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I had Terri Avnaim, CMO at Boulevard, on the show and we talked about how her experience as Chief Customer Officer (CCO) has impacted the way she runs marketing, her 2022 marketing plans plus biggest learnings in B2B marketing tech from 25+ years experience.
Prior to Boulevard, Terri was Chief Customer and Marketing Officer at Sauce Labs ($151M funded SaaS).
Boulevard was founded in 2016, has ~309 people, and is based out of CA. They've raised Series B ($38M total). Boulevard is a platform that’s helping to streamline the operations of appointment-based self-care businesses (e.g. salons, spas, barbershops). From a customer: “Boulevard is the Apple of salon software.”
Here's what we hit on:
Terri's background as Chief Customer Officer and how that impacts her approach to marketing;
2022 marketing plan during the downturn (HINT: we tripled our marketing team in 6 months);
What marketing channels are you leaning into;
What marketing content are you leaning into;
Top marketing challenges (HINT: this is a very emotionally charged industry);
Biggest learning from 25+ years in B2B marketing tech;
What has changed with marketing and what do marketing leaders need to do to adapt to this change (HINT: the best marketing is invisible, but make sure your effort doesn't disappear);
Some goals you want to accomplish (personal, professional) in 2022;
Terri asked me a question to round out the conversation.
You can reach Terri on LinkedIn: www.linkedin.com/in/terriavnaim
Find out more about Boulevard: www.joinblvd.com
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