Transcript
WEBVTT 1 00:00:00.040 --> 00:00:04.759 Wouldn't it be nice to have several thought leaders in your industry know and Love 2 00:00:05.000 --> 00:00:10.230 Your brand? Start a podcast, invite your industries thought leaders to be guests 3 00:00:10.310 --> 00:00:15.429 on your show and start reaping the benefits of having a network full of industry 4 00:00:15.429 --> 00:00:25.699 influencers? Learn more at sweet phish MEDIACOM. You're listening to be tob growth, 5 00:00:26.100 --> 00:00:30.500 a daily podcast for B TOB leaders. We've interviewed names you've probably heard 6 00:00:30.539 --> 00:00:34.380 before, like Gary vanner truck and Simon Senek, but you've probably never heard 7 00:00:34.420 --> 00:00:38.729 from the majority of our guests. That's because the bulk of our interviews aren't 8 00:00:38.770 --> 00:00:43.289 with professional speakers and authors. Most of our guests are in the trenches leading 9 00:00:43.329 --> 00:00:48.170 sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're 10 00:00:48.250 --> 00:00:52.759 building the fastest growing BTB companies in the world. My name is James Carberry. 11 00:00:52.799 --> 00:00:56.320 I'm the founder of sweet fish media, a podcast agency for BB brands, 12 00:00:56.439 --> 00:00:59.640 and I'm also one of the cohosts of this show. When we're not 13 00:00:59.759 --> 00:01:03.600 interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our 14 00:01:03.640 --> 00:01:07.510 own business. Will share the ups and downs of our journey as we attend 15 00:01:07.590 --> 00:01:11.590 to take over the world. Just getting well? Maybe let's get into the 16 00:01:11.670 --> 00:01:21.260 show. Welcome back to be tob growth. I'm Logan lyles with sweet fish 17 00:01:21.340 --> 00:01:25.019 media. Today I'm joined by two special guests. I've got with me guys, 18 00:01:25.299 --> 00:01:29.180 Sharon Thompson. She's the VP of market over at Signal Sciences, and 19 00:01:29.299 --> 00:01:34.769 we've also got Brendan mackeregg, senior director of Product Marketing over at signal sciences 20 00:01:34.810 --> 00:01:38.329 as well. How's it going today, guys? Great. Thank you for 21 00:01:38.409 --> 00:01:42.329 having us. Well, we are going to be talking about developing an effective 22 00:01:42.370 --> 00:01:47.560 go to market strategy, including a number of things targeting, validation of your 23 00:01:47.640 --> 00:01:51.920 target persona. But before we really get into all of that that you guys 24 00:01:51.920 --> 00:01:53.640 are going to share today, Sharon and Brendan, I would love for you 25 00:01:53.680 --> 00:01:57.359 guys to give us a little bit of background and a little bit on what 26 00:01:57.439 --> 00:02:00.200 your team's been up to these days. Sharon, let's kick it off with 27 00:02:00.319 --> 00:02:04.510 you. Yeah, you bet so, Sharon Thompson here. I have over 28 00:02:04.629 --> 00:02:08.509 thirty five years of marketing experience. I've worked at brands like in FORMAC software 29 00:02:08.710 --> 00:02:15.819 as the chief marketing officer IBM in the data management and information software area, 30 00:02:15.180 --> 00:02:21.300 as a senior executive. They're also recording into Sam Paulmazano doing special projects, 31 00:02:21.740 --> 00:02:24.180 and I was also early on in my career. The communications are too, 32 00:02:24.419 --> 00:02:29.620 Mrs Andy Grove and Craig Barrett at Intel, who are the founders, and 33 00:02:29.900 --> 00:02:34.009 it's just been a pleasure to be here at a signal sciences for to one 34 00:02:34.050 --> 00:02:37.969 year today, actually awesome. I was sharing. I love hearing a little 35 00:02:37.969 --> 00:02:39.770 bit about your background, Brandon. Why don't you take it away give us 36 00:02:39.770 --> 00:02:43.370 a little bit of intro on yourself and what you and the team have been 37 00:02:43.370 --> 00:02:45.919 up to over there. Sure, Brenda Mac right here. Thanks again, 38 00:02:45.960 --> 00:02:49.599 Logan, for having us. So I've been in marketing for Gosh, over 39 00:02:50.280 --> 00:02:54.400 one to two years and most of it has been product mark and I really 40 00:02:54.439 --> 00:03:00.270 what that's about is translating customer needs and it disolutions and then making sure that 41 00:03:00.349 --> 00:03:04.509 that informations into all the customer hunch points, obviously so you'd understand the product 42 00:03:04.509 --> 00:03:07.590 or houselves their problems. But as far as my personal background, but a 43 00:03:07.669 --> 00:03:12.669 security for about eight years. That's crowd strike, prior to this for about 44 00:03:12.669 --> 00:03:15.300 two and a half. You're supporting the professional services team there, private crosstike. 