Marketing Against The Grain

How do you market to a difficult target audience? Do you market to the buyer or end user? Kipp and Kieran answer YOUR marketing questions on how to tailor a 2x2 for your business, using a series C content strategy as an early-stage startup, and more.

Do you want your question to be featured in a future episode? Leave a review in Apple Podcasts with your question, name, and Twitter handle - and we may feature YOU next!

Links

• Next Health https://www.next-health.com/
• Katie Hardy https://twitter.com/KPmanHardy
• Crue https://www.yourcrue.com/ 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

How do you get started in media as a founder? Kipp and Kieran are joined by Patrick Campbell (Founder of Profitwell, CSO at Paddle) to discuss how to sell the marketing-first ideology to your founder, thinking about the editorial taste for your media company, creating interest in your product, and more!

Who is Patrick Campbell?

CSO at Paddle.com after recently founding and selling ProfitWell.com. Background in Economics and math. Started career working at NSA and Google before jumping into the tech world. Deep knowledge on subscription/SaaS market benchmarks, retention, inbound media, and pricing.

Check out Patrick’s work!

• Twitter www.twitter.com/patticus 
• LinkedIn www.linkedin.com/patrickccampbell 
• More info on Profitwell joining Paddle https://twitter.com/Patticus/status/1529420966698287105?s=20&t=K1wSUC9SeAyf7o8Sh9-luQ 
• Paddle www.paddle.com 
• Profitwell https://www.profitwell.com/ 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Where will consumer behavior go in the future? Kipp and Kieran go on a deep dive on all the ways you want to think about acquiring differently in the future, how to use your business model as a growth driver in the future, leveraging freemium businesses, and more!

If you like this episode, check out our episode with Yuliya Bel, where we go deep into community-led growth! https://link.chtbl.com/r0sU4-CX 

Links:

• Tascha’s tweet on tokenomics https://twitter.com/TaschaLabs/status/1542583780409413633 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Why should tech companies be media companies? Kipp and Kieran are joined by Yuliya Bel (CEO and Co-Founder of Notus) to discuss (and debate) the importance of investing in good content & distribution, doubling down on the definition of community, answer the question - is community a tool for engagement or acquiring new customers? And more!

Who is Yuliya Bel?

​​founder/CEO of Notus, passionate about cult-like growth and long walks in nature.

Check out Yuliya’s work!

• Twitter https://twitter.com/ybelyayeva 
• Notus https://getnotus.io/ 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Is community-led growth an opportunity in the future? Kipp and Kieran get a tad bit controversial with their hot takes and tangible tips on company growth hacks, doing things you can’t directly measure in marketing (and how it can help you differentiate yourself), the number one thing that marketers today don’t know but will be everything in the future, and more!

Plus! We answer YOUR questions. Do you want to be the next featured listener question? Leave your questions in the reviews and we may feature you next.

Things Mentioned:

• Genius www.genius.com
• Canva www.canva.com
• Mirror www.mirror.co
• Airtable www.airtable.com
• Grammarly www.grammarly.com

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Does the average user care about decentralization? Kipp and Kieran are joined by Peter Yang (Founder of Odyssey DAO) to discuss the behind-the-scenes of DAOs, the importance of ownership, what motivates a community, and answer the question: does decentralized technology matter?

Who’s Peter Yang?

Peter founded Odyssey DAO to onboard the next 1 million people to web3 through quality education. He is a product lead at Reddit and previously worked at Twitch, Twitter, and Facebook.

Check out Peter’s work!

• Odyssey DAO https://www.odysseydao.com/ 
• Twitter https://twitter.com/petergyang 
• Blog https://creatoreconomy.so/ 

If you like this episode, check out our episode on the Lessons In Marketing Web 3 with Matthew Howells-Barby! https://link.chtbl.com/3x1YKGTI 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

How do you change the mindset and consideration of your customers around your business? Kipp and Kieran go deep on ALL things perception around your business. They discuss how to tell a transformational brand story, how to become the dominant player in your market, the importance of differentiated perception, the core lessons to change the perception of your business, and more!

Plus! We answer YOUR questions. Shout out to Kishore Kothandaraman for leaving a review!

