Afleveringen
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Liz shares her remarkable account of scaling Yext from a $10 million startup to a $400 million public company and takes us into the complex world of marketing leadership, where balancing creativity with data-driven strategies is key. She discusses her approach to company building through marketing, the evolving impact of AI, and offers invaluable leadership and career advice for marketers and entrepreneurs alike. To find out how Liz's unique insights on visionary leadership, adapting to technological shifts, and navigating challenges can inspire you to drive growth and innovation in your own work, be sure to tune in today! You won’t want to miss this opportunity to gain actionable takeaways from one of the industry's top marketing leaders.
Key Points From This Episode:
(0:00:53) Introducing Liz Egan and her journey into marketing.(0:04:15) Scaling Yext from a 75-person startup to a $400 million public company.(0:07:04) Why strategies that didn’t work previously could work now.(0:08:24) The value of diverse experience in both data and creative marketing.(0:10:45) Liz’s take on the ‘Founder Mode’ essay by Y-Combinator’s Paul Graham.(0:15:17) Balancing the art of marketing with data-driven strategies.(0:19:20) What marketers often miss about sales.(0:22:55) The impact of AI on marketing: balancing market expectations with hype.(0:30:41) Visionary leadership advice for early-career marketers.(0:32:14) What it means to keep your “company hat” on when making decisions.(0:33:21) SaaS Talk: Liz’s favourite software company homepages and apps.(0:36:50) Peerbound Talk: TV shows and marketing leaders that inspire her.Featuring:
Liz Egan:
LinkedIn — https://www.linkedin.com/in/elizabethwaltonegan/X — https://x.com/lizwalton
Sunny Manivannan:
LinkedIn — https://www.linkedin.com/in/sunnymanivannan/
X — https://x.com/sunnymanivannan
References:
Lattice — https://lattice.com/
Sprig — https://sprig.com/
Yext — https://www.yext.com/
Howard Lerman — https://www.linkedin.com/in/howardlerman/
‘Founder Mode’ Essay — https://paulgraham.com/foundermode.html
Gong — https://www.gong.io/
Vercel — https://vercel.com/
Figma — https://www.figma.com/
Apple Health — https://www.apple.com/health/
Arc — https://arc.net/
Artifact — https://artifact.news/
Shōgun — https://www.hulu.com/series/shogun
Slow Horses — https://tv.apple.com/za/show/slow-horses/umc.cmc.2szz3fdt71tl1ulnbp8utgq5o
MKT1 Newsletter — https://newsletter.mkt1.co/
Emily Kramer — https://www.linkedin.com/in/emilykramer/
Katie Mitchell — https://www.linkedin.com/in/katherinesmitchell/
Follow us:
LinkedIn – https://www.linkedin.com/company/peerbound-inc
Tune in:Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056
Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX
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In our conversation, Jason tells us about the medical diagnosis that shifted his career from the US Navy to tech marketing, leading him to roles at Salesforce and Braze. We get into the formative lessons Jason learned in product marketing, from prioritizing clear messaging to positioning yourself correctly, and how they’ve shaped his approach. Jason also discusses the challenges of transitioning from a large organization like Salesforce to smaller, more agile environments, and why fostering team well-being is essential to success. Additionally, he shares details on the role AI plays at Amperity, and how tools like perplexity.ai enhance efficiency. Stay tuned for Jason’s career advice, what is top-of-mind for him as a marketing lead, his thoughts on the evolving role of AI in SaaS, and much more!
Key Points From This Episode:
(0:00:21) Jason’s journey from US Navy pilot to marketing leader at Amperity.
(0:02:45) Key challenges Jason faced transitioning from the military to marketing.
(0:05:22) Formative lessons learned at Salesforce on mastering product marketing.
(0:09:25) Adapting to smaller companies after Salesforce.
(0:12:08) Career advice: choosing your job and creating support systems.
(0:15:46) What is top-of-mind for Jason as a marketing lead: performance and team health.
(0:17:51) Broader trends in SaaS and software: value articulation and AI.
(0:20:47) Using AI tools like perplexity.ai to boost productivity at Amperity.
(0:22:40) The future of AI in SaaS and its potential impact on the workforce.
(0:26:04) Jason’s favourite Saas homepage, customer story, and technologies.
(0:32:36) Book recommendations and shoutouts to noteworthy peers.
