This episode features an interview with Shannon Duffy, CMO at Asana, the enterprise work management platform that connects company-wide goals, strategic initiatives, and the execution of work in one place. In this episode, Shannon discusses their evolution from product-led growth to targeting enterprise clients, and the challenges and successes of expanding up market. She also shares her thoughts on thinking beyond the data. Key Takeaways: While data-driven decisions are critical, marketers shou...
Nov 05, 2024•48 min•Season 2Ep. 208
This episode features an interview with Mary Wells, CMO at Cloudera, a software company that empowers organizations to transform complex data into clear and actionable insights. In this episode, Mary discusses her maniacal focus on strong foundations and operational efficiency, and how it allows her to experiment and take calculated risks. She also dives into her focus on simplified, consistent messaging and why CMOs need to tap into their inner CIO. Key Takeaways: Ruthlessly prioritizing founda...
Oct 29, 2024•46 min•Season 2Ep. 207
This episode features an interview with Mika Yamamoto, Chief Customer and Marketing Officer at Freshworks, a company that provides powerful, easy to use Customer service, IT, and CRM software. In this episode, Mika discusses surgically blending the physical and digital world, to create a campaign experience that sticks with prospects. She also talks about encouraging innovation from her team, tying marketing victory to sales’ success and focusing on customer over function. Key Takeaways: Blendin...
Oct 22, 2024•47 min•Season 2Ep. 206
This episode features an interview with Niki Hall, CMO at Five9, a company that provides cloud contact center solutions, facilitating billions of customer engagements annually for 2,500+ customers. In this episode, Niki discusses the role of a CMO as a business professional first, and how important it is for them to bring customer insights into the overall company strategy. She also dives into her approach to experimentation and enhancing authentic marketing with the customer voice. Key Takeaway...
Oct 15, 2024•42 min•Season 2Ep. 205
This episode features an interview with Karl Van den Bergh, CMO at Gigamon, a company that helps IT organizations better secure and manage their hybrid cloud infrastructure. In this episode, Karl talks about shifting from a lead-based model to a demand unit model, the impact of investing in brand when budgets are tight, and balancing awareness with demand. He also talks about his approach to content, creating something that stands out and that people either love or hate. Key Takeaways: Transitio...
Oct 08, 2024•43 min•Season 2Ep. 204
This episode features an interview with Allison Breeding, CMO, Apptio, an IBM Company that provides data insights that empower leaders to make smarter financial and operational decisions. In this episode, Allison talks about shifts that have stuck around post-covid, getting really clear on personas, and pushing the envelope through experimentation. Key Takeaways: It’s worth pushing the envelope and trying out-of-the-box approaches. If you’re not pushing the boundaries a little bit, you’re not tr...
Oct 01, 2024•40 min•Season 2Ep. 203
This episode features an interview with Dorian Kendal, a former CMO and a multi-time marketing leader. Most recently, Dorian served as CMO at Netlify, a platform for developers to build highly-performant and dynamic websites, e-commerce stores and applications. In this episode, Dorian discusses his non-traditional path to the CMO role, his experience restructuring teams for an enterprise focus, and the value of partner programs. He shares his thoughts on why you should avoid checklist marketing....
Sep 24, 2024•38 min•Season 2Ep. 202
This episode features an interview with Jason Ing, CMO at Gusto, a company that automates and simplifies payroll, benefits, and HR, while providing expert support. Jason was early on the ground at Xbox and Prime Video, playing pivotal roles in revolutionizing online gaming and digital media. Jason offers a behind-the-scenes look at marketing major shifts in entertainment consumption, like launching Netflix on Xbox and his role in getting Amazon fire sticks into our homes. He also dives into his ...
Sep 17, 2024•51 min•Season 2Ep. 201
This episode features an interview with Karen Budell, CMO, Totango + Catalyst. Totango and Catalyst recently joined forces to build a leading customer growth platform that helps businesses protect and grow revenue, providing businesses with a united platform that drives recurring revenue success and measurable growth. In this episode, Karen talks about leading a marketing team through a merge. She talks about the importance of customer success and investing in the full marketing “bowtie” to focu...
Sep 10, 2024•40 min•Season 2Ep. 200
This episode features an interview with Laura Beussman, Senior Vice President of Marketing at CallRail, an intelligence platform that helps businesses track and attribute each lead to their marketing journey and use real-time insights to optimize their marketing. In this episode, Laura discusses their marketing strategy as a pure-play PLG where marketing generates all the leads, and how they reach prospects through a sub-verticalized approach. She also shares how they are leveraging AI for bette...
