The Pavilion Podcast
The Pavilion Podcast

Episode · 2 months ago

Ep 261: Ungate your Content w/ Emma Calderon

ABOUT THIS EPISODE

Ungate your Content w/ Emma Calderon

Part of the "Is This A Good Time?" series hosted by Brandon Barton.

Hello, and welcome back to the Pavilion Podcast. I'm your host, Brandon Barton. You're listening to Is this a good time? The show whet Pavilion members on the hot teat for fifteen minutes we hear their incredible stories. Shows are out on Monday's so hit subscribe so you do not miss hearing from our experts. We are talking today to Emma Caldero and she's the senior director of Content and Communications, a qualified and she's got a little bit of a hot take saying on get your content fun. To chat with her about that and about some upcoming life changes for her. So glad you're here listening. This episode of The Pavilion Podcast is brought to you by Gan. The reality platform Gon uses customer interactions what people say right, chat, brow and read at the heart of its AI platform. It gives you autonomous insights about deals and suggested next steps that are all based on what's really being communicated between reps and...

...summers. No more decision making based on everyone's opinion. For full visibility into your performance and market data is a gong that's g O n G dot io. All right, let's do this. Episode one nine is this a good time. Hello everyone, we are back. Emma Calderon is with us. She is the senior director of Content and Communications that Qualified. Emma, so great to have you on the pod. Thank you for having me. I'm excited to be here. Awesome. Well, look, I'll meet no filler. We jump right into the question. Start with telling us all about Qualified. What do you do there, and and and and what's your role? Tell us about the company, and then bring us back through a little bit of your work history. You've got some interesting stuff going on in the Bay Area. Absolutely so. I'm the senior director of Content Communications, like you mentioned it, Qualified, and we are the pipeline generation platform for Salesforce. UM. So what that means is basically, we connect your Salesforce instance to your website to create awesome experiences for all of your website traffic. Prior to joining Qualified, UM, I've warned many how I really pivoted into content marketing...

...when I joined this team. But I was at Salesforce for four years leading communications and change management teams, and prior to that, I worked in internal and external communications and public relations. What is change? What is leading a change management team in with? I mean is this like getting ship done or is it like actually maybe even like partnering with things like HR and and and so forth. It can it looks very different across many different organs. But because the business was so big, anytime you implemented like a new process, a new training, a new announcement something, you had so many stakeholders that you had to make sure like that we're on board with said plan to create kind of like a waterfall communications downstream effect to make sure that every single employee felt empowered and enabled on the change that was happening. So example of that is we rolled out Agile UM in the organ that I was in Agile meaning...

...the work process function UM, and that process probably took about three months of training and communication to make sure that every person in the two hundred global organization knew what to do, how to do it, how to talk about it, and how to change their workflows to accommodate this new style. That's it seems like this is like UM, I mean change management. It could really apply to anything. What what an incredible skill to learn in a in a big organization like that UM. And then and then before that, there there's a little crossing of past I almost worked for a company you were called Zero Cater. You were at Catch Them too. You are in pran what what is talk to me about? Like the throughput of your career. It's very interesting that you're now in content marketing and having done kind of different things within the realm of marketing, but but also in PR totally. So I got my start in um PR, like you mentioned, working under the consumer food nutrition practice at Ketching based UM here in San Francisco. I transitioned from PR into tech into kind of the food space. A Zero Cater was a lunch...

...catering company back in I think it was, and that's where I really got exposure to the marketing world. Shortly thereafter, they hired very quickly and then got very very then quickly laid off into that role and that kind of served as a great pivot for me to pivot into clients services and moved to Chicago at the same time. So there I joined um a small retail technology company that basically sells um in store samplings and advertisings in different retailers like Walmart and Sam's Club, and so in that function I was I worked really closely with one of our founders who kind of owned like client services, marketing, project management. So I really was like a Jaine of all trades um and something that really always like attracted me in that role was working on internal systems and processes that seemed very like clear to me from a communications perspective based on my PR training, that were not necessarily always super clear to all the counterparts that...

