About this podcast
This podcast diary is the second in Alice’s series of the Diary of a first-time CMO. Across 50+ entries, Alice de Courcy unpacks lessons she’s learned in the past two years since her last diary, scaling Cognism into new regions, introducing new products to market, on route to hitting the 100M mark. And it’s all available in audio format, for free, here!
Episodes
The newest 20 of 59 episodes
- The last word · 1 min · Episode 58You’ve reached the end of Alice’s diary of a first time CMO volume two, thank you so much for listening.
- Final entry: My big bets · 3 min · Episode 57As the diary of a first-time CMO volume two comes to an end, Alice shares what she thinks will be important for her, the Cognism marketing team and B2B marketers in general over…
- Bonus entry 12: Distributing our content · 3 min · Episode 56After sharing our content strategy in the previous entry, this entry dives into how we distribute the content we create throughout our various channels.
- Entry 38: Our updated content strategy · 4 min · Episode 55Our content framework revolves around ‘what we want to be known for’. Listen to Alice explain our ‘content roadmap’, which feeds our media machine content and big rock content…
- Team entry 6: Warming up a region with marketing - LinkedIn post authored by Liam Bartholomew · 4 min · Episode 54One of the ways you can reduce the risk of failure before entering a new region is by doing some test marketing in that region first. You can gauge the interest, create some…
- Bonus entry 11: Finding and working with subject matter experts in new regions · 3 min · Episode 53Working with SMEs is a huge part of the Cognism marketing strategy, and therefore we need to be able to identify and reach out to relevant SMEs in new regions when we have plans…
- Bonus entry 10: How we nailed expanding into France · 5 min · Episode 52This entry follows on from entry 37, discussing how Alice and the Cognism team applied the lessons learned from their DACH expansion, to their French expansion.
- Entry 37: Mistakes we made expanding into DACH · 6 min · Episode 51Not every venture is immediately successful. However, the lessons we learn from doing things the wrong way, teach us a lot about how to do things next time. This entry goes into…
- Entry 36: Implementing AI in marketing · 9 min · Episode 50Alice and Cognism’s CEO are keen to be one of the first adopters of new AI tech that can help the company become more efficient in its processes. This entry delves into a few of…
- Bonus entry 9: How we use the Cognism product for marketing internally · 3 min · Episode 49Most people know Cognism for its sales use case, but internally, we drink our own champagne and utilise the Cognism product for our own marketing. This entry shares how.
- Entry 35: Kaspr’s growth journey · 5 min · Episode 48How do you apply the Cognism demand generation approach in a smaller company? This entry deep dives how Alice adjusted the Kaspr set up to incorporate demand generation.
- Team entry 5: Kaspr versus Cognism positioning - LinkedIn post authored by James Isilay · 4 min · Episode 47Cognism and Kaspr are two very similar products, but two very different audiences. When bringing Kaspr into the Cognism family, we had to think carefully about how we position…
- Entry 34: Valued I hire for · 3 min · Episode 46One of the biggest investments you make as a marketing leader is who you hire. How do you make sure each hire is just as strong as the last? This entry dives into the key values…
- Entry 33: A deep dive into Cognism’s 1:1 ABM tactics · 7 min · Episode 45This entry is part three of Cognism’s ABM strategy, specifically looking at how we build towards identifying our 1:1 targets and then how we try to reach said target accounts.
- Entry 32: ABM early results · 3 min · Episode 44This entry is part two of Cognism’s ABM strategy, plus some of the results we’ve managed to achieve from our ABM activity so far.
- Entry 31: Developing an ABM strategy · 7 min · Episode 43Cognism has gone from zero ABM strategy to an ABM strategy pulling in 300k opps in a matter of weeks. Listen to Alice deep dive what we do for ABM.
- Entry 30: How to manage wide scale company reporting as you scale · 6 min · Episode 42Separate to OKR reporting, how do you track BAU targets? Especially as you grow and have a lot more to have oversight on as a marketing leader… This is how we manage reporting at…
- Bonus entry 8: How we work with agencies and freelancers · 2 min · Episode 41Which roles should you have in house, and which can you outsource to someone external? This entry explains Alice’s strategy and philosophy for freelancers and agencies.
- Entry 29: 5 years investment in SEO, now a Hubspot competitor · 4 min · Episode 40When others zig, you should zag. Cognism’s SEO strategy has always looked at the long game, focusing on quality - and not on programmatic SEO. Despite a lot of advisors telling…
- Entry 28: When to translate, and when not to translate - that is the question 💀 · 6 min · Episode 39When expanding into new regions, when can you translate existing content - and when should you create something new? Listen to find out how we balance the low hanging fruit…
