WeMarketers Podcast | Talks with B2B Marketing Leaders | Podcast on RSS.com

WeMarketers Podcast | Talks with B2B Marketing Leaders

WeMarketers Podcast | Talks with B2B Marketing Leaders

by Andrew Demianenko

ABM Playbook for Niche B2B Markets

In this episode of the WeMarketers Podcast, Andrew Demianenko sits down with Michelle Wols, Senior Product Marketing Manager at Beyond Product, to break down what Account-Based Marketing actually looks like in practice. Michelle runs B2B marketing campaigns for IT and cybersecurity. Markets where the target audience is small, sales cycles are long, and a generic LinkedIn campaign is the fastest way to burn budget. She has built ABM playbooks from scratch for multiple clients and learned the hard way which parts of the process get skipped. Most ABM advice is generic. This episode is the opposite. Michelle walks through the mechanics: how to build the account list, how to test messaging with paid prospect interviews, when to run a one-on-one campaign for a single company, and where the handoff to sales tends to fall apart. One key takeaway: ABM is not a marketing tactic. It is a coordination problem between marketing, sales, and the events you show up at. Run it alone and even the best campaign will stall. ⏱️ Chapters 01:19 Michelle's background: from history to cybersecurity marketing 04:40 What ABM really means in practice 07:00 Where to start with an ABM campaign 09:17 How to prioritize accounts on the spreadsheet 11:08 Why Michelle skips account tiers 13:24 The €180 one-on-one campaign for a single government organization 16:50 Choosing which people inside the account to target 17:35 Channels beyond LinkedIn: Meta, Reddit, and the K12 Sysadmin community 19:51 The most intimidating part of ABM: the sales handoff 23:48 Measuring success of ABM campaigns 24:57 Paying prospects €100 for messaging interviews 27:20 The mistake: a cease-and-desist letter for using a target's logo 29:58 Two failure modes: wrong messaging vs. wrong channel 32:24 Michelle's one piece of advice for marketers starting with ABM ____________ Connect with Michelle Wols: https://www.linkedin.com/in/-michelle-wols-457a256b/ Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian WeMarketers Podcast Website: wemarketerspodcast.com ____________ WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml ____________ Would you like to become the next guest? Do you know someone who could be a great fit? Drop me a line at info@wemarketerspodcast.com

The End of Easy Content Marketing

Content marketing used to feel predictable. Find the right keywords, publish blog posts, rank on Google, and gradually attract traffic. But that playbook is changing fast. In this episode of the WeMarketers Podcast, Andrew Demianenko sits down with Albert Mercadé, Marketing Manager at TalentUp.io, to discuss how the explosion of AI is reshaping the entire content marketing landscape. Today, marketers are no longer competing with just other companies. They are competing with massive volumes of AI-generated content, AI search engines, and platforms that summarize information without sending users to the original source. So the question becomes: how do you stay visible and relevant in this new environment? In this conversation, Andrew and Albert explore: • Why traditional SEO and blog-driven strategies are becoming less effective • How AI search is changing the way users discover content • Why marketers need to move beyond blog posts and diversify content formats • The power of high-value resources like reports and benchmarks • Why in-person events and real human connections are becoming more important than ever • How to build a content ecosystem instead of relying on a single channel • Why consistency and patience still matter in marketing One key takeaway: marketing isn’t about getting thousands of visitors tomorrow. It’s about building trust, staying visible over time, and reaching the right people at the right moment. ⏱️ Chapters 01:29 The biggest challenge for content marketers today 04:33 Declining visibility in Google search 06:04 Why relying on one channel is dangerous 06:26 The return of face-to-face marketing and events 07:44 Optimizing content for AI search engines 10:09 How search behavior is changing 11:28 Are blogs still effective today? 14:03 Building a content ecosystem 16:30 Turning subscribers into customers 19:08 The real goal of marketing: revenue 21:21 Measuring marketing impact and attribution 23:34 Why consistency matters in marketing 23:58 Marketing strategies for the rest of 2026 25:30 The rise of agentic AI ____________ Connect with Albert Mercade: https://www.linkedin.com/in/albertmercad%C3%A9laborda/ Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian WeMarketers Podcast Website: wemarketerspodcast.com ____________ WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml ____________ Would you like to become the next guest? Do you know someone who could be a great fit? Drop me a line at info@wemarketerspodcast.com

