This episode features an interview with Analisa Dominic, CMO at Opengear, a company that delivers secure, resilient access and automation to critical IT infrastructure, even when the network is down.
In this episode, Analisa shares with us how marketing and sales work as one team at Opengear, the importance of getting clear on your buying persona before setting strategy, and why she put Darth Vader in a photo booth. Analisa also shares her experience being a disruptor in the marketing space and how she enables her team and encourages new CMOs to be bold and different.
Key Takeaways:
Quote:
“It's really being able to understand the buying persona then creating the strategy. Because if you think you understand the buying persona and you create a strategy, it doesn't matter how good the strategy is, if you're not speaking to them in the right way, in the right times and pulling all those levers, you're never gonna be successful. So, I think there, when you set strategy, it's also important to have that alignment with the sales organization. What's important to you? What are you trying to hit? What are your target customers? Who are gonna be making those decisions, et cetera, et cetera. So it's not just a marketing strategy, it's a business strategy.”
Episode Timestamps:
*(02:47) - The Trust Tree: Opengear is the silent ninja for all engineers
*(14:46) - The Playbook: Darth Vader in a photo booth
*(33:51) - The Dust Up: Bring all the stories you can
*(37:09) - Quick Hits: Analisa’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 Demand Gen 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:
Creating a Total Social Strategy to Hype New Products
Getting Crafty as a Lean, Mean Team
Where to Play and How to Win
Showing Up for Customers Through Your Product
Strategically Organizing Your Own Customers
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
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