Why Marketo wants marketers to be fearless
Posted in: Uncategorized
When I asked Sarah Kennedy, the relatively new CMO at marketing automation firm Marketo, what’s the best advice she’d ever been given, her answer set the tone for our discussion: “Jump out of the plane and find your parachute on the way down.” It is little wonder that Kennedy, who jumped into her role eight months ago, felt compelled to not just rethink the company’s sizeable user summit but also to reexamine the entire brand. In this process, Kennedy realized that her appreciation of fearlessness might just be the key to engaging her target audience.
Concerned that a trend toward perfectionism was overtaking the greater promise of experimentation, Kennedy and her team adopted “fearless” as a rallying cry for an upcoming user summit. Just as importantly, Marketo began practicing what they were about to preach, internally. This recognition that marketing promises are best lived before being spoken is just one of the many insights you’ll find in our lively conversation below.
Post a Comment