Bringing Sexy Back to Manufacturing: The Art of Reinventing a Legacy B2B Brand

In this episode of the WeMarketers Podcast, I sat down with Carolina Rodriguez, VP of Marketing at World Emblem, the world’s largest patch and emblem manufacturer. World Emblem is a 30-year-old manufacturing business. Carolina joined five years ago and helped modernize the brand by upgrading creative, building a behind-the-scenes storytelling engine, and aligning marketing and sales around shared outcomes. We also discuss how executive thought leadership on LinkedIn became a powerful growth lever, and what it looks like to scale a marketing team across regions while adopting lean operating principles. Timecodes: 1:38 Intro to Carolina Rodriguez and what this episode covers 5:09 Rebrand execution, elevated creative, and bold unboxing kits 6:56 Internal buy-in, autonomy, KPIs, and sales alignment 7:46 Biggest challenge, translating customer needs into technical storytelling 8:58 Fixing marketing vs sales with the commercialization team 10:05 Scaling the marketing team from 8 to 18 10:48 Using lean principles for structure and performance 12:41 Why LinkedIn is their strongest channel 14:21 Executive storytelling and leadership presence on LinkedIn 15:23 The 360 approach across LinkedIn, PR, and ads 16:39 Why emblems are everywhere and how that reframed the category 19:59 Brand recognition growth and impact on sales 21:31 Carolina’s learning system, podcasts, team, and agencies 23:23 What they outsource in marketing 24:15 The challenge of SEO and evolving algorithms 25:07 Investing over 2M in AI to improve the buying experience 26:24 Advice on modernizing a legacy brand 27:29 How to connect with Carolina on LinkedIn About the guest Carolina Rodriguez is Vice President of Marketing at World Emblem, the world’s largest patch and emblem manufacturer. With over 20 years of experience across luxury, retail, and manufacturing, she has led high-impact campaigns, managed multimillion-dollar budgets, and driven digital transformation in the US and Latin America. At World Emblem, Carolina leads multi-brand, multi-market strategy, modernizing a 30-year-old manufacturing business through creative storytelling, distinctive packaging, and executive thought leadership that turns branding into measurable growth. You can connect with her on LinkedIn. Connect with Carolina on LinkedIn: https://www.linkedin.com/in/carorod/ ____________ Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian WeMarketers Podcast Website: wemarketerspodcast.com ____________ WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml ____________ Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at info@wemarketerspodcast.com

From Conference to Community: Marketing a 15,000-Attendee Event

What does it really take to turn a large conference into a year-round marketing and community engine? In this episode of the WeMarketers Podcast, Andrew sits down with Ivana Spiridonovic, B2B Marketing Manager at WeAreDevelopers, to break down how one of Europe’s largest tech events is marketed before, during, and long after the event days are over. This is a practical conversation for marketers who work with events, content, or community and want to get more long-term impact from limited resources. Timecodes: 01:22 – Meet Ivana Spiridonović and the scale of WeAreDevelopers 02:44 – How WeAreDevelopers grew from meetups to a 15,000-attendee conference 05:12 – How marketing is organized behind a large-scale tech event 07:45 – What happens after the event ends: staying relevant all year 09:30 – Turning 500+ sessions into content people actually consume 12:24 – Using video, social, and speakers to extend event momentum 13:53 – Key lessons from running a first large-scale event 15:10 – Why event success depends on team trust and preparation 18:25 – Handling the unexpected (weather, scheduling, live chaos) 20:20 – How event agendas are built: audience-first vs speaker-led 23:54 – Getting speakers to commit to topics early (and how to push back) 26:14 – Why events feel different from traditional marketing work 28:55 – The hardest part of event marketing no one talks about 32:23 – Practical advice for in-house teams running events with limited budgets 35:11 – How to connect with Ivana and closing thoughts About the guest Ivana Spiridonović is a B2B Marketing Manager at WeAreDevelopers, where she helps shape large-scale tech events and initiatives like the HR Leaders Summit, connecting developers, HR leaders, and employers through content, community, and live experiences. Connect with Ivana on LinkedIn: https://www.linkedin.com/in/ivana-spiridonovic-929177174/ ____________ Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian WeMarketers Podcast Website: wemarketerspodcast.com ____________ WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml ____________ Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at info@wemarketerspodcast.com

