Marketing Technology Podcast by Marketing Guys

Unlocking B2B Growth: Productizing Services with Eisha Armstrong

Welcome to the Marketing Technology Podcast, hosted by Elias Crum (digital strategist and CEO of Marketing Guys).
In this episode of The Marketing Technology Podcast, we are thrilled to welcome Eisha Armstrong, Co-Founder and Executive Chairman of Vecteris and a seasoned expert in helping organizations commercialize and scale their productized services. Eisha shares her wealth of knowledge around her latest book, 'Commercialize', which hits the shelves this week. She is also the author of 'Productize' and 'Fearless'.
During our discussion, we dive deep into the critical questions facing B2B companies today, including:
Why is productizing services crucial for B2B companies today?Eisha explains why service productization is a game-changer for B2B organizations looking to scale efficiently and compete in today’s market.
Building a go-to-market strategy for productized servicesLearn the essential steps B2B companies must take to successfully launch and position their productized services for maximum growth and impact.
Common challenges and solutions for productizing servicesWe explore the biggest obstacles B2B companies face during the productization process and actionable strategies to overcome them. From shifting internal mindsets to aligning sales and marketing teams, Eisha provides valuable advice for long-term success.
Whether you're an executive looking to scale your service offerings or a marketer interested in developing a more structured approach to productized services, this episode is packed with valuable insights.
About Eisha ArmstrongEisha Armstrong is a thought leader in productization, commercialization, and business innovation. As Co-Founder of Vecteris, she helps organizations transform their service offerings into scalable products, driving revenue growth and competitive advantage.
🔗 Learn more about Eisha Armstrong:
Eisha’s LinkedIn Profile
Vecteris Website
Books by Eisha Armstrong:
Commercialize
Productize
Fearless
Subscribe & ListenDon’t miss this episode! Subscribe to The Marketing Technology Podcast on your favorite platform to hear more insightful discussions on how technology is shaping the future of marketing.
We hope you enjoy this episode and gain valuable insights to help take your business to the next level!

Recruiting the Best Marketing Operations Talent with Matthijs van Rosmalen

Welcome to another insightful episode of our Marketing Operations (MOPS) series! Today, we're diving deep into the world of recruitment for marketing operations with a special guest, Matthijs van Rosmalen, a seasoned recruitment consultant from Finest People. Matthijs specializes in sourcing top-tier talent in digital marketing and sales, with a focus on CRM, marketing automation, and project management roles.
 
In this episode, Matthijs shares invaluable insights on how to attract and retain the best talent for your MOPS team. We discuss the challenges organizations face in finding the right candidates, especially in a field with limited formal education paths. Matthijs also offers practical tips on what companies can do to stand out as top employers in this competitive space.
 
Key Takeaways:
- The importance of understanding the unique needs of marketing operations roles and how to tailor recruitment strategies accordingly.
- Why cultural fit often outweighs technical expertise in finding the right candidate.
- How businesses can proactively collaborate with educational institutions to address the talent shortage.
- The critical role of continuous development and challenge in retaining top marketing operations talent.
 
Chapter Breakdown:
- [0:12] - Introduction to Matthijs van Rosmalen and his role at Finest People.
- [1:22] - Discussing the growing importance of Marketing Operations and the challenges in recruiting the right talent.
- [5:05] - The lack of formal education paths for Marketing Operations and how companies can bridge the gap.
- [10:57] - Identifying the ideal candidate for Marketing Operations roles and why attitude matters more than specific tool experience.
- [17:02] - The significance of cultural fit in the recruitment process.
- [24:32] - Practical tips for companies struggling to attract top Marketing Operations talent.
 
Links & Resources:
- Connect with Matthijs van Rosmalen on LinkedIn.
- Visit the Finest People website.
 
If you enjoyed this episode, don't forget to subscribe to our podcast channel, and share it with your network! For more episodes in our MOPS series, make sure to follow our podcast.
 
Thank you for listening!

Digital Innovators, The Journey of TomTom in Marketing Operations featuring Debby Kruse

In this new episode of our Marketing Operations (MOPS) series, Elias and Mark dive into the world of marketing operations with a focus on TomTom’s unique journey. Our guest, Debby Kruse, guides you through the challenges and successes that have transformed TomTom into the digital innovator it is today.
 
