The Pavilion Podcast
The Pavilion Podcast

Episode · 1 year ago

Ep 102: Marketing in the Early Days

ABOUT THIS EPISODE

Ep 101: Marketing in the Early Days w/ Sarah E. Brown

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

Hello everyone and welcome back to the Pavilion podcast. I am your host, Brandon Martin you're listening to Is this a good time the show where I put Pavilion members on the hot seat for 15 minutes and we hear their incredible stories. We really shows Tuesday and thursday. So please hit subscribe. So you do not miss hearing from our experts. Our guest today is Sarah E. Brown. She's the VP of marketing and intricately and we talk about her love for early stage marketing and the journey of early stage marketing. It's a crazy one. This episode was brought to you by drift. More than 50,000 businesses use drift to grow revenue and increase customer lifetime value faster drift, helps their customers align sales and marketing on a single platform to deliver a unified customer experience. Where people are free to have a conversation with businesses at any time on their terms, learn more at drift dot com. Alright, let's do this episode 43. Is this a good time?...

Alright, so happy to be here. We have Sarah A Brown, She's the VP of marketing at intricately Sarah, Great to have you on the show All Brandon. It's so great to be here. Thanks for having me Well as we do on this podcast, it's all meat, no filler jump right in. So tell us about how you got to this role, Tell us about the world you have, but also kind of the path you took to get here. Sure. So I spent my career and B two B sas and I think for all of us who get to live and play in this ecosystem, we wouldn't get anywhere in our careers without building extraordinary relationships. So I've been thrilled to work with some of the best technologies in the, in the business and meeting wonderful people which has led to new opportunities and has landed me here today And I would say, you know, just brief background on intricately for folks who are tuning in and learning about us. We're the leading cloud product adoption usage and spend insights platform for cloud...

...companies. So we help cloud revenue leaders grow their revenue through using data to power their account based programs. So hopefully folks who are listening to this, who are thinking about data, thinking about increasing their revenue. Hopefully this conversation can sort of spin those wheels to help you think about your own programs. Love it. But talking about earlier in your career, because you have, I mean you have quite a number of roles in some really cool companies service Rocket, you were doing your own consulting for, I guess a while, maybe at the same time as all these other roles. Sure. So I mentor at techstars which is an early stage accelerator or they help companies uh scale and my sweet spot, I've always loved helping either self funded or, or seed round series around companies mature and I think that incredible moment of just growth when you sort of look around and suddenly you're 50 people or 100 people and you've reached that 10 million ahrar milestone as a marketer. I love going from 0 to 10 or from 1 to 10. And...

I've had the privilege of doing both in house and consulting work with B two B SAS companies at that stage and helping them get through acquisition. I've experienced five acquisitions now on different sides of the business, whether as a consultant or in house. In 2015, 3 of my consulting clients were rapidly acquired and then I joined one of them and stayed for over four years, which is service rocket. So I love just the journeys in this ecosystem, their relationships and as I alluded to all of the great experiences in my career have been because of extraordinary relationship. So I feel very privileged to to have had that path Right now. Tell us what's the playbook for for 0-10. I mean give us a cliff notes, come on, let's stay here for a minute. Sure. So I wish I had a notebook that I could pass out and hand to everyone on how to get through the acquisition. Um you know, it's interesting. It really depends on your business model. Right? So just picking on, I would say Service...

Rockets acquisition is interesting. Is learning management system for B two B SAS companies and why I think they're acquisition was learned. Its acquisition by Service Rocket was so it made so much sense and why as a marketer it was so fun to be part of that journey before and after the acquisition. I actually wrote about this in my first book on how to navigate an acquisition successfully, particularly as a as a startup employee. But what was so cool about that was learned, I had really built out this category of customer education as customer success and going back to 2012, salesforce really coined customer success gain site as a category leader, started emerging and really building in that time. So we really fit in at a really exciting point. And then I think the best work we did was post acquisition. I loved pre acquisition, but it's really kudos to the Service Rocket team for how they brought learn dot on board as part of their suite of solutions and and created that whole product so thrilled to have been a part of that. And every acquisition is a different story and in terms of...

...playbooks because you did, you did want tactics for folks who are listening. I think just really understand the metrics that lead to business growth in your business and don't Listen to folks like me who give you a 22nd pitch and tell you that's how you should do it. You should really understand your own business metrics, that's my best advice. Well, what About this advice? I mean, it sounds like hiring somebody who can potentially consult, it has a ton more experience than you might be able to afford at that stage is a good use of time. I mean what was it 5 to 10 hours a week that you might even max maybe even spend with some of these companies or you know, it wasn't so much about hourly and I think this is something I know a lot of marketers become consultants. In fact if you google cmos or VPs of marketing, almost each of them have their own cool branded company and sometimes it's their names, sometimes it's a cool LLC. But what's interesting is I think you get this really interesting experience that as you mentioned is really hard for early stage startups to afford and frankly I give it away for free at textures. It's part of being a mentor as you meet with early stage companies who are you know,...