Why Smart Marketers Copy: Using Competitive Insights the Right Way

What if winning in marketing has nothing to do with originality? In this episode, we dive deep into competitive insights -how smart marketers copy what works, spot hidden opportunities, use competitor data for ideas, and focus on leads, not likes. 🎙 Guest: Taylor Trusty Co-Founder & CRO at Newslever, a competitive intelligence platform used by 24,000+ marketers at companies like Nasdaq, Deloitte, Toyota, Airbus and more. You’ll learn why: Deleted ads reveal more than ad libraries Quiet B2B content outranks viral content in results Long-form videos outperform short-term hype Copying is a strategy, not a sin Timecodes: 01:36 — Who is Taylor Trusty? 05:27 — From agency trap to building a SaaS platform 09:37 — What competitive insights actually are 13:21 — Who really needs competitive intelligence tools? 17:05 — The RIGHT way to use competitor data (not clone campaigns) 20:03 — Copying vs. stealing: how to do it smart 21:13 — Biggest mistakes marketers make with competitor intel 23:50 — Hidden signals most marketers overlook 24:13 — Deleted ads = the truth your competitors hide 29:40 — Best advice: follow quiet signals, not viral noise 31:27 — Why long B2B videos convert even with 26 views ____________ Connect with Taylor Trusty: https://www.linkedin.com/in/taylortrusty/ https://taylortrusty.com/ ____________ Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian WeMarketers Podcast Website: wemarketerspodcast.com ____________ WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml ____________ Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at info@wemarketerspodcast.com

Making AI Work for You: What Marketers Need to Get Right

In this episode of the WeMarketers Podcast, Andrew discusses the future of artificial intelligence in marketing with Maximilian vom Eyser, a senior digital growth strategist at Google's EMEA headquarters. They delve into the opportunities and risks associated with AI, the importance of not over-relying on AI tools, and the need for marketers to maintain emotional intelligence and manual skills. Additionally, they explore changing customer behaviors, the unpredictable nature of user interactions, and how marketers can stay ahead of the curve. Maximilian shares his insights on balancing personalized experiences with data privacy, staying up-to-date with AI advancements, and leveraging AI for practical tasks. Timecodes: 01:42 Welcome to the WeMarketers Podcast 02:24 Maximilian vom Eyser on AI in Marketing 03:00 The Risks of Overreliance on AI 11:53 Changing Customer Behaviors with AI 19:56 Balancing Personalization and Data Privacy 24:53 Transparency in AI Usage by Brands 31:36 Maximilian's Personal Approach to Staying Ahead in AI 37:46 Essential Skills for Marketers in the Age of AI 42:43 Conclusion and Contact Information ____________ Connect with Maximilian vom Eyser: https://www.linkedin.com/in/maximilian-vom-eyser/ ____________ Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian WeMarketers Podcast Website: wemarketerspodcast.com ____________ WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml ____________ Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at info@wemarketerspodcast.com

The Power of Networking: Building a Brand & Community from Scratch with Adriaan Kolff

In this episode of the WeMarketers Podcast, Andrew sits down with Adriaan Kolff to discuss the profound impact of networking on personal and professional success. Adriaan shares his journey and how his network has been instrumental in his entrepreneurial endeavors. From sharing personal stories to providing practical advice on how to build and leverage networks, this episode is a must-watch for marketers and entrepreneurs looking to expand their reach and influence. Adriaan provides insights into the importance of moving out of one’s comfort zone, the power of giving without expecting anything in return, and the benefits of building a personal brand. Whether you’re just starting out or looking to take your career to the next level, this conversation offers valuable lessons on the power of networking. Timecodes: 01:46 Intro 02:15 Adriaan's Networking Journey 07:52 The Importance of Moving for Growth 11:17 Building Networks from Scratch 15:24 Organizing Effective Networking Events 25:43 Creating a Sense of Belonging 29:30 Generosity in Networking 30:42 The Real Estate Broker's Unconventional Strategy 32:05 The Power of Being a Super Connector 32:38 Networking Success Stories 36:57 Building and Expanding Your Network 37:30 Overcoming Networking Doubts and Fears 38:46 Effective Networking Techniques 45:36 Leveraging LinkedIn for Networking 47:34 The Importance of Personal Branding 51:19 Final Thoughts and Future Plans ____________ Connect with Adriaan Kolff: https://www.linkedin.com/in/adriaankolff/ ____________ Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian WeMarketers Podcast Website: wemarketerspodcast.com ____________ WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml ____________ Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at info@wemarketerspodcast.com

