The Peerbound Podcast

Episode Description: Brittnee Dawson is VP of Product & Customer Marketing at Service Express, with previous experience leading customer marketing at AlphaSense, Experity, and Anaplan. She started her career at Thomson Reuters, where she worked in video production and product management before finding her way into customer marketing. In this episode, Brittnee and Sunny talk about why advocacy should never be an afterthought. Brittnee shares how she embeds customer marketing into every stage of the customer lifecycle, from onboarding to expansion, so that advocacy becomes a natural output of a great customer experience rather than a one-off request. She talks about why the playbook is more similar across industries than people think, what erodes customer trust (siloed experiences), and how to make sales enablement work by getting the right proof to reps at the right moment. They also get into the tension between scaling with AI and maintaining genuine human connection, and why customer marketers have a strategic advantage as the people who can use AI in a human-first way. Topics covered: → How a background in film and visual storytelling shaped Brittnee's approach to customer marketing → Why the customer marketing playbook is more universal than people think across industries → Embedding advocacy into the full customer lifecycle instead of treating it as an add-on → What builds and what erodes customer trust → The evolution of sales enablement and putting customer proof in front of reps at the right time → Scaling with AI while keeping the human connection intact → Why customer marketers are uniquely positioned to use AI in a human-first way Chapters: 00:00 Advocacy Is Built In 00:57 From Film To Customer Marketing 02:36 Storytelling And AI Shift 11:33 Lifecycle Design And Trust 17:18 Sales Enablement With Advocacy 19:53 Content Libraries Are Dead 21:20 Personalized Enablement Moments 22:11 Full Automation Meets Trust 24:30 Human Stories Beat Data 30:58 Recommendations And Wrap Up

About the GuestJess Walker McFarland is a customer marketing and advocacy leader with experience at BMC Software (7+ years), Splunk, and Rubrik (3.5+ years). At Rubrik, she led customer advocacy and executive programs through the company's IPO. She's currently a free agent exploring what's next.DescriptionIn this episode, Sunny sits down with Jess Walker McFarland, a customer marketing and advocacy leader with experience at BMC Software, Splunk, and Rubrik, to discuss building customer advocacy programs, preparing customer stories for IPO, and what it really takes to make the leap from senior manager to director.Jess shares how she transitioned from partner marketing to customer advocacy at Splunk, why she sought out the challenge of IPO readiness at Rubrik, and her management philosophy of "enable, empower, and get out of the way." We dive into how customer storytelling changes when your audience shifts from buyers to investors, what makes the senior manager to director leap so difficult, and her take on AI: the tools are incredible, but the thinking is still your job.Whether you're navigating your first leadership role or preparing your advocacy program for a major company milestone, Jess's insights on building trust with your team and articulating the "why" to stakeholders will give you plenty to think about.Chapters00:00 Introduction and Early Career Beginnings00:38 Navigating PR and First Major Career Pivot03:14 Expat Experience and Life-Changing Moments09:10 Transition to Field and Partner Marketing15:14 High Growth at Splunk and Leadership Lessons25:33 The Leap from Senior Manager to Director27:26 Navigating Leadership and Team Dynamics30:29 Transitioning to Rubrik and IPO Experience38:51 Exploring AI and Personal Growth47:16 Recommendations and Final Thoughts Jess Walker McFarland: https://www.linkedin.com/in/jessicawm/Sunny Manivannan: https://www.linkedin.com/in/sunnymanivannan/

In this episode, Sunny sits down with Jennifer Thompson, Senior Customer Marketing Manager at Amperity, to discuss the evolution of customer marketing, building advocacy programs, and why your happiest customers deserve more attention than they're getting.Jennifer shares her journey from account management to pioneering customer marketing roles, including how she helped the Seattle Seahawks tell their fan engagement story in record time. We dive deep into what makes great customer marketers, how to prove your value internally, and why customer marketing is about so much more than just case studies.Whether you're new to customer marketing or a seasoned pro, Jen's insights on the customer journey flywheel, working with AI tools, and creating advocates at every touchpoint will inspire you to think differently about your role.Chapters00:00 Introduction and Guest Welcome00:35 Jen's Career Beginnings01:33 Transition to Customer Marketing07:08 Impact of AI in Marketing11:11 Customer Success Stories19:43 Characteristics of a Successful Customer Marketer22:51 Building Internal Support23:40 Creating Advocates and Proving Value28:48 Examples of Great Marketing33:30 Favorite Apps, Technologies, and RecommendationsResources & Links MentionedPeople:Jennifer Thompson - https://www.linkedin.com/in/jennifer-t-/Sunny Manivannan - https://www.linkedin.com/in/sunnymanivannan/Case Studies:Seattle Seahawks Case Study - https://amperity.com/customers/seattle-seahawksExtra:Witches of Moonshyne Manor - https://www.goodreads.com/book/show/60421214-the-witches-of-moonshyne-manor

Episode DescriptionChris Dalton manages customer testimonials, speaking engagements, reference programs, peer reviews, a customer advisory board, and ad hoc requests, all by himself. His secret? Building autonomous systems and focusing relentlessly on what actually accelerates revenue.In this episode, Chris shares how Clari's CMO mandates voice of customer content in every campaign, why content utilization matters more than content creation, and how he's building a proactive customer marketing system that serves the right references and content at exactly the right time. If you're trying to scale customer marketing with limited resources, this conversation is packed with strategies you won't want to miss.What You'll LearnHow to build autonomous customer marketing systems that run without daily involvementWhy the shift from reactive to proactive is the future of customer marketingThe utilization problem: why having 100 case studies means nothing if reps don't use themHow AI enables entirely new work rather than just replacing existing tasksProductivity habits from Deep Work and 7 Habits of Highly Effective People that create real efficiencyHow to build strong relationships with revenue teams and prove your impactWhy tools don't solve behavior problems and what actually drives adoptionChapters00:00 Introduction and Guest Welcome00:44 Chris Dalton's Career Journey03:14 Role and Responsibilities at Clari04:17 Challenges and Innovations in Customer Marketing06:41 The Future of Customer Marketing10:53 Voice of Customer and Its Importance14:47 AI in Customer Marketing19:33 Efficiency and Productivity Tips26:22 Building Relationships with Revenue Teams34:37 Final Thoughts and ConclusionGuest BioChris Dalton is Director of Customer Marketing at Clari, where he runs all advocacy programs as a one-person team. With over a decade of experience at companies like SurveyMonkey, Evanta (now Gartner), and Clari, Chris has mastered the art of scaling customer marketing through automation, AI, and strategic enablement. He's known for his efficiency, his strong relationships with revenue teams, and his vision for building proactive customer marketing systems.Key TakeawayThe future of customer marketing isn't about getting really good at reactive work. It's about building systems that deliver the right content, references, and insights before your teams even know they need them. When you shift from reactive to proactive, you unlock the full potential of voice of customer content and create measurable revenue impact.Connect with Chris Dalton: https://www.linkedin.com/in/daltonchristopher/

Episode DescriptionMary Green didn't realize she'd been doing customer marketing for years until she saw a job posting that finally named what she'd been building all along. Now, as the founder of CMA Weekly and Director of Community Platforms at Infor, she's created a 1,500-member community that's become an indispensable resource for customer marketers navigating an evolving profession.In this episode, Mary pulls back the curtain on building authentic professional communities, the changing landscape of customer marketing roles, and why working without community in 2025 is like working without AI. You're simply leaving opportunities on the table.What You'll LearnThe origin story of CMA Weekly and how it grew to 1,500+ active membersWhat the "no vendors" channel is and how it became essential for honest, confidential vendor feedbackHow customer marketing roles are expanding and what the current job market looks likeWhy professional community isn't optional anymore and how it saves months of learning timeStrategies for fostering authentic engagement and maintaining community trustChapters00:00 Introduction and Guest Welcome01:37 Mary Green's Journey into Customer Advocacy03:50 Building and Growing CMA Weekly05:21 Community Engagement and Support11:38 The No Vendors Channel16:23 Vendor Competition and Community Dynamics24:55 The Evolving Role of Customer Marketing31:01 Job Market Insights and Advice39:49 Future Plans for CMA Weekly41:10 Conclusion and Final ThoughtsGuest BioMary Green is the founder of CMA Weekly, an authentic community of over 1,500 customer marketing professionals, and serves as Director of Community Platforms at Infor. With years of experience building customer advocacy programs before the role officially existed, Mary has become a leading voice in the customer marketing space, creating resources and connections that help professionals navigate this evolving field.Key TakeawayIn today's fast-paced marketing landscape, having access to a trusted professional community isn't a nice-to-have. It's essential infrastructure. Whether you're troubleshooting vendor relationships, understanding market rates, or simply learning from others' experiences, community accelerates your growth and saves you from costly mistakes.Connect with Mary Green: https://www.linkedin.com/in/marygreencny/Resources Mentioned:CMA Weekly Community: https://cmaweekly.com/