45 00:03:15.300 --> 00:03:19.939 I was a semantic for about almost four years, where I launched both 46 00:03:19.979 --> 00:03:24.460 consumer and enterprise products and security, and then before semantic, I was at 47 00:03:24.460 --> 00:03:30.969 a variety of different verticals from ticketing live nation to travel at by humor cruises, 48 00:03:30.050 --> 00:03:36.129 were basically I saw oversaw e commerce products and programs. Mantman John Him. 49 00:03:36.289 --> 00:03:39.250 Well, we're going to have to swing back to specifically your experience in 50 00:03:39.370 --> 00:03:44.639 marketing to security professionals and that sector and some lessons learned for other folks that 51 00:03:44.680 --> 00:03:49.400 are also in that sector and lessons learned that you know can really be applied 52 00:03:49.599 --> 00:03:53.039 no matter what persona you're going after. They are. Brendan Sharon, I'd 53 00:03:53.080 --> 00:03:55.990 like to kick it back to you. You know your background. For anybody 54 00:03:57.069 --> 00:03:59.949 listening to this, they can tell you know you've got a good bit of 55 00:04:00.150 --> 00:04:03.550 marketing chops and experience in a number of different roles in different size organizations. 56 00:04:03.909 --> 00:04:09.710 Curious what some of the the lessons learned for you have been in really organizing 57 00:04:09.830 --> 00:04:14.099 your team to support your go to market strategy as you start building an out 58 00:04:14.659 --> 00:04:18.779 sure. Yeah, love andswering this question. You know, before I talk 59 00:04:18.860 --> 00:04:24.730 about how I've organized teams, I'd like to talk about how we create our 60 00:04:24.769 --> 00:04:29.569 go to market strategy and then how the team then affects the execution and success 61 00:04:29.649 --> 00:04:32.410 of that. So I like to take a three pronged approach, particularly with 62 00:04:32.850 --> 00:04:38.410 high growth companies, thought leadership, Rand Awareness, customer acquisition and, of 63 00:04:38.490 --> 00:04:44.240 course, customer advocacy. And with these three approaches you know what's most successful, 64 00:04:44.360 --> 00:04:48.759 and execution is really the ruthless focus on executing. So we have to 65 00:04:48.839 --> 00:04:54.430 take a look at execution efficiency, make sure that we're going from A to 66 00:04:54.589 --> 00:04:57.509 B, to see to D in a very straight line and that we don't 67 00:04:57.550 --> 00:05:01.709 get disrupted and we don't get off path, because in high growth companies are 68 00:05:01.709 --> 00:05:05.829 always are things that are going to pull your attention away from the end result. 69 00:05:05.829 --> 00:05:10.579 Of course, the integrated approach would all get into a bit later. 70 00:05:11.060 --> 00:05:14.660 And then one of the most important things where I've learned over the years is 71 00:05:15.579 --> 00:05:19.939 the lead, lead to sales fundal alignment with our mqls or QSL's and of 72 00:05:20.060 --> 00:05:28.009 course, ensuring that those qslves close for business and to end campaign reporting and 73 00:05:28.290 --> 00:05:33.329 ensuring that the team really understands what their mbos and solid corporate Kpis are so 74 00:05:33.449 --> 00:05:40.000 we could all march to that success, and then really creating a larger than 75 00:05:40.040 --> 00:05:46.120 life image, ensuring that signal sciences is everywhere and that's using a whole host 76 00:05:46.120 --> 00:05:50.389 of just different go to market channels and that our presence is known and that 77 00:05:50.509 --> 00:05:54.670 it's herd and that we've got a consistent voice in the market that we're unt 78 00:05:55.149 --> 00:05:57.509 I love what you're saying. They're sharing and one of the things that you 79 00:05:57.629 --> 00:06:01.069 mentioned that's core to your three pronged approach is brand awareness and thought leadership. 