OnBase: Smashing Sales and Marketing Misalignments

Episode Summary In this episode of Sunny Side Up, Kelly Hopping interviews Jane Lee on her transition from B2C to B2B marketing. Jane discusses the significance of a strong brand as a sustainable competitive advantage, the necessity of aligning brand position with company vision, and the importance of building brand equity and customer connections. Jane emphasises adapting marketing strategies to support overall business goals, aligning them with sales objectives, and focusing on processes that lead to measurable outcomes. Jane also shares her experience during the COVID-19 pandemic and the need for rapidly adaptable marketing strategies in crises. Lastly, we discuss the shift from B2C to B2B marketing regarding data strategies, emphasising the value of direct customer data.  About the Guest Jane Gasparian Lee is the Managing Director of B2B Marketing at United Airlines. She leads the United for Business marketing strategy and B2B product development. Prior to joining United Airlines, Jane worked for 10+ years in the Consumer Packaged Goods industry at PepsiCo.  Most recently, she led the product innovation team at Quaker Foods, developing a robust innovation pipeline to drive category growth.  During her time at PepsiCo, she also launched a healthy snacks portfolio for the Chinese market. Connect with Jane Lee Key Takeaways - A robust and well-defined brand is a key sustainable competitive advantage in any market. - Clearly define your brand's position and ensure alignment with the company vision. - Prioritise building brand equity and customer connection, which is crucial for long-term success. - Shift focus from isolated marketing tasks to strategies that align with and support overall business goals. - Align marketing strategies with sales objectives for cohesive and effective business operations. - Prioritise strategies and tactics that lead to specific, measurable business outcomes. - Steer clear of metrics that do not contribute to actual revenue or business success. - B2C digital experiences shape customer expectations in B2B environments. - Develop self-service digital options for B2B customers, allowing for efficient and independent transactions. - Stay attuned to changing digital preferences and behaviours, especially post-pandemic shifts in online purchasing. - Quickly adapt marketing strategies in response to sudden industry changes or crises. - High data quality helps you use verified information for more accurate insights. - Prioritise hiring skilled data scientists to effectively manipulate and draw insights from the data. - Be transparent and proactive in identifying and addressing data collection and analysis gaps. Quote "The only sustainable competitive advantage is your brand." – Jane Lee Recommended Resource Podcast: The Daily Podcast Book: Getting More by Stuart Diamond ⁠Connect with Jane Lee⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, Chris Moody interviews Meredith on B2B marketing. She discusses the need to understand buyers' functional and emotional needs and stresses the importance of authenticity and empathy in marketing. Meredith greatly advocates for realistic communication and tangible evidence to support product claims. Her key strategies include developing detailed customer personas, engaging with sales teams for direct feedback, and continuously testing marketing messages to ensure relevance. Meredith highlights the effectiveness of conversational marketing and the importance of comprehensive strategies that focus on customer retention and acquisition. This conversation offers valuable takeaways for anyone in the B2B space looking to enhance their marketing strategies and build stronger customer relationships. About the Guest Meredith has an extensive career in marketing and product management with leadership roles at high-growth and Fortune 500 companies in healthcare and financial services. Most recently, Meredith was Director of Enterprise and Collaborative Marketing at Walgreens, where she led B2B product and brand marketing for the company. A data-driven go-to-market strategist, Meredith is excited about identifying innovative solutions that address current and future customer needs. Connect with Meredith Hein Key Takeaways - Understand and cater to the functional and emotional requirements of your B2B buyers. - Make sure to communicate realistically about your products and services to build trust with your buyers. - Demonstrate, don't just claim. Use tangible evidence like data, demonstrations, and customer testimonials to substantiate your claims. - Foster genuine connections with customers by being authentic and empathetic in your marketing communications. - Understand the full scope of customer personas. Consider both the role of the customer within their organisation and their stage in the buying process. - Develop specific personas for important targets