Daniel Palay, Director of Customer Marketing at Grafana Labs, joins Sunny to challenge how we think about customer marketing success. They cover the power of saying no strategically, why you should measure net dollar retention instead of activity metrics, and how to use AI to focus on work that actually moves the needle. Daniel also shares lessons from building customer marketing teams at two high-growth startups.00:00 Introduction and Guest Welcome00:45 Daniel's Early Career Journey01:36 Transition to Customer Marketing02:12 Building Customer Marketing at Elastic03:56 Joining Grafana Labs07:34 Pandemic Reflections and Personal Growth11:30 The Power of Saying No in Customer Marketing18:07 Strategic Customer Marketing and AI19:25 The Strategic Promise of AI in SaaS20:11 Embedding in Core Constituencies21:06 Challenging Traditional Metrics22:36 The Pitfalls of Activity Metrics27:32 Advocacy and Net Dollar Retention31:25 Deal Velocity and Customer Marketing35:58 Embracing AI for Strategic Growth38:43 Building Effective Customer Marketing TeamsDaniel's CMA Summit SF 2025 Talk: https://docs.google.com/presentation/d/119iNfiaqP8AVTs7Np2xInrsRXvxWS8mLkwKMDBAHQl8/edit?slide=id.g1d7246a57b5_0_8#slide=id.g1d7246a57b5_0_8Featuring:Daniel Palay:LinkedIn — https://www.linkedin.com/in/danielpalay/Sunny Manivannan:LinkedIn — https://www.linkedin.com/in/sunnymanivannan/X — https://x.com/sunnymanivannanFollow us:LinkedIn – https://www.linkedin.com/company/peerbound-incTune in:Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GXYouTube – https://www.youtube.com/@peerbound

Mel Cornford, Customer Marketing Lead at Canva, joins host, Sunny Manivannan on the Peerbound Podcast to discuss her transition from journalism to customer marketing. She shares her career journey, highlights from her work at notable media brands, and how those experiences shaped her approach at Canva. Mel emphasizes the importance of understanding sales teams' needs, creating human-first storytelling, and leveraging AI for efficiency. The conversation also explores the significance of testing, building internal and external relationships, and creating platform-specific content. 00:00 Introduction and Guest Welcome 01:00 Mel Cornford's Journey into Customer Marketing 01:12 Early Career and Journalism Background 02:10 Transition to Digital and Fashion Media 03:14 Shift to News and Building Digital Presence 07:48 Joining Canva and Initial Role 10:24 Finding and Celebrating Community Stories 14:22 Switching to B2B and Enterprise Marketing 16:23 Storytelling Approach and Social Content 23:47 Sales and Marketing Synergy at Canva 31:04 Leveraging AI in Customer Marketing 36:12 Advice for Early Career Customer Marketers 38:32 Conclusion and Final Thoughts Canva's Video Content: Sam Barker Story: https://www.canva.com/newsroom/news/sams-story-lessons-wwii-veteran-turned-childrens-book-author/ Elsewhere Story: https://www.canva.com/newsroom/news/how-two-entrepreneurs-launched-a-travel-business-in-a-pandemic-with-canva/Docusign Case Study: https://www.canva.com/case-studies/docusign/Featuring:Mel Cornford:LinkedIn — https://www.linkedin.com/in/mel-cornford-8751393/Sunny Manivannan:LinkedIn — https://www.linkedin.com/in/sunnymanivannan/X — https://x.com/sunnymanivannanFollow us:LinkedIn – https://www.linkedin.com/company/peerbound-incTune in:Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GXYouTube – https://www.youtube.com/@peerbound

In this episode of The Peerbound Podcast, host Sunny Manivannan sits down with Michael Sciano, a seasoned customer marketing and advocacy leader with more than 15 years of experience across industry-leading companies including Adobe, Salesforce, and ServiceTitan. Michael shares his unique path from high school history teacher to tech, highlighting lessons learned along the way and what it takes to build a resilient career in customer marketing. The conversation explores the evolving role of customer marketing, how AI is reshaping the job search, and the importance of networking and genuine relationships in today’s competitive market. He also makes the case for why customer marketing deserves more investment and visibility at the leadership level, offering actionable advice for professionals looking to grow in this fast-changing field. Whether you’re navigating the job market or building advocacy programs, Michael’s perspective provides grounded, practical insights for the future of customer marketing. Chapters: (00:00) Introduction and Guest Welcome (01:04) Early Career and Education (02:27) Transition to Tech Industry (04:33) Experience at ExactTarget (05:37) Roles in Technology and Marketing (07:16) Customer Marketing Evolution (11:08) Job Market Challenges and Advice (24:39) The Power of Networking (25:49) Building Genuine Relationships (26:47) Navigating the Job Market (32:51) The Role of AI in Job Searches (38:16) The Future of Customer Marketing (43:48) Final Thoughts and Takeaways Featuring: Michael Sciano:  LinkedIn — https://www.linkedin.com/in/michaelsciano/Sunny Manivannan: LinkedIn — https://www.linkedin.com/in/sunnymanivannan/ X — https://x.com/sunnymanivannan Follow us: LinkedIn – https://www.linkedin.com/company/peerbound-inc Tune in: Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056 Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX YouTube – https://www.youtube.com/@peerbound

In this episode of The Peerbound Podcast, host Sunny Manivannan sits down with Emily Coleman, Senior Manager of Customer Marketing & Advocacy at LaunchDarkly, to talk about her unexpected path into customer marketing, which began in politics and later led to high-pressure communications work during the SolarWinds cybersecurity crisis. Today, she focuses on building scalable advocacy programs at LaunchDarkly, with AI playing an increasingly important role.Emily shares how her early work in politics sharpened her empathy and storytelling instincts, the lessons she learned navigating a cybersecurity crisis at SolarWinds, and how she’s rethinking advocacy at LaunchDarkly with a focus on authenticity, design, and emerging technology.Whether you’re revamping your customer story motion or looking to scale with limited resources, Emily’s story offers a thoughtful, grounded view of what it takes to build trust and elevate the voice of your customers.(00:00) Introduction and Guest Welcome(01:05) Emily Coleman's Early Career and Education(05:39) Political Career and Casework(10:22) Transition to Tech and Initial Challenges(15:02) Growth and Success at SolarWinds(17:53) Navigating a Big Company(19:36) Facing Challenges at SolarWinds(20:29) The SolarWinds Hack: A Crisis Unfolds(23:03) Building Trust and Advocacy Post-Breach(24:39) Transition to LaunchDarkly(28:49) Revamping the Customer Stories Page(32:54) Incorporating AI in Customer AdvocacyFeaturing:Emily Coleman:LinkedIn — https://www.linkedin.com/in/emilyecoleman/Sunny Manivannan:LinkedIn — https://www.linkedin.com/in/sunnymanivannan/X — https://x.com/sunnymanivannanFollow us:LinkedIn – https://www.linkedin.com/company/peerbound-incTune in:Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GXYouTube – https://www.youtube.com/@peerbound

In this episode of The Peerbound Podcast, host Sunny Manivannan welcomes back Kevin Lau, Vice President of Customer Engagement at Freshworks, to discuss the evolving landscape of customer marketing and its increasing importance within organizations. Kevin shares his professional updates, including his new role and personal milestones, and dives deep into significant shifts affecting customer marketing, especially post-pandemic. They explore the fluidity between various roles like customer success, support, and marketing and how AI is reshaping these functions. Kevin provides actionable advice on elevating the role of customer marketers, achieving organizational visibility, and the importance of fostering cross-functional relationships. The discussion also touches on promotion pathways within customer marketing and the need for effective communication of program impacts to leadership. Kevin concludes with a hopeful outlook, emphasizing the unique opportunities for customer marketers to shape their career paths in an AI-driven future.(01:10) Kevin’s Big Career & Life Shifts(01:54) How Customer Marketing Has Evolved(04:09) Org Structure & Success Metrics That Work(07:16) Climbing the Ladder in Customer Marketing(11:21) How to Know You're Ready for Promotion(16:45) The “Orchestrator” Role: Driving Strategy & Execution(24:39) Earning Influence Across the Organization(33:27) How to Advocate for Yourself Without Burnout(38:47) Why the AI Era Is a Win for Customer Marketing Featuring:Kevin Lau:LinkedIn — https://www.linkedin.com/in/kevinkennethlauSunny Manivannan:LinkedIn — https://www.linkedin.com/in/sunnymanivannan/X — https://x.com/sunnymanivannanFollow us:LinkedIn – https://www.linkedin.com/company/peerbound-incTune in:Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GXYouTube – https://www.youtube.com/@peerbound

What is the real value of building meaningful customer relationships in today's competitive tech landscape? In this episode of The Peerbound Podcast, host Sunny Manivannan is joined by Alexie Glover, co-founder and marketing consultant at Frank Advocacy. The discussion covers the motivations behind starting Frank Advocacy and the importance of customer marketing. Alexie shares her unique journey inspired by her mother, highlighting the need for businesses to appreciate their customers and build lasting relationships. The conversation delves into the challenges and opportunities in the customer marketing function, touching on the shift towards non-transactional relationships and the role of technology. Alexie also emphasizes the importance of making work visible to secure a seat at the table and shares insights into Frank Advocacy's innovative marketing strategies, including customer-centric initiatives like 'customer marketing cuties' and 'customer marketing cowboys.' (00:00) Introduction and Guest Welcome(00:38) Founding Frank Advocacy(02:18) Family Influence and Early Career(03:56) Working with Family: Challenges and Benefits(06:33) Modern Customer Advocacy Trends(09:50) Customer Relationships and Market Dynamics(16:33) Marketing Strategies and Challenges(20:19) The Sticker Revolution(21:32) Direct Mailers and Job Postings(24:16) The Future of Customer Marketing(29:17) The Importance of Visibility(33:53) Proud Projects and Peer Influences(37:16) Conclusion and Final Thoughts Featuring:Alexie Glover:LinkedIn — https://www.linkedin.com/in/alexie-glover/Sunny Manivannan:LinkedIn — https://www.linkedin.com/in/sunnymanivannan/X — https://x.com/sunnymanivannan Follow us:LinkedIn – https://www.linkedin.com/company/peerbound-incTune in:Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

