Lay of the Brand

EXPLORE

Society & Culture

© 2024 PodJoint

https://is1-ssl.mzstatic.com/image/thumb/Podcasts211/v4/6c/3b/1b/6c3b1b6c-94fa-cac9-1997-7dd1056ce506/mza_2420820544599981915.jpg/600x600bb.jpg

Lay of the Brand

Merritt Group

37 episodes

1 month ago

Continuing our two-part series, last time we talked about getting started with influencer marketing and how to find the right influencers for your campaign goals. Now we're uncovering how to measure, maximize, and maintain an influencer program that actually gives you the results you're looking for. Once again, our guests are Michelle Schafer, a Merritt Group partner who heads the agency's security practice. Robin Campbell-Burt, the CEO of a Merritt Group's global PR agency partner, Code Red ...

Show more...

Entrepreneurship

All content for Lay of the Brand is the property of Merritt Group and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Continuing our two-part series, last time we talked about getting started with influencer marketing and how to find the right influencers for your campaign goals. Now we're uncovering how to measure, maximize, and maintain an influencer program that actually gives you the results you're looking for. Once again, our guests are Michelle Schafer, a Merritt Group partner who heads the agency's security practice. Robin Campbell-Burt, the CEO of a Merritt Group's global PR agency partner, Code Red ...

Show more...

Entrepreneurship

Episodes (20/37)

Lay of the Brand

The secrets of cyber influencer marketing - Part 2

Continuing our two-part series, last time we talked about getting started with influencer marketing and how to find the right influencers for your campaign goals. Now we're uncovering how to measure, maximize, and maintain an influencer program that actually gives you the results you're looking for. Once again, our guests are Michelle Schafer, a Merritt Group partner who heads the agency's security practice. Robin Campbell-Burt, the CEO of a Merritt Group's global PR agency partner, Code Red ...

2 months ago

24 minutes

Lay of the Brand

The secrets of cyber influencer marketing - Part 1

Influencers are having a huge impact on marketing and PR. But if there’s any discipline that runs on trust, it’s cybersecurity. So, working with influencers could create terrific results, but that’s not guaranteed. It's a strategy that's so big, we've made this discussion a two-part series. And we're talking with 3 experts in cyber influencer marketing and PR: * Michelle Schafer, a Merritt Group partner who heads the agency’s security practice * Robin Campbell-Burt, the CEO of Me...

3 months ago

29 minutes

Lay of the Brand

Navigating the fractured customer journey w/Pat Barrett, Unison

Today's buyers jump around throughout the decision process, loop in new stakeholders midstream, and often do months of research before ever speaking to sales. So why are so many marketing strategies still built around a linear sales funnel? That's why we're talking with Unison's Pat Barrett to unpack the messy reality of the modern buyer journey and uncover how you can navigate the new, fractured customer journey.

4 months ago

22 minutes

Lay of the Brand

B2G success in a DOGE environment with guest Brian Chidester

In this episode of Lay of the Brand, host Peter Jacobs is joined by Brian Chidester, Head of Global Strategy and Innovation for Public Sector at Adobe and host of The Government Huddle podcast. With government agencies facing mounting pressure to operate more efficiently while staying mission-aligned, they uncover steps B2G companies can take right now to stay relevant. This conversation highlights the urgent need for strategic marketing, proactive positioning, and meaningful engagement to en...

7 months ago

29 minutes

Lay of the Brand

Cybersecurity marketing — what's working and what's coming next w/Gianna Whitver and Michelle Shafer

Reaching CISOs has never been easy, but with different channels coming to the forefront and a barrage of AI-powered threats (and solutions) to contend with, how to engage that audience is trickier than ever. On this episode, Gianna Whitver, CEO of the Cybersecurity Marketing Society, and Merritt Group's cybersecurity lead Michelle Shafer, spell out where to focus your efforts now and in the year ahead.

11 months ago

23 minutes

Lay of the Brand

B2B Influencer Marketing with Samsung's Nidhi Mehta

In this episode of Lay of the Brand, host Peter Jacobs talks with Nidhi Mehta, the Social and Influencer Lead at Samsung Electronics America, to unravel how influencer marketing is no longer just for B2C brands. Nidhi shares actionable insights into how B2B brands can use influencer partnerships to tell more compelling stories, create emotional connections, and drive awareness and sales—even in highly technical fields. Listen to learn how to: Choose the right influencers for your B2B camp...

1 year ago

34 minutes

Lay of the Brand

B2G Marketing: Creating End of FY24 Impact with Mark Amtower

The end of the federal government's FY gets everyone scrambling to deliver proposals, but marketing still has a lot to do. That's why we asked Mark Amtower, the godfather of federal marketing, for his insights on what to do now -- and what to focus on going forward. Not that he has an opinion.

1 year ago

37 minutes

Lay of the Brand

2024 AI survey report: how to reach B2B AI buyers now

Over 90% of professionals surveyed say their organizations will use AI more frequently this year than last year. AI providers need to learn what their target audiences really think about AI, both good and bad, who’s making the buying decisions, and the best ways to reach them. Merritt Group's just-released B2B survey report answers those questions and more, and MG's Shahed Ahmed and Kelly Finneran are here to share the findings and what they mean for marketers looking to connect with A...

