Marketing Swipe File

Latané Conant entered her very first marketing position, Vice President of Demand Generation, through a sales role.Yes, you read that right.Beginning her career in sales, carrying a bag, and working her way to Area Vice President, Latané leverages her sales background in all parts of her role as Chief Market Officer at 6sense today. In this episode, Latané explains her data-driven approach to marketing, the importance of anchoring oneself in the market, and the value of analyzing the why. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Latané on LinkedIn and follow @DriftPodcasts on Twitter.​Want even more CMO insights? Subscribe to Tricia's newsletter here: https://www.drift.com/chief-marketing-officer/

What does the future of corporate events look like? That's a question Hopin, an event technology platform, was asking even before the COVID-19 pandemic. Anthony Kennada (Hopin's CMO), experienced the company go from 6 to 800 employees and reach the coveted unicorn status – all within the past 18 months. In this episode, he and Tricia discuss how events foster community, why community is the secret to category creation, and why building an internal community between sales, marketing, and customer success is critical to growing revenue for your business.Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Anthony on Twitter at @triciagellman, @akennada, and @DriftPodcasts.​Want even more CMO insights? Subscribe to Tricia's newsletter here: https://www.drift.com/chief-marketing-officer/

Starting out as “the search girl” at Salesforce, Lauren Vaccarello always knew there was more to digital marketing than met the eye 12 years ago. And she was right. Now, Lauren is the CMO at Talend and sees her background in digital not just as a differentiator, but also as a strength. In this episode, Tricia and Lauren talk about what it's been like growing their marketing careers in the digital age, and how, no matter where you start, there's always a path to CMO.Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Lauren on LinkedIn and follow @DriftPodcasts on Twitter.​Want even more CMO insights? Subscribe to Tricia's newsletter here: https://www.drift.com/chief-marketing-officer/

How do you know what your customers want? It's not a guessing game, and Swan Sit knows this best. Building out digital marketing programs at companies like Estee Lauder, Revlon, and Nike, now known as the “Queen of Clubhouse” and as an independent board director, Swan is no stranger to feedback. In this exclusive interview that we're airing before her keynote goes live at Drift's virtual event, RevGrowth: Personalization at Scale, Tricia and Swan talk about how Swan balances both anecdotal and data-driven feedback and transforms it into powerful stories that resonate with her audience.To hear Swan's full keynote, register for Drift's virtual event summit, RevGrowth: Personalization at Scale: https://www.drift.com/events/revgrowth-personalization/Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Swan on Twitter: @triciagellman @swansit @DriftPodcasts

This week, we're throwing it back to one of our favorite episodes with First Advantage's head of global marketing, Katharine Mobley. In this episode, Katharine talks about how she rebuilt the FADV brand (internally AND externally), redefined marketing's relationship with sales, and getting measured on what matters most – revenue. Her hard work has certainly paid off in a big way, as FADV's valuation tripled before it sold in 2020, and most recently IPO'd in June 2021. This episode is required listening for any marketer who wants to get a seat at the revenue table. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Katharine on Twitter @triciagellman @KatharineMobley @HYPERGROWTH_Pod​Want even more CMO insights? Subscribe to Tricia's newsletter here: https://www.drift.com/chief-marketing-officer/

Dylan Steele is wrapping up his first month as CMO at Coalition. Prior to joining Coalition, Dylan was VP of Brand & Marketing Strategy at Splunk, and before that he was VP of Platform Product Marketing at Salesforce (where he and Tricia met). In this episode, Tricia and Dylan talk about why Dylan wanted to make the jump from VP to CMO, how the roles are different, his approach to his first 30 days on the job, what he's learned so far, and his advice for aspiring CMOs. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and JJ on Twitter @triciagellman @dylanrsteele @DriftPodcastsIf you want even more marketing leadership insights, sign up for Tricia's newsletter: https://www.drift.com/insider/learn/newsletters/chief-marketing-officer/

There are CMOs and then there are founders. But Randy Frisch? He's a CMO AND a co-founder at Uberflip. On this episode, Tricia sits down with Randy to discuss what it's like to do two roles at once and how he helps his team weave storytelling into everything (yes, everything), they do. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Randy on Twitter @triciagellman @randyfrisch @DriftPodcastsFor more learnings from Tricia, check out her quarterly newsletter, The Path to CMO 3.0 https://www.drift.com/insider/learn/newsletters/chief-marketing-officer/

We've talked a lot about the silos that exist between sales and marketing. But what about the silos within your own marketing team? On this episode, Tricia brought in a guest who knows how to tackle this challenge head-on – Archana Agrawal, the CMO of Airtable. Archana shares her advice for creating more alignment, cutting down on task volume, executing with more agility, and dealing with burnout. And one fun fact before you hit play – Archana started at Airtable the day shelter-in-place began due to COVID-19, so she's got some great learnings to share about how she navigated a new role at a new company during a pandemic.

