Ep 65 - Carrie Kelly - How to Influence Your Whole Sales Pipeline with Marketing
09/29/22 • 65 min
Take a guess.
Who is the most important stakeholder in your marketing strategy?
The answer is simple — it’s your customers!
In today’s episode, Carrie Kelly, Chief Marketing Officer at Cyderes, explains how getting close to your customers will help you execute effective marketing interventions that really influence your sales pipeline.
You’ll learn:
1. How to influence the sales pipeline with marketing
2. Which metrics you should track to measure the impact of your marketing strategy
3. Which content pillars work best for your sales pipeline and tips for creating them
4. The power that in-person events and unique experiences can hold for your business
5. Why your company should have an analyst relations strategy
About Carrie:
Carrie is Chief Marketing Officer at Cyderes. She has spent 20+ years in B2B software, tech and cybersecurity marketing roles, building expertise across product marketing, revenue and lifecycle marketing, brand strategy, content, and operations. As a marketing executive, she's driven to build and cultivate a thriving organization based on functional expertise, data & intelligence, and cross-functional collaboration. To keep her mind and body sharp, Carrie works out four times a week at 5:30 in the morning with a small fitness group that she has been working with for almost 15 years.
Find Carrie on LinkedIn: https://www.linkedin.com/in/carrienkelly/
Carrie's business book recommendations:
Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets – Al Ramadan https://amzn.to/3eUM6zj
The Power of Story: Rewrite Your Destiny in Business and in Life - Jim Loehr https://amzn.to/3dnsAen
__________
About Cyderes:
Cyderes is a global cybersecurity powerhouse offering comprehensive solutions around managed security, identity and access management, and professional services. The company provides the people, processes, and technology modern enterprises rely on to manage risk, maintain compliance, and respond to security threats with greater speed, scale, and cost-efficiency than traditional in-house solutions. Cyderes has six security operations centers and three offices across the United States, Canada, the United Kingdom and India.
Website: https://www.cyderes.com/
Industry: Computer, Network Security, Security
Company size: 800
Headquarters: Kansas City, Missouri, United States
Founded: 2017
__________
About the host Sammy:
Sammy and SAWOO enable you to drive recruiting & employer branding via your hiring managers on LinkedIn.
We can help you:
- Speed up hiring
- Reduce hiring costs
- Create an authentic Employer Brand
- Create a Talent Pool that you can tap into any time
Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/
__________
Past guests on the GROW B2B FASTER Show include: Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more.
Take a guess.
Who is the most important stakeholder in your marketing strategy?
The answer is simple — it’s your customers!
In today’s episode, Carrie Kelly, Chief Marketing Officer at Cyderes, explains how getting close to your customers will help you execute effective marketing interventions that really influence your sales pipeline.
You’ll learn:
1. How to influence the sales pipeline with marketing
2. Which metrics you should track to measure the impact of your marketing strategy
3. Which content pillars work best for your sales pipeline and tips for creating them
4. The power that in-person events and unique experiences can hold for your business
5. Why your company should have an analyst relations strategy
About Carrie:
Carrie is Chief Marketing Officer at Cyderes. She has spent 20+ years in B2B software, tech and cybersecurity marketing roles, building expertise across product marketing, revenue and lifecycle marketing, brand strategy, content, and operations. As a marketing executive, she's driven to build and cultivate a thriving organization based on functional expertise, data & intelligence, and cross-functional collaboration. To keep her mind and body sharp, Carrie works out four times a week at 5:30 in the morning with a small fitness group that she has been working with for almost 15 years.
Find Carrie on LinkedIn: https://www.linkedin.com/in/carrienkelly/
Carrie's business book recommendations:
Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets – Al Ramadan https://amzn.to/3eUM6zj
The Power of Story: Rewrite Your Destiny in Business and in Life - Jim Loehr https://amzn.to/3dnsAen
__________
About Cyderes:
Cyderes is a global cybersecurity powerhouse offering comprehensive solutions around managed security, identity and access management, and professional services. The company provides the people, processes, and technology modern enterprises rely on to manage risk, maintain compliance, and respond to security threats with greater speed, scale, and cost-efficiency than traditional in-house solutions. Cyderes has six security operations centers and three offices across the United States, Canada, the United Kingdom and India.
Website: https://www.cyderes.com/
Industry: Computer, Network Security, Security
Company size: 800
Headquarters: Kansas City, Missouri, United States
Founded: 2017
__________
About the host Sammy:
Sammy and SAWOO enable you to drive recruiting & employer branding via your hiring managers on LinkedIn.
We can help you:
- Speed up hiring
- Reduce hiring costs
- Create an authentic Employer Brand
- Create a Talent Pool that you can tap into any time
Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/
__________
Past guests on the GROW B2B FASTER Show include: Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more.
Previous Episode
Ep 64 - Johanna Fagerstedt - From small startup to global scale-up – the keys to growth through marketing
Marketing is not only a means to an end: It's the endgame.
