When it comes to building a team, marketers often place the majority of their focus on getting the right people. But putting those people in a role and situation where they can succeed is just as important, according to Katrina Wong (LinkedIn | Twitter), VP of Marketing at Hired.
On this episode of Marketing Trends, Katrina discusses how to build a team with a growth mindset. She also discusses other important topics like the convergence of B2B and B2C marketing, using performance language, and much more.
5 Key Takeaways: - Don't think in B2B or B2C, think in B2H (business to human). Every buyer is a human with emotions and a desire to be "delighted." - Performance language is a practice that allows marketers to create a culture of accountability. - It's important to have a growth mindset. Look for ways to improve, even when you're succeeding. - In order for data and insights to be useful, they have to be digestible by stakeholders outside of marketing. - It takes very purposeful effort to find diverse talent.
Bio: Katrina Wong is the VP of Marketing at Hired. She has spent 15+ years in a variety of customer facing roles including marketing, go-to-market, and revenue growth for B2b and B2B2C SaaS and Enterprise software companies.
Notes & Quotes: Katrina's Start in Marketing - (2:30) - Katrina studied life sciences in college, and actually started her career in consulting and data management. - Soon, she realized the power of marketing and how it can create demand. - Katrina started to make her transition to marketing while she was at Salesforce, and took inspiration from Marc Benioff.
Katrina's Role at Hired - (5:00) - Hired is a two-sided job platform. Katrina controls both B2B and B2C marketing at Hired. - Part of Hired's mission is to advocate for candidates. - It's important to invest in one side of the marketplace, and that will naturally drive demand on the other side. - One of Hired's differentiators is to use data to make things like salary more transparent.
Convergence of B2B & B2C (10:30) - B2B solutions shouldn't be any less "delightful" than B2C solutions. - "We're humans first, and we've gotten picky." - Katrina Wong - Katrina prefers B2H (Business to Human) over the terms B2B and B2C. She wants to create a reminder that everyone, whether in a business or consumer context, is a human. All her campaigns at Hired are now fully integrated.
Account-Based Marketing - (16:00) - "There are two funnels that matter: The revenue funnel and the people funnel." - Katrina Wong - Katrina focuses on targeting an entire team, not just HR and hiring managers. - Katrina tries to use performance language. Good things come when you are using the same language as your cross-functional partners. - "A big part of building a high-functioning team is building a culture of accountability, and performance language lends itself to that." - Katrina Wong - People are more motivated when they know they're making an impact. - Katrina makes sure that her people know how they're performing and have the numbers to indicate it. - Battle rhythm is a concept that Katrina uses to make sure that her people stay sharp and know what to expect. - In order for data and insights to be useful they have to be digestible by stakeholders outside of marketing.
Putting Together a Marketing Team - (24:00) - Having a growth mindset is important. - Always be learning, even if you're at the top of your game. Katrina always makes sure to be retrospective, so she can analyze what has worked and what hasn't. - "You have to be really purposeful to find diverse talent." - Ian Faison - There isn't just one path for great marketers. There is an entire movement around skill-based resumes, because it leaves everyone more satisfied. - People care more about working for a company with an impact and a mission than they do about compensation. - Most difficult skills to acquire in marketing? Being a data-driven marketer is table stakes. You have to be able to do it. Soft skills and EQ are the most difficult to find. - Open position at Hired: Senior Manager, Marketing Operations
Pardot Lightning Round - (38:30) - Most fun app on your phone: Blinkist - Campaign you're envious of: New Relic campaign - Favorite Musician: Lady Gaga - Favorite Recent Podcast: Gen X Amplified - Thing you're excited about for the future of Marketing? Conversions. It allows B2B marketers to be even more creative. - Best advice for first time head of marketing: Getting to your goals can sometimes take so much out of you and your team, but think about building cross-functional relationships. - What Katrina does for fun: Snowboarding.
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