This episode features an interview with April Moh, CMO at Kyriba, leader in cloud treasury and finance solutions, delivering mission-critical capabilities for cash and risk management, payments and working capital solutions.
In this episode, April shares her expertise on managing perceptions through PR and building a demand creation arm from scratch. She also dives into the process of rebranding, and the framework they used when crafting their strategic narrative.
Key Takeaways:
Quote:
“A rebrand is more than just look and feel. A lot of it is also about what is that story and what is that strategic narrative? And for us, we worked through a very simple framework, which is to define what the enemy is. So the enemy represents the current way of work that is not productive for CFOs or treasurers. And then what the hero is. So how do we position ourselves as being able to really add value in solving that problem?”
Episode Timestamps:
*(12:21) The Trust Tree: Creating a scalable, repeatable marketing engine
*(19:02) The Playbook: Paid media, PR and events
*(34:18) The Dust Up: Changing a beloved mascot
*(37:41) Quick Hits: April’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 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:
The Benefits of Refreshing Brand for Demand
Leaning into the Art of Continuous Product Design
Creating Content That Meets Your Customers Where They Are
Scrappy, Out of Home Marketing Strategies for CMOs
Investing in Brand Awareness for Long-term Business Evolution and Growth
Generating Pipeline Through Authentic Partner Relationships
Unleashing the Power of a Video First Marketing Strategy
Systematically Approaching Your Win-Loss Strategy
Embracing an Outside-In Marketing Perspective
Leveraging Connections and Emotion for Marketing Campaign Success
Staying on Top of Industry Dynamics Through Innovation & Efficiency
Harnessing the Power of First-Party Data
The Evolutionary Marketing Advantage
The Power of Segmentation and Experimentation in Saturated Markets
Utilizing Data Insights for Product Marketing Success
Elevating Your Value Story at a PLG Company
Optimizing ROI with the Right Marketing Mix
Building Brand Awareness in Shifting Markets
Marketing Strategies to Navigate Risk, Governance, and Compliance
Part 9: Top Marketing Leaders Share Their Most Uncuttable Demand Gen Budget Items
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