Studio CMO: Marketing HealthTech
Golden Spiral, Positioning & Demand Gen for HealthTech
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Studio CMO exists to accelerate the transformation of healthcare.
We help HealthTech companies improve patient outcomes by empowering them to communicate their solution in ways that capture attention, motivate change, and speed improvements throughout the healthcare ecosystem. Produced by Golden Spiral, hosted by John Farkas, and co-hosted by Anna Grimes and Mark Whitlock. Listen weekly for interviews with CMOs and executives from HealthTech, vendors who build our tech stacks, and healthcare providers, systems, and payers.
Available episodes
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Mar 18, 2022
064 | How to Have a Conversation with Your Market | Tony Anscombe | ESET | Studio CMO
Are you having a conversation with your market or merely making noise? B2B brands—including HealthTech solutions—must invest in their brands.
Expecting your inbound marketing and direct-to-customer approaches to distinguish you among your competitors will result in missed goals. Who speaks on behalf of your brand? Who is attractive to journalists and others observing your marketplace? Do you have a brand evangelist?
Tony Anscombe, Chief Security Evangelist for ESET discusses modern brand communication on this edition of Studio CMO. About Our Guest
Tony Anscombe is the Chief Security Evangelist for ESET. With over 20 years of security industry experience, Anscombe is an established author, blogger and speaker on the current threat landscape, security technologies and products, data protection, privacy and trust, and Internet safety.
His speaking portfolio includes industry conferences RSA, CTIA, MEF, Gartner Risk and Security, and the Child Internet Safety Summit (CIS). He is regularly quoted in security, technology and business media, including BBC, The Guardian, the New York Times, and USA Today, with broadcast appearances on Bloomberg, BBC, CTV, KRON and CBS. Show Notes
Technology only communicates to a certain level. To reach the depth you need with your end-user, you must engage and educate. —Tony Anscombe, ESET
Sometimes, the very last thing you need to communicate is your product. Do you:
* know your customer well?
* talk about the challenges facing your industry?
* understand the threat landscape?
* connect problems to solutions?
How does the role of brand ambassador or brand evangelist propel you forward? How do you calculate the ROI of a role like this? Links Discussed on This Episode
* Building a Bridge of Transformation for Your Buyer
* When What You Know Can Kill Your HealthTech Marketing
* The HealthTech CMO's Guide to Building the Ultimate Marketing Team
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Mar 11, 2022
063 | Your Product Launch—The Path to Market | John Farkas | Golden Spiral | Studio CMO
Product marketing is the opportunity you have to focus your solution, perfect your architecture, and put your ideas forward in such a way that makes sense to your audience and helps you gain traction in the market quicker.
If you're going to launch into the marketplace, you need to ensure you have solid product/market fit. About Our Guest
John Farkas founded Golden Spiral to help companies uncover a market-focused story that will transform the way people see their world. As CEO and Storyteller, John works closely with team members and clients to provide strategic vision and creative direction. One of his favorite parts of working at Golden Spiral is uniting people around a challenge and inspiring them to create great work. “I’m a storyteller at heart. The process of developing a narrative, regardless of its form, is magical — and working with creative teams to bring that story to life is a blast. We have a tremendous staff here at Golden Spiral and watching them make things happen is one of my greatest privileges.” Aside from his work at Golden Spiral, John loves spending time with his family and is an avid cyclist, frequently commuting the 38-mile round trip to the office (which obviously entitles him to collect bicycles). He remembers saving for a Macintosh 512 when he was attending The University of Wisconsin, knowing it would change his life forever. Show Notes
Product launch is a lot like a rocket launch. And a lot of times from our a vantage point, we've seen so many companies be like, what happened to Werner von Braun. The Reasons Companies Struggle with Product Launch
* Lack of the Product Marketing function on the team
* The vast speed of the marketplace
* The challenges of technical founders launching organizations A Detailed Look at the Product Marketing Function
* What product marketers do
* The value of product marketing to an organization
* Where product marketing should "sit" in an organization
* How product marketing interacts with sales
* How production marketing interacts with marketing
* What keeps companies from installing product marketing Links Mentioned on This Episode
Download our Product Launch Guide and Timeline Product
Marketing versus Company Marketing for HealthTech Businesses
B2B Product Launch Secrets from the Apollo 10 Mission
A HealthTech CMO’s Guide to the Ultimate Marketing Team
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Oct 8, 2021
062 | Integrating B2B and B2C Marketing under Your HealthTech Roof | Jackie Vinyard | Debbie Fimple | Priya Kindara | Studio CMO
More and more HealthTech companies must support both B2B and B2C marketing efforts to meet the needs of their end customers. Companies must sway the minds and habits of medical professionals. Sometimes, the most efficient way to do so is to educate the patients so they, in turn, pique the curiosity of the doctors. At other times, both doctors and patients must be exposed to new research and solutions. Addressing both is the most expeditious way to succeed.
To view a transcript of this episode, click here. About Our Guests
Jackie Vinyard joined Kindara, the parent company of Priya, after hearing the CEO speak at an event. Her passion for working with those struggling with infertility lights up the room wherever she is. She has invested her career in fitness and women’s health at companies like Telespine before joining Kindara. She runs the B2C marketing efforts.
Debbie Fimple runs marketing on Priya’s B2B side. She is an in-demand communicator with experience in B2B and B2C marketing in professional services, healthcare, and public sector industries including a stint at the Colorado Department of Healthcare Policy. Resources Mentioned on this Episode
* For webinar resources, check out this article and this podcast episode.
* The eBook, How to Not Waste Another Month While Trying to Conceive, grew out of one of their more successful webinars. Check out their gated resource here.
* Get Closer to Your HealthTech Buyers by Getting Rid of Technology Bias
* Is the Enterprise Healthcare Buyer Set up to Win on Your Website?
* The Complete SEO Guide for B2B Tech Marketing
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Sep 24, 2021
061 | The Anatomy of a Powerhouse Marketing Team | Tarah Bryan | HealthCatalyst | Studio CMO
Your marketing team. Where would your company be without them? Where would you? A good marketing team is made up of a diverse group of people with a variety of talents, soft skills, expertise, and an X factor which, for your vision, only you can define. How do you find the right people, assimilate them into your culture, and keep them motivated to perform their best work? About Our Guest
Tarah Neujahr Bryan, MAJMC, joined Health Catalyst in 2013 and has served as Editorial Director and Vice President of Marketing; she is currently the Senior Vice President of Marketing and a member of the Health Catalyst leadership team. She brings a breadth of marketing and communications experience to her current role. Prior to joining Health Catalyst, Tarah served as the Marketing Communications Director and Foundation Executive Director at a community hospital, managed at an advertising agency, was the Editor and Operations Manager at an archaeology firm, and provided triage assistance and patient admissions at a Level-II Trauma Center. She has a Master of Arts in Journalism and Mass Communications from the University of Nebraska and a Bachelor of Arts from Montana State University-Billings. Tarah volunteers with Intermountain Therapy Animals and has done pro-bono communications work for the American Cancer Society, Wings Cancer Foundation, and many other non-profit organizations. Show Notes
A Quick History of HealthCatalyst's Growth: 2008: Founded Funding Rounds
* Jan 8, 2013, Series B
* Mar 1, 2013, Series B
* Jan 27, 2014, Series C
* Mar 17, 2015, Series D
* Feb 29, 2016, Series E
* Oct 13, 2017, Series E
* Feb 8, 2019, Debt Financing
* Feb 8, 2019, Series F
* Jun 1, 2019, Venture Round
2013: Content Marketing Began 2015: "Practiced being Public" 2019: IPO We keep education of the industry and ensuring good care at the forefront of our mission. Our mission is to transform healthcare. And for us, that means partnerships. We produce educational pieces with customers and peers. We explore partnerships wherever our technology can actually work with another. —Tarah Neujahr Bryan
Building a Rock Star Marketing Team
* Kill the silos. Because silos can kill you. Tarah knocked down as many as she could and moved the culture to think of marketing initiatives. as an integrated effort.
* Build working groups. HealthCatalyst has six teams:
* Marketing Operations: Tech Stack and Analytics
* Marketing Response: Inbound
* Digital Marketing: Website, social, content, and design
* Field Marketing: Sales enablement
* Business Unit: Events including their user conference, Healthcare Analytics Summit
* Communications Team: PR, media relations, investor relations
* Create layers of communication—weekly stand-ups with team leads and then weekly working group stand-ups as well.
* Create a framework for transparency and idea-swapping. Tarah uses the process of "Thorn, Bud, Rose" which has been used by everyone from sororities to family dinner tables to unpack what's behind the scenes. This process has given her team new places of connection and members of the team relate better to one another and find ways to support and encourage each other throughout each week. She equates the words as follows:
* Thorn: One thing that sucks about your week
* Bud: One thing that you're learning about
* Rose: One thing you're excited about
* Deploy the right tech stack
* Salesforce and Pardot
* Visible - attribution and following the buyer journey
* Basecamp - Team communication
* Smartsheet -
* Triblio - ABM
* Data visualization using HealthCatalyst's own tools
* The three most important aspects Tarah looks for. innew team members are smart, hard-working, and humble. Internal marketing is almost as important as external marketing. — Tarah Neujahr Bryan
Links Mentioned on This Episode
Some of the 260 case studies Tarah referred to:
* Analytics Enables Identification of Opportunities to Improve Value and Accountable Care Organization Performance
* Quality Improvement in Healthcare: An ACO Palliative Care Case Study
* Changing Healthcare Using Data: A Case Study of One Small Health System’s Odyssey To Achieve Material Improvements
Job openings at HealthCatalyst Article by Tarah: COVID-19 Data and Analytics: Survey Reveals Long- and Short-Term Healthcare Industry Impact 20 Reasons Why Virtual Events are Better than Live
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Sep 10, 2021
060 | How Collaboration Changed HIMSS21 for Innovaccer | Dipty Desai | Studio CMO
For two years prior to the pandemic, marketing executives were bemoaning the effectiveness and the future of trade shows. When the world shut live events down, organizations pivoted to online.
