This episode features an interview with Armen Najarian, CMO at Sift, an AI-powered fraud platform delivering identity trust for leading global businesses.

Armen has 10 years of experience as a CMO across a variety of fraud prevention, digital identity, and cybersecurity organizations. He discusses how word of mouth and a strong brand has allowed them to become a leader in their space and also gives insight into Sift’s top source for demand generation.

Key Takeaways:

• It is riskier not to take risks. Marketers need to be willing to try something unconventional. If it fails, the world goes on. 
• Giving your customers access to your data, if it answers important questions for them, can be a key driver of demand. 
• Understand what your customers are curious about and what questions they are asking. If you can find a way to provide answers, the ROI will be significant. 

Quote: 

•  ”Those that aren't taking risks are the ones taking risks, is the way I would look at this. Like we have to take risks -you know, it's gotten so noisy and some of the tried and true tactics like organic search, right, which is completely flipped on its head right now. Every CMO has a responsibility, anyone in marketing really, has a responsibility to really rethink the logic for what they're doing and take some risks.”

Episode Timestamps: 

*(02:29) The Trust Tree: 10 years of CMO experience

*(09:19) The Playbook: Answering your customers biggest questions

*(38:24) The Dust Up: To create a category or not 

*(42:32) Quick Hits: Armen’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Armen on LinkedIn
• Learn more about Sift
• Learn more about Fibr
• Learn more about Caspian Studios