16 - Dan Frohnen, CMO at Sendoso, on How We Leverage Our Exec Team for PR and Thought Leadership

Episode description

Dan Frohnen, CMO at Sendoso, joined me on the Modern Startup Marketing podcast.

Sendoso was founded in 2016, they've raised Series B ($54M total), and have ~370 people.

Sendoso provides new ways to engage with customers throughout the buyer journey, including with personalized gifts, branded swag, eGifts, Cameos, virtual experiences & more. This directly impacts pipeline and revenue.

Here’s what we covered:

How to approach gifting prospects effectively (to help with relationship-building, reminders, and just as a nice surprise);

What marketing was up to 1.5 years ago when Dan joined a team of 4 people;

Why Brand and Demand is synonymous;

What the marketing team looks like today (7 distinct groups);

How to think about the marketing team vs. SDRs for pipeline coverage;

How Sendoso uses an account-based approach involving SDRs, Marketing, and AEs;

The customer journey is not linear, but your messaging and value props must be consistent at all touch points;

Education creates urgency with prospects;

How different companies like Sendoso and Gong are killin' it with engagement/gifting plays;

Sendoso's philosophy around marketing - don't focus on the channel, focus on the engagement;

Which marketing channels are working really well for Sendoso;

How Sendoso uses pillar content and thought leadership which amplifies their organic SEO;

How Sendoso leverages their exec team for PR and thought leadership;

Dan's approach with his team, to help them feel comfortable with being uncomfortable;

Marketing's approach throughout COVID - educate, educate, educate;

Creating brand "micro-moments";

Dan's experience at Skedulo (Series A) and hitting revenue milestones to help bring in $28M (Series B);

Failures that have helped shaped how Dan leads as CMO.

You can find Dan on LinkedIn: www.linkedin.com/in/danielfrohnen

Find out more about Sendoso: www.sendoso.com

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You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com

Thanks for listening!