Marketing Swipe File

Vidya Peters is back on CMO Conversations, this time going even deeper on the importance of hiring and the leadership lessons she's learned building a marketing team from the ground-up. Plus, learn why *this role* was the first hire Vidya made (before she even joined Marqeta). Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Vidya on Twitter @triciagellman @vidya_peters @HYPERGROWTH_Pod

Sometimes career growth looks like a ladder. But more often than not? It's a jungle gym. In this episode of CMO Conversations, Vidya Peters (CMO of Marqeta) shares her unique path to the world of marketing, the ups and downs she faced along the way, and how her failures have shaped her approach to leadership. Vidya also describes how her background in consulting, engineering, and product management has influenced her approach to hiring, plus the three attributes she looks for when hiring marketers. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Vidya on Twitter @triciagellman @vidya_peters @HYPERGROWTH_Pod

Katharine Mobley (CMO of First Advantage) doesn’t believe in vanity metrics. Everything she does has to be tied back to the bottom line. In this episode, find out how Katharine’s leadership and commitment to driving revenue helped transform the brand, align (and action) GTM teams, and triple FADV’s valuation prior to its sale in Jan 2020. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Katharine on Twitter @triciagellman @KatharineMobley @HYPERGROWTH_Pod

If there's one thing we marketers can count on, it's change. In fact, Harish Peri (CMO of Proxyclick) has made a career out of it. While some people run from change or refuse to it admit it's happening (come on, we've all been in those meetings), Harish is someone who runs toward change. He embraces it. On this episode of CMO Conversations, you'll learn how to drive (and sell) transformation internally, what Harish says is the secret sauce for building trust, how to get endorsements from your detractors, why change is so threatening – and what you can do about it. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia on Twitter @triciagellman @HYPERGROWTH_Pod

One thing we don't talk about enough is the power of partnerships. That changes today, with special guest Scott Brazina, the CMO of Impact. Tricia and Scott talk about the rise of the partnership economy, why partners are a critical third channel for revenue growth, what a successful partnership program looks like, and how partnerships are shaping the future of marketing. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Scott on Twitter @triciagellman @ScottBrazina @HYPERGROWTH_Pod

“If someone sneezed, they were a lead.” ….Can you believe that’s the way marketers used to measure things? Neither can Brandi Starr. She’s the COO of Tegrita and is on a mission to change the way marketers align and action around measurement. On this episode of CMO Conversations, Tricia and Brandi talk about why measuring ROI to lead isn’t measuring ROI at all and how marketers can use metrics to bring the whole revenue team together. Because as we all know – what gets measured is what gets done. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Brandi on Twitter @triciagellman @ModernMktgStarr @HYPERGROWTH_Pod

Marketers, buckle up. Because on this episode of CMO Conversations, we’re talking all about account-based marketing. No fluff, just honest-to-goodness strategy and best practices from a CMO whose marketing team is talking the talk, walking the walk, and getting serious results from ABM. Scott Holden is back, and this time around he’s spilling (some of) his secrets around the framework, formula, and flywheel behind ThoughtSpot’s impressive ABM program. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Scott on Twitter @triciagellman @scottiholden @HYPERGROWTH_Pod

When it comes to marketing, the message is...everything. At least that's how Scott Holden (CMO of ThoughtSpot) thinks about it. In this episode of CMO Conversations, Tricia and Scott talk about how to get buy-in on your big ideas, what it takes to build a successful (and sustainable) thought leadership program, why great storytelling is the secret to product differentiation, and what it means to be a messaging freak. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Scott on Twitter @triciagellman @scottiholden @HYPERGROWTH_Pod

Ryan Bonnici stopped setting his therapy sessions as 'private' on his work calendar. And he wasn't quite prepared for what happened next. Because by openly sharing his own struggles with mental health in the workplace and being vulnerable, the CMO of G2 showed his team that they could be vulnerable and open with him. On this episode of CMO Conversations, Tricia and Ryan discuss how this simple shift to his calendar served as the catalyst for becoming an outspoken advocate for mental health, building deeper connections with his team, and growing as a leader. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Ryan on Twitter @triciagellman @ryanbonnici @HYPERGROWTH_Pod

At the age of 10, Ryan Bonnici decided he wanted to be a CMO. By the age of 30, he’d joined G2 and turned that dream into reality. In this episode of CMO Conversations, Ryan shares lessons learned from previous roles at Microsoft, Salesforce, and HubSpot and how he applied those learnings to scaling the G2 marketing team. Plus, hear from Ryan on the three things a board wants the CMO to focus on, how to effectively do customer marketing, and the digital strategy his team used to grow traffic from 500,000 to 6 million buyers each month. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Ryan on Twitter @triciagellman @ryanbonnici @HYPERGROWTH_Pod