Do you want to be the next featured listener question? Leave your questions in the reviews and we may feature you next.

Links:

• Eight Sleep https://www.eightsleep.com/ 
• Goldcast.io https://www.goldcast.io/ 

If you like this episode, check out our episode on 2x2s and how they can take your business to the next level! https://link.chtbl.com/bp45OmT5 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

What brand was born in the recession and became one of the fastest-growing businesses in history? They turned down an offer from Google for $6 billion two years later. Kipp and Kieran go around the web and discuss the opportunities of short-form videos, best pricing strategies during a recession, tips for leaning into your best ideas, simplicity in storytelling, and more!

Links:

Groupon https://www.groupon.com/ 

Descript https://www.descript.com/ 

Andrew Mason, CEO of Descript https://twitter.com/andrewmason 

Alex Lieberman’s 60-second start-up video series https://twitter.com/businessbarista/status/1539601675081613312

If you like this episode, check out our episode with Alex Lieberman! https://link.chtbl.com/HSVtL8Jt 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

How do you make a marketing plan when you don’t have the final say, your community does? Kipp and Kieran are joined by Matthew Howells-Barby (CMO of Decentralized Games) to discuss the difference between being a web 2 vs. web 3 marketer, the community of ownership, what marketers need to learn to succeed in web 3, and more!

Who is Matthew Howells-Barby?

CMO @ Decentral Games, previously VP @ HubSpot. Investor and advisor in web3.

Check out Matthew’s work:

• Decrypting Crypto Podcast https://open.spotify.com/show/6zramVU9gIBnVmGbqxRjfR?si=c693a23aaa1f4cd1&nd=1 
• Twitter www.twitter.com/matthewbarby 
• LinkedIn www.linkedin.com/in/matthewbarby/  

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Are Google and Facebook better today with the current level of advertising than they were 10 years ago? Kipp and Kieran take you on a deep dive through the future of web 3 and how it will impact the business world, the difficulty in reaching new customers (and how web 3 can help us), the importance of user experience, and more!

Links:

• Bankless Media Interview Marc Andreessen & Chris Dixon of a16z https://www.youtube.com/watch?v=RXHITeaGB8Q 
• Benedict Evans’ tweet on Meta https://twitter.com/benedictevans/status/1530148497227489281 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

What is a 2x2 and how can it transform your business? Kipp and Kieran chat all things 2x2! What it is, how to come up with them, how you can use 2x2s when making hiring decisions, 3 ways they can transform your business, and more!

Do you have a 2x2 you love? Leave it in the apple podcasts reviews and we will give you and your 2x2 a shoutout in an upcoming episode!

Links:

• World Bollard Association’s Twitter https://twitter.com/WorldBollard 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Why should marketers care about web 3? Kipp and Kieran discuss everything about web 3 and how it’ll impact your marketing and business, the opportunity of losing, how to push the envelope, how to make people care about your product (hint: solving their problems), and more!

Links:

• Packy McCormick’s apology https://twitter.com/packyM/status/1533796764922400768
• Nick Susi’s tweet on what web 2 was and what web 3 needs to be https://twitter.com/nicksusi/status/1530600672982335492

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

The #1 question every founder asks us is: How do I hire my marketing leader? Kipp and Kieran go on a deep dive on how to categorize marketing leaders to your business needs, how to give your team the power to be successful in their roles, pitch real job postings to the audience (and give their hot takes on each), show how to pitch themselves to the founders as a candidate, and so much more!

Do you have a job description that you want Kipp and Kieran to discuss (and potentially give their hot takes on)? Leave it in the reviews!

Links:

• Fl0’s Head of Marketing job posting https://jobs.lever.co/fl0/d17051f6-8934-4239-801c-f1dfc01546bc
• Fl0’s founder, Dale Brett https://www.linkedin.com/in/dalebrett/ 
• LoyaltyLion’s Chief Marketing Officer job posting https://loyaltylion.com/careers/chief-marketing-officer 
• LoyaltyLion’s founder, Charlie Casey https://www.linkedin.com/in/charliecasey/ 
• Jake from Suncut: Podcast editing subscriptions to scale your show https://www.suncut.co/ 
• Emma from ThoughtSpot: business intelligence analytics search software https://www.thoughtspot.com/ 
• John Ladaga wants to buy Kieran’s Chess NFT https://twitter.com/jj_ladaga/status/1529841989188997121 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

How do you balance rationality and irrationality as a business leader? How do you position your company and product to disrupt the market? Kipp and Kieran go on a deep dive on how playing it safe is actually hurting your business, how to know when to hire a head of marketing vs. a product marketer, using emotions to position your product, and more!

