How I Made it in Marketing SaaS Marketing: Always bring the customer story forward (episode #42)
“The aim of a headline is not to impress the prospect,” Flint McGlaughlin teaches in Headline Writing: 4 principles that could drive down your website bounce rate (https://meclabs.com/course/sessions/headline-writing/).
I realized that lesson could apply equally well to internal communications, during my latest podcast discussion. Do we spend too much time trying to impress our managers and team internally? Should we just give them the most accurate information and let them come to their own conclusions? As our guest taught – “bad news doesn’t get better with age” and sometimes you just need to “eat the frog.” In other words, stop trying to impress your leaders and your team and just give it to them straight, and quickly.
You can hear that conversation, along with many more lesson-filled stories, from my discussion with Sherry Lowe, Chief Marketing Officer, Exabeam (https://www.exabeam.com/).
Lowe manages a team of 50 marketing and sales professionals at Exabeam.
Exabeam is the ninth-fastest growing company in the Bay Area, according to the San Francisco Business Times. The cybersecurity company has reached unicorn status, with a valuation of $2.4 billion based on its most recent round of funding.
Some lessons from Lowe that emerged in our discussion:
- Always bring the customer story forward.
- Contributed articles can be used to help ease burdens on editorial staffs.
- Honor your brand.
- Marketing and sales can’t succeed without the other
- Bad news doesn’t get better with age.
- Always care about your people.
Related content mentioned in this episode
Customer Experience: Take risks, fail early, and learn fast (podcast episode #32) (https://www.marketingsherpa.com/article/interview/customer-experience)
The Indefensible Blog Post: Forget Charlie Sheen, here are 5 marketing lessons from marketers (https://sherpablog.marketingsherpa.com/marketing/marketing-lessons-peers/)
Kellblog (https://kellblog.com/)
Product Management & Marketing: Surround yourself with the right people (podcast episode #38) (https://www.marketingsherpa.com/article/interview/product)
About this podcast
This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.
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