In this week's episode of The Marketing Innovators Podcast, host Mouneeb Shahid speaks with Carlee Groves, Director, Marketing & Communications at CopperTree Analytics.
Carlee's role includes defining and executing marketing, digital communication, and PR strategies to support the overall corporate goals and objectives of CopperTree Analytics.
She supports the productization of CopperTree’s SaaS software solutions across various vertical markets through numerous acquisition channels while analyzing their results and opportunities for improvement.
Aside from being a full-time mom, Carlee's passions include optimizing the customer journey and lifecycle from brand awareness to final purchase and customer advocacy, through thought-out demand generation for increased recurring revenue.
Connect with Carlee Groves: https://www.linkedin.com/in/carleegroves/?originalSubdomain=ca
Learn more about CopperTree Analytics at https://www.coppertreeanalytics.com/
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In this week's episode of The Marketing Innovators Podcast, host Mouneeb Shahid speaks with Ken Ungar, President and Founder of CHARGE.
CHARGE is a sponsorship marketing agency that helps brands and properties unlock the power of sponsorship.
Ken's clients and collaborators have included Honda, Acura, the Los Angeles Dodgers, Coca Cola, Jim Beam, Microsoft, Reebok, 50+ professional athletes in the NFL, NASCAR, and IndyCar.
In his own words, Ken has embarked on a weirdly diverse career, taking advantage of opportunities when they present themselves. He's been a lawyer, author, and marketer, as well as serving as a league representative, event promoter, and business leader at the highest levels of professional sports.
In addition to his widely decorated career, Ken is a veteran of the airwaves, with appearances on ABC News, Associated Press, CNN Money, ESPN, Forbes, Fox News, LA Times, New York Times, USA Today, and more.
Connect with Ken Ungar: https://www.linkedin.com/in/kenungar/
Learn more about CHARGE at https://chargesponsorship.com/
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In this week's episode of The Marketing Innovators Podcast, host Mouneeb Shahid speaks with Matthew Gierc, VP of Product and Marketing at 3AG Systems.
Matt is responsible for identifying new approaches to modeling for complex systems that drive operations, supply chains, and the factory floor, with a focus on bridging the worlds of business and technology. He has an extensive record of successful commercial and technical product launches. He holds an MBA from Queen's University and a Bachelor's of Applied Science from Simon Fraser University.
Matt's journey wasn't necessarily traditional. The best way he can describe it is that he fumbled his way towards a marketing role and gained good experiences along the way, picking up as much as he could.
Generally, Matt is interested in looking at areas where he can have the maximum impact for the minimal amount of effort. He also favors areas with much longer-term connections with the people that he's working with, as opposed to doing something quickly.
Connect with Matthew Gierc: https://www.linkedin.com/in/matthewgierc/
Learn more about 3AG Systems at
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In this week's episode of The Marketing Innovators Podcast, host Mouneeb Shahid speaks with Emma Williams, Senior Director of Marketing and Sales Operations at Breathe Life.
Emma has spent the last eight years actively involved in the Montreal tech space: being one of the first employees at an early-stage startup; working on the support side as the program manager of an accelerator; director of Montreal's premier tech hub. Emma has been immersed in all aspects of scaling: operations; finance; marketing; customer support, and joined Breathe Life to help execute on its content and marketing strategies.
Breathe Life sells to life insurance carriers. Usually, the buyers at those carriers are in their fifties, so they're not being reached by digital marketing and digital ads. The best way to get them aware of the brand is by pushing conversations forward with them through in-person events, networking events, conferences, and so on.
Connect with Emma Williams: https://www.linkedin.com/in/emma-williams-55726837/
Learn more about Breathe Life at https://www.breathelife.com/
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In this week’s episode of The Marketing Innovators Podcast, host Mouneeb Shahid speaks with Xavier Mesrobian, Vice President of Sales & Marketing at Skkynet Cloud Systems, Inc.