Plus, We answer one of YOUR questions. Shoutout to Fanny Kuhn for leaving their review!

Do you want to be the next featured listener question? Leave your questions in the reviews and we may feature you next.

Links Mentioned:

• Loom https://www.loom.com/ 
• Sapiens by Yuval Noah Harari https://www.ynharari.com/book/sapiens-2/ 
• The Hard Things About The Hard Things by Ben Horrowitz https://a16z.com/book/the-hard-thing-about-hard-things/ 
• Hooked by Nir Eyal https://www.nirandfar.com/hooked/ 
• Rework by Jason Fried https://www.amazon.com/Rework-Jason-Fried/dp/0307463745 
• The Platform Revolution https://www.amazon.com/Platform-Revolution-Networked-Markets-Transforming/dp/0393249131 
• Stratechery https://stratechery.com/ 
• Not Boring Newsletter https://www.notboring.co/ 
• The Hustle Newsletter https://thehustle.co/ 
• Milk Road Newsletter https://www.milkroad.com/ 
• Positioning The Battle for your Mind by Al Ries https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586 
• Ready Player One by Ernest Cline https://www.amazon.com/Ready-Player-One-Ernest-Cline/dp/0307887448 
• Principles for The Changing World Order by Ray Dalio https://www.amazon.com/Changing-World-Order-Nations-Succeed/dp/1982160276 
• Shoe Dog by Phil Knight https://www.amazon.com/Shoe-Dog-Memoir-Creator-NIKE/dp/1471146723/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=1654105299&sr=1-1 
• Direct Mail Copy That Sells by Herschell Gordon Lewis https://www.amazon.com/Direct-Mail-Copy-That-Sells/dp/0132147505/ref=sr_1_3?crid=2544SEVJ4RL7Q&keywords=Direct+Mail+Copy+That+Sells&qid=1654105342&s=books&sprefix=direct+mail+copy+that+sells%2Cstripbooks%2C68&sr=1-3 
• On Writing Well by William Zinsser https://www.amazon.com/Writing-Well-Classic-Guide-Nonfiction/dp/0060891548/ref=sr_1_1?crid=30RQWSPYFT6FV&keywords=on+writing+well&qid=1654105374&s=books&sprefix=on+writing+well%2Cstripbooks%2C78&sr=1-1 
• New Rules of Marketing PR by David Meerman Scott https://www.davidmeermanscott.com/books/the-new-rules-of-marketing-and-pr 
• The Rational Optimist by Matt Ridley https://www.amazon.com/Rational-Optimist-Prosperity-Evolves-P-s/dp/0061452068 
• Twitter Blue https://help.twitter.com/en/using-twitter/twitter-blue 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

As a business leader, how do you think about a recession, and what’s your approach? Hint: It’s not the strongest that will survive, but the ones who respond best to change. 

Kipp and Kieran give tangible advice on what will make or break your business in the next 24 months, companies that made strategic choices to grow, what happens if your targeting is too broad, and more!

Plus, We answer one of YOUR questions. Shoutout to user Write.Edit.Repeat. for leaving their review!

Do you want to be the next featured listener question? Leave your questions in the reviews and we may feature you next.

