Alice breaks down the 4 key ways in which Cognism has seen success from implementing demand generation-led activity, proving our approach with demand gen has been a successful switch.

Buyer behaviour has changed, and so too do marketers. Buyers won’t buy unless they have a business need. So your marketing should reflect that fact.

Alice reflects on the period of time when she had to take a back seat from Cognism during her maternity leave. But her gratitude to be able to do so, because she could trust her team to take the reins in her absence.

What do ice baths have to do with marketing, you might ask. But for Alice, this is one of her secrets to being a calm and resilient leader for her team.

Generally speaking, audiences are far more willing to engage with posts and updates from people, verses from businesses. This ultimately comes down to the trust that we have in those subject matter experts. That’s why SMEs are a crucial part of Cognism’s strategy.

When times are tough and purse strings are tight, choosing the right tools is vital. Listen to find out which three tools Alice would choose over any others.

Content strategies so often talk about the content you’re going to create and when. But Easy Mode, that taught the process of how to think about content. Then how to execute on it.

When Alice had the idea to create the original idea, she made the important decision to share the project with her LinkedIn followers before building. This was a small but vital step that changed the course of the campaign for the better.

Alice is back for volume 2 of her diary of a first-time CMO. In this introductory chapter, Alice explains why she wanted to update her diary, and explain a bit about what is to come.