With over 25 years of experience in sales and marketing, Xavier is a seasoned technical sales and marketing executive with a strong foundation in net new business development. Working with enterprise customers, OEMs, and reseller channels, Xavier identifies new opportunities and partnerships. He also identifies market needs and brings to market solutions that help customers enhance their business.
Skkynet's approach is one where they're constantly touching their customer and advising them of what's new with their applications, or what's new with the product. They're also advising them on new releases, case studies, and use cases, which helps keep their name in front of clients.
Connect with Xavier Mesrobian: https://www.linkedin.com/in/xavmes/
Learn more about Skkynet at https://skkynet.com/
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
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On this episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Patty Romeo, VP of marketing at Juvonno, a Winnipeg-based software company that designs solutions for outpatient rehabilitation clinics with online booking, charting, scheduling, and billing.
After earning a business degree with a focus on marketing from North Dakota State University, Patty spent several years in the corporate world, learning valuable lessons about process structure and workflow. She then moved into the world of startups, where she had more autonomy and wore many hats.
She joined Juvonno in a sales role, right as the company was ready to scale up in a big way. When she moved over to the marketing side, her sales experience provided a solid foundation of knowledge about the company, the solution, and most importantly, the customers and their needs.
Patty has focused on getting their message consistent, to reach the people who are most likely to become users. The result is an increase in traffic of 400% over the last few years. And just in the past year, they’ve increased the number of qualified leads by 165%.
What she and her team are doing is clearly working.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
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In this episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Chris Veillon, chief marketing officer at Pure Flavor, a company that puts quality, flavor, and customers first by providing greenhouse-grown vegetables from its farms that are strategically located throughout North America.
The wanderlust bug hit Chris early in his life, and he left school to be a ski instructor in places like Banff, Alberta and Switzerland. In his mid-20s, he made his way back to school and got his four-year honors degree in three years. What followed was a substantial career in tourism.
Chris eventually found his way into production and has been there ever since. He is in a unique position at Pure Flavor in that it is a B2B company, but it still has to market to consumers. Chris believes in marketing in revolutionary ways, not taking a “me too” approach.
He says his approach is “navigating to calm waters.” By getting away from all the channels that are clogged up with his competitors, his brand can stand out from the crowd. He and his team create unique content to address exactly what their customers are looking for.
It’s a highly effective approach.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
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In this episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Paula Hingley, director of marketing and communications at Echosec Systems, a company that allows clients to monitor security threats through streamlined access to indexed data from a wide range of social media, deep web, and dark web networks.
Paula’s story behind joining the company is an interesting one. She is a chef by trade and she was working in a restaurant in the same building Echosec was in. She got to know the team members and when they found out she was also a writer, she began helping them with content.
Content remains a pillar of their marketing strategy. She gives great insight on avoiding common mistakes people make with their content creation. She says worrying about keywords and search traffic can get in the way of good content.
Recently their traffic has quit growing, but their conversion rate has increased. This is a sure-fire way to know your content is of higher quality and doing what it is supposed to do.
Remember, quality over quantity works every time.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
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In this episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Shadi Yazdan, co-founder and Chief Growth Officer at PredictivEye. PredictivEye is an AI platform that helps online retailers increase sales and retention through predictive analysis and action based on customer behavior.
Shadi began her career working for the government in the education sector, but her entrepreneurial spirit got the best of her. So she got her MBA and started launching businesses. Along the way she learned the valuable lesson that the partners you start a business with are just as important as a life partner. You must choose wisely.
She exited one of the businesses to start PredictivEye with an MBA classmate. She handles the business side of things including operations, marketing, sales, and partnerships.
She learned early on from being in the startup world how to be successful at marketing with very little money. She is a strong believer in treating customers like gold to gain retention and referrals. She also believes in creating mutually beneficial partnerships with other businesses, in her case, marketing agencies that handle PredictivEye’s target online retailers.
It’s fascinating technology and her story will pull you in.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
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In this week’s episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Philip Hatcher, head of marketing at Sprout, a health technology company empowering organizations to embrace wellbeing and improve health and happiness.