Featuring:
Jason Perocho:
LinkedIn - https://www.linkedin.com/in/perocho/
Sunny Manivannan:
LinkedIn - https://www.linkedin.com/in/sunnymanivannan/
Twitter - https://x.com/i/flow/login?redirect_after_login=/sunnymanivannan
References:
Salesforce - https://www.salesforce.com/
Braze - https://www.braze.com/
Amperity - https://amperity.com/
perplexity.ai - https://www.perplexity.ai/
claude.ai - https://claude.ai/login
AmpGPT - https://amperity.com/demo/amp-ai
Spline - https://spline.design/
Strava - https://www.strava.com/
Slaughterhouse-Five - https://www.amazon.com/Slaughterhouse-Five-Novel-Modern-Library-Novels/dp/0385333846
FYI: For Your Improvement - https://www.amazon.com/FYI-Improvement-Competencies-Development-Guide/dp/1933578904
Follow us:
LinkedIn - https://www.linkedin.com/company/peerbound-inc
Tune in:
Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056
Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX
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Zijn er afleveringen die ontbreken?
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In our conversation, Shannon discusses her journey from working in a startup to being part of Salesforce’s meteoric rise, and how she ultimately ended up at Asana. We delve into the importance of staying authentic in the face of corporate pressure, how AI is reshaping knowledge work, ways Asana is leveraging this technology to unlock new levels of human potential, and more. Shannon also shares actionable leadership advice and explains why embracing a growth mindset is essential as a leader. Join us as we explore the future of work, AI, and leadership, and discover how you can stay ahead in a rapidly changing industry. Tune in now!
Key Points From This Episode:
(0:00:31) Introduction to Shannon Duffy and her early career experience.(0:05:50) Explore what unique aspects make Salesforce a ‘CMO factory.’(0:07:25) The importance of understanding the mechanics of the business as a marketer.(0:09:04) Shannon offers advice for people beginning their leadership journeys.(0:12:07) She reflects on joining Asana and how the company has embraced AI.(0:16:34) Learn about the common misconceptions and fears of utilizing AI.(0:18:39) Shannon’s top SaaS company and the tools she uses on a daily basis.(0:20:14) How companies use Asana to manage global marketing campaigns.(0:21:10) Uncover her approach to building and managing a strong marketing team.(0:24:35) Ways Asana balances work management while differentiating their product.(0:26:09) Asana’s mission of making AI accessible to all kinds of organizations.(0:27:30) Recommendations and resources for enhancing your leadership skills.(0:28:48) Hear who her favourite SaaS marketers are and her final takeaways.
Featuring:
Guest Name: Shannon Duffy
LinkedIn - https://www.linkedin.com/in/shannonduffy/
Sunny Manivannan:
LinkedIn - https://www.linkedin.com/in/sunnymanivannan/
Twitter - https://x.com/sunnymanivannan
References:
Slack - https://slack.com
MuleSoft - https://www.mulesoft.com
Tableau - https://www.tableau.com
Asana - https://asana.com/
Salesforce - https://www.salesforce.com/
Finding Nemo - https://www.imdb.com/title/tt0266543/
HubSpot - https://www.hubspot.com
DoorDash - https://www.doordash.com
Accor - https://group.accor.com
IPG Mediabrands - https://www.ipgmediabrands.com
Multipliers, Revised and Updated - https://www.amazon.com/Multipliers-Revised-Updated-Leaders-Everyone-dp-0062663070/
Follow us:
LinkedIn - https://www.linkedin.com/company/peerbound-inc
Tune in:Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056
Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX
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In our conversation, Sara Varni, Chief Marketing Officer of Datadog, reflects on her experiences with different growth stages at Twilio, Attentive, and Datadog, highlighting how she established crucial processes like pipeline councils and executed major ad campaigns. She unpacks some of the most common mistakes new CMOs make, emphasizing the importance of balancing swift changes with thoughtful analysis, and her advice on how best to navigate your first 90 days. Our conversation also examines the pros and cons of embracing evangelism in marketing, versus a more reality-based approach (and when to use which), how to tailor your marketing for different audiences, and much more. With a wealth of experience across top tech companies, Sara’s advice offers a valuable guide for anyone looking to navigate the complex world of SaaS marketing and leadership, so be sure to tune in!