Would in-person events return? If so, would they be even more ineffective as those before the pandemic?
Industries outside of healthcare looked to HIMSS as a major in-person trade show to gauge their own financial and human investment in events for 2021-22.
Innovaccer's success at HIMSS is a blueprint for others. About Our Guest
Dipty Desai, PhD serves as Director of Marketing for strategic partnerships at Innovaccer. Her thrilling career has woven through healthcare and biosciences with a stint at NASA. She holds her undergraduate and masters' degrees from the University of Bombay, studied genetics at Penn State, received her PhD at UCSF, and completed a post-doctoral research fellowship at Stanford. While at NASA, she took her research from Stanford and helped adapt technology to study the effects of zero gravity at the cellular level. She brings a lifetime of connections to Innovaccer. Show Notes
Innovaccer mounted a very successful experience at HIMSS21 through:
* encouraging infectious passion about their solution and their company culture
* building team unity
* defining the roles for team members and booth staff
* creating a transferable methodology for engaging passersby and leads in the booth
* using a team to evaluate, grade, and contact leads to set appointments during the show
Their trade show savvy would have been nothing without the fact their HealthTech solution works and has integrity. Links Mentioned on This Episode
Find out more about Innovaccer.
Four Trade Show Lessons from HIMSS 2021
Overcoming the Three Curses of the HealthTech Technical Founder
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Aug 20, 2021
059 | User Experience Must Begin with the User | Elisabeth Bohlmann | December Labs | Studio CMO
Every time you pick up your phone, open your computer, turn on your television, wake up your tablet, or start your enabled car, you are drawn into a user experience. How quickly, easily, and intuitively you navigate to your intended result broadly determines your satisfaction. HealthTech platforms, their sites, and their apps are often plagued with a mix of age, older tech holding on, and limits placed by regulations. How can you build an environment that builds fans instead of prompting complaints? What role does marketing play in the development of the platform itself? UX expert and marketing veteran Elisabeth Bohlmann from December Labs explains.
About Our Guest
Elisabeth Bohlmann is Vice-President of Client Strategy at December Labs, a high-touch Design & Development firm for mobile and web products. She drives December Labs’ expansion strategy and accompanies their clients towards scalable and continuous growth. She speaks often at key industry events including CES. She has spent more than ten years in leadership at tech, digital marketing, and international operations. She holds an economics degree from Bonn University in Germany. She’s also an accomplished musician. She’s got real chops. She is a scrum-trained, trilingual, cross-functional marketing executive with a passion for design-thinking and integrating cutting-edge technologies into human-centered and value-driven solutions. She has developed and led projects for iconic brands such as Mattel, NBCUniversal, Food Network, and the NBA. Tech products have come a long way, but there is still so much more to do. Your app or platform is being directly compared to Instagram, WhatsApp, Spotify, and other apps that are on your buyer's phone. The bar is set really high. Those companies are spending millions—billions—to develop their products. You must be intentional in order to compete. —Elisabeth Bohlmann, December Labs
Links Mentioned on This Episode
* The Complete Guide to Creating a Business-Building HealthTech Website
* How to Build B2B Buyers’ Trust Through Exceptional CX
* Don’t Leave Your Users Behind: Mapping The B2B User Experience
* Five B2B Tech Websites Absolutely Killing It at User Experience
* Five Drivers of Customer Experience with Mary Drumond of Worthix
* How to Create an Epic HealthTech Website Resources Page
* Updating Your B2B Tech Website: When, Why, and How
* Hear Elisabeth's band here.
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Aug 6, 2021
058 | Building a Culture of Security within Healthcare | Tony Anscombe of ESET | Studio CMO
Today’s marketers wear many hats—when it comes to webinars, they have to build the slides, run the software, and follow up. Despite the reputation and stereotype of marketers being extroverted and performers, many don’t like being on stage or camera. The purpose of a webinar is to bring your attendees/audience closer to what they need. In this podcast episode, Ashley Levesque from Demio walks us through the power of webinar platforms, building engagement, and how to build a webinar funnel and KPIs for HealthTech applications. About Our Guest
Tony Anscombe is the Chief Security Evangelist for ESET. With over 20 years of security industry experience, Anscombe is an established author, blogger and speaker on the current threat landscape, security technologies and products, data protection, privacy and trust, and Internet safety. His speaking portfolio includes industry conferences RSA, CTIA, MEF, Gartner Risk and Security, and the Child Internet Safety Summit (CIS). He is regularly quoted in security, technology and business media, including BBC, The Guardian, the New York Times, and USA Today, with broadcast appearances on Bloomberg, BBC, CTV, KRON and CBS. The healthcare industry is very good at preventative medicine for their patients. Paying cybercriminals is not preventative because it's funding and resourcing bad actors for the very next attack. —Tony Anscombe, ESET
[gravityform id="8" title="true" description="true"] Three Steps to Building a Culture of Security at Your HealthTech Company
Don’t leave security to the IT technicians. Build it into your marketing messaging and automation. Healthcare providers—whether attacked or not—are chilled every time they consider a new solution to add to their digital mix. They worry if the new application will become a door that can be breached by bad actors putting millions of dollars and patient trust on the line. Don’t miss that hurdle in the customer journey you and your sales department are creating for potential clients. You can set yourself apart by taking these three steps. Start with You
Michael Jackson famously sang, “I’m starting with the man in the mirror.” You need to start with your own company. How well do you handle sensitive data to prevent loss, a breach, or corporate espionage? Start with you. Make sure your company data is locked away. Give your IT team freedom to look at cybersecurity tools and stay on the cutting edge. Build upgrades into your budget so you can be more nimble. How carefully do you handle your own customer data? With the onset of GDPR and CCPA, many companies wrestled with their customer data plans, their email lists, and more. However, a large number of SaaS companies, especially start-ups and those in the US but outside of California, didn’t upgrade their websites and systems because they didn’t meet the threshold requirements. If you’re going to be an unbreakable link in the chain for your customers, build that strength now. Systems and procedures are not enough to protect your customers’ sensitive data. Every person who works at your company (plus any freelancers) need to keep the value front and center in all that they do. Imagine if you went inside for a banking transaction and could see another customer’s information on the screen or could easily look on the teller side of the counter and see account numbers, names, and balances. You would feel like you were banking at a careless institution. Work with your entire team to raise the standard of protection so they each feel responsible. Call it security collaboration. You may even want to create some internal marketing for the standard so that everyone feels part of something bigger than themselves. (For more, listen at 14:00 and following and 27:00 and following.) When you create your next product, don’t wait till after you’ve developed it to add security features. Start with cybersecurity. Build your product in an environment of security. (Listen at 24:00 and following.) Spruce Up Your Security Process within Marketing Functions
When a visitor comes to your site and downloads a white paper or signs up for your email list, what security protocol is in place? Is there two-factor authentication or a verification code sent by email or text? How do those messages look, feel, and sound from a marketing perspective? Don’t accept boilerplate language or templates here. Work on these expressions of security so that your users feel secure when they interact with you. Don’t let your privacy policy be a jumbled mess of legalese that is a mess to read on the screen. Treat it like a long blog article. Use subheadings and simpler language for a better experience whether your visitor is skimming or reading. Help them feel confident in your security. (Listen at 16:00 for more information.) If someone unsubscribes from your list, don’t waste an opportunity to demonstrate how carefully you treat personal data. Sure, you may still want to try and retain their place on your list, but it is more important to let someone leaving know with confidence that they won’t receive any more communication from you and their name isn’t for sale. What other subtle ways could you remind your visitors and email list that their data is secure? Include Security in Your Front Line Marketing Messaging
Trust must be earned. You can’t call yourself a trusted partner. Only your customers can bestow that honor on you. In the same way, you can’t demand to be trusted in the marketing and sales process. You must earn it. However, you won’t earn your prospect’s trust if you don’t talk about security and demonstrate it.
* When you answer objections about your solution, do you include any security information?
* Do you include security as a part of your FAQs?
* Can you spare a few words in your elevator pitch to nod to security?
* How many seconds does security receive in your pitch presentation and deck?
* Do you have any comments and endorsements from existing clients about security?
Keeping data secure is high stakes for healthcare institutions. Be their armor-bearer. Help your customers be even more secure than they are now. Tony Anscombe, Chief Security Evangelist for ESET believes there is a broader call in the healthcare industry. “Healthcare is regulated by HIPAA. This is very generic security terminology used in HIPAA,” Anscombe said. “I think if I was in the HealthTech industry, I would be looking beyond HIPAA compliance. When you have regulations or legislation, it’s merely a stake in the ground. Go beyond. Innovate further. Look at some of the other innovations around security technology that could be used to further—not just comply—but to go way beyond compliance. There’s too much at stake.” Links Mentioned on This Episode
* Dr. Michael McGuire presented his research at RSA 2018 where he found that the total cost of cybercrime worldwide was $1.5 Trillion per year.
* In 2020, the World Economic Forum revised that number. They estimated that the global risk was over $6 Trillion.
* In 2018, Atlanta, Georgia’s Smart City Servers were hacked and the ransom was $51,000 in bitcoin.
* The attack on Kaseya, a SaaS and managed service provider, was attacked with a total ransom of $70 million.
* Britain’s National Health Service was attacked but the government didn’t pay the ransom. It cost an estimated $122 million to bring the network back online.
* Zero Day Vulnerability in Microsoft.