I worked with. So while I was in that role, actually went back to school and got my masters in communication from Northwestern University while we were living in Chicago, and while I completed that degree, I learned about this function called enablement, And honestly it was just like luck of the draw. At the time that I learned about what enablement was, I was already reporting into my co founder at the company that I was at previously while in school, so I knew that the growth trajectory from at that company wasn't like super high for me. Took the leap applied to salesforce and it ended up working out. I love it, love it, love it. Love it. Now, like I always talk about hard work and luck being being a part of success, a little little bit of a curveball. One of my previous guests, recent previous guests Mico Mako, I should say, um, she she she helped me twist this into where is your privileged to help you? Which is probably the right way to say luck in a lot of different ways. But I'm curious, you know, give me an example of something in your career where where it was a lucky break for you and how that was able...

...to kind of help you, you know, advance your career totally. I think I look back on my time coming out of Northwestern Privilege check um and getting my job offer from Salesforce as the most fundamental career shift that has put me on a completely different trajectory. And I say that because the organization that I joined at Salesforce at the time was run by Dan Darcy, who happens to be qualified Chief Customer Officer currently, And so I learned so much working at such a huge global organization in satellite office. So learned quickly kind of what the pros and cons were at the time of remote work, even before like the pandemic happened. Had incredible exposure to different parts of the business working in UH internal communications in the enablement organization and are on top. Was worked for an awesome leader who I considered to be a really close friend who eventually tapped me to join Qualified four years after the fact. Yeah, I mean the couple a couple of different links there of just having been the right person,...

...right place, right time again privileged check along the way for sure. Make a shout out to you for for for calling that out. I love it. And uh, it's it's cool that you got to work with with with Dan again. Now, I mean, look, you you're marketing expert in my mind, right, Um, give us a sales or marketing you know tactic that people are not doing enough of or should be paying more attention to, you know, give it, give us something that's working for you. Absolutely, So this is a particularly hot take of mine, but I'm pretty passionate about it, and I am so wildly pro on gaining content. Anytime I see a form, I never fill it out or fill it out with dummy information. And so my natural assumption is that everyone who visits an e book that I've written, a blog post that I've written, or any property that we have in our website that we've drafted, They're going to do the exact same thing. So on gate it provide a better website experience for your buyers and provide them with all the information that they can. Things that we've learned in the last couple of years is buying behavior has shifted completely across the board. People are a lot more willing to self serve, do their...

...own research, and then they want to talk to someone on their own terms. So instead of gating something saying I'll get back to you in seventy two hours and then calling them, create this really seamless experience that is buyer centric and really puts their needs at the forefront of their discovery. Okay, I love that. And what do you lose there? You lose? Like attribution? Do you lose like hey, because we put out this e book or paper, we we can't now directly attribute it to somebody who filled out the form. I mean, how do you get around that or does it matter? I don't think you lose anything. And especially if you check out the pipeline cloud unqualified dot com big wink there, Um, that's exactly what Qualified is built to do. Interesting. Okay, alright, good plug? I like it. Um. Any any any that we'll get into some of the quick fires here. Any any positions that you're hiring for not currently. Um, as you know, the world of tech right now is what it is. Layoffs are rampant, but never say never, and next year I'll definitely be looking for or someone to help me out with social media and running our...

...social and have absolutely no idea what I'm doing, so needle to help I can get I I mean, I'm sure there are a lot of people listening who know a lot about that, uh so so, so perhaps perhaps somebody can can reach out, we can find somebody for you and and give some shout outs. Who are some people that you've followed, you know their content or you know following in their careers and and really have inspired you to kind of do some of the stuff that you've gotten into absolutely. Um who comes to mind first is actually a customer of ours. His name is Justin Simon. He's over at Metadata and he is kind of like an influencer on LinkedIn in regards to content marketing. He has a content framework that I think is really easy, really effective, and really easy to follow. Um, So I really enjoy following his journey along. Another person I really respect and enjoy following is Devin Reid. He used to run content over at Gong. I believe he just went over to Clary. Now. I know he took a little bit of time off because he had addition to the family, which is very exciting. But I would say Justin and Devon are two people that I...