How does Quinyx leverage their marketing to build successful communities & drive growth?
Johanna Fagerstedt, CMO at Quinyx, shares with Sammy, how they do it.
What's in it for you:
1. Why marketing doesn’t stop after winning a customer
2. How Quinyx uses an annual community event to build thought leadership and create content
3. Best practices for setting up a successful community event
4. How Quinyx uses their "Customer Happiness Survey" to build strong client relationships and get valuable feedback
5. Why LinkedIn is the most important social media channel for your B2B business and how to leverage it successfully
About Johanna:
Johanna is CMO at Quinyx and Top 50 Women in SaaS. She leads a team of professionals who are reshaping and defining the future of workforce management and B2B SaaS. Her main focus is on growth and innovation strategy development and execution, go-to-market strategies, internationalization and data-driven business analytics. She spends a lot of time with her two- and five-year-old son and tries to exercise in any way she can, whether it's trail running or yoga, working out or just dancing with the kids.
Find Johanna on LinkedIn: https://www.linkedin.com/in/johanna-fagerstedt/
Johanna's business book recommendations:
Essentialism: The Disciplined Pursuit of Less – Greg McKeown https://amzn.to/3oxfZHq
Johanna’s interview with her favourite business leader Jim Donald: https://www.quinyx.com/the-wfm-show-jim-donald-ondemand
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About Quinyx:
Quinyx is a leading cloud-based workforce management software that provides AI-powered technology to simplify resource-intensive workforce planning in the areas of rostering, time tracking, communication, task management, budgeting and forecasting. Through advanced and flexible features, Quinyx helps more than 850 companies around the world stay compliant, improve efficiency, reduce labor costs, and engage employees.
Website: https://www.quinyx.com/
Industry: Software engineering
Company size: 400
Headquarters: Sweden, Stockholm
Founded: 2005
__________
About the host Sammy:
Sammy and SAWOO enable you to drive recruiting & employer branding via your hiring managers on LinkedIn.
We can help you:
- Speed up hiring
- Reduce hiring costs
- Create an authentic Employer Brand
- Create a Talent Pool that you can tap into any time
Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/
__________
Past guests on the GROW B2B FASTER Show include: Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more.
Next Episode
Ep 66 - Shawn Green - How B2B Partnerships Create an Ecosystem of Value for Your Business
When should you start building a B2B partnership ecosystem?
Immediately!
According to Shawn Green, Go-To-Market Advisor at Upflow and Chassi, there isn’t a better time to start finding key partners than the present.
In today’s episode with Sammy, he explains how building a partner ecosystem from the start helps you score those crucial first customers for your startup.
You’ll learn:
1. The right time to start building a partner ecosystem.
2. Shawn’s advice to anyone who wants to start a partnership program.
3. The 3 stages of CEO involvement in a growing startup.
4. The main characteristics of a successful CEO.
5. How to set up and utilize a customer advisory board to determine product-market-fit.
About Shawn:
Accomplished SVP/Chief Revenue Officer in the SaaS Cloud space with experience in all phases of a company's lifecycle – Startup to Publicly Traded companies. Product sets are ERP, CRM, PSA, Fintech, Marketing insights, and data platform technologies. I have a proven track record of developing and implementing successful sales initiatives leading sales organizations through their cloud journey, yielding over $1.800 Billion in ARR, acquiring 300 Fortune 500 companies, and managing over 1,000 account executives and managers over the last 15 years with multiple companies.
Find Shawn on LinkedIn: https://www.linkedin.com/in/sg8584/
Shawn's business book recommendation:
Who Moved My Cheese? An Amazing Way to Deal With Change In Your Work and In Your Life – Dr. Spencer Johnson https://amzn.to/3Mfcf8D
Shawn's favorite podcast:
The Brutal Truth about Sales & Selling - https://www.linkedin.com/company/thebrutaltruth/
__________
About Upflow:
Upflow is an SDN, multi-tenant AR platform that enables merchants to optimize cash collection, lowering DSO through analytics, collaborative workflows, and various payment methods. The outcomes for our merchants are predictable cash flow, modeling, and extended cash runway.
Website: https://upflow.io/
Industry: Financial Services, B2B and Fintech
Company size: 100
Headquarters: New York, United States
Founded: 2018
About Chassi:
CHASSI tech helps Netsuite customers control their cash flow by showing real-time how they perform Q2C and understanding the sticking points contributing to lagging DSO "Days Sales Outstanding."
Website: https://chassi.com/
Industry: Software development, ERP, SaaS, Operations, Technology
Company size: 10
Headquarters: Phoenix, Arizona
Founded: 2016
__________
About the host Sammy:
Sammy and SAWOO enable you to drive recruiting & employer branding via your hiring managers on LinkedIn.
We can help you:
- Speed up hiring
- Reduce hiring costs
- Create an authentic Employer Brand
- Create a Talent Pool that you can tap into any time
Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/
__________
Past guests on the GROW B2B FASTER Show include: Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more.
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