A playbook for joining a new b2b company as a marketing leader w/ Haley Fraser

Mastering B2B Marketing Transitions: Insights and Strategies with Haley Fraser

In this episode of the B2B Content Show, host Jeremy Shere interviews Haley Fraser, the new Director of Brand and Content Marketing at Asimily, a startup focused on securing connected devices. Haley shares her experiences and strategies for successfully transitioning into new roles, especially at leadership levels, within various organizations. Key discussion points include the importance of asking questions, showing genuine curiosity, and gathering crucial feedback to understand new environments. Haley emphasizes building relationships, earning trust, and handling organizational resistance to change. They also cover aligning content marketing projects with business-critical KPIs, balancing immediate wins with long-term strategic impacts, maintaining open communication, and valuing team feedback. For new leaders, Haley advises having a clear playbook, understanding competitors, and staying engaged with key stakeholders. Connect with Haley on LinkedIn for further insights.

00:00 Welcome to the B2B Content Show

00:40 Introducing Haley Fraser

00:59 Understanding Asimily's mission

01:52 Haley's Experience in Content Marketing

04:34 Challenges of Transitioning to a New Role

06:23 Building Connections and Earning Trust

07:49 Gathering Insights from the Organization

10:32 Navigating Conflicting Opinions

11:54 Identifying Areas for Improvement

12:20 Navigating Organizational Change

12:51 Building Relationships and Understanding Decision-Making

14:00 Gathering and Implementing Feedback

15:18 Balancing Priorities and Avoiding Shiny Objects

18:17 Dealing with Resistance and Friction

23:12 Final Advice for New Leaders

24:49 Connecting and Staying in Touch

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