How do you harness the power of storytelling to resonate with buyers in a world overwhelmed by data and noise? In this episode of The Peerbound podcast, host Sunny Manivannan is joined by Ari Hoffman, a customer marketing advocacy expert with a rich background in companies like Coveo, Influitive, and Amplitude. The discussion centers on the art of customer storytelling in the B2B space, particularly the importance of weaving qualitative human elements with critical business metrics. Ari emphasizes the role of the 'hero's journey' in crafting compelling narratives, the necessity of making stories relevant and impactful, and the significance of internal recognition in fostering a storytelling-centric culture. The episode also highlights the strategies to empower sales teams with effective stories and how customer marketers can demonstrate their value within their organizations.(01:16) The Power of Human Stories in B2B(04:02) Combining Metrics with Storytelling(04:26) Challenges in Finding and Using Stories(08:15) The Hero's Journey Framework(10:37) Personalizing Stories for Impact(12:55) Empowering Sales with Effective Stories(18:24) Tracking Business Impact(18:50) Celebrating Customer and Employee Success(19:01) The Hall of Heroes Concept(20:12) Gathering Customer Testimonials(22:08) Storytelling in Sales Kickoff (SKO)(24:16) Creating a Culture of Storytelling(26:20) The Value of Customer Marketing(34:10) Final Thoughts and AdviceTakeaways:Customer stories resonate more than self-promotional metrics.Human connections are essential in B2B storytelling.Storytelling should be relevant and impactful.The hero's journey is a timeless storytelling framework.Sales teams need to be equipped with relatable stories.Celebrate partnerships, not just customer success.Create a culture that values storytelling.Start small and pilot storytelling initiatives.Use metrics to measure the impact of storytelling.Avoid burnout by prioritizing storytelling efforts.Featuring:Ari Hoffman:LinkedIn — https://www.linkedin.com/in/arijhoffman/X — https://x.com/arigobieSunny Manivannan:LinkedIn — https://www.linkedin.com/in/sunnymanivannan/X — https://x.com/sunnymanivannanFollow us:LinkedIn – https://www.linkedin.com/company/peerbound-incTune in:Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

What do ancient Greek philosophy and cutting-edge sales enablement have in common? In this episode, we sit down with Ali Jawin, CMO at Pontera, to delve into her unconventional career path, leading marketing teams, and embracing AI. Ali is a marketing executive renowned for her focus on data-driven strategies. She has been responsible for reshaping marketing initiatives that drive global customer acquisition and company growth. In our conversation, we discuss embracing change, navigating the rapid evolution of AI in marketing, and the underrated skills that drive success in today’s fast-paced world. We explore how her focus on preparation shaped her career and why she believes in building strong, authentic professional relationships. Discover the "strawberry smoothie strategy" for content creation, steps for fostering creativity and innovation in AI-powered environments, why adaptability and experimentation are essential, and more. Join us for a masterclass on staying adaptable and ready in an ever-changing industry with Ali Jawin. Tune in now!Key Points From This Episode:(0:01:57) Ali’s unique path from academia to marketing leadership in SaaS.(0:08:50) Why every company is on a scale from "hot mess" to "dumpster fire."(0:14:57) How she navigates bad ideas and focuses on impactful marketing efforts.(0:22:26) The role of mentors in Ali's career and how she builds professional relationships.(0:26:12) Find out what Ali thinks is the most underrated skill in marketing.(0:33:17) Explore the future of marketing, AI, and the skills required to thrive.(0:38:11) Best AI marketing uses cases and why marketers should embrace AI.(0:45:15) Uncover the limitations and common pitfalls of AI-driven marketing.(0:49:11) Her favorite SaaS marketers and best book recommendations.Featuring:Ali Jawin:LinkedIn – https://www.linkedin.com/in/alijawin/Sunny Manivannan:LinkedIn – https://www.linkedin.com/in/sunnymanivannan/X – https://x.com/sunnymanivannan References:Pontera – https://pontera.com/Outreach – https://www.outreach.io/Yesware – https://www.yesware.com/RepTrak – https://www.reptrak.com/6sense – https://6sense.com/No Forms. No Spam. No Cold Calls – https://www.amazon.com/Forms-Spam-Cold-Calls-account-based/dp/0578699451Carilu Dietrich – https://www.carilu.com/Hypergrowth Leadership – https://www.carilu.com/The Wide Wide Sea – https://www.amazon.com/Wide-Sea-Imperial-Ambition-Contact/dp/0385544766Follow us:LinkedIn – https://www.linkedin.com/company/peerbound-incTune in:Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

Liz shares her remarkable account of scaling Yext from a $10 million startup to a $400 million public company and takes us into the complex world of marketing leadership, where balancing creativity with data-driven strategies is key. She discusses her approach to company building through marketing, the evolving impact of AI, and offers invaluable leadership and career advice for marketers and entrepreneurs alike. To find out how Liz's unique insights on visionary leadership, adapting to technological shifts, and navigating challenges can inspire you to drive growth and innovation in your own work, be sure to tune in today! You won’t want to miss this opportunity to gain actionable takeaways from one of the industry's top marketing leaders.Key Points From This Episode:(0:00:53) Introducing Liz Egan and her journey into marketing.(0:04:15) Scaling Yext from a 75-person startup to a $400 million public company.(0:07:04) Why strategies that didn’t work previously could work now.(0:08:24) The value of diverse experience in both data and creative marketing.(0:10:45) Liz’s take on the ‘Founder Mode’ essay by Y-Combinator’s Paul Graham.(0:15:17) Balancing the art of marketing with data-driven strategies.(0:19:20) What marketers often miss about sales.(0:22:55) The impact of AI on marketing: balancing market expectations with hype.(0:30:41) Visionary leadership advice for early-career marketers.(0:32:14) What it means to keep your “company hat” on when making decisions.(0:33:21) SaaS Talk: Liz’s favourite software company homepages and apps.(0:36:50) Peerbound Talk: TV shows and marketing leaders that inspire her. Featuring:Liz Egan:LinkedIn — https://www.linkedin.com/in/elizabethwaltonegan/X — https://x.com/lizwaltonSunny Manivannan:LinkedIn — https://www.linkedin.com/in/sunnymanivannan/X — https://x.com/sunnymanivannan References:Lattice — https://lattice.com/Sprig — https://sprig.com/Yext — https://www.yext.com/Howard Lerman — https://www.linkedin.com/in/howardlerman/‘Founder Mode’ Essay — https://paulgraham.com/foundermode.htmlGong — https://www.gong.io/Vercel — https://vercel.com/Figma — https://www.figma.com/Apple Health — https://www.apple.com/health/Arc — https://arc.net/Artifact — https://artifact.news/Shōgun — https://www.hulu.com/series/shogunSlow Horses — https://tv.apple.com/za/show/slow-horses/umc.cmc.2szz3fdt71tl1ulnbp8utgq5oMKT1 Newsletter — https://newsletter.mkt1.co/Emily Kramer — https://www.linkedin.com/in/emilykramer/Katie Mitchell — https://www.linkedin.com/in/katherinesmitchell/Follow us:LinkedIn – https://www.linkedin.com/company/peerbound-incTune in:Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

In our conversation, Jason tells us about the medical diagnosis that shifted his career from the US Navy to tech marketing, leading him to roles at Salesforce and Braze. We get into the formative lessons Jason learned in product marketing, from prioritizing clear messaging to positioning yourself correctly, and how they’ve shaped his approach. Jason also discusses the challenges of transitioning from a large organization like Salesforce to smaller, more agile environments, and why fostering team well-being is essential to success. Additionally, he shares details on the role AI plays at Amperity, and how tools like perplexity.ai enhance efficiency. Stay tuned for Jason’s career advice, what is top-of-mind for him as a marketing lead, his thoughts on the evolving role of AI in SaaS, and much more! Key Points From This Episode: (0:00:21) Jason’s journey from US Navy pilot to marketing leader at Amperity.(0:02:45) Key challenges Jason faced transitioning from the military to marketing.(0:05:22) Formative lessons learned at Salesforce on mastering product marketing.(0:09:25) Adapting to smaller companies after Salesforce.(0:12:08) Career advice: choosing your job and creating support systems.(0:15:46) What is top-of-mind for Jason as a marketing lead: performance and team health.(0:17:51) Broader trends in SaaS and software: value articulation and AI.(0:20:47) Using AI tools like perplexity.ai to boost productivity at Amperity.(0:22:40) The future of AI in SaaS and its potential impact on the workforce.(0:26:04) Jason’s favourite Saas homepage, customer story, and technologies.(0:32:36) Book recommendations and shoutouts to noteworthy peers. Featuring: Jason Perocho:LinkedIn - https://www.linkedin.com/in/perocho/ Sunny Manivannan:LinkedIn - https://www.linkedin.com/in/sunnymanivannan/Twitter - https://x.com/i/flow/login?redirect_after_login=/sunnymanivannan References: Salesforce - https://www.salesforce.com/Braze - https://www.braze.com/Amperity - https://amperity.com/perplexity.ai - https://www.perplexity.ai/claude.ai - https://claude.ai/loginAmpGPT - https://amperity.com/demo/amp-aiSpline - https://spline.design/Strava - https://www.strava.com/Slaughterhouse-Five - https://www.amazon.com/Slaughterhouse-Five-Novel-Modern-Library-Novels/dp/0385333846FYI: For Your Improvement - https://www.amazon.com/FYI-Improvement-Competencies-Development-Guide/dp/1933578904 Follow us: LinkedIn - https://www.linkedin.com/company/peerbound-inc Tune in:Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

