In this episode, Katie shares insights about her dynamic approach to customer marketing, noting her focus on adopting programs that closely align with what customers want and need. At Iterable, she oversees different teams, including Brand, Community, Partner, and Corporate Event Marketing, all which leverage and benefit from using the voice of the customer. Katie discusses the importance of building personal relationships and understanding what motivates each individual on her team. She also speaks about the organization of Iterable's in-person and virtual conferences and roadshows, while emphasizing the importance of continuous iteration and improvement. The conversation also includes Katie's experiences and lessons from her time at Marketo and her perspectives on working in the marketing technology (MarTech) sector.

In this episode, Katie and Sunny dive into:

• 00:14 Katie's Role and Responsibilities at Iterable
• 01:34 Understanding Customer Marketing at Iterable
• 02:16 The Evolution of Customer Marketing at Iterable
• 03:25 Katie's Journey and Motivation at Iterable
• 04:10 Measuring Success and Impact at Iterable
• 05:02 Katie's Journey into Customer Marketing
• 06:10 Lessons from Marketo and Love for MarTech
• 10:03 Managing Diverse Customer Advocacy Programs for Different Personas
• 13:23 The Growth and Evolution of Activate User Conference
• 16:30 Changes in Buyer Behavior and Customer Marketing
• 19:31 Advice for Building a Customer Marketing Program
• 21:23 Managing Relationships and Leading a Team

Stay tuned through the end of the show (24:37) to learn: 

• Who Katie thinks we should interview next.
• What Christmas present Katie has put to work over the past year.
• Which fast food restaurant Katie’s stopping at if she’s on a road trip.

Featuring:

Katie Pope (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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