MJ Peters, VP of Marketing at Firetrace, joined me on the Modern Startup Marketing podcast.

We covered:

MJ's talent at challenging industrial companies to think differently about marketing;

Marketing's focus shifting from trade-shows and sales enablement to driving strategy, segmentation, positioning and demand gen;

A unique team structure that includes product marketers focused on specific customer segments;

How to use LinkedIn ads effectively;

How to think about and test PR successfully at a startup (HINT: think of it as a content channel);

Why it makes sense to continuously talk to customers in non-sales scenarios;

Building out your team with "generalists" vs. "specialists";

How to integrate your marketing across channels and teams;

How to know when to stop testing a marketing channel (keep it or kill it) (HINT: use small data);

Small marketing teams may not want to place their bets on virtual events or webinars.

MJ Peters is VP of Marketing at Firetrace, founded in 2001 and acquired by Halma PLC in 2015 for $110M. The team is 75 people strong. Firetrace creates fire suppression systems that keep businesses, people, and equipment safe by automatically detecting & suppressing fires.

You can find MJ on LinkedIn: www.linkedin.com/in/mjpeters1

Find out more about Firetrace: www.firetrace.com

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You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com

Thanks for listening!