Things Mentioned:

• Shaan Puri’s thread on companies that made strategic choices to grow https://twitter.com/ShaanVP/status/1529900270481596417
• Tweet on Cinnamon Whiskey https://twitter.com/noahsfriedman/status/1529919311351009292
• Tweet of Uber in Portland https://twitter.com/iamjasonlevin/status/1529901811183800331
• Tweet on Aol CD delivery in US https://twitter.com/jonathansenin/status/1529917737547354112
• Tweet on Cirque Du Soleil, Qualtrics, and Facebook https://twitter.com/grahamgintz/status/1529901696859656228 
• Andy John’s Twitter https://twitter.com/ibringtraffic
• Positioning: The Battle for Your Mind by Al Ries and Jack Trout https://www.ries.com/books/ 
• Sequoia Capital’s presentation for portfolio companies https://content.fortune.com/wp-content/uploads/2022/05/Adapting_to_Endure_May_2022.pdf
• Alex Banks thread on takeaways from Sequoia Capital’s presentation https://twitter.com/thealexbanks/status/1529865275876659218 
• The Coddling of the American Mind by Greg Lukianoff and Jonathan Haidt https://www.thecoddling.com/ 
• Patrick Coleman on free marketing advice https://twitter.com/patrickscoleman/status/1529495625380679680   

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

What’s a world-class brand that customers despise, but keep going back to? Hint: rhymes with Lion Air. Kipp and Kieran discuss why you need to fail to succeed, the importance of brand authenticity (with tangible examples), this founder newsjacking to showcase his company’s value props, and more!

Things Mentioned:

• Ryan Air’s tweet mocking crypto boys https://twitter.com/Ryanair/status/1525083159725056002
• Salem Ilese, Crypto Boy songwriter & artist https://twitter.com/salemilese 
• Packy McCormick’s newsletter “Newton’s Alchemy” https://www.notboring.co/p/newtons-alchemy?s=r
• Rand Fishkin showcasing Spark Toro & Followerwonk’s power https://twitter.com/randfish/status/1525984071158931456 
• David Meerman Scott, author of “Newsjacking” https://twitter.com/dmscott https://www.newsjacking.com/ 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Today our hosts are joined by a top marketer, Hannah Fleishman, to discuss leadership and management heuristics on how you can be an effective marketing leader. They also discuss how to be a leader vs. a manager, play a round of marketing cards against humanity, and more!

Things Mentioned:

• Elon Musk’s tweet https://twitter.com/elonmusk/status/1522609829553971200 
• Jon Kabat Zinn https://www.mindfulnesscds.com/ 
• Polygon x Meta Partnership https://twitter.com/0xPolygon/status/1523674225714036737 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Hannah Fleishman, https://twitter.com/hbfleishman

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

It’s Monopoly with a marketing spin. Kipp and Kieran get creative with marketing strategies for monopoly properties. They’re talking about email marketing, outbound marketing tactics, brand marketing, and more! They also discuss the future of NFTs and how it can benefit your marketing strategies for growth.

Plus they answer one of YOUR questions on how to be a marketing leader through each stage of an early-stage startup (with practical tips to get you started).

Shoutout to breene13 for leaving this question in our Apple Podcast reviews! 

Do you want to be the next featured listener question? Leave your questions in the reviews and we may feature you next.

Things mentioned:

• Peter Yang’s article “Are NFTs the Future of Subscriptions?” https://creatoreconomy.so/p/are-nft-memberships-the-future-of-subscriptions?s=r
• @AlexisOhanian’s tweet on NFTs https://twitter.com/alexisohanian/status/1521677108166246403 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

How do you mobilize your community as an early-stage startup? Capri Wheaton joins Kipp and Kieran to talk about how to scale a community using unscalable tactics, creating feed-based hype around your product, using social dynamics to your advantage, and how she dropped out of Berkeley to start her fashion-tech company, and more!

Who is Capri Wheaton?

Dressd Founder and CEO, Capri Wheaton studied at the University of California, Berkeley, before stepping away to start the app company Dressd, expected to launch in May. In business since November 2021, Dressd is funded by Y Combinator, an investor in early-stage startups and such well-known companies as Airbnb, Dropbox, Reddit, Twitch, and Instacart.

Plus, Checkout Capri’s work!

• IG: https://www.instagram.com/shop.dressd 
• TikTok: https://www.tiktok.com/@shopdressd 
• Twitter: https://twitter.com/Capri_lynnn 
• LinkedIn: https://www.linkedin.com/in/capri-wheaton-59863a199/ 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

How do you reduce the entry barrier for consumers as a marketer? Hint: Look at your customer touchpoints. Everette Taylor joins Kipp and Kieran to talk about making your brand more accessible, how to widen your target market, how to work with creators, and more!