* Golden Spiral’s Privacy Page
* ESET’s Privacy Policy
* Tony Anscombe’s “We Live Security” video series
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Jul 23, 2021
057 | Build Better HealthTech Webinars | Ashley Levesque, Demio | Studio CMO
Today’s marketers wear many hats—when it comes to webinars, they have to build the slides, run the software, and follow up.
Despite the reputation and stereotype of marketers being extroverted and performers, many don’t like being on stage or camera.
The purpose of a webinar is to bring your attendees/audience closer to what they need.
In this podcast episode, Ashley Levesque from Demio walks us through the power of webinar platforms, building engagement, and how to build a webinar funnel and KPIs for HealthTech applications.
PLAYER About Our Guest
Ashley Levesque is passionate about building teams and strategies that empower employees and transform businesses. With a soft spot for small businesses, she welcomes new opportunities and challenges, even (especially) when the pathway forward isn’t clear. Having run hundreds of webinars in her career—and with a bunch of degrees in Theater and Performing Arts—she’s the expert in how to make webinars not terrible. As the Director of Marketing at Demio, she spends her time making marketers’ lives easier. Show Notes
You're Invited to Breakfast at HIMSS 2021
The size of HIMSS can be overwhelming. Especially after a year at home facing a computer screen.
We want to foster deeper connections and real conversation.
We are hosting two breakfasts for small groups of HealthTech marketing professionals at HIMSS 2021. Details of the breakfast will be sent to those who RSVP. Please fill out the form below to reserve your chair.
* First Name*
* Last Name*
* Last Name*
* Business Email*
* Your Title*
* Which morning do you prefer? (Breakfast will be held from 7:00—8:15 to give you time to attend the keynote.)*
* Wednesday, August 11
* Thursday, August 12
When we’re not building a relationship, we’re not marketing. We’re just not. —Ashley Levesque, Demio
Maximize Your Webinar Platforms
The power of webinar platforms has been fundamentally misunderstood.
The webinar platform is meant to:
* Engage your attendees.
* Invite them to participate.
* Invite them to contribute to the experience that you are sharing with them.
As you review platform options—even if you are using one right now—experiment with engagement. How can you make your webinars a conversation instead of a monologue? Where can you cut fluff (or maybe even content) to make room for interacting around audience response? Building a Better Webinar
Who is Your Audience?
How well do you know your audience? Within your audience are many smaller audiences. Which audience do you want to target with a single webinar.
Ask yourself: What do they need?
The answer is probably not your product or service.
Ask yourself: What is their desired outcome?
Build your content and engagement tools toward that end. Who is Your Communicator?
There are two options every company must wrestle with.
* Train the subject matter expert to be a great presenter.
This option requires intentional effort and will take some time. You must determine whether it is worth the investment. Which is more valuable: time working on presentation skills or time focused on what he or she does best.
* Train your best communicator to be intimately familiar with the technology.
This is the more often preferred path.
If you decide to use your subject matter expert, consider only bringing him or her “on stage” for a few minutes at the end of the main section of content and the Q&A portion. What are You Trying to Accomplish?
What business goal is this webinar supposed to impact?
Ashley says, “If I don’t consider my business goals, all of the energy will be wasted and none of our goals will be furthered. We won’t be generating more leads, shortening the sales cycle.”
How can your webinar further and impact a single goal? What Should You Include in Your Presentation?
Communicate the purpose for the webinar.
If you were taking a few co-workers for a journey, you wouldn’t just ask them to get in the car and start driving. You would tell them where you are going. Do the same with your webinar.
Set your expectations.
How much time are you asking for? What are you going to ask your attendees to do?
Review the platform.
Describe the different ways you will invite involvement how will you invite involvement? (chat, polls, open mic, etc.) Tell them how you will respond to them during the webinar?
Ashley uses polls to direct the content of a webinar. She will use the poll tool in Demio to find out what the most desired direction is. Then she will shift her presentation to address the one or two that her attendees identify. An Example of a Webinar Funnel
Goal: Acquire new clients over the course of a few webinars
AWARENESS > CONSIDERATION > DECISION An Awareness Webinar
Purpose of webinar: Introduce ourselves to unaware prospects
Webinar goal: Convert webinar attendees into email subscribers
Webinar content: This is your pain, here are some salves for your pain.
The emails received by the attendees who convert will draw them into the next stage of the funnel where you will present another webinar. A Consideration Webinar
Purpose of webinar: How to solve their problem with your solution.
Webinar goal: Attendees to sign up for a one-on-one demo of the product.
Webinar content: Use case for a single application of your product. Here’s what it looked like before your product. Here’s how easy it was to implement. Here’s what happened after. Demonstrate the “from/to.”
Those that don’t sign up for a demo from the consideration webinar continue to get emails for a third webinar. A Decision Webinar
Webinar goal: Attendees to sign up for a one-on-one demo of the product.
Webinar content: Fill this one with stories from happy customers. If you can get a customer to be a part of the webinar with you, do so.
My goal for each individual webinar is to bring my attendees a little closer to where they want to be. —Ashley Levesque
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Jul 9, 2021
056 | Security is Your Competitive Marketing Advantage in HealthTech | Joe Scotto, CyberMDX | Studio CMO
As of June 30, 2021, the ten largest reported healthcare data breaches have compromised the protected health information of 16-million patients. During the first six months of 2020, 3.5-million individuals had been compromised. Now more than ever, security is a top-level concern for every healthcare provider. Every HealthTech solution requires integration into the data system of the provider and requires access to data. How can your target customer—the CIO—keep all that data safe from bad actors? It's a near-impossible task. Do you understand the battles they are fighting right now? Do you know how to communicate how your solution will keep them secure or protect from intrusion? We discuss the marketing implications of security on this edition of Studio CMO. About Our Guest
Joe Scotto has served as Chief Marketing Officer at CyberMDX for over a year. His 30-year marketing career has included stints as a marketing leader at Indegy, BAE Systems, Avaya and Time Warner. While CMO for Indegy, Joe positioned the company as a leader in the OT Security market category, creating breakthrough programs to drive market awareness and thought leadership. Joe has used his broad experience to build and lead marketing teams for a variety of global B2B organizations in the technology, defense, telecom, and publishing industries. Show Notes
You're Invited to Breakfast at HIMSS 2021
The size of HIMSS can be overwhelming. Especially after a year at home facing a computer screen.
We want to foster deeper connections and real conversation.
We are hosting two breakfasts for small groups of HealthTech marketing professionals at HIMSS 2021. Details of the breakfast will be sent to those who RSVP. Please click here to reserve your chair. The Dos and Don'ts of Presenting Your Security Story
Do… be specific. Talk about exactly how your solution integrates with different security protocols
Do… be authentic. Tell the truth about how you address security.
Do… borrow credibility. Your customers’ testimonies about your product will move your prospects.
Do… practice empathy. Knowing and understanding the pressure on the CIOs and the challenges they face should influence how you address them.
Don’t... try to be cute. Humor and sarcasm can backfire in a security conversation.
Don’t... fearmonger. Your prospect is already afraid. Don’t rely on fear to motivate. Encourage and point to the solution. "I greatly admire CIOs and CISOs. More and more, they're becoming risk managers. They're not just protecting operations, data, and financial reputation, they're actually protecting lives." — Joe Scotto, CMO of CyberMDX
"How Hospital Hacks Happen" Video Series
Find more videos here.
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Jun 25, 2021
055 | HealthTech Marketing Insights | Golden Spiral | Studio CMO
Why Studio CMO Exists
HealthTech marketers are on a rare pilgrimage. The overall industry is one of the most robust economic forces in our society and HealthTech solutions are leading the way in innovation, patient connection, and much more. We created Studio CMO so that you could:
* learn ways to refine your market positioning
* build better and more successful demand generation programs
* understand your audience more deeply
* see the healthcare ecosystem more clearly
* meet some of the greatest experts in marketing theory and technology Our Hosts
On this special episode, we also want to introduce you to our team. John Farkas John has always worked to bring creative projects together. After working nearly two decades as a creative director for two large organizations, he turned his focus toward leading Golden Spiral. John reflects: “Great stories cut through our defenses and imprint us at our core. Tell someone a great story—at the least it will leave an impression—but it could change the course of their lives.” John enjoys creative writing, exploring the outdoors, building and remodeling houses, spending time with his family, and riding his bicycle. He graduated from the University of Wisconsin with degrees in Theatre and English. Anna Grimes Anna serves as an account director at Golden Spiral helping shepherd our clients through their demand generation programs. Anna is a public relations expert with stints at some of our nation's most prestigious PR firms: Atkinson and Paine Pomeroy. She grew up with healthcare conversations around the dinner table because her father was one of the architects of Nashville's robust healthcare industry. Anna is a graduate of Kenyon College, tells the greatest stories from her career, enjoys watching the journeys of her adult children, and enjoys being a part of the Nashville community. Mark Whitlock Mark produces Studio CMO and serves as marketing manager for Golden Spiral writing content and helping run the agency's demand generation program. Mark has produced for terrestrial and talk radio and worked as an acquisitions editor in traditional publishing. He is the author or co-author of eight books including one that reached Amazon's overall top 25 in 2003. Mark graduated from the University of Georgia. He is striving to overcome a 2019 injury to run his fifth marathon. He volunteers in a community for men and enjoys a full calendar of events for his children and step-children. Explore our episode library by clicking here.
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Jun 18, 2021
054 | How Positioning Helps HealthTech Companies Survive the Marketing Doldrums | Mark O'Brien, Newfangled | Studio CMO
Does Your Positioning Set You Up for Greater Success?
Positioning is the art of articulating your unique value proposition in such a way that you begin a conversation with a potential customer. Both Golden Spiral and Newfangled are experts at helping companies define their market positioning for greater success. On this edition of Studio CMO, Newfangled's CEO, Mark O'Brien, looks at the pitfalls and benefits of good positioning, how companies win, and the single most important factor to marketing after you release your positioning—patience. Show Notes
Positioning is the foundation, because without it, you're going to waste so much money. — Mark O’Brien
Are You Addressing the Wrong Audience?
