Kira Federer, VP of SMB Marketing at Paramount Advertising and former leader at Reddit and Glassdoor, shares her insights on the synergy between sales and marketing. She discusses the importance of co-creation to ensure the sales team embraces marketing content. Kira emphasizes crafting a strong messaging framework to maintain consistency and highlights timing for product launches to resonate with both teams and the market. Her journey from sales to product marketing offers valuable lessons on building a cohesive narrative and clear brand positioning.
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question_answer ANECDOTE
Craigslist to Marketing VP Journey
Kira started her career in tech sales via Craigslist, hustling her way into a startup with just grit and hustle. - She moved up to sales management and then to marketing roles at Glassdoor and Reddit.
volunteer_activism ADVICE
Co-Create Sales Content
Engage sales early and include them in content creation to ensure buy-in and usage of marketing materials. - Customize sales content to reflect real objections and unique account lists for practical effectiveness.
volunteer_activism ADVICE
Time Your Launches Smartly
Launch products and marketing at times when sales and the market are ready for attention and adoption. - Avoid launching during sales' busy periods or customer vacations to maximize impact.
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#254 Brand | In this episode, Dave sits down with Kira Federer, VP of SMB Marketing at Paramount Advertising, and formerly at companies like Reddit and Glassdoor. Kira shares her journey from sales to product marketing and the lessons she’s learned along the way.
Dave and Kira discuss:
How to align marketing and sales through co-creation to ensure your sales team uses the content you create
The value of a strong messaging framework and how it drives consistency in B2B marketing
Why you need to time your product launches and ensure that marketing resonates with both your team and the market at the right moment
Timestamps
(00:00) - - Intro to Kira
(06:45) - - Kira’s Career Journey From Sales Enablement to Product Marketing
(09:59) - - Challenges of Building Community / Getting Connected with Exit Five
(16:15) - - How To Get Sales To Use Content from Marketing
(18:50) - - How to Align Marketing and Sales Teams
(26:47) - - Effective Messaging and Having a Core Company Narrative
(31:55) - - Why You Should Identify What Differentiates Your Business
(35:38) - - How To Create Strong Brand Positioning
(38:23) - - Why You Need To Have A Clear Vision And Strong Point of View in Marketing
(40:07) - - “The Risk Of Insult Is The Price Of Clarity”
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