If you asked 100 people what a CMO does, chances are you’ll get 100 different answers. Kate Bullis knows this struggle all too well. Now Kate may not be a CMO, but as the co-founder and managing partner at SEBA International Executive Search, she dedicates a lot of her time working with clients to define what they need in a CMO – and then finding the right person for the job. Over the years she’s worked with companies ranging from venture-backed startups to Fortune 500 brands, and across digital, technology, CPG, professional, and financial services. Suffice to say, Kate knows what top companies are looking for in marketing leaders (and she knows the marketing leaders who can get the job done). In this episode, Kate and Tricia talk about everything a CMO is (and is not), plus why now is the time for CMOs to rally their companies around brand and experience. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia on Twitter @triciagellman @H

For many of us, remote work is a new experience brought on by the COVID-19 pandemic. But for Martin Gontovnikas (aka Gonto) it's just another day at the home office. Gonto is Auth0's SVP of Marketing & Growth and manages a fully remote marketing team. In this episode, he shares lessons learned in remote team management – from how he shows up as a leader and builds trust in a remote environment, to how he sets realistic goals and objectives for his team (plus how he re-allocated budget and re-forecasted pipeline targets when the unexpected happened). And there's one more thing you need to know about Gonto. As a former software engineer, he LOVES experiments. Gonto breaks down how he built a culture of experimentation and testing at Auth0, what makes for a good test, and (you guessed it) how to set goals and measure the success of an experiment. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Gonto on Twitter @triciagellman @mgon

Forget about features. True product marketing is all about value. And to really demonstrate the value you provide to customers, the single best thing you can do is to make customer stories central to your product marketing strategy. In this episode, Tricia calls on Robin Daniels (CMO of Matterport, former CMO of WeWork) to discuss the power of storytelling and the importance of nailing your message early on. Tricia and Robin go deep on all things product marketing – what it is (and isn’t), how it should be structured and measured, and why customer stories help your brand add long-term value. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Robin on Twitter @triciagellman @robin_daniels @HYPERGROWTH_Pod

Gong’s CMO Udi Ledergor will stop at nothing to celebrate employees (even if it means buying 52 different billboards to do it). In this episode, Tricia and Udi discuss the rise of employer branding, why the CMO must be a leader for diversity, inclusion, and belonging, and how come there’s so much title inflation in marketing. Later on, Udi explains why the coffee test is a key indicator of successful marketing and sales alignment, plus what marketers can do to collaborate with sales to build success (and avoid finger-pointing). Want to know how Udi’s team uses Gong’s own data to develop content that provides value to buyers (and not to mention press hits)? Listen to the full episode. *This episode was recorded prior to social distancing measures. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia on Twitter @triciagellman @HYPERGROWTH_Pod

Creating a category is a career-defining moment for any marketer. Some are lucky enough to do it once. Viviana Faga has done it multiple times – having held marketing leadership positions at Salesforce (where she and Tricia met), Jive, Yammer, Microsoft, and Zenefits. She’s since moved onto the VC side of things as an operating partner at Emergence Capital, where she advises category-creating portfolio companies on a daily basis. Tricia and Viviana get together to discuss what it was like to work with Marc Benioff in the early days, why technology has become an equalizer for brands, and how VC's think about marketing today. *This episode was recorded prior to social distancing measures. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia on Twitter @triciagellman @HYPERGROWTH_Pod

Ever wonder what goes on inside the mind of a CMO? Us too. So we’re making it official and launching a brand new podcast to explore just that. Listen to the trailer to hear everything we’ve got planned for you.

DG sits down with Kate Adams (VP of Demand Generation at Drift) to talk about a big change she recently made to the marketing funnel at Drift.

Marketers love case studies. As they should. But on this episode of the Swipe File, DG talks about why it might be time to re-think traditional case studies, and the importance of finding "real proof" out in the wild.

CMOs have one of the shortest job tenures in the C-suite. What gives? In this episode recorded live at HYPERGROWTH Boston, DG sits down with Leela Srinivasan (CMO of SurveyMonkey) to find out. DG and Leela talk about what career progression looks like for marketers, why she thinks marketers shouldn't get hung up on their title, and the number one thing she's learned from each of her roles at Bain, LinkedIn, OpenTable, Lever, and SurveyMonkey.

Everyone has ideas and feedback. But that doesn't mean you should listen to everyone. Here's why DG says you should avoid consensus at all costs – and why limiting the number of cooks in the marketing "kitchen" will help you streamline decision-making and ship faster.