The Power of Owned Media in Brand Engagement

Prior to founding AudiencePlus, Anthony Kennada served as the CMO of incredible companies like Hopin and Front. He was the founding CMO of Gainsight where he and his team are credited with creating the Customer Success category -- a novel business imperative, profession and software category that helps subscription companies grow sustainably by becoming customer obsessed. By focusing on human first community building, content marketing, live events and creative activations, they developed a new playbook for B2B marketing that built the Gainsight brand and fueled the company’s growth from $0 to $100M+ ARR, and eventual acquisition by Vista Equity at a $1.1B valuation.

Discussed in this Episode:

• Owned media is a crucial component of go-to-market strategies, allowing companies to build direct relationships with their audience.
• Transitioning from a product-first approach to a distribution-first approach can lead to more effective marketing and audience building.
• The future of media lies in guided journeys and providing value to networks through relevant and personalized content.
• Building an audience and collecting subscribers can lead to higher conversion rates and provide valuable first-party data for better attribution.
• It is important to connect brand messaging to the software or product being offered to ensure a cohesive and effective marketing strategy.

Highlights:
(02:58) The Gainsight story: Creating a category and building a brand.

(05:46) The power of owned media in B2B marketing.

(17:51) The evolution of media: from content to software.

(20:41) The challenge of measuring media's impact on revenue.

(27:08) Learning from Gainsight: Successes and missteps.

(38:12) One thing revenue leaders believe to be true that Anthony thinks is bull$***.

(41:00) One thing that is working for Anthony in go-to-market right now.

Guest Speaker Links (Anthony Kennada):
LinkedIn: www.linkedin.com/in/akennada/

Host Speaker Links (Scott Barker):
LinkedIn: www.linkedin.com/in/ssbarker/
Newsletter: thegtmnewsletter.substack.com/

Sponsor:

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The GTMnow Podcast
The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

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