In our conversation, Shannon discusses her journey from working in a startup to being part of Salesforce’s meteoric rise, and how she ultimately ended up at Asana. We delve into the importance of staying authentic in the face of corporate pressure, how AI is reshaping knowledge work, ways Asana is leveraging this technology to unlock new levels of human potential, and more. Shannon also shares actionable leadership advice and explains why embracing a growth mindset is essential as a leader. Join us as we explore the future of work, AI, and leadership, and discover how you can stay ahead in a rapidly changing industry. Tune in now!Key Points From This Episode: (0:00:31) Introduction to Shannon Duffy and her early career experience.(0:05:50) Explore what unique aspects make Salesforce a ‘CMO factory.’(0:07:25) The importance of understanding the mechanics of the business as a marketer.(0:09:04) Shannon offers advice for people beginning their leadership journeys.(0:12:07) She reflects on joining Asana and how the company has embraced AI.(0:16:34) Learn about the common misconceptions and fears of utilizing AI.(0:18:39) Shannon’s top SaaS company and the tools she uses on a daily basis.(0:20:14) How companies use Asana to manage global marketing campaigns.(0:21:10) Uncover her approach to building and managing a strong marketing team.(0:24:35) Ways Asana balances work management while differentiating their product.(0:26:09) Asana’s mission of making AI accessible to all kinds of organizations.(0:27:30) Recommendations and resources for enhancing your leadership skills.(0:28:48) Hear who her favourite SaaS marketers are and her final takeaways. Featuring:Guest Name: Shannon DuffyLinkedIn - https://www.linkedin.com/in/shannonduffy/Sunny Manivannan:LinkedIn - https://www.linkedin.com/in/sunnymanivannan/Twitter - https://x.com/sunnymanivannan References:Slack - https://slack.comMuleSoft - https://www.mulesoft.comTableau - https://www.tableau.comAsana - https://asana.com/Salesforce - https://www.salesforce.com/Finding Nemo - https://www.imdb.com/title/tt0266543/HubSpot - https://www.hubspot.comDoorDash - https://www.doordash.comAccor - https://group.accor.comIPG Mediabrands - https://www.ipgmediabrands.comMultipliers, Revised and Updated - https://www.amazon.com/Multipliers-Revised-Updated-Leaders-Everyone-dp-0062663070/Follow us:LinkedIn - https://www.linkedin.com/company/peerbound-incTune in:Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

In our conversation, Sara Varni, Chief Marketing Officer of Datadog, reflects on her experiences with different growth stages at Twilio, Attentive, and Datadog, highlighting how she established crucial processes like pipeline councils and executed major ad campaigns. She unpacks some of the most common mistakes new CMOs make, emphasizing the importance of balancing swift changes with thoughtful analysis, and her advice on how best to navigate your first 90 days. Our conversation also examines the pros and cons of embracing evangelism in marketing, versus a more reality-based approach (and when to use which), how to tailor your marketing for different audiences, and much more. With a wealth of experience across top tech companies, Sara’s advice offers a valuable guide for anyone looking to navigate the complex world of SaaS marketing and leadership, so be sure to tune in! (00:00:25) Introducing Sara Varni.(00:00:43) Integrating product-led and sales-led growth motions.(00:02:31) Lessons on prioritizing sales-led growth.(00:04:14) Twilio’s approach: Helping rather than selling.(00:07:16) Marketing to different audiences.(00:09:08) Embracing evangelism as a marketer vs. a reality-based approach.(00:11:32) Finding the right balance between evangelism and reality.(00:13:57) Advice for your first 90 days as CMO.(00:17:59) Sara’s first 90 days at Twilio, Attentive, and Datadog.(00:23:46) Common mistakes new CMOs make (and how to avoid them).(00:25:48) Inspiring customer stories from Sara’s SaaS marketing career.(00:27:28) Sara’s favorite SaaS company homepage.(00:28:33) Why Tableau is Sara’s favorite enterprise tool.(00:29:25) Book recommendations from Sara.(00:31:31) Sara’s inspirational marketing leaders. Featuring:Sara Varni:LinkedIn - https://www.linkedin.com/in/saravarnibright/Sunny Manivannan:LinkedIn - https://www.linkedin.com/in/sunnymanivannan/Twitter - https://x.com/sunnymanivannan  References:Datadog - https://www.datadoghq.com/Attentive - https://www.attentive.com/Twilio - https://www.twilio.com/en-usMedtronic - https://www.medtronic.com/us-en/index.htmlTableau - https://www.tableau.com/Demon Copperhead - https://www.amazon.co.za/Demon-Copperhead-Pulitzer-Prize-Winner/dp/0063251922Denise Persson - https://www.linkedin.com/in/denisepersson/Jamie Domenici - https://www.linkedin.com/in/jdomenici/Shannon Sullivan Duffy - https://www.linkedin.com/in/shannonduffy/Jeff Titterton - https://www.linkedin.com/in/jefftitterton/Follow us:LinkedIn - https://www.linkedin.com/company/peerbound-incTune in:Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX 

In today’s episode of The Peerbound Podcast, we sit down with Harriet Johnston, the Vice President of Marketing at Ashby to explore key strategies for refining recruitment processes and how to build a marketing team from scratch. Tuning in you’ll hear Harriet’s expert insights on attracting the best talent, enhancing the candidate experience, and why recruiting presents a rich brand-building opportunity. Discover key aspects you need to consider during the recruitment process, like prioritizing differentiated and compelling job descriptions, and why you should always treat candidates as potential customers. Harriet also elaborates on Ashby's journey navigating a dynamic market landscape, and the challenges they had to overcome while maintaining a cohesive narrative amid rapid changes. Stay tuned to the end for Harriet’s advice on staying connected with the Voice of the Customer (VoC) and her top reading and listening recommendations!(0:00:35) Ashby’s unique offerings.(0:01:58) Why Harriet joined Ashby.(0:03:45) Building Ashby’s brand.(0:05:11) Competitive differentiation in ATS (Applicant Tracking Systems).(0:09:41) Building a marketing team from scratch.(0:17:24) Strategies for hiring your first designer.(0:19:37) Advice for attracting the best talent.(0:20:17) Differentiated and compelling job descriptions.(0:23:06) Delivering a good interview experience.(0:24:31) Recruitment as a brand-building opportunity.(0:27:25) Maintaining a narrative that works in a rapidly changing environment.(0:31:30) Staying connected with the Voice of the Customer (VoC).(0:34:56) Reading and listening recommendations.(0:37:05) Recognizing influential figures in SaaS marketing. Featuring:Harriet Johnston:LinkedIn - https://www.linkedin.com/in/hajohnston/Sunny Manivannan:LinkedIn - https://www.linkedin.com/in/sunnymanivannan/Twitter - https://x.com/sunnymanivannan  References:Ashby - https://www.ashbyhq.com/Exit Five: B2B Marketing with Dave Gerhardt - https://podcasts.apple.com/us/podcast/exit-five-b2b-marketing-with-dave-gerhardt/id1599954536Storytelling with Data - https://www.amazon.com/Storytelling-Data-Visualization-Business-Professionals/dp/1119002257Educated - https://www.amazon.com/Educated-Memoir-Tara-Westover/dp/0399590501Why Fish Don't Exist - https://www.amazon.com/Why-Fish-Dont-Exist-Hidden/dp/1501160273Creativity, Inc. - https://www.amazon.com/Creativity-Inc-Overcoming-Unseen-Inspiration/dp/0812993012 Follow us:LinkedIn - https://www.linkedin.com/company/peerbound-inc Tune in:Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

In this episode of the Peerbound Podcast, Chief Edition, host Sunny Manivannan is joined by Heather Larrabee, the Chief Marketing Officer of OfficeSpace Software. Heather discusses her extensive career, highlighting her transition from consumer brands like Whole Foods to B2B, particularly in software. She shares insights on effective marketing strategies, the importance of calculated risks, and aligning initiatives with broader business goals. Heather also delves into specific success stories from her career, including a significant innovation at Whole Foods involving a SaaS solution for vendor sampling. Beyond marketing tactics, the conversation touches on career advice for both early-stage professionals and those ten years into their careers, emphasizing the significance of a growth mindset, curiosity, and cross-functional collaboration. Heather's experiences underline the role of entrepreneurial thinking, mentorship, and community in personal and professional growth. The episode wraps up with a discussion on impactful customer stories and the future of work in a rapidly evolving technological landscape.(00:36) Heather Larrabee's Marketing Journey(01:19) Innovative Solutions at Whole Foods(05:15) Transitioning from B2C to B2B(06:49) Digital Transformation and Career Path(08:28) The Importance of Right Livelihood(10:57) Navigating Post-Pandemic Work Environments(15:02) Problem Solving and Growth Mindset(23:51) Choosing the Right Marketing Strategy(24:36) Entrepreneurial Mindset in Marketing(25:07) Career Advice for Early-Stage Professionals(27:53) Career Advice for Mid-Career Professionals(30:44) The Importance of Mentorship and Community(31:59) Influential Books and Resources(33:48) Favorite Marketing Leaders and Brands(40:32) Customer Stories and Final ThoughtsFeaturing:Heather Larrabee (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  References:Reforge: The 4 Growth Frameworks You Need to Build a $100M ProductLOVED: How to Rethink Marketing for Tech ProductsThe Marketing Book PodcastJeb Blount’s blog: Sales Gravy  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

On this episode of The Peerbound Podcast, we hear from Trish Borrmann, the Director of Global Customer Advocacy at ServiceNow. Trish shares her journey and expertise in building customer advocacy programs at technology giants like Cisco, Fortinet, and ServiceNow. She discusses the power of customer stories and the impact of a unique project where she helped write a cybersecurity best practices book with contributions from industry experts. Trish highlights the importance of engaging customers in sharing their success stories in a variety of formats, from press releases to robust multi-platform campaigns, and emphasizes the value of presenting customer advocacy as a valuable opportunity rather than a favor request. The conversation also touches upon the role of AI and generative AI in enhancing customer advocacy strategies and the operational efficiency within ServiceNow. Trish's experiences shed light on the evolving landscape of customer advocacy in tech and offer valuable insights for both seasoned and aspiring customer advocacy professionals.(00:38) Trish Borrmann's Unique Experience with a Cybersecurity Book(04:35) Lessons from Leading Technology Companies(05:44) Building a Customer Advocacy Program from Scratch(07:15) Looking Ahead: ServiceNow's Priorities for 2024 and Beyond(08:42) The Art of Asking in Customer Advocacy(10:12) Trish's Journey into Customer Advocacy and Marketing(11:33) Innovative Customer Engagement at ServiceNow(16:14) The Impact of AI on Customer Advocacy(17:05) AI Adoption Within ServiceNow's Operations(17:47) Advice for the Next Generation of Customer Advocacy ManagersThe book Trish helped publish during her time at Fortninet is called The Digital Big Bang. Featuring:Trish Borrmann (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedInTune in:Apple PodcastsSpotify

