Spidey and His Amazing Friends: B2B Marketing Lessons on Alignment as the Real Superpower with CMO at Bugcrowd, Emily Ferdinando

When everyone's racing to launch big strategies, success takes more than smart tactics. It takes alignment, discipline, and deep cross-functional trust.

That’s how the heroes in Spidey and His Amazing Friends, the hit animated Marvel kids' show, defeat the villains. In this episode, we unpack marketing lessons from Spidey’s universe with the help of our special guest Emily Ferdinando, CMO at Bugcrowd.

Together, we explore what B2B marketers can learn from nailing ABM execution, building content grounded in community feedback, and turning shared goals into real, coordinated action.

About our guest, Emily Ferdinando

Emily Ferdinando is a go-to-market leader with a focus on pipeline and revenue growth. She brings 15 years of GTM leadership experience, specializing in optimizing operational processes and data-driven strategy. With a background in sales and operations, Emily brings a unique approach to Marketing focused on down-funnel impact and top-line growth. Emily joins Bugcrowd from Veracode where she most recently led the Growth Marketing organization. Her background includes leadership roles across the GTM engine, including Global Business Development, GTM Enablement, and Operational Strategy. While there, she led the team through multiple events and two successful exits. Emily lives in New Hampshire with her husband and two young children. She enjoys the outdoors and stretching her creative muscles through painting, fiction writing and guitar.

What B2B Companies Can Learn From Spidey and His Amazing Friends:

• Alignment over silos. In one episode, Spidey, Ghosty, and Miles all chase Rhino with their own plans, each using their powers, none working together. The mission falls apart. “We can say we have the same goal all day, but if we’re not aligned on how we get there… that’s what it’s gonna look like,” Emily says. In marketing and in superhero teams, the difference between success and disaster isn’t talent, it’s coordination.
• One-size-fits-all content fits no one. Spidey’s world works because it’s made for everyone. Each with different powers, personalities, backgrounds, and their own story. That same inclusive mindset should guide your content. “Many people did not fit squarely into one piece,” Emily says. “If we ran our strategy that way, they were missing exposure to a lot of content that was really relevant to them.” Real impact comes from serving the overlaps, not the edges.
• Simple stories stick. Spidey and His Amazing Friends makes complex ideas—like teamwork, trust, and problem-solving—land through bright colors and clear stakes. For marketers, that’s the goal too. “Making internal assumptions without pressure testing with the people who are going to be receiving the output of your team, it's a huge miss,” Emily says. Whether you’re leading kids or customers, never assume they’re on board. Ask, listen, and build with them.

Quote

“Spidey and His Amazing Friends, they really teach you what actual in practice, collaboration is supposed to look like and not look like. And it's really as simple as…you step back. We all know what we're supposed to do. It's just really hard in practice sometimes, and sometimes you can learn from the kids' shows. You just step back and go, we know what to do, we just need to do it.”

Time Stamps

[0:55] Meet Emily Ferdinando, CMO at Bugcrowd

[01:00] Why Spidey and His Amazing Friends?

[02:20] The Role of a CMO at Bugcrowd

[03:00] Origins of Spidey and His Amazing Friends

[19:38] B2B Marketing Takeaways from Spidey and His Amazing Friends

[29:21] Bugcrowd's ABM Launch

[33:30] Repackaging Content for Better Engagement

[40:13] Bugcrowd's Content Strategy and Community Engagement

[47:20] Final Thoughts and Takeaways

Links

Connect with Emily on LinkedIn

Learn more about Bugcrowd

About Remarkable!

Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. 

In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. 

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