Pros & Content

Pros & Content

Knotch brings marketers to the mic for conversations about tying digital, demand, and growth marketing efforts to business outcomes and ROI. In Pros & Content, Ellen Schwartze, Sr. Director of Demand Generation, sits down with marketing leaders to dive deep into their content journey to understand how they use audience journey strategy and metrics to accelerate business growth. In our Data-Driven Marketing Leader series, Anda Gansca, CEO and Co-Founder of Knotch, interviews influential CMOs about the intersection of data and content. Learn more at


May 4, 2023 39 mins

In this episode of the Data-Driven Marketing Leader Podcast, host Andrew Bolton interviews Udi Ledergor, Chief Evangelist at Gong. They discuss Udi's marketing journey, the importance of building a marketing team with potential and adaptability, and the crucial alignment between sales and marketing. Udi shares insights on creating unique content strategies that engage and educate customers throughout the buyer's journey, a...

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In this episode of the Data-Driven Marketing Leader, host Anda Gansca interviews Wendy Wu, the CMO of SailPoint, about aligning data teams and business teams, creating content that resonates with customers, and understanding the customer journey. Wu emphasizes the importance of having a data-driven mindset and clear goals for teams to be successful. She also emphasizes the importance of creating content that speaks to cust...

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In this episode, Meagen Eisenberg, CMO at Lacework, discusses marketing in the cybersecurity industry. She emphasizes understanding engineers' needs, creating high-quality content to build trust and nurture leads, and balancing creativity and data-driven approaches. Eisenberg highlights the importance of account-based marketing and measuring ROI, while addressing the impact of COVID-19 on marketing strategies. She also exp...

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Shiv Singh joined Anda Gansca to discuss his global upbringing and how that helped shape his career, building buy-in with your management team on a full-funnel marketing strategy, and looking at your job scope like a portfolio when deciding where and when to take risks.

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Perla Virgen-Silva (Senior Global Demand Generation Manager at Mixpanel), frames demand gen work as a bet on “discoverability," making the work more tangible and customer-centric. We also dive into getting data right in order to align the org to a common goal. 

(01:15) - Perla's background and journey to Mixpanel

(04:06) - What's the difference between demand gen and growth marketing?

Keep reading: Emily Kramer’...

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Abishek Surana Rajendra is Vice President of Organic Growth at Course Hero and he has the “Optimization” part solidly in focus. He’s made SEO relevant outside of his immediate team by incorporating it into organizational processes, and showing its impact on the business metrics. 

  • 00:39 - Abishek's background and journey to Course Hero
  • 02:47 - How to prioritize a long list of SEO projects
  • 05:24 - Evangelizing for SEO ...
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Abbey Joyce, Brand Marketing Program Manager at SmartBear, activates social media internally to bring value to the organization. Notably, she tracks and communicates value to other teams, but that value is not tied directly to revenue. It’s showing up in engagement metrics, employee satisfaction, and other areas that have been proven to be valuable to a successful company. 

(01:25) - Abbey's background and journey ...

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This episode's guest is Kimberly Anderson-Mutch, a content leader with a head for data. She’ll tell you she’s a writer at heart, which a lot of content marketers can relate to, but right now—and probably forever—C-suites are asking marketers to show them the numbers, and content marketers don’t get to shrug that off. Kimberly has seen success using data to guide her work, from blog posts to a full website relaunch, and she...

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Kristy Morrison sits in a role that brings together data from multiple teams at F5. Her team takes a holistic view of this customer journey data in order to smooth out the process for potential customers — AKA, increase journey velocity.

  • (01:30) - Kristy runs the Digital Intelligence & Optimization Team
  • (02:23) - Key goals the organization aligns to at F5
  • (04:04) - How does Kristy know what is or isn't working along t...
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In this episode, Ellen Schwartze interviews Tucker Stoffers, Senior Director of Growth Marketing at His experience in digital, demand gen, and now growth marketing provide a great canvas for chatting through his approach to optimizing the whole customer journey to create great customers.