Sprout offers a technology solution that allows employers to encourage and reward a healthy lifestyle for their employees through integration with an API. These types of solutions offer challenges to marketers around personalization, brand loyalty, and product loyalty. Philip is constantly assessing their strategy and procedure choices to ensure maximum stickiness and loyalty from their end-users.
There is also an inherent technical aspect to API products. Philip says that the biggest challenge his B2B marketing team faces is telling its product stories in a meaningful way that does not bombard potential customers with tech speak.
Philip believes that in marketing there is no silver bullet that is going to work every time, and even if it works today, it might not work tomorrow. Marketers need to try innovative new ideas, knowing there is a chance something may fail. As he says, fail fast and fail cheap, but try it.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
As we mentioned, this episode is brought to you by 2Web. We help your business thrive online. Learn more and say hello at 2Web.ca.
In this week’s episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Wafa Sayeed-Irtiza, VP of Marketing at ACTO, the best omnichannel education ecosystem in the life sciences and healthcare industries.
A career in marketing fell into Wafa’s lap by accident when she was offered a marketing position at a radio station following a brief time in retail banking. She eventually moved from her native Pakistan to Canada and began to dive into digital marketing. A new world was opened up to her when she learned about database marketing and data-driven strategy.
In her position at ACTO, she puts what she has learned to use in the life sciences and healthcare industries. Because there are so many different types of personalities and learning styles in those industries, they have built an omnichannel experience to bring consistency to their messaging.
The result is a hybrid marketing model that lies in the space between marketing and sales. They are a SaaS company and the hybrid model is completely data-driven, evolving based on changes in the world around them.
She takes a deep dive into this hybrid model. Interesting stuff.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
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In this week’s episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Martin Pietrzak, VP of Marketing at Viafoura.
Martin shares details about his 20-year career path which includes an interesting entrepreneurial phase when he and a friend created city-specific search engines to help people who enjoy nightlife find events of interest in their city or a city they are visiting.
He dives into his current role and how they strategically determine the proper channels they use to engage and market to consumers. They also use LinkedIn as a tool to get in front of their targeted audience at the right time. He says this is a very low-cost way to reach people, but it can be labor-intensive.
He shares in detail some lessons he has learned over the years, which results in great advice for marketers at any stage of their career. Be innovative. Be heard. Just because you’re young and have a boss doesn’t mean your ideas aren’t valid.
And when you do speak up, don’t be afraid to fail. It happens to everyone. Learn from it and move on.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
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On this episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Brent Brooks, Director, Sales and Strategic Marketing at MMB Networks, an IoT technology company that helps global brands create amazing customer experiences through connected wireless products.
Brent and his team have a strong focus on the customer experience. They are upfront with their promises, knowing that they must deliver to create satisfied customers who will want to continue the relationship.
The company relies heavily on word-of-mouth for starting and building a repeatable customer journey, but they also take great care that all the customer-facing digital content they create is geared toward educating current and future customers in a relatable way. This is important in a market that is undergoing constant technological maturation.
At MMB Networks, they focus on four pillars of IoT development: strategy, design, manufacturing, and support. Brent and his team work side-by-side with the engineers and developers to ensure that the marketing messaging follows the customers as they navigate through those pillars.
An IoT product isn’t like a traditional electronic product. It requires attention to the customer throughout the entire lifecycle, and Brent and his team are there to deliver.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
As we mentioned, this episode is brought to you by 2Web. We help your business thrive online. Learn more and say hello at 2Web.ca.
In this week’s episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Cassandra Jowett, Senior Director, Marketing at PathFactory.
PathFactory helps enterprise and mid-market B2B organizations utilize content marketing to accelerate the nurturing process and improve win rates with their content marketing. They also use automation to connect buyers with appropriate content to remove friction for buyers.
Cassandra joined PathFactory in 2017 as Director of Content Marketing. She found a somewhat disjointed content strategy and put her background in journalism to use to create compelling stories with their content. The goal was to not only educate the B2B buyers on the problems they were facing in the market, but also how PathFactory could help solve those problems.