We Broke Marketing - Now Let's Fix It and Win Long-Term

In this episode of the WeMarketers Podcast, Andrew sits down with Sam O'Brien, VP of Marketing at Dealfront, to discuss the complexities of modern marketing. They delve into the importance of balancing short-term results with long-term brand building, the role of data-driven decision making, and the benefits of programmatic demand generation. Sam shares his unique approach to market segmentation, the use of AI in marketing, and the significance of effective collaboration between sales and marketing teams. Tune in for practical insights and real-life experiences from a seasoned marketing leader. Timecodes: 01:45 Introduction to Sam O'Brien and the Topic of Broken Marketing 02:28 The Dilemma of Data-Driven Marketing vs. Brand Building 03:05 Exploring Long-Term Marketing Strategies 03:52 Connecting Marketing Efforts to Sales Impact 05:35 Dealing with Management Pressure on ROI 06:29 Effective Demand Generation and Brand Building 07:48 Challenges in B2B Marketing and Long Sales Cycles 09:03 Strategies for Market Penetration and Growth 21:17 The Role of ABM in Modern Marketing 26:25 Leveraging AI and Automation in Marketing 32:26 The Structure and Collaboration of Marketing Teams 36:16 Conclusion and Final Thoughts ____________ Connect with Sam O'Brien: https://www.linkedin.com/in/samuelwobrien/ ____________ Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian WeMarketers Podcast Website: wemarketerspodcast.com ____________ WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml ____________ Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at info@wemarketerspodcast.com

Content Marketing in 2025 and Beyond: Personalization, Trust, and Transparency

In this episode of the WeMarketers Podcast, Andrew interviews Kristina Vukas, Fractional CMO and founder of Plot Twist, to discuss effective content marketing strategies for 2025 and beyond. Kristina shares her journey from being a singer and actress to a successful marketer. They delve into the importance of personal branding, the shift towards authenticity in content, and the use of AI as an assistant rather than a creator. Kristina emphasizes the need for companies to be transparent and human-centric in their marketing efforts. The conversation also covers the evolving consumer behavior, the role of different marketing channels, and practical strategies for balancing AI and human-created content. Kristina shares her data-driven approach to predicting ROI and her vision for the future of content marketing. Timecodes: 01:35 Kristina Vukas' Journey in Marketing 03:10 Effective Content Marketing in 2025 05:06 Shifts in Consumer Behavior 07:48 Content Strategy and Performance 14:20 Balancing AI and Human-Centric Content 17:20 Encouraging Team-Generated Content 20:40 Collaborating with Sales Teams 22:00 Content Marketing for Different Company Sizes 23:22 Measuring Content Marketing Success 27:47 Future of Content Marketing 29:54 Favorite Tools for Content Creation 32:12 Conclusion and Contact Information ____________ Connect with Kristina Vukas: Linkedin: https://www.linkedin.com/in/kristina-vukas/ Instagram: https://www.instagram.com/kristinavukas/?hl=en ____________ Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian WeMarketers Podcast Website: wemarketerspodcast.com ____________ WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml ____________ Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at info@wemarketerspodcast.com

No Leads, No Budget: Fixing B2B Marketing in Crisis

In this episode of the WeMarketers Podcast, Andrew welcomes Ora Gittsovich to delve into effective anti-crisis B2B marketing strategies. They discuss the importance of concentrating on high-value accounts, integrating marketing and sales efforts, and leveraging data to navigate market disruptions. Ora shares insights on maintaining communication and consistency, aligning marketing activities with buying cycles, and building resilient strategies to manage crises. She also emphasizes the role of customer success, reengagement, and the use of tools and automation to enhance performance during challenging times. Tune in for practical tips on surviving and thriving in a crisis, straight from a seasoned marketing expert. Timecodes: 01:26 Meet Ora Gittsovich 04:14 Defining Crisis in Business 06:05 Aligning Marketing and Sales During Crisis 09:21 Customer Success and Acquisition Channels 10:59 Metrics and Data-Driven Decisions 16:56 Anti-Crisis B2B Marketing Strategies 23:41 Preparing for Future Crises 35:21 The Role of a Fractional CMO 38:27 Final Thoughts and Farewell ____________ Connect with Ora Gittsovich: https://www.linkedin.com/in/cmora-gittsovich/ Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian WeMarketers Podcast Website: wemarketerspodcast.com ____________ WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml ____________ Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at info@wemarketerspodcast.com

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