#22: Kirsten Newbold-Knipp, on aligning sales & marketing
11/26/19 • 47 min
Kirsten Newbold-Knipp, an original member of the Hubspot mafia (listen in for details), shares her in-depth knowledge of how to better unite sales and marketing teams. She’ll share her insights from years in leadership at some wildly successful B2B brands: BigCommerce, Gartner, Hubspot, and Convey.
Our conversation covers how to host great user events that drive intimacy with your customers (she started Inbound) as well as some indicators of when exactly your business is at the point to host a customer event. We’ll also help you think about how to measure marketing success and create an inter-channel connectivity as you grow your brand.
In this episode you’ll learn:
0:00 An introduction with Kirsten
5:00 How to use events to create intimacy with customers (and how we ended up creating Inbound)
12:10 When your business should start hosting events for customers
26:20 How to coordinate your marketing and sales efforts
33:53 Where sales and marketing commonly break down
40:59 The Salty Six
This is an actionable episode — we hope you enjoy! Get ready to #ScaleOrDie...
We're excited to have you along for Season 1 of #ScaleOrDie. Before you leave, be sure to leave a ⭐⭐⭐⭐⭐ review, post a comment, or share with your friends! Tune into more episodes at useproof.com/scaleordie and read more stories at blog.useproof.com. Follow Dave & Proof on Twitter — @DaveRogemoser and @UseProof. We publish episodes every week so be sure to check back often for more interviews with the internet’s best minds in growth!
Kirsten Newbold-Knipp, an original member of the Hubspot mafia (listen in for details), shares her in-depth knowledge of how to better unite sales and marketing teams. She’ll share her insights from years in leadership at some wildly successful B2B brands: BigCommerce, Gartner, Hubspot, and Convey.
Our conversation covers how to host great user events that drive intimacy with your customers (she started Inbound) as well as some indicators of when exactly your business is at the point to host a customer event. We’ll also help you think about how to measure marketing success and create an inter-channel connectivity as you grow your brand.
In this episode you’ll learn:
0:00 An introduction with Kirsten
5:00 How to use events to create intimacy with customers (and how we ended up creating Inbound)
12:10 When your business should start hosting events for customers
26:20 How to coordinate your marketing and sales efforts
33:53 Where sales and marketing commonly break down
40:59 The Salty Six
This is an actionable episode — we hope you enjoy! Get ready to #ScaleOrDie...
We're excited to have you along for Season 1 of #ScaleOrDie. Before you leave, be sure to leave a ⭐⭐⭐⭐⭐ review, post a comment, or share with your friends! Tune into more episodes at useproof.com/scaleordie and read more stories at blog.useproof.com. Follow Dave & Proof on Twitter — @DaveRogemoser and @UseProof. We publish episodes every week so be sure to check back often for more interviews with the internet’s best minds in growth!
Previous Episode
#21: Frank Barry, COO of Tithe.ly, on building SaaS for a non-traditional industry
Tithe.ly is a SaaS business that’s going after a huge, but underserved market: churches and religious institutions.
And for the past several years, the business has been growing like crazy, with over 700 religious institutions signing up per month. But that’s not even the crazy part!
Tithe.ly wants to make sure customers really love them. When a new prospect or customer signs up for the software, they get a personal welcome call from someone on the Tithe.ly team.
In this episode, Frank talks with Dave about delivering delightful customer experiences, investing in content, and how to creatively scale a business.
In this episode you’ll learn:
0:00 Introduction
2:11 Learn about Tithe.ly’s business model
4:08 Insights into growth channels
11:00 Creating exceptional touchpoints with customers
24:34 Lessons learned about SaaS over the last 4 years
30:28 The Salty Six
This is an actionable episode — we hope you enjoy! Get ready to #ScaleOrDie...
We're excited to have you along for Season 1 of #ScaleOrDie. Before you leave, be sure to leave a ⭐⭐⭐⭐⭐ review, post a comment, or share with your friends! Tune into more episodes at useproof.com/scaleordie and read more stories at blog.useproof.com. Follow Dave & Proof on Twitter — @DaveRogemoser and @UseProof. We publish episodes every week so be sure to check back often for more interviews with the internet’s best minds in growth!
Next Episode
#23: Ed Fry, Growth at Paddle, on the future of data & personalized experiences
For the past 6 years, Ed Fry has been working in B2B companies such as Hubspot, Hull.io, and Inbound.org. Shortly after our interview, Ed started working as a SaaS growth consultant and now works as Head of Growth at Paddle, a UK-based SaaS for subscription and E-commerce.
Our conversation with Ed covers the role of data in 2019. While data is becoming ever more available, the sheer volume of data at your disposal can also be frustrating. Where do you start? What do you do with all this data? How does data impact important growth metrics?
In January 2016, Ed went on a journey to really get into data and data strategy to create more personalized experiences for customers. In this episode, Dave talks with Ed about how to use data to scale your startup, how to use data to personalize experiences for users, and what some B2B startups are doing wrong with data.
Listen in and get some free growth consulting from Ed!
In this episode you’ll learn:
0:00 Introduction
3:57 Ed’s 2016 deep dive into data
11:56 Where most B2B startups are getting it wrong or getting stuck when it comes to data
14:06 Ed describes his time at Hull.io
24:07 Listens to Ed’s advice on the practice of using personalized data to scale your startup
26:14 If every piece of data was available — what would we do?
31:28 The Salty Six
This is an actionable episode — we hope you enjoy! Get ready to #ScaleOrDie...
We're excited to have you along for Season 1 of #ScaleOrDie. Before you leave, be sure to leave a ⭐⭐⭐⭐⭐ review, post a comment, or share with your friends! Tune into more episodes at useproof.com/scaleordie and read more stories at blog.useproof.com. Follow Dave & Proof on Twitter — @DaveRogemoser and @UseProof. We publish episodes every week so be sure to check back often for more interviews with the internet’s best minds in growth!
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