80 00:06:01.110 --> 00:06:05.459 It seems like on this show and offline as I'm talking to marketing leaders day 81 00:06:05.459 --> 00:06:10.620 in and day out, thought leadership is front of mine for so many. 82 00:06:10.779 --> 00:06:14.220 So I would love to kind of camp out on that for just a second. 83 00:06:14.220 --> 00:06:17.689 If you could maybe speak to the the changing role of brand awareness and 84 00:06:17.769 --> 00:06:21.930 thought leadership that have been effective for you guys specifically in that area, or 85 00:06:23.250 --> 00:06:26.930 you know what other marketing team should maybe be thinking about on on that one 86 00:06:27.050 --> 00:06:30.170 point of the the three prongs you mentioned? Sure, so. You know, 87 00:06:30.290 --> 00:06:35.240 particularly around thought leadership and awareness and building that brand, we have our 88 00:06:35.319 --> 00:06:41.959 traditional activities, press relations and analyst relations and events. I think over the 89 00:06:42.000 --> 00:06:46.519 last five or six years we're really starting to see a lot more around content 90 00:06:46.560 --> 00:06:50.389 S, indication programs, speaker programs, and one of the most important is 91 00:06:50.509 --> 00:06:59.550 really social engagement. Here at Signal Sciences we've got a wonderful social program in 92 00:06:59.670 --> 00:07:03.980 place. So not only are we using twitter, facebook, instagram, etc. 93 00:07:04.779 --> 00:07:13.060 But we're also incorporating and will be executing customer advocacy platforms. So what 94 00:07:13.420 --> 00:07:16.129 does that mean? So this is something new over again the last three or 95 00:07:16.129 --> 00:07:23.490 four years. Social or cusper advocacy programs engage our customers, make them rating 96 00:07:23.610 --> 00:07:29.970 fans, create a platform that's gamification to get them interested, to keep them 97 00:07:30.120 --> 00:07:33.920 coming back, reward them with the whole host of different things. Gift Card, 98 00:07:34.199 --> 00:07:38.600 you could build your points, use them for, you know, whatever 99 00:07:38.680 --> 00:07:42.839 it is that you want to dinner with the sea level here and the signal 100 00:07:42.959 --> 00:07:49.430 sciences. So I think using PR and are content syndication programs and really full 101 00:07:49.509 --> 00:07:56.029 strain your social programs is most important. Yeah, absolutely, I think those 102 00:07:56.069 --> 00:08:00.620 are core areas you've got to be thinking about in that awareness and thought leadership 103 00:08:00.620 --> 00:08:03.540 point. As you approached that three pronged approach that you mentioned, Sharon, 104 00:08:03.860 --> 00:08:09.100 as we talk about, you know, the integrated marketing approach that you guys 105 00:08:09.259 --> 00:08:13.250 take sharing, can you speak to you know, really the structure of your 106 00:08:13.329 --> 00:08:16.290 team to be able to support that. I think, you know, so 107 00:08:16.410 --> 00:08:20.050 many marketing leaders I talked to, especially that content syndication you mentioned, they're 108 00:08:20.089 --> 00:08:24.649 trying to do more, oftentimes with less. Whether there are marketing team of 109 00:08:24.769 --> 00:08:30.319 five or fifty, it seems like they're trying to get more without doing you 110 00:08:30.439 --> 00:08:35.039 know, getting twice the results without twice the input, and so I would 111 00:08:35.039 --> 00:08:39.440 love to hear your thoughts on, you know, organizing the team efficiently to 112 00:08:39.519 --> 00:08:43.470 be able to get more in all of those efforts as you're trying to create 113 00:08:43.509 --> 00:08:48.190 all these multiple touch points in really an integrated marketing go to market approach. 114 00:08:48.909 --> 00:08:54.870 Certainly, you bet well. Our marketing executive team is extremely experienced. We 115 00:08:54.990 --> 00:08:58.460 have, you know, collectively, hundreds of years under our belt, as 116 00:08:58.500 --> 00:09:01.139 you've heard from myself and also Brendon. So we've learned, you know, 117 00:09:01.299 --> 00:09:05.100 lessons along the way. But how I've organized the team? You know, 118 00:09:05.179 --> 00:09:09.850 first and foremost content. That's so important, and also messaging and positioning and 119 00:09:09.970 --> 00:09:18.409 ensuring that we're talking to our customers in the vein that they understand that we're 120 00:09:18.450 --> 00:09:24.399 addressing their issue. So product marketing. So what we've done with product marketing? 