Product Management & Marketing: Surround yourself with the right people (episode #38)

How I Made it in Marketing

11/09/22 • 64 min

This article was published in the MarketingSherpa email newsletter.

“Attention precedes interest. Interest precedes engagement; engagement proceeds relationship,” Flint McGlaughlin teaches in Headline Writing: 4 principles that could drive down your website bounce rate (https://meclabs.com/course/sessions/headline-writing/).

When I asked my latest guest how she builds those relationships with her marketing, she talked fondly of learning directly from real people, whether in her early days in a trade show booth or more recently using digital technology. The end goal of listening to customers is the same – to help her organization and team of marketers understand customers as real people, which will ultimately help them build more relationships with customers.

You can learn the story behind that lesson from Michelle Huff, Chief Marketing Officer, UserTesting (https://www.usertesting.com/), along with many more lesson-filled stories from her career, on the latest episode of the How I Made It In Marketing podcast.

Huff manages a team of 65 at UserTesting. UserTesting is a publicy traded company on the New York Stock Exchange. It reported $147.4 million in revenue in 2021, up 44% year-over-year.

Stories (with lessons) about what she made in marketing

Obstacles are opportunities, if you choose to view them as opportunities.
Utilize customer empathy when trying to involve the customer in marketing efforts.
Surround yourself with the right people.
Marketers should get involved with the sales team to learn from them.
To learn about how your product really works, teach someone else.
Become a true partner with your Sales counterpart.

Related content mentioned in this episode

Empathy Marketing: 3 examples of empathetic marketing in action (with results) (https://www.marketingsherpa.com/article/case-study/empathy-marketing)

Informed Dissent: The best marketing campaigns come from the best ideas (https://sherpablog.marketingsherpa.com/online-marketing/marketing-dissent-campaigns/)

Healthcare Marketing Leadership: Build communities...not a customer list, walk your own path, take care of yourself (podcast episode #30) (https://www.marketingsherpa.com/article/interview/healthcare-marketing-leadership)

About this podcast

This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.

Apply to be a guest
If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

11/09/22 • 64 min

How I Made it in Marketing - Product Management & Marketing: Surround yourself with the right people (episode #38)

Transcript

Daniel Burstein: Okay, let me try my best Alec Baldwin impression for just a minute. These are the Glengarry leads. And to you their gold and you don't get them. Why? Because to give them to you would be throwing them away. Ooh, harsh. Working in marketing. It's all too easy to blame the sales team when things aren't going well, right. We're sending you all these great leads. Why aren't you closing them? You're wasting all of our great marketing.

And in fairness, that blame get

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