Are you speaking to your peers? Stop trying to impress your competition. Awards are a waste of time and money. Your peers and competitors don’t grow your business. Your audience does. Are you speaking to your internal audience? Your employees know what you do and what you make. So, chan…
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May 28, 2021
053 | Why HealthTech Companies Should Start Podcasting | Peter Birch, MetaOptima Technology | Studio CMO
Is HealthTech Podcasting Worth The Investment?
Should your company start a podcast or not? If so, how much will it cost, how much time it will take, and what can you expect from it?
According to Podcast Industry Insights, there are 2.1 million podcasts, but only 36.5%—or 773,258—have released an episode in the last 90 days. Only about 423,000 have released more than ten episodes. Those numbers may seem daunting, but consider the number of blogs in existence—more than 800 million. Would you ever advise a company not to have a blog?
Peter Birch, Company Director (Asia Pacific) for MetaOptima Technology and the creator of the "Talking HealthTech" podcast and community, joins us to talk about his podcasting journey and how he's advising HealthTech companies to investigate podcasting.
Skip to Transcript Show Notes
Starting a podcast isn't a matter of deciding you want to and hitting record. There's a lot to consider before you even nail down a topic for episode 01. Here's everyt…
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May 14, 2021
052 | How HealthTech CMOs can Diagnose SEO | Chris Turner of Golden Spiral | Studio CMO
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For the last four years, A. Chris Turner has guided our clients and our agency to organic and paid victories online as our Senior Director, Digital Strategy & Performance Analytics. He is a true SEO helping make websites work for companies for the last 15 years. Chris is a veteran of the United States Air Force and a lifelong entrepreneur who knows the value of a dollar and how to stretch it. Show Notes
Do you need an objective set of eyes on your SEO work? Do you have questions or concerns you’d like to bounce off someone? Click here to schedule your no-obligation meeting with John Farkas and Chris Turner. Mentioned on This Episode:
McKinsey’s B2B Marketing Report Three Key Elements to Set Reasonable Expectations for SEO
SEO is Organic People interact with this information in their own ways. If people don't do searches, there is no SEO. SEO is based on people, human interaction, and human need. SEO is Not Magic; It is a Scientif…
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May 7, 2021
051 | Five Keys to Building Better KPIs for Your HealthTech Company | Peter Smith of Golden Spiral | Studio CMO
Show Notes
The Five Keys to Building Better KPIs for Your HealthTech Company
* Define your goals
* Ensure clarity of definitions
* Build a Culture of Attribution
* Remember: Data Tells a Story
* Make Informed Decisions
John discusses content from his article, "When What You Know Can Kill Your HealthTech Marketing."
Peter outlines the entire process in detail in his excellent ebook, "A Step-by-Step Guide to Building KPIs for HealthTech Companies."
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Apr 30, 2021
050 | Behavioral Modeling Leads to Deeper Customer Insights in HealthTech Marketing | Nicole Williams of RRD | Studio CMO
Show Notes
Nicole Williams outlines several aspects of targeting the healthcare provider. "We must walk a mile in the patient's shoes." — Nicole Williams
Remote or virtual healthcare has been adopted by less than 20% of Americans. RRD has created "Care Kits" to address the wide gap in digital adoption and the problems of many Americans who don't have a smartphone, high-speed internet access, and a webcam. As a HealthTech solution provider, your solution likely hits one major issue in the life of a patient. How do you address all of the peripheral issues your end-user will face? How do you help your customers meet the needs of their patients? Social determinants of health have become the largest indicator of how well providers can serve their patients, the success of wellness, and to what extent the patient will recover when sick. Those include (in no particular order):
* Economic Stability
* Neighborhood and Built Environment
* Access to Digital Tools
* Race
* Healthcar…
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Apr 23, 2021
049 | When Your Best Marketer to Your HealthTech Buyer is Their Customer with Laura Yecies of Bone Health Technologies | Studio CMO
About Our Guest
Laura Yecies is an entrepreneurial leader, strategist, and marketer. She has had a long background in tech including stints on Netscape and Yahoo. She has been consulting with Bone Health Technologies for the last year and was recently named CEO. She was a marketing consultant for Fabric Genomics, helmed SyncThink as CEO, led Catch until they were acquired by Apple, and had tremendous success at SugarSync, a data synchronization company, as their CEO up to their acquisition by J2. Show Notes
Laura Yecies covers a number of unique factors that you may be facing in your HealthTech marketing.
* Targeting your end-user so you can market to your buyer
* How B2C marketing is influencing B2B marketing
* How brand plays itself out in the combination of wearable and software tool
* Why sometimes, the most compelling story to tell is the economic one
https://vimeo.com/485297519 Communities, like these Facebook groups, are important to Bone Health Technologies overall…
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Apr 16, 2021
048 | Driving HealthTech Demand in the Telehealth Crowd with Samantha Bergin of 98point6 | Studio CMO
Samantha Bergin is the chief marketing officer at 98point6, an on-demand digital primary care service founded in 2015 and headquartered in Seattle, Wash. Sam's nearly 25-year career centers around building and growing technology brands. Prior to 98point6, she served as vice president of marketing at Cozi, Inc., which was acquired by Time Inc. and is now owned by Meredith Corporation. Under her leadership, Cozi became one of the top 10-grossing productivity apps in both iTunes and Google Play. Sam also worked in product management at Amazon, Microsoft, and Visio Corporation. She holds a BA in business from the University of Maryland and an MBA in marketing from Wake Forest University. She was a member of a three-person panel presenting their companies’ new products at the 2020 Oliver Wyman Health Innovation Summit. Sam is originally from Brazil and is a competitive equestrian in the sport of three-day eventing. Show Notes
The pandemic accelerated the need for people to have access to…
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Apr 9, 2021
047 | Do You Know Who: The Focus of Your HealthTech Marketing with Joshua Oakes | Studio CMO
The Episode in 60 Seconds
How well do you know your customer? Is your knowledge limited to a single sheet of paper with a fake name and some socioeconomic and psychographic data or have you taken a deeper dive? Joshua Oakes has spent his career helping companies understand their customers at a core level. He calls his approach, "Who First." On this edition of Studio CMO, we will walk through the four steps of Who First:
* Audience Discovery
* Audience Understanding
* Serving Your Audience
* Measurement and Collaboration About Our Guest
Joshua Oakes is the creator of Who First, the framework that helps companies develop and apply an understanding of their customers to serve them more effectively and drive outcomes. After years of consulting for organizations with product marketing or customer acquisition challenges, he decided to help them solve the root problem he kept finding: Companies that don’t understand their customers could never hope to acquire them effectively or…
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Apr 2, 2021
046 | The Genuine Power of a HealthTech Brand with Bethany Hale of Cedar | Studio CMO
The Episode in 60 Seconds
How do you build a company that always puts the customer first? Sarah Acton, VP of Sales and Marketing for Athos, has done so by building a synergistic organization that shares customer stories, digs into customer needs, and listens to each other. On this episode of Studio CMO, Sarah discusses:
* How to Listen to Your Customer and Each Other
* How to Build Internal Synergy for the Benefit of the Customer
* How to Cultivate a Company's Culture and Values
* Tips for Hiring the Best HealthTech Talent
* What it Takes to be a Good Client for an Agency About Our Guest
Bethany Hale is the Head of Marketing at Cedar, a data-driven patient payment and engagement platform. She brings 15+years of experience across marketing strategy, brand development, content and performance marketing, and customer experience design to this role. Prior to joining Cedar, Bethany spent 7 years at IBM, most recently as a product manager on the healthcare team where she creat…
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Mar 26, 2021
045 | LinkedIn Marketing Strategies for HealthTech with A. Chris Turner of Golden Spiral | Studio CMO
The Episode in 60 Seconds
LinkedIn is one of the best ways for HealthTech marketers to identify and communicate with prospective customers. What are the fundamentals? What are the advanced tactics? In this episode of Studio CMO, we look at:
* Eight Essentials for Every LinkedIn Post to Maximize Your Engagement
* Three Ways HealthTech Brands Can Deepen Relationships on LinkedIn
* InMail
* Groups
* Paid Ads
* Putting it All Together to Drive Leads
* The Overall Value of LinkedIn for a HealthTech Marketer About Our Guest
Chris Turner is Golden Spiral’s Senior Director of Digital Strategy and Performance Analytics and an expert in all things digital. Chris manages and monitors the online strategies for our clients related to paid media, content, social media marketing, and digital optimization.
Chris helps our teams build synergistic digital strategies that touch on everything from relationship building with partners to content creation and syndication — all to help…
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Mar 19, 2021
044 | Building Synergy in Your HealthTech Organization with Sarah Acton of Athos | Studio CMO
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How do you build a company that always puts the customer first? Sarah Acton, VP of Sales and Marketing for Athos, has done so by building a synergistic organization that shares customer stories, digs into customer needs, and listens to each other. On this episode of Studio CMO, Sarah discusses:
* How to Listen to Your Customer and Each Other
* How to Build Internal Synergy for the Benefit of the Customer
* How to Cultivate a Company's Culture and Values
* Tips for Hiring the Best HealthTech Talent
* What it Takes to be a Good Client for an Agency About Our Guest
Sarah Acton is the VP of Sales and Marketing at Athos, a wearable technology company focused on ensuring all types of athletes, from professionals to military tactical athletes, are prepared and ready to perform. With roots in consumer products at Coca-Cola, retail at Home Depot, her own business, and consumer tech at Yahoo! and LinkedIn, Sarah learned ea…
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Mar 15, 2021
043 | How Content & Data Drive HealthTech Engagement with Amanda Evans of SentryHealth | Studio CMO
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Many HealthTech companies offer solutions that are bought by a system or provider but ultimately serve the patient. How does the marketing team generate leads, build transformative content, serve both audiences, support sales, and make good decisions?