121 00:09:24.840 --> 00:09:30.559 Brendon's team is responsible for content training, external as well as internal, 122 00:09:30.559 --> 00:09:35.000 all of our case studies, etc. Also working with our digital team and 123 00:09:35.519 --> 00:09:41.909 our demand generation team that is responsible for all things digital. That's Google add 124 00:09:43.070 --> 00:09:50.230 words, as the SEM banners, also the content syndication execution. So product 125 00:09:50.309 --> 00:09:56.580 marketing again works extremely closely with our demanding team to ensure that the content is 126 00:09:56.659 --> 00:10:01.460 there. We also have events team that's under demand generation, so we've got 127 00:10:01.500 --> 00:10:05.659 a very robust events calendar. So again creating that larger than life image, 128 00:10:05.700 --> 00:10:11.649 we're everywhere. And then we have a ARPR team along with World Class PR 129 00:10:11.730 --> 00:10:18.850 agency. And then we've got our website. So you know, we all 130 00:10:18.929 --> 00:10:22.840 of our activities, no matter what the channel is, whether it's digital PR, 131 00:10:24.279 --> 00:10:31.480 AAR content syndication, placed content. Were driving all traffic back to our 132 00:10:31.559 --> 00:10:39.669 website. So we also have a very senior director of West. Imagine it, 133 00:10:39.029 --> 00:10:43.549 a spreadsheet filled with rows and rows of your sales enablement assets. You've 134 00:10:43.590 --> 00:10:48.669 devoted two years organizing this masterpiece only for it to stop making sense. This 135 00:10:48.950 --> 00:10:54.059 was Chad trabuccos reality. As the head of sales enablement at glint, a 136 00:10:54.139 --> 00:10:58.899 linkedin company. He's responsible for instilling confidence in his sales reps and arming them 137 00:10:58.980 --> 00:11:03.139 with the information they need to do their jobs. However, when his glorious 138 00:11:03.139 --> 00:11:07.009 spreadsheet became too complex, he realized he needed a new system. That's when 139 00:11:07.090 --> 00:11:11.529 Chad turned to guru. With Guru, the knowledge you need to do your 140 00:11:11.570 --> 00:11:16.009 job finds you. Between Guru's Web interface, slack integration, mobile APP and 141 00:11:16.169 --> 00:11:22.559 browser extension. Teams can easily search for verified knowledge without leaving their workflow. 142 00:11:22.879 --> 00:11:26.639 No more siload or staled information. Guru acts as your single source of truth. 143 00:11:28.080 --> 00:11:31.320 For Chad, this meant glent sales reps were left feeling more confident doing 144 00:11:31.360 --> 00:11:37.710 their jobs. See why leading companies like glint, shopify, spotify, slack 145 00:11:37.870 --> 00:11:43.629 and more are using guru for their knowledge management needs. Visit BB growth dot 146 00:11:43.830 --> 00:11:48.980 get gurucom to start your thirty day free trial and discover how knowledge management can 147 00:11:50.100 --> 00:11:56.539 empower your revenue teams. I love it. It's Sharon. Thank you so 148 00:11:56.659 --> 00:12:00.379 much for that breakdown, especially for early stage teams that are thinking, okay, 149 00:12:00.460 --> 00:12:03.690 what all pieces to the puzzle do I need to start thinking about as 150 00:12:03.769 --> 00:12:07.210 we develop a go to market strategy and a team that will be able to 151 00:12:07.409 --> 00:12:09.330 execute that, because I love what you're saying. We've talked about that a 152 00:12:09.529 --> 00:12:13.169 good bit on the show here. That really strategies nothing without execution. I 153 00:12:13.289 --> 00:12:18.879 love the way you put it. Roofless commitment to execution and paraphrasing a bit 154 00:12:18.960 --> 00:12:20.240 there. But, Brendon, let's kick it over to you. As we've 155 00:12:20.320 --> 00:12:26.360 started to talk about product marketing rolling up into the rest of the team working 156 00:12:26.600 --> 00:12:31.029 concurrently with Demandin and the other functional roles within marketing. I would love to 157 00:12:31.190 --> 00:12:33.470 hear a little bit about, you