She explains how PathFactory is not a marketing automation solution: They provide a layer on top of popular platforms to analyze the data to see how consumers are reacting to their efforts. This intelligence allows B2B companies to go beyond automated response triggers to refine the customer experience and engage in a way that increases conversions.
Cassandra says content marketing is less about squeezing out more conversions and more about getting people educated to make the process more efficient and successful.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
As we mentioned, this episode is brought to you by 2Web. We help your business thrive online. Learn more and say hello at 2Web.ca.
In this week’s episode of The Marketing Innovators Podcast, we speak with Christine McIver, Founder and Chief Executive Officer at Kids Cancer Care Foundation.
Christine has devoted her life to serving children and families affected by childhood cancer. She is responsible as CEO for one of Canada’s largest children’s cancer charities and has earned several awards for her services to children with cancer. These awards include the Governor General's Meritorious Service Medal, the Alberta Centennial Medal, and the Canadian Hadassah-WIZO Woman of Achievement Award.
The episode begins with Christine explaining that she joined the industry when her son Derek was diagnosed with a brain tumor in 1986.
Throughout the episode, Christine talks about Kids Cancer Care Foundation and the marketing techniques used in the company. We discover that while paid advertising has been used, the company predominantly relies on organic marketing.
We also learn how Covid-19 affected the company and how they’ve dealt with those challenges.
Toward the end of the podcast, Christine discusses some of the biggest opportunities for the charity in the future. She also shares what advice she would give to herself five or ten years ago if she could.
Do you want to learn how to market effectively for a nonprofit charity? Then tune in to this week’s episode of The Marketing Innovators Podcast, with Christine McIver, Founder & Chief Executive Officer at Kids Cancer Care Foundation.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
As we mentioned, this episode is brought to you by 2Web. We help your business thrive online. Learn more and say hello at 2Web.ca
On this week’s episode of The Marketing Innovators Podcast, we speak with Mikael Castaldo, General Manager at Ratehub.ca.
Ratehub is Canada’s leading financial product comparison website. People looking to compare mortgages, credit cards, or home and auto insurance can use the website to do so.
The episode begins with Mikael explaining his professional background and how he got started at Ratehub.
Throughout the episode, Mikael speaks a lot about SEO, their primary marketing strategy at Ratehub. He gives plenty of advice on best SEO practices and what not to do.
As SEO is so important at Ratehub, they have a full-time SEO and content team to help with it. We also learn that Ratehub has a huge analytics team to track what’s working well in marketing.
Mikael also discusses other marketing methods the team uses, such as Google CPC.
The episode wraps up with Mikael discussing the ample opportunities he sees for Ratehub in the future. He also shares the advice he would have given himself five or ten years ago if he could.
There are right ways to practice SEO and wrong ways too. Learn what to do (and what not to do) by tuning into the latest episode of The Marketing Innovators Podcast with Mikael Castaldo, General Manager at Ratehub.ca.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
As we mentioned, this episode is brought to you by 2Web. We help your business thrive online. Learn more and say hello at 2Web.ca.
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On this week’s episode of The Marketing Innovators Podcast, we speak with Aileen Nandy, Director, Marketing Communications at Climb.
Climb is a Canadian-based company that believes in building a better financial future for its customers where a credit score does not define people or prevent them from getting what they want. Climb products and services aim to help customers improve their credit scores.
The episode begins with Aileen explaining how she ended up working at Climb. She also talks more about the company and discusses who its target customers are.
We learn what marketing methods have worked particularly well for Climb over the years, including developing partnerships with Licensed Insolvency Trustees to build trust and reliability. Aileen explains that the company relies heavily on LinkedIn to find the right partnerships for Climb.
Aileen also talks about the customer journey and the importance of immediacy when marketing. Climb discovered that SMSs had almost five times the response rate compared to emails. This leads Aileen to speak more about SMS marketing and the benefits and challenges it introduces.
Toward the end of the episode, Aileen tells us the advice she would give to her younger self five or ten years ago.