Amanda Evans, CMO of SentryHealth, discusses:
* strategy
* content creation
* data integration About Our Guest
With nearly 20 years’ experience across client service and marketing, Amanda Evans is a proven leader with a history of producing high-value results. Leveraging a data-driven approach, best practices, and innovative methods, she has invented successful programs focused on improving client adoption and retention as well accelerating leads and revenue growth. Show Notes
Healthcare doesn't stop at the point of service —Amanda Evans
Find SentryHealth's content here.
Download SentryHealth's 2021 Employee Health & Wellbeing Outlook report from their website.…
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Mar 8, 2021
042 | 5 Points of True Marketing Integration for HealthTech with Nicholas Holland from HubSpot | Studio CMO
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Integration is essential in today’s marketing efforts. All aspects of your marketing must come together in a picture that allows you to have great visibility and control over what you’re doing.
Nicholas Holland, VP of the Marketing and CMS Hubs at HubSpot joins us to talk about the five core aspects of marketing that must work in concert together.
* Data
* Reporting
* Automation
* Content
* Messaging
Nicholas also discusses how to manage the breadth, depth, and orchestration of your marketing efforts. About Our Guest
Nicholas Holland is a product maker, entrepreneurial dreamer, and lover of mixed martial arts. He's the General Manager and Vice President of Marketing Hub at HubSpot.
He founded and exited from several SaaS companies in the Nashville area before joining forces with HubSpot to run their marketing labs endeavor. Show Notes
HubSpot has refined their product offerings to create remarkable custome…
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Feb 19, 2021
041 | Three Factors Influencing Every Healthcare Provider | Studio CMO
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Healthcare has always been tumultuous. However, two contemporary problems and one evergreen challenge are blocking your path to greater impact. On this edition of Studio CMO, we will explore the factors and the opportunity you have to press into the market despite them.
* COVID-19 Vaccine Rollout
* Primary Care Provider Access
* Price Transparency
Want to know more about how to identify the problems your buyers are facing and how to connect you solution to them? Schedule a no-obligation chat today. Gain the clarity you need to press into your year. Show Notes
Two Types of Healthcare Providers
Progressive health systems and providers are innovative and are looking for ways to seize the moment and grow. More often, progressive institutions are more financially stable.
Reluctant health systems and providers are more likely than not to be struggling financially and tie their success to existing modalities. COVID-19 Vac…
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Feb 5, 2021
040 | How Hyro Met Providers' Needs During COVID | Studio CMO
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Aaron Bours and the entire Hyro team faced an uncertain future. They rebranded their conversational AI platform and brand right before COVID hit. How could they make a splash in the market? What was more important to them was the question: how can we help during a worldwide pandemic?
They took the bold step to offer a COVID-19 Virtual Assistant at no cost to any healthcare provider who wanted to install it on their website.
Find out what happened next on this edition of Studio CMO.
Do you want to leverage content to boost your visibility online and assert your leadership in the market? We can help you understand the components involved. Schedule a no-obligation meeting with John Farkas today. Gain the clarity you need to press into your year. Our Guest
Aaron Bours is the Vice President of Marketing for Hyro.AI and joined us from Tel Aviv. Hyro helps companies communicate with their customers faster and at a deeper level.…
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Jan 29, 2021
039 | The Best HealthTech Products Never Win with Kat McDavitt of Point Click Care
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Kat McDavitt of PointClickCare has seen the ugly side of HealthTech marketing. On this edition of Studio CMO, we discuss:
* The reasons some companies do well and why some fail
* What is missing from most marketing plans, especially of start-ups
* The most important factor for marketing success
* The anatomy of a modern PR program
Do you need someone to vent to? Do you need an objective third party who can play "bad cop" about marketing to leaders who just don't get it? Schedule a no-obligation meeting with John Farkas today. Gain the clarity you need to press into your year. Our Guest
Kat McDavitt is Chief of External Affairs for the Acute and Payer Segment at PointClickCare, who recently acquired her previous company, Collective Medical. Kat has been deeply involved in marketing leadership there for more than two years. She has consulted with more than 70 healthcare technology companies on go-to-market, communica…
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Jan 21, 2021
038 | How to Earn Virtual Proximity Before HIMSS or without Live Events | Studio CMO
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Live events evaporated in 2020 and may or may not make a return in 2020. What percentage of your annual income came from trade shows and conferences?
In this episode, we look at the critical importance of building virtual proximity to your leads since, more than likely, you'll have curtailed or no physical proximity to them this year.
* Watch for these messaging trends
* Your marketing budget must take an agile stance
* The Funnel has transformed and will transform more
* Dedicate a large part of your budget to content
* Personalize your content
* Don't forget SEO
* Consider restructuring your teams for better and faster communication
What to talk through your challenges with an objective source? Schedule a no-obligation chat today. Gain the clarity you need to press into your year. Show Notes
This episode is packed with strategic ideas to pursue. In our show notes, we are linking you to articles, videos, a…
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Jan 15, 2021
037 | HealthTech: Remember the Fundamentals | Studio CMO
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The new year has brought greater focus and clarity for Golden Spiral, the agency that shapes Studio CMO. Our agency now concentrates solely on market positioning and demand generation for HealthTech companies. We help healthcare technology companies establish and communicate their unique message to the right decision makers.
This shift means Studio CMO will deal exclusively with the challenges and personalities that make HealthTech tick. Watching healthcare's rapid innovation and transformation during the pandemic has highlighted the need for HealthTech companies to remember the fundamentals:
* Understand your buyer's problems
* Lead with an empathetic understanding
* Make your buyer the hero
As the old Southern expression goes, "This looks easy, but does hard."
What to talk through your challenges with an objective source? Schedule a no-obligation chat today. Gain the clarity you need to press into your year. Welco…
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Jan 7, 2021
036 | The Role Missing from Your Healthtech Marketing Team with Justin Steinman, CMO Definitive Healthcare | Studio CMO
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How do you lead marketing for an organization and keep all of the trains running on schedule? Over the course of an illustrious career, Definitive Healthcare CMO Justin Steinman has developed one role, the Campaign Planning Manager, that oversees his seven categories of marketing. Our Guest
Justin Steinman hails from GE Healthcare Digital and Aetna (a CVS company), where he respectively served as Chief Marketing Officer and VP and Head of Product and Solutions for nine years. As CMO of Definitive Healthcare, he is responsible for the strategy, development, and execution of all aspects of marketing for the company including product marketing, demand generation, corporate marketing, public relations, and corporate communications. Steinman possesses 25 years of deep expertise in healthcare and enterprise software where he led global, multi-level teams. He holds an undergraduate degree from Dartmouth College and an MBA from MIT…
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Dec 24, 2020
035 | The Most Powerful Component of Category Creation with Mark Organ | Studio CMO
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What does working with CEOs have in common with driving category creation? You must have a compelling vision.
Mark Organ, the creator of Eloqua and other companies, joins John Farkas for a discussion about:
* The challenges of founding companies
* Why some leaders don't want to define a category
* The most important factor in marketing: your customer telling others
* And more Our Guest
Mark Organ is the CEO of Categorynauts. He helps companies create and dominate new categories. He also coaches CEOs to achieve their goals in business and life. He founded Influitive and is the author of the book, The Messenger is the Message: How to Mobilize Customers and Unleash the Power of Advocate Marketing. Leaders throughout North America and Asia know Mark as a go-to-market consultant for SaaS companies who, most famously, founded and led Eloqua, the undisputed leading Enterprise marketing automation and CRM powerhouse now o…
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Dec 17, 2020
034 | Create a Marketing Moment of Undivided Attention with Nick Runyon, CMO of PFL
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Despite thousands of incoming digital signals each day, each of us is still a physical creature. We long for personal mail, place trinkets on our desks, long for presents on our birthdays, and keep ticket stubs and other physical memories.
How do we effectively integrate the physical with the digital?
* Tactile Marketing Automation (TMA) is a growing category and includes its own software
* TMA fulfills the marketing fundamentals
* A well-timed physical presentation gives you a moment of undivided attention
Our Guest
Nick Runyon is the CMO of PFL, a company that has grown from on-demand printing to a mature marketing automation company specializing in Tactile Marketing Automation which inserts direct mail, swag, and other physical objects into the nurture process. He is also a current member of Revenue Collective and founder of Media Tractor, a marketing agency. He has been a podcast host, and a senior executive for…
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Dec 10, 2020
033 | Creativity and Intelligent Risk in B2B Marketing with Jason Miller | Studio CMO
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Is B2B marketing one (or two) generations behind where the B2B buyer truly is? Jason Miller, a brand and content marketing veteran of Marketo, LinkedIn, and more, brings a shot of adrenalin for you and your next meeting.
Creativity in Marketing means:
* Everyone from CMO to specialists must have a willingness to take risks
* The team must possess a deep understanding of the brand -- that’s voice, assets, point of view, and more
* The team must feel a sense of trust from leadership--especially those who are creating content
* Each member must take personal ownership for promoting the brand in quote risky unquote ways. Don’t have the attitude of “we’re just a vanilla product and vanilla company”
* Try mini-experiments and tout the successes along the way
* Bring your energy and passion to the table
* Don’t forget to inject a healthy dose of inspiration through the entire process
Our Guest
Jason Mil…
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Dec 3, 2020
032 | Predicting Your Customer's Needs with Real-Time Data with Bill Odell of Aerospike | Studio CMO
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It's one thing to think you know your customer. It's another thing to create a marketing message that grows and changes as your customer does.