1 year ago

23 minutes

Lay of the Brand

B2B Influencer Marketing with Carter Hostelley, LeadTail

Influencers are everywhere, but this trend goes beyond fashion tips and recipe hacks. Influencer marketing is essential for B2B tech marketers and PR pros, too. Carter Hostelly, CEO of LeadTail, joins us to explain how you can build relationships with the people your audience trusts —and how to become an influencer yourself.

1 year ago

35 minutes

Lay of the Brand

2024 B2B Media Outlook with Sam Whitmore

What's next for the B2B tech media world -- and how should PR pros and marketing leaders prepare for the big changes ahead? Sam Whitmore of Sam Whitmore's Media Survey (mediasurvey.com) joins host Peter Jacobs to tackle what's coming in 2024. For more tech marketing and PR insights, visit layofthebrand.com

1 year ago

35 minutes

Lay of the Brand

The 5 Scariest B2G Marketing Mistakes with Matt Donovan, Merritt Group

Marketing to the government is very different from a B2B approach. A lot of government-focused companies have strategies in place to crack this code, and have even engaged marketing and PR agencies to help them do it right. Even so, it’s too easy to make avoidable errors that can derail your program — and your ability to engage government buyers. To find out how to avoid 5 of the biggest mistakes that government marketers and their agencies can make, we’re talking with Matt Donovan, a ...

2 years ago

35 minutes

Lay of the Brand

Marketing to healthcare CIOs — our 2022 survey results

For healthcare technology marketers, knowing where to focus your efforts and your resources starts with understanding what CIOs really want from you — and what they don’t. What’s the best way to reach this elusive group, what are they reading and watching, and how can you avoid being the one who misses the mark? To find out, we're talking with Amanda Bury, Chief Commercial Officer at healthcare platform creator, Infermedica. She'll give us her real-world insights, along with her take o...

2 years ago

27 minutes

Lay of the Brand

2023 predictions for marketing and PR with Microsoft and Merritt Group

For tech marketers and PR pros, 2023 could be a wild ride, with an uncertain economy and new possibilities to engage with customers, the media, and influencers. Still, as we've seen in the 25 years since Merritt Group's founding, some things are evergreen. So, what's still working in marketing and PR? And how can we prepare for more changes, big and small? To find out, we're talking with Alisa Whyte, CEO of Merritt Group, who's been here since the beginning. We're also joined by Tonya ...

2 years ago

23 minutes

Lay of the Brand

Take control of your personal brand

As PR and marketing professionals, we’re consumed by the brand reputation of the clients and organizations we represent, but often fail to build our own personal brand. Carol Blymire, founder and CEO of Neon Strategies and professor at Georgetown University, joins us on Lay of the Brand to show us how cultivating your personal brand can be critical to how you market your company -- and how you grow your career.

3 years ago

44 minutes

Lay of the Brand

B2B marketing in the metaverse

Is the metaverse just the next "next big thing?" Or is it a totally new way of looking at interactivity and engagement? And what can marketers be doing now to make sure they aren’t left behind? Listen in for insights from Yashar Behzadi, CEO and founder of Synthesis AI.

3 years ago

23 minutes

Lay of the Brand

Launching and Measuring Your B2G ABM Campaign with Aaron Heffron and Kate Tong

In the final episode of our three-part series, we're looking at how to put the data you've gathered and the content you've created to work. What channels do you choose and what should you measure to see if you're actually hitting the mark? To find out, we're talking with Kate Tong, senior director, US public sector marketing at enterprise search provider, Elastic and Aaron Heffron, executive vice president of government market research firm, Market Connections.

3 years ago

26 minutes

Lay of the Brand

Creating valuable B2G content for ABM with Aaron Heffron and Courtney Hastings

In part two of our three part series on federal account based marketing (ABM), we’re looking at creating powerful messaging and content strategies. How does research inform content, and how can you adapt to focus on the people and messages that can make all the difference to your win rate? To find out, we’re joined by Courtney Hastings, Senior Marketing Manager, Public Sector, of data integration and analytics provider, Qlik, and Aaron Heffron, Executive Vice President of government market re...

3 years ago

28 minutes

Lay of the Brand

EdTech: Adapt and evolve your marketing with Laura Sullivan, Presence Learning

With school districts across the country again embracing classroom learning, we're taking a look at how the marketing of educational technology (EdTech) has changed in recent times — and where EdTech marketers can find new opportunities. To give us insights and next steps for this new era, we talk with Laura Sullivan, Vice President of Marketing and Communications for PresenceLearning. Prefer to read all about it? Click here for a transcript!

4 years ago

22 minutes

Lay of the Brand

The value of account-based marketing (ABM) for the federal government with Aaron Heffron, Market Connections

For ABM to succeed in B2G markets, you need research to back up your strategy. On this episode of Lay of the Brand, we talk with Aaron Heffron of government-focused research firm Market Connections to learn what to look for... and how to use it to build a smarter, more effective ABM program.

4 years ago

30 minutes

Lay of the Brand

Aligning marketing and sales for B2G ABM and DBM

Account-based marketing (ABM) and deal-based marketing (DBM) are hot topics—especially for government-focused tech firms, where raising awareness and building relationships are essential to gaining trust and winning contracts. But it isn’t just the job of marketing or sales to introduce and maintain these programs. The most successful firms know it’s a joint effort, where each team plays to their strengths. That isn’t always easy, so to look at how to make that alignment between sales a...

4 years ago

25 minutes