Sometimes it can seem like the role of the CMO is just an impossible list of expectations for one person to carry out. And sometimes, CMOs find out what is really expected of them AFTER they join a new company. So how do you make sure your next role is right for you...before signing on the dotted line? On this episode of CMO Conversations, Tricia asks four-time CMO Jennifer "JJ" Johnson to come back on the show to share how she has vetted CMO opportunities throughout her career, her perspective on the evolution (and volatility) of the CMO role, how to interview for the role (including what questions to ask the CEO), and the challenges and opportunities of being the "first-ever" CMO at a new company. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and JJ on Twitter @triciagellman @jj_cmo @DriftPodcasts

Whether you have a category or not, you need to have a point of view, you need to be solving a problem, and you need to be solving it in a different way. ☝️ That's what Jennifer Johnson (aka JJ, the CMO of Amplitude) said when Tricia asked her if category design was right for every company. Spoiler alert: it's not. On this episode of CMO Conversations, JJ talks about what happens during each phase of category design, how she got involved with Play Bigger, her advice for working with analysts, and the importance of having a differentiated opinion. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and JJ on Twitter @triciagellman @jj_cmo @DriftPodcasts

People talk a lot about the importance of mentors. But they don't just magically appear in the moment you need them. So how do you find a mentor? For Kirsten Newbold-Knipp, it's not about finding one unicorn of a person to fill that role. Instead, you need to build your own personal board of directors. In this episode, Kirsten shares what her personal board of directors looks like, the happy and sad reasons why she learned to advocate for herself at a young age, and how she's paying it forward by being a mentor to others. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Kirsten on Twitter @triciagellman @kirstenpetra @DriftPodcasts

We all got used to a new way of working in 2020. But Kirsten Newbold-Knipp? She started a brand new job during the pandemic. In this episode, Kirsten walks Tricia through her path to becoming CMO at FullStory – a journey with as many Zoom meetings as you can imagine, but there was also one very unexpected meeting along the way. Now that Kirsten has been at FullStory for a few months, she shares how she's building relationships with her marketing team and driving alignment with the head of sales. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Vidya on Twitter @triciagellman @kirstenpetra @DriftPodcasts

In 2008, software veteran Lynne Capozzi joined a brand new tech startup called Acquia as its CMO. Fast forward to 2019, and Acquia was bought by Vista Equity Partners for a whopping $1 billion. The Acquia CMO quoted in all the press releases sharing the announcement? Still Lynne Capozzi. On this episode of CMO Conversations, Tricia sits down with Lynne to talk about why she joined Acquia (twice – she left in 2011 to start a nonprofit then boomeranged back in 2016), how to scale marketing at critical growth stages, and how her role has changed over time.Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Lynne on Twitter @triciagellman @lcapozzi

At the very beginning of 2021, SalesLoft announced a major funding round – bringing its valuation to a whopping $1.1 billion. We brought CMO Sydney Sloan back on the show to tell us what this funding means for her marketing team, how they planned internal and external activation, and what they learned when they got thrown a big curveball on the day of the announcement. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Sydney on Twitter @triciagellman @sydsloan

When Sydney Sloan joined SalesLoft as CMO, one of the first things she did was a customer journey exercise, zeroing in on new customers’ first 90 days with SalesLoft. Why'd she do it? Sydney says it was the best way to understand the challenges customers were facing and where marketing could provide value. In this episode, Sydney shares the key metrics she looks at every week, why she thinks marketing should get involved in the post-sale, what she’s learned marketing to different personas throughout her career, and the mantra that helps her stay laser-focused on the customer. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Sydney on Twitter @triciagellman @sydsloan

Tricia Gellman is the host of CMO Conversations, and on this episode, she’s also the guest. At the end of 2020, Tricia went on maternity leave to welcome her daughter into the world. But now she’s back at it and figuring out the balance of being a new mom, wife, and – you guessed it – CMO. She’s joined by Dena Upton, Drift’s Chief People Officer, for a candid discussion about her journey to motherhood, her transition back to work, and what she’s learned so far. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Vidya on Twitter @triciagellman @heydenaupton @DriftPodcasts -- Tricia's Article in Business Insider --> I'm a 3-time CMO and 5-time ironman triathlete, but having a child is the hardest thing I've ever done: https://www.businessinsider.com/drift-cmo-tricia-gellman-motherhood-infertility-ivf-loss-career-2020-10 The Rainbow Fish by Marcus Pfister https://bookshop.org/books/the-rainbow-fish/9781558585362 Big Words for Little People by Jamie Lee Curtis https://bookshop.org/books/big-words-for-little-people/9780061127595