to tailor your approach effectively. - Engage with sales and account management teams for direct customer feedback and insights. - Focus on understanding what worries your customers, which can inform how to position your services to address their concerns. - Continuously test your marketing messages with essential target buyers to ensure relevance and engagement. - Foster genuine, conversational interactions with B2B buyers to create a more human and relatable marketing experience. - Employ a comprehensive marketing strategy surrounding your customers with positive messages about your product. - Focus on current and potential clients in your marketing efforts to build stronger relationships. - Aim not just for customer retention but also for turning customers into advocates for your brand. Quote “The B2B buyer is supporting an entire organization, even if it is a small business, and they have emotional needs as well. As a B2B marketer, you need to think about partnering with your account and sales team to help support those emotional needs.” – Meredith Hein Recommended Resource Range by David Epstein Shout-outs Adam Terenas – CEO & Founder of Health Launchpad Chris Rahill – Chief Strategy Officer at Yamamoto Dawn-Marie Kerper – Executive Consultant at Ogilvy ⁠Connect with Meredith Hein⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, Corrine Kasman interviews Helana Zhang on her role in shaping Atlassian’s ABM strategy. Helena delves into her career from the semiconductor industry to leading Atlassian's global ABM team. Helena shares her key strategies, such as aligning marketing with sales goals and focusing on top-tier enterprise accounts. She highlights the significance of differentiating between one-to-one and one-to-few strategies, particularly for global accounts with complex structures. Helena emphasises the importance of detailed documentation and goal-setting for effective collaboration across teams and also discusses integrating events into ABM strategies and balancing operational and strategic roles. About the Guest Helana is a seasoned enterprise marketer and is currently the Head of Global Account-based Marketing at Atlassian. She has over a decade of experience in ABM, demand generation, and event marketing roles. Prior to Atlassian, Helana led demand gen and campaigns teams at Zuora, Optimizely, and Cisco Meraki, but began her career in the semiconductor space at Texas Instruments in Dallas. Outside of work, Helana enjoys hiking and running around Marin County and chasing around her two-year-old daughter. Connect with Helena Zhang Key Takeaways - Recognise the importance of clearly defining roles within a team, as Helena does with strategists, campaign managers, and others on the ABM team. - Marketing efforts must be closely aligned with sales goals, as seen in the strategists' role of owning pipeline numbers and aligning with sales. - Pay attention to specific areas like top-of-funnel and executive journey marketing to reach the right audience. - Deepen engagement with key accounts by developing in-depth strategies for top-tier enterprise accounts. - Target CXO and Top-of-Funnel Marketing: Allocate dedicated resources to these areas, emphasising analytics and conversion rates. - Shift from broad marketing influence metrics to detailed milestone-based assessments. - Consider the entire journey from deal acceleration to customer loyalty and adoption. - Coordinate with sales teams to ensure marketing efforts complement sales strategies, particularly in competitive or coexistent environments. - Manage the trade-offs between one-to-one and one-to-few campaigns, allocating resources effectively. - Use events as opportunities for high-touch, personalised engagement with key decision-makers. - Document processes and playbooks diligently to ensure clarity and accountability. - Clearly define the goals of collaboration in initial conversations with new teams. Quote “We really have to start to shift that narrative around ABM to focus more deeply on the milestones that we are delivering in each campaign.” – Helana Zhang  Recommended Resource Morning Brew The Hustle Daily Newsletter  Robinhood Snacks ⁠Connect with Helena Zhang⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, Gareth Noonan interviews Alex Donics on Spotify’s evolution in mastering engagement and measuring success. Alex highlights the importance of personalisation, noting that Spotify prioritises individual user experiences. This focus on personalisation, coupled with an emphasis on the needs of creators and listeners, has contributed to Spotify's incredible reach across 184 markets with 550 million listeners. Podcasts, especially during COVID-19, have emerged as powerful tools for topical exploration, allowing creators and brands to connect deeply with audiences. Alex dives into how Spotify has refined its strategies to offer brands effective means of engagement and debunks common myths about audio advertising's measurability. About the Guest Alex is the Global Director of Demand Marketing at Spotify, where he leads a global B2B marketing team that is responsible for growing demand for Spotify Advertising. In his five years at Spotify, Alex has held leadership roles that span marketing, strategy, and partnership development. Prior to joining Spotify in 2018, Alex held several B2C marketing roles at PepsiCo, covering product innovation, channel marketing, and brand communications, working with several of the company’s most-loved trademarks. Before his time at PepsiCo, Alex spent over six years on the agency side, working in communications planning at Publicis Groupe’s Starcom Worldwide.  