Summary

Jamie Gier, - CMO at DexCare and former Director of Product Marketing at Microsoft - and I talk about the importance of understanding the customer and the challenges of marketing in regulated industries. We also touch on the process of learning marketing, the concept of account-based marketing in B2B, and how to connect it to revenue through ROI cases for our customers. The conversation concludes with a focus on relevant outreach and communication concepts with the aid of AI.

Takeaways

Good Marketing plays a strategic role in product development, informing product strategy and ensuring a unified voice in the marketplace.

Marketing in regulated industries, such as healthcare, requires balancing compliance with innovation and user experience.

Learning marketing involves understanding the customer, creating value, and staying up to date with industry trends.

Account-based marketing in B2B involves aligning with sales, understanding ideal client profiles, and deploying the right sales and marketing motions. Effective processes and personalization are crucial in marketing and sales.

Making the ROI case for customers from Marketing is essential.

Chapters

06:42 The Importance of Personal Board of Directors
12:18 Measuring Marketing Impact
16:29 The Role of Marketing in Product Development
22:02 The Challenges of Marketing in Regulated Industries
38:14 Learning Marketing and Creating Value
45:38 Account-Based Marketing in B2B
47:30 Effective Processes and Personalization that doesn't feel artificial
49:17 Making the ROI Case through Account-based Marketing



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