Calendly’s CMO - Marketing a $3 Billion SAAS product like a Pro

🎙️In this episode of Scratch, the CMO of Calendly, Jessica Gilmartin joins us to discuss the evolution of their brand and their approach to building total customer-centricity.🌟📊 We’ve all used Calendly at some point in our work lives. For the uninitiated, Calendly is known worldwide for revolutionising the way we schedule meetings. It is more than just a tool—it's a comprehensive solution shaping the future of business interactions. In our discussion, Jessica tells us how Calendly continues to stand out in a competitive market. 🗓️💡 She shares her favourite marketing mantra: “Understanding your competitors is crucial, but it's the obsession with customer needs and experiences that truly drives business growth”.She discusses the significance of integrating customer insights into every aspect of business operations, from product development to the messaging in marketing strategies. Understanding market dynamics and a strong partnership with the leadership team forms the core of Jesicca’s marketing approach. The discussion between Eric and Jessica also talks about how Calendly harnesses creativity within its marketing team, continually reinventing its approaches to maintain a strong connection with its customers. 🧑‍🤝‍🧑❤️🔍 Jessica also walks us through building Calendly's distinct market positioning, revealing how iterative testing and feedback (which are especially crucial in long B2B sales cycles) are key to refining their marketing strategies. 🤖🆕🚀If you’re in product/tech marketing, you’ll surely enjoy this episode.🖊️ Mentioned in the show: Favourite challenger brand - BrexClozeBurger King Whopper Song Watch the video version of this podcast on YouTube 📺: https://youtube.com/playlist?list=PLajBNfOMgl2EYo1K29XNIoEMwqapDlQTS&feature=shared📕 Chapters:(00:04:30) - Favorite Challenger Brand 😊(00:14:20) - How did the positioning develop for Calendly? 💡(00:17:00) - How does Calendly understand its customers’ needs? 🤔(00:21:27) - What are the different disciplines of Marketing that sit within Calendly? 📚(00:23:00) - Being Idea-led v/s data-driven - Calendly’s take 💭(00:27:30) - Tracking Results 📊(00:29:20) - Creative destruction 💥(00:36:20) - The next exciting thing for Calendly 🚀(00:41:20) - Lightning Round ⚡(00:41:56) - First Marketing Job you ever had 💼(00:42:24) - The Best Piece of career advice 🌟(00:42:48) - Best Brand Campaign - Burger King 🍔(00:43:30) - Best Marketing Tool 🛠️(00:44:00) - One thing people should do differently 🔄Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Jessica Gilmartin of Calendly in this episodeFind Rival online at www.wearerival.com, LinkedIn, Twitter. Find Jessica on LinkedIn - https://www.linkedin.com/in/jessicagilmartin/Find Eric on LinkedIn and tweet him @efulwiler - https://www.linkedin.com/in/ericfulwiler/Say hi at [email protected], we’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024