(00:00:25) Introducing Sara Varni.(00:00:43) Integrating product-led and sales-led growth motions.(00:02:31) Lessons on prioritizing sales-led growth.(00:04:14) Twilio’s approach: Helping rather than selling.(00:07:16) Marketing to different audiences.(00:09:08) Embracing evangelism as a marketer vs. a reality-based approach.(00:11:32) Finding the right balance between evangelism and reality.(00:13:57) Advice for your first 90 days as CMO.(00:17:59) Sara’s first 90 days at Twilio, Attentive, and Datadog.(00:23:46) Common mistakes new CMOs make (and how to avoid them).(00:25:48) Inspiring customer stories from Sara’s SaaS marketing career.(00:27:28) Sara’s favorite SaaS company homepage.(00:28:33) Why Tableau is Sara’s favorite enterprise tool.(00:29:25) Book recommendations from Sara.(00:31:31) Sara’s inspirational marketing leaders.
Featuring:
Sara Varni:
LinkedIn - https://www.linkedin.com/in/saravarnibright/
Sunny Manivannan:
LinkedIn - https://www.linkedin.com/in/sunnymanivannan/
Twitter - https://x.com/sunnymanivannan
References:
Datadog - https://www.datadoghq.com/Attentive - https://www.attentive.com/
Twilio - https://www.twilio.com/en-us
Medtronic - https://www.medtronic.com/us-en/index.html
Tableau - https://www.tableau.com/Demon Copperhead - https://www.amazon.co.za/Demon-Copperhead-Pulitzer-Prize-Winner/dp/0063251922
Denise Persson - https://www.linkedin.com/in/denisepersson/
Jamie Domenici - https://www.linkedin.com/in/jdomenici/
Shannon Sullivan Duffy - https://www.linkedin.com/in/shannonduffy/
Jeff Titterton - https://www.linkedin.com/in/jefftitterton/
Follow us:
LinkedIn - https://www.linkedin.com/company/peerbound-inc
Tune in:Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056
Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX
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In today’s episode of The Peerbound Podcast, we sit down with Harriet Johnston, the Vice President of Marketing at Ashby to explore key strategies for refining recruitment processes and how to build a marketing team from scratch. Tuning in you’ll hear Harriet’s expert insights on attracting the best talent, enhancing the candidate experience, and why recruiting presents a rich brand-building opportunity. Discover key aspects you need to consider during the recruitment process, like prioritizing differentiated and compelling job descriptions, and why you should always treat candidates as potential customers. Harriet also elaborates on Ashby's journey navigating a dynamic market landscape, and the challenges they had to overcome while maintaining a cohesive narrative amid rapid changes. Stay tuned to the end for Harriet’s advice on staying connected with the Voice of the Customer (VoC) and her top reading and listening recommendations!
(0:00:35) Ashby’s unique offerings.(0:01:58) Why Harriet joined Ashby.(0:03:45) Building Ashby’s brand.(0:05:11) Competitive differentiation in ATS (Applicant Tracking Systems).(0:09:41) Building a marketing team from scratch.(0:17:24) Strategies for hiring your first designer.(0:19:37) Advice for attracting the best talent.(0:20:17) Differentiated and compelling job descriptions.(0:23:06) Delivering a good interview experience.(0:24:31) Recruitment as a brand-building opportunity.(0:27:25) Maintaining a narrative that works in a rapidly changing environment.(0:31:30) Staying connected with the Voice of the Customer (VoC).(0:34:56) Reading and listening recommendations.(0:37:05) Recognizing influential figures in SaaS marketing.Featuring:
Harriet Johnston:
LinkedIn - https://www.linkedin.com/in/hajohnston/Sunny Manivannan:
LinkedIn - https://www.linkedin.com/in/sunnymanivannan/
Twitter - https://x.com/sunnymanivannan
References:Ashby - https://www.ashbyhq.com/
Exit Five: B2B Marketing with Dave Gerhardt - https://podcasts.apple.com/us/podcast/exit-five-b2b-marketing-with-dave-gerhardt/id1599954536
Storytelling with Data - https://www.amazon.com/Storytelling-Data-Visualization-Business-Professionals/dp/1119002257
Educated - https://www.amazon.com/Educated-Memoir-Tara-Westover/dp/0399590501
Why Fish Don't Exist - https://www.amazon.com/Why-Fish-Dont-Exist-Hidden/dp/1501160273
Creativity, Inc. - https://www.amazon.com/Creativity-Inc-Overcoming-Unseen-Inspiration/dp/0812993012
Follow us:
LinkedIn - https://www.linkedin.com/company/peerbound-inc
Tune in:Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056
Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX
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In this episode of the Peerbound Podcast, Chief Edition, host Sunny Manivannan is joined by Heather Larrabee, the Chief Marketing Officer of OfficeSpace Software. Heather discusses her extensive career, highlighting her transition from consumer brands like Whole Foods to B2B, particularly in software. She shares insights on effective marketing strategies, the importance of calculated risks, and aligning initiatives with broader business goals. Heather also delves into specific success stories from her career, including a significant innovation at Whole Foods involving a SaaS solution for vendor sampling. Beyond marketing tactics, the conversation touches on career advice for both early-stage professionals and those ten years into their careers, emphasizing the significance of a growth mindset, curiosity, and cross-functional collaboration. Heather's experiences underline the role of entrepreneurial thinking, mentorship, and community in personal and professional growth. The episode wraps up with a discussion on impactful customer stories and the future of work in a rapidly evolving technological landscape.
