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Email marketing is one of the oldest and best tricks in the communication playbook, and newsletters are an excellent tool for brand awareness, audience engagement, and lead nurturing. But newsletter planning is challenging. Coming up with and delivering fresh ideas...
Aug 22, 2024
Get ready for a fun and lively fireside chat with two marketing rockstars: Miruna Dragomir, CMO at Planable, and Amanda Natividad, VP of Marketing at SparkToro.
In this session, Miruna and Amanda spill the beans on their most successful marketing campaigns, swapping stories, asking each other questions, and sharing tips you can actually use. It’s like eavesdropping on a chat between friends – with a ton of marketing gold.
Miruna has been leading growth efforts at Planable for the past five years, taking the company from 50 to 6.5K active customers. With experience at Uber’s Marketing Team and Oracle’s Social Media Team, she’s a Forbes 30 Under 30 alumni who’s spoken at How to Web and CMO Alliance Fellowship.
Amanda, a former journalist and Le Cordon Bleu-trained chef, is now VP of Marketing at SparkToro. She writes a popular marketing newsletter called the Menu and teaches Content Marketing 201. With a background in leading marketing for Growth Machine, Liftopia, Fitbit’s B2B content program, and NatureBox, she’s a regular contributor to Adweek.
Whether you’re a seasoned pro or just getting your feet wet, come hang out, learn something new, and get inspired!
1. Audience-First Campaign Design
Our experts emphasized an audience-first approach, where marketers start by understanding their audience’s current needs and challenges. By tailoring campaigns to meet these needs, brands can better capture attention and engagement. Amanda from SparkToro noted the value of identifying “potential amplifiers” (like influencers or industry advocates) to reach new audiences effectively.
2. The Power of Pre-Launch Campaigns
Miruna shared how her team built momentum for their analytics feature launch through a strategic pre-launch. This approach involved collecting early interest, setting up a waitlist, and creating anticipation among current and prospective users. For Planable, this strategy helped maximize visibility and excitement, turning a feature release into a full-fledged campaign.
3. Tracking Word-of-Mouth & Referrals
While difficult to measure directly, word-of-mouth remains a valuable marketing tool. Our panelists agreed that while formal referral programs may work better for B2C, B2B brands can still benefit by tracking branded search growth and using manual checks (like reviewing traffic spikes after key events).
4. Strategic Partnerships for Mutual Growth
In a successful co-marketing example, Amanda highlighted SparkToro’s webinar partnership with Clearbit. By collaborating with complementary tools, they were able to access a broader audience, yielding high registration numbers and new leads for both brands. Finding co-marketers with shared audiences but different offerings can result in powerful, mutually beneficial partnerships.
5. The Evolution of SEO & Content Quality
As SEO trends shift, both speakers emphasized the importance of creating genuinely valuable, expert-driven content. Gone are the days when keyword stuffing alone improved ranking; today, authentic, high-quality content, such as expert interviews and data-rich blog posts, is what wins.
Ready to watch the full session?
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