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Who Owns Campaign Content: Demand or Brand? [podcast]

Episode Description

On this episode of The Marketer’s Journey, I interview Amy Holtzman, SVP of Marketing at AlphaSense. On today’s episode we chat about the important role of demand generation and how it builds an earned platform for other forms of marketing.  We also discuss Amy’s career journey and hiring strategies to build out her team at AlphaSense; and how you know both when you need to bring subject matter experts onto your team and when you need to reinvent yourself as a marketer.

Key takeaways from this episode:

  • Your demand performance is what gives you the right and the budget to do other, cooler things like invest in brand and do cooler executions. Amy says she always spoke in terms of metrics and demand and this earned her a seat at the table.
  • Good content always prevails-- find out what content works for you and prioritize making it great.
  • There is always a debate of who should “own” things in marketing. When we have projects where there isn’t a specific owner, this actually builds opportunities for partnerships and teamwork.

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

Profile Photo of Randy Frisch