(00:36) Heather Larrabee's Marketing Journey(01:19) Innovative Solutions at Whole Foods(05:15) Transitioning from B2C to B2B(06:49) Digital Transformation and Career Path(08:28) The Importance of Right Livelihood(10:57) Navigating Post-Pandemic Work Environments(15:02) Problem Solving and Growth Mindset(23:51) Choosing the Right Marketing Strategy(24:36) Entrepreneurial Mindset in Marketing(25:07) Career Advice for Early-Stage Professionals(27:53) Career Advice for Mid-Career Professionals(30:44) The Importance of Mentorship and Community(31:59) Influential Books and Resources(33:48) Favorite Marketing Leaders and Brands(40:32) Customer Stories and Final ThoughtsFeaturing:
Heather Larrabee (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
References:
Reforge: The 4 Growth Frameworks You Need to Build a $100M ProductLOVED: How to Rethink Marketing for Tech ProductsThe Marketing Book PodcastJeb Blount’s blog: Sales GravyFollow us:
LinkedIn
Tune in:
Apple Podcasts
Spotify
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On this episode of The Peerbound Podcast, we hear from Trish Borrmann, the Director of Global Customer Advocacy at ServiceNow. Trish shares her journey and expertise in building customer advocacy programs at technology giants like Cisco, Fortinet, and ServiceNow. She discusses the power of customer stories and the impact of a unique project where she helped write a cybersecurity best practices book with contributions from industry experts. Trish highlights the importance of engaging customers in sharing their success stories in a variety of formats, from press releases to robust multi-platform campaigns, and emphasizes the value of presenting customer advocacy as a valuable opportunity rather than a favor request. The conversation also touches upon the role of AI and generative AI in enhancing customer advocacy strategies and the operational efficiency within ServiceNow. Trish's experiences shed light on the evolving landscape of customer advocacy in tech and offer valuable insights for both seasoned and aspiring customer advocacy professionals.
(00:38) Trish Borrmann's Unique Experience with a Cybersecurity Book(04:35) Lessons from Leading Technology Companies(05:44) Building a Customer Advocacy Program from Scratch(07:15) Looking Ahead: ServiceNow's Priorities for 2024 and Beyond(08:42) The Art of Asking in Customer Advocacy(10:12) Trish's Journey into Customer Advocacy and Marketing(11:33) Innovative Customer Engagement at ServiceNow(16:14) The Impact of AI on Customer Advocacy(17:05) AI Adoption Within ServiceNow's Operations(17:47) Advice for the Next Generation of Customer Advocacy ManagersThe book Trish helped publish during her time at Fortninet is called The Digital Big Bang.
Featuring:
Trish Borrmann (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
Follow us:
LinkedIn
Tune in:
Apple Podcasts
Spotify
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In this episode of the Peerbound Podcast: Chief Edition, we welcome Mark Boothe, the Chief Marketing Officer at Domo, to discuss the transformative efforts and strategies behind their award-winning community engagement program, Domo Central. Mark shares insights from his extensive career in marketing at companies like Adobe and Domo, emphasizing the power of customer voice in driving business success. He discusses the challenges and successes in revamping Domo Central, which led to winning Forrester's Customer Engagement Program of the Year award. Mark's approach to leadership, the importance of customer-centricity, and the evolving role of AI in B2B marketing are also explored. The episode concludes with Mark's peer nominations for future guests, highlighting individuals with impactful contributions in the marketing field.
