Diary of a first-time CMO volume 2

How do you apply the Cognism demand generation approach in a smaller company? This entry deep dives how Alice adjusted the Kaspr set up to incorporate demand generation.

Cognism and Kaspr are two very similar products, but two very different audiences. When bringing Kaspr into the Cognism family, we had to think carefully about how we position each in a way that helps both companies to thrive next to one another. This entry explains that positioning. 

One of the biggest investments you make as a marketing leader is who you hire. How do you make sure each hire is just as strong as the last? This entry dives into the key values Alice looks for when hiring for the marketing team at Cognism.

This entry is part three of Cognism’s ABM strategy, specifically looking at how we build towards identifying our 1:1 targets and then how we try to reach said target accounts.

This entry is part two of Cognism’s ABM strategy, plus some of the results we’ve managed to achieve from our ABM activity so far.

Cognism has gone from zero ABM strategy to an ABM strategy pulling in 300k opps in a matter of weeks. Listen to Alice deep dive what we do for ABM.

Separate to OKR reporting, how do you track BAU targets? Especially as you grow and have a lot more to have oversight on as a marketing leader… This is how we manage reporting at Cognism.

Which roles should you have in house, and which can you outsource to someone external? This entry explains Alice’s strategy and philosophy for freelancers and agencies.

When others zig, you should zag. Cognism’s SEO strategy has always looked at the long game, focusing on quality - and not on programmatic SEO. Despite a lot of advisors telling us otherwise. This approach has resulted in a website that competes along with the likes of Hubspot.

When expanding into new regions, when can you translate existing content - and when should you create something new? Listen to find out how we balance the low hanging fruit content translation opportunities, versus creating dedicated regional content.