From implementing advanced marketing technologies to solving complex problems, discover how the team has grown and strengthened the marketing organization. We discuss the crucial steps taken to optimise the digital strategy and enhance its impact.
Join us as we share the lessons learned along the way and look ahead to the future of marketing technology and operations. This is a must-listen for anyone interested in strengthening their marketing organization through technology and innovation.Here are the chapters of the podcast:- [00:00] Introduction of Debby Kruse- [03:32] Defining Marketing Operations- [04:46]Challenges in Marketing Operations- [10:58] Sophisticated Martech Stack at TomTom- [14:20] Successes in marketing Operations- [20:06] Future Steps in Marketing Operations- [22:26] Keeping Up with Trends in Marketing Operations- [26:14] Tips for Marketing Operations- [27:18] Upcoming Event and ConclusionIf you enjoyed this episode, make sure to subscribe to the Marketing Technology Podcast on Podbean so you never miss an episode. Don’t forget to rate, review, and share the podcast with your network to help others discover the insights shared by industry experts like Debby Kruse.If you live in The Netherlands, we have got a special treat for you!We are organising a special event on Marketing Operations, called MOPS Unleashed! The event is on the 3rd of October at Landgoed de Salentein, Nijkerk. Get all the details and secure your spot here: https://marketingguys.com/nl/mops-unleashed/.

Elevating Customer Experience with Marketing Operations - Featuring Gerben Busch

In this episode of The Marketing Technology Podcast, we dive deep into the intersection of marketing operations and customer experience with our special guest, Gerben Busch. With decades of experience in the field, Gerben shares invaluable insights on how marketing operations serve as a crucial bridge between marketing, business, and ICT, ultimately driving a superior customer experience. We explore the importance of first-party data, the strategic role of marketing operations, and how companies can create an environment that supports long-term brand success. Whether you’re looking to enhance your customer journey or refine your marketing strategy, this episode is packed with practical advice and examples that you can start implementing today.
 
Join us as we discuss:
- The vital role of marketing operations in bridging the gap between marketing and ICT
- How first-party data is key to guiding customers through their journey
- The importance of setting a clear, executable strategy that aligns with customer experience goals
- Examples of companies that have successfully integrated marketing operations to boost customer loyalty and brand experience
Timeline summary:
[1:12] - Introduction to Gerben Busch and his extensive background in marketing operations and customer experience 
[4:22] - The role of marketing operations in bridging the gap between marketing and ICT 
[8:45] - The importance of first-party data in driving customer engagement and loyalty 
[14:05] - Strategic alignment: Why marketing and ICT need to collaborate closely 
[21:33] - Examples of companies excelling in customer experience through marketing operations 
[26:45] - Practical advice on executing marketing strategies that enhance customer experience
Connect with Gerben Busch:
LinkedIn: Gerben Busch
Website: Busch & Briar Backwood
If you enjoyed this episode, make sure to subscribe to the Marketing Technology Podcast on Podbean so you never miss an episode. Don’t forget to rate, review, and share the podcast with your network to help others discover the insights shared by industry experts like Gerben Busch.If you live in The Netherlands, we have got a special treat for you! We are organising a special event on Marketing Operations, called MOPS Unleashed! The event is on the 3rd of October at Landgoed de Salentein, Nijkerk. Get all the details and secure your spot here: https://marketingguys.com/nl/mops-unleashed/.

Unlock the Power of Marketing Operations with Kelly Jo Horton

In this episode of the Marketing Technology Podcast, hosts Mark van Horik and Marten Hoekstra dive deep into the world of marketing operations with the insightful Kelly Jo Horton. Kelly Jo is an expert in the field, and she shares her extensive knowledge on how marketing operations play a strategic role in today’s data-driven organizations. 
Episode Highlights:
[00:00} Introduction of Kelly Jo Horton - Meet Kelly Jo Horton, a leading expert in marketing operations and learn about her journey in the industry.[03:06] The Challenges of Learning Marketing Technology - Discover the hurdles marketers face when navigating the complex world of marketing technology and how to overcome them.[06:03] Training and Education in Marketing Operations - Kelly Jo emphasizes the importance of continuous learning and training in the fast-evolving landscape of marketing operations.[08:44] The Role of Marketing Operations in Data-Driven Organizations - Unpack the critical role that marketing operations play in driving data-centric decision-making and strategy formulation.[11:09] The Strategic Role of Marketing Operations - Explore how marketing operations go beyond execution to become a pivotal part of strategic planning within organizations.[13:41] Positioning Marketing Operations within the Marketing Team - Learn how to effectively position the marketing operations function within your marketing team to maximize impact.[16:37] The Role of the CMO in Marketing Operations - Understand the role CMOs must play in championing marketing operations to ensure it receives the attention and resources it deserves.[20:31] The Strategic Importance of Marketing Operations - Kelly Jo discusses why marketing operations should be at the forefront of any marketing strategy, particularly in data-driven environments.[24:57] Tips for CMOs to Give More Attention to Marketing Operations - Practical advice for CMOs on how to elevate the role of marketing operations within their teams.
Links & Resources- Connect with Kelly Jo Horton on LinkedIn
If you enjoyed this episode, make sure to subscribe to the Marketing Technology Podcast on Podbean so you never miss an episode. Don’t forget to rate, review, and share the podcast with your network to help others discover the insights shared by industry experts like Kelly Jo Horton.
Listen now and elevate your marketing operations game!