Connect with Alex Donics Key Takeaways - Personalisation lies at the heart of Spotify's user experience, ensuring no two listener experiences are identical. - By focusing on the needs and preferences of creators and listeners, Spotify has ensured consistent growth and user engagement. Their emphasis on discovery features enhances their value proposition to both parties. - Spotify's reach across 184 markets and 550 million listeners is a testament to its adaptability and understanding of global music and audio content trends. - Collaboration and open-mindedness in leadership can lead to unexpected successes, as in the evolution of the "Discover Weekly" feature. - Personalisation isn't just a feature—it's a core philosophy that drives growth and user loyalty. - While scale is essential, ensuring quality reach for brands is paramount for impactful advertising. - Audio shouldn't be boxed into just upper-funnel campaigns; it has potential across various marketing funnels. - Successful audio campaign measurement hinges on three pivotal metrics: reach, resonance, and reaction. - Effective communication is more than just data-driven precision; it's about connecting with audiences on a deeper level. Quote "What drives our engagement is that we always put the creator and the listener first.” – Alex Donics  Recommended Resource Exit Five - B2B Marketing with Dave Gerhardt The B2B Marketing Podcast The Bigger Narrative with Andy Raskin ⁠Connect with Alex Donics⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, host Erik Blaze interviews Carolyn Crandall on the evolving world of marketing and AI integration. She discusses the importance of personalised customer experiences and adopting a full-stack marketer mindset. Marketers should strategise effectively, embrace continuous learning, and recognise AI's diverse impact beyond content creation. Forward-thinking leaders and tools like Imperative drive innovative marketing initiatives through data correlation and sentiment analysis.   About the Guest Carolyn Crandall is a technology CMO and executive with over 30 years of experience in building emerging technology markets in security, networking and storage industries. She has a demonstrated track record of successfully taking companies from pre-IPO through to multibillion-dollar sales and has held leadership positions at Attivo Networks, Cisco, Juniper Networks, Nimble Storage, Riverbed and Seagate. Carolyn is recognized as a global thought leader on technology trends and for building strategies that connect technology with customers to solcomplexult information technology challenges. Connect with Carolyn Crandall Key Takeaways - The interconnectedness of today's world demands a seamless and personalised customer experience. It's crucial to ensure that your brand resonates with the audience, making them want to engage in business with you. - A full-stack marketer mindset focuses on the holistic customer experience. - Amidst rapid changes, it's essential to strategise effectively, start with small steps, and move quickly in executing projects. - Emphasise ongoing self-improvement and learning. Dedicate your day to learning and development to stay ahead of the curve. - While AI might not replace all functions, its integration can significantly improve efficiency, enabling marketers to undertake more activities and experiments. - Recognise AI's role beyond content and creativity, particularly in reporting, analytics, and predictive modelling. Quotes “So much has changed that I just encourage people to think strategically and think big but move fast and start small wherever you can to move your projects and initiatives.” –  Carolyn Crandall. Recommended Resource Marketing AI Institute CMO Alliance National Cybersecurity Society Shout-outs Leslie Alore – GVP, Growth Marketing at Ivanti  Daniel Raskin – Co-Founder & Chief Marketing Officer at Mperativ Melissa Turek – Integrated Marketing Strategy Director at Matter Communications Connect with Carolyn Crandall⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, Chris Moody interviews Brian Kotlyar on today’s challenges and opportunities in B2B marketing. Brian emphasizes the pivotal role of data warehouses in refining