Growing Startups with Evelyn Cools

When anyone can write content and cold emails with AI, your story is one of the few things a competitor can't copy. In this episode of Growing Startups, I sit down with Stephen Steers, B2B sales expert and master storyteller, to talk about the four questions he asks before telling a story that sells, why 1,000 true fans can matter more than a big audience, and how he uses permission-based outbound to start conversations. We also get into why speaking is his strongest channel and why he's skeptical of the pressure to scale. Connect with Evelyn on LinkedIn⁠ ⁠Book a free strategy call with Evelyn⁠ Visit Stephen's website

Marketing can create demand, but if the product doesn’t deliver on the promise, that demand can quickly turn into churn. In this episode of Growing Startups, I sit down with Gev Marotz, founder of Gev Design, to talk about why product, marketing, positioning, and brand need to work together — and how founders can create a more cohesive customer experience from the start. Connect with Evelyn on LinkedIn⁠ ⁠Book a free strategy call with Evelyn⁠ ⁠Connect with Gev on LinkedIn⁠

AI can write your content. It can’t tell you what you actually think. In this episode of Growing Startups, I sit down with Tish Dignam, founder of Shapes, to talk about finding your voice, getting clear on what you believe, and why that clarity matters so much when you’re building a company. Connect with Evelyn on LinkedIn⁠ ⁠Book a free strategy call with Evelyn⁠ ⁠Connect with Tish on LinkedIn⁠

In this episode of Growing Startups, I sit down with Jean-Philippe M.L. Schepens van Thiel, Founder & CEO of AxonJay.ai, to talk about how founders can rethink go-to-market in a world where traditional outbound is getting noisier and less effective. We get into why timing and context matter more than volume, how AI can help identify real buying signals, and why human judgment still needs to be part of the process. Connect with Evelyn on LinkedIn⁠ ⁠Book a free strategy call with Evelyn⁠ ⁠Connect with Jean-Philippe on LinkedIn⁠ Learn more about AxonJay.ai

Category creation sounds exciting, but it isn’t always the right move for a startup. In this episode of Growing Startups, I sit down with Johanna Cohen, product marketing and communications leader, to talk about how founders and marketers can understand their market, position their product, and decide when creating a new category is actually worth it.

How do you know what to focus on when you’re building an early-stage company? In this episode of Growing Startups, I sit down with Kt McBratney, GP & Head of Community at Renew Venture Capital, to talk about making smarter growth decisions, avoiding the pressure to do everything at once, and building a business in a way that’s sustainable for both founders and their teams. Connect with Evelyn on LinkedIn⁠ ⁠Book a free strategy call with Evelyn⁠ ⁠Connect with Kt on LinkedIn⁠

In this episode of Growing Startups, we’re switching things up. Erin Miska, positioning and messaging expert for early and growth-stage companies, turns the mic on me to talk about my unconventional path into startup marketing, how I approach zero-to-one marketing, and what it’s like building a business while being a new mom. We also get into how I feel about AI, finding the right marketing channels, avoiding burnout, and crafting a career around the life you actually want. Connect with Evelyn on LinkedIn⁠ ⁠Book a free strategy call with Evelyn⁠ ⁠Connect with Erin on LinkedIn⁠

The future of B2B marketing looks a lot more human. In this episode of Growing Startups, I sit down with Jeremy Ro, Founding GTM at Virio, to explore why employee generated content is exploding right now and how companies can use personal brands to drive real business growth. From LinkedIn strategy to authentic storytelling, this conversation is full of actionable ideas for modern marketers. Connect with Evelyn on LinkedIn⁠ ⁠Book a free strategy call with Evelyn⁠ ⁠Connect with Jeremy on LinkedIn⁠

AI is moving fast and it’s easy to feel like you’re already behind. In this episode of Growing Startups, I sit down with Alfie Marsh, Co-founder and CEO of Station, to unpack how to actually approach AI without getting overwhelmed, from using digital workers to breaking down tasks in a way that makes AI genuinely useful. If you’ve been struggling to keep up or wondering where to start, this conversation will help you focus on what really matters. Connect with Evelyn on LinkedIn⁠ ⁠Book a free strategy call with Evelyn⁠ ⁠Connect with Alfie on LinkedIn⁠

Startup marketing often fails because teams skip the foundations. In this episode of Growing Startups, I sit down with Garrett Jestice, GTM Advisor for B2B startups and Founder of 10X Solo, to break down how to identify your best customers, narrow your focus, and build a go-to-market motion that drives consistent growth. Connect with Evelyn on LinkedIn Book a free strategy call with Evelyn Connect with Garrett on LinkedIn

Are you a founder who’s ready to stop running sales? In this episode of Growing Startups, I sit down with Morgan Abreu, Fractional Sales Leader, to talk about when to transition out of founder-led sales, what foundations need to be in place before hiring, and how to set your first sales hire up for success. Connect with Evelyn on LinkedIn Book a free strategy call with Evelyn Connect with Morgan on LinkedIn

