5 Key Takeaways for the On-The-Go Marketing Executive: - To become an effective marketing leader, be aware of your own weaknesses and have the skills to hire people to balance the strengths of the team.
- CMO's should be strategic leaders, aligning not only with sales, but with c-level executives across the entire organization.
- The best thing to do to advance in your career is to command your existing responsibilities and make room to take on more, while investing in relationships with the people around you.
- Work closely with product to get to know the audience, and identify the "wow" moments that will resonate with your audience.
- Having engineers and technically-minded people on the team can be a competitive advantage for marketing departments.
Bio: Meagen Eisenberg (LinkedIn | Twitter) is the CMO of TripActions, a corporate travel solutions provider. Prior to TripActions, she spent more than 20 years in high-tech and was previously CMO of MongoDB and VP of Demand Generation at DocuSign. Meagen was recently named Top 50 most retweeted by mid-sized marketers according to AdWeek and Top 25 for B2B Marketing Influencers. She is also on the board of G2 and advises over a dozen tech companies, four of which were acquired this past year.
"There are three things you need to be strong at: product marketing, brand and comms, and demand gen. Very few people have all three. Instead, be aware of your weakness and hire to balance your strengths." - Meagen Eisenberg Notes: Lessons For a First Time CMO - (1:30) - Meagen started her career in IT at Cisco Systems and has found this background to be helpful as CMO, when balancing art and science. - "It's a competitive advantage to have developers and systems folks in marketing." - Meagen Eisenberg - In her first CMO role at MongoDB, Meagen learned the art of "plate spinning", or prioritizing between multiple things that may break or fall at any time. - "When you become CMO, it's not just about being able to align with sales, you need to be able to collaborate across the C suite." - Meagen Eisenberg - As a former product marketer, Meagen has had to learn brand as she's been in the CMO role.
Aiming for Success in the Early Stages - (12:00) - For Meagen, one of the most important skills for being a leader is being able to hire. - "To build a team really fast, you have to have a good network and be able to recognize who has the skills. And then you have to be able to tell the story of the company and get their attention." - Meagen Eisenberg - The mission of TripActions resonated with Meagen, who had traveled extensively for business in the past, and motivated her to achieve her goals coming in as new CMO. - "The best thing you can do in the early stage is own your role, deliver, and be someone people want to work with." - Meagen Eisenberg - Having a good track record and being willing to invest in people who don't necessarily report to you have helped Meagen achieve success, as well. - "You want people to come in that are there for the mission, because there's going to be good times and bad times no matter were you are." - Meagen Eisenberg
How to Add Value - (21:00) - When evaluating opportunities, Meagen asks herself three things: 1) Do I love the team? 2) Is the mission a good fit for me? 3) Can I add value? - "There are three things you need to be strong at: product marketing, brand and comms, and demand gen. Very few people have all three. Instead, be aware of your weakness and hire to balance your strengths." - Meagen Eisenberg - Meagen is excited to see TripActions bring power personalization to business travel and lead the consumerization of IT. - "We're tightly coupled with product, monitoring customer feedback, learning what the wow factor is to the traveler, and aligning around that." - Meagen Eisenberg - Meagen mentions the success her team has had with direct mail and other door openers, including some fun campaigns sending branded succulents to their targeted audience.
Pardot Lightning Round - (43:00) - Current favorite app: Instagram - Favorite vacation spot: The beach - Favorite business travel destination(s): Paris, New York, London, Amsterdam - Current favorite book: The Hard Thing About Hard Things by Ben Horowitz - Most excited about for the future of marketing? Having the technology to be creative and cut through the noise to access insights from data. - Best advice for a first-time CMO? Making sure you have strong relationships with your peers will help you execute much faster. - How to decide who to promote? One, promote the people who own what they've been given and have the capacity to take on more. Two, promote people who can get along well with their peers, and who everyone can agree should be promoted. Three, promote people who have made themselves invaluable.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading towww.pardot.com/podcast.