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Effective Branding Strategies and Customer Engagement
This chapter explores exemplary brands like Rippling and Lifetime Fitness, emphasizing their successful marketing strategies and customer engagement. The speakers also discuss post-transaction branding and how companies such as Qualtrics and Aptis have excelled in their categories through strategic branding.
If people are the ones buying software, then it’s probably important that your brand appeals to those people.
Fresh off a successful Dreamforce, Mini Peiris, the CMO of Nintex, joins co-hosts Craig Rosenberg and Matt Amundson for an examination of how a brand should make buyers feel about themselves, the problems they face, and the solution provided. Mini also gets into when is the best time to ask customers for referrals, why playing nice with sales is key to being a successful CMO, and how to reinforce a brand internally so that every customer touchpoint and interaction feels right. In a seeming first for the show, the conversation takes us past the point of transaction to look at the CMO’s role in the customer’s post-sale experience.
Also, Craig reveals his favorite source of apple fritters and Matt says something that is very succinct and to the point.
Critical Takeaways
Sponsored Segment
Ringmaster Conversational Marketing - The Transaction is sponsored by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/
Interested in becoming a sponsor of The Transaction? Contact thetransaction@samguertin.com
Chapters
00:00 - Live from San Fran, It’s Matturday Night Live
04:10 - What Makes a Great CMO
07:34 - Don’t Forget that People Buy Software
13:38 - Building a Customer Community with Donuts
18:57 - Developing Your Brand’s Core Identity
21:59 - The CEO’s Influence on Brand & Culture
27:19 - Examples of Great B2B Brands
32:34 - The CMO’s Role in The Post-Transaction Customer Experience
40:19 - How Execs Buy Software Today: Friends over Funnels
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Epic Quotes
Connect with Mini
Shoutouts
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Listen to the best highlights from the podcasts you love and dive into the full episode