(01:25) The Evolution of Domo Central(02:14) Building a Vibrant Community at Domo(04:22) The Comprehensive Approach to Domo Central(06:51) Mark's Philosophy: Leading with the Customer(08:41) Mark Boothe's Marketing Journey(10:47) From Adobe to Domo: A Career in Marketing(13:15) Big Company vs. Startup Dynamics(14:55) Advice for Aspiring CMOs(16:39) The Future of B2B MarketingStay tuned through the end of the show (18:21) to hear who Mark thinks we should interview next.
Featuring:
Mark Boothe (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
Follow us:
LinkedIn
Tune in:
Apple Podcasts
Spotify
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In this episode, Katlin Hess, the Director of Customer Marketing at G2, shares her experiences and strategies in leveraging customer voices, including reviews and feedback, to drive business growth. Despite having an 'unusual problem' of too many customer advocates, Hess highlights the importance of customer-centric initiatives and cross-functional teamwork at G2. She illustrates this with examples such as the company's executive advisory board and an idea submission portal for customer-facing teams. Hess also discusses building customer marketing programs from scratch, fostering internal trust for momentum, and the powerful role of customer testimonials in the software buying process. Additionally, the conversation touches on G2's initiatives like G2 University and community-building efforts.
(00:48) The Unique Challenge of Having Too Many Advocates(02:37) G2's Customer-Centric Culture in Action(05:44) Katlin's Journey into Customer Marketing(08:01) Building Momentum as the First Customer Marketer(10:58) Initial Steps and Strategies at G2(13:06) Engaging Customers in Storytelling and Case Studies(14:46) The Power of Reviews in Software Buying(18:19) Looking Ahead: Future Plans at G2Stay tuned through the end of the show (19:58) to hear who Katlin thinks we should interview next.
Featuring:
Katlin Hess (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
Follow us:
LinkedIn
Tune in:
Apple Podcasts
Spotify
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In this episode, we hear from Emily Ward, the Vice President of Global Marketing at Turnitin. Emily shares her unexpected journey from aspiring ballerina to marketing leader, emphasizing the role of adaptability, understanding user needs, and data-driven decision-making in her career. Highlighting her initial pivot from ballet to marketing due to pragmatic advice, Emily discusses her educational path, her first marketing job against the backdrop of economic uncertainty, and her navigation through different sectors, eventually finding a passion for edtech. Notably, Emily focuses on the importance of combining performance marketing with brand-building, the impactful lessons from customer feedback, and her current challenges and initiatives at Turnitin, especially regarding generative AI and academic integrity.
(00:44) From Ballet to Marketing: Emily Ward's Unique Journey(01:33) Discovering a Passion for Marketing(02:32) First Steps into the Marketing World(04:12) The Shift to EdTech and Performance Marketing(07:21) The Power of Brand and Performance Marketing(09:19) Content That Converts: Insights from Experience(10:44) Learning from Marketing Missteps(14:16) Turnitin's Mission and Marketing Strategy(17:42) Navigating the Challenges of Generative AI(20:36) Using the Voice of the Customer at Turnitin(21:56) Looking Forward to 2024 and Beyond(23:23) Emily’s Peer NominationFeaturing:
Emily Ward (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
Follow us:
LinkedIn
Tune in:
Apple Podcasts
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Kirsten Newbold-Knipp, CEO of AskNicely, shares her career journey to becoming a CEO. Starting her career in hospitality, Kirsten's focus on customer experience paved the way for her transition into the tech industry, eventually leading to leadership roles at high-profile companies such as HubSpot. Kirsten shares insights on navigating the transition to tech, demonstrating the value of marketing leaders in executive roles, and the importance of data-informed decision-making. She emphasizes the power of customer feedback in shaping a company's services and the significance of being customer-centric in leadership positions. Kirsten's narrative provides valuable advice on career development, the importance of tackling significant problems, and fostering a culture of accountability and feedback within organizations. The discussion also touches on Kirsten's initiatives at AskNicely and how the company leverages customer feedback to drive improvement and growth.
