In this episode of Executive Conversations, Maeva talks with Jakub Rudnik, Head of Content and SEO at Softr, about the beauty of internal marketing, proving ROI for marketing initiatives, and leveraging content to drive measurable results. Jakub shares his experiences from G2, Scribe, ActiveCampaign, and Softr, highlighting the importance of effective experimentation, clear ROI demonstration, and the evolving role of content marketing in different organizational contexts.

In this episode, we talk about:

• Content marketing ROI
• Internal buy-in strategies
• SEO and content strategy

Takeaways:

• Proving ROI: How to demonstrate clear ROI from content marketing efforts to secure internal buy-in and budget.
• Internal Marketing: The need for effective internal marketing and selling strategies to get buy-in from multiple stakeholders.
• Experimentation: The value of running structured experiments with clear metrics to validate new marketing ideas.
• Adapting Strategies: Transitioning from top-of-funnel content to more targeted, bottom-of-funnel content for better conversions.
• Learning from Experiences: Through different companies, Jakub learned the importance of learning from past mistakes and successes to fine-tune marketing strategies

Time Chapters:

[01.27] Introduction

[03.30] Jakub's experience at G2 and the importance of proving ROI

[06.06] Building attribution and balancing short-term and long-term strategies

[10.01] The role of experimentation in marketing at Scribe

[12.48] Moving to ActiveCampaign and bridging PLG with sales-led growth

[16.45] Challenges and strategies in proving new marketing ideas at ActiveCampaign

[21.44] Current role at Softr and the supportive culture for experimentation

[24.30] Best practices for pitching marketing experiments

[26.50] Wrap-up and key takeaways from the conversation

About Jakub Rudnik:

Jakub is the Head of Content and & SEO at Softr.io, a no-code platform for building internal tools, portals, and other apps. He previously was Head of Content at ActiveCampaign, Scribe, and G2, and he advises early stage companies on content and growth. He also teaches digital journalism and communications classes at DePaul University in Chicago where he lives.

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