Kiersten Gaffney is the Chief Marketing Officer of Codefresh and a Go-To-Market Advisor for AtomicJar, CodeSee, Fermyon, Redis & many more companies. Kiersten was previously a marketing leader at Buoyant and Mesosphere, with many years of experience in software infrastructure and developer tools. She joins us today to share detailed tactics for dev tools founders on how to “do more with less”, designing content strategies, and leveraging communities to propel go-to-market forward. We dive into hiring insights on what marketing personas to hire at what stage and talk about specific tactics that Kiersten employed at previous and current roles to generate qualified leads in the funnel.
Where to Find Kiersten:
* LinkedIn: https://www.linkedin.com/in/kierstengaffney/
Where to Find Shomik:
* Twitter: https://twitter.com/shomikghosh21
* LinkedIn: https://www.linkedin.com/in/shomik-ghosh-a5a71319/
* Software Snack Bites Newsletter: https://www.shomik.substack.com
* Software Snack Bites Podcast: Apple Podcasts, Spotify, Google.
In this episode, we cover:
(00:46) - Kiersten’s Background & Ramping Up In the Cloud Native Ecosystem
(03:28) - What Marketing Roles Should Founders Hire For At Each Stage
(06:21) - Events and Speaker Strategies for Early Teams to Leverage
(09:29) - Anecdotes from Mesosphere and CodeFresh
(11:24) - Easy Ways to Create and Sustain a Content Engine
(15:40) - Leveraging Community for GTM
(17:15) - Marketing Tactics for OSS vs Proprietary Companies
(21:50) - The Fallacy of Focusing on Features Instead of Value
(23:00) - How Messaging Changes as Companies Move Up-Market
(26:23) - When to Start Using Account-Based Marketing and Why
(30:45) - How do “Do More With Less” in Marketing
(35:22) - Marketing Tips for Highly Competitive Markets
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