This episode features an interview with Jessica Shapiro, CMO at LiveRamp, the data collaboration platform for the world’s most innovative companies.

In this episode, Jessica shares with us how brand and demand go hand in hand, why everything you do should be measured, and the importance of avoiding building up silos within your marketing team. Jessica also talks about how she and her team are combating stagnation through producing simple content and fostering a strong brand strategy. 

Key Takeaways:

• Everything has to be measured. Even the “unmeasurable” aspects of your business needs proxies that can be measured by effectiveness, but everything you do needs to be monitored and appraised in some way to better understand effectiveness.
• A strong brand strategy is not stagnant. If you’re looking to run a differentiated brand, which you should be, you need a strong brand strategy. Your brand cannot live in PowerPoint; it needs to have room to breathe and grow, and teams need to be constantly evaluating alignment cross-functionally within the company.
• Interdependencies are key. Making sure you don’t build up silos within your marketing team leads to the best marketing. We all have the same goals. The way relationships become strong isn’t simply through human nature, it’s data driven, so when any and all information is shared across teams, success abounds.

Quote:

“I started with a differentiated brand and understanding that buyer's journey. It's not a channel or a tactic, but it is everything. If you do not get the whole company singing off the same page, it's very hard to make a difference. So, for me coming in, it was taking that time to do the rigorous research, talk to customers, get alignment with our leadership, get a strong brand story, train our marketing, build the marketing materials, and then train our sellers to use those same stories as they are talking to their customers. So having the whole organization moving together, we revealed our brand platform at our major customer event, Ramp Up…and it was this incredible organizing principle around data collaboration and so my “not cut” is strong brand strategy and I believe a strong brand strategy is not stagnant. It has to live and breathe and grow and everyone has to continue to be aligned.”

Episode Timestamps: 

*(06:07) - The Trust Tree: Bringing companies together to exchange first-party data in a privacy-safe way

*(22:29) - The Playbook: Your whole company should be singing off of the same page 

*(35:30) - The Dust Up: The most effective marketing is through layering your messaging in every channel

*(37:40) - Quick Hits: Jessica’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 Jessica on LinkedIn
• Learn more about LiveRamp
• Learn more about Caspian Studios