know, what you guys have been working 158 00:12:33.509 --> 00:12:41.029 on from a targeting and validation of your persona perspective and how maybe that's differed 159 00:12:41.070 --> 00:12:46.539 from previous roles or some of the lessons you've been learning in several roles now 160 00:12:46.580 --> 00:12:50.340 in the security space. Sure. So here's signal sciences. Obviously, product 161 00:12:50.340 --> 00:12:54.460 marketing is concerned with we we want. The way I look at it, 162 00:12:54.659 --> 00:12:56.139 every time you produce, you the content. You want something that opens up 163 00:12:56.220 --> 00:13:01.490 a sales conversation or helps the sales team pursue existing sales conversations with prospects. 164 00:13:03.090 --> 00:13:05.769 So, having said that, so that we're initiing spot here as a sciences 165 00:13:05.809 --> 00:13:09.409 because our three founders, nick, Andrew and saying they were the starting customers 166 00:13:09.450 --> 00:13:13.080 because they headed up the security program at D see, which is one of 167 00:13:13.080 --> 00:13:18.519 the largest ECOMMERCE sites on the web, and they saw need for Web application 168 00:13:18.600 --> 00:13:22.240 security would actually work in production and not be a black box so that customers 169 00:13:22.240 --> 00:13:26.000 would understand this is why we want the bad way would run requestments, is 170 00:13:26.000 --> 00:13:28.830 why we happens other ones through. So they saw the all need and they 171 00:13:28.870 --> 00:13:35.789 were the target audience. So basically, target developers, Operation Staff and security 172 00:13:35.830 --> 00:13:39.149 staff. Developers are the ones built designing the code and building the code. 173 00:13:39.470 --> 00:13:45.340 Operation Staffs are the ones that are responsible with the Sola and the rolling out 174 00:13:45.379 --> 00:13:48.899 of the code into production, and security staff obviously have the responsibility of securing 175 00:13:48.940 --> 00:13:54.139 an organization's digital assets. So, having said that, on an ongoing basis, 176 00:13:54.139 --> 00:13:56.529 will we've been doing is, you know, we were closely with our 177 00:13:56.529 --> 00:14:00.649 sales team there in the trenches and they're talking to prospects and our current customers 178 00:14:00.690 --> 00:14:03.370 about what their cases are and what the pain points that they're having with their 179 00:14:03.370 --> 00:14:07.929 application securities, so we can know what are the real problems in the trenches 180 00:14:07.009 --> 00:14:13.480 and then we can basically help define content will address those needs and then distribute 181 00:14:13.480 --> 00:14:16.440 that messaging throughout our website, in our case, studies and other places that's 182 00:14:16.519 --> 00:14:20.759 relevant so again, from my point of view as a part market Raff, 183 00:14:20.799 --> 00:14:22.679 if I want to be affective, I really have to not just make content 184 00:14:22.799 --> 00:14:26.429 in volume, but make content that's going to create value. So it's really 185 00:14:26.470 --> 00:14:31.070 how I look at what we're doing here on ongoing basis with our persaunas and 186 00:14:31.110 --> 00:14:33.950 how we target the people out there in the trenches. As far as real 187 00:14:33.990 --> 00:14:37.549 world strategies, that's you know, your listeners can use to try to the 188 00:14:37.549 --> 00:14:41.179 right people for their services and products. I mean there's obviously linkedin is a 189 00:14:41.220 --> 00:14:43.220 great way to see what people work on in terms of their job titles, 190 00:14:43.460 --> 00:14:48.620 what the responsibilities are, and then try to map your service to those responsibilities. 