(00:53) Kirsten's Journey from Hospitality to Marketing Excellence(03:33) The Leap into Tech: A Serendipitous Transition(06:51) From Product Management to Marketing Leadership(08:33) Startup Adventures and Learning at HubSpot(10:12) Insights from a Stint at Gartner(13:13) Embracing the CMO Role and Eyeing the CEO Position(16:04) Career Advice: Solving Bigger Problems for Growth(18:46) Building Effective Teams in Fast-Growing Companies(19:12) Enhancing Communication and Collaboration(21:04) Exploring AskNicely's Impact and Initiatives(25:34) Personal Growth and Leadership as CEO(27:20) Engaging Customers in Company Development(28:39) Cultivating a Culture of Accountability and FeedbackStay tuned through the end of the show (33:31) to learn:
What type of furry critter was walking around Kirsten’s office during our recording.Who Kirsten thinks we should interview next.Featuring:
Kirsten Newbold-Knipp (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
Follow us:
LinkedIn
Tune in:
Apple Podcasts
Spotify
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Trinity Nguyen, the VP of Marketing at UserGems, shares the founding journey of UserGems, starting from its initial idea as a tool for identifying micro-influencers to pivoting towards leveraging job changes for B2B sales and marketing, a space with stronger market potential. Trinity highlights the value of tracking job changes for sales teams, explaining the theory behind targeting individuals familiar with your product from their past roles, and the practical benefits of such warm leads. Discussing her role at UserGems, Trinity emphasizes the importance of customer centricity, illustrating how the company's approach to pricing and customer interaction reflects their commitment to aligning closely with customer needs and interests. Additionally, Trinity recounts her personal journey from risk management to marketing leadership, offering insights into the diversity of marketing functions and the challenges of managing a multifaceted team. Finally, the conversation touches upon personal branding on social media, the benefits of starting your career in larger companies.
(00:46) The Evolution of UserGems: From Influencer Tool to B2B Powerhouse(03:06) Unlocking the Value of Job Changes in Sales and Marketing(05:06) Fostering a Customer-Centric Culture at UserGems(08:16) The Psychology Behind Pricing and Customer Behavior(12:58) From Corporate Audit to Marketing Maven: Trinity's Career Path(14:36) The Intricacies of Product Marketing and Its Impact(16:34) Challenges and Rewards of Leading a Marketing Team(17:55) Building a Personal Brand on Social Media(21:36) What Success Looks like at Big vs. Small CompaniesStay tuned through the end of the show (23:17) to learn:
Which form of media is Trinity’s favorite. Who Trinity thinks we should interview next.Featuring:
Trinity Nguyen (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
Follow us:
LinkedIn
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Apple Podcasts
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Paola Johnson, the Director of Community and Customer Advocacy at ThoughtSpot, shares her journey from a sales background to her current role leading community and advocacy. Paola discusses the benefits of social selling, the importance of customer engagement through community programs, her approach to matching motivations and rewards, and her personal experience as a Latina in the tech industry. She provides insights into the significance of community management, the challenges and successes associated with building an online community, and the nuances of customer advocacy. Paola emphasizes the role of authenticity, hard work, and networking in career advancement, along with her philosophy towards overcoming fear and imposter syndrome. The conversation also touches upon the role of employee resource communities in fostering a sense of belonging and promoting cultural awareness within companies.
(00:51) Paola's Journey into Sales and Marketing(02:56) The Impact of ThoughtSpot and Social Selling(05:12) Transitioning to Marketing and Embracing Community Management(09:21) Building a Thriving Community at ThoughtSpot(13:51) The Art of Selling as a Marketer(16:54) Overcoming Fear and Imposter Syndrome(19:41) Expanding into Customer Advocacy and Identifying Customer Motivations(24:05) The Importance of Cultural Identity and CommunityStay tuned through the end of the show (27:11) to learn:
Where Paola gets her streaming content.Who Paola thinks we should interview next.Featuring:
Paola Johnson (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
Follow us:
LinkedIn
Tune in:
Apple Podcasts
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In this episode of the Peerbound Podcast, we hear from Jane Menyo, the Head of Customer Marketing at Gong, to discuss her career journey and insights into customer marketing. Jane shares her initial skepticism towards marketing, her diverse experience across multiple marketing roles, and how she fell into marketing at a startup before leading customer marketing initiatives at On24 and Gong. She highlights the importance of data-driven strategies, customer stories, and cross-functional collaboration in driving customer retention, adoption, upsell, and advocacy. Jane discusses the challenges of measuring the ROI of customer marketing, the evolving role of CMOs, and her leadership approach. The conversation also touches on the power of authentic customer narratives in a controlled marketing strategy, and the strategic importance of customer marketing in company growth and category leadership.
