Marketing Against The Grain

Latest Episodes:

How Rationality F’s up your B2B Strategy Jun 02, 2022

Show notes

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.

Turning a Problem into an Opportunity May 31, 2022

Show notes

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.

Failing Is Key To Succeeding (Plus, News-Jacking and Building Brand Authenticity) May 26, 2022

Show notes

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.

Leadership Lessons, Needing to Win, and Cards Against Humanity May 24, 2022

Show notes

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.

Marketing Monopoly May 19, 2022

Show notes

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.

Using Social Dynamics to Build Community with Capri Wheaton May 17, 2022

Show notes

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.

Rethinking your Market with Everette Taylor (CMO of Artsy) May 12, 2022

Show notes

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.

Twittersode! How The Ownership Economy is going to change your marketing strategy May 10, 2022

Show notes

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.

Argument Alert!: New Game Double Down, Table Stakes and Kill May 05, 2022

Show notes

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 Creators are Disrupting Marketing with Steph Smith May 03, 2022

Show notes

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!