This episode features an interview with Kristin Russel, CMO at symplr, a company that offers healthcare operations solutions, anchored in governance, risk management, and compliance.
In this episode, Kristin talks about not only creating a category, but also creating roles for the people who work in that category, in an effort to organize their customers. She also discusses going to market with the human in mind and authentic marketing.
Key Takeaways:
Quote:
“When you think about creating a category, we're also thinking about how do we create people who work in that category? How do I create a healthcare operations director or the manager of healthcare operations for workforce? And so, crazily enough, thinking about not just our content, but also working with our training team, working with the ways that we're reaching out and organizing our own customers.”
Episode Timestamps:
*(5:56) The Trust Tree: Going to market with the human in mind
*(20:58) The Playbook: “Brandquisition” and SEO
*(38:13) The Dust-up: Using the “Lencioni approach” to work through disagreements
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:
Getting Crafty as a Lean, Mean Team
Where to Play and How to Win
Showing Up for Customers Through Your Product
The Niche Media Approach
Bringing Value at Every Stage of the Customer’s Journey
The Future of Gifting is AI Enhanced
Defining the Enemy When Rebranding
Brand as the Hub of Your Go-To-Market Approach
The Customer Journey Isn’t a Funnel - It’s a Spiral
The Venn Diagram of Content Marketing
Part 10: Top Marketing Leaders Share Their Most Uncuttable Budget Items
Brand as a Competitive Advantage
Strengthening Your Sales Relationship
Using Incentives to Drive Impact
Accountability in Experimentation
Be the Easiest Company to Buy From
Investing in Community and Relationships
Being the “Voice of” and “Voice to” the Market
Using Neuroscience to Understand Your Customer
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlstrom
B2B Agility™ with Greg Kihlström
The Goal Digger Podcast