Rob Giglio, Chief Customer Officer at Canva with over 20 years in tech leadership roles, shares invaluable insights from his experiences at HubSpot and DocuSign. He discusses the importance of concept testing in B2B marketing and how to apply consumer product strategies to enhance engagement. The conversation also emphasizes cultivating loyalty, the power of simplicity in messaging, and the challenges of leading remote teams. Rob's take on transitioning enterprise customers reveals the need for authentic, human-centered marketing in the evolving landscape.
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B2B Marketing Lessons from B2C
B2B marketers should embrace data and analysis, just like in B2C.
Remember you're speaking to individuals, even in B2B, so consider their motivations and psychology.
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Concept Testing and Market Segmentation
Use concept testing to validate product ideas before full development by showing potential buyers fake product versions.
Consider segmenting the market and winning specific segments rather than targeting the entire market.
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Selling Transformation
When selling transformation, focus on the individual customer journey and their experience.
Make decisions transparent for buyers and orchestrate their journey efficiently.
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Rob Giglio is the Chief Customer Officer at Canva, where he oversees Canva’s sales and go-to-market functions. Rob brings to Canva over 20 years of industry experience leading and executing global marketing and sales initiatives.
Rob joins Canva from HubSpot, where he was also Chief Customer Officer, and before that, he was the Chief Marketing Officer at Docusign. Prior to Docusign, Rob spent over ten years at Adobe, leading the global sales and go-to-market teams for their Digital Media Business Unit and holding responsibility for over $7B in revenue.
Discussed in this Episode:
Why B2B marketers should embrace the CPG tactic of "concept testing."
How to embrace segmentation by differentiating your solution.
Loyalty as a necessary part of every customer journey.
Why substance beats sizzle every time in sales and marketing.
Leading a large, remote-first team.
Highlights: 06:07 - 3 lessons from B2C to that B2B marketing needs to learn. 12:25 - What is concept testing and how can marketers use it in B2B. 19:38 - Selling a massive transition to enterprise customers. 35:14 - How DocuSign overcame major user experience challenges. 39:50 - How HubSpot addressed issues with remote leadership. 44:34 - The importance of in-person interaction. 55:56 - The power in simplicity.
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