We sat down with Jeremy Jones, Executive Creative Director of Wink at Intuit Mailchimp, and Mark Lodwick, Senior Director of Integrated Marketing and Advertising, to learn how they built a brand that captured the most skeptical audience on the planet: marketers.

In this episode of Funnel Vision, we discuss how humans make decisions (hint: it's not always rational), the super-effective way Intuit Mailchimp operationalizes team brainstorms, and how to balance both long-term and short-term goals.

Listen in, then see how their strategies and insights could apply to your own work as a marketer.

—

Timestamps:

1:54: Jeremy and Mark’s background

5:25: The backbone of a Mailchimp creative brief

7:30: Honoring the connection with your customer

14:15: Being right for the time

21:33: The payoff of being thoughtful and clever as a brand

23:19: Long-term vs. short-term

27:10: Why brand is the 401K of marketing

28:48: The one next step

32:33: The motley crew mindset

36:15: Personal inspirations and recommendations

—

About Funnel Vision

Funnel Vision is a marketing podcast hosted by Paula Ximena Mejia and Sasha Belenky from the Wix Studio marketing team. Each episode features interviews with top marketing leaders.

Resources

Explore marketing resources from Wix Studio:

https://www.wix.com/studio/marketing/resources

Learn more about Funnel Vision:

https://www.wix.com/studio/marketing/funnel-vision-podcast

Check out some of the content mentioned in the show:

Keep Shooting Until You See the F*ckers Smoke: Ammunition for Creatives by Damon Stapleton —

https://www.amazon.com/Keep-Shooting-until-ckers-Smoke/dp/047371597X/

The Penguin —

https://www.imdb.com/title/tt15435876/

Can't Hurt Me: Master Your Mind and Defy the Odds by David Goggins —

https://www.amazon.com/dp/B07KKP62FW/?

The Joe Rogan Experience —

https://open.spotify.com/show/4rOoJ6Egrf8K2IrywzwOMk

Lex Fridman Podcast —

https://open.spotify.com/show/2MAi0BvDc6GTFvKFPXnkCL

Crush Live Poker Podcast —

https://open.spotify.com/show/0zbX7Zh2UL3mVEv9DO0nDX

Shōgun —

https://www.imdb.com/title/tt2788316/

There’s a good chance your marketing team is sitting on a goldmine of data—the question is, what will you do with it?

In this episode of Funnel Vision, Eytan Buchman, CMO at Freightos, shares how he uses data to tell stories that boost brand familiarity, increase trust, and garner press. And that’s from both legacy publications like The New York Times and niche outlets in Freightos’ target demo.

The key is knowing how to identify a good story and committing to the long-game. Listen here to learn exactly how to make storytelling a central part of your marketing strategy—and why you should in the first place.

—

Timestamps:

0:50: Introducing Eytan

5:51: Why data-driven storytelling is so impactful

9:23: Don’t underestimate the data that’s in front of you

18:57: Storytelling’s snowball effect

23:03: Setting the bar for an interesting story

26:42: Brand familiarity and playing the long-game

30:00: On building trust through data

33:00: The pros and cons of gated content

36:34: Building a dream marketing team

39:00: How he approaches content planning

43:45: Personal inspirations and recommendations

—

About Funnel Vision

Funnel Vision is a marketing podcast hosted by Paula Ximena Mejia and Sasha Belenky from the Wix Studio marketing team. Each episode features interviews with top marketing leaders.Resources

Explore marketing resources from Wix Studio:

https://www.wix.com/studio/marketing/resources

Learn more about Funnel Vision:

https://www.wix.com/studio/marketing/funnel-vision-podcast

Check out some of the content mentioned in the show:

Anthony Pierri —

https://www.linkedin.com/in/anthonypierri/

Robert Kaminski —

https://www.linkedin.com/in/heyrobk/

Readwise —

https://readwise.io/

Stripe Press —

https://press.stripe.com/

The Making of Prince of Persia by Jordan Mechner —

https://press.stripe.com/the-making-of-prince-of-persia

Ben Thompson —

https://x.com/benthompson?lang=en

Acquired podcast —

https://www.acquired.fm/

Invest Like the Best podcast —

https://joincolossus.com/series/invest-like-the-best/

John Mulaney —

https://www.youtube.com/watch?v=1MBjJMMKASQ

Mitch Hedberg —

https://www.youtube.com/watch?v=saoZjwf7Mfo

You already know that brands work with creators. But how can brands tap into a creator mindset to better engage audiences on their own platforms?

That's what we discuss with Brandon Smithwrick, Director of Content at Kickstarter, in this episode of Funnel Vision.

Brandon works with creators who have different voices, passions, and values, but they have a few important things in common: they lead with value and tell captivating stories that engage real people. And they do this over and over and over.

The most successful brands do the same.

Tune in to learn how to embody this approach on your own marketing team, plus how to stay ahead of different changes in platforms, algorithms, and industry trends.

