I had an opportunity to attend the outstanding Marketing Profs B2B Forum and witness a truly tour-de-force speech by my friend and podcast co-host Tom Webster. Although we had mentioned this talk in a previous podcast episode, I had not seen Tom's presentation and I found his insights to be remarkable and very relevant to marketing today.

I thought our Marketing Companion fans needed to hear some of those insights. Using lessons from his political research, Tom makes the case that you can't win in marketing today by staying in the "treetops," by immersing yourself in dashboards. You need to get down in the trees and get back to basics by visiting customers. He argues for radical segmentation to the point that "personas" may be out of style. In the new episode we also discuss quite a remarkable revelation made by Dharmesh Shah, one of Hubspot's co-founders.

Shah said that content marketing is now pay-to-play and that content today has a "cover charge." In addition, you'll hear these snippets:

• "I'm feeling this in my loins"
• "I've found a younger podcast host."
• "We want our freedom, we want more Mark."

You'll have to hear it to believe it, I suppose. Here we go: 

• Click here to download the latest episode or subscribe in iTunes
• Complete Marketing Companion Episode Guide
• Click here for the show’s RSS feed – for Android listeners.
• Find the podcast on Stitcher

Please support our extraordinary sponsors. Our content is free because of their generosity. Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

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