined by Dorian Stewart, Director of Demand Generation at Federato, to discuss his philosophy on fusing empathy for the end user with smart data to create impactful content that not only communicates, but resonates.We also discuss:How to balance maintaining a unified brand with the constant need for speed and experimentation.Emerging trends in influencer marketing and

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37:25

Ep. 40 Joe Lazer of A.Team

Best Story Wins ·

2024/08/29

Great innovations come from great teams working together, doing more than they could individually. And, to achieve this, companies first need to understand the problem they are trying to solve.In this episode, we are joined by Joe Lazer, the fractional Head of Marketing at A.Team, a company revolutionizing how organizations build teams by leveraging AI. Joe shares insights into the tools developed at A.Team (Team Formation AI), the importance of brand storytelling in B2B marketing, and the emerging

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38:23

Ep. 39 Ryan Romero of Hoag Health System

Best Story Wins ·

2024/08/22

Healthcare has always been perceived as a very unauthentic sector in terms of brand and product. What are folks doing out there to change the landscape? In this episode we are joined by Ryan Romero, Creative Director, Marketing & Product Design at Hoag Health System where he is trying to radically change how users interact with healthcare providers through innovative digital health products, to save lives and improve care. Ryan shares insightful stories about elevating Hoag's brand through

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37:54

Ep. 38 Aaron Zide of Halcyon

Best Story Wins ·

2024/08/15

How does a cybersecurity startup blend retrofuturistic vibes with innovative anti-ransomware strategies to stand out in a crowded market?Our guest today, Aaron Zide, Creative Director at Halcyon holds the answer to this question. In this episode, Aaron shares invaluable insights on the challenges and opportunities of maintaining a distinctive brand identity while remaining agile and creative. He explores how Halcyon projects a retrofuturistic and serene vibe and discusses the innovative marketing

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44:57

Ep. 37 Josie Jeffries of Webflow

Best Story Wins ·

2024/08/08

Clarity is the cornerstone of brand success.Understanding what your brand is to the core, and what it offers, enables you to craft a clear narrative and effectively market it.In this episode, we are joined by Josie Jeffries, Sr. Director, Creative and Content at Webflow. Josie is a seasoned professional with an impressive career at leading teams in tech brands like X (formerly Twitter) and Slack, where she excelled in building brand awareness. She shares her insights on the importance of clarity and

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36:58

Ep. 36 Celene Osiecka of [24]7.ai

Best Story Wins ·

2024/08/01

AI has been here for a long time — longer before the ChatGPT boom. And now that we’ve all seen it, it’s not going anywhere.In this episode, we are joined by Celene Osiecka, Senior Director of Conversation Design and Conversational AI at [24]7.ai, as she shares how her team focuses on enhancing customer experience, reducing risk, and navigating the challenges of the tech industry through a systemic use of conversational AI.We also discuss: The delicate balance between data-driven approaches and the

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37:49

Ep. 35 Gwen Lafage of Sinch

Best Story Wins ·

2024/07/25

As brands grow, communication channels tend to expand parallelly. What is the secret behind successful comapnies that can keep up and leverage with this growth? To delve deeper into this question, we are joined by Gwen Lafage, VP of Marketing, Global Brand and Content at Sinch, who shares the intricate balance between a long-term vision and agile marketing, paving the way for continuous and successful brand growth. Gwen also explains how Sinch is revolutionizing brand experiences and efficiency

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44:26

Ep. 34 Alec Hanson of loanDepot

Best Story Wins ·

2024/07/18

How can embracing digital trends and authentic human connections redefine your marketing strategy in an AI-driven world?This week we sit down with Alec Hanson, Chief Marketing Officer at loanDepot, as he takes us through the intricacies of mortgage marketing amidst fluctuating interest rates. Drawing on his extensive industry experience, Alec discusses effective strategies tailored for navigating high-rate environments and the importance of authenticity and storytelling in brand development. Staying

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41:28

Ep. 33 Soren Iverson of Iterate

Best Story Wins ·

2024/07/11

The future of design isn’t just about function; it’s about fun. In this episode, we are joined by Soren Iverson, Product Designer at Iterate and creator of the innovative app Stompers. Known for his satirical product interfaces that captivate social media, Soren shares his journey of infusing humor into his work to escape the rigidity of deliverables in the design industry. He discusses the ups and downs of running his business, mastering sales and marketing, and maintaining a work-life balance

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35:58

Ep. 32 Bob Galmarini of Databricks

Best Story Wins ·

2024/07/04

‘A brand is a living, breathing thing. A stale brand is a dead brand’In this episode, we are joined by Bob Galmarini, Senior Director of Brand Design at Databricks, as he shares his journey leading a multidisciplinary team of one of the fastest-growing organizations in the tech space, and discusses how his team navigates the challenges of simplifying complex messaging for a technical audience. Bob also addresses the importance of telling brand stories that resonate with the buyers, no matter the

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45:13

Ep. 31 Ian Elliott of MAAP

Best Story Wins ·

2024/06/27

Only 5% of the market is ready to buy, so how do you ensure your brand is at the top of people's minds when they purchase?In this episode, we are joined by Ian Elliott, the CMO of MAAP, a cutting-edge cycling apparel brand that's redefining the sport with a blend of performance and aesthetics. He delves deep into MAAP's unique approach to community building, the fine balance between brand campaigns and conversion marketing, and the nuances of maintaining authenticity while scaling in a competitive

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50:17

Ep. 30 Jason Miller of Tyk

Best Story Wins ·

2024/06/13

B2B marketing is always changing, and today we're seeing brand make a major comeback.In this episode, we are joined by Jason Miller, Head of Brand Marketing Demand and Content at Tyk, as he takes us through his eye-opening journey from music into B2B marketing. Jason dives into his mission-driven approach to tackling tough problems, scaling up, and fine-tuning the technical side of B2B marketing. He also shares some non-traditional strategies and insights on brand identity, trust, and the unique

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110 results

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