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Choose Your Own Marketing Adventure: Joe Chernov on Dealing With Challenges Directly and Publishing Helpful Content

by Verónica Jarski  |  
May 3, 2013

Here at MarketingProfs, we’re hard at work pulling together the final agenda for our B2B Forum 2013 this fall. We couldn’t do it without the insight of a select group of trailblazers in the B2B marketing space. Some of those advisers we are highlighting here, in a series of interviews centered around this year’s B2B Forum theme, “Marketing is full of choices.”

Now through the event kickoff in October, we’ll occasionally feature those Q&As on the Daily Fix, so you’ll get plenty of tips and insights about the adventure known as B2B marketing.

Our Q&A guest today from the B2B Forum 2013 is Joe Chernov. Joe is the VP of Marketing for Kinvey, a mobile backend as a service start-up in Cambridge, MA. Joe joined Kinvey from Eloqua, where he served as VP of Content Marketing. The Content Marketing Institute named him “Content Marketer of the Year” in 2012. Joe speaks at universities and conferences around the world on content marketing and social media.

1. What do you do to get inspired?

Not to get all Walden-esque, but every weekend, my family takes a walk in the woods. In the summer, we may do two walks per day. Something about the place, the people, and the frequency is just enough to clear the noise that blocks inspiration.

2. What challenge have you faced lately, and how did you choose to resolve it?

I work at an early-stage startup, which means I face several material challenges every day. How will we monetize our product? How should we spend our marketing "calories"---brand or demand? I deal with each very directly---not necessarily because direct is best but rather because I am not clever enough to be coy.

3. What marketing tactic would you choose if you could only have one?

Without question, I would publish intrinsically helpful content. It's the one tactic that raises the impact of all other tactics. Search, PR, demand, social, support... all of these functions are improved with helpful content.

4. If you had a superpower, what would you like it to be?

I'd pick "not aging." So many incredibly cool innovations are happening, and thanks to Moore's Law, their rate of release is accelerating. I am going to be seriously bummed to miss all the cool stuff that comes out after I'm gone.

Please come to B2B marketing’s premier marketing event of the year. Click below to see the agenda and to register. See you in Boston!

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski

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