Spider in the Web: Mastering Marketing Operations with Rajen Raghoenathsing

In this episode, Mark van Horik and Marten Hoekstra chat with Rajen Raghoenathsing, Marketing Operations Manager at DPG Media. Rajen shares his experiences and tips on making marketing systems work better, the importance of strategy, and how to connect marketing with IT. Learn how Rajen’s methods have improved processes and results at his company.
Key Topics & Timeline Summary:- [0:00] - Introduction of Rajen Raghoenathsing- [2:19] - The strategic side of marketing operations- [5:57] - Avoiding tool-focused approaches- [7:03] - Automating processes to save time- [10:33] - Daily tasks of a marketing operations manager- [12:07] - Adjusting to different campaign sizes- [16:36] - Integrating marketing tech at DPG Media- [19:19] - Using data insights for improvement- [21:29] - Bridging the gap between marketing and IT
  Thanks for listening to this episode with Rajen Raghoenathsing. If you enjoyed it, please leave a review on your favorite podcast platform and subscribe for more episodes. Mention that you heard Rajen on the Marketing Technology Podcast when you connect with him on LinkedIn. Stay tuned for more expert insights and tips on marketing technology!P.S.: If you have a special interest in Marketing Operations (MOPS), then we have good news for you! We are creating a special series on Marketing Operations and this is the third episode (episodes #225 and #226 were the other two) and the fourth is on its way!
 

Mastering Marketing Operations: Building a Revenue Engine with Bareld Meijering

In this episode of the Marketing Technology Podcast, hosts Elias Crum and Mark van Horik engage with Bareld Meijering, an audience-centric B2B marketer with over a decade of experience. Bareld shares his expertise on marketing operations and the essential pillars of a successful revenue engine: datamark, data relationships, and business processes.
Key Discussion Points:
1. Adapting to Self-Guided Buyer Journeys
2. Optimizing the Marketing and Sales Handover Process
3. Implementing Effective Data Governance
 
Building the Revenue Engine: Key Pillars Bareld outlines the three main pillars essential for creating a robust revenue engine:
Data:
Importance of collecting accurate and comprehensive data.
Strategies for data governance to ensure data quality and reliability.
Techniques for updating and maintaining data integrity across the organization.
Data Relationships:
Defining and managing relationships between different data entities (e.g., contacts, companies, opportunities).
Best practices for setting up data relationships to enable effective analysis and decision-making.
Using tools like Salesforce and HubSpot to manage data relationships and drive business insights.
Business Processes:
Establishing and managing efficient business processes for marketing, sales, and customer success.
Defining the stages of the marketing and sales funnels and how to manage them.
Ensuring alignment across teams to speak a common language and work towards shared goals.
Join us as Bareld Meijering shares his invaluable insights and practical advice on mastering marketing operations and building a successful revenue engine. This episode is essential listening for marketers looking to enhance their strategies and performance in a rapidly changing environment.
Listen now on your favorite podcast platform and subscribe for more expert insights on marketing technology!
For more information and to connect with Bareld Meijering, visit his LinkedIn profile or explore his latest projects and insights on B2B marketing strategies.

Go on a MarTech Diet: Optimizing Marketing Operations with Frans Riemersma

In this insightful episode of the Marketing Technology Podcast, hosts Elias Crum and Mark van Horik sit down with marketing technology and operations expert Frans Riemersma to discuss how B2B marketers can streamline and optimize their marketing technology stacks, data management, and process automation.
Frans shares his Big Five components of best-in-class Martech stacks:
CMS
CRM
Marketing Automation
Customer Data Platforms
E-commerce
 
Key Discussion Points:
1. Optimization of Marketing Technology Stack
Best Practices for Selecting and Integrating Tools
Maximizing Current Technology
Emerging Technologies to Watch
2. Data Management and Analytics
Effective Data Collection and Management
Improving Data Accuracy and Utility
Common Pitfalls in Data Management
3. Process Automation and Efficiency
Key Areas for Automation
Balancing Automation and Personalization
Measuring Automation Success
Join us as Frans Riemersma shares his wealth of knowledge and practical advice on optimizing marketing operations, making this a must-listen episode for B2B marketers looking to enhance their strategies and performance.
Listen now on your favorite podcast platform and don't forget to subscribe for more expert insights on marketing technology!
For more information and to connect with Frans Riemersma, visit his LinkedIn profile or check out his latest projects and insights on marketing operations.

