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:
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