Who is Everette Taylor?

Everette Taylor is Chief Marketing Officer for Artsy, the leading global marketplace for buying and selling art by the world's leading artists. A respected marketer, entrepreneur, and digital art-world leader, he joined Artsy in 2019 from ET Enterprises, which he founded in 2013, and where he served as CEO. At ET Enterprises—the parent company of six businesses—Everette drove 3X growth of the company during 2018 and was recognized as a Forbes 30 under 30 All-Star Alumni. In addition, Everette is an established public speaker and digital influencer.

Plus, Checkout Everette’s work!

• Instagram https://www.instagram.com/everette/ 
• Twitter https://twitter.com/everette 
• Artsy https://www.artsy.net/ 

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Who will own the next generation of the internet? We’re talking about the ownership economy, Kipp and Kieran’s community frameworks, understanding the scarcity in utility, and more!

Join hosts, Kipp Bodnar and Kieran Flanagan as they go on a Twitter deep dive on fascinating things and strategies that will help you take your business to the next.

Links:

• From @ljin18 about “The Ownership Economy” https://twitter.com/ljin18/status/1519691235555958787
• Kevin Kelly’s article “103 Bits of Advice I Wish I Had Known” https://kk.org/thetechnium/103-bits-of-advice-i-wish-i-had-known/ 

Thank you for tuning into Marketing Against The Grain! 

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. 

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat 

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

You’ve heard of this game before, now here’s the Marketing twist to it. Where Kipp and Kieran go head to head on the first Double down, table stakes, and kill game - three different marketing strategies into each bucket. Warning: It gets a little controversial.

You’ll hear their takes on: Is product the best go-to-market strategy? What is the best way to have marketing leadership? Is community a good growth strategy? And more!

Things mentioned:

• Eight Sleep https://www.eightsleep.com/
• ClickUp https://clickup.com/
• Synthesis School https://www.synthesis.com/ 

Thank you for tuning into Marketing Against The Grain! 

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. 

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat 

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Why should brands care about the creator economy? Hint: There’s untapped power in independent creators for your brand. Kipp and Kieran are joined by Steph Smith to talk about all things creator economy. Plus: niche ways to target your audience, the business impact of creators, how to think about types of brand partnerships with creators, and more!

Who is Steph Smith?

Steph is a data-driven writer and growth marketer, with a passion for progressive, early-medium stage technology companies. Steph joined The Hustle as a Trends.co analyst, digging up trends that entrepreneurs could capitalize on. She led the product and grew it to 15k+ paying subscribers before being acquired by HubSpot. Now, she is a Director of Marketing at HubSpot, spearheading their work with creators under the Creator Program.

Plus, check out Steph’s work!

• Website ​​https://stephsmith.io/ 
• Podcast https://keeplearning.buzzsprout.com/ 
• Twitter ​​https://twitter.com/stephsmithio 
• Book https://doingcontentright.com/ 

Things mentioned:

• Sina Estavi, owner of the first tweet ever https://twitter.com/sinaEstavi
• Legos’ Spotify playlist https://open.spotify.com/album/6qZUya0mkucuxvoIp4akVT 
• Barilla’s Pasta Spotify playlist https://open.spotify.com/user/w2p1oq867ns7jele6g3lw66fk/playlists 
• KFC France’s Spotify playlist https://open.spotify.com/playlist/7KTq8F8YhZetRStWFNy0U4 

Thank you for tuning into Marketing Against The Grain! 

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. 

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat 

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

“What tips do you have for mid-level marketers to make an impact in their org this year?” We’re talking about how to get out of the sea of sameness to differentiate yourself as a marketer and as a brand to make an impact. Hint: It’s not the story, it’s how you tell it.

Kipp and Kieran deep dive into this listener question on how to not tell the same story as everyone else (with actionable steps).

Shoutout to Kenny Soto for leaving this question in our Apple Podcast reviews! 

Do you want to be the next featured listener question? Leave your questions in the reviews and we may feature you next.

Thank you for tuning into Marketing Against The Grain! 

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. 

