This episode features an interview with Cindy Knezevich, Senior Vice President of Brand and Communications at Salesloft, the leading sales engagement platform that helps sellers and sales teams drive more revenue. Cindy has spent the majority of her career in marketing leadership roles growing and transforming Sales-as-a-Service companies. She’s overseen Salesloft’s rebrand in 2021, as well as the highly successful relaunch of the company’s website in 2020.
On this episode Cindy shares her insights into the power of brand and demand gen alignment, why customers are the most significant constituency, and the importance of brand consistency.
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Brand is who you are, product marketing and demand gen is what you do. And so those two things work really well together when they’re aligned, when they’re not aligned, it can be pretty painful. - Cindy Knezevich, SVP of Brand and Communications, Salesloft
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Episode Timestamps:
*(02:12) - Cindy’s role at Salesloft
*(02:59) - Segment: Trust Tree
*(06:08) - Creating a successful brand campaign
*(15:03) - The importance of brand consitency
*(16:10) - Segment: The Playbook
*(23:20) - The role community plays with your brand
*(26:28) - Making big bets as it relates to brand
*(29:26) - Segment: Quick Hits
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Links
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
Using Neuroscience to Understand Your Customer
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