Pushing the Envelope in Marketing

Pipeline Visionaries

This episode features an interview with Allison Breeding, CMO, Apptio, an IBM Company that provides data insights that empower leaders to make smarter financial and operational decisions.

In this episode, Allison talks about shifts that have stuck around post-covid, getting really clear on personas, and pushing the envelope through experimentation.

Key Takeaways:

• It’s worth pushing the envelope and trying out-of-the-box approaches. If you’re not pushing the boundaries a little bit, you’re not trying hard enough.
• When the market is turbulent and shifting, you have to be able to adjust your value prop and positioning to endure. Apptio made a big shift into digital marketing during COVID. Then, when the market plunged after hitting a high, they were able to shift to allow for continued success.
• Focus groups, and feedback from partners, prospects and employees, can inform the direction that you need to go in and support your efforts to understand your value proposition.

Quote:

• “We've been doing a lot of really fun kind of guerrilla, out of home concepts, outside of events. Getting our hands slapped every now and then, but that's okay. If we're not getting in trouble, we're not pushing the envelope enough. But yeah, we're kind of trying to own the spaces that people are kind of in the mindset of thinking about our product in. And so whether that's airports or outside of event venues, on taxi cabs, on trains, that sort of thing around the events that we're participating in.”

Episode Timestamps:

*(03:45) The Trust Tree: A bottom-up and top-down approach

*(17:35) The Playbook: Spending money fast and utilizing events
*(32:31): The Dust Up: Navigating the founders’ mentality

*(34:58) Quick Hits: Allison’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Allison on LinkedIn
• Learn more about Apptio
• Learn more about Caspian Studios