—

Timestamps:

0:48: Introducing Brandon

1:27: Kickstarter’s unique approach to creators

4:23: On building brand trust

6:06: The creator mindset and leading with value

9:15: How to get your team to embody a creator mindset

11:59: Why consistency and characters make people remember you

14:55: The season of unlearning

17:33: Getting ahead of platform changes and industry trends

22:15: Why you should look outside your own industry

28:15: How to tell more engaging brand stories

34:03: Working with creators in more authentic ways

40:25: The power of tapping into highly niche communities

42:39: Personal inspirations and recommendations

—

About Funnel Vision

Funnel Vision is a marketing podcast hosted by Paula Ximena Mejia and Sasha Belenky from the Wix Studio marketing team. Each episode features interviews with top marketing leaders.

Resources

Explore marketing resources from Wix Studio:

https://www.wix.com/studio/marketing/resources

Learn more about Funnel Vision:

https://www.wix.com/studio/marketing/funnel-vision-podcast

Check out some of the content mentioned in the show:

Hootsuite's influencer campaign —

https://www.adweek.com/commerce/hootsuite-linkedin-campaign/

Matt Gray, Founder & CEO of Founder OS —

https://www.linkedin.com/in/mattgray1/

For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be byDr. Marcus Collins —

https://www.amazon.com/Culture-Power-Behind-What-Want/dp/1541700961

Sweat Equity podcast —

https://www.youtube.com/@SweatEquityPodcast

Brandon's newsletter, Content to Commas —

https://www.brandonsmithwrick.com/newsletter

In this episode of Funnel Vision, Ari Yablok, Head of Brand at Island, shares exactly how he used compelling storytelling to build not just a new brand but an entirely new category - the enterprise browser.

Ari - who had the honor of naming Island - also explains the importance of doing strategy work before jumping into creative work, the holistic way he measures the impact of brand, and exactly how he makes Island stand out in a competitive enterprise space.

Be warned, you won’t be able to listen to it without considering a rebrand of your own. But don’t worry, he addresses that, too.

—

Timestamps:

1:08: Introducing Ari

5:24: What it’s like to build a new category

6:04: The importance of story-driven education

10:49: The “tornado of sameness,” and how to avoid getting sucked into it

15:31: On market maturity and earning trust through words

19:27: The underrated business value of brand

23:44: How he measures brand impact

29:44: The difference between rebranding and repositioning

32:53: Exactly how Island stands out at conferences

38:41: Don’t talk about creative until you’ve done the strategy work

43:31: How behavioral economics informs Island’s creative strategy

47:20: Personal inspirations and recommendations

—

About Funnel Vision

Funnel Vision is a marketing podcast hosted by Paula Ximena Mejia and Sasha Belenky from the Wix Studio marketing team. Each episode features interviews with top marketing leaders.

Resources

Explore marketing resources from Wix Studio:

https://www.wix.com/studio/marketing/resources

Learn more about Funnel Vision:

https://www.wix.com/studio/marketing/funnel-vision-podcast

Check out some of the content mentioned in the show:

Believe in Brand podcast —

https://podcasts.apple.com/us/podcast/believe-in-brand/id1766256075

https://open.spotify.com/show/0zyzRAaQkj6B0VYLAuKmRc

Thinking Fast and Slow by Daniel Kahneman

https://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374533555

Noise by Daniel Kahneman

https://www.amazon.com/Noise-Flaw-Human-Judgment/dp/B08LNYM39M

Marketing Against the Grain

https://link.chtbl.com/VRVPL0rs

Liam Moroney, CEO of Storybook Marketing https://www.linkedin.com/in/liammoroney/

Tom Goodwin

https://www.linkedin.com/in/tomfgoodwin/

In this episode of Funnel Vision, Tal Kapulnik, Head of Marketing at Eon, discusses her career transition from B2C to B2B marketing, and the often overlooked piece that ties them together: people.

Tal shares her journey from agency life, to Youtube, then Lemonade, and now heading the marketing team at Eon, a cloud backup startup determined not to look like a regular cloud backup startup. Tal shares how she uses data to relentlessly measure, how she builds content teams and what she looks for when hiring, and how she is connecting with customers to bring a refreshing and personal approach to her work at Eon.

Underscoring all this is Tal’s unique perspective on what B2B marketing can learn from B2C. Tal rightly calls it “H2H marketing,” or human-to-human, and it will change how you market any product to any audience. There's just one rule: no boring content.

—

Timestamps:

02:08: Introducing Tal Kapulnik and her career journey

07:00: Why differentiating B2B and B2C isn’t helpful

11:19: On being patient and the constant push to not be boring

13:32: How you know your content is working

16:14: The secret to an effective email subject line

17:43: On marketing, sales, and achieving brand magic across teams

22:50: The #1 question to ask in interviews

25:44: How to make the most out of events

27:17: The pros and cons of using an agency (+ tips)

32:01: The anatomy of a great marketing team

33:55: On specialists vs. generalists

38:19: Personal inspirations and recommendations

About Funnel Vision

Funnel Vision is a marketing podcast hosted by Paula Ximena Mejia and Sasha Belenky from theWix Studio marketing team. Each episode features interviews with top marketing leaders.