In this edition of Studio CMO, we talk about:
* The privacy challenges of data gathering
* Has email marketing run its course?
* What is an MQL in our data-rich world?
* Programatic solutions for marketing messages
* How your understanding of the buyer's journey changes the data you gather and then is changed by what you gather
Our Guest
Bill Odell is the CMO of Aerospike who strives to build next-generation data systems for their customers. Bill has spent over 25 years in the trenches launching new products, building businesses, and leading high performance marketing organizations. He is passionate about helping educate customers on how to apply new technology solutions that help drive transformative business outcomes. Bill has held executive positions at Cisco, Dell Sof…
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Nov 25, 2020
031 | What 2020 Has Taught Us About Marketing and Technology | Studio CMO
What Are You Looking For?
2020 has been a year of transformation. Our way of living and working, how we lead our teams—and for many of us, how we grow our businesses—has fundamentally changed.
Did you feel the great pause in March? There were a few minutes or days where many of us held our breath, paused our marketing efforts, and waited. We listened, watched, and worked to understand how the new landscape was going to take shape.
Technology exists for transformational moments like 2020. Businesses of all kinds around the world were forced to increase efficiency, improve engagement, and keep funnel activity moving. We saw a massive surge in demand for automation, in all sorts of forms, to help handle the changes in customer behavior everywhere from banking transactions to healthcare provider engagement. We took a quantum leap forward in our ability to engage remotely.
The nature of technology is moving from an old way of doing things to a new, more efficient—and more automate…
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Nov 19, 2020
030 | The True Value of Risk for Marketing Leaders | Studio CMO
Show Notes
You don't long suffer things that are underperforming and you don't long deprive things that are performing of their due investment. — Jack Mardack
The Model Thinker, by Scott Page, was a mind-bending book for Jack Mardack.
For more on first principles, consider this article or this video.
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Nov 12, 2020
029 | 6 KPIs Every CMO Should Report in the C-Suite with Mark Donnigan | Studio CMO
The Episode in 60 Seconds
One of the contributing factors to CMOs having the shortest tenure in the C-Suite is a lack of understanding of their role at the revenue table. A CMO must take up the mantle of responsibility to track activity and results, grow the company despite the changing attitudes of the buyer, and make meaning for the CEO and CRO.
On this edition, Mark Donnigan, B2B marketing leader turned consultant, unpacks six key performance indicators that every CMO should track and report on in the revenue conversation. He is joined by Golden Spiral's SEO and analytics expert, A. Chris Turner.
The KPIs are:
* Net New Revenue from Marketing-Generated Sources
* Percentage of Contribution from Marketing to Overall Revenue
* Qualified Pipeline Generated Leads (MQLs)
* Length of the Sales Cycle vs. Win Rate
* Sales-Qualified Leads
* Customer Acquisition Cost (CAC) Our Guests
Mark Donnigan is a marketing leader, business builder, value creator, and market maker. Forme…
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Nov 5, 2020
028 | How Your Mission and Values Can Steer Your Marketing Through Crazy Times with Andrew Hoerner of Symphony
The Episode in 60 Seconds
What happens when your industry is turned on its head? In Symphony's case, they moved from quarterly plans to weekly ones and infused their mission and values into everything they do.
On this episode of Studio CMO, we discuss with Andrew Hoerner:
* The role culture plays in marketing and branding
* The not-so-easy pivot from in-person events to digital
* When marketing and product development overlap
* How to create refined and laser focused content
* How to attract the biggest clients in your industry
Our Guest
Andrew Hoerner is the Executive Vice President for Global Marketing for Symphony, considered one of the top 50 fintech firms by Forbes. Their solution allows banks and financial markets to send messages, share files, automate trade flows, and meet in real time.
Andrew has been leading marketing teams or overall marketing functions throughout his career including companies like Blue Martini, PayOne, Securify, McAfee, and Soltra. He also…
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Oct 29, 2020
027 | How Deeply Are You Reaching Your Audience with Leela Srinivasan with SurveyMonkey
The Episode in 60 Seconds
Understand your buyer's problems.
You hear us say these words at the end of every episode. Knowing your audience is one of the core tenants of Golden Spiral. How well do you understand who they are, what their heartbeat is, and have insight into the things that are in front of them?
Surveys are a tremendous way to get in your buyer's mind.
On this episode of Studio CMO, we discuss with Leela Srinivasan:
* What Survey Monkey's own research is showing us about work during the pandemic
* How surveys can be HIPAA compliant
* Using surveys to determine your NPS score
* How to invite senior-level executives to participate in surveys
* How to build better surveys
Our Guest
Leela Srinivasan is the first-ever CMO of SurveyMonkey who led marketing through their IPO.
Prior, she was the CMO at Lever and also in charge of marketing for OpenTable. She spent longer than four years at LinkedIn leading marketing for their talent solutions division.
She also…
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Oct 22, 2020
026 | The No. 1 Factor in B2B Influencer Marketing with Ursula Ringham and Rachel Miller from SAP
The Episode in 60 Seconds
Who is your brand's most powerful voice? Outside influencers have more sway than official spokespeople. SAP's Ursula Ringham and Rachel Miller join us today to discuss.
* What influencer marketing is
* How influencer marketing is changing the landscape
* How to properly vet potential influencers
* Two case studies of successful implementation of influencer marketing
* The future of Influencer Marketing
Our Guests
Ursula Ringham leads the Global Influencer Marketing team in collaborating with the entire SAP product portfolio in creating innovative content with trusted external voices to build brand awareness and create sales. Before her tenure at SAP, she had stints at Yoh, Adobe, and Apple where she was the partnership manager for Worldwide Developer Relations.
She has a reputation as a storyteller, author, creator, influencer marketer, digital innovator, social media maven, champion of girls education, and an outdoor sports freak.
Rachel Mille…
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Oct 15, 2020
025 | Strategies to Build an Account-Based Marketing Model | Studio CMO
The Episode in 60 Seconds
What is Account-Based Marketing and is it best for your company? If you deploy an ABM strategy, how does it affect the relationships between marketing and sales? What metrics do you need in place to make it effective?
Jennifer Pockell Dimas from Gigster discusses:
* Where digital transformation resides best in your company
* What Account-Based Marketing is
* The Power of ABM
* How the pandemic has proven the power of distributed and remote teams Our Guest
Veteran marketing leader, Jennifer Pockell Dimas, has led marketing teams at Polycom, Demandbase, and Plex. She was CMO at Egnyte, and now serves in the leadership role at Gigster. She's also an advisor at Sendoso, a member of Revenue Collective, and she co-founded Women in Revenue. Gigster
Gigster has always helped their customers transform their offerings to their own customers. They have curated a global talent network made up of developers, project managers, technical architects, dev ops, m…
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Oct 8, 2020
024 | Five Drivers of Customer Experience with Mary Drumond of Worthix | Studio CMO
The Episode in 60 Seconds
Why do your prospects become customers? Why do your customers stay with you? Why do your customers leave?
The science and art of Customer Experience (CX) can answer these questions and help you grow your business in the face of your competition and a tumultuous market.
In this episode, we explore:
* Why Worthix was started
* How customers’ expectations change
* Why CX is important to ROI
* The five drivers of CX and how they apply in different industries
* The KPIs you need to measure CX
* The difference between frequency and impact of customer feedback Our Guest
Mary Drumond is the Chief Marketing Officer at Worthix. She is the past CEO of Advance Languages, where she rose up from the marketing and sales functions to senior leadership. She serves on the board of advisors at the University of Georgia Masters in Marketing Research Program and co-chairs the Atlanta, Georgia chapter of Latinas in Tech Voices of CX Podcast
Mary interviews top…
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Oct 1, 2020
023 | How CMOs Maintain Relevancy with Mark Donnigan | Studio CMO
The Episode in 60 Seconds
It's a widely known fact in our realm that the CMO is one of the shortest tenured slots in the c-suite. And it's often due to a lack of alignment.
This week on Studio CMO, we speak with Marketing & Business Growth Consultant Mark Donnigan about how marketing can (and why it should) work cross-functionally between sales and product, or in other words, the "translation layer."
This episode delves into:
* Why sales and marketing alignment is critical to the success of CMOs
* Becoming a master of your ecosystem
* How we can move marketing into its rightful position in the c-suite
* Every marketing leader's role outside the office
* The unique value CMOS can bring to the table Our Guest
Mark Donnigan is a marketing leader, business builder, value creator, and market maker. Formerly the VP of Marketing at Beamr, Mark focuses on high-impact programs that drive revenue, activate the market, and deliver real business results.
He has 20 years of experie…
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Sep 24, 2020
022 | Improving Live Events When You Take Them Virtual with Ursula Ringham & Rachel Miller | Studio CMO
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Events have been and are being canceled and postponed worldwide due to the effects of the coronavirus pandemic. From South by Southwest to the Tokyo Olympics and Paralympics to HubSpot's Inbound, events of all types and for all industries are affected.
SAP's annual user conference, SAPPHIRE NOW, hosts more than 40,000 customers, prospects, partners, and influencers in Orlando. The original conference was scheduled for May and nearly completely planned when the US lockdown occurred.
Within six weeks, SAP had reframed the event and created a snackable, interactive online experience. The results were remarkable.
Two leaders behind the scenes of the major shift, Ursula Ringham and Rachel Miller, were tasked with the challenge of finding the connective tissue for the experience without losing the opportunities for business.
Our Guests
Ursula Ringham leads the Global Influencer Marketing team in collaborating with the entire SA…
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Sep 17, 2020
021 | Strategy, Clarity, and Content with Neal Conlon | Studio CMO
The Episode in 60 Seconds
Neal Conlon came to marketing wisdom through a tough route: Marine training. After his military service, he went to work behind the scenes in the financial industry and began to see cracks, systems, and opportunities. Within a matter of years, he was leading the marketing effort in B2B tech industry.