  • (00:47) - Tucker Stoffers' background in digital marketing
  • (03:22) - The benefits of working at a marketing agency befo...
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Anda Gansca (CEO, Knotch) interviews Brian Finnerty (VP of Marketing, Udacity) about content, growth, demand generation, and what's next in marketing.

  • (00:42) - Brian's background and path to Udacity
  • (03:11) - Marketing is storytelling and communication to reach an audience in an authentic way
  • (03:54) - It's really hard to run a demand gen engine without high-quality content
  • (05:45) - High-quality content in the absence o...
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This episode is a recording from our recent event, Content's Juxtaposition: Creating a scalable content future in the run-up to a recession. Our panelists were Robin Bennefield from Marriott, Rebecca Coats from Savills UK, Jay Fonville, formerly from GEICO, and David Brown, Knotch's SVP, Director of Strategy. It was moderated by Pros and Content host, Ellen Schwartze. 

Marketing teams are being asked to meet ambit...

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We're back at it and excited to bring you our first episode of 2023.

Kevin Indig is an alum of Shopify, G2, and Atlassian, and contributed to each with SEO strategy to fuel growth. Now in an advisory role, Kevin advocates for breaking SEO out of its silo, capitalizing on its low cost but high-intent audience, and tying it to the full marketing strategy.

Check out these Pros & Content episodes, referenced in the discu...

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Daniel Lysaught (Vice President of Growth, LegalZoom) and Anda Gansca discuss how data has to be the deciding factor for the experiments marketers run.

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Your hosts Ellen Schwartze and Anda Gansca discuss how marketers can prepare for 2023, including proving marketing ROI through a recession.

  • 03:46 - Our audience's predictions for 2023
  • 04:59 - How the recession prompts better data
  • 10:48 - Will lead volume be a key marker of success in 2023?
  • 12:06 - Prediction #1: Death of the cheap acquisition
  • 15:48 - The importance of organic growth (and content's role in it)
  • 17:43 - Market...
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November 22, 2022 25 mins

This season we heard several examples of how marketers prove the return on investment for their marketing programs, vids, demos -- you name it. Phoebe Noce and Maddie Kessel join Ellen to review some of the most tangible takeaways. As marketers stare down warnings of a recession, it's crucial we get the data right to garner trust within the org and support our work when budget talks heat up.

At some point someone will come ...

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We've hosted an incredible season of demand generation, growth, and content marketers. Host Ellen Schwartze and Phoebe Noce (Director of Content, Knotch) review and summarize what we learned about measuring what matters in marketing.

  • (02:08) - Middle-journey marketing metrics are a complex topic
  • (06:56) - The right measurement framework sets the strategy
  • (09:18) - Marketing campaigns are like spaghetti in two ways
  • (13:46)...
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November 10, 2022 39 mins

Chris Koehler (CMO, Box) and Anda Gansca discuss the intersection of data and content, and how to use both to fuel organizational growth. Chris's experience in B2B and B2C provides a unique perspective.

  • (03:41) - Chris Koehler's path to CMO wasn't traditional
  • (09:01) - What is the hardest thing to explain to non-marketers?
  • (11:24) - Of all the functions Chris has run, which was the hardest?
  • (13:09) - A CMO has to proactive...
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A demand generation marketer has to know how their funnel is functioning, with indisputable data sets. Within her first few answers you’ll hear Ashley Emery, SVP of Demand Gen, is completely driven by data, and how to look under the hood of every stage of your customer acquisition funnel.

  • (00:56) - Ashley's path to SVP of Demand Generation
  • (02:54) - You cannot optimize for things you cannot measure.
  • (05:03) - You can't d...
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Justin Steinman (CMO, Definitive Healthcare) & Anda Gansca (CEO, Knotch) discuss the intersection of data and content, and how to use both to move a business forward.

  • 01:02 - Justin Steinman's path to CMO
  • 07:45 - The importance of creating options in your career
  • 09:20 - How Justin built products at Aetna post-CVS acquisition
  • 12:00 - Taking Definitive Healthcare through IPO
  • 15:45 - How Justin retained his entire team thr...
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