WeMarketers | Talks with B2B Marketing Leaders
Claim This Podcastby Andrew Demianenko
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Podcast Overview
<p>Hey, I'm Andrew, and welcome to WeMarketers Podcast!</p><p>I believe that every marketer has a unique story worth hearing. On this podcast, I meet with marketers from all around the world—not just to talk shop but to genuinely connect, share real-life experiences, and learn from each other. </p><p>Every episode teaches me something new. I'm here not only as your host but as someone learning alongside you, discovering strategies, overcoming challenges, and exploring the personal journeys behind great marketing.</p><p>Think of it as grabbing a coffee with some incredibly interesting marketers—relaxed, real, and full of stories you won’t find anywhere else.</p><p>Join me—let's connect and grow together.</p>
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Publishing Since
8/6/2024
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Recent Episodes
May 27, 2026
ABM Playbook for Niche B2B Markets
<p>In this episode of the <strong>WeMarketers Podcast</strong>, Andrew Demianenko sits down with <strong>Michelle Wols, Senior Product Marketing Manager at Beyond Product</strong>, to break down what Account-Based Marketing actually looks like in practice.</p><p>Michelle runs B2B marketing campaigns for IT and cybersecurity. Markets where the target audience is small, sales cycles are long, and a generic LinkedIn campaign is the fastest way to burn budget. She has built ABM playbooks from scratch for multiple clients and learned the hard way which parts of the process get skipped.</p><p>Most ABM advice is generic. This episode is the opposite. Michelle walks through the mechanics: how to build the account list, how to test messaging with paid prospect interviews, when to run a one-on-one campaign for a single company, and where the handoff to sales tends to fall apart.</p><p>One key takeaway: ABM is not a marketing tactic. It is a coordination problem between marketing, sales, and the events you show up at. Run it alone and even the best campaign will stall.</p><p>⏱️ Chapters</p><p>01:19 Michelle's background: from history to cybersecurity marketing</p><p>04:40 What ABM really means in practice</p><p>07:00 Where to start with an ABM campaign</p><p>09:17 How to prioritize accounts on the spreadsheet</p><p>11:08 Why Michelle skips account tiers</p><p>13:24 The €180 one-on-one campaign for a single government organization</p><p>16:50 Choosing which people inside the account to target</p><p>17:35 Channels beyond LinkedIn: Meta, Reddit, and the K12 Sysadmin community</p><p>19:51 The most intimidating part of ABM: the sales handoff</p><p>23:48 Measuring success of ABM campaigns</p><p>24:57 Paying prospects €100 for messaging interviews</p><p>27:20 The mistake: a cease-and-desist letter for using a target's logo</p><p>29:58 Two failure modes: wrong messaging vs. wrong channel</p><p>32:24 Michelle's one piece of advice for marketers starting with ABM</p><p>____________</p><p>Connect with Michelle Wols: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/-michelle-wols-457a256b/">https://www.linkedin.com/in/-michelle-wols-457a256b/</a></p><p>Connect with Andrew Demianenko: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/andrew-demian">https://www.linkedin.com/in/andrew-demian</a></p><p>WeMarketers Podcast Website: <a target="_blank" rel="noopener noreferrer nofollow" href="http://wemarketerspodcast.com">wemarketerspodcast.com</a></p><p>____________</p><p>WeMarketers RSS feed: <a target="_blank" rel="noopener noreferrer nofollow" href="https://media.rss.com/wemarketers/feed.xml">https://media.rss.com/wemarketers/feed.xml</a></p><p>____________</p><p>Would you like to become the next guest? Do you know someone who could be a great fit? Drop me a line at <a target="_blank" rel="noopener noreferrer nofollow" href="mailto:info@wemarketerspodcast.com">info@wemarketerspodcast.com</a></p>
March 16, 2026
The End of Easy Content Marketing
<p>Content marketing used to feel predictable.</p><p>Find the right keywords, publish blog posts, rank on Google, and gradually attract traffic.</p><p>But that playbook is changing fast.</p><p>In this episode of the <strong>WeMarketers Podcast</strong>, Andrew Demianenko sits down with <strong>Albert Mercadé, Marketing Manager at TalentUp.io</strong>, to discuss how the explosion of AI is reshaping the entire content marketing landscape.</p><p>Today, marketers are no longer competing with just other companies. They are competing with <strong>massive volumes of AI-generated content</strong>, AI search engines, and platforms that summarize information without sending users to the original source.</p><p>So the question becomes: <strong>how do you stay visible and relevant in this new environment?</strong></p><p>In this conversation, Andrew and Albert explore:</p><p>• Why traditional SEO and blog-driven strategies are becoming less effective </p><p>• How AI search is changing the way users discover content </p><p>• Why marketers need to move beyond blog posts and diversify content formats </p><p>• The power of <strong>high-value resources</strong> like reports and benchmarks </p><p>• Why <strong>in-person events and real human connections</strong> are becoming more important than ever</p><p>• How to build a <strong>content ecosystem</strong> instead of relying on a single channel </p><p>• Why consistency and patience still matter in marketing</p><p>One key takeaway: marketing isn’t about getting thousands of visitors tomorrow. It’s about building trust, staying visible over time, and reaching the <strong>right people at the right moment</strong>.