BUILD with Blake Bartlett

Ryan Carlson (ex-Wiz, Okta): Company Values = Marketing Message

Nov 30, 2022

36:08

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Highlights

AI Chapters

Episode notes

Telling the Story of Your Company

03:59

How Do You Build a Marketing Team That Understands Customers?

02:37

What You Do Is Who You Are, Not Company Culture, but Company Values?

01:52

Introduction

2min

What You Do Is Who You Are, Not Company Culture, but Company Values?

2min

What Are Your Core Values?

3min

What's the Connection to Marketing, Marketing Strategy, Everything That's in Your World to This Company Values Topic?

2min

What's the Difference in Marketing?

3min

Is Your Product Convenient?

2min

How Do You Build a Marketing Team That Understands Customers?

3min

Product Market Fit Is Forged

2min

Product Marketing - What Does It Look Like?

4min

10.

How Do You Get Customer Feedback From Your Company Pitch Deck?

3min

11.

Storytelling Beats Numbers Handily

3min

12.

Telling the Story of Your Company

4min

13.

How Do You Suss Out Confirmation Bias?

4min

Okta’s CMO for 5+ years, Ryan Carlson, says marketing’s guiding light should be the company mission and values. Marketing’s job is to tell the story of the company, not to merely promote the product or drive leads into the top of a funnel. Authentic marketing is rooted in the BIG questions. Why does this company exist? Who should care about that and why?Today’s episode will help you:

Understand this strategic approach to marketing
See the impact strategic marketing has on your audience
How to hire mission/values-aligned marketers
Leverage Ryan’s playbook for company storytelling by working directly with customers

Key Takeaways:

[00:19 - 03:37] Introduction to Ryan Carlson, and thoughts on company culture in the world of marketing
[03:44 - 06:53] What should define culture is the mission, values, and vision
[06:54 - 10:00] Imparting importance, and showing why culture mattered at Okta
[10:02 - 13:32] Authenticity, avoiding hyperbole and marketing BS
[13:43 - 16:10] Who do you hire to marketing leadership to operate more authentically?
[16:13 - 18:18] Hiring true believers, and avoiding a "customer's wrong" mentality with product market fit
[19:26 - 22:45] Understanding why people like the product and the people behind it
[22:48 - 25:40] Combining pen to paper with mission, values, and vision
[25:42 - 28:27] Storytelling and presentations, how they impact retention
[28:30 - 32:26] Story and history of your company is different
[32:32 - 35:37] Figuring out if a company operates by its values as a candidate

Mentioned in this episode:

Ryan Carlson, Chief Marketing and Strategy Officer at Wiz

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