77 - Marketing Planning Series (Kristina Simonson, Director of Demand Generation at Privy) | Building With Buyers podcast

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Episode description

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Episode description

These episodes are pretty popular, which tells me that folks are lovin' the series, so let's keep this going! Sprinkling in another episode for the "Marketing Planning Series" where I invite back top startup founders and marketing leaders to talk about their marketing plans going into 2022.

I get questions from startups about this a lot (especially as the marketing landscape has changed so much throughout the pandemic) so I know this is on people's minds. We'll dive into marketing channels, budget, resources and so much more.

Kristina Simonson is Director of Demand Gen at Privy. Prior to that she was at Wordstream managing full-funnel marketing and sales results.

I’ve had Privy on before, Episode 55 - Dan Murphy, VP of Marketing at Privy. We talked about TikTok! Listen to that episode too.

Privy was founded in 2011, has 94 people, and is based out of Boston. Funding: Series A ($4.3M total). Privy is the leader in e-commerce marketing. Email & SMS for online brands that need the tools & coaching to grow sales. Privy is used by over 600,000 stores in 180 countries today, helping to generate $6B in sales. WOA.

Here's what we cover:

What does Demand Gen mean at Privy? (HINT: top of funnel + full funnel);

Privy's 2022 Marketing Plan - what's your budget split? (HINT: a big focus on plugging gaps, not just bringing in more);

What marketing channels are you leaning into;

How we're thinking about using TikTok strategically;

What content are you leaning into (HINT: working with influencers, building on our podcast);

How does the podcast help to impact your funnel;

Who's on the marketing team now and how will you plan to build out resources;

Anything else that's unique about your plan;

Some goals that Kristina wants to accomplish this year, both personal and professional.

This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io

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Thanks for listening!