marketing strategies, noting that traditional methods are waning in effectiveness. He champions smaller, targeted projects for better risk management and stresses the significance of tailoring strategies to individual needs. Even as technology advances, Brian underscores the enduring value of foundational business skills. The discussion guides B2B marketers, urging adaptability, foresight, and a data-driven approach in the modern marketing era. About the Guest Brian Kotlyar is VP of Marketing and Growth at Hightouch, a Data Activation company that helps businesses automatically get their most valuable data into the hands of their business teams. Before this, he was SVP of Marketing at New Relic, where he helped to lead a tripling in growth rate under the watchful eye of the public markets. He has worked extensively in building and growing multiple B2B startups successfully, including Sprinklr, Intercom, and Dachis Group (acquired by Sprinklr). Connect with Brian Kotlyar Key Takeaways - Achieving growth targets requires revisiting and redefining strategies, especially with old playbooks proving less effective. - Start small and specific. Initiating projects on a smaller scale allows for better risk management and paves the way for innovative solutions. - Massive system-wide projects often fail due to their complexity and need for clear direction. - Data warehouses can efficiently ingest and manage vast amounts of data, making them invaluable for B2B marketing. - Tailoring marketing strategies to individual or account-specific needs can significantly improve outcomes. - Sometimes, the most effective solutions are straightforward and don't require overly complex technological implementations. - Innovative data utilisation can lead to impressive efficiencies and results even with limited resources. - Properly used, data can replace the need for large teams or budgets by automating and optimising processes. - Thoughtfully constructed advertising campaigns with a data-backed foundation can achieve remarkable cost-effectiveness. - Don 't be confined to conventional B2B platforms; explore and leverage B2C platforms for targeted advertising when the data supports it. - Ground all strategies and innovations in reliable data, using it as a foundation to build upon. - Despite technological advancements, specific fundamental business and marketing skills remain crucial. - Marketers should focus on future outcomes, understanding that today's efforts will yield results in the longer term. Quote "If you're not figuring out how to build up a deep well of first-party data, manipulate it, and then use it to resurrect old tactics and invent new ones, You're in some trouble." – Brian Kotlyar  Managing Oneself by Peter F. Drucker Wynter Shout-outs François Dufour – Marketing Partner and CMO in Residence at Decibel Partners Manav Khurana – Chief Product Officer at New Relic, Inc. ⁠Connect with Brian Kotlyar⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, Jordan Saucedo interviews Renny Fidlon on navigating challenges in ABM like a seasoned pro. Renny highlights the shift from lead-based models to strategic account approaches and emphasises aligning marketing with sales in B2B sales. He discusses common ABM pitfalls and the importance of showcasing ROI to leadership. Renny shares advice for B2B SaaS marketers, emphasising predicting client intent and providing value-added tools. He also stresses sales adoption as crucial when launching ABM platforms and suggests businesses pivot from sales enablement to buying enablement in the current unpredictable economy. Renny encapsulates the mantra "Do Less, Better" and consistently champions the need to showcase value to customers. About the Guest As VP of Marketing at SproutLoud, Renny Fidlon is responsible for building a predictable, repeatable revenue engine. He oversees SproutLoud’s branding, marketing programs, product marketing, revenue operations, and sales development. With over 25 years in strategy and marketing, Fidlon has spent the last decade scaling high-growth Enterprise B2B SaaS and technology companies. Prior to SproutLoud, Fidlon led global marketing teams at Aria Systems, Optymyze, Softmart (acquired by Connection), and Audience Partners (acquired by Altice USA). Renny holds a bachelor’s degree in communications from the University of Pennsylvania. When not immersed in data, Fidlon spends most of his free time travelling, watching movies, and playing games with his wife and three children. ⁠Connect with Renny Fidlon⁠ Key Takeaways A successful ABM approach prioritises the needs of sellers and supports them in scaling their efforts strategically. Do Less, Better: Concentrate resources efficiently to get the best outcomes. Marketing's primary role is to support sales motions, expanding and prioritising them as needed. Beware the assumption that all buying group members are synchronised in their buyer's journey. For