Tricia and Carol Carpenter (CMO of VMware) pick up right where they left off – going even deeper on how being a CEO helped her become a better marketer. Plus Carol shares the three biggest leadership lessons she's learned throughout her career. Trust us, you're going to want to write these down.Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Carol on Twitter @triciagellman @carol_carolling

Tricia and Carol Carpenter (CMO of VMware) pick up right where they left off – going even deeper on how being a CEO helped her become a better marketer. Plus Carol shares the three biggest leadership lessons she's learned throughout her career. Trust us, you're going to want to write these down. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Carol on Twitter @triciagellman @carol_carolling

If you want to meet a marketer who has done it all, look no further than Carol Carpenter. In her career, the Apple/Trend Micro/Google alum has been a product manager, a GM, a CEO, and not to mention, a marketing exec many times over. Now as VMware’s CMO, Carol is driving the 22-year-old software company’s digital transformation. In this episode, Carol talks to Tricia about how her non-linear career path helped her become a stronger marketer and recaps some of her biggest learnings from being a CEO.Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Carol on Twitter @triciagellman @carol_carolling

If you want to meet a marketer who has done it all, look no further than Carol Carpenter. In her career, the Apple/Trend Micro/Google alum has been a product manager, a GM, a CEO, and not to mention, a marketing exec many times over. Now as VMware’s CMO, Carol is driving the 22-year-old software company’s digital transformation. In this episode, Carol talks to Tricia about how her non-linear career path helped her become a stronger marketer and recaps some of her biggest learnings from being a CEO. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Carol on Twitter @triciagellman @carol_carolling

Not every CMO has the opportunity to work on both high-impact business issues and social issues, but Nancy Coleman is in a unique position. Nancy and her team at Maxar (a space technology company) have partnered with tier-one media outlets to break powerful new stories with indisputable satellite imagery. But even 2020 threw Nancy a curveball. In this episode, Nancy shares her best advice for taking a stance on social issues – start by examining your brand’s values, listening (really listening) to your team, and avoiding platitudes at all costs.Plus, hear Nancy’s take on key leadership topics for CMOs going into 2021, like transparency, trust, and internal communications.Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Nancy on Twitter @triciagellman @ncoleman_dg @HYPERGROWTH_Pod -- For more on the Maxar News Bureau, visit: https://www.maxar.com/news-bureau To read the Pulitzer Prize-winning report by the Associated Press, visit: https://www.ap.org/explore/seafood-from-slaves/ Video "How Maxar Sees Slavery From Space" https://www.youtube.com/watch?v=HPgth3PgxiE&ab_channel=MaxarTechnologies

Not every CMO has the opportunity to work on both high-impact business issues and social issues, but Nancy Coleman is in a unique position. Nancy and her team at Maxar (a space technology company) have partnered with tier-one media outlets to break powerful new stories with indisputable satellite imagery. But even 2020 threw Nancy a curveball. In this episode, Nancy shares her best advice for taking a stance on social issues – start by examining your brand’s values, listening (really listening) to your team, and avoiding platitudes at all costs. Plus, hear Nancy’s take on key leadership topics for CMOs going into 2021, like transparency, trust, and internal communications. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Nancy on Twitter @triciagellman @ncoleman_dg @HYPERGROWTH_Pod -- For more on the Maxar News Bureau, visit: https://www.maxar.com/news-bureau To read the Pulitzer Prize-winning report by the Associated Press, visit: https://www.ap.org/explore/seafood-from-slaves/ Video "How Maxar Sees Slavery From Space" https://www.youtube.com/watch?v=HPgth3PgxiE&ab_channel=MaxarTechnologies

There’s using your product to tell a story, and then there’s using your product to tell breaking news stories. In this episode of CMO Conversations, Tricia speaks with Nancy Coleman, CMO of Maxar (a space technology company), about the Maxar News Bureau – a partnership program with top tier media organizations that uses satellite imagery to provide indisputable truth at a time when credibility is critical.Tricia and Nancy discuss the story that started it all – which involved the Associated Press, three investigative journalists, and smoking gun satellite imagery from Maxar – and resulted in the freeing of more than 2,000 slaves in Southeast Asia’s commercial fishing industry, action from the U.S. government, and a Pulitzer Prize.Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Nancy on Twitter @triciagellman @ncoleman_dg @HYPERGROWTH_Pod--For more on the Maxar News Bureau, visit: https://www.maxar.com/news-bureauTo read the Pulitzer Prize-winnin report by the Associated Press, visit: https://www.ap.org/explore/seafood-from-slaves/Video "How Maxar Sees Slavery From Space" https://www.youtube.com/watch?v=HPgth3PgxiE&ab_channel=MaxarTechnologies