Sep 03, 2024•42 min•Season 2Ep. 199
This episode features an interview with Prachi Gore, SVP of Marketing, Checkr, Inc., a company that makes background checks faster, easier, and more compliant. In this episode, Prachi shares how they balance marketing to both the SMB and enterprise markets, and discusses her approach to reach each group of prospects. She also emphasizes the importance of investing in brand, and talks about how her revenue team is focused on “push marketing”. Key Takeaways: Be strategic about how you target diffe...
Aug 27, 2024•38 min•Season 2Ep. 198
This episode features an interview with Michael Freeman, VP of Marketing, Airbase, a procure-to-pay solution that simplifies purchasing. In this episode, Michael discusses smart SEO strategy and the importance of investing in the distribution of your content. He also talks about how, while marketers are incentivized to demonstrate that they are generating pipeline, they still have to pursue the high ROI tactics that are difficult to measure and predict. Key Takeaways: If you create content, cust...
Aug 20, 2024•55 min•Season 2Ep. 197
This episode features an interview with Lisa Bennett, CMO at Kaltura, a company that provides live and on-demand video SaaS solutions to thousands of organizations around the world, engaging hundreds of millions of viewers. In this episode, Lisa talks about the new world of repurposing your content and how marketers can improve their content strategy and outcome measurement. She also talks about how she thinks about “brandformance” and ensuring that you are walking the walk, as a marketer. Key T...
Aug 13, 2024•36 min•Season 2Ep. 196
This episode features an interview with Heidi Bullock, CMO at Tealium, a customer data platform that connects customer data across web, mobile, offline, and IoT so businesses can better connect with their customers. In this episode, Heidi highlights the essential role of brand in B2B marketing and the effectiveness of the pod structure in marketing organizations. She also dives into the need for marketers to be proactive and come to the table with a point of view. Key Takeaways: In a competitive...
Aug 06, 2024•45 min•Season 2Ep. 195
This episode features an interview with Cristy Garcia, CMO, impact.com, a partnership management platform that automates business partnerships, at scale. In this episode, Cristy shares the do’s and don'ts of marketing, and the primary reason for failed partnerships. She also discusses the evolution and importance of using influencers in marketing, and what it's like marketing to marketers. Key Takeaways: Influencers have been around for awhile, but they became even more important during the pand...
Jul 30, 2024•41 min•Season 2Ep. 194
This episode features an interview with Stephen Gold, Chief Sales and Marketing Officer at SparkCognition (Previous), a company providing AI solutions that allow organizations to predict future outcomes, prescribe next actions, empower people, and protect assets. In this episode, Stephen discusses experimenting to find the best combination of elements to engage prospects through a long sales cycle. He also dives into the healthy tension between marketing and sales, and how he is thinking about u...
Jul 23, 2024•44 min•Season 2Ep. 193
This episode features an interview with Tom Wentworth, CMO at Recorded Future, the world’s largest threat intelligence company, working with over 1,600 businesses and government organizations across more than 74 countries. In this episode, Tom talks about building Recorded Future News, a separate P&L that has become one of the largest cyber intelligence news sites, and a trusted media entity that breaks important news in the cybersecurity/intelligence world. Key Takeaways: Brand building is ...
Jul 16, 2024•47 min•Season 2Ep. 192
In this episode, Eric shares with us how to effectively tailor marketing messaging, why it’s important to push the boundaries of content design, and leveraging tools like ChatGPT for brainstorming ideas. Eric also talks about why fighting pieces of collateral to get to the point is often done in vain and his approach to creating better content. Key Takeaways: Balance products and personas: You need to adeptly balance different products, verticals, and personas to create a cohesive marketing stra...
Jul 09, 2024•47 min•Season 2Ep. 191
In this episode, Chris dives into his go-to-market strategy at Wrike, and discusses how they are leveraging AI internally to become more efficient. He also discusses how their marketing strategy allows them to go after different types of companies within a very large market. Key Takeaways: Efficiency in Performance Marketing: There is no time wasted on optimizing marketing budgets to ensure each dollar spent yields a satisfactory ROI. ABM: Your ABM tactics are increasingly important for targetin...
Jul 02, 2024•45 min•Season 2Ep. 190
This episode features an interview with Alison Lindland, CMO at Movable Ink, a SaaS MarTech platform that empowers marketers with scalable, omni-channel personalization through data activation and AI decisioning. In this episode, Alison discusses the importance of a customer advisory board and of personally spending time with your customers. She also talks about the flywheel they have built through their unique strategy team and how they incorporate customer insights back into their content. Key...