(00:54) Jane Menyo's Journey to Marketing at On24(04:51) Capturing Authentic Customer Stories(06:16) Using Customer Stories to Help Shift the GTM Narrative at On24(09:49) Transitioning to Gong and Expanding the Role of Customer Marketing(12:12) The Power of Customer Advocacy in Marketing(14:16) Identifying and Amplifying Happy Customers(16:41) Approaching Customer Marketing with a Sales Mindset(18:40) Maximizing Impact and Navigating Marketing Challenges(21:29) Tying Customer Marketing Outputs to Revenue Results(24:45) The Future of Customer Marketing Leadership(27:33) Evolutions in Leadership Style(29:12) Cross-Functional Collaboration and Career AdviceStay tuned through the end of the show (31:13) to learn:
What Jane’s track & field event of choice was in college.Who Jane thinks we should interview next.Featuring:
Jane Menyo (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
Follow us:
LinkedIn
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Apple Podcasts
Spotify
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Sara Steffen, Senior Director of Customer Marketing at Databricks, shares her journey from roles at Cisco and Nutanix to her current position at Databricks, emphasizing the value of storytelling, relationship building, and strategic customer engagement. She reveals her approach to balancing business needs with fostering genuine connections with customers, including being mindful of the frequency and nature of requests made to customers. Sara also touches on the importance of aligning marketing efforts with organizational goals, the evolving preferences for content consumption, and strategies for global and regional marketing. Highlighting her human-centric approach to management and leadership, Sara discusses her personal hobbies, the importance of advocating for oneself and teammates, and provides insights for those aspiring to leadership roles in marketing.
(00:47) Discovering the Sweet Spot in Customer Marketing(2:14) The Art of Being a Gatekeeper in Customer Marketing(3:38) Personalizing Customer Appreciation and Engagement(4:24) Shifting Focus From Logos to Humans in Customer Stories(6:53) Navigating to a Career Path in Tech(8:34) Gaining Experience and Expertise in Customer Marketing at Cisco(13:42) Sara's Approach to People Leadership (17:10) The Evolution of Marketing: Adapting to Changing Content Consumption(20:40) Effective Stakeholder Management and Global Content Strategy(23:56) Predictions for the Future of Customer MarketingStay tuned through the end of the show (24:48) to learn:
The Peloton alternative that Sara gave a shot, but that didn’t live up to the standard of Cody Rigsby.Who Sara thinks we should interview next.Featuring:
Sara Steffen (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
Follow us:
LinkedIn
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With over 40 years in the industry, including significant contributions at Braze and Bazaarvoice, Sarah Spivey brings a wealth of experience and insights into the evolution of marketing technology, the crucial soft skills for success, and strategies for building effective teams. She emphasizes the importance of the CEO-CMO relationship, the role of customer marketing, and offers valuable advice for aspiring CMOs on career planning and broadening their experience. Sarah also sheds light on the differences between marketing in private vs. public companies and the impact of specializing in today's marketing landscape. Throughout the conversation, Sarah provides thoughtful leadership advice and future-facing insights, making this episode a valuable resource for current and aspiring marketing professionals.
(1:09) Sarah Spivey's Journey: From Operations to Marketing Maven(4:53) The Evolution of a CMO: Realizing the Dream(6:58) Navigating Industry Shifts: Evolutions in Marketing(10:28) The Constants in Marketing: Leadership, Teamwork, and Content(11:31) From Bazaarvoice to Braze: The Public vs. Private Company Experience(13:06) Mastering the First 90 Days as a CMO: Strategy and Execution(17:14) Reflecting on Growth, Challenges, and the Importance of Product and Market(19:12) Pioneering Customer Marketing: A Game-Changer in Software(23:20) Leadership Insights: Building High-Performing Teams(26:08) Navigating the CMO Role: Challenges and Opportunities(31:51) Advice for Aspiring Leaders: Looking Beyond the Next JobStay tuned through the end of the show (33:10) to learn:
Which streaming service Sara gets her favorite content from.Who Sara thinks we should interview next.Featuring:
Sara Spivey (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
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In this episode, we hear from Thao Ngo, the SVP of Marketing at Uptempo, a marketing planning software company. Thao discusses her unique path to marketing (she actually went to school for it!) and subsequent career in B2B marketing. She highlights her demanding approach as a leader at Uptempo. She also talks about her strong background in communications, her hiring values, and her day-to-day operations as the Senior Vice President of Marketing. Thao also discusses how AI (the new) and direct mail (the old) are changing the marketing landscape and urges fellow marketers to be fearless, innovative and unique in order to stand out.
