In this episode, Emil is joined by a content marketing leader. Marina Krivonossova has experience with B2B content marketing within several different verticals, ranging from SaaS, to travel, and everything in between. Recently, she decided to start her own content marketing agency, Retold, to focus on making a genuine impact through her work.

Emil asks Marina to describe the challenges rising leaders are facing as they grow in their roles. The two discuss the skills that are essential for succeeding as a marketing leader. Marina also talks about her strong belief in a culture of continuous learning as a way for her and her team to grow.

Emil is hosting Shirin Oreizy for the special 20th installment of The Cerebrations Podcast. Shirin is the founder and CEO of Next Step, a Behavioral Design agency in San Francisco.

Shirin explains how Behavioral Science relates to Marketing. She demonstrates how Behavioral Science can help digital marketers optimize their campaigns by adding Prevention-style messaging when Promotion-style messaging may not resonate as well with their target ICPs.

Shirin also provides examples of the application of Behavioral Science approaches such as regret lottery, cognitive fluency, social proof, and endowment effect in improving tradeshow ROI and boosting customer retention.

In this episode, Emil meets with Sandy Yu, an experienced growth executive and startup advisor. The two talk about the shifting focus toward existing customers as companies seek sustainable growth.

Sandy defines Customer Success and explains how it relates to the "revenue bowtie" concept, which has been gaining traction in the past few years. She explains how delighting customers can lead to greater Annual Recurring Revenue (ARR), which is a very important metric of corporate performance, especially in the SaaS world.

In addition, Emil and Sandy discuss why customers typically leave, and provide suggestions about how companies can truly understand what a customer values. Sandy introduces an interesting idea about "show me you know me" as a guiding point for everyone who wants to delight customers.