...just getting the scale right and so they couldn't afford a VP of marketing a CMO but they can they can have mentorship. So I I think you know as a trusted advisor to the business, a consultant can provide a lot of value what you don't want. And there's nothing I tell my portfolio companies I've mentored is what you don't want us to over invest in marketing too early and you don't want to over invest in a lot of strategy that doesn't just bring you deals right, like early stage, it's about product market fits about growing your revenue, you can spend as much money as you like on marketing and as we all know, there's a time for that. But yeah, very cool, very cool. Well I always think that both hard work and luck or things that contribute to getting you where you are, you've already talked a little bit about the ways that you've been fortunate. Is there anything specific, a specific story that you might add about? Either one of those that got you to intricately. I mean I am really curious how did you get picked to become a mentor techstars, I mean how did that story coming out? How did I get? I'm...

...part of the Boulder startup ecosystem and I run an L G B T Q tech meet up in Boulder called Flat Irons Tech and been around since 2014 and established it with venture capital firm called Foundry Group and particularly greasy named brad feld, who's been very supportive to the L G B T Q tech community and I will credit brad feld and techstars for this give first mentality and get aligns with revenue collectives. I think you call it give to get, is that right? Something like that. But I think this idea of, yeah, this idea of giving in order to provide value and not expecting anything in return that powers the ecosystem. So brad feld to his credit really helped us get this meet up groups started connecting with local companies, you know, Splunk send grid, which later became part of Twilio Workday. There are many, many companies in Boulder that have presence here that wanted to do more for the L G B T Q tech community. So as I started working with those companies, working with techstars with the meet up group, it just was a...

...natural fit to become a mentor and now I'm enter two of the Techstars accelerators, sustainability and workforce development. But yeah, really, honestly, the privilege is mine. I feel grateful to get to be part of the techstars ecosystem. I love it. I don't know if this is, I hope this episode of dope in june maybe not, but we are also recording this in Pride months. So shouts of that, That's very cool. All right, well look happy, Happy, happy Pride. I wish I was wishing everyone happy Pride, whether it's june or july or whenever month Yes, wanted to affirm that you mentioned. I feel like this is going to be a summer to remember across all communities. Especially I think Pride Month is going to be Pride summer this summer. How about that? So give us, you know, give us a sales or marketing tactics that we might be able to to use and kind of our daily dealings with daily jobs. I would say customer marketing, I have such a love for the customer success world. So my tip is...

...going to be tied to that which is put your customers at the heart of all of your marketing. They speak so much better about you, your products, your services than you ever could as a marketer and they want to talk to your prospects, put your prospects in a position to talk to them, to hear from them to read their case studies to receive account based programs that include messaging that ties to the prospect from the customer. These are things that I think are, it blows my mind that we don't do more of that in our industry. It is, it is by far my best tactic, but it's not really a hack. It takes work. So I wish I could snap my fingers and have everyone do that. But I love it. Good one. Okay, so along with that, give some shout outs of people that you follow their content. You obviously give some shout outs of some names from Brad to to others in the boulder community, but people that you follow and then any up and comers that you want to highlight. Oh, that's such a great question and I love it because I'm such a community person. I...

...really believe in the strength of community. I will give a shout out to the intricately marketing team who just released our annual list of 75 cloud revenue influence influencers to follow. So I would say, go check out that list. There's phenomenal folks on there, many of whom are leaders and revenue collective. No surprise there. I'll give a shout out to intricately co founders, fema, Lashinsky, our Cto and Michael Pollack our Ceo, brilliant, fantastic co founders who inspire me. And I think our fema in particular, I want to double click on having such an incredible background, not only as a engineer and as someone who understands the plumbing of the cloud, which is, I think you really understand the cloud when you can explain it to everyone at the company and they learn more and understand. So fema really saw the problems that intricately in particular faces firsthand when he was an engineer at Acme and then Michael Pollack, our Ceo sold the company to marquette Oh, serial founder and has been I'd say a leader in the marketing space and has a...

...really deep understanding of quality over quantity. And as a marketer, I will say my advice to anyone listening to this as a marketer find a Ceo who really gets marketing who understands quality over quantity. Obviously we want to increase both over time. But someone who gets disqualification as the most important thing that marketing can do to really accelerate deals and bring in quality pipeline for sales to close good. I like that as a closer in my past lives. I only want quality. I don't want that. I don't want the Bs coming to me so great. All right. So any key positions that you're hiring for? Yes, we are hiring for an account based marketer who will lead our a B. M. Program and we're also hiring a BDR. So if you know any folks who would like to come talk to us interested in selling the world's leading solution for cloud revenue leaders who need to use data to increase their revenue. Come chat with...

...us. Love it. And then last but not least this is the most important to me, of course. And I know that there's some really grateful food in Boulder. So I'm curious what you're going to shout, Give me a leaf. That's so easy vegetarian restaurant in Boulder, right on Pearl Street downtown. I believe they do outdoor dining depending on when folks are listening to this. If that's our priority, Yeah, come on down. We'll have kale chips, it will be great. Great, love it. Sorry, thank you so much for being here. It's such a pleasure to have you on. And really looking forward to staying in touch and see now. Learning from you, frankly, it seems like that's what people do when they, when they get to your orbit. Oh, likewise Brandon. Thank you such a pleasure. All right, that's our show. Thank you so much for listening. If you love the show, rate and review apple podcast, Spotify app, send it to some friends, make sure to smash the subscriber and do all the stuff reminder. This episode is brought to you by drift. A new way businesses, by brown businesses. You can learn more and get the conversation started at drift dot com. I had fun. I hope you did too. Go crush, remember...

...say something. Mhm. Yeah.

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