If You Market

What's the smallest company ABM can be effective with? This week on the If You Market podcast we talk with Lokesh Dave about using ABM to target the SMB market and how you can replicate ABM practices you would use to target enterprise companies to target SMBs. More churn, easier close, lower value, Lokesh covers all the plusses and minuses and how to build an ABM approach for SMBs.  Lokesh Dave is an ex-programmer, he worked at companies such as Microsoft and Zynga for close to 15 years - learning to build large systems that scale to many millions of users. He is now the founder of Enlyft, where he's looking to leverage the power of big data and AI to transform how B2B companies go-to-market . Learn more about your ad choices. Visit megaphone.fm/adchoices

Are you wasting time and resources on "Brand"? Brand is what happens when your busy doing other things. This week on the If You Market podcast we talk with Paul Cowan about Brand, and why it probably isn't something you should worry about. Paul believes most if not all companies should focus on providing a great customer experience and be obsessive about serving their customers. The brand will come naturally, as long as you have a good product and solve a problem you don't need a megaphone to tell people what they should think about you. Paul Cowan is not your run-of-the-mill marketing guy. Over a 20+ year career, he’s held leadership positions at large corporations, then left them to launch startups from scratch. He’s marketed phones, food, booze, toys, and SaaS products and he’s created award-winning viral ad campaigns. Now as CMO of FreshBooks, he’s using his unique skill set to help over 30 million people save time billing, and collect billions of dollars. Learn more about your ad choices. Visit megaphone

Brand or Bland? This week on the If You Market podcast we talk with Dan Nelken about humor in copywriting. We talk about the merits of using humor and Dan gives us 6 specific techniques for using humor in your copywriting. We also discuss Jack in the Box, Progressive Insurance, Laughy Taffy, the Lone Ranger, company personality, and One Flew Over the Cuckoo's Nest. It's a perfect combination of humor and technique, it's peanut butter and .  Dan Nelken is the "Chief Creative Ding-Dong" at Nelken Creative. He's a freelance copywriter and creative director in Vancouver, Canada. His work has appeared in award shows nationally, internationally, and on his mother’s fridge.  He has worked for some of the most creative ad agencies in Canada, some of the world's largest brands, and for start-ups who have collectively gone on to raise billions. He has an above average sense of humor and he's an expert copywriter.   P.S. Dan didn't write this, it would have been better if he did.  Learn more about your ad choices. Visit

Should you create your own markets or use curated 'Walled Garden' audiences? This week on the If You Market podcast we talk with Dave Fink about the amazing power of owning your audience vs the advantages of being part of curated Walled Garden channels. Dave and host Sky Cassidy talk about the amazing power of open marketplace marketing where you own your audience, like physical mail, email and phones, and the convenience and speed to market provided by platforms like Facebook (Meta), google ads, and LinkedIn.  Dave Fink thinks the best kept secret in marketing is hiding where you least expect it — your mailbox. Over a 20-year career he’s generated hundreds of millions of dollars in ad revenue, powered viral sensations like Dollar Shave Club, and helped launch celebrity startups for Jessica Simpson, Mary-Kate and Ashley Olsen, and Kate Bosworth. Now as founder and CEO of Postie, he’s out to reinvent direct mail marketing for a digital world. Learn more about your ad choices. Visit megaphone.fm/adchoices

Is your content competing with itself for attention?  This week on the If You Market podcast we talk with Skyler Reeves about creating marketing content that doesn't compete internally and how to figure out what content to create first. It's about clustering keywords to not bid against yourself in the SEO auction, knowing what content topics are the highest priority, and optimizing the traffic you get from your content. Clustering helps you know what content to focus on first for the best results and what keywords need content vs a paid ad.    Meet Skyler Reeves. As a CEO & Founder of Ardent Growth, he helps B2B SaaS brands find a clear path to content marketing ROI through leveraging data, machine learning, and creativity. Learn more about your ad choices. Visit megaphone.fm/adchoices

