In Depth

What startups can learn from enterprise corporate messaging — Sara Varni’s lessons from Salesforce & Twilio

Oct 27, 2022

49:12

Highlights

AI Chapters

Episode notes

How to Structure a Web Page

01:20

Sales and Marketing Don't Get Along?

01:20

How to Build the Most Productive Relationship With Your Sales Opponent

02:37

Marketing to an SMB Audience Versus an Enterprise Audience

01:41

Introduction

4min

What Does Great Enterprise Marketing Look Like?

3min

Is There an Example From Twilio or Salesforce?

5min

What's the Key to a Successful Corporate Message?

2min

What's Your Corporate Message?

2min

Getting the Right People on the Same Page

2min

How Do You Know if Your Corporate Messaging Is Working?

4min

What's the Right Time to Elevate a Product?

3min

Marketing to an SMB Audience Versus an Enterprise Audience

2min

10.

Using Developer APIs in Customer Service?

2min

11.

Customer Engagement Platforms

2min

12.

What's the Difference Between Competitive and Less Competitive?

2min

13.

How to Argue Points of Differentiation

2min

14.

How to Build the Most Productive Relationship With Your Sales Opponent

3min

15.

CMOs - Are There Other Ways to Build a Relationship?

3min

16.

Attractive: What Are the Numbers That Will Motivate the Largest Part of the Team?

3min

17.

What Are Some of Your Less Confusion Opinions About Enterprise Marketing?

3min

18.

Is There a Difference Between VP of Marketing and CMO?

3min

19.

What Advice Do You Have for Up and Coming CMOs?

3min

Our guest is Sara Varni, CMO of Attentive, a conversational commerce platform. Before joining Attentive, Sara was Twilio’s CMO and spent 10 years as a senior marketing leader at Salesforce.

In today’s conversation, we talk about what startups can learn from enterprise marketing playbooks, particularly around creating and honing a corporate message. Sara takes us behind the scenes at how companies like Twilio and Salesforce craft a corporate message from the ground up, and tweak it as the company grows. She also shares specific advice for marketers with sights on the CMO seat, including how to form collaborative, not combative relationships with sales counterparts.

You can follow Sara on Twitter at @SaraVarniBright

You can email us questions directly at review@firstround.com or follow us on Twitter @ twitter.com/firstround and twitter.com/brettberson

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In Depth

What startups can learn from enterprise corporate messaging — Sara Varni’s lessons from Salesforce & Twilio

How to Structure a Web Page

Sales and Marketing Don't Get Along?

How to Build the Most Productive Relationship With Your Sales Opponent

Marketing to an SMB Audience Versus an Enterprise Audience

Get the Snipdpodcast app

AI-poweredpodcast player

Discoverhighlights

Save anymoment

Share& Export

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Discoverhighlights

Get the Snipd
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AI-powered
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highlights

Save any
moment

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& Export

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highlights