Resources

Explore marketing resources from Wix Studio:

https://www.wix.com/studio/marketing/resources

Learn more about Funnel Vision:

https://www.wix.com/studio/marketing/funnel-vision-podcast

Check out some of the content mentioned in the show:

Eon’s website —

https://www.eon.io/

The Prof G Pod with Scott Galloway —

https://podcasts.voxmedia.com/show/the-prof-g-pod-with-scott-galloway

Tech Crunch —

https://techcrunch.com/

In this episode of Funnel Vision Benn Moore, VP Product Marketing and Charlie Gilbert, VP Marketing Communications at Volt discuss building a brand and product marketing function at one of the hottest fintech startups in the UK.

Discover how Volt's content and product marketing strategies coalesce to create a seamless experience, and what it means to be a truly product-first brand. Benn and Charlie share their insights on how their marketing strategy evolved from one primed to reach investors at the early stage of the company to one that must cater to multiple stakeholders, including end users via their partner network of global payment providers.

And, they outline how sometimes the right decision is in the actions you don’t take, how they knew it was time to bring in a dedicated product marketing leader, how they’re learning to effectively collaborate with sales, their thoughts on whether product marketing belongs with product or marketing, and why established players entering the same space can actually be positive for the business.

Timestamps

00:48 Meet the Guests: Charlie Gilbert and Benn Moore

03:30 Understanding Real-Time Payments and Open Banking

05:11 Challenges in B2B2C Marketing

06:41 Evolution of Volt's Marketing Strategy

10:42 Product Marketing and Consumer Behavior

20:40 Differentiating in a Noisy Market

26:20 Aligning Sales and Marketing Strategies

27:19 Tailoring Solutions for Different Verticals

28:15 The Importance of Speaking the Customer's Language

29:23 Feedback Loops and Continuous Improvement

29:44 Interdepartmental Alignment and Best Practices

32:27 Product Marketing: Placement and Impact

37:11 Navigating Competition and Market Dynamics

40:20 Exciting Future Plans for Vault

41:36 Personal Inspirations and Recommendations

48:15 Conclusion and Closing Remarks

About Funnel Vision

Funnel Vision is a marketing podcast hosted by Paula Ximena Mejia and Sasha Belenky from the Wix Studio marketing team. Each episode features interviews with top marketing leaders.

Resources

Explore marketing resources from Wix Studio:

https://www.wix.com/studio/marketing/resources

Learn more about Funnel Vision:

https://www.wix.com/studio/marketing/funnel-vision-podcast

Check out some of the content mentioned in the show:

Benn’s LinkedIn profile — https://www.linkedin.com/in/benn-moore-97961973/

Charlie’s LinkedIn profile — https://www.linkedin.com/in/charlie-gilbert/

Marcel van Oust’s LinkedIn profile —

https://www.linkedin.com/in/marcelvanoost/

Product Marketing Alliance — https://www.productmarketingalliance.com/

Geoffrey Moore Crossing the Chasm — https://a.co/d/7aFWsIv

April Dunford Obviously Awesome — https://a.co/d/abZlgLa
David Hieatt’s LinkedIn - https://www.linkedin.com/in/davidhieatt/

What's your marketing ethos? Do you have one? In this episode, VP of Marketing at Queue-it, Jillian Als talks to Sasha and Paula about her Allbound Marketing ethos and how she applies it to her work.

Marketing cannot succeed in a vacuum. To make an impact and take necessary risks, you need to get leaders of other functions on board with your vision. Jillian discusses how she embraces challenges, builds solid relationships internally and anticipates problems before they snowball to make things happen.

Timestamps

02:47: Introducing the Allbound ethos

06:53: Challenges facing marketing and their wider impact across the organization

08:37: Implementing the right tech stack for a B2B scale-up

13:33: Building an audience versus tapping to an existing one

15:54: The importance of leadership alignment

18:47: Managing user journeys in different geos

23:25: Healthy challenges from other functions

30:58: Assessing whether the juice is worth the squeeze

About Funnel Vision

⁠Funnel Vision⁠ is a marketing podcast hosted by Paula Ximena Mejia and Sasha Belenky from the ⁠Wix Studio⁠ marketing team. Each episode features interviews with top marketing leaders.

Resources:

Explore marketing resources from Wix Studio:

https://www.wix.com/studio/marketing/resources

Learn more about Funnel Vision:

https://www.wix.com/studio/marketing/funnel-vision-podcast

Check out the content mentioned in the show:

Jillian’s LinkedIn profile — https://www.linkedin.com/in/jillianals/

Anthony Pierri’s LinkedIn profile — https://www.linkedin.com/in/anthonypierri/

Chris Walker’s LinkedIn profile — https://www.linkedin.com/in/chriswalker171/

The McKinsey Way by Ethan M. Rasiel — https://www.amazon.com/McKinsey-Way-Ethan-M-Rasiel/dp/0070534489