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Nicole Wojno-Smith Confronts the Role of Brand in the Modern Customer Journey

VP Marketing Nicole Wojno-Smith of talks through the modern B2B customer journey.

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Episode Summary

The B2B customer journey has changed—far from the linear funnel most of us love to draw. Today, customers are taking charge and leading the sales process. They’re savvy, sophisticated, and they don’t want to be advertised to. They don’t want to hear from brands they’ve never heard of and haven’t been recommended by their peers. So how can we reach them?

In this episode, featured guest, Nicole Wonjo Smith VP Marketing of, and host, Jennifer Gutman of Oktopost, talk through the challenges of B2B marketing in a modern customer journey that isn’t always measurable. With the rise of the dark funnel, and the increasing reliance of customers on their peers to make purchase decisions, it becomes harder to measure and replicate success.

Hot Topics of this Episode:

  • The dark funnel, or dark social, and how the sales funnel is changing.
  • How to adapt marketing initiatives to influence a customer journey that’s becoming less and less measurable.
  • Where word-of-mouth and branded marketing fits into the modern customer journey.

Meet Nicole

Nicole Wojno Smith is the VP of Marketing at, a cloud marketplace platform that empowers companies to list and sell products, manage their inventory and listings, and track their sales and revenue with ease. Nicole’s career took off from the agency world, where she started in PR and focused on healthcare IT.

She then shifted in-house to focus on building marketing teams from the ground up. Today, she leads her marketing team at to equip sellers with the ability to drive revenue on the world’s most popular marketplaces—and manage it all in minutes!

Known for scaling small marketing teams and building effective GTM programs, Nicole has founded and leads the Atlanta chapter of Pavillion, a community of business leaders focused on helping each other grow.

Stay in the Loop

Radically Transparent is a podcast geared towards the modern-day B2B marketer. Host Jennifer Gutman and her guests are a mixture of renowned marketing and sales leaders from B2B marketing organizations around the globe.

Each episode shines a light on the inner workings of B2B leadership– including what keeps successful CEOs, CMOs, VPs, and social media teams up at night, professionally. The conversations are real, raw, and authentic, all while revealing to listeners the unfiltered, not-so-known truths of today’s most interesting marketers.

Quickly becoming one of Oktopost’s most popular original podcast shows on the internet, new episodes air every Thursday on Radically Transparent, a podcast channel, built for marketers, by marketers.

Catch all episodes here.

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