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