191 00:14:48.019 --> 00:14:50.860 There are other prospecting tools online that are available to folks so they can 192 00:14:50.899 --> 00:14:56.730 use to under perspective cuplomers that they can test messaging it. So that's those 193 00:14:56.730 --> 00:14:58.210 are some of the things that I look at. There's obviously new technologies that 194 00:14:58.250 --> 00:15:01.690 you can use to see what lizards are doing on your website to make sure 195 00:15:01.690 --> 00:15:03.889 you're serving up the right content as well. So we're looking at those things 196 00:15:03.929 --> 00:15:05.889 here, signal sciences as well. Yeah, what are some of the unique 197 00:15:05.929 --> 00:15:11.440 challenges for you guys in the security space? You mentioned having, you know, 198 00:15:11.559 --> 00:15:16.600 a number of stops now in the security space in a product marketing role, 199 00:15:16.679 --> 00:15:20.919 branding. Yeah, I think with this audience, in particular security folks, 200 00:15:20.120 --> 00:15:24.269 whether security development or operation, these are very smart people you're dealing with. 201 00:15:24.750 --> 00:15:28.269 You cannot try to fly something under the radar. That's not something that 202 00:15:28.309 --> 00:15:33.470 they can believe and they will smell out anything that's is hype. So from 203 00:15:33.509 --> 00:15:35.620 my point of views, you want to have a marketing message that can be 204 00:15:35.740 --> 00:15:39.700 buffered by validation from third parties, and so signal sciences has been in the 205 00:15:39.740 --> 00:15:43.299 great position that we were. Just name the visionary by Gartner in the magic 206 00:15:43.299 --> 00:15:46.340 quadrant for laughs, which is the categories crue you ran. You also have 207 00:15:46.460 --> 00:15:52.330 a third party somethings move for flat one research. We also have articles that 208 00:15:52.409 --> 00:15:56.049 are written bout our technology that validates our approach to this problems that we're solving 209 00:15:56.090 --> 00:15:58.450 for our customers. So I think it's important for a marker, when you 210 00:15:58.529 --> 00:16:03.210 can get that their party validation and to validate your messaging when you can and 211 00:16:03.250 --> 00:16:07.559 if you look at your own data that your own product service will generate for 212 00:16:07.679 --> 00:16:10.879 you. So, for example, we put out a indicators of web a 213 00:16:11.000 --> 00:16:14.840 tax. Why paper. We service telemetry from our own customer data to show 214 00:16:14.919 --> 00:16:18.950 people these are the five most problem attacks that are capping against people's see a 215 00:16:18.990 --> 00:16:19.710 leverage, you know, data when you can. If you can't get that 216 00:16:19.830 --> 00:16:23.429 their party evaluation. Those would be like my two major recommendations to your audience. 217 00:16:25.070 --> 00:16:27.549 Yeah, those are really great recommendations. Brendon that. Folks, whether 218 00:16:27.590 --> 00:16:33.299 they're serving security professionals, it professionals or, you know, a completely different 219 00:16:33.299 --> 00:16:37.100 functional area. I think that's still good advice. Another question I had for 220 00:16:37.220 --> 00:16:42.100 you that maybe for other folks serving a similar persona or you know where they 221 00:16:42.100 --> 00:16:45.059 could take this and apply it to the persona that they're trying to reach. 222 00:16:45.379 --> 00:16:49.769 You know, from what I see at having sold to it professionals for about 223 00:16:49.929 --> 00:16:55.769 ten years, very different than what you guys are doing. I definitely recognize 224 00:16:55.809 --> 00:16:59.330 what you guys are talking about in them just looking right past the hype and 225 00:16:59.409 --> 00:17:03.120 being very turned off by it. Saw I can relate to that. The 226 00:17:03.200 --> 00:17:07.039 other thing I've been seeing is that, you know, the the role of 227 00:17:07.160 --> 00:17:11.039 security within it as a whole it is somewhat changing. So I imagine that 228 00:17:11.079 --> 00:17:18.470 as the the dynamics within the technical departments are changing, you've got to validate 229 00:17:18.630 --> 00:17:22.829 those personas. You got to validate what are the dynamics that are happening within 230 00:17:22.910 --> 00:17:26.309 the organizations that we sell into in the functional role. Would have been some 231 00:17:26.430 --> 00:17:29.589 of the things that you guys have done to kind to keep your finger on 232 00:17:29.710 --> 00:17:33.140 that polic and not just okay, this is what this persona thought for years 233 00:17:33.140 --> 00:17:36.940 ago and this is, you know, how we message to them today and 234 00:17:37.099 --> 00:17:40.500 not letting that get stale. You know. Yes, I think being a 235 00:17:40.539 --> 00:17:44.849 successful part maerker