Exceptions With Jay Acunzo

Exceptions With Jay Acunzo

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Exceptions from Seeking Wisdom is a docuseries exploring how and why a handful of B2B companies have built brands to experience breakout success. For years, “brand” was a dirty word in B2B. But today, in an era full of choice and noise, brand has…


Inside the Mind of a Global CMO (Sarah Kennedy Ellis, Marketo/Adobe)
Jun 19, 2019 • 38 min
In the series finale of Exceptions, we go inside the mind (and schedule) of one of the world’s top CMOs, Sarah Kennedy Ellis of Marketo. We discuss the acquisition by Adobe, how brand affects her team’s work and her own, and why the Exceptions exploration…
Contently on What We Really Mean When We Say Brand Story
Jun 5, 2019 • 33 min
In the penultimate episode of Exceptions, we try to move storytelling back from buzzword to core component of our jobs as marketers. What does it take to tell a gripping story? What does a brand story do for a business, and how do we vet and tell stories…
Earning Trust in a New Community with Toast
May 22, 2019 • 34 min
We’ve talked to lots of marketers marketing to marketers in this series, but how can we as marketers build a beloved brand in an industry that isn’t our own? Today, we talk to the SVP of Marketing at Toast, Kevin Hamilton, to explore what it takes to earn…
Building a Brand for Technical Products with Twilio
May 8, 2019 • 28 min
Over the course of this series, we’ve profiled plenty of companies whose products make sense to most of us in business (not to mention the few companies who have the enviable task of marketing to other marketers — ahh, the dream, right?). But what if your…
Solving Marketing’s Work Crisis with Workfront
Apr 24, 2019 • 40 min
It feels like we say it every day: Marketing is changing. Fast. In this episode, we talk to Workfront’s CMO Heidi Melin about what the future of work entails, why we’re ill-prepared at most organizations, and what to do about it.
Scaling Without Breaking with Zapier
Apr 10, 2019 • 37 min
In this episode, we perform a live audit on Jay’s workflow (it gets hairy) with Zapier’s Head of Certified Experts Program, Jesse Parker, and we’re joined by Zapier CEO and co-founder Wade Foster, who helps us uncover the one simple truth that can help…
Building a Speakeasy Brand with Animalz
Mar 27, 2019 • 33 min
What if you could generate more business by building a brand that fewer people were aware of, rather than more? This episode runs counter to our conventional wisdom as marketers in the most refreshing way. Tune in to learn more about powerhouse content…
How to Create & Own a Category with Optimizely
Mar 13, 2019 • 34 min
In this episode, hear why every brand is in the business of owning and leading a category in some way. We talk to Optimizely’s CMO and their director of product marketing to understand how the company has successfully created and led their category, and…
Special Edition: Why & How to Write a Book for Your Brand with Drift’s Dave Gerhardt
Feb 27, 2019 • 46 min
Today, we get a rare chance to go inside the process of writing a book with Conversational Marketing author and Drift VP of Marketing Dave Gerhardt. Hear why the company felt it was time to do so, how they plan to promote it (without derailing the team),…
Stop Marketing Blind with Rand Fishkin & Casey Henry (SparkToro)
Feb 13, 2019 • 39 min
How do we divide up our time as marketers to build a great brand? Do we know? Do we have a PLAN to do so? In the Season 2 premiere of Exceptions, host Jay Acunzo goes inside SparkToro, the audience intelligence search engine, cofounded by former Moz…
Zoom’s Relentless Focus on Customer Experience
Feb 5, 2019 • 38 min
In the Season 1 finale of #Exceptions, host Jay Acunzo goes inside a seemingly ubiquitous brand in the business world today: Zoom. In talking to the company’s CEO Eric Yuan and head of marketing Janine Pelosi, we learn why they refuse to settle for…
The Most Crucial Leadership Principle Most B2B Brands Miss
Feb 5, 2019 • 38 min
In this episode of #Exceptions, a revelation about leadership and team happiness and retention in B2B. Indianapolis startup Lessonly teaches us about the communication principle most needed but often overlooked across the corporate world. It’s one that…
How First Round Capital Bet on Brand to Change the VC Industry
Feb 5, 2019 • 38 min
First Round Capital is one of the most widely loved venture capital firms in tech — no small feat for a VC firm to claim. Through their platform (VC for brand marketing and value-add projects), they’ve built the Harvard Business Review-of-Startups, hold…
Creativity, Constraints and the Rebrand of Grado Labs
Feb 5, 2019 • 28 min
How to convince an old-school CEO (of a legacy brand) to push forward with a rebrand. We’ll explore this and more in the latest episode of Exceptions.
Data, Ego, and the Search for Truth with ProfitWell
Feb 5, 2019 • 34 min
A brand based on truth? That’s what ProfitWell co-founder & CEO Patrick Campbell has set out to achieve. But what is a brand based on truth exactly? Well, it’s about going deeper to cut through assumptions and push past egotistical decision making to…
Moving From Traffic to Audience to Community: Why Buffer Treats Their Customers Like Humans
Feb 5, 2019 • 40 min
On this episode of #Exceptions, we’re going inside Buffer. Buffer sells social media management tools for marketers, allowing you to schedule and analyze everything. It’s used by companies like Shopify, HelpScout, the Denver Broncos, and thousands more.…
Help Scout: Defining, Defending, & Challenging an Entire Industry
Feb 5, 2019 • 43 min
Customer support professionals remove the obstacles and clear the way for your customers to appreciate your product or service. They are the front lines of your business, representing your name day in, day out. Often time, customers service pros may be…
InVision
Feb 5, 2019 • 33 min
What if your brand could be the battle cry, the rallypoint, the symbolic meeting place for your customers? What if your brand could transform your audience into a community of participants? That’s exactly what InVision has remarkably accomplished. They’ve…
Wistia
Feb 5, 2019 • 46 min
Wistia is a company that markets a mission, not just a bunch of products. A few years ago, you might have described Wistia as a SaaS company that offers video hosting and analytics. But thanks to a major product launch this year, the company is in flux.…
Gusto
Feb 5, 2019 • 37 min
In the very first episode of #Exceptions, we meet a company so excited about building a brand that it kind of feels like they name the whole company after how they feel. In this one, Jay explores Gusto, a SaaS platform that helps automate and improve your…
Exceptions: Teaser Trailer
Feb 5, 2019 • 4 min
Jay Acunzo is the host of the podcast “Unthinkable.” But now he’s the host of something else: #Exceptions, the newest original Seeking Wisdom show. Exceptions will be a show about why brand matters so much in B2B. We’ll dig up stories and ideas that…