(1:01) Thao's Journey into Marketing(3:15) Building a Curious Marketing Team(4:05) Inside Uptempo: A Marketing Planning Software Company(5:18) Leveraging Customer Voices in Marketing(6:43) Adapting Marketing Strategies during COVID-19(9:00) Thao’s Demanding Leadership Style(13:46) Marketing Budgets (16:07) How to Deliver Marketing that Stands Out(18:19) Examples of Fearless CampaignsStay tuned through the end of the show (22:31) to learn about:
Thao’s night owl tendencies.Who Thao thinks we should interview next.Featuring:
Thao Ngo (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
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In this episode, Caroline Solis Wright, the VP of Marketing at 360Learning, discusses her career trajectory from an initial interest in politics to a fulfilling career in marketing. Navigation through a dynamic tech landscape, specifically the 3D printing boom at MakerBot, has helped her hone her skills and focus on operational efficiency and excellence as a team leader. Caroline emphasizes the importance of incorporating customer feedback and the significance of understanding the customer-product connection. She also outlines her leadership values - supporting and upskilling her team, understanding with compassion, and encouraging communication and feedback.
(00:48) Caroline's Journey into Marketing(03:22) Challenges and Lessons from the 3D Printing Boom(04:35) Post-MakerBot Reflections and Career Decisions(06:23) Current Role at 360Learning(07:38) Marketing Strategies and Challenges at 360Learning(10:34) Importance of Customer Feedback(17:00) Leadership Lessons and Hiring Priorities(19:39) Upskilling and Corporate LearningStay tuned through the end of the show (22:04) to learn:
Caroline’s reality-based vs. aspirational answer to the question “cats or dogs”.Who Caroline thinks we should interview next.Featuring:
Caroline Solis Wright (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
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In this episode, Mike Molinet, co-founder of tech companies Branch and Thena shares his journey from early career days as a mechanical engineer at 3M to a successful software entrepreneur, along with insights into starting a company in 2023 vs. 2014. He discusses the concept of the 'three C's' (context, communication, and collaboration) as crucial factors in effective team dynamics, and reflects on the lessons learned from Branch's decision to conduct layoffs during the early stages of the pandemic. Mike also emphasizes the importance of being customer-centric, spending time with customers, and understanding their needs.
(01:01) The Evolution of the Startup Environment from 2014 to 2023(03:04) Identifying Market Opportunities(05:02) Building Branch (07:06) Identifying the opportunity for Thena(09:09) Advice for aspiring entrepreneurs (11:02) How to keep up pace with changing market demands(12:52) Soliciting product ideas from customers (14:43) Stages of growth and a company’s product development evolution(17:00) Building a customer-centric culture(21:33) Challenging decisions as COO at Branch and the lessons learned(27:43) Building Effective Team Dynamics in High Growth EnvironmentStay tuned through the end of the show (33:21) to learn:
Which emoji is Mike’s favorite. What Mike dreams of owning in the future. Who Mike thinks we should interview next.Featuring:
Mike Molinet (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
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In this episode, Jillian Bejtlich, Community Lead at Calendly, discusses her journey towards community management, which began in an engineering-focused household. Describing her path as non-traditional, she emphasizes the importance of flexibility and adaptability in community management strategies. Jillian shares her experiences working in different industries, including engineering software and defense manufacturing, and how users drive the function and form of communities. She also highlights the increasing role of AI in community management and how it can aid in content creation and strategizing, while also posing new challenges for community moderators.
(00:40) Jillian's Early Engineering Career and The Unexpected Path to Community Management(05:00) Finding The Science in Community Building(06:55) Consulting for The Community Roundtable(09:25) Innovation in Defense Contracting(13:14) Returning to SaaS and Identifying Constants in Community(16:02) Customer-Led Community Identity Development(17:20) Calendly's Community of Inspiration(19:50) Advice for Community Managers (21:43) The Impact of AI on Communities(25:18) Peer NominationStay tuned through the end of the show (25:18) to learn:
In which country Jillian thinks pineapple can be served on pizza (and in which country it should not). Who Jillian thinks we should interview next.Featuring:
Jillian Bejtlich (LinkedIn)
Sunny Manivannan (LinkedIn, Twitter)
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