In this episode of the Peerbound Podcast: Chief Edition, we welcome Mark Boothe, the Chief Marketing Officer at Domo, to discuss the transformative efforts and strategies behind their award-winning community engagement program, Domo Central. Mark shares insights from his extensive career in marketing at companies like Adobe and Domo, emphasizing the power of customer voice in driving business success. He discusses the challenges and successes in revamping Domo Central, which led to winning Forrester's Customer Engagement Program of the Year award. Mark's approach to leadership, the importance of customer-centricity, and the evolving role of AI in B2B marketing are also explored. The episode concludes with Mark's peer nominations for future guests, highlighting individuals with impactful contributions in the marketing field.(01:25) The Evolution of Domo Central(02:14) Building a Vibrant Community at Domo(04:22) The Comprehensive Approach to Domo Central(06:51) Mark's Philosophy: Leading with the Customer(08:41) Mark Boothe's Marketing Journey(10:47) From Adobe to Domo: A Career in Marketing(13:15) Big Company vs. Startup Dynamics(14:55) Advice for Aspiring CMOs(16:39) The Future of B2B MarketingStay tuned through the end of the show (18:21) to hear who Mark thinks we should interview next.Featuring:Mark Boothe (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode, Katlin Hess, the Director of Customer Marketing at G2, shares her experiences and strategies in leveraging customer voices, including reviews and feedback, to drive business growth. Despite having an 'unusual problem' of too many customer advocates, Hess highlights the importance of customer-centric initiatives and cross-functional teamwork at G2. She illustrates this with examples such as the company's executive advisory board and an idea submission portal for customer-facing teams. Hess also discusses building customer marketing programs from scratch, fostering internal trust for momentum, and the powerful role of customer testimonials in the software buying process. Additionally, the conversation touches on G2's initiatives like G2 University and community-building efforts.(00:48) The Unique Challenge of Having Too Many Advocates(02:37) G2's Customer-Centric Culture in Action(05:44) Katlin's Journey into Customer Marketing(08:01) Building Momentum as the First Customer Marketer(10:58) Initial Steps and Strategies at G2(13:06) Engaging Customers in Storytelling and Case Studies(14:46) The Power of Reviews in Software Buying(18:19) Looking Ahead: Future Plans at G2Stay tuned through the end of the show (19:58) to hear who Katlin thinks we should interview next.  Featuring:Katlin Hess (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode, we hear from Emily Ward, the Vice President of Global Marketing at Turnitin. Emily shares her unexpected journey from aspiring ballerina to marketing leader, emphasizing the role of adaptability, understanding user needs, and data-driven decision-making in her career. Highlighting her initial pivot from ballet to marketing due to pragmatic advice, Emily discusses her educational path, her first marketing job against the backdrop of economic uncertainty, and her navigation through different sectors, eventually finding a passion for edtech. Notably, Emily focuses on the importance of combining performance marketing with brand-building, the impactful lessons from customer feedback, and her current challenges and initiatives at Turnitin, especially regarding generative AI and academic integrity. (00:44) From Ballet to Marketing: Emily Ward's Unique Journey(01:33) Discovering a Passion for Marketing(02:32) First Steps into the Marketing World(04:12) The Shift to EdTech and Performance Marketing(07:21) The Power of Brand and Performance Marketing(09:19) Content That Converts: Insights from Experience(10:44) Learning from Marketing Missteps(14:16) Turnitin's Mission and Marketing Strategy(17:42) Navigating the Challenges of Generative AI(20:36) Using the Voice of the Customer at Turnitin(21:56) Looking Forward to 2024 and Beyond(23:23) Emily’s Peer NominationFeaturing:Emily Ward (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify 

Kirsten Newbold-Knipp, CEO of AskNicely, shares her career journey to becoming a CEO. Starting her career in hospitality, Kirsten's focus on customer experience paved the way for her transition into the tech industry, eventually leading to leadership roles at high-profile companies such as HubSpot. Kirsten shares insights on navigating the transition to tech, demonstrating the value of marketing leaders in executive roles, and the importance of data-informed decision-making. She emphasizes the power of customer feedback in shaping a company's services and the significance of being customer-centric in leadership positions. Kirsten's narrative provides valuable advice on career development, the importance of tackling significant problems, and fostering a culture of accountability and feedback within organizations. The discussion also touches on Kirsten's initiatives at AskNicely and how the company leverages customer feedback to drive improvement and growth.(00:53) Kirsten's Journey from Hospitality to Marketing Excellence(03:33) The Leap into Tech: A Serendipitous Transition(06:51) From Product Management to Marketing Leadership(08:33) Startup Adventures and Learning at HubSpot(10:12) Insights from a Stint at Gartner(13:13) Embracing the CMO Role and Eyeing the CEO Position(16:04) Career Advice: Solving Bigger Problems for Growth(18:46) Building Effective Teams in Fast-Growing Companies(19:12) Enhancing Communication and Collaboration(21:04) Exploring AskNicely's Impact and Initiatives(25:34) Personal Growth and Leadership as CEO(27:20) Engaging Customers in Company Development(28:39) Cultivating a Culture of Accountability and FeedbackStay tuned through the end of the show (33:31) to learn: What type of furry critter was walking around Kirsten’s office during our recording.Who Kirsten thinks we should interview next.Featuring:Kirsten Newbold-Knipp (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

Trinity Nguyen, the VP of Marketing at UserGems, shares the founding journey of UserGems, starting from its initial idea as a tool for identifying micro-influencers to pivoting towards leveraging job changes for B2B sales and marketing, a space with stronger market potential. Trinity highlights the value of tracking job changes for sales teams, explaining the theory behind targeting individuals familiar with your product from their past roles, and the practical benefits of such warm leads. Discussing her role at UserGems, Trinity emphasizes the importance of customer centricity, illustrating how the company's approach to pricing and customer interaction reflects their commitment to aligning closely with customer needs and interests. Additionally, Trinity recounts her personal journey from risk management to marketing leadership, offering insights into the diversity of marketing functions and the challenges of managing a multifaceted team. Finally, the conversation touches upon personal branding on social media, the benefits of starting your career in larger companies.(00:46) The Evolution of UserGems: From Influencer Tool to B2B Powerhouse(03:06) Unlocking the Value of Job Changes in Sales and Marketing(05:06) Fostering a Customer-Centric Culture at UserGems(08:16) The Psychology Behind Pricing and Customer Behavior(12:58) From Corporate Audit to Marketing Maven: Trinity's Career Path(14:36) The Intricacies of Product Marketing and Its Impact(16:34) Challenges and Rewards of Leading a Marketing Team(17:55) Building a Personal Brand on Social Media(21:36) What Success Looks like at Big vs. Small CompaniesStay tuned through the end of the show (23:17) to learn: Which form of media is Trinity’s favorite. Who Trinity thinks we should interview next.Featuring:Trinity Nguyen (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

Paola Johnson, the Director of Community and Customer Advocacy at ThoughtSpot, shares her journey from a sales background to her current role leading community and advocacy. Paola discusses the benefits of social selling, the importance of customer engagement through community programs, her approach to matching motivations and rewards, and her personal experience as a Latina in the tech industry. She provides insights into the significance of community management, the challenges and successes associated with building an online community, and the nuances of customer advocacy. Paola emphasizes the role of authenticity, hard work, and networking in career advancement, along with her philosophy towards overcoming fear and imposter syndrome. The conversation also touches upon the role of employee resource communities in fostering a sense of belonging and promoting cultural awareness within companies.(00:51) Paola's Journey into Sales and Marketing(02:56) The Impact of ThoughtSpot and Social Selling(05:12) Transitioning to Marketing and Embracing Community Management(09:21) Building a Thriving Community at ThoughtSpot(13:51) The Art of Selling as a Marketer(16:54) Overcoming Fear and Imposter Syndrome(19:41) Expanding into Customer Advocacy and Identifying Customer Motivations(24:05) The Importance of Cultural Identity and CommunityStay tuned through the end of the show (27:11) to learn: Where Paola gets her streaming content.Who Paola thinks we should interview next.Featuring:Paola Johnson (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode of the Peerbound Podcast, we hear from Jane Menyo, the Head of Customer Marketing at Gong, to discuss her career journey and insights into customer marketing. Jane shares her initial skepticism towards marketing, her diverse experience across multiple marketing roles, and how she fell into marketing at a startup before leading customer marketing initiatives at On24 and Gong. She highlights the importance of data-driven strategies, customer stories, and cross-functional collaboration in driving customer retention, adoption, upsell, and advocacy. Jane discusses the challenges of measuring the ROI of customer marketing, the evolving role of CMOs, and her leadership approach. The conversation also touches on the power of authentic customer narratives in a controlled marketing strategy, and the strategic importance of customer marketing in company growth and category leadership. (00:54) Jane Menyo's Journey to Marketing at On24(04:51) Capturing Authentic Customer Stories(06:16) Using Customer Stories to Help Shift the GTM Narrative at On24(09:49) Transitioning to Gong and Expanding the Role of Customer Marketing(12:12) The Power of Customer Advocacy in Marketing(14:16) Identifying and Amplifying Happy Customers(16:41) Approaching Customer Marketing with a Sales Mindset(18:40) Maximizing Impact and Navigating Marketing Challenges(21:29) Tying Customer Marketing Outputs to Revenue Results(24:45) The Future of Customer Marketing Leadership(27:33) Evolutions in Leadership Style(29:12) Cross-Functional Collaboration and Career AdviceStay tuned through the end of the show (31:13) to learn: What Jane’s track & field event of choice was in college.Who Jane thinks we should interview next.Featuring:Jane Menyo (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