...very much enjoy following. I wonder how his transition to the family is going. Well, you're sitting with a transition yourself coming up. Um, you know, let's if you don't mind, I would love to ask about that is the first time, first time being a mother for you coming up in the next couple of months. As a as a professional who's facing this, what are some of the things you're working on, like through in terms of taking time off and and and starting a family and then obviously wanting to probably continue your career after that. I mean, like, this is something that I was in awe of my wife watching her have two children two years apart, continuing to have an amazing career, And I just think to put a spotlight on that for people that are thinking about that, are going through it or whatever, why not take a moment and talk about it. Yeah. Absolutely, I think I don't think I am incredibly fortunate that my boss Mora, who's the CMO of Qualified. UM has two children and one on the way as else so she's gearing up for matt Leeve coming up in the end...

...of November, which is very exciting. I could not have a better role model, mentor or therapist to talk to about these issues specifically. And what's been so great is having a woman in leadership in the same position. Is she really advocates for working moms, protecting your schedule. You know, it's at the end of the day, it always comes down to communication, communicating about what you can commit to what you can't commit to. And so watching her go through this experience gives me a lot more confidence to kind of like mimic her footsteps a little bit. And I think on the flip side, what's really important is that all of our male colleagues, especially on the executive team, are supremely, supremely supportive of you know, create your own boundaries, work when you need to work will always be there for you. Take the time that you need UM. And I know that sounds like so like inauthentic, but here it qualified like I really really feel that, like I...

...don't have the anxiety of like walking away from work. It's it's more of like the self made anxiety of like, oh my god when I get back in, like I can't wait to come back to work. But I've also never experienced this thing before, so it's a whole lot of change all at once. And so getting back to my experience, trying to give myself grace within this massive time of change, and like how to managual that change and all these life changes at once is hugely overwhelming. But just being really open about it and communicating about it, I think that's kind of the only way I personally can get through it, because it's a lot happening in once, as you well know, Yeah, I mean, I feel like the common checklist that companies are given about how to deal with employees that are pregnant and and like it doesn't go far enough, um, whether that's in the amount of time or the amount of the boundaries set and so forth. And it's like there's so much more that companies could and should do for people as there's I mean, starting a family is it's probably the hardest thing my wife and I have done in our lives, and and having you know, just the...

...mental anguish of not sleeping for a number of weeks is just like insane. Um so I I mean, I always like, it's great to hear that you're supported and qualified, and I'm sure everything's going to both be great and completely different. And yes, knock on wood, so far, so good. I say this now when I'm like, you know, they're halfway baked, so I'll report back as I approach. And you just said they noting that you're having to. So this is also why I'm like, oh gosh, Emma, how can I help? But honestly, this is the way my husband and I operate, you know, just jump in the river, dive right in. This is this is kind of our m o. So why would it be any different for starting our family? Love it, love it. I wish you nothing but the best and it will be amazing. And and last, I always ask everybody, because I'm a restaurant person, you might be a little bit limited on what you're eating lately, but just a little bit, give us a give us a restaurant. We should go check out maybe Bay Area wherever you want. Absolutely, thank god, I...

...have not had any any aversions. Actually quite the opposite. Always hungry if I had to pick a restaurant in San Francisco. This is a classic. It's been a lot around for I want to say, like twenty years, which I kind of feel like is a long time in San Francisco. Um but bix, it's like elevated American old school San Francisco. You can't go wrong. It's over in the Jackson Square area and it's delicious. And also can't wait to revisit in the spring because they make the best cartinis. Love it well. As soon as you know the from the hospital, they'll drop you off there. I have a martini ready, let's go. Emma. Excited for you. Thanks for sharing time with us and um and and good luck with all these amazing things going on in your life. Thank you so much. I really appreciate it. All right, that's our show. Thank you so much for listening. If you love the show, rate and review in the Apple podcast for Spotify app, send as your friends, smash to subscribe button. This episode was brought to by Gone, the reality platform. Create an aligned and same as buying experience for your teams and customers that's based on reality, not opinions. Check out Gang at Gang G O n G...

...dot I O. I had fun. Hope you did to get out and press those numbers.

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