means you collaborate, any partner, with your product management team, 236 00:17:45.569 --> 00:17:48.210 because they're also talking to customers. They are working with sales as well 237 00:17:48.329 --> 00:17:52.170 to hear what the customers have to say. So one thing that I do 238 00:17:52.250 --> 00:17:56.769 is I collaborate pulse with product management. In fact, we're embarking on our 239 00:17:56.809 --> 00:18:00.920 new product offering now and I'm collaborating with them to validate what the customers are 240 00:18:00.960 --> 00:18:03.079 telling them in terms of the problems in the specific area. And also we 241 00:18:03.200 --> 00:18:08.119 have a customer advisory board that we leverage to get feedback from customers. If 242 00:18:08.200 --> 00:18:11.160 you don't have that kind of organization, and you know, what you can 243 00:18:11.200 --> 00:18:14.589 do is obviously online surveys. You can reach out to your customers digitally. 244 00:18:15.109 --> 00:18:17.349 We can do that here as well, but I think what we try to 245 00:18:17.390 --> 00:18:19.670 do is leverage the people that are having access to a customers in the front 246 00:18:19.710 --> 00:18:23.589 line and get the feedback from that as well. Yeah, I also want 247 00:18:23.589 --> 00:18:29.940 to echo the cross team, Cross Department collaboration. I think over the years 248 00:18:30.019 --> 00:18:33.819 that's something that I've learned that you just can't work in a Sylo of just 249 00:18:33.019 --> 00:18:37.339 marketing or just on your own team within marketing, that if you are not 250 00:18:37.779 --> 00:18:42.529 and lock step with your own team and cross team as well as the other 251 00:18:42.609 --> 00:18:47.849 departments, you will fail, and failure is not an option. And then 252 00:18:48.289 --> 00:18:51.930 customer advocacy. That's where you're going to get a lot of the feedback from. 253 00:18:51.970 --> 00:18:56.720 Right we're seeing that security used to be just an issue for security professionals, 254 00:18:56.759 --> 00:19:02.640 but now it's across the organization. It's everyone's responsibility, for sure. 255 00:19:03.319 --> 00:19:06.720 I wanted to followup on that point. Early in my career as a marketer, 256 00:19:07.000 --> 00:19:08.400 you know you always fall in love. All look at this beautiiece of 257 00:19:08.440 --> 00:19:11.910 Collateralis made. Isn't this awesome? Right, we have to realize what I've 258 00:19:11.910 --> 00:19:15.990 realized twenty years later. My career is the sales people have to go and 259 00:19:15.069 --> 00:19:18.950 make that stand up and walk and talk effectively. So if your still seems 260 00:19:18.990 --> 00:19:22.269 are bought in the way you're putting out terms of content or talking points or 261 00:19:22.470 --> 00:19:26.259 other public face material, you're not really doing your job very well. Yeah, 262 00:19:26.579 --> 00:19:30.019 so you really do have to collaborate with books, get your stakeholder input 263 00:19:30.619 --> 00:19:34.339 invalidation before you put something onto market. You know, I always tell the 264 00:19:34.460 --> 00:19:38.609 team we need to think out of the box instead of going down the freeway 265 00:19:38.690 --> 00:19:42.609 on four wheels. That's turned the bus on its side because it's so loud 266 00:19:42.650 --> 00:19:45.730 out there. One, two, we will break glass. We've got to 267 00:19:45.849 --> 00:19:49.650 try things. This way we will know what works. Let's do more of 268 00:19:49.730 --> 00:19:53.160 that. Will also learn very quickly what does not work. So again, 269 00:19:53.240 --> 00:19:59.880 being ruthlessly focused on execution is key, and then also setting and Co continually 270 00:20:00.119 --> 00:20:04.079 looking at the success metrics right the mbos and the KPIS that are in place. 