#254 Brand | In this episode, Dave sits down with Kira Federer, VP of SMB Marketing at Paramount Advertising, and formerly at companies like Reddit and Glassdoor. Kira shares her journey from sales to product marketing and the lessons she’s learned along the way.
Dave and Kira discuss:
- How to align marketing and sales through co-creation to ensure your sales team uses the content you create
- The value of a strong messaging framework and how it drives consistency in B2B marketing
- Why you need to time your product launches and ensure that marketing resonates with both your team and the market at the right moment
Timestamps
- (00:00) - - Intro to Kira
- (06:15) - - Kira’s Career Journey From Sales Enablement to Product Marketing
- (09:29) - - Challenges of Building Community / Getting Connected with Exit Five
- (15:45) - - How To Get Sales To Use Content from Marketing
- (18:20) - - How to Align Marketing and Sales Teams
- (26:04) - - Effective Messaging and Having a Core Company Narrative
- (31:12) - - Why You Should Identify What Differentiates Your Business
- (34:55) - - How To Create Strong Brand Positioning
- (37:40) - - Why You Need To Have A Clear Vision And Strong Point of View in Marketing
- (39:24) - - “The Risk Of Insult Is The Price Of Clarity”
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Brought to you by:
Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive.
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Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
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