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
- (06:02) - - Kira’s Career Journey From Sales Enablement to Product Marketing
- (09:16) - - Challenges of Building Community / Getting Connected with Exit Five
- (16:44) - - How To Get Sales To Use Content from Marketing
- (19:19) - - How to Align Marketing and Sales Teams
- (25:25) - - Effective Messaging and Having a Core Company Narrative
- (30:33) - - Why You Should Identify What Differentiates Your Business
- (34:16) - - How To Create Strong Brand Positioning
- (37:01) - - Why You Need To Have A Clear Vision And Strong Point of View in Marketing
- (38:45) - - “The Risk Of Insult Is The Price Of Clarity”
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Today's episode is brought to you by Knak.
Email (in my humble opinion) is the still the greatest marketing channel of all-time.
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But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever.
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See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.
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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
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