This circuitous route to leadership gives him a crystal clear clarity.
He also sees building strategy from a different vantage point.
We delve into both concepts on this episode of Studio CMO.
Our Guest
Neal Conlon has had a long history leading marketing and sales for a number of SaaS organizations, including being the CMO at ACME Growth. He headed up marketing and business development for Flamingo and Plurilock, and among a number of other leadership roles, he was most recently the head of sales and marketing for AppGuard. Show Notes
You can’t just be a solution provider. You must be a solution relationship. - John Farkas
Do you hear conflict when diff…
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Aug 20, 2020
020 | B2B Marketing Lessons Learned Before and During the Pandemic with Dr. Jeff Cornwall | Studio CMO
The Episode in 60 Seconds
Before the pandemic swept the world, there were rumblings. There were rumblings about an economic downturn. Plus our culture was already beginning to debate many topics. There were tremors showing up on the business Geiger counter.
In this episode, we listen back to a prescient interview with Dr. Jeff Cornwall, a professor from Belmont University and a B2B tech (medtech) executive, recorded at the end of 2019. We discuss and comment on:
* The economy and the implications of the volatility of the market
* How CMOs should lead knowing that there will always be a future crisis just over the horizon
* How companies should view the changing generations. Millennials have buying power and Gen Z is graduating college.
* How the soul of a brand should (and should not) address cultural change
* Marketing lessons learned during the pandemic
Our Guest
Dr. Jeff Cornwall is the inaugural recipient of the Jack C. Massey Chair in Entrepreneurship and Professor…
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Aug 14, 2020
019 | Inside Play Bigger and Category Design with Kevin Maney and Mike Damphousse | Studio CMO
The Episode in 60 Seconds
Change. Nothing is so constant as change.
Technology is often the force that brings about change.
When technology changes the way we accomplish simple or complex tasks, there’s a gap in understanding. People have a hard time getting from/to—from where they are to the new reality.
Marketing leaders create the translation layer for users by designing new categories.
On this edition of Studio CMO, we dive into:
* What is category design?
* What Zoom did to be different
* Category design, at its core, is not marketing
* Would you like to be a Pepper?
* Inside a "lightning strike"
Our Guests
Kevin Maney is a bestselling author and award-winning columnist. He is co-author of the book Play Bigger, and has been an A-list writer and thinker about technology for 25 years at multiple outlets including being a contributing editor at Conde Nast Portfolio, and as a columnist, editor and reporter at USA Today.
Kevin’s most recent book is UnHealthcar…
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Jul 31, 2020
018 | Building Communities with Other Companies with Brad Feld | Studio CMO
The Episode in 60 Seconds
Everybody knows that Brad Feld "wrote the book" on start-ups. But what does he have to say to growth-stage companies or mature companies?
A lot.
Brad takes us into the stories of companies he helped start that have grown and learned tough lessons along the way.
The core of the interview explores:
* The call to always experiment and innovate. What tasks to keep doing so that you can keep learning.
* How to build communities with other businesses. You can't scale your company alone.
Our Guest
Brad Feld has been an early stage investor and entrepreneur since 1987. Prior to co-founding Foundry Group, he co-founded Mobius Venture Capital and, prior to that, founded Intensity Ventures. Brad is also a co-founder of Techstars. A writer and speaker on venture capital investing and entrepreneurship, Brad has written a number of books as part of the Startup Revolution series, and writes the blogs Feld Thoughts and Venture Deals. Brad holds Bachelor of Science…
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Jul 20, 2020
017 | The True Nature of Thought Leadership with Tony Anscombe | Studio CMO
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B2B companies often communicate about their product or applications of their product and then check the box of asserting “Thought leadership.” They’re missing it.
Chances are: you know the issues and challenges facing the industry you serve. And I am not just talking about the ones that your product solves directly, But the ones facing the broader domain.
Have you cultivated a point of view that shows the depth of your “get it” and have something to say about how those issues should be addressed?
Tony Anscombe joins us today to help us frame a better picture of thought leadership.
Our Guest
Tony Anscombe is the Global Security Evangelist for ESET. With over 20 years of security industry experience, Anscombe is an established author, blogger and speaker on the current threat landscape, security technologies and products, data protection, privacy and trust, and Internet safety. His speaking portfolio includes indu…
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Jul 9, 2020
016 | How to Nail Storytelling in Marketing with Ken Rutsky | Studio CMO
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Ken Rutsky, President and Principal Consultant at KJR Associates, Inc., joined us on Studio CMO to talk about the power of balancing both the analytic and data-driven side of marketing with great storytelling.
An accomplished speaker, mentor, and author, Ken has spent 20+ years in B2B marketing roles and believes it's just as important to fit in as it is to stand out.
This interview delves into:
* Why Great Technology Isn't Enough
* The Power of Storytelling in Marketing
* Driving Your Buyer's Epiphany
* Your Most Worthwhile Audience
* An Expert Marketing Consultant's Advice to CMOs
* What has Changed in B2B Marketing Our Guest
Ken Rutsky, President and Principal Consultant at KJR Associates, Inc., helps B2B growth company executives in Sales, Marketing, and the C-Suite breakthrough and grow leadership in new and existing markets.
Ken launched the Intel Inside broadcast co-op program in 1991 and the Internet…
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Jul 2, 2020
015 | What's Hidden in Your Marketing Data with Sean Byrnes | Studio CMO
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There are important messages hidden in your data. The problem facing CMOs is no longer finding data, it’s interpreting all of the data coming at you. Sean Byrnes saw that first hand when he built Flurry, the largest advertising and analytics company during the meteoric rise of mobile a decade ago. Now, he helps marketers and customer success teams discover the questions they should be asking about their customers so they can be more efficient, grow their companies, and most importantly, serve their customers better.
In Episode 15 of Studio CMO, Sean discusses:
* His journey to the right question to ask which led to Outlier
* The differences and similarities between AI 20 years ago and AI today
* The ever-changing customer journey
* The power and essential nature of marketing
* Not being enamored with your own tech
* Changes companies have made due to discoveries in their data
Our Guest
Sean Byrnes founded an…
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Jun 25, 2020
014 | Do You Have a Winning B2B Marketing Philosophy with Janet Matsuda | Studio CMO
The Episode in 60 Seconds
Do you have a marketing philosophy? Does it stand up to the test of scrutiny with your investors, your C-Suite, and your team?
On episode 14 of Studio CMO, Janet Matsuda, CMO of Sysdig, takes us through her philosophy and breaks down how it works.
* Running the playbook as a CMO in the first months
* Building trust with the CEO and other members of the C-Suite
* Working with analysts for the sake of your customers
* Encouraging your team to produce better work Our Guest
Janet Matsuda, CMO of Sysdig, is a leader in the Secure DevOps field helping cloud app developers embed security, compliance, and performance into the app development process so they can make their apps more reliable and help them stand up to attacks. Sysdig supports developers and helps them ship apps faster, too.
Janet has worked as a senior marketing executive in the SaaS industry for more than 10 years. A graduate of the University of Iowa with an MBA from Harvard, this is her…
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Jun 18, 2020
013 | How a B2B CMO Can Lead Toward the Horizon with Nicholas Holland | Studio CMO
Nicholas Holland breaks things. Then he builds them better than before. His role at HubSpot puts him in the cockpit with SMB and Enterprise CMOs who are trying to fly their marketing jets to new heights. He's heard their struggles and tries to give them tools for powering their futures
This interview powers through topics including:
* Why your existing customers are the biggest catalysts for future business
* Why integration between sales and marketing really breaks down
* How to amp up marketing automation and personalization
* How to sit at the revenue table in confidence
* The next two years of marketing
Our Guest
Nicholas Holland is a product maker, entrepreneurial dreamer, and lover of mixed martial arts. He's the General Manager and Vice President of Marketing Hub at HubSpot.
He founded and exited from several SaaS companies in the Nashville area before joining forces with HubSpot to run their marketing labs endeavor.
Listen starting at 3:00 to discover more of N…
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Jun 10, 2020
012 | Evolving a Market Segment with Frank Barry from Tithe.ly | Studio CMO
Frank Barry, founding team member and COO/CMO of Tithe.ly, joined us live on Studio CMO to talk about the impact of COVID-19 on faith-based institutions and how Tithe.ly’s technology has found a way to help.
Frank began his career as a youth pastor before entering the tech world through a position at Conterra (now known as ), where he was hired to start a faith-based consulting service.
This interview delves into:
* Tithe.ly’s new demand cycle
* The power of checking-in
* Tithe.ly's marketing & communications before and after COVID-19
* The pitfalls of rapid growth
* How Tithe.ly is preventing growing pains Our Guest
Frank Barry is a founding team member and COO/CMO of Tithe.ly, a Nashville-based platform with tools built to help churches and ministries increase giving and engagement. Frank is a marketing and technology professional with nearly 10 years of service in the software industry and is currently focused on driving business results in the form of lead g…
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Jun 3, 2020
011 | Your First Six Months as a CMO with Caroline Japic and Jeremy Middleton | Studio CMO
The Episode in 60 Seconds
What can a brand new CMO do to grow a company in the first six months? Caroline Japic, CMO of Kenna Security, faced this challenge head-on with energy and drive.
This interview covers:
* How Kenna reduced the size of their MarTech stack and cut their annual cost in half
* How to build a team that works and works together
* The marketing efforts that have changed and those that have stayed steady
* Five pieces of advice to new CMOs Our Guests
Caroline Japic brings 12 years of senior marketing executive experience to Kenna Security as CMO. Kenna is a vulnerability management scanner that searches for threats to your organization, infrastructure, applications then delivers it in a cloud platform by user reducing friction between security and IT. She has also served as CMO at Pramata and Tidemark and was a senior marketing executive for HP, Bunchball, Taleo, and Polycom.