effective ABM, marketing should aim to connect with individuals that sales might overlook, often those at the top of the funnel. Manual tracking, while labour-intensive, can offer insightful statistics to underscore marketing strategies. Prioritise quality over quantity; it's about doing fewer things exceptionally rather than spreading oneself thin. Always prioritise long-term success over immediate, potentially superficial results. Sales adoption is paramount for the successful implementation of ABM platforms. First impressions matter: if sales teams aren't impressed initially, winning them over later becomes challenging. After the acquisition, customers should quickly see the value and be guided in measuring success over time. Turn customers into advocates by consistently showcasing the value provided. Quote “One of the biggest things that I see all the time is people trying to align their campaigns to a buyer's journey at the account level. The problem is that not all the members of a buying group or the influences of that buying group are in the same place in their buyer's journey.” – Renny Fidlon Recommended Resource The Lean Startup by Eric Ries Dan Pink - Drive: The Surprising Truth About What Motivates Us ⁠⁠Connect with Renny Fidlon⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary  In this episode of Sunny Side Up, Philip Warren chats with Siara Nazir about integrating your marketing strategy with artificial intelligence and data science. Siara discusses the transformative impact of Mixed Media Modeling, Artificial Intelligence (AI), and the MarTech stack's future direction in the evolving digital marketing landscape. Siara also shares her experience creating an AI chatbot powered by natural language processing that improved customer engagement and boosted non-branded keyword revenue. About the Guest  Siara Nazir is an award-winning global digital marketer and media leader who has pioneered AI-based solutions that quadrupled conversions and doubled engagement for marketing programs at Autodesk. She’s led digital transformation for two Fortune 500 companies and her strategies have been featured in Forrester and other industry publications. She speaks at many industry conferences and was recently the recipient of the Equality Impact Award for women in tech.  Connect with Siara Nazir  Key Takeaways  ● Beyond just sales and clicks, recognising the revenue contribution of your brand's equity is crucial.  ● Mixed media modelling’s advantage – This approach goes beyond traditional attribution models, helping marketers understand the revenue implications of their brand's presence across different channels.  ● Multi-touch attribution, while popular, may not give a comprehensive picture of a brand's value and impact. Consider alternative models for a fuller perspective.  ● Achieving success in non-branded spaces, which are highly competitive and challenging, can significantly boost a brand's visibility and conversions.  ● Utilize AI tools to automate various marketing tasks, from content creation to customer engagement. These tools not only speed up processes but also enhance quality.  ● Tomorrow's Martech stack will thrive on seamless interaction between software components. Ensure interoperability with robust API connections.  ● Balance the decision between choosing best-in-breed solutions and integrated ones. The right choice can significantly impact data flow and efficiency.  ● Established tech platforms, though significant, might not always provide the most agile solutions.  Quote“The beauty of mixed media modelling is that the software that it sits on actually looks at many other parts of the business that influence revenue, including brand presence.” – Siara Nazir ⁠Connect with Siara Nazir⁠  ⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode Summary  In this episode of Sunny Side Up, Brian Hopper chats with Catherine Dummitt to discuss success in transitioning from sales to marketing. Catherine champions the mantra: 'Engage, don't just sell your products.' Drawing from her rich sales experience, she underscores the importance of relationship-building in today's vibrant marketing world, emphasising value-driven strategies over mere transactions. Listen in to learn how Catherine merges adaptability, collaboration, and profound field insights to redefine success in marketing. About the Guest  Catherine Dummitt is the VP of Marketing at Narvar. In her role, Catherine oversees all aspects of Narvar’s marketing, generating brand awareness, driving demand, and powering customer advocacy. As a Marketing leader, Catherine is passionate about building diverse teams, who operate as organizational growth catalysts. Catherine is dedicated to advancing women in the workforce – having stood up ERCs at previous organizations and having served as the Co-President to mBolden (formerly Women in Wireless) in NY. Connect with Catherine Dummitt   Key Takeaways  - Don’t overlook the transferability of your skillset. A career switch can be daunting, but a diverse career can often be your competitive advantage.  - A carefully crafted narrative distinguishes a brand from its competition.  - A holistic understanding of the sales process, from the first touchpoint to closing the sale, is indispensable.  - Persuasion, negotiation, presentation skills, data-driven decisions, and understanding the complete sales process can be directly transferred and beneficial in a marketing role.  - Broaden your focus. Transitioning from sales to marketing requires shifting from individual client focus to larger demographic targets.  - Marketing is not just about quick wins; it's about building a lasting brand and nurturing growth over time.  - The cornerstone of effective marketing is understanding who you're speaking to and tailoring your message accordingly.  - Communication should not be unidirectional. Engage with your audience and build a rapport instead of pushing a product.  - Using data as a guiding tool is crucial for decision-making and strategy formation.  - Recognize that first attempts might not be perfect. Be prepared to pivot based on feedback and emerging trends.  - Overemphasizing immediate KPIs can neglect essential long-term brand-building initiatives.  - Marketing should not just push a product; it should offer value and engage customers through a consultative approach.  - Value-based marketing is about depositing into the relationship before making withdrawals.  Quote “It's really important to think big picture when you're in marketing.” – Catherine Dummitt Shout-Outs  Christopher Hansen – Chief Client Officer at Power Digital  John Charlesworth – Director of Marketing Operations at Narvar  Anisa Kumar – Chief Customer Officer at Narvar ⁠Connect with Catherine Dummitt ⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode Summary In this episode of Sunny Side Up, Chris Moody interviews Beth Forester on her journey from entrepreneurship to corporate leadership. Beth talks about the challenges and rewards of transitioning from running her own business for over two decades to navigating the corporate world of SaaS at Animoto. She emphasises the importance of stakeholder buy-in and the significant role of product marketing from the early stages of development. Throughout the discussion, Beth highlights the value of learning directly from customers, prioritising core SaaS metrics, and building trust to drive collaboration. Our conversation is packed with insights for those navigating career changes or transitions between startups and established organisations. About the Guest Beth Forester is a dynamic marketer fueled by a passion for data and storytelling. From founding her first company in her early 20s to her experience as a product marketer in the tech industry, she gained a deep understanding of market dynamics, pricing strategy, SaaS business models, consumer behaviour, and product positioning. Her unique career trajectory, entrepreneurial spirit, and diverse experience have established her as a formidable leader in her field. She currently is the VP of Marketing at Animoto, where she leads a team of talented and passionate marketing and customer service professionals. Connect with Beth Forester Key Takeaways - Major career shifts can be daunting, but sometimes, they are necessary steps towards greater fulfilment and success. - Clear communication and alignment become paramount in larger organisations where multiple stakeholders are involved. - Integrating product marketing early in the development process can enhance product value and market relevance. - Understanding and articulating the broader benefits of a change can help in gaining buy-in from various departments. - By breaking down decisions into a series of simple questions, it becomes easier to evaluate the potential impact and value of different initiatives, leading to more informed choices. - Regular and direct communication with customers provides valuable, real-time feedback. - Recognise the potential of expansion revenue, especially if there's limited scope for upselling or cross-selling. - Understand that genuine product adoption signifies real value to customers. - Top-of-the-funnel growth is crucial; ensure initiatives align with driving this growth. - Building trust is essential for collaboration and team success. Quote “Probably the most beneficial thing that you can bring as a product marketer is diplomacy and gaining trust and being able to collaborate well with your team.” – Beth Forester  Recommended Resource How to Win Friends & Influence People by Dale Carnegie Product Marketing Debunked by Yasmeen Turayhi Multipliers by Liz Wiseman  Shout-outs Yasmeen (Roxanne) Turayhi – Co-Founder at Blood Moon Box and Author  Patrick Campbell – Founder & CEO at  ProfitWell ⁠Connect with Beth Forester⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