How I Made it in Marketing The De-Branding Campaign: When customers make fun of your new product launch – Episode #2
In Episode #2, Daniel Burstein talks to Natalie Marcotullio, Head of Growth and Operations, Navattic (https://www.navattic.com/).
Natalie shares key lessons from what she’s made (and in her case, unmade) – ranging from a de-branding campaign to a redesigned website – in her career where she often was the sole marketer in the company. We discussed:
- A de-branding campaign and the importance of being agile when things go so wrong
- Building, writing, and designing three ad campaigns per month as a solo marketer – why that is too much, quality must trump quantity, and how a marketing calendar helped
- “Unless you’re doing research, you’re not going to do effective marketing” – she gets up from her desk, goes for a walk, and listens in to sales calls to learn from customer reactions
- Redesigning the website based on a shift in the ideal customer profile. In the redesign, she put prospects experience above all else. The results – 40% conversion rates from any lead who fills out a form on the website to booking a meeting with the sales team. They also have a nearly 50% win rate, showing the quality of the leads.
Natalie also shares lessons she gained from influential mentors and managers in her career:
- Matthew Sniff, Chief Product Officer, Map My Customers – blocking off learning time
- Andrea Kayal, CMO, Electric – sticking up for brand strategy in leadership sessions
- Chris Walker, CEO, Refine Labs – putting your buyer above what may be best for your bottom line
Articles (plus a book and a course) mentioned in this episode:
Product Development Chart: A “minimum viable product” is not enough to satisfy customers (https://www.marketingsherpa.com/article/chart/minimum-viable-vs-minimum-awesome)
The Marketer as Philosopher: 40 Brief Reflections on the Power of Your Value Proposition book by Flint McGlaughlin, CEO, MarketingSherpa & MECLABS (https://meclabs.com/course/the-marketer-as-philosopher/)
Scaling to a $15 million company in 18 months by transparently serving an ideal customer (and saying “no” to other business) – Podcast Episode #1 (https://www.marketingsherpa.com/article/interview/scaling-podcast)
The Content Marketing Tipping Point: Marcus Sheridan’s magic number is 30, what is yours? (https://sherpablog.marketingsherpa.com/email-marketing/content-marketing-magic-number/)
MarketingSherpa Library (https://www.marketingsherpa.com/library) – 8,768 case studies, articles, and videos
Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) (free digital marketing course)
Customer-First Marketing Chart: How to get customers to give your company a second chance (https://www.marketingsherpa.com/article/chart/how-customers-give-second-chance)
2022 Growth Trends Interview Series, Episode 5: Community building with Chris Walker (https://www.linkedin.com/feed/update/urn:li:activity:6887062373966848000/)
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