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat 

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

There are now more NFTs than pages on the internet in 2010. Kipp and Kieran discuss what this means for our society with Alex Lieberman. Plus: The importance of critical thinking as a professional/entrepreneur (and the success framework around it), what makes an entrepreneur the most successful, how to scope out the bomb-sniffing dog of business, and more!

Who is Alex Lieberman?

Alex Lieberman is the co-founder and Executive Chairman of Morning Brew, a multi-platform business media brand. In October 2020, Alex & his co-founder (Austin Rief) sold a majority stake of Morning Brew to Business Insider for a reported $75 million.

Plus, check out Alex’s podcasts

Founder’s Journal https://foundersjournal.morningbrew.com/ 

Imposters https://imposters.morningbrew.com/ 

Thank you for tuning into Marketing Against The Grain! 

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. 

We really appreciate your support.

Links:

Alex Lieberman, https://twitter.com/businessbarista

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat 

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

What’s a great opportunity for brands and marketers? We’re talking intellectual property, genius licensing deals, and differentiating yourself from the competition.

Join hosts, Kipp Bodnar and Kieran Flanagan as they go on a Twitter deep dive on fascinating things that will help you grow your business.

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Links:

Kipp Bodnar, https://www.hubspot.com/company/management/kipp-bodnar

Kieran Flanagan, https://blog.hubspot.com/marketing/author/kieran-flanagan

Twitter deep-dive links:

@PirateApe coinbase tweet https://twitter.com/PirateApe/status/1513625770605879303

Kieran Flanagan's post on LinkedIn https://www.linkedin.com/posts/kieranjflanagan_incentives-are-the-secret-to-any-world-class-activity-6918162096702513152-mN46/

@Sama DALL-E Ai thread https://twitter.com/sama/status/1511724264629678084

@WolfofFranchises Dippin’ Dots thread https://twitter.com/franchisewolf/status/1513147851873865730 

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

77% of searches on Mobile result in 0 clicks. Marketers, does this frighten or inspire you? Kipp and Kieran discuss what this means for the future of marketing with Ross Simmonds. Plus: The importance of intellectual property long-term (and how it affects the livelihood of your business) and how to tell a great story about your brand.

Who is Ross Simmonds?

Ross Simmonds is the founder & CEO of Foundation, a global marketing agency that provides services to organizations all over the world ranging from some of the fastest-growing startups to global brands. Ross sits on the board of directors for Volta Labs, Phoenix House, and Boys & Girls Club of Preston. Ross is also a well sought public speaker, an angel investor, and the author of multiple books.

Plus, check out Ross Simmonds’ DREAM playbook on how to effectively distribute your content) https://training.foundationinc.co/dream 

Thank you for tuning into Marketing Against The Grain! 

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. 

We really appreciate your support.

Links:

Ross Simmonds, https://twitter.com/thecoolestcool 

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat 

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Listen as Kipp and Kieran brainstorm fresh marketing ideas to help five real businesses differentiate themselves. You’ll hear creative strategies for Sticky Tasks, Wurkr, Wisp, Toggl, and Stampede. 

Thank you for tuning into Marketing Against The Grain! 

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. 

We really appreciate your support.

Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat 

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

This week Kipp Bodnar (CMO at HubSpot) and Kieran Flanagan (SVP Marketing at HubSpot) talk with Mayur Gupta, Chief Marketing and Strategy Officer of Gannett, the largest news media company in the USA. You will appreciate his insight (and how he thinks) as he answers some tough questions. 

Listen For, 

• The solutions Gupta brought to Spotify (and why).
• Should B2B companies care about the creator economy?
• What did COVID do to Content?
• How Tech companies need to approach Media today (to overcome diminishing returns)

Plus, check out Mayur’s ‘Oxygen, Water, Food’ model to help you prioritize and manage your marketing teams.

Who Is Mayur Gupta? 

He was the first-ever Chief Marketing Technologist at Kimberly Clark, Global VP for Growth & Marketing at Spotify, and Chief Marketing Officer at Freshly. After spending the first half of his career in tech and product management, he shifted towards the core tenets of modern marketing (Growth, performance, data science, brand, creative, and storytelling).

