💡 Christina Kyriazi, Senior Vice President of Marketing at PhotoShelter, shares her journey from analytics to marketing leadership, emphasizing the importance of ROI in marketing initiatives. She provides insights into customer-focused strategies, understanding the Ideal Customer Profile (ICP), and the strategic approach needed to drive genuine pipeline growth and efficiency.💡

"A big blind side that CMOs have is that they don't think they can slow down to figure out the most efficient way to do less while still efficiently producing the results they need to produce." - Christina Kyriazi

Christina emphasizes the importance of CMOs engaging directly with customers, aligning marketing and sales metrics, and prioritizing activities for success. Her analytical approach offers actionable strategies to enhance marketing efficiency, including reducing pipeline size for better close rates and leveraging customer benchmarking for continuous improvement and thought leadership.

Follow Christina Kyriazi on LinkedIn

Follow host Steve MacDonald on LinkedIn

💡 Anja Sadock, SVP of Marketing at TrusTrace, shares strategies for scaling a brand and thriving in competitive markets. She highlights the role of branding and thought leadership in building credibility and attracting leads. Anja also discusses how creating a "traceability playbook" boosted brand recognition and success.💡

"The communication challenges change, but if you build your brand early on, the ROI of all your other activities will become so much higher and you won’t burn all your cash on ads that nobody’s going to see or pay attention to." - Anja Sadock

Anja delves into the intricacies of branding and the importance of connecting with industry influencers to enhance a company's reputation. She provides concrete examples from her tenure at TrusTrace, notably the development of their impactful “traceability playbook” that significantly boosted brand recognition and lead generation. By likening marketing to asking someone out on a date while branding serves as the reason for acceptance, Anja effectively illustrates the need for businesses to prioritize strong branding as a foundation for long-term success.

Follow Anja Sadock on LinkedIn

Follow host Steve MacDonald on LinkedIn

💡 Joanna Nguyen, CMO at Willow, shares her approach to building and scaling marketing teams from the ground up. She emphasizes the value of testing, learning, and adapting strategies like high-velocity sales, product-led growth, and customer engagement. Joanna also explores breaking away from traditional models by incorporating B2C and SMB practices to drive success in new markets.💡

“As a CMO, you have an opportunity to truly break from the mold. You have to continually test and challenge your beliefs, often unlearning things you've learned over time.” - Joanna Nguyen

Joanna Nguyen's insights focus on overcoming both functional and organizational hurdles when building marketing teams from the ground up. She explains how targeted customer marketing can significantly boost revenue and encourages using high-velocity sales and product-led growth (PLG) strategies, especially for small to medium-sized businesses. Joanna also stresses the importance of constant experimentation, data-driven choices, and organizing teams around specific goals to encourage innovation and adaptability.

Follow Joanna Nguyen on LinkedIn

Follow host Steve MacDonald on LinkedIn