How do marketers use data effectively without losing authenticity?
Mike Leonhard, Founder & CEO of Compose.ly, shares his perspective as a C-suite buyer on why data matters in marketing and how companies can use it to build trust and close more deals. We're also joined by Jillian Hoefer, Senior Content Marketing Manager at UserEvidence, known for her Dumpster Fire campaign. Jillian explores the challenges of balancing storytelling with hard numbers, the rise of founder-led content, why not every executive should be a thought leader, and how marketing teams can help employees create and share content that feels real and useful.
In this episode, you'll learn:
1. Data-Driven Storytelling – How to use metrics in a way that resonates with buyers.
2. Founder-Led Content Myths – Why personality and perspective matter more than a job title.
3. Internal Enablement for Content Success – How marketing teams can empower employees to share content that feels authentic.
Things to listen for:
(00:00) Welcome to the show
(01:05) The importance of data in marketing and sales
(06:31) Coaching marketers on using data effectively
(08:13) Jillian Hoefer and the 'Dumpster Fire' campaign
(11:35) Creating impactful marketing content without big budgets
(16:12) The role of thought leadership and founder-led content
(18:59) Finding the right content format for leadership voices
(24:35) How content marketers earn a seat at the table
(27:24) Using original research to create valuable content
(30:56) Enabling internal teams to distribute content effectively
(34:53) Focusing on the problem vs. selling the solution
(38:12) Using ChatGPT to personalize LinkedIn content
(48:04) Friends Matter with Capitalize
Resources:
Connect with Jillian: https://www.linkedin.com/in/jillianmacnulty/
Learn more about UserEvidence: https://www.userevidence.com
Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/
More from Composely: https://compose.ly/content-matters
Submit Your Own Friends Matter Story: compose.ly/friends-matter
And from this episode, shoutout to our friends at Capitalize: https://www.hicapitalize.com
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
Learn more about our sponsor, Apollo, here: https://apollo.io