Do you know everything you need to about GDPR?  This week on the If You Market podcast we talk with Byron Crowell about how to generate leads in the European Union under GDPR data privacy laws. It's not just lead generation though, GDPR may be required whether you're doing lead gen in Europe or not. We discuss the various aspects of compliance and both the positives and negatives of GDPR on business.  Byron Crowell is the CEO & Founder of Solution Publishing - After growing up in Tampa and playing college football at VMI, Byron ventured West and spent 20 years in the heart of the technology startup scene. In 1999, he built the first internet-based mystery shopping company, co-founded RetailEyes in 2002 which was sold to a UK-based conglomerate in 2011. However, his first business love has always been B2B marketing and technology via Solution Publishing which he founded in 2001. Since moving his family back to Tampa, Byron is on a mission to bring west coast venture startup energy and experience to his hometow

Are you part of the cultural world your audience lives in?  This week on the If You Market podcast we talk with Karl Hughes about marketing to software engineers and other audiences that have their own culture. We discuss the marketer as a sociologist, Maslow's hierarchy of marketing needs, Sacagawea, and being immersed or part of a culture enough to communicate your message as one of them. Karl is a former software engineer and CTO turned writer. He's currently the CEO of Draft.dev where he leads a team of 120+ writers, editors, and content specialists to produce technical content for technology companies who want to reach software developers. Learn more about your ad choices. Visit megaphone.fm/adchoices

What are your biggest data issues? Verl is betting it's organization and standardization. This week on the If You Market podcast we talk with Verl Allen about the importance and impact of having data standards. We discuss the need for a common language in Marketing data, how companies are letting less and less data out to 3rd parties, data privacy, and much more. Verl brings 20+ years of experience helping brands transform digitally while at Ancestry, Omniture and Adobe. During this time he helped accelerate the emergence and growth of SaaS applications within the enterprise while leading strategy and corp dev at Omniture and Adobe Experience Cloud. In 2018, he joined Claravine to address the emerging opportunity to support these same brands to address the growing challenge of data quality that was inhibiting their ability to derive the promised returns from their software and other digital investments. Learn more about your ad choices. Visit megaphone.fm/adchoices

How concerned are you about the effects of data privacy on your marketing? This week on the If You Market podcast we talk with Quimby Melton about Data Privacy and Planning for Privacy-First Marketing. We touch on GDPR and CCPA, the ethics and philosophy of data privacy, and the direct impact of all of this on your marketing.  Quimby Melton is the co-founder and CEO of Confection. He's responsible for financing, strategic positioning, business development efforts, and day-to-day operations.  Learn more about your ad choices. Visit megaphone.fm/adchoices

How much attention does your Marketing department give to Revenues? This week on the If You Market podcast we talk with Cody Ward about the need for marketing to focus on Revenues as the most important metric.  Cody is the Sr. Director, Demand Generation Marketing at Connexiom where he specializes in using marketing to generate pipeline and accelerate revenue for VC and PE backed hypergrowth SaaS companies. Learn more about your ad choices. Visit megaphone.fm/adchoices

What do you do to make sure leads don't fall through the cracks? This week on the If You Market podcast we talk with Pieter K de Villiers about the importance of having automated processes to assure once a lead is generated it is properly handled through to the sale.  Pieter is a small business systems & automation expert and the co-founder and CEO of Macanta software where he works with business owners to design, systematize and automate their business. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week on the If You Market podcast we talk with Dan McGaw about using MarTech to help grow your business. We talk about what to avoid, what you really need, what we have to look forward to in MarTech, and much more.  Dan is a MarTech expert, CXL instructor, award-winning entrepreneur, speaker, CEO of analytics and marketing technology consultancy McGaw.io, and a United States Ambassador of Entrepreneurship. Dan also finds time to be a 500 Startups Mentor, started Orlando’s first business accelerator, and at the age of 13 started one of the first online booking companies for the EDM space. Learn more about your ad choices. Visit megaphone.fm/adchoices

How much marketing is too much marketing? This week on the If You Market podcast we talk with Jeff Pedowitz about the importance of experimenting in your marketing and how turning off some of your marketing from time to time can be good.  Jeff, is the author of “F The Funnel: A New Way To Engage Customers & Grow Revenue, and President/CEO of The Pedowitz Group, and He hosts a weekly podcast, CMO Insights. Learn more about your ad choices. Visit megaphone.fm/adchoices