Sara Steffen, Senior Director of Customer Marketing at Databricks, shares her journey from roles at Cisco and Nutanix to her current position at Databricks, emphasizing the value of storytelling, relationship building, and strategic customer engagement. She reveals her approach to balancing business needs with fostering genuine connections with customers, including being mindful of the frequency and nature of requests made to customers. Sara also touches on the importance of aligning marketing efforts with organizational goals, the evolving preferences for content consumption, and strategies for global and regional marketing. Highlighting her human-centric approach to management and leadership, Sara discusses her personal hobbies, the importance of advocating for oneself and teammates, and provides insights for those aspiring to leadership roles in marketing.(00:47) Discovering the Sweet Spot in Customer Marketing(2:14) The Art of Being a Gatekeeper in Customer Marketing(3:38) Personalizing Customer Appreciation and Engagement(4:24) Shifting Focus From Logos to Humans in Customer Stories(6:53) Navigating to a Career Path in Tech(8:34) Gaining Experience and Expertise in Customer Marketing at Cisco(13:42) Sara's Approach to People Leadership (17:10) The Evolution of Marketing: Adapting to Changing Content Consumption(20:40) Effective Stakeholder Management and Global Content Strategy(23:56) Predictions for the Future of Customer MarketingStay tuned through the end of the show (24:48) to learn: The Peloton alternative that Sara gave a shot, but that didn’t live up to the standard of Cody Rigsby.Who Sara thinks we should interview next.Featuring:Sara Steffen (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

With over 40 years in the industry, including significant contributions at Braze and Bazaarvoice, Sarah Spivey brings a wealth of experience and insights into the evolution of marketing technology, the crucial soft skills for success, and strategies for building effective teams. She emphasizes the importance of the CEO-CMO relationship, the role of customer marketing, and offers valuable advice for aspiring CMOs on career planning and broadening their experience. Sarah also sheds light on the differences between marketing in private vs. public companies and the impact of specializing in today's marketing landscape. Throughout the conversation, Sarah provides thoughtful leadership advice and future-facing insights, making this episode a valuable resource for current and aspiring marketing professionals.(1:09) Sarah Spivey's Journey: From Operations to Marketing Maven(4:53) The Evolution of a CMO: Realizing the Dream(6:58) Navigating Industry Shifts: Evolutions in Marketing(10:28) The Constants in Marketing: Leadership, Teamwork, and Content(11:31) From Bazaarvoice to Braze: The Public vs. Private Company Experience(13:06) Mastering the First 90 Days as a CMO: Strategy and Execution(17:14) Reflecting on Growth, Challenges, and the Importance of Product and Market(19:12) Pioneering Customer Marketing: A Game-Changer in Software(23:20) Leadership Insights: Building High-Performing Teams(26:08) Navigating the CMO Role: Challenges and Opportunities(31:51) Advice for Aspiring Leaders: Looking Beyond the Next JobStay tuned through the end of the show (33:10) to learn: Which streaming service Sara gets her favorite content from.Who Sara thinks we should interview next.Featuring:Sara Spivey (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode, we hear from Thao Ngo, the SVP of Marketing at Uptempo, a marketing planning software company. Thao discusses her unique path to marketing (she actually went to school for it!) and subsequent career in B2B marketing. She highlights her demanding approach as a leader at Uptempo. She also talks about her strong background in communications, her hiring values, and her day-to-day operations as the Senior Vice President of Marketing. Thao also discusses how AI (the new) and direct mail (the old) are changing the marketing landscape and urges fellow marketers to be fearless, innovative and unique in order to stand out. (1:01) Thao's Journey into Marketing(3:15) Building a Curious Marketing Team(4:05) Inside Uptempo: A Marketing Planning Software Company(5:18) Leveraging Customer Voices in Marketing(6:43) Adapting Marketing Strategies during COVID-19(9:00) Thao’s Demanding Leadership Style(13:46) Marketing Budgets (16:07) How to Deliver Marketing that Stands Out(18:19) Examples of Fearless CampaignsStay tuned through the end of the show (22:31) to learn about: Thao’s night owl tendencies.Who Thao thinks we should interview next. Featuring:Thao Ngo (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode, Caroline Solis Wright, the VP of Marketing at 360Learning, discusses her career trajectory from an initial interest in politics to a fulfilling career in marketing. Navigation through a dynamic tech landscape, specifically the 3D printing boom at MakerBot, has helped her hone her skills and focus on operational efficiency and excellence as a team leader. Caroline emphasizes the importance of incorporating customer feedback and the significance of understanding the customer-product connection. She also outlines her leadership values - supporting and upskilling her team, understanding with compassion, and encouraging communication and feedback.(00:48) Caroline's Journey into Marketing(03:22) Challenges and Lessons from the 3D Printing Boom(04:35) Post-MakerBot Reflections and Career Decisions(06:23) Current Role at 360Learning(07:38) Marketing Strategies and Challenges at 360Learning(10:34) Importance of Customer Feedback(17:00) Leadership Lessons and Hiring Priorities(19:39) Upskilling and Corporate LearningStay tuned through the end of the show (22:04) to learn: Caroline’s reality-based vs. aspirational answer to the question “cats or dogs”.Who Caroline thinks we should interview next.Featuring:Caroline Solis Wright (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode, Mike Molinet, co-founder of tech companies Branch and Thena shares his journey from early career days as a mechanical engineer at 3M to a successful software entrepreneur, along with insights into starting a company in 2023 vs. 2014. He discusses the concept of the 'three C's' (context, communication, and collaboration) as crucial factors in effective team dynamics, and reflects on the lessons learned from Branch's decision to conduct layoffs during the early stages of the pandemic. Mike also emphasizes the importance of being customer-centric, spending time with customers, and understanding their needs. (01:01) The Evolution of the Startup Environment from 2014 to 2023(03:04) Identifying Market Opportunities(05:02) Building Branch (07:06) Identifying the opportunity for Thena(09:09) Advice for aspiring entrepreneurs (11:02) How to keep up pace with changing market demands(12:52) Soliciting product ideas from customers (14:43) Stages of growth and a company’s product development evolution(17:00) Building a customer-centric culture(21:33) Challenging decisions as COO at Branch and the lessons learned(27:43) Building Effective Team Dynamics in High Growth EnvironmentStay tuned through the end of the show (33:21) to learn: Which emoji is Mike’s favorite. What Mike dreams of owning in the future. Who Mike thinks we should interview next.Featuring:Mike Molinet (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode, Jillian Bejtlich, Community Lead at Calendly, discusses her journey towards community management, which began in an engineering-focused household. Describing her path as non-traditional, she emphasizes the importance of flexibility and adaptability in community management strategies. Jillian shares her experiences working in different industries, including engineering software and defense manufacturing, and how users drive the function and form of communities. She also highlights the increasing role of AI in community management and how it can aid in content creation and strategizing, while also posing new challenges for community moderators.(00:40) Jillian's Early Engineering Career and The Unexpected Path to Community Management(05:00) Finding The Science in Community Building(06:55) Consulting for The Community Roundtable(09:25) Innovation in Defense Contracting(13:14) Returning to SaaS and Identifying Constants in Community(16:02) Customer-Led Community Identity Development(17:20) Calendly's Community of Inspiration(19:50) Advice for Community Managers (21:43) The Impact of AI on Communities(25:18) Peer NominationStay tuned through the end of the show (25:18) to learn: In which country Jillian thinks pineapple can be served on pizza (and in which country it should not). Who Jillian thinks we should interview next.Featuring:Jillian Bejtlich (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode, we hear from Nisha Baxi, the Head of Community and Digital Customer Success at Gong. Nisha shares her experiences developing programs for world-class software companies like IBM, Microsoft, Salesforce, and Facebook. She describes her journey from her first job at IBM to creating Gong's 'Visioneers' community, customer ecosystems, and her approach to Digital Customer Success. She also shares her insights on the evolution of customer expectations, the importance of creating a seamless customer experience, and the role of technology in shaping customer success. Moreover, she shares her thoughts on what it takes to build a successful company in the competitive software market today.(00:50) Nisha's Early Career and Journey into Community Building(03:22) Insights from Nisha's First Job Experience(04:56) Transition to Gong and the Power of Relationships(06:30) Building the Visioneers Community at Gong(10:05) The Role of Community in Category Creation(15:06) The Evolution of the Visioneers Community and Future Plans(18:31) Career Advice and Observations on Building Successful Companies(24:22) Shifting Customer Expectations(26:55) Digital Customer Success at Gong(28:23) What it Takes to Build a Successful Software Company TodayStay tuned through the end of the show (31:26) to learn: What Nisha’s favorite Slack emoji is. Who Nisha thinks we should interview next.Featuring:Nisha Baxi (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode, Toby Coulthard, the Chief Product Officer of Phrasee, shares his unique insights on marketing technology, given his blend of deep technical knowledge, commercial strategy, and executive product management. He shares how Phrasee is disrupting content creation with its blend of computational linguistics, data science, and robust experimental designs. The conversation also delves into the evolving question of “what is brand identity in the age of AI?”, the challenges in market expectations, AI's role in businesses, and the value of building differentiated product architectures. Toby discusses his transition from a commercial to a product role, emphasizing customer centricity, agility, effective communication, and enduring passion as keys to advancing in a tech career.(00:59) What Phrasee Does(03:08) Phrasee's Impact on Brands and Consumers(06:10) Brand Identity and Personalized Communication(08:07) Evolution of Marketing Technology(09:10) Toby's Journey in Tech(12:17) Bridging the Gap Between Current State and Art of The Possible(14:12) AI in The Enterprise(18:12) Product Development and Customer Understanding at Phrasee(24:28) Career Advice Stay tuned through the end of the show (26:55) to learn: Why Toby doesn’t actually mind jet lag. Who Toby thinks we should interview next.Featuring:Toby Coulthard (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

