B2B Marketing with Dave Gerhardt
#212: Marketing Leadership | Lessons for First-Time Marketing Leaders with Michael Cole, SVP of Everflow
Jan 21, 2025
Michael Cole, SVP of Marketing at Everflow, shares his inspiring journey of building Everflow's marketing function from the ground up. He reveals effective strategies for transforming satisfied customers into referral partners and discusses the delicate balance between organic growth and paid advertising. Michael emphasizes the importance of flexibility in team structures and collaboration with complementary businesses. His insights on delegation and accountability shed light on leading a thriving marketing team, making it a must-listen for aspiring marketing leaders.
51:01
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Quick takeaways
- Michael Cole emphasizes the importance of understanding company growth and addressing immediate needs when building a marketing function from scratch.
- Everflow successfully leverages referrals by turning satisfied customers into advocates through a structured referral program, enhancing organic lead generation.
Deep dives
The Challenge of Marketing Attribution
Marketing attribution poses a significant challenge for B2B companies, as it becomes increasingly complex to measure marketing effectiveness. Paramark offers a solution that addresses this issue by utilizing a marketing attribution platform designed to evaluate what strategies work and which do not. Their approach eschews traditional click attribution methods and instead employs marketing mix modeling and incrementality testing, making it easier for businesses to decide where to allocate their marketing budgets. This innovative method allows marketers to gain deeper insights at various levels, including channels, campaigns, and geographical locations.
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