271 00:20:04.480 --> 00:20:11.549 I track between eighty five and a hundred Kpis and the team reports each 272 00:20:11.670 --> 00:20:15.670 week on those, and this is only going to help us increase our success 273 00:20:15.789 --> 00:20:22.380 and be a better team player across the entire organization, because we're looking at 274 00:20:22.420 --> 00:20:25.819 the metrics. What's working, what's not? Let's don't do anything that's not 275 00:20:25.980 --> 00:20:32.859 working anymore and also it makes us question our execution in the efficiency and effectiveness 276 00:20:32.900 --> 00:20:36.329 of it. Like, for instance, just last week we saw a little 277 00:20:36.329 --> 00:20:40.970 bit of dip in our web traffic and it's like why? Well, then 278 00:20:41.009 --> 00:20:44.329 we had to unpeel that one and we learned a couple of things from that. 279 00:20:44.849 --> 00:20:48.930 So we're always always improving. Yeah, I have, of all, 280 00:20:48.930 --> 00:20:52.400 quit on that as well. Logan, and that is especially now with all 281 00:20:52.519 --> 00:20:56.559 those ass tools of companies used to drive their marketing programs and their online data 282 00:20:56.559 --> 00:21:00.480 driven decisions. If you don't have a KPI board, Dashboard that he'll shows 283 00:21:00.480 --> 00:21:03.720 you the health of Your Business and how different pieces of the Pire fitting together 284 00:21:03.799 --> 00:21:06.950 to drive you really need to get that in place and there's obviously different sources 285 00:21:06.990 --> 00:21:10.670 out there to develop Kpis, and your listeners an other business very well, 286 00:21:10.710 --> 00:21:12.470 but that'll be one of my major recommendations. If you don't have a Kpis 287 00:21:12.589 --> 00:21:15.670 worth to measure your businesses, help get that in place. And then, 288 00:21:15.750 --> 00:21:18.980 once you do have it in place, as sure and said, you need 289 00:21:18.019 --> 00:21:21.660 to look into why are certain things going up and down, so you can 290 00:21:21.700 --> 00:21:25.460 understand the cycles of your business really better. Visit building higher business running. 291 00:21:25.700 --> 00:21:27.819 I love that. A all of this guy's share and I love your analogy 292 00:21:27.859 --> 00:21:32.099 of turning the bus on its side and going down the highway. That's just 293 00:21:32.220 --> 00:21:37.210 fantastic. And what you guys are echoing there about not only measuring those kpis 294 00:21:37.369 --> 00:21:42.609 but regularly reviewing them and having them easily visible is something I think we just 295 00:21:42.849 --> 00:21:48.119 can't say enough. You know, our team went through book clubs several months 296 00:21:48.200 --> 00:21:52.759 back of the four disciplines of execution, and one of the things I've steadily 297 00:21:52.839 --> 00:21:56.000 took from that book is you have to have a cadence of accountability, otherwise 298 00:21:56.119 --> 00:22:02.509 those measurements really don't don't mean anything. So always good reminders there. Sharon 299 00:22:02.670 --> 00:22:06.670 Brendan, I know that fellow be to be marketers are going to want to 300 00:22:06.910 --> 00:22:10.990 connect with you guys after curing this and maybe reach out as some follow up 301 00:22:11.029 --> 00:22:14.150 questions. What's the best way for them to reach out or stay connected with 302 00:22:14.269 --> 00:22:17.140 each of you sharing? I'll kick it to you as we wrap up first. 303 00:22:17.539 --> 00:22:19.539 Sure they can connect with me in two different ways. One on Linkedin 304 00:22:19.740 --> 00:22:26.180 Sharon Thompson Signal Sciences or here at Signal Sciences, at Sharon at signal SCIENCESCOM. 305 00:22:26.660 --> 00:22:30.130 Easy enough. Brendan, how about you? Man? Sure it's Brendan 306 00:22:30.250 --> 00:22:34.930 Bur and don at signal sciencescom. And then I'm on twitter as well, 307 00:22:36.490 --> 00:22:41.009 Brendon Mla, and also you can looking at on Linkedin Brendan macick and a 308 00:22:41.170 --> 00:22:45.079 Crag Sigal Sciences. All right, thank you, guys so much for a 309 00:22:45.160 --> 00:22:48.559 great conversation. Really appreciate you being on the show today. Thanks for having 310 00:22:48.559 --> 00:22:52.279 us. Thanks forty much. Logo. We totally get it. We published 311 00:22:52.359 --> 00:22:56.799 a ton of content on this podcast and it can be a lot to keep 312 00:22:56.799 --> 00:23:00.670 up with. That's why we've started the B tob growth big three, a 313 00:23:00.829 --> 00:23:04.230 no fluff email that boils down our three biggest takeaways from an entire week of 314 00:23:04.349 --> 00:23:11.069 episodes. Sign up today at Sweet Fish Mediacom big three. That sweet fish 315 00:23:11.150 --> 00:23:12.700 Mediacom Big Three