Junan Pang is the head of customer success at Slack, experienced in helping tech companies optimize their customer relationships and deliver world class customer experience. Drawn to a blend of technology and business, Junan entered the software industry working at Accenture, later transitioning into customer success roles. During his tenure at Optimizely, he led multiple customer success teams and founded the San Francisco Customer Success Meetup. Despite initial setbacks, his faith in the unique customer success community drove him to persist in organizing meetups. Junan's key focus is being proactive and strategic in customer success management, an approach he fosters to maximize value for Slack users.(01:07) Junan's Journey into the Software Industry(03:29) Junan's Journey at Optimizely(04:28) Challenges and Strategies in Scaling Teams(06:25) The Role of a Leader as a Customer Success Manager for the Team(10:03) Founding the San Francisco Customer Success Meetup(13:27) Current Role at Slack and the Importance of Customer Success(16:22) Spicy Takes on Customer Success(21:37) Peer Nomination and Rapid Fire RoundStay tuned through the end of the show (21:37) to learn: What Junan’s favorite custom Slack emoji is. Who Junan thinks we should interview next.Featuring:Junan Pang (LinkedIn) Sunny Manivannan (LinkedIn, Twitter) Learn more about the SF Customer Success Meetup on LinkedIn or on their site.  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode of The Peerbound Podcast: Chief, Chandar and Sunny delve into topics such as leadership, marketing strategies, team building, and the dynamics of the C-suite. Chandar shares his experiences, philosophies, and valuable insights gained from his illustrious career in strategic marketing and management consulting. He discusses the importance of empathy, outcome-driven approaches, and the power of authenticity. Throughout the conversation, Chandar highlights the value of customer journey and the concept of “peer-bound” in B2B marketing.(01:37) Deep Dive into the Three Roles of a CMO(05:27) Building the Triangle of Trust between the CMO, CEO, and CRO(09:18) The Relationship Between CMO and CFO(11:30) The CMO's Role as a Marketer(13:43) The Concept of 'Peer-Bound'(18:11) How Peerbound Fits with Outbound and Inbound(20:47) Advice for Leaders Stepping into New Environments(24:14) Approaching The First 30 Days with Intention(26:28) Hiring and Building Exceptional TeamsStay tuned through the end of the show (29:08) to learn: Chandar’s favorite football team.Why Chandar is team pizza.Who Chandar thinks we should interview next.There are a few articles mentioned in the show:Article: Coupa CMO on the Importance of Customer Voice in a Peer-Bound WorldPost: Unlearn or Fail Featuring:Chandar Pattabhiram (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode of the Peerbound Podcast, host Sunny Manivannan is joined by Alison Bukowski, the incoming Vice President of Customer Experience at Point of Reference. Alison discusses her journey from content marketing to customer marketing and advocacy, and eventually to leading a marketing team. She talks about the importance of continually evolving marketing strategies and placing the customer at the forefront of business decisions. Alison also discusses how to successfully measure customer marketing and advocacy efforts focusing on revenue generation, customer health scores, retention, and embracing account-based marketing when appropriate.(01:20) Striking the right give-to-get ratio(02:36) How to actually be a customer-led organization(04:09) Organizational alignment in marketing(05:18) The power of shared KPIs(07:30) How to get folks on board for collaboration(09:16) The measuring marketing's impact(11:36) The implication of savvier buyers for marketing teams(13:23) CMO playbooks today vs. of the past(15:50) Alison's journey into marketing leadership(18:06) What Peerspot does and how they differentiate(24:51) Advice for customer marketers with an eye toward a CMO roleStay tuned through the end of the show (31:50) to learn:Whether Alison (an English major) is team physical books or eBooks.What time of night Alison’s brain turns off.Who Alison thinks we should interview next. Featuring:Alison Bukowski (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode of the Peerbound Podcast, we hear from Evan Hamilton, the Director of Community at HubSpot. As an experienced community and customer experience professional, Hamilton shares his insights into the evolution of the internet and how it has affected community building. He stresses the importance of communities being used for creating intention, driving a specific purpose, and amplifying business results rather than just existing for the sake of it. Hamilton also shares details about his role at Reddit, his course on community engagement, and how communities are structured at HubSpot. Towards the end, he provides his thoughts on how AI might impact the future of community engagement and job prospects.(01:01) Evan's Insights on the Evolution of Community(03:42) The Importance of Delivering Value in Communities(07:36) Evan's Journey into Community Marketing(09:50) Evan's Experience at Reddit(12:23) The Challenges of Managing Reddit's Community(14:18) Transition to HubSpot(16:10) The Impact of AI on Community Building(18:12) Creating a Targeted Community(19:52) The Potent Power and Limitations of AI Content Creation(24:32) The Role of Community in Business(27:18) The Impact of AI on Jobs(31:04) Evan’s Community Resources and Courses(33:02) Rapid Fire RoundStay tuned through the end of the show (32:38) to learn: What animal you should gift Evan for Christmas.Which sauce Evan does not think belongs on pizza.Who Evan thinks we should interview next.Be sure to check out Evan’s community content: Community Manager Breakfast - Weekly NewsletterDriving Business Impact with Community - Maven Course Featuring:Evan Hamilton (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode, Leslie Patterson, the VP of Customer Advocacy and Engagement at BMC Software, shares insights from her more than two decades of experience in the software industry. Leslie shares her journey into customer advocacy starting from her days in advertising to her tenure at Computer Associates. She discusses her successful career in building and reinventing advocacy programs for prominent enterprises like Oracle and Genesys, highlighting how she leverages the transformative power of the customer's voice. Leslie also explores strategies to develop trust within teams, deliver high impact results, and navigate transitions into new business environments. From rethinking sales alignment and leveraging engagement directors to optimize customer engagement to the importance of using metrics to back up new initiatives, Leslie shares rich insights and pragmatic advice for advocacy teams of various sizes. She also shares her thoughts on tackling challenges and opportunities in customer advocacy, particularly in creating engaging communities and well-structured programs, and the role of senior leadership in successful customer advocacy efforts.(00:56) Leslie's Journey into Customer Advocacy(03:33) The Importance of Embracing Failure(04:34) Lessons from Oracle and Genesis(07:25) Advice for Aspiring Entrepreneurs(07:49) The Role of Measurement in Business Impact(09:22) Avoiding the 'Shiny Object Syndrome'(10:00) Transition to Genesys(12:13) Challenges and Opportunities at BMC Software(12:26) Building a Structured Advocacy Program(14:13) The Power of Customer Communities(15:38) Leadership and Building Trust within Teams(20:22) Stepping into New Roles and Leadership Positions(20:50) Building a Team from Scratch(26:27) The Power of Customer AdvocacyStay tuned through the end of the show (33:42) to learn: What season draws Leslie out of the countryside and into the city.Whether Leslie thinks pineapple belongs on pizza.Who Leslie thinks we should interview next.Featuring:Leslie Paterson (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

In this episode, Dave Hansen, the Global Advocacy Marketing Director at LRN, shares his unique journey from driving the Red Bull van in college to his current role building advocacy and community within the business world. He highlights his strategies for nurturing customer relationships, his perspective on the importance of customer sentiment through Net Promoter Score and CSAT, and the value of internal collaboration within an organization. This informative discussion is sprinkled with exciting stories from Hansen's early days influencing his career path. He also gives his perspectives on customer success and the critical role of the community managers and their work.(00:56) Dave's Early Career and Driving the Red Bull Van(04:13) Dave's Transition to Coca-Cola, And His Stint in Mascotting(08:28) Dave's Career Path to LRN(13:15) Dave's Role at LRN(13:17) Understanding LRN's Business(14:04) Measuring Success and Showing ROI at LRN(15:41) Unpacking The Relationship Between Advocacy and Account Growth(18:58) How Dave uses NPS and CSAT to Grow the Company(23:59) Dave's Approach to Internal Collaboration(26:21) Dave's Learning Journey and Future AspirationsStay tuned through the end of the show (29:00) to learn: Who Dave thinks we should interview next.Dave’s hot takes and pizza preferences.Featuring:Dave Hansen (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify 

In this episode, Katie shares insights about her dynamic approach to customer marketing, noting her focus on adopting programs that closely align with what customers want and need. At Iterable, she oversees different teams, including Brand, Community, Partner, and Corporate Event Marketing, all which leverage and benefit from using the voice of the customer. Katie discusses the importance of building personal relationships and understanding what motivates each individual on her team. She also speaks about the organization of Iterable's in-person and virtual conferences and roadshows, while emphasizing the importance of continuous iteration and improvement. The conversation also includes Katie's experiences and lessons from her time at Marketo and her perspectives on working in the marketing technology (MarTech) sector.In this episode, Katie and Sunny dive into:00:14 Katie's Role and Responsibilities at Iterable01:34 Understanding Customer Marketing at Iterable02:16 The Evolution of Customer Marketing at Iterable03:25 Katie's Journey and Motivation at Iterable04:10 Measuring Success and Impact at Iterable05:02 Katie's Journey into Customer Marketing06:10 Lessons from Marketo and Love for MarTech10:03 Managing Diverse Customer Advocacy Programs for Different Personas13:23 The Growth and Evolution of Activate User Conference16:30 Changes in Buyer Behavior and Customer Marketing19:31 Advice for Building a Customer Marketing Program21:23 Managing Relationships and Leading a TeamStay tuned through the end of the show (24:37) to learn: Who Katie thinks we should interview next.What Christmas present Katie has put to work over the past year.Which fast food restaurant Katie’s stopping at if she’s on a road trip.Featuring:Katie Pope (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify 

