Portland Leather Goods: B2B Marketing Lessons on Building a Cult-Like Following with Head of Marketing Content Production at Boomi, Danalynne Menegus

It’s every marketer’s dream to inspire a cult-like following, but that term is usually used for B2C brands. Until you use the tips from this episode in your marketing.

We’re pulling inspiration from the leather bag brand that brought in $128M in sales last year, Portland Leather Goods. With the help of our guest, Head of Marketing Production at Boomi, Danalynne Menegus, we’re talking about building a community, creating a sense of exclusivity, and personalizing your marketing.

About our guest, Danalynne Menegus

Danalynne Menegus is Head of Marketing Content Production at Boomi. She joined the company in 2018 as Senior Consultant, Marketing Communications. In her current role, she is the editorial lead and manager of Boomi's content production process for external-facing marketing assets, from concept through publication, and manager of the Boomi Blog. She is also the steward of the Boomi brand language and style guide, responsible for sharing standards and reviewing everything from press releases to event signage to ensure consistency in messaging. Her role combines strategy, process management, writing, editing, idea sourcing, resource management and assignment (for a team of internal and freelance/contract writers), editorial calendar management, research, and extensive collaboration with colleagues and stakeholders.

Danalynne brings with her more than 25 years of B2B experience and expertise in editorial processes, copy editing, messaging, positioning, content strategy, creation and marketing, sales enablement, and much more. She has previously served as Global Product Marketing Lead of Cloud & Virtualization Software Platforms at Dell; Managing Editor of Corporate Event News, an online publication for event professionals; and Director of Marketing at Sybase/SAP.

What B2B Companies Can Learn From Portland Leather Goods:

• Build a community. Create a space for customers to come together and spread the word about your brand. Word of mouth is an incredibly effective way to drive sales. Danalynne says, “digital marketing is something that's gotten more and more sophisticated, but if you are going to do it, be smart about it and draw upon a community. Try and build a community because if you can get other people to really love your product and talk about it, evangelize it, then you are going to get many more customers or even just potential interest.”
• Create a sense of exclusivity. Invite top users to a special community with exclusive benefits and incentives. Danalynne says, “Fear of missing out can go a long way if people feel like they're only going to have a deal for a limited time, or even that you're doing something specially for them, and hopefully you really are, but to me that translates into programs like loyalty programs, or or Customers where, you know, you're a loyal customer. So we're going to give you a discount, or we're going to give you maybe a free pass for an event.”
• Personalize your marketing. Write to your viewer as if you were talking to them in person, and put your personality in it! Danalynne says, ”Behind every brand, there are people. So even in a B2B marketing outreach or B2B sell, you're still selling to a person. And you want to build those relationships. That's what any good salesperson does, or any community manager or customer advocacy manager, or anybody who has those relationships as part of their job does, because people want to buy from people. So if you personalize [your marketing], that's the best way to market.”

Quotes

*”If you're trying to draw people in who know nothing about what you do or your industry or your product, or more importantly, The problems that you can help them solve, you need to lay that out in language that they're going to understand, in the format that they want to consume it in, and on the channel that they want to receive it in.” - Danalynne Menegus

Time Stamps

[0:55] Meet Danalynne Menegus, Head of Marketing Content Production at Boomi

[6:09] The Birth and Rise of Portland Leather Goods

[13:36] Unboxing the Mystery: A Personal Experience with Portland Leather Goods

[17:26] Marketing Insights: Building a Brand and Community

[27:31] From Bags to B2B: Marketing Lessons from Portland Leather Goods

[31:47] Behind the Scenes: Crafting Content at Boomi

[39:56] Final Thoughts: Humanizing Your Marketing Strategy

Links

Check out Portland Leather Goods

Connect with Danalynne on LinkedIn

Learn more about Boomi

About Remarkable!

Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both non-fiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. 

In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Meredith Gooderham, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. 

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