The Peerbound Podcast

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