Growing Unicorns Korina Edwards, Holly Chen

In this conversation with VP of Growth Marketing at Terminus, Auseh Britt, talks about demand gen marketing strategies. Today, you’ll hear about the marketing organization at Terminus, traditional demand gen versus ABM, how Terminus prioritizes budgeting, strategic accounts, and broad market coverage, ABM marketing campaigns, pulling intent data for campaigns, how to rally everyone behind a strategy, and some of the common mistakes and misconceptions about ABM.

Starting her career in Civil Engineering, and working for the Department of Transportation, Auseh realized that she enjoyed the project management aspect of the industry. She soon pivoted to marketing roles at InterContinental Hotels, Teleflora, Business.com, Bloomberg, Questex, Logi Analytics, and Terminus. Auseh holds a BSc in Civil Engineering from the University of Florida and an MBA in Marketing from Carnegie Mellon University - Tepper School of Business.

Episode Outline
[00:30] Auseh’s career path
[02:40] Marketing organization at Terminus
[04:25] Traditional demand gen versus ABM
[07:53] Splitting budgets between traditional demand gen and ABM
[10:19] Tying budget to customer lifetime value
[11:44] The split between strategic accounts versus broader market coverage
[13:40] The target market personas
[17:18] Campaign alignment between marketing and sales
[22:08] The mechanics of pulling intent data for campaigns
[23:39] Common mistakes and misconceptions about ABM
[26:59] Rallying everyone behind a strategy
[29:05] Auseh’s advice

Connect with Auseh
LinkedIn
Website

Connect with Korina and Holly
LinkedIn - Korina Edwards, Matter Made
Twitter - Korina Edwards
Matter Made Website
Matter Made Growing Unicorns YouTube Channel
LinkedIn - Holly Chen, ExponentialX
Twitter - Holly Chen
ExponentialX Website

In this conversation with VP of Marketing at WorkRamp, Jack Foster, she talks about growth and marketing. Today, you’ll hear about Jack’s first 6 months at WorkRamp, finding the balance between quick wins and long-term strategy, what she looks for during the interview process, how she structures teams, time-management and prioritisation, marketing sources, establishing team relationships, and her thoughts on marketing ops, analytics, reporting, and attribution.

Prior to joining WorkRamp, Jack spent her career leading B2B Marketing teams. She has served in roles in companies including Momentive, CATechnology, ARCserve, and Lever.

Episode Outline
[00:27] Jack’s background
[02:11] The first 6 months
[05:00] Larger teams vs hyper growth mode
[06:48] The first 90 to 180 days
[08:21] Balancing quick wins and long-term strategies
[10:09] Jack’s interview process
[12:50] Some more quick wins
[15:00] Structuring the team
[17:14] Building a marketing team mental model
[18:28] Marketing ops and analytics
[20:01] Brand design, reporting
[21:18] Goal Setting
[22:29] Attribution
[23:41] A baseline percent source for marketing
[25:01] Is direct traffic counted as part of marketing?
[26:43] Establishing team relationships
[29:18] How does Jack manage her time?
[30:58] The role of marketing.

Connect with Jack
LinkedIn
Website

Connect with Korina and Holly

LinkedIn - Korina Edwards, Matter Made
Twitter - Korina Edwards
Matter Made Website
Matter Made Growing Unicorns YouTube Channel

LinkedIn - Holly Chen, ExponentialX
Twitter - Holly Chen
ExponentialX Website

In this conversation with Adam Goyette, Marketing Leader at Help Scout, he talks about product, marketing, and growth. Today, you’ll hear about the key hires that Adam considers for a new team, how he structures his teams, his perspective as a growth leader versus as a marketing leader, advocating for something less measurable (such as content), choosing where to allocate resources, important lessons Adam has learned, and his thoughts on product growth versus marketing growth.

For almost 20 years, Adam has served in various marketing roles, including as the VP of Demand Generation at G2. Currently, Adam serves as the VP of Marketing at Help Scout, as well as Marketing Advisor at both TestBox and Rocketium. Adam holds a Bachelor’s Degree in Journalism from the University of Maine.

Episode Outline
[00:23] About Adam
[01:01] Adam’s perspective as a growth leader vs as a marketing leader
[02:19] Key team hires
[03:32] Advocating for something less measurable
[06:50] Allocating and prioritizing resources
[13:29] Lessons Adam has learned
[17:37] Structuring the marketing team
[20:45] Thinking about product growth vs marketing growth

Connect with Adam
LinkedIn
Website
TestBox
Rocketium

Connect with Korina and Holly

LinkedIn - Korina Edwards, Matter Made
Twitter - Korina Edwards
Matter Made Website
Matter Made Growing Unicorns YouTube Channel

LinkedIn - Holly Chen, ExponentialX
Twitter - Holly Chen
ExponentialX Website

In this conversation with KC Chan, Digital Growth Transformer, he talks about digital growth. KC has extensive experience in digital marketing, with interests in growth hacking and Flywheel customer-centric strategies. His career experience in e-Commerce ventures, marketing ROI reporting, and lead generation insights has allowed him to excel at collaborating both vertically and horizontally. KC’s work as a digital growth transformer helps companies stand out both creatively and quantifiably. He is a speaker at the London Social Media Week, and is an expert user on Asana, HubSpot, and Salesforce.
KC holds a BSc in Accounting and Finance from the University of Warwick Business School, an MA in Management from Durham University Business School, as well as numerous certificates in marketing.
Today, you’ll hear about using video as a growth tool, the most effective ways to ensure videos are seen, defining the engagement rate, using email versus video message, and some best practices.

Episode Outline
[00:30] Introducing KC
[01:26] Getting into growth
[03:13] Video as a growth tool
[05:27] Categorising video variations and usage
[07:46] Effective ways to make sure someone sees a video
[10:23] Email vs video message
[12:48] Defining engagement rate
[15:47] Best practices

Connect with Kasey

LinkedIn
Twitter

Connect with Korina and Holly

LinkedIn - Korina Edwards, Matter Made
Twitter - Korina Edwards
Matter Made Website
Matter Made Growing Unicorns YouTube Channel

LinkedIn - Holly Chen, ExponentialX
Twitter - Holly Chen
ExponentialX Website

In this conversation, Korina Edwards and Holly Chen talk about brand, marketing, and growth. Hear about SEO and paid search, brand search, keyword bidding, the roles of different channels, and hiring growth and product marketers.

Episode Outline
[00:40] SEO and paid search
[07:15] The channel mix
[08:12] Brand search
[12:28] Bidding on keywords
[15:30] The role of a channel
[17:08] Should companies hire growth marketers or product marketers first?

In this conversation with Bennet Bayer, CMO of CTD Solutions Group, he talks about marketing and growth. Hear about Bennet’s journey through his many roles, what the first 90 days look like for a CMO, the role of a CMO in a company, doing schmooze marketing, some of the challenges Bennet has faced, and get Bennet’s advice to aspiring CMO’s.

Episode Outline
[00:37] Introducing Bennet
[01:57] Joining Huawei
[04:17] Global CMO versus US CMO
[06:36] CMO at Huawei
[08:50] The first 90 days as a CMO
[13:08] What should a CMO be?
[15:24] What is a CMO’s job?
[20:10] The changing role of the CMO
[23:53] Schmooze marketing
[28:12] The most common challenges at turnaround companies
[30:08] Problems that you can’t solve
[32:35] Learning to scale massive companies
[36:04] Bennet’s advice to aspiring CMO’s
[39:31] “Marketing doesn’t get involved.”