In this episode of Growing Startups, I sit down with Nikki Adamson, Senior Recruiter at Hire People, to talk about building your first GTM team — who to hire, when, and what to look for beyond a great resume. If you're an early-stage founder navigating your first marketing or sales hire, this one's for you. Connect with Evelyn on LinkedIn Book a free strategy call with Evelyn Connect with Nikki on LinkedIn HigherPeople startup hiring

Startup challenges are not always about product or market fit, they are often about people. In this episode of Growing Startups, I sit down with Zeeger Scholten, Startup Leadership Coach, to break down how trust, communication, and clear direction impact team performance. If you want a stronger, more effective team, this episode is packed with practical insights. Connect with Evelyn on LinkedIn Book a free strategy call with Evelyn Connect with Zeeger on LinkedIn

In this episode of Growing Startups, I sit down with Andrew Herweg, Internationalization Officer at imec.istart, to talk about what founders need to know before expanding into new markets. We get into how to choose the right country, why timing matters so much, what makes the US both attractive and risky, and how to work backwards from your growth goals to decide whether international expansion is really the right move. Connect with Evelyn on LinkedIn Book a free strategy call with Evelyn Connect with Andrew on LinkedIn

If your messaging is not landing, your positioning might be the problem. In this episode of Growing Startups, I sit down with Benjamin Watkins, Founder of This Is Copy, to discuss how to craft positioning that actually differentiates, and how AI fits into the modern copywriting workflow. Connect with Evelyn on LinkedIn Book a free strategy call with Evelyn Connect with Benjamin on LinkedIn

In this episode of Growing Startups, I sit down with Sarah Saxty, founder of Creating Forward Studio, to talk about what it really takes to build a sticky brand. We unpack her Sticky Brand DNA framework, why founders need a deeper understanding of their customer, and how confidence, clarity, and consistency all shape sustainable growth. Connect with Evelyn on LinkedIn Book a free marketing strategy call with Evelyn Connect with Sarah on LinkedIn Check out Creating Forward Studio Read Sarah’s Substack

In this episode of Growing Startups, I sit down with Jason Faber, fractional SEO consultant and growth advisor, to talk about what it really takes to build a successful fractional marketing business. We unpack how Jason made the shift from in-house growth leadership to consulting, how he thinks about positioning and pricing, and why network, referrals, and strong relationships are at the core of sustainable fractional growth. Connect with Evelyn on LinkedIn: Book a free marketing strategy call with Evelyn Connect with Jason on LinkedIn

Hiring in the U.S. can make or break your expansion. In this episode of Growing Startups, I sit down with Yvan De Munck, Director of the European Desk at YER USA, to talk about what European founders need to know before building a team in the U.S., from cultural differences to the real cost of a wrong hire. If you’re planning to grow across the Atlantic, this episode will help you avoid costly mistakes and hire with confidence. Connect with Evelyn on LinkedIn Book a free marketing strategy call with Evelyn Connect with Yvan on LinkedIn Learn more about YER USA

B2B marketing has changed fast, and a lot of the old playbooks just aren’t landing anymore. In this episode of Growing Startups, I sit down with Dom Belmonte, Sr. Manager, Growth at Sidecar Health, to talk about what’s actually working right now, from moving past gated content and saturated LinkedIn ads to leaning into thought leadership and real relationships. Connect with Dom on LinkedIn Connect with Evelyn on LinkedIn Book a free marketing strategy call with Evelyn

In this episode, I sit down with Branca Ballot, GTM Advisor & Fractional Marketing Leader, to talk about how early-stage teams can scale sustainably without leaning on paid ads too soon. We dig into how she builds go-to-market teams from the ground up, the organic channels she believes founders should prioritize, and how to show up consistently and authentically on LinkedIn even when confidence dips. Connect with Branca on LinkedIn Connect with Evelyn on LinkedIn Book a free marketing strategy call with Evelyn

What if you looked forward to networking instead of avoiding it? In this episode of Growing Startups, I sit down with Carly Valancy, Founder of Reach Out Party and Tether, to explore a more creative and human approach to connecting with people. We talk about how building intentional relationships can open doors, create momentum, and transform your career. Connect with Carly on LinkedIn Join Reach Out Party & Try Tether Connect with Evelyn on LinkedIn Book a free marketing strategy call with Evelyn

In this solo kickoff to season two of Growing Startups, I share some big personal and career updates, marketing bets I’m focusing on in 2026, and the top 5 the tools that make up my current tech stack. If you’re a B2B founder or marketer thinking about what’s next, this episode sets the tone for the season ahead. Book a free strategy call Visit my website Connect with Evelyn on LinkedIn

How much of your startup’s success is dependent on management? I sit down with Alice Ko, Executive Startup Coach, to unpack what every founder needs to know about leadership as their company grows. We talk about taking a preventative approach to coaching, why leadership has to start top down, the way feedback and prioritization impacts teams, and how CliftonStrengths helps founders lead in a way that actually sticks. Curious how I help B2B startups take marketing from zero to one? Visit evelyncools.com. Connect with Evelyn on LinkedIn Connect with Alice on LinkedIn