Do you want to learn the marketing secrets of a company that helps you rebuild your credit score? Then tune into this week’s episode of The Marketing Innovators Podcast, with Aileen Nandy, Director, Marketing Communications at Climb.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
As we mentioned, this episode is brought to you by 2Web. We help your business thrive online. Learn more and say hello at 2Web.ca
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In this week’s episode of The Marketing Innovators Podcast, we have a chat with Amy Grendus, Director of Marketing & Business Development at Elantis Solutions.
Elantis Solutions consists of a team that collaborates to produce solutions that exceed customer expectations. The team consists of workflow and automation experts, SharePoint specialists, application developers, and business intelligence analysts. All members have the same goal of providing exceptional results for customers.
The episode begins with Amy explaining how she first started working at Elantis Solutions. She then goes on to speak about the brand’s target audience.
We learn about the company’s subscription model, which has proven to be successful for the brand.
Amy discusses Elantis Solutions’ successful marketing strategies, which are trade shows and email campaigns. As the world begins to open up, Amy hopes the brand can get back to working at trade shows. Then, she speaks about what she sees in the future for Elantis Solutions.
The episode wraps up with Amy answering what advice she would give herself five or ten years ago. That is not to limit or hold yourself back, whether from a personal or professional viewpoint.
Do you want to learn how a successful solutions brand runs its marketing? Then tune in to this week’s episode of The Marketing Innovators Podcast, with Amy Grendus, Director of Marketing & Business Development at Elantis Solutions.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
As we mentioned, this episode is brought to you by 2Web. We help your business thrive online. Learn more and say hello at 2Web.ca
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In this week’s episode of The Marketing Innovators Podcast, we speak with Neil Lang, Director of Sales and Marketing at In-House Solutions Inc.
In-House Solutions provides expert machining solutions to the manufacturing industry as software, educational materials, and technical and professional services.
The episode begins with Neil talking about his background in sales and marketing and his current role at In-House Solutions Inc.
We then learn about the effect that Covid-19 has had on the company, particularly on its marketing methods and practices.
Neil explains what works for the company in terms of marketing. He speaks about marketing automation and about Pardot—the platform the brand uses to track metrics. Neil explains that it takes a different marketing approach for every company.
Neil also describes the change in customer behavior when it comes to purchasing that occurred in the past year. He highlights some of the challenges we might expect to see in the near future.
The episode wraps up with Neil telling us what he expects for In-House Solutions Inc. in the future. Given his background and experience in sales and marketing, he gives a useful final takeaway for listeners.
Do you want to learn the marketing secrets of Canada’s leading manufacturing solutions provider? Then tune in to this week’s episode of The Marketing Innovators Podcast, with Neil Lang, Director of Sales and Marketing at In-House Solutions Inc.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
As we mentioned, this episode is brought to you by 2Web. We help your business thrive online. Learn more and say hello at 2Web.ca
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In this week’s episode of The Marketing Innovators Podcast, we sit down with David Hawthorne, Vice President of Marketing & Engagement at United Way of Winnipeg.
At the beginning of the episode, we learn about David and his background in marketing. He tells us how he ended up working at United Way and how he developed his marketing skills over the years.
Then, David explains the marketing techniques that work particularly well for United Way. That is, creating high-quality content and telling a story. He also speaks about the user experience of a website and how important it is.
David goes on to discuss the best platforms to promote content on, including Facebook and Google. He also answers how the team at United Way measures impact and what metrics they use.
Toward the end of the episode, David gives the advice he would provide to himself if he were to go back ten years.
Based on his experience and the challenges he’s overcome, including the past few months of Covid-19, David wraps up the episode by giving one final, big takeaway to his listeners.
Do you want to learn the marketing secrets of a successful international non-profit? Then tune in to this week’s episode of The Marketing Innovators Podcast, with David Hawthorne, Vice President of Marketing & Engagement at United Way of Winnipeg.
We hope you enjoyed this episode of The Marketing Innovators Podcast. If something we said today resonated with you, please subscribe, rate, and download our podcast and share this episode with your network.
As we mentioned, this episode is brought to you by 2Web. We help your business thrive online. Learn more and say hello at 2Web.ca
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