Caroline has been commended throughout her career for building winning teams and…
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May 29, 2020
010 | Turning Marketing Observations into Business Growth | Studio CMO
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Angus Nelson, Golden Spiral’s Director of Development, and Mark Whitlock, Golden Spiral’s Marketing Manager, are co-hosts of the Studio CMO podcast. This past week, Angus and Mark dug into email marketing analytics following a plummet in open rates.
In this episode of Studio CMO, Angus and Mark report on their findings and reveal additional marketing observations they uncovered in their research.
The episode delves into:
* Major changes in email marketing
* COVID-19’s effect on consumer behavior
* Incentivization in this new environment
* How to approach digital ad spend and goal-setting
* Why you should be “redeeming your commute” Our Hosts
Mark Whitlock spends his days telling others about Golden Spiral, a full-service B2B technology marketing agency helping clients realize their marketing potential. He is Golden Spiral’s Marketing Manager and has used words to craft stories and influence others fr…
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May 14, 2020
009 | Video is Your Best Marketing Funnel with Daniel Glickman | Studio CMO
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Daniel Glickman, CMO of Wave.video, joins us on this episode of Studio CMO to discuss the importance of video in B2B marketing, including what videos you need in your arsenal and the most effective approaches.
Daniel is an innovative and internationally experienced CMO with a passion for building data-driven marketing systems that empower creative marketing teams to thrive and perform.
This interview delves into:
* The most effective type of marketer
* Wave.video’s role in the revolution of video marketing
* Why video is a critical tactic for B2B marketers to employ in their stack
* How to maintain control over your video marketing efforts
* Wave.video’s approach to video marketing Our Guest
Daniel Glickman is the CMO of Wave.video, an online tool to easily create videos at scale for your social media, emails, website, and blog throughout every step of the customer journey.
Daniel has successfully built ac…
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May 6, 2020
008 | Why SaaS Marketing is a Team Sport with Armen Najarian & Michael Cichon | Studio CMO
The Episode in 60 Seconds
On this episode of Studio CMO, we sat down with Armen Najarian and Michael Cichon at RSA Conference 2020 — just a few weeks before everything shut down due to the COVID-19 outbreak.
Armen is CMO and Chief Identity Officer at Agari, where Michael is the VP of Marketing. The pair has known each other for more than a decade and shared stories from their Silicon Valley careers and lessons for gaining market traction and differentiation in the B2B tech space.
The interview delves into:
* How it all started with Armen and Michae
* The value of team chemistry
* Why marketers need to take a stan
* How to achieve internal alignment
* Why telling the same story matters
Our Guests
Armen Najarian is the CMO and Chief Identity Officer, and Michael Cichon is the VP of Digital at Agari. Agari’s mission is to protect digital communications to ensure humanity prevails over evil. Using predictive AI informed by global intelligence from around 2 trillion emai…
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Apr 29, 2020
007 | Predicting Your Customer's Personality with Drew D'Agostino | Studio CMO
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8w7, iD at peace, DC under stress, ENTJ. If you know one or more of those codes, you’re going to have a lot of fun in this conversation. If you don’t, stay tuned. We dig a little deeper.
Drew D’Agostino, founder and CEO of Crystal, joins us to discuss common assumptions and biases that disrupt the true art of communication.
This interview delves into:
* How Crystal was born
* What communication really means
* How Crystal can improve your company’s messaging
* How your company can leverage personality differences during the COVID-19 crisis
* The hidden meaning behind Crystal' “Personality AI” categorization
Our Guest
This week’s guest is Drew D’Agostino. He’s the Founder and CEO of Crystal Knows, an online application that uses AI to predict personality so users can communicate effectively, resolve conflict, manage stress, influence others, and make better decisions in their professional lives…
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Apr 22, 2020
006 | The True Value of Marketing Fundamentals with Elana Anderson
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The Episode in 60 Seconds
Elana Anderson, CMO of Veracode, sat down with us at RSA 2020 to discuss the essentials of effective marketing leadership.
Elana has had an unexpected journey leading up to her current role. She began her career as a consultant at Accenture and led many marketing and product teams before accepting a position at Veracode. According to her Twitter profile, she is the “marketer marketing marketing to marketers.”
This interview delves into:
* How Elana's unique perspective strengthens her marketing leadership
* How Veracode has grown since its last acquisition
* The value of revisiting marketing fundamentals
* What enables Veracode to be a great partner
* The marketing advice all CEOs and CMOs need to hear
Our Guest
Elana Anderson’s marketing background spans nearly three decades as a marketing executive, industry analyst, and consultant working with Fortune 500 B2C and B2B enterprises. Previously, Elana led…
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Apr 15, 2020
005 | When Chaos is the Competition with A. Chris Turner from Golden Spiral | Studio CMO
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The Episode in 60 Seconds
Golden Spiral’s own Chris Turner, Senior Director of Digital Strategy and Performance Analytics, joins us via Zoom to discuss how companies, specifically marketing leaders, can transition, think, plan, and strategize during the COVID-19 pandemic.
Chris eats, sleeps, and breathes digital strategy and has a tremendous backdrop that has facilitated his deep expertise in the field.
This interview delves into:
* The three categories B2B tech companies are falling into amidst the crisis
* Why this isn’t the time for bold actions
* How and when to advance your B2B tech company
* Why it’s critical to fortify your digital marketing infrastructure
* How to avoid data paralysis during the COVID-19 pandemic
Our Guest
Chris Turner is Golden Spiral’s Senior Director of Digital Strategy and Performance Analytics and an expert in all things digital. Chris manages and monitors the online strategies for our clients relat…
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Apr 8, 2020
004 | The Power of Sales-Marketing Alignment with Kyle Lacy | Studio CMO
The Episode in 60 Seconds
Kyle Lacy, CMO of Lessonly, joins us via Zoom from Indianapolis, Ind. to talk marketing/sales alignment, customer experience, leadership during COVID-19, and golden llamas.
Kyle brings over 12 years of experience in marketing strategy and digital operations and is obsessed with how technology influences and changes human behavior. Additionally, Kyle has written three books: Twitter Marketing for Dummies, Branding Yourself, and Social CRM for Dummies.
This interview delves into:
* The importance of storytelling in marketing and branding
* A unified approach to sales and marketing
* Differentiating your company in some way outside of your product’s features
* The power of customer experience
* Lessonly’s approach to COVID-19 challenges
* The mentality of a successful CMO
Our Guest
Kyle Lacy leads marketing for Lessonly, a training and enablement software company based in Indianapolis, Ind. Kyle's team touches everything you can imagine whe…
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Apr 1, 2020
003 | Staying Human in an Age of Chaos with Rishad Tobaccowala | Studio CMO
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The Episode in 60 Seconds
Rishad Tobaccowala has invested a lifetime understanding human connection and leading a team to influence and persuade others through Publicis Groupe, one of the largest advertising and communications companies in the world.
In his new book, Restoring the Soul of Business, he outlines how companies can learn to live in the balance between spreadsheets and stories.
He has also spent time considering the implications of a worldwide pandemic on business and leadership.
This interview delves into:
* understanding your audience in a new light
* the five characteristics of a successful human leader
* the six words to remove from your communication
* how to maximize your distributed workforce
Our Guest
Rishad Tobaccowala is the Senior Advisor to Publicis Groupe, an advertising and communications firm with 80,000 employees worldwide. Over his 37-year career, Tobaccowala has worked across almost every area of marketing i…
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Mar 25, 2020
002 | Marketing: The Translation Layer with Kevin Fliess , SVP, Cofense | Studio CMO
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The Episode in 60 Seconds
Chief Marketing Officers have the shortest tenure in the C-Suite. In tech businesses, that tenure is even shorter.
How marketing executives handle the first few months sets the tone for the rest of their tenures.
Kevin Fliess, VP of Marketing for Cofense, just wrapped up his first 12 months in the role. In this episode of Studio CMO, we explore the decisions, strategies, and tactics he implemented and the lessons he's learned along the way, including how to:
* fully implement a rebranding movement, even if your company has tried before
* press a new mission into every nook, cranny, and heart of your team
* bring sales and marketing synergy to your organization, not just alignment
Kevin also talks about "The Translation Layer" that marketing creates between the product team and the executive team.
Our Guest
Kevin Fliess is Senior Vice President of Marketing of marketing for Cofense, an anti-phishing platform compan…
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Mar 21, 2020
001 | Being Human | Anthony Kennada, CMO of Front
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The Episode in 60 Seconds
Our world seems enamored with AI. Should our marketing be?
We discuss:
* Brand is the human bridge your prospects and customers cross to get to you
* Category creation is, at its core, a human process
* Anthony Kennada's thoughts on human marketing
Plus, we tell stories about what happened at The Dead Rabbit, at a private dinner with a start-up founder, and on a plane back from Manhattan.
Our Guest
Anthony Kennada is Chief Marketing Officer at Front. His team is taking on email. He said, "Email is the workplace communication standard that has not seen much innovation since Wilson Phillips was on top of the global music charts."
Prior to joining Front, Anthony was the founding CMO at Gainsight where he created the Customer Success category.
He is the author of Category Creation published by Wiley.
He has previously worked at Box, LiveOffice, Symantec, and serves as an investor, advisor, and board member to enterp…
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Mar 21, 2020
BONUS The Signals of B2B Category Creation
In this 30-minute interview, CMO of Front, Anthony Kennada discusses with Golden Spiral:
* What is Category Creation?
* Is creating a new category a good idea for every company?
* Are Gartner and Forrester still relevant?
* The signals that you should pursue category creation
* Lessons learned from being a CMO
Download a free excerpt from his book
Amazon link to book
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