Enabling Your Marketing Team to Be Bold

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:

• Be bold. In order to stand out in the marketing landscape, you have to unabashedly embrace new and unique marketing methods to connect with your customers. Creativity is free.
• Get to a place where your customers love you. When your customers truly love you, they're your best advocates for quality referrals and so much more.
• Remember why you were hired in your marketing role. If you were hired to disrupt the space, then disrupt. 

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:

• Connect with Ian on LinkedIn
• Connect with Analisa on LinkedIn
• Learn more about Opengear
• Learn more about Caspian Studios