The Marketing Share
Running a marketing department requires expertise in many domains, from branding, media and positioning to demand generation, sales enablement, and much more. As a business leader or a new department head, you may be an expert in one or more marketing areas but usually not all of them. The Marketing Share aims to close this gap. Co-hosts Barb VanSomeren and Alec Cheung are experienced marketing leaders who have been down the path of learning on the fly while managing a marketing team. They interview domain experts and ask the right questions so business leaders can learn what they need to know to run marketing.
Episodes
How do you go from corporate law to leading one of the most innovative social media management platforms? In this episode, Emeric Ernoult, CEO of Agorapulse, shares his entrepreneurial journey, the lessons learned from pivots and challenges, and the evolution of social media strategies over the years.
Emeric dives into how Agorapulse transformed from running Facebook contests to pioneering the social media inbox, and explo...
How do you scale healthcare marketing without losing patient trust?
In this episode of The Marketing Share Podcast, hosts Alec Cheung and Barb VanSomeren sit with Alex Membrillo, CEO of Cardinal Digital Marketing, to unpack the fast-changing world of healthcare marketing.
From the influence of private equity on multi-site practices to the evolving rules of digital advertising, Alex shares the challenges and opportunities healthcare m...
In this episode of The Marketing Share Podcast, marketing experts Alec Cheung and Barb VanSomeren are joined by Stephanie Brooks, a seasoned marketing leader with a wealth of experience in website development. Together, they dive into the work it takes to build and maintain effective websites.
Stephanie shares her journey from journalism to marketing, highlighting her expertise in website projects, including a notable 400-...
In this episode of The Marketing Share Podcast, co-hosts Alec and Barb welcome a dynamic marketing duo—Tanya and Tony Thorson, co-authors of the refreshingly bold book, Get Off Your (M)ass.
Together, they unpack how marketing must evolve in the age of automation, AI, and customer overload.
Drawing from their combined B2C, B2B, and B2A (Business to Anyone) experiences, the Thorsons break down how to move beyond mass marketing and lea...
Is AI your teammate or just another tool?
In this episode, marketing leader and AI strategist Liza Adams joins Alec Cheung and Barb VanSomeren to reframe how marketing teams think about AI. With decades of experience in tech and SaaS, Liza brings a deeply strategic lens to AI’s evolving role—not just in campaigns, but in how teams collaborate, operate, and drive outcomes.
From rethinking workflows to reshaping messaging, Liza urges m...
Are LLMs your new buyers' first touchpoint?
In this episode, B2B marketing strategist David Kirkdorffer joins Alec Cheung and Barb VanSomeren to unpack how AI is reshaping buyer enablement—and why your content might be invisible to large language models like ChatGPT, Gemini, and Claude.
David breaks down how marketers can adapt from traditional SEO to what he calls “AI enablement”—from restructuring site content to ensuring you...
Is the CMO role the coldest seat in the C-suite?
In this episode, Drew Neisser, founder of CMO Huddles and author of Renegade Marketing, joins Alec Cheung and Barb VanSomeren to unpack why today's marketing leaders are under more pressure than ever… and how to lead through the chaos with clarity, courage, and just a bit of fun.
From launching a CMO community during the height of the pandemic to advising marke...
Is SEO still SEO… in the age of AI?
In this episode, SEO strategist Noah Goldfarb from Fire and Spark joins Alec Cheung and Barb VanSomeren to unpack how search is shifting under the weight of AI and large language models—and what marketing leaders should actually do about it.
From the early days of backlink chasing to today’s era of AI-powered overviews, Noah’s seen the evolution firsthand. He shares how authenticity, evidence-based...
In this episode of The Marketing Share, co-hosts Alec Cheung and Barb VanSomeren tackle one of marketing’s most persistent dilemmas: Should you hire hyper-focused specialists or versatile generalists?
Spoiler: The answer isn’t black-and-white—it’s buried in your budget, your storytelling, and how you use AI.
From debating the pitfalls of “full-service” agencies to navigating AI’s role as a digital intern, Alec an...
