Tera Hudson, Senior Marketing Manager of Demand Gen at The Mom Project, joined me on the Modern Startup Marketing podcast.

Prior to The Mom Project, Tera was at InStride (reinventing the education of today’s workforce in partnership with leading global universities) and TeleSign (communications platform as a service or CPaaS, a Series B tech startup).

The Mom Project was founded in 2015, has ~270 people, and is based out of my personal favorite, the hard-working Chicago, IL. They've raised Series B ($35.6M total).

The Mom Project is a digital talent marketplace and community that connects professionally accomplished women with world-class companies - companies like Accenture, DropBox, Pinterest, Etsy, Facebook. They're changing the way women work and redefining career structures by providing women with opportunities that are in balance with their personal goals.

This is HUGE and especially during COVID times. That respect that’s so desperately needed for work + life integration.

I'm a big fan of the mission of The Mom Project.

Here's what we hit on:

Tera's fascinating story of landing at The Mom Project;

Those first days and weeks at TMP - what did Tera focus on;

How the marketing team is structured;

What's working well with their marketing efforts and how they're making it work (HINT: paid and organic social);

The challenges of marketing for a 2-sided marketplace (companies vs. talent);

Why they decided to pause with Facebook and go big with LinkedIn;

How they're using proprietary research and leading insights to generate demand;

Is there a clear buyer journey at TMP, or not;

Bad recommendations related to attribution;

Tera's personal story of sacrificing her well-being to get the job done, and what she decided to do instead;

Tera's obsession with crime stories.

You can find Tera on LinkedIn: www.linkedin.com/in/terahudson

Find out more about The Mom Project: www.themomproject.com

Link to the Werklabs research: https://work.themomproject.com/resources/tag/werklabs

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You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com

Thanks for listening!