Jun 25, 2024•41 min•Season 2Ep. 189
This episode features an interview with Andy Raskin, Strategic Narrative Consultant, who aligns CEOs and their teams around a strategic narrative — to power success in sales, marketing, fundraising, product and recruiting. In this episode, Andy shares what a strategic narrative is, how CMOs should think about it, and how to get CEO-buy-in. Key Takeaways: Clarifying and developing your strategic narrative is a leadership level task that requires buy-in from the full executive team, and buy-in fro...
Jun 18, 2024•46 min•Season 2Ep. 188
This episode features an interview with Kelly Hopping, CMO at Demandbase, a go-to-market company for B2B brands. They help marketing and sales teams overcome the disruptive data and technology fragmentation that inhibits insight and forces them to spam prospects. In this episode, Kelly talks about her strategy to make sales love the marketing team and to collaborate with sales on their ABM strategy. She also discusses the ROI on retaining a customer, versus getting a new customer, and how the br...
Jun 11, 2024•41 min•Season 2Ep. 187
This episode features an interview with Katie Berg, VP of Marketing at Klue, an AI-powered Competitive Enablement platform designed to help product marketers collect, curate, and deliver actionable competitor insights to empower revenue teams to win more business. In this episode, Katie dives into all things content, discussing building high quality content for your core audience and avoiding the trap of trying to reach all audiences right away. She talks about the meaning of community and build...
Jun 04, 2024•48 min•Season 2Ep. 186
This episode features an interview with Clare Dorrian, CMO at SugarCRM, a CRM that helps marketing, sales, and service teams finally get a clear picture of each customer’s journey. In this episode, Clare talks about gaining clarity on your strategy and ensuring that it is not based on conjecture, advising marketing leaders not to sacrifice data-backed decisions for speed. She also discusses the importance of investing in reputation management and her approach to content. Key Takeaways: You need ...
May 28, 2024•43 min•Season 2Ep. 185
This episode features an interview with Kady Srinivasan, CMO at Lightspeed Commerce, a commerce platform that helps merchants innovate to simplify, scale and provide exceptional customer experiences. In this episode, Kady discusses the importance of understanding your segments so you can talk about the value proposition for each segment appropriately. She also dives into the process of determining where to play and how to win at Lightspeed Commerce. Key Takeaways: You need to understand your seg...
May 21, 2024•42 min•Season 2Ep. 184
This episode features an interview with Smita Wadhawan, CMO at SimplePractice, a leading practice management software company for health and wellness professionals. In this episode, Smita discusses the importance of keeping your customers at the center and incorporating their voice. She also dives into educating the customer about the value of your product and then showing up for them through that product. Key Takeaways: Customer feedback should be taken very seriously and it is worth creating a...
May 14, 2024•42 min•Season 2Ep. 183
This episode features an interview with Kristin Russel, CMO at symplr, a company that offers healthcare operations solutions, anchored in governance, risk management, and compliance. In this episode, Kristin talks about not only creating a category, but also creating roles for the people who work in that category, in an effort to organize their customers. She also discusses going to market with the human in mind and authentic marketing. Key Takeaways: Creating a category involves driving brand r...
May 07, 2024•46 min•Season 2Ep. 182
This episode features an interview with Shane Murphy-Reuter, CMO at Webflow, a company that offers non-coders the ability to design, build, and launch powerful websites. Shane discusses the importance of the website and the value of being able to build quickly without coding knowledge and without making sacrifices in quality. He also dives into the efficacy of paid and organic search investments and the niche media approach. Key Takeaways: You should align your content strategy with how people c...
Apr 30, 2024•43 min•Season 2Ep. 181
This episode features an interview with Narine Galstian, CMO at SADA, an IT Services and Consulting company that helps customers move to the cloud and then innovate and explore what is possible on the cloud. In this episode, Narine discusses fostering ongoing conversations with customers and focusing on getting customers for life. She also dives into the importance of providing value at each stage of the customer journey and meeting customers where they are. Key Takeaways: It’s important to ensu...
Apr 23, 2024•32 min•Season 2Ep. 180
This episode features an interview with Kris Rudeegraap, Co-CEO, Sendoso, the leading gift sending platform that helps companies stand out by giving them new ways to engage with customers throughout the buyer’s journey. Kris talks about the value and the future of gifting, diving into how AI will enhance gifting efforts and creative ways companies use gifting to build trust with their customers. Key Takeaways: Gifting allows companies to engage with their customers in creative ways throughout th...
Apr 16, 2024•40 min•Season 2Ep. 179