What separates a brand flop from a phoenix-worthy comeback? (Spoiler: It’s not just a logo swap.)
Fractional CMO and brand reinvention expert Todd Allard joins Barb VanSomeren and Alec Chung to unpack how brands pivot from public missteps to powerhouse reputations. From rebooting Lumber Liquidators after a multi-million dollar scandal over tainted wood imports to renaming Everest University post-60 Minutes exposé, Todd reveals how t...
Ever feel like your marketing metrics are just… noise?
In this episode, fractional CMO and growth strategist Monique Olan joins co-hosts Alec Cheung and Barb VanSomeren to cut through the clutter. We’re talking about how to ditch vanity metrics, align KPIs with real business outcomes, and turn data into your team’s storytelling superpower.
Monique shares her battle-tested framework for diagnosing growth bottleneck...
In this episode of The Marketing Share, our cohosts Alec Cheung and Barb VanSomeren sat down with Scott Cate—a tech veteran who’s been building software since the days of floppy disks—to chat about one of marketing’s most overlooked headaches: broken links.
Scott’s company, 301.Pro, helps marketers like you turn those frustrating “404 errors” into opportunities. Imagine QR codes that actually work, links that update themse...
Is your CRM actually helping you close more deals—or just creating more headaches?
In this episode of The Marketing Share, we sit down with Jason Kramer, CEO of Cultivize, to uncover the biggest mistakes businesses make with CRM systems—and how to fix them.
Jason, known as The Yoda of CRM, shares how businesses can bridge the gap between marketing and sales, clean up messy data, and turn “dead” leads into real revenue.
With a backgrou...
What does it take to future-proof your marketing strategy as Google evolves, AI reshapes search, and zero-click searches rise?
In this episode of The Marketing Share, hosts Alec Cheung and Barb VanSomeren chat with Corey Morris—CEO of Voltage Agency and **author of The Digital Marketing Success Plan—to unpack SEO’s evolution, zero-click searches, and Google’s volatile AI updates.
The pivotal challenges facing marketing leaders today?...
Ready to decode the CEO-CMO relationship and ramp up your company’s growth? In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung sit down with John Short—founder of Compound Growth Marketing—to uncover how aligning with your CEO’s vision can fuel real, sustainable results.
John shines a spotlight on why understanding your CEO’s perception of marketing—whether it’s brand building, demand gen, or sales enable...
How can loyalty programs become your most powerful tool for growth and retention?
In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung sit with Rob Reid, a leader in B2B retention and loyalty programs, managing over $200 million in business for hearing and audiology practices.
Rob shares how he scaled Sonova’s loyalty program from 100 to nearly 900 members and reveals why retention is the...
What does it take for a new marketing leader to succeed in the first 90 days?
In this episode of The Marketing Share, hosts Alec Cheung and Barb VanSomeren tackle the pivotal early weeks of a marketing leadership role—from setting a pre-start game plan and conducting thorough “forensics,” to managing leadership expectations and quickly identifying performance gaps.
They draw on personal experiences to share actionable stra...
In this episode of The Marketing Share Podcast, co-hosts, Alec Cheung and Barb VanSomeren, chat with Haley Exum about the importance of sales enablement.
Haley shares her unique career journey and explains why sales and marketing need to work together more than ever.
Together they dive into the essential role of sales training and why small businesses should be focusing on the right tools to level up their sales ...
What does it take to thrive in today’s fast-changing B2B marketing landscape?
In this episode of The Marketing Share, hosts Barb VanSomeren and Alec Cheung sit down with Mike Maynard, CEO of Napier Group, to explore the evolving intersection of PR, storytelling, and Account-Based Marketing (ABM).
Mike draws on decades of experience in the B2B sector to share actionable strategies for navigating challenges like measuring PR effectiven...
What does it take to craft marketing strategies that truly resonate in the B2B manufacturing space?
In this episode of The Marketing Share, we sit down with Chris Peer, founder of SyncShow, to explore the power of ROI-driven marketing and how a well-defined value proposition can set your business apart.
Chris shares his insights from his years of experience working with manufacturing clients, highlighting the shift from re...
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