Leading marketing through tough times: Robin Daniels, Growth, Marketing & Leadership Advisor

Explicit content warning

10/06/22 • 48 min

How should marketing leaders approach the challenges of an economic downturn? It’s a big question, but one we put to Robin Daniels, our guest for this episode.

If you’ve not come across Robin before, you’ll enjoy his enthusiasm and illuminating insight on marketing, leadership and growth. He’s worked at some amazing tech companies covering Salesforce, Box, LinkedIn, WeWork as well as being CMO of Matterport when they went public in 2021.

There is plenty to take away from this chat that helps galvanise, improve, or reassure you. We talk about what marketing leaders and teams should be focusing on, how morale is impacted and as a leader what you can do, through to incremental gains, intelligent risks, and how to inspire yourself.

Enjoy.

Timestamps:

(04:20) Robin’s journey from Denmark to California and back again

(09:48) What sparked his career in marketing and his role at Salesforce

(13:46) Lessons learnt from the ’08 downturn – being incrementally better doesn’t cut it in a recession

(17:00) Why you’ve got to market yourself like a consumer brand

(20:01) How selling and marketing in a downturn changes

(22:11) What marketing budgets he protects first when there are cuts on the table

(26:27) Focus on things that move the needle. Do less but do it better.

(34:55) Keeping people motivated during hard times and the importance of leadership

(41:59) There is positivity in the market, but uncertainty can hamper your marketing

(43:05) Where Robin draws inspiration from

Follow Robin on LinkedIn: https://www.linkedin.com/in/robingdaniels/

Don’t forget to subscribe and rate our show!

Send us a message if you enjoyed this episode

If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.
👉 Watch episodes on YouTube
👉 Follow us on LinkedIn for regular snippets in your feed
👉 Visit our website for more in-depth thinking on topics
👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration
And finally please rate our podcast on Apple if you enjoyed it!
✌️

How should marketing leaders approach the challenges of an economic downturn? It’s a big question, but one we put to Robin Daniels, our guest for this episode.

Enjoy.

Timestamps:

(04:20) Robin’s journey from Denmark to California and back again

(09:48) What sparked his career in marketing and his role at Salesforce

(13:46) Lessons learnt from the ’08 downturn – being incrementally better doesn’t cut it in a recession

(17:00) Why you’ve got to market yourself like a consumer brand

(20:01) How selling and marketing in a downturn changes

(22:11) What marketing budgets he protects first when there are cuts on the table

(26:27) Focus on things that move the needle. Do less but do it better.

(34:55) Keeping people motivated during hard times and the importance of leadership

(41:59) There is positivity in the market, but uncertainty can hamper your marketing

(43:05) Where Robin draws inspiration from

Follow Robin on LinkedIn: https://www.linkedin.com/in/robingdaniels/

Don’t forget to subscribe and rate our show!

Send us a message if you enjoyed this episode

Previous Episode

Creative leadership in a crisis: Michael Jeter, Zapier

This episode is pretty special. It’s a story that is truly unique, and one that hopefully isn’t going to be repeated for a long time. We talk to Michael Jeter who is the Creative Director at Zapier.
For those of you who don’t know, Zapier is a product that allows you to integrate web applications and automate workflows. Michael joined the business to spearhead a major rebrand. His team got cracking and worked on it for eight months.
They were about to launch when something happened. In this own words “It’s such an epic story. It’s one I’ll be telling for the rest of my career, because it’s truly unique.”It’s an inspirational story of reactivity, teamwork, leadership and the power of design.
Enjoy.
Follow Michael on LinkedIn: https://www.linkedin.com/in/michaeljeter/
Here is a link to Zapier to check them out: https://zapier.com/ (https://zapier.com/
Don’t forget to subscribe and rate our show!

Send us a message if you enjoyed this episode

Next Episode

Nailing the fundamentals of effective demand generation: Katie Colbourne, Basware

Demand generation is more than just a marketing function. It’s a craft. A mindset. A way of life honed and perfected by uber-talented practitioners.
Not only that, but with market conditions the way they are right now, effective demand gen is in demand. It’s invaluable to current and future revenues.
We touched on demand generation early in this series. But as it’s been a while, it felt right to revisit it and see what’s changed (if anything). So what better guest to find out from than one of those uber-talented practitioners, and friend of Shaped By, Katie Colbourne, Director of Global Demand Generation at Basware.
Fresh from giving us her perspective on creativity for our Perspective 2022 report, Katie’s back to chat with Dave about her demand generation journey, why the fundamentals of demand gen are so important – and how to nail them within the context of your own business and audience.

Send us a message if you enjoyed this episode