In this episode of Growing Startups, I sit down with Claire Hueg, Founder of Persephone Planet, a community-centered marketing agency for social impact startups, to talk about what it really takes to build organic social that feels human. We dig into creating a “better internet,” why community management is a startup’s free focus group, and how small, thoughtful interactions can turn followers into advocates. Are you an early-stage B2B founder ready to make your marketing work? Visit evelyncools.com. Connect with Evelyn on LinkedIn Connect with Claire on LinkedIn Check our Persephone Planet

In this episode of Growing Startups, I sit down with Asaf Wolff, Co-founder & Chief Growth Officer at University of the People, to talk about how he helped grow the university from a small basement team to one of the largest in the US. We get into scaling with almost no budget, building trust for a “too good to be true” offer, and why great customer experience fuels fast growth. We also explore how marketers can adapt to a rapidly evolving landscape, from shifting consumer behavior to integrating AI tools in meaningful ways. Need marketing support as you grow your B2B startup? Visit evelyncools.com. Connect with Evelyn on LinkedIn Connect with Asaf on LinkedIn

In today’s world of constant emails, ads, and pop-ups, how can startups stand out without adding to the noise? In this episode of Growing Startups, I sit down with Esther Andries, Founder of Aestetik Agency, to talk about how to create memorable brands, engage your audience thoughtfully, and turn trust into long-term loyalty. We also explore the power of community, experiential events, and what it really takes to create authentic connection in the digital era. Connect with Evelyn on LinkedIn Connect with Esther on LinkedIn Evelyn Cools helps early-stage B2B startups take marketing from zero to one. Learn more at evelyncools.com

In this episode, I chat with Sarah Kuntsal about her journey from aerospace engineer to product marketer—and what she’s learned along the way. We swap stories about collaborating across departments, what really makes a case study effective, and how to position disruptive products in traditional markets. We also get into the culture side of growth, why early-stage startups are so rewarding, and what to ask if you’re thinking about joining one as a product marketer. Connect with Evelyn on LinkedIn Connect with Sarah on LinkedIn

What are the biggest mistakes that hold startups back from growing? In this episode of Growing Startups, I chat with Matt Tatum, VP of Business Development at TSC, about 8 of the most common GTM pitfalls—from poor positioning and muddled messaging to chasing the wrong market and underestimating brand. This conversation is full of practical advice for founders and first marketers building stronger growth foundations. Connect with Evelyn on LinkedIn Connect with Matt on LinkedIn

Burnout is a huge problem in marketing—so how do we handle it? In this episode of Growing Startups, I sit down with Mariah Parker, Marketing Consultant & Startup Advisor, to unpack why marketers burn out, what to do when it happens, and how founders can create a healthier environment for their teams. Mariah also shares insights on growing a newsletter, the risks of relying on third-party platforms, and why investing in community is the best long-term play for marketers. If you’ve ever felt overwhelmed in your role or wondered how to build a more sustainable marketing career, this episode is a must-listen. Connect with Evelyn on LinkedIn Connect with Mariah on LinkedIn Check out Mariah’s newsletters: Two Minutes’ Notice and Possaible

In this episode of Growing Startups, I sit down with Bri Leever, Founder & Community Strategist at Ember, to talk all things community. Bri shares her journey helping entrepreneurs create purposeful and profitable communities, breaks down the four types of communities, and offers practical advice on how to start and grow one for your business. If you’ve ever wondered where community fits in your strategy or what it takes to build a successful one, this conversation is packed with insights you won’t want to miss. Connect with Evelyn on LinkedIn Connect with Bri on LinkedIn

In this episode of Growing Startups, Taylor Harrington, Head of Community at Groove, joins us to share her insights on thriving in remote work. We discuss how to re-create the energy of in-office environments, why an experimental mindset is the key to unlocking growth, and what to look for when evaluating startup culture and fit. Tune in for actionable advice and fresh perspectives on remote work, growth, and community building. Connect with Evelyn on LinkedIn Connect with Taylor on LinkedIn Join Groove - 30-day free pass with code: evelyncools

In Episode 3 of Growing Startups, Evelyn sits down with Brandy Cerne, Brand & Content Strategist at Brand by Brandy, to explore the essentials of brand building for startups. They discuss how founders can leverage their personal brand in marketing strategy and share creative ideas for experimenting with new channels and content. Connect with Evelyn on LinkedIn Connect with Brandy on LinkedIn

In the second episode of Growing Startups, Evelyn is joined by Emi Agg, Growth Marketing Consultant and Founder at Do it right marketing. They dive into the mindset and culture required for startup growth, how to hire your first marketer, and key considerations for those interviewing for marketing roles at startups. Connect with Evelyn on LinkedIn Connect with Emi on LinkedIn

In the first episode of Growing Startups, host Evelyn Cools introduces the podcast and shares her journey in startup marketing. She also reveals three essential marketing tips that have guided her career, setting the stage for the practical advice and insights to come in future episodes. Connect with Evelyn on LinkedIn