Breaking Boundaries: Sales & Marketing Unite for Unrivaled Success with Jacob Schermers

Welcome to the Marketing Technology Podcast, hosted by Elias Crum (digital strategist and owner of Marketing Guys).
In this electrifying episode of the Marketing Technology podcast, hosts Elias Crum and Mark van Horik sat down with the dynamic Jacob Schermers, the visionary founder of Salesarchitects.
This trio delved into the pivotal realm where sales meet marketing, exploring transformative strategies to amplify lead quality, supercharge the sales process, and drive unprecedented success. Every word from this conversation wasn't just advice—it was a clarion call to action for those ready to shatter limits and redefine what's possible in their domains.
**Sales-Marketing Integration: The Undeniable Game-Changer**
Jacob kicked off with a passionate declaration about the critical necessity of sales and marketing integration. It's no longer a 'nice-to-have'—it's the lifeline of thriving businesses. He dismantled the traditional silos that have long kept these powerhouses at a lukewarm coexistence. Imagine, Jacob urged a world where sales and marketing aren't just aligned but are seamlessly integrated, sharing goals, data, and triumphs. This unity, he illustrated, doesn't just bridge gaps; it creates a superhighway for lead generation and conversion, supercharging your business growth like never before.
**The Sales Process: The Keystone of Triumph**
However, the conversation took an electrifying turn when the focus shifted to the heartbeat of business success: the sales process. Jacob didn't just discuss the sales process; he redefined it. It's more than a pipeline; it's a battleground where discipline, strategy, and relentless determination decide the victors. He shared invaluable insights on optimizing this process, emphasizing agility, continuous learning, and the courage to discard what doesn't work.
Success, Jacob asserted with fervor, lies not in following the process blindly, but in mastering it, adapting it, and making it an unstoppable force that propels your business forward. He called upon listeners to adopt a mindset of perpetual improvement, to view every challenge as an opportunity to innovate and every failure as a lesson in disguise.
Listeners, the torch is now in your hands. With the wisdom from Jacob Schermers and a fire kindled within, the path to unprecedented success is yours to forge.
Thank you for tuning into The Marketing Technology Podcast. 
Website Sales Architects: https://www.salesarchitects.nl/ 
LinkedIn Jacob Schermers: https://www.linkedin.com/in/jacobschermers/ 
 
** Are you a Martech Enthusiast? Subscribe to our 2-weekly newsletter at clubmartech.com **
If you want to be on this podcast or would like to know more about Marketing Technology, visit our website at marketingguys.com or contact Elias Crum at e.crum@marketingguys.nl

Unlocking Sales Success: Automation and Technology with Reza Vinkes of Nothe

Welcome to the Marketing Technology Podcast, hosted by Elias Crum (digital strategist and owner of Marketing Guys).
Welcome to another electrifying episode of The Marketing Technology Podcast! Today, we're diving deep into the transformative power of sales technology with none other than the trailblazer himself, Reza Vinkes, founder of Nothe. Prepare to be inspired as we explore how to harness technology to not just meet but shatter your sales targets. Get ready to revolutionize your sales strategy, folks – this episode is a game-changer!
**Summary:**
In this high-octane discussion, Elias and Reza break down the concept of automation in sales outreach and its profound impact on the sales process. They kick things off by demystifying how automation can serve as a powerful ally in scaling your outreach without losing the personal touch that is so crucial in sealing the deal.
Reza shares his expertise on constructing a sales cadence that isn’t just effective but is a well-oiled machine designed to maximize engagement and conversion. He walks us through the steps to build this sales cadence, emphasizing the importance of consistency, personalization, and timely follow-ups. 
Diving deeper into the technology aspect, the conversation shifts to the innovative tools and platforms that are changing the game in sales outreach. Reza discusses the key features to look for in sales technology, and how integrating the right tools into your sales strategy can significantly increase your efficiency and productivity.
Throughout the episode, Reza's passion and expertise shine through, offering listeners not just valuable insights but a blueprint for sales success. The energy is palpable as both Reza and Elias encourage sales professionals to embrace technology, not as a substitute for the human element, but as a complement that enhances it.
Remember, in the world of sales, automation isn’t just about efficiency; it’s about empowerment. So, take the leap, automate your sales process, and watch as your sales soar to new heights. Stay relentless, keep pushing, and let technology be your ally on this journey to success.
Thank you for tuning into The Marketing Technology Podcast. 
Website Nothe: https://www.linkedin.com/company/wearenothe/ 
LinkedIn Reza Vinkes: https://www.linkedin.com/in/rvinkes/ 
 
** Are you a Martech Enthusiast? Subscribe to our 2-weekly newsletter at clubmartech.com **
If you want to be on this podcast or would like to know more about Marketing Technology, visit our website at marketingguys.com or contact Elias Crum at e.crum@marketingguys.nl