We're great at entrepreneurship in America, right? This week on the If You Market podcast we talk with Elizabeth MacBride and Seth Lavine about their new book "The New Builders: Face to Face With the True Future of Builders". We talk about the problems entrepreneurs face today, the infatuation with unicorns vs small business, who the modern entrepreneurs are, and it gets a little controversial.  Elizabeth MacBride is Co-Author of The New Builders, Founder at Times of Entrepreneurship, a Speaker, and Small Business Advocate. She is also a Journalist-in-Residence at the MIT Legatum Center for Development and Entrepreneurship. Seth Lavine is Co-author of The New Builders: Face to Face with the True Future of Business and Managing Director at Foundry Group, a Boulder CO based early stage venture capital firm.  Learn more about your ad choices. Visit megaphone.fm/adchoices

Is your company on Instagram? This week on the If You Market podcast we talk with Neil Patel about Instagram for B2B Marketing. Neil believes Instagram is currently undervalued as a paid platform and can give great reach with it's live streaming. We take you all the way from my non existent knowledge of Instagram to Neil's expertise. Neil Patel is is a New York Times bestselling author, recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations. His marketing blog generates over 4 million visitors per month, the Marketing School podcast generates over 1 million listens per month, YouTube channel (about marketing) has over 31 million views and 765,000 subscribers, 1 million Facebook fans, and 372,000 Twitter followers. Learn more about your ad choices. Visit megaphone.fm/adchoices

How much time a week do you spend on social media for business? This week on the If You Market podcast we talk with Meg Atteberry about reevaluating your business relationship with social media (quitting social). What do you get from social, maybe it's now for everyone?  Meg is a full-time content writer and SEO queen at Copywriting with Fox. Her mission is to help women stop hustling on socials and start selling passively with SEO-rich copy that magnetizes their ideal client. She also runs Fox in the Forest, the most popular Colorado travel blog on the web. Learn more about your ad choices. Visit megaphone.fm/adchoices

What's the most fun you've ever had at a business event? From wine tasting and succulent maintenance to drag queen bingo and drunk yoga, this week on the If You Market podcast we talk with Jonathan Conelias about pulling off awesome micro events and how it can be a big win for your company.   Jon Conelias is the CEO of ReElivate. Jon has been a CFO and Operator for the past 15 years of marketplace companies focused on both B2B and B2C channels. Learn more about your ad choices. Visit megaphone.fm/adchoices

What MarTechs actually make your job easier? This week on the If You Market podcast we talk with David Campbell about the maturing of MarTech and how it's actually starting to simplify marketers jobs instead of just giving more platforms to learn and toil with. David believes the core of MarTech is consolidating but the peripheral MarTech is all integrating and AI is being used everywhere for real automation wherever possible. Save time, reduce friction, reduce waste, gain productivity.  David is the Vice President of Product Marketing at SugarCRM. With over 30 years of experience in software, technology and product marketing, David has successfully conceived, developed, launched and campaigned multiple, industry-leading products and services in a variety of markets. Learn more about your ad choices. Visit megaphone.fm/adchoices

Does your company have an effective lead party? This week on the If You Market podcast we talk with Ziv Raviv about the funnel and why it is a bad metaphor for your Marketing, Sales, and business process in general. Ziv provides an alternative way of looking at the process from initial marketing to client management that provides more guidance than a funnel and helps to create effective processes that lead to more leads and more sales.  Ziv Raviv is the founder and CEO of Daily Cookie. He has built 6 businesses in micro niches that are generating hundreds of thousands of dollars every year. He launched 5 money-making podcasts and is a father of three amazing kids. Learn more about your ad choices. Visit megaphone.fm/adchoices

How to you use Social Media when launching something new? This week on the If You Market podcast we talk with Sherane Chen about launching a product (or company) on social media. In possibly one of the most 'take away' packed episodes we've ever had Sherane takes us through all the key foundational element to consider when launching on social. This episode is both not what you expected and everything you hope it will be. Whether you're launching a company or promoting on social media for the first time Sherane lays out how they repeatedly find success for their clients at Unstoppable Entrepreneur.   Sherane is the marketing team lead at Unstoppable Entrepreneur. Before joining the dream team at UE, she owned a digital marketing agency for restaurants and offered reputation management, photography, graphic design, training manuals, social media management and influencer marketing. She thrives at building relationships and converting leads to sales.   Learn more about your ad choices. Visit megaphone.fm/adcho