Thank you for tuning into Marketing Against The Grain! Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. We really appreciate your support.

As a way to celebrate the launch, we’re giving away over $9k in tech prizes! Including a Playstation 5, Airpods Max, Eight Sleep Mattress, and so much more! Click here https://upvir.al/129763/MATG1?utm_source=MATG-Show-Notes&utm_medium=owned&utm_campaign=MATG-External to sign up. The giveaway ends on April 13th.

Links:

Kipp Bodnar, https://www.hubspot.com/company/management/kipp-bodnar

Kieran Flanagan, https://blog.hubspot.com/marketing/author/kieran-flanagan

Muyur Gupta, https://www.linkedin.com/in/mayurgupta77/

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network

Get ready for some high-level perspective and conversation on how you can move your business forward!

This week, hosts Kipp Bodnar and Kieran Flanagan go on a Twitter deep dive on fascinating things that will tilt everyone’s perspective on growth.

Keep your ears peeled for talks on

• how simplicity is underrated
• Web 3 and how it’s going to put the customer acquisition game on its head (hint: incentives!)
• how this founder showcases the value proposition of her company’s tools with one tweet

They also discuss how LinkedIn joins the Podcast Network game, YouTube can win podcasts, and what podcast discovery engines are missing.

Thank you for tuning into Marketing Against The Grain! Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. We really appreciate your support.

As a way to celebrate the launch, we’re giving away over $9k in tech prizes! Including a Playstation 5, Airpods Max, Eight Sleep Mattress, and so much more! Click here https://upvir.al/129763/MATG1?utm_source=MATG-Show-Notes&utm_medium=owned&utm_campaign=MATG-External to sign up. The giveaway ends on April 13th.

Links:

Kipp Bodnar, https://www.hubspot.com/company/management/kipp-bodnar

Kieran Flanagan, https://blog.hubspot.com/marketing/author/kieran-flanagan

Twitter deep-dive links:

1. Pat Grady’s thread on 15 Lessons from 15 Years at Sequoia Capital: https://twitter.com/gradypb/status/1500853901901197314
2. Chris Cantino’s tweet on Web 2 and Web 3 acquisition differences: https://twitter.com/chriscantino/status/1496546019244490757
3. Yuliya Bel’s tweet on Who people are engaging with the most on Twitter: https://twitter.com/ybelyayeva/status/1493265844352294917

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network

Welcome to Marketing Against the Grain! An all-new HubSpot original show. 

Why should you listen? Our hosts, Kipp Bodnar (CMO at HubSpot) and Kieran Flanagan (SVP Marketing at HubSpot) will take you behind the scenes for the kind of high-level perspective and conversation that will help you move your business forward! You’ll find out what’s happening, what’s ahead, and how you can lead the way. 

Plus! We want to hear from you! Leave a 5-Star Review on Apple Podcasts and add your question in the comment! We read every review and we might answer your question on the podcast.

Thank you for tuning in, and don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 

If you love this show, please share your favorite episodes with friends. We really appreciate your support.

Links:

Kipp Bodnar, https://www.hubspot.com/company/management/kipp-bodnar

Kieran Flanagan, https://blog.hubspot.com/marketing/author/kieran-flanagan

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Welcome to Marketing Against The Grain. Co-hosted by HubSpot’s CMO and SVP of Marketing, Kipp Bodnar and Kieran Flanagan.

Each week, you’ll get a seat at the table with Kipp and Kieran as they take you behind the scenes and into the discussions with the sharpest minds in marketing & growth (like Ross Simmonds, Mayur Gupta, and Alex Lieberman), who are doing things differently to grow their businesses.

Tune in to Marketing Against The Grain for weekly wisdom — unfiltered, unvarnished, and like no one else tells it to you.

They’ll be leaning into essential marketing, business & Web3 topics and answer the question, “What’s happening now in Marketing, what’s ahead, and how can you lead the way?”

This show isn’t just for marketers. It’s for those who believe the impossible is actually just improbable and with the right execution, they can change a whole market's perspective.

Available starting Tuesday, April 5th wherever you get your podcasts.

'Marketing Against The Grain' is brought to you by The HubSpot Podcast network.