In this conversation, Meg Gowell, a marketing strategist and Director of Growth Marketing at Appcues, discusses the role of AppCues in creating in-app experiences and enabling faster iteration. She also highlights the negative effects of extreme cold email outreach and the challenges of aligning sales and marketing. Meg emphasizes the need for a new approach to sales outreach and shares insights into growth marketing strategies. She also explains the process of creating the customer stories hub at Appcues. In this conversation, Meg discusses the idea of singing Valentines and how it was initially received by her team. She shares the process of exploring different ideas and the challenges they faced in executing the campaign. Meg explains how they recorded the videos and produced the music, highlighting the importance of convincing people to participate. She discusses the success of the campaign and its impact on company culture. Meg also emphasizes the power of public engagement and the importance of being authentic. She shares how the campaign even influenced hiring decisions. Finally, Meg talks about future campaigns and the value of customer stories.

Takeaways

• Appcues is a tool that allows users to create in-app experiences for their products.
• Extreme cold email outreach can have negative effects and damage relationships.
• Building a strong relationship between sales and marketing is crucial for success.
• Growth marketing involves exploring unconventional strategies to drive revenue. The idea of singing Valentines can be a unique and engaging way to connect with customers.
• Exploring different ideas and being open to feedback is crucial in executing a successful campaign.
• Recording videos and producing music can be a time-consuming process, but it's important to find creative solutions.
• Public engagement and authenticity can have a significant impact on company culture and customer perception.

Chapters

00:00
Introduction to AppCues

00:30
AppCues: Creating In-App Experiences

04:13
The Impact of Cold Email Outreach

05:00
The Desperation in Cold Email Outreach

06:12
The Negative Effects of Extreme Outreach

08:06
The Challenges of Sales and Marketing Alignment

09:24
The Need for a New Approach to Sales Outreach

11:05
The Divide Between Sales and Marketing

12:47
Building a Strong Relationship Between Sales and Marketing

15:11
The Role of Growth Marketing

16:23
Exploring Unconventional Marketing Strategies

20:12
Creating the Customer Stories Hub

23:37
The Idea of Singing Valentines

24:16
Exploring Different Ideas

25:18
Recording the Videos and Producing the Music

27:20
The Success of the Campaign

28:23
The Impact on Company Culture

29:10
Delivering the Videos to Customers

30:07
The Power of Public Engagement

31:11
The Importance of Being Authentic

32:12
The Campaign's Effect on Hiring

33:25
Building Trust and Gaining Support

35:21
The Value of Customer Stories

37:08
Future Campaigns and Ideas

39:17
Closing Remarks