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Podcast

Welcome to Lay of the Brand, the award-winning podcast where we talk with the experts on tech marketing, creative and PR to learn what’s new, what’s working and what’s next.

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The value of account-based marketing (ABM) for the federal government with Aaron Heffron, Market Connections

by Ryan Goodin | Sep 29, 2021

For ABM to succeed in B2G markets, you need research to back up your strategy. On this episode of Lay of the Brand, we talk with Aaron Heffron of government-focused research firm Market Connections to learn what to look for… and how to use it to build a smarter, more effective ABM program.

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Recent podcasts

Cyber influencer marketing — part 2

by Peter Jacobs | Aug 20, 2025

Part 2 of Lay of the Brand’s series on cyber influencer marketing

Cyber influencer marketing — part 1

by Peter Jacobs | Jul 25, 2025

⇒ Download the Merritt Group/Code Red Cyber Influencer Survey ⇒ Watch this episode on YouTube! We all know the impact influencers are having on marketing and PR. But if there’s any discipline that runs on trust, it’s cybersecurity. So, working with influencers could...

$Navigating today’s fractured customer journey$

Navigating today’s fractured customer journey

by Peter Jacobs | Jun 17, 2025

Today's buyers jump around throughout the decision process, loop in new stakeholders midstream, and often do months of research before ever speaking to sales. So why are so many marketing strategies still built around a linear sales funnel? That's why we're talking...