This episode features an interview with Lisa Bennett, CMO at Kaltura, a company that provides live and on-demand video SaaS solutions to thousands of organizations around the world, engaging hundreds of millions of viewers.

In this episode, Lisa talks about the new world of repurposing your content and how marketers can improve their content strategy and outcome measurement. She also talks about how she thinks about “brandformance” and ensuring that you are walking the walk, as a marketer.

Key Takeaways:

• It’s easier than ever to repurpose your content across channels, maximizing its impact. Marketers should be thinking about this, instead of just constantly generating new content without thinking critically about its delivery and impact.
• You can focus on “brandformance”, brand and performance marketing, even without a huge budget. To do so, you need to collaborate with the c-suite to determine the best go-to-market strategy.
• Marketing is constantly changing and the new norms are not set. It’s a new world, in a lot of ways, and we will have to find these new ways of marketing.

Quote:

• “It feels as if, to a degree, we're generating content and not necessarily measuring it well enough. And then moving on to the next piece of content, and the next piece of content, and the next webinar, and the next event, and the next thing. And there's so much that actually can be repurposed, which is definitely becoming a trend now with AI because it's so easy to do. So, maybe before people didn't repurpose content as much, and video especially, because it was complex. It wasn't so easy to do. But now, you take a tool like Kaltura, not only have your event or your webinar, and then repurpose it, put it into social, put it into blog posts, put it into whatever you need and get all the data on it. So, that's an example of kind of this new world that we're looking at.”

Episode Timestamps:

• *(04:22) The Trust Tree: Brandformance and strategizing with the executive team
• *(18:05) The Playbook: Maximizing the impact of events by repurposing content
• *(29:35) The Dust Up: Communicating and having a partner in crime
• *(32:09) Quick Hits: Lisa’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Lisa Bennett on LinkedIn
• Learn more about Kaltura
• Learn more about Caspian Studios