Discover the evolution of Customer Advocacy and Engagement as Bill Lee shares his personal journey, beginning with his unique career trajectory, his experiences in different industries, and his transition to focusing on customer relationships in the tech industry. In this episode, Bill shares insights about the concept of customer-led growth, the necessity of building and maintaining strong relationships with customers, and the important role customer advocacy professionals have in contributing to a company’s growth.In this episode, Guest and Sunny dive into:(01:26) Bill's career trajectory and his early experiences being a B2B customer(05:41) Working in the government and appreciating the importance of relationship building (09:10) The significance of customer-led growth and the opportunity Bill saw to take advocacy to the next level(14:05) Aligning customer advocacy priorities to what leadership cares about(17:23) Creating the Center for Customer Engagement(18:21) Insights, advice, and reflections on Bill's career (21:36) The future of customer-led growthStay tuned through the end of the show (22:44) to learn: Which Bill prefers - Pizza or BurgersWhether Bill is team iPhone or AndroidWho Bill thinks we should interview next

In this episode, we delve into Nicole's journey in community management and explore the strategies she employed to transform Zendesk's community from a Q&A section to a cross-functional powerhouse. We discuss the importance of breaking down workplace silos and identifying collaborative opportunities to bring the customer's voice into various projects without "shipping the org chart." Measuring community success, qualities of effective collaboration, and the impact of community on customers are all part of this insightful conversation. Nicole shares an inspiring story of a community member whose career was transformed through Zendesk's community, underlining the immense value it brings. In this episode, you’ll hear about:(0:58) Nicole's journey to community(5:02) The process for taking a community from 0 to 1(6:06) The benefits of Digital vs. Physical communities(8:07) Breaking down silos in the workplace(10:32) Identifying projects where there is mutual benefit(11:43) How community helps integrate the customer voice into other projects(13:19) Building a center of excellence model (14:50) Identifying opportunities for collaboration and building the center of excellence model(17:22) The early days of community at Zendesk and incrementally expanding the program(24:07) Why a Director of Community is like a product manager for community(24:57) Measuring success of the community(27:56) Qualities important to effective collaboration(29:53) The impact of community on customers(31:34) The story of Brandon, a power user finding career opportunity through the Zendesk community Stay tuned through the end of the show (33:22) to learn: Which Coca Cola product Nicole prefersWhether Nicole is team Netflix or YoutubeWho Nicole thinks we should speak with next

Explore the evolving landscape of B2B customer marketing with Lauren Turner, Director of Customer Marketing at Alyce. With prior career experience in product management and product marketing, Lauren brings a deep understanding and passion for the importance of the voice of the customer in guiding how to build products and programs. From the impact of budget cuts to the power of customer advocacy, discover the strategies and insights shaping this crucial function in the software industry.In this episode, Lauren and Sunny dive into:(00:57) Lauren’s predictions for the future of customer marketing (03:24) Why we’re seeing budget cuts in customer marketing and the challenge of calculating ROI in a relationship-building function(08:03) Best practices for building a community from scratch, and why customer marketing isn’t an ‘instant gratification’ function(12:59) Lauren's first few jobs in Product Management and Product Marketing, and how she used the voice of the customer in her day to day, and lessons learned working in different functions(18:00) Making the move to customer marketing(40:48) Best practices for collaborating across departments (24:03) Balancing being collaborative while also demonstrating the unique value and results you help drive (25:37) Lauren’s customer marketing experience in the pandemic and the long-lasting effects on community and customer marketing initiativesStay tuned through the end of the show (30:47) to learn: How Lauren’s astrological sign influences her rapid fire responses.Which improv group Lauren is a member of. Who Lauren thinks we should interview next.

Join us as Kevin Lau, Senior Director of Global Customer Engagement at F5, shares thoughts on the evolving landscape of customer marketing. Discover how to set and align priorities with executive leadership, how to source and distribute customer feedback, and strategies for building a robust customer engagement tech stack.In this episode, Sunny and Kevin explore: (00:53) Kevin's journey from his first post-college job to customer marketing(03:17) A glimpse into F5 and Kevin's pivotal role there(04:53) The mission of the Customer Engagement team at F5, and how they measure success(07:35) Challenges faced in building a new team and how to overcome them(09:12) Developing cross-functional relationships for customer success(11:29) Defining metrics and the vision of success at F5(13:50) Kevin's tech stack for enhancing customer engagement and how to procure technology with a focus on clear KPIs(17:20) Prioritizing as a customer marketing and engagement leader(20:16) Mechanisms for effectively gathering valuable customer feedback(22:52) Kevin's predictions for the future of customer engagement and advocacy(24:33) Qualities to look and interview questions for  hiringStay tuned through the end of the show (26:41) to learn:If Kevin is team pizza or burgers.Whether Kevin is an early bird or a night owl.Who Kevin thinks we should interview next. Featuring:Kevin Lau (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

Join us for an insightful discussion with John Gleeson, Founder & Managing Partner at Success Venture Partners and a pioneer in the world of Customer Success. Discover the strategic significance of Customer Success in early stage startups and how it serves as a vital bridge between customers and growth-focused teams as a company scales.John and Sunny’s conversation covers:(01:05) John's journey into the software landscape(03:43) Delving into the world of Customer Success(07:57) Leveraging Customer Success as a proactive approach(14:21) Tailoring the Customer Success motion to different business models(18:41) Advice for navigating Customer Success at different growth stages(22:43) Identifying essential qualities in an effective Customer Success team member(24:22) Transitioning into venture investment and successful pivots into the VC world(28:35) Predicting the future landscape of Customer SuccessStay tuned through the end of the show (30:25) to learn: What John’s beverage of choice is (hint: it’s neither Coke nor Pepsi).Who John thinks we should interview next.More details about the upcoming NYC Customer Success Meetup. Learn more:Customer Success Meetup (LinkedIn)NYC Customer Success Meetup, November 9th (Eventbrite)Success Venture Partners (Website, LinkedIn) Featuring:John Gleeson (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedIn Tune in:Apple PodcastsSpotify

Join us in this insightful episode with Hillary Curran, the Senior Director of Customer Voice & Implementation Strategy at Guru, as she shares her mission of integrating the customer's voice into strategic business decisions to drive growth. Discover how Guru leverages deep customer insights to prioritize their roadmap and sharpen messaging, all while empowering teams to achieve exceptional results.In this episode, Sunny and Hillary delve into: (00:57) Hillary's journey to Guru (05:09) Growth at Guru over the past 5+ years (10:14) Showcasing value and distributing insights internally (14:43) Building a customer-centric culture and implementing a customer listening tour (21:58) Advice for leading and supporting a team (24:19) Defining success in a new, first-of-its-kind role (27:35) Doubling down on the theme of 'trust' in the age of AIStay tuned through the end of the show (29:57) to learn: Whether Hillary is team cats or dogs. What YouTube show Hillary keeps up with. Who Hillary thinks we should interview next. Featuring:Hillary Curran (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedInTwitter Tune in:Apple PodcastsSpotify

In this episode, we dive deep with Will Crocker Hay, the VP of Customer & Partner Education at Braze, to explore various aspects of building and scaling successful customer-facing functions. Will shares insights gleaned from over a decade of experience developing critical customer-facing functions such as customer success, customer marketing, and customer education, along with valuable career lessons learned along the way. Will and Sunny discuss:(00:58) What Braze does.(02:15) Will's career journey and the pivotal points that shaped his path, including the early days of customer success.(07:24) Scaling customer and partner education.(11:12) Learnings for career progression and growth.(12:37) Launching the customer marketing function, including the initiation of the advocacy program, Firebrands.(23:48) Launching the Braze customer community, Bonfire.(27:13) Advice for choosing a great company to work for and the skills needed to succeed.(30:12) Will’s grand theory of customers.Stay tuned through the end of the show (31:19) to learn: Which Will chooses: city or country (...or both).Whether or not Will is an iPhone or Android supporter.Who Will thinks we should interview next. Featuring:Will Crocker Hay (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedInTwitter Tune in:Apple PodcastsSpotify

In this episode, Ciana and Sunny dive into:(01:41) Ciana's first corporate job (which she found via Craigslist)(04:45) Learning the ropes of customer advocacy at Kronos(07:03) Building customer advocacy from the ground up at SumTotal Systems, leading to a successful acquisition(12:40) Why customer references matter(14:15) Why customer advocacy(16:26) Expanding the customer advocacy remit at Zerto, and  supporting another successful acquisition(24:08) Finding Snyk and how Ciana helped them become a Leader in the Gartner Magic Quadrant(28:47) The role of the voice of the customer in new business generation(32:28) Developing the Customer Value Study at Snyk to help sales teams communicate ROI(39:38) Ciana's take on the future of customer advocacy and how to collaborate effectivelyStay tuned through the end of the show (44:51) to learn: How Ciana got her office to stock up on Diet Coke.What type of pastry Ciana is obsessed with and why.Who Ciana thinks we should interview next. Featuring:Ciana Abdollahian (LinkedIn)Sunny Manivannan (LinkedIn, Twitter)  Follow us:LinkedInTwitter Tune in:Apple PodcastsSpotify