</p><p>⏱️ Chapters</p><p>01:29 The biggest challenge for content marketers today </p><p>04:33 Declining visibility in Google search </p><p>06:04 Why relying on one channel is dangerous </p><p>06:26 The return of face-to-face marketing and events </p><p>07:44 Optimizing content for AI search engines </p><p>10:09 How search behavior is changing </p><p>11:28 Are blogs still effective today? </p><p>14:03 Building a content ecosystem </p><p>16:30 Turning subscribers into customers </p><p>19:08 The real goal of marketing: revenue </p><p>21:21 Measuring marketing impact and attribution </p><p>23:34 Why consistency matters in marketing </p><p>23:58 Marketing strategies for the rest of 2026 </p><p>25:30 The rise of agentic AI </p><p>____________</p><p>Connect with Albert Mercade: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/albertmercad%C3%A9laborda/">https://www.linkedin.com/in/albertmercad%C3%A9laborda/</a></p><p>Connect with Andrew Demianenko: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/andrew-demian">https://www.linkedin.com/in/andrew-demian</a></p><p>WeMarketers Podcast Website:<a target="_blank" rel="noopener noreferrer nofollow" href="https://wemarketerspodcast.com"> </a><a target="_blank" rel="noopener noreferrer nofollow" href="http://wemarketerspodcast.com">wemarketerspodcast.com</a></p><p>____________</p><p>WeMarketers RSS feed:<a target="_blank" rel="noopener noreferrer nofollow" href="https://media.rss.com/wemarketers/feed.xml"> https://media.rss.com/wemarketers/feed.xml</a></p><p>____________</p><p>Would you like to become the next guest? Do you know someone who could be a great fit? Drop me a line at <a target="_blank" rel="noopener noreferrer nofollow" href="mailto:info@wemarketerspodcast.com">info@wemarketerspodcast.com</a></p>
January 19, 2026
Bringing Sexy Back to Manufacturing: The Art of Reinventing a Legacy B2B Brand
<p>In this episode of the <strong>WeMarketers Podcast</strong>, I sat down with <strong>Carolina Rodriguez, VP of Marketing at World Emblem</strong>, the world’s largest patch and emblem manufacturer.</p><p>World Emblem is a 30-year-old manufacturing business. Carolina joined five years ago and helped modernize the brand by upgrading creative, building a behind-the-scenes storytelling engine, and aligning marketing and sales around shared outcomes. We also discuss how executive thought leadership on LinkedIn became a powerful growth lever, and what it looks like to scale a marketing team across regions while adopting lean operating principles.</p><p>Timecodes:</p><p>1:38 Intro to Carolina Rodriguez and what this episode covers</p><p>5:09 Rebrand execution, elevated creative, and bold unboxing kits</p><p>6:56 Internal buy-in, autonomy, KPIs, and sales alignment</p><p>7:46 Biggest challenge, translating customer needs into technical storytelling</p><p>8:58 Fixing marketing vs sales with the commercialization team</p><p>10:05 Scaling the marketing team from 8 to 18</p><p>10:48 Using lean principles for structure and performance</p><p>12:41 Why LinkedIn is their strongest channel</p><p>14:21 Executive storytelling and leadership presence on LinkedIn</p><p>15:23 The 360 approach across LinkedIn, PR, and ads</p><p>16:39 Why emblems are everywhere and how that reframed the category</p><p>19:59 Brand recognition growth and impact on sales</p><p>21:31 Carolina’s learning system, podcasts, team, and agencies</p><p>23:23 What they outsource in marketing</p><p>24:15 The challenge of SEO and evolving algorithms</p><p>25:07 Investing over 2M in AI to improve the buying experience</p><p>26:24 Advice on modernizing a legacy brand</p><p>27:29 How to connect with Carolina on LinkedIn</p><p><strong>About the guest</strong></p><p><strong>Carolina Rodriguez</strong> is Vice President of Marketing at <strong>World Emblem</strong>, the world’s largest patch and emblem manufacturer. With over 20 years of experience across luxury, retail, and manufacturing, she has led high-impact campaigns, managed multimillion-dollar budgets, and driven digital transformation in the US and Latin America. At World Emblem, Carolina leads multi-brand, multi-market strategy, modernizing a 30-year-old manufacturing business through creative storytelling, distinctive packaging, and executive thought leadership that turns branding into measurable growth. You can connect with her on LinkedIn.</p><p>Connect with Carolina on LinkedIn: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/carorod/">https://www.linkedin.com/in/carorod/</a></p><p>____________</p><p>Connect with Andrew Demianenko:<a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/andrew-demian"> https://www.linkedin.com/in/andrew-demian</a></p><p>WeMarketers Podcast Website:<a target="_blank" rel="noopener noreferrer nofollow" href="https://wemarketerspodcast.com"> </a><a target="_blank" rel="noopener noreferrer nofollow" href="http://wemarketerspodcast.com">wemarketerspodcast.com</a></p><p>____________</p><p>WeMarketers RSS feed:<a target="_blank" rel="noopener noreferrer nofollow" href="https://media.rss.com/wemarketers/feed.xml"> https://media.rss.com/wemarketers/feed.xml</a></p><p>____________</p><p>Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at <a target="_blank" rel="noopener noreferrer nofollow" href="mailto:info@wemarketerspodcast.com">info@wemarketerspodcast.com</a></p>
25 total episodes available
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- What is WeMarketers | Talks with B2B Marketing Leaders?
<p>Hey, I'm Andrew, and welcome to WeMarketers Podcast!</p><p>I believe that every marketer has a unique story worth hearing. On this podcast, I meet with marketers from all around the world—not just to talk shop but to genuinely connect, share real-life experiences, and learn from each other. </p><p>Every episode teaches me something new. I'm here not only as your host but as someone learning alongside you, discovering strategies, overcoming challenges, and exploring the personal journeys behind great marketing.</p><p>Think of it as grabbing a coffee with some incredibly interesting marketers—relaxed, real, and full of stories you won’t find anywhere else.</p><p>Join me—let's connect and grow together.</p> - How often does this podcast release new episodes?
This podcast updates weekly.
- Where can I listen to this podcast?
This podcast is available on 7 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
- Does this podcast accept guests?
Yes, this podcast regularly features guests.
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